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Best practice
for UX deliverables

!
!

by Anna Dahlström | @annadahlstrom

05 March 2014

www.flickr.com/photos/jmsmith000/3169546564
My name is Anna and today we’re
going to talk about:
!

•How to adapt and sell your UX deliverable to the

reader (from clients, your team, in house and outsourced
developers)
•Guiding principles for creating good UX deliverables
(both low and high fidelity)
•Best practice for presentations, personas, user
journeys, flows, sitemaps, wireframes and other
documents
•Simple, low effort but big impact tools for improving
the visual presentation of your UX deliverables
Only joking.
That’s not what this 

presentation will look like

Happy clown via Shutterstock
If it did, I wouldn’t blame you

if you looked like this

www.flickr.com/photos/dm-set/4200811849
What is 

so bad with this?
First of all, it makes you

want to do this

www.flickr.com/photos/dm-set/4200811849
It’s really 

hard to read

o breathing
spacing
Lack of text
indent &
alignment
Too much text
It contains
unnecessary detail

It’s the class
description
word for
word

It’s most likely what
I’ll say anyway
It just

doesn’t sell it

“Seriously?!”
“This will be 3 hours I’ll
never get back of my life”

“Boring!”
“This
lady just
doesn’t
care”

“Lazy!”

“I’m out of here”
Today we’ll look at...
1. A bit of background
2. Adapting to the reader, project & situation
3. Guiding principles with DOs & DON’Ts
4. Good examples

5. Practice x 4
6. Surgery + Q & A

Break
2007 


I started working agency side
Much faster pace 

than what I was used to

www.flickr.com/photos/22032337@N02/7427822420
From one to many clients 

& projects, at the same time

www.flickr.com/photos/jorgeq82/4732700819
From tax applications to 

campaigns & large website redesigns

www.flickr.com/photos/9731367@N02/6988157282

www.flickr.com/photos/jpott/6214176279
Strategic 

thinking & communication 



+

Selling 


my work became very important
Creative 


approach to UX deliverables
+


Open 


with less set templates
Many 

talented people
Creative, communicative, & visually pleasing
documents were a breeze for them
www.flickr.com/photos/stickkim/7491816206
They made 

clients & internal people smile

www.flickr.com/photos/31878512@N06/4941767047
For me... 

it took time

www.flickr.com/photos/snugglepup/4320372145
Advancing my 

wireframing skills was easy

www.flickr.com/photos/martinaphotography/7051511189
Less so with the 

strategic experience design documents

www.flickr.com/photos/sshb/3831637764
I had to find 

my own style

www.flickr.com/photos/msittig/610572129
Weekly 

one to ones
Critique, walk-throughs & tips 

was the best thing for my development

www.flickr.com/photos/deathtogutenberg/6784150372
That & experimenting

until I found my style

www.flickr.com/photos/17207222@N02/5601758478
Since then I’ve made clients & internal
stakeholders & team members smile

www.flickr.com/photos/31878512@N06/4945216951/in/photostream
Though that’s not what it’s about, 

it was & continues to be one important aspect

www.flickr.com/photos/martinteschner/4569495912
Championing IA & UX internally as 

well as with clients was a big part of my job

www.flickr.com/photos/ittybittiesforyou/3879998804
It still is: the value of UX, 

collaboratively working & being involved from
start to finish is not a given everywhere

www.flickr.com/photos/donsolo/2888908733
Whoever our work is for, 

we always need to sell it

www.flickr.com/photos/jox1989/5143301136
How much we need to put into it
How we need to sell it
To whom we need to sell it
!

this all varies
That’s what we’re 

going to be working on today

www.flickr.com/photos/suttonhoo22/2070700035
2. Adapting to the
reader, project & situation
Where we work
Who the deliverable is for
Why we do it
How it’s going to be used
!

impacts how to approach it
I asked a few people

in different roles what they considered
key with good UX deliverables

www.flickr.com/photos/helga/3952984450
“ You need to produce a deliverable that meets the
needs of the audience it's intended for: wireframes
that communicate to designers, copy writers and
technical architects... Experience strategy documents
that matter to digital marketeers... ”
- John Gibbard

Associate Planning Director

Dare


www.flickr.com/photos/jmsmith000/3169546564
“ A good UX deliverable clearly communicates its
purpose and what it’s trying to achieve. It anticipates
any questions / scenarios which may be posed. ”
!
- Nick Haley

Head of User Experience

Guardian News and Media

www.flickr.com/photos/jmsmith000/3169546564
“ It’s not something created for the sake of it. One
of the reasons we don’t do wireframes anymore is
because of this. Instead my team creates html
prototypes which live in a browser. I see developers
refer to them all the time, without consulting the
team. ”
!
- Nick Haley

Head of User Experience

Guardian News and Media

www.flickr.com/photos/jmsmith000/3169546564
One immediate 

conclusion can be made

www.flickr.com/photos/ivanclow/4260762246
Client side is different from having clients
“ In the past I’d look for reams of documents going
into great detail, but as a result of the proliferation in
devices creating documentation is becoming too
cumbersome.
There needs to be some initial though into journeys,
personas and use cases for sure, but the need for
wireframes I think is reduced to identify the priority of
content/functionality. ”
!
- Alex Matthews

Head of Creative Technology

BBH, London
www.flickr.com/photos/jmsmith000/3169546564
“ Instead we should be wireframing in code using a
responsive framework so that we can immediately see
how everything looks on all devices, and rapidly
change how an element and its associated behaviours
looks across all these devices. ”
!
- Alex Matthews

Head of Creative Technology

BBH, London

www.flickr.com/photos/jmsmith000/3169546564
Second conclusion: 

approaches & what’s needed differ 

between companies

www.flickr.com/photos/ivanclow/4260762246
I asked Alex: 


“Would you agree though that the above works a lot
better if the teams are located together and work
collaboratively, and that the need for actual
wireframes with annotations increase, if the
development happens elsewhere?”

www.flickr.com/photos/helga/3952984450
Yes 

totally agree
Third conclusion: 

what inhouse developers need is 

different from if the build is outsourced

www.flickr.com/photos/ivanclow/4260762246
“ UX should not be a hander over, it should be part
of the full development cycle from product inception,
through to the MVP and each iteration beyond. ”
!
- Scott Byrne-Fraser

Creative Director

BBC User Experience & Design

Sport & Live

www.flickr.com/photos/jmsmith000/3169546564
However, sometimes 

we do need to hand things over

www.flickr.com/photos/martinteschner/4569495912
“ Rule for my team: I don’t care what you create or
how you create it, but it better be high quality.
!

