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Focus, deepen, & go beyond

2019使用者經驗實務研討
● 為什麼在企業內部建立UX團隊很難卻很重要
● 如何從0到1建立團隊
● 如何協助UX團隊成長

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Focus, deepen, & go beyond

  1. 1. 9 0 194 566 68 9 36 985 2019/09/12
  2. 2. Copyright © / & AJA Creative Design / UX Director (2011~) CyberLink User Experience Design Center / Director (2011) AVerMedia User Experience Design Center / Manager (2008~2011) BenQ Lifestyle Design Center / UI Lead (2003~2008) 2010: Best Choice of Computex 2010 Award. COMPUTEX 2010, Taiwan 2008: Interactive Product Experiences Bronze Award. IDEA Award 2008, USA 2008: Communication Design Award. Reddot Design Award 2008, Germany 2006: Communication Design Award. Reddot Design Award 2006, Germany 2006: Too good to be true Award. iF Award 2006, Germany 2006: Design Award. iF China Award 2006, China 2005: . COMPUTEX 2005, Taiwan 2000: . 2000 , Taiwan 2000: , Taiwan Who is David Chen UX &
  3. 3. Copyright © Who is David Chen 
 “Promote user experience design and research, and lead the professional knowledge’s advancement and exchange.”
  4. 4. Copyright © 10 UX 
 200+ Years of UX Consultancy & Design Experience
  5. 5. Copyright © ——
 Thinkers,
 Innovators,
 Problem Solvers.
  6. 6. Copyright © Technology Banking Insurance Telecom Transportation Healthcare E-Commerce Consultant Government Our Clients
  7. 7. IDEA for Kids
  8. 8. IDEA for Kids
  9. 9. 2019 - Focus, deepen, & go beyond 01 UX 02 0 1 03 UX y
  10. 10. UX - UEC
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  13. 13. UX - UEC
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  15. 15. UCD UX - UEC x
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  18. 18. UX - UEC
  19. 19. UX - UEC
  20. 20. UEC = U can Eat all Center UX - UEC
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  30. 30. UX - UEC
  31. 31. UX - UEC
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  35. 35. UX - UEC
  36. 36. UX - UEC
  37. 37. WHY UX Team Matters 01 2019 - Focus, deepen, & go beyond UX 32
  38. 38. )(( (&0- UX e -0&(,0 Why UX team matters
  39. 39. 01 UX 100 x 0.95 59.049 • (NPD Process) 1. New-product strategy development 2. Idea generation 3. Screening and evaluation 4. Business analysis 5. Development 6. Marketing testing 7. Commercialization 100 90 81 72.9 65.61 59.049
  40. 40. 01 UX 100 x 0.95 59.049 • UX • • 7. Commercialization UX 1. New-product strategy development 2. Idea generation 3. Screening and evaluation 4. Business analysis 5. Development 6. Marketing testing 7. Commercialization
  41. 41. 01 UX 100 x 0.95 59.049 • ( ) • UX 1. New-product strategy development 2. Idea generation 3. Screening and evaluation 4. Business analysis 5. Development 6. Marketing testing 7. Commercialization Customer Feedback Business Intention
  42. 42. 02 UX 100 x 0.95 59.049 • • • UX https://uxdxconf.com/images/kentico/cfb63ba5-648b-4fed-9ab5-23e520eae21a/uxdx-model.svg
  43. 43. /( ( UX ( /( Why UX team matters
  44. 44. 80/20 20% 80% 80/20
  45. 45. +2 +1 80/20 20% 80% 80/20 30 30 +80 5+10 5 +7
  46. 46. 80/20 20% 80% 80/20 +80 +10 +7 +2 +1
  47. 47. UX ROI: Best practices in design management, shows a 211% return over the S&P 500 https://www.dmi.org/page/2015DVIandOTW
  48. 48. 01 UX • • • Investigative design process, Apple 10-3-1 prototyping process NOW A B C A-2 B-1 C-1 A-1 B-2 NEXT
  49. 49. 02 UX • 1/6 1/7 • • Others 9% Product 20% Pricing 20% Experience 51% What your old vendor did wrong? https://econsultancy.com/brands-think-they-provide-great-customer-experience-consumers-disagree/ Retention
 cost Acquisition
 cost 6-7x
