Building Buy-In: Internally Positioning UX for Executive Impact
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Transcript of Building Buy-In: Internally Positioning UX for Executive Impact
Building Buy-In: Internally Positioning UX
for Executive Impact
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD
Brilliant Experience Psychology + User Experience + Innovation
bit.ly/ux-impact #uxpa2016@johnwhalen
UXers are a wonderful bunch!‣ We are people pleasers
‣ We want the world to be a better place
‣ We foresee how the world could be
‣ We empathize with all sorts of folks
bit.ly/ux-impact #uxpa2016@johnwhalen
We need to use those same UX superpowers to empathize with our colleagues!!!
bit.ly/ux-impact #uxpa2016@johnwhalen
If we want to move from…‣ Usability tester to insight generator
‣ Informing product to informing product roadmaps
‣ Utility player to strategic advisor
bit.ly/ux-impact #uxpa2016@johnwhalen
We need to use a roadmap for building buy in:
1. Demonstrate Value
2. Empathize and Evangelize
3. Get Embedded in the System
4. Become Strategic Partner
bit.ly/ux-impact #uxpa2016@johnwhalen
Why should you listen to me?‣ Years of experience
‣ Time with executives
‣ Distilling recent successes
bit.ly/ux-impact #uxpa2016@johnwhalen
1a. Create Usability Seal team‣ Access the situation
‣ Adapt quickly
‣ Get the data
‣ Get out
bit.ly/ux-impact #uxpa2016@johnwhalen
1b. Have light footprint, big impact‣ Move fast (4 day turnaround)
‣ Provide “aspirations”, not “recommendations”
‣ Pick your battles (2/10)
‣ Measure impact
bit.ly/ux-impact #uxpa2016@johnwhalen
1c. Overshare‣ Share everything (Notes, Videos, etc.)
‣ Email 4 takeaways
‣ Share up
bit.ly/ux-impact #uxpa2016@johnwhalen
“We already knew it, but you Humanized it”
bit.ly/ux-impact #[email protected]/ux-impact #uxpa2016@johnwhalen
1d. Grow need for UX‣ Say YES to project requests
‣ Invite new teams to join in
‣ Sneak in some synthesis: Go deeper than asked
bit.ly/ux-impact #uxpa2016@johnwhalen
Step 1. Demonstrate Value (with Usability)
a. Create Usability Seal team
b. Have light footprint, big impact
c. Overshare
d. Grow need for UX
bit.ly/ux-impact #uxpa2016@johnwhalen
2a. Understand your Organization’s Psychology‣ Who rules the kingdom?
‣ What is measured?
‣ How are bonuses paid out?
‣ What has failed recently?
bit.ly/ux-impact #uxpa2016@johnwhalen
2b. Teach‣ “Reality” Show
‣ How UX fits into Agile
‣ Why data from 5 people matters
‣ How UX can make product better
bit.ly/ux-impact #uxpa2016@johnwhalen
2b. Teach (cont.)‣ How to UX research is done
- Building rapport
- Forming questions
- Letting participants answer
‣ How to engage UX team
bit.ly/ux-impact #uxpa2016@johnwhalen
We are aware of your concerns…
SITE SAFETYDeaths resulting from lack of spec document0
bit.ly/ux-impact #uxpa2016@johnwhalen
2c. Translate findings‣ Why it matters
‣ Immersion rooms
‣ Video clips
‣ Not enough….Take people into the field…
bit.ly/ux-impact #uxpa2016@johnwhalen
Sample Translation
ROI Issue Quantity Impact Value
Increased Sales 3% Increase Total Sales: $75,000,000 $2,250,000
Decreased Support Costs 10% Decrese $90/incident * 14,000 $126,000
Late Design Changes 10 4x multiple x $175/hr
x 40 hrs $280,000
Total $2.656M
bit.ly/ux-impact #uxpa2016@johnwhalen
Step 2. Empathize and Evangelize
a. Understand your Org’s Psychology
b. Teach
c. Translate findings
bit.ly/ux-impact #uxpa2016@johnwhalen
3a. Build leader-leader relationships
‣ What decision are you going to make?
‣ When do you need to make it?
‣ What is the risk if you don’t have the data?
‣ What we CAN do in the budget and time.
bit.ly/ux-impact #uxpa2016@johnwhalen
3b. Embed UXers into product teams‣ Collaborate on scope
‣ Provide regular stakeholder progress check-ins
‣ Co-own findings and decisions
‣ Did you notice the deceptively clever part of the above???
bit.ly/ux-impact #uxpa2016@johnwhalen
3b. Embed UXers into product teams (cont.)‣ Outcome:
- Understand pain points
- Provide speed
- Learn development plans
‣ Pro tip: Embed, but still own in UX
bit.ly/ux-impact #uxpa2016@johnwhalen
“I want my UX team to be independent and able to tell anyone the cold hard facts.”
bit.ly/ux-impact #uxpa2016@johnwhalen
3c. Provide Design Principles‣ Distill knowledge from multiple studies into pragmatic guide
‣ Encourage decisions based on: (a) principles, or (b) evidence
bit.ly/ux-impact #uxpa2016@johnwhalen
3d. Build Dataset‣ Satisfy the quants
‣ Show change over time
‣ Pro-tip: Always ask questions other teams love:
- Indifferent / Must Have / Delighter?
- Why our product? What is best part?
- How important is this feature to you?
bit.ly/ux-impact #uxpa2016@johnwhalen
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
bit.ly/ux-impact #uxpa2016@johnwhalen
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
Executives hear:
Delight
Empathy
Disrupt
Synthesis
Experience Journey
PrototypeDesign-Thinking
Opportunity Mapping
Usability Testing
Heuristic review
Strategy
Iterative Design
Information Architecture
Feedback
$$$
COST OVERUN
BONUS RECINDED
MISSED METRICS
3 MORE MONTHSbit.ly/ux-impact #uxpa2016@johnwhalen
4a. Immerse Executives‣ Design as competitive advantage
‣ Numbers moved, efficiencies gained
‣ Opportunity: Research leads to
Insights, Product Innovation
bit.ly/ux-impact #uxpa2016@johnwhalen
“Anyone who has read the HBR gets the importance of UX, but that may not translate
into what it takes to do that.”
bit.ly/ux-impact #uxpa2016@johnwhalen
4b. Make the Shift to Strategic Partner
‣ Bring together multiple data sources
‣ Inform product, but also strategy
‣ Management training: Design Thinking
bit.ly/ux-impact #uxpa2016@johnwhalen
4c. Offer Insights for Sales and Marketing‣ Quotes
‣ Emotions
‣ Buyers/users’ mental model
bit.ly/ux-impact #uxpa2016@johnwhalen
4d. Reduce Operational Efficiencies‣ Calculate opportunity
‣ Iteratively test and improve
bit.ly/ux-impact #uxpa2016@johnwhalen
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 Efficiencies
bit.ly/ux-impact #uxpa2016@johnwhalen
Steps to Building Executive Buy-In:
bit.ly/ux-impact http://linkedin.com/in/[email protected]
Step 1. Demonstrate Value
a. Create Usability Seal team
b. Light footprint, big impact
c. Overshare
d. Grow need for UX
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
John Whalen [email protected] linkedin.com/in/johnwhalen
Psychology + Innovation + DesignBrilliant Experience
Thank you!