mature products: the cycle of ux reinvention uxpa 2016

#UXPA2016www.uxpa2016.org

Session Survey: www.uxpa2016.org/survey/201 Conference Survey:

Mature Products: The Cycle of UX Reinvention

Carol Smith - @carologic

http://www.uxpa2016.org/survey/201



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Successful Products and Companies Innovate

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Small, incremental changes

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Why are we resistant to change?1. Loss of control2. Excess uncertainty3. Surprise4. Everything seems different5. Loss of face6. Concerns about competence7. More work8. Ripple effects9. Past resentments10.Sometimes the threat is real

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UX’ers make change by shaping experiences




Successful Products• Enable people and are useful• Retain/increase number of users• Differentiate from competitors• Profitable• Adjust capabilities as appropriate




Continuous learning via experimentationPrototyping, Usability testing, etc. with users




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Inclination towards Action• Prototypes• Usability testing• Other learning activities• Actively learn about product use




Constant monitoring• How are people using the product?•What are they saying?•Who is using it and why?•Who is not using it?




Collect data•Web Analytics• Automated multivariate Testing• Net Promoter Scores (NPS) and other feedback

• Right information at the right time – challenging




When is my product Mature?




Always maturing….

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Primary product vs. secondary• Primary product (software and Web sites)• Intuit TurboTax, IBM Watson, Amazon.com

• Secondary (Web sites)• Manufacturing company, Restaurant,

• Budget and Priority changes – not much else




Cycle of reinvention = constant attention•Maintain • Relevance• Usability• Clarity• Access (mobile, browser, accessibility)• Technology




Sources of Change




Organizational forces bring change…• Branding changes•Marketing• Design language• Vision/Goals• Etc.

• Be aware of business drivers




Change through pivoting (same vision)• Users• Solve a similar problem for a different set of users with existing product• Prioritization of work changes dramatically

• Highly trained user base is smaller than originally thought• Less knowledgeable user base – over time make less complex

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Pivot: User problem• Pattern of use changes• Solve a different problem for the same user

• Starbucks • Went from selling coffee beans and espresso makers

to brewing drinks in-house

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Pivot: Focus on capability• Reorient the product around what users are really doing• Abandon extra features that make it hard for new customers

to discover what's really valuable about the new, simplified solution

• PayPal • Customers were gravitating to the email-payments part

of their original solution• Ignoring the complex PDA-based cryptography solution

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Retiring capabilities•What is not being used?• Metrics• Least user comments• Focus shift

• Dead-ends that are no longer priorities• Irrelevant functionality (old browsers, refactoring code, etc.)• Distractions




Design debt• Extra work that arises when design (code)

“that is easy to implement in the short run is used instead of applying the best overall solution“ - Wikipedia

•Managing when and how work is done• Part of overall cycle

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Graceful additions• Audit product• What is there?• What is valued?• What is less valued?• What are the current big issues?• What is sacred (hopefully nothing)?

• Examine vision and what matches with vision




Transformations

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Staffing for change




Challenge of fulfilling project needs• Long-term vs. short-term• Contractors vs. staff• Keeping knowledge of complex systems• Building UX mindshare across organization




Meeting staff needs• Changing interests/focus• Growing skill set• Desires • Variety of work vs. consistent work• Recognition of contributions • Progression of career




Resilience is necessary• “Process of adapting well in the face of adversity, trauma, tragedy,

threats or significant sources of stress”…

• It means "bouncing back" from difficult experiences.” - American Psychological Association

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Foster resilience in your team• Build mentorship •Weekly 1:1’s – how do you feel?• Help individuals move towards their goals• Support self-discovery• Celebrate success•Make work-life balance a priority




Team Analysis - UX strengths and weaknesses

People and ProjectsRachel Daniel

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Andrew Rivera,Walmart Global eCommerce




Managing the cycle of UX reinvention• Embrace change – be reactive• Continuous learning via experimentation• Awareness of business drivers• Proper staffing




Take care of you•Managing these new changes is exhilarating and exhausting

Kelly Goto@go2girlGoto Research




Contacting Carol• [email protected]•@carologic

Design Team Manager, IBM WatsonPittsburgh, PA

I’m hiring:• User Researcher• Interaction Designer

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