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Selling UX with Daniel Szuc

This breakfast was presented in Auckland on 13 July 2010 and will be presented in Wellington on 29 July 2010

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Selling UX with Daniel Szuc

  1. 1. Selling UX [email_address] @dszuc
  2. 2. Stretch!
  3. 10. Dan’s Assumptions <ul><li>UX champions </li></ul><ul><li>Better products </li></ul><ul><li>Successful </li></ul>
  4. 11. What search do you use?
  5. 17. Why?
  6. 18. “ Googley” www.google.com/intl/en/corporate/ux.html UX culture
  7. 19. UX culture http://www.google.com/corporate/tenthings.html
  8. 20. What just happened?
  9. 21. Persuasion Entertaining Connecting Familiar Examples Then UX
  10. 22. Good News
  11. 23. http://www.usnews.com/money/careers/articles/2009/08/28/americas-best-careers-2009.html User experience specialist
  12. 24. http://news.bbc.co.uk/2/hi/technology/8017178.stm
  13. 25. Business of design
  14. 26. Bad News
  15. 28. Bad News <ul><li>Commoditization </li></ul><ul><li>UX is misunderstood </li></ul><ul><li>Pressures to be faster to market </li></ul>
  16. 29. Organizational Culture
  17. 30. Organizations <ul><li>Proposition: </li></ul><ul><li>Organizations are cultures. </li></ul>
  18. 31. Definitions of “Culture” <ul><li>Culture: </li></ul><ul><li>The attitudes, values, behaviors, and customs that reflect a group’s approaches to living their lives. </li></ul><ul><li>Organizational culture: </li></ul><ul><li>“ The way we work around here” </li></ul>
  19. 32. National Culture Organizational Culture Professional Culture Formal Processes Informal Processes Training Regional Culture Organizational Sub-cultures Organizational Sub-cultures Thank you Paul Sherman
  20. 33. Culture Thank you Paul Sherman <ul><li>Engineer-centric </li></ul><ul><li>Might never have had a UX team. </li></ul><ul><li>Products created from interesting technology. </li></ul><ul><li>Territorial about UI. </li></ul><ul><li>Design-centric </li></ul><ul><li>View building applications and websites as a creative endeavor. </li></ul><ul><li>Primary focus may be creating designs that other designers will like and respect. </li></ul><ul><li>Sales & marketing centric </li></ul><ul><li>Represented by powerful people who “know” their customers...but don’t know “all” the customers. </li></ul><ul><li>Challenges </li></ul><ul><li>Tendency to deem a product usable if it is possible to do the task. </li></ul><ul><li>They rely heavily on their own experience in UI design. </li></ul><ul><li>They feel they are doing the right thing for the customer, even if they don’t have evidence. </li></ul><ul><li>Challenges </li></ul><ul><li>Define the user experience in terms of aesthetics rather than ease of use. </li></ul><ul><li>Focus on visuals rather than workflows. </li></ul><ul><li>Rely heavily on their own instincts about users. </li></ul><ul><li>Focus only on data that confirms their viewpoints. </li></ul><ul><li>Challenges </li></ul><ul><li>Rely heavily on customers' self-report and customer suggestions to assess usability. </li></ul><ul><li>Disproportionately weight their “biggest” or “loudest” customers . </li></ul><ul><li>Often overconfident in their ability to “know” what the customer needs. </li></ul>
  21. 34. How are you rewarded?
  22. 35. <ul><li>Listening to your Manager </li></ul><ul><li>Time to market </li></ul><ul><li>Politics </li></ul><ul><li>Meeting a UI specification </li></ul>
  23. 36. What do you think of this process?
  24. 38. UX Language is Ugly Thank you John Rhodes
  25. 39. Defensive Ego Forceful UX Justification
  26. 40. Frustrations <ul><li>“ They don’t listen to me” </li></ul><ul><li>“ I don’t have a seat at the strategy table” </li></ul><ul><li>“ They think usability is usability testing” </li></ul>
  27. 41. I have the perfect process for you!
  28. 42. UCD framework ISO 13407 – describes the process in five stages
  29. 43. Thank you Fit & Associates
  32. 47. Is there a shared language?
  33. 48. Clear Communications Engineering Marketing Design Shared Language
  34. 49. What does it take organizationally to speak the same language ?
  35. 50. What does it take organizationally to design great experiences?
  36. 51. What it takes <ul><li>UX Vision </li></ul><ul><li>Value </li></ul><ul><li>Collaboration </li></ul><ul><li>Iteration & failure </li></ul><ul><li>Communications </li></ul><ul><li>Leadership </li></ul>
  37. 52. 1. UX Vision
  38. 53. Thank you Fit & Associates
  39. 54. What people do or say What people think or believe What people feel Who people are – care, connection, sensitivity Thank you Fit & Associates
  40. 55. Something BIGGER
  41. 56. Holistic
  42. 61. Business impact
  43. 64. Personal impact
  44. 66. Understanding what sells
  45. 67. Ripeness
  46. 68. Ripeness <ul><li>“ Culture Patterns” that indicate UX growth </li></ul><ul><ul><li>Management is using the lingo </li></ul></ul><ul><ul><li>Hired a Director or VP of UX </li></ul></ul><ul><ul><li>Usability testing of products is a given </li></ul></ul><ul><ul><li>Usability Lab in place or being discussed </li></ul></ul><ul><ul><li>Product managers claim that UX is strategic advantage </li></ul></ul>Bought into UX
  47. 69. Know your target <ul><li>Who is buying & budget allocation (money) </li></ul><ul><li>Product vision (plan) </li></ul><ul><li>Invest in R & D (money & strategy) </li></ul><ul><li>Customer care or just “lip service” (empathy) </li></ul>
  48. 70. What Sells <ul><li>Passion </li></ul><ul><li>Choosing the right project </li></ul><ul><li>Meeting like minded people </li></ul>
  49. 71. What Sells <ul><li>Choosing the right tools </li></ul><ul><li>Stories (Case Studies) </li></ul><ul><li>Business & Domain knowledge </li></ul>
  50. 72. UX Sales Kit <ul><li>&quot;Minimum standards&quot; that all UX'ers should meet: </li></ul><ul><ul><li>What is UX </li></ul></ul><ul><ul><li>A story </li></ul></ul><ul><ul><li>Share a delightful product experience </li></ul></ul><ul><ul><li>Sell team services </li></ul></ul>
  51. 73. Sales Goal?
  52. 74. Success!
  53. 75. Where or what do you want to be in 2,5,10 years time?
  54. 76. ? <ul><li>User Tester v Designer </li></ul><ul><li>Closer (issues) v Opener (innovations) </li></ul><ul><li>Loner v Collaborator </li></ul><ul><li>Critic v Creator </li></ul><ul><li>Silo v holistic </li></ul>
  55. 77. Be valuable!
  56. 78. http://apogeehk.com/archives/constant-cycle-of-self-improvement/ <ul><li>Read </li></ul><ul><li>Share your knowledge </li></ul><ul><li>Contribute to your community </li></ul><ul><li>Lead </li></ul>
  57. 79. UX workshops
  58. 80. Jul, Aug 2010
  59. 81. UX Hong Kong 2011 www.uxhongkong.com Friday, 18 Feb 2011
  60. 82. www.uxhongkong.com
  61. 83. Thank You [email_address] @dszuc