変化をデザインする:非テック環境で小さな一歩から始めるUX変革 / Designing Cha...

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December 16, 2024
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変化をデザインする:非テック環境で小さな一歩から始めるUX変革 / Designing Change: Leading UX Transformation through Small Steps in Non-Tech Environments

Session by : Vivian Ko / AXA Japan
Spectrum Tokyo Festival 2024 Day 1 (2024/12/7)

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Spectrum Tokyo PRO

December 16, 2024
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Transcript

  1. Born and raised in Taiwan Educated in the U.S. Living

    in Japan Hello, I am Vivian Ko UX Manager in AXA Japan
  2.  Worked in ad agency/production house/startu"  Did media planning,

    logo design, graphic design, package design, web design, art direction... My Past Life before UIUX
  3. I think....not everything is directly related to UIUX but any

    real Life experience and problem solving helps!
  4. Why are you here? What is one thing you plan

    to do after this? 【 Before we start the first talk this year, let’s think.... 】
  5. Conference is fun but could be overwhelming, too .... Take

    some notes Chat with speakers, attendees, anyone!! Think of one or two things you would like to bring back to your organization/ your work Take it easy and have fun! My tips to enjoy Spectrum Tokyo Festival
  6. Two entities, one UX team since Sep. 2024. AXA Japan

    145,000 employees 93M clients AXA Global 51 countries
  7. The UX Team in AXA Japan 7 designers with all

    different backgrounds, working in different products.
  8. % I was one-designer-teaÄ % UX is unknown and not

    planneÉ % People think UIUX = visual desig % There was no know-ho" % No one understood UX % Have to explain myself for everythinA % I felt frustrated and not understooÉ % My expectation for UIUX quality was much higher than the company standard The situation was.... I felt....
  9. Am I making the right decision joining a company with

    such a low UX maturity...... 【 At the time I thought..... 】
  10. How do I show what UX is and start something?

    【 When UX is nonexistent, the challenge is.... 】
  11. Make Myself Visible Pushed for small user tests 0 Small

    is better than nothin6 0 Was able to show that we could gain insight and see blind spots when people outside of the development team try our product Learn the product from different aspects 0 Understand ways of thinking from biz side or dev side 0 Questioned a lot on vendor design 0 Discussed with biz users what the better solution should by 0 Got to know many people and many people knew me Be actively involved with discussions
  12. As a result.... However.... UX is limited and still confusing

    H No clear role and responsibility for designerC H There is no proper flow for UX structureC H Design/Development process was inefficient. I was being recognized and wanted H People trusted me with my work and my involvement.– H I started to be seen as a voice of an expert. Some people recognized some value for UX H Some small decisions were made from UX point of viewC H Some people understood UIUX is not graphic design.
  13. How do I establish better UX process and resource? 【

    When UX is limited, the challenge is.... 】
  14. Designer’s Role and Responsibility If it is not well-defined, we

    can end up doing too much or too little W Too much: overworkeR W Too little: no impact It might be different depending on the organizations, teams or projects Don’ts is as important as Dos
  15. You are the only one know what is lacking and

    you need to communicate that! 【 If you are the only UX expert in your organization..... 】
  16. Usually during My 1-1 with My Manager And I give

    my presentation to him on those matters.
  17. ( It is a attention grabbing# ( Can always update

    later# ( I was not in the position of attending many decision making meetings and I needed someone to help me express what I want to say# ( It is something easy for my manager to pass on and present in other occasions. Why presentation slides?
  18. Don’t get discouraged!!! 【 When you are in this stage

    of trying to push things forward...... 】
  19. Opportunities came!!! Many incidents happened E There was a demand

    for better understanding our user behavior E There was a demand for better quality (better coding, better design...etc) Web funnel conversion rate was decreasing E The amount of UIUX work is not a one person job. Development accelerated
  20. As a result.... However.... People understand more about UIUX and

    trust me with it D I have been working with this team for a few years already, so easier to push for UX initiatives and proposals UX is inconsistent and insuffient D The development flow was still low quality and inefficientˆ D UX was nice to haveˆ D Little budget and time were given to UX work Got budget for designer headcounts D Finally I am not the only designer!!
  21. How do I create organizational UX governance? 【 When UX

    is insufficient, the challenge is.... 】
  22. Small Steps: Internal Workshops A series of team workshops to

    help us to discover ourselves, understand each others and decide goals and be motivated. i Assessing Self Strengths and Weaknese i Creating Team Mission StatemenS i Setting Team Vision and Valuee i Deciding Next Year’s Goals
  23. Small Steps: Team Governance Weekly team meeting Q PraisA Q

