Having been a relatively vocal critic of the
I think that focussing on the lack of members voting in these committee elections might be totally missing the point. Here is a classis situation where we’re focussing on tactical problems when, actually the issue is strategic.
What does the UKUPA do? A quick scan of their current website tells you this
‘UKUPA brings together UK professionals from the design, technology and research communities who share a vision of creating compelling technology that meets users’ needs and abilities.’
Blah blah blah – what on earth does that actually mean? According to the predominant content on their current website it seems to mean they do job listings. And very little design.
But wait – the UKUPA are in the process of (very slowly) launching
Why, yes it does – it tells us that they have a committee, and they vote.
And, yes they certainly do vote. A lot.
A quick scan of the discussion on twitter involving UKUPA will show you that pretty much all they’ve been talking about for the past few months is voting for committee positions.
Now, clearly *some* people are interested in the committee and who is on it but I think the (surprisingly small) membership may be sending a big message – shut up about your committee already. For every one person that’s on the committee there are dozens who are not. Making such a big deal of your committee is not really a particularly inclusive strategy. It certainly doesn’t make me feel warm and fuzzy about the UPA. It makes me feel like Not A Committee Member.
The very fact that it *has* a committee, to my mind at least, makes the UKUPA seem dated – many of the great things happening on the UX scene at the moment are grass roots initiatives that are so busy getting stuff done that the idea of a committee is ludicrous. Let alone a committee of 8 people!
That, combined with the fact that the name of the organisation centres on the term ‘usability’ I think is indicative of the problem you’re facing – relevance. What are you offering the UX profession that is worth handing over a membership fee? Do you really need a committee? If so, what are they actually doing?
You may well have good answers to all of these questions but these are not being well communicated. Spend time answering these questions and less time dreaming up prizes to coerce people to vote for a committee they probably don’t really want.
As I write this I am conscious of four things:
- the committee is very much a part of the UPA’s culture
- The UK UPA is part of a global UPA machine
- the UK UPA does provide valuable services to the UX community in the UK – in particular, the events they run each month are generally very relevant and well attended and provide a great service to the community.
- the UK UPA currently has 300+ members.
If we were running the UKUPA, what could we do with this information?
Here’s what I’d be doing.
Firstly, look at your member data, talk to your members. Find out from people:
- how long have they been members? Are lots of new people joining up or are most people long term members?
- why are people joining? are they looking to validate themselves in the profession by showing they are ‘members of the Usability Professionals Association’ or do they want discounts at events?
- why are people not leaving? Can they not be bothered cancelling the standing order or do they feel that they are getting value from their membership? if so, what do they value?
- why are people leaving? what are you not delivering that they want?
- what do the members think the UPA could be doing better? What do they want the UPA to do for them?
Do NOT do this in a survey.
Secondly, look at your value proposition, branding and positioning
- find out what image the UK UPA is projecting and ask whether it’s the right one. Talk to people who aren’t in the UPA, let them be critical (stop being so defensive)
- think seriously about changing your name. ‘Usability’ isn’t helping you now and it’s not going to get any better as time goes on. (Yes, of course I know you’re part of the global UPA – that’s a whole other issue)
- think about what value you’re providing to the UX profession and communicate that clearly. Talk much more about that on your website/twitter etc. and much less about the committee
- re-think the whole committee thing – why do you have so many committee positions? really – why? who is it really serving?
- spend less time organising elections and more time organising mentoring (not that I want to pre-suppose what you might find out when you’re doing your customer research)
Finally, deliver content and communications that match with an updated value proposition and update the website design so that it communicates those values effectively- both in content and quality of design.
As a general rule, the events that the UKUPA runs are excellent examples of content that is desired by the UX profession – that’s why the people vote with their feet and attend these events. I’m sure I’m not the only one who feels the disconnect between the success and relevance of these events and the rest of the UK UPA machine?
As friends and colleagues of mine have put themselves up for committee positions in the UPA I’ve been tempted to become a member and support them with a vote but every time I consider it, I opt out.
From where I’m sitting, there’s no value to me professionally to align myself with an organisation that feels generally out of touch with the UX profession as a whole.
I hope the UPA is willing to firstly admit there’s a problem and then be brave enough to UXify themselves. Then perhaps we ‘ll all become proud and active members. And then, when appropriate, respond to your calls to vote.
Until then, I’m out.