{"id":13182,"date":"2016-03-14T18:26:29","date_gmt":"2016-03-15T02:26:29","guid":{"rendered":"https:\/\/www.uxpin.com\/studio\/?p=13182"},"modified":"2024-05-19T21:29:39","modified_gmt":"2024-05-20T04:29:39","slug":"5-ways-to-adapt-ux-thinking-to-the-enterprise","status":"publish","type":"post","link":"https:\/\/www.uxpin.com\/studio\/blog\/5-ways-to-adapt-ux-thinking-to-the-enterprise\/","title":{"rendered":"Enterprise UI: 5 Ways to Adapt UX Thinking to the Enterprise"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Internal politics, tight deadlines, conflicting or shifting priorities. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are UX design challenges that all product teams face. But\u00a0in the enterprise world, these challenges are present at a much more significant <\/span><i><span style=\"font-weight: 400;\">scale<\/span><\/i><span style=\"font-weight: 400;\">. As a result, the impact on the UX design process is magnitudes larger. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll explain 5\u00a0useful techniques for designers and product managers to overcome the main challenges of enterprise UX.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">1. Think \u201cfunctional persona\u201d instead of \u201cuser persona\u201d<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Traditionally we\u2019re taught that a persona represents a particular user. In the enterprise world, however, users are often spread across various business units and even continents. A marketing manager in the U.S. may have completely different needs from one in Kenya or Mumbai. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a result, enterprise product teams should think in terms of <\/span><i><span style=\"font-weight: 400;\">functional personas<\/span><\/i><span style=\"font-weight: 400;\"> rather than John Clark, Marketing Manager. What do I mean by functional personas?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take the example of an online content collaboration platform. On this platform, team members can:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Edit content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Review content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Submit content for review<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Approve content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reject content<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In this scenario, the content creator, content reviewer and content approver will always be different people. And in some cases, the organizations using the platform can come from sectors as varied as healthcare, education, government and more.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13186\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image036-1024x594.png\" alt=\"image03\" width=\"660\" height=\"383\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image036-1024x594.png 1024w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image036-517x300.png 517w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image036.png 1212w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Photo credit: <\/span><\/i><a href=\"http:\/\/gathercontent.com\"><i><span style=\"font-weight: 400;\">Gather Content<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">With all the variances between industries, you can\u2019t manage personas in the traditional sense of \u201cone user, one persona\u201d. A more practical approach is to examine the functional areas within the platform (create, edit, review, submit, approve and reject) and then create personas that address each area (hence, functional persona).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But how do you go about crafting a functional persona, for example, when the actual users have different, industry-specific needs? We\u2019ll use the \u201cContent Creator\u201d persona to help explain the process:<\/span><\/p>\n<p><b style=\"line-height: 1.5;\">i. Collect information from users representing each functional area:<\/b><span style=\"font-weight: 400;\"> In our example, you\u2019d want to speak with content creators from various industries. Don\u2019t worry so much about their demographics. Instead, ask them about their task needs: how they go about creating content, the content format they need, etc.<\/span><\/p>\n<p><b style=\"line-height: 1.5;\">ii. Map out the workflow for each industry:<\/b><span style=\"font-weight: 400;\"> This can be a user journey map, a workflow diagram or post its on a wall that show the steps in the user\u2019s workflow.<\/span><\/p>\n<p><b>iii. Identify common themes:<\/b><span style=\"font-weight: 400;\"> Examine each industry\u2019s workflow and start looking for common themes that you can highlight. In the case of \u201cContent Creator\u201d, you\u2019ll probably find that all users need to upload images. Another theme could be the need to reference or link to existing pieces in their content library.<\/span><\/p>\n<p><b>iv. Build your functional persona: <\/b><span style=\"font-weight: 400;\">Once you\u2019ve identified themes that are most common to all the industries, feed this information into your persona. You can use the themes to build the story around key things like user needs, user roadblocks and user expectations. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In terms of the metric for identifying common themes, look for themes that occur in at least 50% of the workflows for all industries.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">2) Be proactive about politics <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Enterprise environments bring with them a much longer chain of command and the influence of many leaders or stakeholders. You can&#8217;t avoid it, so you might as well face it head-on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many of these leaders will want to take on the role of \u201cdecider\u201d who gives final approval for product decisions. To help protect your Agile team from conflicting interests, here\u2019s some tips for less painful collaboration. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13184\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image0116.png\" alt=\"image01\" width=\"550\" height=\"300\" \/><\/p>\n<p><b style=\"line-height: 1.5;\">i. Talk to all leaders vying for\u00a0the \u201cdecider\u201d role:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In my experience, you\u2019ll have 2 to 4 key leaders in the company that might fit the role. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Talk to them individually or in a group meeting. Explain to each of them that you\u2019d like to establish a clear review process for designs and specifications. Ask them if they\u2019d like to be involved in those initial conceptualization phases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just by doing this, you can easily filter out one or two from the process because they\u2019ll back out once they see the additional work required to validate their opinions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s imperative that you talk to them first as opposed to imposing your ideal process on them and explaining later. You have to maintain collaborative harmony.<\/span><\/p>\n<p><b>ii. Talk to your product team: <\/b><span style=\"font-weight: 400;\">As part of your process planning, talk to your product team, particularly your Scrum Master and UX Design Lead. Get their feedback on the preferred process for their individual teams.<\/span><\/p>\n<p><b>iii. Present your process vision to all executives:<\/b><span style=\"font-weight: 400;\"> Using the feedback from stakeholders and the product team, fine-tune the review and approval process. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve mapped out the process, hold a short meeting (less than 30 minutes) with the remaining executives, Scrum Master and UX Design Leads to present your plan. You want everyone in the room for early sign-off on everyone\u2019s role (or an open debate if any concerns arise).<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">3. Think in terms of account settings<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As explained in the free guide <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Future of Enterprise UX<\/span><\/a><span style=\"font-weight: 400;\">, the account settings (e.g. admin interface or admin module) is often the enterprise software designer\u2019s best friend. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sheer number of users and possible enterprise use cases means you can\u2019t cram all the functionality into the default UI. You need to make the tough decision for which functionality becomes an admin setting.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13185\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image0213.png\" alt=\"image02\" width=\"404\" height=\"292\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Photo credit: <\/span><a href=\"http:\/\/gathercontent.com\"><i><span style=\"font-weight: 400;\">Gather Content<\/span><\/i><\/a><\/p>\n<p><span style=\"font-weight: 400;\">To help decide correctly, return to your \u201cfunctional personas\u201d and <a href=\"https:\/\/www.uxpin.com\/studio\/blog\/creating-perfect-user-flows-for-smooth-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\">user flows<\/a>. Functionality common to most of your user groups should move up in priority as candidates for the default UI. Everything else becomes lesser priority in the admin bucket. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If a new functionality simply requires adding a dropdown menu or a couple of radio buttons, chances are you can safely add them to the UI without disrupting the UX. But if the new functionality results in an entirely new layout for an existing screen, you\u2019ll need to reconsider placement. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, will there be a significant re-learning curve for existing users? You might ultimately be better off defining that functionality as an admin setting that generates an entirely new screen or layout only for accounts that opted in.<\/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\/ux-strategy-field-guide\/\" class=\"action-get-ebook\" data-name=\"The Field Guide to UX Strategy\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/the-book.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"the book\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/the-book.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/01\/the-book-210x300.png 210w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/ux-strategy-field-guide\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"The Field Guide to UX Strategy\">Download<\/a><\/li><li><figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-ux-design-process-and-documentation\/\" class=\"action-get-ebook\" data-name=\"The Guide to UX Design Process &#038; Documentation\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"372\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/The-Guide-to-UX-Design-Process-Documentation-262x372.jpg\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"The Guide to UX Design Process Documentation\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/The-Guide-to-UX-Design-Process-Documentation.jpg 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2015\/09\/The-Guide-to-UX-Design-Process-Documentation-211x300.jpg 211w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/guide-to-ux-design-process-and-documentation\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"The Guide to UX Design Process &#038; Documentation\">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\/future-of-enterprise-ux-consumerization\/\" class=\"action-get-ebook\" data-name=\"The Future of Enterprise UX\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"375\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2-262x375.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"book knowledge 2\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2-262x375.