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Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
axz.mx/ivory-towers axz.mx/hell-yes-yall
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
axz.mx/blind-to-it
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
axz.mx/growth-jobs
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
axz.mx/ux-methods
axz.mx/ux-methods
axz.mx/ux-methods
axz.mx/ux-methods
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
Through The Looking Glass: Overcoming Organizational Perspectives
cubiux.com
axz.mx/design-studio-ux
pointnorth.io
axz.mx/cx-journey
frontify.com
smaply.com
personadrive.com
gathercontent.com
invisionapp.com
niice.co
axz.mx/ux-dash
canvanizer.com
storyboardthat.com
axz.mx/cs-worksheet
ui-patterns.com
axz.mx/m-designs
sourcemaking.com
axz.mx/gitflows
Through The Looking Glass: Overcoming Organizational Perspectives
Steve Floyd
Founder / Principle at AXZM
twitter: @nawlready
phone: (214) 272-9109
www.axzm.com
For the last decade I have been
creating digital marketing solutions
for businesses large and small. In
that time I’ve learned a few things
about the governance and creation
of web content and how that
content ties into other marketing
channels. Content is often swept
aside as the last part of a project,
when I believe it should be one of
the very first things addressed.
Through The Looking Glass: Overcoming Organizational Perspectives

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Through The Looking Glass: Overcoming Organizational Perspectives

Notes de l'éditeur

  1. Through The Looking Glass – Overcoming Organizational Perspectives – A Mozinar by Steve Floyd – Founder & Principle of AXZM – stevefloyd.me/about
  2. You guys asked me to make sure I had the Moz cover slide. I realized in contrasting the bright and welcoming brand colors Moz has with my original slide and decided that it’s probably better to go with the uplifting Moz version – mine was a bit dark coming out of late October.
  3. I just wanted to say right up front this presentation was inspired by two presentations: 1. You Can’t Ship from Your Ivory Tower: Including Developers in the Design Process by Matt Edwards 2. SEO Leadership: Get from 'Why' to 'Why Not’ by Ian Lurie Both of these are great presentations and touch on some of the things that impede our work.
  4. Hello, my name is Steve Floyd. I am the principle consultant and founder of AXZM Group. We work primarily in the Healthcare, Non-Profit and Educational sectors helping organizations build growth initiatives. Sometimes that’s consulting, sometimes we help train and build teams. It really depends on what the goals are.
  5. Running an agency over the years, I’ve had to wear quite a few hats. As stressful as it’s been at times - I wouldn’t trade it for the world. You’re really able to see things from a lot of different perspectives in the process when you are in stakeholder position. I think anyone out there who runs a small to mid sized agency can probably relate to seeing those perspectives differently once you’ve not just done the job, but also managed other people doing the job.
  6. Running an agency over the years, I’ve had to wear quite a few hats. As stressful as it’s been at times - I wouldn’t trade it for the world. You’re really able to see things from a lot of different perspectives in the process when you are in stakeholder position. I think anyone out there who runs a small to mid sized agency can probably relate to seeing those perspectives differently once you’ve not just done the job, but also managed other people doing the job.
  7. I’ve watched UX disregard and lower the value of SEO and I’ve seen SEO destroy the User Experience just as much. Both sides of the house have valid arguments and more often than not, it’s not a black and white issue. The answers aren’t easy on some projects, you have to compromise. SEOs catch a lot of blame for being disruptive in the process.
  8. The bigger fight internally is usually between designers and devs vs sales and marketing. But they all fight among themselves too.
  9. Ultimately, I’ve learned regardless of the professional bias, the conflicts usually centered around what people value.
  10. Whether you are on the agency side or in-house, we are all fighting to get our projects approved, funded and shipped by leadership. We don’t do much without their approval, so we are fighting for the same things.
  11. It reminds me of the analogy of the Blind men and an elephant. As a practitioner for many years, I couldn’t see things from other people’s perspective involved (outside of design or development) because I was immersed in my own struggles within the process. I saw things differently because my view of the project was limited to what I could see.
