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Garnering positive engagement from stakeholders who don’t understand UX

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In this talk I'll speak a little bit about certain techniques to get a more open and positive engagement from stakeholders who aren't used to UX. I'll talk about what they need to hear to let you do the work you want to do, how to deal with them and how to get leverage in the meeting room by doing what we do best — designing.

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Garnering positive engagement from stakeholders who don’t understand UX

  1. 1. Garnering positive engagement from stakeholders who don’t understand UX Fritz von Runte, 2015
  2. 2. 20 10 5 1
  3. 3. 20 10 5 1 Design UX Implementing UX NICE
  4. 4. UX London + Ladies that UX + NUX LX-UX + Future of Web Design Talk UX + LeanConf + Camp Digital
  5. 5. utopia
  6. 6. “oh but you don’t know my boss” “things at my company are a bit… funny” “we don’t have the budget” “I’m the only person that cares about UX”
  7. 7. ?
  8. 8. persuasion
  9. 9. motivation
  10. 10. predicting needs
  11. 11. education just in time
  12. 12. ?
  13. 13. “it was hard for me too” Fritz von Runte, 2015
  14. 14. Identifying needs Developing solutions Generating ideas Prototyping Evaluating Research
  15. 15. Ask Think DiscussBuild Test Learn
  16. 16. Think Test Learn
  17. 17. learn think test
  18. 18. Simplify the stakeholder’s requirements (in their presence!) 1 learn
  19. 19. Simplify the stakeholder’s requirements (in their presence!) • 5 whys • opinions become questions • business goals ≠ user needs 1 learn
  20. 20. Transform insights and questions into research 2 learn
  21. 21. Transform insights and questions into research • quant data without qual data is mis- leading and incomplete • we are biased and the more we think we know the futher away from users we are 2 learn
  22. 22. Bring stakeholders to the lab / interview / guerrilla 3 learn
  23. 23. Bring stakeholders to the lab / interview / guerrilla • always go to research knowing what you want to discover • don’t ever let the stakeholder facilitate • make sure they understand the process first 3 learn
  24. 24. Keep you finger on the pulse 4 learn
  25. 25. Keep you finger on the pulse • when a stakeholder sends you an article of a blog or magazine, subscribe it • when stakeholders use market metrics to justify anything, learn all about it • always read twitter/facebook comments 4 learn
  26. 26. Present the learnings in a very succinct manner 5 learn
  27. 27. Present the learnings in a very succinct manner • bulletpoint the learnings • prioritise them • clearly and concisely • define ‘actions’ before they can do it for you 5 learn
  28. 28. learn think test
  29. 29. Prioritise information with the stakeholders 1 think
  30. 30. Prioritise information with the stakeholders • multi-disciplinary product development • card sorting • explain MVP and emulate it • get a good notion of how they REALLY think 1 think
  31. 31. Rapid prototyping is good, but first design the service 2 think
  32. 32. Rapid prototyping is good, but first design the service • try to focus on the problem and solution not on UI, technical constrains or apps • what pain points are we improving? • leave the drawings and wireframes for the end of the meeting 2 think
  33. 33. Visual design for last3 think
  34. 34. Visual design for last • if your website / app already exists, the visual is pratically automatic anyway • By downplaying the role of the visual de- sign at this moment, you own it again and discussions are about solutions not pixels, colours or fonts. 3 think
  35. 35. If working on wireframes without the stakeholders, do various versions 4 think
  36. 36. If working on wireframes without the stakeholders, do various versions • don’t stick only to the best solution, try alternatives • try something you think they’ll suggest and keep it under your sleeve 4 think
  37. 37. Let go of the ego5 think
  38. 38. Let go of the ego • Don’t defend your ideas, defend the best ones. • Don’t mistake multi-disciplinary product development with Design by committee — you’re still the designer! 5 think
  39. 39. learn think test
  40. 40. Define success with the stakeholders 1 test
  41. 41. Define success with the stakeholders • Is success more profit, or is it improv- ing the pain points captured on ‘learn’? • Go to test understanding what you want to discover 1 test
  42. 42. If stakeholders have ‘users’ make it a blind test 2 test
  43. 43. If stakeholders have ‘users’ make it a blind test • Users should be as unbiased as possible • The results shouldn’t be present with names or in raw format • Interviews are open-ended but tests are focused 2 test
  44. 44. Go back to THINK for re-iterations! 3 test
  45. 45. Go back to THINK for re-iterations! • Learnings from tests shouldn’t define new solutions, they define new problems • Don’t solutionise at the lab • The solution is not necessarily wrong, sometimes is about tweaking a bit 3 test
  46. 46. Use the appropriate test4 test
  47. 47. Use the appropriate test • A/B testing is for quantifiable metrics • Usability Testing is for Usability • If you’re improving pain points test it with users with the same needs and pro- cess as the ones researched 4 test
  48. 48. Make sure the test isn’t a like / dislike exercise 5 test
  49. 49. Make sure the test isn’t a like / dislike exercise • Testing is not about opinions • Testing is not about validation of work, but validation of solution • Define success before testing 5 test
  50. 50. takeaway
  51. 51. step one We can have lots of fun!
  52. 52. step two There’s so much we can do!
  53. 53. step three It’s just you and me...
  54. 54. step four I can give you more...
  55. 55. step five Don’t you know that the time is right?
  56. 56. Thank you @fritzvonrunte

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