Introduction ๏ 20+ Years in Art and Design ๏ Chief User Interface and Product Designer at Abuzz.com (acquired by The New York Times), Jay managed the team that created the award-winning Abuzz.com website ๏ Lead User Interface and Experience designer for Lord of the Rings Online, Dungeons and Dragons Online, and Infinite Crisis at Turbine, Inc. a division of Warner Bros. ๏ Currently at Rapid7 leading their user experience team to create next generation security products and data visualization as the Vice President of Experience Design
“User experience (UX) encompasses all aspects of the end-user's interaction with a product. It is our job to meet the exact needs of the customer, designing products that are simple, yet elegant to use, while balancing business requirements.” Jakob Nielsen Principal | Nielsen Norman Group
THE UX LOOP DISCOVER DESIGN VALIDATE REFINE 1 2 3 5 User Centered Design Methods allow us to uncover unmet needs. We produce a host of design ideas at varying degrees of fidelity that aims to solve the business and user problems. We validate ideas early and often with both internal and external stakeholders. MEASURE / LEARN 4 Validated learning helps us deeply understand the problem space. Designs go through multiple rounds of refinements. As we validate design direction, we increase the design fidelity and details UX Process
Development Sprints Focus is on understanding customer problems and testing out various ideas with users Are we building the right thing? Are we building it right? Focus is on ensuring solutions meet user expectations and are free of experience defects UX LOOP UX LOOP UX LOOP UX LOOP UX LOOP UX LOOP UX Process
“As their UX approach matures, organizations typically progress through the same sequence of stages, from initial hostility to widespread reliance” Jakob Nielsen Principal | Nielsen Norman Group
Different UX Maturity Models David Sward and Gavin MacArthur Sward, D., & Macarthur, G. (2007, September). Making user experience a business strategy. In E. Law et al.(eds.), Proceedings of the Workshop on Towards a UX Manifesto (Vol. 3, pp. 35-40). Jared Spool https://articles.uie.com/market_maturity/ Several different types of UX maturity models have been developed. Here are some examples:
The model uses a scale of 0-5 with 0 being the least mature and 5 being the most mature. The model focus on 4 specific areas: ๏ Current UX focus of your organization ๏ Design processes and methods typically used ๏ The relationship between organization and UX team ๏ Steps required before advancing to the next level UX Maturity @ Rapid7 At Rapid7, we use a UX maturity model developed by Rich Buttiglieri at Pearson. 0-5
1. What is the UX focus at my organization? For example, the user interface is typically designed by developers 2. What design process and methods does our team use? For example, mockups are developed test our design. 3. What is the relationship between our organization and the UX team? For example, UX is somewhat perceived as valuable, but is not yet trusted by everyone 4. What steps are required before advancing to the next level? For example, a broader understanding of UX, to unify UX processes, and define UX roles 5. How do I feel UX within our organization ranks on a scale from 0-5 10-minute Exercise Fill out the UX maturity sheet. Leave the box marked ‘After workshop’ blank Assessing UX Maturity When assessing the UX maturity of your organization, ask yourself these questions:
0 UX Maturity - Unrecognized Required before advancing to next level: UX needs to be identified as being important UX focus • UX not discussed as an issue • UI typically designed by developers • Selfism “Design for people like us, we use it everyday" Typical design process and methods • None Relationship between organization and UX team • No relationship
0 UX Maturity - Unrecognized Required before advancing to next level: UX needs to be identified as being important UX Design Department Communicate UX Success - Pick a Path
1 UX Maturity - Ad hoc Required before advancing to next level: Proven positive results create more demand and dedicated budget for staff and studies UX focus • UI is typically designed by developers, however UX has been identified as an issue • Methods are not consistently applied and/or performed by staff not fully dedicated to UX • Typically done at end of development cycle with inconsistent quality • You hear things like “Users will be trained on the system” Typical design process and methods • Heuristic review or usability test (formative but done at the end) Relationship between organization and UX team • UX is perceived as a blocker to progress
1 UX Maturity - Ad hoc Required before advancing to next level: Proven positive results create more demand and dedicated budget for staff and studies End of development usability testing Build Measure Learn - Lean UX
