Beyond The UX Tipping Point
@jmspoolJared M. SpoolBeyond theUX Tipping Point1An old mouselearns new tricksBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 1
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Presenting…The Disney Magic Band. A $1,000,000,000 wearable project.Beautifully designed and packaged personalized wrist bands.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 2
Three different state-of-the-art radio transmitters.Replaces hotel room key.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 3
Acts as park-entry tickets and priority ride access.Pays for food and shopping at Disney’s in-park retail outlets.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 4
Favorite characters seek out your child and greets them by name.1997Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 5
UIE’s Disney Usability Test TaskWhat is Walt Disney World’sleast expensive hotel thatis on the monorail?(Answer: The Polynesian Resort)UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.1 out of 10 succeeded.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 6
UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.1 out of 5 chose a hotel in Disneyland.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 7
1997 20142How we learnedto designBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 8
Conscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingSees the difference between good and poorquality.Produces poorquality outcomeswithout realizing it.Conscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingLearns practicesthat producegood outcomes.Now aware theiroutcomes are poorquality.Produces poorquality outcomeswithout realizing it.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 9
FluencyUnconscious CompetenceConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingProduces goodoutcomes withoutthinking about it.Now aware theiroutcomes are poorquality.Produces poorquality outcomeswithout realizing it.Follows definedprocedures toproduce goodquality outcomes.LiteracyUnconscious CompetenceConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingNow aware theiroutcomes are poorquality.Produces poorquality outcomeswithout realizing it.Follows definedprocedures toproduce goodquality outcomes.Intuitivelyproduces goodquality outcomes.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 10
FluencyUnconscious CompetenceLiteracyConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingDetailed knowledge ofwhat differentiates goodquality from poor quality.MasteryFluencyLiteracyUnconscious CompetenceConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingDetailed knowledge ofwhat differentiates goodquality from poor quality.Repeated practice ofprocedures to create goodquality outcomes.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 11
MasteryUnconscious CompetenceConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingLiteracy FluencyDetailed knowledge ofwhat differentiates goodquality from poor quality.Repeated practice ofprocedures to create goodquality outcomes.Comprehensive knowledgeand craftsmanship forintuitive work.Spot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignEmergent UXleader pushesfor a project.No resources fordesign. All resourcesgo to business andtechnological needs.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 12
UX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignExecutivesstart investingin UX.No resources fordesign. All resourcesgo to business andtechnological needs.Occasional UXprojects withlimited success.Embedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignTeams demandmore designinvolvement.No resources fordesign. All resourcesgo to business andtechnological needs.Occasional UXprojects withlimited success.UX team servesprojects on anas-needed basis.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 13
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX Design‘Non-designer’team membersare now fluentin design.No resources fordesign. All resourcesgo to business andtechnological needs.Occasional UXprojects withlimited success.UX team servesprojects on anas-needed basis.Project teamsget their ownUX resources.Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.Occasional UXprojects withlimited success.UX team servesprojects on anas-needed basis.Project teamsget their ownUX resources.Every projectteam memberhas fluentdesign skills.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 14
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX Design1997Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX Design1997 201417 YearsBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 15
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignOrganizations Teamsare made ofBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 16
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignIn an organization, teams are at different growth stages.Teams Peopleare made of(Influencers)Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 17
Literacy Fluency MasteryInfused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignOn a team, influencers are at different growth stages.A team’s growth stage is the stage of the most immature influencer.Literacy Fluency MasteryInfused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 18
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignThe UX leader’s primary job is leveling up the team.Literacy Fluency Mastery3Who shouldbuild a Nest?Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 19
