Slides from a talk that I gave for a User Experience Philippines event. I was invited to share my lessons and recommendations from 12 years of working in data-centric roles, and experience of applying UX in three (3) types of companies: enterprise, agency and start-up.

1. UX and Data
CAN Play Well Together
Adventures in Integrating UX
Angela Obias-Tuban,
Design Research and UX Consultant
This text is licensed under the Creative Commons Attribution-
NonCommercial-ShareAlike 4.0 International License. To view a
copy of this license, visit http://creativecommons.org/licenses/
by-nc-sa/4.0/.

2. Co-founder
Research & Product
Management
Digital Strategy Head
User Experience &
Interaction Design Lead
Senior Media &
Business Analyst
Head of Strategy Associate Planning
Director
Mentor Faculty
PRIORITY
STUDIOS
Organizer Speaker Blogger
medium.com/yellowicepick
2007 2014 2015Now

3. PRIORITY
STUDIOS
Quantitative
Market
Research
BUMO
Top of Mind
Customer Sat
Price Sensitivity
TV Audience
Measurement
Ratings
Shares
Adhesion
Affinity
Qualitative
Research
“Metrics”
Attitudes; Needs;
Perception;
Projectives
Digital
Analytics
Pageviews
Shares
Time spent
Cost-per-conversion

4. PRIORITY
STUDIOS
Quantitative
Market
Research
BUMO
Top of Mind
Customer Sat
Price Sensitivity
TV Audience
Measurement
Ratings
Shares
Adhesion
Affinity
Qualitative
Research
“Metrics”
Attitudes; Needs;
Perception;
Projectives
Digital
Analytics
Pageviews
Shares
Time spent
Cost-per-conversion

5. PRIORITY
STUDIOS
Quantitative
Market
Research
BUMO
Top of Mind
Customer Sat
Price Sensitivity
TV Audience
Measurement
Ratings
Shares
Adhesion
Affinity
Qualitative
Research
“Metrics”
Attitudes; Needs;
Perception;
Projectives
Digital
Analytics
Pageviews
Shares
Time spent
Cost-per-conversion

6. PRIORITY
STUDIOS
Quantitative
Market
Research
BUMO
Top of Mind
Customer Sat
Price Sensitivity
TV Audience
Measurement
Ratings
Shares
Adhesion
Affinity
Qualitative
Research
“Metrics”
Attitudes;
Needs;
Perception;
Projectives
Digital
Analytics
Pageviews
Shares
Time spent
Cost-per-conversion

7. PRIORITY
STUDIOS
Quantitative
Market
Research
BUMO
Top of Mind
Customer Sat
Price Sensitivity
TV Audience
Measurement
Ratings
Shares
Adhesion
Affinity
Qualitative
Research
“Metrics”
Attitudes; Needs;
Perception;
Projectives
Digital
Analytics
Pageviews
Shares
Time spent
Cost-per-conversion
Employee
Performance
/ Customer
Service Data

8. Priority Studios is a design research partner to
creative and product teams.

9. PRIORITY
STUDIOS
Projects
UX design and product management for a
pediatrician patient relationship management app
UX research and customer journey
mapping to spark a service design
rebrand for BPI-Philamlife
End-to-end UX research, product management, UX
design, interface design and analytics monitoring
UX design and product management
for new features
UX research
(both user research and usability testing)
UX research to revamp the IIDM Certified Digital
Marketer Program e-learning platform and prototype
a food delivery interface
Mother
Sign In / Register Dashboard
Kids Profile Milestones
Book Appointment
Register
Secretary
Email Link
Dashboard
Create New
Patient Profile
Create
Measurement
Records
Save
Patients Profile
Search Results
Login
Pedia
Email link
Profile page
Edit Info
Edit Clinic
Profile page
Choose Clinic
Patient Search
Menu
Profile Edit
Clinic Information
Patient Profile
Records
Appointments
Measurement Charts
Milestones
Files
Patient Care Planner
Checkup
Vaccine
Milestones
Start New Appointment
Latest Record
Prescriptions
No Prescription
Add prescription
Empty
prescription form
Template
Add Referral Letter
Add Medical Certificate
View Details Edit View Details
Search Results
Create New
Patient Profile
Patient Profile
(Empty State)
Patient Profile
(Edit patient notes)
Login
Prescription 1
Final Prescription
List
Schedule Next
Appointment
Patient Search
Print
For project case studies, visit prioritystudios.com

10. Why “UX”
- Whose accountability is it?

11. Why “UX”
- Whose accountability is it?
Data that companies care about
- How does that relate to UX?

12. Why “UX”
- Whose accountability is it?
Data that companies care about
- How does that relate to UX?
In practice
- What does that look like, as a process?

