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Why your company is bad at UXThe 5 things preventing great UX in your enterprise
User Experience is a lot of things
• UX is really a mixture of disciplines that when can
combined create something special
• This advice really all about your digital products no your
advertising or marketing
1. Know your goals
Outcomes over deliverables
• Goals are not deliverables
• Use things like, revenue, downloads, engagement,
conversation, retention & referrals
• Outcomes should always be measurable
• Know how you will track these outcomes
Know the potential
• You shouldn’t start a project without knowing its
potential value to the company
• Know what a 1% improvement on your key metics
translates into in revenue
• Some projects turn out to not be worth very much
when calculated this way, don't do those projects
2. Marketing is not the same as product
Create a clear owner for your UX and product
• Marketing owners may not have the right
mandate, they often ask for the wrong things
• Your marketing team likely lacks real product
skills and domain knowledge
• Ensure that on both client and agency side you
have product and UX expertise
Don’t make random annual budgets
• Most big companies create random budgets for
their projects or departments
• Base your budget on the potential
• The wrong budget sends the wrong signal to the
team building your product
If you want to outsource, find product people
• Always hire the right team for the right job, don't
hire ad people to make products.
• UX has its own skills, culture, team structure,
processes, business models, timelines
3. Create alignment
Always create a dedicated team
• A focus on outcomes over deliverables means you
need a team to see a project from start to finish
• You want people to identify with the product they
are building not the discipline they are a part of
• The client product manager is a full time member
of this team with no exceptions
Experiment with new compensation agreements
• If you know that 1% conversation increase is
worth $500k a year, why not give an incentive?
• If you find that you don't have that much to gain
from the project, maybe rethink doing it
Separate your goals from user goals
• Bad UX happens when you prioritize your
companies goals over your users goals
• List your users goals against yours so you can find
and fix any conflicts
4. Go faster
Build prototypes and iterate
• You can start testing within days of starting a project
• Build prototypes of small but key parts of the product
• If you are a month into a project with nothing to test
you are doing it wrong
You seriously need to ship sooner
• Shipping means putting it online for real users to use
• Shipping your product doesn't require a lot of
fanfare, ad campaigns or press releases
• The big marketing push should come later only
when your product is hitting its metrics
Empower your team
• Bureaucracy, committees, meetings are the
death of speed
• If you know your goals then you don't need to
go back to get approval for every little thing
• Reviews with executives are pointless, test
things and share results
• Create a project owner and empower them to
make big choices quickly and on their own
5. Products are never finished
Launch day is really just the start
• Launch is really just the first day you can start
working on UX in a meaningful way
• Plan your budgets, engagements, contracts,
teams accordingly.
• Since you are testing and shipping sooner,
launch day isn't a big deal
Bring some of the work in house
• Working on it with an agency forever will not be within your budget, bring some tasks in house
• Continue to outsource the key parts you can’t do • If you know the value then continuing to work on
your product should make you money, not cost you
Continue to measure and share data
• Don’t ever stop measuring • Share the data with everyone, be super transparent • Be honest to yourself and your team mates about the
data, even if its bad • Use the data to move quickly and make changes
Thanks!Come talk to us at TWG about products and UX
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