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UX Strategy: A Systems Design Approach to Innovation

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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


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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…


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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


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What are systems? Interrelated configuration of parts or components (structures) that cooperate in processes (behavior)


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Understanding systems Context is everything! Outside in Inside out System forces: Boundaries Inputs + Outputs Interactions Encapsulation Nesting Overlap Redundancy Similarity Synergy Friction Divergence Dependency


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Different perspectives act as lenses to focus strategy Strategy should be influenced by multiple perspectives


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Disciplinary lenses can derail strategy Developers As seen by Designers As seen by PM As seen by QA As seen by Developers Designers PM QA


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Understand phase transitions Energy Temperature In order to change states, systems require energy


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Work across boundaries Organizational dynamics Orgs as countries Policies: Internal / External Diplomacy Big picture perspective Influencing strategy Cultivate allies Right people, Right time Formal + informal Success of others Understand first Fight + compromise


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Develop a systems perspective on UX activities Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping Market Research Innovation Mgmt. Project Mgmt. Support Subject Matter Experts Documentation Brand Quality Marketing Sales Engineering Product Mgmt.


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Map out your influencing policy


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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


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Innovation: a systematic renewal process From: Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013


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UX + Innovation systems Based on Keeley, Walters, Pikkel, R., & Quinn | Ten types of innovation: The discipline of building breakthroughs | 2013


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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 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


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Transformational Adjacent Core 3 types of innovation Based on Nagji & Tuff | HBR | May 2012


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Designing future scenarios for innovation Prediction is very difficult. Especially about the future.  -Niels Bohr


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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


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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


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Build an innovation culture Adapted from Design Management Institute


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Scale by creating semi-autonomous holons or teams Feedback Users and Customers


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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


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Design = deus ex machina an agent of change a source of revitalization Become an agent of change


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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


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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?


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Systems Thinking Defines UX Innovation Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Requirements


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Systems Thinking Defines UX Innovation Formative Research Summative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Design


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Systems Thinking Defines UX Innovation Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping UX Measure Summative Research


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Tactic: Pitch a concept to VC’s or Execs Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with entrepreneurs to develop new product or service Gather scenarios Identify key screens Define the key interactions Make ‘em look pretty Build a click-thru mockup


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Tactic: Design for adjacent markets Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Develop a product to address new or emerging needs in the existing customer base Master the domain Develop the IA Define interactions Build prototypes Visual design Design validation Test the prototype or product


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Tactic: Re-architect a product Formative Research Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with VP products to reinvent a product category Re-imagine product concepts Redefine the IA Redefine interaction design Build prototypes Test prototypes Define visual language


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Tactic: Explore new market potential Interaction Design Information Architecture Visual Design Concept Prototyping Summative Research UX Work with business leaders to analyze new markets and sales opportunities Surveys Ethnographic studies Collaboration workshops Needs finding Jobs & outcomes $100 tests Formative Research


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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


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Final thoughts


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