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Ux Camp: Selling the value of UX

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Whether you are a team of one, or in a big UX team, at some point in your career, you will find yourself having to demonstrate and explain the value of UX in a project or even in a company, if you haven’t already.

As part of a UX conference on the theme, "how do you UX", I explore ways we can have these dialogues with varying audiences. The discussion can vary from explaining what UX is and hosting/ facilitating workshops internally to show the process to your peers, to the ROI of UX to senior management in order to resource additional budgeting, or even to clients as new business pitches.

This presentation will discuss barriers that might come up and techniques on how to sell UX to different audiences.

Published in: Leadership & Management
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Ux Camp: Selling the value of UX

  1. 1. Selling the value of UX Kat Richards August 2019
  2. 2. @katkmeow FOR FUN @katkrichards ABOUT ME - Been a UX team of one - Been a part of a small team of UX - Also currently at a place where there is UX Buy-in and budgeting, but establishing a UX Process WORK
  3. 3. ABOUT ME
  4. 4. If you think good design is expensive, you should look at the cost of bad design. Dr. Ralf Speth CEO of Jaguar Land Rover https://usabilitygeek.com/better-ux-before-ui/
  5. 5. TODAY’S AGENDA 1 Why is there a barrier to UX adoption? 2 Who is our audience and what motivates them? 3 How to adjust approach for your audience 4 Takeaways 5 Q & A
  6. 6. Understanding the problem Pt 1
  7. 7. https://www.nngroup.com/articles/ux-effectiveness/
  8. 8. Barriers to UX Adoption MAIN BARRIERS - Don’t know what UX is - Lack of management support - Internal team members see UX as another obstacle - Being UX team of 1 – no resources or training - Company doesn’t prioritize UX - Not included in meetings at all NO UX CURRENTLY EXPANDING UX VALUE - Multiple UX teams conflicting with agendas and leadership - Not allowing enough time in a project to include UX deliverables - Being brought in too late in the process - Needing more resources and budget - Clients don’t prioritize UX
  9. 9. Understanding your audience Pt 2
  10. 10. DISCLAIMER In order for you to truly sell the value of UX, your company has to be ready to listen. !! Ask yourself… 1. Is there anyone at the strategic level championing UX currently? 2. Is there anyone at the product level championing UX? 3. Where can UX integrate in the current process? 4. How can you help teams work better toward a UX vision? 5. What does your company know about your customers today? How do they know it? How can you learn more? 6. What type of culture is your company? Is it engineer- centric, design-centric, sales team centric?
  11. 11. Caring about different things Understanding who you are pitching to matters because they have different motivations. It’ll also drive HOW you pitch the value of UX. Knowing your audience “How do we bring in more revenue?” “How do we reduce the cost?” Manage- ment “How do we get the job done most efficiently and done right?” Internal “How do we have happy consumers and more sales?” Clients
  12. 12. Management Who are they?
  13. 13. Senior Management Challenges How do I know this will add value? How much will this cost? Isn’t it just common sense? Will it be worth the cost? How will we measure this? How will it impact the bottom line?
  14. 14. “Over 1 trillion US dollars is spent on IT projects annually (according to IEEE’s Why Software Fails), but 15% of those projects will be pulled before completion. IEEE identified 12 main causes for project failure and 25% of them are UX mismanagement.” Senior Management Challenges https://uxplanet.org/how-to-calculate-the-roi-of-your-ux-activities-b7ba7023246a •Badly defined system requirements •Lack of alignment across customers, developers and users •Conflicts of interest among stakeholders
  15. 15. Subscription/ Potential subscriptions x 100 = conversion rate (%) Senior Management What motivates them? Conversion # of users/ # of unique users in segment x 100 = drop off rate (%)Drop off rate (# errors) x (avg. recovery time)@(employee cost) x (# of employees) = savings Fewer UX errors = Fewer conversion drop offs Reduce Errors (Time saved) @ (employee cost) x (# of employees) = savings Increase Productivity
