Lane Becker, Get Satisfaction
When social systems meet customer service: social effects on processes
- Experience design loves the customer
- Businesses see customers as a productivity killer
- Shorter time to call incentivizes customer avoidance
- Friction-free communication is the new norm. Businesses must adapt to the (social) network
- In an information society, failure can be valuable and cost-less
- Old biz model: Hierarchies create barriers to our customers and control information
- New biz model: View your organization as a sponge. Allow information to go in & out
- Understand customers are out there
- Every oart of the organization is customer aware
- Companies need to be agile – “Documentation is just a record of failed collaboration”
- “It must be safe to tell the truth.” – Pixar
Margaret Gould Stewart, YouTube
YouTube is the second largest search engine on the planet (to Google)
- Need to introduce structure to help evolve it
- As a manager, I’m more involved in the day-to-day at YT than I was at Google
- Establish strong standards
- Dance the line of micro-management
“Always look for a place to work where the CEO has a design background.”
Increase the brand of the UE Team
- Can’t demand more influence
- Can’t just be “the strategy group”
- Currency is data and technical chops
- Love working with engineers
- Have to execute goo design very quickly
- Must manage small iterative change along with long term vision work
- Very difficult to position UE as strategy only. No currency with the organization.
- Switched the UE org structure to experiences, not org around engineering teams
- Engineering and PM have followed suit in some cases
- Q: What is product strategy?
- YT didn’t have a North Star
- Short releases need to drive toward a vision
- In fast moving orgs, too much process gets you out of the conversation. Have to produce something and not just talk about it.
- Q: How do you form a product strategy?
- Collaborative: Where is the business going? What matters to our viewers and producers?
- How does the entire ecosystem function? -> Articulate the most important experiences.
- Stakeholder interviews
- Share everything; post work on walls, online, in road shows
- Build demos
- Put inspiration materials in front of engineers and let them build.
- Communicate boundaries so that people can knowingly break the rules.
- YouTube blog is used to help communicate that change is coming and why. Helps to show data.
- No silos, organize around the experience
Ryan Freitas, Second Verse
Balancing data-driven and genius design
- Too many teams get bogged down in details
- Genius design: Articulate the holistic experience. Build the novel, elegant, or compelling. For all the rest, default to data
- Metrics: Conversion, Discovery, Contribution
- Data removes risk and allows riskier ideas to be expressed
- Behavioral data will become the primary driver of tactical design decisions within your org
- Identify, isolate, validate
- Start designs with page structure and messaging
- Iterate without sentimentality
Brandon Schauer, Adaptive Path
Be the CXO (Chief Experience Officer) – even if you’re not, start acting like you are
Connect every decision to the big picture:
- Kill dumb things
– Stop bad investments, enable the good.
– Eliminate bad experiences
– Build respect
- Redefine the problem
– Choose the right context for your decisions & insist others do the same
– Speak the truth and carry the data
- Tell simple stories
– Tell what happens if you don’t act
– Set the experience vision
– Say it over and over again
- Orchestrate work that yields great experiences
– Get people from across the organization in the same room together
– Go back and back to your customers
– Be design facilitators (we don’t have to do it all ourselves)