Selling UX with Daniel Szuc

Selling UX [email_address] @dszuc

Stretch!

Dan’s Assumptions
UX champions
Better products
Successful

What search do you use?

“ Googley” www.google.com/intl/en/corporate/ux.html UX culture

UX culture http://www.google.com/corporate/tenthings.html

What just happened?

Persuasion Entertaining Connecting Familiar Examples Then UX

Good News

http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html User experience specialist

http://news.bbc.co.uk/2/hi/technology/8017178.stm

Business of design

Bad News

Bad News
Commoditization
UX is misunderstood
Pressures to be faster to market

Organizational Culture

Organizations
Proposition:
Organizations are cultures.

Definitions of “Culture”
Culture:
The attitudes, values, behaviors, and customs that reflect a group’s approaches to living their lives.
Organizational culture:
“ The way we work around here”

National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures Thank you Paul Sherman

Culture Thank you Paul Sherman
Engineer-centric
Might never have had a UX team.
Products created from interesting technology.
Territorial about UI.
Design-centric
View building applications and websites as a creative endeavor.
Primary focus may be creating designs that other designers will like and respect.
Sales & marketing centric
Represented by powerful people who “know” their customers...but don’t know “all” the customers.
Challenges
Tendency to deem a product usable if it is possible to do the task.
They rely heavily on their own experience in UI design.
They feel they are doing the right thing for the customer, even if they don’t have evidence.
Challenges
Define the user experience in terms of aesthetics rather than ease of use.
Focus on visuals rather than workflows.
Rely heavily on their own instincts about users.
Focus only on data that confirms their viewpoints.
Challenges
Rely heavily on customers' self-report and customer suggestions to assess usability.
Disproportionately weight their “biggest” or “loudest” customers .
Often overconfident in their ability to “know” what the customer needs.

How are you rewarded?

Listening to your Manager
Time to market
Politics
Meeting a UI specification

What do you think of this process?

UX Language is Ugly Thank you John Rhodes

Defensive Ego Forceful UX Justification

Frustrations
“ They don’t listen to me”
“ I don’t have a seat at the strategy table”
“ They think usability is usability testing”

I have the perfect process for you!

UCD framework ISO 13407 – describes the process in five stages

Thank you Fit & Associates

IS THERE A PERFECT PROCESS ?

OR … IS IT MORE ABOUT APPROACH ?

Is there a shared language?

Clear Communications Engineering Marketing Design Shared Language

What does it take organizationally to speak the same language ?

What does it take organizationally to design great experiences?

What it takes
UX Vision
Value
Collaboration
Iteration & failure
Communications
Leadership

1. UX Vision

Thank you Fit & Associates

What people do or say What people think or believe What people feel Who people are – care, connection, sensitivity Thank you Fit & Associates

Something BIGGER

Holistic

Business impact

Personal impact

Understanding what sells

Ripeness

Ripeness
“ Culture Patterns” that indicate UX growth
Management is using the lingo
Hired a Director or VP of UX
Usability testing of products is a given
Usability Lab in place or being discussed
Product managers claim that UX is strategic advantage
Bought into UX

Know your target
Who is buying & budget allocation (money)
Product vision (plan)
Invest in R & D (money & strategy)
Customer care or just “lip service” (empathy)

What Sells
Passion
Choosing the right project
Meeting like minded people

What Sells
Choosing the right tools
Stories (Case Studies)
Business & Domain knowledge

UX Sales Kit
"Minimum standards" that all UX'ers should meet:
What is UX
A story
Share a delightful product experience
Sell team services

Sales Goal?

Success!

Where or what do you want to be in 2,5,10 years time?

?
User Tester v Designer
Closer (issues) v Opener (innovations)
Loner v Collaborator
Critic v Creator
Silo v holistic

Be valuable!

http://apogeehk.com/archives/constant-cycle-of-self-improvement/
Read
Share your knowledge
Contribute to your community
Lead

UX workshops

Jul, Aug 2010

UX Hong Kong 2011 www.uxhongkong.com Friday, 18 Feb 2011

www.uxhongkong.com

Thank You [email_address] @dszuc

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