ADDC 2019 - Luky Primadani - "Thrive with UX" How to drive change and create impact on your organization

In agile software development, we often hear sayings “We don’t have time and money to invest in UX, let’s do it this way for now and fix it later.” It happens most of the time that people focus more on the solutions instead of the problems, resulted in making decisions solely based on assumptions. There’s also a lack of understanding of what users really need and what their real problems are. These challenges are shared by many UX practitioners out there and they may vary in different organizations depending on, at which UX maturity stage the organizations are. The talk will mainly show the audiences about common challenges at different UX maturity stages, to track at which stage they are, and provide them with applicable strategies to grow UX and make an impact in the organization.

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Transcript

1. Something BIGGER 
 beyond the screens
2. “People in my team don’t know what to expect from my role” Anna UX Designer Matt Front End Dev Liz Product Manager Photo by Toa-Heftiba on Unsplash
3. “I feel that my work didn’t add value as users didn’t use the feature I built” Matt Front End Dev Liz Product Manager Anna UX Designer Photo by Parker Whitson on Unsplash
4. “My clients don’t want to invest in UX resources” Liz Product Manager Anna UX Designer Matt Front End Dev Photo by Daniel Rigdon on Unsplash
5. CULTURE
6. 
 Lacking awareness about UX 
 Different 
 Mindsets Lacking the buy- in from the management
7. Status quo
8. User Centric culture is our goal
9. These challenges made them become 
 the Agents of Change
10. Photo by Toa-Heftiba on Unsplash Photo by Parker Whitson on Unsplash Photo by Daniel Rigdon on Unsplash Photo by James Garcia on Unsplash Photo by Aziz Acharki on Unsplash Photo by Hunter Johnson on Unsplash
11. How a UI/UX Designer can start UX process in product lifecycle?
12. Team’s effort to enable UX in product lifecycle
13. Thrive with UX
 How to drive change and make impact 
 on your organisation
 
 Luky Primadani - FlixBus - ADDC Conference, Barcelona
14. Thrive with UX 1. Assessing UX challenges with UX Maturity 2. Strategies
 (a study case from FlixBus)
15. In love with designing digital products people would love 5 years Visual Design 2 years UI/UX Design
 2 years Research/strategy 
 
 Mobility, SaaS, Marketplace, Creative Agency Luky Primadani
16. >100 million passengers 
 since 2013 2000 destinations 350,000 daily connections 29 countries 17 Offices all over 
 the world 1200+ employees
17. Agile 220 people Colocated offices 220 People Agile Colocated 
 offices User Centric
 Culture
18. DISCOVERY DESIGN DELIVER MEASURE User Centric Design Framework Qualitative research
19. 1 Assessing 
 UX Challenges With
 UX Maturity Stage
20. 2 years ago...
 • No UX processes in agile
 • No User centric design framework
 • Design decisions based on gut feeling 

