Create + execute a non-reactionary UX strategy

VINCE BASKERVILLE SR. UX-ER, @SALESFORCE

CREATE + EXECUTE A NON-REACTIONARY UX STRATEGY

vince baskerville | @whoisvince#aceconf

LEARNING OBJECTIVES

‣How to focus on problems, assumptions and success criteria to then lead the design iterative process

‣ Familiarity with a UX Strategy canvas to track, measure and learn how to continue building great products

‣Understanding how to work with not having proper resources, creative isolation and organizational ignorance / hostility


AGENDA1. Definitions

2. Articulating assumptions & problems

3. Identify high level key components

4. Defining Success

5. Clarifying Scope

6. Prepare for team presentations


WHAT IS A UX STRATEGY?


WHAT DOES ‘STRATEGY’ MEAN?


Strategy is a high level plan to achieve one or more goals under conditions of uncertainty


Key Components 1. Diagnosis — defines or explains

the nature of the challenge

2. Guiding Policy — for dealing with the challenge

3. Action Plans — designed to carry out the guiding policy


ISN’T ALL UX WORK STRATEGIC?


…… WHAT IS A UX STRATEGY?


A UX STRATEGY‣ is a hypothesis-led plan that takes information about your business +

your users and turning it into an actionable approach for a desirable CX. It must overlap with the overall business strategy

ARTICULATE KNOWN PROBLEMS & ASSUMPTIONS

TIMING

DELIVERABLE

ARTICULATE ASSUMPTIONS & KNOWN PROBLEMS

1x PROBLEM STATEMENT W/ ASSOCIATED PROBLEMS

30 mins • Define the target problems

• Define the core themes

• Write an Assumption Statement for each theme

Assumption

● Current 1:1 emails aren’t scalable ● Sales users can’t use assets created

by the Marketing team ● Sales users can’t send template

emails in their own custom workflow

Sales users want to increase their personal touch to a larger number of prospects and leads, however the individual time it takes can’t scale efficiently

Problems

EXAMPLEMicro-Campaigns (theme)



DEFINE THE PROBLEMS

• Ask yourself these questions:

• What are the core issues & problems we’re attempting to solve with this feature/product?

• What are we assuming users would do as a result because of this solution?

• How are they currently working around issue now?

• Is it still worth investing in a new solution? Why?


DEFINE THE CORE THEMES

1. Segment the list of core ‘problems’ you’re targeting into groups based on a matching theme

2. From this new grouped list, try to find the themes that target the heart of the issue

• can be viewed as what would your MVP be

• you need to be ruthless here — shoot for a max of three

AssumptionOur _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________.


WRITE AN ASSUMPTION STATEMENT

IDENTIFY AND DEFINE HIGH LEVEL KEY COMPONENTS

EXECUTIVE & PM DEPENDENCY

Your UX team will be able to work best once the top 3 product drivers have been set and explicitly laid out:

1. Vision 2. Themes 3. Epics 4. Features


PM & UX LEADERSHIP COLLABORATION

1. Vision o No explicit UX involvement here

2. Themes o UXers can assist in validating assumptions

regarding what & target features or products are appropriate. PMs have final decision on the selection(s) — (UX Discovery Phrase)

3. Epics o With scope from PMs, UXers helps primary

problems and success goals — (UX Defining Phase)

4. Features o UXers to work on delivering iterative designs and

prototypes based on above definitions — (UX Design Phase)


• Vision • To be the dominant product of choice for both Sales & Marketing teams

seeking automation and the ability to leverage customer insights!

