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CUSTOMER EXPERIENCE 
CONSULTANCY 
Profitable for companies, loved by customers 
Colville© 
ENGAGING MEANINGFULLY 
WITH CLI...
Banksy - Elephant 
Great digital experience happen when we engage clients, not just users 
Workshop will help build empath...
LESS CLEAR THAN WE’D ADMIT 
We require client to: 
1. Keep pace 
2. learn our ways 
3. understand our skills 
4. interpret...
James Clar - BOOM 
1. Flat images of web design 
2. Focus on home page 
3. Mobile first - content first, what? 
4. Increas...
USERS 
Apply what we’ve learned about people 
As with all good UX, it starts with empathy 
Goals 
Need 
Hopes 
Fears
ACTIVITY 1 
{ Imagine what it’s like 
for a client to hire a 
} designer? 
1 Goals 2 Needs 3 Hopes 4 Fears 
In your groups...
“I WANTED SOMEONE 
I COULD WORK WITH 
I GOT A FANATIC” 
Most clients have horror story 
To do with attitude, communication...
USABILITY 
EXPERIENCE 
ARCHITECT 
INTERACTION DESIGN 
UX 
EXPERIENCE 
ARCHITECT 
INFORMATION 
ARCHITECT 
USER CENTRED 
DES...
UNLEASH THE 
LEXICON 
In new business meetings, where process diagrams like this are unleashed. 
Hard it is for clients to...
Sitemap 
Wireframes 
Task 
Analysis 
Personas 
CONFUSION . . . 
User 
Testing 
Pieces of a jigsaw to the client 
large deg...
FLAT 
IMAGES People don’t just look at websites, they use them! 
Though clients to value flat images of webpages 
Need to ...
DESIGN IN ISOLATION 
At it’s worse, all this amounts us designing in isolation 
Results in a loss of control away from the...
IMAGINE A WORLD 
M 
WITHOUT A CLIENT . . . 
Increasing number of designers abandoning client work altogether to build thei...
THE HOLY 
TRINITY 
OF DESIGN 
When these things work together great UX happens 
Should always be tension in design 
Push a...
ENGAGED 
CLIENT 
Greatly improved 
Removed complexity and multiple forms 
via search links or PPC ads content related to t...
ACTIVITY 2 - 5 mins 
{ 1. What were the key 
steps you took on 
} your last project? 
1 Discover 2 Define 3 Design 4 Devel...
ACTIVITY 2 - 5 mins 
{ 2. How engaged 
was the client at 
} each step? 
1 Easy to 
explain 
2 Well 
received 
3 Involved 4...
ACTIVITY 2 
One of 
the team 
Signed-off 
Just wanted 
it done 
3 
2 
1 
0 
-1 
-2 
-3 
DISCOVER DEFINE DESIGN DEVELOP
6 ENGAGING 
TECHNIQUES* 
* Some clients just want it done 
Here are some steps I take, which I find really engage clients ...
1. FAT HEAD 
DIAGRAM 
Discovery phase 
Objective - customer or user profile. 
It only takes 10 - 15 minutes per profile. 
...
2. EXPERIENCE VISION 
Define phase 
Shared vision that works on UX Magazine. 
Working more fluidly, vision becomes more im...
3. EXPERIENCE MAPPING 
Low-fi Hi-fi 
Discover and Define phases 
We’re good at visualisation, the before unseen. 
Site is ...
4. SKETCHING 
Discover, Define and Design phases 
Engages the brain in the kind of visual sense-making 30,000 years. 
Sket...
5. STORY 
TELLING 
The Forest Holiday website is intuitive & clear. 
Inviting exploration, it feels tailored to my needs, ...
6. SKETCH BOARDS 
Define & Design phases
7. PROTOTYPE 
Define & Design phase 
It’s doesn’t matter what you use, just make it move 
People don’t just look at websit...
Next time, think about the client 
SUMMARY 
EMPATHY OPEN TO INPUT STRUCTURED 
Add context to data 
Soft skills, not softwa...
RECAP 
1 2 3 
PLAIN 
ENGLISH 
No jargon or complex 
process diagrams. Speak 
in terms that the client 
will understand 
VA...
RECAP 
4 5 6 
CHANGE 
CONVERSATION 
Away from flat images of 
web pages to a much 
deeper understanding of 
why users will...
CHECKLIST 
Based on a vision 
Creates shared ownership 
Built on a framework 
Bring people together 
Creates empathy 
! 
F...
LINKS 
• Creating a Shared Vision - Alan Colville - UX Magazine 
• Part 1 - http://uxmag.com/articles/shared-vision 
• Par...
CUSTOMER EXPERIENCE 
CONSULTANCY 
Profitable for companies, loved by customers THANK YOU! 
www.colville.cx 
@alancolville ...
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UX South West - Engaging clients meaningfully in the process of digital design

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Great digital experience happen when we engage clients, not just users, meaningfully in the process of digital design.
