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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL A few of my past lives Digital Transformation Cultural Transformation Customer Innovation Product Innovation Workforce Innovation Customer Experience User Experience Employee Experience
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Accelerating strategic confidence, by design. Training and unconsulting for mid-career professionals and organizations.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL For the next ~35 minutes... UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Source: https://www.pinterest.com/pin/32580797273738604/ For the last 10 years, Design has been all the rage.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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.
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 UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL
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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Often resulting in false starts, team frustrations, colleague and stakeholder confusion, and employee turnover.
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.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Ethics, diversity, and inclusion matter. We need to show why these are more than aspirations and how they are viable business decisions.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL We’re still the new kids on the block. We need to better understand we’re often introducing new culture into existing culture.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Prioritization is really freakin’ hard. We need to know that doing it well requires less finger-pointing.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “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
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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL How might we learn this business stuff? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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?
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Prioritize Problems Research Synthesize Ideate Iterate & Implement Is this product worth suporting? 3 Remix Structures Processes Tools Methodologies Ceremonies Practices
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL So what might happen if you learn this stuff? FLEXPORT | ELEVATE YOUR INFLUENCE—KEEP YOUR SOUL
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL “Our partners are coming to us directly, from the start, to help them make key decisions.” - V.C., Design Lead 3 MATURITY
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Wait, what about that experiment? UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Measure the business impact of meaningful, productive, ethical, and transformative design.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL By framing the value of design through business lenses, designers frame the value of design work to business leaders.
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL 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
UX SAN ANTONIO | ELEVATE YOUR INFLUENCE—KEEP YOUR DESIGN SOUL Elevate your influence, keep your design soul. Thanks for your time. Be safe and well. www.ryanrumsey.com www.secondwavedive.com
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