This presentation shows how UX strategists contribute to the way SDL helps the world's best brands deliver exceptional customer experiences. Using several of our enterprise software product releases as examples, Peter shows how he and his fellow UX strategists are promoting service design and design thinking, how they develop visions and roadmaps for products and cross-product capabilities, and how they collect user and usage data. He also talks about the link between UX Strategy and Product Management, and the future of UX Strategists at SDL.

1. SDL added strategists to a UX team
what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015

2. SDL added strategists to a UX team
what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015

3. SDL
brings your brand to the world
and the world to your brand

4. PRE-PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-
PURCHASE
Engage
Advocate
purchase
SDL enables Global Customer Experience Management
CXM is the strategy and practice for managing customer experiences
online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.
pre-purchase
post-purchase

5. Digital Experience
Knowledge
Delivery
Customer AnalyticsLanguage

6. SDL enables 72 of the Top 100 brands

7. 38
countries
70
offices
1500
enterprise
customers
3500
employees
worldwide

8. SDL
UX team

9. SDL UX team from 1992-2009
(before 2009, SDL did not have dedicated UX resources)

10. SDL UX team in 2009
in 2009, SDL hired a first UX Designer
Philipp&Engel&
UX#Director,#Amsterdam#

12. Branding Colors
Icon Colors
User Interface Colors

15. by 2013 there were 14 UX designers
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
SDL UX team in 2013
Philipp&Engel&
UX#Director,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boers
UX#Strategist,#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Ru
Visual#Designe

16. slide-in
navigation
pane
header with user-related items
content area
using interaction pattern library

19. one of the big trends in marketing
technology has been the emergence of
a set of“marketing clouds”that
incorporate many capabilities from
across this landscape under the
umbrella of a single vendor.
Scott Brinker, Chief Marketing Technologist Blog editor
http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

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are
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aps
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ent(/((
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aps
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aps
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ent(/((
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PM(/(UX((/(Architects UX(/(PO(/(DEV
Prior(to(Project During(Project
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perience(
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ent(/((
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Guidelines
Softw
are
architecture
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aps
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ent(/((
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PM(/(UX((/(Architects UX(/(PO(/(DEV
Prior(to(Project During(Project
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Guidelines
Product(Strategy(/(
Product(Roadm
aps
Experience(
Strategy
Experience(
Design
UI(Developm
ent(/((
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PM(/(UX((/(Architects UX(/(PO(/(DEV
Prior(to(Project During(Project
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aps
Experience(
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ent(/((
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ment(/(
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Guidelines

25. Product(Strategy(/(
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aps
Experience(
Strategy
Experience(
Design
UI(Deve
Testin
! Product(Objectives((
(Business(Goals,(Success(Metrics)
! Functional(Specification
(Prioritized(list(of(requirements)
! User(Needs(
(Research,(Personas,(Journeys,(Service(
Blueprints,(etc.)
! UX(Strategy(
! Interaction(Design(
(Conceptual(Models,(Metaphors,(Flows)
! Interface(Design(
(Wireframes)
! Visual(Design(
(Colors,(Icons,(Typography,(Grids,(etc.)
! Design(Guidelines
(Screen(Templates,(UI(Controls,(Rules,(D
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aps
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aps
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ent(/((
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PM(/(UX((/(Architects UX(/(PO(/(DEV
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aps
Experience(
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UI(Developm
ent(/((
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! Product(Objectives(( ! Interaction(Design(
PM(/(UX((/(Architects UX(/(PO(/(DEV
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Experience(
Guidelines
Product(Strategy(/(
Product(Roadm
aps
Experience(
Strategy
Experience(
Design
UI(Developm
ent(/((
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! Product(Objectives(( ! Interaction(Design(
PM(/(UX((/(Architects UX(/(PO(/(DEV
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Experience(
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UI(Develop
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!Product(Objectives((!Interaction(Design(
PM(/(UX((/(ArchitectsUX(/(PO(/(DEV
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Guidelines

26. Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
Philipp&Engel&
UX#Director,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boers
UX#Strategist,#A
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Ru
Visual#Designe
Brian'Shurtleff' Jaap'Jan'van'den'Bosch' Sander'Viege
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
Catalin'Timo+i'
UX#Designer,#Cluj#
Nikki'Veldhuis'
UX#Designer,#Amsterdam#
Adela'Muresan'
UX#Designer,#Cluj#
Elske'Schrauwen'
UX#Designer,#Amsterdam#
Peter'Boersma'
UX#Strategist,#Amsterdam#
Ariel'Vargas'
UX#Designer,#Amsterdam#
Fernando'Quiros'
UX#&#Visual#Designer,#Amsterdam#
Arne'de'Booij'
UX#Strategist,#Amsterdam#
Hristo'Spasunin'
Visual#Designer#&#Developer,#Sofia#
Riccardo'Russomanno'
Visual#Designer,#Amsterdam#
Carrie'Kim'
UX#Strategist,#Sea<le#
Joao'Lopes'
UX#Strategist,#Mechelen#
ScoG'Darcy'
UX#Designer,#Wakefield#
Brian'Shurtleff'
UX#Designer,#Cluj/LA#
Jaap'Jan'van'den'Bosch'
UX#Designer,#Amsterdam#
Sander'Viegers'
UX#Strategist,#Amsterdam#
SDL UX team in 2015
so we assigned 5 strategists, and today, we have 17 people in our UX team.

