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Selling Usability Into Organizations

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  • 1. Selling Usability in (to) Organizations
  • 2. Stretch …
  • 3. Lucky draw!
  • 4. Lucky Draw
  • 5. Lucky Draw
  • 6. Lucky Draw
  • 7. How did I get here?
  • 8. Start Your Engines!
  • 9. Who uses?
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14. Why?
  • 15. UX culture http://www.google.com/corporate/tenthings.html
  • 16. What just happened?
  • 17. Persuasion “ These aren’t the usability specialists you’re looking for…”
    • Entertaining
    • Connecting to UX themes
    • Familiar examples
    • … and then usability
  • 18. Good News
  • 19. 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
  • 20. http://www.usnews.com/features/business/best-careers/best-careers-2008.html Usability/User experience specialist
  • 21. http://www.pewinternet.org/press_release.asp?r=310
  • 22. http://news.bbc.co.uk/2/hi/technology/8017178.stm
  • 23. Business of design
  • 24. Lifestyle integration
  • 25. Still not convinced?
  • 26. I just want to have a shower
  • 27.  
  • 28.  
  • 29. Part of something bigger right?
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35. Not just Usability
    • User Experience
      • Measuring Experiences across channels
      • Channels = TV, web, mobile, phone, shops
      • Convergence
    • “… need to wear numerous hats to survive”
  • 36. mobile madness
  • 37. http://www.cw.com.hk/content/hong-kong-mobile-data-usage-hits-147-terabytes "Apart from mobile data usage, the number of 2.5G/3G mobile phone users has increased by 15 percent on a year-on-year basis reaching 3.35 million in January 2009. The total number of mobile phone users is 11.43 million and this represents a penetration rate of more than 163 percent” .
  • 38. Frustrations
  • 39. Frustrations
    • “ They don’t listen to me”
    • “ We are not taking seriously”
    • “ I don’t have a seat at the strategy table”
    • “ They think usability is usability testing”
    • “ My team is not big enough”
  • 40. Get Out Now!
  • 41. Barriers
  • 42. Yikes!
  • 43. Truth: UX Language is Ugly Thank you John Rhodes
  • 44. 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
  • 45. Barriers
    • No Executive Champion
    • Not positioned
    • Culture
      • Developers see UX as an obstacle
      • Too late in development
    • Lack of effective communications (teaching, sharing results, sitting close by)
  • 46. Know Your Target
  • 47. 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.
  • 48. Know your target
    • Who is buying & budget allocation (money)
    • Product vision (plan)
    • Invest in Research and Development (money & strategy)
    • Customer care or just “lip service” (empathy)
  • 49. Ripe Organizations
  • 50. Ripe Organizations
    • “ 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
      • Money is flowing to bring in new UX’ers
      • Usability Lab in place or being discussed
      • Product managers claim that UX is strategic advantage
    This is how you know people have “bought” UX
  • 51. What Sells?
  • 52. What Sells
    • Passion and enthusiasm for UX
    • Choosing the right project
    • Meeting like minded people
    • Simple entry level tools
    • Stories (Case Studies)
    • Business & Domain knowledge
  • 53. What Sells Technology Marketing Business UX Change Agent
  • 54. Be a Change Agent http://www.uxmatters.com/MT/archives/000162.php
    • Gulf between Project Mgt, Engineering and User Experience
    • Liaisons between these disciplines - across cultures (“the glue”)
  • 55. 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?
  • 56. Maturity
  • 57. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate
  • 58. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate Design Maturity
  • 59. Rewards
  • 60.
    • Launching on time
    • Doing what the boss says
    • Coding to specification
    • Delighting a customer
    • Moving up the corporate ladder
  • 61. Sales Goal?
  • 62. Product Success
  • 63. Common language?
  • 64. Vision
  • 65. http://www.uie.com/events/uiconf/2007/articles/experience_vision/
  • 66. http://blogs.harvardbusiness.org/merholz/2009/04/your-customers-lead-a-multicha.html
  • 67. http://www.google.com/intl/en/corporate/ux.html
  • 68. Google UX
    • Every millisecond counts
    • Simplicity is powerful
    • Be worthy of people's trust
    • Add a human touch
  • 69. What has worked well for Dan?
  • 70. What has worked well for Dan?
    • Industry reading, reading, reading
    • Constant state of learning - Conferences, Discussion lists, Peers, join STC, UPA, local Chapters
    • Lead
    • Reaching out to collaborate
    • Look beyond your own field …
  • 71. Constant State of Self Improvement http://www.apogeehk.com/articles/constant_cycle_of_self_improvement.html
  • 72.
    • “ G ood product managers can look into the future and spot general trends as they begin to impact the market, if not before … There are massive changes going on right now in the global economy , media consumption , spending habits , technology adoption , and social behavior that will be much more relevant to your product and company than the current fad of the week.
    • As a product manager, you need to be able to identify emerging trends and capitalize on important ones. This will ensure that your products — and you as a product manager — are relevant going forward.”
    Ignore fads and watch trends http://www.goodproductmanager.com/2007/02/07/ignore-fads-watch-trends/
  • 73. Where or what do you want to be in 2,5,10 years time?
  • 74. ?
    • 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”
  • 75. Learn more … http://www.uxmatters.com/MT/archives/000335.php
  • 76. Learn more …
  • 77. Learn more …
  • 78. Thank You & Lucky Draw