{"id":354,"date":"2019-08-07T11:25:58","date_gmt":"2019-08-07T11:25:58","guid":{"rendered":"http:\/\/paperst.co.uk\/ux\/?p=354"},"modified":"2023-04-24T12:14:36","modified_gmt":"2023-04-24T12:14:36","slug":"uxing-cheil-ux","status":"publish","type":"post","link":"http:\/\/paperst.co.uk\/ux\/case-studies\/uxing-cheil-ux\/","title":{"rendered":"UX&#8217;ing  Cheil UX"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">Cheil<\/h4>\n\n\n\n<p>Head of Digital: Jonathan Buckley<br>Head of Digital Strategy: David Bedford<br>Head of Development: Kevin Durley<br>Sr. Account Manager: Ben Major<br>Lead UX: Aaron Standen<br>Head of UX: James Sinclair<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">My Role<\/h4>\n\n\n\n<p>Improving the quality of the company&#8217;s UX offering and changing perceptions of its abilities.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Background<\/h4>\n\n\n\n<p>In 2018, Samsung&#8217;s in-house marketing company, Cheil UK, was producing UX work of low quality. This led to a negative perception of Cheil&#8217;s abilities and resulted in the loss of work to other agencies. The lack of a clear ownership or sign-off process and constant changes from the client also led to uncertainty, waste, and poor results.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Challenge<\/h4>\n\n\n\n<ul>\n<li>Change the perception of Cheil\u2019s UX abilities and improve the quality of work.<\/li>\n\n\n\n<li>However, this could not happen unless how work was produced also changed.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Approach<\/h4>\n\n\n\n<p>As the new Head of UX, I took on the challenge of improving the quality of work and changing the team&#8217;s perception. Initially, I focused on identifying the root cause of the issues and not breaking anything. Two workstreams were then created: one for simple fixes and the other for fundamentally changing the team&#8217;s work process.<\/p>\n\n\n\n<p>Changing the way the team worked:<\/p>\n\n\n\n<ul>\n<li>Established a more formal structure for UX projects, including deliverables and sign-off points, in collaboration with project managers.<\/li>\n\n\n\n<li>Set up a lab to gather data on how designs were performing, to move design conversations from opinion to evidence-based choices.<\/li>\n\n\n\n<li>Enabled the client to witness the process and be part of the decision-making, increasing trust and ownership.<\/li>\n<\/ul>\n\n\n\n<p>The simple stuff:&nbsp;<\/p>\n\n\n\n<ul>\n<li>Focused on building the team and standardizing work.<\/li>\n\n\n\n<li>Persuaded contractors to go full-time and recruited new members who were a good fit.<\/li>\n\n\n\n<li>Established a house style to ensure that all work was identifiably Cheil&#8217;s and moved from Axure to XD, which improved visual quality and made production quicker, easier, and consistent.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Outcome<\/h4>\n\n\n\n<ul>\n<li>Improved client satisfaction and trust<\/li>\n\n\n\n<li>Increased project wins<\/li>\n\n\n\n<li>Revamped key areas of Samsung&#8217;s website, TV, domestic appliances, and mobile accessories<\/li>\n\n\n\n<li>Delivered a new website to support Samsung&#8217;s new flagship store at Kingscross<\/li>\n\n\n\n<li>Testing has become a habit<\/li>\n\n\n\n<li>The process has improved significantly, though old habits remain.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-contrast-background-color has-background has-global-padding is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-columns alignfull is-layout-flex wp-container-3\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-column is-layout-flow\" style=\"flex-basis:33.33%\">\n<h2 class=\"wp-block-heading has-base-color has-text-color\">LAB<\/h2>\n\n\n\n<p class=\"has-base-color has-text-color\">Set up a lab to gather data on how designs were performing, to move design conversations from opinion to evidence-based choices.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow\" style=\"flex-basis:66.66%\"><p><iframe loading=\"lazy\" title=\"user testing\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/GZtJMupzTWI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-contrast-background-color has-background has-global-padding is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-columns alignfull is-layout-flex wp-container-7\" style=\"padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-column is-layout-flow\" style=\"flex-basis:33.33%\">\n<h2 class=\"wp-block-heading has-base-color has-text-color\">UX Tools<\/h2>\n\n\n\n<p class=\"has-base-color has-text-color\">Set up a lab to gather data on how designs were performing, to move design conversations from opinion to evidence-based choices.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow\" style=\"flex-basis:66.66%\"><p><iframe loading=\"lazy\" title=\"uxtools\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/7PDhrUVKR7w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Change the perception of Cheil&#8217;s UX abilities and improve the quality of work.<\/p>\n","protected":false},"author":1,"featured_media":601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[]},"categories":[4],"tags":[18,5,25],"_links":{"self":[{"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/posts\/354"}],"collection":[{"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/comments?post=354"}],"version-history":[{"count":29,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/posts\/354\/revisions"}],"predecessor-version":[{"id":927,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/posts\/354\/revisions\/927"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/media\/601"}],"wp:attachment":[{"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/media?parent=354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/categories?post=354"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/paperst.co.uk\/ux\/wp-json\/wp\/v2\/tags?post=354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}