create + execute a non-reactionary ux strategy
TRANSCRIPT
VINCE BASKERVILLE SR. UX-ER, @SALESFORCE
CREATE + EXECUTE A NON-REACTIONARY UX STRATEGY
vince baskerville | @whoisvince#aceconf
LEARNING OBJECTIVES
‣How to focus on problems, assumptions and success criteria to then lead the design iterative process
‣ Familiarity with a UX Strategy canvas to track, measure and learn how to continue building great products
‣Understanding how to work with not having proper resources, creative isolation and organizational ignorance / hostility
vince baskerville | @whoisvince#aceconf
AGENDA1. Definitions
2. Articulating assumptions & problems
3. Identify high level key components
4. Defining Success
5. Clarifying Scope
6. Prepare for team presentations
vince baskerville | @whoisvince#aceconf
WHAT IS A UX STRATEGY?
vince baskerville | @whoisvince#aceconf
WHAT DOES ‘STRATEGY’ MEAN?
vince baskerville | @whoisvince#aceconf
Strategy is a high level plan to achieve one or more goals under conditions of uncertainty
vince baskerville | @whoisvince#aceconf
Key Components 1. Diagnosis — defines or explains
the nature of the challenge
2. Guiding Policy — for dealing with the challenge
3. Action Plans — designed to carry out the guiding policy
vince baskerville | @whoisvince#aceconf
ISN’T ALL UX WORK STRATEGIC?
vince baskerville | @whoisvince#aceconf
vince baskerville | @whoisvince#aceconf
vince baskerville | @whoisvince#aceconf
…… WHAT IS A UX STRATEGY?
vince baskerville | @whoisvince#aceconf
A UX STRATEGY‣ is a hypothesis-led plan that takes information about your business +
your users and turning it into an actionable approach for a desirable CX. It must overlap with the overall business strategy
vince baskerville | @whoisvince#aceconf
ARTICULATE KNOWN PROBLEMS & ASSUMPTIONS
TIMING
DELIVERABLE
ARTICULATE ASSUMPTIONS & KNOWN PROBLEMS
1x PROBLEM STATEMENT W/ ASSOCIATED PROBLEMS
30 mins • Define the target problems
• Define the core themes
• Write an Assumption Statement for each theme
Assumption
● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created
by the Marketing team ● Sales users can’t send template
emails in their own custom workflow
Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently
Problems
EXAMPLEMicro-Campaigns (theme)
vince baskerville | @whoisvince#aceconf
vince baskerville | @whoisvince#aceconf
DEFINE THE PROBLEMS
• Ask yourself these questions:
• What are the core issues & problems we’re attempting to solve with this feature/product?
• What are we assuming users would do as a result because of this solution?
• How are they currently working around issue now?
• Is it still worth investing in a new solution? Why?
vince baskerville | @whoisvince#aceconf
DEFINE THE CORE THEMES
1. Segment the list of core ‘problems’ you’re targeting into groups based on a matching theme
2. From this new grouped list, try to find the themes that target the heart of the issue
• can be viewed as what would your MVP be
• you need to be ruthless here — shoot for a max of three
AssumptionOur _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________.
vince baskerville | @whoisvince#aceconf
WRITE AN ASSUMPTION STATEMENT
IDENTIFY AND DEFINE HIGH LEVEL KEY COMPONENTS
EXECUTIVE & PM DEPENDENCY
Your UX team will be able to work best once the top 3 product drivers have been set and explicitly laid out:
1. Vision 2. Themes 3. Epics 4. Features
vince baskerville | @whoisvince#aceconf
PM & UX LEADERSHIP COLLABORATION
1. Vision o No explicit UX involvement here
2. Themes o UXers can assist in validating assumptions
regarding what & target features or products are appropriate. PMs have final decision on the selection(s) — (UX Discovery Phrase)
3. Epics o With scope from PMs, UXers helps primary
problems and success goals — (UX Defining Phase)
4. Features o UXers to work on delivering iterative designs and
prototypes based on above definitions — (UX Design Phase)
vince baskerville | @whoisvince#aceconf
• Vision • To be the dominant product of choice for both Sales & Marketing teams
seeking automation and the ability to leverage customer insights!