This workshop describes techniques, which not only demonstrate the value of UX, but build better client / designer relationships.

Published in: Design
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UX South West - Engaging clients meaningfully in the process of digital design

  1. 1. CUSTOMER EXPERIENCE CONSULTANCY Profitable for companies, loved by customers Colville© ENGAGING MEANINGFULLY WITH CLIENTS Profitable for companies, loved by customers UXSW
  2. 2. Banksy - Elephant Great digital experience happen when we engage clients, not just users Workshop will help build empathy for clients Describe techniques which demonstrate value of UX Build better relationships Gain trust
  3. 3. LESS CLEAR THAN WE’D ADMIT We require client to: 1. Keep pace 2. learn our ways 3. understand our skills 4. interpret what we deliver. It’s all from our POV
  4. 4. James Clar - BOOM 1. Flat images of web design 2. Focus on home page 3. Mobile first - content first, what? 4. Increased costs of RWD 5. No one size fits all How can we engage clients better in the process?
  5. 5. USERS Apply what we’ve learned about people As with all good UX, it starts with empathy Goals Need Hopes Fears
  6. 6. ACTIVITY 1 { Imagine what it’s like for a client to hire a } designer? 1 Goals 2 Needs 3 Hopes 4 Fears In your groups, answer the question . . . Think about goals, needs, hopes and fears. At least one for each. Write your answer on postits Ask from one of each from each group NOTE: Make note of the most important on flip chart
  7. 7. “I WANTED SOMEONE I COULD WORK WITH I GOT A FANATIC” Most clients have horror story To do with attitude, communication and understanding of goals. Their goal is to find someone they can work with They need someone to make them look good The fear is they get someone who’s a headache We could blame communication, but we probably communicate regularly. Perhaps it’s the words we use?
  8. 8. USABILITY EXPERIENCE ARCHITECT INTERACTION DESIGN UX EXPERIENCE ARCHITECT INFORMATION ARCHITECT USER CENTRED DESIGN USER EXPERIENCE ? Today, I tell my clients that I’m a User Experience Designer. But what we do is synonymous, or at least closely related to many other words. Clients find this confusing. This schizophrenia does not instil confidence in what we do. A pretty poor start for the guardians of simplicity. But even if titles are come and go, we’ve got beautifully visualised process diagram to wow clients and explain what we do, right? !
  9. 9. UNLEASH THE LEXICON In new business meetings, where process diagrams like this are unleashed. Hard it is for clients to see the true value of what we do. The problem here is these diagrams: Lists activities from our perspective Not showing the relationship between activities Fail to show the activities which are most valuable to the client
  10. 10. Sitemap Wireframes Task Analysis Personas CONFUSION . . . User Testing Pieces of a jigsaw to the client large degree of mental processing Seldom in plain English. We only understand them Stop asking so much of clients. Fundamentally, they don’t invite input
  11. 11. FLAT IMAGES People don’t just look at websites, they use them! Though clients to value flat images of webpages Need to reeducate Red herring of digital Change the conversation with clients away from flat images, deeper understanding of why a user will engage with the clients site and brand. People use, not just look at website !
  12. 12. DESIGN IN ISOLATION At it’s worse, all this amounts us designing in isolation Results in a loss of control away from the designer Why? Human nature to try and control what we do not understand Perhaps you can think of a controlling client?
  13. 13. IMAGINE A WORLD M WITHOUT A CLIENT . . . Increasing number of designers abandoning client work altogether to build their own apps? I was lucky as part of Analog Cooperative It was different, but not how you’d expect. Focus is on delivery, not deliverables. The things you do for yourself are different to those you do to show value to a client. Even in a start-up, you need a product owner or internal client
  14. 14. THE HOLY TRINITY OF DESIGN When these things work together great UX happens Should always be tension in design Push and pull of different perspectives reveals beautiful designs. Certain tension bad: Like when designers try to differentiate ourselves through our designs, this pulls the relationship apart. We don’t own the designs It’s the client who’ll have to live with the site
  15. 15. ENGAGED CLIENT Greatly improved Removed complexity and multiple forms via search links or PPC ads content related to their search Pat Odey, the Virgin Product Manager for this project described to me a product owner / designer relationship 70% of the project time at the agency, LBi’s offices. This was a partnership. Pat describes being extremely engaged Chris Ball of LBi describes Pat as one of the team. !
  16. 16. ACTIVITY 2 - 5 mins { 1. What were the key steps you took on } your last project? 1 Discover 2 Define 3 Design 4 Develop In your groups, using postits, answer this question . . . With one activity or step per posit Use the 4 phases as a guide
  17. 17. ACTIVITY 2 - 5 mins { 2. How engaged was the client at } each step? 1 Easy to explain 2 Well received 3 Involved 4 Empowered Arrange them on the wall linearly according to phase Answering the following question Using the scale to gauge engagement Discuss as you go From this exercise, I hope you are starting to think about the best ways to engage clients
  18. 18. ACTIVITY 2 One of the team Signed-off Just wanted it done 3 2 1 0 -1 -2 -3 DISCOVER DEFINE DESIGN DEVELOP
  19. 19. 6 ENGAGING TECHNIQUES* * Some clients just want it done Here are some steps I take, which I find really engage clients meaningfully in the process of design. Before, highlight the importance of preparation Don’t set it up right, you’re setting yourself up for a fall. Also, not all clients will get involved. You may have to work harder with some.
