20160626 dianafrank – unicorn in the cage

UXcamp europe 2016, berlin
Diana Frank @ffm_ux
unicorn in the cage.
about having impact in the field of UX…
Diana Frank, UX strategist
Munich, Frankfurt
UXcamp europe, berlin 20160626

Diana Frank, UX strategist
love to connect real things and digital experience.
if I am not in the office, you can find me in the mountains or somewhere
else walking or running around.
always looking for patterns, willing to see the small things and quality in
details – and always asking to understand the bigger picture.
Diana Frank @ffm_ux

Diana Frank @ffm_ux

1. self-esteem and impact
2. the cage
3. how to get free…

Diana Frank @ffm_ux

Prolog

Diana Frank @ffm_ux
what the others know about UX…

?

Prolog

Diana Frank @ffm_ux
what they expect from user
experience…

Diana Frank @ffm_ux
how it feels like…

Diana Frank @ffm_ux
1. self-esteem and impact

reality ?
the choice you made ?

Diana Frank @ffm_ux

for the germans:
we have a past to contend with…

Diana Frank @ffm_ux

Historisch vorbelastet…

Diana Frank @ffm_ux
Ritter ohne Furcht und Tadel.
Preußische Tugenden.
Tapferkeit ohne Wehleidigkeit („Lerne leiden, ohne zu
klagen“), Unterordnung, Mut und Gehorsam (jedoch nicht
ohne Freimut) gelten als erstrebenswert.
(Selbst)disziplin, eine unerlässliche militärische Tugend,
umfasste auch Härte, gegen sich noch mehr als
gegen andere.
Quelle: https://de.wikipedia.org/wiki/Preußische_Tugenden

premises?

Diana Frank @ffm_ux
it needs work
hard
it will be difficult pushbacks have
to be expected
be diligent
there will be
casualties
stay humble fight until the
very end
[ … ]

Enjoy to work while having impact?

Diana Frank @ffm_ux
I just work for
goals i can reach.
If it‘s not easy,
something is
wrong.
People like to
listen the (right)
story.
Looking for high
impact coming
with low effort
Think about the
benefit first
Being (too) kind
is sometimes not
helpful at all
If it does not
work, change it.
[ … ]

Enjoy to work while having impact?

Useful virtues

Diana Frank @ffm_ux
prepared:
research done?
proper:
looking for low hanging
fruits, do the basics
economical:
ratio between potential
and effort
listen and care.
I just work for
goals i can reach.
If it‘s not easy,
something is
wrong.
People like to
listen the (right)
story.
Looking for high
impact coming
with low effort
Think about the
benefit first
Being (too) kind
is sometimes not
helpful at all
If it does not
work, change it.
[ … ]

Diana Frank @ffm_ux
focus on problems,
hindering ourself…
missing impact on a personal level impact on project/company level
… basic assumptions are
missing or not very helpful/
lack of comptence*
*competence: ability, rights and duties.

Diana Frank @ffm_ux
missing (common)
understanding
expectations and potential are
unclear, timing and process do not
allow to adjust later.

Diana Frank @ffm_ux
the design-pitfall
UX is more than surface.
– scribbles show ideas, design is
alreay a product, something real.
step back to re-define processes
and to think about the customer
journay is hard after the first
design is done.

Diana Frank @ffm_ux
black holes
missing transision between
overview and detail.
UX strategy as no man‘s land
between business, brand and the
holy feature.
– power needs direction to
have any impact.

Diana Frank @ffm_ux
comfort zone
who wants to have impact
needs to be ready to leave his
comfort zone.
… and sometimes it needs to push others out
of their comfort zone as well.

Diana Frank @ffm_ux
2. the cage

the cage – more than one kind of…

Diana Frank @ffm_ux

the cage – more than one kind of…

1. save room, blackbox
(somtimes comfort zone)

2. prison cell, limited space
(punishment, constraint, somtimes a habit)
Diana Frank @ffm_ux

Who is inside ?

Expert, specialist The one who may not go out. Or the one who
likes to be here. Some who dare not to go out.
Diana Frank @ffm_ux

RISK:
Loss of connectivity to the real
world
RISK:
Being exposed, not able to escape.
Field of competence is highly limited.
Diana Frank @ffm_ux
Who is inside ?

Expert, specialist The one who may not go out. Or the one who
likes to be here. Some who dare not to go out.

… and sometimes you find a unicorn.

Diana Frank @ffm_ux

Eco system full of UX relevance – and potential cages… (just some)
Diana Frank @ffm_ux
Content Strategy
Semantic Web
Responsive
Future ready Mobile
Research &
Testing
Storytelling Help & Support
Service
Interaction
Pattern
Nutzer
Community Komplexität
IOT
Marke
Partner
Externe
Experten
Events
IT
Organisations-
struktur
Geschäftsmodell
Empfehlungs-
marketing
Vertrieb
Laden/ Handel
Versand &
Logistic
Zahlmethoden
CMS
CRM
Findability Related Content
Knowledge
Management
…
…
…
Mitarbeiter-
schulung
Workshops
Analytics
…
Design
ProduktentwicklungForschung
…
Legal
Apps
Teams
Sponsoring
Infra-
struktur
...Märkte
Mobilität
QS
...

Diana Frank @ffm_ux
clear broders, clear area of competence.
focus on task(s).
Normally our world is not soo small…
Who is sitting in the cages lives in his (own) world

Who is sitting in the cages lives in his (own) world
Diana Frank @ffm_ux
… usually there are other systems around us.

UX is not always the middle of the univers…

Diana Frank @ffm_ux

Diana Frank @ffm_ux
context
direct field of
competence
Maybe the best place to
provide the solution.
Thinking in systems and context:

…only free unicorns can do magic!
Diana Frank @ffm_ux

Diana Frank @ffm_ux
3. how to get free…

on the way to get free…
– Earn to be trusted – again and again
– ask for competence
– leave your comfort zone
– accept fuzziness, learn to trust the
knowlege of others
– process before design
– be willing to be measured by results.
Diana Frank @ffm_ux

no complex project without
a big picture
Diana Frank @ffm_ux

a clear view on the current situation
Diana Frank @ffm_ux

definition of main tasks and a story line to be
Diana Frank @ffm_ux

Analysis of the given potential
Diana Frank @ffm_ux

other ways to get free?
what is hindering you and how you answer it?
…
you and
yourself
…
the
structures
you are in
…
the mindset you are
faced with
…
Diana Frank @ffm_ux

stay in contact

Diana Frank @ffm_ux
info@dianafrank.de
xing.to/UX
de.linkedin.com/in/frankdiana/
@ffm_ux

20160626 dianafrank – unicorn in the cage

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20160626 dianafrank – unicorn in the cage