Partnering with Key Stakeholders in UX Strategy

Troy Parke !

http://uxhow.com/stakeholders

@uxhow @LavaCon

@uxhow | http://www.uxhow.com

Who are you?

Ever heard (or said)…

“We don’t need UX right now.”“We don’t need UX right now.”

“I’m not a designer, but could you just…”“I’m not a designer,

but could you just…”

“I’m the target audience.”“I’m the target audience.”

Stakeholder

Stakeholders: Decision Makers & Influencers

Creator…Creator…

Customer…Customer…

Stakeholder?Stakeholder?

The objective of ______ is to solve problems.

Business

Engineering

DesignProduct

BusinessBusinessBusiness

Better. Together.Better. Together.

We will need some power-ups.

Here we go!Here we go!

“I’m the target audience.”“I’m the target audience.”

Everyone has an opinion

Strong opinions on the familiar. (Mistake superficial knowledge for in-depth.)

Drunk Tank Pink - Adam Alter

Illusion of Explanatory DepthIllusion of Explanatory Depth

How does a zipper work?

How does this car go?

How achieves customer’s goals? (Not just what it does)

How achieves customer’s goals? (Not just what it does)

One-Pager Research PlanOne-Pager Research Plan

- Author & Stakeholders - Background / Goals - Research Questions - Methodology - Participants - Schedule

The UX Research Plan That Stakeholders Love - Tomer Sharon

A Guerilla Usability Test on Dropbox Photos - Francine Lee

PersonasPersonas

PrototypingPrototyping

- Early & often - All have failure of imagination - Collective group activity - Develops shared understanding

Prototype: How to Pre-visualize the Experience - Troy Parke

Paper and sketching works great.

Higher fidelity is even better.

Observe customer behavior…

…the highest value UX activity.

“UX is User Experience - Not Use Your Experience”“UX is User Experience - Not Use Your Experience”

“I’m not a designer, but could you just…”“I’m not a designer,

but could you just…”

Show how to give feedbackShow how to give feedback

- It’s not art - Does this meet our goals? - Be respectfully direct - Be able to answer “Why?” - Ask questions

Giving Better Design Feedback - Mike Monteiro

Empathy & UnderstandingEmpathy & Understanding

Engineering

DesignProduct

ROI Shipping

Usable Integrated

Scale Manage Risk

Surviving a Design ReviewSurviving a Design Review

- Don’t understand design. - Focused on individual needs. - Concerns in terms of solutions.

Surviving a Design Review - Charlie Kreitzberg

Trailer before the movieTrailer before the movie

The back pocketThe back pocket

Combination is human natureCombination is human nature

Same story different waysSame story different ways

Whatever worksWhatever works

Everyone has an impact on the user’s experience

Everyone has an impact on the user’s experience

“We don’t need UX right now.”“We don’t need UX right now.”

Not a deliverable User Experience is a business strategy

Speak the languageSpeak the language

Luc Legay - Linkedin maps data visualization

Be on the hook for performanceBe on the hook for performance

Be part of the processBe part of the process

Reframe the problem

Design a vaseDesign a vase

Design a way to experience flowersDesign a way to experience flowers

- Unusable at small size - Core business value was “No Ads” - Value of a non-paying customer - How to show a better experience?

Tell users what they are getting

Best experience first

Integrated advertising

Ratings and feedback

Delay account creation

Marry the problem, not the solutionMarry the problem, not the solution

UX amplifies the challengesUX amplifies the challengesUX amplifies the challenges

If you want to go fast, go alone. If you want to go far, go together.If you want to go fast, go alone.

If you want to go far, go together.

Go further, together.

Thank you.

ReferenceUnlabel: Selling You Without Selling Out - Mark Ecko

!Drunk Tank Pink - Adam Alter

!The UX Research Plan That Stakeholders Love - Tomer Sharon

!Prototype: How to Pre-visualize the Experience - Troy Parke

!Giving Better Design Feedback - Mike Monteiro

!Surviving a Design Review - Charlie Kreitzberg

!The Experience Design Process - Andrea Nelson

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Troy Parke | @uxhow | http://www.uxhow.com

Partnering with Key Stakeholders in UX Strategy