  16. 16. year in cost savings Ex: (4 hr/week) @ ($30/hr) x (50 employees) = $6,000/ week $312,000 BOOSTED PRODUCTIVITY year in cost savings Ex:(6 errors/week) x (30 mins) @ ($30/hour) x (25 employees) = $5,625/week $300,000 REDUCTION IN ERRORS Senior Management What motivates them? (# of errors) (avg. recovery time) @ (employee cost) (# of employees) cost savings X (time saved) @ (employee cost) (# of employees) cost savings X https://www.toptal.com/designers/ux/roi-of-ux-convince-executives
  17. 17. Internal Team Who are they? tDEV TEAM The ones executing and building – also closest allies tDESIGN TEAM Closest allies tCLIENT SERVICE Holder of budgets, timelines and client relationships tPROJECT MANAGER Concern with process and timelines on deliverables
  18. 18. Internal Team Challenges How does this affect me and my role? How does it impact timing? How do we incorporate it into the project plan? How much value will it bring? How can we sell it to the client? We know our users from experience. Do we really need this?
  19. 19. If you think good design is expensive, you should look at the cost of bad design. Dr. Ralf Speth CEO of Jaguar Land Rover https://usabilitygeek.com/better-ux-before-ui/
  20. 20. Internal Team What motivates them? https://www.impactbnd.com/blog/the-business-value-of-ux-design
  21. 21. Clients Who are they?
  22. 22. Clients Challenges How much is it going to cost me? What’s the ROI for this? How can I justify the additional cost? How can I justify the additional time? How do I know this will add value? Is it really a priority?
  23. 23. Clients What motivates them? https://www.impactbnd.com/blog/the-business-value-of-ux-design
  24. 24. The Approach Pt 3
  25. 25. Internal Team The approach CHALLENGES OPPORTUNITIES Don’t know what UX is Educate and show them how – bring them along on the journey and show them snippets of the process to build allies How to fit it in the process/ lack of time Start small and show progress/ value How will this impact me? PM & Client service = identify what works earlier on to eliminate rebuilds in the end Design = test and have data to support solutions instead of gut feeling Dev = Build the right tool for our users after it’s validated Make it fun and exciting!
  26. 26. Senior Management The approach CHALLENGES OPPORTUNITIES Don’t know what UX is Establish a co-creation process and get them involved early on whiteboard sessions and user test snippets How to start UX? Start small- show where we’re at currently on projects and where we want to be with gap analysis How will it impact bottom line? Show numbers and data to back the value- how much time did we save without doing rework in dev? Show how UX is measured
  27. 27. Clients The approach CHALLENGES OPPORTUNITIES Don’t know what UX is Educate and show them value of doing UX Will it cost more time & money? What is the value it brings? Show numbers and data to back the value- how much time did we save without doing rework in dev? Show how UX is measured and take them along the process – it’s a collaborative effort Show them it’ll cost more if we skip it now and have to rebuild later on
  28. 28. Understanding the different types of clients will also help you pitch the value of UX differently Clients Who are they? t DATA CLIENT Back it with data and evidence through testing, user research and design theory. t VISUAL CLIENT Showing style tiles & validating data with a/b tests t DETAIL CLIENT Bring them into whiteboarding sessions as part of the process and give them opportunities to provide feedback
  29. 29. Key Takeaways Pt 4
  30. 30. Remember… Key Takeaways tSTART SMALL Implement UX on a smaller project and bring people in early as part of the process tTOOLKIT Once you have allies- give them the tools to spread the knowledge and advocate tDATA Have empathy and persuade with data – show them something tangible like analytics tHAVE A PLAN Show how UX can be measured before, during and after a project to sell the value of UX
  31. 31. What challenges do you come across now? And how would you handle them differently from today’s learnings? Final Remark
  32. 32. Q & A Pt 5 “Focus on the user and all else will follow.” Google philosophy
  33. 33. HOW TO REACH ME LET’S GET IN TOUCH https://www.linkedin.com/in/katkrichards/ https://instagram.com/katkmeow Milwaukee, WI Kat Richards katkrichards@gmail.com
  34. 34. Resources https://www.testingtime.com/en/blog/selling-ux-internally/ https://www.userzoom.com/blog/25-expert-opinions-on-how-to-communicate-the-value-of-ux-to-stakeholders/ https://www.uxmatters.com/mt/archives/2008/10/selling-ux.php https://uxmastery.com/20-tips-selling-ux-clients/ https://www.flaticon.com/home

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