Adventures in Integrating UX in Data-Driven Corporations
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Slides from a talk that I gave for a User Experience Philippines event. I was invited to share my lessons and recommendations from 12 years of working in data-centric roles, and experience of applying UX in three (3) types of companies: enterprise, agency and start-up.
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Adventures in Integrating UX in Data-Driven Corporations
- 1. UX and Data CAN Play Well Together Adventures in Integrating UX Angela Obias-Tuban, Design Research and UX Consultant This text is licensed under the Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/4.0/.
- 2. Co-founder Research & Product Management Digital Strategy Head User Experience & Interaction Design Lead Senior Media & Business Analyst Head of Strategy Associate Planning Director Mentor Faculty PRIORITY STUDIOS Organizer Speaker Blogger medium.com/yellowicepick 2007 2014 2015Now
- 3. PRIORITY STUDIOS Quantitative Market Research BUMO Top of Mind Customer Sat Price Sensitivity TV Audience Measurement Ratings Shares Adhesion Affinity Qualitative Research “Metrics” Attitudes; Needs; Perception; Projectives Digital Analytics Pageviews Shares Time spent Cost-per-conversion
- 4. PRIORITY STUDIOS Quantitative Market Research BUMO Top of Mind Customer Sat Price Sensitivity TV Audience Measurement Ratings Shares Adhesion Affinity Qualitative Research “Metrics” Attitudes; Needs; Perception; Projectives Digital Analytics Pageviews Shares Time spent Cost-per-conversion
- 5. PRIORITY STUDIOS Quantitative Market Research BUMO Top of Mind Customer Sat Price Sensitivity TV Audience Measurement Ratings Shares Adhesion Affinity Qualitative Research “Metrics” Attitudes; Needs; Perception; Projectives Digital Analytics Pageviews Shares Time spent Cost-per-conversion
- 6. PRIORITY STUDIOS Quantitative Market Research BUMO Top of Mind Customer Sat Price Sensitivity TV Audience Measurement Ratings Shares Adhesion Affinity Qualitative Research “Metrics” Attitudes; Needs; Perception; Projectives Digital Analytics Pageviews Shares Time spent Cost-per-conversion
- 7. PRIORITY STUDIOS Quantitative Market Research BUMO Top of Mind Customer Sat Price Sensitivity TV Audience Measurement Ratings Shares Adhesion Affinity Qualitative Research “Metrics” Attitudes; Needs; Perception; Projectives Digital Analytics Pageviews Shares Time spent Cost-per-conversion Employee Performance / Customer Service Data
- 8. Priority Studios is a design research partner to creative and product teams.
- 9. PRIORITY STUDIOS Projects UX design and product management for a pediatrician patient relationship management app UX research and customer journey mapping to spark a service design rebrand for BPI-Philamlife End-to-end UX research, product management, UX design, interface design and analytics monitoring UX design and product management for new features UX research (both user research and usability testing) UX research to revamp the IIDM Certified Digital Marketer Program e-learning platform and prototype a food delivery interface Mother Sign In / Register Dashboard Kids Profile Milestones Book Appointment Register Secretary Email Link Dashboard Create New Patient Profile Create Measurement Records Save Patients Profile Search Results Login Pedia Email link Profile page Edit Info Edit Clinic Profile page Choose Clinic Patient Search Menu Profile Edit Clinic Information Patient Profile Records Appointments Measurement Charts Milestones Files Patient Care Planner Checkup Vaccine Milestones Start New Appointment Latest Record Prescriptions No Prescription Add prescription Empty prescription form Template Add Referral Letter Add Medical Certificate View Details Edit View Details Search Results Create New Patient Profile Patient Profile (Empty State) Patient Profile (Edit patient notes) Login Prescription 1 Final Prescription List Schedule Next Appointment Patient Search Print For project case studies, visit prioritystudios.com
- 10. Why “UX” - Whose accountability is it?
- 11. Why “UX” - Whose accountability is it? Data that companies care about - How does that relate to UX?
- 12. Why “UX” - Whose accountability is it? Data that companies care about - How does that relate to UX? In practice - What does that look like, as a process?
