Why can’t other people in your organization see what you see? That UX insights you uncovered will revolutionize your company and delight your customers like never before! Doesn’t everyone “get” UX nowadays?
The truth is more complicated than just recognizing UX value: Your professional goals and focus are different than those of others in your organization (e.g., C-Suite, Product Managers, Marketers, Developers) by design. What to do? Learn how to position and present your work for maximum uptake to ensure UX has a sizeable and valuable impact on your products and customer experience.
We reveal what we have learned – often the hard way – about linking UX research and design with organizational goals and strategic directives. With a little planning, you can to ensure your creative UX work has an influence and actually sees the light of day when the product is launched.
#UXPA2016
5. UXers are a wonderful bunch!
‣ We are people pleasers
‣ We want the world to be a better place
‣ We foresee how the world could be
‣ We empathize with all sorts of folks
bit.ly/ux-impact #uxpa2016@johnwhalen
18. We need to use those same UX superpowers
to empathize with our colleagues!!!
bit.ly/ux-impact #uxpa2016@johnwhalen
19. If we want to move from…
‣ Usability tester to insight generator
‣ Informing product to informing product roadmaps
‣ Utility player to strategic advisor
bit.ly/ux-impact #uxpa2016@johnwhalen
20. We need to use a roadmap for building buy in:
1. Demonstrate Value
2. Empathize and Evangelize
3. Get Embedded in the System
4. Become Strategic Partner
bit.ly/ux-impact #uxpa2016@johnwhalen
21. Why should you listen to me?
‣ Years of experience
‣ Time with executives
‣ Distilling recent successes
bit.ly/ux-impact #uxpa2016@johnwhalen
23. 1a. Create Usability Seal team
‣ Access the situation
‣ Adapt quickly
‣ Get the data
‣ Get out
bit.ly/ux-impact #uxpa2016@johnwhalen
24. 1b. Have light footprint, big impact
‣ Move fast (4 day turnaround)
‣ Provide “aspirations”, not “recommendations”
‣ Pick your battles (2/10)
‣ Measure impact
bit.ly/ux-impact #uxpa2016@johnwhalen
27. “We already knew it,
but you Humanized it”
bit.ly/ux-impact #uxpa2016@johnwhalenbit.ly/ux-impact #uxpa2016@johnwhalen
28. 1d. Grow need for UX
‣ Say YES to project requests
‣ Invite new teams to join in
‣ Sneak in some synthesis:
Go deeper than asked
bit.ly/ux-impact #uxpa2016@johnwhalen
29. Step 1. Demonstrate Value (with Usability)
a. Create Usability Seal team
b. Have light footprint, big impact
c. Overshare
d. Grow need for UX
bit.ly/ux-impact #uxpa2016@johnwhalen
31. 2a. Understand your Organization’s Psychology
‣ Who rules the kingdom?
‣ What is measured?
‣ How are bonuses paid out?
‣ What has failed recently?
bit.ly/ux-impact #uxpa2016@johnwhalen
32. 2b. Teach
‣ “Reality” Show
‣ How UX fits into Agile
‣ Why data from 5 people matters
‣ How UX can make product better
bit.ly/ux-impact #uxpa2016@johnwhalen
33. 2b. Teach (cont.)
‣ How to UX research is done
- Building rapport
- Forming questions
- Letting participants answer
‣ How to engage UX team
bit.ly/ux-impact #uxpa2016@johnwhalen
34. How UX & Agile development might be integrated…
bit.ly/ux-impact #uxpa2016@johnwhalen
35. We are aware of your concerns…
SITE SAFETY
Deaths resulting
from lack of spec
document0
bit.ly/ux-impact #uxpa2016@johnwhalen
36. 2c. Translate findings
‣ Why it matters
‣ Immersion rooms
‣ Video clips
‣ Not enough….Take people into the field…
bit.ly/ux-impact #uxpa2016@johnwhalen
41. 3a. Build leader-leader relationships
‣ What decision are you going to make?
‣ When do you need to make it?
‣ What is the risk if you don’t have the data?
‣ What we CAN do in the budget and time.
bit.ly/ux-impact #uxpa2016@johnwhalen
42. 3b. Embed UXers into product teams
‣ Collaborate on scope
‣ Provide regular stakeholder progress check-ins
‣ Co-own findings and decisions
‣ Did you notice the deceptively clever part of the above???
bit.ly/ux-impact #uxpa2016@johnwhalen
43. 3b. Embed UXers into product teams (cont.)
‣ Outcome:
- Understand pain points
- Provide speed
- Learn development plans
‣ Pro tip: Embed, but still own in UX
bit.ly/ux-impact #uxpa2016@johnwhalen
44. “I want my UX team to be
independent and able to tell
anyone the cold hard facts.”
bit.ly/ux-impact #uxpa2016@johnwhalen
45. 3c. Provide Design Principles
‣ Distill knowledge from multiple studies into pragmatic guide
‣ Encourage decisions based on: (a) principles, or (b) evidence
bit.ly/ux-impact #uxpa2016@johnwhalen
46. 3d. Build Dataset
‣ Satisfy the quants
‣ Show change over time
‣ Pro-tip: Always ask questions other
teams love:
- Indifferent / Must Have / Delighter?
- Why our product? What is best part?
- How important is this feature to you?
bit.ly/ux-impact #uxpa2016@johnwhalen
47. Step 3. Get Embedded in the System
a. Build leader-leader relationships
b. Embed UXers into product teams
c. Provide Design Principles
d. Build Dataset
bit.ly/ux-impact #uxpa2016@johnwhalen
51. 4a. Immerse Executives
‣ Design as competitive advantage
‣ Numbers moved, efficiencies gained
‣ Opportunity: Research leads to
Insights, Product Innovation
bit.ly/ux-impact #uxpa2016@johnwhalen
52. “Anyone who has read the HBR
gets the importance of UX,
but that may not translate
into what it takes to do that.”
bit.ly/ux-impact #uxpa2016@johnwhalen
53. 4b. Make the Shift to Strategic Partner
‣ Bring together multiple data sources
‣ Inform product, but also strategy
‣ Management training: Design Thinking
bit.ly/ux-impact #uxpa2016@johnwhalen
54. 4c. Offer Insights for Sales and Marketing
‣ Quotes
‣ Emotions
‣ Buyers/users’ mental model
bit.ly/ux-impact #uxpa2016@johnwhalen
55. 4d. Reduce Operational Efficiencies
‣ Calculate opportunity
‣ Iteratively test and improve
bit.ly/ux-impact #uxpa2016@johnwhalen
56. Step 4. Become Strategic Partner
a. Immerse Executives
b. Make the Shift to Strategic Partner
c. Offer Insights to Sales and Marketing
d. Reduce Operational Efficiencies
bit.ly/ux-impact #uxpa2016@johnwhalen
60. Steps to Building Executive Buy-In:
bit.ly/ux-impact http://linkedin.com/in/johnwhalenjw@brilliantexperience.com
Step 1. Demonstrate Value
a. Create Usability Seal team
b. Light footprint, big impact
c. Overshare
d. Grow need for UX
Step 2. Empathize and Evangelize
a. Understand your Org’s Psychology
b. Teach
c. Translate findings
Step 3. Get Embedded in the System
a. Build leader-leader relationships
b. Embed UXers into product teams
c. Provide Design Principles
d. Build Dataset
Step 4. Become Strategic Partner
a. Immerse Executives
b. Make the Shift to Strategic Partner
c. Offer Insights to Sales and Marketing
d. Reduce Operational Inefficiencies