ux strategy: a systems design approach to innovation
DESCRIPTION
Understanding systems behavior is an essential part of any UX strategist’s toolkit. In this talk, we'll introduce systems-thinking concepts that are of practical use to UX strategists in their day-to-day planning, organizing, and influencing. We discuss businesses as systems, or holoarchies, and introduce some simple, yet powerful tools for analyzing organizational stakeholders and creating influencing strategies. Finally, we present User Experience (UX) itself as a meme for driving organizational renewal through innovation. We'll use several examples to illustrate how UX is a systems-thinking paradigm. Learn how to transition from being an impotent, passive, holon subordinate to a regime-altering butterfly. Presented by Liam Friedland & Jon Innes to the Silicon Valley IXDA group on 28 May 2014TRANSCRIPT
@liamfriedland | @innes_jon
UX Strategy: A Systems Design Approach to Innovation
I have yet to see any problem—however complicated—which when
looked at in the right way did not become still more complicated.
-Poul Anderson
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Liam
Current: Informatica
Large: Microsoft, Oracle
Medium: Borland, Siebel,
Small: Westbridge, Zaplet
Consulting: UX Studio
Jon
Current: UX Innovation
Recent Clients: Autodesk, Google, Walmart.com
Large: Cisco, Oracle, IBM
Medium: Siebel, Intuit, Vitria
Small: Augmentum, startups…
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
3 key themes
Taking a systems perspective on your organizations
Design as an innovation activity for organizational renewal
Strategy + tactics for UX innovation
1
2
3
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
What are systems?
Interrelated configuration of parts or components (structures) that
cooperate in processes (behavior)
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Understanding systems
Context is everything!
Outside in
Inside out
System forces:BoundariesInputs + OutputsInteractionsEncapsulationNestingOverlapRedundancySimilaritySynergyFrictionDivergenceDependency
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Different perspectives act as lenses to focus strategy
Strategy should be influenced by multiple perspectives
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Disciplinary lenses can derail strategy
DevelopersAs seen by
DesignersAs seen by
PMAs seen by
QAAs seen by
Developers Designers PM QA
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Understand phase transitions
Energy
Tem
pera
ture
In order to change states, systems require energy
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Work across boundaries
Organizational dynamicsOrgs as countriesPolicies: Internal / ExternalDiplomacyBig picture perspectiveInfluencing strategyCultivate alliesRight people, Right timeFormal + informalSuccess of othersUnderstand firstFight + compromise
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
UX
Develop a systems perspective on UX activities
FormativeResearch
SummativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
Market Research
Innovation Mgmt.
Project Mgmt.
SupportSubject Matter Experts
Documentation
Brand
Quality
Marketing
Sales
EngineeringProduct Mgmt.
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Map out your influencing policy
• Group, individual, committee, partner, etc.• Resources, approval, change, react, judge, champion
Stakeholder Role
• Active/Passive Supporter/ResisterAnticipated Reaction
• Needs & expectations from change• Involvement & preparedness, Red-flags
Their Needs + Concerns
• Approval, Resources, Access, Information• Flexibility, Behavior change, Task completion
Our Needs
• Preparation, Communication, Address concerns• Learning, Direct/Indirect involvement
Plans
• People whom they listen to / respectInfluencers
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
3 key themes
Taking a systems perspective on your organizations
Design as an innovation activity for organizational renewal
Strategy + tactics for UX innovation
1
2
3
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
make moneyjoin with others to create value
align your talent and assets
develop and create your offerings
differentiate your products & services
create complimentary products & services
ensure and enhance the value of your offers
connect offerings with customers
represent your offerings and business
foster distinctive experiences
CONFIGURATION OFFERINGS EXPERIENCE
Innovation: a systematic renewal process
From: Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
make moneyjoin with others to create value
align your talent and assets
develop and create your offerings
differentiate your products & services
create complimentary products & services
ensure and enhance the value of your offers
connect offerings with customers
represent your offerings and business
foster distinctive experiences
CONFIGURATION OFFERINGS EXPERIENCE
UX + Innovation systems
Based on Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013
UX 2001-2014UX to 2000UX Futures
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Acquire
Solve for the entire customer experience
Get user to know offering exists
Categories based on Dave McClure’s AARRR Startup Metrics for Pirates see: http://500hats.typepad.com/500blogs/2007/06/internet-market.html
Activate Retain Refer
Get user to engage with product for initial 1st use
Get user to integrate offering into their lives
Get user to recommend to a friend
Think about experiences not products
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Transformational
Adjacent
Core
3 types of innovation
Make incremental improvements to existing
products / services
Expand existing business into new business
Transform an existing market or create a new market
Based on Nagji & Tuff | HBR | May 2012
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Designing future scenarios for innovation
Prediction is very difficult. Especially about the future.
