UX STRAT USA 2019: Ben Judy, 7-Eleven

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Description
Ben will track, analyze and present back to the UX STRAT audience the topics and themes that have emerged from the conference presentations so far, adding perspective as an attendee since the very first UX STRAT conference.
Transcript
  • 1. 2019 Boulder Emerging Themes Day 1 ● Commonality ● Controversy ● Communitas
  • 2. But why? I mean, I was here. ● Help you recall & synthesize ● Encourage conversation ● Human brains like narratives (“First I heard this, then I heard this…”)
  • 3. Bring stakeholders along for field research We took leaders on research activities, then had them post 2-minute summaries on Slack where their teams could see it. (paraphrased) - Sohit Karol, Spotify We did ride-alongs with delivery partners, and brought cross-functional team members with us. (paraphrased) - Minal Jain, Uber Eats Commonality
  • 4. Drive cross-functional collaboration toward a mutual goal Collaborate towards a mutual goal. Establish a mutual, shared language with stakeholders. (paraphrased) - Alex Luzi, Uber Transit Three teams researching in parallel, together: data science, ethnographic researchers, and data analysis. Making strategy formulation open by design. (paraphrased) - Rina Tambo Jensen, Mozilla Commonality
  • 5. Services & journeys, not just products Cumulative complexity -- many touchpoints. - Sohit Karol, Spotify Everything I said. (paraphrased) - Hina Shahid, OnDeck Capital Commonality
  • 6. How & when to establish guiding principles Before: “It’s not Trello-y enough” After: “I like that it’s Direct, but could it be more Visual?” (paraphrased) - Courtney Drake, Trello Uber Transit guiding principles: All in one, Provide guidance, Decode public transit. (paraphrased) - Alex Luzi, Uber Transit Commonality
  • 7. Process: It’s never that simple. But what if you’re working on a product that doesn’t neatly fall into a well known research and design process? (paraphrased) - Cindy Kim, AirBnB Plus Commonality
  • 8. And many more… ● Communicating research insights is kinda critical ● Crafting personas with context ● Transparency ● Budget & buy-in ● Thinking & researching globally ● Keep asking (and explaining), “why” Commonality
  • 9. Design principles supercede data - Courtney Drake, Trello Controversy!
  • 10. Personas are still a super useful tool - Sohit Karol, Spotify Controversy!
  • 11. Are “stakeholders” the villain? “Center of own universe syndrome” - Kristopher Kinlen (via Slack) Controversy!
  • 12. Solve for human needs, not short-term profit “Think Long and Short Term” - Alex Luzi, Uber Transit Controversy!
  • 13. Building empathy & trust Great research is empathy building. (paraphrased) - Minal Jain, Uber Eats Trust & empathy are essential to our product research & design process. (paraphrased) - Cindy Kim, AirBnB Plus Communitas
  • 14. More, please! Themes from Day 2: https://docs.google.com/presentat ion/d/1H6LCl_VtaNqc6Ub54JhP3Kd TQoytb4XkNOz31ieQihA/edit?usp=sh aring
  • 15. 2019 Boulder Emerging Themes Day 2
  • 16. Scaling design and/or research “Hire more designers.” - Chris Hall, Google We can’t put a dedicated design strategist on every team. So we focused on education. And we created a Guild. (paraphrased) - Joe Meersman, IBM Self-service research: empowering partners to connect with customers - Malia Nagle, PayPal Commonality
  • 17. Build shared language, understanding, belief Speak the language of business - Joe Meersman, IBM “The effectiveness of your strategy is proportional to how many people believe it.” - Richard Baker, GE Transportation Cross-product site visits & service maps (Product manager: “I need you to make one of your things for this other team.”) - Dani Nordin, athenahealth Ask everyone in the org: do you understand how we make money? - Tim Loo, Foolproof Commonality
  • 18. Co-ownership Critical User Journeys co-owned by UX and product teams - Chris Hall, Google Design strategy co-owned by members of a Guild - Joe Meersman, IBM Helping siloed product teams own each other’s service experience problems - Dani Nordin - athenahealth Commonality
  • 19. Workshop it! (Make things together) GE Transportation UX site visit agendas include a vision & roadmap workshop Richard Baker - GE Transportation Foolproof did a 2 day workshop for AXA XL to design a product vision & roadmap - Tim Loo Transcend knowledge differences by making things together. - Chris Hall, Google Commonality
  • 20. And many more… ● Build process around people ● Create a safe place ● Change & iterate as a team ● Increasing the impact of design outcomes ● Being a better partner ● Uplifting craft ● Psychological safety Commonality
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