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Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
Communicating and Selling UX Design Deliverables
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Communicating and Selling UX Design Deliverables

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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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  • 1. Communicating and Selling UX Design Deliverables<br />“Freshly cooked designs. Top quality.<br />Just £30 per kilo.”<br />“Okay, I’ll buy some.”<br />Jan Srutek | UX Designer at Flow Interactive<br />
  • 2. What’s this all about?1. Communication is essential in design 2. How to present design work3. Designing design deliverables<br /> @JanSru<br />
  • 3. The way you present your designs matters. A lot.<br /> @JanSru<br />
  • 4. The problem:UX tends to be conceptual & abstract<br /> @JanSru<br />
  • 5. We’re selling mainly ‘just’ ideas<br />We need to defend and justify our deliverables <br /> @JanSru<br />
  • 6. UX is about<br />As UX professionals,we will only ever be as good <br /> as our communications skills.<br /> @JanSru<br />
  • 7. Communicate design visually<br />Visualisation improves comprehension, inference,<br />and supports short-term memory.<br />This is something that is quite broken.<br />This is working well.<br />This is something that could use some tweaking.<br />!<br />!!<br />✓<br /> @JanSru<br />
  • 8. Engage your audiences<br /> @JanSru<br /> Involve stakeholders actively in the process<br />
  • 9. Do collaborative workshops<br /> @JanSru<br />
  • 10. Design is storytelling<br />Talk about people’s experiences – not about interface widgets<br /> @JanSru<br />
  • 11. Have the right mindset<br />Don’t be like a politician pushing his agenda <br />“This is the only possible solution.”<br /> @JanSru<br />
  • 12. Have the right mindset<br />Be like a wizard’s apprentice<br />“Is there anything missing?”<br />“How could it be improved?”<br /> @JanSru<br />
  • 13. Speak your audience’s language<br />Conversion funnel optimisation<br />VS.<br />Improving users’ experience<br /> @JanSru<br />
  • 14. 2. How to present design work<br />
  • 15. How to present design<br /> Structure your design presentations carefully<br />You use a presentation framework <br />e.g. the one from<br />Communicating Design<br /> @JanSru<br />
  • 16. How to get buy-in for your designs<br /> Or…get inspired by the<br /> Consumer Buying Behaviour Theory<br /> @JanSru<br />
  • 17. How to get buy-in for your designs<br /> Consumer Buying Behaviour Theory:<br />Problem recognition<br />Information search<br />Options evaluation<br />Purchase decision<br />Post-purchase evaluation<br /> @JanSru<br />
  • 18. How to get buy-in for your designs<br />Describe the problem first.<br /> Does everyone agree what constitutes the problem?<br />1. Problem recognition <br />Design problem<br /> @JanSru<br />
  • 19. How to get buy-in for your designs<br />Presentinformation framing possible solutions to the design problem. <br /> (talk about the design constraints)<br />2. Information search <br />Persona <br /> @JanSru<br />
  • 20. Present multiple solutions that you considered...<br />How to get buy-in for your designs<br />3. Options evaluation<br />Concept <br />three<br />Concept <br />two<br />Concept <br />one<br /> @JanSru<br />
  • 21. Present multiple solutions that you considered...<br /> …and ruled out<br />How to get buy-in for your designs<br />3. Options evaluation<br />Concept <br />three<br />Concept <br />two<br />Concept <br />one<br /> @JanSru<br />
  • 22. Explain why the proposed solution is the best one. (Provide a sound rationale)<br />How to get buy-in for your designs<br />4. Purchase decision<br />Concept <br />two<br /> @JanSru<br />
  • 23. Document design decisions made along the way.<br />How to get buy-in for your designs<br />5. Post-purchase evaluation<br />Concept <br />two<br />Benefits<br />1.…<br />2….<br />3….<br /> @JanSru<br />
  • 24. Document design decisions made along the way.<br />&<br />Test designs with real customers.<br />How to get buy-in for your designs<br />5. Post-purchase evaluation<br />TESTED<br />Concept <br />two<br /> @JanSru<br />
  • 25. Always have a short executive summary ready up your sleeve.<br /> @JanSru<br />
  • 26. 3. Designing design deliverables<br />
  • 27. The anatomy of a UX deliverable<br /> Every UX deliverable has two layers:<br />The ideas (the what)<br />The presentation (the how)<br /> @JanSru<br />
  • 28. More thinking about the Ideas, less about the Presentation.<br /> @JanSru<br />
  • 29. Deliverables should be usable<br />Aim for: <br />Consistency<br />Recognition rather than recall<br />Aesthetic and minimalist design<br /> @JanSru<br />
  • 30. Deliverables should be prioritised<br />Emphasise important stuff<br />…and de-emphasise irrelevant details<br /> @JanSru<br />
  • 31. Some common UX deliverables<br />
  • 32. Personas<br />Make them believable<br />Make them ‘glanceable’ and comparable<br />Make them visually appealing<br /> @JanSru<br />
  • 33. Wireframes<br />This kind of sucks<br />No clear visual hierarchy and logical groupings<br /> @JanSru<br />
  • 34. Wireframes<br />Nothing is aligned<br />Your brain spends lots of time figuring it out<br /> @JanSru<br />
  • 35. Modify search<br />1 + 1 = 3<br />Boxes just add clutter<br />Info design principle by Tufte known as 1+1=3<br /> @JanSru<br />
  • 36. Wireframes<br /> Use C.R.A.P. principles to design your wireframes<br />Contrast<br />Repetition, Repetition, Repetition <br />Alignment<br />Proximity<br /> Use colour to make things stand out at a glance<br /> (colour is processed pre-attentively by our brains) <br />Had to remove the wireframe example, sorry…<br /> @JanSru<br />
  • 37. Always use cover sheets<br />First page of a deliverable pack describing<br /><ul><li> Context and purpose
  • 38. Deliverable’s status (ForReview, Final, etc.)
  • 39. Possibly also a changelog</li></ul>Your deliverables need to be able to defend themselves on their own.<br /> @JanSru<br />
  • 40. Image credits<br />http://www.flickr.com/photos/luc/255444239/<br />http://www.flickr.com/photos/krossbow/3154262365<br />http://www.flickr.com/photos/clagnut/252185030/<br />http://www.flickr.com/photos/thomashawk/416841640/<br />http://www.flickr.com/photos/nhussein/3903255272/<br />http://www.flickr.com/photos/mhw/254986081/<br /> All remaining images: © Flow Interactive<br /> @JanSru<br />
  • 41. Over to you<br />?<br />How do you communicate <br />and sell your designs?<br />Find me on Twitter @JanSru<br />
  • 42. Some reading for you:<br />Find me on Twitter @JanSru<br />

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