ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL; UX SAN ANTONIO

UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL
ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Exceed the expectations placed on designers and researchers by becoming Business Thinkers. @ryanrumsey www.secondwavedive.com

Hi y’all! I’m Ryan Rumsey, Founder at Second Wave Dive

A few of my past lives Digital Transformation Cultural Transformation Customer Innovation Product Innovation Workforce Innovation Customer Experience User Experience Employee Experience

Author of “Business Thinking For Designers” www.designbetter.co

Accelerating strategic conﬁdence, by design. Training and unconsulting for mid-career professionals and organizations.

Before we get started UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

XD Summit 2020 Let’s try an experiment in slid.do.

XD Summit 2020 Consider the question “What is great design at Flexport?” In sli.do, enter 4 words that answers this question. Click send after each word.

For the next ~35 minutes... UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Business stuﬀ you should know.

Source: https://www.pinterest.com/pin/32580797273738604/ For the last 10 years, Design has been all the rage.

D Business Engineering Our favorite Venn diagram worked.

Our tools, methods, and reports are now a mainstay.

Design-led companies beat the S&P.

We have rad case studies from companies that inspire us.

Design execs are now commonplace.

Design has a seat at the table.

Why am I here? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Many business leaders are still struggling to understand the value of design.

Many design are struggling with the realities of organizational change and innovation.

Majority of design teams stuck at Levels 2 and 3. A select group of companies are receiving the most value from design for business. Although nearly 80% of companies include design on projects often or almost always, just 5% are empowering design for the greatest benefits, and 41% have significant room to grow. Few benefit most Level 1: Producers 41% of companies More adoption of design More benefits from design Level 2: Connectors 21% of companies Level 3: Architects 21% of companies Level 4: Scientists 12% of companies Level 5: Visionaries 5% of companies *Based on 2,229 respondents 11 Ready to level up? InVision can help. Learn how.

“When organizations establish the right conditions for design and make room for it in core processes, they also experience deeper customer understanding, bolder exploration and experimentation, and more informed decisions vetted through the continuous testing and learning process design enables.” - The New Design Frontier by InVision UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

“When organizations establish the right conditions for design and make room for it in core processes, they also experience deeper customer understanding, bolder exploration and experimentation, and more informed decisions vetted through the continuous testing and learning process design enables.” - The New Design Frontier by InVision I’ve never seen an organization organically establish these conditions for designers! UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Investment in design work is often still questioned.

Often resulting in false starts, team frustrations, colleague and stakeholder confusion, and employee turnover.

Why is this the case? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

The expectations of design are not always fully realized. We need to better understand what is expected of us to increase the level of design maturity in our organizations.

Expects… Schedules Agendas Examples Proof Numbers Expects… Trust & Patience New behavior New thinking “Imagination”  “Creativity” Design Business Talks about… Innovation Breakthroughs Disruption Results Impact Signiﬁcant language gaps still remain. We need to speak about the value of design through languages that are already valued. Source: Tom Mulhern and Steve Portigal

Ethics, diversity, and inclusion matter. We need to show why these are more than aspirations and how they are viable business decisions.

We’re still the new kids on the block. We need to better understand we’re often introducing new culture into existing culture.

Prioritization is really freakin’ hard. We need to know that doing it well requires less ﬁnger-pointing.

“For all the value they could create, too often designers appear naive in the face of genuinely understanding cultures of decision-making.” - Dan Hill, Dark matter and trojan horses. A strategic design vocabulary. UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

What business stuﬀ do we need to know? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Our colleagues are human too. We need to better communicate our value to everyday processes, funding decisions, resource allocations, and overall business viability. Empathy Map Canvas Designed for: Designed by: Date: Version: WHO are we empathizing with? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? Who is the person we want to understand? What is the situation they are in? What is their role in the situation? GOAL What do they SEE? What do they SAY? What do they DO? What do they HEAR? What do they THINK and FEEL? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? What have we heard them say? What can we imagine them saying? What do they do today? What behavior have we observed? What can we imagine them doing? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? © 2017 Dave Gray, xplane.com Last updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/ 1 2 3 4 5 6 7 PAINS GAINS What are their fears, frustrations, and anxieties? What are their wants, needs, hopes and dreams? What other thoughts and feelings might motivate their behavior?

