Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building Buy-In: Internally Positioning UX for Executive Impact

3,311 views

Published on

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

Published in: Design

Building Buy-In: Internally Positioning UX for Executive Impact

  1. 1. Building Buy-In: 
 Internally Positioning UX 
 for Executive Impact Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD
  2. 2. Brilliant Experience Psychology + User Experience + Innovation bit.ly/ux-impact #uxpa2016@johnwhalen
  3. 3. Brilliant Experience Psychology + Innovation + Design
  4. 4. Preamble
  5. 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
  6. 6. bit.ly/ux-impact #uxpa2016@johnwhalen
  7. 7. So why are our ideas not always welcomed with open arms??? bit.ly/ux-impact #uxpa2016@johnwhalen
  8. 8. bit.ly/ux-impact #uxpa2016@johnwhalen
  9. 9. Let’s start our journey by studying 
 our empathy patterns for our colleagues
  10. 10. C-Suite Executive When we interact with…
  11. 11. (Pompous Assholius) C-Suite Executive Some might think…
  12. 12. Product Owner When we interact with…
  13. 13. (Randomnous Decisionasaurus) Product Owner Some might think…
  14. 14. VP Marketing When we interact with…
  15. 15. (Delusionus of Grandeuronomus) VP Marketing Some might think…
  16. 16. Developer When we interact with…
  17. 17. (No-can-do-opod and/or
 condescending-smurkasaurus) Developer Some might think…
  18. 18. We need to use those same UX superpowers
 to empathize with our colleagues!!! bit.ly/ux-impact #uxpa2016@johnwhalen
  19. 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. 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. 21. Why should you listen to me? ‣ Years of experience ‣ Time with executives ‣ Distilling recent successes bit.ly/ux-impact #uxpa2016@johnwhalen
  22. 22. Step 1. Demonstrate Value 
 (with Usability Testing)
  23. 23. 1a. Create Usability Seal team ‣ Access the situation ‣ Adapt quickly ‣ Get the data ‣ Get out bit.ly/ux-impact #uxpa2016@johnwhalen
  24. 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
  25. 25. bit.ly/ux-impact #uxpa2016@johnwhalen
  26. 26. 1c. Overshare ‣ Share everything (Notes, Videos, etc.) ‣ Email 4 takeaways ‣ Share up bit.ly/ux-impact #uxpa2016@johnwhalen
  27. 27. “We already knew it, 
 but you Humanized it” bit.ly/ux-impact #uxpa2016@johnwhalenbit.ly/ux-impact #uxpa2016@johnwhalen
  28. 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. 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
  30. 30. Step 2. Empathize and Evangelize
  31. 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. 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. 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. 34. How UX & Agile development might be integrated… bit.ly/ux-impact #uxpa2016@johnwhalen
  35. 35. We are aware of your concerns… SITE SAFETY Deaths resulting from lack of spec document0 bit.ly/ux-impact #uxpa2016@johnwhalen
  36. 36. 2c. Translate findings ‣ Why it matters ‣ Immersion rooms ‣ Video clips ‣ Not enough….Take people into the field… bit.ly/ux-impact #uxpa2016@johnwhalen
  37. 37. Why it matters bit.ly/ux-impact #uxpa2016@johnwhalen
  38. 38. Sample Translation ROI Issue Quantity Impact Value Increased Sales 3% Increase Total Sales: 
 $75,000,000 $2,250,000 Decreased 
 Support Costs 10% Decrese $90/incident * 14,000 $126,000 Late Design Changes 10 4x multiple x $175/hr
 x 40 hrs $280,000 Total $2.656M bit.ly/ux-impact #uxpa2016@johnwhalen
  39. 39. Step 2. Empathize and Evangelize a. Understand your Org’s Psychology b. Teach c. Translate findings bit.ly/ux-impact #uxpa2016@johnwhalen
  40. 40. Step 3. Get Embedded in the System
  41. 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. 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. 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. 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. 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. 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. 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
  48. 48. Step 4. Become Strategic Partner
  49. 49. When UXers say: Delight Empathy Disrupt Synthesis Prototype Opportunity Mapping Usability Testing Heuristic review Strategy Iterative Design Information Architecture Feedback Design-Thinking Experience Journey bit.ly/ux-impact #uxpa2016@johnwhalen
  50. 50. Executives hear: Delight Empathy Disrupt Synthesis Experience Journey Prototype Design-Thinking Opportunity Mapping Usability Testing Heuristic review Strategy Iterative Design Information Architecture Feedback $$$ COST OVERUN BONUS RECINDED MISSED METRICS 3 MORE MONTHS bit.ly/ux-impact #uxpa2016@johnwhalen
  51. 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. 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. 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. 54. 4c. Offer Insights for Sales and Marketing ‣ Quotes ‣ Emotions ‣ Buyers/users’ mental model bit.ly/ux-impact #uxpa2016@johnwhalen
  55. 55. 4d. Reduce Operational Efficiencies ‣ Calculate opportunity ‣ Iteratively test and improve bit.ly/ux-impact #uxpa2016@johnwhalen
  56. 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
  57. 57. In Summary
  58. 58. bit.ly/ux-impact #uxpa2016@johnwhalen
  59. 59. bit.ly/ux-impact #uxpa2016@johnwhalen
  60. 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
  61. 61. John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology + Innovation + DesignBrilliant Experience Thank you!

×