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Creating a
 Culture
  of UX
  Whitney Hess
  whitney@whitneyhess.com
   http://whitneyhess.com
        @whitneyhess
Whitney Hess | @whitneyhess
Whitney Hess | @whitneyhess
Being a
user experience designer
      is like being a
        ringmaster


                 Whitney Hess | @whitneyhess
Flow diagrams
Wireframes
                Heuristic          Usability testing
               evaluations
 A/B testing
                              Card sorting
       Personas                              Site maps
                   Concept maps
Contextual                             Mental models
                    Prototyping
 inquiry
             Scenarios       Storyboards
                                    User interviews
   Affinity
diagramming               Taxonomies
http://www.slideshare.net/jmspool/
journey-to-the-center-of-design
So why are you here
      today?



              Whitney Hess | @whitneyhess
ThisIsIndexed.com
What this all comes down to:


  Negotiation
      &
  Persuasion
                      Whitney Hess | @whitneyhess
Today’s Format
 Case Studies – Intro
 Example Exercise
 Techniques
 <30-minute break>
 Group Work
 Discussion
 Case Studies – Outcomes
 Worst-Case Scenario
                           Whitney Hess | @whitneyhess
Case
Studies
  Intro

          Whitney Hess | @whitneyhess
Sole UI Designer at
25-person tech services co.
    Small developer-centric company with
    millions of users
    Web Designer responsible for all things
    design and UX for entire company
    User base’s needs are shiing
    Organization is adverse to change

1                               Whitney Hess | @whitneyhess
VP, User Experience at a
    large marketing agency
     Multi-national agency with dozens of
     departments and capabilities
     Established UX team with several
     projects under its belt
     Desire to help greater organization to
     understand how and when to use them

2                                Whitney Hess | @whitneyhess
Tech Writer at an international
 soware solutions provider
    Large developer-focused company with
    a variety of products and services
    New product with new target audience
    No formal processes in place for product
    development
    No dedicated UX resources

3                               Whitney Hess | @whitneyhess
Small UX team at
non-profit media organization
    Resource-strapped company with
    products on multiple platforms
    Small UX team does rote production work
    Design by committee is commonplace
    Recent re-org moved UX team from
    development to product design

4                             Whitney Hess | @whitneyhess
Independent UX consultant
    Client is internationally-known magazine
    relaunching its print & digital editions
    simultaneously
    Pre-defined project has unrealistic
    timeline & wrong focus
    Sole practitioner has wider variety of
    skills and experience than client is
    requesting
5                                Whitney Hess | @whitneyhess
1   Sole UI Designer at
    25-person tech services co.

2   VP, User Experience at a large
    marketing agency

3   Tech Writer at an international
    soware solutions provider

4   Small UX team at
    non-profit media organization

5   Independent UX consultant
Example
Exercise
      Whitney Hess | @whitneyhess
Task
Convince hotel management
(your team) to provide alarm
clocks in the guest rooms.




    You have 10 minutes
Techniques

       Whitney Hess | @whitneyhess
Whitney Hess | @whitneyhess
Techniques
for Negotiation
Negotiation Methods:

  Positional Bargaining
            vs.
  Principled Negotiation

                  Whitney Hess | @whitneyhess
Positional Bargaining:

    So Negotiation
          vs.
    Hard Negotiation

                 Whitney Hess | @whitneyhess
Problems with
Positional Bargaining
People lock themselves into positions
ﬔe more they argue their position, the
more committed they become to it
ﬔeir ego becomes identified with position
More attention paid to each position,
less paid to common underlying interests

                            Whitney Hess | @whitneyhess
Principled Negotiation:

     Hard on merits
           &
     So on people

                 Whitney Hess | @whitneyhess
4 points of
      Principled Negotiation
People: Separate the people from the problem
Interests: Focus on interests, not positions
Options: Generate many possibilities before
         deciding what to do
Criteria: Insist that the result be based on
          some objective standard
                                  Whitney Hess | @whitneyhess
People
People
Work side-by-side attacking the problem,
not each other
Don’t deduce their intentions from your
fears
Don’t blame them for your problem
Discuss each other’s perceptions

                            Whitney Hess | @whitneyhess
People
Look for opportunities to act
inconsistently with their perceptions
Give them a stake in the outcome by
making sure they participate in the
process
Make your proposals consistent with
their values

