This document discusses the importance of collaborative UX research and design between researchers, designers, and executives. It provides examples of how design sprints can help bring different teams together to understand problems, design solutions, test prototypes, and iterate based on feedback. The document also highlights challenges in getting executive buy-in for research and emphasizes speaking to metrics and strategic decisions to overcome those challenges.

1. Driving UX, design & development
collaboratively through the
enterprise
Amee Mungo, Product - Capital One
John Whalen, Research & UX - Brilliant Experience
Scott Childs, Design - Capital One

2. Research: The First & Hardest Frontier
The Brilliance & Beauty of The Design Sprint
Design & Product for the Long Haul

3. “I know you have a process, but…
you see John, we already know what users
want and what we want to build. Let’s save
some time and show you.”

4. Is that CEO?
• Left-handed
• Green-eyed
• Canadian
• Psychology PhD
• Someone who actually likes to watch curling?
Then why was he so confident about what I wanted from his enterprise?

6. 18,000%
difference
in sales!

7. “UX brings between 2 and 100
dollars in return, and IBM plans a
1:10 return for usability testing.”
-The visible and hidden ROI of user experience, Alex Avissar Tim, UX Architect (AVP) at Citi

8. Why don’t some executives
buy in to research?

9. Here’s what you say:
Delight
Empathy
Disrupt
Synthesis
Prototype
Opportunity Mapping
Usability Testing
Heuristic review
Strategy
Iterative Design
Information Architecture
Feedback
Design-Thinking
Experience Journey

10. Here’s what they hear:
Delight
Empathy
Disrupt
Synthesis
Experience Journey
Prototype
Design-Thinking
Opportunity Mapping
Usability Testing
Heuristic review
Strategy
Iterative Design
Information Architecture
Feedback
$$$
COST OVERUN
DELAY
MISSED METRICS
3 MORE MONTHS

11. Here’s what they are listening for:
Will it help me to hit my metrics?
Will it inform my strategic decisions?

12. Will it help me to hit my metrics?
“…the first 10% of the design process, when
key system-design decisions are made, can
determine 90% of a product’s cost and
performance.”
Cost Justifying Usability

13. Research routinely uncovers unexpected opportunities
Will it inform my strategic decisions?

14. Bonus: Bring them along for the ride
Research makes them empathetic

15. Remember the Playbook
1. Speak their language:
• Hit metrics
• Inform decisions
2. Bring them along for the ride
• Make them empathetic

16. Other LeanUX Secrets
1. Get the stakeholders aligned on prioritized business goals.
2. Prioritize personas.
3. Sketch personas, don’t over think them.
4. Focus on the experience journey.
5. Debate design direction alternatives early in the process.
6. Develop conceptual models with stakeholders, not the design.
7. Rapidly iterate design.
8. Share broadly. Be attentive to internal feedback.
9. Test continuously.
10. Take the time to produce brilliant experiences.

17. See me at SxSW

18. The Brilliance & Beauty of The
Design Sprint
Amee Mungo and Scott Childs

19. “Collaboration is about love
and respect. Other people
just have different ideas and
want their thoughts to be
considered equally to yours.”
-Ross Popoff-Walker

21. The 5 day sprint

22. Why it works?
It forces smart people to stay focused and attack a problem together.
It allows the feedback cycle to happen at the right time and place.
It gets stakeholders in the creative mindset and out of the editorial
mindset.
It gives everyone the opportunity to bring the solution to life.

23. What do our sprints look like?
Day 1: Understand the problem
Day 2: Collaborative design
Day 3: Design & prototype
Day 4: Test & learn
Day 5: Iterate & refine

24. Day 1: Understand the problem
Understand who your user is, what problems
they’re having.
Get a broad range of participants looking at
the problem different vantage points.

25. Day 2: Collaborative design
Share your thinking with a diverse set of participants.
You’ll want a lot of ideas, but not too many. Seven to
nine participants is a good size.

26. Day 3: Design & prototype
With the overall of UI of your design defined, you’ll
spend the third day focused on making final layout
decisions, adding some visual polish, and building a
prototype.

27. Day 4: Test & learn
Now that you’ve designed a solution in a prototype,
the fourth day gives you the opportunity to test your
ideas out with real people.

28. Day 5: Iterate & refine
On the final day you’ll unpack and discuss what we
learned in research. Pick out key insights and
opportunities to iterate on.

29. “Kickoffs should be to build
consensus.”
-Josh Clark

30. Design & Product for the Long Haul
Amee Mungo

31. 01
I am a Baby.
I pull your emotions.
You will always be
mine & I yours
Your Product is
Not Your Baby.

32. The Product Statement
• for clarity (what problem are you solving?)
• for customers (for whom?)
• for direction (how will we do it)
• for focused outcomes for your customers (to
do what?)

33. “But they (customers) don't want
an App”
- Amee

34. Don’t Design in a Vacuum
Customers are humans, we have them everywhere - talk
to them … the grittier the better
Real environments are always better than testing labs
(beta, pilot, MVP launches)
Always be shipping. Always be learning.

35. Let’s Talk
Amee Mungo
John Whalen
Scott Childs
@AMungo
@johnwhalen
@sco_chi
amee.mungo@capitalone.com
jw@brilliantexperience.com
scott.childs@capitalone.com