how to sell your ux vision- ux scotland 2015
TRANSCRIPT
HOW TO SUCCESSFULLY SELL YOUR UX VISION
12 June 2015 | UX Scotland Edinburgh, Scotland @janerguthrie
JANE REINBERG GUTHRIE
I FOOD
(one of my favorite shows)
Minimal time, no prep, mystery ingredients
Sometimes you get a WEIRD basket of ingredients...
1. Creativity 2. Presentation 3. Taste
Creativity + Presentation + Taste
Judging
Sound familiar?
Market Trends Old Designs
Analytics Research
What will MY INGREDIENTS BE?
3 KEY INGREDIENTS REQ’D TO SELL YOUR UX VISION
Context
Content
Presentation
Who is your AUDIENCE?
(context)
Align your internal team.
INTERNAL AUDIENCE NEEDS
à Get Context à Understand the User à What’s Expected of Me? à Feeling of Collaboration
EXTERNAL AUDIENCE NEEDS
à How is the affecting my bottom line? à Does this align to my business goals? à How much does it cost? à How are we differentiating from the competition? à Does this align with our customer needs?
empathy
Source: 22 Words
Source: 22 Words
Source: 22 Words
“All basic qualities of customer service aside, the primary fault lies in designers’ failure to take the time to understand the full scope of a client’s specific challenge.” - Mark Rolston, argo design
“Compromise” is not a dirty word
UX is C-level
Finance
Planning
Marketing
Business
Service
Distribution
Design
Engineering
Legal
Design is just one piece of a very complicated and dynamic ecosystem, when it comes to bringing a product to life.
★ Learn to speak their language ★
Vocabulary KPI
ROI
Bottom Line
Scope
Budget Trends
Risk
Getting Started
q Get more involved at work by playing business roles
q Find mentors
q Take business classes
q Read
Eric Breier, Practice Area Lead Slalom Consulting
“Don’t underestimate the difference in mental models between you and your clients and stakeholders.”
- Eric Breier, Slalom Consulting
Narrative Telling a story. Linear, staged,
sequential, chronologically
described.
Experiential The audience develops an
understanding through their own senses. They see it, hold it, use it.
Parametric Defining a whole through what we know of its parts
and its properties. Speeds and feeds.
Storytelling
Source: Fast Company
Be TRANSPARENT
Politics are fun!
- said no one, ever.
“The formula for successful innovation is the combination of inspired design, solid execution, and political savvy.” - Mark Rolston, argo design
Nigel Evan Dennis
Nigel Evan Dennis
Nigel Evan Dennis
Who are STAKEHOLDERS?
Why bother with Stakeholder
Mapping?
#1 A repeatable methodology to help us do more effective UX Work across projects
and organizations
Who’s involved?
Customers
Actors
Owners
End Users
Work to create and maintain the project & product
Own the system or product or own processes impacted by the project, and can inhibit/enhance the success of the project
3 Categories of Stakeholders (internal) (external)
(internal) (external)
(internal) (external)
Source: Stakeholder Mapping IA Summit 2014
HIGHER LOWER
MORE
READ
Y LE
SS RE
ADY
EXPECTATIONS
ENVI
RONM
ENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014
HIGHER LOWER
MORE
READ
Y LE
SS RE
ADY
EXPECTATIONS
ENVI
RONM
ENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014
HIGHER LOWER
MORE
READ
Y LE
SS RE
ADY
EXPECTATIONS
ENVI
RONM
ENT
AREAS OF RISK
Source: Stakeholder Mapping IA Summit 2014
Position our work with owners
Empower designers to ask challenging questions
Advocate for access to important stakeholders
Choreograph design reviews to engage the right people
Enables stakeholder participation in design and research
Source: Stakeholder Mapping IA Summit 2014
What’s the outcome?
Foundation Build the
(content)
SELL YOUR VISION
make it persuasive
SELL YOUR VISION
make it persuasive
take them on the journey SELL YOUR VISION
UX VISION STORY + KEY POINTS
STORY + KEY POINTS
DEFINE YOUR VISION
What is it? THE BIG 5 W’S
What is it? Who is it for & what is their payoff?
THE BIG 5 W’S
What is it? Who is it for & what is their payoff? Why are we creating it?
THE BIG 5 W’S
What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work?
THE BIG 5 W’S
What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work?
THE BIG 5 W’S
What are the risks?
Establish Credibility
(content)
“We’ve created a system that has dialed down intricacies and dialed up flexibility to allow us to truly operationalize our brand.”
Say What?
Make an Emotional Connection!
FIDELITY
(presentation)
“The details are not the details. They make the design.”
- Charles Eames
Find the right level of fidelity...
Source: Creative Commons Confused Yet?
Confused yet?
Wireframes are cool, but they can get tedious
“Many of our clients have little or zero experience with our abstracts and understand only the final medium. When we show them sketches or wires or conceptual models, they just can’t visualize it.”
-Eric Breier, Slalom Consulting
What are other ways that you can communicate your ideas?
Sketches
Prototypes
Comics Infographics
Video
“Comics have a vocabulary that doesn’t even require language. In fact, many of its symbols could be considered a language of their own that requires no teaching or explanation.” Kevin Cheng, ‘See What I Mean’
A doctoral thesis in theoretical solid state chemistry....in comic book form. - by Veronica Berns
sketch by Jason Kuykendall
Your audience lives in a world of CONSTANT DISTRACTIONS!
A study showed that 91% of listeners at business presentations admitted to daydreaming, and an impressive 39% to downright falling asleep at some point.
“If we want the eyes and ears of our audience, our message has to be interesting and relevant.”
Ask for interaction Change it up Don’t make it too easy or too hard Tell a story
Go the extra mile! make it shine
The world is full of BRIGHT ideas.
It’s ok to start again Source: Creative Commons Sunrise Shipping
