The document discusses strategies for gaining buy-in for user experience (UX) initiatives in an enterprise environment, emphasizing the importance of understanding organizational structure and culture. It highlights the need to identify champions within the organization who can advocate for UX and provides methods for effective communication and pitching to stakeholders. Additionally, it mentions budget considerations and the positive return on investment from allocating resources to UX efforts.

1. Getting UX Buy-In
I N A N E N T E R P R I S E L A N D S C A P E
Ryan Green ryngrn.com @ryngrn

2. Hi, I’m Ryan Green
11 Years as a design professional
Currently: Project Lead @ Interval International
Prior: BrightGauge, LifeWallet, HCA/Parallon, cj
Advertising
@ryngrn

3. Regardless of your title,
everyone can engage in UX
work & design thinking

4. Claiming your seat at the table

5. But, does ____ know that?

7. User Experience
Usability
Research
Testing
Design Thinking
WireframesPrototypes
Interactions Usability
https://www.nngroup.com/articles/definition-user-experience/
DelightVisuals

8. https://www.nngroup.com/articles/definition-user-experience/
"User experience" encompasses all aspects
of the end-user's interaction with the
company, its services, and its products.

9. People are afraid of what
they don’t understand

10. UX History Pop Quiz
https://medium.com/@marcintreder/the-history-of-user-experience-design-5d87d1f81f5a
In what year did the first UX
professional arrive on the scene?

11. Don Norman coined the
term “User Experience”
in 1995 & is the first “UX
Architect”

12. I guess UX isn’t that old

13. It’s our job to help them understand

14. S T R U C T U R E & C U L T U R E

15. S T R U C T U R E & C U L T U R E
Questions About Your Organization
1. Who is responsible for UX?
2. What’s the company culture?
3. Who ultimately makes the decisions?

16. UX in I.T.
http://www.usefulusability.com/the-5-models-of-corporate-user-experience-culture/
UX
Executive
Operations MarketingI.T.
S T R U C T U R E & C U L T U R E

17. http://www.usefulusability.com/the-5-models-of-corporate-user-experience-culture/
UX
UX in Operations
Executive
Operations MarketingI.T.
S T R U C T U R E & C U L T U R E

18. http://www.usefulusability.com/the-5-models-of-corporate-user-experience-culture/
Executive
Operations MarketingI.T.
UX
UX in Marketing
S T R U C T U R E & C U L T U R E

19. http://www.usefulusability.com/the-5-models-of-corporate-user-experience-culture/
Executive
Operations MarketingI.T. UX
UX as a Department
S T R U C T U R E & C U L T U R E

20. http://www.usefulusability.com/the-5-models-of-corporate-user-experience-culture/
Executive
Operations MarketingI.T.
UX
S T R U C T U R E & C U L T U R E
The Holy Grail: UX Over Everything

21. Enterprise Attitudes and Culture
S T R U C T U R E & C U L T U R E

22. Head in the sand
S T R U C T U R E & C U L T U R E

23. I know, but there’s just no time!
S T R U C T U R E & C U L T U R E

24. Next time, I promise…
S T R U C T U R E & C U L T U R E

25. You can only do this much
S T R U C T U R E & C U L T U R E

26. No resistance. Acceptance.
S T R U C T U R E & C U L T U R E

27. Who Makes the Decisions?
S T R U C T U R E & C U L T U R E

28. High-Level Company Strategy
Across All Departments
In Other Departments
For Your Department
In Your Team
Individual Projects
S T R U C T U R E & C U L T U R E

29. M A K I N G C H A N G E

30. Finding Your Champion
M A K I N G C H A N G E

31. …has the clout to affect change in your organization
…already has a seat at the table
…believes in the ability of UX to make positive change
A Champion…
M A K I N G C H A N G E : F I N D I N G Y O U R C H A M P I O N

32. Converting Someone to
Your Cause
M A K I N G C H A N G E : F I N D I N G Y O U R C H A M P I O N

33. Build Trust with Facts
Build Trust with Empathy
Build Trust with Consistency
M A K I N G C H A N G E : F I N D I N G Y O U R C H A M P I O N

34. Solving For {X}
M A K I N G C H A N G E

35. What Are Your {X} Factors?
https://www.nngroup.com/articles/which-ux-research-methods/
Budget
M A K I N G C H A N G E : S O L V I N G F O R { X }
Time Personnel

36. What Are Your {X} Factors?
https://www.nngroup.com/articles/which-ux-research-methods/
Time Budget Personnel
M A K I N G C H A N G E : S O L V I N G F O R { X }

37. Solving for {Time}
https://www.nngroup.com/articles/which-ux-research-methods/
Always estimate your UX efforts before you begin
Time-box your UX activities
Formalize UX processes as a part of every project
M A K I N G C H A N G E : S O L V I N G F O R { X }

38. What Are Your {X} Factors?
https://www.nngroup.com/articles/which-ux-research-methods/
Time Budget Personnel
M A K I N G C H A N G E : S O L V I N G F O R { X }

