Lightning Talk #6: UX Coaching for Organisational Transformation by Jodine Stodart

UX Coaching for organisational transformation

Jodine Stodart Twitter @jUXposition

UX COACHING OUTCOMES

Transformative for both end USERS and the

TEAMS being coached

Digital Arts Networkis the TBWA Group’s global digital capability.

23 full-service offices, with over 1000 digital specialists.

12 Digital Arts Labs, centres of excellence for key capabilities.

Specialist Labs

Auckland hosts the Digital Arts Lab for User Experience Design.

UXDESIGN

Brand Development

Above the LineAdvertising

PublicRelations

Experience Strategy

Experience Design

Experience Optimisation

Digital Marketing

Direct

Content

Social

TBWA Digital Arts

XS Experience StrategyRoadmaps for connected multi-channel experiences

Case Studies

What made it successful?

Case Studies

“The process has been life changing.”

“They brought the business together around a whole new way of working.”

“It’s changing the way that people work.”

The coaching projects have the following characteristics in common: •  External consultant going inside /

onsite at an organisation •  Working alongside a dedicated

digital team in house •  For 6 – 12 weeks

Case Studies

Orientating Demonstrating Facilitating Supporting

Key stages

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Exposure

Control Ownership

Collaborate Everyone

Failure

Success

Go it alone

Current state

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Coaching Level of Support

Team Experience


Pre-conditions for Success


There is an existing team dedicated to a channels success

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The team have been experiencing discomfort for some time now



There is a customer centric ethos evident in important strategic documents



The business recognises the need for change



Coaching is effective when a customers poor

experience is felt all the

way at the top

Touchpoint

Organisation

Customers

The pain of change is less than

the pain of staying the

same…


Key stages

Orientation

What type of work the team is engaged in?

Has the organisation allocated the right people?

What kind of culture or environment is the team working in?

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ListenEvidence

Exposure

Control Ownership


Failure

Go it alone

Current state

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Team Experience


Get them out of their day to day

People are resourced to coaching – ideally at least 50% of their time.


Create space for team members to get away from their daily workload.

Support to re-prioritise workload so they can focus on learning.

Change their physical space

Set up a whole new dedicated project room.


Move their workspace offsite.

Put up new artefacts / work in progress on the walls.

Build trust

You have acknowledged their workload.


You have helped them acquire time and space to think and learn.

You have created a space for the new to enter.

If the team are not available…

You will have very limited success.


The team will not have the headspace to adopt new methods.

‘New’ things are more likely to be rejected.

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ListenEvidence

Exposure

Control Ownership


Failure

Go it alone

Current state

LO

SU

PPO

RT

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ILO

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ON

FID

ENC

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HI


Team Experience


Listen

Get to know the team

Listen to what they are saying.


Spend time formally interviewing each team member.

Spend time informally over coffees, lunch, discussions.

Feel their pain

Empathise and take note of pain points.


Validate their experiences.

Include their issues as outcomes.


Key stages

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

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ON

FID

ENC

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HI


Team Experience


Evidence

Show them how UX practice or good UX process can help

Demonstrate the value of UX.


If they know the value, then demonstrate the how.

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

ILO

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ON

FID

ENC

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HI


Team Experience


Exposure

If they are not already, get them talking to their users / customers

Role play activities


Demonstrate during real sessions

Observe them doing it themselves

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The value of talking to users should become clear as they do it.

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

ILO

C

ON

FID

ENC

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HI


Team Experience


Control

The team feel a little more armed with insights and methods to inform their decisions or their stakeholders decisions

Ensure they regroup and debrief with each other


Capture their thoughts on testing with users


Key stages

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

ILO

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ON

FID

ENC

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HI


Team Experience


Ensure the team has ownership over all the tools and artifacts of research

E.g. Survey results, test scripts, personas need to be created and maintained by the team


Engages the team further into the practice of UX.

Enables the team to keep going after your gone.

Important they feel the sense of achievement through participating directly.


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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

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Team Experience


Part of engagement and ownership is direct participation and team collaboration

Be collaborative in your work with the team


Work through exercises together

Do qualitative data analysis together as a group

Collaborate

Get the whole team involved in analysis

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

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RT

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Team Experience


Bring everyone along the journey as far as possible.

Some people will be skeptical or resistant.


Give them time to see some of the benefits of UX practice in project.


Key stages

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

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FID

ENC

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Team Experience


Ease off the support slowly

Ideally they are already taking the initiative to do things on their own.


If not, create circumstances where they can give it a go alone.

Comfort Zone

Too far out too soon = high stress!

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

ILO

C

ON

FID

ENC

E

HI


Team Experience


Make it ok to fail and learn

Important there is a high tolerance for things going wrong / not according to plan


Important there is a practice for capturing the learnings – in daily or weekly retrospectives

Encourage an atmosphere of continuous learning and beginners mindset

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ListenEvidence

Exposure

Control Ownership


Failure

Success

Go it alone

Current state

LO

SU

PPO

RT

H

ILO

C

ON

FID

ENC

E

HI


Team Experience


8/10/16 Commercial in confidence

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Post-it Fatigue

Key Principles

Key Principles

Ensure you have the right conditions to start with

Listen and act on their pain / problems if possible


Demonstrate the value and methods of UX

Give them ownership of process and artefacts

Slowly ease off support

Be mindful of peoples comfort zones

UX COACHINGOUTCOMES

Transformative for both end USERS and the

TEAMS being coached