GE User Experience Playbook

Prepared by
GE Center of Excellence
2011 Edition
User
Experience
Playbook
Draft
05/16/2011Growth : Service & Software

Draft
05/16/2011
GE Center of Excellence
2011 Edition
User
Experience
Playbook

UX Playbook
Principles 11
The core user experience attributes we seek to
deliver with our products and services
UX at GE 4
Resources 93
A directory of resources for internal and external
guidance and support throughout the user
experience design process
Contributors 102
Skills 59
The core competencies and role of user experience
practitioners within a product development team
Certification 83
The process for evaluating the quality and brand
consistency of our UX Design Process
Process 15
The common process steps, tools and templates
for crafting a great user experience

54 GE CoE User Experience Playbook - Draft May 2011
Who are GE’s users?
Anyone who interacts with our products
and services, including those who:
• Use our digital services and solutions
• Influence customer purchasing
decisions
• Support the customer
• Are internal or external to GE
Great user
experiences
are powered by
customer and
user-centric
thinking in all
aspects of design
and development.
User Experience is…
• The perceptions and responses
someone has when they interact with
GE’s products and services. Formed
during:
- Selection and purchase
- Delivery and packaging
- Installation and configuration
- Training and ramp up
- Operation via the user interface
- Support and services
- Maintenance and upgrade
- De-installation and disposal
• Influenced by form, function and
business architecture
• A strategic driver of business growth
User Experience is NOT…
• Just about the user interface
• Only about technology (it’s about people)
• Just about usability
• Easy to design well
• Expensive to design well
• The concern of only one person or
department
• Static
UX Defined

Where are we going?
The UX CoE is leading GE towards a new future where:
• Customers and users both prefer and can identify our
products over competitors’
• Our user experiences are globally recognized for
innovation and excellence
• Our businesses save time and money by leveraging
UX efficiencies
• All our businesses embrace good UX design
Drive revenue and growth by
creating preference for GE
branded software and platforms.
Concept visualization for a unified experience with
Expert on Alert, myEngines, Smart Patient Room.
Pilot versions of Expert on Alert,
myEngines, Smart Patient Room.
Initial versions of Expert on Alert,
myEngines, Smart Patient Room.
Then Now Future
A GE User Experience will be…
• Identifiable as GE
• Responsive to user needs
• Delivering more than expected
• Developed in partnership with the user
• Developed by all disciplines at GE
UX Vision

This document provides a structure to
addressing our needs and achieving
our vision.
Principles
Process
Pilots*
Skills
Certification
Resources
I want to...We need... The UX Playbook... See
* Existing pilots provide the
examples in this document.
How to Use This Book
Consistency
User Contact
Innovation
Expertise
Value
Awareness
• Deliver consistent GE user experience
• Access a central repository for sharing solutions or
standards
• Benefit from more direct access to users and
customers
• Uncover the user needs that underlie feature requests
• Understand the end user as well as the customer
• Decrease the likelihood of lost sales due to poor user
experiences
• Surpass the user experiences offered by our
competitors
• Increase the number of user experience professionals
on my team
• Improve consistency of results by working with user
experience experts
• Have a clear understanding of how successful my
software product is and how that rating maps to our
profits
• Increase awareness of user experience value, process
or benefits
• Defines high-level values to guide GE user
experience design
• Introduces UX Central, a web portal, with
standards, templates and reusable assets
• Champions cross-functional understanding
of customer needs based on first-hand
contact
• References user-centered research methods
• Provides examples where outstanding user
experience will grow sales
• Provides consistent best practices that
will ensure that GE is seen as a leader in
software innovation
• Defines the skills needed in all business
units to deliver great UX
• Promotes best practice sharing
• Provides a Certification Scorecard
that provides clear measurement and
understanding of UX contribution to GE profits
• Advocates cross-company passion and
pride for GE software

1110
The experience attributes GE
products must strive to deliver
to users
Principles

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Asset 28
Cases Data NotesOverview
12Frank Barryson?
Fleets ShopsMaps KPIs
Welcoming
Our experiences are friendly and inviting. We
keep them straightforward so our users can
easily get started.
Confident
Our experiences guide our users in moving
through information to complete their goals.
We create intuitive navigation through clear
metaphors and actionable cues.
Meaningful
Our experiences generate value for our
users. We make our users smarter and more
productive by giving them the means to
discover new insights and efficiencies.
Delightful
Our experiences thrill our users by exceeding
their expectations. We innovate for our users
to live our brand and differentiate GE.
Approachable Leader Dynamic Innovative
GE Brand Attribute
UX Principles
The concept and implementation for any GE product should begin
with these four principles, in addition to being informed by business
objectives and customer needs. These principles will be set and
measured alongside the critical-to-quality metrics (CTQs).
GE’s design principles are the fundamental attributes
that we seek to achieve in all elements of the user
experience. These principles drive decisions for
the visual, interactive and business architecture
components that influence users.
Examples of each will be available on UX Central when the site launches.

1514
The framework for crafting a
great user experience
Process

This playbook will reference methods and tools that
have been used successfully at GE or other businesses.
Regardless of the size or type of program you
undertake, the same core process steps apply.
Iterative
This process is inherently iterative, both within each phase
and throughout the definition, design and development of the
product. It also relies on a continual process of learning more
about customer needs and wants as you work towards your user
experience deliverables, whether those are product concepts, user
interface designs or off-line business processes.
Collaborative
The UX process relies on the collaboration of a cross-
functional team throughout all stages of Discover, Design
and Produce. You can find these details in the Skills
section of the playbook.
Identify user needs and opportunities to
design the right product
• Research & Immersion
• Data Analysis & Problem Framing
• Insight Synthesis & Opportunity
Areas
• UX Requirements Engineering
• Concept Generation &
Prioritization
• Wireframing & Low-fidelity
Prototyping
• Visual Design
• User Validation
• Business Architecture
• Design Specification
• Iterative User Testing
• Vision Ownership & Collaboration
• Release 0 Testing & QA
• End User Feedback and
Collaboration
• Ongoing Scorecard Creation &
Benchmarking
Create experiences that meet needs
for users and the business
Collaborate for excellent UX
delivered on target
Measure user experience, impacts &
on-going value
Process
Discover Design Produce Evaluate

