Strategic Discipline Overlap - Who's in Charge of Strategy?
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Presentation to the Strategy department of Austin, TX ad agency: McGarrah-Jessee. Strategic discipline overlap – who's in charge of "strategy?" Is there a difference between planning and UX and research and usability and human factors – or is it all the same job?
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Strategic Discipline Overlap - Who's in Charge of Strategy?
- 1. Strategic discipline overlap. Who's in charge of "strategy”?
- 2. Agenda Why do you care? Role definitions What did we find? Who’s in charge of strategy? What does this mean to you?
- 3. 1 Why do you care?
- 5. Typically, strategy includes planning and research.
- 6. But, what about this new-ish need for UX? UX often does research and strategy, too.
- 7. 2 What are these different jobs? Planning Research Usability Human Factor UX Design
- 8. Planning Research Usability Human Factor UX Design Planner Account Planners research the facts needed for creating advertising, and strategize the best messages and methods to use to reach their target audience. Research Strategy
- 9. Planning Research Usability Human Factor UX Design Research Primary, secondary, and analysis can reach across entire brand or a specific project. Primary Secondary Analysis Meanings
- 10. Planning Research Usability Human Factor UX Design Usability Providing actionable insights for future design improvements UTP SCRIPTS TEST ANALYSIS REPORT
- 11. Planning Research Usability Human Factor UX Design Human factor engineer Human Factors uses Philosophy, Computer Science, Psychology, and Sociology to find a fit between the user, equipment and environments. Equipment Users
- 12. Planning Research Usability Human Factor UX Design User Experience designer UX is user-centric, analytic and creative, often applied at end of process, interactions-centric. Site Flow Wire Maps Charts Frames
- 13. 3 What did we find?
- 14. UX department in agencies Outsourced 8% UX dept. In Creative 23% 38% No UX 31% Conducting Interviews (2/20~3/16/2013)
- 15. “UX people often have to wear different hats depending on the needs of the project and client.” Kathrin - UX Designer, Tocquigny "It's not about a role or a title.” Lauren – Interaction Designer, Frog "To think any UX designer could be an expert in each of these circles (human factors, usability etc.) is sheer absurdity.” Mark Wilson - Contributor, Fast.Co Design
- 16. “Strategy is more than UX - it’s business, product, brand- it considers UX.” Lauren – Interaction Designer, Frog "What groups are brought in depend on the need of the client." Jared – Creative Director of digital platforms and innovations, Ogilvy “UX is more important when it coms to details, and for the flow and experience, best practices and metrics.” Mike - Interactive Designer, Hunt & Gather
- 17. 4 Who’s in charge of strategy?
- 18. It depends. On agency needs On client needs
- 19. 5 What does this mean for ?
- 21. Frost Bank - More and more of brand/company interaction is online - Over 50% of people with internet use online banking services - Understanding current user experience is key for knowing what Frost does well, where they need to improve, and what is important to potential customers
- 22. Shiner - Customer interaction is less tangible - We can’t buy beer online, it’s not even legal in most states - Online interaction is more an extension of a brand rather than an experience of the brand/company itself
- 23. 6 Something else to think about
- 24. What is Mc-J’s strategy? - Involvement of UX, and other disciplines, in strategy largely depends on what the company wants to offer it’s clients. - Moving forward, what is your strategy as a company? What do you want to do really well?
Notes de l'éditeur
- SarahStrategic discipline overlap – who's in charge of "strategy." Is there a difference between planning and UX and research and usability and human factors – or is it all the same job?
- Sarah
- SarahLike I said, to tackle this question: we first (or maybe honestly we thought about this last) we looked into why you’re even asking this question:
- SujinWe did some research about you. we were exploring your beautiful website. And we find out there are 4 ux persons and their job responsibilities are overlapped. UX: Oscar Liarena_UX lead Jeremy Cox_ digital directorSean Tylor_plannerclay langdon_Strategy director_Jeremy Cox_ digital directorIn 2007 Jeremy Cox accepted the challenge to build McGarrahJessee’s digital department from the ground up. Today, he leads a growing team of digital designers, developers, video editors and UX specialists. A 12-year veteran of digital marketing, Jeremy guides the team to find interactive solutions that build and evolve the brand story._Clay Langdon_Strategy directorClay Langdon is a true left/right brain thinker, bringing equal parts gut intuition and logic to brand planning. Clay cut his teeth at the big New York agencies Euro RSCG, Merkley + Partners and then Bartle BogleHegarty, where he laid strategy for iconic brands such as Volvo, Johnnie Walker, JetBlue and Intel. He finally tired of the New York winters and returned home to his native Texas, joining McGarrahJessee in 2007 to lead the Strategy team.
