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

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”

“ 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

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

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

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.

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)

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

“ 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

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

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

"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

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

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

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”

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