Enterprise research and design trends: Moving beyond user-centered design

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October 25, 2019

Enterprise research and design trends: Moving beyond user-centered design

UXINDIA2019: India's biggest international conference on User Experience Design which is being celebrated on Sep 9, 10 & 11 at Novotel HICC, Hyderabad.
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October 25, 2019
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  1. None
  2. Enterprise research and design trends Moving beyond user-centered design Fadden,

    S. 2019. Enterprise research and design trends: Moving beyond user-centered design. UX India, 11 September, Hyderabad.
  3. Steve Fadden, Ph.D. 2 Head of User Research, Measurement &

    Analytics, Google Lecturer, UC Berkeley School of Information @sfadden on Twitter https://www.linkedin.com/in/stevefadden/
  4. Fundamentals

  5. “A superbly designed product sells itself.” Michelle Stuhl, Forbes 2014

    https://www.forbes.com/sites/groupthink/2014/11/11/what-is-behind-the-rise-of-the-chief-design-officer/#65fd173433c2
  6. McKinsey Design Index correlates with revenues and shareholder returns Analytical

    leadership: Measuring and driving design performance Cross-functional talent: Making user-centric design everyone’s responsibility Continuous iteration: De-risking development by continually listening, testing, and iterating with end users User experience: Break down walls between physical, digital, service design Reference: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
  7. “...many of the key drivers of the strong and consistent

    design environment identified in our research call for company-level decisions and investments.” Benedict Sheppard, Hugo Sarrazin, Garen Kouyoumjian, and Fabricio Dore, McKinsey & Co., 2018 Reference: https://www.mckinsey.com/business-functions/mckinsey-design/our-insights/the-business-value-of-design
  8. Leadership expectations Images: https://hbr.org/2013/07/the-rise-of-ux-leadership, https://www.forbes.com/sites/groupthink/2014/11/11/what-is-behind-the-rise-of-the-chief-design-officer/#65fd173433c2

  9. UX is growing Image: https://techcrunch.com/2017/05/31/here-are-some-reasons-behind-techs-design-shortage/

  10. “To hire good designers, founders have to battle over them.

    It’s only going to get worse as companies continue to ramp up their design hiring goals.” Dylan Field, Figma, 2017 Reference: https://techcrunch.com/2017/05/31/here-are-some-reasons-behind-techs-design-shortage/
  11. Expectations are evolving Reference: https://www.justinmind.com/blog/building-enterprise-ux-team/

  12. “More and more companies are recognizing just how broad, deep,

    and multifaceted UX design really is...” Inside Design, Invision 2019 Reference: https://www.invisionapp.com/inside-design/ux-career-trends-2019/
  13. UX requires a team Images: https://cakeandarrow.com/newsfeed/2017/05/debunking-the-myth-of-the-UX-unicorn/, https://www.nngroup.com/videos/ux-unicorn-myth/

  14. “UX constitutes many different specialties... Forcing one person to do

    it all is a prescription for mediocrity.” Jakob Nielsen, Nielsen Norman Group Reference: https://www.nngroup.com/videos/ux-unicorn-myth/
  15. Job expansion continues Images: https://www.roberthalf.com/blog/salaries-and-skills/hot-job-ux-designer, http://boxesandarrows.com/ux-design-careers-in-2018-and-beyond-the-future-of-the-ux-designer/

  16. “If you’ve been thinking about a career in UX, now

    is definitely the time to get started.” UX Design Institute, 2019 Reference: https://www.uxdesigninstitute.com/blog/want-a-career-in-ux/
  17. Context

  18. Metrics need meaning Image: https://www.flickr.com/photos/anniehp/4326154694

  19. Emotions and values matter Hierarchy of user needs Aesthetic appeal

    Affirm humanity Respect values Pleasurable Usable Reliable Functional Reference: Walter, A. (2011). Designing for emotion. New York, N.Y: A Book Apart/Jeffrey Zeldman.
  20. Emotions and values matter Image: https://pixabay.com/photos/happiness-field-nature-ear-spring-826932/

  21. Empathy over disconnected answers Design thinking Storytelling Image: http://web.stanford.edu/group/cilab/cgi-bin/redesigningtheater/the-design-thinking-process/

  22. Understand the full journey Image: https://www.inspire-india.in/the-himalayan-race-route/

  23. Understand the full journey Images: https://www.flickr.com/photos/rosenfeldmedia/8462249080, https://medium.com/salesforce-ux/agile-journey-mapping-with-empathy-3e6c5a876347

  24. Tensions

  25. Ownership of UX Many data sources Different research methods Multiple

    owners • Market research • Usage logs • Qualitative research • Large scale surveys • Satisfaction and loyalty • Serviceability • ...and more
  26. Need for collaborative ownership Image: https://commons.wikimedia.org/wiki/File:Blind_men_and_elephant2.jpg

  27. "None of us is as good as all of us."

