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Bi Oliveira
...so, you have a problem.
Business people not taking notice of your awesome UX is your problem to solve
UX without a business context can come off as ‘fluffy’ or worse, unnecessary.
...how do we solve it?
That’s what we do as designers, right?
Finding the RIGHT method of communication PLUS strategic thinking content
1 engages the stakeholder
2 outlines how good UX meets business need
3 demonstrates how you plan to implement your awesome UX
4 be accountable and
5 give business a stake in what you do
Frame the conversation in terms your audience will understand.
That might be a strategy-type document that you can present back to business stakeholders where you ARGUE YOUR CASE in business terms.
I did this recently as part of a strategy document to a VERY business-y crowd who didn’t know or understand the bigger need around UX
It’s over-used and problematic, but you can use this in your sell to frame the story.
Strategy document presented as a Powerpoint/Keynote takes the viewer on journey.
Three things to understand in framing this:
1. That business interest & need is being fully considered with your UX approach.
2. That decisions that are made have a rational & pragmatic basis. (they make sense to the stakeholder)
3. That business will be advantaged in some way (ie, you can deliver value)
Articulate that value.
Speak to what it can do for building leads/visits/DLs, or whatever success looks like to your audience.
A great example is online banking. An example of the product (the ability to access and work with your bank accounts online) is focussed on but the UX of that (the actual in-browser experience) are not aligned. The UX of these systems was terrible for years until banks figured out that good UX was an important driver for customer satisfaction and that getting it wrong had huge implications for brand and ultimately business.
...moves us onto strategy + content -> become the champion
Become the advocate for UX in your organisation.
...go back to basics
(user surveys, building personas, etc)
Audience might be unsophisticated - break it down for them.
...even if the bar is low...
Once you’ve made a big noise...
...be accountable
Lay out a plan for tracking how the work performs. This is your way of proving yourself and measuring success. EG, determine a conversion rate and improve on it over time.
Conversion rate, enquiries, building database, DLs, whatever.
We use Omniture
Tell your business stakeholders what you need in order to deliver. Resources in the form of research methods, site-surveys, client interviews, etc.
You’re asking for something, but it also allows them to feel that they’re tangibly invested.
... In conclusion
Beards not necessary