Selling UX

Stretchhhhhhhhhhh

Quick show of hands …

Who here is human?

Thank Use

Steve, Donna, Andrew & Danielle

Its good to be back …

Nice memories …

Hi Dan !

Who uses?

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

What just happened?

Persuasion “ These aren’t the UX specialists you’re looking for…”
Entertaining
Connecting
Familiar examples
… and then UX

Good News

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

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

Business of design

Lifestyle integration

Still not convinced?

I just want to have a shower

Part of something bigger right?

mobile madness

http://www.cw.com.hk/content/hong-kong-mobile-data-usage-hits-147-terabytes “ The total number of mobile phone users is 11.43 million and this represents a penetration rate of more than 163 percent”

Frustrations

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”

Barriers

Yikes!

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
Thank you John Rhodes

Barriers
No Executive Champion
Culture
Lack of effective communications
Results
Deliverables
Pitching
Not listening

Know your culture

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.

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)

Ripe Organizations

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
Usability Lab in place or being discussed
Product managers claim that UX is strategic advantage
Know people have “bought” UX

Maturity

http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate

http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate Design Maturity

What Sells?

What Sells
Passion
Choosing the right project
Meeting like minded people
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

Technology Marketing Business UX Change Agent

How people are rewarded?

Doing what the boss says
Launching on time
Playing politics
Coding to specification

Sales Goal?

Product Success

Common language?

Vision

http://www.uie.com/events/uiconf/2007/articles/experience_vision/

http://www.google.com/intl/en/corporate/ux.html

Google UX
Every millisecond counts
Simplicity is powerful
Be worthy of people's trust
Add a human touch

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

Be valuable!

Constant State of Self Improvement http://www.apogeehk.com/articles/constant_cycle_of_self_improvement.html
Read
Share your knowledge
Contribute to your community
Lead

?
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”

Thank You @dszuc

Selling UX

by dszuc on Aug 29, 2009

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Selling UX — Presentation Transcript