changing minds, removing barriers: ux practitioner as strategist and change agent

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Latest update September 2013. Presented at UX Akron Meetup, September 2013. First presented at the Big (D)esign 2010 conference, May 2010.

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  • 1. CHANGING MINDS AND REMOVING BARRIERS ! ! USER EXPERIENCE PRACTITIONER AS STRATEGIST AND CHANGE AGENT! PaulSherman ShermanUX

2. lets cut to the chase! Usabilitytestingagooduserexperience! Strategicuserexperienceplanningcanyield auniedandconsistentuserexperience. Andstrategicdesignleadstogreatuser experiences. 2 3. why isnt testing enough?! Usabilitytestingis almostalways tacticalandshort- termfocused. Evenwhendone acrossreleasesthe resultsarealmost alwaysused tactically. 3 4. so?! Butthemethodisnotwellsuitedfor: Craftingaunieduserexperience Planningfortomorrowsuserexperience Creatingdelight,loyalty,stickiness 4 Usabilitytestingcanndproblemswithyour siteorproduct. 5. Delight Loyalty Stickiness Howdoyouattainthese? 5 6. Bydesigningtheuser experience: Fornow. Fornextyear. Andtheyearsafterthat. 6 7. Anddesigningtheentire experience Notjustyourproductsuserinterface. OrtheemailcampaignsHTMLformatting. Ortheuserassistancecontent. 7 8. 8 STRATEGY VS. TACTICS! 9. yadda yadda definition! [Strategyis]Alongtermplanofaction designedtoachieveaparticulargoal. Strategyisdierentiatedfromtacticsor immediateactionsbyitsorientationon aectingfuture,notimmediate conditions. 9 http://en.wikipedia.org/wiki/Strategy> 10. heres a good example: ! 10 11. heres a good example:! 11 Strategicplan: Gofromairport tohotel Tactics: Makesome turns 12. Findandxusabilityislike makingaturn. Itsagoodthingtodo Ifyouknowwhereyouregoing. Doyou? 12 13. 13 A STORY ABOUT ALIGNMENT! 14. its about the organization! Atmanycompanies,variousgroupsand departmentsarenotalignedaround creatingthebestuserexperiencepossible. Infact,somegroupsareincentedto createabaduserexperience. Howcanthatbe?Easyunintended consequencesofincentivestructures. 14 15. unintended consequences! Example:Imaginean[ahem]ctional companywhereamarketingdepartmentis responsibleforshippingandfulllment. Imaginetheycharged$15.95USDtoshipa boxofsoftware.Andthismadethemarketing department600Kyearly. Howmanypeopledoyouthinkabandoned theirshoppingcartswhentheysawthat price? 15 16. unintended consequences! andhowmanycustomersdoyouthinkwere lostbecauseofthisoneshort-sighteddecision? 16 17. my point is! Usabilitytestinganduser-centereddesign canonlydosomuch. Tocreategreatuserexperiences,youhaveto takeaholistic-andstrategicapproach. 17 18. im not the only one! Imnottheonlypersonsayingthis: SteveBatyBeingAnExperience-LedOrganization http://bit.ly/40xrLP JaredSpoolUPA2009keynote andmanyothers. 18 19. 19 USABILITY AND ! USER EXPERIENCE! 20. some definitions! Whatisusability? Apersoncanaccomplishwhattheyretrying todowithyourproductorservice. Whatisuserexperience? Apersonspositiveandnegativeattitudes thatresultsfrominteractingwithaproductor service. 20 21. user experience honeycomb! 21 FromPeterMorville:http://semanticstudios.com/publications/semantics/000029.php 22. Usabilityisapartofit Butonlyapart. 22 23. how do you quantify ux?! Measureit Therearemanywaystodothisbutwedont doagoodenoughjobtoday. Myadvice Usemultiplemethods,multiplemeasures, andlookatmultiplecustomertouchpoints... notjusttheproductexperience. 