Making UX Relevant in Tough Times
                  Or
“Of Ugly Babies and Sacred Cows”
Jim Nieters– Director, User Experi...
Jim
Nieters,
Atlanta
CHI,
©
January
2009

Most
important
factor
in
UX
relevance?


•  It’s
the
most
important
factor
in
business


•  It’s
the
most
important
factor...
Execs
are
in
a
life‐and‐death
struggle

                                          Let me go find someone
                 ...
Examples

Bill
Walsh
would
rather
have
a

•  good
player
he
could
trust

  than
a

•  great
player
he
couldn’t
trust





...
Examples–
Keith
Ferrazzi:

•  RelaDonships
based
in
trust

   form
the
basis
of
all
business


•  Employment
at
higher
lev...
Examples

•  Donald
Trump



•  Hillary
Clinton


•  George
HW
Bush


•  Bernie
Madoff
(seriously?)




                   ...
How
to
not
build
trust‐
a
word
of
cauDon


1.  Probe
for
safety,
listen,
and
believe!

   –  Be
careful
of
a
reputaDon
as
...
How
do
you
build
trust?


 3.  Build
a
compelling
vision

    …use
it
to
create
posiDve
momentum

    It
sounds
easy,
but
...
Example–
Stumbling
into
a
playground:






               Jim
Nieters,
Atlanta
CHI,
©
January
2009

Let’s
dissect
this.
We:

5.  considered
the
larger
business
problem


6.  extended
our
focus
beyond
UI
for
one
device


7....
Jim
Nieters,
Atlanta
CHI,
©
January
2009

Ten
principles
of
innovaDon:


1.  Create a playground culture!                  5.       Involve real users!

           ...
Yahoo
Design
Labs
(YoDeLs)

A
quick
glimpse





               Jim
Nieters,
Atlanta
CHI,
©
January
2009

Yahoo
YoDeLs…

Yahoo
Design
Labs
(YoDeLs)
are:



        
an
intensive
week
of
ideaDon,
design,
iteraDon,

        and
us...
InnovaDon
workshop
components:


1.  Creative ideation

2.  Filter ideas using the innovation funnel

3.  Collaborative de...
The
Basic
Idea:





               Jim
Nieters,
Atlanta
CHI,
©
January
2009

Call
for
parDcipaDon‐
CHI
Panel
scenarios



•  Panelists
present
“one
thing”
for
UX
relevance


•  Audience
(you)
present...
http://riander.blogspot.com/




            Jim
Nieters,
Atlanta
CHI,
©
January
2009

Thank you!
Jim Nieters– Director, User Experience Design, YSM and Apt from Yahoo!
jnieters @yahoo-inc.com, jnieters@mac.co...
YoDeL
mock‐ups
&
bake‐off
presentaDons





             Jim
Nieters,
Atlanta
CHI,
©
January
2009

YoDeL
mock‐ups
&
bake‐off
presentaDons





             Jim
Nieters,
Atlanta
CHI,
©
January
2009

YoDeL‐
Brand
Pyramid
Example
for
Audi


                                               What do I offer you?
Brand Promise
...
YoDeL‐
Group
voDng





            Jim
Nieters,
Atlanta
CHI,
©
January
2009

YoDeL‐
TesDng
the
paper
prototypes

One
or
two
rounds
of
usability
tesDng
and
refinement





                  Jim
Nieters...
Week
aoer
YoDeL‐
complete
taxonomy





            Jim
Nieters,
Atlanta
CHI,
©
January
2009

Week
aoer
YoDeL‐
NavigaDon
OpDons





            Jim
Nieters,
Atlanta
CHI,
©
January
2009

Making UX Relevant in Tough Times or "Of Ugly Babies and Sacred Cows"
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Making UX Relevant in Tough Times or "Of Ugly Babies and Sacred Cows"

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Presented at CHI*Atlanta by Jim Nieters, Director of User Experience Design, Yahoo!

Thursday January 29, 2009
CHI*Atlanta: http://www.chia.org
Video: http://chiatlanta.blip.tv

Each of us wants to thrive in our careers. During challenging economic times, we all have reason for concern as companies tighten their financial belts and we feel our careers are at risk. The user experience (UX) field is no different from any other field in this respect. But there is hope. How can we survive during difficult economic times? Jim highlights strategies that all of us in the UX community can employ to increase the likelihood of thriving, and thus, emerge better prepared for an economic upturn. He'll talk about ways to make ourselves indispensable, and review examples that show how we can make our UX organizations indispensable. This way, we can protect our jobs, and also ensure that our groups are strategically positioned and valued by our companies.

About the Speaker
Jim Nieters is Director of User Experience Design for online advertiser products at Yahoo!, including search marketing and the open ad management platform, APT from Yahoo! (apt.yahoo.com). In this role, he works to ensure the user experience (UX) is a strategic differentiator for the business. Before moving to Yahoo!, Jim built and led Cisco¹s central UED group and turned it into an internal consultancy that tracked over $200 million in revenue increases each year based on innovation and design. He has been a UX design practitioner for more than 15 years, and a leader for nine of those years. He specializes in UX organizational leadership, process enhancement, and organizational transformation. He writes a regular column on UX management (www.uxmatters.com), teaches a course about leading innovation workshops, and speaks frequently at conferences and universities on innovation and leading UX organizations.

Published in: Career
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  • <br /><object type="application/x-shockwave-flash" data="http://blip.tv/play/gtsa7YoMk_sM" width="350" height="288"><param name="movie" value="http://blip.tv/play/gtsa7YoMk_sM"></param><embed src="http://blip.tv/play/gtsa7YoMk_sM" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • <br /><object type="application/x-shockwave-flash" data="http://blip.tv/play/gtsa7Y1rk_sM" width="350" height="288"><param name="movie" value="http://blip.tv/play/gtsa7Y1rk_sM"></param><embed src="http://blip.tv/play/gtsa7Y1rk_sM" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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  • Good presentation, and I fully agree that UX is a critical part of the business of IT - all the current events are making users crave for simplicity, authenticity and trust and UX delivers just that.

