Selling UX
 
 
 
 
Who uses?
 
 
 
 
 
Why?
UX culture http://www.google.com/corporate/tenthings.html
What just happened?
Persuasion <ul><li>Entertaining </li></ul><ul><li>Connecting </li></ul><ul><li>Familiar examples </li></ul><ul><li>… and t...
Good News
http://www.usnews.com/features/business/best-careers/best-careers-2008.html Usability/User experience  specialist
http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html User experience  specialist
http://news.bbc.co.uk/2/hi/technology/8017178.stm Technology is still hard to use
Business of design
Lifestyle integration
Still not convinced?
I just want to have a shower
 
 
We have work to do  
Barriers
Yikes!
UX Language is Ugly
UX Speed Bumps <ul><li>Our definitions of UX force us to  justify UX </li></ul><ul><li>We talk ourselves into a  defensive...
Barriers <ul><li>Lack of effective communications  </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Deliverables <...
Cultures
Organizations  <ul><li>Proposition:  </li></ul><ul><li>Organizations are cultures. </li></ul>
What is culture? <ul><li>Culture: </li></ul><ul><li>The attitudes, values, behaviors, and customs that reflect a group’s a...
National  Culture Organizational Culture Professional  Culture Formal Processes Informal Processes Cultures overlap. Regio...
Key Point <ul><li>Each culture we belong to influences our: </li></ul><ul><li>Attitudes </li></ul><ul><li>Opinions </li></...
<ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interes...
<ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interes...
<ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interes...
“ Au says the  collaboration  between  designers  and  engineers  is  healthy . A lot of the design team's time is spent o...
Know your target <ul><li>Who is buying & budget allocation (money) </li></ul><ul><li>Product vision (plan) </li></ul><ul><...
Ripe Organizations
 
Ripe Organizations <ul><li>“ Culture Patterns”  that indicate UX growth </li></ul><ul><ul><li>Management is using the ling...
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
Rewards
<ul><li>Doing what the boss says </li></ul><ul><li>Launching on time </li></ul><ul><li>Playing politics </li></ul><ul><li>...
What Sells?
Selling Isn’t “Selling” Vegan
Selling is Alignment Vegan
Sales Kit <ul><li>&quot;Minimum standards&quot; for all UX'ers </li></ul><ul><li>What is usability, user-centered design, ...
Sales Goal?
Product Success
Common language?
UX Vision
http://www.uie.com/events/uiconf/2007/articles/experience_vision/
http://www.google.com/intl/en/corporate/ux.html
Where or what do you want to be in 2,5,10 years time?
? <ul><li>User Tester v  Designer </li></ul><ul><li>Closer (issues) v  Opener (innovations) </li></ul><ul><li>Loner v  Col...
Be valuable!
Constant State of Self Improvement   http://www.apogeehk.com/articles/constant_cycle_of_self_improvement.html <ul><li>Read...
Thank You   Email - dszuc@apogeehk.com Twitter - @dszuc
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Selling UX (IXDA Shanghai 2009)

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At some point in your career, you’ll be called upon to sell User Experience (UX) to someone in your organization. You’ve probably already done it. Perhaps you’ll need to justify what you do in an organization or industry that’s just beginning to adopt UX methods or sell UX to secure your position within an organization or get future projects. So, what do you need to know to help you sell UX? What challenges might you face? In this talk, Daniel Szuc will:

1. Examine what works and what does not work well when selling UX within an organization;
2. Identify barriers you might encounter to the adoption of UX methods in your organization;
3. Discuss how to package and present UX to stakeholders.

Also see: http://designative.info/2009/12/09/event-ixda-shanghai-presents-selling-ux-in-organizations-with-daniel-szuc-december-11th-2009-630pm/comment-page-1/#comment-6037

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Transcript of "Selling UX (IXDA Shanghai 2009)"