A deliverable which isn’t used to move the project
forward is a waste of time. ”
!
- Nick Haley

Head of User Experience

Guardian News and Media

www.flickr.com/photos/jmsmith000/3169546564
“ UX is about delivery, not deliverables. So the
best design artefacts are the ones that take the least
time to convey the most insight and meaning.
Conversations are better than sketches, sketches are
better than prototypes and prototypes are better than
think specifications.
So if you're focussing on making pretty
deliverables, you’re focussing on the wrong thing. ”
!
- Andy Budd

Co-founder & CEO

Clearleft
www.flickr.com/photos/jmsmith000/3169546564
“ That being said, there are VERY RARE occasions
when creating a nice looking deliverable like a concept
map—to explain a difficult concept around a large
organisation—can pay dividends. But this is the
exception rather than the rule. ”
!
- Andy Budd

Co-founder & CEO

Clearleft

www.flickr.com/photos/jmsmith000/3169546564
Forth conclusion: 

it’s not about pretty documents, 

but about adding value

www.flickr.com/photos/ivanclow/4260762246
“ Make them f ****** appropriate
Practitioners love to pretend that they only need to
fart/cough near a client and they understand what’s
inferred, but that's nonsense.
The truth is you need to communicate to lots of
different people at lots of different levels. Make sure
your deliverables (at whatever fidelity) are appropriate
for your audience. ”
!
- Jonty Sharples

Design Director

Albion
www.flickr.com/photos/jmsmith000/3169546564
As we know, 

not every client is the same

www.flickr.com/photos/martinteschner/4569495912
From two dear ones, 

who have been both colleagues & clients

www.flickr.com/photos/jdhancock/4354438814
“ The best UX works collaboratively and considers
the whole customer journey/experience as well as
satisfying the business requirements in the context of
the overall digital strategy.
They produce clear and annotated customer
journeys, sitemaps and detailed wireframes with
complete user and functionality notes and rationale
behind the proposed solution. ”
!
- Stephanie Win-Hamer

Proposition Manager

Barclays
www.flickr.com/photos/jmsmith000/3169546564
“ Good UX should demonstrate enough for
stakeholders to understand the essential details, for
developers to be able to build with minimum
questions, and for other UX designers to pick up the
project.
The deliverable should not be in the form of long
winded manuals, which often remain unread, and
become time-consuming to maintain. ”
!
- Scott Byrne-Fraser

Creative Director

BBC User Experience & Design

Sport & Live
www.flickr.com/photos/jmsmith000/3169546564
But, not every client 

is UX minded

www.flickr.com/photos/martinteschner/4569495912
“ UX is a critical part of any project but you'll often
find that clients sometimes don't understand what
they are looking at and/or are just itching to get to the
"pretty pictures" bit.
From my point of view therefore, it is vital that the UX
is super clear, with detailed annotations and notes
written in laymen's terms - and if it can be visually
engaging to keep their attention, all the better.
Personally I am a big fan of sketches, particularly in
the early stages. ”
- Hannah Hilbery

Board Account Director

Leo Burnett

www.flickr.com/photos/jmsmith000/3169546564
On the subject of keeping people’s attention
- a bit on building skills, presentations &
showing work

www.flickr.com/photos/carlosfpardo/6791950592
“ In building the skills of my team I'm looking for
them to produce beautiful, usable deliverables that
communicate their content appropriately in context. In
practical terms I 'd also hope that they're editable and
adaptable enough to evolve within and without the
project. ”
- John Gibbard

Associate Planning Director

Dare


www.flickr.com/photos/jmsmith000/3169546564
“ Presentations are for presenting, not reading.
Read and adapt to the audience. When you see
people who have written a speech word-for-word read
it out, it never connects with the audience.
Say less. People can take away (at best) 3 things
from an hour long presentation. Make sure you focus
so that the three things you want to be taken away
are taken away. ”
- Nick Emmel

Strategic Partner

Mr. President

www.flickr.com/photos/jmsmith000/3169546564
“ Narrative is the key thing. A person needs to be
able to tell a good story about their deliverables and
why they made decisions, who they worked with along
the way and how they were produced (and for whom).
It's only really when people tell stories that people
feel engaged and connected with how a UX
practitioner practices.
The ones that don't have narrative come across
as samey, lumpy and can make you assume the
practitioner lacks passion. ”
www.flickr.com/photos/jmsmith000/3169546564

- Be Kaler

Director

Futureheads Recruitment 

Speaking of storytelling,
this is what visual design has to say

www.flickr.com/photos/carlosfpardo/6791950592
“ A good piece of UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. Therefore a
critical deliverable to establish that principle are good
personas. 

I need to understand who has to get what out of
the thing I'm designing and I'm only satisfied a visual
has been executed well once I'm confident it's telling
the right story to the right person in the right way. ”
- Steve Whittington

Design Director 

Dare

www.flickr.com/photos/jmsmith000/3169546564
“ Just as design shouldn't be paint by numbers, UX
shouldn't be build by boxes. The boundaries between
good content creation, well considered user
experience and effective design and layout are blurred.
I firmly believe that for one to be successful - all the
disciplines need to sing together. Hence, the single
most important deliverable isn't a physical one, rather
a common understanding - a pool of knowledge developed when these key disciplines work together. ”
- Steve Whittington

Design Director 

Dare

www.flickr.com/photos/jmsmith000/3169546564
So true, 

& so important

www.flickr.com/photos/jdhancock/4354438814
Last but not least, 

we wouldn’t have anything 

without content

www.flickr.com/photos/grimsanto/751075283/photos/carlosfpardo/6791950592
“ The best deliverables for a writer evidence a really
close understanding of our content so that there's
flexibility in wireframes for example, to fit more or
less words. Components can be useful in this respect.
There's nothing worse than having to fill space
when there's nothing to say. I also find personas
helpful for adjusting the copy in places, but only if
they're sufficiently different from each other. ”
- Emma Lawson

Freelance Senior Copywriter 

& Former Head of Copy

www.flickr.com/photos/jmsmith000/3169546564
3. Guiding principles
with DOs & DON’Ts
First 

THE DOs

www.flickr.com/photos/withassociates/3795212591
01
•
•
•
•

Create something 

people want to read

make documents skimmable & easy to read
remove fluff & get to the point
pull out key points & actions
add some delight to keep the reader engaged
Every reader has given you their time. 