• Themes • Micro-Campaigns • Data & Analytics • Scaling Serendipity

EXAMPLEVision & themes for new Sales Tools product

TIMING

DELIVERABLE

IDENTIFY AND DEFINE VISION, THEMES & (1x) EPIC

VISION TREE

5 mins • Company Vision

• 2015 Product Themes

• Epics (based on one theme — these are your listed problems)

DEFINING SUCCESS


THE HEART FRAMEWORK


THE HEART FRAMEWORK• Happiness — measures of user

attitudes, often collected via survey

• Engagement — level of user involvement, typically behavioral proxies such as frequency, intensity, or depth of interaction over some time period

• Adoption — new users of a product or feature

• Retention — the rate at which existing users are returning

• Task success — behaviors such as time to complete a task, effectiveness (e.g. percent of tasks completed), & error rate

EXAMPLEMicro-Campaigns (theme)


goals metrics

happiness The perceived ease of use & general satisfaction is high 8+ on NPS surveys

engagement Increased communication & usage of marketing templates / assets from sales users

10% increase of recurring sessions 40%+ total usage

adoptionMajority of sales users are continuing to use

this product as their primary way to send emails to leads

80%+ successful adoption within 6 months

retention

task successCan send template email to 10 users w/o help

Can send to 50 users faster than existing current method

90% success rate New way is better than old way 100% of the

time

TIMING

DELIVERABLE

DEFINING SUCCESS

1x HEART CHART

20 mins • Using the HEART Framework, define the goals &

metrics desired that you believe will ensure your

product will meets or exceeds expectations after

launch

CLARIFYING SCOPE

TIMING

DELIVERABLE

CLARIFYING SCOPE

1x HEART CHART

10 mins • Indicate the primary focus and key area that is driving

the solutioning

• List contributors on this specific part of the product

• Itemize everything that needs to be done

• Mark SWAG time-lines associated with deliverables

• Aggregate the times, days, months, etc

PREP FOR PRESENTATIONS

PREP FOR PRESENTATIONS

vince baskerville | @whoisvince

Define the core assumption and problem you’re targeting

A succinct description or word everyone can rally behind & link to problems the product is targeting

Define the ideal desired outcome(s), and what you hope this would help achieve

e.g. Market Leader10x Revenue GrowthUnified Brand ExperienceIncreased Lead Pipeline

Define the approaches the team will take to overcome challenges and to solve problems the team will face

Outline team members assigned to this project, and their commitment levels

Identify leads + owners to ensure responsibilities are clear

Using the HEART Framework, define what the target goals & metrics areIndicate the primary focus, defined timebox, and which key area is driving solutioning

e.g. Interaction Design, Content, Information Archictecture, Visual Design, Discoverability, etc.

As opposed to themes, these stories often comprise an assumed work flow for a user

List the activities need to ensure the problem is addressed correctly

e.g. Usability ResearchPersona DevelopmentInformation ArchitectureSketchesPrototypesetc

Diagnosis

Theme Goals Principles Team Deliverables

Epics Roles

SuccessScope

UX STRATEGY CANVAS

Define the core assumption and problem you’re targeting

A succinct description or word everyone can rally behind & link to problems the product is targeting

Define the ideal desired outcome(s), and what you hope this would help achieve

e.g. Market Leader10x Revenue GrowthUnified Brand ExperienceIncreased Lead Pipeline

Define the approaches the team will take to overcome challenges and to solve problems the team will face

Outline team members assigned to this project, and their commitment levels

Identify leads + owners to ensure responsibilities are clear

Using the HEART Framework, define what the target goals & metrics areIndicate the defined timebox, and primary focus and key area that is driving the solutioning

e.g. Interaction Design, Content, Information Architecture, Visual Design, Discoverability, etc.

As opposed to themes, these stories often comprise an assumed work flow for a user

List the activities need to ensure the problem is addressed correctly

e.g. Usability ResearchPersona DevelopmentInformation ArchitectureSketchesPrototypesetc

Diagnosis

Theme Goals Principles Team Deliverables

Epics Roles

SuccessScope

UX STRATEGY CANVAS

TIMING

DELIVERABLE

PRESENTATIONS

1x UX STRATEGY CANVAS

5 mins • Copy above information into a succinct 1 page UX

Strategy Canvas to allow for easy absorption

Create + execute a non-reactionary UX strategy

Design

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