39. Solving for {Budget}
https://www.nngroup.com/articles/which-ux-research-methods/
Have different sized UX offerings
Focus efforts on higher impact areas
Leverage remote / online UX testing
M A K I N G C H A N G E : S O L V I N G F O R { X }

40. What Are Your {X} Factors?
https://www.nngroup.com/articles/which-ux-research-methods/
Time Budget Personnel
M A K I N G C H A N G E : S O L V I N G F O R { X }

41. M A K I N G C H A N G E : S O L V I N G F O R { X }
https://www.nngroup.com/articles/which-ux-research-methods/
Be more efficient / focused
Increase time given to team to deliver
Hire more people
Outsource for parallel efforts
Do less stuff, better
Solving for {Personnel}

42. What’s your organization’s
Mission Statement?
M A K I N G C H A N G E
https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/

43. M A K I N G C H A N G E : M I S S I O N S T A T E M E N T
https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/
“To give people the power to share and
make the world more open and connected.”
F A C E B O O K

44. https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/
“To give everyone the power to create and
share ideas and information instantly,
without barriers.”
T W I T T E R
M A K I N G C H A N G E : M I S S I O N S T A T E M E N T

45. https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/
“To make Internet business personal.”
I N T E R C O M
M A K I N G C H A N G E : M I S S I O N S T A T E M E N T

46. https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/
Use your mission statement as leverage
M A K I N G C H A N G E : M I S S I O N S T A T E M E N T

47. Get Organized
M A K I N G C H A N G E
https://blog.intercom.com/want-to-hire-great-designers-start-a-blog/

48. Use a framework to kick-off a project
M A K I N G C H A N G E : G E T O R G A N I Z E D

49. Pitch for your stakeholders
M A K I N G C H A N G E

50. Effective pitches are tailored
specifically for your stakeholders
https://www.smashingmagazine.com/2012/01/ux-research-plan-stakeholders-love/
M A K I N G C H A N G E : P I T C H T O Y O U R S T A K E H O L D E R S

51. Better Documentation &
Processes
https://www.nngroup.com/articles/which-ux-research-methods/
M A K I N G C H A N G E

52. BEHAVIORAL
ATTITUDINAL
QUALITATIVE (DIRECT) QUANTITATIVE (INDIRECT)
W T F
M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S

53. BEHAVIORAL
ATTITUDINAL
QUALITATIVE (DIRECT) QUANTITATIVE (INDIRECT)
M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S

54. M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S
Build a Library of
Stakeholder-Friendly Assets

55. M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S
Work Smarter

56. M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S
Work Smarter
• Save time with software

57. M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S
Work Smarter
• Save time with software
• Create and Use a Design System

58. M A K I N G C H A N G E : B E T T E R D O C U M E N T A T I O N & P R O C E S S E S
Work Smarter
• Save time with software
• Create and Use a Design System
• Do just enough UX work

59. Find Teachable Moments
M A K I N G C H A N G E

60. Show, Don’t Tell
M A K I N G C H A N G E

61. Behavioral Analytics
M A K I N G C H A N G E : S H O W , D O N ’ T T E L L
Heatmaps & Click Tracking Session RecordingsJourney Mapping & Path Analysis

62. Come Armed with Other People’s Data
M A K I N G C H A N G E

63. https://www.nngroup.com/articles/return-on-investment-for-usability/
Looking across 863 projects, between 8% - 13%
of a project’s budget is typically invested in UX.
Best practices say that you should spend around
10% of a project budget on UX.
M A K I N G C H A N G E : C O M E A R M E D W I T H D A T A

64. Sales / Conversion Rate: 100% increase
Traffic / Visitor Count: 150% increase
User Performance / Productivity: 161% increase
Use of Specific (Target) Features: 202% increase
Investing 10% of a Project Budget in UX Yields…
M A K I N G C H A N G E : C O M E A R M E D W I T H D A T A
https://www.nngroup.com/articles/return-on-investment-for-usability/

65. The cost of UX doesn't increase linearly with project size.
A project that's ten times bigger, for example, typically
requires only four times more UX spending.
M A K I N G C H A N G E : C O M E A R M E D W I T H D A T A
https://www.nngroup.com/articles/return-on-investment-for-usability/

66. Spending around 10% of a project's budget on UX
activities doubles the usability and performance.
M A K I N G C H A N G E : C O M E A R M E D W I T H D A T A
https://www.nngroup.com/articles/return-on-investment-for-usability/

67. Making a Deal
M A K I N G C H A N G E

68. Just This Once
M A K I N G C H A N G E : M A K I N G A D E A L

69. “We’ll start internal”
M A K I N G C H A N G E : M A K I N G A D E A L

70. Going Rogue
M A K I N G C H A N G E : M A K I N G A D E A L

71. Tread carefully, egos may
be injured by this process!
M A K I N G C H A N G E : M A K I N G A D E A L

72. W R A P P I N G U P

73. Because UX is new, you have to
be your biggest advocate
W R A P P I N G U P

74. Use your organization’s structure to
guide your game plan
W R A P P I N G U P

75. Try everything, keep what works
W R A P P I N G U P

76. T H A N K S !
Ryan Green ryngrn.com @ryngrn