Why your company is bad at UXThe 5 things preventing great UX in your enterprise

User Experience is a lot of things

• UX is really a mixture of disciplines that when can

combined create something special

• This advice really all about your digital products no your

advertising or marketing

1. Know your goals

Outcomes over deliverables

• Goals are not deliverables

• Use things like, revenue, downloads, engagement,

conversation, retention & referrals

• Outcomes should always be measurable

• Know how you will track these outcomes

Know the potential

• You shouldn’t start a project without knowing its

potential value to the company

• Know what a 1% improvement on your key metics

translates into in revenue

• Some projects turn out to not be worth very much

when calculated this way, don't do those projects

2. Marketing is not the same as product

Create a clear owner for your UX and product

• Marketing owners may not have the right

mandate, they often ask for the wrong things

• Your marketing team likely lacks real product

skills and domain knowledge

• Ensure that on both client and agency side you

have product and UX expertise

Don’t make random annual budgets

• Most big companies create random budgets for

their projects or departments

• Base your budget on the potential

• The wrong budget sends the wrong signal to the

team building your product

If you want to outsource, find product people

• Always hire the right team for the right job, don't

hire ad people to make products.

• UX has its own skills, culture, team structure,

processes, business models, timelines

3. Create alignment

Always create a dedicated team

• A focus on outcomes over deliverables means you

need a team to see a project from start to finish

• You want people to identify with the product they

are building not the discipline they are a part of

• The client product manager is a full time member

of this team with no exceptions

Experiment with new compensation agreements

• If you know that 1% conversation increase is

worth $500k a year, why not give an incentive?

• If you find that you don't have that much to gain

from the project, maybe rethink doing it

Separate your goals from user goals

• Bad UX happens when you prioritize your

companies goals over your users goals

• List your users goals against yours so you can find

and fix any conflicts

4. Go faster

Build prototypes and iterate

• You can start testing within days of starting a project

• Build prototypes of small but key parts of the product

• If you are a month into a project with nothing to test

you are doing it wrong

You seriously need to ship sooner

• Shipping means putting it online for real users to use

• Shipping your product doesn't require a lot of

fanfare, ad campaigns or press releases

• The big marketing push should come later only

when your product is hitting its metrics

Empower your team

• Bureaucracy, committees, meetings are the

death of speed

• If you know your goals then you don't need to

go back to get approval for every little thing

• Reviews with executives are pointless, test

things and share results

• Create a project owner and empower them to

make big choices quickly and on their own

5. Products are never finished

Launch day is really just the start

• Launch is really just the first day you can start

working on UX in a meaningful way

• Plan your budgets, engagements, contracts,

teams accordingly.

• Since you are testing and shipping sooner,

launch day isn't a big deal

Bring some of the work in house

• Working on it with an agency forever will not be within your budget, bring some tasks in house

• Continue to outsource the key parts you can’t do • If you know the value then continuing to work on

your product should make you money, not cost you

Continue to measure and share data

• Don’t ever stop measuring • Share the data with everyone, be super transparent • Be honest to yourself and your team mates about the

data, even if its bad • Use the data to move quickly and make changes

Thanks!Come talk to us at TWG about products and UX