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HOW TO SUCCESSFULLY
SELL YOUR UX VISION
12 June 2015 | UX Scotland
Edinburgh, Scotland
@janerguthrie
JANE REINBERG GUTHRIE
I FOOD
(one of my favorite shows)
Minimal time, no prep, mystery
ingredients
Sometimes
you get a
WEIRD
basket of
ingredients...
1.  Creativity
2.  Presentation
3.  Taste
Creativity +
Presentation + Taste
Judging
Sound familiar?
Market TrendsOld Designs
Analytics
Research
What will MY INGREDIENTS BE?
3KEY INGREDIENTS
REQ’D TO SELL YOUR UX VISION
Context
Content
Presentation
Who is your
AUDIENCE?
(context)
Align your
internal team.
INTERNAL
AUDIENCE NEEDS
à Get Context
à Understand the User
à What’s Expected of Me?
à Feeling of Collaboration
EXTERNAL
AUDIENCE NEEDS
à How is the affecting my bottom line?
à Does this align to my business goals?
à How much does it cost?
à How are we differentiating from the competition?
à Does this align with our customer needs?
empathy
Source: 22 Words
Source: 22 Words
Source: 22 Words
“All basic qualities of customer service
aside, the primary fault lies in designers’
failure to take the time to understand the
full scope of a client’s specific
challenge.” - Mark Rolston, argo design
“Compromise”
is not a dirty word
UX is C-level
Finance
Planning
Marketing
Business
Service
Distribution
Design
Engineering
Legal
Design is just one piece of a very complicated and dynamic
ecosystem, when it comes to bringing a product to life.
★ Learn to speak their language ★
Vocabulary
KPI
ROI
Bottom Line
Scope
BudgetTrends
Risk
Getting Started
q  Get more involved at work by playing business roles
q  Find mentors
q  Take business classes
q  Read
Eric Breier, Practice Area Lead
Slalom Consulting
“Don’t underestimate the
difference in mental models
between you and your clients
and stakeholders.”
- Eric Breier, Slalom Consulting
Narrative
Telling a story.
Linear, staged,
sequential,
chronologically
described.
Experiential
The audience
develops an
understanding
through their own
senses. They see
it, hold it, use it.
Parametric
Defining a whole
through what we
know of its parts
and its properties.
Speeds and feeds.
Storytelling
Source: Fast Company
Be
TRANSPARENT
Politics are fun!
- said no one, ever.
“The formula for successful
innovation is the combination of
inspired design, solid execution,
and political savvy.”
- Mark Rolston, argo design
How To Sell Your UX Vision- UX Scotland 2015
Nigel Evan Dennis
Nigel Evan Dennis
Nigel Evan Dennis
Who are
STAKEHOLDERS?
Why bother with
Stakeholder
Mapping?
#1
A repeatable methodology to help us do
more effective UX Work across projects
and organizations
Who’s involved?
Customers
Actors
Owners
End Users
Work to create and maintain the project & product
Own the system or product or own processes impacted by the
project, and can inhibit/enhance the success of the project
3Categories of Stakeholders
(internal) (external)
(internal) (external)
(internal) (external)
Source: Stakeholder Mapping IA Summit 2014
HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014
HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014
HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
AREAS OF RISK
Source: Stakeholder Mapping IA Summit 2014
How To Sell Your UX Vision- UX Scotland 2015
Position our work with owners
Empower designers to ask challenging questions
Advocate for access to important stakeholders
Choreograph design reviews to engage the right people
Enables stakeholder participation in design and research
Source: Stakeholder Mapping IA Summit 2014
What’s the outcome?
Foundation
Build the
(content)
SELL YOUR VISION
make it persuasive
SELL YOUR VISION
make it persuasive
take them on the journey
SELL YOUR VISION
UX VISION
STORY + KEY POINTS
STORY + KEY POINTS
DEFINE YOUR VISION
What is it? THEBIG5W’S
What is it?
Who is it for & what is their payoff?
THEBIG5W’S
What is it?
Who is it for & what is their payoff?
Why are we creating it?
THEBIG5W’S
What is it?
Who is it for & what is their payoff?
Why are we creating it?
How does it Work?
THEBIG5W’S
What is it?
Who is it for & what is their payoff?
Why are we creating it?
How does it Work?
THEBIG5W’S
What are the risks?
Establish
Credibility
(content)
“We’ve created a system that
has dialed down intricacies
and dialed up flexibility to
allow us to truly operationalize
our brand.”
Say What?
Make an
Emotional
Connection!
How To Sell Your UX Vision- UX Scotland 2015
FIDELITY
(presentation)
“The details are not the details.
They make the design.”
- Charles Eames
Find the right level of fidelity...
Source: Creative Commons Confused Yet?
Confused yet?
Wireframes are cool,
but they can get
tedious
“Many of our clients have little or
zero experience with our abstracts
and understand only the final
medium. When we show them
sketches or wires or conceptual
models, they just can’t visualize it.”
-Eric Breier, Slalom Consulting
What are other ways that
you can communicate
your ideas?
Sketches
Prototypes
Comics
Infographics
Video
“Comics have a vocabulary that doesn’t
even require language. In fact, many of
its symbols could be considered a
language of their own that requires no
teaching or explanation.”
Kevin Cheng, ‘See What I Mean’
A doctoral thesis in
theoretical solid state
chemistry....in comic book
form.
- by Veronica Berns
sketch by Jason Kuykendall
Your audience lives in
a world of
CONSTANT
DISTRACTIONS!
A study showed that 91%of listeners at
business presentations admitted to
daydreaming, and an impressive 39% to
downright fallingasleepat some point.
“If we want the eyes and ears of
our audience, our message has to
be interesting and relevant.”
Ask for interaction
Change it up
Don’t make it too easy or too hard
Tell a story
Go the extra mile!
make it shine
The world is full of
BRIGHT ideas.
It’s ok to start again
Source: Creative Commons Sunrise Shipping
Thank you!
Twitter: @janerguthrie
Email: janerguthrie@gmail.com

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