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Building the UX Community at SDLBest Practices and RecommendationsPhilipp Engel, UX Director, SDL
This presentation describes how we built an in-house user experience community at SDL. We started small, with the
literal UX team of one, but grew and expanded the team and the discipline over the last 6 years.
In this presentation, we summarize what worked for us and share experiences and best practices. Not only to inspire other
user experience teams, but any discipline in a large scale software development organization that intends to grow from a handful of disconnected experts into a strong internal
community.
Our Journey
Establish the Community
Enable Collaboration
Nurture Community
Formulate a Mission Statement
Set up a Communication Plan
Define a Default Process
Provide a Digital Space for Collaboration
Provide a Physical Space for Collaboration
Provide a Space to Hang Out Together
Visit Conferences and Meetups
Join the Larger Professional CommunityDefine Your Values
Create a Culture
Establish a Vision
Identify Members
Define Your Discipline
1
2
3
1) Establish the Community
Establish the Community
Enable Collaboration
Nurture Community
Formulate a Mission Statement
Set up a Communication Plan
Define a Default Process
Provide a Digital Space for Collaboration
Provide a Physical Space for Collaboration
Provide a Space to Hang Out Together
Visit Conferences and Meetups
Join the Larger Professional CommunityDefine Your Values
Create a Culture
Establish a Vision
Identify Members
Define Your Discipline
1
2
3
Define Your Discipline
External Definitions for Your Discipline…
What we learned:There is no point in arguing what is the right definition for your discipline. Create one that works for you and your organization.
Create Your Own Definition
UX at SDL in 2010
Establish an Maturity & Growth Model
UX at SDL in 2010
Identify Members
Look for “go-to persons”, trusted thought leaders for a specific discipline
Identify a Community Leader
UXI
Find folks that care about your discipline or area of expertise and get them together. At SDL we started the UX community with a mixed group of
technical writers, UI developers, product managers, and testers.
Identify and Invite Members
UXI
Customer Support Product Manager UX Designer Technical Writer Developer
SDL UX Community 2015
Catalin TimoftiUX Designer, Cluj
Nikki VeldhuisUX Designer, Amsterdam
Adela MuresanUX Designer, Cluj
Elske SchrauwenUX Designer, Amsterdam
Peter BoersmaUX Strategist, Amsterdam
Ariel VargasUX Designer, Amsterdam
Fernando QuirosUX & Visual Designer, Amsterdam
Philipp EngelUX Director, Amsterdam
Arne de BooijUX Strategist, Amsterdam
Hristo SpasuninVisual Designer & Developer, Sofia
Riccardo RussomannoVisual Designer, Amsterdam
Carrie KimUX Strategist, Seattle
Joao LopesUX Strategist, Mechelen
Scott DarcyUX Designer, Wakefield
Brian ShurtleffUX Designer, Cluj/LA
Jaap Jan van den BoschUX Designer, Amsterdam
Sander ViegersUX Strategist, Amsterdam
Today the UX Community at SDL is comprised of UX strategists, user researchers, interaction designers, and visual UI designers.
Establish a Vision
What is happening out There?
We researched trends and developments disrupting our industry.
The Social Enterprise People, not files, are the center of activity
Touch & Gesture Interaction
as a primary input method
Generation CConnected all the time
Consumerization & Software as a Service
Mobile ComputingThe rise of mobile PCs over desktop PCs
Develop a Vision and Tell a Story
We demonstrated opportunities those trends and developments hold for us if mapped to our products and services…
Make Your Vision Concrete
2Username 3
2Username 3
Community
Social Media
Targeting
Online Campaigns
Mailings
38
Workflow Tasks
Welcome
UsernameDomain\username
9
Customer Engagement
User Preferences
Audience
Web Sites
Web Content
Content Management
Multimedia Content
245
Engage your community, spread ownership, take them on a journey!
