Why you should build a UX team

Jesmond Allen @jesmond

Yay!UX is having its day

“Customer value = business valueJeff Gothelf,Co-author Lean UX

“Good user experience is clearly good for business. Studies show that companies that invest in UX see a lower cost of customer acquisition, lower support costs, increased customer retention and increased market share…

Forbes.comUX is Good for Business, Nov 2015

“Digital transformation is about moving from organization-centric to customer-centric

Gerry McGovernCEO, Customer CarewordsAuthor,Transform: A rebel's guide for digital transformation

“We need partners to work with us, not for us

Tracy DoddsHead of Digital ServicesBristol City Council

Business drivers

Image: Jackie O https://flic.kr/p/9dbkFg

1Customer expectations

“An internal team that lives and breathes the organisation are much better set up to respond to shifting business and user priorities

Ben Whitehouse Head of Web, JISC

2Brand

“Branding is what people say about you when you are not in the room

Jeff BezosFounder & CEOAmazon

“The digital estate is the brand offering

Matt HallHead of UX and Digital DeliveryNationwide Building Society

Image: Keith Cooper https://flic.kr/p/dK2oa7

3Cost

konceptapp.com/blog/2015/12/03/how-much-would-you-pay-to-save-a-product-with-bad-UX/

4Intellectual property

“Outsourcing user research is like outsourcing your vacation

Jared Spool CEO/Founding PrincipalUser Interface Engineering

Image: https://pixabay.com/photo-1285364/

Bringing UX in-house

1Image: https://www.flickr.com/photos/upnorthmemories/2228550404

Put user experience at the heart of your company strategy

Set a vision for customer experience

www.gov.uk/design-principles

Embed user insights into your decision-making

Move from individual touch-points to considering the whole journey

2Build design capability

“You have to invest in UX in order to put the customer at the heart of the interaction

Jennie Blythe Head of Ecommerce and Customer ServiceWhistles

http://www.meldstudios.com.au/2016/08/09/how-our-skills-matrix-supports-candid-conversations-with-staff/

Image: https://commons.wikimedia.org/wiki/File%3ASimple_balance_scales-01.jpg

Customer expectations

Brand

Cost

Intellectual property

Image: https://flic.kr/p/e5Z6Mr

UX capability

Company strategy

UX vision

Omni-channel journeys

Digital brand Multi-disciplinary teams

User-centred design processes

Better promise, more value Image: Stuart Tayler and live|work

Jesmond AllenUX Consultant

jesmond@jesmondallen.co.ukuk.linkedin.com/in/jesmondallen www.slideshare.net/JesmondAllen

Any questions?