UX STRATEGIES SUMMIT , SAN FRANCISCO
Clients –
How to engage,
educate, & delight.




JUNE 12, 2014
!
Scott Runkel
scottru...
“AGENCY” “CLIENT”
DELIGHTEDUCATEENGAGE
*
A Method.
ENGAGE.
ENGAGE
EDUCATE
DELIGHT
It’s not about you.
1
ENGAGE
EDUCATE
DELIGHT
1
It’s not about you.
We need to go from this…
Designer
CLIENT
ENGAGE
EDUCATE
DELIGHT
1
It’s not about you.
To this…
Designer Client
ENGAGE
EDUCATE
DELIGHT
“Why to believe in others?”
– a message from Viktor Frankl,
neurologist, legendary psychiatrist
and Holocaust-survivor
It’...
1
It’s not about you.
Said in a slightly different way, in each of us, there lives
a desire to determine our meaning and p...
1
It’s not about you.
WHY THIS MATTERS
Builds a conviction in you to help the client succeed.
Builds empathy for their pos...
Be Curious
2
ENGAGE
EDUCATE
DELIGHT
2
ENGAGE
EDUCATE
DELIGHT
Be Curious
10yo 8yo
“Childlike Wonder”
2
Be Curious
ENGAGE
EDUCATE
DELIGHT
LIFEHACK.ORG

4 Reasons Why Curiosity is Important and How to Develop It



• Your min...
2
Be Curious
ENGAGE
EDUCATE
DELIGHT
LIFEHACK.ORG

4 Reasons Why Curiosity is Important and How to Develop It



• Keep an ...
2
Master the art of asking good questions.
!
!
A. Don’t ask Yes or No questions.

B. Dig Deeper
!
C. Use the Power of Sile...
2
Master the art of asking good questions.
!
!
WHY THIS MATTERS
Asking the most appropriate questions at the most appropri...
Know when to 

lead vs. follow.
3
ENGAGE
EDUCATE
DELIGHT
3
Know when to lead vs. follow.


Yes, you are paid to “lead” an engagement, initiative, or project.
The reality is that t...
3
Know when to lead vs. follow.


WHY THIS MATTERS
Giving the client room to work, have a point-of-view
shows respect and ...
Always, ALWAYS, go
the extra mile.
4
ENGAGE
EDUCATE
DELIGHT
4
Always, ALWAYS, go the extra mile.



Nothing is better, as a client, than receiving the call from a
partner to have him...
4
Always, ALWAYS, go the extra mile.



WHY THIS MATTERS
Illustrating a strong work-ethic creates infectious commitment.
T...
EDUCATE.
ENGAGE
EDUCATE
DELIGHT
Make something.
1
ENGAGE
EDUCATE
DELIGHT
Make something.
!
!
Make it. Break it.
!
WHY THIS MATTERS
Bringing clients into the process of making, or using
what you’v...
Tell the truth.
2
ENGAGE
EDUCATE
DELIGHT
2
Tell the truth.



If the client were always right, they wouldn’t need a partner.
!
WHY THIS MATTERS
To move “upstream” ...
Have a Point-Of-View.
!
3
ENGAGE
EDUCATE
DELIGHT
3
Have a Point-of-View.
!
!
Clients want participants, not attendees.
!
WHY THIS MATTERS
To move “upstream” in the relatio...
Listen.
4
ENGAGE
EDUCATE
DELIGHT
Listen.
!
!
Our most critical skill is that of listening.
!
1. Be Relentlessly Curious



2. Challenge assumptions
!
3. Co...
Listen.
!
!
Why this matters
Better understanding who you are working for and with
enables you to curate your most relevan...
DELIGHT.
ENGAGE
EDUCATE
DELIGHT
Prepare Yourself.
1
ENGAGE
EDUCATE
DELIGHT
1
Prepare Yourself.
!
!
“BE GOOD” MINDSET
!
Proving
!
Demonstrating Skill
!
Performing Better Than Others



Heidi Grant H...
1
Prepare Yourself.



http://99u.com/videos/22655/heidi-grant-halvorson-the-incredible-benefits-of-a-get-better-mindset
He...
Gain extreme clarity on business goals and metrics
!
Relentlessly connect your ideas and approach to their
potential to me...
Thank You.
SCOTT RUNKEL

scottrunkel.org
@scottrunkel
instagram.com/scottrunkel
678.938.6203
Clients: How to Engage, Educate and Delight.
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Clients: How to Engage, Educate and Delight.