  12. It’s really all about perspectives. If we want to be heard and valued in the process we need to understand everyone else’s perspectives, their goals and what they value. We ask that others do this for us, but in practice – I think we seldom do the same for others. Now that’s not very nice, is it?
  13. I also like to compare this disconnect that happens across teams to a valley being looked on from a group of surrounding mountains. We are all looking at the same thing, we just see it from a different vantage point, and we can see it no other way.
  14. We like to think we all have one common goal with the projects we work on, but that is seldom the case. More often than not, there are multiple goals, each distributed to different teams all working on different aspects of the project.
  15. You have User Experience Architects
  16. Information Architects
  17. Search Engine Optimization Consultants (SEO)
  18. User Centered Designers
  19. Interaction Designers
  20. Content Strategists
  21. Somewhere in the background IT / DevOps is looming in their lonely mountain to the north.
  22. The common goal that aligns the design and development teams is pretty simple and universally understood: To Make The End User Happy
  23. But SEOs are often held to tangible KPIs by stakeholders, and those KPIs become the goals. I don’t think it’s intentional, it’s just that some SEOs lose sight of making the user happy.
  24. That’s exactly where they get into trouble and become disruptive in the process.
  25. If we want a seat at the table and the support of everyone else in the process, we need to get on the same page.
  26. Aside from being courteous to our peers, Engineers and Technical Marketers are learning to do SEO fast. It might be a good time to revisit all the finer details of what they do too.
  27. Terminology & Values
  28. When I think about two polar opposites in the process Content Strategists and SEOs come to mind. It doesn’t have to be that way, and really shouldn’t be, but it often is. This quote by Anais Nin illustrates my feelings on this dynamic.
  29. A simple comparison of the language and value systems of a Content Strategist vs an SEO illustrates my point perfectly. If I asked an SEO and a Content Strategist “Why do you collect keyword data?” You would get two completely different answers.
  30. A content strategist would traditionally collect keyword data to inform demand of a particular topic their audience is interested in or needs.
  31. An SEO on the other hand might use the keyword list to identify advertising opportunities to generate qualified traffic.
  32. A content strategist might use keyword and traffic data as a metric to correlate quality against all the other content in a website.
  33. An SEO on the other hand might use keywords to identify other competitors.
  34. A Content Strategy person might attach popular search terms used by one of their target user personas in a journey map.
  35. An SEO could take the keywords and use them to uncover link building and outreach opportunities for their campaigns.
  36. The C-Suite is almost always going to value profits over anything else. Money keeps the lights on and their jobs come into question when they don’t keep the numbers up. If you want to get a design or idea through, making a business case that aligns with the things they value is a good place to start.
  37. IT values protecting the infrastructure and operational efficiency. Getting a title tag changed, or duplicate content no-indexed isn’t important to them because they have other more pressing issues that take priority. Try calculating the financial impact and technical debt of IA and SEO changes when you send a suggestion. They know the C-Suite values money more than anything too and will want to be seen as helping the effort if it involves improved revenue.
  38. Sales values… you guessed it… MONEY. With two dominate forces like leadership and sales driving the business often putting profits over their customer experience, it’s not hard to see why so many companies large and small still suck at the web. It’s 2015. If you are a business still trying to figure out how to use Twitter or what a blog is, you lose at the internet.
  39. Marketing is goal driven. It’s not just about the money, but the mission (which could be money, or visibility, it all depends). The problem is, one of the biggest components of effective marketing – DESIGN is seen as a utility by leadership. In the same way digital marketing often gets grouped under IT operations, design has become commoditized as a tool of marketing, not the foundation of brand and corporate communications it once was. It pervades everything we see on the web.
  40. Just as SEOs have various methods and key deliverables associated with the work they do, User Experience does as well. A good way to know when and where to integrate with and add value to the UX process is to understand their methods.