27. UX Strategy
Design Thinking,
Service Design,
Usage Scenarios,
Design Goals, Success Metrics,
Prioritisation of Features
UX Research
User Research,
Market Research,
Competitive Benchmarking,
Instrumentation/Telemetry,
Usability Assessments
UX Design
Information Architecture,
Interaction Design,
Prototyping, UI/Visual Design
Design Guidelines,
Design Specifications

28. UX Strategy
Design Thinking,
Service Design,
Usage Scenarios,
Design Goals, Success Metrics,
Prioritisation of Features

29.
warning: Venn diagram approaching!
funny
sexycool
UX STRAT
attendees

30. Product Management
Product (Line) Managers
Product Owners
Engineering
Architects,
Developers,
Testers, Operations
User Experience
Researchers,
Designers
UX Strategists
operate here

31. Weekly check-in with Product Line Manager
Present roadmap for feature X to Developers
Bi-weekly check-in with UX Designer
Work with a UX Strategist on a cross-product research initiative
Lunch
Work with Innovation Team on a cross-product capability
Monthly alignment with UX Designer and UI Developer for product Y
Brainstorm with entire product line team on vision for product line Z
Weekly UX Strategist meeting

32. 3 case studies

33. case study 1

34. vision development
and concept diagram
for SDL MediaManager

35. UX Strategist: Peter Boersma
• information ergonomist
• 20 years experience at interactive agencies
• with SDL since October 2014
• design process freak Peter

37. miscellaneous

38. managing
images
(not video)
intuitive workflow
managing large
sets of assets

40. provide user
with insights
integration with
other (SDL) tools
global media
management

46. most common
usage scenarios

47. change here
impact
here
and
here

51. Lessons Learned
A UX Strategist can help a Product Manager develop a
product vision, by putting customer needs central when
discussing the future of the product.
A UX Strategist can help designers and developers focus on
the big picture for a product, for example by creating
Concept Diagrams together.

52. case study 2

53. Design Thinking for
SDL Campaigns

54. UX Strategist: Arne de Booij
• experimental psychologist
• 15 years experience at large corporations
• with SDL since September 2014
• user research is in his bones Arne

56. product design process

57. product vision design process

58. product vision design process

59. Where are
we today?
How useful, usable and
beautiful are we
currently?How useful, usable and
beautiful are our
competitors?
What are our primary
users and what do they
need?
What activities, tools and
contexts are relevant?
What are their
(met or unmet)
needs?
Who are our internal
stakeholders and what
do they need? Why are their
(met or unmet)
needs?
What is the business
mission and vision?
What is the current
product strategy?
What trends in the
marketplace are
relevant?

63. product vision design process

66. Theatres

68. product vision design process

72. product vision design process

73. product vision design process

76. Lessons Learned
UX Strategists can impact the product vision
through service design & design thinking activities
and by including a variety of stakeholders.
Personas and scenarios inspire stakeholders
in designing for the right user context.

77. case study 3

78. defining and validating the
SDL Customer Model

79. UX Strategists: Peter & Arne
Peter Arne

81. a comprehensive model to
capture knowledge about customers
and help map products to their needs

83. IT admin
buyer (not user)
on-site licence
point-solution
enterprise
productivity

85. marketer
owner & user
cloud subscription
integrated suite
collaboration
experience

88. ‘Opinionated Software’is a software product
that believes a certain way of approaching
a business process is inherently better
and provides software crafted around that approach.
Stuart Eccles, The Rise of Opinionated Software
https://medium.com/@stueccles/the-rise-of-opinionated-software-ca1ba0140d5b

90. user research
feedback from implementation consultants
work with product managers
interviews with marketers

91. Lessons Learned
Personas are not the only way to capture knowledge about
customers; UX Strategists need to focus on customer
organisation models, roles, and work processes too.
Connections with other departments and customers
are crucial for in-house UX Strategists
to get the whole picture and have the highest impact.

92. case studies summary

93. Product Management
Product (Line) Managers
Product Owners
Engineering
Architects, Developers,
Testers, Operations
User Experience
Researchers, Designers
UX Strategists
operate here

94. Product Management
develop product vision
service design
design thinking
Engineering
focus on the big
picture
prioritise based
on customer
needs
User Experience
focus on the big
picture
start early with
personas &
scenarios
UX Strategists
plan ahead of the roadmap
think cross-product
customer knowledge

95. the future of UX Strategists
team growth
design thinking
cross-product thinking
working closer with product managers
developing business models

96. Citrix

97. To truly scale design, you have to put the
methods of designers into the toolkits of
the people who don’t report to you —
product managers, development teams,
business analysts, marketers, account
executives, and management
Chris Avore, Product Design Lead, Nasdaq Design
https://medium.com/nasdaq-design/enabling-design-influence-at-scale-8be18638e1b0

98. Product
Management
cross product-line capabilities:
single sign-on
telemetry
customer processes

99. Product Management
Product (Line) Managers
Product Owners
Engineering
Architects, Developers,
Testers, Operations
User Experience
Researchers, Designers
UX Strategists
operate here

102. UX Strategists at SDL
focus product definition, design & development
activities around customer needs.
work on cross-product capabilities and coordinate
the associated research, strategy & design work.
introduce Design Thinking in the product
definition phase.

103. SDL added strategists to a UX team
what happened next will blow your mind
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015

104. SDL added strategists to a UX team
what happened next will blow your mind!
Peter Boersma (@pboersma), UX Strategist at SDL
UX STRAT Europe 2015, Amsterdam, June 5 2015

105. Copyright © 2008-2015 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
Global Customer Experience Management