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A recent guest webinar that I did for my friends over at UserZoom. The presentation is about the three levels of building up your corporate UX capabilities - methods, processes, and organizational change. The core of the presentation is on starting from your methods and why that drives most everything else. Hope you enjoy it.
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Webinar:
How to Improve Your Company’s UX
Capabilities:
Let Your Methods Drive Your Plan
Jeff Horvath, Principal at Balanced Experience
#uzwebinar
Jeff Horvath, Ph.D.
Principal,
Balanced Experience
Speaker:
• Chat box is available if you have any questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #uzwebinar
Quick Housekeeping
3
• UserZoom offers an all-in-one, multichannel and agile approach to managing digital Customer Experiences. We enable Businesses to cost-effectively plan, research, design, and measure CX and UX on a unified software platform.
• Founded in 2007; launched SaaS platform in 2009
• International company, offices in Silicon Valley, Spain, U.K., Germany
• 50% of Fortune’s Most Admired Brands
About UserZoom
Highlighted Customers
About UserZoom
6
1. Listen
Intercept surveys and
feedback tabs
Continuously listen to
your customer4. Measure
Web & Mobile VOC
Continuosly Measure
Customer Satisfaction
2. Research Define UX & Usability
benchmarks
Scale UX research with
online/remote testing
capabilities
3. Test & Act Prototype Testing
Card Sorting & Tree Testing
Cost-effective Remote
Usability Testing
Holistic, all-in-one, approach to CEM
UserZoom CEM Platform & Solutions
7
Intercept Surveys
Feedback Tabs
Mobile App VOC
Remote Usability Testing
Mobile Usability Testing
Card Sorting
Tree Testing
Screenshot Click
Testing
Screenshot Timeout Testing
Online Surveys
UsabilityData
Survey Responses
IA Data
Behavioral Data
Video Recording
VOC & Survey Solutions UX & Usability Solutions Results
Access to Quality Panels
Customer Success &
Enablement Services
UX Research & Consulting
Services
Agenda
1. UX as a strategic differentiator
2. What every CEO is trying to figure out - HOW to make
UX a differentiator
3. Strategies are important, but you need to get work done
- start by defining your UX methodology
4. Key elements to consider when defining your
methodology and how it fits in
– Methods drive the plan - staffing models, tools, training plan, etc.
5. The Three Levels of UX organizational change -
methods, processes, change management
Business Value of UX
UX is a Top Priority
April 2012 “The State Of Customer Experience, 2012 ”
UX as Strategic Differentiator
April 2012 “The State Of Customer Experience, 2012 ”
UX Strategy
J. Garrett - The Elements of User Experience: User-Centered Design for the Web (2002)
Strategy – too abstract
Three Layers
Methods
Processes
OrgChange
Three Layers
Methods
Start with Methodology
You’ve got to fit in
Connect with existing methods
Roles & Responsibilities
UX RACI Model
RACI Group
Responsible UX team
Accountable Product Manager
Consulted Software Development, Creative
Informed Product Manager, BA, PM, Software, Marketing, Quality Assurance
Example: Formative UX Test
One Size Does Not Fit All
Different Methods for Different Situations
Enterprise Big Project Small/Maintenance
UX Team Role • Own and execute all key UX activities
• Review and approve all key UX activities
• Provide tools and resources
• Available for consultation
Methods Used • All core methods• Select
optional/advanced methods
• All core methods • All core methods
Tools
Staffing Models
10%…of work load…of head count…of development budget
How much?
Staffing Model
What kind?
Customer Experience
Team
UX SMEs
Long-termProject Support Team Day-to-Day
(co-located)(remote or co-located)
Training & Mentoring
Tools
Three Layers
Methods
Processes
Now what?
…Now you know how to do great UX work.
So what?
Who decides what work to do? In what order?What’s the time? Budget? Prioritization?
Processes
Idea
EvaluationUX research
required? Yes
Use existing solution?
No
Yes
NoNew Solution
No
Prioritization– Estimates, Business Requirements, UX Methods / Resources
Typ
e o
f p
roje
ctAppropriate UX
Methods
Informed Decisions
Day-to-DayDay-to-Day
(non-technical)SDLC – Small / Enhancement
SDLC - Strategic
New solution fits with existing framework?
Requires code change?
No
Yes
Yes
Low HighUX Involvement
UX
UX
Three Layers
Methods
Processes
OrgChange
Now what?
…So now you you know what work do and how to do it.
So what?
Org Change
• It’s unlikely that you’ll drastically change the DNA of your
organization over night.
• But, there are some common steps you can follow to
begin the journey.
Pilot Your Methods
Develop a Roll Out Plan
Find Some Friends
Have a Sponsor
Become Part of the DNA
UX
UXUX
UX
Three Layers
Methods
Processes
OrgChange
Thank You
Contact Us
Jeff Horvath, Ph.D.
President
608.658.2878
UserZoom
www.userzoom.com
866.599.1550
Twitter: @userzoom
Linkedin: https://www.linkedin.com/company/userzoom