-Niels Bohr
TodayFuture
Social
Technological
Economic
Environmental
Political
Competitive
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Define an innovation process
Jump-Start Innovate Finalize, or…
Idea Generation• “Innovation days” ideas
Observation in the “wild”• Generate new ideas / get
the big picture
Need finding• Jobs to be done
Competitive Analysis• Assess competition
Kickoff Workshops • Get people on same page• High-level planning• Roles & contributions, etc.
Innovation Design• Develop conceptual
designs• Build mockups &
prototypes
Requirements Validation• Gather feedback on
mockups & prototypes
Wrap-up• Iterate designs based on
feedback• Design visual look & feel
(as applicable)• Validate designs with
intended user populations (if applicable)
• Productize
PHASE GATE: • Design brief to plan the
detailed deliverables & timelines
PHASE GATE: • Internal & external
reviews• Socialize future designs
with execs & broader product teams
PHASE GATE: • Validation via objective
metrics• Internal & external reviews
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Recognize design is an iterative experiment
Based on image from Janice Fraser http://www.slideshare.net/clevergirl /
Don’t build products when prototypes will do!
Prototype & measure it
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Build an innovation culture
Innovation aspart of theorganization
Innovation atthe core of theorganization
Innovation integralto all aspectsof the organization
Adapted from Design Management Institute
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Scale by creating semi-autonomous holons or teams
FeedbackFeedbackFeedbackFeedbackFeedbackFeedback
Users and Customers
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
To survive your company must adapt
It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change.
Charles Darwin
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Design = deus ex machina an agent of change
a source of revitalization
Become an agent of change
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
3 key themes
Taking a systems perspective on your organizations
Design as an innovation activity for organizational renewal
Strategy + tactics for UX innovation
1
2
3
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Questions defining UX strategy
• Who is the user?• What is the problem?
Formative
Ideation
Summative
• What are the possible solutions?• How exactly might these solutions work?
• Does the solution meet users expectations?• How do we measure success?
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Systems Thinking Defines UX Innovation
FormativeResearch
SummativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
UX
Requirements
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Systems Thinking Defines UX Innovation
FormativeResearch
SummativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
UXDesign
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Systems Thinking Defines UX Innovation
FormativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
UX
Measure SummativeResearch
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Tactic: Pitch a concept to VC’s or Execs
FormativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
SummativeResearch
UX
Work with entrepreneurs to develop new product or service
Gather scenariosIdentify key screensDefine the key interactionsMake ‘em look prettyBuild a click-thru mockup
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Tactic: Design for adjacent markets
FormativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
SummativeResearch
UX
Develop a product to address new or emerging needs in the existing customer base
Master the domainDevelop the IADefine interactionsBuild prototypes Visual designDesign validationTest the prototype or product
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Tactic: Re-architect a product
FormativeResearch
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
SummativeResearch
UX
Work with VP products to reinvent a product category
Re-imagine product conceptsRedefine the IARedefine interaction designBuild prototypesTest prototypesDefine visual language
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Tactic: Explore new market potential
InteractionDesign
InformationArchitecture
VisualDesign
ConceptPrototyping
SummativeResearch
UX
Work with business leaders to analyze new markets and sales opportunities
SurveysEthnographic studiesCollaboration workshopsNeeds findingJobs & outcomes$100 tests
FormativeResearch
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Feedback loops: Everything is an experiment
Look at what is happening, not what you hope should happen
1) Observe 2) Design
4) Test 3) Prototype
UX Strategy: A Systems Design Approach to Innovation @liamfriedland | @innes_jon
Final thoughts
Take a systems perspective on your organization1
Develop influence maps as part of your “foreign policy”2
Focus on innovation as a driver of corporate renewal3
Use UX tactics within an overall UX strategy to innovate4
Course correct based on feedback loops5