Our impact goes way beyond the customer. We need to correlate more advanced design activities to business outcomes. Customer H&R Block API IRS Employer Bank data Tax refund receipt Customer data transfer Receipt confirmation Employee annual withholdings Employer tax data Employee annual statement Employee tax withholdings Service fee Receipt confirmation Customer tax declaration Additional tax payment Bank Deposit Notification D irect D eposit Preparation fee Audit notification

Our job is to help create a competitive advantage We need to design products so desirable, they create adopted, competitive advantages for our organizations. How to win Where to play Unique value Low cost Broad market Niche market How to win Where to play DIFFERENTIATION OVERALL COST LEADERSHIP FOCUS STUCK IN THE MIDDLE

Design maturity is directly related to the business model and strategy. Not all organizations need the same level of design maturity as Apple to be successful.

Math matters Desirability meets viability through numbers. To challenge business assumptions, we must start with the math assumptions. = x x Number   of customers $1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental dollars earned $3.8M

MBA skills don’t directly translate to being heard. We need to address gaps in understanding design, silos and politics, lack of empowered leadership, and overall culture. Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA Tel: +1 617.613.6000 | Fax: +1 617.613.5000 | www.forrester.com How To Modernize User Experience by Leah Buley, March 23, 2015 For: Customer Experience Professionals KEY TAKEAWAYS Leading Firms Invest In UX; Those That Don’t Leave Themselves At Risk The importance of UX has matured in lockstep with the evolving role of software. UX professionals in forward-thinking firms now play a strategic role in shaping end-to-end customer experiences. But It Takes More Than Headcount To Realize The Beneﬁts Of UX Some firms see more impact from their UX investments than others. Laggards exist even among firms with large UX teams. Ultimately, it comes down to a firm’s modern understanding of the UX skill set. Firms Should Examine Their UX Processes, Scope, And Stafﬁng Companies looking to catch up should audit their UX team in these three areas: UX processes, scope, and staffing. Targeted changes will make a big difference.

Transformation, Innovation, and Reorgs are all fancy words for change. At the heart of each is a desire and need to change the way people make decisions to beneﬁt customers, company, and employees.

Decisions are made easier when others understand your rationale. Problem-solving from diﬀerent viewpoints do not address the complexities of behavior change. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Helpful To achieving the objective Harmful To achieving the objective Internal attributes of the organization External attributes of the environment SWOT Analysis

How might we learn this business stuﬀ? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

1 Understand

1 2 Understand Reﬂect

1 2 3 Understand Reﬂect Remix

1 2 3 Understand Reﬂect Remix Business Thinking

1 Understand People Behavior Systems Skills Models Strategies Empathy Map Canvas Designed for: Designed by: Date: Version: WHO are we empathizing with? What do they need to DO? What do they need to do differently? What job(s) do they want or need to get done? What decision(s) do they need to make? How will we know they were successful? Who is the person we want to understand? What is the situation they are in? What is their role in the situation? GOAL What do they SEE? What do they SAY? What do they DO? What do they HEAR? What do they THINK and FEEL? What do they see in the marketplace? What do they see in their immediate environment? What do they see others saying and doing? What are they watching and reading? What have we heard them say? What can we imagine them saying? What do they do today? What behavior have we observed? What can we imagine them doing? What are they hearing others say? What are they hearing from friends? What are they hearing from colleagues? What are they hearing second-hand? © 2017 Dave Gray, xplane.com Last updated on 16 July 2017. Download a copy of this canvas at http://gamestorming.com/empathy-map/ 1 2 3 4 5 6 7 PAINS GAINS What are their fears, frustrations, and anxieties? What are their wants, needs, hopes and dreams? What other thoughts and feelings might motivate their behavior?

