UX Strategy: A Systems Design Approach to Innovation

@liamfriedland | @innes_jon

UX Strategy: A Systems Design Approach to Innovation

I have yet to see any problem—however complicated—which when

looked at in the right way did not become still more complicated.

-Poul Anderson

UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon

Liam

Current: Informatica

Large: Microsoft, Oracle

Medium: Borland, Siebel,

Small: Westbridge, Zaplet

Consulting: UX Studio

Jon

Current: UX Innovation

Recent Clients: Autodesk, Google, Walmart.com

Large: Cisco, Oracle, IBM

Medium: Siebel, Intuit, Vitria

Small: Augmentum, startups…


3 key themes

Taking a systems perspective on your organizations

Design as an innovation activity for organizational renewal

Strategy + tactics for UX innovation

1

2

3


What are systems?

Interrelated configuration of parts or components (structures) that

cooperate in processes (behavior)


Understanding systems

Context is everything!

Outside in

Inside out

System forces:BoundariesInputs + OutputsInteractionsEncapsulationNestingOverlapRedundancySimilaritySynergyFrictionDivergenceDependency


Different perspectives act as lenses to focus strategy

Strategy should be influenced by multiple perspectives


Disciplinary lenses can derail strategy

DevelopersAs seen by

DesignersAs seen by

PMAs seen by

QAAs seen by

Developers Designers PM QA


Understand phase transitions

Energy

Tem

pera

ture

In order to change states, systems require energy


Work across boundaries

Organizational dynamicsOrgs as countriesPolicies: Internal / ExternalDiplomacyBig picture perspectiveInfluencing strategyCultivate alliesRight people, Right timeFormal + informalSuccess of othersUnderstand firstFight + compromise


UX

Develop a systems perspective on UX activities

FormativeResearch

SummativeResearch

InteractionDesign

InformationArchitecture

VisualDesign

ConceptPrototyping

Market Research

Innovation Mgmt.

Project Mgmt.

SupportSubject Matter Experts

Documentation

Brand

Quality

Marketing

Sales

EngineeringProduct Mgmt.


Map out your influencing policy

• Group, individual, committee, partner, etc.• Resources, approval, change, react, judge, champion

Stakeholder Role

• Active/Passive Supporter/ResisterAnticipated Reaction

• Needs & expectations from change• Involvement & preparedness, Red-flags

Their Needs + Concerns

• Approval, Resources, Access, Information• Flexibility, Behavior change, Task completion

Our Needs

• Preparation, Communication, Address concerns• Learning, Direct/Indirect involvement

Plans

• People whom they listen to / respectInfluencers


3 key themes




1

2

3


make moneyjoin with others to create value

align your talent and assets

develop and create your offerings

differentiate your products & services

create complimentary products & services

ensure and enhance the value of your offers

connect offerings with customers

represent your offerings and business

foster distinctive experiences

CONFIGURATION OFFERINGS EXPERIENCE

Innovation: a systematic renewal process

From: Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013


make moneyjoin with others to create value

align your talent and assets

develop and create your offerings

differentiate your products & services

create complimentary products & services

ensure and enhance the value of your offers

connect offerings with customers

represent your offerings and business

foster distinctive experiences

CONFIGURATION OFFERINGS EXPERIENCE

UX + Innovation systems

Based on Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013

UX 2001-2014UX to 2000UX Futures


Acquire

Solve for the entire customer experience

Get user to know offering exists

Categories based on Dave McClure’s AARRR Startup Metrics for Pirates see: http://500hats.typepad.com/500blogs/2007/06/internet-market.html

Activate Retain Refer

Get user to engage with product for initial 1st use

Get user to integrate offering into their lives

Get user to recommend to a friend

Think about experiences not products


Transformational

Adjacent

Core

3 types of innovation

Make incremental improvements to existing

products / services

Expand existing business into new business

Transform an existing market or create a new market

Based on Nagji & Tuff | HBR | May 2012


Designing future scenarios for innovation

Prediction is very difficult. Especially about the future.

-Niels Bohr

TodayFuture

Social

Technological

Economic

Environmental

Political

Competitive


Define an innovation process

Jump-Start Innovate Finalize, or…

Idea Generation• “Innovation days” ideas

Observation in the “wild”• Generate new ideas / get

the big picture

Need finding• Jobs to be done

Competitive Analysis• Assess competition

Kickoff Workshops • Get people on same page• High-level planning• Roles & contributions, etc.

Innovation Design• Develop conceptual

designs• Build mockups &

prototypes

Requirements Validation• Gather feedback on

mockups & prototypes

Wrap-up• Iterate designs based on

feedback• Design visual look & feel

(as applicable)• Validate designs with

intended user populations (if applicable)

• Productize

PHASE GATE: • Design brief to plan the

detailed deliverables & timelines

PHASE GATE: • Internal & external

reviews• Socialize future designs

with execs & broader product teams

PHASE GATE: • Validation via objective

metrics• Internal & external reviews


Recognize design is an iterative experiment

Based on image from Janice Fraser http://www.slideshare.net/clevergirl /

Don’t build products when prototypes will do!

Prototype & measure it


Build an innovation culture

Innovation aspart of theorganization

Innovation atthe core of theorganization

Innovation integralto all aspectsof the organization

Adapted from Design Management Institute


Scale by creating semi-autonomous holons or teams

FeedbackFeedbackFeedbackFeedbackFeedbackFeedback

Users and Customers


To survive your company must adapt

It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change.

Charles Darwin


Design = deus ex machina an agent of change

a source of revitalization

Become an agent of change


3 key themes




1

2

3


Questions defining UX strategy

• Who is the user?• What is the problem?

Formative

Ideation

Summative

• What are the possible solutions?• How exactly might these solutions work?

• Does the solution meet users expectations?• How do we measure success?


Systems Thinking Defines UX Innovation

FormativeResearch

SummativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

UX

Requirements



FormativeResearch

SummativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

UXDesign



FormativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

UX

Measure SummativeResearch


Tactic: Pitch a concept to VC’s or Execs

FormativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

SummativeResearch

UX

Work with entrepreneurs to develop new product or service

Gather scenariosIdentify key screensDefine the key interactionsMake ‘em look prettyBuild a click-thru mockup


Tactic: Design for adjacent markets

FormativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

SummativeResearch

UX

Develop a product to address new or emerging needs in the existing customer base

Master the domainDevelop the IADefine interactionsBuild prototypes Visual designDesign validationTest the prototype or product


Tactic: Re-architect a product

FormativeResearch

InteractionDesign


VisualDesign

ConceptPrototyping

SummativeResearch

UX

Work with VP products to reinvent a product category

Re-imagine product conceptsRedefine the IARedefine interaction designBuild prototypesTest prototypesDefine visual language


Tactic: Explore new market potential

InteractionDesign


VisualDesign

ConceptPrototyping

SummativeResearch

UX

Work with business leaders to analyze new markets and sales opportunities

SurveysEthnographic studiesCollaboration workshopsNeeds findingJobs & outcomes$100 tests

FormativeResearch


Feedback loops: Everything is an experiment

Look at what is happening, not what you hope should happen

1) Observe 2) Design

4) Test 3) Prototype


Final thoughts

Take a systems perspective on your organization1

Develop influence maps as part of your “foreign policy”2

Focus on innovation as a driver of corporate renewal3

Use UX tactics within an overall UX strategy to innovate4

Course correct based on feedback loops5

UX Strategy: A Systems Design Approach to Innovation

Design

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