As products mature, the user’s needs change over time and so must the way we work. This presentation discusses various experiences working on mature software and complex Web applications and a set of best practices.

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Mature Products:
The Cycle of UX Reinvention
Carol Smith - @carologic

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The Roadster by Tesla
http://techcrunch.com/gallery/a-brief-history-of-tesla/slide/7/

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Successful Products and Companies Innovate
http://www.forbes.com/innovative-companies/list/3/#tab:rank

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Small, incremental changes
http://techcrunch.com/gallery/a-brief-history-of-tesla/slide/7/

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http://www.keepcalm-o-matic.co.uk/p/keep-calm-and-im-not-done-yet/

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Change is Constant – No Alternatives
http://creativethinking.net/what-i-learned-from-charles-darwin-about-creative-thinking/#sthash.cW5FwKGZ.dpbs

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Seattle, WA
http://nationalgeographic.org/encyclopedia/ring-fire/

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Why are we resistant to change?
1. Loss of control
2. Excess uncertainty
3. Surprise
4. Everything seems different
5. Loss of face
6. Concerns about competence
7. More work
8. Ripple effects
9. Past resentments
10.Sometimes the threat is real
TenReasonsPeopleResistChangebyRosabethMossKanteronHBR
HarvardBusinessReview
https://hbr.org/2012/09/ten-reasons-people-resist-chang

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Be Reactive
http://www.brucelee.com/site/blogandhttp://www.wingluke.org/brucelee

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UX’ers make change
by shaping experiences

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Successful Products
• Enable people and are useful
• Retain/increase number of users
• Differentiate from competitors
• Profitable
• Adjust capabilities as appropriate

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Continuous learning
via experimentation
Prototyping, Usability testing, etc. with users

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Amazon.com 1998 - 2000
©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)

15. #UXPA2016
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2000
©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)

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2007
©1996-2016LukeWroblewskiIdeation+Design.http://www.lukew.com/ff/entry.asp?178(2005)

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Conference Survey:
2016

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Inclination towards Action
• Prototypes
• Usability testing
• Other learning activities
• Actively learn about product use

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Constant monitoring
• How are people using the product?
• What are they saying?
• Who is using it and why?
• Who is not using it?

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Collect data
• Web Analytics
• Automated multivariate Testing
• Net Promoter Scores (NPS) and other feedback
• Right information at the right time – challenging

21. #UXPA2016
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When is my product Mature?

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Always maturing….
http://www.gethow.org/importance-of-software-lifecycle-management

23. #UXPA2016
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Primary product vs. secondary
• Primary product (software and Web sites)
• Intuit TurboTax, IBM Watson, Amazon.com
• Secondary (Web sites)
• Manufacturing company, Restaurant,
• Budget and Priority changes – not much else

24. #UXPA2016
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Cycle of reinvention = constant attention
• Maintain
• Relevance
• Usability
• Clarity
• Access (mobile, browser, accessibility)
• Technology

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Sources of Change

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Organizational forces bring change…
• Branding changes
• Marketing
• Design language
• Vision/Goals
• Etc.
• Be aware of business drivers

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Change through pivoting (same vision)
• Users
• Solve a similar problem for a different set of users with existing product
• Prioritization of work changes dramatically
• Highly trained user base is smaller than originally thought
• Less knowledgeable user base – over time make less complex
AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009
http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html

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Pivot: User problem
• Pattern of use changes
• Solve a different problem for the same user
• Starbucks
• Went from selling coffee beans and espresso makers
to brewing drinks in-house
AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009
http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html

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Pivot: Focus on capability
• Reorient the product around what users are really doing
• Abandon extra features that make it hard for new customers
to discover what's really valuable about the new, simplified
solution
• PayPal
• Customers were gravitating to the email-payments part
of their original solution
• Ignoring the complex PDA-based cryptography solution
AdaptedfromEricRies,Pivot,don'tjumptoanewvision,June22,2009
http://www.startuplessonslearned.com/2009/06/pivot-dont-jump-to-new-vision.html

30. #UXPA2016
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Retiring capabilities
• What is not being used?
• Metrics
• Least user comments
• Focus shift
• Dead-ends that are no longer priorities
• Irrelevant functionality (old browsers, refactoring code, etc.)
• Distractions

31. #UXPA2016
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Design debt
• Extra work that arises when design (code)
“that is easy to implement in the short run is used
instead of applying the best overall solution“ - Wikipedia
• Managing when and how work is done
• Part of overall cycle
https://en.wikipedia.org/wiki/Technical_debt

32. #UXPA2016
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Graceful additions
• Audit product
• What is there?
• What is valued?
• What is less valued?
• What are the current big issues?
• What is sacred (hopefully nothing)?
• Examine vision and what matches with vision

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Transformations
11/1998
05/1999
12/2000
11/2002
Google.com'sWebsiteTransformationThroughTheYears(1998-2015)
DuncanJoneshttps://www.youtube.com/watch?v=zfIn66oFhX0

34. #UXPA2016
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continue…
05/2010
09/2005
Google.com'sWebsiteTransformationThroughTheYears(1998-2015)
DuncanJoneshttps://www.youtube.com/watch?v=zfIn66oFhX0

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Staffing for change

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Challenge of fulfilling project needs
• Long-term vs. short-term
• Contractors vs. staff
• Keeping knowledge of complex systems
• Building UX mindshare across organization

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Meeting staff needs
• Changing interests/focus
• Growing skill set
• Desires
• Variety of work vs. consistent work
• Recognition of contributions
• Progression of career

38. #UXPA2016
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Resilience is necessary
• “Process of adapting well in the face of adversity, trauma, tragedy,
threats or significant sources of stress”…
• It means "bouncing back" from difficult experiences.”
- American Psychological Association
AmericanPsychologicalAssociationwww.apa.org/helpcenter/road-resilience.aspx

39. #UXPA2016
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Foster resilience in your team
• Build mentorship
• Weekly 1:1’s – how do you feel?
• Help individuals move towards their goals
• Support self-discovery
• Celebrate success
• Make work-life balance a priority

40. #UXPA2016
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Team Analysis - UX strengths and weaknesses
People
and ProjectsRachel Daniel
@RainbowliciousD
UX Director at MaxPoint
http://blog.invisionapp.com/building-an-enterprise-ux-team/

41. #UXPA2016
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Build a diverse team, T-shaped individuals
Rivera,A.(2013).BuildingtheNext-GenUXTeam:StrategiesforCultivatingGeneralists.User
ExperienceMagazine,13(1).
Retrievedfromhttp://uxpamagazine.org/building-the-next-gen-ux-team/
Andrew Rivera,
Walmart Global eCommerce

42. #UXPA2016
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Managing the cycle of UX reinvention
• Embrace change – be reactive
• Continuous learning via experimentation
• Awareness of business drivers
• Proper staffing

43. #UXPA2016
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Take care of you
• Managing these new changes is exhilarating and exhausting
Kelly Goto
@go2girl
Goto Research

44. #UXPA2016
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Contacting Carol
• smithjc@us.ibm.com
• @carologic
Design Team Manager, IBM Watson
Pittsburgh, PA
I’m hiring:
• User Researcher
• Interaction Designer
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