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Selling UX


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Imagine we need to sell UX to an organization. Not all organizations have the same level of interest and receptiveness to UX. Some just don’t care.

What should we know about an organization that will help us sell UX more effectively? What sort of questions should we ask about the organization, its people and its culture? What can we learn from organizations where UX has become part of the corporate DNA? What factors can increase our chances of promoting UX successfully to an organization now and in the future?

This presentation will tap into more than 10 years of experience in selling UX into different markets and organizations. We will share the successes, pitfalls and failures.

Published in: Technology, Business
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Selling UX

  1. Selling UX
  2. Stretchhhhhhhhhhh
  3. Lucky draw
  4. Lucky draw
  7. Who uses?
  12. Why?
  13. UX culture
  14. <ul><li>Every millisecond counts </li></ul><ul><li>Simplicity is powerful </li></ul><ul><li>Add a human touch </li></ul>
  15. What just happened?
  16. Persuasion “ These aren’t the UX specialists you’re looking for…” <ul><li>Entertaining </li></ul><ul><li>Connecting </li></ul><ul><li>Familiar examples </li></ul><ul><li>… and then UX </li></ul>
  17. Good News
  18. Usability/User experience specialist
  19. User experience specialist
  21. Business of design
  22. Lifestyle integration
  23. Still not convinced?
  24. I just want to have a shower
  27. Part of something bigger right?
  34. Frustrations
  35. Frustrations <ul><li>“ They don’t listen to me” </li></ul><ul><li>“ We are not taking seriously” </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><ul><li>“ My team is not big enough” </li></ul>
  36. Barriers
  37. Yikes!
  38. UX Language is Ugly Thank you John Rhodes
  39. UX Speed Bumps <ul><li>Our definitions of UX force us to justify UX </li></ul><ul><ul><li>We talk ourselves into a defensive position </li></ul></ul><ul><ul><li>Does it matter what you call it </li></ul></ul><ul><ul><li>Don’t let your ego get in the way </li></ul></ul><ul><ul><li>Let them choose the language to use </li></ul></ul>Thank you John Rhodes
  40. Barriers <ul><li>No Executive Champion </li></ul><ul><li>Lack of effective communications </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Deliverables </li></ul></ul><ul><ul><li>Pitching </li></ul></ul><ul><ul><li>Not listening </li></ul></ul><ul><li>Culture </li></ul>
  41. Know your culture
  42. 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>
  43. “ Au says the collaboration between designers and engineers is healthy. A lot of the design team's time is spent on setting standards and building a style guide for engineers to ensure a project will really end up looking like a Google product.”
  44. 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>
  45. Ripe Organizations
  46. Ripe Organizations <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>Know people have “bought” UX
  47. Maturity
  49. Design Maturity
  50. How people are rewarded?
  51. <ul><li>Doing what the boss says </li></ul><ul><li>Launching on time </li></ul><ul><li>Playing politics </li></ul><ul><li>Coding to specification </li></ul>
  52. What Sells?
  53. What Sells <ul><li>Passion </li></ul><ul><li>Choosing the right project </li></ul><ul><li>Meeting like minded people </li></ul><ul><li>Choosing the right tools </li></ul><ul><li>Stories (Case Studies) </li></ul><ul><li>Business & Domain knowledge </li></ul>
  54. 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>
  55. Sales Goal?
  56. Product Success
  57. Common language?
  58. Vision
  60. Where or what do you want to be in 2,5,10 years time?
  61. ? <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><ul><li>“ Be more open, more creative, take risks, challenge our assumptions, listen to each other” </li></ul>
  62. Be valuable!
  63. Constant State 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>
  64. Thank You Email - Twitter - @dszuc