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IA/UX Spy School

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The greatest UX professional in the world may never get his or her work implemented because they lack the ability to influence decision makers.

All too often, soft skills – particularly skills aimed at influencing others – are overlooked in the training and growth of a UX professional.

Spy School lays out simple techniques and methods for working pros to gather, share and exploit information to gain influence over decision makers. This presentation is aimed at UX pros working in large corporate environments and agency-employed IAs who frequently meet with clients in all levels of executive management to secure funding and/or approval of web projects.

Published in: Design
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IA/UX Spy School

  1. IA Spy School Joe Dyer | March 2009 joe.dyer@travelocity.com joe.dyer@travelocity.com Wednesday, March 25, 2009
  2. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  3. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  4. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech ●Ethnography ●HUMINT Collection joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  5. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech ●Ethnography ●HUMINT Collection ●Competitive Analysis ●OSINT Collection joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  6. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech ●Ethnography ●HUMINT Collection ●Competitive Analysis ●OSINT Collection ●Personas ●Dossiers joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  7. IA Spy School Spy IA ●Contextual Inquiry ●Interrogation Tech ●Ethnography ●HUMINT Collection ●Competitive Analysis ●OSINT Collection ●Personas ●Dossiers ●Usability Testing ●Waterboarding joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  8. IA Spy School Spy School 101 1. How to read lips 2. Survive a bar fight 3. Fight a shark 4. Size up a an armed threat 5. Stop a car with no brakes 6. Survive a fall joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  9. IA Spy School IA Spy School Learn to read lips by watching a DVD on mute with subtitles on to get used to the mouth shapes. Then turn the subtitles o to see if you can interpret what the characters are saying. PART 1: You Are Already a Spy joe.dyer@travelocity.com Wednesday, March 25, 2009
  10. IA Spy School This is Intelligence Agent very The Spy as important Spying involves an individual obtaining information or “intelligence” that is considered secret or confidential. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  11. IA Spy School This is Intelligence Agent very The Spy as important Spying is represented in the media as something done to manipulate, blackmail or otherwise exert power over another party. But spying provides an information gathering model for those in the information business to be used in a not- so-evil way. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  12. IA Spy School This an Intelligence Agent is very Becoming important 1.Gathering Intelligence 2.Creating a Network 3.Leveraging intelligence to influence decision-makers joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  13. IA Spy School This Is Problem Solving, Right? joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  14. IA Spy School This Is Problem Solving joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  15. IA Spy School Gaining Influence With Key Decision Makers joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  16. IA Spy School Remember, the best way to survive a bar fight is to make people think that you are about to bring a level of violence completely out of proportion to the situation. You have to act CRAZY! PART 2: Gathering Intelligence joe.dyer@travelocity.com Wednesday, March 25, 2009
  17. IA Spy School Types of Intelligence ● OSINT - Open Source Intelligence ● HUMINT - Human source intelligence ● COMINT - Communications Intelligence ● SIGINT - Signals Intelligence ● MASINT - Measurement and Signature Intelligence ● GEOINT - Geospatial Intelligence ● TECHINT - Technical Intelligence ● FININT - Financial Intelligence ● IMINT - Imagery Intelligence (aerial/satellite) joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  18. IA Spy School Types of Intelligence ● OSINT - Open Source Intelligence ● HUMINT - Human source intelligence ● COMINT - Communications Intelligence ● SIGINT - Signals Intelligence ● MASINT - Measurement and Signature Intelligence ● GEOINT - Geospatial Intelligence ● TECHINT - Technical Intelligence ● FININT - Financial Intelligence ● IMINT - Imagery Intelligence (aerial/satellite) joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  19. IA Spy School OSINT Intelligence Open Source Intelligence (OSINT) is a processing discipline that involves finding info from publicly available sources and analyzing it to produce actionable intelligence. ●Overt, publicly available sources ●Not covert or classified sources ●Not related to open-source software joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  20. IA Spy School OSINT Intelligence This is no dierent that conducting competitive analysis and market research. ●Same as getting to know your competition ●Basic project pre-production analysis joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  21. IA Spy School Examples of Open Source Intelligence joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  22. IA Spy School Linked In ●Education ●Work History ●Contacts ●Professional Organizations joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  23. IA Spy School Facebook ●Personal Information ●Photos ●List of 25 ●Political Afiliations joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  24. IA Spy School Twitter ●What They Like ●What They Dislike ●Where They Eat ●Random Thoughts joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  25. IA Spy School Flickr If a picture is worth a thousand words, then Flickr is worth several quadrillion. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  26. IA Spy School Google Take a break from googling yourself and use Google to research decision makers. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  27. IA Spy School Executive Bios Companies often have online biographies for executives and senior leaders. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  28. IA Spy School HUMINT Intelligence joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  29. IA Spy School HUMINT Intelligence You already do this today but you don’t call it this. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  30. IA Spy School Hello? joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  31. IA Spy School Listening ●Listening is the best method ever developed to gather information. ●You learn a lot more with your mouth shut and your ears open joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  32. IA Spy School Observing ●Body Language ●How decision maker treats others ●Who influences them joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  33. IA Spy School Every single encounter, your internal microphones should be on and cameras rolling. joe.dyer@travelocity.com Wednesday, March 25, 2009
