Clients Don't Suck (Resolving common blockers that stifle UX)

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Slides from my talk at http://2015.nuxconf.uk. Manchester, UK, October 2015.

Synopsis

Have you ever heard of Clients from Hell – the website that cites hellish stories designers collect over a lifetime of working with clients? If you haven’t, many of the situations described on the site won’t be foreign to you: clients who believe theirs is the only opinion that matters, who tell you which colors to use and ask to “make the logo bigger,” and who just don’t seem to get their head around what UX truly means. Clients being difficult is a well-known cliche in the design world.

There’s another side to all this: clients are also people who are deeply embedded within organizations we can help with our proficiency in design-thinking and user-centered design. They know their jobs, customers, and organizations so well that if we could just see eye to eye, we could make real impact together.

In her talk, Jenny will explore some insights from over a decade of working with clients. She will share practical examples of hands-on methods to explain, teach, and inspire user-centered thinking in clients who “just don’t get it.”

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Clients Don't Suck (Resolving common blockers that stifle UX)

  1. Clients don't suck EVGENIA (JENNY) GRINBLO / #NUX4
  2. The client-as-a-nightmare cliché @GRINBLO #NUX4INTRODUCTION / ON CLIENTS CLIENTSFROMHELL.NET
  3. This is serious business @GRINBLO #NUX4INTRODUCTION / ON CLIENTS
  4. The ideal scenario Our 
 expertise Our clients’ 
 expertise @GRINBLO #NUX4INTRODUCTION / ON CLIENTS
  5. ? ? ? ? ?? ? ??
  6. Pick one method 
 to try for yourself BUT FIRST, SOME HOMEWORK: @GRINBLO #NUX4INTRODUCTION / ON CLIENTS
  7. Prevention is the best medicine @GRINBLO #NUX4INTRODUCTION / ON CLIENTS https://www.flickr.com/photos/nlireland/
  8. Condition #1 Image from page 218 of "Rider's Washington; a guide book for travelers, with 3 maps and 22 plans" (1922)
  9. Symptoms Reasons Repeating the same process and tool they’re used to using in another context “I am the user” 
 
 Opinions drive design decisions 
 Stakeholders disagree Surprise features CONDITION 1 @GRINBLO #NUX4
  10. Shift the conversation from ‘making decisions’ to designing for real people Try this CONDITION 1 @GRINBLO #NUX4
  11. Guerrilla user testing Put assumptions about users on paper Bring users’ voices into the boardroom
  12. Grandfather Telling a Story Albert Anker (1884) Bring users’ voices into the boardroom
  13. Guerrilla user testing Put assumptions about users on paper Grandfather Telling a Story Albert Anker (1884) My biggest complaint coming to an event like this… Bring users’ voices into the boardroom
  14. Bring users’ voices into the boardroom Guerrilla user testing Put assumptions about users on paper
  15. Bring them closer to the user research CUSTOMER PROFILE VOLUNTEERS GAINS PAINS Put assumptions about users on paper Method source: Value Proposition Design 
 by Strategyzer
  16. Give users a seat in the boardroom CONDITION 1 @GRINBLO #NUX4
  17. Condition #2 Image from page 976 of "Dr. Evans' How to keep well;" (1917)
  18. Symptoms Reasons Comfortable with how but not with what or why Spending time on details right away Big portions of budget spent on small “wow elements” Not being able to summarize the product or who it’s for CONDITION 2 @GRINBLO #NUX4
  19. Zoom out of the detail and the interface Try this CONDITION 2 @GRINBLO #NUX4
  20. Storyboard Ruthless prioritization Which business goal is this for?
  21. https://www.ted.com/talks/mick_mountz_the_hidden_world_of_box_packing#t-186129 MICK MOUNTZ (TED) / What happens inside those massive warehouses? CONDITION 2 @GRINBLO #NUX4
  22. CONDITION 2 @GRINBLO #NUX4
  23. Storyboard Ruthless prioritization Which business goal is this for?
  24. Ruthless prioritization Feature 78 Feature 92 Feature 203 Feature 78 Feature 31 Feature 3 Feature 92
  25. Storyboard Ruthless prioritization Which business goal is this for?
  26. Refer to tangible things that show the vision for the product CONDITION 2 @GRINBLO #NUX4 Image from page 456 of "Practical physics" (1922)
 https://www.flickr.com/photos/internetarchivebookimages/
  27. Condition #3 Image taken from page 394 of 'Memoirs of Bartholomew Fair ... Fourth edition'
  28. Symptoms Reasons Confusion about the value of UX and what we can do to help “Can you just spruce this up?” Asking for a high-fidelity design to communicate an idea Involving UX last CONDITION 3
  29. Empower your clients to participate, not just judge Try this
  30. Clients aren't there with you, so they only see the last step in a long chain of thinking Ask difficult questions Expose your decision-making Scare them
  31. Ask difficult questions Expose your decision-making How will you know if the project is successful? How will this app make money? What kind of customer is most important to your business and why? Scare them
  32. Ask difficult questions Expose your decision-making How will you know if the project is successful? How will this app make money? What kind of customer is most important to your business and why? Scare them
  33. Talk to me in benefits CONDITION 3 / EXAMPLE Back Article Bookmark Can you read this? Doctor with 'world's messiest handwriting' baffles patient Read the PDF E-mail me the PDF he handwriting of doctors and teachers has long since been ridiculed by the rest of the working world. But some doctors are worse than others, as this incredible image shared on Imgur shows. In a post entitled: " Why your prescription isn't ready in 15 minutes ", there appear to be a series of squiggles and bumps more resembling a heart monitor's output than actual written english Benefit Benefit
  34. Clients aren't there with you, so they only see the last step in a long chain of thinking Ask difficult questions Expose your decision-making Scare them
  35. Explain the consequences of getting UX right in your client’s terms CONDITION 3 / EXAMPLE 1/5 of apps are abandoned after 1 use Re-working code = x100 the cost 15% of software projects are abandoned The ROI of User Experience http://www.youtube.com/watch?v=O94kYyzqvTc 
 http://info.localytics.com/blog/app-retention-improves
  36. Storyboard Ruthless prioritization Which business goal is this for? Ask difficult questions Scare them 
 
 (educate about value / risks of UX work) Expose your decision- making Bring user voices into the boardroom Guerrilla user testing Put assumptions about users on paper
  37. Create your diagonosis and methods toolkit CONCLUSION / LAST WORDS
  38. Client dragging you down My Work Client propping you up Client knowledge, expertise, support Ideas we 
 create together My work + + vs. My work’s potential in
 a world with no clients CONCLUSION / LAST WORDS
  39. My reminder that my work isn’t just on screens > CONCLUSION / LAST WORDS
  40. @grinblo jenny@futureworkshops.com (+Send me your homework) Thank you! :)

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