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Strategy [clear filter]
Friday, September 24

9:15am EDT

Draining the UX Swamp
This talk tells the story of how Delta Market significantly boosted its competitiveness by increasing its UX maturity. Delta Market is a fictitious chain of more than 500 medium to large supermarkets. The talk describes the nine specific steps that Huxley, a newly hired UX professional, took to move Delta Market from a low maturity level (“the UX Swamp”) to a high UX maturity level. The talk describes Delta’s journey from developer-centered and complaint-driven design based solely on opinions to an organization where professionally managed UX work provides significant, measurable improvements in competitiveness and UX for customers and coworkers. The steps can be easily applied in your organization.

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avatar for Rolf Molich

Rolf Molich

Owner, DialogDesign
Rolf Molich manages DialogDesign, a tiny Danish usability consultancy.In 2014, Rolf received the UXPA Lifetime Achievement Award for his work on the Comparative Usability Evaluation project.He is vice president of the UXPA, which develops and maintains the CPUX-certification. Rolf... Read More →

Friday September 24, 2021 9:15am - 10:00am EDT
3 - Independence (Strategy)

10:15am EDT

Scaling Design with Design Ops: The UX of UX
Are the designers on your mid to large-size team frustrated & out-of-sync with each other? Is application design quality declining? Are developer and stakeholder relationships beginning to fray? Or has your team been so successful, they no longer know how to scale to meet demand?

Over the next forty-five minutes, come learn the practical steps you can use to re-align the direction of your UX team, provide systems of scale, and boost the awareness and value of your team.

It's time to UX your UX Org. It's time for your team to consider Design Ops.

Attended this talk? Fill out the Session Survey!

avatar for Chris LaChance

Chris LaChance

Design Ops Lead, Pegasystems

Friday September 24, 2021 10:15am - 11:00am EDT
3 - Independence (Strategy)

11:15am EDT

Service Blueprint vs. Journey Map in enterprise UX design
As Enterprise UX designers, we always ask ourselves whether all B2C design approaches are effective in B2B or Enterprise environment? While the UX design process remains largely the same; sometimes, the same tools that are highly effective in one environment fall short in the other. User Journey is a widely used tool for B2C products, but how well does it visualize a complex enterprise software? Can a Service Blueprint address the gaps that a User Journey does not fulfill?

In this talk, we will compare the effectiveness of Persona and User Journey tools as compared to that of a Service Blueprint, in the context of enterprise software based on an internal case study. We will also discuss how a complex product design changed the business process in our organization and what we've learned along the way.

Join us as we take you through a part of our design process where we evolved from using Journey maps to a Service Blueprint. We believe, a Service Blueprint better helps integrate the user journeys of all the personas that collaborate in complex workflows and provides focus on the critical pain points of the entire business process.

Attended this talk? Fill out the Session Survey!

avatar for Kanika Ahirwar

Kanika Ahirwar

User Experience Designer, Medidata Solutions
avatar for Pouya Shabanpour

Pouya Shabanpour

Manager, User Experience, Medidata Solutions

Friday September 24, 2021 11:15am - 12:00pm EDT
3 - Independence (Strategy)

1:00pm EDT

Innovating and Collaborating Remotely: How the UX Community Adapted
Collaborative workshops are central to Design Thinking and innovation practices. Workshops bring multi-disciplinary groups together for unique perspectives and support divergent thinking by allowing participants to think visually, and build on each other’s ideas. Yes, workshops should be structured, but often the best outcomes result when the team goes off script. Thus, historically, creative workshops were done in-person.   
Of course, the global pandemic accelerated the need for many teams to conduct these sessions remotely. For better or worse, teams moved their in-person methods and protocols to the online environment. The good news is that there are some advantages to remote workshops. For example, online or asynchronous messaging in a workshop may make it easier for introverts to participate on a level playing field. Also, there is the potential for increased diversity in attendance.

But, there are challenges as well. There are plenty of studies showing that remote work has its limitations, and this may impact the outcome of creative, collaborative working sessions. For example, what effect does not being able to see body language have on our ability to gauge reactions to an idea? If visual thinking is key to innovation, what is the implication of leveraging online tools versus good, old-fashioned tactile paper and pen, or whiteboard markers? How does screen fatigue affect our creativity?

This presentation will take stock of our current collaborative ideation and workshop methods in the hybrid, remote environment we find ourselves in today. The talk will explore the implications of moving in-person workshops online, and present themes, best practices, and unique methods for remote Design Thinking activities. Insights are based on interviews with over 20+ UX leaders on the topic. Finally, the presentation will present a case study and lessons learned from a recent innovation project.

