How to Make Your Ideas Stick for UX?
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This document discusses techniques for effectively communicating ideas to stakeholders. It presents three techniques: 1) Make it Concrete - use physical metaphors and human scale examples to engage listeners. 2) Tell Stories - leverage anecdotes and narratives to help stakeholders simulate and remember ideas. 3) Know Your First Audience - conduct research on stakeholders to understand their problems and frame ideas accordingly. The document provides examples and guidance on applying each technique to make ideas more memorable and impactful for stakeholders.
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How to Make Your Ideas Stick for UX?
- 2. UX Tools Help Us Convey Powerful Ideas. UX Tools Help Us Convey Powerful Ideas.
- 3. But our UX education doesn’t fully prepare us to be great influencers. Nic Price
- 7. Can’t Be an Expert and Novice Simultaneously
- 8. MOBILE PHONE SALESPEOPLE Q: How long do you think it takes people to learn how to set up their phones?
- 9. Experts said 13 minutes Users spent 33 minutes 154% longer than predicted
- 11. We need special skills to get stakeholders to pay attention remember believe care We need special skills to get stakeholders to pay attention remember believe care
- 12. Ideas aren’t born interesting, they’re made interesting.
- 13. 2 1 3 THREE TECHNIQUES TO MAKE YOUR IDEAS STICK Make It Concrete Tell Stories Know Your First Audience
- 14. Make it Concrete
- 15. When you sell UX, what do you talk about?
- 16. Avanade Insights
- 17. What do clients or stakeholders hear?
- 18. UX speak doesn’t speak to stakeholders.
- 19. Lessons are encoded with physical, material details. Lessons are encoded with physical, material details.
- 20. Concrete ideas engage the senses.
- 22. Statistics, Analytics, Numbers? Use Human Scale. Statistics, Analytics, Numbers? Use Human Scale.
- 23. Facts are stickier when they’re in human scale.
- 24. forbes.com
- 26. Avoid UX speak. Use metaphors of physical and material experiences. Use human scale to represent facts & figures. 1 Make It Concrete Recap
- 27. Tell Stories
- 28. We are swimming in data and events, not stories
- 29. Facts Tell, Stories Sell
- 30. Stories change your audience’s physical state. We simulate what we hear.
- 31. Stories are not just a narrative of events. They should have 1. activities 2. motivations 3. characters
- 32. A story focused our design sprint Mark
- 33. Deflate story criticism with stats Mark ≈ 5 million people with similar issues
- 34. But how do you get find, collect and share stories?
- 35. Leverage upcoming user research tell me about last time before/after why/why/why
- 36. Use search logs, customer service records, survey data to find stories. Use search logs, customer service records, survey data to find stories.
- 37. Make house calls
- 38. Facts tell, stories sell. Look for activities, motivations, characters. Find stories in existing data or when talking to users. 2 Tell Stories Recap
- 40. You Client Boss Tech Lead Users In a perfect world: you’re all on the same page.
- 41. You Client Boss Tech Lead Users In a real world: you have a first audience before the user.
- 43. Conduct user research on your first audience.
- 44. Define the problem in a way your stakeholders care about.
- 45. Strategic leaders generate and maintain a common vision. Managers keep entire team on track. Tech experts implement the vision, make the detailed decisions.
- 46. What’s your job?
- 47. UX Researcher I learn about users’ needs, goals and behaviors to build great products.
- 48. UX Researcher to Grandma You may get frustrated with our products and stop using them. I find out what’s going wrong and how to keep you happy.
- 49. Define the problemYou may get frustrated with our products and stop using them. I find out what’s going wrong and how to keep you happy. Give the resolution
- 50. UX Researcher to Tech Lead You know the analytics but not if people enjoy using our product. I find out which experiences feel broken and how to fix them.
- 51. Conduct user research on your stakeholders. Start with a problem they care about. Reveal the solution. 3 Know Your First Audience Recap
- 52. 2 1 3 THREE TECHNIQUES TO MAKE YOUR IDEAS STICK Make It Concrete Tell Stories Know Your First Audience
- 53. Apply one technique for your project. 2 1 3 Use metaphor + human scale Find stories that sell Research your stakeholders. Start with their problems. Concrete Stories First Audience
Editor's Notes
- Flickr: c
- What if you already communicate really well? Why does this apply to all of us? @
- In the Trenches . Tapping story - predicators thought listeners would get it 50% percent of the time. in reality they guessed right 1 in 40
- Pamela Hinds - “The Curse of Expertise”
- Pamela Hinds - “The Curse of Expertise”. Difference b/t the estimate and observed is almost an episode of HIWYM.
- overcome our lack of dedicated education and curse of knowledge.
- But how do you make it interesting?
- What does “stick” mean? To get stakeholder to pay attention, remember, believe, care.
- The components of the process. What is delivered. Personas, information hierarchy, customer journeys, levering the social graph
- UX speak sounds expensive (time, money, budget) because it’s obscure. Names that we give to projects matter - we’re trying to represent ideas. The content is just fine but the way messages are encoded matters.
- Speak is good to get the work done - we use it w/ each other. But what about when you’re presenting your work
- Lessons are ideas too. Boy who cried wolf. When you lie often, people won’t believe the truth. 2000 years old. The ones that persist are encoded w/ concrete details. Lessons are encoded with physical, material details.
- Sameis true for UX. Physical, material details.
- combine the metaphor of Aesop and unifying direction. Want to give a few examples
- Scientists recently computed a new level of accuracy. To put it in perspective... it’s like throwing a rock from the moon to the Earth and hitting a rock less than one third of a mile from dead center. (version A) it’s like throwing a rock from NYC to LA and hitting the target two-thirds of an inch from dead center. (version B) 58% of evaluators rated “version A” very impressive. 83% of evaluators rated version B very impressive.
- An okay representation.
- Change gears. Give an example that’s not about UX.
- When asked what do you remember about this presentation, it will probably be this story. Also a lesson for
- Peoples physical state changes - that means engagement. no such thing as a passive audience - we simulate what we hear. We can't imagine events without evoking the same modules of the brain that are evoked in real physical activity. Brain scans when people imagine a flashing light, they activate a visual area of the brain. when the imagine someone tapping on their skin, they activate tactile areas of the brain.
- Not just a narrative of events - weave together cause and effect with details so people can remember them - explain the why.
- Design sprint. What would Marc do?
- How many people fall into this category? How many people are likely to be in a similiar situation?
- Not just a narrative of events - weave together cause and effect with details so people can remember them - explain the why.
- analytics, usability testing results. Social media.
- Isn’t just the job of researchers. Project teams. Get LOTS of artefacts: photos of participants and surroundings. Can use other assets to reflect experiences. Snippets and fragments work too
- We
- When you think of your first audience as users, interesting things can happen.
- How does your idea fit with what they care about?
- Internally or externally
- Grandma.
- Tech Lead
- less work than adding a completely new deliverable to your output https://the-design-process-a-pyramid-c77135c177d4