Leslie Fountain's talk from NUX3 Anyone can design experiences, the difficulty lies in designing and creating great user experiences – the latter requires a variety of disciplines and skills. This can prove difficult as we see departments and disciplines fighting over ownership of the ‘customer experience’ from design and IT through to marketing and branding. But designing great experiences is a team sport requiring responsive rugby squads rather than process driven relay teams. In this presentation Leslie will discuss why UX teams should look beyond the obvious UX players and create cross-departmental rugby teams. http://nux3.co.uk/speakers/leslie-fountain/

1. London | Norwich | Singapore
Experience Design is a team sport
NUX 2014
November 2014
Leslie Fountain – Managing Director
@LjkFountain

2. Anyone can design
experiences...
@Ljkfountain @NUX3

3. @Ljkfountain @NUX3
But great experiences require a
variety of skills and disciplines

4. @Ljkfountain @NUX3
We are at a crossroad

5. @Ljkfountain @NUX3
What do I know?
Ergonomics and Human
Factors in the 90’s
Optimising human
performance at work & play
Designing for functional &
emotional needs
MD of Foolproof, Europe’s
largest experience design
agency

6. We do not design this...

7. We design this...
“That process felt really
quick and easy, I’d
recommend it to a
friend”

8. @Ljkfountain @NUX3
Experience Design (XD)
— A design practice
focused on human
outcomes
— Particularly the level
of engagement and
satisfaction
— Is relevant to the
user’s needs and
context

9. @Ljkfountain @NUX3
1. Embrace other disciplines

10. Lead by example by actively
listening to others

11. @Ljkfountain @NUX3

12. @Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects

13. @Ljkfountain @NUX3
The usual suspects
Visual designer
UX researcher
Front-end
developer
Interaction designer
Information architect

14. Developer
Designer
IT &
Analytics
Consultant
Market
research Project
Manager
Account
Manager
Content
strategist
Your bigger, badder team
Medical
expert

15. https://www.flickr.com/photos/good_day/
Look at things...
from a different perspective

16. “Common sense is the
collection of prejudices
acquired by the age of
eighteen.”
Albert Einstein
@Ljkfountain @NUX3

17. —@Ljkfountain @NUX3

18. @Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations

19. @Ljkfountain @NUX3

20. The user
experience
Business
strategy
+
Brand
position
What the customer
sees & feels

22. XP toolkit
— Current state experience
— Experience vision and
principles
— Experience roadmap
— Experience KPIs and
dashboard
Tim Loo
Strategy Director
tim.loo@foolproof.co.uk
@timothloo
@Ljkfountain @NUX3

23. @Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams

24. Legacy business models
cannot keep up with the
fast pace of digital
@Ljkfountain @NUX3

25. Lean and agile UX is
great for start-ups

26. ...but how does it work
for businesses over
100 years old?
@Ljkfountain @NUX3

27. @Ljkfountain @NUX3
Lean/agile UX principles
1. Early customer insight & validation
2. Collaboration & colocation
3. Cross-functional teams
4. Nimble design & continuous improvement
5. Shared understanding
6. Making over analysis
7. Getting out of the ‘deliverables’ business
8. Measuring KPIs

28. Moving from process-driven
relay teams
...to cross-departmental
rugby
teams

29. @Ljkfountain @NUX3
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams
5. Bring them on your journey

30. No, really, collaboration

31. Encourage feedback
and questioning, you’ll
thank me later

32. @Ljkfountain @NUX3
Which path will you take?

33. @Ljkfountain @NUX3
Join me on this new path
1. Embrace other disciplines
2. Look beyond the usual suspects
3. Facilitate better conversations
4. Captain cross-departmental rugby teams
5. Bring them on your journey

34. @Ljkfountain @NUX3
What will you do differently
What will YOU do differently?

35. London | Norwich | Singapore
Thank you
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