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Closing keynote presentation, 2014 UX Strategy Summit, San Francisco.

The following are the videos played and referenced during the presentation:

Slide 9: "Why To Believe In Others?"
http://bit.ly/1g0OJnF
Viktor Frankl, 1972.

Slide 37: "The Incredible Benefits of a "Get Better" Mindset"
http://bit.ly/1aZ19Ay
Heidi Grant Halvorson

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Clients: How to Engage, Educate and Delight.

  1. 1. UX STRATEGIES SUMMIT , SAN FRANCISCO Clients – How to engage, educate, & delight. 
 
 JUNE 12, 2014 ! Scott Runkel scottrunkel.org @scottrunkel instagram.com/scottrunkel
  2. 2. “AGENCY” “CLIENT”
  3. 3. DELIGHTEDUCATEENGAGE * A Method.
  4. 4. ENGAGE. ENGAGE EDUCATE DELIGHT
  5. 5. It’s not about you. 1 ENGAGE EDUCATE DELIGHT
  6. 6. 1 It’s not about you. We need to go from this… Designer CLIENT ENGAGE EDUCATE DELIGHT
  7. 7. 1 It’s not about you. To this… Designer Client ENGAGE EDUCATE DELIGHT
  8. 8. “Why to believe in others?” – a message from Viktor Frankl, neurologist, legendary psychiatrist and Holocaust-survivor It’s not about you. ENGAGE EDUCATE DELIGHT http://www.ted.com/talks/viktor_frankl_youth_in_search_of_meaning
  9. 9. 1 It’s not about you. Said in a slightly different way, in each of us, there lives a desire to determine our meaning and purpose in life, regardless of who we are and where we come from. ! Acknowledging this in others, through collaboration can enable each of us to reach our full potential. ENGAGE EDUCATE DELIGHT
  10. 10. 1 It’s not about you. WHY THIS MATTERS Builds a conviction in you to help the client succeed. Builds empathy for their position and role. - - - - - * Generate mindmap of the “day-in-the-life” of the client. * Apply design methods to the client. ENGAGE EDUCATE DELIGHT
  11. 11. Be Curious 2 ENGAGE EDUCATE DELIGHT
  12. 12. 2 ENGAGE EDUCATE DELIGHT Be Curious 10yo 8yo “Childlike Wonder”
  13. 13. 2 Be Curious ENGAGE EDUCATE DELIGHT LIFEHACK.ORG
 4 Reasons Why Curiosity is Important and How to Develop It
 
 • Your mind becomes active vs. passive. • It makes your mind observant of new ideas. • It opens up new worlds of possibilities. • It brings excitement into your life.
  14. 14. 2 Be Curious ENGAGE EDUCATE DELIGHT LIFEHACK.ORG
 4 Reasons Why Curiosity is Important and How to Develop It
 
 • Keep an open mind. • Don’t take things as granted. • Ask questions relentlessly. • Don’t label something as boring.
  15. 15. 2 Master the art of asking good questions. ! ! A. Don’t ask Yes or No questions.
 B. Dig Deeper ! C. Use the Power of Silence
 
