Talk given at UX Scotland 2018 on the topic of UX Governance

1. Bringing Order to the Chaos
Good UX Governance
@ steve_denning @ uservision
Steve Denning
UX Director | User Vision

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“70% of buying experiences are based on how
the customer feels they are being treated.”
McKinsey
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“55% of consumers would pay more
for a better experience.”
Defaqto Research
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“Experience will overtake price and product
as the key brand differentiator
by the year 2020.”
Walker
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“72% of businesses say that improving the
customer experience is their top priority.”
Forrester
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“By 2018, more than 50% of organisations
will implement significant business
model changes in their efforts to improve
the customer experience.”
Gartner
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8. @steve_denning @uservision 8Source: Design Management Institute

9. @steve_denning @uservision 9Source: Robert Pressman
Design
Development
Launch
$1 à $100 ROI

10. @steve_denning @uservision 10Source: NN/g
x100 x1000 x100
Software
ergonomics
Human
factors
Usability
UX/CX
Service Design
????

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?
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(UX) Governance
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17. @steve_denning @uservision 17Source: Peter Fossick

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“Consistent management, cohesive policies,
guidance, processes and decision-rights
for a given area of responsibility,
with proper oversight and accountability”
~ BPMInstitute
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UX Research UX Design UX Evaluation
Governance
Process QualityStandards

20. @steve_denning @uservision 20Source: Apple

21. @steve_denning @uservision 21Source: Apple

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23. @steve_denning @uservision 23Source: Unsplash

24. @steve_denning @uservision 24Source: Unsplash

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What
Who
When
How
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“Good collaboration”
~ Welchman
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27. @steve_denning @uservision 27Source: Unsplash

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UX Maturity
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Absent
Informal
Recognised
Managed
Integrated

29. @steve_denning @uservision 29Based on Welchman Digital Governance Maturity Curve
Absent
Informal
Integrated
Recognised
Managed
CHAOS?

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G O A L

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GOAL

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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UX Research UX Design UX Evaluation
UX Strategy
Governance

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A Definition of UX Strategy*
An actionable plan to move towards
an intentional and cohesive experience
across all customer touchpoints,
that is consistent with
the goals, vision and values of the organisation.
* Other definitions are available
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But why?
Clearly communicates where you want to be
States processes and activities need to set up or improve
Articulates roles and responsibilities
Provides a set of guidelines and principles to steer processes
Educates and raises awareness
Provides direction for budgeting
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The Strategic Pyramid
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VISION
What wewant tobe
MISSION
Whyweexist
VALUES
What webelievein
GOALS
What wewant toachieve
STRATEGY
Howtoachieveit
ACTION PLAN & MEASURES
What needstobedone

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Workshop
Align with corporate vision
Socialise

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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Champion
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Leader
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Try to involve senior management
Share successes
Find the right practice lead

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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Team Structures
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£
1. Fully
Centralised
£
2. Centralised
with assignments
£ £ £
£
3. Matrixed
£ £ £
£
4. Full Hybrid
5. Fully
Distributed
Source: Nancy Dickenson & Christian Rohrer
£ £ £
= Lead £ = Funding

47. @steve_denning @uservision 47Source: Nancy Dickenson & Christian Rohrer
Organisational structures
1. Fully
Centralised
2. Centralisedwith
assignments
3. Matrixed 4. Full Hybrid 5. Fully
Distributed
Description
Funding and UX reporting
are centralised
Central UX group assigns
resources to business. All
central funding.
BU-funded teams report into
central UX or BU with dotted
line to the other.
Central team and BU-funded
teams. No dotted line
reporting.
BU-funded teams only. No
central UX organisation.
Global UXstrategy
Standards
Domainknowledge
Workswell inagile
Shift resourcesquickly
Career development
Alignment with
BU/product priorities

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Team Considerations
Shared view of vision and strategy
Team structure
Roles and responsibilities
Career development
Job titles
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Understand current structure
Evaluate structure against needs
Create clear responsibilities and job titles

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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Process considerations
Consistent approach
Common methods
Toolchain
Style/Design Patterns
Standardised deliverables
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Consistency for consistency's sake = no.
Consistency for predictability's sake = yes.
~ Luke Wroblewski

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Understand the current process
Identify pain points
Clarify and optimise
Socialise

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UX
Governance
Strategy
Leadership
TeamProcess
Measurement

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“More customer
focused”
“A better user
experience, easy
and simple”“Customer first”
“Put the
customer at the
core”
“Increase
satisfaction”“User-friendly”

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“If you don’t know the
value of what you are
doing, there is no value”
~ Gerry McGovern
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The Strategic Pyramid
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VISION
What wewant tobe
MISSION
Whyweexist
VALUES
What webelievein
GOALS
What wewant toachieve
STRATEGY
Howtoachieveit
ACTION PLAN & MEASURES
What needstobedone

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MARKET POSITION
Overall organisational objectives
BOARD LEVEL
Organisational strategyandbusinessfunction
objectives
MANAGEMENT & LEADERSHIP
Performanceindicators
DELIVERY
Operational indicators
The KPI Pyramid
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End to end customer experience
Tactical
Strategic
Product/
Function
Product/
Function
Product/
Function
Product/
Function

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Wisdom
Insight
Knowledge
Data
Source: Arron Walter UX matters

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Typical Business KPIs
Better conversion rates and better cross sales
Improved customer retention
More recommendations to other users
Reduced steps in a process
Reduced support (customer service & training)
Increased satisfaction
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Create indicators that feed into
organisational goals
Collaborative approach to agreeing KPIs
Measure and socialise

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64. User Vision
55 North Castle Street
Edinburgh
EH2 3QA
Tel: 0131 225 0850
@steve_denning @UserVision
www.uservision.co.uk
stephen@uservision.co.uk
1. Chaos is a typical stage in the maturity process
2. Governance is not something to be feared
3. Governance is good collaboration
4. Strategy needs to be based on vision
5. Governance add the “what”, “where”, “when” and “who”, to vision’s “why”
6. Governance should be socialised