Presentation from UX thursday about how to sell the design to stakeholders including making the stakeholders a user group and analyzing their hopes and fears as driving design goals. #UXTAtlanta
Introduction to the project and recognition of all the individuals that made the March madness happen
The romans used to say that to please the public you needed bread and circuses. Is March Madness just that easy. The coming slides aim to outline the problem as seen from the business stakeholder point of view, the Product teams point of view as well as the end users point of view
The business of March madness relies on advertising revenue. getting the maximum amount of people to view the content on any platform becomes to primary objective and anything that stands in between that happening needs a very good justification. In addition we introduced a new business strategy where the user would get 4 hours of viewing time before they where presented with a login screen which was tied to their Cable/satellite provider. in order to watch more then 4 hours they would have to authenticate.
The dedicated team that worked on march madness live had been through a lot. Their previous experience with UX had been one of contention and a misunderstanding of priority. The team needed feel included in the design process to start feeling like their concerns where being heard and that the design was going to address them.
We needed to meet the fans main objective of being able to see their team play and the standings of the tournament at any point.
In order to achieve the goals of all the different groups involved we used a three pronged approach.
We designed mobile first to make sure that we focused on the main functionality first.
we focused on making the content the driving force of the application. As the content and the advertising are linked together this helped the business feel better about the process
WE code signed the application with the product team in the room. This was done make sure that they felt seen heard and understood throughout the process and in addition it helped the UX team build trust with the stakeholders.
so what if you don't have TV rights and rabid fans etc.
When defining business goals make sure that you include your stake holders, your end users and your project teams goals so as to anticipate what their objections might be
Define what you want to get out of the project from a UX perspective as well as how that alignes with the overarching business goals.
References the cool project a paper written by Karen holtzblatt describing a framework for how to evaluate features and products.
Remember to focus on wining the war not the battle…
Thank you for reading this and write me a note if you get to the end of this- I will buy you a cup of coffee :-)