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Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comBeyond theUX Tipping PointJared M. Spool@jmspool1An old mouselearns new tricks Copyright 2016, User Interface Engineering. All Rights Reserved.Page 1
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comPresenting The Disney Magic Band.A 1,000,000,000 wearable project.Beautifully designed and packaged personalized wrist bands. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 2
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comThree different state-of-the-art radio transmitters.Replaces hotel room key. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 3
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comActs as park-entry tickets and priority ride access.Pays for food and shopping at Disney’s in-park retail outlets. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 4
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comFavorite characters seek out your child and greets them by name.1997 Copyright 2016, User Interface Engineering. All Rights Reserved.Page 5
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comUIE’s Disney Usability Test TaskWhat is Walt Disney World’sleast expensive hotel thatis on the monorail?(Answer: The Polynesian Resort)UIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.1 out of 10 succeeded. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 6
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comUIE conducted hundreds of usability tests on Disney.com from 1995 to 2007.1 out of 5chose a hotel in Disneyland. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 7
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.com199722014How we learnedto design Copyright 2016, User Interface Engineering. All Rights Reserved.Page 8
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of petenceProduces poorquality outcomeswithout realizing it.Sees thedifferencebetweengood and poorquality.Growth Stages of UnderstandingUnconsciousIncompetenceProduces poorquality outcomeswithout realizing it.ConsciousConsciousCompetenceIncompetenceNow aware theiroutcomes are poorquality. Copyright 2016, User Interface Engineering. All Rights Reserved.Learns practicesthat producegood outcomes.Page 9
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of UnderstandingUnconsciousIncompetenceProduces poorquality outcomeswithout realizing it.UnconsciousConsciousConsciousIncompetence Fluency CompetenceCompetenceNow aware theiroutcomes are poorquality.Follows definedprocedures toproduce goodquality outcomes.Produces goodoutcomes withoutthinking about it.Growth Stages of es poorquality outcomeswithout realizing iousCompetenceNow aware theiroutcomes are poorquality.Follows definedprocedures toproduce goodquality outcomes.Intuitivelyproduces goodquality outcomes. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 10
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of cyDetailed knowledge ofwhat differentiates goodquality from poor quality.Growth Stages of petenceLiteracyMasteryFluencyDetailed knowledge ofwhat differentiates goodquality from poor quality.Repeated practice ofprocedures to create goodquality outcomes. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 11
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of eracyFluencyMasteryDetailed knowledge ofwhat differentiates goodquality from poor quality.Repeated practice ofprocedures to create goodquality outcomes.Comprehensive knowledgeand craftsmanship forintuitive work.Growth Stages of Organizational UX DesignDark Ages:SpotNo UX DesignUX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.Emergent UXleader pushesfor a project. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 12
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.UX DesignSpotas a UXServiceDesignOccasional UXprojects withlimited success.Executivesstart investingin UX.Growth Stages of Organizational UX DesignDark Ages:No UX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.SpotUX DesignOccasional UXprojects withlimited success.UX EmbeddedDesignas aUXServiceDesignUX team servesprojects on anas-needed basis. Copyright 2016, User Interface Engineering. All Rights Reserved.Teams demandmore designinvolvement.Page 13
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.SpotUX DesignOccasional UXprojects withlimited success.UX Designas a ServiceInfusedEmbeddedUX DesignUX DesignUX team servesprojects on anas-needed basis.Project teamsget their ownUX resources.‘Non-designer’team membersare now fluentin design.Growth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceEmbeddedUX DesignInfusedUX DesignNo resources fordesign. All resourcesgo to business andtechnological needs.Occasional UXprojects withlimited success.UX team servesprojects on anas-needed basis.Project teamsget their ownUX resources.Every projectteam memberhas fluentdesign skills. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 14
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceEmbeddedUX DesignInfusedUX DesignUX Designas a ServiceEmbeddedUX DesignInfusedUX Design1997Growth Stages of Organizational UX DesignDark Ages:No UX Design1997SpotUX Design17 Years Copyright 2016, User Interface Engineering. All Rights Reserved.2014Page 15
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignOrganizationsUX Designas a Serviceare made of Copyright 2016, User Interface Engineering. All Rights Reserved.EmbeddedUX DesignInfusedUX DesignTeamsPage 16
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceEmbeddedUX DesignInfusedUX DesignIn an organization, teams are at different growth stages.Teamsare made ofPeople(Influencers) Copyright 2016, User Interface Engineering. All Rights Reserved.Page 17
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:SpotLiteracyNo UX DesignUX DesignUX DesignFluencyas a ServiceEmbeddedInfusedMasteryUX DesignUX DesignOn a team, influencers are at different growth stages.A team’s growth stage is the stage of the most immature influencer.Growth Stages of Organizational UX DesignDark Ages:No UX DesignLiteracySpotUX DesignUX Designas a ServiceFluency Copyright 2016, User Interface Engineering. All Rights Reserved.EmbeddedUX DesignInfusedUX DesignMasteryPage 18
