JJ Kercher: "A Roadmap for Maturing Design in the Enterprise" Enterprise UX 2018 • June 14-15, 2018 • San Francisco, CA, USA http://enterpriseux.net

1. A Roadmap for Maturing
Design in the Enterprise
J.J. Kercher
Head of Customer Experience, Real Estate
@jjkercher

2. @jjkercher
● About Me and Introduction to AppFolio
● The UX Maturity Model
● Climbing the Maturity Ladder
● Evolving the Maturity Model
Today’s
Agenda
@jjkercher

3. @jjkercher
About
Me

4. @jjkercher
M A G I C
About
Me

5. @jjkercher
AppFolio, Inc. was founded in 2006 with the mission to revolutionize
vertical industry businesses by providing great software and service.
Our easy-to-use, cloud-based software helps our customers more
effectively market, manage and grow their business.
About
AppFolio

6. @jjkercher
AppFolio
Milestones

7. @jjkercher
AppFolio
Milestones
2006
Company
Founded

8. @jjkercher
AppFolio
Milestones
2006
Company
Founded
2008
Product
Launched

9. @jjkercher
AppFolio
Milestones
2006
Company
Founded
2008
Product
Launched
2010
UX Discipline
Introduced

10. @jjkercher
AppFolio
Milestones
2006
Company
Founded
2008
Product
Launched
2010
UX Discipline
Introduced
2015
IPO

11. @jjkercher
AppFolio
Milestones
2006
Company
Founded
2008
Product
Launched
2010
UX Discipline
Introduced
2015
IPO
2018
UX Rebrands to
CX

12. @jjkercher
AppFolio
Milestones
2006
Company
Founded
2008
Product
Launched
2010
UX Discipline
Introduced
2015
IPO
2018
UX Rebrands to
CX
750+
Employees
and growing
(23 on the CX team)

13. Katelyn Bennett
UX Research
Operations
Sam Britney
UX Design Lead
Ray Brown
Sr. Visual Designer
Jaclyn DeMartini
UX Design Lead
Dom Dopico
Associate UX
Researcher
Kim Hansen
UX Designer
Erik Holtan
UX Designer
J.J. Kercher
Head of CX
Lenka Keston
UX Design Lead
Brianna Koch
UX Designer
Patrick Kovacich
Sr. UX Designer
Yuliya Lutchyn
Sr. UX Researcher
Annie Merrill
Customer Insights
Mgr
Christine Phillips
UX Researcher
Holly Shisler
UX Designer
Clayton Tyler
Associate UX
Designer
Valerie Clarke
Sr. CX Program
Manager
Sheriff Jolaoso
Sr. Service Designer
Laurie Reiprich
Sr. Manager, UX
Research
J. Scot Angus
UX Design Lead
Sparky the Unicorn
Kat Rich
Sr. UX Designer
Amy Love
UX Design Manager
Gaby Kenyon
UX Designer
@jjkercher

14. @jjkercher
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

15. @jjkercher
UNRECOGNIZED
UX is “not important”
1
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

16. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

17. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

18. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

19. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

20. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately6UX
MATURITY
MODEL
@jjkercher
Version by Johan Berndtsson, 2014

21. @jjkercher
Climbing
the Maturity
Ladder
@jjkercher

22. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately
6UX
MATURITY
MODEL
@jjkercher

23. 10
Stage 2: Interested
General Landscape
Photo by Austin Schmid on Unsplash
✦ Design team disproportionate to engineers
✦ Often the design team of one
✦ UX is positioned as an advisory or consultant role
✦ Design is tactical and non-routine

24. @jjkercher@jjkercher

25. @jjkercher
2010

26. @jjkercher
To maintain ease of use as a key competitive
advantage, AppFolio must integrate a deliberate user-
centered design practice (UX) into its development
practices.
Stage 2: Interested
Primary Challenge

27. @jjkercher
Stage 2: Interested
Investment Focus
@jjkercher

28. @jjkercher
RELATIONSHIPS
Engineering Team
✦ Be inclusive
✦ Learn what drives them
✦ Tell meaningful stories
✦ Grow internal champions
Stage 2: Interested
Investment Focus
@jjkercher

29. @jjkercher
RELATIONSHIPS
Engineering Team
✦ Be inclusive
✦ Learn what drives them
✦ Tell meaningful stories
✦ Grow internal champions
DESIGN PRACTICE
Building Empathy
✦ Usability testing
✦ Collaborative whiteboarding
✦ Use familiar methods (user
flows and diagramming)
Stage 2: Interested
Investment Focus
@jjkercher

30. @jjkercher
RELATIONSHIPS
Engineering Team
✦ Be inclusive
✦ Learn what drives them
✦ Tell meaningful stories
✦ Grow internal champions
DESIGN PRACTICE
Building Empathy
✦ Usability testing
✦ Collaborative whiteboarding
✦ Use familiar methods (user
flows and diagramming)
THE TEAM
Learning
✦ Leader as individual
contributor
✦ Agile
✦ Research skills
Stage 2: Interested
Investment Focus
@jjkercher

31. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately
6UX
MATURITY
MODEL
@jjkercher

32. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately
6UX
MATURITY
MODEL
@jjkercher

