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@_davestadler
How to sell design 

to developers.
Bridging the gap between two different ways of thinking.
@_davestadler
@_davestadler
@_davestadler
Hi, I’m dave
@_davestadler
Expert on pointing at things.
@_davestadler
@quickleft
@_davestadler
we build web & mobile apps.
@_davestadler
@_davestadler
why must we
sell design?
@_davestadler
some designers
just want to create
selling
@_davestadler
can no longer be silent
design
@_davestadler
Sales is perceived as…
!
• Necessary
• Sleezy
• Unfair
• Unpleasant
common misconceptions of sales
@_davestadler
“Whether we’re employees pitching
colleagues on a new idea,
entrepreneurs enticing funders to
invest, or par...
@_davestadler
i.e. convincing a child to brush
their teeth is the root of sales…
“tell me why?”
@_davestadler
VOLDEMORT
TEETH!
@_davestadler
selling
shouldn’t be
fear based.
@_davestadler
SalesValue Understanding
sales is a confluence
@_davestadler
selling
is
educating!
@_davestadler
huh?
@_davestadler
The sell
@_davestadler
developers
developers
developers
target your audience:
@_davestadler
what’s the goal for devs?
creating a
great product!
@_davestadler
ok, tell me more…
@_davestadler
• To feel involved in the process
• Access to Designer
• Documentation
!
find out what developers need
@_davestadler
• Concept is there
• Functional code
• Lack of empathy
• Lack of polish
!
development without design is bad
@_davestadler
functioning Apps
are not always easy to use…
@_davestadler
• Product becomes more usable
• Making more profit
• Building team relationships
• Educating and learning fr...
@_davestadler
just make it
pretty!
watch out for,
@_davestadler
…but ‘making it pretty’
doesn’t make it
qualitatively good.
@_davestadler
wait…
so good teeth,
are bad too?
@_davestadler
design is not
just decoration.
it’s a craft.
@_davestadler
“
I’ve been amazed at how often those outside the
discipline of design assume that what designers do is
deco...
@_davestadler
craft
not art
@_davestadler
crafted apps
are built to solve problems…
@_davestadler
@_davestadler
great user interface
problem solving
+
crafted apps:
@_davestadler
how do we get
there?
@_davestadler
1. A say in what is being built.
2. Confidence in the design direction.
3. Annotated Design Files
if develop...
@_davestadler
1: team approach
@_davestadler
no waterfalls
@_davestadler
teamwork makes the dream work
• Avoid Waterfalls
• All ideas are equal
• Passing the ball
• Kick-Off meeting...
@_davestadler
TEAMS!
great apps
come from
@_davestadler
@_davestadler
Team kick-off meeting
• Fostering input from the team
• Building a collaborative vision
• Getting buy-in
• A...
@_davestadler
early on,
try to avoid
saying no!
@_davestadler
collaborative approach
• Discover and share with group
• Speed sketching sessions for features
• Divide and ...
@_davestadler
good ideas
need
nurturing!
@_davestadler
UX inside an Agile environment
• Stagger your Sprints
• Put Design one sprint ahead of development
• Gives t...
@_davestadler
Sprint 2 (Development)
Product
Owner
Review
Design
Revisions 1
Client
Review
Design
Revisions 2
Sprint 3 (De...
@_davestadler
2: answering the why.
@_davestadler
make your
designs
bulletproof
@_davestadler
designers do your homework
• Absorb any existing research done by client
• Discover personas
• Interview use...
@_davestadler
!
“If I had an hour to solve a problem
I'd spend 55 minutes thinking about the problem
and 5 minutes thinkin...
@_davestadler
motivations
uncover
user
@_davestadler
product definition
Client: Business Goals:Audience:
Value Proposition:
Assumptions: Unknowns:
Research Notes...
@_davestadler
competitive analysis
@_davestadler
personas
@_davestadler
user journey maps
RangeofEmotions
DelightedFrustratted
ActionThoughts
// Persona #1:
Alisa
“She used CIP for...
@_davestadler
that solves
something
a need!
@_davestadler
track clicks
• Google Analytics
• HootSuite
• MailChimp
• Binders full of spreadsheets
@_davestadler
Usability testing
• UserTesting.com
• SilverbackApp.com
• Screen Recordings
• i.e. QuickTime
• In-Person tak...
@_davestadler
always beat
opinions
facts!
@_davestadler
…well most of the time
@_davestadler
3: make it easier
@_davestadler
wireframes
@_davestadler
rapid prototypes
• InVision - http://www.invisionapp.com/ - $15 to 20 a month
• Balsamiq - http://balsamiq.c...
@_davestadler
invision app
@_davestadler
Working side by side
• Increases iterations
• Feedback loop is instantaneous
• Ideation can be tested quickl...
@_davestadler
uniform direction
• Use similar grids, patterns, elements, colors, and typography
• Cat-Herd the unseen use-...
@_davestadler
clean files
• Photoshop
• Sketch
• Illustrator
• InDesign
@_davestadler
photoshop ettiquette
• File Organization
• Best Practices
• Naming Conventions
• Layer Organization
http://p...
@_davestadler
@_davestadler
annotated designs
@_davestadler
style guide
@_davestadler
user stories
@_davestadler
project management
@_davestadler
so when you get
buy-in…
@_davestadler
ok, tell me more…
@_davestadler
…why are designers always touching their faces?
@_davestadler
it must be
demonstrated.
value is not
always apparent
remember that
@_davestadler
1. Share the discovery stage with the entire team.
2. Collect Research & Usability Data to drive problem sol...
@_davestadler
sellers!
we’re all
@_davestadler
So own that SHIT!
@_davestadler
fin
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How to Sell Design to Developers