                             Whitney Hess | @whitneyhess
Interests
Interests
Negotiation position oen obscures
what you really want
Interests define the problem
Behind opposed positions lie shared,
compatible interests & conflicting ones
Most powerful interests are basic
human needs

                              Whitney Hess | @whitneyhess
Interests
Make a list
Be specific in describing your interests
Acknowledge their interests as part of
the problem
Look forward, not back
Be concrete but flexible

                            Whitney Hess | @whitneyhess
Options
Options

Trying to decide in front of your
adversary narrows your vision
Having a lot at stake inhibits creativity
Don’t assume a fixed pie
Solving their problem is your problem


                              Whitney Hess | @whitneyhess
Options

Separate inventing from deciding
Invent options for mutual gain
Make their decision easy
Put yourself in their shoes


                              Whitney Hess | @whitneyhess
Criteria
Criteria

Stubbornness never wins
Insist terms of solution be based on
some fair standard, not just one you want
Discussing criteria rather than position
gives parties something to agree to
without either side giving in

                             Whitney Hess | @whitneyhess
Criteria
Deciding on basis of will is costly
Negotiate on some basis independent of
either party’s will
Commit to reaching solution based on
principle, not pressure
Be open to reason, but closed to threats

                              Whitney Hess | @whitneyhess
Criteria - Fair Standards

Market value   Moral standards
Precedent      Equal treatment
Efficiency       Reciprocity
Costs          Etc


                     Whitney Hess | @whitneyhess
Criteria - Fair Procedures

 One cuts, the other chooses
 Taking turns
 Coin toss
 Letting someone else decide


                               Whitney Hess | @whitneyhess
Techniques
for Persuasion
6 Kinds of Persuasion Tactics

Reciprocation: We try to repay, in kind, what
another person has provided us
Consistency: We have an unwavering
commitment to our previous behaviors
Social Proof: Our behavior is determined by
how we see others behave

                                Whitney Hess | @whitneyhess
6 Kinds of Persuasion Tactics

Liking: We comply with people we like even
when we don’t agree
Authority: Our obedience to authority
overpowers our free will
Scarcity: ﬔe less we can have something,
the more we want it

                               Whitney Hess | @whitneyhess
Reciprocation
Reciprocation

An inherent human feeling of obligation
Indebtedness is overpowering
We may be willing to perform a larger
favor than we received to relieve
ourselves of the burden

                            Whitney Hess | @whitneyhess
Examples of Reciprocation

  “Benefactor-before-beggar” strategy of
  Hare Krishna Society – giving a flower
  before asking for a donation
  Free samples
  “Door-in-the-face” technique: extreme
  request followed by a reasonable one

                             Whitney Hess | @whitneyhess
Creating a Culture of UX
Consistency
Aer making a decision, people feel committed
to acting consistently with that decision
High degree of consistency is associated with
personal and intellectual strength
We are automatically consistent even in
situations when it isn’t sensible
Consistency functions as a shield against
thought
                               Whitney Hess | @whitneyhess
Examples of Consistency
Just aer placing a bet, we’re much more
confident in our chance of winning than
before we bet
“Foot-in-the-door” technique: obtain a large
purchase by starting with a small one
Personal pressure to bring self-image into line
with action – being told you’re charitable
makes you so
                               Whitney Hess | @whitneyhess
Social Proof
Social Proof
We determine what is correct by finding out
what other people think is correct
We make fewer mistakes by acting in accord
with social evidence than contrary to it
ﬔe greater the number of people who find the
idea correct, the more correct the idea will be
ﬔe more uncertain we are, the more we
accept the actions of others as correct
                               Whitney Hess | @whitneyhess
Examples of Social Proof
Canned “laugh tracks” cause an audience to
laugh longer and more oen
Cashiers seed their tip jar with a few bills to
simulate tips le by prior customers
Ordinary people in product adverts: we are
more inclined to follow the lead of someone
similar to us
Kitty Genovese & the “bystander effect”
                                 Whitney Hess | @whitneyhess
Liking
Liking
We most prefer to say yes to the requests of
someone we know and like
Friend needn’t even be present to be effective;
oen just the name is enough
Halo effect when one positive characteristic of
a person dominates how that person is viewed
Our attitudes are influenced by the number of
times we’ve been exposed by something in
the past                       Whitney Hess | @whitneyhess
Examples of Liking
Tupperware Home Parties – hostess sells to
their friends rather than unknown salesperson
“Endless chain” method – name of friend “who
suggested I call you”
“Mirror and match” – more likely to help people
who dress like us
Flattery produces greater compliance