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avatar for Michael Hawley

Michael Hawley

VP Experience Research & Strategy, ZeroDegrees
I’ve worked for 20+ years researching and designing digital experiences. From my first jobs working with hospital staff to understand new software, to serving as Chief Design Officer at Mad*Pow, to my most recent position as VP Experience Research & Strategy at ZeroDegrees, I’ve... Read More →

Friday September 24, 2021 1:00pm - 1:45pm EDT
3 - Independence (Strategy)

2:00pm EDT

Optimizing Design Operations for Inclusive User Experiences
Get practical ideas for creating efficient workflows that use teamwork, tools and resources to improve the quality and impact of design outputs benefiting all users.

The presenters will draw upon their combined 40 years of experience in UX, digital accessibility to deliver an engaging and actionable presentation. Attendees will walk away with a strategy they can implement at their organization to optimize design operations in order to create user experiences that are inclusive of all users, regardless of age, ability or means of access.

Attended this talk? Fill out the Session Survey!

avatar for Gary Aussant

Gary Aussant

Director of Accessibility Consulting, Perkins Access
Over my 25-year career in UX and accessibility consulting, I've helped numerous Fortune 100 companies including Bank of America, Microsoft, Google, Facebook, eBay, General Motors, Transamerica, and Twitter embrace inclusive design methodologies. I specialize in employing design thinking... Read More →
avatar for Michael Beauchamp

Michael Beauchamp

UX Manager, Amica Insurance
For over 10 years, Michael has forged the way for UX at a major insurance company and currently oversees UX strategy and direction, as well as digital accessibility. His work is driven by the value placed on diversity and bringing people together in order to collaborate and thrive... Read More →

Friday September 24, 2021 2:00pm - 2:45pm EDT
3 - Independence (Strategy)

3:00pm EDT

Two Birds, One Branch: A Strategy for Managing UX Debt and Accessibility
Every UX team is charged with improving their product experience. Every product suffers from
some amount of UX Debt and accessibility non-compliance. Very few teams are able to
prioritize their reduction of UX Debt and improvements in accessibility when their organizations
tend to prioritize new feature work above all else. In this presentation, learn about one team’s
strategy for identifying, classifying and prioritizing a backlog of UX Debt and accessibility
problems found in their product portfolio, and the methodology they defined for systematically
drawing down that backlog to reach specified OKRs for the year.

Attended this talk? Fill out the Session Survey!

avatar for Patrick Drake

Patrick Drake

avatar for Todd Zazelenchuk

Todd Zazelenchuk

Design Director, Dealerware

Friday September 24, 2021 3:00pm - 3:45pm EDT
3 - Independence (Strategy)

4:15pm EDT

Designing for Decision Support: What Product Design Leaders Need to Know About Enabling Successful Enterprise Data Analytics and Machine Learning Initiatives
In 2019, VentureBeat predicted 87%+ of data science projects won’t make it into production. Countless other studies show how large data-driven initiatives from analytics to data science and AI tend to fail at a rate of 80% or higher—despite ongoing and sizable investments in technology and data. Can product design leaders and UX professionals help fix this, particularly at the enterprise level? Your executives are worried about having an AI strategy. Data scientists worry about getting their models to be as accurate as possible, having the right data, and tons of it before they can even do anything. Where is the customer in all of this? Who exactly is the customer of a “predictive model”? How do we measure success in this context? If business value is dependent on specific users engaging successfully with a model, decision support application or data product, then teams must design these solutions around the people using them—not the data or technology. Design leaders inherently get this, but what’s unique about creating valuable data-driven products and solutions? How are traditional analytics products different than those that generate probabilistic outputs from new techniques such as machine learning? And where does data visualization fit in? If you lead UX at a large enterprise, AI as a strategy is likely on your executive roadmap. However, your executive leadership, particularly if you’re at a non-digital native company, may not even know exactly what AI is, what’s possible, and most importantly how they can leverage it to produce new customer-facing experiences, services, or products. Designer leaders and UX professionals can help, but it means looking at data as “the new pixel,” and understanding what it means to add value when working in this medium, and how UX+Data Science may become just as important as the UX+Product Management relationship.

Attended this talk? Fill out the Session Survey!

avatar for Brian O'Neill

Brian O'Neill

Founder, Principal, & Advisor, Designing for Analytics
Brian T. O'Neill is the founder of Designing for Analytics and a consulting product designer who helps companies create innovative ML and analytics solutions. For over 20 years, he has worked with companies including DellEMC, Global Strategy Group, Tripadvisor, Fidelity, JP Morgan... Read More →

Friday September 24, 2021 4:15pm - 5:00pm EDT
3 - Independence (Strategy)

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