{"id":12741,"date":"2016-02-26T20:35:54","date_gmt":"2016-02-27T04:35:54","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=12741"},"modified":"2024-09-09T19:44:37","modified_gmt":"2024-09-10T02:44:37","slug":"the-greatest-challenge-of-enterprise-ux-designers-describe-solutions-part-2","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/the-greatest-challenge-of-enterprise-ux-designers-describe-solutions-part-2\/","title":{"rendered":"The Greatest Enterprise UX Challenge and Solutions (Part 2)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In our first installment, designers from companies like HP, Boeing, and Hubspot described their best practices. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can read their advice in <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/the-greatest-challenge-of-enterprise-ux-designers-describe-solutions-part-1\/\" target=\"_blank\" rel=\"noopener noreferrer\">Part 1<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, we\u2019ll turn to designers from Core Logic, 3M, Crazy Egg, and Salesforce for their advice.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">1. Finding the right user research participants<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Louis Elfman<\/span><span style=\"font-weight: 400;\"> &#8211; Design Lead, Core Logic<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-12735\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image052-1024x1024.jpg\" alt=\"image05\" width=\"660\" height=\"660\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image052-1024x1024.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image052-300x300.jpg 300w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image052-200x200.jpg 200w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image052.jpg 1999w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Despite all of the support and goodwill of the entire executive team, it\u2019s still incredibly difficult for us to get research participants. The problem is twofold: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Difficulty in external sourcing<\/b><span style=\"font-weight: 400;\"> &#8211; In my case, finding mortgage bankers at mid-size banks isn\u2019t as easy as a CraigsList ad.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>Lack of understanding internally<\/b><span style=\"font-weight: 400;\"> &#8211; People don\u2019t understand the need for actual research). <\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Solutions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We use a multi-pronged approach: building a relationship with Sales and Account Management to recruit on our behalf and to relay to us the feedback they\u2019re getting; using external recruiting agencies; trawling LinkedIn, professional associations and personal networks (going guerrilla).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">None of these is a silver bullet. But together they\u2019ve proven effective enough. As we deepen our relationship with Sales and Account Management, we can start to implement an actual process for recruiting participants on an ongoing and ad hoc basis. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">One final tip: interview sales team members. It yields valuable information and shows them the actual process so they\u2019re not threatened by it (sales people hold their customer relationships very tightly). It also makes them feel valuable so they\u2019re more motivated to help us.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2. Prioritizing features for end-user value<\/span><\/h2>\n<h3><a href=\"https:\/\/twitter.com\/andyvitale\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Andy Vitale<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Interaction Designer, 3M Healthcare<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-12734\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image042-1024x1024.jpg\" alt=\"image04\" width=\"660\" height=\"660\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image042-1024x1024.jpg 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image042-300x300.jpg 300w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image042-200x200.jpg 200w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image042.jpg 1177w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">How do we really focus on what\u2019s most important and transform those insights into impactful changes? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Organizations often believe that enterprise solutions have to be everything to everyone, which leads to competing stakeholder priorities. While it\u2019s true that enterprise UX does involve robust data, interactions and features, the core design principles still apply. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today, enterprise users expect the same quality of experience as consumer products. But because stakeholders are not the target audience, they have a desire to continually add features for every perceived problem. Additional features don\u2019t always mean additional value. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Solution<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Educate<\/span> <span style=\"font-weight: 400;\">stakeholders on the importance of knowing the enterprise user. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">True understanding of your users &#8211; their pain points, emotions, articulated and unarticulated needs, etc. will result in the optimal enterprise solution. Approach enterprise UX the same way as consumer UX. Talk to users. Observe them with intent. Involve them in journey mapping to understand their emotions and needs across every touchpoint. Allow users to interact with prototypes to validate concepts. <\/span><\/p>\n<p><span style=\"color: #1a1a1a;\">We know that 95 percent of the users use 5\u00a0percent of the features. Focus on the 5 percent. Once you have the core framework and functionality, you can always expand on that.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3.\u00a0Designing the right problem<\/span><\/h2>\n<h3><a href=\"http:\/\/www.jessicatiao.