  34. IA Spy School Successful HUMINT Gathering Occurs When: ●You are more devoted to acquiring information than to imparting it. ●You are prepared to like the person you are studying. People sense when they are liked and open up. Dislike causes you to focus on negative observations. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  35. IA Spy School Remember: ●You are trying to create afinity ●Afinity is the precursor to rapport joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  36. IA Spy School While researching this presentation … joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  37. IA Spy School What We Know: ● United States Marine Corps Pilot (Approx 10-12 yrs) ● Commissioned Oficer, College Graduate Boeing 737 ● Currently flies Boeing 737s for Southwest Airlines ● Brother currently flies for American Airlines ● Concerned about the economy’s eects on airline industry ● Although concerned, is optimistic ● Married, has a teenaged daughter ● Drives a late model Hunter Green Honda Pilot ● Gregarious, outgoing personality joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  38. IA Spy School What We Can Predict: ●Emotional stamina ●Patient ●Honest ●Generous ●Loyal Marines are used to doing much with very little resources. Yet, senior airline pilots earn a very handsome salary. His choice of vehicle shows he values frugality and economy. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  39. IA Spy School Characteristics of a Good Intelligence Agent ● Be perceptive about people ● Be able to work well with others under dificult circumstances ● Learn to discern between fact and fiction ● Be able to distinguish between essentials and nonessentials ● Have a large amount of ingenuity ● Pay appropriate attention to detail ● Be able to express ideas clearly, briefly and, very important, interestingly ● Learn when to keep your mouth shut Source: The Craft of Intelligence by Allen Dulles joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  40. IA Spy School Playing dead may work on a bear but won't deter an aggressive shark. Play dead and you'll soon be dead. You have to make the shark see you as a strong, credible threat. PART 3: The IAs Deliverable: The Dossier joe.dyer@travelocity.com Wednesday, March 25, 2009
  41. IA Spy School ●Resume and background history What To Collect joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  42. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  43. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types ●Known passionate topics gotchas joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  44. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types ●Known passionate topics gotchas ●Consistent or unusual behaviors joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  45. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types ●Known passionate topics gotchas ●Consistent or unusual behaviors ●Pertinent downward pressures joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  46. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types ●Known passionate topics gotchas ●Consistent or unusual behaviors ●Pertinent downward pressures ●Leadership Style (Autocratic, consensus builder, etc) joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  47. IA Spy School ●Resume and background history What To Collect ●Myers-Briggs personality types ●Known passionate topics gotchas ●Consistent or unusual behaviors ●Pertinent downward pressures ●Leadership Style (Autocratic, consensus builder, etc) ●Communication or learning style (visual, auditory, emotive, etc) joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  48. IA Spy School Tools of the Trade •Flame Thrower Lighter •Explosive Toothpaste  •Garrote Watch  •Ski Pole/Gun  •Aston Martin DB5 joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  49. IA Spy School Tools of the Trade ●iPhone ●Contact Manager Software ●Personal Info Managers  ●Blackberry ●Pen and Paper  Use these tools to build a mnemonic library joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  50. IA Spy School The Most Important Tool of the IA: The Dossier joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  51. IA Spy School Anatomy of a Dossier ●Contact Info ●Web Info ●Profile Info joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  52. IA Spy School Dossier Example ●John Q Public ●Chief Marketing Oficer ●Acme Corporation The Dossier joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  53. IA Spy School Contact Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  54. IA Spy School Web Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  55. IA Spy School Profile Information joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  56. IA Spy School Profile Information ●Communication Style ●Leadership Style ●Focus/Priorities joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  57. IA Spy School Profile Information ●Political/Organizational ●Personal ●Myers-Briggs Assessment joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  58. IA Spy School Profile Information ●Myers-Briggs Assessment joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  59. IA Spy School IA Spy School Know Your Target joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  60. IA Spy School IA Spy School Remember, even a gun wielded by a four-year-old is more dangerous than a 400 pound gorilla, so even if the gunner doesn't look physically threatening, never forget that your real problem is the gun. PART 4: The Spy Network joe.dyer@travelocity.com Wednesday, March 25, 2009
  61. IA Spy School The Spy Network: What it is The network is you and your colleagues. If you are an agency, maybe you have trusted agents on the inside to feed you intelligence. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  62. IA Spy School The Spy Network: How To Create One Take what you learn here and organize yourselves. Make sure it is a network of people you trust. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  63. IA Spy School The Spy Network: Why It’s Beneficial The whole is greater than the sum of its parts. Everyone on your team has the ability to influence decision makers. The more you try to exert influence by yourself, the less successful you will be. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  64. IA Spy School Car got no brakes? Use friction to slow your vehicle. Driving through gravel or dirt can slow your vehicle considerably. Avoid ditching in water as your chances of surviving aren't so good. PART 5: Spy Games: Putting It Into Action joe.dyer@travelocity.com Wednesday, March 25, 2009
