we’re all ux: designing a whole company design team - giant conf 2014

Image: Sony Pictures

We’re All UX: Designing a Whole Company Design Team

@designoutloud

“He’s bona fide.”Images: Touchstone Pictures

Images: clipartlogo, My Mind’s Ink, Landon’s Toy Box

Ceci n'est pas une team.

Ceci n'est pas une UX team. Image: Podio

Executive and Administration

Product development

Manufacturing

Support Field

Sales / DistributionYou are here

running a successful business

enabling great

experiences

maintaining

strong teams

engineering leading technology

Image: MSFT & Phillip Hunter

Image: uxbooth

The practice of creating experience is a Service

Boyd’s OODA LoopPorter’s 5 Forces Analysis

Image: Alex RomanImage: Vector Study

Strategy means defining and inspiring before hiring

Con

text

Cap

ab

ility

Image: Flickr user west pointImage: Flickr user katerha

OrientAssessQuestionHypothesize

What are our goals, values, constraints, and principles as a company?

What do we need to get done?

Why? How much?

What do we need to be good at?

How good? How will we know?

What are the priorities?

Not who…yet

What & why?Who & how much?How & when?

Method and Image: Liz Bacon http://deviseconsulting.com/defining-ux/

Complementary strengths vs. homogeneous developmentBreadth and depth of skill across peopleIncreased participation

Beyond hiring & career skills growth

Shape, align, inform with business goals

Aim for impact, scope, scale, diversity, resilience, sustainability

aesthetics: type, color, line, shape, sound asset creation Motion principle/guideline creation, compliance, validation global design branding branding compliance creative direction brand strategy for visual identity frameworks for visual design language brand/product positioning layout & composition information architecture content design interaction design NUI and multimodal navigation and command universal design multi-channel design cross-product design conceptual design & modeling Persona development exploration of design options question definition identify relevant outcomes and necessary data methodology selection and tradeoffs emergent methods method development data analysis report writing communication and catalyst for action data synthesis latent need identification insight triangulation storytelling sketching prototyping techniques modeling Iteration generation and refinement creative production problem-solving use and create team processes and methodologies measurement and metrics competitive differentiation process contribution and improvement tool contribution and improvement integration with team processes and tools continuous iterative improvement insight generation product design service design effective meetings stakeholder selection and management managing interpersonal style differences working across organizational boundaries transparency communication strategy team dynamics role model coaching succession planning pride in work personal accountability abstraction from personal experience engineering system mechanisms identify issues resolve, escalate, or find owners for issues describe discoveries from behavior or observation identify latent needs and new product/service priorities integrate expected new usage patterns address experience and behavioral attributes address attitude and emotional attributes describe opportunities relative to competition / trends identify opportunities relative to competition / trends create action plan relative to immediate needs create action plan consistent with future needs contribute to product strategy contribute to cross-product or cross-org strategy employ divergent thinking to influence engineering peers apply work across engineering lifecycle contribute to go-to-market campaigns and messaging develop formative, generative, naturalistic research propose and create consensus for needed human and product centered approach define success criteria and needed deliverables against multiple research objectives innovate new research approaches formulate systematic multi-stage approach adapt research program to respond to organizational need reduce data to form actionable outcomes enable problem identification apply data to idea finding, problem finding, and problem definition synthesize data for idea finding, problem finding, and problem definition create compelling data summaries deliver compelling research artifacts create compelling communication via emotional connection to user and context convey real user stories create common understanding of usage, reaction, feedback, or needs predict usage and customer reaction contribute real customer stories, insights, and data for go to market efforts inspire new thinking by leveraging expressed needs inspire new thinking by leveraging latent needs propose and guide solutions throughout cycle apply appropriate business domain knowledge define measurable conditions for success create measurable conditions for success build consensus for success definitions align success definitions to goals or org definitions create alignment of success definitions to goals or org definitions integrate success definitions into design research process create integration of success definitions into design research process leverage insight on needs to inspire new thinking and approaches create insight on needs to inspire new thinking and approaches propose and guide solutions align solutions within or across product areas / scenarios create alignment of solutions across product areas / scenarios discover and understand root causes to experience issues iterate analyses and interpretation of data to discover superior solutions create and direct analyses and interpretation of data to discover superior solutions tune designs based on continuous iteration tune research approaches to address changing needs provide data and research artifacts that validate success outcomes create and direct research processes to provide data and research artifacts that validate success outcomes Design for non-US markets Specific tool expertise (Visual Studio, Adobe, etc.) Full range of analog & digital prototyping business model and execution considerations Design Principles Design Language Application Platform Competing OS expertise HTML/CSS/Javascript multidevice, responsive design native apps v. browser data visualization and interaction design sensors and other small devices problem discovery build, measure, learn (Lean Startup / Lean UX) facilitation and managing divergence/convergence and generation/evaluation Full range of design processes, methodologies, and methods Design integration / development measuring design success review and critique presenting and persuasion psychological underpinnings of design semiotics system design sustainability resilience behavioral economics

running a successful business

enabling great

experiences

maintaining

strong teams

engineering leading technology

Image: MSFT & Phillip Hunter

Have the right project members been identified?

In what areas will augmentation be the best thing?

What kind and from where?

Skill Name

Skill 1

Skill 2

Skill 3

Skill 4

Skill Name

Color, line, shape

Latent need identification

Brand integration

Business model translation

UX leaders and ICs UX enthusiasts

Product owners Executives & sponsors

Skill Name Current Level

Desired Level

Priority

Color, line, shape

Latent need identification

Brand integration

Prototyping

Skill Name Current Level

Desired Level

Priority

Color, line, shape

3 5 5

Latent need identification

2 2 1

Brand integration

5 3 3

Non-code prototyping

1 4 5

Skill Name Current Level

Desired Level

Priority

Skill 1 3 5 5

Skill 2 2 2 1

Skill 3 5 3 3

Skill 4 1 4 5

Skill Name Current Level

Desired Level

Priority

Skill 1 3 5 5

Skill 2 2 2 1

Skill 3 5 3 3

Skill 4 1 4 5

Skill Name Current Level

Desired Level

Priority

Skill 1 3 5 5

Skill 2 2 2 1

Skill 3 5 3 3

Skill 4 1 4 5

Skill Name Current Level

Desired Level

Priority

Skill 1 3 5 5

Skill 2 2 2 1

Skill 3 5 3 3

Skill 4 1 4 5

Skills

Assessment of Skills and KnowledgeAssigned Prty

Assigned Gap

Normed Gap

Perceived Gap

Normed Perceive

d GapCurrent Level Norm

Desired Level Norm

Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6

Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7

Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8

Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9

Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5

Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3

Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6

Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4

Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6

Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8

Skills

Assessment of Skills and KnowledgeAssigned Prty

Assigned Gap

Normed Gap

Perceived Gap

Normed Perceive

d GapCurrent Level Norm

Desired Level Norm

Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6

Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7

Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8

Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9

Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5

Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3

Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6

Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4

Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6

Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8

averagesum average x2

subtraction priority x normed gap

Skills

Assessment of Skills and KnowledgeAssigned Prty

Assigned Gap

Normed Gap

Perceived Gap

Normed Perceive

d GapCurrent Level Norm

Desired Level Norm

Color, line, shape 85 7.1 110 9.2 4.6 25.0 2.1 114.8 9.6

Brand integration 86 7.2 94 7.8 4.0 8.0 0.7 32.0 2.7

Non-code prototyping 65 5.4 88 7.3 4.1 23.0 1.9 94.2 7.8

Ethnographic analysis 77 6.4 97 8.1 4.1 20.0 1.7 82.6 6.9

Lo-fi usability 61 5.1 85 7.1 3.8 24.0 2.0 90.5 7.5

Latent need identification 60 5.0 78 6.5 3.6 18.0 1.5 63.9 5.3

Skill 7 60 5.0 75 6.3 3.7 15.0 1.3 55.0 4.6

Skill 8 69 5.8 85 7.1 4.1 16.0 1.3 64.8 5.4

Skill 9 58 4.8 75 6.3 4.0 17.0 1.4 67.2 5.6

Skill 10 70 5.8 84 7.0 4.1 14.0 1.2 57.5 4.8

companyaverage

team Ateam B

Who does that already?How can you get them involved?What do your colleagues want to be good at?

Open up opportunities

Issue the challenge to add UX into everyone’s job

Let people find their point of contribution

Oh, yeah. Hiring.

Strategic frameworkInvolve the team to determine fit and talentHire the inspired

May your plan come together!

phillip.hunter@gmail.com |@designoutloud |

Credits

Diamond and loupe http://www.flickr.com/photos/criminalintent/Bicycle racers http://www.flickr.com/photos/flowizm/ Bridge http://www.flickr.com/photos/avramitra/ Fridge http://www.flickr.com/photos/katerha/ Hurdler http://www.flickr.com/photos/west_point/ Brainstorming 1 http://www.flickr.com/photos/chadmagiera/Brainstorming 2 http://www.flickr.com/photos/prestons/ Rock climbing http://www.flickr.com/photos/usasoc/ How to communicate http://www.flickr.com/photos/pagedooley/Design team http://www.flickr.com/photos/yandle/ Stormtroopers http://www.flickr.com/photos/jdhancock/ Prototyping http://www.flickr.com/photos/21218849@N03/ Other photos credited inline or are by Phillip Hunter