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SDL added strategists to a UX team

what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
SDL added strategists to a UX team

what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
SDL
brings your brand to the world
and the world to your brand
PRE-PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-
PURCHASE
Engage
Advocate
purchase
SDL enables Global Customer Experience Management
CXM is the strategy and practice for managing customer experiences 

online and offline to acquire, retain, and turn customers into satisfied, 

loyal brand advocates and ambassadors.
pre-purchase
post-purchase
Digital Experience
Knowledge
Delivery
Customer AnalyticsLanguage
SDL enables 72 of the Top 100 brands
38
countries
70
offices
1500
enterprise

customers
3500
employees

worldwide
SDL

UX team
SDL UX team from 1992-2009
(before 2009, SDL did not have dedicated UX resources)
SDL UX team in 2009
in 2009, SDL hired a first UX Designer
Philipp&Engel&
UX#Director,#Amsterdam#
SDL added strategists to a UX team (UX STRAT Europe 2015)
Branding Colors
Icon Colors
User Interface Colors
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
by 2013 there were 14 UX designers
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
SDL UX team in 2013
Philipp&Engel&
UX#Director,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boers
UX#Strategist,#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Ru
Visual#Designe
slide-in

navigation
pane
header with user-related items
content area

using interaction pattern library
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
one of the big trends in marketing
technology has been the emergence of
a set of“marketing clouds”that
incorporate many capabilities from
across this landscape under the
umbrella of a single vendor.
Scott Brinker, Chief Marketing Technologist Blog editor

http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
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! Interface(Design(
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aps
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UI(Developm
ent(/((
Testing
! Product(Objectives(( ! Interaction(Design(
PM(/(UX((/(Architects UX(/(PO(/(DEV
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Experience(
Guidelines
Product(Strategy(/(
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aps
Experience(
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Design
UI(Developm
ent(/((
Testing
! Product(Objectives(( ! Interaction(Design(
PM(/(UX((/(Architects UX(/(PO(/(DEV
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Experience(
Guidelines
Product(Strategy(/(
Product(Roadm
aps
Experience(
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Experience(
Design
UI(Developm
ent(/((
Testing
! Product(Objectives(( ! Interaction(Design(
PM(/(UX((/(Architects UX(/(PO(/(DEV
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UI(Develop
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Testing
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PM(/(UX((/(ArchitectsUX(/(PO(/(DEV
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Guidelines
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
Philipp&Engel&
UX#Director,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boers
UX#Strategist,#A
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Ru
Visual#Designe
Brian'Shurtleff' Jaap'Jan'van'den'Bosch' Sander'Viege
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
SDL UX team in 2015
so we assigned 5 strategists, and today, we have 17 people in our UX team.
UX Strategy
Design Thinking,

Service Design,

Usage Scenarios,

Design Goals, Success Metrics,

Prioritisation of Features
UX Research
User Research,

Market Research,

Competitive Benchmarking,

Instrumentation/Telemetry,
Usability Assessments
UX Design
Information Architecture,
Interaction Design,

Prototyping, UI/Visual Design

Design Guidelines,

Design Specifications
UX Strategy
Design Thinking,

Service Design,

Usage Scenarios,

Design Goals, Success Metrics,

Prioritisation of Features


warning: Venn diagram approaching!
funny
sexycool
UX STRAT

attendees
Product Management
Product (Line) Managers
Product Owners
Engineering
Architects,

Developers,

Testers, Operations
User Experience
Researchers,

Designers

UX Strategists
operate here
Weekly check-in with Product Line Manager
Present roadmap for feature X to Developers
Bi-weekly check-in with UX Designer
Work with a UX Strategist on a cross-product research initiative
Lunch
Work with Innovation Team on a cross-product capability
Monthly alignment with UX Designer and UI Developer for product Y
Brainstorm with entire product line team on vision for product line Z
Weekly UX Strategist meeting
3 case studies
case study 1
vision development

and concept diagram

for SDL MediaManager
UX Strategist: Peter Boersma
• information ergonomist
• 20 years experience at interactive agencies
• with SDL since October 2014
• design process freak Peter
SDL added strategists to a UX team (UX STRAT Europe 2015)
miscellaneous
managing
images

