Elena Sanchez

Elena Sanchez
  • UX design lead at MYOB
  • Melbourne, Australia

Elena Sanchez is a UX design lead at MYOB, Google Expert in UX/Product Strategy and Certified Design Sprint Master based in Melbourne (Australia). She is passionate about design leadership, building more human-centred organisations and fostering collaboration across different disciplines. She has more than 9 years of experience working in UX across Europe, the US and Australia. She received a master’s degree in human-computer interaction in 2010, has participated in HCI research projects, enjoys teaching UX courses, workshops, and often speaks at UX events and conferences.


UX debt: lessons learnt trying to visualise the hidden cost of implementing suboptimal design solutions

How can a startup building a relatively new product (3 years old) have accumulated roughly the same amount of UX debt as a large corporate with a software product that has been in the market for more than 20 years?

Today’s culture of lean startup and experimentation is great if what you are trying to do is learn and decide what you need to build, but as Nick Finck pointed out, too many organisations are abusing it by shipping MVPs without any intention to learn or iterate on them, just to cut corners.

The result is products with large amounts of UX debt without any plan to repay that debt, just to keep building on top of it until it becomes unmanageable and you need to rebuild the whole platform (a problem lots of teams are facing after only 2-3 years).

This talk will explain how UX debt goes far beyond visual consistency (2 buttons not using the same layout or react component) and includes any suboptimal design solutions, inconsistencies or defects that negatively affect the experience of your users and it’s often caused by business, technical, time or budget constraints. It grows exponentially over time, if unchecked, and it doesn’t only affect your customers but makes your designers and developers' lives harder, and has a negative impact on the efficiency, morale and quality of their work.


Building alignment using customer centricity metrics

Have you ever felt like there’s no clear vision and strategy in your team or organisation? Are you constantly being bombarded by competing ideas, feedback, and priorities? Are you wondering why you are spending time and effort on initiatives that may not have clear a customer benefit?

Running a customer centricity diagnosis and roadmapping workshop can be really helpful in these situations to pause, increase cross-functional and stakeholder collaboration and provide inspiration and clarity for the team.

This half-day workshop consists of hands-on activities, group discussion, and real-life examples. It will give you the skills, tools, and techniques required to run meaningful customer centricity diagnosis and roadmapping workshops within your organisation - no matter if it’s a start-up, small business, or large corporate.

We’ll cover how you can help product teams evaluate the current state (diagnosis), identify the customer-centricity metrics that matter (defining success metrics), imagine the future state (envisioning), and be analytical when prioritising activities and features (planning).

At the end of the workshop, you will receive your own copy of the diagnosis and roadmapping workshop toolkit and templates for creating your own roadmap and customer-centricity dashboard, so you can easily prepare and run this type of sessions within your organisation.

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Loletta Cheng
  • Experience and service designer at Qantas
  • Sydney, Australia