undestanding ux: tbtf technology executive council meeting

@UXTampa TBTF Technology Executive Council

UNDERSTANDING UXTBTF Technology Executive Council

@UXTampa


HOW PRODUCT DEVELOPMENT USUALLY STARTS…UserPersona

KrissyScoufis

ScenarioNN/g certified user experience strategist, researcher, visual designer and UX mentor with nearly two decades of experience. Working directly with clients to help them best understand their users and craft digital experiences and products to fit users' needs. Creator of an internal UX ambassador program to train and teach others about user experience value and processes. Founder of the Tampa Bay UX Meetup group, the first of its kind in the area. Advocate and evangelize User Experience methodologies through speaking engagements and writing. Contributing author to UX Careers Handbook.

Personal Home

EducationJob

Salary Hobbies

Married,withChildrenSuburbanCollegeDegreeAssociateDirectorofUserExperience$$$Family,entertaining,reading,goingtothebeach

“Ilovetowatchhowthiscrazyworldworksandfigureoutways

tomakeitbetter”

UserExperienceAdvocate&Mentor

“


User Experience helps you truly understand your customers and provides the context you need to reduce risk in product development.

@UXTampa

AGENDAWhat is (and is not) UX

UX in Tampa Bay & Beyond

So you want to hire a UX pro…

The future of UX

@UXTampa TBTF Technology Executive Council WHAT IS (AND IS NOT) UX


@UXTampa TBTF Technology Executive Council UX IS NOT UI


(AND IT IS DEFINITELY NOT PROGRAMMING)

https://medium.com/learning-ux/user-experience-designer-vs-visual-ui-designer-81bd650c6446#.fdzeiaw1b

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UX LIFECYCLE

➤ Discovery

➤ Development

➤ Growth

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DISCOVERY (LEARN)

•What problem are we solving?

•What should we build that solves

that problem?

•Why should we build it?

•Who does this product serve and

how does it help solve their

problem?

•What should this product look

like, feel like act like?

@UXTampa

DEVELOPMENT (BUILD)

•How will we know when we have

developed something that is

successful?

•What is our goal?

•How do we move the needle to

reach our goal?

•Validation - Did we move the

needle if not what do we need to

do?

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GROWTH (MEASURE)

•Are we successfully serving our

audience?

•Are we attracting the correct

group of people?

•Are there other groups out there we need to attract?

•Are they coming back/buying/

engaging? If not, what do we do

to get them there?

•What is the next feature we can build/service we can offer to stay

competitive and relevant?

@UXTampa

WHY UX?

Save time ➤ Build the right products that

solve customers problems

Save money ➤ Build products with fewer

errors that need to be fixed after development

Grow your audience ➤ Happy customers generate

referrals ➤ Happy customers become

repeat customers


http://winefolly.com/wp-content/uploads/2013/08/different-types-of-wine-openers.jpg


“If we only test bottle openers, we may never realize customers prefer screw top bottles.”

~Victor Lombardi


“How do I get my boss to buy in to UX?” “Why is UX important?” “What is UX?”

UX in Tampa Bay & Beyond

@UXTampa

UX GETS A SEAT AT THE TABLE

➤ VPs, CTOs, CIOS, and CFOs – are understanding the value of UX more now than ever before.

➤ UX is key differentiator.

➤ UX becomes a business strategy.

➤ World IA Day in Tampa.

➤ Tampa Bay UX Meetup (current reach 550 members).

In 2016


“Web Design is Dead” `Sergio Nouvel

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“DEATH IS BUT THE NEXT GREAT ADVENTURE”