                                Whitney Hess | @whitneyhess
Authority
Authority
We have a deep-seated obedience to authority
Trained from birth that obedience to proper
authority is right and disobedience is wrong
We’re as vulnerable to the symbols of
authority as to the substance
Titles, clothes, other trappings create the
appearance of authority, same mechanical
compliance
                               Whitney Hess | @whitneyhess
Examples of Authority
Milgram’s experiment – people willing to give
electric shock to subject despite pleas when
researcher encouraged it
“Place in R ear” – where nurse administered
ear drops ordered by physician, and patient
didn’t question it
Prestigious titles lead to height distortions in
university classroom
Well-dressed con artists
                                   Whitney Hess | @whitneyhess
Scarcity
Scarcity
Opportunities seem more valuable to us when
their availability is limited
We’re more motivated by thought of losing
something than of gaining in equal value
Belief that things that are difficult to possess
are better than those that are easy to possess
Psychological reactance theory: innate desire
to preserve our prerogatives
                               Whitney Hess | @whitneyhess
Examples of Scarcity
We’ll interrupt a face-to-face conversation to
answer phone for unknown caller
Rare or flawed items are more valuable
“Limited number” – product in short supply
cannot be guaranteed to last long
“Deadline” tactic – official time limit placed
on customer’s opportunity

                                 Whitney Hess | @whitneyhess
Examples of Scarcity
We want information that was banned more
than we wanted it before the ban
“Commodity theory” – scarcity and exclusivity
of information makes it more persuasive
“Romeo and Juliet” effect on relationships
“Social demand” – Cookie rating substantially
higher when dropped from abundance to
scarcity rather than constant scarcity
                              Whitney Hess | @whitneyhess
<30-minute break>



             Whitney Hess | @whitneyhess
Group Work

       Whitney Hess | @whitneyhess
Task
Assume the identity of your case
study. Using these techniques &
principles, cra a proposal
based on the stated questions.
Each team will pitch to the room.
You have 20 minutes.


                       Whitney Hess | @whitneyhess
Discussion

       Whitney Hess | @whitneyhess
Case
Studies
 Outcomes

            Whitney Hess | @whitneyhess
Sole UI Designer at
25-person tech services co.
    Started side project on evenings, weekends
    Did quick redesign of homepage to address
    immediate issues he saw
    Tested it against existing homepage using
    Usabilla, just with friends
    Shopped results around to dev &
1   management teams, got good reaction
                                 Whitney Hess | @whitneyhess
Sole UI Designer at
25-person tech services co.
    Set up another test, this time with three user
    groups: new users, users with some
    knowledge, and power users/employees
    Recruited off of their new community site
    Results were powerful enough to get the team
    to implement his ideas
    Sales have dramatically increased and

1   support calls reduced
    Now they trust him
                                   Whitney Hess | @whitneyhess
VP, User Experience at a
    large marketing agency
     Draed an outline on what a curriculum
     on successful UX might look like
     Shared with boss who encouraged him
     to speak with director of Learning &
     Development
     Loved idea, granted him 10-week class
2    aer work in main conference room
                                Whitney Hess | @whitneyhess
VP, User Experience at a
    large marketing agency
     Invite-only, offered as reward for those
     who didn’t receive promotion that round
     Expected 10 people, 18 signed up
     Teaches one method per week, focuses
     on the “why”
     People bringing new understanding
2    back to their teams
                                Whitney Hess | @whitneyhess
Tech Writer at an international
 soware solutions provider
    Asked her mentor what her students’
    next project was, didn’t have one yet
    Draed proposal to create usability class
    project out of MealpayPlus.com
    With support from manager, emailed it up
    the chain of command, all the way to CEO
3                               Whitney Hess | @whitneyhess
Tech Writer at an international
 soware solutions provider
    Widespread enthusiasm & approval
    She and Product Manager acted as the
    students’ clients
    Resulted in large, in-depth report
    Many changes have been made, but

3
    process only visible to few on project

                                 Whitney Hess | @whitneyhess
Small UX team at
non-profit media organization
    Org made late decision to create iPad
    app for its April 1 launch
    UX team given only three weeks to fully
    design and develop the app
    Scott and one visual designer went off
    alone to closely collaborate on the
4   product
                                Whitney Hess | @whitneyhess
Small UX team at
non-profit media organization
    First project in which UX team given full
    ownership over conceptual design work
    Defined strategy of product instead of
    just cranking out wireframes on demand
    Design and dev completed on time (first)


