UXSG2014 Workshop (Day 1) - Leading UX (Trend Micro)
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Transcript of UXSG2014 Workshop (Day 1) - Leading UX (Trend Micro)
Are you kidding me?
2
Before We Start
3
Big Data Here
Agency / Consultancy
30%
Education Institution
8% Government
Agency 6%
Freelancer 2%
In-house Team 42%
Startup / Tech Firm
12%
Types of Organization
4
Big Data Here
I'm not a practitioner
18%
Less than a year 11%
1 - 3 years 30%
4 - 6 years 18%
More than 7 years
23%
Years of Experience practicing UX
5
Exercise 1: Know You, Know Me
1. Pick a moderator
2. Share some background information with your team
a. What is the UX team in your organization responsible for? Who are in the UX team?
b. Where is the UX team in your organization structure? (an organization chart could be helpful)
c. What are the UX challenges in your organization?
10 min
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• My boss has no clue what UX is
• People think that appealing UI equals good user experience
• When talking about UX research, people think it costs a lot and is a waste of time
• The UXer is the only one who cares about UX
• No matter how hard the UXer works, the UXer is still the bottle neck
• People treat the UXer like a “stamp of approval”
• Last minute change is not an old story
Scars that UXers Bear
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• Share!
• Share!!
• Share!!!
Agenda
UX Leadership
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“Leaders are people who influence others to accomplish shared goals. Whether explicitly or
by tacit example, they establish and foster values, help people envision a future direction,
and support them in getting there.”
- Kim Goodwin
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UX Practitioners
Development Processes
UX Maturity
Organization Type
Company Culture
Being Part of the Organization
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UX Leadership ≠ UX Management
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UXers Should Be Equipped with Leadership
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user centered design usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design
Hard Skills
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communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational
Soft Skills
Tennis Pro vs. UXer
Mouth Engages the team to build a shared vision of success
Brain Identifies weaknesses and reacts
Hand Creates successful,
reproducible attacks
Passion drives perfection
Heart
Eyes & Ears Observe the opponent to determine the best strategy
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Leadership equals…
Hard Skills
user centered design usability testing
user research user experience design
information architecture user tasks analysis user flows design
prototyping front-end development
visual design contextual interview
card sorting participatory design
diary study service design
ethnography study interaction design
mobile design
Soft Skills
communication visionary
collaborative innovative organized
flexible influential advocate
trustworthy knowledgeable
motivating decisive
clear approachable
open energetic engaged
inspirational
Heart Drives passionate ownership
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“Choose a job you love, and you will never have to work a day in your life.” 知之者不如好之者,好之者不如樂之者
- Confucius
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Ownership & Empathy
GE Healthcare Adventure Series
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Attitude + Aptitude = Altitude
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Example: Hand-Made Quick Start Guide
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Example: Testing the Quick Start Guide
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1. Know 2. Try 3. Love 4. Buy
Standard UX Focus
Standard Marketing Focus
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1. Know 2. Try 3. Love 4. Buy
E2E Customer Experience Journey in Trend
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Exercise 2: Reaching Out
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Exercise 2: Reaching Out | Mike’s Story
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Exercise 2: Reaching Out | Mike’s Story
Final Work
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Exercise 2: Reaching Out
• What would you do if you were Mike?
20 min
30
Heart | Tactics
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Eyes & Ears Observes and understands the audience
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10%
40%
50%
Research Design Coordination/Communication
What Are UXers in Trend Doing Everyday?
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Get to Know Your Stakeholders
CEO GM Executives Business sponsor Sales Marketer Legal Project manager Product manager Architect RD QA Support Front-end developer Visual designer Content provider Customers
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Stakeholder Types In
tere
st
Influence Power HIGH LOW
LOW
HIGH
Key Player Non-supportive
Supportive Marginal
Collaborate Closely
Keep Satisfied
Keep Informed
Monitor RD
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Dominance ⽀支配型
Influence ⼈人際型
Steadiness 穩定型
Compliance 謹慎型
Challenge
Action
Collaboration
Stability
DISC
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Exercise 3: Create Your Stakeholder Diagram
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Exercise 3: Create Your Stakeholder Diagram
• Think of a project
• Put your stakeholders into the diagram
• Explain how you work with them, in regard to relationships and working models
• What works and what does not work
20 min
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Eyes & Ears | Tactics
• Know who influences power and the personalities of your stakeholders
• Start from the right stakeholder or project
• Don’t fall in love with your own design. Listen Listen Listen
Brain Identifies the problem
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“If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.”
- Albert Einstein
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Define the Problem
Design
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Tips
• Is it a real problem?
• Is it worth solving?
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How To Define a Problem
• Interview the target audience
• Collect data
• Analyze data
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Data – Who, Where, What
People • Customers • Researcher • Support • Marketing team • …
External Data • Gartner’s report • Reviews • …
Internal Data • Past research
data • Usability testing
result • MKT survey • Web analytics • C.SAT • Support data • …
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Exercise 4: Defining the Problem
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Exercise 4 – Defining the Problem
Requirement:
The Technical Support site needs work. Improve its UX.
• Who will you talk to?
• What kind of data will you collect and analyze?
• How will you make the requirement clearer and more accurate?
20 min
50
Brain | Tactics
Shaped UXer
Mouth Engages to build a shared vision
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The furthest distance in the world is not between life and death, but when I present a design and you don’t buy in
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But Did You…
• take business goals into consideration?
• align the design goals with the business goals?
• talk about the same target users with your stakeholders?
• define measurable UX goals clearly?
• put your stakeholders in the customers’ shoes?
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It's NOT about the UXer
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Business Alignment
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Transparency
Involvement
Collaboration
Alliance
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Mouth | Tactics
Get your butt out of your seat! Now!
Hand Sculpts and reproduces successes
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Fit In Development Process
Trend Agile “Design” & Development Process
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Build Role Models
Conduct Field Studies Synthesize Together Visualize the Findings (CJM)
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Interview and Field Study
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Brain Dump and Translate Findings Together
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Explore Unmet Customer Needs
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Reproduce for Win-Win-Win
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Reproduce for Win-Win-Win
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Hands | Tactics
• Build small successes with your team, and also with your so-called opponents
• Build role models and steps so that everyone can see the steps towards the vision you have
• Reproduce many hands-on possibilities for win-win-win
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Leadership equals…
Hard Skills Soft Skills
Brain Identifies the problem
Eyes & Ears Observes and understands the audience
Mouth Engages to build a shared vision
Hand Sculpts and reproduces successes
Heart Drives passionate ownership
Thank You
Hsin Eu
Mike Chou Pei Chen Yuyi Hsu