Make the most of it & don’t waste it

www.flickr.com/photos/martinteschner/4569495912
02

Ensure the reader
knows what they are looking at

• always include page titles
• use visual cues for what you reference in annotations
• pull out or highlight what has changed from prior version

www.flickr.com/photos/pinkpurse/5355919491
03

Make it easy
to follow & understand

• a red thread is crucial & makes your work more engaging
• consistency in numbering & titles matters
• include page numbers, particularly if presenting over the
phone

www.flickr.com/photos/pinkpurse/5355919491
Though it (mostly) should be, 

it won’t always be YOU presenting YOUR work

www.flickr.com/photos/martinteschner/4569495912
04
•
•
•
•
•
•

Make things
reusable between projects

use stencils & avoid continuously creating from scratch
keep assets organised (icons, visual elements, assets for devices, social media etc.)
spend some time setting up elements properly
helps avoid having to go back & adjust every instance later
set up document templates that can be reused
all of the above saves time & ensures you spend yours wisely

www.flickr.com/photos/pinkpurse/5355919491
05
•
•
•
•
•

Avoid unnecessary
updates & maintenance

set up & automate document info (logos, page numbers, titles, version, file location, etc)
if software allows, place them on a shared canvas/ layer
ensures they are on every page & no manual update is needed
use layers/ shared canvases for consistent elements
& for keeping your document organised (great if someone else needs to pick it up)

www.flickr.com/photos/pinkpurse/5355919491
06

Adapt to the
reader, project & situation

• applies to verbal presentation & walkthrough
• as well as visual presentation & polish
• adjust your focus & detail - what’s most important to them

www.flickr.com/photos/pinkpurse/5355919491
07
•
•
•
•

Use a mixture of
colours, white space, fonts & styling

helps draw the user’s eye & guide the reader to what matters
useful for grouping information
adds delight & makes your documents a pleasure to the eye
really simple & takes very little time

www.flickr.com/photos/pinkpurse/5355919491
And 

THE DON’Ts

www.flickr.com/photos/withassociates/3795212591
01
•
•
•
•

Don’t be lazy

check spelling
ensure things are aligned
include spacing
always proof read

www.flickr.com/photos/pinkpurse/5355919491
02

Don’t create
unrealistic wireframes

• images tend to come in certain ratios
• typography needs to be big enough to read
• be true - making your wireframes bigger, or modules smaller
won’t make the content fit in real life

www.flickr.com/photos/pinkpurse/5355919491
03

Don’t spend
unnecessary time polishing

• work with simple tools to improve your documents
• spend your time where it adds the most value
• practice & re-use to save time

www.flickr.com/photos/pinkpurse/5355919491
4. Good examples
Persona 


www.flickr.com/photos/cannedtuna/4852756417
Persona 


http://ucgd.com.au/course/wp-content/uploads/2013/03/personas-4.jpg
Persona 


http://rolandsmart.com/wp-content/uploads/2012/12/involver_personas5.jpg
Pen portrait 

Pen portrait 

More personas & pen portraits
www.ux-lady.com/wp-content/uploads/2013/06/
portada-DIY-personas.jpg
http://rolandsmart.com/wp-content/uploads/
2012/12/involver_personas5.jpg
http://peterspannagle.com/wp-content/uploads/
2013/05/OBC-personas.png
http://ucgd.com.au/course/wp-content/uploads/
2013/03/personas-4.jpg
www.pinterest.com/pin/186195765816951260/
www.smartinsights.com/wp-content/uploads/
2012/06/social-media-personas-600x2223.jpg
http://dannyhearn.me/images/porfolio/speedy/
screen_02.jpg
www.flickr.com/photos/st3f4n/4387291247
Customer Experience Map 


www.flickr.com/photos/_dchris/8524084981
Customer Experience Map 


www.flickr.com/photos/brandonschauer/3363169836
Customer Experience Map 


http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
Customer Experience Map 


http://www.ux-lady.com/wp-content/uploads/2013/03/time-line-exp-map-2.jpg
More customer experience maps
http://productpad.in/blog/visualizing-an-e-commercecustomer-experience-map
http://wireframes.linowski.ca/2010/04/blueprint
www.adaptivepath.com/ideas/the-anatomy-of-anexperience-map
http://adaptivepath.com/uploads/documents/
RailEurope_AdaptivePath_CXMap_FINAL.pdf
www.ux-lady.com/experience-maps-user-journeyand-more-exp-map-layout
www.ux-lady.com/wp-content/uploads/2013/03/
time-line-exp-map-2.jpg
http://sarahdrummond.files.wordpress.com/2009/09/
saywomenjourneychart.jpg
www.flickr.com/photos/st3f4n/4387291247
Sketches 


www.flickr.com/photos/saucef/7184615025
www.flickr.com/photos/lucamascaro/4941101192

Tools for sketching 


www.flickr.com/photos/snogglemedia/6254591338

www.flickr.com/photos/lucamascaro/4941102534

www.flickr.com/photos/adactio/5441449605
User flow


www.flickr.com/photos/hperticarati/6930388917
User journey


www.flickr.com/photos/kaioshin/8357538337
Flow diagram

www.flickr.com/photos/davidex/6447938785
Flow diagram 


www.flickr.com/photos/vfsdigitaldesign/5432269858
Flow diagram 


http://uirockstar.com/images/portfolio/flows/large/user-flow.jpg
More user journeys, flows & flow diagrams
http://wireframes.linowski.ca/tag/user-flow
www.boxuk.com/upload/img/user_journey_large.png
!
!

www.flickr.com/photos/st3f4n/4387291247
Sitemaps 


www.flickr.com/photos/inpivic/5205918163/
Sitemaps 


www.flickr.com/photos/kaioshin/8350138704
Sitemaps 


www.flickr.com/photos/laurajo/3893912478
Sitemaps 


www.flickr.com/photos/hungrybrowser/4545494926
More sitemaps
www.resexpo.com/images/sitemap_full.gif
http://dribbble.com/shots/1016777-Sitemapping/
attachments/121386
www.pinterest.com/pin/193232640234502158
http://dribbble.com/shots/645915-Sitemap?
list=popular&offset=141
http://dribbble.com/shots/493411-Sitemap
!

www.flickr.com/photos/st3f4n/4387291247
Sketches + screen flow

www.flickr.com/photos/v222000/7042284563
Sketches & screen flow

www.flickr.com/photos/hperticarati/6930388917
Sketches & screen flow

http://wireframes.linowski.ca/tag/user-flow/
More visual flows & story boards
http://paultrow.com/images/storyboard_itv2.jpg
http://wireframes.linowski.ca/wp-content/themes/
darwin/images/full232.jpg
www.pinterest.com/pin/103653228896454959
http://dribbble.com/shots/1087622-PrototypingPLANiT/attachments/135624
!

