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Jared Spool

inuse
May 24, 2018

Jared Spool

Beyond The UX Tipping Point

inuse

May 24, 2018
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  1. @jmspool
    Jared M. Spool
    Beyond the
    UX Tipping Point
    1An old mouse
    learns new tricks
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 1

    View Slide

  2. 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

    View Slide

  3. 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

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  4. 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

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  5. Favorite characters seek out your child and greets them by name.
    1997
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 5

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  6. UIE’s Disney Usability Test Task
    What is Walt Disney World’s
    least expensive hotel that
    is 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

    View Slide

  7. 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

    View Slide

  8. 1997 2014
    2How we learned
    to design
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 8

    View Slide

  9. Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Sees the

    difference 

    between

    good and poor
    quality.
    Produces poor
    quality outcomes
    without realizing it.
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Learns practices
    that produce
    good outcomes.
    Now aware their
    outcomes are poor
    quality.
    Produces poor
    quality outcomes
    without realizing it.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 9

    View Slide

  10. Fluency
    Unconscious

    Competence
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Produces good
    outcomes without
    thinking about it.
    Now aware their
    outcomes are poor
    quality.
    Produces poor
    quality outcomes
    without realizing it.
    Follows defined
    procedures to
    produce good
    quality outcomes.
    Literacy
    Unconscious

    Competence
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Now aware their
    outcomes are poor
    quality.
    Produces poor
    quality outcomes
    without realizing it.
    Follows defined
    procedures to
    produce good
    quality outcomes.
    Intuitively
    produces good
    quality outcomes.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 10

    View Slide

  11. Fluency
    Unconscious

    Competence
    Literacy
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Detailed knowledge of
    what differentiates good
    quality from poor quality.
    Mastery
    Fluency
    Literacy
    Unconscious

    Competence
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Detailed knowledge of
    what differentiates good
    quality from poor quality.
    Repeated practice of
    procedures to create good
    quality outcomes.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 11

    View Slide

  12. Mastery
    Unconscious

    Competence
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Literacy Fluency
    Detailed knowledge of
    what differentiates good
    quality from poor quality.
    Repeated practice of
    procedures to create good
    quality outcomes.
    Comprehensive knowledge
    and craftsmanship for
    intuitive work.
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Emergent UX
    leader pushes
    for a project.
    No resources for
    design. All resources
    go to business and
    technological needs.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 12

    View Slide

  13. UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Executives
    start investing
    in UX.
    No resources for
    design. All resources
    go to business and
    technological needs.
    Occasional UX
    projects with
    limited success.
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Teams demand
    more design
    involvement.
    No resources for
    design. All resources
    go to business and
    technological needs.
    Occasional UX
    projects with
    limited success.
    UX team serves
    projects on an
    as-needed basis.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 13

    View Slide

  14. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    ‘Non-designer’
    team members
    are now fluent
    in design.
    No resources for
    design. All resources
    go to business and
    technological needs.
    Occasional UX
    projects with
    limited success.
    UX team serves
    projects on an
    as-needed basis.
    Project teams
    get their own
    UX resources.
    Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    No resources for
    design. All resources
    go to business and
    technological needs.
    Occasional UX
    projects with
    limited success.
    UX team serves
    projects on an
    as-needed basis.
    Project teams
    get their own
    UX resources.
    Every project
    team member
    has fluent
    design skills.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 14

    View Slide

  15. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    1997
    Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    1997 2014
    17 Years
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 15

    View Slide

  16. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Organizations Teams
    are made of
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 16

    View Slide

  17. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    In an organization, teams are at different growth stages.
    Teams People
    are 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

    View Slide

  18. Literacy Fluency Mastery
    Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    On a team, influencers are at different growth stages.
    A team’s growth stage is the stage of the most immature influencer.
    Literacy Fluency Mastery
    Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 18

    View Slide

  19. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    The UX leader’s primary job is leveling up the team.
    Literacy Fluency Mastery
    3Who should
    build a Nest?
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 19

