Everyone working on a project has an impact on the end customer and intends to focus on the user experience. Delivering an engaging and usable product or service to customers however, is a journey. As a UX professional, you need to partner effectively with product owners, engineers, executives and other key stakeholders before your work will ever reach the end users you are designing for. This presentation covers understanding the perspective of key stakeholders and covering tactics for successfully partnering in a UX strategy. How do I help decision makers “get” UX? What is the number one problem stakeholders have in evaluating design? How do I get stakeholder to value research?

1. Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com
Partnering with Key
Stakeholders in UX Strategy

4. Partnering with Key Stakeholders
in UX Strategy

5. Who are you?

6. Ever heard (or said)…

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

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

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

10. Stakeholder

11. Stakeholders:
Decision Makers & Influencers

12. Unlabel: SellingYou Without Selling Out - Mark Ecko
Before reaching goalkeepers,
need to pass the gatekeepers.
Before reaching goalkeepers,
need to pass the gatekeepers.

13. Creator…Creator…

14. Customer…Customer…

15. Stakeholder?Stakeholder?

16. Engineering
DesignProduct
BusinessBusinessBusiness

17. The objective of ______
is to solve problems.
Business

18. Better.Together.Better.Together.

19. We will need some power-ups.

20. Here we go!Here we go!

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

22. Not necessarily
(Often not at all)

23. Illusion of Explanatory DepthIllusion of Explanatory Depth

24. How does a zipper really work?

25. How does a car really work?

26. We have opinions on the familiar.
(Mistake superficial knowledge for in-depth.)
Drunk Tank Pink - Adam Alter

27. How does it achieve the customer’s goals?
(Not just think through what it does.)

28. One-Pager Research PlanOne-Pager Research Plan

29. - Author & Stakeholders
- Background / Goals
- Research Questions
- Methodology
- Participants
- Schedule
The UX Research Plan That Stakeholders Love - Tomer Sharon

30. PersonasPersonas

31. PrototypingPrototyping

32. - Early & often
- All have failure of imagination
- Collective group activity
- Develops shared understanding
Prototype: How to Pre-visualize the Experience - Troy Parke

33. Paper and sketching works great.

34. Higher fidelity is even better.

35. Observe customer behavior…

36. …the highest value UX activity.

37. “UX is User Experience -
Not UseYour Experience”
“UX is User Experience -
Not UseYour Experience”

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

39. Show how to give feedbackShow how to give feedback

40. - 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

41. Empathy & UnderstandingEmpathy & Understanding

42. Engineering
DesignProduct

43. ROI
Shipping
Usable
Integrated
Scale
Manage Risk

44. Surviving a Design ReviewSurviving a Design Review

45. - Don’t understand design.
- Focused on individual needs.
- Concerns in terms of solutions.
Surviving a Design Review - Charlie Kreitzberg

46. Trailer before the movieTrailer before the movie

47. The back pocketThe back pocket

48. Combination is human natureCombination is human nature

49. Same story different waysSame story different ways

50. Whatever worksWhatever works

51. Everyone has an impact on
the user’s experience
Everyone has an impact on
the user’s experience

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

53. Not a deliverable
User Experience is a business strategy

55. Speak the languageSpeak the language

56. Gapminder
Be on the hook for performanceBe on the hook for performance

57. The Experience Design Process - Andrea Nelson
Be part of the processBe part of the process

58. Reframe the problem

59. Design a vaseDesign a vase

60. Design a way to experience flowersDesign a way to experience flowers

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

65. Tell users what they are getting

66. Best experience first

67. Integrated advertising

68. Ratings and feedback

69. Delay account creation

70. Marry the problem, not the solutionMarry the problem, not the solution

72. UX amplifies the challengesUX amplifies the challengesUX amplifies the challenges

73. 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.

74. Go further, together.

75. Thank you.

77. Reference
Unlabel: SellingYou 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
All registered trademarks or trademarks are property of their respective owners.

78. Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com