UZ NZ 2013

The shifting speed of our work: Designing UX strategy inside fast-moving organisations.
Steph Creasy, Digital Arts Network

Transcript

1. The shifting speed of our work: Designing UX strategy inside fast-moving organisations
 
 Steph Creasy
 Strategy Director
 Digital Arts Network
 "
6. UX"
7. Rubber hitting the road!
8. Faster, sooner, better!
9. Influence!
10. Influence!
13. Influence!
14. ROI! Customers" Design"
15. Chief Digital Officer " Head of Digital Channels" Head of Digital Marketing" Head of Insights" Digital Analyst" Online Manager" Product Manager" Social Manager" Search Manager" Content Manager" Team" Team" Data Analyst" Team"
17. Unrecognised! Not important" Interested! Important, but little funding" 2! 1! Invested! Very important & formalised programmes emerge" 3! Committed! UX is critical, executives are actively involved" 4! Engaged! UX is a core tenant of the organisation strategy" 5! Embedded! UX is in the fabric of the organisation, not seen as separate" 6! UX Maturity Johnny Holland! We need a website " We need some UX activities" We need an Experience strategy"
18. Influence!
19. 100 Days" 90 Days" 60" 30"
20. Fast,? Really?"
22. Influence!
24. Contract" ✔" ✔" ✔" Widget" " Feature" " Template" " App" ✔"
25. Contract" ✔" ✔" ✔" Widget" " Feature" " Template" " App" ✔" Agile"
26. Credit: Thomas Will"
27. Maturity & willingness! Capacity & capability! Culture of speed & pace!
28. That was then, now what!
29. That was then, now what!
35. Someone who has influence over an individual, group, or organisation, but who has no direct authority to implement change”! Peter Block" “!
37. That was then, now what!
38. Research" 12 months" Solution design" Visual design" Build" Test" Launch"
39. Research" Continuous" Design" Build" Test" Test" Design" Test" Design" Design" Build" Test" Research" Design" Build" Test"
40. Launch" Test" Design" Build" Test" Test"
41. Great stuff!! 12 months"
42. Not so great stuff…!
43. That was then, now what!
44. 5 years" Company Vision" 3 years" Innovation Planning" 12 months" Financial Year planning" 6 months" Business case" 3 months" Deadline" Brief" Research, design, build, launch"
46. We want a website" You want to increase sales" We want an app" You want to provide on the go utility"
47. Engagement models have changed! Projects come in all shapes and sizes! Budget structures aren’t digital!
48. Test"
50. u  How do we retain robust design practices?" u  How do we remain focused on the 
 right things?" u  How do we design our projects fast without compromise?" u  How do we reduce risk?" u  How do we make sure there is space 
 to revisit decisions?"
51. A way of being! A way of doing!
52. The Sprint! Goal / 
 Increase effectiveness of 
 ANZ’s Home Loan calculators as 
 a lead generation tool.! 
 Challenge /! In just 5 weeks!!
53. Just start! Week 1 
 Discover" Week 2 
 Define" Week 3-5 
 Prototype and Test" Week 4 -5
 Visual Design"
54. The war room!
55. Just enough!
56. Picture it!
57. The finish line!
58. Ronald! Interaction designer! Design & code! A better approach?! Week 1! Week 2! Week 3! Week 4! Week 5! Week 6! Week 7! Solution lead! Che! Two full weeks 
 on discovery, but
 one primary investigator.! Then start the interaction design stream.! Then settle into a series of sprints that enable some space between iterations.! Strategy!
59. •  Curious but just enough! •  Process driven but not dogmatic! •  Created a trusting, tight team internally and with the client! •  Happy with just enough but unhappy enough to drive the iterations! ! A way of being!
60. •  Set clear goals! •  Innovated the process ! •  Collaborated! •  Externalised & visualised early! •  Be ready to just start ! A way of doing!
61. The Relay
 
 New Zealand Trade & Enterprise
 Digital Self-service Experience Strategy! Goal / 
 Design an experience strategy to service 
 NZ businesses with export potential. ! Deliver an MVP of the strategy.! ! The Challenge / 
 In just 2 months!! !
62. Getting started!
63. Founding document! Whiteboards FTW!!
64. Bringing in the customers!
65. Validate, test 
 & iterate! Validated personas." Validated Customer Journey maps." Iterated prototype." Defined key mental models and content approach."
66. Passing the baton!
67. •  Clear about our role! •  Curious but not enough to kill the cat ! •  Brave enough to say no! •  A magic team member - trusting & open! ! A way of being!
68. •  Design and redesign the process, question and innovate the approach ! •  Externalise & visualise! •  Be ready to just start ! •  Resourceful & pragmatic! A way of doing!
69. The Ultramarathon
 
 Tourism New Zealand 
 UX Strategy as a platform! Goal / 
 Continuously improve the user experience
 and drive key goals.! ! The challenge /! Always on, often fast!!
70. The platform!
71. Referral rate for mobile users lifted 140%! 80/20!
72. The mobile app!
73. The result/
 Essential NZ App
 
 + Mobile context personas 
 + In-Country personas"
74. The campaign!
75. Iterate, optimise! Test ! •  Increase content engagement & referrals " Results! •  302% increase in general content engagement through map." •  5% increase in other referrals." Test 1" Original" Test 2" 302%! 5%!
76. •  Process driven but not dogmatic! •  Happy with just enough but unhappy enough to drive for iteration! A way of being!
77. •  Design and redesign the process, question and innovate the approach ! •  Collaborate! •  Resourceful & pragmatic! A way of doing!
78. Test"
80. •  Clear about our role! •  Curious but not enough to kill the cat ! •  Process driven but not dogmatic! •  Brave enough to say no! •  A magic team member - trusting & open! •  Happy with just enough but unhappy enough to drive for iteration! ! A way of being!
81. •  Set clear goals! •  Design and redesign the process, question and innovate the approach ! •  Collaborate! •  Externalise & visualise! •  Be ready to just start ! •  Resourceful & pragmatic! A way of doing!
82. •  A magic team member - trusting & open! •  Open to fast and slow where necessary! •  Not tied to deliverables! •  Willing to own and evangalise! •  Bring us in early and often!! ! Client winning formula!