- SujinLikewise, strategy includes planning and research, generally.Strategy: Planning out the objectives and goals of the project, specifying organisational requirements
- Christina
- Christina
- Christina Advertising planners are referred to as account planners, brand planners, and media planners in advertising agencies. "Planners are involved and integrated in the creation of marketing strategy and ads. Their responsibility is to bring the consumer to the forefront of the process and to inspire the team to work with the consumer in mind. The planner has a point of view about the consumer and is not shy about expressing it." - Fortini-CampbellStrategy Department - Strategists, or Account Planners as they are also known, research the facts needed for creating advertising, and strategize the best messages and methods to use to reach their target audience. Strategists are generally people who enjoy research and understand how to turn data into an actionable plan for advertising. Strategists spend the majority of their time working alone and with other agency personnel.
- SarahSarahConducts primary and secondary research to inform planners and strategist on the product category as well as consumer behavior, needs, and motivations. //THIS IS WHAT YOU HIGHLGHTED ON GOOGLE DOC. IF YOU DON’T NEED THIS ANYMORE, DELETE THIS.//Conducting research and gathering data from a variety of sources, including economic development or market research studies, from census reports, or from environmental studies. The planner tests assumptions about the meaning and importance of the data by using a variety of technologies.User researchers provide a deep understanding and insight of user behavior, needs and motivations. They offer feedback in all phases of the design process from project conception to implementation to development.
- Sujinutilize usability tools and research methods to provide actionable insights that drive future design improvementsResponsibilities include developing usability test plans and scripts, conducting tests, test analysis and reporting of the results.Job description: Apply user research and usability principles to identify usability problems. This helps insure usability goals are met by identifying project objectives, evaluation the success of studies and measuring outcomes.Job responsibilities: Create wireframes, process maps, functional specifications, prototypes and other artifacts to describe the intended user experience. Apply user personas and scenarios to develop relevant process and user flow models. Salaly: 66K ~ 126K (onward search)
- Have a more formal understanding human behaviors, designing, evaluating and implementing interface design solutions by using philosophy, computer science, psychology, and sociology.
- QingUser-experience designers are responsible for creating the look and feel of a specific computer interface. This allows them to navigate the functionality of that interface and produce a certain type of human-computer interaction.User Experience designer is sometimes used as an all encompassing role title (as in fact is Information Architect), incorporating all aspects of user focused design considerations including information architecture, user centred design, user testing, interaction design, and even aspects of visual design.
- Sujin
- SujinEmphasizing strategy and UX, we conducted interviews for about a month. We talked with 14 agency people in the U.S, South Korea, and China. Agencies are varied by size(small, medium, large), and style(digital-centered, full branding, in-house). They are account planner, interaction designer, professor, creative director, CEO, UX specialist, developer, contributor. From their answers, we found that UX department is more flexible than other departments. 5 agencies have their UX specialists in Creative.“UX is in the creative department, which is weird.”- Ingrid(Project manager, Collins)In creative:5, No UX: 4, UX dept: 3, other type(e.g., outsourcing, partner, collaboration, etc); 1
- Sarah:While usability and human factors aren’t the same thing as UX - they usually fall within the realm of UX. “It’s a gradient.”There’s a lot of variation in what the UX person does and their involvement in strategy. Some companies use them much more heavy in the design process, whereas others bring them in the upfront strategic conversation. “You shouldn’t have a UX person who isn’t creative.” Jared, Creative Director of digital platforms and innovations, Ogilvy “Good designers should have a UX sensibility and good UX people should have a design sensibility too.” "IA -> UX -> human interaction design are basically one thing, whichelements needed depend on client." - Kathrin of Tocquigny
- Christina
- Christina
- QingAgency needsClient needs
- Sarah
- SarahGenerally, this is not a novel situation. Dealing with specialist of different mediums. It’s squishy, but here’s a way to think about it: Over half of US households use online banking or financial services. So for Frost, more and more of their storefront is online – it’s a majority of how they experience the brand.Storefront is in store for Shiner – no one goes on a website to drink beer. Some beer snobs go online to read reviews, but in general, it’s a little greyer of where they experience the brand. The website serves as more of an extension of the brand, more like a brochure, there’s not a ton of interaction and transactions. So you can see the difference in these two, UX may be able to shed a lot of light on either the pain points or the benefits of banking with Frost, whereas with Shiner their place may be more with developing specific tactics to make the brand more engaging online, maybe through social or apps. In the long term though, you’ll want to think about “why are we here in the first place?” and have that direct how involved each department is in the strategy with each clients. Your strategy with clients and projects is an extension of your strategy as Mc-J. Don’t need to go into every detail – you just need to make a case that it matters in strategy more in one case and less in the other.
- QingAgency needsClient needs
- QingAgency needsClient needs
- Sujin
- QingAgency needsClient needs