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

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

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  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

    View Slide

  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

    View Slide

  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

    View Slide

  5. CULTURE

    View Slide


  6. Lacking
    awareness
    about UX

    Different 

    Mindsets
    Lacking the buy-
    in from the
    management

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  7. Status quo

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  8. User Centric culture is our goal

    View Slide

  9. These challenges made them become 

    the Agents of Change

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  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

    View Slide

  11. How a UI/UX Designer can start UX process in
    product lifecycle?

    View Slide

  12. Team’s effort to enable UX in
    product lifecycle

    View Slide

  13. Thrive with
    UX

    How to drive change and make impact 

    on your organisation


    Luky Primadani - FlixBus - ADDC Conference, Barcelona

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  14. Thrive with UX
    1.
    Assessing
    UX challenges
    with UX
    Maturity
    2.
    Strategies

    (a study case
    from FlixBus)

    View Slide

  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

    View Slide

  16. >100
    million
    passengers 

    since 2013
    2000
    destinations
    350,000
    daily connections
    29
    countries
    17
    Offices all over 

    the world
    1200+
    employees

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  17. Agile
    220
    people
    Colocated
    offices
    220
    People
    Agile
    Colocated 

    offices
    User
    Centric

    Culture

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  18. DISCOVERY DESIGN DELIVER MEASURE
    User Centric Design Framework
    Qualitative research

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  19. 1
    Assessing 

    UX Challenges
    With

    UX Maturity Stage

    View Slide

  20. 2 years ago...

    • No UX processes in agile

    • No User centric design framework

    • Design decisions based on gut feeling

    View Slide

  21. Top down

    (open to change)
    Bottom up

    (team of agent of
    change)
    How to reach our goal?
    User Centric

    Culture

    View Slide

  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

    View Slide

  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

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  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

    View Slide

  25. Lacking of design resources
    Agile teams UI/UX Designer

    View Slide

  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

    View Slide

  27. Ideal team set up: fully cross functional
    Agile teams UI/UX Designer

    View Slide

  28. 2
    Strategy

    View Slide

  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

    View Slide

  30. Create
    Awareness
    Sharing 

    about UX
    Usability
    studies

    View Slide

  31. It’s not a revolution, it’s a baby steps

    View Slide

  32. Usability studies Sharing about UX Design Sprint UX hires UX Tool
    10 MO 4 MO 3 MO

    View Slide

  33. Usability studies Sharing about UX Design Sprint UX hires UX Tool
    10 MO 4 MO 3 MO

    View Slide

  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?

    View Slide

  35. The demand for Research
    has sky-rocketed!

    View Slide

  36. Usability studies Sharing about UX Design Sprint UX hires UX Tool
    10 MO 4 MO 3 MO

    View Slide

  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

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  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

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  39. Scale
    UX Hires

    View Slide

  40. UI/UX Design
    Research
    2017 2018 2019
    More UX Hires
    +
    +
    +
    +

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  41. Team setup and community
    Agile teams UI/UX Designer Research

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  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

    View Slide

  43. 6 MO
    From adopting to maturing
    Train others to
    conduct their own
    research
    Access research
    findings easily
    Strategy alignment
    Workshop
    Democratizing
    UX

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  44. Democratizing
    UX
    Enable others 

    to conduct

    their own
    research
    Access research 

    findings easily
    User centric 

    workshop with
    business

    View Slide

  45. Enable Product Managers and Designers 

    to conduct their own research

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  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?

    View Slide

  47. User Centric workshop with business

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  48. Takeaways

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  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

    View Slide

  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?

    View Slide

  51. User centric
    Customers
    Marketing Operations
    UX
    Business
    Product
    Travel
    experience
    SEO Engineering
    Content
    People

    View Slide

  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

    View Slide

  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

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