Mastering Change: The Core skill of Exceptional UX Leadership
- Rich Buttiglieri
- Oct 9, 2023
- 3 min read
Welcome back to my blog series, "What Makes a Great UX Leader." In this second installment, I explore another fundamental aspect of leadership: managing change effectively. As UX leaders, our ability to navigate and drive change is crucial, both within our UX teams and across the organization.
Strategies for Managing Change
Change is inevitable, and the capacity to embrace it distinguishes exceptional leaders. As trends evolve, technologies advance, and user expectations shift, great UX leaders don't just navigate these shifts; they actively shape and drive them. They recognize that influencing change is a valuable skill, particularly when it involves transforming an organization's UX practice. This skill comes with its own set of unique challenges, which they are prepared to tackle head-on.
The Phases of Change
Change management is a structured approach to transitioning individuals, teams, and organizations from their current state to a desired future state. One widely recognized framework for change management is the ADKAR model, which describes five phases of change: Awareness, Desire, Knowledge, Ability, and Reinforcement. Recognizing the specific phase individuals are in is essential for effective change management.
Awareness: Some teams may not be aware of the need for UX-driven change. As UX leaders, our role is to create awareness by showcasing the value of user-centered design and its impact on business outcomes. Clearly articulate why change is necessary and what the future state will look like.
Desire: Once awareness is established, we must cultivate the desire for change. Show how it aligns with your team's goals and the organization's mission, such as improved user satisfaction and increased revenue.
Knowledge: Providing the necessary knowledge and skills for change is crucial. Offer training and resources to ensure that teams can effectively implement the new way of working.
Ability: As teams gain knowledge and skills, they build the ability to enact change. UX leaders should be readily available to support and guide during this phase.
Reinforcement: To sustain change, reinforce the positive outcomes. Highlight successes and demonstrate how the UX-driven approach has improved user experiences and business metrics. In addition, recognizing team members who embrace the new approach helps to embed the change into the team's culture.
Change Management within the UX Team
Change management is not limited to teams outside of UX. UX leaders must also drive change internally to enhance the UX design process. Areas to consider include:
Changing Design Processes: Encourage the adoption of new design methodologies and best practices. Foster a culture of continuous learning and improvement.
Redefining Research Methods: Stay open to evolving research methods and technologies. Embrace innovative ways of understanding user behavior and needs.
Setting New Expectations: Clearly define new expectations for deliverables and project outcomes. Ensure that the team understands the shift towards user-centered design.
Transparency: Be transparent in progress and decision-making. Transparency builds trust and keeps the team aligned during times of change.
Changing the Way We Measure Success
Traditional metrics may not capture the full impact of UX-driven change. UX leaders should work with their organizations to redefine success metrics. Focus on indicators such as user satisfaction, task success rates, and user retention, as they provide a more accurate reflection of the user-centric approach's effectiveness.
In conclusion, managing change is at the core of exceptional UX leadership. By following a structured approach, adapting to the willingness of external teams, fostering internal change, and redefining success metrics, you'll be well-equipped to succeed at being an agent of change. Stay tuned for the next installment, where we'll explore another critical facet of UX leadership: inspiring others to do their best.