4
    iPad app getting rave reviews from press
    & users
                                 Whitney Hess | @whitneyhess
Independent UX consultant
    Client wouldn’t budge on timeline or
    approach
    On first day of project, consultant
    conducted half-day workshop with key
    stakeholders
    Defined project goals, fleshed out
    personas, developed scenarios,
5   prioritized features (usually 2 mo. work)
                                 Whitney Hess | @whitneyhess
Independent UX consultant
    Insights helped guide production of new
    site map and wireframe templates
    Ended up with three rounds of
    wireframes, three weeks over schedule
    because of poorly defined business req’s
    When starting design, stakeholder
    asked, “What more could we have
5   gotten had we extended the schedule?”
                               Whitney Hess | @whitneyhess
Worst-Case
 Scenario
  (when all this fails)


                      Whitney Hess | @whitneyhess
Changed my life!
             Whitney Hess | @whitneyhess
“A ‘No’ uttered from deepest conviction
    is better and greater than a ‘Yes’
        merely uttered to please,
  or what is worse, to avoid trouble.”

         – Mahatma Gandhi



                            Whitney Hess | @whitneyhess
A Positive No:
       Yes! No. Yes?

ﬔe first Yes expresses your interest
ﬔe No asserts your power
ﬔe second Yes furthers your relationship




                            Whitney Hess | @whitneyhess
Methodology
1. Prepare                              2. Deliver
  Uncover your Yes                        Express your Yes
  Empower your No                         Assert your No
  Respect your way to Yes                 Propose a Yes


                3. Follow ﬔrough
                     Stay true to your Yes
                     Underscore your No
                     Negotiate to Yes
                                          Whitney Hess | @whitneyhess
Tips for saying No
Never say No immediately
Be specific in describing your interests
Have a Plan B – last resort if the other
doesn’t accept your No
Express your need – interest, desire,
concern – without neediness
Be polite

                              Whitney Hess | @whitneyhess
Tips for saying No
Spell out the positive future you desire
for both of you
Present the facts and let the other draw
their own conclusions
ﬔe shorter it is, the stronger it is
As you close one door, open another
Don’t forget to ask for the action you
want
                               Whitney Hess | @whitneyhess
ﬔank you.
                             Reading List
                    http://whitneyhess.com/blog/
                       creating-a-culture-of-ux/

Special ﬔanks to:
Yina Li
Dante Murphy                             Whitney Hess
Callie Neylan                            whitney@whitneyhess.com
Ryan Nicholson                                      @whitneyhess
Scott Stroud
                                           http://whitneyhess.com
Todd Zaki Warfel

