session at UX camp HH, 2016 about impact of UX in large organizations

1. context
direct field of
competence
Maybe the best place to
provide the solution.
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
getting real – impact of user experience in large organizations
Diana Frank, UX strategist
Munich, Frankfurt
UX camp HH, hamburg 20160813

2. Diana Frank, UX strategist
love to connect real things and digital experience.
if I am not in the office, you can find me in the mountains or somewhere
else walking or running around.
always looking for patterns, willing to see the small things and quality in
details – and always asking to understand the bigger picture.
UX camp HH 2016, hamburg
Diana Frank @ffm_ux

3. Prolog
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
what the others* know about UX…
?
*others: family and friends, clients, IT department,
product manager, middle management, financial
department, People in the company you work…

4. Prolog
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
what the others* know about UX…
So how to get impact, if they don‘t have a clue what to get out of it?
*others: family and friends, clients, IT department,
product manager, middle management, financial
department, People in the company you work…
?

5. Prolog
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
what they expect from user
experience…
something magic, just happening. You
can use it, but there is no impact of your
own field of competence…

6. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
how it feels like…
for the guys who try hard to do it.

7. UX camp HH 2016, hamburg
Diana Frank @ffm_ux

8. 1. self-esteem and impact
2. structures we live in
3. getting real..?
UX camp HH 2016, hamburg
Diana Frank @ffm_ux

9. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
1. self-esteem and impact – what we can look at on our own

10. reality ?
the choice you made ?
UX camp HH 2016, hamburg
Diana Frank @ffm_ux

11. for the germans:
we have a past to contend with…
UX camp HH 2016, hamburg
Diana Frank @ffm_ux

12. Historisch vorbelastet…
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
Ritter ohne Furcht und Tadel.
Preußische Tugenden.
Tapferkeit ohne Wehleidigkeit („Lerne leiden, ohne zu
klagen“), Unterordnung, Mut und Gehorsam (jedoch nicht
ohne Freimut) gelten als erstrebenswert.
(Selbst)disziplin, eine unerlässliche militärische Tugend,
umfasste auch Härte, gegen sich noch mehr als
gegen andere.
Quelle: https://de.wikipedia.org/wiki/Preußische_Tugenden

13. premises?
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
it needs to work
hard
it will be difficult pushbacks have
to be expected
be diligent
there will be
casualties
stay humble fight until the
very end
[ … ]

14. Enjoy to work while having impact?
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
I just work for
goals i can reach.
If it‘s not easy,
something is
wrong.
People like to
listen the (right)
story.
Looking for high
impact coming
with low effort
Think about the
benefit first
Being (too) kind
is sometimes not
helpful at all
If it does not
work, change it.
[ … ]

15. Enjoy to work while having impact?
Useful virtues
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
prepared:
research done?
proper:
looking for low hanging
fruits, do the basics
economical:
ratio between potential
and effort
listen and care.
I just work for
goals i can reach.
If it‘s not easy,
something is
wrong.
People like to
listen the (right)
story.
Looking for high
impact coming
with low effort
Think about the
benefit first
Being (too) kind
is sometimes not
helpful at all
If it does not
work, change it.
[ … ]

16. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
2. structures we live in – forced in, by default, by our choice?

17. Eco system full of UX relevance – influence each other more or less.
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
Content Strategy
Semantic Web
Responsive
Future ready Mobile
Research &
Testing
Storytelling Help & Support
Service
Interaction
Pattern
Nutzer
Community Komplexität
IOT
Marke
Partner
Externe
Experten
Events
IT
Organisations-
struktur
Geschäftsmodell
Empfehlungs-
marketing
Vertrieb
Laden/ Handel
Versand &
Logistic
Zahlmethoden
CMS
CRM
Findability Related Content
Knowledge
Management
…
…
…
Mitarbeiter-
schulung
Workshops
Analytics
…
Design
ProduktentwicklungForschung
…
Legal
Apps
Teams
Sponsoring
Infra-
struktur
...Märkte
Mobilität
QS
...

18. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
clear broders, clear area of competence.
focus on task(s).
Normally our world is not soo small…
If you deal with details, you can look on a topic like
a little system for its own…

19. If you are not a very focused specialist, there is
more to deal with
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
… other systems around us.