23 24. what can you do NOW?! Therststepisto becomeawareof theproblems! How? Walkthroughthe entirecustomer experience. 24 25. walk the customer corridor! Fromsign-uptoinitial usefreetopay conversioncalling andemailinghelp, techsupport,and billingevenclosing theaccount. 25 26. the customer corridor! Ifyoudontknowaboutthisconcept,talkto yourproductmanagers.Theydo. 26 Atypicalproductmanagerdrawing 27. and while youre at it! 27 CheckyourcustomerservicelineUX!Most arehorrible!(BecausetheITgrouptypically designsthepromptsandmenus.) 28. vui is a specialization! JustbecauseyoudoGUIdoesntmeanyou candoVUI. VUIexpertSusanHura: IsYourGoalToGetRidOfMoney? http://bit.ly/2yehF AreYouWorkingHardToSuckLess? http://bit.ly/18vVP1 28 29. full disclosure! Shesmywife. Shesalsothebest VUIusabilityexpert around. 29 30. Howdoyoudostrategicuser experience? Itsometimesmeansbigchanges. Itoftendrivesprocessandorganizational structurechanges. 30 31. it takes big changes! Remember,inmanyorganizations, departmentsandteamsareincentedto createbaduserexperiences. Changingorganizationstructuresand incentivestorefocusonthecustomerishard work. 31 32. some do it instinctively! Oine: Nordstroms.VirginAir. Online: Zappos.Amazon.LandsEnd.(Oinetoo.) Whoelse? 32 33. Thesadtruth:most organizationsdontalignonthe userexperience. 33 34. whose fault is it?! Everybodys.Andnobodys. Thatstheproblem. 34 35. Howdoyoutakeastrategic approachtocreatingagreat userexperience? Fourveryhardeasysteps 35 36. a strategic approach to ux! 1.Alignment Findthedisincentivestodeliveringagood userexperience,thensurfacethemtoyour leadership.Eliminatethem. Advocatefortweakingthebusinessmodelif youneedto. Donttakebadprots.Badprotsare unsustainableprots. 36 37. strategic user experience! 2.Values Beopentolearningaboutandimprovingthe userexperience. Thoseaphorismsaboutthecustomeralways beingright?Theyrealltrue. Remembertheguywhocomplainedabout thefoodonVirginAir?Hesnowataster. Stunt?Yes.Buteectiveandrevealing! 37 38. strategic user experience! 3.Assesstheuserexperienceholistically Traversethecustomercorridor.Assessthe totalexperiencenotjusttheUI. Findthestickypoints,thelittletrapdoors. Remember,onebadtouchpointaectsthe wholebrand. 38 39. strategic user experience! 4.Leverageuserexperiencedesign Dontjustxthelittleuserexperience trapdoorsandholes. Assessandredesignthecustomer touchpointsallofthem.EventheIVR. Anddocumentwhatyoudoandhow.(More onthisinafewminutes.) 39 40. Yeah,buthowdoIgetmy organizationtodothis? Initiative 40 41. Giveyourselfanewjob: Changeagent Easytosayhardertoputintopractice. Initiative 41 UX 42. What is a change agent?! Apersonwholeadsabusinessinitiativeby: Deningandresearchingtheproblem Planningtheintervention Buildingbusinesssupportfortheintervention Enlistingotherstohelpdrivechange SixSigma-http://Isixsigma.com UXmatters-TheUserExperiencePractitionerAsChangeAgent 42 43. Changeagentsmusthavethe convictiontostatethefacts basedondata,evenifthe consequencesareassociated withunpleasantness. 43 http://www.isixsigma.com/dictionary/change-agent/ 44. Successfulstrategicuser experienceisnotjustabout deliveringadesignortesting theuserinterface. 44 45. Itsaboutaligningthe organizationtomeasureand improvetheuserexperience Usingthetoolsandtechniquesofuserresearch, interactiondesign,andusabilityassessment. 