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UX-Driven Innovation

When UX strategy drives innovation, the end result is more than technical capability and beautiful interfaces: it is an experience differentiated by helping people surpass their goals and exceeding their expectations while delivering engaging, motivating, enjoyable, and memorable experiences. How can we plan and work toward new products and services while keeping the user in mind? How can we adopt and implement UX strategy? And, most importantly, how can we change the way we identify and pursue new opportunities so that we are leading the pack rather than chasing the competition? Take UX out of the design studio and include it in strategic research and planning to drive innovation in your business.

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UX-Driven Innovation

  1. 1. 2UX Thinking | DaveHogue.com
  2. 2. High hopes are being pinned on UX
  3. 3. It’s more than interfaces,
  4. 4. It’s also more than products and services,
  5. 5. It’s about experiences.
  6. 6. They understand their customers very well.
  7. 7. A story of one client…
  8. 8. Founded in 1960, JELD-WEN employs approximately 20,000 people worldwide and has window and door manufacturing and distribution locations across the United States and in more than 20 countries. And they had a weak digital presence.
  9. 9. They needed digital services that could serve: Architects Builders Designers Homeowners And which could compete effectively.
  10. 10. The client had key business goals: Tell the product story Sell products Support collaboration Improve the brand But we were less clear about the users’ needs.
  11. 11. There were opportunities to innovate: Smartphones and tablets In-store experiences Reaching homeowners directly Mass customization But we did not know exactly what or how.
  12. 12. Enter UX But first, let’s take a moment to discuss innovation.
  13. 13. Invent Do something never done before.
  14. 14. 1973 Martin Cooper Motorola
  15. 15. Increment Nudge what we already have.
  16. 16. 1990s
  17. 17. Innovate Do something significantly better.
  18. 18. 2007
  19. 19. How can UX lead to innovation?
  20. 20. Understand Study and reveal the needs and expectations of the user. Advocate Meet the business needs and operate within the technical constraints. Optimize Maximize the value of the product vs. the pain of using it. UX focuses on the user
  21. 21. Identify & Define What is the problem we should be solving? Frame What is the proper perspective to best understand the problem? Represent What is the best way to clearly communicate the problem? UX solves problems
  22. 22. Liaison Communicate among users, business owners, and technologists. Consensus Drive toward a shared understanding of the problem. Value Acknowledge the benefits to users and the business. UX translates
  23. 23. But…
  24. 24. UX does not need to drive innovation.
  25. 25. UX should facilitate innovation.
  26. 26. The best solutions emerge from collaboration.
  27. 27. If it takes a team, then why…
  28. 28. … is it so hard for UX to get a seat?
  29. 29. Ignorance Lack of understanding about the role and contributions of UX.
  30. 30. Poverty No resources, processes, time, or team.
  31. 31. Subordinate UX is told what to do after the key decisions have been made.
  32. 32. Hubris We already know our customers and what they need.
  33. 33. Misalignment Lack of communication and engagement among inter-dependent groups.
  34. 34. Fiefdoms Organizational compartmentalization and lack of a holistic culture.
  35. 35. Inward Focus Decisions are made only from the perspective of the business.
  36. 36. Ego One person in power already has all of the best ideas and solutions.
  37. 37. There were some challenges: No resources, processes, or team Focused on the business (not the users) No research on the users Old technology We would be starting from scratch.
  38. 38. If it takes a team, how does UX fit in?
  39. 39. Traditional Do we have a solution? Waterfall-y Lean Do we have the right solution? Iterate-y Agile Do we have the best solution? Sprint-y Philosophical Approaches
  40. 40. Many ways to approach UX…
  41. 41. If we look closely…
  42. 42. 1. Research 2. Problem-Solving 3. Design 4. Prototyping & Testing 5. Iteration 6. Collaboration 7. Strategic Planning We see similarities
  43. 43. If it takes a team, what does UX bring?
  44. 44. “Good designers can create normalcy out of chaos.” ~Jeffrey Veen
