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
    “Freshly cooked designs. Top quality.
    Just £30 per kilo.”
    “Okay, I’ll buy some.”
    Jan Srutek | UX Designer at Flow Interactive
  • 2. What’s this all about?1. Communication is essential in design 2. How to present design work3. Designing design deliverables
    @JanSru
  • 3. The way you present your designs matters. A lot.
    @JanSru
  • 4. The problem:UX tends to be conceptual & abstract
    @JanSru
  • 5. We’re selling mainly ‘just’ ideas
    We need to defend and justify our deliverables
    @JanSru
  • 6. UX is about
    As UX professionals,we will only ever be as good
    as our communications skills.
    @JanSru
  • 7. 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
  • 8. Engage your audiences
    @JanSru
    Involve stakeholders actively in the process
  • 9. Do collaborative workshops
    @JanSru
  • 10. Design is storytelling
    Talk about people’s experiences – not about interface widgets
    @JanSru
  • 11. Have the right mindset
    Don’t be like a politician pushing his agenda
    “This is the only possible solution.”
    @JanSru
  • 12. Have the right mindset
    Be like a wizard’s apprentice
    “Is there anything missing?”
    “How could it be improved?”
    @JanSru
  • 13. Speak your audience’s language
    Conversion funnel optimisation
    VS.
    Improving users’ experience
    @JanSru
  • 14. 2. How to present design work
  • 15. How to present design
    Structure your design presentations carefully
    You use a presentation framework
    e.g. the one from
    Communicating Design
    @JanSru
  • 16. How to get buy-in for your designs
    Or…get inspired by the
    Consumer Buying Behaviour Theory
    @JanSru
  • 17. How to get buy-in for your designs
    Consumer Buying Behaviour Theory:
    Problem recognition
    Information search
    Options evaluation
    Purchase decision
    Post-purchase evaluation
    @JanSru
  • 18. 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
  • 19. 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
  • 20. Present multiple solutions that you considered...
    How to get buy-in for your designs
    3. Options evaluation
    Concept
    three
    Concept
    two
    Concept
    one
    @JanSru
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. Always have a short executive summary ready up your sleeve.
    @JanSru
  • 26. 3. Designing design deliverables
  • 27. The anatomy of a UX deliverable
    Every UX deliverable has two layers:
    The ideas (the what)
    The presentation (the how)
    @JanSru
  • 28. More thinking about the Ideas, less about the Presentation.
    @JanSru
  • 29. Deliverables should be usable
    Aim for:
    Consistency
    Recognition rather than recall
    Aesthetic and minimalist design
    @JanSru
  • 30. Deliverables should be prioritised
    Emphasise important stuff
    …and de-emphasise irrelevant details
    @JanSru
  • 31. Some common UX deliverables
  • 32. Personas
    Make them believable
    Make them ‘glanceable’ and comparable
    Make them visually appealing
    @JanSru
  • 33. Wireframes
    This kind of sucks
    No clear visual hierarchy and logical groupings
    @JanSru
  • 34. Wireframes
    Nothing is aligned
    Your brain spends lots of time figuring it out
    @JanSru
  • 35. Modify search
    1 + 1 = 3
    Boxes just add clutter
    Info design principle by Tufte known as 1+1=3
    @JanSru
  • 36. 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
  • 37. Always use cover sheets
    First page of a deliverable pack describing
    • Context and purpose
    • 38. Deliverable’s status (ForReview, Final, etc.)
    • 39. Possibly also a changelog
    Your deliverables need to be able to defend themselves on their own.
    @JanSru
  • 40. 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
  • 41. Over to you
    ?
    How do you communicate
    and sell your designs?
    Find me on Twitter @JanSru
  • 42. Some reading for you:
    Find me on Twitter @JanSru