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignLiteracyUX Designas a ServiceEmbeddedUX DesignFluencyInfusedUX DesignMasteryThe UX leader’s primary job is leveling up the team.3Who shouldbuild a Nest? Copyright 2016, User Interface Engineering. All Rights Reserved.Page 19
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comWhy wasn’t Honeywell the first to invent the Nest?19532011Growth Stages of the MarketTechnologyFeaturesA competitoremerges. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 20
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of the MarketTechnologyExperienceFeaturesThere are nomore featurescustomerscare about.Growth Stages of the MarketTechnologyFeaturesCommodityExperienceThe productbecomes partof a biggerexperience. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 21
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of the MarketTechnologyFeaturesExperienceCommodityGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignSeriousUX DesignEmbeddedUX DesignInfusedUX DesignGrowth Stages of the MarketTechnologyFeatures Copyright 2016, User Interface Engineering. All Rights Reserved.ExperienceCommodityPage 22
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comWhy wasn’t Honeywell the first to invent the Nest?19532011Growth Stages of the MarketTechnologyFeatures Copyright 2016, User Interface Engineering. All Rights Reserved.ExperienceCommodityPage 23
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceEmbeddedUX DesignInfusedUX DesignIn 2014, Googlepurchased Nest for: 3,200,000,000HoneywellNestA one-timeUX design projectA built-inUX design cultureGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceExisting Company Team Copyright 2016, User Interface Engineering. All Rights Reserved.EmbeddedUX DesignInfusedUX DesignStartup TeamPage 24
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of Organizational UX DesignDark Ages:No UX DesignSpotUX DesignUX Designas a ServiceUX Tipping Point:When the organization holds back productsbecause they’re not “designed right.”EmbeddedUX DesignWorks Technically:Meets Business Needs:InfusedUX Design Delightful Design: UX Tipping Point4Managing for asystem insteadof a process Copyright 2016, User Interface Engineering. All Rights Reserved.Page 25
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comProcess: Designed to operate the same every time.Systems: Designed to be flexible and adaptable to situations. Copyright 2016, User Interface Engineering. All Rights Reserved.Page 26
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comGrowth Stages of tenceFluencyMasteryExample Literacy plays:Example Fluency plays:Example Mastery plays: Start a usability testing program. Get secondary influencers into projects early. Create themed roadmaps. Teach team to conduct usability testing. Create a UI controlled vocabulary. Adopt a customer-driven product strategy. Socialize journey maps. Create a voice & tone guide. Integrate listening-based user research. Start an immersive exposure program. Create feature-level personas. Integrate end-to-end service design. Conduct a UI inventory. Adopt Lean UX practices. Integrate CX with UX practices. Integrate story mapping into Agile. Conduct regular design studios. Dedicate UX team to improving UX process. Deconstruct design differences. Adopt mini creative briefs. Eliminate UX-based position titles.Most Effective Plays for Design-Driven OrganizationsImmersive Exposure Copyright 2016, User Interface Engineering. All Rights Reserved.Page 27
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comImmersive ExposureLiteracyImmersive Exposure provides theunderstanding of the problems ourcustomers face today.Good: Regular usability testsBest: Regular field visitsRecommended minimum: 2 hours every 6 weeks.Customer Journey MapDone!Confirm bookingPayment informationBilling informationGuest informationStart bookingReviewing room ratesReviewing the propertySearching for a hotel Copyright 2016, User Interface Engineering. All Rights Reserved.Page 28
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comMost Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionShared Experience VisionA Shared Experience Visionprovides guidance for makingcritical design decisions. Copyright 2016, User Interface Engineering. All Rights Reserved.LiteracyFluencyPage 29
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comCustomer Journey Map Most Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionCulture of Continuous Learning Copyright 2016, User Interface Engineering. All Rights Reserved.Page 30
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comCulture of Continuous LearningA Culture of Continuous Learningprovides development of a deepunderstanding of customer needs.LiteracyFluencyMasteryNobody wants to answer: Why did we fail?Everybody likes to answer: What did we learn?Daily Standup Questions1. What have you accomplished since the last standup?2. What will you accomplished before the next standup?3. What is most preventing you from getting things done?4. What is your highest priority?5. What is the most important thing you've learned andhow will it change what you do in the future? Copyright 2016, User Interface Engineering. All Rights Reserved.Page 31
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comMost Effective Plays for Design-Driven OrganizationsImmersive ExposureShared Experience VisionCulture of Continuous LearningCredit Dan Rubin Copyright 2016, User Interface Engineering. All Rights Reserved.Page 32
Beyond the UX Tipping Point[R3] User Interface Engineering www.uie.comBeyond theUX Tipping Point‣ People learn UX design by growing from unconscious incompetence toconscious competence, finally to unconscious competence.‣ Individuals grow from literate, to fluent, finally to masters.‣ Organizations need to grow the UX design efforts.‣ Through UX Design as a Service, to Embedded UX Design, to Infused UX Design‣ We need a playbook, filled with plays, that get us to being adesign-driven organization.Find me at:uie.comjspool@uie.comDon’t forget to connect to me on the LinkedIn.@jmspoolGo ahead! Follow me on the Twitters.Copyright 2016 User Interface Engineering Copyright 2016, User Interface Engineering. All Rights Reserved.Page 33
Beyond the UX Tipping Point - R3.key Author: Jared Spool Created Date: 5/19/2016 4:06:31 AM .