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Creating a Culture of UX

  • 1. Creating a Culture of UX Whitney Hess whitney@whitneyhess.com http://whitneyhess.com @whitneyhess
  • 2. Whitney Hess | @whitneyhess
  • 3. Whitney Hess | @whitneyhess
  • 4. Being a user experience designer is like being a ringmaster Whitney Hess | @whitneyhess
  • 5. Flow diagrams Wireframes Heuristic Usability testing evaluations A/B testing Card sorting Personas Site maps Concept maps Contextual Mental models Prototyping inquiry Scenarios Storyboards User interviews Affinity diagramming Taxonomies
  • 7. So why are you here today? Whitney Hess | @whitneyhess
  • 9. What this all comes down to: Negotiation & Persuasion Whitney Hess | @whitneyhess
  • 10. Today’s Format Case Studies – Intro Example Exercise Techniques <30-minute break> Group Work Discussion Case Studies – Outcomes Worst-Case Scenario Whitney Hess | @whitneyhess
  • 11. Case Studies Intro Whitney Hess | @whitneyhess
  • 12. Sole UI Designer at 25-person tech services co. Small developer-centric company with millions of users Web Designer responsible for all things design and UX for entire company User base’s needs are shiing Organization is adverse to change 1 Whitney Hess | @whitneyhess
  • 13. VP, User Experience at a large marketing agency Multi-national agency with dozens of departments and capabilities Established UX team with several projects under its belt Desire to help greater organization to understand how and when to use them 2 Whitney Hess | @whitneyhess
  • 14. Tech Writer at an international soware solutions provider Large developer-focused company with a variety of products and services New product with new target audience No formal processes in place for product development No dedicated UX resources 3 Whitney Hess | @whitneyhess
  • 15. Small UX team at non-profit media organization Resource-strapped company with products on multiple platforms Small UX team does rote production work Design by committee is commonplace Recent re-org moved UX team from development to product design 4 Whitney Hess | @whitneyhess
  • 16. Independent UX consultant Client is internationally-known magazine relaunching its print & digital editions simultaneously Pre-defined project has unrealistic timeline & wrong focus Sole practitioner has wider variety of skills and experience than client is requesting 5 Whitney Hess | @whitneyhess
  • 17. 1 Sole UI Designer at 25-person tech services co. 2 VP, User Experience at a large marketing agency 3 Tech Writer at an international soware solutions provider 4 Small UX team at non-profit media organization 5 Independent UX consultant
  • 18. Example Exercise Whitney Hess | @whitneyhess
  • 19. Task Convince hotel management (your team) to provide alarm clocks in the guest rooms. You have 10 minutes
  • 20. Techniques Whitney Hess | @whitneyhess
  • 21. Whitney Hess | @whitneyhess
  • 23. Negotiation Methods: Positional Bargaining vs. Principled Negotiation Whitney Hess | @whitneyhess
  • 24. Positional Bargaining: So Negotiation vs. Hard Negotiation Whitney Hess | @whitneyhess
  • 25. Problems with Positional Bargaining People lock themselves into positions ﬔe more they argue their position, the more committed they become to it ﬔeir ego becomes identified with position More attention paid to each position, less paid to common underlying interests Whitney Hess | @whitneyhess
  • 26. Principled Negotiation: Hard on merits & So on people Whitney Hess | @whitneyhess
  • 27. 4 points of Principled Negotiation People: Separate the people from the problem Interests: Focus on interests, not positions Options: Generate many possibilities before deciding what to do Criteria: Insist that the result be based on some objective standard Whitney Hess | @whitneyhess
  • 29. People Work side-by-side attacking the problem, not each other Don’t deduce their intentions from your fears Don’t blame them for your problem Discuss each other’s perceptions Whitney Hess | @whitneyhess
  • 30. People Look for opportunities to act inconsistently with their perceptions Give them a stake in the outcome by making sure they participate in the process Make your proposals consistent with their values Whitney Hess | @whitneyhess
  • 32. Interests Negotiation position oen obscures what you really want Interests define the problem Behind opposed positions lie shared, compatible interests & conflicting ones Most powerful interests are basic human needs Whitney Hess | @whitneyhess
  • 33. Interests Make a list Be specific in describing your interests Acknowledge their interests as part of the problem Look forward, not back Be concrete but flexible Whitney Hess | @whitneyhess
  • 35. Options Trying to decide in front of your adversary narrows your vision Having a lot at stake inhibits creativity Don’t assume a fixed pie Solving their problem is your problem Whitney Hess | @whitneyhess
  • 36. Options Separate inventing from deciding Invent options for mutual gain Make their decision easy Put yourself in their shoes Whitney Hess | @whitneyhess
  • 38. Criteria Stubbornness never wins Insist terms of solution be based on some fair standard, not just one you want Discussing criteria rather than position gives parties something to agree to without either side giving in Whitney Hess | @whitneyhess
