ozIA 2008 UX Strategy

UX Strategy
the role of strategy in UX projects & teams

Steve Baty
UX Strategist

ozIA 2008 - UX Strategy

About me


UX Consultant

About me


UX Consultant

About me
1996


UX Consultant

About me
1993

1996


Independent
UX Consultant

About me
1993

1996


Independent
UX Consultant
MBA
About me
1993

1996


Independent
UX Consultant
MBA
About me
M.Ecommerce 1993

1996


Independent
UX Consultant
MBA
About me
M.Ecommerce 1993

1996 B.Sc (Maths)


Independent
UX Consultant

Archaeology
MBA
About me
M.Ecommerce 1993

1996 B.Sc (Maths)


Independent
UX Consultant

Archaeology
MBA
About me
M.Ecommerce 1993

1996 B.Sc (Maths)
UXMatters - uxmatters.com


“It is a matter of life and death, a road to either
safety or ruin.”
-Sun Tzu


Strategy


Strategy
Plan


Purpose

Strategy
Plan


Purpose

Resources
Strategy
Plan


Purpose

Resources
Strategy
Plan
Opportunity


Compromise
Purpose

Resources
Strategy
Plan
Opportunity


Combative

Compromise
Purpose

Resources
Strategy
Plan
Opportunity


Combative
Aggressive
Compromise
Purpose

Resources
Strategy
Plan
Opportunity


Competition


Positioning

Competition


Fixed pie
Positioning
Market

Competition
Value Quality
Price


Fixed pie
Positioning
Market

Competition
Value Quality
Price
Competitive advantage


Sustainability
Fixed pie
Positioning
Market

Competition
Value Quality
Price


Sustainability
Fixed pie
Industry structure
Positioning
Market

Competition
Value Quality
Price


“Whoever is first in the field and awaits
the coming of the enemy, will be fresh
for the fight; whoever is second in the
field and has to hasten to battle will
arrive exhausted.”
- Sun Tzu


Value creation


Innovation

Value creation


Innovation
Deﬁne the future

Value creation


Innovation
Deﬁne the future Combination
Core competencies
Value creation
Conﬁguration
Leverage


Innovation
Deﬁne the future Combination
Core competencies
Value creation
Conﬁguration
Leverage
Scenarios


“What are you working on?”
COMPETITION FOR THE PRESENT COMPETITION FOR THE FUTURE A Blueprint for Managing
A Strategic In-House UX

PRACTICE RELATED ACTIVITIES
Growing a Vital Team
Design Group
Evangelizing our Efforts! by Stephen P. Anderson

Between delivering on funded projects and ghting res, it can be di cult to
Defining Tools & Processes Experiments / Tech. Playground
set aside time for any strategic e orts. Yet for many UX groups, this is where we
could add the most value—demonstrating ways in which product or service
Following Trends & Upcoming Technologies experience could be signi cantly better.
Expert Evaluations
While it may be tempting to look for
CREDIT WHERE CREDIT IS DUE:
more time or resources for these e orts,
Designing Future Product and this is really about strategic planning.

PROJECT FOCUSED EFFORTS
Delivering Funded Projects Service Experiences As leaders inside an organization, we
This is the exciting part– being able to design things as they should be...
This is where MOST OF OUR TIME is spent, creating enhancements tied to product releases... have to be able to defend how every
In this more general strategic context, a designer can have a voice in articulating challenges,
In this more speci c, tactical context, a UX Designer makes consistent improvements that
enhance product value and in uence customer experience. However, even the designer’s
framing market strategy and designing approaches, thereby in uencing outcomes. bit of our time—no matter how large
best e orts won’t compensate for an inappropriate business approach, or having, in e ect, Box 1 Box 2 Box 3
“solved the wrong problem”. or small— ts into the overall strategic Manage the Selectively Create the
This work isn’t what motivates more visionary teams. But this is what demonstrates value in direction. This is especially the case Present Abandon the Future
the short-term, earning the trust to pursue other ideas. Past
Personas, Scenarios & Models where resources are tight and you have
to make tradeo and priority decisions
These artifacts create that don’t sit well with some. Competition for Competition for
ALIGNMENT across
I developed this model to help facilitate the Present the Future
This lets us create a
Design Research shared UNDERSTANDING
the organization
Performance Management Growth and Innovations

these discussions and communicate
Benchmark Best Practices Create Next Practices
Focus on Today’s Customers Focus on Tomorrow’s Customers
of the design space Focus on Today’s Technologies
Focus on Today’s Competitors
Focus on Tomorrow’s Technologies
Focus on Tomorrow’s Competitors
Centralized Resource Allocation Decentralized Resource Allocation

priorities in a way that makes sense to Leverage Current Competencies Build New Competencies

Brand Definition, Branding Guidelines executive management.

GUIDELINES & STANDARDS
Based on the two domains of ‘competing for the present’ (tactical work) and
Coding Standards ‘competing for the future’ (strategic work), I’ve found this to be an e ective
way to communicate and rationalize where a team is spending time. With
these domains as a foundation, I layered on the principal types of UX activities
UI Guidelines / Design Patterns
(research, persona creation, internal evangelism, screen design, etc.) that need
to take place in order for us to be successful—over the long run— in our e orts.
Globalization / Localization Standards This up-front planning has resulted in a balanced, holistic perspective on what
needs to happen to be successful. As such, it’s been a great tool not only for
planning and communicating, but also for keeping the team on track, focused
Workshops & Training
and accountable.


“...We see the intersecting of the internet
and mobility. Nokia has been a device
company and that will remain a lucrative
business for years to come, but instead of
waiting until we have to change, Nokia is
looking ahead and making changes now.”


