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UX Coaching 

for organisational transformation
Jodine Stodart
Twitter @jUXposition
UX COACHING
OUTCOMES
Transformative for both
end USERS and the
TEAMS being coached
Digital Arts Network

is the TBWA Group’s
global digital capability.
23 full-service offices, 

with over 1000 

digital specialists.
12 Digital Arts Labs,
centres of excellence 

for key capabilities.
Specialist Labs
Auckland hosts 

the Digital Arts Lab for 

User Experience
Design.
UXDESIGN
Brand
Development
Above the Line

Advertising
Public

Relations
Experience
Strategy
Experience
Design
Experience
Optimisation
Digital
Marketing
Direct
Content
Social
TBWA Digital Arts
XS
Experience 

Strategy
Roadmaps for 

connected multi-channel
experiences
Case Studies
What made it successful?
Case Studies



“The process has
been life
changing.”
“They brought the
business together
around a whole
new way of
working.”
“It’s changing the
way that people
work.”
The coaching projects have the
following characteristics in common:

•  External consultant going inside /
onsite at an organisation
•  Working alongside a dedicated
digital team in house
•  For 6 – 12 weeks
Case Studies
Orientating
 Demonstrating
 Facilitating
 Supporting
Key stages
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Pre-conditions
for Success
Pre-conditions for Success
There is an existing team dedicated
to a channels success
8/10/16 Commercial in confidence 13
The team have been experiencing
discomfort for some time now
8/10/16 Commercial in confidence 14
Pre-conditions for Success
There is a customer centric ethos
evident in important strategic
documents
8/10/16 Commercial in confidence 15
Pre-conditions for Success
The business recognises the need
for change
8/10/16 Commercial in confidence 16
Pre-conditions for Success
Coaching is
effective when a
customers poor
experience is felt
all the 
way at the top
Touchpoint
Organisation
Customers
The pain of
change 

is less 
than 

the pain of
staying the
same…
Orientating
 Demonstrating
 Facilitating
 Supporting
Key stages
Orientation
What type of work
the team is engaged
in?
Has the
organisation
allocated the right
people?
What kind of culture
or environment is
the team working
in?
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Get them out of their day to day
People are resourced to
coaching – ideally at least
50% of their time.
8/10/16 Commercial in confidence 23
Create space for team
members to get away
from their daily
workload.
Support to re-prioritise
workload so they can
focus on learning.
Change their physical space
Set up a whole new
dedicated project room.
8/10/16 Commercial in confidence 24
Move their workspace
offsite.
Put up new artefacts /
work in progress on
the walls.
Build trust
You have acknowledged
their workload.
8/10/16 Commercial in confidence 25
You have helped them
acquire time and space
to think and learn.
You have created a
space for the new to
enter.
If the team are not available…
You will have very limited
success.
8/10/16 Commercial in confidence 26
The team will not have
the headspace to adopt
new methods.
‘New’ things are more
likely to be rejected.
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Listen
Get to know the team
Listen to what they are
saying.
8/10/16 Commercial in confidence 28
Spend time formally
interviewing each team
member.
Spend time informally
over coffees, lunch,
discussions.
Feel their pain
Empathise and take
note of pain points.
8/10/16 Commercial in confidence 29
Validate their
experiences.
Include their issues as
outcomes.
Orientating
 Demonstrating
 Facilitating
 Supporting
Key stages
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Evidence
Show them how UX practice or
good UX process can help
Demonstrate the value of
UX.
8/10/16 Commercial in confidence 32
If they know the value,
then demonstrate the
how.
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Exposure
If they are not already, get them
talking to their users / customers
Role play activities
8/10/16 Commercial in confidence 34
Demonstrate during
real sessions
Observe them doing it
themselves
8/10/16
The value of talking to
users should become
clear as they do it.
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Control
The team feel a little more armed
with insights and methods to
inform their decisions or their
stakeholders decisions
Ensure they regroup and
debrief with each other
8/10/16 Commercial in confidence 37
Capture their thoughts
on testing with users
Orientating
 Demonstrating
 Facilitating
 Supporting
Key stages
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Ensure the team has ownership
over all the tools and artifacts of
research
E.g. Survey results,
test scripts, personas
need to be created and
maintained by the team
8/10/16 Commercial in confidence 40
Engages the team
further into the
practice of UX.
Enables the team to
keep going after your
gone.
Important they feel the sense
of achievement through
participating directly.
8/10/16 Commercial in confidence 41
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Part of engagement and ownership
is direct participation and team
collaboration
Be collaborative in your
work with the team
8/10/16 Commercial in confidence 43
Work through
exercises together
Do qualitative data
analysis together as a
group
Collaborate
Get the whole
team involved in
analysis
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Bring everyone along the journey
as far as possible.
Some people will be
skeptical or resistant.
8/10/16 Commercial in confidence 46
Give them time to see
some of the benefits of
UX practice in project.
Orientating
 Demonstrating
 Facilitating
 Supporting
Key stages
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Ease off the support slowly
Ideally they are already
taking the initiative to do
things on their own.
8/10/16 Commercial in confidence 49
If not, create
circumstances where
they can give it a go
alone.
Comfort
Zone
Too far out
too soon =
high stress!
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
Make it ok to fail and learn
Important there is a high
tolerance for things going
wrong / not according to
plan
8/10/16 Commercial in confidence 52
Important there is a
practice for capturing
the learnings – in daily
or weekly
retrospectives
Encourage an
atmosphere of
continuous learning
and beginners mindset
J
L
C
JJ J
G
L
J F G
J
Out of day
to day
Listen
Evidence
Exposure
Control Ownership
Collaborate Everyone
Failure
Success
Go it
alone
Current
state
LOSUPPORTHILOCONFIDENCEHI
Coaching Level of Support
Team Experience
Orientating
 Demonstrating
 Facilitating
 Supporting
8/10/16 Commercial in 54
Post-it Fatigue
Key Principles
Key Principles
Ensure you have the
right conditions to
start with
Listen and act on
their pain / problems
if possible
8/10/16 Commercial in confidence 56
Demonstrate the
value and methods
of UX
Give them
ownership of
process and
artefacts
Slowly ease off
support
Be mindful of
peoples comfort
zones
UX COACHING
OUTCOMES
Transformative for both
end USERS and the
TEAMS being coached

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Lightning Talk #6: UX Coaching for Organisational Transformation by Jodine Stodart

  • 1. UX Coaching 
 for organisational transformation Jodine Stodart Twitter @jUXposition
  • 2. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached
  • 3. Digital Arts Network
 is the TBWA Group’s global digital capability. 23 full-service offices, 
 with over 1000 
 digital specialists. 12 Digital Arts Labs, centres of excellence 
 for key capabilities.
  • 4. Specialist Labs Auckland hosts 
 the Digital Arts Lab for 
 User Experience Design. UXDESIGN
  • 6. XS Experience 
 Strategy Roadmaps for 
 connected multi-channel experiences
  • 7. Case Studies What made it successful?
  • 8. Case Studies “The process has been life changing.” “They brought the business together around a whole new way of working.” “It’s changing the way that people work.”
  • 9. The coaching projects have the following characteristics in common: •  External consultant going inside / onsite at an organisation •  Working alongside a dedicated digital team in house •  For 6 – 12 weeks Case Studies
  • 10. Orientating Demonstrating Facilitating Supporting Key stages
  • 11. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 13. Pre-conditions for Success There is an existing team dedicated to a channels success 8/10/16 Commercial in confidence 13
  • 14. The team have been experiencing discomfort for some time now 8/10/16 Commercial in confidence 14 Pre-conditions for Success
  • 15. There is a customer centric ethos evident in important strategic documents 8/10/16 Commercial in confidence 15 Pre-conditions for Success
  • 16. The business recognises the need for change 8/10/16 Commercial in confidence 16 Pre-conditions for Success
  • 17. Coaching is effective when a customers poor experience is felt all the way at the top
  • 19. The pain of change 
 is less than 
 the pain of staying the same…
  • 20. Orientating Demonstrating Facilitating Supporting Key stages
  • 21. Orientation What type of work the team is engaged in? Has the organisation allocated the right people? What kind of culture or environment is the team working in?
  • 22. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 23. Get them out of their day to day People are resourced to coaching – ideally at least 50% of their time. 8/10/16 Commercial in confidence 23 Create space for team members to get away from their daily workload. Support to re-prioritise workload so they can focus on learning.
  • 24. Change their physical space Set up a whole new dedicated project room. 8/10/16 Commercial in confidence 24 Move their workspace offsite. Put up new artefacts / work in progress on the walls.
  • 25. Build trust You have acknowledged their workload. 8/10/16 Commercial in confidence 25 You have helped them acquire time and space to think and learn. You have created a space for the new to enter.
  • 26. If the team are not available… You will have very limited success. 8/10/16 Commercial in confidence 26 The team will not have the headspace to adopt new methods. ‘New’ things are more likely to be rejected.
  • 27. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Listen
  • 28. Get to know the team Listen to what they are saying. 8/10/16 Commercial in confidence 28 Spend time formally interviewing each team member. Spend time informally over coffees, lunch, discussions.
  • 29. Feel their pain Empathise and take note of pain points. 8/10/16 Commercial in confidence 29 Validate their experiences. Include their issues as outcomes.
  • 30. Orientating Demonstrating Facilitating Supporting Key stages
  • 31. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Evidence
  • 32. Show them how UX practice or good UX process can help Demonstrate the value of UX. 8/10/16 Commercial in confidence 32 If they know the value, then demonstrate the how.
  • 33. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Exposure
  • 34. If they are not already, get them talking to their users / customers Role play activities 8/10/16 Commercial in confidence 34 Demonstrate during real sessions Observe them doing it themselves
  • 35. 8/10/16 The value of talking to users should become clear as they do it.
  • 36. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting Control
  • 37. The team feel a little more armed with insights and methods to inform their decisions or their stakeholders decisions Ensure they regroup and debrief with each other 8/10/16 Commercial in confidence 37 Capture their thoughts on testing with users
  • 38. Orientating Demonstrating Facilitating Supporting Key stages
  • 39. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 40. Ensure the team has ownership over all the tools and artifacts of research E.g. Survey results, test scripts, personas need to be created and maintained by the team 8/10/16 Commercial in confidence 40 Engages the team further into the practice of UX. Enables the team to keep going after your gone.
  • 41. Important they feel the sense of achievement through participating directly. 8/10/16 Commercial in confidence 41
  • 42. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 43. Part of engagement and ownership is direct participation and team collaboration Be collaborative in your work with the team 8/10/16 Commercial in confidence 43 Work through exercises together Do qualitative data analysis together as a group
  • 44. Collaborate Get the whole team involved in analysis
  • 45. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 46. Bring everyone along the journey as far as possible. Some people will be skeptical or resistant. 8/10/16 Commercial in confidence 46 Give them time to see some of the benefits of UX practice in project.
  • 47. Orientating Demonstrating Facilitating Supporting Key stages
  • 48. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 49. Ease off the support slowly Ideally they are already taking the initiative to do things on their own. 8/10/16 Commercial in confidence 49 If not, create circumstances where they can give it a go alone.
  • 50. Comfort Zone Too far out too soon = high stress!
  • 51. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 52. Make it ok to fail and learn Important there is a high tolerance for things going wrong / not according to plan 8/10/16 Commercial in confidence 52 Important there is a practice for capturing the learnings – in daily or weekly retrospectives Encourage an atmosphere of continuous learning and beginners mindset
  • 53. J L C JJ J G L J F G J Out of day to day Listen Evidence Exposure Control Ownership Collaborate Everyone Failure Success Go it alone Current state LOSUPPORTHILOCONFIDENCEHI Coaching Level of Support Team Experience Orientating Demonstrating Facilitating Supporting
  • 54. 8/10/16 Commercial in 54 Post-it Fatigue
  • 56. Key Principles Ensure you have the right conditions to start with Listen and act on their pain / problems if possible 8/10/16 Commercial in confidence 56 Demonstrate the value and methods of UX Give them ownership of process and artefacts Slowly ease off support Be mindful of peoples comfort zones
  • 57. UX COACHING OUTCOMES Transformative for both end USERS and the TEAMS being coached