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2-210x300.png 210w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2.png 332w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/a><\/figure><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux-consumerization\/\" class=\"btn btn-ghost action-get-ebook\" data-name=\"The Future of Enterprise UX\">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\/2016\/03\/book-knowledge-2-262x375.png\" class=\"attachment-ebook-cover size-ebook-cover wp-post-image\" alt=\"book knowledge 2\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2-262x375.png 262w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2-210x300.png 210w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/book-knowledge-2.png 332w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/figure><article><h3>Do you want to know more about UI Design?<\/h3><p>Download 'The Future of Enterprise UX' <span>FOR FREE!<\/span><\/p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux-consumerization\/\" 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.\u00a0Work with sales teams to identify upsell triggers in the product<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As you work on new features, talk to your sales directors or their representatives (such as the pre-sales engineer). Oftentimes, the sales team\u2019s understanding of the market will reveal which features are a right fit for an in-app upsell flow. The knowledge is absolutely mandatory for any\u00a0design team working within\u00a0a &#8220;<a href=\"http:\/\/www.forbes.com\/sites\/joshlinkner\/2014\/11\/20\/sell-more-with-a-land-and-expand-strategy\/#70383575ae30\" target=\"_blank\" rel=\"noopener noreferrer\">land and expand<\/a>&#8221; business\u00a0model.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Slack\u2019s \u201cLearn more\u201d link below actually redirects to their pricing page. By placing the right upsell messages with the right triggers, you\u2019re helping the company better automate expansion revenue. \u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13183\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/image0017.png\" alt=\"image00\" width=\"471\" height=\"141\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Photo credit: <\/span><a href=\"https:\/\/slack.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Slack<\/span><\/a><\/p>\n<h2><span style=\"font-weight: 400;\">5.\u00a0Work with sales teams to\u00a0internalize\u00a0buyer vs. end-user needs<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Talking to the sales team early in the specification process also offers a better understanding of the actual buyer and end-user. In some cases they\u2019re the same person, but very often for enterprise software, they\u2019re different people. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s return to our content collaboration platform example. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The buyer might be the CTO while the end user is a marketing manager. The CTO won\u2019t care much about uploading a jpg vs. a png or importing a Word document. But the sales team can help you understand that they <em>really<\/em>\u00a0care about data encryption, the location of data centers, and whether their content is subject to laws such as The Patriot Act (particularly relevant for non-US customers), and other security-related aspects. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">While you might understand these needs from user interviews with CTOs, conversations with the sales team will help you see what functions are actually persuading\u00a0buyers to\u00a0sign the purchase orders. You help close the gap between field research and field results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Get to know the buyer and end user needs early so that everything from the functionality, color choices and language is balanced accordingly. Enterprise products must be powerful enough to sway the buyer, but usable enough for end-users to continue advocating for plan renewals.To\u00a0learn more about designing a \u201cconsumer-grade\u201d enterprise product, check out the free guide <\/span><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Future of Enterprise UX<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">UX design is always a delicate balancing act. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is not to say that smaller companies means smoother sailing. You can still face significant obstacles if a single stakeholder (especially a co-founder) holds a very tight grip on decisions. On the flip side, enterprises can also have executives with a strong appreciation for the UX process. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sheer scale of an enterprise company means that more hierarchy inevitably exists. As a result, every enterprise designer needs to learn to adapt to both bureaucratic sprawl and product complexity.<\/span><\/p>\n<p><a href=\"https:\/\/www.uxpin.com\/studio\/ebooks\/future-of-enterprise-ux\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-13188\" src=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/fb-promo2.png\" alt=\"fb-promo\" width=\"660\" height=\"345\" srcset=\"https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/fb-promo2.png 940w, https:\/\/www.uxpin.com\/studio\/wp-content\/uploads\/2016\/03\/fb-promo2-573x300.png 573w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Know how to succeed in the delicate balancing act of enterprise UX. Written by enterprise product manager Germaine Satia. <\/p>\n","protected":false},"author":53,"featured_media":13187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,174,172,6],"tags":[],"class_list":["post-13182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-enterprise-ux","category-product-design","category-ux-design"],"yoast_title":"5 Ways to Adapt UX Thinking to the Enterprise | UXPin","yoast_metadesc":"Know how to succeed in the delicate balancing act of enterprise UX. Written by enterprise product manager Germaine Satia.","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>5 Ways to Adapt UX Thinking to the Enterprise | UXPin<\/title>\n<meta name=\"description\" content=\"Know how to succeed in the delicate balancing act of enterprise UX. 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