When UX strategy drives innovation, the end result is more than technical capability and beautiful interfaces: it is an experience differentiated by helping people surpass their goals and exceeding their expectations while delivering engaging, motivating, enjoyable, and memorable experiences. How can we plan and work toward new products and services while keeping the user in mind? How can we adopt and implement UX strategy? And, most importantly, how can we change the way we identify and pursue new opportunities so that we are leading the pack rather than chasing the competition? Take UX out of the design studio and include it in strategic research and planning to drive innovation in your business.

2. 2UX Thinking | DaveHogue.com

3. High hopes are
being pinned on
UX

7. It’s more than
interfaces,

8. It’s also more than
products and services,

9. It’s about
experiences.

10. They understand
their customers
very well.

11. A story of one client…

12. Founded in 1960, JELD-WEN employs
approximately 20,000 people worldwide and
has window and door manufacturing and
distribution locations across the United States
and in more than 20 countries.
And they had a weak digital presence.

13. They needed digital services that could serve:
Architects
Builders
Designers
Homeowners
And which could compete effectively.

15. The client had key business goals:
Tell the product story
Sell products
Support collaboration
Improve the brand
But we were less clear about the users’ needs.

16. There were opportunities to innovate:
Smartphones and tablets
In-store experiences
Reaching homeowners directly
Mass customization
But we did not know exactly what or how.

17. Enter UX
But first, let’s take a moment to discuss
innovation.

18. Invent
Do something never done before.

19. 1973
Martin Cooper
Motorola

20. Increment
Nudge what we already have.

21. 1990s

22. Innovate
Do something significantly better.

23. 2007

24. How can UX lead to
innovation?

25. Understand
Study and reveal the needs and expectations of the user.
Advocate
Meet the business needs and operate within the technical constraints.
Optimize
Maximize the value of the product vs. the pain of using it.
UX focuses on the user

26. Identify & Define
What is the problem we should be solving?
Frame
What is the proper perspective to best understand the problem?
Represent
What is the best way to clearly communicate the problem?
UX solves problems

27. Liaison
Communicate among users, business owners, and technologists.
Consensus
Drive toward a shared understanding of the problem.
Value
Acknowledge the benefits to users and the business.
UX translates

28. But…

29. UX does not need to
drive innovation.

30. UX should
facilitate innovation.

31. The best solutions
emerge from
collaboration.

33. If it takes a team,
then why…

34. … is it so hard for UX to get a seat?

35. Ignorance
Lack of understanding about the role
and contributions of UX.

36. Poverty
No resources, processes, time, or team.

37. Subordinate
UX is told what to do after the
key decisions have been made.

38. Hubris
We already know our customers
and what they need.

39. Misalignment
Lack of communication and engagement
among inter-dependent groups.

40. Fiefdoms
Organizational compartmentalization
and lack of a holistic culture.

41. Inward Focus
Decisions are made only from the
perspective of the business.

42. Ego
One person in power already has all of
the best ideas and solutions.

43. There were some challenges:
No resources, processes, or team
Focused on the business (not the users)
No research on the users
Old technology
We would be starting from scratch.

44. If it takes a team,
how does UX fit in?

45. Traditional
Do we have a solution? Waterfall-y
Lean
Do we have the right solution? Iterate-y
Agile
Do we have the best solution? Sprint-y
Philosophical Approaches

46. Many ways to
approach UX…

60. If we look closely…

61. 1. Research
2. Problem-Solving
3. Design
4. Prototyping & Testing
5. Iteration
6. Collaboration
7. Strategic Planning
We see similarities

65. If it takes a team,
what does UX bring?

66. “Good designers can
create normalcy
out of chaos.”
~Jeffrey Veen

67. Disassembly
We take everything apart. Everything.
Minute Detail
How does each part work individually?
Big Picture
How is the whole greater than the sum of the parts?
Inquisitiveness

68. Should we “Reduce deaths”…
…or “Maximize quality of life?”
It’s a big puzzle.

69. Framing
What is the context and perspective of the problem and solution?
Representation
What is the best way to communicate the problem and solution?
Critique
How can we solicit and provide effective feedback?
Clarity

70. Walk many miles in many shoes.

72. Ponder it,
we’ll come back…

73. Coherence
What are the patterns, affinities, and connections?
Synthesis
How do the parts all fit together and join meaningfully?
Insight
Are there additional possibilities that may emerge?
Sensemaking

74. “Synthesis reveals a
cohesion and sense of
continuity; synthesis
indicates a push towards
organization, reduction,
and clarity.”
~Jon Kolko

75. Inductive
What is the one best theory or explanation?
Deductive
What is the one best answer or solution?
Abductive
What are all of the possible explanations and answers.
Types of Reasoning

76. Diverge
What are all of the possible solutions?
Remix
How might the parts all fit together in different ways?
Explore
Are there additional perspectives and possibilities?
Abductive Reasoning

80. Related to creativity, insight, and inference
A logical way of making “best guesses” and leaps of the imagination.
Challenges the constraints
Why these constraints? What if they were different?
The “Eureka Moment” is not a moment at all
It only looks that way – it actually took time and effort.
Abductive Reasoning

81. UX is a way of
thinking about the world.

82. Bringing UX into the
business processes.

83. A Common Experience…

84. Become a Contributor

85. Become a Collaborator

86. Become a Partner

87. Achieving Alignment

88. What is the problem we are trying to solve?
Frame it in terms of root causes and end goals.
Why are we solving this problem?
Match the user needs with the business needs.
How will we know when we have succeeded?
Define the baseline, metrics, and victory conditions.
Effective Questions
Laura Klein: https://medium.com/useful-tips-for-startups/want-better-ux-change-the-conversation-8ae3097d9bf9

89. Demonstrate Success

90. Creating a place for UX in the organization:
Identify internal advocates
Understand the business and the industry
Find and frame the problems
Propose viable and valuable new solutions
It takes more than design artifacts.

91. Facilitating
innovation.

92. UX as Business Stakeholder
Factor UX Contributions
Competitors Research and Analysis
Customers / Users Research, Content, Design, and Testing
Technology Constraints, Opportunities, Testing, and Analytics
Org. Processes &
Structures
Collaboration, Facilitation, Persuasion, and Feedback
Marketing &
Communications
Research, Content, and Design
Finance Cost, Value, and ROI

93. There is a big picture.
“If we’re not aligned and engaged from strategy,
then we can’t translate the business needs into great UX.”
- Mustefa Jo’shen, Founder, TailoredUX.com

94. 18 months later…
Management approval for roles and processes
Established communication and collaboration
Launched new products and services
Expanded customer reach in all channels
Time, effort, and perseverance paid off.

95. Mass Customization

96. Partnerships

97. Digital in Design Centers

98. Quick Review
UX can be a strategic partner and help
facilitate innovation.

99. 1. Contribute to strategy from the beginning
2. Change structures and processes for the better
3. Facilitate innovation for products and services
4. Solve the users’ real problems
5. Achieve the business’ needs
6. Provide value for the business and user
7. Maximize the experience, minimize the pain
What can UX do?

100. 1. Research methods
2. Synthesis and sensemaking
3. Framing and representation
4. Abductive reasoning
5. Problem-solving
6. Visual communication and design methods
7. User advocacy
What does UX bring?

101. 1. Achieve clarity and understanding
2. Move beyond design artifacts
3. Reject the “one size fits all” UX method
4. Optimize for what works best for the
organization, the products, and the users
5. Remember that innovation need not be
different, but it must be better
What is the UX process?

102. I have not
forgotten…

105. Thanks!
I’m happy to answer your questions.