Building Buy-In: Internally Positioning UX for Executive Impact. BigDesign2016
•
5 likes•2,222 views
Presented at: BigDesign2016 Why can’t other people in your organization see what you see? That UX insights you uncovered will revolutionize your company and delight your customers like never before! Doesn’t everyone “get” UX nowadays? The truth is more complicated than just recognizing UX value: Your professional goals and focus are different than those of others in your organization (e.g., C-Suite, Product Managers, Marketers, Developers) by design. What to do? Learn how to position and present your work for maximum uptake to ensure UX has a sizeable and valuable impact on your products and customer experience. We reveal what we have learned – often the hard way – about linking UX research and design with organizational goals and strategic directives. With a little planning, you can to ensure your creative UX work has an influence and actually sees the light of day when the product is launched.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Building Buy-In: Internally Positioning UX for Executive Impact. BigDesign2016
Similar to Building Buy-In: Internally Positioning UX for Executive Impact. BigDesign2016 (20)
More from John Whalen
More from John Whalen (20)
Recently uploaded
Recently uploaded (20)
Building Buy-In: Internally Positioning UX for Executive Impact. BigDesign2016
- 1. Building Buy-In: Internally Positioning UX for Executive Impact Brilliant Experience John Whalen, PhD Tracy L Hayes
- 3. Agenda: 1. Using your UX powers in your organization. 2. How to mature your UX practice.
- 4. “Anyone who has read the HBR gets the importance of UX, but that may not translate into what it takes to do that.”
- 7. Let’s get our arms around the problem by studying our empathy patterns for our colleagues.
- 8. C-Suite Executive When we interact with…
- 9. (Pompous Assholius) C-Suite Executive Some might think…
- 10. C-Suite Executive but keep in mind… Motivations What Resonates - Pay Package - Profitability - Board - Business performance - Brevity - Data driven recommendations Weight of company on shoulders
- 11. VP Marketing When we interact with…
- 12. (Delusionus of Grandeuronomus) VP Marketing Some might think…
- 13. Shaping company voice VP Marketing but keep in mind… Motivations What Resonates - Brand - Customers - Sales - Brand extension - Marketing data - Brand loyalty
- 14. Product Owner When we interact with…
- 15. (Randomnous Decisionasaurus) Product Owner Some might think…
- 16. (Randomnous Decisionasaurus) Product Owner But don’t forget… Motivations What Resonates - Launch date - P & L - Customers - An earned partnership - Data driven decisions - Achieving goals
- 17. Developer When we interact with…
- 19. Spends hours making it all work. Developer But don’t forget… Motivations What Resonates - Quality - Performance - Risk - Understanding their tech stack - Willingness to compromise - Pizza
- 20. Moral of the story: We must use our UX powers to solve for their needs.
- 21. If we want to move from… ‣ Usability tester to insight generator ‣ Informing product to informing product roadmaps ‣ Utility player to strategic advisor
- 22. We need to evolve by building buy in: 1. Demonstrate Value 2. Empathize and Evangelize 3. Get Embedded in the System 4. Become Strategic Partner
- 23. Step 1. Demonstrate Value
- 24. Step 1. Demonstrate Value a. Say YES b. Create Usability Seal team c. Have light touch, big impact d. Share up Bonus points: Pick your battles
- 25. “We already knew it, but you Humanized it”
- 26. Step 2. Empathize and Evangelize
- 27. Step 2. Empathize and Evangelize a. Understand your Org’s Psychology b. Teach c. Translate findings
- 28. Step 3. Get Embedded in the System
- 29. Step 3. Get Embedded a. Build leader-leader relationships b. Embed UXers into product teams c. Provide design principles d. Build dataset
- 30. “I want my UX team to be independent and able to tell anyone the cold hard facts.”
- 31. Step 4. Become Strategic Partner
- 32. 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
- 33. 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
- 34. 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
- 35. Up your game ‣ Design as competitive advantage ‣ Numbers moved, efficiencies gained ‣ Opportunity: Research leads to Insights, Product Innovation
- 36. In Summary
- 38. Solve for their needs too!
- 40. Steps to Building Executive Buy-In: Step 1. Demonstrate Value a. Create Usability Seal team b. Light touch, big impact c. Share up 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
- 41. Tracy L Hayes tracy.hayes@gfk.com linkedin.com/in/tracylhayes Brilliant Experience Thank you! John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen