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This breakfast was presented in Auckland on 13 July 2010 and will be presented in Wellington on 29 July 2010
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Selling UX
dszuc@apogeehk.com
@dszuc
Stretch!
Dan’s Assumptions
• UX champions
• Better products
• Successful
What search do you use?
Why?
“Googley”
www.google.com/intl/en/corporate/ux.html
UX culture
UX culture
http://www.google.com/corporate/tenthings.html
What just happened?
Persuasion
Entertaining Connecting
Familiar Examples
Then UX
Good News
http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html
User experience specialist
http://news.bbc.co.uk/2/hi/technology/8017178.stm
Business of design
Bad News
Bad News
• Commoditization
• UX is misunderstood
• Pressures to be faster to market
Organizational Culture
Organizations
Proposition:
Organizations are cultures.
Definitions of “Culture”
Culture:
The attitudes, values, behaviors, and customs that reflect a group’s approaches to living their lives.
Organizational culture:
“The way we work around here”
National Culture
OrganizationalCulture
Professional Culture
FormalProcesses
InformalProcesses
TrainingRegional Culture
OrganizationalSub-cultures
OrganizationalSub-cultures
Thank you Paul Sherman
CultureEngineer-centric
• Might never have had a UX team.
• Products created from interesting technology.
• Territorial about UI.
Design-centric• View building applications and
websites as a creative endeavor.
• Primary focus may be creating designs that other designers will like and respect.
Sales & marketing centric
• Represented by powerful people who “know” their customers...but don’t know “all” the customers.
Challenges• Tendency to deem a product
usable if it is possible to do the task.
• They rely heavily on their own experience in UI design.
• They feel they are doing the right thing for the customer, even if they don’t have evidence.
Challenges• Define the user experience in
terms of aesthetics rather than ease of use.
• Focus on visuals rather than workflows.
• Rely heavily on their own instincts about users.
• Focus only on data that confirms their viewpoints.
Challenges• Rely heavily on customers' self-
report and customer suggestions to assess usability.
• Disproportionately weight their “biggest” or “loudest” customers.
• Often overconfident in their ability to “know” what the customer needs.
Thank you Paul Sherman
How are you rewarded?
•Listening to your Manager
•Time to market
•Politics
•Meeting a UI specification
What do you think of this
process?
UX Language is Ugly
Thank you John Rhodes
Defensive Ego
Forceful
UX Justification
Frustrations
• “They don’t listen to me”
• “I don’t have a seat at the strategy table”
• “They think usability is usability testing”
I have the perfect process for you!
UCD framework
ISO 13407 – describes the process in five stages
Thank you Fit & Associates
IS THERE A PERFECT PROCESS?
OR … IS IT MORE ABOUT APPROACH?
Is there a shared language?
Clear CommunicationsEngineering
Marketing
Design
Shared
Language
What does it take organizationally to
speak the same language?
What does it take organizationally to
design great experiences?
What it takes
1. UX Vision
2. Value
3. Collaboration
4. Iteration & failure
5. Communications
6. Leadership
1. UX Vision
52
Thank you Fit & Associates
What people do or say
What people think or believe
What people feel
Who people are – care, connection, sensitivity
Thank you Fit & Associates
Something BIGGER
Holistic
Business impact
Personal impact
Understanding what sells
Ripeness
Ripeness
• “Culture Patterns” that indicate UX growth– Management is using the lingo – Hired a Director or VP of UX– Usability testing of products is a given– Usability Lab in place or being discussed– Product managers claim that UX is strategic
advantage
Bought into UX
Know your target
• Who is buying & budget allocation (money)• Product vision (plan)• Invest in R & D (money & strategy)• Customer care or just “lip service” (empathy)
What Sells
• Passion
• Choosing the right project
• Meeting like minded people
What Sells
• Choosing the right tools
• Stories (Case Studies)
• Business & Domain knowledge
UX Sales Kit
• "Minimum standards" that all UX'ers should meet:– What is UX– A story– Share a delightful product experience– Sell team services
Sales Goal?
Success!
Where or what do you want to
be in 2,5,10 years time?
?
• User Tester v Designer
• Closer (issues) v Opener (innovations)
• Loner v Collaborator
• Critic v Creator
• Silo v holistic
Be valuable!
http://apogeehk.com/archives/constant-cycle-of-self-improvement/
•Read
•Share your knowledge
•Contribute to your community
•Lead
UX workshops
Jul, Aug 2010
UX Hong Kong 2011
www.uxhongkong.com
Friday, 18 Feb 2011
www.uxhongkong.com
Thank You
dszuc@apogeehk.com
@dszuc
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