1 Understand People Behavior Systems Skills Models Strategies COMMUNICATING EVALUATING PERSUADING LEADING DECIDING TRUSTING DISAGREEING SCHEDULING High-Context Indirect Negative Feedback Application-First Hierarchical Top-down Relationship-based Avoid Confrontation Flexible Time Low-Context Direct Negative Feedback Principles-First Egalitarian Consensual Task-based Confrontational Linear Time STAKEHOLDER PROFILES

1 Understand People Behavior Systems Skills Models Strategies Forces for change Forces against change The proposed change (+5) Degree of influence (-1) Degree of influence

1 Understand People Behavior Systems Skills Models Strategies

1 Understand People Behavior Systems Skills Models Strategies Customer H&R Block API IRS Employer Bank Tax refund Customer data Receipt Employee annual Employer tax Employee annual Employee tax Service Receipt Customer tax Additional tax Bank Deposit D irect Preparation Audit

1 Understand People Behavior Systems Skills Models Strategies Financial Perspective Customer Perspective Operations Perspective Learning & Growth Perspective Reduce costs to produce Maximize use of existing Increase revenues from Increase revenues from Increase number of Maintain customer Improve quality of services Understand accessibility gaps Identify product Increase velocity to market Duplicate working processes Assemble R&D focus units Accelerate Design Enhance Business 101 Cultivate cultural shifts Ensure compliance To remain in business, what are the things we must do: Generate revenue? To meet a ﬁnancial objective, what are the things we need to give to customers to satisfy them? (Hint: Value Prop) To meet a customer objective, what are the things we need to do well to To meet an operational objective, what are the things we need to develop, learn, and grow internally?

2 Reﬂect VERY EXCITED HARD TO DO 3 VERY EXCITED EASY TO DO 1 LITTLE EXCITEMENT HARD TO DO 4 LITTLE EXCITEMENT EASY TO DO 2 Fogg Behavior Model 2x2 Grid

3 Remix Structures Processes Tools Methodologies Ceremonies Practices Situation Slide 1 Complication Slide 2 Complication Slide 6 Complication Slide 10 Resolution #1 w/ SWOT Slide 14 Data Slide 3 Data Slide 4 Data Slide 5 Data Slide 7 Data Slide 8 Data Slide 9 Data Slide 11 Data Slide 12 Data Slide 13 Resolution #2 w/ SWOT Slide 15 Resolution #3 w/ SWOT Slide 16

Prioritize Problems Research Synthesize Ideate Iterate & Implement Is this product worth suporting? 3 Remix Structures Processes Tools Methodologies Ceremonies Practices

3 Remix Structures Processes Tools Methodologies Ceremonies Practices

Product Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B Product Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B T T c Too Dia 3 Remix Structures Processes Tools Methodologies Ceremonies Practices

So what might happen if you learn this stuﬀ? FLEXPORT | ELEVATE YOUR INFLUENCE—KEEP YOUR SOUL

“The team gained more clarity because we had shared understanding on how to work as a partnership.” - L.M., Sr. Product Designer 1 TRUST

“I feel powerful! I ﬁnally have the framework and way to visually organize and communicate a design strategy.” - S.M., Head of Design 2 CONFIDENCE

“Our partners are coming to us directly, from the start, to help them make key decisions.” - V.C., Design Lead 3 MATURITY

Wait, what about that experiment? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Reviewing the answers for “What is great design?”

Why might business leaders and partners struggle with these answers?

When we’re not aligned, they think we’re just making things up.

This experiment was about seeing with new eyes.

Takeaways UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL

Anticipate the needs and behaviors of your colleagues; they’re human too.

Visualize your business to learn your business.

Measure the business impact of meaningful, productive, ethical, and transformative design.

Use languages that are valued and understood to communicate the value of design.

Articulating how design work ﬁts into business processes is a design problem to solve.

By framing the value of design through business lenses, designers frame the value of design work to business leaders.

If you’re ready to equip yourself with the knowledge and know-how to inﬂuence business decisions…join us this September. September 7 - October 19, 2020 The Business Thinking Intensive; Fall 2020 Format: Virtual classroom; Time: 6-8 hours/week Availability: 30 participants

20+ tools and frameworks, peer review and feedback, deliberate practice.

Applications open later this month. www.secondwavedive.com/newsletter September 7 - October 19, 2020 The Business Thinking Intensive; Fall 2020 Format: Virtual classroom; Time: 6-8 hours/week Availability: 30 participants

Elevate your inﬂuence, keep your design soul. Thanks for your time. Be safe and well. www.ryanrumsey.com www.secondwavedive.com

ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL; UX SAN ANTONIO

ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL; UX SAN ANTONIO

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