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Building Buy-In: 

Internally Positioning UX 

for Executive Impact
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD
Brilliant Experience Psychology + User Experience + Innovation
bit.ly/ux-impact #uxpa2016@johnwhalen
Brilliant Experience Psychology + Innovation + Design
Preamble
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
bit.ly/ux-impact #uxpa2016@johnwhalen
So why are our ideas not always
welcomed with open arms???
bit.ly/ux-impact #uxpa2016@johnwhalen
bit.ly/ux-impact #uxpa2016@johnwhalen
Let’s start our journey by studying 

our empathy patterns for our colleagues
C-Suite Executive
When we interact with…
(Pompous Assholius)
C-Suite Executive
Some might think…
Product Owner
When we interact with…
(Randomnous Decisionasaurus)
Product Owner
Some might think…
VP Marketing
When we interact with…
(Delusionus of Grandeuronomus)
VP Marketing
Some might think…
Developer
When we interact with…
(No-can-do-opod and/or

condescending-smurkasaurus)
Developer
Some might think…
We need to use those same UX superpowers

to empathize with our colleagues!!!
bit.ly/ux-impact #uxpa2016@johnwhalen
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
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
Why should you listen to me?
‣ Years of experience
‣ Time with executives
‣ Distilling recent successes
bit.ly/ux-impact #uxpa2016@johnwhalen
Step 1. Demonstrate Value 

(with Usability Testing)
1a. Create Usability Seal team
‣ Access the situation
‣ Adapt quickly
‣ Get the data
‣ Get out
bit.ly/ux-impact #uxpa2016@johnwhalen
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
bit.ly/ux-impact #uxpa2016@johnwhalen
1c. Overshare
‣ Share everything (Notes, Videos, etc.)
‣ Email 4 takeaways
‣ Share up
bit.ly/ux-impact #uxpa2016@johnwhalen
“We already knew it, 

but you Humanized it”
bit.ly/ux-impact #uxpa2016@johnwhalenbit.ly/ux-impact #uxpa2016@johnwhalen
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
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
Step 2. Empathize and Evangelize
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
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
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
How UX & Agile development might be integrated…
bit.ly/ux-impact #uxpa2016@johnwhalen
We are aware of your concerns…
SITE SAFETY
Deaths resulting
from lack of spec
document0
bit.ly/ux-impact #uxpa2016@johnwhalen
2c. Translate findings
‣ Why it matters
‣ Immersion rooms
‣ Video clips
‣ Not enough….Take people into the field…
bit.ly/ux-impact #uxpa2016@johnwhalen
Why it matters
bit.ly/ux-impact #uxpa2016@johnwhalen
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
Step 2. Empathize and Evangelize
a. Understand your Org’s Psychology
b. Teach
c. Translate findings
bit.ly/ux-impact #uxpa2016@johnwhalen
Step 3. Get Embedded in the System
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
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
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
“I want my UX team to be
independent and able to tell 

anyone the cold hard facts.”
bit.ly/ux-impact #uxpa2016@johnwhalen
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
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
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
Step 4. Become Strategic Partner
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
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
4a. Immerse Executives
‣ Design as competitive advantage
‣ Numbers moved, efficiencies gained
‣ Opportunity: Research leads to
Insights, Product Innovation
bit.ly/ux-impact #uxpa2016@johnwhalen
“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
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
4c. Offer Insights for Sales and Marketing
‣ Quotes
‣ Emotions
‣ Buyers/users’ mental model
bit.ly/ux-impact #uxpa2016@johnwhalen
4d. Reduce Operational Efficiencies
‣ Calculate opportunity
‣ Iteratively test and improve
bit.ly/ux-impact #uxpa2016@johnwhalen
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
In Summary
bit.ly/ux-impact #uxpa2016@johnwhalen
bit.ly/ux-impact #uxpa2016@johnwhalen
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
John Whalen
jw@brilliantexperience.com
linkedin.com/in/johnwhalen
Psychology + Innovation + DesignBrilliant Experience
Thank you!

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Building Buy-In: Internally Positioning UX for Executive Impact

  • 1. Building Buy-In: 
 Internally Positioning UX 
 for Executive Impact Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD
  • 2. Brilliant Experience Psychology + User Experience + Innovation bit.ly/ux-impact #uxpa2016@johnwhalen
  • 3. Brilliant Experience Psychology + Innovation + Design
  • 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
  • 7. So why are our ideas not always welcomed with open arms??? bit.ly/ux-impact #uxpa2016@johnwhalen
  • 9. Let’s start our journey by studying 
 our empathy patterns for our colleagues
  • 10. C-Suite Executive When we interact with…
  • 12. Product Owner When we interact with…
  • 14. VP Marketing When we interact with…
  • 15. (Delusionus of Grandeuronomus) VP Marketing Some might think…
  • 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
  • 22. Step 1. Demonstrate Value 
 (with Usability Testing)
  • 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
  • 26. 1c. Overshare ‣ Share everything (Notes, Videos, etc.) ‣ Email 4 takeaways ‣ Share up 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
  • 30. Step 2. Empathize and Evangelize
  • 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
  • 37. Why it matters bit.ly/ux-impact #uxpa2016@johnwhalen
  • 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. Step 2. Empathize and Evangelize a. Understand your Org’s Psychology b. Teach c. Translate findings bit.ly/ux-impact #uxpa2016@johnwhalen
  • 40. Step 3. Get Embedded in the System
  • 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
  • 48. Step 4. Become Strategic Partner
  • 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. 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. 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
  • 61. John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology + Innovation + DesignBrilliant Experience Thank you!