  • 39. Criteria Deciding on basis of will is costly Negotiate on some basis independent of either party’s will Commit to reaching solution based on principle, not pressure Be open to reason, but closed to threats Whitney Hess | @whitneyhess
  • 40. Criteria - Fair Standards Market value Moral standards Precedent Equal treatment Efficiency Reciprocity Costs Etc Whitney Hess | @whitneyhess
  • 41. Criteria - Fair Procedures One cuts, the other chooses Taking turns Coin toss Letting someone else decide Whitney Hess | @whitneyhess
  • 43. 6 Kinds of Persuasion Tactics Reciprocation: We try to repay, in kind, what another person has provided us Consistency: We have an unwavering commitment to our previous behaviors Social Proof: Our behavior is determined by how we see others behave Whitney Hess | @whitneyhess
  • 44. 6 Kinds of Persuasion Tactics Liking: We comply with people we like even when we don’t agree Authority: Our obedience to authority overpowers our free will Scarcity: ﬔe less we can have something, the more we want it Whitney Hess | @whitneyhess
  • 46. Reciprocation An inherent human feeling of obligation Indebtedness is overpowering We may be willing to perform a larger favor than we received to relieve ourselves of the burden Whitney Hess | @whitneyhess
  • 47. Examples of Reciprocation “Benefactor-before-beggar” strategy of Hare Krishna Society – giving a flower before asking for a donation Free samples “Door-in-the-face” technique: extreme request followed by a reasonable one Whitney Hess | @whitneyhess
  • 49. Consistency Aer making a decision, people feel committed to acting consistently with that decision High degree of consistency is associated with personal and intellectual strength We are automatically consistent even in situations when it isn’t sensible Consistency functions as a shield against thought Whitney Hess | @whitneyhess
  • 50. Examples of Consistency Just aer placing a bet, we’re much more confident in our chance of winning than before we bet “Foot-in-the-door” technique: obtain a large purchase by starting with a small one Personal pressure to bring self-image into line with action – being told you’re charitable makes you so Whitney Hess | @whitneyhess
  • 52. Social Proof We determine what is correct by finding out what other people think is correct We make fewer mistakes by acting in accord with social evidence than contrary to it ﬔe greater the number of people who find the idea correct, the more correct the idea will be ﬔe more uncertain we are, the more we accept the actions of others as correct Whitney Hess | @whitneyhess
  • 53. Examples of Social Proof Canned “laugh tracks” cause an audience to laugh longer and more oen Cashiers seed their tip jar with a few bills to simulate tips le by prior customers Ordinary people in product adverts: we are more inclined to follow the lead of someone similar to us Kitty Genovese & the “bystander effect” Whitney Hess | @whitneyhess
  • 55. Liking We most prefer to say yes to the requests of someone we know and like Friend needn’t even be present to be effective; oen just the name is enough Halo effect when one positive characteristic of a person dominates how that person is viewed Our attitudes are influenced by the number of times we’ve been exposed by something in the past Whitney Hess | @whitneyhess
  • 56. Examples of Liking Tupperware Home Parties – hostess sells to their friends rather than unknown salesperson “Endless chain” method – name of friend “who suggested I call you” “Mirror and match” – more likely to help people who dress like us Flattery produces greater compliance Whitney Hess | @whitneyhess
  • 58. Authority We have a deep-seated obedience to authority Trained from birth that obedience to proper authority is right and disobedience is wrong We’re as vulnerable to the symbols of authority as to the substance Titles, clothes, other trappings create the appearance of authority, same mechanical compliance Whitney Hess | @whitneyhess
  • 59. Examples of Authority Milgram’s experiment – people willing to give electric shock to subject despite pleas when researcher encouraged it “Place in R ear” – where nurse administered ear drops ordered by physician, and patient didn’t question it Prestigious titles lead to height distortions in university classroom Well-dressed con artists Whitney Hess | @whitneyhess
  • 61. Scarcity Opportunities seem more valuable to us when their availability is limited We’re more motivated by thought of losing something than of gaining in equal value Belief that things that are difficult to possess are better than those that are easy to possess Psychological reactance theory: innate desire to preserve our prerogatives Whitney Hess | @whitneyhess
  • 62. Examples of Scarcity We’ll interrupt a face-to-face conversation to answer phone for unknown caller Rare or flawed items are more valuable “Limited number” – product in short supply cannot be guaranteed to last long “Deadline” tactic – official time limit placed on customer’s opportunity Whitney Hess | @whitneyhess
  • 63. Examples of Scarcity We want information that was banned more than we wanted it before the ban “Commodity theory” – scarcity and exclusivity of information makes it more persuasive “Romeo and Juliet” effect on relationships “Social demand” – Cookie rating substantially higher when dropped from abundance to scarcity rather than constant scarcity Whitney Hess | @whitneyhess
