Selling Usability in (to) Organizations

Grazie Turin & UPA Europe

Lucky Draw

How did I get here? Daniel Szuc

Start Your Engines!

Who uses?

Why?

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

What just happened?

Persuasion “ These aren’t the usability specialists you’re looking for…” Entertaining Connecting Touching on UX themes Google example … and then usability

Entertaining

Connecting

Touching on UX themes

Google example

… and then usability

Good News

Usability is Sold Key market trends in 2006 (e-consultancy) Market grew by 28% in 2005 to £115m. Likely to grow by around 25% to £144m by the end of 2006 Growing marketplace understanding of commercial benefits of usability , and the business case for accessibility Growing shortage of experience , particular cross-platform expertise, at a time of rising demand for holistic customer experience irrespective of channel It will no longer be about us selling Usability to Management but showing where its adding value Too much demand, not enough supply

Key market trends in 2006 (e-consultancy)

Market grew by 28% in 2005 to £115m. Likely to grow by around 25% to £144m by the end of 2006

Growing marketplace understanding of commercial benefits of usability , and the business case for accessibility

Growing shortage of experience , particular cross-platform expertise, at a time of rising demand for holistic customer experience irrespective of channel

http://www.usnews.com/features/business/best-careers/best-careers-2008.html Usability/User experience specialist

http://www.pewinternet.org/press_release.asp?r=310

Business of design

Lifestyle integration

I just want to have a shower

Part of something bigger right?

Barriers

Yikes!

Truth: UX Language is Ugly Thank you John Rhodes

UX Speed Bumps Our definitions of UX force us to justify UX We talk ourselves into a defensive position Does it matter what you call it? Don’t let your ego get in the way Let them choose the language to use “ Usability” vs.. “UX”  What’s the value is explaining the difference? Thank you John Rhodes

Our definitions of UX force us to justify UX

We talk ourselves into a defensive position

Does it matter what you call it?

Don’t let your ego get in the way

Let them choose the language to use

“ Usability” vs.. “UX”  What’s the value is explaining the difference?

Barriers No management support Developers see UX as an obstacle Enterprise solutions dictating UX Selling more advanced methods when people expect usability to be fast and cheap Too late in the development process

No management support

Developers see UX as an obstacle

Enterprise solutions dictating UX

Selling more advanced methods when people expect usability to be fast and cheap

Too late in the development process

Know Your Target

Organization Types 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.

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.

Know your target Usability Maturity Who is buying & budget allocation Business vision Invest in research and Development Customer care or just “lip service”?

Usability Maturity

Who is buying & budget allocation

Business vision

Invest in research and Development

Customer care or just “lip service”?

Ripe Organizations

Ripe Organizations “ Culture Patterns” that indicate UX growth Management is using the lingo Hired a Director/VP of UX Usability testing of products is a given Money is flowing to bring in new UX’ers A usability lab is in place or being discussed Product managers claim that UX is strategic advantage This is how you know people have “bought” UX

“ Culture Patterns” that indicate UX growth

Management is using the lingo

Hired a Director/VP of UX

Usability testing of products is a given

Money is flowing to bring in new UX’ers

A usability lab is in place or being discussed

Product managers claim that UX is strategic advantage

What Sells?

What Sells Passion and enthusiasm for UX Choosing the right project & meeting like minded people Simple entry level tools Case studies & Stories Business domain knowledge Clear communication & listening

Passion and enthusiasm for UX

Choosing the right project & meeting like minded people

Simple entry level tools

Case studies & Stories

Business domain knowledge

Clear communication & listening

What Sells Technology Marketing Business UX Change Agent

Be a Change Agent http://www.uxmatters.com/MT/archives/000162.php

Be a Change Agent Gulf between Project Mgt, Engineering and User Experience Liaisons between these disciplines—that is, across cultures (“the glue”) Culture Founders, Design Process, Belief, Management buy in

Gulf between Project Mgt, Engineering and User Experience

Liaisons between these disciplines—that is, across cultures (“the glue”)

Culture

Founders, Design Process, Belief, Management buy in

UX Sales Kit "Minimum standards" that all UX'ers should meet: What is usability, user-centered design, UX Case study - tell a story Share a delightful product experience Sell the team services What else?

"Minimum standards" that all UX'ers should meet:

What is usability, user-centered design, UX

Case study - tell a story

Share a delightful product experience

Sell the team services

What else?

Sales Goal?

Product 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 more open, more creative, take risks, challenge our assumptions, listen to each other”

User Tester v Designer

Closer (issues) v Opener (innovations)

Loner v Collaborator

Critic v Creator

Silo v holistic

“ Be more open, more creative, take risks, challenge our assumptions, listen to each other”

Learn more … http://www.uxmatters.com/MT/archives/000335.php

Thank You