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UX Best Practices
Gold
Friday, June 11, 2021 • Design at Scale 2021
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UX Best Practices
Speakers: Yunyan Li , Anna Le and Jen Kim
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Summary

Curious about how we solve problems and design user-centric products at ServiceNow? During this session, you'll learn about the framework behind our user experience design process and the various roles and activities involved within each phase. You'll also get hands-on experience with a rapid ideation session.

Key Insights

  • ServiceNow’s Experience Organization is guided by three principles: focus (inclusive, simple, intuitive), flow (accelerate user and customer tasks using cutting-edge technology), and love (create emotionally supportive and aesthetically pleasing designs).

  • Rapid team growth challenges organizational processes, requiring solid, consistent design standards to maintain efficiency and reduce chaos.

  • Stakeholder miscommunication and limited iteration time on design and research are common pain points in product organizations.

  • The Experience Design Method (EDM) was developed as a tailored framework to help align cross-functional teams at ServiceNow and facilitate better design thinking and product success.

  • The EDM’s Understand phase involves deep discovery to define business opportunities and identify target users with clear outcomes and success metrics.

  • Empathy mapping, journey mapping, and customer experience analysis are critical tools used in the early discovery to deeply understand user needs and problems.

  • In Ideation, exploration generates many creative solutions, followed by testing to prioritize ideas that best solve user and business problems within constraints.

  • Low-fidelity prototypes (lo-fi) are preferred during early definition stages to rapidly iterate and gather feedback without fixating on details.

  • Implementation involves detailed visual specifications and ongoing designer review to ensure product quality and fidelity, with designers actively collaborating with engineers post-implementation to catch defects early.

  • Using relatable examples, such as a doggy daycare app for office workers with pets, helps ground the design process in realistic user scenarios and core values like trust and simplicity.

Notable Quotes

"Focus principle ensures our designs are inclusive, accessible, and easy for different people, cultures, and countries to use."

"Flow principle means accelerating both our users and customers by leveraging cutting-edge technology to help them get their work done daily."

"Love principle is about emotionally supporting users, celebrating their achievements, and building confidence with beautiful, usable products."

"Rapid growth means a bit of chaos, and building strict, solid design processes helps us maintain consistency and avoid missing elements end to end."

"We always trust to start big ideas and then act smaller, building a backlog to store good ideas for future releases."

"The EDM model highlights each function’s expertise and involvement, making sure product teams—designers, content strategists, engineers, and PMs—are aligned."

"The Understand phase is essential — without it, you design blindly and risk creating products nobody wants or uses."

"We like to keep early prototypes low fidelity so stakeholders focus on core values and flows, not little details like icons or text."

"Frequent user testing helps us prioritize fixes by focusing first on high-severity and high-visibility problems."

"Post-implementation reviews by designers ensure the final product matches design intent and we catch bugs before customers do."

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