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UX As A Service: 5 Strategies to Elevate Design Thinking In Your Organization

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The traditional role of UX is to fight for the user by designing usable and functional software. But in the age of the 'Internet of Things' every experience of soft and hardware bleeds into the next. The wares we design (and unfortunately those we don't) are no longer isolated elements, but a network of experiences and combinations - often referred to as Service Design. As designers we're strategically placed to affect meaningful change in our organizations for good.

I'll share 5 strategies I've found useful in elevating design thinking, educating and garnering support among my colleagues and superiors towards creating a unified vision where everyone in the organization takes conscious part in the design and execution of a common service design. This leads to increasing customer engagement, loyalty and evangelism.

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UX As A Service: 5 Strategies to Elevate Design Thinking In Your Organization

  1. 1. UX AS A SERVICE 5 Strategies To Elevate Design Thinking In Your Organization Brandon E.B. Ward Senior Experience Designer
  2. 2. ME Experience Designer, Musician, Husband, Daddy x4, Kung Fu Fighter, Bald & Happy. ! @uxward nonlinear.me uxd.me improvingux.com a A H
  3. 3. 5 STRATEGIES TO ELEVATE DESIGN THINKING IN YOUR ORGANIZATION
  4. 4. 5 STRATEGIES TO ELEVATE DESIGN THINKING IN YOUR ORGANIZATION Communication Cooperation Delegation Humility Consistency
  5. 5. THE END
  6. 6. DESIGN - WHAT IS IT?
  7. 7. TOO SPECIFIC!
  8. 8. Combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context. “DESIGN IS: Tom Kelley and Dave Kelley, Creative Confidence, pages 19-20
  9. 9. Combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context. “DESIGN IS:
  10. 10. “DESIGN IS: Combining empathy for the context of a problem, creativity in the generation of insights and solutions, and rationality in analyzing and fitting various solutions to the problem context.
  11. 11. DESIGN == SOLVING PROBLEMS
  12. 12. Uncertainty / Patterns / Insights Clarity / Focus Research Concept / Prototype Innovation Idea from www.creativityatwork.com/
  13. 13. DESIGN Uncertainty / Patterns / Insights Clarity / Focus Research Concept / Prototype Innovation
  14. 14. DESIGN == SOLVING PROBLEMS What problems are my designs ❓ attempting to solve?
  15. 15. GOOD DESIGN - WHO CARES?
  16. 16. “ MEDIA ARE REALITY Individuals’ interactions with computers, television, and new media are fundamentally social and natural, just like interactions in real life. Reeves, B., & Nass, C. (1996). The Media Equation. page 5
  17. 17. GOOD PERSON == TRUST
  18. 18. GOOD DESIGN == TRUST
  19. 19. “ STEPHEN P. ANDERSON • We identify with (or avoid) certain personalities • Trust is related to personality • Perception & expectations are linked with personality • Consumers choose products that are an extension of themselves • We treat sufficiently advanced technology as though it were human Stephen P. Anderson, Seductive Interaction Design., pages 27-28
  20. 20. BUT DO THE NUMBERS SUPPORT THIS?
  21. 21. "We don't need to invest much in the website - we're a brick and mortar store." $1.1 trillion of all retail sales in 2011 were "web-influenced."
  22. 22. "Worry about the desktop site for now - we'll worry about mobile later." 48% of users say that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the business simply not caring. 62% of companies that designed a website specifically for mobile had increased sales.
  23. 23. "How can we outsell the competition with design? I need numbers!" Only 55% of companies are currently conducting any online user experience testing. Design driven businesses have outperformed America’s Standard & Poor’s 500 large publicly traded companies — by a massive 228%.
  24. 24. "Our customers are accountants - they don't care what it looks like, they just want it to work." 95% of people agreed with the statement that "good user experience just makes sense."
  25. 25. GOOD DESIGN == TRUST
  26. 26. “ How are your customer enragement metrics? Erik Flowers
  27. 27. GOOD DESIGN - WHO DOES IT?
  28. 28. GOOD DESIGN - WHO DOES IT? UX / UI / Graphic
  29. 29. GOOD DESIGN - WHO DOES IT? UX / UI / Graphic Marketing / Sales / Advertising
  30. 30. GOOD DESIGN - WHO DOES IT? UX / UI / Graphic Marketing / Sales / Advertising Developers / Architects / QA
  31. 31. GOOD DESIGN - WHO DOES IT? UX / UI / Graphic Marketing / Sales / Advertising Management / Stakeholders Developers / Architects / QA
  32. 32. GOOD DESIGN - WHO DOES IT? UX / UI / Graphic Marketing / Sales / Advertising Developers / ArchitMecatnsa g/ eQmAent / Stakeholders
  33. 33. GOOD DESIGN - WHO DOES IT? Someone Someone Someone Someone UX

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