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#uxpa2015 @uservision What the *UX?!? A Structured Approach to Tackling UX Strategy Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijreynolds 22 June 2015 1
Your hosts for this evening… Abi @abijreynolds Steve @steve_denning UXPA 2015 2
Who’s in the room… UXPA 2015 3
150+ years experience UXPA 2015 4
ConsulHng Designing DirecHng Researching Managing UXPA 2015
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Size of UX team UXPA 2015
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Introduce yourself… UXPA 2015 hQp://www.briHsh-‐sign.co.uk/briHsh-‐sign-‐language/ 12
Tutorial Aims • To think about what UX Strategy means today • To consider the challenges of implemenHng UX Strategy • To work through a framework for creaHng and developing UX Strategy in your company • To develop a roadmap/acHon plan to mature UX in your organisaHon UXPA 2015 13
Our journey here PresentaHon Htle / Footer text 14
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May 2015 17
The Challenges of Embedding UX EducaHon & Awareness Business Alignment Proving the Value IntegraHon UXPA 2015 18
Services are o`en created from the inside out – only considering the customer experience at the end, making the experience a consequence, rather than an intenRon. UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
We should think about the customer experience first and build from that. This makes the customer experience intenRonal rather than consequenRal. UXPA 2015 hQps://hbr.org/2009/06/a-‐framework-‐for-‐building-‐custo.html
UX – U = X Developer-‐driven experience UXPA 2015 21
UX – U = X Product-‐driven experience UXPA 2015 22
UX – U = X HiPPO-‐driven experience UXPA 2015 23
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UX ≠ UI UXPA 2015 25
UXPA 2015 Source: www.helloerik.com/ux-‐is-‐not-‐ui
= UX Strategy UXPA 2015 27
UXPA 2015 Source: Google 28
Product UX Strategy vs InsRtuRonal UX Strategy UXPA 2015 29
What does UX Strategy mean to you? UXPA 2015 30
Why UX Strategy? Clearly communicates where you want to be States processes and acHviHes need to set up or improve ArHculates job roles and responsibiliHes Provides a set of guidelines and principles to steer processes Educates and raises awareness Allocate budgets Puts the User and Insights at the Centre of the Process UXPA 2015 31
Framework UXPA 2015 32
Vision Landscape Roadmap Measure “Where do we “Where are we “How do we get “How will we know want to get to?” now?” there?” if we’re successful?” PresentaHon Htle / Footer text 33
Vision “Where do we want to get to?” UXPA 2015 34
What is a UX Vision? “A clear statement of forward-‐looking intent.” “A desired end-‐state.” What? Why? UX Vision statement Who? When? Roadmap How? UXPA 2015 35
Cra`ing the Vision 1. Apply the UX lens to the organisaRonal vision UXPA 2015 UX 36
Cra`ing the Vision Useful 2. Pull in the elements of the UX Usable Desirable Valuable Findable Credible Accessible UXPA 2015 Source: Peter Morville
Cra`ing the Vision 3. Create the UX Vision “The best vision will be clear about who you as well as who you wish to become.” UXPA 2015 Short Specific Unambiguous Simple Avoid being too specific Avoid being to generic Source: yourdicHonary.com
Landscape “Where are we at the moment?” UXPA 2015 39
Push/Pull Factors What is holding you back? UXPA 2015 What is pushing you forward?
UX Maturity “How established is UX in our organisaRon?” Integrated Managed Recognised Informal UXPA 2015
Roadmap “How will we get from A to B?” UXPA 2015 42
Building the team PresentaHon Htle / Footer text 43
Product Digital UX CX MarkeRng Agile UXPA 2015 44
Measure “How will we know if we are successful?” UXPA 2015 45
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Wisdom Knowledge InformaHon Data UXPA 2015 Source: Arron Walter UX maQers 47
Key Performance Indicators Purpose Timescales Benchmarks AcRons UXPA 2015
Key Performance Indicators Strategic Web (AnalyRcs/SEO) Financial/sales Support Social Campaign UX/Usability Usefulness Findability EffecHveness Efficiency SaHsfacHon UXPA 2015
Vision UXPA 2015 Landscape Roadmap Measure 50
Stephen Denning – UX Director @steve_denning Abi Reynolds – Principal UX Consultant @abijeynolds 22 June 2015 www.uservision.co.uk hello@uservision.co.uk @UserVision 55 North Castle Street Edinburgh EH2 3QA United Kingdom Tel: 0131 225 0850
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