beyond the ux tipping point - r3 · 1. what have you accomplished since the last standup? 2. what...

A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA

Beyond the UX Tipping Point Jared Spool

Tuesday - April 19, 2016Featured Talk

© Jared Spool, 2016

@jmspoolJared M. Spool

Beyond the UX Tipping Point

1 What can a billion dollars buy you?

UX Immersion: Interactions | April, 2016 1

1997


UIE’s Disney Usability Test Task

What is Walt Disney World’s least expensive hotel that

is on the monorail?

(Answer: The Polynesian Resort)

UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.

1 out of 10 succeeded.


UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.

1 out of 5 chose a hotel in Disneyland.


1997 2014

2 How we learned to design


ConsciousIncompetence

UnconsciousIncompetence

Growth Stages of Understanding

Sees thedifference betweengood and poor quality.

Produces poor quality outcomes without realizing it.

ConsciousCompetence




Learns practices that produce good outcomes.

Now aware their outcomes are poor quality.


9UX Immersion: Interactions | April, 2016

FluencyUnconsciousCompetence

ConsciousCompetence




Produces good outcomes without thinking about it.



Follows defined procedures to produce good quality outcomes.

LiteracyUnconsciousCompetence

ConsciousCompetence






Follows defined procedures to produce good quality outcomes.

Intuitively produces good quality outcomes.


Fluency

UnconsciousCompetence

Literacy

ConsciousCompetence




Detailed knowledge of what differentiates good quality from poor quality.

MasteryFluencyLiteracy


ConsciousCompetence





Repeated practice of procedures to create good quality outcomes.


Mastery


ConsciousCompetence




Literacy Fluency


Repeated practice of procedures to create good quality outcomes.

Comprehensive knowledge and craftsmanship for intuitive work.

Spot UX Design

Dark Ages:No UX Design

Growth Stages of Organizational UX Design

Emergent UX leader pushes for a project.

No resources for design. All resources go to business and technological needs.


UX Designas a Service

Spot UX Design



Executives start investing in UX.


Occasional UX projects with limited success.

Embedded UX Design


Spot UX Design



Teams demand more design involvement.



UX team serves projects on an as-needed basis.


Infused UX Design

Embedded UX Design


Spot UX Design



‘Non-designer’ team members are now fluent in design.




Project teams get their own UX resources.

Infused UX Design

Embedded UX Design


Spot UX Design






Project teams get their own UX resources.

Every project team member has fluent design skills.


Infused UX Design

Embedded UX Design


Spot UX Design



1997

Infused UX Design

Embedded UX Design


Spot UX Design



1997 201417 Years


Infused UX Design

Embedded UX Design


Spot UX Design



Organizations Teamsare made of


Infused UX Design

Embedded UX Design


Spot UX Design



In an organization, teams are at different growth stages.

Teams Peopleare made of

(Influencers)


Literacy Fluency MasteryInfused

UX DesignEmbedded UX Design


Spot UX Design



On a team, influencers are at different growth stages.A team’s growth stage is the stage of the most immature influencer.

Literacy Fluency Mastery

Infused UX Design

Embedded UX Design


Spot UX Design




Infused UX Design

Embedded UX Design


Spot UX Design



The UX leader’s primary job is leveling up the team.

Literacy Fluency Mastery

3 The Honeywell dilemma


Why wasn’t Honeywell the first to invent the Nest?

1953 2011

FeaturesTechnology

Growth Stages of the Market

A competitor emerges.


ExperienceFeaturesTechnology


There are no more features customers care about.

CommodityExperienceFeaturesTechnology


The product becomes part of a bigger experience.







Spot UX Design

Serious UX Design

Embedded UX Design

Infused UX Design



Why wasn’t Honeywell the first to invent the Nest?

1953 2011




Infused UX Design

Embedded UX Design


Spot UX Design



A one-timeUX design project

Honeywell Nest

A built-in UX design culture

$3,200,000,000

In 2014, Google purchased Nest for:

Infused UX Design

Embedded UX Design


Spot UX Design



Startup TeamExisting Company Team



Spot UX Design


Embedded UX Design

Infused UX Design


✓❌

Works Technically: ✓Meets Business Needs:

Delightful Design:

UX Tipping Point

✓✓

✓

UX Tipping Point: When the organization holds back products because they’re not “designed right.”

4 Managing for a system instead of a process


Mastery


ConsciousCompetence




Literacy FluencyExample Literacy plays:

• Start a usability testing program. • Teach team to conduct usability testing. • Socialize journey maps. • Start an immersive exposure program. • Conduct a UI inventory. • Integrate story mapping into Agile. • Deconstruct design differences.

Example Fluency plays:

•Get secondary influencers into projects early. •Create a UI controlled vocabulary. •Create a voice & tone guide. •Create feature-level personas. •Adopt Lean UX practices. •Conduct regular design studios. •Adopt mini creative briefs.

Example Mastery plays:

• Create themed roadmaps. • Adopt a customer-driven product strategy. • Integrate listening-based user research. • Integrate end-to-end service design. • Integrate CX with UX practices. • Dedicate UX team to improving UX process. • Eliminate UX-based position titles.

Most Effective Plays for Design-Driven Organizations

Immersive Exposure


Literacy

Immersive Exposure provides the understanding of the problems our customers face today.

Good: Regular usability testsBest: Regular field visits

Immersive Exposure

Recommended minimum: 2 hours every 6 weeks.

☺

☹

Searching for a hotel

Review

ing the property

Review

ing room rates

Start booking

Guest inform

ation

Billing information

Payment inform

ation

Confirm

booking

Done!

Customer Journey Map



Immersive Exposure

Shared Experience Vision

Literacy

A Shared Experience Vision provides guidance for making critical design decisions.


Fluency


☺

☹

Customer Journey Map


Immersive Exposure


Culture of Continuous Learning


Literacy

A Culture of Continuous Learning provides development of a deep understanding of customer needs.


Fluency

Mastery

Nobody wants to answer: Why did we fail?Everybody likes to answer: What did we learn?

Daily Standup Questions

1. What have you accomplished since the last standup?2. What will you accomplished before the next standup?3. What is most preventing you from getting things done?4. What is your highest priority?

5. What is the most important thing you've learned andhow will it change what you do in the future?



Immersive Exposure



Credit Dan Rubin


Beyond the UX Tipping Point‣ People learn UX design by growing from unconscious incompetence to

conscious competence, finally to unconscious competence. ‣ Individuals grow from literate, to fluent, finally to masters.

‣Organizations need to grow the UX design efforts. ‣ Through UX Design as a Service, to Embedded UX Design, to Infused UX Design

‣We need a playbook, filled with plays, that get us to being a design-driven organization.

@jmspool

[email protected]

uie.com

Find me at:

Copyright © 2016 User Interface Engineering

Go ahead! Follow me on the Twitters.

Don’t forget to connect to me on the LinkedIn.


A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA

About UIEUser Interface Engineering is a leading think tank, specializing in website and product usability. Jared M. Spool founded the company back in 1988 and has built User Interface Engineering into the largest research organization of its kind. With our in-depth research findings based on user observation, we empower development teams to create usable web sites that increase customer satisfaction and loyalty. Follow @UIE on Twitter for articles, videos, and other UX resources.

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beyond the ux tipping point - r3 · 1. what have you accomplished since the last standup? 2. what...

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