Create + execute a non-reactionary UX strategy
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Vince Baskerville, a senior UX expert at Salesforce, presented on how to create and execute a non-reactionary UX strategy. The presentation covered defining problems and assumptions, identifying high-level components like vision and themes, determining success metrics, clarifying scope, and preparing for presentations using a UX Strategy Canvas. The goal is to focus on user problems and needs to iteratively design great products, even without proper resources, by articulating a clear strategic plan and working approach.
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Create + execute a non-reactionary UX strategy
- 1. VINCE BASKERVILLE SR. UX-ER, @SALESFORCE CREATE + EXECUTE A NON-REACTIONARY UX STRATEGY
- 2. 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
- 3. vince baskerville | @whoisvince#aceconf AGENDA 1. Definitions 2. Articulating assumptions & problems 3. Identify high level key components 4. Defining Success 5. Clarifying Scope 6. Prepare for team presentations
- 4. vince baskerville | @whoisvince#aceconf WHAT IS A UX STRATEGY?
- 5. vince baskerville | @whoisvince#aceconf WHAT DOES ‘STRATEGY’ MEAN?
- 6. vince baskerville | @whoisvince#aceconf Strategy is a high level plan to achieve one or more goals under conditions of uncertainty
- 7. vince baskerville | @whoisvince#aceconf 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
- 8. vince baskerville | @whoisvince#aceconf ISN’T ALL UX WORK STRATEGIC?
- 9. vince baskerville | @whoisvince#aceconf
- 10. vince baskerville | @whoisvince#aceconf
- 11. vince baskerville | @whoisvince#aceconf …… WHAT IS A UX STRATEGY?
- 12. vince baskerville | @whoisvince#aceconf 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
- 13. vince baskerville | @whoisvince#aceconf
- 14. ARTICULATE KNOWN PROBLEMS & ASSUMPTIONS
- 15. 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
- 16. 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 EXAMPLE Micro-Campaigns (theme) vince baskerville | @whoisvince#aceconf
- 17. vince baskerville | @whoisvince#aceconf 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?
- 18. vince baskerville | @whoisvince#aceconf 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
- 19. Assumption Our _______ users want to _____________________________________ ; however, they can’t now because _________________________________________________. vince baskerville | @whoisvince#aceconf WRITE AN ASSUMPTION STATEMENT
- 20. IDENTIFY AND DEFINE HIGH LEVEL KEY COMPONENTS
- 21. 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 vince baskerville | @whoisvince#aceconf
- 22. 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) vince baskerville | @whoisvince#aceconf
- 23. • 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 EXAMPLE Vision & themes for new Sales Tools product
- 24. 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)
- 25. DEFINING SUCCESS
- 26. vince baskerville | @whoisvince#aceconf THE HEART FRAMEWORK
- 27. vince baskerville | @whoisvince#aceconf 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
- 28. EXAMPLE Micro-Campaigns (theme) vince baskerville | @whoisvince#aceconf 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 adoption Majority 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 success Can 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
- 29. 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
- 30. CLARIFYING SCOPE
- 31. 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
- 33. 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 Leader 10x Revenue Growth Unified Brand Experience Increased 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 Research Persona Development Information Architecture Sketches Prototypes etc Diagnosis Theme Goals Principles Team Deliverables Epics Roles SuccessScope UX STRATEGY CANVAS
- 34. 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 Leader 10x Revenue Growth Unified Brand Experience Increased 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 Research Persona Development Information Architecture Sketches Prototypes etc Diagnosis Theme Goals Principles Team Deliverables Epics Roles SuccessScope UX STRATEGY CANVAS
- 35. 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
- 36. Q&A