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Jessica Tiao, \u201cJT\u201d<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; Product Designer, Crazy Egg<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12731\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image0114.png\" alt=\"image01\" width=\"509\" height=\"509\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image0114.png 509w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image0114-300x300.png 300w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image0114-200x200.png 200w\" sizes=\"auto, (max-width: 509px) 100vw, 509px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Design is about separating the solution from the problem. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The greatest challenge I face as a designer is getting caught up in the designs before understanding the <\/span><i><span style=\"font-weight: 400;\">why<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Design has always been my happy place. With an empty white board and marker, I slip into a zone of determination. I am itching to sketch out the best design. <\/span><i><span style=\"font-weight: 400;\">It\u2019s going to have a slick interaction here. It will use a blue hue for the sidebar. <\/span><\/i><span style=\"font-weight: 400;\">I feel exhilarated. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But you can\u2019t design awesome things if you don\u2019t understand the problem. As enterprise apps evolve, simple designs turn into complicated headaches. Under the hood, legacy code piles up. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Living design systems need to stay fresh and consistent. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Solutions<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Good design starts with words.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The success of an enterprise product depends on two factors: the person using it and if the product can make them better at their jobs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For your next project, write a series of narrative-based <a href=\"https:\/\/www.uxpin.com\/studio\/user-experience\/how-to-write-a-painless-user-story-for-agile-ux-teams\/\" target=\"_blank\" rel=\"noopener noreferrer\">use cases<\/a>. A storytelling approach will help you dive into each step of a user\u2019s journey. It\u2019s a framework for you and your team to solve wicked enterprise problems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lot of us want to rush into this from the other end: focusing on the visual details. We get sucked into the void of solutions and lose sight of the problem.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Breakthroughs come from writing. When you work relentlessly to give your users the most compelling experience possible with thoughtful design<\/span><i><span style=\"font-weight: 400;\"> and<\/span><\/i><span style=\"font-weight: 400;\"> writing &#8211; you\u2019ve approached the problem with intention.<\/span><\/p>\n<\/section><section class=\"related-books-section\"><h3>Grab design ebooks created by best designers<\/h3><p class=\"section-desc\">All for free<\/p><ul class=\"related-books-list\"><li><figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/free-practical-interaction-design-ebook-bundle\/\" class=\"action-get-ebook\" data-name=\"The Practical Interaction Design Bundle\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle2.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"the book bundle2\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle2.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle2-210x300.png 210w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/free-practical-interaction-design-ebook-bundle\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"The Practical Interaction Design Bundle\">Download<\/a><\/li><li><figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/free-ui-ux-design-trends-2015-2016-ebook-bundle\/\" class=\"action-get-ebook\" data-name=\"The Definitive 2016 UX Design Trends Bundle\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle1.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"the book bundle1\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle1.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/12\/the-book_bundle1-210x300.png 210w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/free-ui-ux-design-trends-2015-2016-ebook-bundle\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"The Definitive 2016 UX Design Trends Bundle\">Download<\/a><\/li><li><figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/practical-user-research-enterprise-ux\/\" class=\"action-get-ebook\" data-name=\"Practical User Research for Enterprise UX\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/book-knowledge-1-262x375.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"book knowledge 1\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/book-knowledge-1-262x375.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/book-knowledge-1-210x300.png 210w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/book-knowledge-1.png 332w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/practical-user-research-enterprise-ux\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"Practical User Research for Enterprise UX\">Download<\/a><\/li><li><figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-collaboration-enterprises-planning-kickoff\/\" class=\"action-get-ebook\" data-name=\"Design Collaboration for Product Teams\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-262x375.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"book knowledge2\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-262x375.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-210x300.png 210w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2.png 332w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-collaboration-enterprises-planning-kickoff\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"Design Collaboration for Product Teams\">Download<\/a><\/li><\/ul><\/section><section class=\"related-books-section-single\"><section class=\"post-content-wrapper\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-262x375.