  41. There are a ton of smaller deliverables that get really granular, just as diverse and detailed as anything in marketing, but the pillars of User Experience methods could be broken in to 5 key areas: Strategy Methods Concepting Methods Product Planning Methods User Research & Validation Methods UI Design Methods
  42. Within the design strategy methods you have: Blueprints – A map that displays all the touch points of the consumer with your brand. Journey Maps – A diagram of the steps taken by a customer as they engage with a service. User Stories – This is a breakdown of each user task that can be accomplished within your product or website. Ecosystem Map – A visualization of the company's digital properties, the connections between them, and their purpose. Personas – A relatable snapshot of the target audience that highlights demographics, behaviors, needs and motivations through the creation of a fictional character. Stakeholder Interviews – Scripts for interviewing key stakeholders in a project, both internal and external, to gather insights about their goals
  43. Within the design the concepting methods of UX, you have: Brainstorming – The collective process of generating constraint-free ideas that respond to a given creative brief. Task Analysis – A breakdown of the required information and actions needed to achieve a task. Taxonomies – An exploration around multiple ways to categorize content and data: topics in a news site, product categories in an ecommerce etc. User Flow – A visual representation of the user's flow to complete tasks within the product. Storyboards – This is like comic strip that illustrates the series of actions that consumers need to take while using the product. Moodboards – A collection of images and references that will eventually evolve into a product's visual style guide.
  44. Within the product planning methods of UX, you have: Roadmaps – A product's evolution plan with prioritized features. It could be a spreadsheet, a diagram or even a bunch of sticky notes. Heuristic Analysis – A thorough analysis of a product that highlights good and bad practices, using known interaction design principles as guidelines. Sitemaps – One of the most iconic IA deliverables, consists of a diagram of the website's pages organized hierarchically. Content Audits – The activity of listing all content available on a website. Metrics Analysis – Numbers provided by an analytics tool or your own database about how the user interacts with your product: clicks, navigation time, search queries etc. Use Cases & Scenarios – A comprehensive list of scenarios that happen when users are interacting with the product: logged in, not logged in, first visit etc.
  45. Within the user research and validation methods used by UX professionals, there is: A/B Testing – Offering alternative versions of your product to different users and comparing the results to find out which one performs better. Quantitative Survey – A technique that consists in asking users to group content and functionalities into open or closed categories. Focus Group – A panel of people discussing a specific topic or question. Usability Testing – An one-to-one interview research in which the user is asked to perform a series of tasks in a prototype or a product. Card Sorting – A technique that consists in asking users to group content and functionalities into open or closed categories. Eyetracking – A technology that analyzes the user's eye movements across the interface.
  46. How SEOs can integrate into the UX process without making everyone mad at them: Submit your recommendations during the following phases… Wire-framing, sketching or prototyping Sitemap Creation Taxonomy Structuring / Taxonomy Audit Content Audit (Qualitative or Quantitative)
  47. So as you can see, there are a lot of UX deliverables that modern SEOs are well aware of. If you’ve been following some of the top minds in SEO in recent years, it’s no secret they have made waves introducing these concepts.
  48. It doesn’t need to be fixed because I don’t think it’s really broken, just evolving really fast and it’s hard for everyone involved to keep up. There are some great user experience models out there that can offer a path to keeping everyone on the same page. One of my favorite is CUBI: A User Experience Model for Project Success by Corey Stern published last year on UX Magazine. CUBI stands for… Content User Goals Business Goals Interaction It’s one of the few models that I feel really affords for all the concerns of modern web professionals. Everyone gets to put their deliverable in and it is evaluated in a logical fashion that informs the other pieces. I highly recommend you check it out.
  49. It doesn’t need to be fixed because I don’t think it’s really broken, just evolving really fast and it’s hard for everyone involved to keep up. There are some great user experience models out there that can offer a path to keeping everyone on the same page. One of my favorite is CUBI: A User Experience Model for Project Success by Corey Stern published last year on UX Magazine. CUBI stands for… Content User Goals Business Goals Interaction It’s one of the few models that I feel really affords for all the concerns of modern web professionals. Everyone gets to put their deliverable in and it is evaluated in a logical fashion that informs the other pieces. I highly recommend you check it out.