    Task updatA Q Announcement, discussion, or review Regular and adhoc retro Q Know what we did well, didn’t do wel„ Q Brainstorm how to improve Project/Initiative Ownership Q Each project has a design lead, designer and a supporte‚ Q So we are clear with our roles and can take days off without jeopardize project schedule
  24. Where can we bring the most value to our company

    as UX team? 【 We ask ourselves... 】
  25. Small Steps: Workshops for Non-designers Bi-monthly workshops for biz and

    dev team u Purpose: To gain more UX knowledge and to work with UX team more effectivelyG u Tailored and Japanese workshop for biz teaX u Tailored and English workshop for dev teaX u Share anything UI/UX related (UI consistency, how to use Figma, UX research, accessibility...etc.)
  26. Small Steps: Proper Flow Establish better design flow 4 Communicate

    closely with the development teaW 4 Documentation for transparencG 4 Constant sharing during regular meetings
  27. Small Steps: Have Fun Organize product team social events E

    Designer is the bridge between dev and biT E Better relationship = better collaborations8 E Many of our dev are not base in Japan so having online social events help them to feel as part of the team.
  28. Where can we bring the most value to our customers

    as UX team? 【 We ask ourselves... 】
  29. Seize Every Opportunity Push for Small User Research V We

    were able to convince a small project to do a user test during inception phase (before the developmentA V We did the best we could with limited time and no budgeH V We tested the planned flow and proposed flow from designer@ V As a result, we were able to show the positive feedback on proposed flow and convinced the product leader to change the requirement
  30. User Research - Celebrate Small Win Present the process and

    result often 6 Introduced other user research method@ 6 People would have better understanding on when and how to do it 6 Showed other projects/teams that we can have a more customer-centric approach with our product Conduct workshops on user research 6 Applied to different awards in the compant 6 Published internal newsletter articles PR to the whole company
  31. Many don’t Know what a design system is and don’t

    see the benefit 【 The biggest challenge is.....】
  32. Design System - Seize Every Opportunity Started small 5 Dev

    lead and I had a conversation on how to start DS3 5 We decided to build the MVP along with other project3 5 The point was to start componentizing elements3 5 We only built what the application needs3 5 We were not aiming for the best DS but we just wanted to get it started.
  33. Design System - Seize Every Opportunity Identified key supporters G

    We were able to get support from Dev Lead and Biz Product Leader9 G Onboard with the goal and vision 9 G Get dev/biz to agree with adapting DS process into project 9 G Help us to negotiate resource on building DSc G Help promo the workshops and sharing sessions.
  34. Design System - Celebrate Small Win Show the impact on

    simplifying the UI design process
  35. Still not 4 yet. Sometimes it feels we are stuck

    at 3 UX Maturity is Slowing Growing.....Maybe?
  36. As a member of UX team.... As the manager of

    UX team T ⁨ ⁩ How to prioritize product and responsibility5 T How to help members to grow and build the career path5 T How to implement UX strategies that align with the company's goals and vision T How to combine the DS and have better consistency across products5 T How can I better contribute my skills for my product5 T How to continue to raise the UX maturity of the organization. Continuous challenges
  37. Leading change could be scary..... But just one small step

    at a time..... 5 Build a strong UX tea) 5 Establish UX Cultur0 5 Build customer-centric product Three Focuses 5 Make yourself visibl0 5 Establish clear role and responsibilitie‘ 5 Find your supporters and vocalize your need & visio† 5 Seize every opportunit 5 Celebrate the small win Small step tips