Creating a UX Culture
With Our Clients and in Our Company

About nForm
UX, Design and Development Company
HQ in Edmonton
15 people
“Management Consultants for the Web”*
* Matthew Milan came up with this

Business
Return on Investment
Value
Return on Experience
User

Company Client
Tangible
Intangible

For most development
People are most invested
projects, it’s the norm
in the decisions they
make themselves
it’s a requirement for
change
Freedom to fail
Willingness to try new
Freedom to experiment, learn
Failure
things
Willingness to listen
Autonomy Taking risks
Blame and shame
Personal
Accept and move on
accountability
Transparency

Eliminate stigma
Engage in practical research
associated with research
related to problem
Reduce guesswork
behind design Prioritize problems &
Identify assumptions solutions
behind solutions
Connect design to
Provide a framework for
business problems
Test solutions early
testing the solution--does it
Evidence achieve objectives?
Provide foundation for
iteration
Confidence in solution
Trust
Reduce political solutions
Transparency
Improved decision-making
Freedom to
experiment, learn

ve
1/3 pages ha
less than 10
widgets
Web Analytics Content Analytics
Usability Testing Surveys
Interviews Contextual Inquiry
Diary Studies

Talk their language:
Explain: clients need to
lower costs, mitigate
understand why we do
Focus on client’s
risks, increase revenue
things the way we do
business problem, not
UX methods
Cultivate a deep respect
for client’s problem
Show results through
early evaluation
Clients want a solution to the
problem, not wireframes
Results Share everything
Can’t be dogmatic
about methods
Understanding of UX
Process & Value
Design process to fit
problem Trust
Education &
Freedom to
Evangelism
experiment, learn

Keynotes
Web Strategy Summit
May 4 & 5, 2009
Delta Bow Valley Hotel Avinash Kaushik
Analytics Evangelist, Google
Calgary, Canada
http://webstrategysummit.com
Call for submissions closes
January 31 (this Saturday)
Jeremiah Owyang
Web Strategist, Forrester