1Discover
Identifying user
needs to design
the right product

Process Design Produce Evaluate
20 21GE CoE User Experience Playbook - Draft May 2011
Methods
• Site visit protocol
• User research plan and reports
Direct research
(in field, 1 required)
• Exploratory interviews
• Contextual inquiry
Expert led (at desk)
• Secondary and market research
• Competitive and analogous
experience landscaping
• Expert reviews and task analysis
• Cognitive walkthroughs
• Heuristic evaluation
• Think-aloud protocol
Tools
• Audio and video recording
equipment
• Permission and release forms
• IRB approval workflows
Example : myEnginesObjective
Identify core problems, criteria and
constraints from the user perspective.
Direct engagement with users to understand
the product “As-Is” to inform what the
product should be.
Lead cross-functional teams in conducting
user research.
Requires the ability to
• Plan and conduct user research
• Collaborate with the project team
• Observe the product or service with an open mind, free from existing product
constraints
• Represent GE to the customer with respect, courtesy and utmost
professionalism
• Identify customer motivations and value chain, end user goals and existing
business architecture
Research & Immersion
For Aviation, a cross-functional team of
technologists and designers conducted expert
reviews, shop visits and customer interviews,
as well as analogous and heuristic reviews to
better understand the needs and behaviors
that underlie the MRO and workflow processes
myEngines impacts.
Discover

After conducting global, direct user interviews
with GE employees from across the businesses,
the user experience team at frog (see page 101)
analyzed the data to uncover the affinities and
patterns driving user behavior throughout the
GE business.
Example : Digital Collaboration
Methods
• Project ‘war rooms’ for
collaborative working and
thinking
• Concept maps
• Data analysis (affinity, theming
and pattern mapping)
• Business motivation modeling
• Business process analysis
• Lean Six Sigma
Tools
• BPMN
• BMM Standard
Discover
Objective
Analyze data gathered during user research
to identify the core needs from the user’s
perspective. Investigate what users do, not
just what they say, to understand needs they
cannot articulate.
Analyze observation, interview and user
data to contextualize needs to the work
environment and business context.
• Swiftly organize and categorize data
• Analyze qualitative, quantitative and business data
• ‘Get off the screen’ and externalize data in a collaborative space
• Identify affinities and patterns
• Visualize emergent patterns and user mindsets
• Prune and refine relevant data
• See the user as part of a system and relate his or her needs to the needs of
the customer
Data Analysis & Problem Framing

Through direct user contact and business
analysis, the cross-functional team identified a
key scalability issue with the existing myEngines
app structure. The team developed a new
service structure centered on user behaviors,
resulting in user needs becoming the foundation
of the application design.
Example : myEngines
Methods
• User archetypes
• Journey maps
• Workflow diagrams
• Product vision roadmaps
• Mental modeling
• Opportunity maps
• Customer scenario mapping
• Business process modeling and
simulation
Objective
Extract actionable insights and frame
opportunity areas to design products and
solutions that meet user needs.
Define baseline user experience measures
that will reflect whether user needs are met.
• Filter data and patterns to identify the most compelling areas
• Expand thinking and provoke ‘out of the box’ perspectives
• Re-frame user needs into opportunities and guiding insights
• Package insights to be relevant for the team and stakeholders
• Communicate the value of these opportunities to the customer and to GE
• Create clarity and structure out of user research findings
• Define user experience measures
Insight Synthesis & Opportunity Areas
Discover

Example : Energy Connect
Methods
• User feedback plan and report
• Requirements reviews
• Agile modeling methods
• Conjoint analysis
Tools
• Blueprint
• TopTeam
• UML
• Industry standards
• The business analysis body of
knowledge
Energy Connect maintains requirements
records in TopTeam. All records are linked and
traceable.
Objective
Launch an iterative process of documenting
and prioritizing requirements that will scope
and guide the design process.
Identify all applicable principles, standards
and constraints that apply to a product
or service.
Create a feedback loop with the user.
• Understand the full systems
• Communicate clearly and succinctly in spoken and written form
• Negotiate among stakeholders
• Establish an operating rhythm for ongoing validation with stakeholders and
end users
• Develop requirements that are unambiguous, actionable, testable and clearly
related to user, customer and business justification.
• Return to users and customers with the insights gained to ensure their needs
have been correctly identified
Discover
UX Requirements Engineering

29GE CoE User Experience Playbook - Draft May 201128
2Design
Creating
experiences that
meet needs

Process Discover Produce Evaluate
Once the team understood the use cases for
this RM&D data, they quickly explored multiple
interface directions with hand-sketched
wireframes, then collaboratively selected the
best directions.
Example : Experts on Alert
Methods
• Concept generation
• Sketching
• Scenarios & storyboarding
• Feature prioritization (user)
• Prioritization workshops (team)
• User experience requirements
definition
Objective
Transform user insights and opportunity
areas into product concepts, collaborate with
teams to identify business and technology
requirements and lead prioritization.
• Generate light-weight concept explorations expressing user needs
• Direct collaborative teams in concept generation
• Separate concept generation from prioritization
• Integrate business, technology and user requirements in down-selection
Concept Generation & Prioritization
Design

During development of a customer-facing
portal, the Controls Connect team identified
important gaps in GE Energy’s current capability
to keep the knowledge base current. Working
with business stakeholders, the team designed
and rolled-out new knowledge-centered support
(KCS) practices that merged with the commercial
rollout of the portal.
Example : Controls Connect
Methods
• Business motivation modeling
• Business process analysis &
modeling
• Information modeling
• Use case modeling
• Gap analysis
• Change Acceleration Process
(CAP)
Tools
• OMG Business Motivation
Modeling Standard
• BPMN
• Business Process Modeling tools
• Enterprise Architecture tools
Objective
Collaborate with program managers and
systems engineers to develop business
architecture.
Provide user requirements and advocacy
in the design and evolution of strategies,
organizations and business practices.
Advocate for “One GE” and the elimination of
silos in customer engagement.
• Identify all customer and user touchpoints for a product or service throughout
the customer lifecycle.
• Quickly learn the operational characteristics of a customer
• Examine the business process, including user, operational and technology
contexts
• Be a change agent: Identify and find ownership for changes that will provide
value both to customers and to GE
• Provide a holistic vision for the business system that supports users
Design
Business Architecture Design
OrganizationPartnership
Process
Engineering
Commercial
Strategy

Methods
• Card-sorting (open and closed)
• Site map/application map
• Workflow diagrams
• Low-fidelity prototyping
• Research plan and reports
Tools
Currently available
• GE UX Principles
To be developed
• Standards library
• GE Wireframing toolset which
supports GE-wide standard asset
sets and light-weight prototype
generation
The Expert On Alert team used low-fidelity
wireframes to lay out the information and
interaction architecture for the next version of
their remote monitoring and diagnostics user
interface. These easy-to-change prototypes
do not distract evaluators with visual design
questions.
Example : Expert on AlertObjective
Express selected concepts in tangible form
for communication with the development
team, business team and users.
• Express the concept and desired interactions in a structured format
• Evaluate various interaction models and identify the most appropriate for the
user and system need
• Develop navigation and light-weight explorations to test with users
• Develop an information architecture
• Define the product in collaboration with designer and developers
Wireframing & Low-Fidelity Prototyping
Design

The GE Smart Patient Room Hand Hygiene
prototype team explored multiple design
concepts before selecting the most effective
visualization strategy. Selection involved a
cross-functional team and both customers and
representative users.
Original
Current
Visual
mock-ups
Example : Smart Patient Room
Design
Methods
• User landscape reviews
Tools
• Visual design application
• Standards Library
• GE UX Principles
• Business/product specific GE DLS
Objective
Express the information architecture and
system interactions in a branded design that
is clear and appealing to users.
• Understand user needs and translate into an effective visual design
• Design for user needs with awareness of technical implementation
• Collaborate with UX expert, prototyper and product team
Visual Design

GE Energy used the GE process to develop a
customer-facing self-service knowledge portal.
From initial paper prototypes through the live
prototype, user evaluation was part of each
iteration. A cross-functional team of UX experts,
business leads and engineers collaborated on
the project
Example : Controls Connect
Design
Methods
• A/B testing
• Usability testing (may include
time-on-task, task completion,
eye-tracking and other methods
to evaluate performance as
needed)
• Qualitative usability reviews and
Think Aloud
• Concept evaluation workshops
• Research plan and report
Tools
• Remote testing tools
• Eye tracking
• GRC facial recognition and
affective modeling system
Objective
Validate interaction and visual design
directions with users throughout the process
to ensure appeal as well as identify usability
issues prior to robust development.
• Scope, plan, produce and run user validation sessions
• Select methods within available time
• Moderate user research sessions
• Analyze and synthesize data into tangible recommendations and strategies for
implementation
• Access end users
User Validation
Validation Best Practices

3Produce
Collaborating
for excellent UX
delivered on target

Process Discover Design Evaluate
Example : myEngines
frog (see page 101) created both a visual and
interaction design style guide, and a functional
proof-of-concept mobile web app for iPhone
used to test integration and design viability.
Together, these elements formed the first
stage of design specification for the myEngines
application.
Methods
• Written functional specification
(including behaviors, case logic
and state definition)
• Visual specification
• Experience prototypes for
functional specification
Tools
To be developed
• GE standard wireframing tool
• Standards library
• Requirements repository
• Specification templates
Objective
Translate the user experience into formal
documentation for use by the development
and business team.
Design specification is often done with
text narrative and experience prototypes,
showing the interactions and behaviors most
challenging to express on paper.
• Develop detailed documentation in text, as well as, experience prototypes for
features, functions and interactions
• Plan for agile sprints
• Compose specification to enable efficient post-sprint modification
• Update user experience measures to reflect the final experience direction
Produce
Design Specification

Example : insideGE
The latest iteration of insideGE introduced a
new, clean design based on extensive research.
To make sure they got it right, the team involved
employees and stakeholders throughout the
development process. The team rolled out
the alpha to 500 employees, and the beta to
60,000 and encouraged extensive feedback.
The service won a prestigious Nielsen Norman
award in 2009.
Methods
• Representative user reviews (only
when significant user research
exists)
• Remote walkthroughs
• ‘User Fridays’ (scheduled reviews
with 2-3 users every other week)
• Usability testing
• Research plan and report
Objective
Participate in agile development processes
by incorporating quick user input sessions for
key sprint cycles.
• Integrate testing cycles with agile sprint cycle
• Plan and conduct feature-focused testing
• Provide recommendations that maintain the product vision and user needs
Produce
Iterative User Testing

Methods
• Frequent collaboration and
contact with team members
• Product vision roadmap and
documents
• Project ‘war rooms’ / co-location
• User archetypes and workflows
• Prototyping
To keep the team aligned on the vision for the
Expert on Alert system throughout the process,
the user experience team at frog (see page 101)
created a roadmap that mapped the current
experience to the future experience the team
was designing.
Example : Expert on Alert
Produce
Objective
Allocate UX experts to the product
team throughout the process to speed
development and collaboratively solve
challenges while maintaining the concept
vision and delivering on user needs.
• Own and defend user needs and concept vision throughout process
• Creatively respond to barriers to achieve an optimal solution
• Communicate with engineers, developers and business leads
• Frame user needs in business value
Vision Ownership & Collaboration

Methods
• QA testing and validation of user
experience requirements and
workflows
• Final usability testing
Tools
• TopTeam
• Infrastructure QA
Produce
Controls Connect performed release testing at
multiple levels:
1. Unit, Integration and Regression testing by
the development/quality assurance team
2. User acceptance testing with the business
analysis team, broad business stakeholders
and a pilot user team from actual and potential
customers who used the application in context
Example : Controls ConnectObjective
Ensure the final product meets user needs
and provides a good GE user experience prior
to first launch.
This should never be the first phase of user
contact or usability testing. If adequate UX
involvement has been present and taken
into account, minimal changes should be
necessary during this phase.
• Evaluate that the actual product user experience matches the user experience
requirements established at the start of the phase
Release 0 Testing and QA

4Evaluate
Measuring UX
impacts and
ongoing value

Process Discover Design Produce
frog (see page 101) monitors the on-going
performance of key initiatives, such as
Healthymagination and Ecomagination, to
provide a weekly dashboard for performance.
This provides leaders the ability to quickly
understand the status of the initiatives via
traditional and social metrics and to target
needed changes quickly.
Example : GE Corporate
Methods
• Direct user contact
• Voice of the Customer
• Surveys and questionnaires
• UX Scorecard
Tools
• Quantitative data collection
tools/services
• Survey application/tool
• Scorecard tracking tools/service
Objective
Evaluate how user experience affects the
performance of GE products.
Report quarterly on the user experience
performance of GE products.
• Design and implement surveys
• Monitor measurements
• Identify opportunities for improvement
• Plan and conduct user input sessions
• Maintain professional on-going relationships with GE product users
• Analyze data and extract meaningful trends
• Identify opportunities for improvement
• Map data to experience and financial impacts meaningful to GE
• On-going product benchmark analysis
Evaluate
Ongoing Scorecard Creation &
Benchmarking
Ecomagination Dashboard 2/7-2/13
Top Ecomagination Content (page views) Top Challenge Content (page views)
1. 53,049 1. 10,841
2. 24,692 2. 9,380
3. 20,840 3. 2,478
4. 18,804 4. 2,198
5. 10,574 5. 1,781
Top Ecomagination Traffic Sources (visits) Top Challenge Traffic Sources (visits)
1. 15,600 1. 3,574
2. 6,756 2. 2,371
3. 3,185 3. 1,923
4. 2,793 4. 895
5. 2,054 5. 493
Social SEM: Content
Social 1/31-2/6 2/7-2/13 Views Clicks
Total social volume 1,777 1,610 Total 1,907,499 762 0.04%
1,907,499 762 0.04%
Twitter @pepsi @eco
Total followers 56,372 40,085
Overall "Klout" score 65 67
SEM: Search
Views Clicks
Total 333,670 4,289 1.29%
Retweeted by BethSEGreen 2/7: 1,013 followers 274,699 3,256 1.19%
Bing 58,971 1,033 1.75%
Facebook* Pepsi
Fans 3,301,189 1,882
Interactions - 15
Traffic (visits)
Google
Ecomagination
*Counts relevant posts generated by brand only
GE.com Twitter
RT @ecomagination: 27acre solar field 2 lower Princeton's
energy cost 8% Princeton Plans Largest Solar Field for Any
U.S. University ...
Conversion
Google (CPC) ecomagination.com
Direct traffic Google (organic)
Google (organic) Google (CPC)
Conversion
Google
Projects Powering Your Home: My Profile
Traffic to ecomagination.com increased by 98% this week, drawing just over 33,000 visits to the site. More than half of these visits
were a result of paid advertising - Google and DailyMotion. Dailymotion, a new vendor to appear as a top traffic source, seems to
have driven an increase in pages per visit. Meanwhile, traffic to the Challenge site remained relatively stable this week. Social
volume and Facebook interactions are down from last week. Traffic to Twitter continues to grow and has reached over 40,000
followers though influence (as measured by Klout) decreased this week. Beth Bond, editor of Southeast Green, a green and
sustainability business website, retweeted a story about a solar power field at Princeton University to her 1,014 followers.
Home Powering Your Home: Ideas
Technologies Powering Your Home: Home
Topics Home
News View Idea
Dailymotion (advertising) Direct.com
36,330 visits 18,359
10% repeat visitors 14%
4.3 pages/visit 1.6
77% bounce rate 75%
12,362 visits 12,442
28% repeat visitors 26%
3.8 pages/visit 3.6
52% bounce rate 53%

Process Discover Design Produce
Evaluate
Greg Levinsky and the Home and Business team
dramatically improved their net promoter scores
and turned 67% of their online detractors to
neutral and 20% of detractors to advocates for
GE appliances through actively identifying and
engaging in Facebook and Twitter conversations
about GE appliances.
Example : GE Appliances
Methods
• Customer advisory boards
Tools
To be developed
• Online forums
• Social media
• Embedded feedback
mechanisms
• Software instrumentation
• Usage tracking, logging
• In-product/Online feedback
mechanisms for customer/user
input to be built into the products
themselves
Objective
Leverage social media, embedded features
and software instrumentation to maintain
an ongoing conversation with users, as well
as capture their feedback and enhancement
requests.
• Engage with end users and customers over time
• Monitor multiple feedback channels
• Collaborate with product team to understand and evaluate emergent user
needs and opportunities
End-User Feedback and Collaboration

EvaluateProduceDiscover Design
Methods Templates Tools
Exploratory Interviews
Contextual Inquiry
Secondary & Market
Research
Competitive Reviews
Expert Reviews & Task
Analysis
Cognitive Walkthroughs
Heuristic Evaluation
Business Value Analysis
‘War Room’ & Co-
location
Benchmarking
Data Analysis &
Synthesis
Mental Modeling
Opportunity Mapping
Business Analysis
Processes (6Sigma)
Research Plans &
Reports
Concept Map
User Archetypes
Journey Map
Workflow Diagrams
Product Roadmap &
Vision
Forms & Process
Flows
Research Equipment
BPMN
Wireframing App
GE Wireframe Assets
Visual Design App
Standards Library
GE UX Principles
GE & Business DLSs
Concept Generation
Sketching
Scenarios &
Storyboards
Feature Prioritization
(user)
Prioritization Workshop
(team)
Card Sorting
Visual Landscape
Reviews
A/B Testing
Usability Testing
Concept Evaluation
Workshop
Prototyping
UX Requirements
Engineering
UX Requirements
Site / Application Map
Interaction Specification
Functional Specification
Visual Specification
Survey App/Tool
Scorecard Tracker
Service
User Feedback Service
Scorecard Report
Experience Prototypes
Remote Walkthroughs
User Panels
User Fridays
QA Testing & Validation
Metrics Collection
User Input Collection
Support Materials
Process
Discover
Design
Produce
Evaluate
* Most methods, templates and tools apply throughout the process. Groupings represent
initial or primary use.

5958
Building teams to craft great
GE user experiences.
Skills

Skills The best UX design comes from a diverse set of experts
skilled in user-centered design methodologies.
These experts will be actively engaged in the GE user
experience community and seek continual process
improvement.
Expert
We need an expert team to achieve our vision. The UX practitioners
will lead cross-functional teams to understand end users and own
creative delivery to drive innovation.
Systematic
To build the practice, they will articulate the business value
of systematically creating good user experiences in GE
software.
• Communication Across Disciplines
• Collaboration & Facilitation
• Systems Thinking
• User Requirements Advocacy
• User Insight for Unmet Needs
• Create & Value User Experience
Requirements
• User Product Lifecycle Modeling
• Competitive Auditing
• Prototyping Before Locking
System Design
• Prototype Testing with Users
• Prototype Iteration &
Requirements Specification
• Identify Measures for User
Experience
• Track & Score User Experience
Measures
• Share Reusable Solutions for Speed
& Consistency
Cross-Functional
Team
Know Your User
Prototype
& Iterate
Measure
& Extend

ACross-
Functional
Teams
Leveraging all skills
for great UX
Objective
The best user experience
teams blend UX experts,
business strategists, creative
technologists and engineers.
• Communicate effectively with team members from
other disciplines
• Understand the needs of the technology,
engineering and business team members
• Translate business, technology, user needs and
design issues within the team
Skills to Hire
• Strong communicators
• Experience in cross-functional
environments
Skills / Cross-Functional Teams
Communication Across Disciplines

Objective
For GE to lead in user
experience design, teams
must be staffed to support
collaboration between the
disciplines throughout product
development.
• Build rapport and trust within the team and among
disciplines
• Guide creative collaboration and maintain team
balance
• Lead group facilitation activities
Skills to Hire
• Creative leadership
• Facilitation of group reviews and
discussions
• Experience integrating user
experience requirements with
business, engineering and
developer requirements
• Experience translating needs
into terms meaningful to other
disciplines
Collaboration & Facilitation Systems Thinking
Objective
User experience leaders must
see the user as part of a
contextual system that includes
assets, information, people and
processes. They must leverage
the expertise from multiple
disciplines to find solutions that
optimize the system.
• Map and model systems
• Diagram and model system influencers and drivers
• Facilitate cross-functional teams to develop a
common understanding of how system components
impact each other
• Identify, dissect and challenge assumptions about
how systems work
• Understand and clearly communicate the high-level
system view, as well as the detailed system elements
• Analyze models of a system to trace root causes of
problems and identify patterns of behavior
Skills to Hire
• Business analysis
• Systems engineering
• User experience service or
systems delivery

User Requirements Advocacy
Objective
UX experts must act as the
advocate for the needs of
the user throughout product
planning, conceptualization,
design and development.
• Develop materials that communicate and
summarize user needs effectively
• Communicate user needs to express the value to
different business stakeholders
• Link needs and concepts with product design and UI
decisions
• Maintain a high-level vision that informs detailed
design decisions
Skills to Hire
• Evangelists
• User insights specialists
• Storytelling and visual
communication
BKnow
Your Users
Ongoing user
insights generation

Objective
In order to deliver products
with great user experiences, GE
must discover and synthesize
insights and concepts based
on the unmet needs of the user.
• Plan and deliver great user research sessions that
build customer trust in GE’s approach
• Build rapport with account management needs and
concerns
• Discover and synthesize user experience insights
Skills to Hire
• Design research
• Research facilitation and
moderation
• Experience balancing business
concerns with gathering user
input
• Leadership in developing long-
term user contact channels with
customers/B2B environments
• Ability to craft innovative
methods to fit opportunities
Skills / Know Your Users
User Insights for Unmet Needs
Objective
The UX expert must ensure
that user needs are aligned
with GE business innovation
and engineering requirements.
They will create and manage
models that align user needs
with market opportunities
throughout the software
development lifecycle.
• Conduct research and synthesize user insights
• Conceptualize user experiences based on design
research and insights
• Document user experience requirements
• Drive development of prototypes to explore and
express requirements
• Marry business and user needs into opportunity
areas for GE
Skills to Hire
• Strong design research and
synthesis experience
• Ability to create user experience
requirements
• Experience tracing insights from
initial research throughout the
development process
• Customer segmentation
Create & Value UX Requirements

Objective
Beyond generating insights
for user needs today,
the UX expert needs to
develop a strategic vision
for the evolution of the user
experience over the product
lifecycle and business strategy,
and work with the full team to
tier the rollout and evolution
of features.
• Develop a strategic vision for customer interaction
• Prioritize features into a multi-stage model
• Communicate the long-term product strategy based
on addressing the most important user needs
Skills to Hire
• Journey mapping
• Moments of Truth identification
and communication
• Experience modeling
• Service design
• Product strategy
• Product lifecycle modeling
User Product Lifecycle Modeling
Objective
To generate a compelling user
experience, the UX expert
must be able to look at the
wider context of software and
service experiences, as well
as interaction patterns and
opportunities.
• Describe the product space from the user and
customer perspective by analyzing competitive and
analogous experiences within, and outside of, the
product category
• Identify relevant experiences
• Clearly document findings and recommendations
Skills to Hire
• Trendscaping
• Heuristic analysis
• Segmentation and behavior
analysis
• Product/experience landscaping
Competitive Auditing

CPrototype
& Iterate
Fast concept
creation and
evaluation
Objective
In order to gain the most value
from investment in interactive
prototypes, these prototypes
must be designed before
the system architecture and
features are locked, so that
flexibility to integrate findings
remains.
• Generate multiple concepts to provide a range of
options
• Quickly develop prototypes that represent the user
experience (even if they are on another platform
than the final implementation)
• Swiftly gather and synthesize research and iterate
prototypes
Skills to Hire
• Creative development
• Agile prototyping
• Iterative design
• Design agency experience
• Divergent, creative thinker
Skills / Prototype & Iterate
Prototype before Locking in Design

Objective
To prevent downstream costs
and wasted efforts, both low
and high-fidelity prototypes
should be tested with users.
Light-weight testing often
integrates well with agile
development.
• Identify and prioritize research questions
• Develop appropriate testing processes to answer
key questions
• Develop concept prototypes to address core
questions
Skills to Hire
• Test design
• Usability testing
• Concept evaluation
• Research protocol design
• Research facilitation
• Testing for agile development
• Research moderation
Prototype Testing with Users
Objective
To ensure usability and that
user needs are met throughout
the details of the production
process, UX experts should be
a part of the ongoing review of
production deliverables.
• Collaborate with the production team
• Engage user inputs throughout the process
• Interpret interactions and collaborate on solutions
Skills to Hire
• Collaboration and
communication skills during
production
• Sketching and iteration
• Understanding of technology
capabilities of the field/industry/
business
Prototype Iteration and Requirements
Specification

DMeasure
& Extend
Proving value and
building a single
source
Objective
To track the success of user
experiences, measures
must be identified during
the requirements definition
process and measured
throughout the product
lifecycle.
• Define user experience requirements
• Identify and prioritize key interactions for the user
experience
• Develop measures for key interactions
• Refine measures over time
Skills to Hire
• Measurement of UX impacts
• Data analysis for user experience
• Quantitative study design
• Qualitative study design
Skills / Measure & Extend
Identify Measures for User Experience

Objective
User experiences should be
measured over time to identify
areas for improvement and
to benchmark ongoing user
experience updates.
• Gather data over time
• Analyze results
• Manage data in a consistent format across the
company
• Generate insights and recommendations from
research
• Communicate findings
Skills to Hire
• Quantitative research
• Data analysis
• Trend identification
Skills / Measure & Extend
Track & Score UX Measures
Objective
Deliver great experiences
faster by reusing proven
solutions.
Contribute to the growth of
consistent GE solutions by
sharing assets and patterns
with the GE community and
reusing proven solutions.
• Understand the GE product ecosystem to identify
solutions with broad applicability
• Identify and communicate solutions
• Prioritize documentation and sharing
• Integrate reuse of solutions into the design process
Skills to Hire
• Knowledge management
• Interaction design
Skills | Measure & Extend
Share Reusable Solutions

Skills
Proposed Staffing Roles
To deliver strong, consistent GE user experiences that
meet the unique needs of each business and industry
we serve, we recommend that each business hire
at least one full-time leader in most of the following
roles.
* Minimum required effort and investment per business and major software platform (e.g. Proficy)
** Recommended per business and major platform, but which can also be outsourced to
qualified vendors (Qualified vendors must be willing to integrate with GE UX standards and tools
and provide assets for GE knowledge management)
Other roles are recommended to support the overall growth of UX in the business
Visionary Leader*
Lead the business UX. Evangelize broadly and at the C-level
Project Manager
Manage special UX projects and vendor relationships
Research Specialist**
Lead user research practice
Training Lead
Lead training on UX and professional development for staff
Visual Design Specialist**
Lead visual design practice and standards
UX Knowledge Manager*
Own the primary GE UX content and standards
Evangelist
Own internal advocacy, award programs and other advocacy for UX
User Experience Specialist**
Lead interaction design practice
Prototyping Specialist**
Lead prototyping and tech integration practice

8382
Auditable checkpoints for
compliance with our UX
Design Process and for
measurement of outcomes
Certification

Certification Auditable checkpoints during each phase
drive process compliance.
Consistent
Certification drives consistent improvement in our software user
experiences by creating an auditable and repeatable process
connected to measurable outcomes.
Measurable
The certification process generates both GE-standard and product-
specific experience measures to track throughout the life of the
product to demonstrate the impact of user experience decisions.
UX is involved & part of team from start
Design research is performed with users
User archetypes are created for key roles
User insights and key principles are
documented for the product
Concepts are analyzed for GE
design patterns and standards
Experience prototypes are created
Experience prototypes are tested
with users
Final specifications are created
based on GE standards
Summative testing is done with
key user archetypes prior to
product release
Post-launch data is collected into
the UX Scorecard
Product scorecard is benchmarked
and analyzed for improvement
opportunities
Conduct user research and integrate
findings with the product plan
Design GE experiences that resonate
with users and leverage GE standards
Collaborate on specification and
delivery of the product
Measure user experience and the
impacts on product value over time

