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WINNING HEARTS & MINDS: TIPS
    FOR EMBEDDING USER
     EXPERIENCE IN YOUR
       ORGANIZATION
        Michele Ide-Smith
        Red Gate Software
“As their usability approach
matures, organisations typically
progress through the same
sequence of stages, from initial
hostility to widespread reliance
on user research.”

                  Jakob Nielsen
A bit of background




Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5359290323
About me
• UX Specialist at Red Gate Software
• I work on tools for tSQL developers
My UX journey…
                                                                        Head of
                               Information
                                                                      Interactive
                               Architecture
                                                                      Production
                                                                           MSc in Human
                                                                             Computer
          Web                         Web                                   Interaction
        developer                  accessibility
                                                                                      UX Specialist



1997   1998   1999   2000   2001   2002   2003   2004   2005   2006     2007   2008   2009   2010   2011



                                                                           Web Strategy
                             Project Manager                                Manager
                              & Information
                                Architect                      Observed
                                                               usability
                                                                testing
UX maturity takes time



2006                                   2011

Occasional usability    Dedicated UX Architect
survey                 UX techniques and skills
                                   embedded
UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-
strategy/




 In 5 years, we
 got to here
How do you get started?




Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
UX techniques are not hard to
          pick up
But knowing when and why to use
     them takes experience
Tip #1
Start small, show value
Start with small but
perfectly formed projects

              Research



   Improve                 Design




       Evaluate      Prototype
Tip #2
Provide evidence
Some stakeholders have
   strong opinions
Use data to tell a story about your users


Usability tests and           Surveys and
site visits                   feedback forums




Support centre                Analytics
Tip #3
Be considerate
Highlighting poor design and
content requires tact and diplomacy
Always point out something positive
      as well as the negatives




                            Use familiar language e.g. ‘customer
                               focus’, ‘customer experience’
Photo by hatalmas http://www.flickr.com/photos/hatalmas/6094281702
Tip #4
Evangelise
It’s your job to sell the value of UX
Photo by Alice Bartlett http://www.flickr.com/photos/alicebartlett/2364526812
Doing UX work early reduces the
cost of development and testing
Bad UX costs the business through
     increased calls to customer support
Photo by ntr23 http://www.flickr.com/photos/ntr23/4435476085
UX can be a differentiator
Tip #5
Find a UX champion
A UX champion can help gain
     organisational support and resources


                                                         UX rocks!!




Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
Tip #6
Develop in-house skills
If you have budget available and
decide to use external expertise
Find a supplier who’ll work
              Work collaboratively
            collaboratively




                                                    And help transfer skills to in-
                                                           house teams
Photo by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
The whole team can learn UX skills
Everyone in the team can learn to
                                       do expert reviews, run usability
                                          sessions or analyse data




Photo by Oblong http://www.flickr.com/photos/oblongpictures/5250948891
Consider some training delivered
   on site for the whole team
Tip #7
Encourage ownership of UX
Anyone can have design ideas
The person who created these sketches
     had no prior UX experience
Run sketching sessions with the
 team to generate design ideas
Increasing ownership of UX in the
team means that everyone thinks
  pro-actively about your product
Tip #8
Observe your users
Usability testing is an invaluable way to
                              get early feedback on designs
Photo by Kaptain Kobold http://www.flickr.com/photos/kaptainkobold/5181464194
Recruiting users can be time
 consuming and expensive
Maximise opportunities to recruit users

Opt in on surveys             Advertise on your
or feedback forms             website
Winning Hearts and Minds: Tips for Embedding User Experience in Your Organisation
Use virtual meeting software to do
usability testing with remote users
Observe people using your product in
real contexts – you might be surprised!
Photo by coleydude http://www.flickr.com/photos/27433628@N05/2596493033/
Tip #9
Co-locate
Embed UX specialists within
     product teams
Developers
                         Testers

(Insert picture of team with UX
             person)
       Project Manager



   Product Manager
                     User
                     Experience
UX should attend the daily stand-
 ups and other team meetings
Get immediate design feedback on
stories you are implementing e.g.
         the ‘Daily Demo’
UX can pair design with a
  developer to make iterative UI
improvements quickly and cheaply
Tip #10
Make UX work visible
Use whiteboards and walls!
Winning Hearts and Minds: Tips for Embedding User Experience in Your Organisation
Include UX stories and tasks in the backlog
       and on the Kanban / Scrum board




These are the UX tasks
Tip #11
Collaborate
Collaboration increases team buy-
    in to UX and can save time
Invite the team to observe user testing,
     then analyse findings together
Categorise the findings




            Design solutions / ideas
            become stories on the
            backlog
Observers write issues on pink
stickies, observations on yellow
stickies
Play collaboration games to generate and
              explore ideas
Collaboration games book, or
  Check out the Gamestorming
     http://www.gogamestorm.com
Tip #12
Communicate
Set up a blog or wiki to
communicate what you are doing
        and learning
Do you know who your users are?




Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
Collect observations from site
visits, interviews and usability tests
Create personas with the team to
    bring your research data to life




Photo by Canned Tuna http://www.flickr.com/photos/cannedtuna/4852756417/
Tip #13
Measure improvements
Benchmark, set targets and evaluate using
      consistent metrics to show improvements




Photo by Alice Bartlett http://www.flickr.com/photos/alicebartlett/2363694581/
Example metrics
• Qualitative
  – System Usability Scale (SUS) questionnaire
  – Usability problems
  – Satisfaction
• Quantitative
  – Task completion
  – Time on task
  – Errors (number of errors and task failure)
  – Conversion rate / funnels
Tip #14
Align UX & Product
   Management
UX and Product Managers should
  work with, not against, each other
Photo by Stéfan http://www.flickr.com/photos/st3f4n/6180464865/
Technology Acceptance Model (Davis, 1989)
A successful product is both useful
        and easy to use*

        * And hopefully desirable too!
Tip #15
Reach out to your organization
Procurement decisions are often only based on
       cost and business requirements
Do usability and accessibility
evaluations before purchasing off-
        the-shelf systems
Tip #16
Standardise processes
Standardising processes, tools and
 templates saves time and helps
        with a UX roll out
Method cards helps educate the team
 Method cards courtesy of http://nform.com/tradingcards/
Leave room to experiment with new
    techniques – don’t be too
           prescriptive
Tip #17
Get some friends
UX can become a full time job, but
it’s often only a small percentage
           of your job role
You may need to make a case for
      dedicated UX roles
In conclusion
A model for embedding UX

                      Collaborating


      Developing UX                   Evangelising &
          skills                      Communicating




                      Embedding                 Defining
Listening to
                                              processes &
customers                UX                      tools
“No matter how impassioned your
approach, it’s impossible to take a
company straight from UX indifference to
UX maturity. The demands are too
disruptive. Focus, as the undercover
manifesto suggests, on big change
through small victories, slowly winning the
hearts and minds and convincing your
team of the need for UX approaches .”

              Cennydd Bowles, James Box
It can feel like climbing a
mountain, but working as a team
        you’ll get there 




             Photo by Rob Young http://www.flickr.com/photos/rob-young/2835825416
Thanks for listening!




Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
Get in touch
Michele Ide-Smith
User Experience Specialist
Red Gate Software
e: michele.ide-smith@red-gate.com
   @micheleidesmith
b: www.ide-smith.co.uk

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Winning Hearts and Minds: Tips for Embedding User Experience in Your Organisation

Notes de l'éditeur

  1. Choose a self-contained project
  2. School closures page – analyticsLibraries – card sorting how people understand the term ‘your library online’OU – course listing on home page