Cross Silos and Build Bridges in the Organization
SDL Customer Ecosystem Design Strategy & Touchpoints
SDL Channels
Campaign & Microsites Social Media
Apps
DISCOVER
SDL.com(Corporate Web
Site)
Translationzone(Market specific
Web Site)
Language Cloud (Offering specific
Web Site)
Online Store(embedded)
EXPLORE & BUY
Support & Training
Developer Space
Documentation
Video Channel
Blogs, Forums, Groups, Ideas
ASK & ENGAGE
App Marketplace
SINGLE ID
My SDL ID Account
Data, Analytics, Insights
Carbon 2.0 Product UI GuidelinesLucia Navigation, Screen Templates, Catalina Controls
“Espresso” Web Design GuidelinesPage types for Landing pages, content pages, etc.
“Espresso” Web Design GuidelinesPage types for My SDL & Community
“Espresso” Web Design Guidelines (less strict)General page layouts, footer
USE
Products
Plans
Trials
Public/PrivateJob Marketplace
Collaboration
CXC/LC -‐ ENTERPRISES
USE
Collaboration Public Job Marketplace
Trials
Plans
Products
LC -‐ TRANSLATORS & LSP’s
Embed your vision in a larger context.
Formulate a Mission Statement
Formulate a Mission StatementAt SDL we create user experiences that are:
UnifiedSDL product suite with a unified user interface and a harmonized user experience
IntegratedSDL products are integrated in a way in that they share common components, enrich each other by providing functionality in-context, have optimized flows between applications
PersonalizedKey elements of the user interface can be personalized such as notifications, view settings, information dashboards, and navigation
CollaborativeEmbedded social features allow users to connect, stay informed, communicate, and by these means collaborate
RelevantBring relevant functionality and information to the user when she needs them and avoid information overload
Context awareOptimized for the context (online/offline, location, etc.) and the device the user is using, including desktop, tablet, and mobile devices
Touch enabledSDL products are optimized for touch input as well as traditional input methods such as keyboard and pointing devices. User can use these methods in combination, based on personal preference or individually based on device capabilities
Define Your Values
Communication, sharing, transparency
Team over the individual
Focus on goals and results, not just process
Curious open minds driving change and innovation
Diversity, equality, respect in the community
Ambitions to make the world a better place
What We Value in SDL’s UX Community
Create a Culture
We are a democracy, not a dictatorship• We have multiple distributed teams
• It is all about teams iterating together and sharing information
• Design decisions are de-centralized
• Independent product UX teams for each product/development project
• Centralized UX group for coordinating design decisions, vision and strategy development
We agree on the same values and goals• We create transparency, we share
our work, and collaborate
We share UX concepts, designs, research results, and final deliverables with the internal UX community• We collaborate across the
organization, work closely together with other product teams
• We aim to understand what other teams did and why they did it like this
• We provide regular design workshops, give demos, and seek for feedback
• We ensure improved and updated designs are properly documented and communicated to all teams allowing them to adopt new designs across teams there too
We get together and collaborate• When new projects start – we get
multiple relevant product UX teams together in ”design war rooms" and discuss the design direction (What design patterns, screens, controls, etc. are available in other products that can be reused?)
• We only leave the room with a common understanding of the design direction forward
• We test our assumptions and iterate
Some Principles
UX Community Culture
Who we are17 Designers, 9 Nationalities
Diverse global group of design researchers, data nerds, user
advocates, micro-‐interaction lovers & pixel-‐perfect UI designers
Hungry for innovation, creative processes, strive for intuitive
interactions & beautiful interfaces
Our focus on service experience make us connect, collaborate, bridge teams, and connect with individuals throughout SDL,
always with the customer in mind.
What we doUser Experience Strategy
Research, innovation, experience architecture, service design, design
process
User Experience GuidelinesDesign guideline development, documentation, distribution
User Experience DesignInteraction design, prototyping,
UI design & guidelines, UI controls& documentation, and usability
testing with product/project focus.