  45. 45. Disassembly We take everything apart. Everything. Minute Detail How does each part work individually? Big Picture How is the whole greater than the sum of the parts? Inquisitiveness
  46. 46. Should we “Reduce deaths”… …or “Maximize quality of life?” It’s a big puzzle.
  47. 47. Framing What is the context and perspective of the problem and solution? Representation What is the best way to communicate the problem and solution? Critique How can we solicit and provide effective feedback? Clarity
  48. 48. Walk many miles in many shoes.
  49. 49. Ponder it, we’ll come back…
  50. 50. Coherence What are the patterns, affinities, and connections? Synthesis How do the parts all fit together and join meaningfully? Insight Are there additional possibilities that may emerge? Sensemaking
  51. 51. “Synthesis reveals a cohesion and sense of continuity; synthesis indicates a push towards organization, reduction, and clarity.” ~Jon Kolko
  52. 52. Inductive What is the one best theory or explanation? Deductive What is the one best answer or solution? Abductive What are all of the possible explanations and answers. Types of Reasoning
  53. 53. Diverge What are all of the possible solutions? Remix How might the parts all fit together in different ways? Explore Are there additional perspectives and possibilities? Abductive Reasoning
  54. 54. Related to creativity, insight, and inference A logical way of making “best guesses” and leaps of the imagination. Challenges the constraints Why these constraints? What if they were different? The “Eureka Moment” is not a moment at all It only looks that way – it actually took time and effort. Abductive Reasoning
  55. 55. UX is a way of thinking about the world.
  56. 56. Bringing UX into the business processes.
  57. 57. A Common Experience…
  58. 58. Become a Contributor
  59. 59. Become a Collaborator
  60. 60. Become a Partner
  61. 61. Achieving Alignment
  62. 62. What is the problem we are trying to solve? Frame it in terms of root causes and end goals. Why are we solving this problem? Match the user needs with the business needs. How will we know when we have succeeded? Define the baseline, metrics, and victory conditions. Effective Questions Laura Klein: https://medium.com/useful-tips-for-startups/want-better-ux-change-the-conversation-8ae3097d9bf9
  63. 63. Demonstrate Success
  64. 64. Creating a place for UX in the organization: Identify internal advocates Understand the business and the industry Find and frame the problems Propose viable and valuable new solutions It takes more than design artifacts.
  65. 65. Facilitating innovation.
  66. 66. UX as Business Stakeholder Factor UX Contributions Competitors Research and Analysis Customers / Users Research, Content, Design, and Testing Technology Constraints, Opportunities, Testing, and Analytics Org. Processes & Structures Collaboration, Facilitation, Persuasion, and Feedback Marketing & Communications Research, Content, and Design Finance Cost, Value, and ROI
  67. 67. There is a big picture. “If we’re not aligned and engaged from strategy, then we can’t translate the business needs into great UX.” - Mustefa Jo’shen, Founder, TailoredUX.com
  68. 68. 18 months later… Management approval for roles and processes Established communication and collaboration Launched new products and services Expanded customer reach in all channels Time, effort, and perseverance paid off.
  69. 69. Mass Customization
  70. 70. Partnerships
  71. 71. Digital in Design Centers
  72. 72. Quick Review UX can be a strategic partner and help facilitate innovation.
  73. 73. 1. Contribute to strategy from the beginning 2. Change structures and processes for the better 3. Facilitate innovation for products and services 4. Solve the users’ real problems 5. Achieve the business’ needs 6. Provide value for the business and user 7. Maximize the experience, minimize the pain What can UX do?
  74. 74. 1. Research methods 2. Synthesis and sensemaking 3. Framing and representation 4. Abductive reasoning 5. Problem-solving 6. Visual communication and design methods 7. User advocacy What does UX bring?
  75. 75. 1. Achieve clarity and understanding 2. Move beyond design artifacts 3. Reject the “one size fits all” UX method 4. Optimize for what works best for the organization, the products, and the users 5. Remember that innovation need not be different, but it must be better What is the UX process?
  76. 76. I have not forgotten…
  77. 77. Thanks! I’m happy to answer your questions.