So you have a killer idea and you are ready to sell through your UX vision. You've got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement. In a world of cross-channel experiences, with an ever-growing number of touchpoints, communicating a vision can be a challenge. In this session, we'll cover the key ingredients you'll need to sell a UX vision. We'll examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision. In this presentation, you will learn: - How to define a UX Vision in five steps - Why it's crucial to consider and be savvy about politics as part of your process - How to speak the language of your internal and external audiences - How to make the best use of numbers and metrics to support your strategy - The magic of structuring a persuasive presentation - How and why to adjust the fidelity of your deliverables based on the needs and expectations of your audience - Techniques and tools to make deliverables that are engaging and memorable

1. HOW TO SUCCESSFULLY
SELL YOUR UX VISION
12 June 2015 | UX Scotland
Edinburgh, Scotland
@janerguthrie
JANE REINBERG GUTHRIE

2. I FOOD

3. (one of my favorite shows)
Minimal time, no prep, mystery
ingredients

4. Sometimes
you get a
WEIRD
basket of
ingredients...

5. 1. Creativity
2. Presentation
3. Taste
Creativity +
Presentation + Taste
Judging

6. Sound familiar?

7. Market TrendsOld Designs
Analytics
Research
What will MY INGREDIENTS BE?

8. 3KEY INGREDIENTS
REQ’D TO SELL YOUR UX VISION
Context
Content
Presentation

9. Who is your
AUDIENCE?
(context)

10. Align your
internal team.

11. INTERNAL
AUDIENCE NEEDS
à Get Context
à Understand the User
à What’s Expected of Me?
à Feeling of Collaboration

12. 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?

13. empathy

14. Source: 22 Words

15. Source: 22 Words

16. Source: 22 Words

17. “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

18. “Compromise”
is not a dirty word

19. UX is C-level

20. 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.

21. ★ Learn to speak their language ★

22. Vocabulary
KPI
ROI
Bottom Line
Scope
BudgetTrends
Risk

23. 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

24. “Don’t underestimate the
difference in mental models
between you and your clients
and stakeholders.”
- Eric Breier, Slalom Consulting

25. 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

26. Be
TRANSPARENT

27. Politics are fun!
- said no one, ever.

28. “The formula for successful
innovation is the combination of
inspired design, solid execution,
and political savvy.”
- Mark Rolston, argo design

30. Nigel Evan Dennis

31. Nigel Evan Dennis

32. Nigel Evan Dennis

33. Who are
STAKEHOLDERS?

34. Why bother with
Stakeholder
Mapping?

35. #1
A repeatable methodology to help us do
more effective UX Work across projects
and organizations

36. Who’s involved?

37. 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

38. HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014

39. HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
Customers
Actors
Owners
Source: Stakeholder Mapping IA Summit 2014

40. HIGHERLOWER
MOREREADYLESSREADY
EXPECTATIONS
ENVIRONMENT
AREAS OF RISK
Source: Stakeholder Mapping IA Summit 2014

42. 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?

43. Foundation
Build the

44. (content)

45. SELL YOUR VISION

46. make it persuasive
SELL YOUR VISION

47. make it persuasive
take them on the journey
SELL YOUR VISION

48. UX VISION
STORY + KEY POINTS
STORY + KEY POINTS

49. DEFINE YOUR VISION

50. What is it? THEBIG5W’S

51. What is it?
Who is it for & what is their payoff?
THEBIG5W’S

52. What is it?
Who is it for & what is their payoff?
Why are we creating it?
THEBIG5W’S

53. What is it?
Who is it for & what is their payoff?
Why are we creating it?
How does it Work?
THEBIG5W’S

54. 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?

55. Establish
Credibility
(content)

56. “We’ve created a system that
has dialed down intricacies
and dialed up flexibility to
allow us to truly operationalize
our brand.”
Say What?

57. Make an
Emotional
Connection!

59. FIDELITY
(presentation)

60. “The details are not the details.
They make the design.”
- Charles Eames

61. Find the right level of fidelity...

62. Source: Creative Commons Confused Yet?
Confused yet?

63. Wireframes are cool,
but they can get
tedious

64. “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

65. What are other ways that
you can communicate
your ideas?

66. Sketches
Prototypes
Comics
Infographics
Video

67. “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’

68. A doctoral thesis in
theoretical solid state
chemistry....in comic book
form.
- by Veronica Berns

69. sketch by Jason Kuykendall

70. Your audience lives in
a world of
CONSTANT
DISTRACTIONS!

71. A study showed that 91%of listeners at
business presentations admitted to
daydreaming, and an impressive 39% to
downright fallingasleepat some point.

72. “If we want the eyes and ears of
our audience, our message has to
be interesting and relevant.”

73. Ask for interaction
Change it up
Don’t make it too easy or too hard
Tell a story

74. Go the extra mile!
make it shine

75. The world is full of
BRIGHT ideas.

76. It’s ok to start again
Source: Creative Commons Sunrise Shipping

77. Thank you!
Twitter: @janerguthrie
Email: janerguthrie@gmail.com