how to win ux advocates and influence stakeholders - melinda baker ux thursday atlanta
DESCRIPTION
Melinda Baker's presentation deck for UX Thursday Atlanta on 2/20/14TRANSCRIPT
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How to Win UX Advocates and Influence Stakeholders
Melinda Baker American Cancer Society
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The Big QuesDons for Stakeholders
• What is the problem you’re trying to solve? • What does success look like? • Who is the audience you are trying to reach?
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What We Planned
• Review project goals with stakeholders
• Gather inputs
Design
• Update IA structure
• Design new templates
Build • Update/create content
• Input into CMS • Test
Launch
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What Really Happened
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“OpDmize” Categories BEFORE Categories AFTER
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Labels derived from how users are searching
More categories help users browse
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Dynamic Site Map
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Category Landing BEFORE
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No content to describe the links or
drive traffic
Link on the page with the same name as the page
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Category Landing AFTER
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Link directly to the newest Facts & Figures
“Pods” for each secDon rich with content
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Cancer Facts & Figures BEFORE AFTER
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Special SecDons – ArDcle Format
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Heading and sub-‐heading
Main body of arDcle
Block for other links of content that’s related
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ElevaDng the Researchers
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No longer buried
deep in the site
Link to a reworked Nobel
Laureates page
Flexibility for future content from bios
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What We Learned
• Understand the problem fully • Listen to stakeholders and what they’re trying to achieve
• Use UX experDse to answer stakeholders quesDons (be clear, be concise, be usable)
• Learn what’s important to the organizaDon • Encourage change slowly • Support stakeholders and build trust
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QuesDons
• What else can I tell you about this journey?
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