  1. 1. Selling UX
  2. 6. Who uses?
  3. 12. Why?
  4. 13. UX culture http://www.google.com/corporate/tenthings.html
  5. 14. What just happened?
  6. 15. Persuasion <ul><li>Entertaining </li></ul><ul><li>Connecting </li></ul><ul><li>Familiar examples </li></ul><ul><li>… and then UX </li></ul>
  7. 16. Good News
  8. 17. http://www.usnews.com/features/business/best-careers/best-careers-2008.html Usability/User experience specialist
  9. 18. http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html User experience specialist
  10. 19. http://news.bbc.co.uk/2/hi/technology/8017178.stm Technology is still hard to use
  11. 20. Business of design
  12. 21. Lifestyle integration
  13. 22. Still not convinced?
  14. 23. I just want to have a shower
  15. 26. We have work to do 
  16. 27. Barriers
  17. 28. Yikes!
  18. 29. UX Language is Ugly
  19. 30. UX Speed Bumps <ul><li>Our definitions of UX force us to justify UX </li></ul><ul><li>We talk ourselves into a defensive position </li></ul><ul><li>Does it matter what you call it? </li></ul>
  20. 31. Barriers <ul><li>Lack of effective communications </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Deliverables </li></ul></ul><ul><ul><li>Pitching </li></ul></ul><ul><ul><li>Not listening </li></ul></ul>
  21. 32. Cultures
  22. 33. Organizations <ul><li>Proposition: </li></ul><ul><li>Organizations are cultures. </li></ul>
  23. 34. What is culture? <ul><li>Culture: </li></ul><ul><li>The attitudes, values, behaviors, and customs that reflect a group’s approaches to living their lives. </li></ul><ul><li>Organizational culture: </li></ul><ul><li>“ The way we work around here” </li></ul>
  24. 35. National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Cultures overlap. Regional Culture Organizational Sub-cultures
  25. 36. Key Point <ul><li>Each culture we belong to influences our: </li></ul><ul><li>Attitudes </li></ul><ul><li>Opinions </li></ul><ul><li>Motivations </li></ul><ul><li>Behaviors </li></ul>
  26. 37. <ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interesting technology. </li></ul><ul><li>Territorial about UI. </li></ul><ul><li>Challenges </li></ul><ul><li>Tendency to deem a product usable if it is possible to do the task. </li></ul><ul><li>They rely heavily on their own experience in UI design. </li></ul><ul><li>They feel they are doing the right thing for the customer, even if they don’t have evidence. </li></ul>
  27. 38. <ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interesting technology. </li></ul><ul><li>Territorial about UI. </li></ul><ul><li>Design-centric </li></ul><ul><li>View building applications and websites as a creative endeavor. </li></ul><ul><li>Primary focus may be creating designs that other designers will like and respect. </li></ul><ul><li>Challenges </li></ul><ul><li>Tendency to deem a product usable if it is possible to do the task. </li></ul><ul><li>They rely heavily on their own experience in UI design. </li></ul><ul><li>They feel they are doing the right thing for the customer, even if they don’t have evidence. </li></ul><ul><li>Challenges </li></ul><ul><li>Define the user experience in terms of aesthetics rather than ease of use. </li></ul><ul><li>Focus on visuals rather than workflows. </li></ul><ul><li>Rely heavily on their own instincts about users. </li></ul><ul><li>Focus only on data that confirms their viewpoints. </li></ul>
  28. 39. <ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interesting technology. </li></ul><ul><li>Territorial about UI. </li></ul><ul><li>Design-centric </li></ul><ul><li>View building applications and websites as a creative endeavor. </li></ul><ul><li>Primary focus may be creating designs that other designers will like and respect. </li></ul><ul><li>Sales & marketing centric </li></ul><ul><li>Represented by powerful people who “know” their customers...but don’t know “all” the customers. </li></ul><ul><li>Challenges </li></ul><ul><li>Tendency to deem a product usable if it is possible to do the task. </li></ul><ul><li>They rely heavily on their own experience in UI design. </li></ul><ul><li>They feel they are doing the right thing for the customer, even if they don’t have evidence. </li></ul><ul><li>Challenges </li></ul><ul><li>Define the user experience in terms of aesthetics rather than ease of use. </li></ul><ul><li>Focus on visuals rather than workflows. </li></ul><ul><li>Rely heavily on their own instincts about users. </li></ul><ul><li>Focus only on data that confirms their viewpoints. </li></ul><ul><li>Challenges </li></ul><ul><li>Rely heavily on customers' self-report and customer suggestions to assess usability. </li></ul><ul><li>Disproportionately weight their “biggest” or “loudest” customers. </li></ul><ul><li>Often overconfident in their ability to “know” what the customer needs. </li></ul>
  29. 40. “ Au says the collaboration between designers and engineers is healthy . A lot of the design team's time is spent on setting standards and building a style guide for engineers to ensure a project will really end up looking like a Google product .” http://www.techradar.com/news/internet/google-explains-its-minimalist-design-philosophy-641441
  30. 41. Know your target <ul><li>Who is buying & budget allocation (money) </li></ul><ul><li>Product vision (plan) </li></ul><ul><li>Invest in Research and Development (money & strategy) </li></ul><ul><li>Customer care or just “lip service” (empathy) </li></ul>
  31. 42. Ripe Organizations
  32. 44. Ripe Organizations <ul><li>“ Culture Patterns” that indicate UX growth </li></ul><ul><ul><li>Management is using the lingo </li></ul></ul><ul><ul><li>Hired a Director or VP of UX </li></ul></ul><ul><ul><li>Usability testing of products is a given </li></ul></ul><ul><ul><li>Usability Lab in place or being discussed </li></ul></ul><ul><ul><li>Product managers claim that UX is strategic advantage </li></ul></ul>Know people have “bought” UX
  33. 45. Maturity
  34. 46. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate
  35. 47. http://www.businessweek.com/innovate/content/apr2009/id20090429_083139.htm?campaign_id=rss_innovate Design Maturity
  36. 48. Rewards
  37. 49. <ul><li>Doing what the boss says </li></ul><ul><li>Launching on time </li></ul><ul><li>Playing politics </li></ul><ul><li>Coding to specification </li></ul>
  38. 50. What Sells?
  39. 51. Selling Isn’t “Selling” Vegan
  40. 52. Selling is Alignment Vegan
  41. 53. Sales Kit <ul><li>&quot;Minimum standards&quot; for all UX'ers </li></ul><ul><li>What is usability, user-centered design, UX </li></ul><ul><li>Case study – tell a story </li></ul><ul><li>Share a delightful product experience </li></ul><ul><li>Sell the team services </li></ul><ul><li>What else? </li></ul>
  42. 54. Sales Goal?
  43. 55. Product Success
  44. 56. Common language?
  45. 57. UX Vision
  46. 58. http://www.uie.com/events/uiconf/2007/articles/experience_vision/
  47. 59. http://www.google.com/intl/en/corporate/ux.html
  48. 60. Where or what do you want to be in 2,5,10 years time?
  49. 61. ? <ul><li>User Tester v Designer </li></ul><ul><li>Closer (issues) v Opener (innovations) </li></ul><ul><li>Loner v Collaborator </li></ul><ul><li>Critic v Creator </li></ul><ul><li>Silo v holistic </li></ul>
  50. 62. Be valuable!
  51. 63. Constant State of Self Improvement http://www.apogeehk.com/articles/constant_cycle_of_self_improvement.html <ul><li>Read </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Contribute to your community </li></ul><ul><li>Lead </li></ul>
  52. 64. Thank You Email - dszuc@apogeehk.com Twitter - @dszuc

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