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.

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Communicating and Selling UX Design Deliverables

  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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