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User Experience in a Rapidly Changing World

Slides from my talk at the IA Konferenz, 2013, in Berlin, Germany.

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User Experience in a Rapidly Changing World

  1. 1. Mar 5, 2013IA Konferenz ‘13User Experience Practicein a Rapidly ChangingWorldJosh Seiden@jseidenwww.neo.com
  2. 2. Me and my #hashtagsJosh Seidenwww.neo.com@neo_innovation@jseiden#leanUX#leanStartup#leanUXbook
  3. 3. 1. CHANGE IS THE NEW REALITY2. ADAPTING OUR PRACTICE3
  4. 4. 4Old assumptions, new reality4
  5. 5. 4Old assumptions, new reality4
  6. 6. 4Old assumptions, new reality4
  7. 7. Old assumptions, new reality
  8. 8. No more “Model Years”6
  9. 9. No more “Model Years”6
  10. 10. SOFTWAREENABLESCONTINUOUSCHANGE7
  11. 11. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Agile
  12. 12. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Agile UXAgile UXAgile
  13. 13. BusinessDesign?Business?Design?Coping with Continuous ProductionBusiness?Lean StartupLean StartupAgile UXAgile UXAgile
  14. 14. BusinessDesign?Business?Design?Enterprise?Business?Lean StartupLean StartupAgile UXAgile UXAgile
  15. 15. SOFTWARE ISEATING THEWORLD.10Mark Andreessen,WSJ, Aug 2011
  16. 16. HOW CAN WEADAPT OURPRACTICE TO THISNEW REALITY?11
  17. 17. 12THE PRINCIPLESResilienceover strengthPullover pushRiskover safetySystemsover objectsCompassesover mapsPracticeover theoryDisobedienceover complianceEmergenceover authorityLearningover educationTexth&p://www.media.mit.edu/about/principles
  18. 18. AGENDA1. CONTINUOUS LEARNING2. SMALL X-FUNCTIONAL TEAMS3. ENABLE MAKING4. MANAGE OUTCOMES5. A NEW ORGANIZATION13
  19. 19. 1CONTINUOUS LEARNING14
  20. 20. Internet Mouse
  21. 21. Internet Mouse
  22. 22. Reduce Inventory, Risk and WasteMake adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  23. 23. Reduce Inventory, Risk and WasteThis isgoing tobe BIG!Make adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  24. 24. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionGet feedbackfrom marketConcept credit: @clevergirl
  25. 25. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionMONTHS Get feedbackfrom marketConcept credit: @clevergirl
  26. 26. Reduce Inventory, Risk and WasteNope.This isgoing tobe BIG!Make adesigndecisionMONTHSHOURSGet feedbackfrom marketConcept credit: @clevergirl
  27. 27. A system built on continuous learning17RiskDiagram concept: @clevergirlLearning!
  28. 28. Build it18Figure out if it worksThen
  29. 29. Build it18Figure out if it worksThen
  30. 30. 2SMALL X-FUNCTIONAL TEAMS19
  31. 31. EVERY PROJECTSTARTS WITHASSUMPTIONS20
  32. 32. CUSTOMER PROBLEM SOLUTIONBUSINESSMODELCOMPETITIONKEY COMPETITIVEADVANTAGECUSTOMEROUTCOMECUSTOMERACQUISITIONEARLYADOPTER360° ASSUMPTIONS
  33. 33. BusinessDesign?Business?Design?REMEMBER THIS?Business?BUSINESSLean StartupDESIGNAgile UXDEVELOPERS
  34. 34. BusinessDesign?Business?Design?THIS DOESN’T WORKBusiness?BUSINESSDESIGNAgile UXDEVELOPERS
  35. 35. Small, dedicated, co-located & cross-functional
  36. 36. Small, dedicated, co-located & cross-functional
  37. 37. Small, dedicated, co-located & cross-functional1. Two-pizza teams
  38. 38. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each
  39. 39. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each3. 1 location (same time zone)
  40. 40. Small, dedicated, co-located & cross-functional1. Two-pizza teams2. 1 project each3. 1 location (same time zone)4. Self-sufficient
  41. 41. Case Study: PayPal
  42. 42. 3ENABLE MAKING26
  43. 43. What’s the smallest thing we can build?27
  44. 44. What’s the smallest thing we can build?27
  45. 45. Twitter Bootstrap
  46. 46. Design Systems at GE30
  47. 47. 4MANAGE OUTCOMES31
  48. 48. Output, Outcome, Impact
  49. 49. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.
  50. 50. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.
  51. 51. Output, Outcome, Impact§ Output: the software we build. The materials we produce. Easyto measure. Example: A new log-in page.§ Outcome: the change in the world after we deliver output.Harder to measure. Example: increase user log-in rate.§ Impact: the change we see over time.Very hard to measure. Example: Our service is profitable.
  52. 52. Output
  53. 53. Outcome
  54. 54. Impact
  55. 55. Don’t manage output.Instead, focus on outcomes.Don’t make teams responsible for impact.
  56. 56. Case Study: TheLadders
  57. 57. Case Study: TheLadders14%
  58. 58. Case Study: TheLadders
  59. 59. Case Study: TheLadders63%
  60. 60. 5A NEW ORGANIZATION40
  61. 61. BusinessDesign?Business?Design?Enterprise?Business?Lean StartupLean StartupAgile UXAgile UXAgile
  62. 62. 42Business model validationProduct validationSmall team
  63. 63. 42Business model validationProduct validationSmall teamCulture / Infrastructure to support continuous learningStakeholdersSmall-chunk, outcome-based, predictable funding$$$
  64. 64. AGENDA1. CONTINUOUS LEARNING2. SMALL X-FUNCTIONAL TEAMS3. ENABLE MAKING4. MANAGE OUTCOMES5. A NEW ORGANIZATION43
  65. 65. THANK YOU!@jseidenwww.leanuxbook.comwww.neo.com44
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Slides from my talk at the IA Konferenz, 2013, in Berlin, Germany.

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