13. identity crisis

14. Marketing
Objective
Design
Discipline
User Interface
Design
Customer
Experience

15. UX is not about making things sleek.

16. You can’t see “good UX”.

17. You can’t see “good UX”.
don’t necessarily

18. Some of the most successful
websites are the
“ugliest”.

20. Endurance.

22. Interface

23. Interface
Product

24. Interface
Product
Corporate

25. Why “UX”

26. Why User Experience

29. PRIORITY
STUDIOS
Make the web better, for humans.

30. “The goal of UX design in business
is to ‘improve customer satisfaction and loyalty
through the utility, ease of use, and pleasure
provided in the interaction with a product.’”
The Interdisciplinary Journal of Human-Computer Interaction,
Oxford University Press

31. Why User Experience

32. Who used Youtube this month?

33. PRIORITY
STUDIOS
USERS
Brand fans
Job candidates
Potential partners
Publishers/
content creators
Employers
Customers
Source: Users, Not Customers; Aaron Shapiro

34. PRIORITY
STUDIOS

35. PRIORITY
STUDIOS

36. PRIORITY
STUDIOS

37. PRIORITY
STUDIOS

38. PRIORITY
STUDIOS

39. Why “UX”
Data that companies care about

40. PRIORITY
STUDIOS
On Digital

41. PRIORITY
STUDIOS
Everything is measurable.
PRIORITY
STUDIOS

42. PRIORITY
STUDIOS
Everything is measurable.
PRIORITY
STUDIOS

43. PRIORITY
STUDIOS
Just because you CAN,
doesn’t mean you SHOULD.

44. framework

46. PRIORITY
STUDIOS
B U S I N E S S G O A L
K E Y P E R F O R M A N C E I N D I C AT O R S
( C H A N N E L 1 )
M E T R I C S M E T R I C S M E T R I C S M E T R I C S M E T R I C S
K E Y P E R F O R M A N C E I N D I C AT O R S
( C H A N N E L 2 )

47. PRIORITY
STUDIOS
W H Y
W H AT
H O W

48. Start with “why”.
S I M O N S I N E K

49. Each metric has a role.

51. Analytics Data
Design &
Engineering

52. Analytics Data
Design &
Engineering
Customer
Service
Content from
Calls & Tickets

53. Analytics Data
Design &
Engineering
Customer
Service
Content from
Calls & Tickets
Operations, Marketing
& Business
Development
Requests,
Requirements,
Constraints and
Targets

54. Analytics Data
Design &
Engineering
Customer
Service
Content from
Calls & Tickets
Operations, Marketing
& Business
Development
Requests,
Requirements,
Constraints and
Targets
Field Research
Usability and User
Research

55. Analytics Data
Design &
Engineering
Customer
Service
Content from
Calls & Tickets
Operations, Marketing
& Business
Development
Requests,
Requirements,
Constraints and
Targets
Field Research
Usability and User
Research
Wk 1
Wk 2
Wk 3

56. OKRs

57. PRIORITY
STUDIOS
USER GOALS
(how desirable)
BUSINESS GOALS
(how viable)

58. PRIORITY
STUDIOS
USER GOALS
(how desirable)
BUSINESS GOALS
(how viable)

59. PRIORITY
STUDIOS
ACQUIRE NEW CUSTOMERS
RETAIN CUSTOMERS
DEVELOP A NEW MARKET
REDUCE PRICE SENSITIVITY
BRANDING: SHIFTING ATTITUDES
GROW SALES
Volume or Value
GROW PROFIT
Higher Revenue / Lower Cost

60. Who here has designed/redesigned a
website for a huge corporation?
(a lot of sub-brands/products underneath)

61. Design (for corporate) is political.

62. Design decisions are made by people.

63. Doing UX Design long-term is about
deeply understanding people -
INCLUDING brand owners

64. Source: "Competing on Customer Journeys”, Harvard Business Review

65. “UX”

66. Users & Customers
“UX”

67. Design &
Engineering
Customer
Service
Operations, Marketing
& Business
Development
Field Research
Users & Customers
“UX”

68. By “serve”, I don’t just mean follow.

69. Design &
Engineering
Customer
Service
Operations, Marketing
& Business
Development
Field Research
Users & Customers
“UX”

70. Why “UX”
Data that companies care about
In practice

73. Interface

74. Interface
Product

75. Interface
Product
Corporate

77. If only one division cares…

78. Strive to get to a point where
other teams want to
stick their noses into your UX work.

79. Field photos

80. Sales workflow
Field photos

81. What are the key metrics
you care about?

82. PRIORITY
STUDIOS
Challenges in Incorporating User
Experience Methods

83. PRIORITY
STUDIOS
Corporation / Conglomerate
Digital product development isn’t
part of the main business
No purposive design workflow,
but with a multi-discipline in-house
team
Depends highly on industry
Challenges in Incorporating User
Experience Methods