How we work5 Timezones, 7 Offices
• UX Community Meeting (Weekly)
• UX Strategy Meetings (Weekly)
• UI Alignment Meetings (tbd.)
• UX Summit (Yearly)
• “UX Walls” in Team Spaces
• All Designs on UX WIKI
• UX Facebook Hangout
• Dribbble Space
2) Enable Collaboration
Establish the Community
Enable Collaboration
Nurture Community
Formulate a Mission Statement
Set up a Communication Plan
Define a Default Process
Provide a Digital Space for Collaboration
Provide a Physical Space for Collaboration
Provide a Space to Hang Out Together
Visit Conferences and Meetups
Join the Larger Professional CommunityDefine Your Values
Create a Culture
Establish a Vision
Identify Members
Define Your Discipline
1
2
3
Set up a Communication Plan
UX Community Call (Weekly)
UX Strategy Meeting (Weekly)
UX Summit (Yearly)
Product Line Meetings (On-demand)
Individual One2Ones (Bi-Weekly)
Design Deep Dives (SDL focus, on-demand)
Design Critique Sessions (Outside world focus, on-demand)
SDL UX Communication Plan
Weekly UX Community Calls
What we learned:Don’t do standup meetings… better have someone present their current work every week. Keeps meetings interesting and encourages sharing and regular feedback.
Yearly UX Summit
What we learned:Get distributed teams together in a room at least ones a year (for 2-3 days) is invaluable. Face time and actually getting to know each other is is the foundation for remote collaboration.
Yearly UX Summit
What we learned:Circulate offices. Hosting a UX Summit and gathering the entire community helped increasing visibility for the UX discipline in several offices.
Yearly UX Summit
What we learned:Get stuff on the walls! Make it physical and tangible. Post-it’s rock! Invite related disciplines too (we invited other designers from Marketing which improved collaboration across departments).
Yearly UX Summit
What we learned:Organize workshops (e.g. around design thinking and service design) and avoid long presentations. People get to know each other when working in groups, and get inspired when solving design problems together.
Design Critique Sessions (Outside World Focus)
What we learned:Collect and bring awesome product and service design examples and explain what you love about them. Fosters discussions about design quality and recent trends.
Design Deep-Dives (SDL Focus)
What we learned:Print major screens and get them all on the wall. Helps aligning interaction flows and visual UI design details.
Define a Default Process
Product Management(PM’s, PO’s, Business Analysts,
Market Researchers)
Engineering(Architects, Developers,
Testers, Ops)
User Experience(User Researchers, Designers,
Design Strategists)
Bring Disciplines Together
Business(viability)
Technology(feasibility)
People(desirability)
InnovationHappens Here!
Define Overall Process Customer Ecosystem
Product Line
Product LineProduct Line
Product LineProduct Line
Product LineProduct Line DevOps Leadership
Experience Design & Guidelines TeamsFocus on Design, Details, Execution, Guidelines,
Documentation, Distribution
SCRUM Teams (Dev/Doc/QA)Code, Consistency, Efficiency (Reusability) &
Compliancy
Experience Strategy TeamFocus on Research, Innovation, Data, Strategy
Product Management TeamFocus on Market, Direction & Roadmaps
Define Actors, Actions, and Deliverables
Action
Deliverable
Actor
Feedback
Experience Stra
tegist
Product M
anager
Input
User & M
arket
Research
Docu
men
t
Docu
men
t
Research D
ata and In
sights
Product B
rief,
Goals, Epics
Product R
oadmap
UX Strate
gy
UX Strate
gy
Review
UX Strate
gy Dra
ft
Reject
Experience Stra
tegist
Product M
anager
UX Strate
gy
(Perso
nas, Scenario
s, Goals,
Functional
Specificatio
n, Pro
toty
pes)
Present
Update
Do
cum
ent In
tera
ction &
UI D
esign
(per s
tory
)Revie
w
(per s
tory
)
Inte
ractio
n & U
I Desig
n Dra
ft
Inte
ractio
n & V
isual UI D
esign
(Pro
duct specific
Screens,
UI Contro
ls &
UI Contro
l Lib
rary
Contro
ls, D
ocumenta
tion)
Start Project
Experience D
esigner
Experience Stra
tegist
Product O
wner / U
I Develo
per
Reject
Present
Update
Do
cum
ent
Experience G
uidelin
es
Imple
menta
tion
(per s
tory
)
Functional &
Usability
Testing
(per s
tory
)
Imple
mente
d Story
Approved Sto
ry
Approve Approve
UI Develo
per
Tester
Experience D
esigner
Reject
Demo
Imp
lem
ent
Update / Fix
Align Actors & Actions
Product S
trate
gy /
Product R
oadmaps
Experience
Strate
gyExperie
nce
Design
UI Develo
pment /
Testing
§ Product Objectives (Business Goals, Success Metrics)
§ Functional Specification(Prioritized list of requirements)
§ User Needs (Research, Personas, Journeys, Service Blueprints, etc.)
