Presented at: BigDesign2016
Why can’t other people in your organization see what you see? That UX insights you uncovered will revolutionize your company and delight your customers like never before! Doesn’t everyone “get” UX nowadays?
The truth is more complicated than just recognizing UX value: Your professional goals and focus are different than those of others in your organization (e.g., C-Suite, Product Managers, Marketers, Developers) by design. What to do? Learn how to position and present your work for maximum uptake to ensure UX has a sizeable and valuable impact on your products and customer experience.
We reveal what we have learned – often the hard way – about linking UX research and design with organizational goals and strategic directives.
With a little planning, you can to ensure your creative UX work has an influence and actually sees the light of day when the product is launched.
10. C-Suite Executive
but keep in mind…
Motivations What Resonates
- Pay Package
- Profitability
- Board
- Business performance
- Brevity
- Data driven recommendations
Weight of company on shoulders
16. (Randomnous Decisionasaurus)
Product Owner
But don’t forget…
Motivations What Resonates
- Launch date
- P & L
- Customers
- An earned partnership
- Data driven decisions
- Achieving goals
19. Spends hours making it all work.
Developer
But don’t forget…
Motivations What Resonates
- Quality
- Performance
- Risk
- Understanding their tech stack
- Willingness to compromise
- Pizza
20. Moral of the story:
We must use our UX powers
to solve for their needs.
21. If we want to move from…
‣ Usability tester to insight generator
‣ Informing product to informing product roadmaps
‣ Utility player to strategic advisor
22. We need to evolve by building buy in:
1. Demonstrate Value
2. Empathize and Evangelize
3. Get Embedded in the System
4. Become Strategic Partner
32. Step 4. Become Strategic Partner
a. Immerse Executives
b. Make the Shift to Strategic Partner
c. Offer Insights to Sales and Marketing
d. Reduce Operational Inefficiencies
40. Steps to Building Executive Buy-In:
Step 1. Demonstrate Value
a. Create Usability Seal team
b. Light touch, big impact
c. Share up
Step 2. Empathize and Evangelize
a. Understand your Org’s Psychology
b. Teach
c. Translate findings
Step 3. Get Embedded in the System
a. Build leader-leader relationships
b. Embed UXers into product teams
c. Provide Design Principles
d. Build Dataset
Step 4. Become Strategic Partner
a. Immerse Executives
b. Make the Shift to Strategic Partner
c. Offer Insights to Sales and Marketing
d. Reduce Operational Inefficiencies