www.flickr.com/photos/st3f4n/4387291247
Wireframes 


www.flickr.com/photos/rohdesign/3307873748
Wireframes 


www.flickr.com/photos/hirt/5553421982/
Wireframes 


www.flickr.com/photos/activeside/2192411612
Wireframes


www.flickr.com/photos/brandonschauer/5054715729
Wireframes


http://uxmag.com/sites/default/files/uploads/evanswireframing/globalcruise5.png
Wireframes


http://dribbble.com/shots/967188-User-flow-iphone-app
More wireframes
http://bradfrostweb.com/blog/post/entertainmentweekly/
http://dribbble.com/shots/978422-Wireframes?
list=popular&offset=180
www.pinterest.com/pin/110549365825077181
http://dribbble.com/shots/967188-User-flow-iphoneapp
http://uxmag.com/sites/default/files/uploads/
evanswireframing/globalcruise5.png

www.flickr.com/photos/st3f4n/4387291247
Practice time,

but first...

www.flickr.com/photos/suttonhoo22/2070700035
5 mins break
http://goo.gl/9B1GVr
5. Time to practice
Four exercises to work 

through individually (or in pairs if preferred)
The BRIEF
For summer a client has asked you to design & build an app
around what’s happening in London. They’ve shared target
audience insight & requirements on what to include:
•
•
•
•

About information
Map of summer events
Offers from stores
List of events
www.flickr.com/photos/pinkpurse/5355919491

•
•
•

Latest news
Login & registration
Ability to share
01 SKETCHING
As a first draft to the client, sketch a few of the sections
of the app & include key points on interactions, flow
between screens & main points around your thinking.
•
•
•
•

About information
Map of summer events
Offers from stores
List of events
www.flickr.com/photos/pinkpurse/5355919491

•
•
•

Latest news
Login & registration
Ability to share
www.flickr.com/photos/lucamascaro/4941101192

Tools for sketching 


www.flickr.com/photos/snogglemedia/6254591338

www.flickr.com/photos/lucamascaro/4941102534

www.flickr.com/photos/adactio/5441449605
01 SKETCHING
As a first draft to the client, sketch a few of the sections
of the app & include key points on interactions, flow
between screens & main points around your thinking.
•
•
•
•

About information
Map of summer events
Offers from stores
List of events
www.flickr.com/photos/pinkpurse/5355919491

•
•
•

Latest news
Login & registration
Ability to share
02 PEN PORTRAIT
Congrats! The client loved it. The next task is to create a pen
portrait summarising who this is for & what we need to
know about them, as well as what captures who they are.
•
•

Tourist, German, [xx] years old,
[gender]
Interested in markets, concerts,
likes shopping

www.flickr.com/photos/pinkpurse/5355919491

•
•
•

Uses iPhone, also has a tablet 

First time in London
Novice iPhone user
Skeptical to sharing information
Persona 


www.flickr.com/photos/cannedtuna/4852756417
Persona 


http://ucgd.com.au/course/wp-content/uploads/2013/03/personas-4.jpg
Persona 


http://rolandsmart.com/wp-content/uploads/2012/12/involver_personas5.jpg
Pen portrait 

02 PEN PORTRAIT
Congrats! The client loved it. The next task is to create a pen
portrait summarising who this is for & what we need to
know about them, as well as what captures who they are.
•
•

Tourist, German, [xx] years old,
[gender]
Interested in markets, concerts,
likes shopping

www.flickr.com/photos/pinkpurse/5355919491

•
•
•

Uses iPhone, also has a tablet 

First time in London
Novice iPhone user
Skeptical to sharing information
5 mins break
03 WIREFRAME
Bad news. An external company will build the app. Based on
your sketches do a wireframe on your computer of the
home screen. Make sure the following is clear to the reader:
•
•
•
•

Which screen they are looking at
What this view does - purpose, goals
What’s the content on the screen
Where does interactions take the user

www.flickr.com/photos/pinkpurse/5355919491

•
•
!

How do interactions work
Any key considerations

...and that it looks somewhat decent
Wireframes 


www.flickr.com/photos/hirt/5553421982/
Wireframes 


www.flickr.com/photos/activeside/2192411612
Wireframes


http://uxmag.com/sites/default/files/uploads/evanswireframing/globalcruise5.png
Wireframes


http://dribbble.com/shots/967188-User-flow-iphone-app
03 WIREFRAME
Bad news. An external company will build the app. Based on
your sketches do a wireframe on your computer of the
home screen. Make sure the following is clear to the reader:
•
•
•
•

Which screen they are looking at
What this view does - purpose, goals
What’s the content on the screen
Where does interactions take the user

www.flickr.com/photos/pinkpurse/5355919491

•
•
!

How do interactions work
Any key considerations

...and that it looks somewhat decent
04 PRESENTATION
This is the big one, selling it to the stakeholders. The client
wants you to do an executive summary that you will be
presenting, but can also be passed around. It should include:
•
•
•
•

The Brief
The process
Who the target audience is
The solution

www.flickr.com/photos/pinkpurse/5355919491

Also consider...
• It needs to sell
• Be clear & concise
• Focus on key take aways
3


things
01

“ Presentations are for presenting, not reading.

If the information that you want to put across requires
detailed paragraphs or chunky tables for analysis, or
swirly complex user journeys - deliver the information
in a different way. ”
- Nick Emmel

Strategic Partner

Mr. President


www.flickr.com/photos/jmsmith000/3169546564
02
!
!

“ Read and adapt to the audience. When you see
people who have written a speech word-for-word read
it out, it never connects with the audience.
That's not because the material is bad, it is because it
is not being constantly adapted to the ever-changing
context, mood, or understanding. Stand-up comedians
are great presenters as they adapt and draw in their
audience. ”

www.flickr.com/photos/jmsmith000/3169546564

- Nick Emmel

Strategic Partner

03
!
!

“ Say less. When you are given a stage to show-off
your knowledge, the temptation is to waffle, digress
or delve far too deep into topics.
People can take away (at best) 3 things from an hour
long presentation. Make sure you focus so that the
three things you want to be taken away are taken
away. ”
- Nick Emmel

Strategic Partner

Mr. President


www.flickr.com/photos/jmsmith000/3169546564
04 PRESENTATION
This is the big one, selling it to the stakeholders. The client
wants you to do an executive summary that you will be
presenting, but can also be passed around. It should include:
•
•
•
•

The Brief
The process
Who the target audience is
The solution

www.flickr.com/photos/pinkpurse/5355919491

Also consider...
• It needs to sell
• Be clear & concise
• Focus on key take aways
6. Surgery + Q&A
Any questions?

www.flickr.com/photos/perolofforsberg/6691744587
Any work you would like 

to get feedback on?


www.flickr.com/photos/kalexanderson/5984187563
If so

this applies, please
A few

final words...

