mapping ux culture

Road-Mapping UX Culture

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Mike Kornacki Johnson Controls User Experience Architect

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What is User Experience?

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What is User Experience?

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What is User Experience?

What is User Experience?

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UX Maturity Model

Bruce  Temkin  “UX  Maturity  Model”    Customer  Experience  Ma#ers  

3 COMMON BARRIERS TO UX CULTURE

NO ONE GETS IT

1

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The JCI Way (Pre-UX)

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My first experience with designers was with a couple of guys in leather pants speaking to me using terms that I did not understand

~ Gary McCord

“UI DEVELOPERS ALREADY DO THIS”

2

How UX is Seen

UI  Developer  

UI  Developer  

UI  Developer  

How UX is Seen

UI  Developer  

UI  Developer  

UI  Developer  

Code  Review/  Sodware  CompleKon  

Code  Review/  Sodware  CompleKon  

Code  Review/  Sodware  CompleKon  

How UX is Seen

UI  Developer  

UX  

UI  Developer  

UI  Developer  

Code  Review/  Sodware  CompleKon  

Code  Review/  Sodware  CompleKon  

Code  Review/  Sodware  CompleKon  

Doing  it’s  own  thing  

How UX is Really Is

UI  Developer  

UX  

UI  Developer  

UI  Developer  

Project  Team  

All  working  towards  the  same  goal:  Delivering  the  greatest  product  we  can!  

UX IS NOT SUPPORTED

3

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4 STEPS TO UX CULTURE

TELL A STORY

1

“People think that stories are shaped by people. In fact it’s the other way around…”

Terry Pratchett  

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BENCHMARK

2

After a single bad experience

of customers will simply leave

Source:  2010  Customer  Experience  Impact  Survey  –  RightNow  Technologies  

82%

ORGANIZATIONAL STRUCTURE

UX can avoid lost revenue

In today's consumerized B2B world, digital user experience is a key decision criteria as customers are evaluating competitors based on the quality of the experience they provide.

More customers on average are willing to purchase from a company that provides superior experience versus a company that provides a poor customer experience according to Forrester. *

14.4%

*Forrester, “Best Practices in User Experience Design (UX)”

DIRECT BUSINESS BENEFITS

UX can grow unit volumes

User experience design is easily conveyed during the sales process, as solutions speak directly to customer needs, are easy to understand and can be quickly tied to customer value.

sales conversion increase realized by Telstra in year 1

after site redesign.*

40% increase in downloads per user, per session for Nokia

over previous version.**

20%

*Telstra company data **Nokia company data.

All About SymbianAugust 4, 2010

“One of the new things that the N8 brings is a completely revamped Ovi Store which offers a much more pleasing experience that not only makes finding content easier, also makes sure that you don’t have to go through hoops trying to download an application.”

Accolades

“...in terms of the redesign and performance and usability improvements, we would expect the new Ovi Store client to significantly increase download and usage rates.”

The Handheld Blog September 20, 2010

“Nokia has all but solved those shortcomings with Ovi Store, and we found Ovi Store 2.0 -- the new version that ships with the N8 -- particularly pleasant to use.”

Engadget October 14, 2010

“Ovi Store has reached 3 million downloads per day, a milestone spurred by overall global demand and a recent update that gives users of Nokia's new Symbian smartphone family a friendlier look and feel as well as more popular apps and games."

Wall Street Journal November 18, 2010

DIRECT BUSINESS BENEFITS

Avoiding lost revenue to competitors that offer a better user experience

Newly created Global Experience Design Studio in Minneapolis focuses on delivering an end to end experience across every user touch point.

Hiring a Director of UX Product Management to provide thought leadership and a unifying vision for UX across products.

Areas for enhancement (as indicated by current and former customers)

39  39  

126  166  167  

238  250  256  

0   100   200   300  

More  fun  to  use  

More  sophisKcated  

Be#er  graphics  

Mobile  Access  

DIRECT BUSINESS BENEFITS

VISION CASTING

3

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ROADMAP

4

Planning Execution Sustain & Grow

Unified UX Strategy

Product

Culture

Q3 Q4 2014 2016 2015

Design Strategy •  Experience Principles •  Design Criteria •  Unified UX Evolution

Scope & Priority •  Programs •  Platforms •  Features •  Users

Visual Consistency •  Surface level, look and feel •  Brand Consistency •  Common Design Language

Behavioral Consistency •  Identify patterns of use •  Simplify and Streamline Patterns

All work executed should be representative of the strategy. The strategy should remain constant.

Evaluate strategy for alignment with current business goals and technology

Organizational Support •  Executive Sponsor •  Dedicated UX

Resources •  Cross-Functional

Team

•  Time to Market •  Strategic Execution •  UX as Competitive

Advantage

•  Create Authority Role (UX-Director) •  Create JCI – UX Knowledge Base •  UX Smart Bar •  Creative Facility •  Research Facility/Team

•  Organizational Shift (Strategic) •  UX Center of Excellence

•  Core Competency •  Strategic Contributor •  Shared Ownership in UX •  UX Pillar (CxO/UX-VP)

Customer Value User Experience design enables users to be more productive

Ease of learning reduces training costs

Ease of use increases productivity

Eliminating error opportunities reduces rework

Cohesive products improves efficiency

Business Value A coordinated approach to improving and unifying our software experience will contribute return on investment

Avoiding lost revenue to competitors that have a better user experiences

Growing unit volumes through higher sales conversion

Reducing overall development costs through more efficient processes

Increasing average revenue per customer

Improving productivity of field operations and service

REVENUE COST

The JCI Way (Post-UX)

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THANKS! @lordshales @mke_ux mkeux.com mike.kornacki@gmail.com Linkedin.com/mkornacki