§ UX Strategy (Goals, Experience Metrics, IA, Design Concepts, Prototypes)
§ Interaction Design (Conceptual Models, Metaphors, Flows)
§ Interface Design (Wireframes)
§ Visual Design (Colors, Icons, Typography, Grids, etc.)
§ Design Guidelines(Screen Templates, UI Controls, Rules, Documentation)
§ UI Controls & Example Code(Catalina Controls, Reusable Code, Documentation)
PM / UX / Architects UX / PO / DEV
Prior to Project During Project
Experience
Guidelin
es
Integrate with Existing Processes (e.g. UX & SCRUM)
Input SupportInput SupportFeedback & Input Support Support
Product Release
Dev Story
Dev Story
Dev Story
Dev Story
Dev Story
Dev Story
Dev Story
Dev Story
Product Backlog Sprint Backlog
Sprint Planning
Backlog Grooming
Daily Scrum
Potentially shippable product increment
Acceptance / Demo
Retrospective
Sprint(2-4 weeks)
DevelopmentTesting
Documentation
Sprint
UX: Detailed Design within Sprints• Interface Design (Wireframes) /
Information Design (Wayfinding) / Visual Design (Colors, Icons, Typography, Grids, etc.)
• Terminology (Tech writers)• Design Specification /
Documentation
UX: Usability Testing• User Testing (Users)• Usability Inspections (Testers/Other Designers)
• Cognitive Walkthroughs• Heuristic Evaluations
• Conceptual Evaluation (Expert reviews)
Document Designs
Document Designs
Document Designs
Dev Story
Dev Story
UX: Design for Sprint 3
UX: Design for Sprint 2
UX: Test / validate completed
stories Sprint 2
UX: Design for Sprint 4
UX: Test / validate completed
stories Sprint 3
UX: Test / validate completed
stories Sprint 4
DEV: Stories not requiring desing
DEV: ReviewDesigns
DEV: Implement Stories
DEV: ReviewDesigns
DEV: Implement Stories
DEV: ReviewDesigns
DEV: Implement Stories
DEV: ReviewDesigns
DEV: Bug Fixing
DEV: SystemArchitecture
DEV: Proof of Concepts
Design Documentation
Completed Stories
Documented Designs
Completed Stories
Documented Designs
Documented Designs
C
Completed Stories
C
Release Stories
C
Sprint 1 Sprint 2 Sprint 3 Sprint 4 Stabilization
Product/Service - Detailed DesignsPer Story: Interface Design (Wireframes) / Information Design (Wayfinding) / Visual Design (Colors, Icons, Typography, Grids, etc.)