21. Top down
 (open to change) Bottom up
 (team of agent of change) How to reach our goal? User Centric
 Culture
22. Assess maturity of UX in your organisation This UX Maturity model is inspired by webinar from usertesting.com by Nordstorm Rack 
 https://info.usertesting.com/webinars-nordstrom-rack-hautelook-on-demand-webinar-confirmation.html? mkt_tok=eyJpIjoiTlRVNFpHWTRNemhsWXpZdyIsInQiOiJScFk3bzlVQ2tocXZBWjZ5YUUweEpkTU0xZEJ5eFdtMk9VMmlSbVwvTmpFckJPZjZRM004Ull0c2JFSUR1R1RjYVJQV3VDbG9OSmhHNTB2Wkd1a mpYMlwvMmVBT2ZjaXQrMmR2REFGdVljY0d4aWRwbjFHNUl1ZHp6djczNjFMY05zIn0%3D Their challenges may vary, depend in which UX maturity stage they a Introduction Usability testing Quantification Correlation of KPIs Value reinforce proven business performance Principal Based User Centered 1 INCEPTION Absence of UX 2 AWARENESS 3 ADOPTING 4 MATURING 5 INTEGRATED UX as aesthetics UX as a process UX informs product strategy UX part of global strategy
23. Study Case from FlixBus Quantification Correlation of KPIs Value reinforce proven business performance ADOPTING 4 MATURING 5 INTEGRATED UX as a process UX informs product strategy UX part of global strategy Usability testing 2 AWARENESS UX as aesthetics Introduction 1 INCEPTION Absence of UX 3 Principal Based User Centered
24. Where we were 2 years ago… Introduction Usability testing Quantification Correlation of KPIs Value reinforce proven business performance 1 INCEPTION Absence of UX 2 AWARENESS 3 ADOPTING 4 MATURING 5 INTEGRATED UX as aesthetics UX as a process UX informs product strategy UX part of global strategy Principal Based User Centered
25. Lacking of design resources Agile teams UI/UX Designer
26. Can you make this look nice? Let’s do a quick & dirty solution and fix it later Let’s A/B test it and see which one performs better
27. Ideal team set up: fully cross functional Agile teams UI/UX Designer
28. 2 Strategy
29. 10 MO 4 MO 3 MO Create Awareness Adopt process Scale Usability studies Sharing Design Sprint UX hires UX Tool Adopting UX processes in 1,5 year
30. Create Awareness Sharing 
 about UX Usability studies
31. It’s not a revolution, it’s a baby steps
32. Usability studies Sharing about UX Design Sprint UX hires UX Tool 10 MO 4 MO 3 MO
33. Usability studies Sharing about UX Design Sprint UX hires UX Tool 10 MO 4 MO 3 MO
34. Usability studies Sharing about UX Design Sprint UX hires UX Tool 10 MO 4 MO 3 MO How can I digest the findings easily?
35. The demand for Research has sky-rocketed!
36. Usability studies Sharing about UX Design Sprint UX hires UX Tool 10 MO 4 MO 3 MO
37. Current team set-up Missing collaboration Agile teams UI/UX Designer Design Sprint Adoption Show how the collaboration with research and design looks like
38. Usability studies Sharing about UX Design Sprint UX hires UX Tool 10 MO 4 MO 3 MO 4 Design Sprints in 6 months 4 28 4 4 different teams people from different 
 areas of expertise
 prototypes 
 tested 
 with users prototype is 
 in development
39. Scale UX Hires
40. UI/UX Design Research 2017 2018 2019 More UX Hires + + + +
41. Team setup and community Agile teams UI/UX Designer Research
42. From adopting to maturing Introduction Usability testing Quantification Correlation of KPIs Value reinforce proven business performance 1 INCEPTION Absence of UX 2 AWARENESS 3 ADOPTING 4 MATURING 5 INTEGRATED UX as aesthetics UX as a process UX informs product strategy UX part of global strategy Principal Based User Centered
43. 6 MO From adopting to maturing Train others to conduct their own research Access research findings easily Strategy alignment Workshop Democratizing UX
44. Democratizing UX Enable others 
 to conduct
 their own research Access research 
 findings easily User centric 
 workshop with business
45. Enable Product Managers and Designers 
 to conduct their own research
46. Enabling others to find and take actions on past research findings easily and transparently How can I combine A/B test and qualitative research How can I find past findings easily?
47. User Centric workshop with business
48. Takeaways
49. Are you ready to thrive with UX? Assess your organization’s culture towards change When driving your strategy, be patience. Don’t force it too hard. The value should be self-proved. Always challenge the status quo using UX maturity stage Drive the change by building allies & spread the words within the communities
50. Allow team to make mistakes Provide freedom Placed value on customer behaviour as a measure of progress and not on the number of features shipped Are you ready to thrive with UX?
51. User centric Customers Marketing Operations UX Business Product Travel experience SEO Engineering Content People
52. It takes things centered around people to deliver products and services that people would Customers Marketing Operations UX Business Product Travel experience SEO Engineering Content
53. Photo by Toa- Photo by Parker Photo by Ariana Photo by Ayo Photo by James Photo by Aziz Photo by Hunter Photo by Toa- Photo by Parker Photo by Ariana Photo by Ayo Photo by Toa- Photo by Parker Photo by James Photo by Aziz Photo by Hunter If you wanna go fast you go alone, if you wanna go far you go together