UX STRATEGY: CREATING ORGANIZATIONAL CHANGE

Michael LaiEXPERIENCE DESIGN CONSULTANTENLIGHT DESIGN

UX MalaysiaKuala Lumpur, Malaysia9 November 2013

Once Upon …A Time…

UX practitioners & others work together to design, develop and produce a KICK-ASS product

The KICK-ASS product launches

The KICK-ASS product is less than successful on the market

Different aspects of the organization limit the product from reaching it’s full potential

?How can UX help an organization overcome these limitations and create greater impact?

What is anorganization?

“The greatest product of the 20th century has been the organization.“

Richard Buchanan COINS Conference 2010

Richard Buchanan Managing Experience (MX) Conference 2013

“The purpose of an organization is to provide goods and services to people.“

What is UX Design?

Design is to design a design to produce a design.

DESIGN IS…

John Heskett

Design is to design a design to produce a design.

DESIGN IS…

John Heskett

Noun 1 Verb Noun 2 Noun 3

Design is to design a design to produce a design.

DESIGN IS…

John Heskett

Noun 1 Verb Noun 2 Noun 3

Noun 1: A general concept, strategy or policy Verb: A condition or action Noun 2: A plan or intention for implementation Noun 3: The finished outcome

“Everyone designs who devises courses of action aimed at changing existing situations into preferred ones."

Herbert Simon. 1996. The Sciences of the Artificial. 3nd edition. Cambridge, Massachusetts: The MIT Press.

DESIGN IS…

User Experience Professionals Association (UXPA) http://uxpa.org/resources/about-ux

“User experience (UX) is an approach to product development that incorporates direct user feedback throughout the development cycle (human-centered design) in order to reduce costs and create products and tools that meet user needs and have a high level of usability (are easy to use).“

User Experience Professionals Association (UXPA) http://www.usabilitybok.org/glossary/

“Every aspect of the user's interaction with a product, service, or company that make up the user's perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction. UE works to coordinate these elements to allow for the best possible interaction by users.“

“All aspects of the end-user's interaction with the company, its services, and its products"

Nielsen-Norman Group, http://www.nngroup.com/about/userexperience.html (27.12.2007)

“Creating and supporting human activities through the mediating influences of products (digital or tangible), services or even complex systems."

Richard Buchanan

What isstrategy?

Michael E. Porter, “What Is Strategy?” On Strategy, Harvard Business School Publishing, 2000.

“Strategy is creating fit among a company’s activities. The success of a strategy depends on doing many things well— not just a few—and integrating among them. If there is no fit among activities, there is no distinctive strategy and little sustainability.“

How does UX and strategy

fit in an organization?

Planning Your UX Strategy by RENATO FEIJÓ on April 16, 2010 http://johnnyholland.org/2010/04/planning-your-ux-strategy/

“creating fit among a company’s activities.”

“courses of action aimed at changing existing situations into preferred ones."

“creating and supporting human activities."

DESIGN IS…

IxD IS…

STRATEGY IS…

“provide(s) goods and services to people”ORGANIZATION

John Heskett

The Major Functions in a Firm

implementation

strategy

organizatio

n

organizations as a context of design

“top business schools have begun launching new design programs or revamping old ones in an attempt to retool their offerings for a world where design innovation often separates the winners from the losers.”

Francesca Di Meglio, “B-Schools Are Starting to Look More Like D-Schools,” September 26, 2013, BloombergBusinessweek

Stanford University's d.schoolthe Hasso Plattner Institute of Design

Case Western Reserve University Weatherhead School of Management Design & Innovation Department

Northwestern University Kellogg School of Management MMM Program

The Johns Hopkins Carey Business School Maryland Institute College of Art M.B.A./M.A. in Design Leadership

Illinois Institute of TechnologyMaster of Design/Master of Business Administration (MDes/MBA)

California College of the Arts 3 Design MBA programs

Philadelphia UniversityStrategic Design MBA

UX envisions the future

based in the United States, Nationwide provides insurance and financial services to protect people’s

cars, lifestyles or homes & contents.

wanted to explore how they could evolve the current participant experience of their

retirement plans and solutions

the existing service…

did not integrate the touchpointsto create a holistic experience…

the existing service made the user feel like…

an account number…

a transaction…

they were on their own…

Short-Term Objective

To define the ideal participant experience and bring it to life through multiple prototype

touchpoints.

ENVISION IT

Long-Term Objective

To evolve the actual participant experience toward the ideal in a practical yet aggressive manner.

MAKE IT REAL

leadership realized change was needed in organizational structure and capabilities

required 5-7 years to realign the organization to deliver these experiences

broke down barriers and creates collaboration across silos, creating opportunities for future work

prototypes are possibilities of the organization’s future

creates a shared vision/mission

UX helps employees deliver

experiences

a regional bank in the United States’ Midwest

Huntington knew that its customers interacted with the bank everyday through its employees. Whether they were in the local community directly touching

the customers or providing support behind the scenes, they were all Huntington.

how does an organization…

align employees to deliver a consistant user experience

2

4

5

internal alignment is needed among employees to deliver

consistent experiences

activities(interactions)

define

meaningful experiences

Back to …Our Story…

we need to connect with different parts of the organization, bridging departments and people together

facilitate the discovery of both user and employee pain points across the experience

guide the co-creation of an ideal user experience and employee activities needed to deliver the experience

and to align the organization to deliver the developed user experience

creatingorganizational

change

creating organizational change is in fact designing an organization

creating organizational change is in fact designing an organization

find ways to connect people to product, but also ways to connect employee activities to deliver experiences

Ultimately, UX is not the sole responsibility of UX practitioners, a UX team or a UX leader. Great UX is the responsibility of everyone in an organization. It requires a whole organization working together.

Thanks.Michael LaiEXPERIENCE DESIGN CONSULTANTENLIGHT DESIGN