UI Control Library
Product/Service - UX Strategy
UX: Evaluation• Beta Feedback (Internal/
External)• Feedback (PS / Partners/
Customer Support)• User Testing (Customers)• Collection of Metrics
Post-‐Release
UX: High Level Design § UX Strategy (Goals)§ UX Research (Personas, Scenarios)§ Interaction Design (Conceptual Models,
Metaphors, Navigation Design)§ Concept evaluation
Document Strategy
New/enhanced UI Control
UX: User Needs§ Site visits§ Interviews§ Questionnaires§ Observations§ Background research§ Competitor studies
Pre-‐Project
InputTechnical Feasability Validation
PM: Product Strategy§ Product Objectives (Business Goals, Success Metrics)
§ Functional Specification (Prioritized List of Requirements)
Sprint 0
reference to
Design Story
Design Story
This sprint
Next sprint
Provide a Digital Space for Collaboration
Setup a WIKI for Collaboration
What works for us:We maintain a separate space in our development WIKI
Encourage discussions
What we learned:Tagging content, setting up “smart” lists (e.g. for discussions), activity streams, and notifications allow for high level of transparency and provide visibility on what everybody is working on.
Provide a Digital Space for Collaboration
What we learned:Provide version information and status for all pages containing design concepts or UI specs. Provides clarity to stakeholders (e.g. PM & Dev) if they looking at a draft or final version of a page.
Experiment and pick what works for you…
Provide Physical Space for Collaboration
Allow for creativity
We had unused space…
We came up with a concept
Creative Spaces Town Hall Meetings
Social Spaces
So we got a “Creative Space”Colors
Stimulate creative processesWhiteboard
covering the whole wall
Flexible movable furniture for various use cases (design workshops, hackathons,
townhall meetings, product demos, etc.)
More: Google Ventures: Your Design Team Needs A War Room. Here's How To Set One Up
Creative Spaces
Write with whiteboard markers on tables
Helps every discussion
Design War Rooms / Walls
Design BooksInspiration
PersonasDesign Printouts
Design War Rooms / Walls
If Possible, Get the Community to Sit Together
Decorate for soccer world cups!
Get stuff on the walls!
3) Nurture Community
Establish the Community
Enable Collaboration
Nurture Community
Formulate a Mission Statement
Set up a Communication Plan
Define a Default Process
Provide a Digital Space for Collaboration
Provide a Physical Space for Collaboration
Provide a Space to Hang Out Together
Visit Conferences and Meetups
Join the Larger Professional CommunityDefine Your Values
Create a Culture
Establish a Vision
Identify Members
Define Your Discipline
1
2
3
Provide a Space to Hang Out Together
SDL UX Community Hangout
What works for us:(Almost) everybody is on Facebook and knows how it works. So we set up a private Facebook group for SDL’s UX community where we exchange articles, photos, talk about events, trends, share cat videos… everything except of actual discussions about work. Works great to create a sense of “closeness” with teams that are distributed over offices and time zone.
SDL UX Community Hangout
What works for us:When anybody goes to a conference or meetup we share some pictures and what was discussed – keeps everybody in the loop and triggers our own discussions.
Participate in the Larger Professional Community
Gain Visibility in Existing Communities
We are on Dribble!Visit our Dribbble Space and follow us:www.dribbble.com/sdl
Set up a Community Site, Blog, or Forum
Shortly we will be launching a UX group in the public SDL Community. Join us there and participate in discussions around UX and design at SDL in general!
Conferences and Meetups
If You Do Cool Stuff Then Talk About It
Speak on Conferences
Visit Conferences, Workshops, and Meetups
Host a Meetup, Un-conference, etc.
Host a Meetup, Un-conference, etc.
Summary
Establish the Community
Enable Collaboration
Nurture Community
Formulate a Mission Statement
Set up a Communication Plan
Define a Default Process
Provide a Digital Space for Collaboration
Provide a Physical Space for Collaboration
Provide a Space to Hang Out Together
Visit Conferences and Meetups
Join the Larger Professional CommunityDefine Your Values
Create a Culture
Establish a Vision
Identify Members
Define Your Discipline
1
2
3
Thank You!Questions, Feedback? Mail or Follow me!