  65. IA Spy School The Five Tactics to Influence Decision Makers The Art of Project Management by Scott Berkun joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  66. IA Spy School The Five Tactics to Influence Decision Makers 1. The Group Meeting 2. The Jedi Mind Trick 3. Flanking Your Objective 4. The Indirect Request 5. The Direct Request joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  67. IA Spy School The Group Meeting joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  68. IA Spy School The Group Meeting Sometimes, a group meeting is the only way to resolve a question of power. Know in advance who will attend; use intelligence accordingly. Predict questions/comments and prepare responses based on your objective. This is the most dificult tactic to control. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  69. IA Spy School When to Choose The Group Meeting ● Sometimes, a group meeting is the only way to resolve a question of power. ● Perhaps power or decision making is shared. You need to influence more than one person. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  70. IA Spy School The Jedi Mind Trick This isn’t the social media solution you’re looking for. This isn’t the social media solution I’m looking for. YOU joe.dyer@travelocity.com TARGET joe.dyer@travelocity. com Wednesday, March 25, 2009
  71. IA Spy School The Jedi Mind Trick ● You can plant seeds and water them with someone else’s ego. ● Force a discussion, identify a problem and ask for help in finding a solution. Don’t oer the answers yourself but instead ask questions make points that lead Target toward the outcome you want. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  72. IA Spy School When to Choose The Jedi Mind Trick ● You don’t think a direct request will work. ● Target feels like they have to always be right. ● Use only if you have the subtlety and improvisational skills that few possess joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  73. IA Spy School Flanking Your Objective joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  74. IA Spy School Flanking ● Exploit the power of peer pressure. ●Invest in the support from others to voice similar arguments. ●Choose carefully among the people to use as surrogates joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  75. IA Spy School When to Flank ● When the direct requests have failed ● When the target is a consensus builder ● When the target is on the fence and needs additional push joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  76. IA Spy School The Indirect Request joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  77. IA Spy School Be Indirect ●Enlist the support of another person to make requests for you, someone who works for Target who happens to have influence on the issue in question. ●Preferably somebody with considerable clout with Target. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  78. IA Spy School When to Choose The Indirect Request ● Target just doesn’t like you or is currently upset with you for some other reason. ● Target exists several layers above you in the organization and it is not appropriate to approach directly. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  79. IA Spy School The Direct Request joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  80. IA Spy School The Direct Request ● Ask the person who has the power you need directly. ● This could be an conversation, an email, or a meeting exclusively for this purpose. ● Keep in mind: The more formal the request, the greater the odds that others will be involved. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  81. IA Spy School When to Use The Direct Request ●When you have rapport with the target ●As often as possible as this is the tactic that is most within your ability to control the outcome joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  82. IA Spy School IA Spy School When you fall from a great height onto land, PART V you will usually bounce. Some people who survive the initial impact (often with a feet-first landing) suer a fatal injury on their second impact. PART 6: Spy Code of Conduct joe.dyer@travelocity.com Wednesday, March 25, 2009
  83. IA Spy School Ethics ● Why spying is good: Every agent should be establishing relationships at every level of the hierarchy to include the senior executive and CEO levels. ● This intelligence gathering and relationship building is equally important to both the decision maker and the agent. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  84. IA Spy School Ethics ● Check with the policies of your company. ● Know when to be a trustworthy confidant. ● Never betray a confidence. ● Know what is and is not on the record. ● Don’t use anything you learn to hurt anyone. ● Don’t engage in gossip. joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  85. IA Spy School INTRUDER ALERT! joe.dyer@travelocity.com Wednesday, March 25, 2009
  86. IA Spy School How To Respond If Your Cover Is Blown ● It is our job to know our audience ● We are just doing our due diligence ● We don’t get to dictate, we influence decisions ● The research on decision makers is flattering joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  87. IA Spy School In Conclusion joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  88. IA Spy School This is very You too can become Intelligence Agent by: important 1.Gathering Intelligence 2.Creating a Network 3.Leveraging intelligence to influence decision-makers joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  89. IA Spy School If You Remember One Thing … joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  90. IA Spy School The James Bond Martini Source: Casino Royale by Ian Fleming ●3 parts Gordon's English Gin ●1 part vodka ●½ part Lillet Kina ●Shaken, not stirred joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009
  91. IA Spy School Sources ●The Craft of Intelligence: America's Legendary Spy Master on the Fundamentals of Intelligence Gathering for a Free World by Allen W. Dulles ●From the Bureau to the Boardroom: 30 Management Lessons from the FBI by Dan Carrison ●Hit the Ground Running: Winning Secrets for Keeping Your Career on Track and Moving Forward by Gene Garofalo ●The Art of Project Management by Scott Berkun ●Wikihow.com ●Wikipedia.org ●Images: iStockphoto, stockxchange, Flickr joe.dyer@travelocity.com joe.dyer@travelocity. com Wednesday, March 25, 2009

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