(not video)
intuitive workflow
managing large
sets of assets
SDL added strategists to a UX team (UX STRAT Europe 2015)
provide user
with insights
integration with

other (SDL) tools
global media
management
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
most common

usage scenarios
change here
impact
here
and

here
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
Lessons Learned
A UX Strategist can help a Product Manager develop a
product vision, by putting customer needs central when
discussing the future of the product.
A UX Strategist can help designers and developers focus on
the big picture for a product, for example by creating
Concept Diagrams together.
case study 2
Design Thinking for

SDL Campaigns
UX Strategist: Arne de Booij
• experimental psychologist
• 15 years experience at large corporations
• with SDL since September 2014
• user research is in his bones Arne
SDL added strategists to a UX team (UX STRAT Europe 2015)
product design process
product vision design process
product vision design process
Where are
we today?
How useful, usable and
beautiful are we
currently?How useful, usable and
beautiful are our
competitors?
What are our primary
users and what do they
need?
What activities, tools and
contexts are relevant?
What are their
(met or unmet)
needs?
Who are our internal
stakeholders and what
do they need? Why are their

(met or unmet)

needs?
What is the business
mission and vision?
What is the current
product strategy?
What trends in the
marketplace are
relevant?
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
product vision design process
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
Theatres
SDL added strategists to a UX team (UX STRAT Europe 2015)
product vision design process
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
product vision design process
product vision design process
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
Lessons Learned
UX Strategists can impact the product vision

through service design & design thinking activities

and by including a variety of stakeholders.
Personas and scenarios inspire stakeholders

in designing for the right user context.
case study 3
defining and validating the
SDL Customer Model
UX Strategists: Peter & Arne
Peter Arne
SDL added strategists to a UX team (UX STRAT Europe 2015)
a comprehensive model to
capture knowledge about customers
and help map products to their needs
SDL added strategists to a UX team (UX STRAT Europe 2015)
IT admin
buyer (not user)
on-site licence
point-solution
enterprise
productivity
SDL added strategists to a UX team (UX STRAT Europe 2015)
marketer
owner & user
cloud subscription
integrated suite
collaboration
experience
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
‘Opinionated Software’is a software product

that believes a certain way of approaching

a business process is inherently better

and provides software crafted around that approach.
Stuart Eccles, The Rise of Opinionated Software

https://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b
SDL added strategists to a UX team (UX STRAT Europe 2015)
user research
feedback from implementation consultants
work with product managers
interviews with marketers
Lessons Learned
Personas are not the only way to capture knowledge about
customers; UX Strategists need to focus on customer
organisation models, roles, and work processes too.
Connections with other departments and customers

are crucial for in-house UX Strategists

to get the whole picture and have the highest impact.
case studies summary
Product Management
Product (Line) Managers
Product Owners
Engineering
Architects, Developers,

Testers, Operations
User Experience
Researchers, Designers
UX Strategists
operate here
Product Management
develop product vision

service design

design thinking
Engineering
focus on the big
picture

prioritise based
on customer
needs
User Experience
focus on the big
picture

start early with
personas &
scenarios
UX Strategists
plan ahead of the roadmap

think cross-product



customer knowledge
the future of UX Strategists
team growth

design thinking
cross-product thinking
working closer with product managers
developing business models
Citrix
To truly scale design, you have to put the
methods of designers into the toolkits of
the people who don’t report to you — 
product managers, development teams,
business analysts, marketers, account
executives, and management
Chris Avore, Product Design Lead, Nasdaq Design

https://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0
Product
Management
cross product-line capabilities:

single sign-on

telemetry

customer processes
Product Management
Product (Line) Managers
Product Owners
Engineering
Architects, Developers,

Testers, Operations
User Experience
Researchers, Designers
UX Strategists
operate here
SDL added strategists to a UX team (UX STRAT Europe 2015)
SDL added strategists to a UX team (UX STRAT Europe 2015)
UX Strategists at SDL
focus product definition, design & development
activities around customer needs.
work on cross-product capabilities and coordinate
the associated research, strategy & design work.
introduce Design Thinking in the product
definition phase.
SDL added strategists to a UX team

what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
SDL added strategists to a UX team

what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015
Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Global Customer Experience Management

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SDL added strategists to a UX team (UX STRAT Europe 2015)