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Bridging the gap between two different ways of thinking. A short presentation on how to best work with Developers and Designers to create a great product!

Published in: Design, Engineering
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How to Sell Design to Developers

  1. @_davestadler How to sell design 
 to developers. Bridging the gap between two different ways of thinking. @_davestadler
  2. @_davestadler @_davestadler Hi, I’m dave
  3. @_davestadler Expert on pointing at things.
  4. @_davestadler @quickleft
  5. @_davestadler we build web & mobile apps.
  6. @_davestadler
  7. @_davestadler why must we sell design?
  8. @_davestadler some designers just want to create selling
  9. @_davestadler can no longer be silent design
  10. @_davestadler Sales is perceived as… ! • Necessary • Sleezy • Unfair • Unpleasant common misconceptions of sales
  11. @_davestadler “Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others. Like it or not, we’re all in sales now.” ! ~ Daniel H. Pink
  12. @_davestadler i.e. convincing a child to brush their teeth is the root of sales… “tell me why?”
  13. @_davestadler VOLDEMORT TEETH!
  14. @_davestadler selling shouldn’t be fear based.
  15. @_davestadler SalesValue Understanding sales is a confluence
  16. @_davestadler selling is educating!
  17. @_davestadler huh?
  18. @_davestadler The sell
  19. @_davestadler developers developers developers target your audience:
  20. @_davestadler what’s the goal for devs? creating a great product!
  21. @_davestadler ok, tell me more…
  22. @_davestadler • To feel involved in the process • Access to Designer • Documentation ! find out what developers need
  23. @_davestadler • Concept is there • Functional code • Lack of empathy • Lack of polish ! development without design is bad
  24. @_davestadler functioning Apps are not always easy to use…
  25. @_davestadler • Product becomes more usable • Making more profit • Building team relationships • Educating and learning from each other benefits of buying design
  26. @_davestadler just make it pretty! watch out for,
  27. @_davestadler …but ‘making it pretty’ doesn’t make it qualitatively good.
  28. @_davestadler wait… so good teeth, are bad too?
  29. @_davestadler design is not just decoration. it’s a craft.
  30. @_davestadler “ I’ve been amazed at how often those outside the discipline of design assume that what designers do is decoration - likely because so much bad design simply is decoration. - Good design isn’t. ! - Good design is problem solving. Jeffrey Veen ”
  31. @_davestadler craft not art
  32. @_davestadler crafted apps are built to solve problems…
  33. @_davestadler
  34. @_davestadler great user interface problem solving + crafted apps:
  35. @_davestadler how do we get there?
  36. @_davestadler 1. A say in what is being built. 2. Confidence in the design direction. 3. Annotated Design Files if developers had… they could ship great software.
  37. @_davestadler 1: team approach
  38. @_davestadler no waterfalls
  39. @_davestadler teamwork makes the dream work • Avoid Waterfalls • All ideas are equal • Passing the ball • Kick-Off meetings are crucial
  40. @_davestadler TEAMS! great apps come from
  41. @_davestadler
  42. @_davestadler Team kick-off meeting • Fostering input from the team • Building a collaborative vision • Getting buy-in • Avoiding pitfalls down the road
  43. @_davestadler early on, try to avoid saying no!
  44. @_davestadler collaborative approach • Discover and share with group • Speed sketching sessions for features • Divide and Conquer when appropriate • Iterate upon prototypes • Retrospective at end of sprints
  45. @_davestadler good ideas need nurturing!
  46. @_davestadler UX inside an Agile environment • Stagger your Sprints • Put Design one sprint ahead of development • Gives time for internal and external review, revisions, and sign-off. • Keep whole team in these early meetings • Dev feedback is necessary even before coding begins
  47. @_davestadler Sprint 2 (Development) Product Owner Review Design Revisions 1 Client Review Design Revisions 2 Sprint 3 (Design) Sprint 1 (Design) staggered sprints
  48. @_davestadler 2: answering the why.
  49. @_davestadler make your designs bulletproof