www.flickr.com/photos/martinteschner/4569495912
Approach, tools & fidelity depends 

on your project, budget and time frame

www.flickr.com/photos/75905404@N00/7126146307
Brand


High level


Less formal UX deliverables
but more creatively led

Source: Mark Bell, Dare

Aim of experience

Info or task


IA & UX deliverables

Detailed


UX led with more formal &
extensive IA & UX deliverables
It also depends on 

the skills & experiences of your team

www.flickr.com/photos/jpott/6214176279
High level


IA & UX deliverables

Less formal UX deliverables
but more creatively led

Extensive


Source: Mark Bell, Dare

Detailed


UX led with more formal &
extensive IA & UX deliverables

Experience in visual design team

Limited

And if it’s being built 

externally or internally

www.flickr.com/photos/booleansplit/8393134563/
Brand


High level


Aim of experience

Info or task


IA & UX deliverables

Detailed


Less formal UX deliverables
but more creatively led

Extensive


Source: Mark Bell, Dare

UX led with more formal &
extensive IA & UX deliverables

Experience in visual design team

Limited

If clients (or someone else) don’t get it,

there is generally something to be improved in
how we work with them & present our work

www.flickr.com/photos/martinteschner/4569495912
No right way. No wrong way.
As long as 

you add value

www.flickr.com/photos/stevendepolo/4582437563
Remember, 

this is how I started out

www.flickr.com/photos/sshb/3831637764
Learn from others 

& stick to the DOs & DON’Ts

www.flickr.com/photos/deathtogutenberg/6784150372
Fonts & colours go a long way.
And have fun, 

it will come across

Happy clown via Shutterstock
Thank you
@annadahlstrom | anna.dahlstrom@gmail.com
www.annadahlstrom.com

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Best Practice For UX Deliverables - Eventhandler, London, 05 March 2014

  • 1. Best practice for UX deliverables ! ! by Anna Dahlström | @annadahlstrom
 05 March 2014 www.flickr.com/photos/jmsmith000/3169546564
  • 2. My name is Anna and today we’re going to talk about: ! •How to adapt and sell your UX deliverable to the reader (from clients, your team, in house and outsourced developers) •Guiding principles for creating good UX deliverables (both low and high fidelity) •Best practice for presentations, personas, user journeys, flows, sitemaps, wireframes and other documents •Simple, low effort but big impact tools for improving the visual presentation of your UX deliverables
  • 3. Only joking. That’s not what this 
 presentation will look like Happy clown via Shutterstock
  • 4. If it did, I wouldn’t blame you
 if you looked like this www.flickr.com/photos/dm-set/4200811849
  • 5. What is 
 so bad with this?
  • 6. First of all, it makes you
 want to do this www.flickr.com/photos/dm-set/4200811849
  • 7. It’s really 
 hard to read o breathing spacing Lack of text indent & alignment Too much text
  • 8. It contains unnecessary detail It’s the class description word for word It’s most likely what I’ll say anyway
  • 9. It just
 doesn’t sell it “Seriously?!” “This will be 3 hours I’ll never get back of my life” “Boring!” “This lady just doesn’t care” “Lazy!” “I’m out of here”
  • 10. Today we’ll look at... 1. A bit of background 2. Adapting to the reader, project & situation 3. Guiding principles with DOs & DON’Ts 4. Good examples
 5. Practice x 4 6. Surgery + Q & A Break
  • 11. 2007 
 I started working agency side
  • 12. Much faster pace 
 than what I was used to www.flickr.com/photos/22032337@N02/7427822420
  • 13. From one to many clients 
 & projects, at the same time www.flickr.com/photos/jorgeq82/4732700819
  • 14. From tax applications to 
 campaigns & large website redesigns www.flickr.com/photos/9731367@N02/6988157282 www.flickr.com/photos/jpott/6214176279
  • 15. Strategic 
 thinking & communication 
 
