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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
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Your
hosts
for
this
evening…
Abi
@abijreynolds
Steve
@steve_denning
UXPA
2015
2
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Who’s
in
the
room…
UXPA
2015
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150+
years
experience
UXPA
2015
4
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ConsulHng
Designing
DirecHng
Researching
Managing
UXPA
2015
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UXPA
2015
6
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UXPA
2015
7
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UXPA
2015
8
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Size
of
UX
team
UXPA
2015
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UXPA
2015
10
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UXPA
2015
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Introduce
yourself…
UXPA
2015
hQp://www.briHsh-‐sign.co.uk/briHsh-‐sign-‐language/
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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
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Our
journey
here
PresentaHon
Htle
/
Footer
text
14
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UXPA
2015
15
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UXPA
2015
16
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May
2015
17
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The
Challenges
of
Embedding
UX
EducaHon
&
Awareness
Business
Alignment
Proving
the
Value
IntegraHon
UXPA
2015
18
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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
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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
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UX
–
U
=
X
Developer-‐driven
experience
UXPA
2015
21
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UX
–
U
=
X
Product-‐driven
experience
UXPA
2015
22
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UX
–
U
=
X
HiPPO-‐driven
experience
UXPA
2015
23
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24
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UX
≠
UI
UXPA
2015
25
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UXPA
2015
Source:
www.helloerik.com/ux-‐is-‐not-‐ui
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=
UX
Strategy
UXPA
2015
27
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UXPA
2015
Source:
Google
28
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Product
UX
Strategy
vs
InsRtuRonal
UX
Strategy
UXPA
2015
29
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What
does
UX
Strategy
mean
to
you?
UXPA
2015
30
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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
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Framework
UXPA
2015
32
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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
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Vision
“Where
do
we
want
to
get
to?”
UXPA
2015
34
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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
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Cra`ing
the
Vision
1.
Apply
the
UX
lens
to
the
organisaRonal
vision
UXPA
2015
UX
36
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Cra`ing
the
Vision
Useful
2.
Pull
in
the
elements
of
the
UX
Usable
Desirable
Valuable
Findable
Credible
Accessible
UXPA
2015
Source:
Peter
Morville
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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
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Landscape
“Where
are
we
at
the
moment?”
UXPA
2015
39
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Push/Pull
Factors
What
is
holding
you
back?
UXPA
2015
What
is
pushing
you
forward?
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UX
Maturity
“How
established
is
UX
in
our
organisaRon?”
Integrated
Managed
Recognised
Informal
UXPA
2015
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Roadmap
“How
will
we
get
from
A
to
B?”
UXPA
2015
42
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Building
the
team
PresentaHon
Htle
/
Footer
text
43
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Product
Digital
UX
CX
MarkeRng
Agile
UXPA
2015
44
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Measure
“How
will
we
know
if
we
are
successful?”
UXPA
2015
45
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UXPA
2015
46
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Wisdom
Knowledge
InformaHon
Data
UXPA
2015
Source:
Arron
Walter
UX
maQers
47
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Key
Performance
Indicators
Purpose
Timescales
Benchmarks
AcRons
UXPA
2015
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Key
Performance
Indicators
Strategic
Web
(AnalyRcs/SEO)
Financial/sales
Support
Social
Campaign
UX/Usability
Usefulness
Findability
EffecHveness
Efficiency
SaHsfacHon
UXPA
2015
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Vision
UXPA
2015
Landscape
Roadmap
Measure
50
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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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