Download Egoless Empathetic Educated

THE CROSSOVER ROLE: PM + IA + UX
“The Crossover Role can be the strongest player on
the team, the missing link to a malfunction, and a
hidden gem that can push the line between good and
brilliant; between effective and mind-blowing.”
– Emily A. Witt
OFFICIALLY
Manager, Digital Engagements &
Project Strategy at Brightfind
UNOFFICIALLY
Web & Technology enthusiast, BA,
UX Advocate, Foodie, Coffee Lover,
and Movie aficionado.
CONTACT ME
Hi, I’m Emily!
@emilyawitt
[email protected]
info.brightfind.com/crossover-role
GIVE ME FEEDBACK
http://spkr8.com/t/53401
We are a specialized
digital design and web
development agency.
 Define the Crossover Role.
 Discuss why the Crossover Role
exists.
What is This
Session
About?
 Understand how the roles of web
professionals impact the Crossover
Role (and vice versa).
 Define key intersections where the
Crossover Role is necessary &
impactful.
 Help people understand if they are
the Crossover Role and what to do
about it.
 Define ways to identify team
members who can be a Crossover
Role.
 Discuss how to show the value of
the Crossover Role.
DEFINITION
What is the Crossover Role?
Information
Architects
User
Experience
Designers
Project
Managers
The
Crossover
Role
The Crossover Role is
defined by the ability to
DEFINITION
recognize, understand, and
CROSSOVER execute a task, experience,
and/or deliverable through
ROLE
effective communication
and leadership at the
intersections of information architecture
(IA), user experience (UX), and project
management (PM) practices within the
context of a digital engagement.
WHY?
Explore why the Crossover Role exists.
1990’s
2000’s - Present
2000’s
Early
Textbased
Websites
CSS
Web 2.0
Mid
Tables &
Online
“Page
Builders”
Javascript
HTML
5/CSS 3
Late
Flash
Semantic
Web
Mobile
Web
Change is constant.
The
Crossover
Role is
Necessary.
In 2014, there were 14
major changes to Google’s
algorithm.
User expectations are changing.
The
Crossover
Role is
Necessary.
of users expect a two
second or less load time.
of users state that page load
time impacts loyalty.
Data driven approach.
The
Crossover
Role is
Necessary.
Behavior: 33%
Personal Data: 65%
Purchase History: 38%
User Preferences: 48%
UNDERSTAND
A look at the evolution of web
professionals.
1990’s
2000’s - Present
2000’s
Developer
Developer
Digital
Strategist/A
nalyst
Graphic
Design
*Social
Media
Manager
Developer
Designer
Front-end
Developer
Business
Analyst
Information
Architect
Graphic
Design
SEO Analyst
IT/
*Marketing
Marketer
Marketer
*User
Experience
Designer
Front-end
Developer
*IT Project
Manager
Digital/
Interactive
Project
Manager
*Information
Architect
Social Media
Manager
Content
Marketer
User
Experience
Designer
Digital/
Interactive
Project
Manager
 Have happy customers
6 Shared
Goals of Web
Professionals
 Meet (and exceed)
expectations
 Demonstrate a forwardthinking, modern web
product
 Communicate effectively and
collaboratively with team
members.
 Gather and use data to drive
decision making; be “datadriven”
 Achieve user delight
The Crossover Role is
defined by the ability to
DEFINITION
recognize, understand, and
CROSSOVER execute a task, experience,
and/or deliverable through
ROLE
effective communication
and leadership at the
intersections of information architecture
(IA), user experience (UX), and project
management (PM) practices within the
context of a digital engagement.
INTERSECTIONS
Where the Crossover Role is impactful and
necessary.
Discovery & Goal Setting
User Research & Strategy
OVERVIEW
ENGAGEMENT
LIFECYCLE
Information Architecture (IA) &
Content Strategy
User Testing
Creative Design
Technical Analysis
& Analytics/SEO
Front-end Development
(HTML/CSS)
User Testing
Delivery & Website
Implementation
Implementation &
Development
The Crossover
Role is
Beneficial.