  50. @_davestadler designers do your homework • Absorb any existing research done by client • Discover personas • Interview users • Document user journeys • Track clicks • Record users’ interactions on-screen
  51. @_davestadler ! “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” ~ Alfred Einstein
  52. @_davestadler motivations uncover user
  53. @_davestadler product definition Client: Business Goals:Audience: Value Proposition: Assumptions: Unknowns: Research Notes: User Personas: Stakeholder: Contact Info: Timeline: Stakeholder Interview// PRODUCT DISCOVERY
  54. @_davestadler competitive analysis
  55. @_davestadler personas
  56. @_davestadler user journey maps RangeofEmotions DelightedFrustratted ActionThoughts // Persona #1: Alisa “She used CIP for 2min and found a lead - Canadian company that was not on their radar - and now the technology is under evaluation” Feel Curious. Used Search to find a school/institution Using work-around because it’seasier. Used om ni-search to find school. Delighted to find the schoolIwanted. Landed on UniversityProfile page Found a tab forPatentsasexpected. Clicked ‘Patents’tab on profile page. Curiousto see whatIcan find. Searched 7 differentterm swithin school. Found whatIwaslooking for! Clicked on one patent. Dissapointed thatitem wasn’tworthwhile. Couldn’tfind anything ofinterest. Starting over,trying a new search. W entbackto search anotheruniversity, Stillsearching form ydesired content. Clicked a few patentswithin a new school. Found a profile page,thiscould be good! Clicked through to ‘Profile’ofindiviiual. Searching through a lotofpages... Continuing on,clicked through 30 pages. Tried feed tab,to see whatit’sabout. Viewed ‘Tour’ofFeed Feed looksuseful,I’lltryitout. W entto create a new feed.Confused on whatto do,leave thisfornow. Didn’tcreate theeee feed and left. Curiouswhatisfilings?Doesn’treallyhelp. Clicked the ‘Filings’tab and then left. Seen allthe parts,backto search form e. Goesbackto search. Didn’tknow aboutfilters,these can help . Usesfiltersaftertheyunderstand them . Betterresults,stilltakesawhile to filter. Clicksthrough m anypagesuntilfinding it. // JOURNEY MAP #1: Company (Buy-Side)
  57. @_davestadler that solves something a need!
  58. @_davestadler track clicks • Google Analytics • HootSuite • MailChimp • Binders full of spreadsheets
  59. @_davestadler Usability testing • UserTesting.com • SilverbackApp.com • Screen Recordings • i.e. QuickTime • In-Person taking notes with User as they perform tasks • i.e. Goose from Top Gun
  60. @_davestadler always beat opinions facts!
  61. @_davestadler …well most of the time
  62. @_davestadler 3: make it easier
  63. @_davestadler wireframes
  64. @_davestadler rapid prototypes • InVision - http://www.invisionapp.com/ - $15 to 20 a month • Balsamiq - http://balsamiq.com/ - $80 • OmniGraffle - http://www.omnigroup.com/omnigraffle/ - $200 • Axure - http://www.axure.com/ - $590 • Solidify - http://www.solidifyapp.com/ - $19 to 49 a month • Flinto - https://www.flinto.com/ - $20 a month
  65. @_davestadler invision app
  66. @_davestadler Working side by side • Increases iterations • Feedback loop is instantaneous • Ideation can be tested quickly • Google Hangouts when remote
  67. @_davestadler uniform direction • Use similar grids, patterns, elements, colors, and typography • Cat-Herd the unseen use-cases that inevitably rear their heads • Too many different paradigms can confuse users • Sometimes compromises are needed
  68. @_davestadler clean files • Photoshop • Sketch • Illustrator • InDesign
  69. @_davestadler photoshop ettiquette • File Organization • Best Practices • Naming Conventions • Layer Organization http://photoshopetiquette.com
  70. @_davestadler
  71. @_davestadler annotated designs
  72. @_davestadler style guide
  73. @_davestadler user stories
  74. @_davestadler project management
  75. @_davestadler so when you get buy-in…
  76. @_davestadler ok, tell me more…
  77. @_davestadler …why are designers always touching their faces?
  78. @_davestadler it must be demonstrated. value is not always apparent remember that
  79. @_davestadler 1. Share the discovery stage with the entire team. 2. Collect Research & Usability Data to drive problem solving 3. Create annotated documents to expedite development if designers will… they can ship great software!
  80. @_davestadler sellers! we’re all
  81. @_davestadler So own that SHIT!
  82. @_davestadler fin

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