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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/