UX is involved and part of the team from the start Concepts are analyzed for GE design
patterns and standards
Design research is performed with users
Experience prototypes are created
User archetypes for each key role are developed
based on current user research
Experience prototypes are tested with users
User insights and key principles are documented
for the product
UX lead allocated in the project
plan for the full duration of the
project
Pattern analysis inventory
User archetypes
Research plan
Sessions conducted
Requirement
recommendations
User Insights brief
User roles are defined
Research plan created
Research conducted and
analyzed
Experience prototype(s)
Goals GoalsCertification Points: Certification Points:
Discover DiscoverDesign DesignProduce ProduceEvaluate Evaluate
Certification Certification
Objective
Delivering great user experiences requires that
UX experts and users be an integrated part of the
process from concept through delivery and ongoing
maintenance.
Objective
UX experts work closely with the business, design
and development teams to ensure that meaningful,
consistent user experiences are developed and
tested with users throughout the process.
indicates a step for which a template
document will be created.

Final specifications are created based on GE
standards
Summative testing is done with key user
archetypes prior to product release
Updated pattern analysis
inventory
Research plan
Scorecard created
Research report and
recommendations
Goals Certification Points:
Certification
Objective
UX experts integrate with the production process by
creating user experience specifications and testing
against them.
Post-launch data is collected into the UX
Scorecard
Product is benchmarked and analyzed for
improvement opportunities
UX Scorecard
Benchmark report
Goals Certification Points:
Certification
Objective
Working with the product manager, the UX expert
maintains an ongoing relationship with the
product to measure outcomes and ascertain that
user experience targets are met.

Scorecard
Connecting our
design efforts to
customer outcomes.
The UX Scorecard is a formal tool to systematically
understand customer and business outcomes, which
result from our GE user experience efforts.
Scorecard Elements
Certification
Universal Measures
Product Measures
Existing Product Performance Measures
GE UX Principles
UX Basics / SUS
Assumed in Use
Per-User
Archetype
(as derived from
user research)
Self-
reported
Data
Observed
Data
• Welcoming
• Confident
• Meaningful
• Delightful
• Intuitive Navigation
• Visual Appeal
• Content Clarity
• Success rate
• Time to completion
• Usage & task productivity
• Satisfaction with top 5
capabilities
• Net Revenue
• Net Sales
• Sales Growth
• Market Share
• Differentiated Value Proposition
• Net Promoter Score
Key features:
• Systematic collection of UX
measures into an online scorecard
• Formal tool for analysis and
identification of opportunities for
point release improvements
• Enables peer comparison and
release 0 testing thresholds
Universal measures are
based on our GE User
Experience Principles,
which are common to all
products.
Product-specific
measures are created
from user requirements
identified at the end of
the Discover phase.
Correlating UX
measures with existing
product performance
measures will highlight
achievements and
opportunities for
improvement.
Concept for Scorecard

9392
Existing and planned tools
and teams, which will deliver
on our UX vision
Resources

Standards
The UX CoE team develops and maintains GE UX principles, processes and tools. These
assets are constantly under review and are updated to reflect state-of-the-art design
solutions for GE through active dialog with the GE UX community and investigation of
global trends.
Support
We provide both direct and self-service support to the businesses. Our experts maintain
active discussion threads, and develop How-To’s and other materials to support
recommended processes and ongoing professional development. Through strategic
projects and UX vendor qualification and matchmaking, we help all GE products move
toward UX excellence.
Advocacy
To support the GE culture in embracing a user-centered mindset when developing digital
solutions, we will conduct training and internal PR on GE UX processes, successes and
opportunities. We will also integrate with new hire and executive training, as well as build
expert groups and professional development opportunities.
Innovation
As a cross-business organization, the UX CoE members will be charged with identifying
innovation trends, synergies and opportunities across the company. They will also
actively engage with the wider UX community globally and develop special reports for the
community about market trends that impact our clients, industries and services. Beyond
identifying market movements, the UX CoE will also pursue propriety GE innovations in user
experience.
UX Center of Excellence
Resources
Our Mission
The UX Center of Excellence provides GE businesses with the knowledge, methods and tools
to create welcoming, confident, meaningful and delightful user experiences that will drive
revenue and growth by creating preference for GE branded software and platforms.
How We Help
How To’s
Standards
GettingStated
M
etrics
Support
Getting
Started
ThinkTan
k
Research
Lead
Interaction
Design Lead
Visual Design
Lead Prototyping
Lead
Knowledge
Manager
Project
Manager
Evangelist
Training
Lead
Innovation
Lead
Visionary
Leader
Research
Knowledge Mgr.
Userexperiences
Templates
Design Language
Play
book
Certifi
cation
UXPrinciples
Cross-Business Trends
Technology
Platform Guidance
Tren
ds
Markets
Behavior
s&
Needs
How To’s & Forums
Design Assets / Them
es
SpecialProjects
VendorMatchmaking
Awards/PublicationsRoadshows
Executive Briefings
Expert Groups / Workshops
Self Service
Direct
Tools
Proc
esses
Principles
Emerging
Glo
bal
TrainingBusinessspecific
InternalPR
Stan
dards
Advo
cacy
Sup
port
Innova
tion
UX
CoE

UX standards, the value
of outstanding user
experience and the
process to achieve them
at GE.
Content Types
• Guiding vision
• UX Playbook
• UX Principles
• Compliance process
Enables comparison
of outcomes and
measurement of
financial impacts of UX.
Content Types
• Scorecard data
• Benchmark data
• Trend visualization
• Measurement tools
Provide guidance and
access to key tools and
templates.
Content Types
• Detailed methods
• UX topics
• Best practices
• Tutorials
• Templates
• Examples
Expert identification of
internal and external UX
trends.
Content Types
• CoE & expert articles
• Emerging topic
coverage
• Trend coverage
Enables cross-business
sharing of standards and
user interface and code
assets.
Content Types
• CoE pattern libraries
• Code and UI elements
• Definitions and links to
tutorials and examples
• Searchable reference
Encourages GE UX dialog
and access to qualified
vendors and UX CoE
support.
Content Types
• Discussion threads
• UX CoE staff
• CoE pilot program
standards and
application
• Vendor directory
• Vendor standards
UX Central
Resources
Getting Started MetricsHow To’s ThinkTankStandards Discussion Support
A Single Source for Standards, UX Expertise and Outcomes
Training internal PR and leadership will get the UX word out, while UX Central provides a
dedicated source for all GE UX content. The website is currently being scoped and designed. It
will provide core reference and learning materials, official standards, process explanations and
access to key trends and opportunities for the businesses.
Growing and gardening the content on this site will be a major, ongoing responsibility of UX
CoE staff, as the site must be active and continually reacting to changes and needs in the
business and the market.