 D. Don’t Interrupt ! ENGAGE EDUCATE DELIGHT
  16. 16. 2 Master the art of asking good questions. ! ! WHY THIS MATTERS Asking the most appropriate questions at the most appropriate 
 times uncovers key objective and subjectives insight you can use 
 to ensure what’s produced is of value. ! Builds empathy for the client relationship. ENGAGE EDUCATE DELIGHT
  17. 17. Know when to 
 lead vs. follow. 3 ENGAGE EDUCATE DELIGHT
  18. 18. 3 Know when to lead vs. follow. 
 Yes, you are paid to “lead” an engagement, initiative, or project. The reality is that the client is also paid to do the same thing. ENGAGE EDUCATE DELIGHT R A C I
  19. 19. 3 Know when to lead vs. follow. 
 WHY THIS MATTERS Giving the client room to work, have a point-of-view shows respect and confidence. ENGAGE EDUCATE DELIGHT
  20. 20. Always, ALWAYS, go the extra mile. 4 ENGAGE EDUCATE DELIGHT
  21. 21. 4 Always, ALWAYS, go the extra mile.
 
 Nothing is better, as a client, than receiving the call from a partner to have him or her share their thinking about a problem I haven’t defined. ENGAGE EDUCATE DELIGHT
  22. 22. 4 Always, ALWAYS, go the extra mile.
 
 WHY THIS MATTERS Illustrating a strong work-ethic creates infectious commitment. That intensity reinforces the value of your time/work.
 ENGAGE EDUCATE DELIGHT
  23. 23. EDUCATE. ENGAGE EDUCATE DELIGHT
  24. 24. Make something. 1 ENGAGE EDUCATE DELIGHT
  25. 25. Make something. ! ! Make it. Break it. ! WHY THIS MATTERS Bringing clients into the process of making, or using what you’ve added, creates a bond with the information presented. It becomes memorable. 1 ENGAGE EDUCATE DELIGHT
  26. 26. Tell the truth. 2 ENGAGE EDUCATE DELIGHT
  27. 27. 2 Tell the truth.
 
 If the client were always right, they wouldn’t need a partner. ! WHY THIS MATTERS To move “upstream” in the relationship, it often involves telling the truth, which can be disruptive, and productive. ENGAGE EDUCATE DELIGHT
  28. 28. Have a Point-Of-View. ! 3 ENGAGE EDUCATE DELIGHT
  29. 29. 3 Have a Point-of-View. ! ! Clients want participants, not attendees. ! WHY THIS MATTERS To move “upstream” in the relationship, you need to articulate an informed point-of-view ! ENGAGE EDUCATE DELIGHT
  30. 30. Listen. 4 ENGAGE EDUCATE DELIGHT
  31. 31. Listen. ! ! Our most critical skill is that of listening. ! 1. Be Relentlessly Curious
 
 2. Challenge assumptions ! 3. Connect the dots (active listening) 4 ENGAGE EDUCATE DELIGHT
  32. 32. Listen. ! ! Why this matters Better understanding who you are working for and with enables you to curate your most relevant knowledge. 4 ENGAGE EDUCATE DELIGHT
  33. 33. DELIGHT. ENGAGE EDUCATE DELIGHT
  34. 34. Prepare Yourself. 1 ENGAGE EDUCATE DELIGHT
  35. 35. 1 Prepare Yourself. ! ! “BE GOOD” MINDSET ! Proving ! Demonstrating Skill ! Performing Better Than Others
 
 Heidi Grant Halvorson: 
 The Incredible Benefits of a 
 "Get Better" Mindset ENGAGE EDUCATE DELIGHT
  36. 36. 1 Prepare Yourself.
 
 http://99u.com/videos/22655/heidi-grant-halvorson-the-incredible-benefits-of-a-get-better-mindset Heidi Grant Halvorson: 
 The Incredible Benefits of a 
 "Get Better" Mindset
  37. 37. Gain extreme clarity on business goals and metrics ! Relentlessly connect your ideas and approach to their potential to meet goals and metrics Always be two steps ahead of the client ! Know client’s business as well as they do ! NO SURPRISES! ! 2 ENGAGE EDUCATE DELIGHT
  38. 38. Thank You. SCOTT RUNKEL
 scottrunkel.org @scottrunkel instagram.com/scottrunkel 678.938.6203
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