How To Sell Your UX Vision- UX Scotland 2015

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

Thank you!

Twitter: @janerguthrie Email: janerguthrie@gmail.com