@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

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. 1997 Beyond 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 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

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 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

☺ ☹ 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

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

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

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