Capabilities


Surveys &
questionnaires Forms design
User testing
Industrial design
Card-sorting Application dev

Capabilities SEO
Project mgmt Hosting
Analytics
Prototyping
Design documentation Gestural interfaces
Interface dev


Not unique
Capabilities
Not an advantage
Not sustainable


“There are not more than ﬁve cardinal
tastes, yet combinations of them yield
more ﬂavours than can ever be tasted”
- Sun Tzu


Core Competencies


C.K. Prahalad Gary Hamel

Core Competencies


Outsourcing

Core Competencies


Outsourcing

Core Competencies

Iterative design


Outsourcing

Core Competencies

User research
Iterative design


Outsourcing

Infrastructure

Core Competencies

User research
Iterative design


Outsourcing
Service design
Infrastructure

Core Competencies

User research
Iterative design


Outsourcing
Service design
Infrastructure
Continuous improvement
Core Competencies

User research
Iterative design


Outsourcing
Service design
Infrastructure
Core Competencies

User research
Iterative design
Building social networks

Outsourcing
Service design
Logistics
Infrastructure
Core Competencies

User research
Iterative design

Outsourcing
Service design
Logistics
Infrastructure
Core Competencies
Inventory management

User research
Iterative design

Outsourcing
Service design
Logistics
Infrastructure
Core Competencies
Inventory management Relevance
Breadth
Imitation
User research
Iterative design

UX = ?


usefulness

UX = ?


usefulness
desirability

UX = ?


usefulness
desirability credibility (+ trust)

UX = ?


usefulness

UX = ?
usability


usefulness

UX = ?
ﬁndability
usability


usefulness

UX = ?
accessibility
ﬁndability
usability


usefulness

UX = ?
accessibility
ﬁndability value
usability


Value of UX


Essential

Value of UX


Sustainable competitive advantage

Essential

Value of UX



Essential

Value of UX
Differentiation



Essential

Value of UX
Loyalty
Differentiation



Essential

Value of UX
Loyalty
Differentiation
Flow-through ofﬂine


Deﬁning your strategy


Purpose



Audience
Purpose



Audience
Goals
Purpose



Mental models
Audience
Goals
Purpose



Mental models
Audience
Goals
Purpose

Context of use


Mental models
Audience
Goals
Purpose

Context of use
Differentiation


Mental models
Audience Dependencies Goals
Purpose

Context of use
Differentiation


Mental models
Purpose Capability

Context of use
Differentiation


Mental models
Purpose Capability

Context of use
Brand Values Differentiation


Mental models
Purpose Capability

Context of use Experience


Mental models
Purpose Capability


Information structure


Engagement Mental models
Purpose Capability




Purpose Capability

Brand Values Differentiation Findability



Purpose Capability

Brand Values Differentiation Findability

Analytics Information structure


Amazon books
Ordering
Huge catalogue
Social/community
Findability


Scalability Performance
Reach Relevance
Google search

Amazon books
Ordering
Huge catalogue
Social/community
Findability


Scalability Performance
Reach Relevance
Google search

Customer acquisition Amazon books
Ordering
Huge catalogue
Sign-up
Social/community
Payment
Value proposition Findability


Scalability Performance ‘Ridiculously complex password
requirements for a site that stores
Reach Relevance virtually no personal information
other than site-speciﬁc prefs. Rgh!’
Google search - Dan Brown

Customer acquisition Amazon books
Ordering
Huge catalogue
Sign-up
Social/community
Payment
Value proposition Findability


Execution


Marketing

Execution


Marketing
IT
Execution


Marketing
Logistics
IT
Execution


Marketing
Logistics
IT
Execution
Sales


Marketing
Logistics
IT
Execution
Sales
Ad Agency


Marketing Interactive agency
Logistics
IT
Execution
Sales
Ad Agency


Logistics
IT
Execution
Sales Executive commitment
Ad Agency


Logistics
IT
Execution
Sales Executive commitment
Ad Agency

It so often goes
wrong

Alignment


Structure

Alignment


Structure

Alignment
Technology


Structure

Alignment
Skills

Technology


Structure

Alignment Staff
Skills

Technology


Structure

Alignment Staff

Leadership Skills

Technology


UX Teams


UX Teams
Research and
nail it or iterate?


Staff experience

UX Teams
Research and
nail it or iterate?


Staff experience

UX Teams
Genius design
Research and
nail it or iterate?


Specialists or generalists
Staff experience

UX Teams
Genius design
Research and
nail it or iterate?


Staff experience

UX Teams
Genius design
Research and
nail it or iterate? Patterns


UCD or ACD
Staff experience

UX Teams
Genius design
Research and
nail it or iterate? Patterns


Competitive Advantage



“So, why choose you?”
- Seth Godin


Differentiation


- Seth Godin


Sustainability
Differentiation


- Seth Godin


Sustainability
Differentiation

Difﬁcult to imitate

- Seth Godin


Strategic thinking


Strategic thinking
Change the game.


References


Execution is everything - Steve Baty
Questions to ask for any UX Project - Steve Baty
User Experience Design - Peter Morville
Morville’s facets of UX reﬁned? - James Melzer
Explaining Core Competence - Mind Tools
Nokia morphs itself from within - BBC
Your competitive advantage - Seth Godin
Managing a strategic UX team - Stephen P. Anderson
Jimmy Wales on Wikipedia - Xark!
The Art of War - Sun Tzu
Where software vendors should focus - McKinsey & Co


Steve Baty


Twitter: docbaty

Steve Baty


Twitter: docbaty

Steve Baty

Email: stevebaty@meld.com.au


Twitter: docbaty

Steve Baty
Web: www.meld.com.au


Twitter: docbaty

Slideshare: www.slideshare.net/stevebaty

Steve Baty
Web: www.meld.com.au


ozIA 2008 UX Strategy

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ozIA 2008 UX Strategy