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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UX Strategy: A Systems Design Approach to Innovation презентация
Содержание
- 1. UX Strategy: A Systems Design Approach to Innovation
- 2. Liam Current: Informatica
- 3. 3 key themes Taking a systems perspective
- 4. What are systems? Interrelated configuration of parts
- 5. Understanding systems Context is everything!
- 6. Different perspectives act as lenses to focus strategy Strategy should be influenced by multiple perspectives
- 7. Disciplinary lenses can derail strategy Developers As
- 8. Understand phase transitions Energy Temperature
- 9. Work across boundaries Organizational dynamics Orgs as
- 10. Develop a systems perspective on UX activities
- 11. Map out your influencing policy
- 12. 3 key themes Taking a systems perspective
- 13. Innovation: a systematic renewal process From: Keeley,
- 14. UX + Innovation systems Based on Keeley,
- 15. Solve for the entire customer experience Get
- 16. Transformational Adjacent Core 3
- 17. Designing future scenarios for innovation Prediction is
- 18. Define an innovation process Jump-Start Innovate
- 19. Recognize design is an iterative experiment Based
- 20. Build an innovation culture Adapted from Design Management Institute
- 21. Scale by creating semi-autonomous holons or teams Feedback Users and Customers
- 22. To survive your company must adapt It
- 23. Design = deus ex machina an
- 24. 3 key themes Taking a systems perspective
- 25. Questions defining UX strategy Who is the
- 26. Systems Thinking Defines UX Innovation
- 27. Systems Thinking Defines UX Innovation
- 28. Systems Thinking Defines UX Innovation
- 29. Tactic: Pitch a concept
- 30. Tactic: Design for adjacent markets
- 31. Tactic: Re-architect a product
- 32. Tactic: Explore new market potential
- 33. Feedback loops: Everything is an experiment Look
- 34. Final thoughts
Liam Current: Informatica Large: Microsoft, Oracle Medium: Borland, Siebel, Small: Westbridge, Zaplet Consulting: UX Studio Jon Current:
Слайд 2Liam
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…
Recent Clients: Autodesk, Google, Walmart.com
Large: Cisco, Oracle, IBM
Medium: Siebel, Intuit, Vitria
Small: Augmentum, startups…
Слайд 33 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
Слайд 4What are systems?
Interrelated configuration of parts or components (structures) that cooperate
in processes (behavior)
Слайд 5Understanding systems
Context is everything!
Outside in
Inside out
System forces:
Boundaries
Inputs + Outputs
Interactions
Encapsulation
Nesting
Overlap
Redundancy
Similarity
Synergy
Friction
Divergence
Dependency
Слайд 6Different perspectives act as lenses to focus strategy
Strategy should be influenced
by multiple perspectives
Слайд 7Disciplinary lenses can derail strategy
Developers
As seen by
Designers
As seen by
PM
As seen by
QA
As
seen by
Developers Designers PM QA
Слайд 8Understand phase transitions
Energy
Temperature
In order to change states, systems require energy
Слайд 9Work 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
Cultivate allies
Right people, Right time
Formal + informal
Success of others
Understand first
Fight + compromise
Слайд 10Develop 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.
Слайд 123 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
Слайд 13Innovation: a systematic renewal process
From: Keeley, Walters, Pikkel, R., & Quinn
| Ten types of innovation: The discipline of building breakthroughs | 2013
Слайд 14UX + Innovation systems
Based on Keeley, Walters, Pikkel, R., & Quinn
| Ten types of innovation: The discipline of building breakthroughs | 2013
Слайд 15Solve 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
Слайд 17Designing future scenarios for innovation
Prediction is very difficult. Especially about the
future.
-Niels Bohr
-Niels Bohr
Слайд 18
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.
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
Слайд 19Recognize 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
Слайд 22To 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
Слайд 23Design = deus ex machina an agent of change a source
of revitalization
Become an agent of change
Слайд 243 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
Слайд 25Questions 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?
How exactly might these solutions work?
Does the solution meet users expectations?
How do we measure success?
Слайд 26Systems Thinking Defines UX Innovation
Formative
Research
Summative
Research
Interaction
Design
Information
Architecture
Visual
Design
Concept
Prototyping
UX
Requirements
Слайд 27
Systems Thinking Defines UX Innovation
Formative
Research
Summative
Research
Interaction
Design
Information
Architecture
Visual
Design
Concept
Prototyping
UX
Design
Слайд 28Systems Thinking Defines UX Innovation
Formative
Research
Interaction
Design
Information
Architecture
Visual
Design
Concept
Prototyping
UX
Measure
Summative
Research
Слайд 29
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
Gather scenarios
Identify key screens
Define the key interactions
Make ‘em look pretty
Build a click-thru mockup
Слайд 30Tactic: 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
Master the domain
Develop the IA
Define interactions
Build prototypes
Visual design
Design validation
Test the prototype or product
Слайд 31
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
Re-imagine product concepts
Redefine the IA
Redefine interaction design
Build prototypes
Test prototypes
Define visual language
Слайд 32
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
Surveys
Ethnographic studies
Collaboration workshops
Needs finding
Jobs & outcomes
$100 tests
Formative
Research
Слайд 33Feedback loops: Everything is an experiment
Look at what is happening, not
what you hope should happen
1) Observe
2) Design
4) Test
3) Prototype