Why wasn’t Honeywell the first to invent the Nest?1953 2011FeaturesTechnologyGrowth Stages of the MarketA competitoremerges.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 20
ExperienceFeaturesTechnologyGrowth Stages of the MarketThere are nomore featurescustomerscare about.CommodityExperienceFeaturesTechnologyGrowth Stages of the MarketThe productbecomes partof a biggerexperience.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 21
CommodityExperienceFeaturesTechnologyGrowth Stages of the MarketCommodityExperienceFeaturesTechnologyGrowth Stages of the MarketDark Ages: No UX DesignSpot UX DesignSerious UX DesignEmbedded UX DesignInfused UX DesignGrowth Stages of Organizational UX DesignBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 22
Why wasn’t Honeywell the first to invent the Nest?1953 2011CommodityExperienceFeaturesTechnologyGrowth Stages of the MarketBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 23
Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignA one-time UX design projectHoneywell NestA built-inUX design culture$3,200,000,000In 2014, Google purchased Nest for:Infused UX DesignEmbedded UX DesignUX Design as a ServiceSpot UX DesignDark Ages: No UX DesignGrowth Stages of Organizational UX DesignStartup TeamExisting Company TeamBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 24
Dark Ages: No UX DesignSpot UX DesignUX Design as a ServiceEmbedded UX DesignInfused UX DesignGrowth Stages of Organizational UX Design✓❌Works Technically: ✓Meets Business Needs:Delightful Design:UX Tipping Point✓✓✓UX Tipping Point:When the organization holds back productsbecause they’re not “designed right.”4Managing for asystem insteadof a processBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 25
Process: Designed to operate the same every time.Systems: Designed to be flexible and adaptable to situations.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 26
MasteryUnconscious CompetenceConscious CompetenceConscious IncompetenceUnconscious IncompetenceGrowth Stages of UnderstandingLiteracy FluencyExample Literacy plays:•Start a usability testing program.•Teach team to conduct usability testing.•Socialize journey maps.•Start an immersive exposure program.•Conduct a UI inventory.•Integrate story mapping into Agile.•Deconstruct design differences.Example Fluency plays:•Get secondary influencers into projects early.•Create a UI controlled vocabulary.•Create a voice & tone guide.•Create feature-level personas.•Adopt Lean UX practices.•Conduct regular design studios.•Adopt mini creative briefs.Example Mastery plays:•Create themed roadmaps.•Adopt a customer-driven product strategy.•Integrate listening-based user research.•Integrate end-to-end service design.•Integrate CX with UX practices.•Dedicate UX team to improving UX process.•Eliminate UX-based position titles.Most Effective Plays for Design-Driven OrganizationsImmersive ExposureBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 27
LiteracyImmersive Exposure provides theunderstanding of the problems ourcustomers face today.Good: Regular usability testsBest: Regular field visitsImmersive ExposureRecommended minimum: 2 hours every 6 weeks.☺☹Searching for a hotelReviewing the propertyReviewing room ratesStart bookingGuest informationBilling informationPayment informationConfirm bookingDone!Customer Journey MapBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 28
Most Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionLiteracyA Shared Experience Visionprovides guidance for makingcritical design decisions.Shared Experience VisionFluencyBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 29
☺☹Customer Journey MapMost Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionCulture of Continuous LearningBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 30
LiteracyA Culture of Continuous Learningprovides development of a deepunderstanding of customer needs.Culture of Continuous LearningFluencyMasteryNobody wants to answer: Why did we fail?Everybody likes to answer: What did we learn?Daily Standup Questions1. What have you accomplished since the last standup?2. What will you accomplished before the next standup?3. What is most preventing you from getting things done?4. What is your highest priority?5. What is the most important thing you've learned and how will it change what you do in the future?Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 31
Most Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionCulture of Continuous LearningCredit Dan RubinBeyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 32
Beyond the UX Tipping Point‣People learn UX design by growing from unconscious incompetence toconscious competence, finally to unconscious competence.‣ Individuals grow from literate, to fluent, finally to masters.‣Organizations need to grow the UX design efforts.‣ Through UX Design as a Service, to Embedded UX Design, to Infused UX Design‣We need a playbook, filled with plays, that get us to being a design-driven organization.@jmspool[email protected]uie.comFind me at:Copyright © 2016 User Interface EngineeringGo ahead! Follow me on the Twitters.Don’t forget to connect to me on the LinkedIn.Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com© Copyright 2016, User Interface Engineering. All Rights Reserved. Page 33