- 13. identity crisis
- 15. UX is not about making things sleek.
- 16. You can’t see “good UX”.
- 17. You can’t see “good UX”. don’t necessarily
- 18. Some of the most successful websites are the “ugliest”.
- 20. Endurance.
- 22. Interface
- 25. Why “UX”
- 29. PRIORITY STUDIOS Make the web better, for humans.
- 30. “The goal of UX design in business is to ‘improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.’” The Interdisciplinary Journal of Human-Computer Interaction, Oxford University Press
- 32. Who used Youtube this month?
- 33. PRIORITY STUDIOS USERS Brand fans Job candidates Potential partners Publishers/ content creators Employers Customers Source: Users, Not Customers; Aaron Shapiro
- 34. PRIORITY STUDIOS
- 35. PRIORITY STUDIOS
- 36. PRIORITY STUDIOS
- 37. PRIORITY STUDIOS
- 38. PRIORITY STUDIOS
- 39. Why “UX” Data that companies care about
- 43. PRIORITY STUDIOS Just because you CAN, doesn’t mean you SHOULD.
- 44. framework
- 46. PRIORITY STUDIOS B U S I N E S S G O A L K E Y P E R F O R M A N C E I N D I C AT O R S ( C H A N N E L 1 ) M E T R I C S M E T R I C S M E T R I C S M E T R I C S M E T R I C S K E Y P E R F O R M A N C E I N D I C AT O R S ( C H A N N E L 2 )
- 47. PRIORITY STUDIOS W H Y W H AT H O W
- 48. Start with “why”. S I M O N S I N E K
- 49. Each metric has a role.
- 52. Analytics Data Design & Engineering Customer Service Content from Calls & Tickets
- 53. Analytics Data Design & Engineering Customer Service Content from Calls & Tickets Operations, Marketing & Business Development Requests, Requirements, Constraints and Targets
- 54. Analytics Data Design & Engineering Customer Service Content from Calls & Tickets Operations, Marketing & Business Development Requests, Requirements, Constraints and Targets Field Research Usability and User Research
- 55. Analytics Data Design & Engineering Customer Service Content from Calls & Tickets Operations, Marketing & Business Development Requests, Requirements, Constraints and Targets Field Research Usability and User Research Wk 1 Wk 2 Wk 3
- 56. OKRs
- 57. PRIORITY STUDIOS USER GOALS (how desirable) BUSINESS GOALS (how viable)
- 58. PRIORITY STUDIOS USER GOALS (how desirable) BUSINESS GOALS (how viable)
- 59. PRIORITY STUDIOS ACQUIRE NEW CUSTOMERS RETAIN CUSTOMERS DEVELOP A NEW MARKET REDUCE PRICE SENSITIVITY BRANDING: SHIFTING ATTITUDES GROW SALES Volume or Value GROW PROFIT Higher Revenue / Lower Cost
- 60. Who here has designed/redesigned a website for a huge corporation? (a lot of sub-brands/products underneath)
- 61. Design (for corporate) is political.
- 62. Design decisions are made by people.
- 63. Doing UX Design long-term is about deeply understanding people - INCLUDING brand owners
- 64. Source: "Competing on Customer Journeys”, Harvard Business Review
- 65. “UX”
- 67. Design & Engineering Customer Service Operations, Marketing & Business Development Field Research Users & Customers “UX”
- 68. By “serve”, I don’t just mean follow.
- 69. Design & Engineering Customer Service Operations, Marketing & Business Development Field Research Users & Customers “UX”
- 70. Why “UX” Data that companies care about In practice
- 73. Interface
- 77. If only one division cares…
- 78. Strive to get to a point where other teams want to stick their noses into your UX work.
- 79. Field photos
- 81. What are the key metrics you care about?
