Selling UX with Daniel Szuc

3,258 views

Published on

This breakfast was presented in Auckland on 13 July 2010 and will be presented in Wellington on 29 July 2010

Published in: Technology, Business

Selling UX with Daniel Szuc

  1. 1. Selling UX [email_address] @dszuc
  2. 2. Stretch!
  3. 10. Dan’s Assumptions <ul><li>UX champions </li></ul><ul><li>Better products </li></ul><ul><li>Successful </li></ul>
  4. 11. What search do you use?
  5. 17. Why?
  6. 18. “ Googley” www.google.com/intl/en/corporate/ux.html UX culture
  7. 19. UX culture http://www.google.com/corporate/tenthings.html
  8. 20. What just happened?
  9. 21. Persuasion Entertaining Connecting Familiar Examples Then UX
  10. 22. Good News
  11. 23. http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html User experience specialist
  12. 24. http://news.bbc.co.uk/2/hi/technology/8017178.stm
  13. 25. Business of design
  14. 26. Bad News
  15. 28. Bad News <ul><li>Commoditization </li></ul><ul><li>UX is misunderstood </li></ul><ul><li>Pressures to be faster to market </li></ul>
  16. 29. Organizational Culture
  17. 30. Organizations <ul><li>Proposition: </li></ul><ul><li>Organizations are cultures. </li></ul>
  18. 31. Definitions of “Culture” <ul><li>Culture: </li></ul><ul><li>The attitudes, values, behaviors, and customs that reflect a group’s approaches to living their lives. </li></ul><ul><li>Organizational culture: </li></ul><ul><li>“ The way we work around here” </li></ul>
  19. 32. National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures Thank you Paul Sherman
  20. 33. Culture Thank you Paul Sherman <ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interesting technology. </li></ul><ul><li>Territorial about UI. </li></ul><ul><li>Design-centric </li></ul><ul><li>View building applications and websites as a creative endeavor. </li></ul><ul><li>Primary focus may be creating designs that other designers will like and respect. </li></ul><ul><li>Sales & marketing centric </li></ul><ul><li>Represented by powerful people who “know” their customers...but don’t know “all” the customers. </li></ul><ul><li>Challenges </li></ul><ul><li>Tendency to deem a product usable if it is possible to do the task. </li></ul><ul><li>They rely heavily on their own experience in UI design. </li></ul><ul><li>They feel they are doing the right thing for the customer, even if they don’t have evidence. </li></ul><ul><li>Challenges </li></ul><ul><li>Define the user experience in terms of aesthetics rather than ease of use. </li></ul><ul><li>Focus on visuals rather than workflows. </li></ul><ul><li>Rely heavily on their own instincts about users. </li></ul><ul><li>Focus only on data that confirms their viewpoints. </li></ul><ul><li>Challenges </li></ul><ul><li>Rely heavily on customers' self-report and customer suggestions to assess usability. </li></ul><ul><li>Disproportionately weight their “biggest” or “loudest” customers . </li></ul><ul><li>Often overconfident in their ability to “know” what the customer needs. </li></ul>
  21. 34. How are you rewarded?
  22. 35. <ul><li>Listening to your Manager </li></ul><ul><li>Time to market </li></ul><ul><li>Politics </li></ul><ul><li>Meeting a UI specification </li></ul>
  23. 36. What do you think of this process?
  24. 38. UX Language is Ugly Thank you John Rhodes
  25. 39. Defensive Ego Forceful UX Justification
  26. 40. Frustrations <ul><li>“ They don’t listen to me” </li></ul><ul><li>“ I don’t have a seat at the strategy table” </li></ul><ul><li>“ They think usability is usability testing” </li></ul>
  27. 41. I have the perfect process for you!
  28. 42. UCD framework ISO 13407 – describes the process in five stages
  29. 43. Thank you Fit & Associates
  30. 45. IS THERE A PERFECT PROCESS ?
  31. 46. OR … IS IT MORE ABOUT APPROACH ?
  32. 47. Is there a shared language?
  33. 48. Clear Communications Engineering Marketing Design Shared Language
  34. 49. What does it take organizationally to speak the same language ?
  35. 50. What does it take organizationally to design great experiences?
  36. 51. What it takes <ul><li>UX Vision </li></ul><ul><li>Value </li></ul><ul><li>Collaboration </li></ul><ul><li>Iteration & failure </li></ul><ul><li>Communications </li></ul><ul><li>Leadership </li></ul>
  37. 52. 1. UX Vision
  38. 53. Thank you Fit & Associates
  39. 54. What people do or say What people think or believe What people feel Who people are – care, connection, sensitivity Thank you Fit & Associates
  40. 55. Something BIGGER
  41. 56. Holistic
  42. 61. Business impact
  43. 64. Personal impact
  44. 66. Understanding what sells
  45. 67. Ripeness
  46. 68. Ripeness <ul><li>“ Culture Patterns” that indicate UX growth </li></ul><ul><ul><li>Management is using the lingo </li></ul></ul><ul><ul><li>Hired a Director or VP of UX </li></ul></ul><ul><ul><li>Usability testing of products is a given </li></ul></ul><ul><ul><li>Usability Lab in place or being discussed </li></ul></ul><ul><ul><li>Product managers claim that UX is strategic advantage </li></ul></ul>Bought into UX
  47. 69. Know your target <ul><li>Who is buying & budget allocation (money) </li></ul><ul><li>Product vision (plan) </li></ul><ul><li>Invest in R & D (money & strategy) </li></ul><ul><li>Customer care or just “lip service” (empathy) </li></ul>
  48. 70. What Sells <ul><li>Passion </li></ul><ul><li>Choosing the right project </li></ul><ul><li>Meeting like minded people </li></ul>
  49. 71. What Sells <ul><li>Choosing the right tools </li></ul><ul><li>Stories (Case Studies) </li></ul><ul><li>Business & Domain knowledge </li></ul>
  50. 72. UX Sales Kit <ul><li>&quot;Minimum standards&quot; that all UX'ers should meet: </li></ul><ul><ul><li>What is UX </li></ul></ul><ul><ul><li>A story </li></ul></ul><ul><ul><li>Share a delightful product experience </li></ul></ul><ul><ul><li>Sell team services </li></ul></ul>
  51. 73. Sales Goal?
  52. 74. Success!
  53. 75. Where or what do you want to be in 2,5,10 years time?
  54. 76. ? <ul><li>User Tester v Designer </li></ul><ul><li>Closer (issues) v Opener (innovations) </li></ul><ul><li>Loner v Collaborator </li></ul><ul><li>Critic v Creator </li></ul><ul><li>Silo v holistic </li></ul>
  55. 77. Be valuable!
  56. 78. http://apogeehk.com/archives/constant-cycle-of-self-improvement/ <ul><li>Read </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Contribute to your community </li></ul><ul><li>Lead </li></ul>
  57. 79. UX workshops
  58. 80. Jul, Aug 2010
  59. 81. UX Hong Kong 2011 www.uxhongkong.com Friday, 18 Feb 2011
  60. 82. www.uxhongkong.com
  61. 83. Thank You [email_address] @dszuc

×