    Ray Kroc, McDonald’s Reference: https://www.brainyquote.com/quotes/ray_kroc_380549
  28. Collaborative ownership: Mixed methods Engagement Revenue Net Promoter Score Customer

    satisfaction Ratings Usability Segmentation User quotes Survey verbatims Behavior logs Images:
  29. Job roles are changing Design research Visual design Industrial design

    Chief Design Officer UX design (!) Reference: https://www.fastcompany.com/3063318/5-design-jobs-that-wont-exist-in-the-future
  30. “The design community has played fast and loose with the

    title ‘UX designer... It jumps between disparate responsibilities, tools, and disciplines.” Clint Rule, Eric Lawrence, Matt McElvogue, TEAGUE Reference: https://www.fastcompany.com/3063318/5-design-jobs-that-wont-exist-in-the-future
  31. New opportunities & responsibilities Virtual interaction design AI design specialists

    Specialist material designers Organizational design Post-industrial design Design strategist Freelance design Reference: https://www.fastcompany.com/3063318/5-design-jobs-that-wont-exist-in-the-future, Image: https://pixabay.com/illustrations/artificial-intelligence-brain-think-3382507/
  32. Rise of futures thinking and strategy Complex systems Volatile, Uncertain,

    Complex and Ambiguous (VUCA) Agility amidst disruption Image: https://pixabay.com/illustrations/network-connections-communication-3537400/, References: https://www.fastcompany.com/3063318/5-design-jobs-that-wont-exist-in-the-future, https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/#3a73444817d6
  33. Insights and foundations over answers Image: https://commons.wikimedia.org/wiki/File:Foundation-M2325.jpg

  34. Design systems over local solutions Images: https://material.io/design/introduction/#principles, https://lightningdesignsystem.com/guidelines/overview/

  35. Teamwork and diversity

  36. "Do not tolerate brilliant jerks. The cost to teamwork is

    too high." Reed Hastings, Netflix Reference: https://www.td.org/insights/dont-tolerate-brilliant-jerks
  37. Cross-functional team ownership Image: https://www.flickr.com/photos/juhansonin/12140602074

  38. Implications and actions

  39. Follow a code Images: https://www.who.int/about/ethics/ethical-principles, https://uxpamagazine.org/developing-a-code-of-ethics/

  40. Features for a UX Design code • Accessibility • Ergonomics

    • Safety • Appropriate Attention • Movement • Beauty • Transparency • Security • Mind • Community • Innovations Reference: https://uxpamagazine.org/developing-a-code-of-ethics/
  41. Represent user values Images: https://www.publicdomainpictures.net/en/view-image.php?image=103270&picture=kawasaki-police-motorcycle

  42. Protect users How might we: • ...develop principled design systems

    that defend users? Image: https://www.fastcompany.com/90370454/over-1000-shopping-sites-from-j-crew-to-walmart-are-deceiving-users-study-shows
  43. Respect users How might we: • ...fully inform users and

    implement strategies to educate about tradeoffs? Image: https://www.theverge.com/2018/6/5/17426922/apple-digital-health-vs-google-wellbeing-time-well-spent-wwdc-2018
  44. Understand full impact of design Images: https://www.flickr.com/photos/n1c0la5ma1gr3t/34906341742, https://commons.wikimedia.org/wiki/File:Wikimedia_Foundation_Servers-8055_14.jpg

  45. Value orientation How might we: • ...extend design thinking and

    empathy toward human values that guide our organizations Image: https://www.maxpixel.net/Form-Hand-Finger-Sky-Love-Human-Heart-Freedom-3666866
  46. Connection How might we: • ...encourage design and research toward

    affirming our humanity and connectedness? Image: https://www.needpix.com/photo/1495239/people-kids-children-group-community-diversity-friends-world-worldwide
  47. Sustainability How might we: • ...prioritize sustainability in our design

    systems and foundational research? Image: https://www.goodfreephotos.com/vector-images/recycle-crystal-earth-vector-icon.png.php
  48. Address the skills gap Image: https://www.maxpixel.net/Oasis-Crescent-Lake-Desert-1181517

  49. “UX is one of the most difficult roles for companies

    to fill. There is a shortage of experienced professionals so demand is currently outstripping supply.” John Dennehy, Zartis (recruiting), 2019 Reference: https://www.uxdesigninstitute.com/blog/want-a-career-in-ux/
  50. “Preparing the next generation of designers will have to be

    a collaborative effort among schools, the tech industry, and design tool companies themselves.“ Dylan Field, Figma, 2017 Reference: https://techcrunch.com/2017/05/31/here-are-some-reasons-behind-techs-design-shortage/
  51. Build our community How might we: • ...partner with each

    other to develop mentoring programs? • ...explore new ways of working to share critical talent where needed? Image: https://commons.wikimedia.org/wiki/File:Unstructured_playing_(9).jpg
  52. Foster strategic and futures thinking How might we: • ...consider

    future needs and scenarios as a team? • ...anticipate future consequences of our work? Reference: https://www.oecd.org/site/schoolingfortomorrowknowledgebase/futuresthinking/futuresthinkinginbrief.htm, Image: https://www.flickr.com/photos/frosch50/14791994156
  53. Recap

  54. Take action - assign yourself a HMW :) • Guide

    organizations toward human values through design thinking and empathy • Design and research toward affirming humanity and connectedness? • Prioritize sustainability • Inform and defend users • Partner to develop mentoring and talent-sharing to address skills gaps • Promote team-based strategic and future thinking
  55. Thank you!