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"book knowledge2\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-262x375.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2-210x300.png 210w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/book-knowledge2.png 332w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/figure><article><h3>Do you want to know more about UI Design?<\/h3><p>Download 'Design Collaboration for Product Teams' <span>FOR FREE!<\/span><\/p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-design-collaboration-enterprises-planning-kickoff\/\" class=\"btn btn-flat btn-darker action-get-ebook\">Download e-book for free<\/a><\/article><\/section><a href=\"#closeEbookPanel\" class=\"icon-close action-close-ebook-panel\">Close<\/a><\/section><section class=\"post-content-wrapper\">\n<h2><span style=\"font-weight: 400;\">4. Keeping sight of the holistic user experience<\/span><\/h2>\n<h3><span style=\"font-weight: 400;\">Ian Schoen<\/span><span style=\"font-weight: 400;\"> &#8211; Product Designer, Salesforce<\/span><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-12736\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image063.png\" alt=\"image06\" width=\"629\" height=\"539\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image063.png 629w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/image063-350x300.png 350w\" sizes=\"auto, (max-width: 629px) 100vw, 629px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">In a large enterprise company, it\u2019s easy to become a specialist focused on a single aspect of an overall product. This can be a great opportunity for diving deep into specific, complex design challenges but specialization has its consequences. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When designing for specific features or micro-experiences within a larger product ecosystem, designers often are not afforded clear avenues to take a step back and grasp the overall experience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Salesforce, <a href=\"https:\/\/www.salesforce.com\/blog\/sales-cloud-tips-inside-sales\/\">the Sales Cloud<\/a> design team alone works with 18 scrum teams and over 100 developers to ship our product. With such a large scope and many idiosyncratic complexities across the experience, it can be intimidating to get out of the weeds and gain sight of the big picture. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s how I aim to balance feature-level work while maintaining focus on the overall UX strategy. <\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Solutions<\/span><\/h2>\n<p><b><b>1. Diversify your impact.<\/b><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Find ways to get involved outside of your immediate design work. Meet people across product and UX teams. In doing so, you naturally expose yourself to different viewpoints. You start putting together more pieces of the strategic puzzle. \u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Personally, I\u2019ve joined and now lead the <\/span><a href=\"https:\/\/medium.com\/salesforce-ux\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Salesforce UX Blog<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, I\u2019ve met people in product teams through 1:1 editing and ideation sessions. I\u2019ve gained insights into decisions and perspectives I wouldn\u2019t know about otherwise. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only do I learn each author\u2019s unique perspectives on design and product development, I also learn exactly how they\u2019re applying it to their work in Salesforce. Add that all up and the strategic picture becomes much clearer.<\/span><\/p>\n<p><b style=\"line-height: 1.5;\">2. Expand your scope<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Take on new feature work. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you begin taking on more design opportunities, you\u2019ll also form new connections and better understand the product. One way I\u2019ve expanded my scope is to always be asking for more. We work in a fast-paced industry where designers are constantly moving up and out of roles. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you spot an interesting opportunity, raise your hand. Your new projects will also help you improve your current projects.<\/span><\/p>\n<h2>Additional Advice<\/h2>\n<p>For more best practices for user-centered design in the enterprise, check out the <a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/practical-user-research-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">free guide<\/a> below by Jive Software&#8217;s UX Director Rian van der Merwe.<\/p>\n<p>He describes useful tactics for getting buy-in, conducting the right research, and documenting research in the enterprise. All the advice is based on his 10+ years of UX experience.<\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/practical-user-research-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-12739\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/fb-promo4.png\" alt=\"fb-promo\" width=\"722\" height=\"378\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/fb-promo4.png 940w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/02\/fb-promo4-573x300.png 573w\" sizes=\"auto, (max-width: 722px) 100vw, 722px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Top enterprise UX designers explain their greatest challenge and solutions. Companies include Crazy Egg, 3M, and Salesforce. <\/p>\n","protected":false},"author":9,"featured_media":12740,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-12741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_title":"","yoast_metadesc":"Top enterprise UX designers explain their greatest challenge and solutions. Companies include Crazy Egg, 3M, and Salesforce.","acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Greatest Enterprise UX Challenge and Solutions (Part 2) | UXPin<\/title>\n<meta name=\"description\" content=\"Top enterprise UX designers explain their greatest challenge and solutions. 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