45 46. Ifyouredoingyourjobright, yourechangingyour organization. Initiative 46 47. HeressomethingIcreatedto helpmebuildastrongUX presenceatmyformer organization. 47 48. 48 THE STORY OF ! THE UX KIT! 49. done!! Icoulddothekitspiel inlessthan5minutes. Itsactuallyquite boringtakenalone. 49 WhatsinterestingiswhyIneededone,whyyou probablyneedoneandwhatweshouldbe doingaboutthis. 50. heres the storys main point! Userexperiencepractice needstobeembedded moresecurelyinto productdevelopment lifecycleactivities. 50 51. a proposition: ! Despitewhatwemaywishorthink,UXis stillpoorlyintegratedintoproductideation, design,anddevelopmentactivities. 51 52. gaps! LikeJaredSpoolsaid inhisUPA2009 keynote,thereare gapsinoureld. Ibelievethatoneof themisthelackof organizational structureandprocess guidelines. 52 53. why?! Whyisnttheregoodstuoutthereonhow tointegrateUXteamsintoorganizations? Therearesomelists.Afewbooks. Buttheredoesntseemtobemanylively, ongoingdiscussionsaboutUXand organizationalstructures,cultures,etc. 53 54. why?! Butisntsettingupateamapreconditionto actuallyDOINGeectiveuserexperiencework? 54 55. my hypotheses! 1. ItsatrivialproblemImstupidand everyonegetsthisstubutme. Note:thisisadenitepossibility. 55 56. my hypotheses! 2. Itsaparticularlythornyproblemora problemthatoureldisnotequippedto workon. Butwehavesomanyresearch psychologistsinourranks! 56 57. my hypotheses! 3. Itsjustnotasinterestingorsexyas otherproblemsinoureld. 57 58. 1. ItsatrivialproblemImstupidandeveryone getsthisstubutme. 2. Itsaparticularlythornyproblemoraproblem thatoureldisnotequippedtoworkon. 3. Itsjustnotasinterestingorsexyasother problemsinoureld. Ichoose#3 58 59. yup, thats me! alwaysworkingontheunsexyproblems. 59 60. 60 THE PROBLEM! 61. ux ino, or cargo cult ux! Iveworkedinseveralorganizationsthat claimedtodoUX. Someofthemactuallydid 61 62. ux ino, or cargo cult ux! Someorgs*thought*theyweredoing UX. Butwhattheywerereallydoingcouldbe calledUXinnameonly. 62 63. cargo cult user experience! Acargocultisatypeofreligious practicethatmayappearintribal societiesinthewakeofinteractionwith technologicallyadvanced,non-native cultures. Thecultsarefocusedonobtaining thematerialwealthoftheadvanced culturethroughmagicalthinking, religiousritualsandpractices 63 YesItookthisfromWikipediatoo.> 64. cargo cult ux! Cargocultsconductritualsimitating thebehaviortheyhaveobservedamong theholdersofthedesiredwealthin ordertoreceivethewealththemselves. 64 65. pics or it didnt happen! 65 66. pics or it didnt happen! 66 67. can i hammer this point even more?! Thetermcargocultis invokedasanEnglish languageidiom meaningtoimitatethe supercialexteriorofa processorsystem withouthavingany understandingofthe underlyingsubstance. 67 68. (not so) clever impersonation! Someorgsdo something resemblingUX butitsnotreally UX. 68 69. Ithinksomeofyouhaveseen thistoo. Yes? 69 70. now you know my problem ! AtaformercompanyIwasaskedtohelp puttogetherUXteamsinotherproduct groups. IttookmeonefailuretorealizethatI neededtogivethemmorethanthis: Youneedauserresearcherandaninteraction designerandausabilityanalyst.And,uh,a managertoo. 70 71. my solution! IdidwhatPhDs dobest:Iwrote apaper. AndthenI remembered whomy audiencewas, andcutitby2/3. 71 72. who was it for?! Seniormanagers anddirectorswho neededadviceand consul