使用者經驗設計策略實行

執行用戶經驗設計管理政策對產品開發的影響

Sean Chiu

UX team, Primax Electronics LTD

Questions

Primax User eXperience Team

• 2007 團隊成立, Usability Lab 完成設置

• 重點工作~2009年大部份為Usability Tests

• 2009~ 加入Interaction Design, 並將工作項目一直往UCD lifecycle 前面移動

• 2011 年計劃加深UX 對企業策略的影響

• 2012 年正式執行UX流程政與管理

4

Product Experience - Input and output devices, Wireless storage device, Set top box,

Websites, Desktop software, Mobile Apps-

Understand the situation

Don Norman's argument during a past CHI conference that UX personnel must strive to be treated as peers rather than resources.

Ｓ

Ｏ

Ｗ

Ｔ

• Only being a shop front

• Weak business insight

• Usability usually is a lag indicator

• No significant design credit

• Mature usability practice

• Accumulated diversified product

UX knowledge

• Proactive characteristic

• Deliverables templates ready

• Strong top-management support

• Deep relationship with some business

key members

• Strong usability service credits

• Awareness from our customers

• Lack of business strategic influence

• Lack of financial measurement

• No regular activities with BUs

• Can’t reach OEM projects

• No gating and usability assurance power

Primax UX Maturity

http://johnnyholland.org

Primax UX position

2011

Project-Based Practice

8

UX/Product Process Alignment

9

Mission

• UX team is empowered to drive important product and business decisions.

Organization influence

• Irrelevant

Corporate

BU

RD

BU

RD UX

• Weak insight & integration power

Organization influence

Corporate

Design Center/Marketing

UID ID VC (GUI)

BU

RD

UX

Organization influence

• Responsive, but ad-hoc

Corporate

UX

UID Usability User

research

BU

RD

• Genetically unavoidable

Organization influence

Corporate

UID Usability User

research BU

RD

UX

Get real & Get going

• UX governance (regulation for alignment)

– UX framework (Process, Criteria, gating documents)

– UX ROI metrics

– UX tools, methods & deliverables

• Organization Re-Engineering

– Identify change agents to serve

– New team structure and R&R

– Set up both regularly and occasionally communication meetings and educational training session.

• When you don’t have enough strategy influence yet, you do not create a new regulation

What regulation we can leverage?

• Manufacturing Process Management System

– Product Development Process

– Project management Process

– Material supplies management

– Financial & logistic system

New Process Design

• Identify gating point, timing and gating documents format.

• Reform UX process and creating necessary documents that are suitable and can be managed on MPMS.

• Create criteria for product whether entering UX process.

• Re-implement MPMS and place UX management templates for stakeholders.

Primax UX SOP

PDM Project Register

UX Service needs assessment

UX Project kick- off

Need UX service?

End

UX Project Planning

RD Flow (PDM) Alignment

Execution

End

No

Yes

1. Product development management

(PDM) project register should co-sign

with UX representative (UL)

2. UX team assesses the needs of

usability study according to product

types and its nature.

3. Design Study/Test plan for the

project

4. Execution the plan during PDM life

cycle

1 2

3

4

Current PDM flow

PPM

(Project Planning Module)

Project Register

(PR phase)

Detail Design

(DD Phase)

Engineering

Verification

(EVT Phase)

Project

Start

(PS phase)

Preliminary

Design

(PD Phase)

Design

Verification

(DVT Phase)

Mass-production

Verification

(MVT Phase)

PDM facilitated with UX Process

PPM

(Project Planning Module)

Project Register

(PR phase)

Detail Design

(DD Phase)

Engineering

Verification

(EVT Phase)

Project

Start

(PS phase)

Preliminary

Design

(PD Phase)

Design

Verification

(DVT Phase)

Mass-production

Verification

(MVT Phase)

Research Analysis Design/Evaluation

Evaluation

Criteria according to product types

Type A

Type B

Type C

Type D

is a

p rove n

m arke t?

Conce p t

e va lua tion

Be nchm ark

Task/Functiona l

Ana lys is

Re se arch Ana lys is De sign Eva lua tion

Usab ility

Te s ting

is u se r

In te rface

changed?

No

Yes In te rface De sign

is a New

conce p t?

YesExpe rt Re vie w/

Eva lu a tion

No

EndNo

Yes

End

Con te xt inqu iry

Cogn itive

wa lkth rough

Foam Mode l

Te sting

Heu ris tic

Eva lua tion

Prim ax

Product Type s

PR PS PD/DDEVT/DVT/

MVT

Be nchm ark

UX Proce ss

PDM

Pro to typ e te s t

Use r s tudy

Creating UX measurement

What’s the value of UX to company?

A Strategic Approach to Business Metrics: The Balanced Scorecard - Carl W. Turner, Ph.D., PMP, Journal of Usability

Studies Vol. 6, Issue 2, February 2011, pp. 52-59

Primax UX BSC （平衡計分卡）

Finance Improve sales with UX service as benefit to customers Increase productivity rate by •lower re-manufacturing errors •lower the customer design complain

Customer Improve customer intimacy Recognition of as core competence

Process Reusable knowledge generation Innovative idea generation Project execution efficiency

Employee KPI measurement

UX ROI Metrics Perspective Objective Measure Target Initiative

Financial Profitable gross Sales feedback 10%

Decrease RMA, Yield Loss

Design Complaints 0

Customer Increase customer Intimacy

Sales feedback Customer Satisfaction Survey rating

10 90%

Process Reusable knowledge Number of project execution

Reports Papers Product plans Design documents Project number

100 100

Employee

KPI Development

KPI score Development progress

>3

Organization re-engineering

User research and usability evaluation, usability test

UX Lead

Usability Engineer Interaction Designer Graphic Designer

Interaction and interface design of desktop and mobile application.

Graphic design and multimedia design for SW and apps.

Ex-team structure

Organization re-engineering

User research, Ideation, Concept Proof, Market research, TUI research & Study

UX Team

User Researcher UX Engineer Graphic designer

Requirement Analysis, Usability Test, Benchmark, Prototyping & Interactive Design

Graphic design and multimedia design for SW and apps.

Change agent

UX Project Management, UX SOP Control UX Knowledge Service Educational Training

New team structure

Communication

• Regular (once a while, passive)

– Product planning meeting

– Projects review meeting

– Educational training session

• Occasional (Frequent, proactive)

– Customer visit support

– Brainstorming

– Calls, emails and face to face interviews with PM

– Meals

• “However beautiful the strategy, you should occasionally look at the results.” —Winston Churchill

Results

• Directly influence products regardless of OEM/ODM projects

• With more power over product evaluation and with ROI metrics, UX performance can be measured

• With change agent’s role, we have sit in many regular and occasional product related meetings with different Business units and gained business insight earlier

Primax UX Maturity NOW

http://johnnyholland.org

Primax UX position

Stakeholders 對ＵＸ的回饋

What’s next

Thank you