Partnering with Key Stakeholders in UX Strategy

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Everyone working on a project has an impact on the end customer and intends to focus on the user experience. Delivering an engaging and usable product or service to customers however, is a journey. As a UX professional, you need to partner effectively with product owners, engineers, executives and other key stakeholders before your work will ever reach the end users you are designing for.

This presentation covers understanding the perspective of key stakeholders and covering tactics for successfully partnering in a UX strategy. How do I help decision makers “get” UX? What is the number one problem stakeholders have in evaluating design? How do I get stakeholder to value research?

Published in: Design, Technology, Business

Partnering with Key Stakeholders in UX Strategy

  1. 1. Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com Partnering with Key Stakeholders in UX Strategy
  2. 2. Partnering with Key Stakeholders in UX Strategy
  3. 3. Who are you?
  4. 4. Ever heard (or said)…
  5. 5. “We don’t need UX right now.”“We don’t need UX right now.”
  6. 6. “I’m not a designer, but could you just…” “I’m not a designer, but could you just…”
  7. 7. “I’m the target audience.”“I’m the target audience.”
  8. 8. Stakeholder
  9. 9. Stakeholders: Decision Makers & Influencers
  10. 10. Unlabel: SellingYou Without Selling Out - Mark Ecko Before reaching goalkeepers, need to pass the gatekeepers. Before reaching goalkeepers, need to pass the gatekeepers.
  11. 11. Creator…Creator…
  12. 12. Customer…Customer…
  13. 13. Stakeholder?Stakeholder?
  14. 14. Engineering DesignProduct BusinessBusinessBusiness
  15. 15. The objective of ______ is to solve problems. Business
  16. 16. Better.Together.Better.Together.
  17. 17. We will need some power-ups.
  18. 18. Here we go!Here we go!
  19. 19. “I’m the target audience.”“I’m the target audience.”
  20. 20. Not necessarily (Often not at all)
  21. 21. Illusion of Explanatory DepthIllusion of Explanatory Depth
  22. 22. How does a zipper really work?
  23. 23. How does a car really work?
  24. 24. We have opinions on the familiar. (Mistake superficial knowledge for in-depth.) Drunk Tank Pink - Adam Alter
  25. 25. How does it achieve the customer’s goals? (Not just think through what it does.)
  26. 26. One-Pager Research PlanOne-Pager Research Plan
  27. 27. - Author & Stakeholders - Background / Goals - Research Questions - Methodology - Participants - Schedule The UX Research Plan That Stakeholders Love - Tomer Sharon
  28. 28. PersonasPersonas
  29. 29. PrototypingPrototyping
  30. 30. - Early & often - All have failure of imagination - Collective group activity - Develops shared understanding Prototype: How to Pre-visualize the Experience - Troy Parke
  31. 31. Paper and sketching works great.
  32. 32. Higher fidelity is even better.
  33. 33. Observe customer behavior…
  34. 34. …the highest value UX activity.
  35. 35. “UX is User Experience - Not UseYour Experience” “UX is User Experience - Not UseYour Experience”
  36. 36. “I’m not a designer, but could you just…” “I’m not a designer, but could you just…”
  37. 37. Show how to give feedbackShow how to give feedback
  38. 38. - It’s not art - Does this meet our goals? - Be respectfully direct - Be able to answer “Why?” - Ask questions Giving Better Design Feedback - Mike Monteiro
  39. 39. Empathy & UnderstandingEmpathy & Understanding
  40. 40. Engineering DesignProduct
  41. 41. ROI Shipping Usable Integrated Scale Manage Risk
  42. 42. Surviving a Design ReviewSurviving a Design Review
  43. 43. - Don’t understand design. - Focused on individual needs. - Concerns in terms of solutions. Surviving a Design Review - Charlie Kreitzberg
  44. 44. Trailer before the movieTrailer before the movie
  45. 45. The back pocketThe back pocket
  46. 46. Combination is human natureCombination is human nature
  47. 47. Same story different waysSame story different ways
  48. 48. Whatever worksWhatever works
  49. 49. Everyone has an impact on the user’s experience Everyone has an impact on the user’s experience
  50. 50. “We don’t need UX right now.”“We don’t need UX right now.”
  51. 51. Not a deliverable User Experience is a business strategy
  52. 52. Speak the languageSpeak the language
  53. 53. Gapminder Be on the hook for performanceBe on the hook for performance
  54. 54. The Experience Design Process - Andrea Nelson Be part of the processBe part of the process
  55. 55. Reframe the problem
  56. 56. Design a vaseDesign a vase
  57. 57. Design a way to experience flowersDesign a way to experience flowers
  58. 58. - Unusable at small size - Core business value was “No Ads” -Value of a non-paying customer - How to show a better experience?
  59. 59. Tell users what they are getting
  60. 60. Best experience first
  61. 61. Integrated advertising
  62. 62. Ratings and feedback
  63. 63. Delay account creation
  64. 64. Marry the problem, not the solutionMarry the problem, not the solution
  65. 65. UX amplifies the challengesUX amplifies the challengesUX amplifies the challenges
  66. 66. If you want to go fast, go alone. If you want to go far, go together. If you want to go fast, go alone. If you want to go far, go together.
  67. 67. Go further, together.
  68. 68. Thank you.
  69. 69. Reference Unlabel: SellingYou Without Selling Out - Mark Ecko ! Drunk Tank Pink - Adam Alter ! The UX Research Plan That Stakeholders Love - Tomer Sharon ! Prototype: How to Pre-visualize the Experience - Troy Parke ! Giving Better Design Feedback - Mike Monteiro ! Surviving a Design Review - Charlie Kreitzberg ! The Experience Design Process - Andrea Nelson All registered trademarks or trademarks are property of their respective owners.
  70. 70. Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com

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