20. and most likely UX is not always the middle of
the univers…
UX camp HH 2016, hamburg
Diana Frank @ffm_ux

21. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
context
direct field of
competence
Maybe the best place to
provide the solution.
Thinking in systems and context:

22. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
we plan we do
Potential of UX depends on structures and time:
same as for other diciplies, coming late causes major extra effort for
changes – or makes them impossible.
strategy identify
things to do
decide on the
story to tell
what we do
and how
start
doing
getting
done
improve,
try to
rescure
time spend for UX, related to impact

23. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
we plan we do
time spend for UX, related to impact
when UX is asked to be on the table
(workload)
Potential of UX depends on structures and time:
same as for other diciplies, coming late causes major extra effort for changes – or makes
them impossible.
strategy identify
things to do
decide on the
story to tell
what we do
and how
start
doing
getting
done
improve,
try to
rescure

24. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
we plan we do
If UX is only located in the IT department:
strategy identify
things to do
decide on the
story to tell
what we do
and how
start
doing
getting
done
improve,
try to
rescure
tech driven
evaluation of
systems and
infrastructure
time spend for UX, related to impact
when UX is asked to be on the table
(workload)

25. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
your field of competence
If UX is only a part of the journey: a happy scenario
marketing brand,
corporate
investor
relations…
one site customer
care
product line 2product line 1
potential

26. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
your field of competence
When you need to run away or to break the silos
marketing brand,
corporate
investor
relations…
one site customer
care
product line 2product line 1
potential

27. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
What hinders UX in large organisations
Each Department has „his own“ customer and is just working for him.
Lack of consistency
Lack of flexiblity of the system: you can guess but only the user itself knows.
Missing big picuture
Missing collaboration, e.g protective departments

28. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
What hinders UX in large organisations
Each Department has „his own“ customer and is just working for him.
Lack of consistency
Lack of flexiblity of the system: you can guess but only the user itself knows.
Missing big picuture
Missing collaboration, e.g protective departments
When solutions are just intended to be technical
… best, with IT Systems never made for this.

29. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
3. getting real..? – what to care of, roles we need to create

30. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
focus on problems,
hindering ourself…
missing impact on a personal level impact on project/company level
… basic assumptions are
missing or not very helpful/
lack of comptence*
*competence: ability, rights and duties.

31. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
missing (common)
understanding
expectations and potential are
unclear, timing and process do not
allow to adjust later.

32. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
the design-pitfall
UX is more than surface.
– scribbles show ideas, design is
alreay a product, something real.
step back to re-define processes
and to think about the customer
journay is hard after the first
design is done.

33. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
black holes
missing transision between
overview and detail.
UX strategy as no man‘s land
between business, brand and the
holy feature.
– power needs direction to
have any impact.

34. UX camp HH 2016, hamburg
Diana Frank @ffm_ux
comfort zone
who wants to have impact
needs to be ready to leave his
comfort zone.
… and sometimes it needs to push others out
of their comfort zone as well.

35. UX camp HH 2016, hamburg
Look where to have impact with less effort and
go for it… regardless the area you are placed in
– Earn to be trusted – again and again
– ask for competence
– leave your comfort zone
– accept fuzziness, learn to trust the
knowlege of others
– process before design
– be willing to be measured by results.
Diana Frank @ffm_ux

36. UX camp HH 2016, hamburg
no complex project without
a big picture
Diana Frank @ffm_ux

37. UX camp HH 2016, hamburg
no complex project without
a clear view on the current situation
Diana Frank @ffm_ux

38. UX camp HH 2016, hamburg
no complex project without
definition of main tasks and a story line to be
Diana Frank @ffm_ux

39. UX camp HH 2016, hamburg
no complex project without
Analysis of the given potential
Diana Frank @ffm_ux

40. UX camp HH 2016, hamburg
Matching the goals
Talk business to get the buy-in for UX
Diana Frank @ffm_ux

41. UX camp HH 2016, hamburg
Getting real –
what is hindering you and how you answer it?
…
you and
yourself
…
the
structures
you are in
…
the mindset you are
faced with
…
Diana Frank @ffm_ux

42. UX camp HH 2016, hamburg
Getting real –
bridging the gap?
… who can support you?
… how to built a network of UX ambassadors?
… can you make it to slip into a managment advisory role?
or do we have to turn into product/ process owner?
Diana Frank @ffm_ux

43. stay in contact
UX camp HH 2016, hamburg
Diana Frank @ffm_ux
info@dianafrank.de
xing.to/UX
de.linkedin.com/in/frankdiana/
@ffm_ux