  • 64. <30-minute break> Whitney Hess | @whitneyhess
  • 65. Group Work Whitney Hess | @whitneyhess
  • 66. Task Assume the identity of your case study. Using these techniques & principles, cra a proposal based on the stated questions. Each team will pitch to the room. You have 20 minutes. Whitney Hess | @whitneyhess
  • 67. Discussion Whitney Hess | @whitneyhess
  • 68. Case Studies Outcomes Whitney Hess | @whitneyhess
  • 69. Sole UI Designer at 25-person tech services co. Started side project on evenings, weekends Did quick redesign of homepage to address immediate issues he saw Tested it against existing homepage using Usabilla, just with friends Shopped results around to dev & 1 management teams, got good reaction Whitney Hess | @whitneyhess
  • 70. Sole UI Designer at 25-person tech services co. Set up another test, this time with three user groups: new users, users with some knowledge, and power users/employees Recruited off of their new community site Results were powerful enough to get the team to implement his ideas Sales have dramatically increased and 1 support calls reduced Now they trust him Whitney Hess | @whitneyhess
  • 71. VP, User Experience at a large marketing agency Draed an outline on what a curriculum on successful UX might look like Shared with boss who encouraged him to speak with director of Learning & Development Loved idea, granted him 10-week class 2 aer work in main conference room Whitney Hess | @whitneyhess
  • 72. VP, User Experience at a large marketing agency Invite-only, offered as reward for those who didn’t receive promotion that round Expected 10 people, 18 signed up Teaches one method per week, focuses on the “why” People bringing new understanding 2 back to their teams Whitney Hess | @whitneyhess
  • 73. Tech Writer at an international soware solutions provider Asked her mentor what her students’ next project was, didn’t have one yet Draed proposal to create usability class project out of MealpayPlus.com With support from manager, emailed it up the chain of command, all the way to CEO 3 Whitney Hess | @whitneyhess
  • 74. Tech Writer at an international soware solutions provider Widespread enthusiasm & approval She and Product Manager acted as the students’ clients Resulted in large, in-depth report Many changes have been made, but 3 process only visible to few on project Whitney Hess | @whitneyhess
  • 75. Small UX team at non-profit media organization Org made late decision to create iPad app for its April 1 launch UX team given only three weeks to fully design and develop the app Scott and one visual designer went off alone to closely collaborate on the 4 product Whitney Hess | @whitneyhess
  • 76. Small UX team at non-profit media organization First project in which UX team given full ownership over conceptual design work Defined strategy of product instead of just cranking out wireframes on demand Design and dev completed on time (first) 4 iPad app getting rave reviews from press & users Whitney Hess | @whitneyhess
  • 77. Independent UX consultant Client wouldn’t budge on timeline or approach On first day of project, consultant conducted half-day workshop with key stakeholders Defined project goals, fleshed out personas, developed scenarios, 5 prioritized features (usually 2 mo. work) Whitney Hess | @whitneyhess
  • 78. Independent UX consultant Insights helped guide production of new site map and wireframe templates Ended up with three rounds of wireframes, three weeks over schedule because of poorly defined business req’s When starting design, stakeholder asked, “What more could we have 5 gotten had we extended the schedule?” Whitney Hess | @whitneyhess
  • 79. Worst-Case Scenario (when all this fails) Whitney Hess | @whitneyhess
  • 80. Changed my life! Whitney Hess | @whitneyhess
  • 81. “A ‘No’ uttered from deepest conviction is better and greater than a ‘Yes’ merely uttered to please, or what is worse, to avoid trouble.” – Mahatma Gandhi Whitney Hess | @whitneyhess
  • 82. A Positive No: Yes! No. Yes? ﬔe first Yes expresses your interest ﬔe No asserts your power ﬔe second Yes furthers your relationship Whitney Hess | @whitneyhess
  • 83. Methodology 1. Prepare 2. Deliver Uncover your Yes Express your Yes Empower your No Assert your No Respect your way to Yes Propose a Yes 3. Follow ﬔrough Stay true to your Yes Underscore your No Negotiate to Yes Whitney Hess | @whitneyhess
  • 84. Tips for saying No Never say No immediately Be specific in describing your interests Have a Plan B – last resort if the other doesn’t accept your No Express your need – interest, desire, concern – without neediness Be polite Whitney Hess | @whitneyhess
  • 85. Tips for saying No Spell out the positive future you desire for both of you Present the facts and let the other draw their own conclusions ﬔe shorter it is, the stronger it is As you close one door, open another Don’t forget to ask for the action you want Whitney Hess | @whitneyhess
  • 86. ﬔank you. Reading List http://whitneyhess.com/blog/ creating-a-culture-of-ux/ Special ﬔanks to: Yina Li Dante Murphy Whitney Hess Callie Neylan whitney@whitneyhess.com Ryan Nicholson @whitneyhess Scott Stroud http://whitneyhess.com Todd Zaki Warfel