 + Selling 
 my work became very important
  • 16. Creative 
 approach to UX deliverables +
 Open 
 with less set templates
  • 18. Creative, communicative, & visually pleasing documents were a breeze for them www.flickr.com/photos/stickkim/7491816206
  • 19. They made 
 clients & internal people smile www.flickr.com/photos/31878512@N06/4941767047
  • 20. For me... 
 it took time www.flickr.com/photos/snugglepup/4320372145
  • 21. Advancing my 
 wireframing skills was easy www.flickr.com/photos/martinaphotography/7051511189
  • 22. Less so with the 
 strategic experience design documents www.flickr.com/photos/sshb/3831637764
  • 23. I had to find 
 my own style www.flickr.com/photos/msittig/610572129
  • 25. Critique, walk-throughs & tips 
 was the best thing for my development www.flickr.com/photos/deathtogutenberg/6784150372
  • 26. That & experimenting
 until I found my style www.flickr.com/photos/17207222@N02/5601758478
  • 27. Since then I’ve made clients & internal stakeholders & team members smile www.flickr.com/photos/31878512@N06/4945216951/in/photostream
  • 28. Though that’s not what it’s about, 
 it was & continues to be one important aspect www.flickr.com/photos/martinteschner/4569495912
  • 29. Championing IA & UX internally as 
 well as with clients was a big part of my job www.flickr.com/photos/ittybittiesforyou/3879998804
  • 30. It still is: the value of UX, 
 collaboratively working & being involved from start to finish is not a given everywhere www.flickr.com/photos/donsolo/2888908733
  • 31. Whoever our work is for, 
 we always need to sell it www.flickr.com/photos/jox1989/5143301136
  • 32. How much we need to put into it How we need to sell it To whom we need to sell it ! this all varies
  • 33. That’s what we’re 
 going to be working on today www.flickr.com/photos/suttonhoo22/2070700035
  • 34. 2. Adapting to the reader, project & situation
  • 35. Where we work Who the deliverable is for Why we do it How it’s going to be used ! impacts how to approach it
  • 36. I asked a few people
 in different roles what they considered key with good UX deliverables www.flickr.com/photos/helga/3952984450
  • 37. “ You need to produce a deliverable that meets the needs of the audience it's intended for: wireframes that communicate to designers, copy writers and technical architects... Experience strategy documents that matter to digital marketeers... ” - John Gibbard
 Associate Planning Director
 Dare
 www.flickr.com/photos/jmsmith000/3169546564
  • 38. “ A good UX deliverable clearly communicates its purpose and what it’s trying to achieve. It anticipates any questions / scenarios which may be posed. ” ! - Nick Haley
 Head of User Experience
 Guardian News and Media www.flickr.com/photos/jmsmith000/3169546564
  • 39. “ It’s not something created for the sake of it. One of the reasons we don’t do wireframes anymore is because of this. Instead my team creates html prototypes which live in a browser. I see developers refer to them all the time, without consulting the team. ” ! - Nick Haley
 Head of User Experience
 Guardian News and Media www.flickr.com/photos/jmsmith000/3169546564
  • 40. One immediate 
 conclusion can be made www.flickr.com/photos/ivanclow/4260762246
  • 41. Client side is different from having clients
  • 42. “ In the past I’d look for reams of documents going into great detail, but as a result of the proliferation in devices creating documentation is becoming too cumbersome. There needs to be some initial though into journeys, personas and use cases for sure, but the need for wireframes I think is reduced to identify the priority of content/functionality. ” ! - Alex Matthews
 Head of Creative Technology
 BBH, London www.flickr.com/photos/jmsmith000/3169546564
  • 43. “ Instead we should be wireframing in code using a responsive framework so that we can immediately see how everything looks on all devices, and rapidly change how an element and its associated behaviours looks across all these devices. ” ! - Alex Matthews
 Head of Creative Technology
 BBH, London www.flickr.com/photos/jmsmith000/3169546564
  • 44. Second conclusion: 
 approaches & what’s needed differ 
 between companies www.flickr.com/photos/ivanclow/4260762246
  • 45. I asked Alex: 
 “Would you agree though that the above works a lot better if the teams are located together and work collaboratively, and that the need for actual wireframes with annotations increase, if the development happens elsewhere?” www.flickr.com/photos/helga/3952984450
  • 47. Third conclusion: 
 what inhouse developers need is 
 different from if the build is outsourced www.flickr.com/photos/ivanclow/4260762246
  • 48. “ UX should not be a hander over, it should be part of the full development cycle from product inception, through to the MVP and each iteration beyond. ” ! - Scott Byrne-Fraser
 Creative Director
 BBC User Experience & Design
 Sport & Live www.flickr.com/photos/jmsmith000/3169546564
  • 49. However, sometimes 
 we do need to hand things over www.flickr.com/photos/martinteschner/4569495912
  • 50. “ Rule for my team: I don’t care what you create or how you create it, but it better be high quality. ! A deliverable which isn’t used to move the project forward is a waste of time. ” ! - Nick Haley
 Head of User Experience
 Guardian News and Media www.flickr.com/photos/jmsmith000/3169546564
  • 51. “ UX is about delivery, not deliverables. So the best design artefacts are the ones that take the least time to convey the most insight and meaning. Conversations are better than sketches, sketches are better than prototypes and prototypes are better than think specifications. So if you're focussing on making pretty deliverables, you’re focussing on the wrong thing. ” ! - Andy Budd
 Co-founder & CEO
 Clearleft www.flickr.com/photos/jmsmith000/3169546564
  • 52. “ That being said, there are VERY RARE occasions when creating a nice looking deliverable like a concept map—to explain a difficult concept around a large organisation—can pay dividends. But this is the exception rather than the rule. ” ! - Andy Budd
 Co-founder & CEO
 Clearleft www.flickr.com/photos/jmsmith000/3169546564
  • 53. Forth conclusion: 
 it’s not about pretty documents, 
 but about adding value www.flickr.com/photos/ivanclow/4260762246
  • 54. “ Make them f ****** appropriate Practitioners love to pretend that they only need to fart/cough near a client and they understand what’s inferred, but that's nonsense. The truth is you need to communicate to lots of different people at lots of different levels. Make sure your deliverables (at whatever fidelity) are appropriate for your audience. ” ! - Jonty Sharples
 Design Director
 Albion www.flickr.com/photos/jmsmith000/3169546564
  • 55. As we know, 
 not every client is the same www.flickr.com/photos/martinteschner/4569495912
  • 56. From two dear ones, 
 who have been both colleagues & clients www.flickr.com/photos/jdhancock/4354438814
  • 57. “ The best UX works collaboratively and considers the whole customer journey/experience as well as satisfying the business requirements in the context of the overall digital strategy. They produce clear and annotated customer journeys, sitemaps and detailed wireframes with complete user and functionality notes and rationale behind the proposed solution. ” ! - Stephanie Win-Hamer
 Proposition Manager
 Barclays www.flickr.com/photos/jmsmith000/3169546564
  • 58. “ Good UX should demonstrate enough for stakeholders to understand the essential details, for developers to be able to build with minimum questions, and for other UX designers to pick up the project. The deliverable should not be in the form of long winded manuals, which often remain unread, and become time-consuming to maintain. ” ! - Scott Byrne-Fraser
 Creative Director
 BBC User Experience & Design
 Sport & Live www.flickr.com/photos/jmsmith000/3169546564
  • 59. But, not every client 
 is UX minded www.flickr.com/photos/martinteschner/4569495912
  • 60. “ UX is a critical part of any project but you'll often find that clients sometimes don't understand what they are looking at and/or are just itching to get to the "pretty pictures" bit. From my point of view therefore, it is vital that the UX is super clear, with detailed annotations and notes written in laymen's terms - and if it can be visually engaging to keep their attention, all the better. Personally I am a big fan of sketches, particularly in the early stages. ” - Hannah Hilbery
 Board Account Director
 Leo Burnett
 www.flickr.com/photos/jmsmith000/3169546564
  • 61. On the subject of keeping people’s attention - a bit on building skills, presentations & showing work www.flickr.com/photos/carlosfpardo/6791950592
  • 62. “ In building the skills of my team I'm looking for them to produce beautiful, usable deliverables that communicate their content appropriately in context. In practical terms I 'd also hope that they're editable and adaptable enough to evolve within and without the project. ” - John Gibbard
 Associate Planning Director
 Dare
 www.flickr.com/photos/jmsmith000/3169546564
  • 63. “ Presentations are for presenting, not reading. Read and adapt to the audience. When you see people who have written a speech word-for-word read it out, it never connects with the audience. Say less. People can take away (at best) 3 things from an hour long presentation. Make sure you focus so that the three things you want to be taken away are taken away. ” - Nick Emmel
 Strategic Partner
 Mr. President
 www.flickr.com/photos/jmsmith000/3169546564
  • 64. “ Narrative is the key thing. A person needs to be able to tell a good story about their deliverables and why they made decisions, who they worked with along the way and how they were produced (and for whom). It's only really when people tell stories that people feel engaged and connected with how a UX practitioner practices. The ones that don't have narrative come across as samey, lumpy and can make you assume the practitioner lacks passion. ” www.flickr.com/photos/jmsmith000/3169546564 - Be Kaler
 Director
 Futureheads Recruitment 