• Themes • Micro-Campaigns • Data & Analytics • Scaling Serendipity
EXAMPLEVision & themes for new Sales Tools product
TIMING
DELIVERABLE
IDENTIFY AND DEFINE VISION, THEMES & (1x) EPIC
VISION TREE
5 mins • Company Vision
• 2015 Product Themes
• Epics (based on one theme — these are your listed problems)
DEFINING SUCCESS
vince baskerville | @whoisvince#aceconf
THE HEART FRAMEWORK
vince baskerville | @whoisvince#aceconf
THE HEART FRAMEWORK• Happiness — measures of user
attitudes, often collected via survey
• Engagement — level of user involvement, typically behavioral proxies such as frequency, intensity, or depth of interaction over some time period
• Adoption — new users of a product or feature
• Retention — the rate at which existing users are returning
• Task success — behaviors such as time to complete a task, effectiveness (e.g. percent of tasks completed), & error rate
EXAMPLEMicro-Campaigns (theme)
vince baskerville | @whoisvince#aceconf
goals metrics
happiness The perceived ease of use & general satisfaction is high 8+ on NPS surveys
engagement Increased communication & usage of marketing templates / assets from sales users
10% increase of recurring sessions 40%+ total usage
adoptionMajority of sales users are continuing to use
this product as their primary way to send emails to leads
80%+ successful adoption within 6 months
retention
task successCan send template email to 10 users w/o help
Can send to 50 users faster than existing current method
90% success rate New way is better than old way 100% of the
time
TIMING
DELIVERABLE
DEFINING SUCCESS
1x HEART CHART
20 mins • Using the HEART Framework, define the goals &
metrics desired that you believe will ensure your
product will meets or exceeds expectations after
launch
CLARIFYING SCOPE
TIMING
DELIVERABLE
CLARIFYING SCOPE
1x HEART CHART
10 mins • Indicate the primary focus and key area that is driving
the solutioning
• List contributors on this specific part of the product
• Itemize everything that needs to be done
• Mark SWAG time-lines associated with deliverables
• Aggregate the times, days, months, etc
PREP FOR PRESENTATIONS
PREP FOR PRESENTATIONS
vince baskerville | @whoisvince
Define the core assumption and problem you’re targeting
A succinct description or word everyone can rally behind & link to problems the product is targeting
Define the ideal desired outcome(s), and what you hope this would help achieve
e.g. Market Leader10x Revenue GrowthUnified Brand ExperienceIncreased Lead Pipeline
Define the approaches the team will take to overcome challenges and to solve problems the team will face
Outline team members assigned to this project, and their commitment levels
Identify leads + owners to ensure responsibilities are clear
Using the HEART Framework, define what the target goals & metrics areIndicate the primary focus, defined timebox, and which key area is driving solutioning
e.g. Interaction Design, Content, Information Archictecture, Visual Design, Discoverability, etc.
As opposed to themes, these stories often comprise an assumed work flow for a user
List the activities need to ensure the problem is addressed correctly
e.g. Usability ResearchPersona DevelopmentInformation ArchitectureSketchesPrototypesetc
Diagnosis
Theme Goals Principles Team Deliverables
Epics Roles
SuccessScope
UX STRATEGY CANVAS
Define the core assumption and problem you’re targeting
A succinct description or word everyone can rally behind & link to problems the product is targeting
Define the ideal desired outcome(s), and what you hope this would help achieve
e.g. Market Leader10x Revenue GrowthUnified Brand ExperienceIncreased Lead Pipeline
Define the approaches the team will take to overcome challenges and to solve problems the team will face
Outline team members assigned to this project, and their commitment levels
Identify leads + owners to ensure responsibilities are clear
Using the HEART Framework, define what the target goals & metrics areIndicate the defined timebox, and primary focus and key area that is driving the solutioning
e.g. Interaction Design, Content, Information Architecture, Visual Design, Discoverability, etc.
As opposed to themes, these stories often comprise an assumed work flow for a user
List the activities need to ensure the problem is addressed correctly
e.g. Usability ResearchPersona DevelopmentInformation ArchitectureSketchesPrototypesetc
Diagnosis
Theme Goals Principles Team Deliverables
Epics Roles
SuccessScope
UX STRATEGY CANVAS
TIMING
DELIVERABLE
PRESENTATIONS
1x UX STRATEGY CANVAS
5 mins • Copy above information into a succinct 1 page UX
Strategy Canvas to allow for easy absorption
Q&A