Integrating UX for Business Success

A guide for owners, managers and designers.

Working with cooperation and collaboration so all who contribute feel valued and unified.�Rosa Say - Managing with Aloha, 2004, 2016

Lōkahi

True ownership unlocks magic

How Things Worked when I got to eBay

Why Didn’t eBay Change Earlier?

What Did eBay Management Do

Customer and Data Driven Decisions

Set the vision, then ruthlessly prioritize

Organize to be agile

1��2

3�

Trust, Value, and Selection

What did the customers and data say

Cross Functional Team

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Traditional Teams

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Engineering

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UX Design

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Marketing

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Product

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Fix Trust

Biggest driver of eroding trust was high shipping costs

Spotlight Turned to Shipping

Shipping Can Fix Trust

Sarah: UX/UI Designer�

Lauren: Content & Marketing�

Steve: UER

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True Owners of Their Domain

• Experts in eBay shipping�
• Deep knowledge of buyers and sellers�
• Evangelists of the ‘why’

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Shipping UX Team

3 Pronged Approach Based on Seller Research and Data

Shipping $

Items with free shipping will sell more!

Outcomes

• Average shipping priced nearly ½
• Free shipping .3% sold items to over 30% sold items
• Attributed $500M annual increase in sold items

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The Research Supports Empowered Teams

• Wang et al. (2014) found that shared leadership increases team effectiveness by 24% on average, particularly in environments requiring adaptability.
• Ensley et al. (2006) showed that startups with empowered, shared leadership teams were 34% more likely to achieve high performance compared to traditional leadership structures.
• Ensley et al. (2006), in a study of 66 top management teams, demonstrated that shared leadership is a more significant predictor than vertical leadership of new venture performance when considered in terms of revenue and employee growth
• D'Innocenzo et al. (2014) confirmed shared leadership correlates with a 30% increase in team creativity and satisfaction.

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For more academic research, this is a great place to start:�Frontiers | Shared Leadership and Team Effectiveness: An Investigation of Whether and When in Engineering Design Teams

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* CONDUCTOR: The Power of Empowered Teams and Why it is Crucial for Your Success — Workforce analytics that unlock hidden performance

Sounds great, why aren’t more companies doing this?�

Or�

We tried this, didn’t work for us.

Agile Transformation, Digital Transformation, there’s a lot of parts

Customer Feedback

Process

≠Water-�fall

Frequent Launches

Launch, Learn, Iterate

Empower Teams

Data

Cross Functional

Squad& Pods

Outcomes

Goals is to maximize probability of…

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Tilt the odds into your favor

Why it’s hard

Data

Customer Feedback

Process

≠Water-�fall

Frequent Launches

Launch, Learn, Iterate

Squad& Pods

Empower Teams

TRUST

Cross Functional

Customer Feedback

Outcomes

What does ownership/empowerment look like?

Not this: The Illusion of Empowerment

What Empowerment Looks Like

Empowerment Looks Like This

Goal: Increase % of on time pickups

ROI Positive

Maintain driver NPS

Do not increase operations headcount

Top 7 Reasons Trust Bridge Failed

TRUST

Reason for failure #1: �Need to have right people at the table

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Can

Can’t

Won’t

Will

Team isn’t staffed for success.

Reason For Failure #2

Product

UX

Data

Engin-�eering

Engineering

Team not focused on core tenants required for success

Reason For Failure #3

Team or Individual Didn’t Get the Support Required

Reason For Failure #4�

Manager Can’t Let Go

Reason For Failure #5�

Wrong Vision, Wrong Direction, or Wrong Focus

Reason For Failure #6�

Failed to Execute Well

Reason For Failure #7�

Find Your Blind Spots

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Empowered Org Readiness Questionnaire

Download at�ProductPOV.com

I’m an employee and my company doesn’t have any of that setup.

• It’s more work
• It’s more stress
• But it probably makes you considerably more hireable in the future.

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Is this the type of job you want?

• Know the why.
• Become an expert.
• Communicate aspirations with your manager.

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Build Trust

• Improve what you have control of - processes, collaboration, build trust
• Patience: don’t bite off too much too early, and tread lightly when overstepping bounds (take a temperature of the culture).

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Take the Initiative - �Don’t Wait

• Find your purpose.
• Be visible - ask questions, make suggestions, be the voice of the customer.
• Find the right companies to work for.
• Patience, but not too much patience (find your opportunities)

Set Yourself Up For Success

Sarah and Drew

If there’s time, more stories

Mahalo!

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Email: Rich@ProductPOV.com�

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Download Empowered Org Readiness Questionnaire:�ProductPOV.com

Connect on LinkedIn�Rich Matsuura