- 82. PRIORITY STUDIOS Challenges in Incorporating User Experience Methods
- 83. PRIORITY STUDIOS Corporation / Conglomerate Digital product development isn’t part of the main business No purposive design workflow, but with a multi-discipline in-house team Depends highly on industry Challenges in Incorporating User Experience Methods
- 84. PRIORITY STUDIOS Creative Agency One-man UX team Background: Technology and Analytics; Interface Design and Front-end Development Promo / Content Sites Social Media aggregators Content uploaders (User-generated) Corporation / Conglomerate Digital product development isn’t part of the main business No purposive design workflow, but with a multi-discipline in-house team Depends highly on industry Challenges in Incorporating User Experience Methods
- 85. PRIORITY STUDIOS Creative Agency One-man UX team Background: Technology and Analytics; Interface Design and Front-end Development Promo / Content Sites Social Media aggregators Content uploaders (User-generated) Product / Tech Start-up Existing Design Team plus Product Managers; geared more towards Visual Design and Marketing assets Transactional or Service Products Back-end - Customer Management Corporation / Conglomerate Digital product development isn’t part of the main business No purposive design workflow, but with a multi-discipline in-house team Depends highly on industry Challenges in Incorporating User Experience Methods
- 87. Defining the brand and defining the product vision Product and Operations Founders/CEOs
- 88. Defining the brand and defining the product vision Product and Operations Founders/CEOs Gathering requirements and constraints Marketing Engineering Business Intelligence Operations Legal
- 89. Defining the brand and defining the product vision Product and Operations Founders/CEOs Gathering requirements and constraints Marketing Engineering Business Intelligence Operations Legal Design & Prototyping
- 90. Defining the brand and defining the product vision Product and Operations Founders/CEOs Gathering requirements and constraints Marketing Engineering Business Intelligence Operations Legal Design & Prototyping Present & Review Relevant Decision-makers for that phase
- 91. Defining the brand and defining the product vision Product and Operations Founders/CEOs Gathering requirements and constraints Marketing Engineering Business Intelligence Operations Legal Design & Prototyping Present & Review Relevant Decision-makers for that phase Track & Prioritize Fixes Product Marketing Business Intelligence
- 92. Defining the brand and defining the product vision Product and Operations Founders/CEOs Gathering requirements and constraints Marketing Engineering Business Intelligence Operations Legal Design & Prototyping Present & Review Relevant Decision-makers for that phase Track & Prioritize Fixes Product Marketing Business Intelligence
- 94. Wireframing Minimum Viable UX Heuristics + Experience
- 95. Wireframing Minimum Viable UX Heuristics + Experience Wireframing Standard Analytics Tracking User Stories or some form of Feature documentation
- 96. Wireframing Minimum Viable UX Heuristics + Experience Wireframing Standard Analytics Tracking User Stories or some form of Feature documentation Wireframing & PrototypingSophisticated Analytics & Post- design testing User/Job Stories; Userflow creation
- 97. Wireframing Minimum Viable UX Heuristics + Experience Wireframing Standard Analytics Tracking User Stories or some form of Feature documentation Wireframing & PrototypingSophisticated Analytics & Post- design testing User/Job Stories; Userflow creation Wireframing & PrototypingFull-tilt Analytics & Post- design testing User/Job Stories; Userflow, Info Architecture User Research to inform features
- 98. PRIORITY STUDIOS “Paano gamitin ‘to?” How do you use this? We heard this on all usability tests for a project. Field photo
- 99. PRIORITY STUDIOS Label Label Label New Label Label LOGO Page Title Content Header Body body body body body body body body body body body.
- 100. PRIORITY STUDIOS Label Label Label New Label Label LOGO Page Title Content Header Body body body body body body body body body body body. 20%
- 102. Good UX isn’t “seen”; it’s measured.
- 103. Good UX isn’t “seen”; it’s measured. Strive to get to a point where other teams want to stick their noses into your work.
- 104. Good UX isn’t “seen”; it’s measured. Strive to get to a point where other teams want to stick their noses into your work. Managing User Experience in a company, is about serving people.
- 105. Thank you! PRIORITY STUDIOS medium.com/@yellowicepick angela@prioritystudios.com This text is licensed under the Creative Commons Attribution- NonCommercial-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/ by-nc-sa/4.0/. Priority Studios, 2017. facebook.com/angelUXR
- 106. goo.gl/zr3q5k Speaking of caring about User Experience…