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Everyone working on a project has an impact on the end customer and intends to focus on the user experience. Delivering an engaging and usable product or service to customers however, is a journey. As a UX professional, you need to partner effectively with product owners, engineers, executives and other key stakeholders before your work will ever reach the end users you are designing for. This presentation covers understanding the perspective of key stakeholders and covering tactics for successfully partnering in a UX strategy. How do I help decision makers “get” UX? What is the number one problem stakeholders have in evaluating design? How do I get stakeholder to value research?
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Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com
Partnering with Key Stakeholders in UX Strategy
Partnering with Key Stakeholders in UX Strategy
Who are you?
Ever heard (or said)…
“We don’t need UX right now.”“We don’t need UX right now.”
“I’m not a designer, but could you just…”“I’m not a designer,
but could you just…”
“I’m the target audience.”“I’m the target audience.”
Stakeholder
Stakeholders: Decision Makers & Influencers
Unlabel: Selling You Without Selling Out - Mark Ecko
Before reaching goalkeepers, need to pass the gatekeepers.Before reaching goalkeepers, need to pass the gatekeepers.
Creator…Creator…
Customer…Customer…
Stakeholder?Stakeholder?
Engineering
DesignProduct
BusinessBusinessBusiness
The objective of ______ is to solve problems.
Business
Better. Together.Better. Together.
We will need some power-ups.
Here we go!Here we go!
“I’m the target audience.”“I’m the target audience.”
Not necessarily (Often not at all)
Illusion of Explanatory DepthIllusion of Explanatory Depth
How does a zipper really work?
How does a car really work?
We have opinions on the familiar. (Mistake superficial knowledge for in-depth.)
Drunk Tank Pink - Adam Alter
How does it achieve the customer’s goals? (Not just think through what it does.)
One-Pager Research PlanOne-Pager Research Plan
- Author & Stakeholders - Background / Goals - Research Questions - Methodology - Participants - Schedule
The UX Research Plan That Stakeholders Love - Tomer Sharon
PersonasPersonas
PrototypingPrototyping
- Early & often - All have failure of imagination - Collective group activity - Develops shared understanding
Prototype: How to Pre-visualize the Experience - Troy Parke
Paper and sketching works great.
Higher fidelity is even better.
Observe customer behavior…
…the highest value UX activity.
“UX is User Experience - Not Use Your Experience”“UX is User Experience - Not Use Your Experience”
“I’m not a designer, but could you just…”“I’m not a designer,
but could you just…”
Show how to give feedbackShow how to give feedback
- It’s not art - Does this meet our goals? - Be respectfully direct - Be able to answer “Why?” - Ask questions
Giving Better Design Feedback - Mike Monteiro
Empathy & UnderstandingEmpathy & Understanding
Engineering
DesignProduct
ROI Shipping
Usable Integrated
Scale Manage Risk
Surviving a Design ReviewSurviving a Design Review
- Don’t understand design. - Focused on individual needs. - Concerns in terms of solutions.
Surviving a Design Review - Charlie Kreitzberg
Trailer before the movieTrailer before the movie
The back pocketThe back pocket
Combination is human natureCombination is human nature
Same story different waysSame story different ways
Whatever worksWhatever works
Everyone has an impact on the user’s experience
Everyone has an impact on the user’s experience
“We don’t need UX right now.”“We don’t need UX right now.”
Not a deliverable User Experience is a business strategy
Speak the languageSpeak the language
The Experience Design Process - Andrea Nelson
Be part of the processBe part of the process
Reframe the problem
Design a vaseDesign a vase
Design a way to experience flowersDesign a way to experience flowers
- Unusable at small size - Core business value was “No Ads” - Value of a non-paying customer - How to show a better experience?
Tell users what they are getting
Best experience first
Integrated advertising
Ratings and feedback
Delay account creation
Marry the problem, not the solutionMarry the problem, not the solution
UX amplifies the challengesUX amplifies the challengesUX amplifies the challenges
If you want to go fast, go alone. If you want to go far, go together.If you want to go fast, go alone.
If you want to go far, go together.
Go further, together.
Thank you.
ReferenceUnlabel: Selling You Without Selling Out - Mark Ecko
!Drunk Tank Pink - Adam Alter
!The UX Research Plan That Stakeholders Love - Tomer Sharon
!Prototype: How to Pre-visualize the Experience - Troy Parke
!Giving Better Design Feedback - Mike Monteiro
!Surviving a Design Review - Charlie Kreitzberg
!The Experience Design Process - Andrea Nelson
All registered trademarks or trademarks are property of their respective owners.
Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com
