Day 1 - Matt's Notes
- Michael.Craddock
- Matt Oxley
Actions
‘Building for tomorrow without compromising the needs of today’
Importance of inclusive design - everyone is different, context is different
Need to demonstrate value
Need to break down silos - teams need to collaborate, not just design and dev but legal, sales, support, etc
Research and insight helps identify blind spots
Need to align users goals and business goals.
In research, dont ask what they want. We need to understand the jobs to be done.
Not all user insight is correct.
Passion and drive > creating great customer experiences
UX/Research is about understanding the ‘why, its not jumping to the ‘what’ and 'how’
What is the problem/need we are trying to solve
Collaboration in Product Teams
Continuous discovery and design collaboration
Expose whole team to the research
‘collaboration’ is just a buzz word. Teams typically spend time brainstorm then retreat into silos in how they work. Teams should continuously collaborate through the lifespan of the product.
All great digital success comes from collaboration delivered by cross functional teams. eg a product team is sales, UX, dev, support, accman, BA, product owners, marketing etc
Need to embed UX within product team
Include everyone in the research
Teams should always be Continuous discovery and delivery
Consider Customer Insight councils - invite all those that have frequent customer touch points.
How do we position the product
How do we sell the product
How do we train the product
Run weekly customer interviews
How do we share customer insight across the product team and wider group? help create a shared understanding of the why
Having different customer perspectives help prioritise the right things
Need to identify ‘jobs to be done’ - pain points
Googles Crazy 8s technique - https://designsprintkit.withgoogle.com/methodology/phase3-sketch/crazy-8s
This technique helps get different perspectives from everyone
Consider introducing a broker Diary study to better understand the jobs to be done
Agree success product KPIs aligned with business values and goals
Changing mindset
Biz needs to be outcome focussed. Its a long journey. need to understand how we are gonna get there.
'Feature Factory' - Features built not based on user need. Result is bix is caught in a build trap
Need to focus on delivering value
Need to define product strategy and vision
In the beginning you need trust in the process and patience to prove value
Holistic view of how it impacts the customer as a whole
Build trust
Q - How much does cost of dev team per sprint vs value of the customer?
Q - What are the top 3 ideas that are game changing
Need a deep dive into the customer lifecycle to understand how they work/feel
Run customer strategy workshops - create ‘problem statements’ to solve
Present back to exec/group progress, success stories and failures/learnings
“OKR” stands for “Objectives and Key Results.
OKRs are an effective goal-setting and leadership tool for communicating what you want to accomplish and what milestones you'll need to meet in order to accomplish it. OKRs are used by some of the world's leading organizations to set and enact their strategies.
Impactful Design Narrative
Create narratives to
to engage
to inspire
to create empathy
to influence others
Great narratives can change behaviours and attitudes
They help frame a problem and explore the meaning
Sharing instead of telling
What are users feeling at that point in the UJ map
Build personal stories.
Leading Cross Functional Teams
Build and share the vision in cross functional teams
Need to integrate UX with products teams. Remove silos.
Share insight across group/products