84. PRIORITY
STUDIOS
Creative Agency
One-man UX team
Background: Technology and
Analytics; Interface Design and
Front-end Development
Promo / Content Sites
Social Media aggregators
Content uploaders (User-generated)
Corporation / Conglomerate
Digital product development isn’t
part of the main business
No purposive design workflow,
but with a multi-discipline in-house
team
Depends highly on industry
Challenges in Incorporating User
Experience Methods

85. PRIORITY
STUDIOS
Creative Agency
One-man UX team
Background: Technology and
Analytics; Interface Design and
Front-end Development
Promo / Content Sites
Social Media aggregators
Content uploaders (User-generated)
Product / Tech Start-up
Existing Design Team plus Product
Managers; geared more towards
Visual Design and Marketing
assets
Transactional or Service Products
Back-end - Customer Management
Corporation / Conglomerate
Digital product development isn’t
part of the main business
No purposive design workflow,
but with a multi-discipline in-house
team
Depends highly on industry
Challenges in Incorporating User
Experience Methods

87. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs

88. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs
Gathering
requirements and
constraints
Marketing
Engineering
Business Intelligence
Operations
Legal

89. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs
Gathering
requirements and
constraints
Marketing
Engineering
Business Intelligence
Operations
Legal
Design &
Prototyping

90. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs
Gathering
requirements and
constraints
Marketing
Engineering
Business Intelligence
Operations
Legal
Design &
Prototyping
Present & Review
Relevant
Decision-makers
for that phase

91. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs
Gathering
requirements and
constraints
Marketing
Engineering
Business Intelligence
Operations
Legal
Design &
Prototyping
Present & Review
Relevant
Decision-makers
for that phase
Track & Prioritize
Fixes
Product
Marketing
Business
Intelligence

92. Defining the
brand and
defining the
product vision
Product and
Operations
Founders/CEOs
Gathering
requirements and
constraints
Marketing
Engineering
Business Intelligence
Operations
Legal
Design &
Prototyping
Present & Review
Relevant
Decision-makers
for that phase
Track & Prioritize
Fixes
Product
Marketing
Business
Intelligence

94. Wireframing
Minimum Viable UX
Heuristics
+ Experience

95. Wireframing
Minimum Viable UX
Heuristics
+ Experience
Wireframing
Standard
Analytics Tracking
User Stories or some
form of Feature
documentation

96. Wireframing
Minimum Viable UX
Heuristics
+ Experience
Wireframing
Standard
Analytics Tracking
User Stories or some
form of Feature
documentation
Wireframing &
PrototypingSophisticated
Analytics & Post-
design testing
User/Job Stories;
Userflow creation

97. Wireframing
Minimum Viable UX
Heuristics
+ Experience
Wireframing
Standard
Analytics Tracking
User Stories or some
form of Feature
documentation
Wireframing &
PrototypingSophisticated
Analytics & Post-
design testing
User/Job Stories;
Userflow creation
Wireframing &
PrototypingFull-tilt
Analytics & Post-
design testing
User/Job Stories;
Userflow, Info
Architecture
User Research to
inform features

98. PRIORITY
STUDIOS
“Paano gamitin ‘to?”
How do you use this?
We heard this on all usability tests
for a project.
Field photo

99. PRIORITY
STUDIOS
Label Label Label New Label Label
LOGO
Page Title
Content Header
Body body body body body body body body
body body body.

100. PRIORITY
STUDIOS
Label Label Label New Label Label
LOGO
Page Title
Content Header
Body body body body body body body body
body body body.
20%

102. Good UX isn’t “seen”; it’s measured.

103. Good UX isn’t “seen”; it’s measured.
Strive to get to a point where other teams
want to stick their noses into your work.

104. Good UX isn’t “seen”; it’s measured.
Strive to get to a point where other teams
want to stick their noses into your work.
Managing User Experience in a
company, is about serving people.

105. Thank you!
PRIORITY
STUDIOS
medium.com/@yellowicepick
angela@prioritystudios.com
This text is licensed under the Creative Commons Attribution-
NonCommercial-ShareAlike 4.0 International License. To view a
copy of this license, visit http://creativecommons.org/licenses/
by-nc-sa/4.0/.
Priority Studios, 2017.
facebook.com/angelUXR

106. goo.gl/zr3q5k
Speaking of caring about User Experience…