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The user group you never knew you had
Designing the stakeholder experience
UX Camp CPH 2015
Mette Riisgaard Andresen - Senior UX Architect Henriette Hosbond - Senior UX Architect
The path to awesomeness
• At the start of the project the energy is high and you cant wait to the started. • You have the vision. • You dream of the awesome concept you are going to design
The users
UX’er + team
The love triangle
The product
• You imagine yourself in a great live triangle where its you, the users and the product. • Great things are to come and you just want to get started and start improving people’s lives.
The users
The love triangle
Client/stakeholders The product
UX’er + team
• And so you start…but pretty fast you are reminded that you forgot someone…the client or stakeholder • We want the stakeholder to be involved. We are after all on a joint quest to make something great. • But the larger the company, the more complex this group of people and decision-makers become.
Trying to sell a fun idea to the client and they are having none of it
Source: thisadvertisinglife.tumblr.com
We have all experienced this…
When I try my best to show the client my stuff in a review but they are not impressed
Source: thisadvertisinglife.tumblr.com
…and most often this..
When the client keeps pushing the idea their nephew thought of
Source: thisadvertisinglife.tumblr.com
…and sometimes even this.
Reasons why we need to prioritise the stakeholders in our designs
#1 It’s also their problem we are trying to solve
#2 The client has a ton of knowledge
#3 They have valuable perspective that is different from ours
#4 They will live with the product on a daily basis
#5 The stakeholders are gatekeepers
So what do we do?
So what do we do? Design the stakeholder experience
How do we design a process in which the stakeholders needs are met?
And in which we manage to
communicate in a way that resonates with them?
Source: Oxford Dictionary
Em pa thy
The ability to understand and share the feelings of another
Source: Oxford Dictionary
It’s the fact that we as UX’ers don’t just produce.
Delivering a concept to the client often requires:
Communication skills People skills Persuasion
Stamina and last but not least humor!
Source: Oxford Dictionary
The stakeholder landscape
Product owner
Content creator
CEO
Marketing
Project manager
Developer / front-end’er
Designer
The stakeholder landscape
Product owner
CEO
Project manager
Developer / front-end’er
Designer
- Not enough time- Too many meetings- Don’t understand design- Driven by numbers- Too engaged with personal opinion
This guy
Content creator
Marketing
The stakeholder landscape
Product owner
CEO
Project manager
Developer / front-end’er
Designer
- Included too late in the process- Want more influence- Struggles with old/inefficient systems- Has tried to change things for years- KPIs determining her workThis girl
Content creator
Marketing
Source: Business Model Generation
• What is their day like? • What environment are they in? • What do they see in the market? • How do they encounter us during
their work day? • What do they do to overcome obstacles?
• What options do they have? • How do they behave in front of others/of us?
• What really counts to them? • What do they dream of, career-wise? • What do they worry about? • How do they feel about working with us?
• Who influences them? • What do they hear about their work/
work situation/about us?
• What are their biggest fears? • Frustrations? • Obstacles?
• Wants and needs • Measures of success
Source: Business Model Generation
Learnings from the battlefield
Set expectations. Make it clear what the focus is
Co-creation. Visualize together.
Avoid “I prefer orange buttons”. Refer to end users
Remove the physical boundary between us and them Sit together.
Speak their language. Adjust your communication.
Show it, don’t tell it. Make them feel it.
Let’s talk
How do you build empathy and work with your stakeholders?
Thank you!
Mette Riisgaard Andresen - Senior UX Architect Henriette Hosbond - Senior UX Architect
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