CX | UX | IoT, The Awesome Feat

CX | UX | IoT
The Awesome Feat
By Michael Vaughn
February 8, 2019

Michael Vaughn
CX/UX Leader, Entrepreneur, Public Speaker, and Mentor
Nonproﬁt
For-Proﬁt
Copyright © 2019 Vaughn Creative. All rights reserved.
Notable Clients

Learning Outcomes
Customer Experience
User Experience
The Digital Age (2008-2018)
The Experience Age (2008-2018)
Market | Current State
UX | Current State
Market | Future
UX | Future
Tips on Creating a UX Practice
Final Learnings
Reflection Points Along the Way

But First, A Few Questions
Scale from 1 to 10 (10 is Expert)
How well do you know CX?
How well do you know UX?

refers to a customer’s experience
with a company or brand,
at all touchpoints.
A touchpoint is any way by which a customer
can interact with a brand, such as when
purchasing or using a product or through seeing
commercials featuring it.
Customer Experience (CX)

UX
CX
Branding
Social Media
Customer Communications
Internal Communications
Technology Mediums
web, product, mobile app
Corporate Culture
In Person Mediums
kiosks, front desk

UX
CX
Branding
Social Media
Customer Communications
Internal Communications
Technology Mediums
web, product, mobile app
Corporate Culture
In Person Mediums
kiosks, front desk
One
Uniﬁed
Consistent 
Thread

“You’ve got to start with the
customer experience and
work back toward the
technology — not the other
way around.”
Steve Jobs

Top CX
Companies

UX Overview
User Experience (UX) Copyright © 2019 Vaughn Creative. All rights reserved.

focuses on having a deep
understanding of users,
what they need, what they
value, their abilities, and
also their limitations.
It also takes into account
the business goals and
objectives of the group
managing the project.
UX best practices promote
improving the quality of
the user’s interaction with
and perceptions of your
product and any related
services. - Usability.gov
User Experience (UX)

Describing the
Experimental Prototype
Community of Tomorrow
(aka EPCOT) in 1966
“…is an experimental prototype
that is always in the state of
becoming, a place where the
latest technology can be used to
improve the lives of people.”

“Somehow I can’t believe that there are any heights that can’t be scaled by a man who knows the
secrets of making dreams come true. This special secret, it seems to me, can be summarized in four Cs.
They are curiosity, conﬁdence, courage, and constancy, and the greatest of all is conﬁdence.
When you believe in a thing, believe in it all the way, implicitly and unquestionable.”

1975
“Carousel of Progress” Copyright © 2019 Vaughn Creative. All rights reserved.

1975
“Carousel of Progress”
More to Come Later…

“It’s the total experience that matters.
And that starts from when you ﬁrst hear about a
product… experience is more based upon
memory than reality.
If your memory of the product is wonderful,
you will excuse all sorts of incidental things.”
– Don Norman

Six Core Disciplines of UX
User Research Information ArchitectureContent Strategy
Interaction Design Visual Design Usability Testing
Understanding the people who
use the product or system through
observations and
data gathering.
Planning for the creation, delivery,
and governance of useful, usable
content.
Identifying & organizing
information within the product or
system in a purposeful &
meaningful way.
Designing the interactive
behaviors of a product or system
with a specific focus on their use.
Designing the visual qualities of a
product or system in an
aesthetically pleasing way.
Measuring the quality of a user’s
experience when interacting with a
product or system.

Usability Testing is a way to see how easy to use something is
by testing it with real users. Users are asked to complete tasks,
typically while they are being observed by a researcher, to see
where they encounter problems and experience confusion.
User Flow are simply flow schematics of how the user flows
through actions using the system. The goal is simplicity.
Static Comps is a form of sketching out designs to get visuals
on overall look and feel. They are “static” because there’s no
interactivity. 
Mockups are another form of sketching out designs but at a
more “interactive” level. They’ll have more of a representation of
flow & look/feel. But no data tie ins.
Prototypes are another form of sketching out designs but at a
more “interactive plus more functional” level. These designs are
at a deeper level with how the system will function.
ADA Compliance - This is the governance making sure people
with disabilities can use the system.
Key UX Terminologies

UX Return on Investment
In 2009, Jared replaced a
“register” button with “continue”.
An added a message, stating “Registering isn’t
required to checkout, but is optional and
might be helpful if you returned.”
ROI - $300 Million Dollars of
increased revenue the ﬁrst year
for his online retail client.
$300 Million Dollar Button
Jared Spool
Maker of Awesomeness at Center Centre and UIE

UX is Continual
We’re Consistently Improving
Copyright © 2019 Vaughn Creative. All rights reserved.Copyright © 2019 Vaughn Creative. All rights reserved.

UX
Comes First,
Before Development
Plan for it

UI is Not UX
And it Never Will Be

Reﬂection Point

The Digital Age
2008-2018

The Experience Age
2008-2018

The User Experience of Digital Age
2008-2018

Market Research

Market Research User Research
One on One Interviews with UXers
UX Survey

User Research Activities
UX Survey 204 US and Global Respondents
One on One
Interviews with UXers 10

2008 2008 - 2018 2018 - 2028

2008
Pivotal Shifts
in the Market

First Release
June 2007
First Release
October 2008

First Release
June 2007
First Release
October 2008
1st Year Sales | 2008
11.63 Million Sold

CRTs Get Replaced with LCDs
CRT
LCD

Desktops Get Replaced with Laptops

2008-2009 | A Quarter of World’s Population Connected

Smartphones
CRTs
Desktops
LCDs
Laptops
Broadband Internet and Adoption

Screen Sizes Omnichannel
Click to Touch

2008
Pivotal Shifts
in UX

Marketing
Web Developers
Graphic Design
Producers
Developers
Sales
Some Were in School
UX Migration

35.3% Were Producers. Many Respondents Were in School.

41.7% Were Creating Web Solutions
Many other respondents were at school at the time

24.5% Agency/Consulting 22.5% Internal Corporate Environment
34.8% Were in School

Smartphones
The Key Lynchpin
That Fueled UX

2008-2018
Digital Market
Transformation
Hang On!

Worldwide Mobile Subscription Growth
2007
2 Billion1 Billion Yes, That’s 5 Billion!
20172003 2013
4 Billion

Broadband Internet Scales Up
4 Megabits
Per Second
Q1 2010
Q1 2017
18 Megabits
Per Second

Digital Devices
Erupt Copyright © 2019 Vaughn Creative. All rights reserved.

2010

2008
First Smart TVCopyright © 2019 Vaughn Creative. All rights reserved.

2012

Original
Surface

Industry
Adaptation Copyright © 2019 Vaughn Creative. All rights reserved.

2009
HIPAA HiTech Act Copyright © 2019 Vaughn Creative. All rights reserved.

2008-2009
Financial Crisis

2010
Dodd-Frank Wall Street
Reform and Consumer
Protection Act
2008-2009
Financial Crisis

2010
Dodd-Frank Wall Street
Reform and Consumer
Protection Act
FinTech Changes
10 Players to 10,000
Over 10 years
2008-2009
Financial Crisis

Retail
Transformation

8,640 Stores
Close in 2017

New
Industries
Emerge

Technology
Industry
Transforms
& Grows

2007 | 10,000 2018 | Over 100,000

By 2027, A Million Software Companies
Forecasted

2009
Cryptocurrency

Micro Brew Industry
2009 Began Growth

Micro Brew Industry
35 Billion Revenue in 2018

Cannabis Industry
2014
Colorado Becomes the First Legal State

Cannabis Industry
Legalized in 33 States Today

Cannabis Industry
Continues to Grow
35%-54% Year Over Year Nationwide

Cannabis Industry
A 57 Billion Dollar Industry in US by 2027

Cannabis Industry
Over 150 Billion Dollar Industry Globally by 2025

Music Industry
Transforms Copyright © 2019 Vaughn Creative. All rights reserved.

A
Quick
Look Back

Innovation
Thrives

2008 Model S
Electric Car

2009
3D Printing Reborn

UX
Drives
Transformation

Company Doesn’t Own Cars
2008
Founded
2012

Company Doesn’t Own Hotels
Founded 2008

Largest Media Company
Doesn’t Create Content
Founded 2004

IoT
Evolves

2013

2015

2016

AR/VR
Emerges

2012-2014?

VUI
Is Introduced

Or
Reintroduced?

2014 2016

2014 2016
I’m Alexa… I’m Google…

2018

Digital Analytics
Advances

2008-2018
The
UX Journey

The Solo
UX Team
There’s No “I” in Team
but Only One “U” in UX

The Solo UX Team
User Research
Information Architecture
Interaction Design
Visual Design
Content Strategist
Usability Testing
6 Core UX Disciplines
Plus
UI Design

2009-2013
Unicorn Era

Responsive vs Adaptive
2011-

Many Tools

Educating and
Informing About UX

Multiple
UX Roles
UX Designer
Information Architect
Interaction Designer
Visual Designer
Usability Specialist
User Researcher
UX Strategist
UX Professional
UX/UI Designer
Content Specialist
Usability Tester
UX Specialist
UX Engineer
UX Lead
UX Manager
UX Director

50.5% Had More Than 3 Roles
6.4%
3.9%

67.2% Tenure is 1-3 Years

Agile Movement UCD Process&

Service Design
Internal Software
Product Design Customer Experience
Platform as a ServiceMobile Design

Healthcare
Financial
Government
Hospitality Transportation
Technology

Three UX User Types

Warriors
Individual Contributor
Purely Dedicated to UX
and Best Practices
The Front Line Person for the User
Knows How to Validate
Their Solutions

Pioneers
A “Fire” Starter
a Team of One in the Beginning
Proves the Value of UX
To a Firm and Builds a
Team and Best Practices
A Strong Leader that Helps
Business Stakeholders
Transform
A Strong, Proven Evangelist to
UX Practices

Crusaders
A Strong Leader That Knows
How to Build and Grow a
UX Team
A Solid Multi Tasker able to
Balance Project,
Business, and Team Leadership
An Elite UX Advocate that
Helps Companies Build
A Solid UX Governance

Humility
How You Value Yourself
It is the Soul
Curiosity
How You Value Your Others
It is the Mind
Empathy
How You Value the Bonds Between Others
It is the Heart
Credit: John Gorman Copyright © 2019 Vaughn Creative. All rights reserved.

UX
Will NEVER
Just Be a J-O-B

What We’ve Learned
This Last Decade
Things are constantly, and rapidly, changing
Companies are maturing in the ﬁeld of UX
Being in UX is, and always will be, human centric
The role of UX is essential in the market
Technology innovation is rapidly excelling

To Be Successful,
UXers Must Know
Other Key Pieces
Key Business Drivers
Development Constraints
Corporate Branding
The Customer Experience Ecosystem
Product Positioning

“In 2008-2018,
We Created the Rules
Using Best Practices”
- Aneil Razvi

2018
Market
Current State

$2.3 Billion
in Fund Raise
AR/VR Industry

Self Driving Cars

ChatBot Market
$994 Million by 2024

4 Billion Invested
Cannabis Industry

2018
UX
Current State

The Shift from Consulting to
Corporate Environment and
Technology Companies

68.1% Internal Corporate Environment (22.5% in 2008)
16.2% Agency or Consulting (24.5% in 2008)

38.7% in Technology Industry

UXers are Migrating Again
into Product

UX Salaries
For Denver Metro Area & Boulder,
Multiply by 9% - 17%
Due to High Cost of Living
https://www.roberthalf.com/salary-guide

2019
UX Designers
In the Top Five of Highest Demand

UX Bootcamps
on the Rise
8 out of 10 UXers
Interviewed are
Nervous about the
Dilution of UX
NYC | Dallas | Denver | San Francisco

Sustainability is Key

2018 - Present
“Carousel of Progress”
44 Years Later!
UX Sustainability

UXUX UX
UX IoTIoT
CX

The Future Of UX
2018 -
Market
Future

Internet of Things (IoT)
1 Trillion Devices by 2025

Heading to Mars?

It’s Up to Us!

The Future Of UX
2018 -
UX
Future

Theory 1
The “X” Factor
ProductService
CustomerUser
Brand Health
Experience
Experience

Theory 2
CX Will Take Over
MediumsBranding
Social MediaUX
SEO Analytics

Theory 3
UX Migrates to Product

Tips On
Creating a
UX Practice

Hire a Strong UX Leader
player/coach
Humility | Empathy | Curiosity

Create a UX Playbook
aka Governance | COE

UXers are a
Different Breed

Get Connected
UX Community
UX Bookclub
UX Design Leaders
UX Denver
https://www.meetup.com/Design-Leaders/
https://www.meetup.com/DenverUX/
https://www.meetup.com/UXBC-Denver/

Usability Testing is a way to see how easy to use something
is by testing it with real users. Users are asked to complete
tasks, typically while they are being observed by a researcher,
to see where they encounter problems and experience
confusion.
User Flow are simply flow schematics of how the user flows
through actions using the system. The goal is simplicity.
Static Comps is a form of sketching out designs to get
visuals on overall look and feel. They are “static” because
there’s no interactivity. 
Mockups are another form of sketching out designs but at a
more “interactive” level. They’ll have more of a representation
of flow & look/feel. But no data tie ins.
Prototypes are another form of sketching out designs but at
a more “interactive plus more functional” level. These designs
are at a deeper level with how the system will function.
ADA Compliance - This is the governance making sure
people with disabilities can use the system.
Key UX Terminologies
Learn the UX Terms

Final Takeaways

The Foundation is Here
CX | UX | Digital

The Time is NOW

You Will Pave the Way

Press On!
The Best is Yet to Come

Michael Vaughn
michael@vaughncreative.net
303.598.8290
Thank You!
Deck at
vaughncreative.co
/michaelcvaughn/@mcvaughn

Credits

CX | UX | IoT, The Awesome Feat

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