UX Central
Resources
Standards Content Example
1. Provides access to reusable templates and code to drive consistency.
2. Guidance in evaluating the application of the standard.
3. Includes links to associated information.
Landing Page Example
1. Provides step-by-step materials for each phase.
2. Primers and detailed instructions help experts and novices refine skills and access templates.
3. Provides social presence for UX leaders to grow the GE UX community.
2
2
1
1
3
3

Artefact
Brandtrust
Bressler Group
Brooks Stevens
Carbon Design Group
Cooper
Echo Visualization
Forest Giant
Formation Design
frog
General Assembly
Gravity Tank
IA Collaborative
Lextant
The Patricia Seybold Group
Priority Design
VSA
Razorfish
Redali
Richard Smith
Sapient
Strategy Product Development
User Insight
Usability Science
Ziba - California
Universal Mind
Whipsaw

www.artefactgroup.com
www. brandtrust.com
www.bresslergroup.com
www.brooksstevens.com
www.carbondesign.com
www.cooper.com
www.echoviz.com
www. forestgiant.com
www.formationdesign.com
www.frogdesign.com
www.productg.com
www.gravitytank.com
www.iacollaborative.com
www.lextant.com
www.psgroup.com
www.priotydesigns.com
www.vsapartners.com
www.razorfish.com
www.redali.com
www.richardsmithcreative.com
www.sapient.com
www.strategypd.com
www.userinsight.com
www.usabilitysciences.com
www.ziba.com
www.universalmind.com
www.whipsawinc.com

UX in the GE Businesses Directory of External Partners
Resources Resources
UX Vendor Qualification and Matchmaking
To support GE businesses in delivering the best GE experiences, particularly prior to full
staffing, the UX CoE will develop a directory of qualified GE user experience vendors and advise
on matchmaking.
A Place to Start
With more than 6000 GE employees focused on non-embedded software, many people at GE
are invested in making great user experiences. Key leaders and small teams of user experience
experts exist within some businesses and are able to lead the processes and foster the skills
recommended in this playbook.
This is an initial survey of user
experience leaders at GE.
Additions are sought.
GE Aviation
Justin Hendrix
myEngines
Aaron Gannon
Systems Human Factors
GE Home and Business
Chris Melski
Marketing and Social Media
Lou Lenzi
Industrial Design
GE Energy
Ken Ceglia
Software Solutions
Kristen Martin-Claret
Global Digital Media
GE Healthcare
Bob Schwartz
Global Design
James Maccubbin
IT Clinical Solutions
Erika Orrick
IT UX and Customer Collaboration
GE Capital
No UX team identified.
GE Transportation
No UX team identified.
UX Agencies with GE Experience Academic Partners
Carnegie Mellon Human
Computer Interaction Institute
www.hcii.cmu.edu
Georgia Tech Cognitive
Engineering Center
www.cognitiveengineering.
gatech.edu

103102
Contributors Get Involved!
UX CoE Steering
Committee
Tom Gentile
Linda Boff
Ravi Adapathya
Israel Alquindique
Amy Aragones
Vic Bhagat
Arlene Borokowski
Mike Carlson
Rich Carpenter
Eduardo Cocozza
Franceso Del Greco
John Powley
Jeff Schnitzer
Jude Schramm
Bob Schwartz
Peter Thomas
Angelica Tritzo
Paul Weatherbee
Lauren Whitsell
GE Contributors
GE Healthcare
Kathleen Bauman
Jim Kohli
Steve E Linthicum
James Maccubbin
Sampada Marathe
Erika Orrick
Daniel Sloat
Joyce Thomas
Share
Great methods, tools and examples at
www.geuxcentral.com/standards*
Discuss
Add your voice to the shape of the UX CoE at
www.geuxcentral.com/discuss*
Learn
Read and comment on our growing body of methods
and process at
www.geuxcentral.com/how-to*
Contact Amy Aragones to be added to the GE UX
expert list. Email: aaragones@ge.com
* URLs are all draft. The UX Central site is not yet
built. In the interim, please visit http://supportcentral.
ge.com/products/sup_products.asp?prod_id=161601
GE Global Research
Doug Forman
Eofn Williams
GE Energy
Justine Aylmer
Robert Donaldson
Kristen Martin-Claret
Giri Iyer
Kristina Lindau
Karl Meyer
GE Aviation
Aaron Gannon
Alison Starr
GE Tech Infra
Elizabeth Earley
Art Virgin
GE Corporate
James Blomberg
Paul Marcum
Sean A Morton
GE Appl & Light
Alessio Palmieri
GE Oil & Gas
Elizabeth Earley
Outside
Contributors
The Engelbart
Institute
Christina Engelbart
frog
Alis Cambol
Robert Fabricant
Melinda Flores
Daniel Holtzman
Yoo-Jung Kim
Lawrence Lipkin
Turi McKinley
Erin Skurdal
Antoine Veliz
The Patricia Seybold
Group
Patricia Seybold
Ronni Marshak
Meg Lewis

GE User Experience Playbook

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