The document discusses techniques for making ideas stick, including making ideas concrete, telling stories, and knowing your first audience. It provides examples of each technique. For making ideas concrete, it suggests using physical metaphors and human scale. For telling stories, it emphasizes including activities, motivations and characters. For knowing your first audience, it advises conducting research on stakeholders' priorities and framing ideas as solutions to problems they care about. The overall message is that these techniques can help make UX ideas more influential and memorable for stakeholders.
14. Can’t Be an Expert and Novice Simultaneously
Garry Wilmore
15. CELL PHONE SALESPEOPLE
Q: How long do you think it
takes people to learn how to
set up their phones?
16. Experts said 13 minutes
Users spent 33 minutes
154% longer than
predicted
17.
18. We need special skills to get
stakeholders to pay attention,
remember, believe and care.
We need special skills to get
stakeholders to pay attention,
remember, believe and care.
31. “An important ecological area to
the east of Silicon Valley.”
“An important ecological area to
the east of Silicon Valley.”
How do you make this more
concrete?
How do you make this more
concrete?
34. How do we maximize the best parts
of games and minimize the annoying
stuff? What did we call this concept?
Social gaming aggregator?
An entertainment stream?
36. Had designs to help new Google+ sign-
ups connect with their friends and
interests: how did we frame our ideas?
Better on-boarding?
Increasing edge growth?
Friend previewing?
38. A new design direction for all of Google
- consistent UI and design guidelines.
How do we get developers engaged?
Android & Chrome OS design guidelines?
Google UX principles?
Google design framework?
59. But how do you get find,
collect and share stories?
60. Ask users:
tell me about last time
before/after
why/why/why
Ask users:
tell me about last time
before/after
why/why/why
61. Use search logs, customer
service records, survey data
to find stories.
Use search logs, customer
service records, survey data
to find stories.
Jacopo Romei
62. Pinterest recruits
others to help
generate their stories
Pinterest recruits
others to help
generate their stories
64. Facts tell, stories sell.
Look for activities, motivations, characters.
Find stories in existing data or when talking to
users.
2 Tell Stories Recap
74. Making requests at Tesla goes better when
focusing on the first audience.
Making requests at Tesla goes better when
focusing on the first audience.
Patrick Herbert
75. Strategic leaders - generate and maintain a
common vision.
Managers - keep entire team on track.
Tech experts - implement the vision, make the
detailed decisions.
77. UX Researcher
I learn about users’ needs,
goals and behaviors to build
great products.
78. UX Researcher to Grandma
You may get frustrated with our
products and stop using them. I
find out what’s going wrong and
how to keep you happy.
79. Define the problem
You may get frustrated with our
products and stop using them. I
find out what’s going wrong and
how to keep you happy.
Give the resolution
80. UX Researcher to Tech Lead
You know the analytics but not if
people enjoy using our product. I
find out which experiences feel
broken and how to fix them.
81. Conduct user research on your stakeholders.
Start with a problem they care about. Reveal
the solution.
3 Know Your First Audience Recap
83. Apply one technique for your project.
2
1
3
Use metaphor + human scale
Find stories that sell
Research your stakeholders.
Start with their problems.
Concrete
Stories
First Audience