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Building Buy-In: Internally Positioning UX for Executive Impact
The document presents a framework for building executive buy-in for UX initiatives, highlighting the importance of demonstrating value, empathizing with colleagues, getting embedded in teams, and evolving into a strategic partner. Key steps include creating usability teams, understanding organizational psychology, and translating UX insights into actionable data for executives. By effectively integrating UX into business processes, organizations can leverage design as a competitive advantage and improve operational efficiencies.
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Introduction to UX, its importance in executive impact is highlighted through psychology, user experience, and innovation.
Acknowledgment of UX professionals' qualities and challenges in gaining acceptance for their ideas.
Stresses the importance of empathy in UX and understanding colleagues’ perspectives for better collaboration.
Outlines the journey from usability testing to becoming strategic partners in product development.
Step 1 focuses on demonstrating the value of UX through usability testing and effective communication.
Step 2 emphasizes understanding organizational psychology and teaching the importance of UX.
Step 3 encourages building relationships and embedding UXers into product teams for collaborative efforts.
Step 4 involves immersing executives in UX, shifting to strategic roles, and optimizing operational efficiencies.
Recap of the four steps necessary for building buy-in for UX: demonstrate value, empathize, embed, and become a strategic partner.
Ending slide providing contact information and reiterating the themes of psychology, innovation, and design in UX.
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Building Buy-In: Internally Positioning UX for Executive Impact
- 1. Building Buy-In: InternallyPositioning 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
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- 5. UXers are awonderful 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
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- 7. So why areour ideas not always welcomed with open arms??? bit.ly/ux-impact #uxpa2016@johnwhalen
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- 9. Let’s start ourjourney by studying our empathy patterns for our colleagues
- 10. C-Suite Executive When weinteract with…
- 11. (Pompous Assholius) C-Suite Executive Somemight think…
- 12. Product Owner When weinteract with…
- 13. (Randomnous Decisionasaurus) Product Owner Somemight think…
- 14. VP Marketing When weinteract with…
- 15. (Delusionus of Grandeuronomus) VPMarketing Some might think…
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- 18. We need touse those same UX superpowers to empathize with our colleagues!!! bit.ly/ux-impact #uxpa2016@johnwhalen
- 19. If we wantto 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 touse 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 youlisten to me? ‣ Years of experience ‣ Time with executives ‣ Distilling recent successes bit.ly/ux-impact #uxpa2016@johnwhalen
- 22. Step 1. DemonstrateValue (with Usability Testing)
- 23. 1a. Create UsabilitySeal team ‣ Access the situation ‣ Adapt quickly ‣ Get the data ‣ Get out bit.ly/ux-impact #uxpa2016@johnwhalen
- 24. 1b. Have lightfootprint, big impact ‣ Move fast (4 day turnaround) ‣ Provide “aspirations”, not “recommendations” ‣ Pick your battles (2/10) ‣ Measure impact bit.ly/ux-impact #uxpa2016@johnwhalen
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- 26. 1c. Overshare ‣ Shareeverything (Notes, Videos, etc.) ‣ Email 4 takeaways ‣ Share up bit.ly/ux-impact #uxpa2016@johnwhalen
- 27. “We already knewit, but you Humanized it” bit.ly/ux-impact #uxpa2016@johnwhalenbit.ly/ux-impact #uxpa2016@johnwhalen
- 28. 1d. Grow needfor 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. DemonstrateValue (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. Empathizeand Evangelize
- 31. 2a. Understand yourOrganization’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 awareof 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 IssueQuantity 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. Empathizeand Evangelize a. Understand your Org’s Psychology b. Teach c. Translate findings bit.ly/ux-impact #uxpa2016@johnwhalen
- 40. Step 3. GetEmbedded in the System
- 41. 3a. Build leader-leaderrelationships ‣ 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 UXersinto 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 UXersinto 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 myUX team to be independent and able to tell anyone the cold hard facts.” bit.ly/ux-impact #uxpa2016@johnwhalen
- 45. 3c. Provide DesignPrinciples ‣ 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. GetEmbedded 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. BecomeStrategic Partner
- 49. When UXers say: Delight Empathy Disrupt Synthesis Prototype OpportunityMapping 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 OpportunityMapping 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 hasread 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 theShift 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 Insightsfor Sales and Marketing ‣ Quotes ‣ Emotions ‣ Buyers/users’ mental model bit.ly/ux-impact #uxpa2016@johnwhalen
- 55. 4d. Reduce OperationalEfficiencies ‣ Calculate opportunity ‣ Iteratively test and improve bit.ly/ux-impact #uxpa2016@johnwhalen
- 56. Step 4. BecomeStrategic 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
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- 60. Steps to BuildingExecutive 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!