  • 65. Speaking of storytelling, this is what visual design has to say www.flickr.com/photos/carlosfpardo/6791950592
  • 66. “ A good piece of UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. Therefore a critical deliverable to establish that principle are good personas. 
 I need to understand who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ” - Steve Whittington
 Design Director 
 Dare
 www.flickr.com/photos/jmsmith000/3169546564
  • 67. “ Just as design shouldn't be paint by numbers, UX shouldn't be build by boxes. The boundaries between good content creation, well considered user experience and effective design and layout are blurred. I firmly believe that for one to be successful - all the disciplines need to sing together. Hence, the single most important deliverable isn't a physical one, rather a common understanding - a pool of knowledge developed when these key disciplines work together. ” - Steve Whittington
 Design Director 
 Dare
 www.flickr.com/photos/jmsmith000/3169546564
  • 68. So true, 
 & so important www.flickr.com/photos/jdhancock/4354438814
  • 69. Last but not least, 
 we wouldn’t have anything 
 without content www.flickr.com/photos/grimsanto/751075283/photos/carlosfpardo/6791950592
  • 70. “ The best deliverables for a writer evidence a really close understanding of our content so that there's flexibility in wireframes for example, to fit more or less words. Components can be useful in this respect. There's nothing worse than having to fill space when there's nothing to say. I also find personas helpful for adjusting the copy in places, but only if they're sufficiently different from each other. ” - Emma Lawson
 Freelance Senior Copywriter 
 & Former Head of Copy
 www.flickr.com/photos/jmsmith000/3169546564
  • 71. 3. Guiding principles with DOs & DON’Ts
  • 73. 01 • • • • Create something 
 people want to read make documents skimmable & easy to read remove fluff & get to the point pull out key points & actions add some delight to keep the reader engaged
  • 74. Every reader has given you their time. 
 Make the most of it & don’t waste it www.flickr.com/photos/martinteschner/4569495912
  • 75. 02 Ensure the reader knows what they are looking at • always include page titles • use visual cues for what you reference in annotations • pull out or highlight what has changed from prior version www.flickr.com/photos/pinkpurse/5355919491
  • 76. 03 Make it easy to follow & understand • a red thread is crucial & makes your work more engaging • consistency in numbering & titles matters • include page numbers, particularly if presenting over the phone www.flickr.com/photos/pinkpurse/5355919491
  • 77. Though it (mostly) should be, 
 it won’t always be YOU presenting YOUR work www.flickr.com/photos/martinteschner/4569495912
  • 78. 04 • • • • • • Make things reusable between projects use stencils & avoid continuously creating from scratch keep assets organised (icons, visual elements, assets for devices, social media etc.) spend some time setting up elements properly helps avoid having to go back & adjust every instance later set up document templates that can be reused all of the above saves time & ensures you spend yours wisely www.flickr.com/photos/pinkpurse/5355919491
  • 79. 05 • • • • • Avoid unnecessary updates & maintenance set up & automate document info (logos, page numbers, titles, version, file location, etc) if software allows, place them on a shared canvas/ layer ensures they are on every page & no manual update is needed use layers/ shared canvases for consistent elements & for keeping your document organised (great if someone else needs to pick it up) www.flickr.com/photos/pinkpurse/5355919491
  • 80. 06 Adapt to the reader, project & situation • applies to verbal presentation & walkthrough • as well as visual presentation & polish • adjust your focus & detail - what’s most important to them www.flickr.com/photos/pinkpurse/5355919491
  • 81. 07 • • • • Use a mixture of colours, white space, fonts & styling helps draw the user’s eye & guide the reader to what matters useful for grouping information adds delight & makes your documents a pleasure to the eye really simple & takes very little time www.flickr.com/photos/pinkpurse/5355919491
  • 83. 01 • • • • Don’t be lazy check spelling ensure things are aligned include spacing always proof read www.flickr.com/photos/pinkpurse/5355919491
  • 84. 02 Don’t create unrealistic wireframes • images tend to come in certain ratios • typography needs to be big enough to read • be true - making your wireframes bigger, or modules smaller won’t make the content fit in real life www.flickr.com/photos/pinkpurse/5355919491
  • 85. 03 Don’t spend unnecessary time polishing • work with simple tools to improve your documents • spend your time where it adds the most value • practice & re-use to save time www.flickr.com/photos/pinkpurse/5355919491
  • 92. More personas & pen portraits www.ux-lady.com/wp-content/uploads/2013/06/ portada-DIY-personas.jpg http://rolandsmart.com/wp-content/uploads/ 2012/12/involver_personas5.jpg http://peterspannagle.com/wp-content/uploads/ 2013/05/OBC-personas.png http://ucgd.com.au/course/wp-content/uploads/ 2013/03/personas-4.jpg www.pinterest.com/pin/186195765816951260/ www.smartinsights.com/wp-content/uploads/ 2012/06/social-media-personas-600x2223.jpg http://dannyhearn.me/images/porfolio/speedy/ screen_02.jpg www.flickr.com/photos/st3f4n/4387291247
  • 93. Customer Experience Map 
 www.flickr.com/photos/_dchris/8524084981
  • 94. Customer Experience Map 
 www.flickr.com/photos/brandonschauer/3363169836
  • 95. Customer Experience Map 
 http://adaptivepath.com/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf
  • 96. Customer Experience Map 
 http://www.ux-lady.com/wp-content/uploads/2013/03/time-line-exp-map-2.jpg
  • 97. More customer experience maps http://productpad.in/blog/visualizing-an-e-commercecustomer-experience-map http://wireframes.linowski.ca/2010/04/blueprint www.adaptivepath.com/ideas/the-anatomy-of-anexperience-map http://adaptivepath.com/uploads/documents/ RailEurope_AdaptivePath_CXMap_FINAL.pdf www.ux-lady.com/experience-maps-user-journeyand-more-exp-map-layout www.ux-lady.com/wp-content/uploads/2013/03/ time-line-exp-map-2.jpg http://sarahdrummond.files.wordpress.com/2009/09/ saywomenjourneychart.jpg www.flickr.com/photos/st3f4n/4387291247
  • 99. www.flickr.com/photos/lucamascaro/4941101192 Tools for sketching 
 www.flickr.com/photos/snogglemedia/6254591338 www.flickr.com/photos/lucamascaro/4941102534 www.flickr.com/photos/adactio/5441449605
  • 105. More user journeys, flows & flow diagrams http://wireframes.linowski.ca/tag/user-flow www.boxuk.com/upload/img/user_journey_large.png ! ! www.flickr.com/photos/st3f4n/4387291247
  • 111. Sketches + screen flow www.flickr.com/photos/v222000/7042284563
  • 112. Sketches & screen flow www.flickr.com/photos/hperticarati/6930388917
  • 113. Sketches & screen flow http://wireframes.linowski.ca/tag/user-flow/
  • 114. More visual flows & story boards http://paultrow.com/images/storyboard_itv2.jpg http://wireframes.linowski.ca/wp-content/themes/ darwin/images/full232.jpg www.pinterest.com/pin/103653228896454959 http://dribbble.com/shots/1087622-PrototypingPLANiT/attachments/135624 ! www.flickr.com/photos/st3f4n/4387291247
  • 124. 5. Time to practice
  • 125. Four exercises to work 
 through individually (or in pairs if preferred)
  • 126. The BRIEF For summer a client has asked you to design & build an app around what’s happening in London. They’ve shared target audience insight & requirements on what to include: • • • • About information Map of summer events Offers from stores List of events www.flickr.com/photos/pinkpurse/5355919491 • • • Latest news Login & registration Ability to share
  • 127. 01 SKETCHING As a first draft to the client, sketch a few of the sections of the app & include key points on interactions, flow between screens & main points around your thinking. • • • • About information Map of summer events Offers from stores List of events www.flickr.com/photos/pinkpurse/5355919491 • • • Latest news Login & registration Ability to share
  • 128. www.flickr.com/photos/lucamascaro/4941101192 Tools for sketching 
 www.flickr.com/photos/snogglemedia/6254591338 www.flickr.com/photos/lucamascaro/4941102534 www.flickr.com/photos/adactio/5441449605
  • 129. 01 SKETCHING As a first draft to the client, sketch a few of the sections of the app & include key points on interactions, flow between screens & main points around your thinking. • • • • About information Map of summer events Offers from stores List of events www.flickr.com/photos/pinkpurse/5355919491 • • • Latest news Login & registration Ability to share
  • 130. 02 PEN PORTRAIT Congrats! The client loved it. The next task is to create a pen portrait summarising who this is for & what we need to know about them, as well as what captures who they are. • • Tourist, German, [xx] years old, [gender] Interested in markets, concerts, likes shopping www.flickr.com/photos/pinkpurse/5355919491 • • • Uses iPhone, also has a tablet 
 First time in London Novice iPhone user Skeptical to sharing information
  • 135. 02 PEN PORTRAIT Congrats! The client loved it. The next task is to create a pen portrait summarising who this is for & what we need to know about them, as well as what captures who they are. • • Tourist, German, [xx] years old, [gender] Interested in markets, concerts, likes shopping www.flickr.com/photos/pinkpurse/5355919491 • • • Uses iPhone, also has a tablet 
 First time in London Novice iPhone user Skeptical to sharing information
  • 137. 03 WIREFRAME Bad news. An external company will build the app. Based on your sketches do a wireframe on your computer of the home screen. Make sure the following is clear to the reader: • • • • Which screen they are looking at What this view does - purpose, goals What’s the content on the screen Where does interactions take the user www.flickr.com/photos/pinkpurse/5355919491 • • ! How do interactions work Any key considerations ...and that it looks somewhat decent
  • 142. 03 WIREFRAME Bad news. An external company will build the app. Based on your sketches do a wireframe on your computer of the home screen. Make sure the following is clear to the reader: • • • • Which screen they are looking at What this view does - purpose, goals What’s the content on the screen Where does interactions take the user www.flickr.com/photos/pinkpurse/5355919491 • • ! How do interactions work Any key considerations ...and that it looks somewhat decent
  • 143. 04 PRESENTATION This is the big one, selling it to the stakeholders. The client wants you to do an executive summary that you will be presenting, but can also be passed around. It should include: • • • • The Brief The process Who the target audience is The solution www.flickr.com/photos/pinkpurse/5355919491 Also consider... • It needs to sell • Be clear & concise • Focus on key take aways
  • 145. 01 “ Presentations are for presenting, not reading.
 If the information that you want to put across requires detailed paragraphs or chunky tables for analysis, or swirly complex user journeys - deliver the information in a different way. ” - Nick Emmel
 Strategic Partner
 Mr. President
 www.flickr.com/photos/jmsmith000/3169546564
  • 146. 02 ! ! “ Read and adapt to the audience. When you see people who have written a speech word-for-word read it out, it never connects with the audience. That's not because the material is bad, it is because it is not being constantly adapted to the ever-changing context, mood, or understanding. Stand-up comedians are great presenters as they adapt and draw in their audience. ” www.flickr.com/photos/jmsmith000/3169546564 - Nick Emmel
 Strategic Partner