  20. 20. 1. FAT HEAD DIAGRAM Discovery phase Objective - customer or user profile. It only takes 10 - 15 minutes per profile. Goal is to create empathy for the end users The looseness of this sketched person removes inhibitions, Allowing clients to imagine, and input easily
  21. 21. 2. EXPERIENCE VISION Define phase Shared vision that works on UX Magazine. Working more fluidly, vision becomes more important Simply a sentence or group of works expressing the core of the experience people will have with the site. - Bring the project team together - Keeps people focused on who’s important - Creates a culture of shared ownership They’re surprisingly easy to create and have a lasting effect on the project.
  22. 22. 3. EXPERIENCE MAPPING Low-fi Hi-fi Discover and Define phases We’re good at visualisation, the before unseen. Site is supporting the needs of business and customers See the process through eyes of customer Describe experience over time Mark positive and negative point Lay the grounds for cross channel analysis Identify opportunities for service improvements We build the user layer, based on research, together with the client, you build the business layer. Key is to do this collaboratively with the client. Engaging their imagination in a technique that they used to thinking about, but probably haven't found a way to visualise.
  23. 23. 4. SKETCHING Discover, Define and Design phases Engages the brain in the kind of visual sense-making 30,000 years. Sketching is a power technique Generate concepts quickly Not costly The looseness of a sketch removes inhibitions, granting clients permission to Consider and challenge the ideas it represents. Stick men are a great ice breaker People often ask when do you stop sketching? For me, when it stops being about ideas, then it’s time to stop !
  24. 24. 5. STORY TELLING The Forest Holiday website is intuitive & clear. Inviting exploration, it feels tailored to my needs, in a friendly way, that leaves me full of excitement. Low-fi Hi-fi Define phase Power technique for engaging people They're built on a framework that we know. They have the right cues and tap into our collective psyche. Stories also work incredibly well to engage clients by: Putting a human face on data Making complex things simple Pack a lot in Motivating, persuading and inspiring Bringing consistent narrative across device A power technique ! If any of this sounds complex, it's not. ! We tell stories everyday, it’s not complicated Understand the basic formula: 1. Character 2. Ambition 2. Tension
  25. 25. 6. SKETCH BOARDS Define & Design phases
  26. 26. 7. PROTOTYPE Define & Design phase It’s doesn’t matter what you use, just make it move People don’t just look at websites, they use them. The web moves now Show movement early, can save a lot of time later More powerful and relevant than flat images
  27. 27. Next time, think about the client SUMMARY EMPATHY OPEN TO INPUT STRUCTURED Add context to data Soft skills, not software Removes inhibitions Framework to input to Colville© Profitable for companies, loved by customers Less of a call to arms than a call for Pause On your next project Consider how you can engage clients Starting with empathy
  28. 28. RECAP 1 2 3 PLAIN ENGLISH No jargon or complex process diagrams. Speak in terms that the client will understand VALUE TO CLIENT What have we learned? Not just users, in terms that they can relate to their business SHARED VISION A simple statement defining the core of the experience users will have with the site Colville© Profitable for companies, loved by customers
  29. 29. RECAP 4 5 6 CHANGE CONVERSATION Away from flat images of web pages to a much deeper understanding of why users will engage with their brand INVITE What have we learned? PEOPLE’S INPUT Like sketches do, because they are loose, so they grant permission to challenge the ideas they represent MAKE IT INEVITABLE A good client / designer relationship is one that has an inevitable outcome, rather than Ta-dah! Colville© Profitable for companies, loved by customers
  30. 30. CHECKLIST Based on a vision Creates shared ownership Built on a framework Bring people together Creates empathy ! For engaging techniques Not on a screen Remove inhibitions Grant permission to challenge Engages imagination All about ideas Colville© Profitable for companies, loved by customers
  31. 31. LINKS • Creating a Shared Vision - Alan Colville - UX Magazine • Part 1 - http://uxmag.com/articles/shared-vision • Part 2 - http://uxmag.com/articles/creating-a-shared-vision-that-works • Sketch boards - Adaptive Path - Youtube: http://youtu.be/iVFTBj_BYy0 Requiring complete understanding of something, but the end result feels understated, confident and inevitable. We design websites & apps in the context that they will be used: the browser Colville© Profitable for companies, loved by customers
  32. 32. CUSTOMER EXPERIENCE CONSULTANCY Profitable for companies, loved by customers THANK YOU! www.colville.cx @alancolville Colville© Profitable for companies, loved by customers

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