2 UX Maturity - Considered Required before advancing to next level: Broader understanding of UX, unify UX processes, and define UX roles and skills UX focus • Hire dedicated staff to conduct more volume of what has worked in level 1 • Quality becomes more predictable but inconsistent reports as the organization figures out what works • Despite increased volume, it still feels too late to make significant changes to design • UX applied to only a few projects, but at least there is a dedicated designer • You hear things like “We know our users so well” Typical design process and methods • Heuristic review or usability test (formative, but done at the end) • Mockups and prototypes developed for testing designs Relationship between organization and UX team • UX is perceived as a team that just brings up problems
2 UX Maturity - Considered Required before advancing to next level: Broader understanding of UX, unify UX processes, and define UX roles and skills Mockups and prototypes developed before development UX Design Engineerin g Product Managemen t Show Where UX Fits In
3 UX Maturity - Managed Required before advancing to next level: Systematic process and UX metrics requested to be used for product planning UX focus • UI typically designed by dedicated designer and UX process well defined • Consistent quality and performance across projects, which leads to standards • More recommendations are influencing design • Starting to do discovery research to inform design (personas, field research) • Documented context of use and Activity Focused Design “In the field to study users" Typical design process and methods • Iterative evaluation with heuristic reviews or usability tests • Competitive analysis, personas, field research Relationship between organization and UX team • UX is perceived as valuable, but not trusted by all
3 UX Maturity - Managed Required before advancing to next level: Systematic process and UX metrics requested to be used for product planning Field research Creating Personas Show Usage with Analytics - Better Design More Page Views - Metrics
4 UX Maturity - Integrated UX Required before advancing to next level: Corporate commitment and cultural buy-in UX focus • UI typically designed by interdisciplinary team and UX process well integrated with overall dev lifecycle • Consistent and predictable quality, staff begins to present at UX industry conferences • UX recommendations driving design and influencing business requirements • UX metrics formalized, baseline measurements compared to new designs (summative) • Experience Focused Design “What is it like to be a user?" Typical design process and methods • Iterative evaluation, competitive analysis, personas, field research • Qualitative studies (baseline and comparative) Relationship between organization and UX team • UX is perceived as being of huge value
4 UX Maturity - Integrated UX Required before advancing to next level: Corporate commitment and cultural buy-in Staff begins to present at UX industry conferences Analytics for Data Driven Design Pendo.io or Google Analytics
5 UX Maturity - UX Driven UX focus • UX is a corporate business strategy and is applied to every product • Continuously improving process • Industry leading quality of methods, staff recognized as a leader at UX industry conferences Typical design process and methods • Forward thinking research/idea labs Relationship between organization and UX team • UX drives product decisions At every stage of the UX maturity model, never stop promoting UX within your organization!
5 UX Maturity - UX Driven UX is a core business strategy At every stage of the UX maturity model, never stop promoting UX within your organization! Never stop promoting UX Awareness / Action UX Team
Discussion Based on what you learned today: • Has your perspective on where your organization stands in terms of UX maturity changed? • How about the steps you and your organization need to take to move to the next phase of UX maturity?
Promoting UX Some of the things you can do to promote UX within your organization are: Create peer pressure • Mix people who believe in UX with people who need help tasting importance of UX Educate the masses • Personas • Pushing design thinking beyond design team • Let non-designers design and non-researchers research • UX road shows • Taking the UX Temperature • Getting people engaged
Promoting UX Some of the things you can do to promote UX within your organization are: Use empathy to motivate change and learning • Have PM and ENG see user testing live • Do research with PM and UX together • Monthly UX demo and pizzability Recognize and reward user-centricity • Informal rewards: Recognize personal achievement • Formal rewards that compensate employees based on customer-centric metrics (dev, PM etc) • Collect user-centric metrics so you can measure and acknowledge improvements to the user experience • Pendo and others ways to measure
Three Takeaways 1. Where are you now? Consider where you are in the UX Maturity model 2. Where do you need to be? Know exactly what you need to do to move onto the next step 3. Promote UX! Never stop promoting UX within your organization!
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