  • 147. 03 ! ! “ Say less. When you are given a stage to show-off your knowledge, the temptation is to waffle, digress or delve far too deep into topics. People can take away (at best) 3 things from an hour long presentation. Make sure you focus so that the three things you want to be taken away are taken away. ” - Nick Emmel
 Strategic Partner
 Mr. President
 www.flickr.com/photos/jmsmith000/3169546564
  • 148. 04 PRESENTATION This is the big one, selling it to the stakeholders. The client wants you to do an executive summary that you will be presenting, but can also be passed around. It should include: • • • • The Brief The process Who the target audience is The solution www.flickr.com/photos/pinkpurse/5355919491 Also consider... • It needs to sell • Be clear & concise • Focus on key take aways
  • 149. 6. Surgery + Q&A
  • 151. Any work you would like 
 to get feedback on?
 www.flickr.com/photos/kalexanderson/5984187563
  • 154. Approach, tools & fidelity depends 
 on your project, budget and time frame www.flickr.com/photos/75905404@N00/7126146307
  • 155. Brand
 High level
 Less formal UX deliverables but more creatively led Source: Mark Bell, Dare Aim of experience Info or task
 IA & UX deliverables Detailed
 UX led with more formal & extensive IA & UX deliverables
  • 156. It also depends on 
 the skills & experiences of your team www.flickr.com/photos/jpott/6214176279
  • 157. High level
 IA & UX deliverables Less formal UX deliverables but more creatively led Extensive
 Source: Mark Bell, Dare Detailed
 UX led with more formal & extensive IA & UX deliverables Experience in visual design team Limited

  • 158. And if it’s being built 
 externally or internally www.flickr.com/photos/booleansplit/8393134563/
  • 159. Brand
 High level
 Aim of experience Info or task
 IA & UX deliverables Detailed
 Less formal UX deliverables but more creatively led Extensive
 Source: Mark Bell, Dare UX led with more formal & extensive IA & UX deliverables Experience in visual design team Limited

  • 160. If clients (or someone else) don’t get it,
 there is generally something to be improved in how we work with them & present our work www.flickr.com/photos/martinteschner/4569495912
  • 161. No right way. No wrong way.
  • 162. As long as 
 you add value www.flickr.com/photos/stevendepolo/4582437563
  • 163. Remember, 
 this is how I started out www.flickr.com/photos/sshb/3831637764
  • 164. Learn from others 
 & stick to the DOs & DON’Ts www.flickr.com/photos/deathtogutenberg/6784150372
  • 165. Fonts & colours go a long way.
  • 166. And have fun, 
 it will come across Happy clown via Shutterstock
  • 167. Thank you @annadahlstrom | anna.dahlstrom@gmail.com www.annadahlstrom.com