  50. North is a set of standards and best practices for developing modern web based properties. Included are standards and best practices for all aspects of a project, from kick off through development. North encourages an agile, content-first, approach to product development and a mobile-first, in-browser, system based approach to design and development.
  51. The CX Journey Mapping toolkit provides materials, and guides for everything you need to introduce your teams to this powerful approach for customer-centered action and customer experience innovation.
  52. Frontify is one of my favorite new tools for centralizing and consolidating a brand. As a lot of you know, if you really want to get everyone on the same page and let them in on the thinking behind your design, and avoid politics, get a branding guide. Frontify is a great way for you to develop a branding guide in a collaborative way with the rest of your team.
  53. Frontify is one of my favorite new tools for centralizing and consolidating a brand. As a lot of you know, if you really want to get everyone on the same page and let them in on the thinking behind your design, and avoid politics, get a branding guide. Frontify is a great way for you to develop a branding guide in a collaborative way with the rest of your team.
  54. PersonaDrive is another one of my favorite new tools for developing personas that look killer. They have just about every feature you could want for creating user personas and they offer additional inputs so you can associate data with the personas you create in their system.
  55. Gather content is one of the most complete content planning and production tools out there. Whether you have a small 15 page website or a 10000 SKU e-commerce store with tons of attributes, their app will allow your team to collaborate on content of all shapes and sizes.
  56. Invision is pretty much the gold standard for collaborative UI / UX for mobile apps. You can develop a working prototype of your app and demo it for your clients and they can even comment and provide feedback, all within the app.
  57. Niice provides a great way to compile, collaborate and share moodboards. It’s really easy to use and is an easy way to provide a deliverable that helps you communicate the design motifs, color theory, typography you might be going for on a particular design.
  58. Touchpoint Dashboard is another web based journey mapping tool that affords for most of the common inputs you would expect to create a journey map. I really like it because it can integrate with your existing customer data.
  59. You can use Canvanizer to create a lot of things, not just a Journey Map. A lot of the other deliverables of UX that don’t have a web based tool, you could improvise in Canvanizer. Everything from SWOT analysis, brainstorming notes and storyboards can be done in Canvanizer. It’s easy to use and inexpensive.
  60. Storyboard that is a great tool you can use to storyboard user scenarios to help your teams develop context.
  61. You should also check out my free Content Strategy Worksheet 2.0. I have been updating it since I first released it here at Big Design way back in 2012 and it’s always evolving. It is by no means a silver bullet, I suggest you customize it for your needs as every project is different, but hopefully it helps you centralize all the key documents your team needs and gives you a starting point.
  62. Another great resource you might send to a team member who is trying to adapt to the lingo is UI Patterns. There is a ton of documentation on everything they would possibly want to know about modern web and mobile design principles and processes.
  63. If you have been paying attention, Google’s recently released it’s Material Design language and it has been influencing the way User experience designers create interfaces, especially for mobile devices. You should definitely check it out.
  64. If you should feel adventurous, I highly recommend SourceMaking’s Software Design Pattern resources. It will help you understand the Klingon that your developers speak a little better.
  65. If you should feel adventurous, I highly recommend SourceMaking’s Software Design Pattern resources. It will help you understand the Klingon that your developers speak a little better.
  66. When we put the user at the center of everything we do, we avoid (as much) professional bias and conflict. A few pro tips: - Develop personas for your stakeholders and create a pitch that is in line with the things they value.
  67. About Me For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is often swept aside as the last part of a project, when I believe it should be one of the very first things addressed (even before design).
  68. Through The Looking Glass – Overcoming Organizational Perspectives – A Mozinar by Steve Floyd – Founder & Principle of AXZM – stevefloyd.me/about