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FIDELITY & THE ART OF PERSUASION
How to successfully sell your UX vision
March 28, 2014 | IA Summit
San Diego, CA
JANE REI...
I FOOD
(one of my favorite shows)
Minimal time, no prep, mystery
ingredients
Sometimes
you get a
WEIRD
basket of
ingredients...
1.  Creativity
2.  Presentation
3.  Taste
Creativity +
Presentation + Taste
Judging
Sound familiar?
Market TrendsOld Designs
Analytics
Research
What will MY INGREDIENTS BE?
3KEY INGREDIENTS
(REQ’D TO SELL YOUR UX VISION)
Context
Content
Presentation
Who is your
AUDIENCE?
(context)
Align your
internal team.
INTERNAL
AUDIENCE NEEDS
à Get Context
à Understand the User
à What’s Expected of Me?
à Feeling of Collaboration
EXTERNAL
AUDIENCE NEEDS
à How is the affecting my bottom line?
à Does this align to my business goals?
à How much does ...
Make an
Emotional
Connection!
(content)
SELL YOUR VISION
make it persuasive
SELL YOUR VISION
make it persuasive
take them on the journey
SELL YOUR VISION
UX is C-level
UX VISION
STORY + KEY POINTS
STORY + KEY POINTS
DEFINE YOUR VISION
What is it?
Who is it for & what is their payoff?
Why are we creating it?
How does it Work?
THEBIG5W’S
What are the risks?
Establish
Credibility
(content)
“We’ve created a system that
has dialed down intricacies
and dialed up flexibility to
allow us to truly operationalize
our...
FIDELITY
(presentation)
Find the right level of fidelity...
Wireframes are cool,
but they can get
tedious
What are other ways that
you can communicate
your ideas?
Sketches
Prototypes
Comics
Infographics
Video
Your audience lives in
a world of
CONSTANT
DISTRACTIONS!
“If we want the eyes and ears of
our audience, our message has to
be interesting and relevant.”
Go the extra mile!
make it shine
“The details are not the details.
They make the design.”
- Charles Eames
The world is full of
BRIGHT ideas.
Analytics
Marketing
Information Architecture
Agile Methods
Visual Design
Interaction Design
Content
Strategy
Copywriting
R...
Thank you!
Twitter: @jane_reinberg
Email: jane@janereinberg.com
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So you have a killer idea and you are ready to sell through your UX vision. You’ve got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement. But in a world of cross-channel experiences with an ever-growing number of touchpoints, communicating a vision can be a challenge.

This deck covers the key ingredients you’ll need to sell a UX vision. I will examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision. I will also discuss the importance of selling the vision to your internal team as well as your external audience. And finally, I will touch on how to adjust the fidelity of deliverables based on an audience’s needs and expectations in order to make sure that the presentation elevates the content of the work. And we’ll explore tools and techniques to make deliverables fun, engaging and memorable.

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Fidelity and the Art of Persuasion: How to Sell Your UX Vision

  1. 1. FIDELITY & THE ART OF PERSUASION How to successfully sell your UX vision March 28, 2014 | IA Summit San Diego, CA JANE REINBERG GUTHRIE
  2. 2. I FOOD
  3. 3. (one of my favorite shows) Minimal time, no prep, mystery ingredients
  4. 4. Sometimes you get a WEIRD basket of ingredients...
  5. 5. 1.  Creativity 2.  Presentation 3.  Taste Creativity + Presentation + Taste Judging
  6. 6. Sound familiar?
  7. 7. Market TrendsOld Designs Analytics Research What will MY INGREDIENTS BE?
  8. 8. 3KEY INGREDIENTS (REQ’D TO SELL YOUR UX VISION) Context Content Presentation
  9. 9. Who is your AUDIENCE? (context)
  10. 10. Align your internal team.
  11. 11. INTERNAL AUDIENCE NEEDS à Get Context à Understand the User à What’s Expected of Me? à Feeling of Collaboration
  12. 12. EXTERNAL AUDIENCE NEEDS à How is the affecting my bottom line? à Does this align to my business goals? à How much does it cost? à How are we differentiating from the competition? à Does this align with our customer needs?
  13. 13. Make an Emotional Connection!
  14. 14. (content)
  15. 15. SELL YOUR VISION
  16. 16. make it persuasive SELL YOUR VISION
  17. 17. make it persuasive take them on the journey SELL YOUR VISION
  18. 18. UX is C-level
  19. 19. UX VISION STORY + KEY POINTS STORY + KEY POINTS
  20. 20. DEFINE YOUR VISION
  21. 21. What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work? THEBIG5W’S What are the risks?
  22. 22. Establish Credibility (content)
  23. 23. “We’ve created a system that has dialed down intricacies and dialed up flexibility to allow us to truly operationalize our brand.” Say What?
  24. 24. FIDELITY (presentation)
  25. 25. Find the right level of fidelity...
  26. 26. Wireframes are cool, but they can get tedious
  27. 27. What are other ways that you can communicate your ideas?
  28. 28. Sketches Prototypes Comics Infographics Video
  29. 29. Your audience lives in a world of CONSTANT DISTRACTIONS!
  30. 30. “If we want the eyes and ears of our audience, our message has to be interesting and relevant.”
  31. 31. Go the extra mile! make it shine
  32. 32. “The details are not the details. They make the design.” - Charles Eames
  33. 33. The world is full of BRIGHT ideas.
  34. 34. Analytics Marketing Information Architecture Agile Methods Visual Design Interaction Design Content Strategy Copywriting ROI Business Knowledge Critiquing Domain Knowledge Design Process Management Information Design Service Design Social Media Facilitation Prototyping User Research Coding UX Storytelling
  35. 35. Thank you! Twitter: @jane_reinberg Email: jane@janereinberg.com
  • MarcellaMissirian1

    Nov. 30, 2017
  • MichaelLanigan

    Jul. 28, 2015
  • Camussx

    Jul. 22, 2015
  • LindaJnn

    Jun. 23, 2015
  • springfels

    Nov. 6, 2014

So you have a killer idea and you are ready to sell through your UX vision. You’ve got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement. But in a world of cross-channel experiences with an ever-growing number of touchpoints, communicating a vision can be a challenge. This deck covers the key ingredients you’ll need to sell a UX vision. I will examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision. I will also discuss the importance of selling the vision to your internal team as well as your external audience. And finally, I will touch on how to adjust the fidelity of deliverables based on an audience’s needs and expectations in order to make sure that the presentation elevates the content of the work. And we’ll explore tools and techniques to make deliverables fun, engaging and memorable.

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