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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?
Why?
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....
Frustrations
Frustrations
• “They don’t listen to me”
• “We are not taking seriously”
• “I don’t have a seat at the strategy table”
• “...
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 matt...
Barriers
• No Executive Champion
• Culture
• Lack of effective communications
– Results
– Deliverables
– Pitching
– Not li...
Know your
culture
Culture
Engineer-centric
• Might never have had a UX
team.
• Products created from
interesting technology.
• Territorial a...
Know your target
• Who is buying & budget allocation (money)
• Product vision (plan)
• Invest in R & D (money & strategy)
...
Ripe Organizations
Ripe Organizations
• “Culture Patterns” that indicate UX
growth
– Management is using the lingo
– Hired a Director or VP o...
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 ...
UX Sales Kit
• "Minimum standards" that all UX'ers
should meet:
– What is UX
– A story
– Share a delightful product experi...
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 y...
?
• User Tester v Designer
• Closer (issues) v Opener (innovations)
• Loner v Collaborator
• Critic v Creator
• Silo v hol...
Thank You
@dszuc
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Selling UX

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Imagine we need to sell UX to an organization. Not all organizations have the same level of interest and receptiveness to UX. Some just don’t care.

What should we know about an organization that will help us sell UX more effectively? What sort of questions should we ask about the organization, its people and its culture? What can we learn from organizations where UX has become part of the corporate DNA? What factors can increase our chances of promoting UX successfully to an organization now and in the future?

This presentation will tap into more than 10 years of experience in selling UX into different markets and organizations. We will share the successes, pitfalls and failures.

Thank you UX Australia 2009

http://www.uxaustralia.com.au/conference-2009/selling-ux

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  • Transcript of "Selling UX"

    1. 1. Selling UX
    2. 2. Stretchhhhhhhhhhh
    3. 3. Quick show of hands …
    4. 4. Who here is human?
    5. 5. Thank Use
    6. 6. Steve, Donna, Andrew & Danielle
    7. 7. Its good to be back …
    8. 8. Nice memories …
    9. 9. Hi Dan !
    10. 10. Who uses?
    11. 11. Why?
    12. 12. UX culture http://www.google.com/corporate/tenthings.html
    13. 13. What just happened?
    14. 14. Persuasion “These aren’t the UX specialists you’re looking for…” •Entertaining •Connecting •Familiar examples •…and then UX
    15. 15. Good News
    16. 16. http://www.usnews.com/features/business/best-careers/best-careers-2008.html Usability/User experience specialist
    17. 17. http://news.bbc.co.uk/2/hi/technology/8017178.stm
    18. 18. Business of design
    19. 19. Lifestyle integration
    20. 20. Still not convinced?
    21. 21. I just want to have a shower
    22. 22. Part of something bigger right?
    23. 23. mobile madness
    24. 24. 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”
    25. 25. Frustrations
    26. 26. 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”
    27. 27. Barriers
    28. 28. Yikes!
    29. 29. UX Language is Ugly Thank you John Rhodes
    30. 30. 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
    31. 31. Barriers • No Executive Champion • Culture • Lack of effective communications – Results – Deliverables – Pitching – Not listening
    32. 32. Know your culture
    33. 33. Culture 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. Thank you Paul Sherman
    34. 34. 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)
    35. 35. Ripe Organizations
    36. 36. 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
    37. 37. Maturity
    38. 38. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate
    39. 39. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate Design Maturity
    40. 40. What Sells?
    41. 41. What Sells • Passion • Choosing the right project • Meeting like minded people • Choosing the right tools • Stories (Case Studies) • Business & Domain knowledge
    42. 42. UX Sales Kit • "Minimum standards" that all UX'ers should meet: – What is UX – A story – Share a delightful product experience – Sell team services
    43. 43. Technology Marketing Business UX Change Agent
    44. 44. How people are rewarded?
    45. 45. •Doing what the boss says •Launching on time •Playing politics •Coding to specification
    46. 46. Sales Goal?
    47. 47. Product Success
    48. 48. Common language?
    49. 49. Vision
    50. 50. http://www.uie.com/events/uiconf/2007/articles/experience_vision/
    51. 51. http://www.google.com/intl/en/corporate/ux.html
    52. 52. Google UX • Every millisecond counts • Simplicity is powerful • Be worthy of people's trust • Add a human touch
    53. 53. Where or what do you want to be in 2,5,10 years time?
    54. 54. Be valuable!
    55. 55. 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
    56. 56. ? • 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”
    57. 57. Thank You @dszuc

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