Make Your Ideas Stick with Concrete Details, Stories and Understanding Your Audience
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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.
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Make Your Ideas Stick with Concrete Details, Stories and Understanding Your Audience
- 1. John Douglass Social UX Research, Google Make Your Ideas Stick UXPA DC - July 2014
- 5. How did Cholera spread? He had an idea... How did Cholera spread? He had an idea... Johnson Cameraface
- 6. The idea could be expressed many ways.
- 7. The way he chose made it stick. The way he chose made it stick.
- 8. UX Tools Help Us Convey Powerful Ideas UX Tools Help Us Convey Powerful Ideas Lars Kristian Flem
- 9. We make lives better by expressing great ideas, BIG or small.
- 10. But our UX education doesn’t fully prepare us to be great influencers. Nic Price
- 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
- 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.
- 19. Ideas aren’t born interesting, they’re made interesting.
- 20. Put VELCRO on your ideas. Give each more hooks to get stuck on your audience. more hooks = more stick Doun Dounell
- 21. 2 1 3 THREE TECHNIQUES TO MAKE YOUR IDEAS STICK Make It Concrete Tell Stories Know Your First Audience
- 23. When you sell UX, what do you talk about?
- 24. What do clients or stakeholders hear?
- 25. UX speak doesn’t speak to stakeholders.
- 27. Lessons are encoded with physical, material details. Lessons are encoded with physical, material details.
- 28. Concrete ideas engage the senses.
- 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?
- 32. The Mount Hamilton Wilderness The Mount Hamilton Wilderness via Made to Stick
- 33. Games engage but can get in the way.
- 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?
- 40. Statistics, Analytics, Numbers? Use Human Scale. Statistics, Analytics, Numbers? Use Human Scale. themarkeworld.com
- 41. Facts are stickier when they’re in HUMAN SCALE.
- 43. Avoid UX speak. Use metaphors of physical and material experiences. Use human scale to represent facts & figures. 1 Make It Concrete Recap
- 44. 2 Tell Stories
- 45. Escape from Alcatraz Triathlon Escape from Alcatraz Triathlon
- 46. Thomas Caleshu
- 47. Babson College
- 48. Me
- 51. The facts describe the events
- 52. We are swimming in data and events, not stories
- 53. Facts Tell, Stories Sell
- 54. Stories change your audience’s physical state. We simulate what we hear.
- 55. Sorry I put this in your headSorry I put this in your head Thomas Caleshu
- 56. Stories are not just a narrative of events. They should have 1. activities 2. motivations 3. characters
- 57. A story focused our design sprint Mark
- 58. Deflate story criticism with stats Mark ≈ 5 million people with similar issues
- 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
- 63. Illustrate stories easily MakeBeliefsComix.com
- 64. Facts tell, stories sell. Look for activities, motivations, characters. Find stories in existing data or when talking to users. 2 Tell Stories Recap
- 66. You Client Boss Tech Lead Users In a perfect world: you’re all on the same page.
- 67. You Client Boss Tech Lead Users In a real world: you have a first audience before the user.
- 69. Conduct user research on your first audience.
- 70. Put your client in an eye-tracker. Fernando Rodriguez, Jr.
- 71. Ask yourself (and them) how do they get promoted? what keeps them up at night? what reduces their workload? who are their heroes?
- 72. In high stakes pitches, people start with solving a problem. In high stakes pitches, people start with solving a problem.
- 73. Define the problem in a way your stakeholders care about.
- 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.
- 76. What’s your job?
- 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
- 82. 2 1 3 THREE TECHNIQUES TO MAKE YOUR IDEAS STICK Make It Concrete Tell Stories Know Your First Audience
- 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
- 84. DO MORE WORK :) k thx bye
- 87. makes UX more influentialmakes UX more influential