UX_StrategicFunction_Zia

8/2/2019 UX_StrategicFunction_Zia

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user experience as a strategic function

Zia RahmanPrincipal Consultant - User Experience

12th Oct 2011


2/11

Objectives to redefine UX as

Strategic function

User-centered product planning

informs all aspects of product

direction

can not be done without UX

Key contributions throughout the

development cycle

Business value is large, wide ranging,

and demonstrable

Quantifiable, reproducible, high

quality processUX is business


3/11

Key Reasons behind (Internal) Being non strategic, targeted for downsizing

UX role is not clear to many key decision makers

Absence of vision and focus results in high attrition and slow growth

Decentralized team has limited association with practice, hence poor

support in presales and marketing

Methodologies are not practiced or not even been communicated .

Myths like UX is all about aesthetics, UX can be handled at testing

strongly exists

Its done or considered only when demanded

Not a core competency. Even practitioners dont have sense of business

issues


4/11

Key Reasons behind (External)

UX has become differentiating factor

Competitors have developed comparable offerings

Technology is matured and become mainstream

Effective UX organizations lower cost and reduce risks

Global, offshore and outsourced production models

UX opportunities growing high in Mobilty and RIA space


5/11

UX Heads

Lookout

Manage Service lineand Competency

Delivery

Assurance

Methodology

DevelopmentMeasuring &Reporting

Growth Strategy &

PositioningBusiness

Development

IP & Framework

Development

Management

Recruitment &

Retention

Sales & Marketing

Support

Presales & Solution

Development

Penetration

Utilization

ManagementFinancial

Management


6/11

UX as Strategic Function

OperationalAlignment

OrganizationalAlignment

StrategicAlignment

Structure work Buildin cohesive A structure lan for

processes whichleads to a expected

set of outputs.

team that providefocus of specialized

expertise, work

experience and

skills.

achieving success insituations such as

business acquisition,

operations ,

delivery, conflicts

and retention.


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Manage the day-to-day operations of engagements who

are using UX services, support the engagement mangers

in executing their tasks

Delivery

Assurance

Operational Alignment

Manage Uti ization, A ocation, Appraisa , icenses,

Escalations , Communication and Handling People Issuesetc.

OperationManagement

Documentation, Rollouts Sessions, Cost & Benefitsmodels, Templates & Toolkits, Knowledge Management,Reusable Assets, Innovation Lab, Process Automation

Methodology &

IPs

RFP /RFI Response, Solution, Estimation, POCs,Presentations, Demos, Pricing, coordination with

other stakeholders etc.

Presales Support

Leverage partner and social media network, Train &

Support Recruitment Engine, Campus Hunt, Develop

delivery partners & channels

Recruitment &

Sourcing


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Effective and efficient cross organizational collaboration through

interacting with team and other groups, Drive UX initiatives and take

ke stakeholders bu in Conduct awareness sessions about UX value

Collaboration

Organizational Alignment

adds & BenefitsConnect with workforce across location, Mentoring & Coaching,Conduct Events, Communication transparency, KnowledgeSharing, Build Conducive & Pleasant Culture.

Retention Plan

Training Calendar, Skill Gap Assessment, Career Growth Plan,

KRA settings, Knowledge Transfer, Certifications, Skill

Database, Mentoring & Coaching, Train the Trainer

Talent

Development

Organize Periodic Sales and Delivery Update Meet, Weekly and

Bimonthly Meeting with Team, Use Intranet and other

channels to communicate everybody about UX Plans and

progress

Communication


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Visioning, Aligning UX with Strategic Corporate Initiatives,

Business Acquisition Strategy & Growth plan, Initiatives,

Partnering, Engage Upper Management to ensure success

Thinking Strategic

Strategic Alignment

Design, Rollouts, Retire Services/products. Business ValueIdentification and mapping. Aligning with emerging

technologies and trends. Service Integration.

Service Line

Management

Budgeting, Investment, Expenditure, Pricing, Revenue

growth planning etc.Financial

Management

Sales Rollout, Marketing Collaterals, Packaging, Cross

Selling, Web presence, Road shows, Newsletters,

Whitepapers, Social media & web marketing

Marketing

(Internal/External)


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Roadmap

Step 1 Step 2 & 3 Step 4

Understand operational

challenges, customer and their

requirments, Project challenges &

other issues

Support RFP response through

solutioning, POCs, estimations

Talent hunt through personalnetwork

Evaluate existing methodologies

and plan to enhance

Start managing the day-to-day

operations of engagements

reviews, directions, escalations,

team, recruitment etc.

Manage utilization and allocation

Rollout Methodology, Template

and Toolkits Expectation settings

Train recruitment team and hunt

talent

Penetrate existing account to

extend opportunities

Rollout framework based solution

Reusable asset library

Setup Usability Testing &

Innovation Lab

Campus hunt and train fresher's

Understand Delivery Structure,

Team Structure , Role &

Build rapport with account

managers, delivery managers and

Conduct team building, knowledge

sharing and goal settings sessions

Operational

Alignment

Responsibility, People and

Structural Issues

Skill Gap Assessment

Training Plan

Awareness session with

stakeholders

Seek Management support

team across location

Periodic updates & Review

Meetings with team, delivery,

sales and management

Team KRA & role setting

Spread change agents

Knowledge Sharing and Training

Build community around initiatives

Fix cultural issues

Set collaboration platform

Career planning and growth of UX

team

Understand business lines,

corporate strategy and vision, UX

offerings, customers, domain and

market

Meetings with management and

BU heads to understand their

business plans and strategy

Take stock of existing numbers

Service offerings finalization and

build marketing collaterals

Sales rollout and support presales

Plan travel and meet key

customers and sales folks

Finalize budgets, revenue

numbers, market and required

skills and resources

UX visioning, strategy and plan

New business acquisition

Establish partner eco-system to

support delivery

Build a cohesive team of

consultants to support business

across geography

Organizational

Alignment

Strategic

Alignment


11/11

user experience redefined

ThanksZia RahmanPrincipal Consultant - User Experience

[email protected]

Documents

UX_StrategicFunction_Zia