Cost of not having UX strategy in your organization

UX Thailand 2017

This talk walk through UX strategy from a business, product, and UX lens, in a way that is practical yet insightful so that the audience can go away and apply the principles in a diverse range of environments.

Paul Farla
VP of Interaction Design at Lazada

Transcript

1. Paul Farla - VP of Interaction Design December 2017 The Cost Of Not Having A UX Strategy
2. Paul Farla VP of Interaction Design Lazada - Alibaba group
3. BSc. Information Science. à MSc. Human-Computer Interaction with Ergonomics ▪ Work across e-commerce, travel, automotive, healthcare, real estate and financial services ▪ Experience in different contexts and cultures; The Netherlands, London, India, Vietnam, Thailand, Singapore ▪ From startup to big corporate ▪ Digital transformation projects since 2010 Iterative improvements to products New concepts, products
4. ▪ Maturing business ▪ E-commerce gaining strength in S.E.A. ▪ Increased competition in the region ▪ Alibaba-Lazada integration A road paved with opportunities My role at Lazada
5. A journey
6. Build a team Influence business Empower and disrupt 1 2 3
7. The start
8. Who are you? What do you want? Why should we change? We need to work faster We need it by tomorrow Let’s just do this quick win … We promised our CEO already
10. Is this familiar to anyone?
11. How to move forward from here
12. ▪ Ask a lot of questions ▪ Take diverse points of view ▪ Understand where the organisation wants to go ▪ Understand the why, how and when ▪ Strategy is holistic Think through the dynamics of business strategy and UX strategy What is UX Strategy? Understand this question to uncover hidden potential
13. Business: I want $ UX: I want to create delight PM: I want to deliver Tech: I need to keep my team busy Business: I want $$$$$$
14. A bit like a group therapist.. § Help identify the needs of different actors § Help them see how UX can be part of the solution § It is not about taking credit – it is about facilitating
16. Understand your organisation http://www.inuse.se
17. But I just want to design..
18. Design is product Design is strategy Design is business
19. Uncover opportunities
20. Data Quantitative Qualitative
21. Relationships
22. Speak your users’ language PM Business Tech …
23. Output
24. Demonstrate impact
25. Lead and inspire
26. The cost of a poor strategy?
27. Build. Rebuild. Rebuild. Frustration. Loss of talent. Poor product.
28. Unhappy business. Wasted time, money, resources.
30. Some personal challenges
31. CX
32. User Research
33. Commercial
34. You will encounter challenges on your way
35. How about your organisation?
36. Every context is unique
37. Focus on the simple things § Relationships § Data § Speak your users’ language § Output § Impact
38. Find a purpose
39. Believe in change. Design your future.
40. Any questions? I still have many..
41. Paul Farla - VP of Interaction Design December 2017 THANK YOU paulfarla paulfarla