 Growth in team collaboration
and communication
 Growth in individual skillsets
 Greater endurance amongst
project team
 Gained efficiency in execution
against process
 Increased customer
satisfaction
IDENTIFY
Are you and/or your teammates in the
Crossover Role?
The
Characteristics
of the
Crossover
Role.
Egoless
Empathetic
Educated
Communication &
Listening
 You find yourself in an
uncomfortable spot.
 Team members seek you for
advice, suggestions, and/or
assistance.
 Your interests are piqued in
cross-functional areas.
Hi, <your name>!
 Execution of
tasks/deliverables outside
common practice areas come
natural.
 You understand user research
and leverage it for a stronger
outcome.
?
Identify Crossover
Teammates
 Research tendencies
 Desire to learn
 Leadership skills
 Not afraid to make mistakes
 Leverages team to achieve
greater success
 Fulfills various roles during an
engagement to satisfy team
need
 Asks the right questions
WHAT’S NEXT?
Show the value of the Crossover Role.
WHAT’S NEXT?
IF IT’S YOU…
 Embrace it. Know it.
Own it. Love it.
 Inform your team how
you can contribute.
 Get comfortable
knowing when and
how to switch
between “hats.”
 Lead by building
empathy.
WHAT’S NEXT?
SHOW THE
VALUE
 Look for opportunities to
exploit the skills of
Crossover teammates.
 Highlight intersections in
your processes that need
support.
 Showcase multiple skillsets
in one deliverable.
 Challenge the team to
leverage skills in unique
ways.
 Learn, change, test, repeat.
“Creative Confidence is
about believing in your
ability to create change in
the world around you. It is
the conviction that you can
achieve what you set out to
do - this lies at the heart of
innovation.”
- Tom Kelley, David Kelley
[email protected]
@emilyawitt
info.brightfind.com/crossover-role
http://spkr8.com/t/53401
Contact Emily
APPENDIX A: References
 Boag, P. (2014). Digital Adaptation. Frieburg: Smashing
Magazine.
 Boag, P. (2014, April 25). Stop Wasting Users' Time. Retrieved
from Smashing Magazine:
http://www.smashingmagazine.com/2014/04/25/stop-wastingusers-time/
 Collins, W. (2011). Good To Great. HarperBusiness.
 Day, C. (2014, May 7). Six Common Problems With The UX
Process, And Six Solutions! Retrieved from Smashing Magazine:
http://www.smashingmagazine.com/2014/05/07/6-commonproblems-ux-process-6-solutions/
APPENDIX A: References
 Evans, G. (2015, February 17). The Specialist-Generalist
Balance. Retrieved from A List Apart:
http://alistapart.com/article/the-specialist-generalistbalance
 Google Algorithm Change History. (n.d.). Retrieved from
Moz.com: http://moz.com/google-algorithm-change#2014
 Handley, A. (2014). Eerybody Writes. Hoboken: Wiley.
 Kelley, D., & Kelley, T. (2013). Creative Confidence. New
York: Random House Company.
APPENDIX A: References
 Lyons, N., & Wilker, M. (2012). Interactive Project
Management: Pixels, People, & Process. Berkeley: New
Riders.
 Moth, D. (2012, October 23). Site speed: case studies, tips
and tools for improving your conversion rate. Retrieved
from Econsultancy: https://econsultancy.com/blog/10936site-speed-case-studies-tips-and-tools-for-improvingyour-conversion-rate
 Sandberg, S. (2013). Lean In. New York: Random House.
APPENDIX A: References
 What Types of Data Are Marketers Using For
Personalization – And What’s Their Impact on ROI? (2014,
December 2). Retrieved from Marketing Charts:
http://www.marketingcharts.com/online/what-types-ofdata-are-marketers-using-for-personalization-and-whatstheir-impact-on-roi-48772/