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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. But in a world of cross-channel experiences with an ever-growing number of touchpoints, communicating a vision can be a challenge. This deck covers the key ingredients you’ll need to sell a UX vision. I will examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision. I will also discuss the importance of selling the vision to your internal team as well as your external audience. And finally, I will touch on how to adjust the fidelity of deliverables based on an audience’s needs and expectations in order to make sure that the presentation elevates the content of the work. And we’ll explore tools and techniques to make deliverables fun, engaging and memorable.
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FIDELITY & THE ART OF PERSUASION How to successfully sell your UX vision
March 28, 2014 | IA Summit San Diego, CA
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 Trends Old Designs
Analytics Research
What will MY INGREDIENTS BE?
3 KEY 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?
Make an Emotional Connection!
(content)
SELL YOUR VISION
make it persuasive
SELL YOUR VISION
make it persuasive
take them on the journey SELL YOUR VISION
UX is C-level
UX VISION STORY + KEY POINTS
STORY + KEY POINTS
DEFINE YOUR VISION
What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work?
THE BIG 5 W’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?
FIDELITY
(presentation)
Find the right level of fidelity...
Wireframes are cool, but they can get tedious
What are other ways that you can communicate your ideas?
Sketches
Prototypes
Comics Infographics
Video
Your audience lives in a world of CONSTANT DISTRACTIONS!
“If we want the eyes and ears of our audience, our message has to be interesting and relevant.”
Go the extra mile! make it shine
“The details are not the details. They make the design.”
- Charles Eames
The world is full of BRIGHT ideas.
Analytics
Marketing Information Architecture
Agile Methods
Visual Design
Interaction Design
Content Strategy
Copywriting ROI
Business Knowledge
Critiquing
Domain Knowledge
Design Process Management
Information Design
Service Design
Social Media
Facilitation
Prototyping
User Research Coding
UX
Storytelling
