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Slides for my talk 'Communicating and Selling UX Design Deliverables'. Some images have been removed due to confidentiality, so it looks a bit bland, sorry.

Slides for my talk 'Communicating and Selling UX Design Deliverables'. Some images have been removed due to confidentiality, so it looks a bit bland, sorry.

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    Communicating and Selling UX Design Deliverables Communicating and Selling UX Design Deliverables Presentation Transcript

    • Communicating and Selling UX Design Deliverables
      “Freshly cooked designs. Top quality.
      Just £30 per kilo.”
      “Okay, I’ll buy some.”
      Jan Srutek | UX Designer at Flow Interactive
    • What’s this all about?1. Communication is essential in design 2. How to present design work3. Designing design deliverables
      @JanSru
    • The way you present your designs matters. A lot.
      @JanSru
    • The problem:UX tends to be conceptual & abstract
      @JanSru
    • We’re selling mainly ‘just’ ideas
      We need to defend and justify our deliverables
      @JanSru
    • UX is about
      As UX professionals,we will only ever be as good
      as our communications skills.
      @JanSru
    • Communicate design visually
      Visualisation improves comprehension, inference,
      and supports short-term memory.
      This is something that is quite broken.
      This is working well.
      This is something that could use some tweaking.
      !
      !!

      @JanSru
    • Engage your audiences
      @JanSru
      Involve stakeholders actively in the process
    • Do collaborative workshops
      @JanSru
    • Design is storytelling
      Talk about people’s experiences – not about interface widgets
      @JanSru
    • Have the right mindset
      Don’t be like a politician pushing his agenda
      “This is the only possible solution.”
      @JanSru
    • Have the right mindset
      Be like a wizard’s apprentice
      “Is there anything missing?”
      “How could it be improved?”
      @JanSru
    • Speak your audience’s language
      Conversion funnel optimisation
      VS.
      Improving users’ experience
      @JanSru
    • 2. How to present design work
    • How to present design
      Structure your design presentations carefully
      You use a presentation framework
      e.g. the one from
      Communicating Design
      @JanSru
    • How to get buy-in for your designs
      Or…get inspired by the
      Consumer Buying Behaviour Theory
      @JanSru
    • How to get buy-in for your designs
      Consumer Buying Behaviour Theory:
      Problem recognition
      Information search
      Options evaluation
      Purchase decision
      Post-purchase evaluation
      @JanSru
    • How to get buy-in for your designs
      Describe the problem first.
      Does everyone agree what constitutes the problem?
      1. Problem recognition
      Design problem
      @JanSru
    • How to get buy-in for your designs
      Presentinformation framing possible solutions to the design problem.
      (talk about the design constraints)
      2. Information search
      Persona
      @JanSru
    • Present multiple solutions that you considered...
      How to get buy-in for your designs
      3. Options evaluation
      Concept
      three
      Concept
      two
      Concept
      one
      @JanSru
    • Present multiple solutions that you considered...
      …and ruled out
      How to get buy-in for your designs
      3. Options evaluation
      Concept
      three
      Concept
      two
      Concept
      one
      @JanSru
    • Explain why the proposed solution is the best one. (Provide a sound rationale)
      How to get buy-in for your designs
      4. Purchase decision
      Concept
      two
      @JanSru
    • Document design decisions made along the way.
      How to get buy-in for your designs
      5. Post-purchase evaluation
      Concept
      two
      Benefits
      1.…
      2….
      3….
      @JanSru
    • Document design decisions made along the way.
      &
      Test designs with real customers.
      How to get buy-in for your designs
      5. Post-purchase evaluation
      TESTED
      Concept
      two
      @JanSru
    • Always have a short executive summary ready up your sleeve.
      @JanSru
    • 3. Designing design deliverables
    • The anatomy of a UX deliverable
      Every UX deliverable has two layers:
      The ideas (the what)
      The presentation (the how)
      @JanSru
    • More thinking about the Ideas, less about the Presentation.
      @JanSru
    • Deliverables should be usable
      Aim for:
      Consistency
      Recognition rather than recall
      Aesthetic and minimalist design
      @JanSru
    • Deliverables should be prioritised
      Emphasise important stuff
      …and de-emphasise irrelevant details
      @JanSru
    • Some common UX deliverables
    • Personas
      Make them believable
      Make them ‘glanceable’ and comparable
      Make them visually appealing
      @JanSru
    • Wireframes
      This kind of sucks
      No clear visual hierarchy and logical groupings
      @JanSru
    • Wireframes
      Nothing is aligned
      Your brain spends lots of time figuring it out
      @JanSru
    • Modify search
      1 + 1 = 3
      Boxes just add clutter
      Info design principle by Tufte known as 1+1=3
      @JanSru
    • Wireframes
      Use C.R.A.P. principles to design your wireframes
      Contrast
      Repetition, Repetition, Repetition
      Alignment
      Proximity
      Use colour to make things stand out at a glance
      (colour is processed pre-attentively by our brains)
      Had to remove the wireframe example, sorry…
      @JanSru
    • Always use cover sheets
      First page of a deliverable pack describing
      • Context and purpose
      • Deliverable’s status (ForReview, Final, etc.)
      • Possibly also a changelog
      Your deliverables need to be able to defend themselves on their own.
      @JanSru
    • Image credits
      http://www.flickr.com/photos/luc/255444239/
      http://www.flickr.com/photos/krossbow/3154262365
      http://www.flickr.com/photos/clagnut/252185030/
      http://www.flickr.com/photos/thomashawk/416841640/
      http://www.flickr.com/photos/nhussein/3903255272/
      http://www.flickr.com/photos/mhw/254986081/
      All remaining images: © Flow Interactive
      @JanSru
    • Over to you
      ?
      How do you communicate
      and sell your designs?
      Find me on Twitter @JanSru
    • Some reading for you:
      Find me on Twitter @JanSru