Melinda Baker's presentation deck for UX Thursday Atlanta on 2/20/14

1. How
to
Win
UX
Advocates
and
Influence
Stakeholders
Melinda
Baker
American
Cancer
Society
1

2. 2

3. The
Big
QuesDons
for
Stakeholders
• What
is
the
problem
you’re
trying
to
solve?
• What
does
success
look
like?
• Who
is
the
audience
you
are
trying
to
reach?
3

4. What
We
Planned
• Review
project
goals
with
stakeholders
• Gather
inputs
Design
Build
• Update
IA
structure
• Design
new
templates
• Update/create
content
• Input
into
CMS
• Test
Launch
4

5. What
Really
Happened
5

6. “OpDmize”
Categories
BEFORE
Categories
AFTER
Labels
derived
from
how
users
are
searching
More
categories
help
users
browse
6

7. Dynamic
Site
Map
7

8. Category
Landing
BEFORE
Link
on
the
page
with
the
same
name
as
the
page
No
content
to
describe
the
links
or
drive
traffic
8

9. Category
Landing
AFTER
“Pods”
for
each
secDon
rich
with
content
Link
directly
to
the
newest
Facts
&
Figures
9

10. Cancer
Facts
&
Figures
BEFORE
AFTER
10

11. Special
SecDons
–
ArDcle
Format
Heading
and
sub-­‐
heading
Main
body
of
arDcle
Block
for
other
links
of
content
that’s
related
11

12. ElevaDng
the
Researchers
No
longer
buried
deep
in
the
site
Link
to
a
reworked
Nobel
Laureates
page
Flexibility
for
future
content
from
bios
12

13. What
We
Learned
• Understand
the
problem
fully
• Listen
to
stakeholders
and
what
they’re
trying
to
achieve
• Use
UX
experDse
to
answer
stakeholders
quesDons
(be
clear,
be
concise,
be
usable)
• Learn
what’s
important
to
the
organizaDon
• Encourage
change
slowly
• Support
stakeholders
and
build
trust
13

14. QuesDons
• What
else
can
I
tell
you
about
this
journey?
14