➤ Symptom 1: Commoditization by Templates

➤ Symptom 2: Web Design Patterns are Mature

➤ Symptom 3: Automation and Artificial Intelligence are Already Doing the Job

➤ Symptom 4: Facebook Pages as the New Small-Business Homepage

➤ Symptom 5: Mobile is Killing the Web


Google thinks UX is a pretty big deal

Google Trends Data Interest Over Time Search Queries

Web design




UX design


2006

Industry


2006 - 2007

Industry


2006 - 2007 - 2009

Industry


2006 - 2007 - 2009 - 2011

Industry


2006 - 2007 - 2009 - 2011 - 2012

Industry


2006 - 2007 - 2009 - 2011 - 2012 - 2013

Industry


2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014

Industry


2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014 - 2015

Industry


2006 - 2007 - 2009 - 2011 - 2012 - 2013 - 2014 - 2015 - 2016

Industry


So you want to hire a UX pro…

THE MYTH OF THE UX UNICORN

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UX IS RAINBOWS & UNICORNS

➤ Learn on the job

➤ Deconstruct what others have done

➤ Mentor

➤ Practice

➤ Get feedback

➤ https://www.uie.com/articles/becoming_a_unicorn/

https://www.uie.com/articles/becoming_a_unicorn/

@UXTampa

BEST JOB IN AMERICA

➤ CNN Money - 14th

➤ Glassdoor - 18th

➤ Median pay (2016): $91,000

➤ Top pay: $138,000

➤ Pay rate expected to increase an average of 3.8% in 2017

➤ 10-year job growth: 18%

➤ Unemployment is well below National average making top talent hard to find and keep


TOP 10 JOB IN 2017

Top 10 Creative and Marketing Jobs to Watch in 2017

Download your free copy of The Creative Group 2017 Salary Guide at creativegroup.com/salary-center. Source: The Creative Group 2017 Salary Guide© 2

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16.

WEB DESIGNER (5+ yrs’ exp)

$83,250-$118,000

MARCOM MANAGER (5+ yrs’ exp)

$79,000-$115,000

INTERACTIVE/WEB COPYWRITER (1-5 yrs’ exp)

$50,250-$74,500

DIGITAL STRATEGIST$96,500-$143,750

PROJECT MANAGER

$59,750-$94,500

VISUAL DESIGNER$66,000-$99,250

CONTENT STRATEGIST $81,250-$115,250

USER EXPERIENCE (UX) DESIGNER (3-5 yrs’ exp)

$75,750-$103,000

MOBILE DESIGNER$80,000-$121,500

FRONT-END WEB DEVELOPER (1-3 yrs’ exp)

$56,500-$80,500

4.2%

4.5%

According to The Creative Group 2017 Salary Guide, these professionals are in the greatest demand and the shortest supply. Here's a look at the starting salary range for each, as well as how much pay will increase over 2016 levels.

3.3%

4.4%

4.6%

5.4%

6.8%

5.3%

6.1%

7.2%

@UXTampa

FINDING TALENT

Where? ➤ Tampa Bay UX Meetup

Look for these traits: ➤ Life long learners

➤ Highly empathetic

➤ Diverse background but likely in tech, design, psychology or human behavior

➤ Big picture thinkers

➤ Excellent listeners

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MAINTAINING TALENT

➤ UX is different from UI and Dev. Expect to compensate fairly ($90 - $138K).

➤ UX is mentally taxing. Provide work life balance.

➤ UX must stay ahead of trends. Provide opportunities for learning and growth.

➤ UX straddles development and business strategy. Allow them to be part of the business strategy and success.

➤ UX solves big problems. Provide opportunities to do meaningful work.

@UXTampa TBTF Technology Executive Council THE FUTURE OF UX



IS THERE A FUTURE FOR UX???https://www.fastcodesign.com/3063318/5-design-jobs-that-wont-exist-in-the-future

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WHAT HAPPENED?

➤ The acronym….period….

➤ Broad overuse and muddling of job skills, disciplines and tools.

➤ Lack of understanding and agreement within the UX discipline.

➤ UX has been spread too thin beyond the breaking point.

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WHAT WILL HAPPEN?

➤ Diversification of UX

➤ Specialization that include:

➤ Product Design

➤ Artificial Intelligence

➤ Digital Strategy

➤ Virtual Reality

➤ Material Design (wearables)

➤ Internet of Things

➤ Organizational Design

https://www.fastcodesign.com/3063318/5-design-jobs-that-wont-exist-in-the-future

“


Your Challenge: Incorporate a User Experience Design Strategy and passionately fall in love with the problem not the solution.

~Krissy Scoufis

@UXTampa TBTF Technology Executive Council THANK YOU

@uxTampa