    Well done, keep on sharing!
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Making UX Relevant in Tough Times or "Of Ugly Babies and Sacred Cows"

  1. Making UX Relevant in Tough Times Or “Of Ugly Babies and Sacred Cows” Jim Nieters– Director, User Experience Design, YSM and Apt from Yahoo! CHI Atlanta– 29-January-2009
  2. Jim
Nieters,
Atlanta
CHI,
©
January
2009

  3. Most
important
factor
in
UX
relevance?
 •  It’s
the
most
important
factor
in
business
 •  It’s
the
most
important
factor
in
relaDonships
 •  Yes,
it’s
Trust

 •  Strong
relaDonships
and
a
deep
network
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  4. Execs
are
in
a
life‐and‐death
struggle
 Let me go find someone I trust (someone who aligns with me and who has a track record of delivering) Senior VP Jim
Nieters,
Atlanta
CHI,
©
January
2009

  5. Examples Bill
Walsh
would
rather
have
a
 •  good
player
he
could
trust
 than
a
 •  great
player
he
couldn’t
trust
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  6. Examples–
Keith
Ferrazzi: •  RelaDonships
based
in
trust
 form
the
basis
of
all
business
 •  Employment
at
higher
levels
 depends
on
relaDonships
 •  Decisions
are
made
based
on
 relaDonships,
not
data
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  7. Examples •  Donald
Trump

 •  Hillary
Clinton
 •  George
HW
Bush
 •  Bernie
Madoff
(seriously?)
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  8. How
to
not
build
trust‐
a
word
of
cauDon
 1.  Probe
for
safety,
listen,
and
believe!
 –  Be
careful
of
a
reputaDon
as
the
“no”
person
 –  Create
more
than
you
criDcize
 –  Stand
on
the
hill
of
principle
judiciously
 2.  Be
the
trusted
advisor,
not
the
arguer
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  9. How
do
you
build
trust?
 3.  Build
a
compelling
vision
 …use
it
to
create
posiDve
momentum
 It
sounds
easy,
but
is
hard
to
do
 4.  Commit
and
over‐deliver.
 It
is
about
personal
accountability.
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  10. Example–
Stumbling
into
a
playground:

 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  11. Let’s
dissect
this.
We:
 5.  considered
the
larger
business
problem
 6.  extended
our
focus
beyond
UI
for
one
device
 7.  built
partnerships
and
coaliDons
 8.  installed
an
empowered,
intact
team
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  12. Jim
Nieters,
Atlanta
CHI,
©
January
2009

  13. Ten
principles
of
innovaDon:
 1.  Create a playground culture! 5.  Involve real users! 6.  Redefine your business 2.  Ideate- be visual, think by problem doing, brainstorm, hijack, mash up, and hack, and think 7.  Dedicate time and effort the opposite 8.  Realize practical results 3.  Create a process that promotes innovation 9.  Involve cross-functional teams 4.  Create a supportive 10.  Conduct Innovation organizational structure Workshops! Jim
Nieters,
Atlanta
CHI,
©
January
2009

  14. Yahoo
Design
Labs
(YoDeLs)
 A
quick
glimpse
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  15. Yahoo
YoDeLs…
 Yahoo
Design
Labs
(YoDeLs)
are:
 
an
intensive
week
of
ideaDon,
design,
iteraDon,
 and
user
tesDng,
where
designers,
engineers,
 product
managers,
and
researchers
work
 together
on
a
focused
challenge. Results:
wireframes
that
have
been
tested
and
refined
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  16. InnovaDon
workshop
components:

 1.  Creative ideation 2.  Filter ideas using the innovation funnel 3.  Collaborative design with stakeholders 4.  Rapid user feedback and iteration 5.  Consensus to drive innovative product to market Jim
Nieters,
Gesche
Joost,
Heather
Cassano

  17. The
Basic
Idea:
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  18. Call
for
parDcipaDon‐
CHI
Panel
scenarios

 •  Panelists
present
“one
thing”
for
UX
relevance
 •  Audience
(you)
present
real
challenges
 •  Panelist
evaluate
which
“one
thing”
is
best
 •  Define
the
best
context
for
each
“one
thing”
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  19. http://riander.blogspot.com/ Jim
Nieters,
Atlanta
CHI,
©
January
2009

  20. Thank you! Jim Nieters– Director, User Experience Design, YSM and Apt from Yahoo! jnieters @yahoo-inc.com, jnieters@mac.com, www.jimnieters.com
  21. YoDeL
mock‐ups
&
bake‐off
presentaDons
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  22. YoDeL
mock‐ups
&
bake‐off
presentaDons
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  23. YoDeL‐
Brand
Pyramid
Example
for
Audi
 What do I offer you? Brand Promise Smart, German, What (who) am I like? Engineer, Energetic, Personality Youthful How do I present Sophisticated, Elegant, Tone/Expression myself? Bullet-Proof, Leading-Edge What Technological Safety Design Premium defines Goals Progress Quality me? Core Values
  24. YoDeL‐
Group
voDng
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  25. YoDeL‐
TesDng
the
paper
prototypes
 One
or
two
rounds
of
usability
tesDng
and
refinement
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  26. Week
aoer
YoDeL‐
complete
taxonomy
 Jim
Nieters,
Atlanta
CHI,
©
January
2009

  27. Week
aoer
YoDeL‐
NavigaDon
OpDons
 Jim
Nieters,
Atlanta
CHI,
©
January
2009


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