    View Slide

  20. Why wasn’t Honeywell the first to invent the Nest?
    1953 2011
    Features
    Technology
    Growth Stages of the Market
    A competitor
    emerges.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 20

    View Slide

  21. Experience
    Features
    Technology
    Growth Stages of the Market
    There are no
    more features
    customers
    care about.
    Commodity
    Experience
    Features
    Technology
    Growth Stages of the Market
    The product
    becomes part
    of a bigger
    experience.
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 21

    View Slide

  22. Commodity
    Experience
    Features
    Technology
    Growth Stages of the Market
    Commodity
    Experience
    Features
    Technology
    Growth Stages of the Market
    Dark Ages:

    No UX Design
    Spot 

    UX Design
    Serious 

    UX Design
    Embedded 

    UX Design
    Infused 

    UX Design
    Growth Stages of Organizational UX Design
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 22

    View Slide

  23. Why wasn’t Honeywell the first to invent the Nest?
    1953 2011
    Commodity
    Experience
    Features
    Technology
    Growth Stages of the Market
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 23

    View Slide

  24. Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    A one-time

    UX design project
    Honeywell Nest
    A built-in
    UX design culture
    $3,200,000,000
    In 2014, Google 

    purchased Nest for:
    Infused 

    UX Design
    Embedded 

    UX Design
    UX Design

    as a Service
    Spot 

    UX Design
    Dark Ages:

    No UX Design
    Growth Stages of Organizational UX Design
    Startup Team
    Existing Company Team
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 24

    View Slide

  25. Dark Ages:

    No UX Design
    Spot 

    UX Design
    UX Design

    as a Service
    Embedded 

    UX Design
    Infused 

    UX Design
    Growth Stages of Organizational UX Design


    Works Technically: ✓
    Meets Business Needs:
    Delightful Design:
    UX Tipping Point



    UX Tipping Point:
    When the organization holds back products
    because they’re not “designed right.”
    4Managing for a
    system instead
    of a process
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 25

    View Slide

  26. 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

    View Slide

  27. Mastery
    Unconscious

    Competence
    Conscious

    Competence
    Conscious

    Incompetence
    Unconscious

    Incompetence
    Growth Stages of Understanding
    Literacy Fluency
    Example 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 Organizations
    Immersive Exposure
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 27

    View Slide

  28. Literacy
    Immersive Exposure provides the
    understanding of the problems our
    customers face today.
    Good: Regular usability tests
    Best: Regular field visits
    Immersive Exposure
    Recommended minimum: 2 hours every 6 weeks.


    Searching for a hotel
    Reviewing the property
    Reviewing room rates
    Start booking
    Guest information
    Billing information
    Payment information
    Confirm booking
    Done!
    Customer Journey Map
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 28

    View Slide

  29. Most Effective Plays for Design-Driven Organizations
    Immersive Exposure
    Shared Experience Vision
    Literacy
    A Shared Experience Vision
    provides guidance for making
    critical design decisions.
    Shared Experience Vision
    Fluency
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 29

    View Slide



  30. Customer Journey Map
    Most Effective Plays for Design-Driven Organizations
    Immersive Exposure
    Shared Experience Vision
    Culture of Continuous Learning
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 30

    View Slide

  31. Literacy
    A Culture of Continuous Learning
    provides development of a deep
    understanding of customer needs.
    Culture of Continuous Learning
    Fluency
    Mastery
    Nobody wants to answer: Why did we fail?
    Everybody likes to answer: What did we learn?
    Daily Standup Questions
    1. 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

    View Slide

  32. Most Effective Plays for Design-Driven Organizations
    Immersive Exposure
    Shared Experience Vision
    Culture of Continuous Learning
    Credit Dan Rubin
    Beyond the UX Tipping Point [R3] • User Interface Engineering • www.uie.com
    © Copyright 2016, User Interface Engineering. All Rights Reserved. Page 32

    View Slide

  33. Beyond the 

    UX Tipping Point
    ‣People learn UX design by growing from unconscious incompetence to
    conscious 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.com
    Find me at:
    Copyright © 2016 User Interface Engineering
    Go 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

    View Slide