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How To Sell Your UX Vision- UX Scotland 2015

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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.

In a world of cross-channel experiences, with an ever-growing number of touchpoints, communicating a vision can be a challenge. In this session, we'll cover the key ingredients you'll need to sell a UX vision. We'll examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision.

In this presentation, you will learn:

- How to define a UX Vision in five steps
- Why it's crucial to consider and be savvy about politics as part of your process
- How to speak the language of your internal and external audiences
- How to make the best use of numbers and metrics to support your strategy
- The magic of structuring a persuasive presentation
- How and why to adjust the fidelity of your deliverables based on the needs and expectations of your audience
- Techniques and tools to make deliverables that are engaging and memorable

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How To Sell Your UX Vision- UX Scotland 2015

  1. HOW TO SUCCESSFULLY SELL YOUR UX VISION 12 June 2015 | UX Scotland Edinburgh, Scotland @janerguthrie JANE REINBERG GUTHRIE
  2. I FOOD
  3. (one of my favorite shows) Minimal time, no prep, mystery ingredients
  4. Sometimes you get a WEIRD basket of ingredients...
  5. 1.  Creativity 2.  Presentation 3.  Taste Creativity + Presentation + Taste Judging
  6. Sound familiar?
  7. Market TrendsOld Designs Analytics Research What will MY INGREDIENTS BE?
  8. 3KEY INGREDIENTS REQ’D TO SELL YOUR UX VISION Context Content Presentation
  9. Who is your AUDIENCE? (context)
  10. Align your internal team.
  11. INTERNAL AUDIENCE NEEDS à Get Context à Understand the User à What’s Expected of Me? à Feeling of Collaboration
  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. empathy
  14. Source: 22 Words
  15. Source: 22 Words
  16. Source: 22 Words
  17. “All basic qualities of customer service aside, the primary fault lies in designers’ failure to take the time to understand the full scope of a client’s specific challenge.” - Mark Rolston, argo design
  18. “Compromise” is not a dirty word
  19. UX is C-level
  20. Finance Planning Marketing Business Service Distribution Design Engineering Legal Design is just one piece of a very complicated and dynamic ecosystem, when it comes to bringing a product to life.
  21. ★ Learn to speak their language ★
  22. Vocabulary KPI ROI Bottom Line Scope BudgetTrends Risk
  23. Getting Started q  Get more involved at work by playing business roles q  Find mentors q  Take business classes q  Read Eric Breier, Practice Area Lead Slalom Consulting
  24. “Don’t underestimate the difference in mental models between you and your clients and stakeholders.” - Eric Breier, Slalom Consulting
  25. Narrative Telling a story. Linear, staged, sequential, chronologically described. Experiential The audience develops an understanding through their own senses. They see it, hold it, use it. Parametric Defining a whole through what we know of its parts and its properties. Speeds and feeds. Storytelling Source: Fast Company
  26. Be TRANSPARENT
  27. Politics are fun! - said no one, ever.
  28. “The formula for successful innovation is the combination of inspired design, solid execution, and political savvy.” - Mark Rolston, argo design
  29. Nigel Evan Dennis
  30. Nigel Evan Dennis
  31. Nigel Evan Dennis
  32. Who are STAKEHOLDERS?
  33. Why bother with Stakeholder Mapping?
  34. #1 A repeatable methodology to help us do more effective UX Work across projects and organizations
  35. Who’s involved?
  36. Customers Actors Owners End Users Work to create and maintain the project & product Own the system or product or own processes impacted by the project, and can inhibit/enhance the success of the project 3Categories of Stakeholders (internal) (external) (internal) (external) (internal) (external) Source: Stakeholder Mapping IA Summit 2014
  37. HIGHERLOWER MOREREADYLESSREADY EXPECTATIONS ENVIRONMENT Customers Actors Owners Source: Stakeholder Mapping IA Summit 2014
  38. HIGHERLOWER MOREREADYLESSREADY EXPECTATIONS ENVIRONMENT Customers Actors Owners Source: Stakeholder Mapping IA Summit 2014
  39. HIGHERLOWER MOREREADYLESSREADY EXPECTATIONS ENVIRONMENT AREAS OF RISK Source: Stakeholder Mapping IA Summit 2014
  40. Position our work with owners Empower designers to ask challenging questions Advocate for access to important stakeholders Choreograph design reviews to engage the right people Enables stakeholder participation in design and research Source: Stakeholder Mapping IA Summit 2014 What’s the outcome?
  41. Foundation Build the
  42. (content)
  43. SELL YOUR VISION
  44. make it persuasive SELL YOUR VISION
  45. make it persuasive take them on the journey SELL YOUR VISION
  46. UX VISION STORY + KEY POINTS STORY + KEY POINTS
  47. DEFINE YOUR VISION
  48. What is it? THEBIG5W’S
  49. What is it? Who is it for & what is their payoff? THEBIG5W’S
  50. What is it? Who is it for & what is their payoff? Why are we creating it? THEBIG5W’S
  51. What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work? THEBIG5W’S
  52. 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?
  53. Establish Credibility (content)
  54. “We’ve created a system that has dialed down intricacies and dialed up flexibility to allow us to truly operationalize our brand.” Say What?
  55. Make an Emotional Connection!
  56. FIDELITY (presentation)
  57. “The details are not the details. They make the design.” - Charles Eames
  58. Find the right level of fidelity...
  59. Source: Creative Commons Confused Yet? Confused yet?
  60. Wireframes are cool, but they can get tedious
  61. “Many of our clients have little or zero experience with our abstracts and understand only the final medium. When we show them sketches or wires or conceptual models, they just can’t visualize it.” -Eric Breier, Slalom Consulting
  62. What are other ways that you can communicate your ideas?
  63. Sketches Prototypes Comics Infographics Video
  64. “Comics have a vocabulary that doesn’t even require language. In fact, many of its symbols could be considered a language of their own that requires no teaching or explanation.” Kevin Cheng, ‘See What I Mean’
  65. A doctoral thesis in theoretical solid state chemistry....in comic book form. - by Veronica Berns
  66. sketch by Jason Kuykendall
  67. Your audience lives in a world of CONSTANT DISTRACTIONS!
  68. A study showed that 91%of listeners at business presentations admitted to daydreaming, and an impressive 39% to downright fallingasleepat some point.
  69. “If we want the eyes and ears of our audience, our message has to be interesting and relevant.”
  70. Ask for interaction Change it up Don’t make it too easy or too hard Tell a story
  71. Go the extra mile! make it shine
  72. The world is full of BRIGHT ideas.
  73. It’s ok to start again Source: Creative Commons Sunrise Shipping
  74. Thank you! Twitter: @janerguthrie Email: janerguthrie@gmail.com

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