33. 17
Stage 4: Committed
General Landscape
✦ Team growth to fill the designer to engineer and
product manager ratio gap
✦ Designers embedded on teams
✦ The need for UX specialization emerges
✦ Design mostly still tactical/solution oriented
Photo by JOHN TOWNER on Unsplash

34. @jjkercher@jjkercher

35. @jjkercher
2014

36. @jjkercher
2014

37. @jjkercher
2014

38. @jjkercher
Delivering a consistently delightful user experience
across channels, workflows, and devices requires
cross-functional alignment and a shared
understanding of the user and business goals.
Stage 4: Committed
Primary Challenge

39. @jjkercher
Stage 4: Committed
Investment Focus
@jjkercher

40. @jjkercher
RELATIONSHIPS
All Digital Experiences
✦ Engineering team - consistent
design matters
✦ Product management -
prioritizing design
✦ Adjacent experiences such as
help documentation
Stage 4: Committed
Investment Focus
@jjkercher

41. @jjkercher
RELATIONSHIPS
All Digital Experiences
✦ Engineering team - consistent
design matters
✦ Product management -
prioritizing design
✦ Adjacent experiences such as
help documentation
DESIGN PRACTICE
Evangelism
✦ Cross-functional design forum
✦ Battle picked: The Help Center
✦ Analog design systems
✦ Tools to share behavioral data
(i.e. web analytics)
Stage 4: Committed
Investment Focus
@jjkercher

42. @jjkercher
RELATIONSHIPS
All Digital Experiences
✦ Engineering team - consistent
design matters
✦ Product management -
prioritizing design
✦ Adjacent experiences such as
help documentation
DESIGN PRACTICE
Evangelism
✦ Cross-functional design forum
✦ Battle picked: The Help Center
✦ Analog design systems
✦ Tools to share behavioral data
(i.e. web analytics)
THE TEAM
Shared Knowledge
✦ Leader: Relationship building,
coaching, hiring, customer
evangelism
✦ Weekly standups
✦ Formalized design reviews
✦ Involve everyone in key
decisions (i.e. hiring)
Stage 4: Committed
Investment Focus
@jjkercher

43. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately
6UX
MATURITY
MODEL
@jjkercher

44. @jjkercher
UNRECOGNIZED
UX is “not important”
1
INTERESTED
UX is important but receives little funding
2
INVESTED
UX is very important and formalized programs emerge
3
COMMITTED
UX is critical and executives are actively involved
4
ENGAGED
UX is one of the core tenets of the organization’s strategy
5
EMBEDDED
UX is in the fabric of the organization, not discussed
separately
6UX
MATURITY
MODEL
@jjkercher

45. 25
Stage 6: Embedded
General Landscape
✦ Mature product, growing in complexity
✦ Structured team growth with clear career paths
✦ Strong designer to product manager relationships
✦ Design and research consulting across the org
✦ UX informs product and business strategy
Ω
Photo by chuttersnap on Unsplash

46. @jjkercher@jjkercher

47. @jjkercher
2016

48. @jjkercher
Feeding tactical UX insights into the business strategy
will reveal the best opportunities to increase
promoters while scaling APM effectively.
Stage 6: Embedded
Primary Challenge

49. @jjkercher
Stage 6: Embedded
Investment Focus
@jjkercher

50. @jjkercher
RELATIONSHIPS
Cross-Org
✦ Engineering team - outcome
over output
✦ Product management - UXR as
a method for needs vs. feature
discovery
✦ Outside-in thinking across all
customer-facing roles
Stage 6: Embedded
Investment Focus
@jjkercher

51. @jjkercher
RELATIONSHIPS
Cross-Org
✦ Engineering team - outcome
over output
✦ Product management - UXR as
a method for needs vs. feature
discovery
✦ Outside-in thinking across all
customer-facing roles
DESIGN PRACTICE
Strategic/Cross-Channel
✦ Design Systems
✦ UX as product owner
✦ Design Sprints
✦ Journey mapping
✦ Cross-department CX Council
Stage 6: Embedded
Investment Focus
@jjkercher

52. @jjkercher
RELATIONSHIPS
Cross-Org
✦ Engineering team - outcome
over output
✦ Product management - UXR as
a method for needs vs. feature
discovery
✦ Outside-in thinking across all
customer-facing roles
DESIGN PRACTICE
Strategic/Cross-Channel
✦ Design Systems
✦ UX as product owner
✦ Design Sprints
✦ Journey mapping
✦ Cross-department CX Council
THE TEAM
Career Growth
✦ Leader: Relationship building,
growing leadership bench,
service design
✦ Lead and Manager roles
✦ Career pathing
✦ Keep decision making flat
✦ Grow business acumen
Stage 6: Embedded
Investment Focus
@jjkercher

53. @jjkercher
Evolving the
Maturity
Model
@jjkercher

54. 7
8
9
UX MATURITY
MODEL
CX MATURITY
MODEL
?
?
?
@jjkercher

55. @jjkercher
Accelerate customer value through the design and
delivery of exceptional end-to-end experiences.
AppFolio CX Team
Mission Statement

56. @jjkercher
Customer Experience Team Roles
PRODUCT
DESIGN
USER
RESEARCH
CUSTOMER
EXPERIENCE
Visual Design
User Experience Research
Recruiting/Ops Customer Insights
Service Design
Program Management
User Experience Design

57. @jjkercher
2010

58. @jjkercher
2018

59. @jjkercher36
Thank You!