This presentation shows how UX strategists contribute to the way SDL helps the world's best brands deliver exceptional customer experiences. Using several of our enterprise software product releases as examples, Peter shows how he and his fellow UX strategists are promoting service design and design thinking, how they develop visions and roadmaps for products and cross-product capabilities, and how they collect user and usage data. He also talks about the link between UX Strategy and Product Management, and the future of UX Strategists at SDL.
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SDL added strategists to a UX team (UX STRAT Europe 2015)
1. SDL added strategists to a UX team
what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
2. SDL added strategists to a UX team
what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
19. one of the big trends in marketing
technology has been the emergence of
a set of“marketing clouds”that
incorporate many capabilities from
across this landscape under the
umbrella of a single vendor.
Scott Brinker, Chief Marketing Technologist Blog editor
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
31. Weekly check-in with Product Line Manager
Present roadmap for feature X to Developers
Bi-weekly check-in with UX Designer
Work with a UX Strategist on a cross-product research initiative
Lunch
Work with Innovation Team on a cross-product capability
Monthly alignment with UX Designer and UI Developer for product Y
Brainstorm with entire product line team on vision for product line Z
Weekly UX Strategist meeting
35. UX Strategist: Peter Boersma
• information ergonomist
• 20 years experience at interactive agencies
• with SDL since October 2014
• design process freak Peter
51. Lessons Learned
A UX Strategist can help a Product Manager develop a
product vision, by putting customer needs central when
discussing the future of the product.
A UX Strategist can help designers and developers focus on
the big picture for a product, for example by creating
Concept Diagrams together.
54. UX Strategist: Arne de Booij
• experimental psychologist
• 15 years experience at large corporations
• with SDL since September 2014
• user research is in his bones Arne
59. Where are
we today?
How useful, usable and
beautiful are we
currently?How useful, usable and
beautiful are our
competitors?
What are our primary
users and what do they
need?
What activities, tools and
contexts are relevant?
What are their
(met or unmet)
needs?
Who are our internal
stakeholders and what
do they need? Why are their
(met or unmet)
needs?
What is the business
mission and vision?
What is the current
product strategy?
What trends in the
marketplace are
relevant?
76. Lessons Learned
UX Strategists can impact the product vision
through service design & design thinking activities
and by including a variety of stakeholders.
Personas and scenarios inspire stakeholders
in designing for the right user context.
88. ‘Opinionated Software’is a software product
that believes a certain way of approaching
a business process is inherently better
and provides software crafted around that approach.
Stuart Eccles, The Rise of Opinionated Software
https://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b
91. Lessons Learned
Personas are not the only way to capture knowledge about
customers; UX Strategists need to focus on customer
organisation models, roles, and work processes too.
Connections with other departments and customers
are crucial for in-house UX Strategists
to get the whole picture and have the highest impact.
94. Product Management
develop product vision
service design
design thinking
Engineering
focus on the big
picture
prioritise based
on customer
needs
User Experience
focus on the big
picture
start early with
personas &
scenarios
UX Strategists
plan ahead of the roadmap
think cross-product
customer knowledge
95. the future of UX Strategists
team growth
design thinking
cross-product thinking
working closer with product managers
developing business models
97. To truly scale design, you have to put the
methods of designers into the toolkits of
the people who don’t report to you —
product managers, development teams,
business analysts, marketers, account
executives, and management
Chris Avore, Product Design Lead, Nasdaq Design
https://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0
102. UX Strategists at SDL
focus product definition, design & development
activities around customer needs.
work on cross-product capabilities and coordinate
the associated research, strategy & design work.
introduce Design Thinking in the product
definition phase.
103. SDL added strategists to a UX team
what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
104. SDL added strategists to a UX team
what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015