UXSG2014 Workshop (Day 1) - Leading UX (Trend Micro)

Are you kidding me?

2

Before We Start

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Big Data Here

Agency / Consultancy

30%

Education Institution

8% Government

Agency 6%

Freelancer 2%

In-house Team 42%

Startup / Tech Firm

12%

Types of Organization

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Big Data Here

I'm not a practitioner

18%

Less than a year 11%

1 - 3 years 30%

4 - 6 years 18%

More than 7 years

23%

Years of Experience practicing UX

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Exercise 1: Know You, Know Me

1.  Pick a moderator

2.  Share some background information with your team

a.  What is the UX team in your organization responsible for? Who are in the UX team?

b.  Where is the UX team in your organization structure? (an organization chart could be helpful)

c.  What are the UX challenges in your organization?

10 min

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•  My boss has no clue what UX is

•  People think that appealing UI equals good user experience

•  When talking about UX research, people think it costs a lot and is a waste of time

•  The UXer is the only one who cares about UX

•  No matter how hard the UXer works, the UXer is still the bottle neck

•  People treat the UXer like a “stamp of approval”

•  Last minute change is not an old story

Scars that UXers Bear

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•  Share!

•  Share!!

•  Share!!!

Agenda

UX Leadership

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“Leaders are people who influence others to accomplish shared goals. Whether explicitly or

by tacit example, they establish and foster values, help people envision a future direction,

and support them in getting there.”

- Kim Goodwin

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UX Practitioners

Development Processes

UX Maturity

Organization Type

Company Culture

Being Part of the Organization

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UX Leadership ≠ UX Management

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UXers Should Be Equipped with Leadership

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user centered design usability testing user research user experience design information architecture user tasks analysis user flows design prototyping front-end development visual design contextual interview card sorting participatory design diary study service design ethnography study interaction design mobile design

Hard Skills

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communication visionary collaborative innovative organized flexible influential advocate trustworthy knowledgeable motivating decisive clear approachable open energetic engaged inspirational

Soft Skills

Tennis Pro vs. UXer

Mouth Engages the team to build a shared vision of success

Brain Identifies weaknesses and reacts

Hand Creates successful,

reproducible attacks

Passion drives perfection

Heart

Eyes & Ears Observe the opponent to determine the best strategy

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Leadership equals…

Hard Skills

user centered design usability testing

user research user experience design

information architecture user tasks analysis user flows design

prototyping front-end development

visual design contextual interview

card sorting participatory design

diary study service design

ethnography study interaction design

mobile design

Soft Skills

communication visionary

collaborative innovative organized

flexible influential advocate

trustworthy knowledgeable

motivating decisive

clear approachable

open energetic engaged

inspirational

Heart Drives passionate ownership

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“Choose a job you love, and you will never have to work a day in your life.” 知之者不如好之者，好之者不如樂之者

- Confucius

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Ownership & Empathy

GE Healthcare Adventure Series

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Attitude + Aptitude = Altitude

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Example: Hand-Made Quick Start Guide

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Example: Testing the Quick Start Guide

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1.  Know 2.  Try 3.  Love 4.  Buy

Standard UX Focus

Standard Marketing Focus

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1.  Know 2.  Try 3.  Love 4.  Buy

E2E Customer Experience Journey in Trend

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Exercise 2: Reaching Out

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Exercise 2: Reaching Out | Mike’s Story

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Exercise 2: Reaching Out | Mike’s Story

Final Work

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Exercise 2: Reaching Out

•  What would you do if you were Mike?

20 min

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Heart | Tactics

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Eyes & Ears Observes and understands the audience

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10%

40%

50%

Research Design Coordination/Communication

What Are UXers in Trend Doing Everyday?

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Get to Know Your Stakeholders

CEO GM Executives Business sponsor Sales Marketer Legal Project manager Product manager Architect RD QA Support Front-end developer Visual designer Content provider Customers

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Stakeholder Types In

tere

st

Influence Power HIGH LOW

LOW

HIGH

Key Player Non-supportive

Supportive Marginal

Collaborate Closely

Keep Satisfied

Keep Informed

Monitor RD

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Dominance ⽀支配型

Influence ⼈人際型

Steadiness 穩定型

Compliance 謹慎型

Challenge

Action

Collaboration

Stability

DISC

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Exercise 3: Create Your Stakeholder Diagram

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Exercise 3: Create Your Stakeholder Diagram

•  Think of a project

•  Put your stakeholders into the diagram

•  Explain how you work with them, in regard to relationships and working models

•  What works and what does not work

20 min

40

Eyes & Ears | Tactics

•  Know who influences power and the personalities of your stakeholders

•  Start from the right stakeholder or project

•  Don’t fall in love with your own design. Listen Listen Listen

Brain Identifies the problem

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“If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.”

- Albert Einstein

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Define the Problem

Design

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Tips

•  Is it a real problem?

•  Is it worth solving?

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How To Define a Problem

•  Interview the target audience

•  Collect data

•  Analyze data

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Data – Who, Where, What

People •  Customers •  Researcher •  Support •  Marketing team •  …

External Data •  Gartner’s report •  Reviews •  …

Internal Data •  Past research

data •  Usability testing

result •  MKT survey •  Web analytics •  C.SAT •  Support data •  …

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Exercise 4: Defining the Problem

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Exercise 4 – Defining the Problem

Requirement:

The Technical Support site needs work. Improve its UX.

•  Who will you talk to?

•  What kind of data will you collect and analyze?

•  How will you make the requirement clearer and more accurate?

20 min

50

Brain | Tactics

Shaped UXer

Mouth Engages to build a shared vision

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The furthest distance in the world is not between life and death, but when I present a design and you don’t buy in

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But Did You…

•  take business goals into consideration?

•  align the design goals with the business goals?

•  talk about the same target users with your stakeholders?

•  define measurable UX goals clearly?

•  put your stakeholders in the customers’ shoes?

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It's NOT about the UXer

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Business Alignment

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Transparency

Involvement

Collaboration

Alliance

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Mouth | Tactics

Get your butt out of your seat! Now!

Hand Sculpts and reproduces successes

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Fit In Development Process

Trend Agile “Design” & Development Process

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Build Role Models

Conduct Field Studies Synthesize Together Visualize the Findings (CJM)

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Interview and Field Study

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Brain Dump and Translate Findings Together

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Explore Unmet Customer Needs

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Reproduce for Win-Win-Win

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Reproduce for Win-Win-Win

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Hands | Tactics

•  Build small successes with your team, and also with your so-called opponents

•  Build role models and steps so that everyone can see the steps towards the vision you have

•  Reproduce many hands-on possibilities for win-win-win

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Leadership equals…

Hard Skills Soft Skills

Brain Identifies the problem

Eyes & Ears Observes and understands the audience

Mouth Engages to build a shared vision

Hand Sculpts and reproduces successes

Heart Drives passionate ownership

Thank You

Hsin Eu

Mike Chou Pei Chen Yuyi Hsu