  50. 50. 03 UX • 80% 20% • 25% • Increase Up-sell or Cross-sell Reduce Customer Defection CLV management
  51. 51. 04 UX • (digital disruption) • Buy Discover ExploreEngage Traditional Customer Journey Digital Customer Journey
  52. 52. How to build UX Team 02 2019 - Focus, deepen, & go beyond 40 1
  53. 53. ( ( How to build UX team ) ,- ,- ,-
  54. 54. ( ( A B F How to build UX team
  55. 55. 01 UX A B • • Explore Possibilities Improve Efficiency / Quality UX Maturity Low UX Maturity High Future Team Elite Team Transformation Team Task Force Team Preliminary Team Function Team
  56. 56. 02 A B • ( ) • One Team A1 B C1 One Purpose A2 C2 Multi disciplinary
  57. 57. 02 A B • ( ) • One Team A1 B C1 Dep.2 Dep.3 Dep.1 Dep.4 One Purpose A2 C2 Multi disciplinary
  58. 58. 03 ( ) A B • • R&D Marketing SalesPM Strategy …. 1 2 3 4 5 6 …. 7 CEO
  59. 59. 03 ( ) A B • • • CEO R&D Marketing SalesPM Strategy Design …. CEO Design
  60. 60. 04 A B • • • hidden agenda Brand Guideline Technology Constraints Resource, Schedule Policy Issues Value & Ethics Cost Service Capacity Acceptable Design Space
  61. 61. 04 A B • • • hidden agenda Brand Guideline Technology Constraints Resource, Schedule Policy Issues Value & Ethics Cost Service Capacity Acceptable Design Space Hidden Agenda
  62. 62. 05 A B • • • N A B
  63. 63. ) s x How to build UX team
  64. 64. 01 • • UX 3 month 1 year 2 year 3 year Goal ………… ………… ………… ………… Actions • ……. ……….. • ……….. ……….. • …… ……….. • ……. ……….. • ……….. ……….. • …… ……….. • ……. ……….. • ……….. ……….. • …… ……….. • ……. ……….. • ……….. ……….. • …… ……….. Resources ✓ ……. ……….. ✓ ……….. ……….. ✓ …… ……….. ✓ ……. ……….. ✓ ……….. ……….. ✓ …… ……….. ✓ ……. ……….. ✓ ……….. ……….. ✓ …… ……….. ✓ ……. ……….. ✓ ……….. ……….. ✓ …… ……….. Risks ……. ……….. ……….. ……….. …… ……….. ……. ……….. ……….. ……….. …… ……….. ……. ……….. ……….. ……….. …… ……….. ……. ……….. ……….. ……….. …… ………..
  65. 65. 02 • > • • • 1 3 A
  66. 66. 03 & • • • NPS A Mindset Process Tool, Skill
  67. 67. 04 • • 2-3 • A
  68. 68. 05 • (entropy) • • • A α β γ α-2 β-1 γ-1 α-1 β-2 NEXT 3Y
  69. 69. ,- ,- ,- N s How to build UX team
  70. 70. 01 right fit. • • •
  71. 71. 02 right fit. • 80% • 10% • 45% 45% 10% 10%
  72. 72. How to help team advance 03 2019 - Focus, deepen, & go beyond UX
  73. 73. RD Sales UX - UEC
  74. 74. UX - UEC
  75. 75. UX - UEC
  76. 76. UX - UEC
  77. 77. RD UX - UEC
  78. 78. RD SDK UX - UEC
  79. 79. T RD Sales UX - UEC
  80. 80. RD Make Sales Sell UX - UEC
  81. 81. 2010 ... UX - UEC
  82. 82. 2 % ) How to help team advance )(( )&()+.- 2 )(
  83. 83. 2 % ) b How to help team advance
  84. 84. 01 N-1, • • •
  85. 85. 02 N-1, • • • Real problem, real solution RealReal Real Urgent Strategic Never mind No worry
  86. 86. )(( )&()+.- N ) n How to help team advance
  87. 87. 01 100 x 1.01365, 1% • • • •
  88. 88. 02 100 x 1.01365, 1% • • • Project Goal Client Goal Team Goal Individual Goal
  89. 89. 2 )( How to help team advance
  90. 90. 01 N + 10%, • • Perceived Value Time Delivered Value Expected Value Expectation Gap Value
  91. 91. 02 10% N + 10%, • • 10% 10% 10% Beyond Expectation
  92. 92. Retro & recap 04 2019 - Focus, deepen, & go beyond 1
  93. 93. 21 21
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  97. 97. )(( (&0- e -0&(,0 Why UX team matters
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  100. 100. ) s x How to build UX team
  101. 101. ,- ,- ,- N s How to build UX team 45% 45% 10% 10%
  102. 102. 2 % ) b How to help team advance ReRe Real Urgent Strategic Never mind No worry
  103. 103. )(( )&()+.- N ) n How to help team advance
  104. 104. 2 )( How to help team advance
  105. 105. Innovate Your Business with User Experience

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