Brooke Jamieson - The Persuasion Equation | how to effectively communicate results to people who don’t want to listen - Transcript

What’s the point of working hard to achieve results if no one cares when you tell them? How can you get people to make decisions about UX without getting caught up in spiralling conversations about UI? This session will present a winning workflow for UX researchers, designers and developers so they can make their voice not only heard, but also valued, when they present their work to clients and colleagues.

Working in male-dominated fields and industries was really frustrating at first, because I always felt like an outsider. I used to find this really frustrating, until I found ways to make my voice heard, even when I wasn’t the loudest voice in the room. “The Persuasion Equation” is a series of strategies that I have crafted and iteratively improved over my career, which you can apply in your next retro, review or presentation.

Transcript

1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . www captionslive com au | captionslive outlook com | UX A a a D R a c Da 2 T da , 18 Ma c 2021 Ca i ned b : Hila Cadd
2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 73 BROOKE JAMIESON: Hell . STEVE BATY: Thank f j ining . BROOKE JAMIESON: Thank f ha ing me. Techn l g , i ' n le ing me d an hing n . I ha e i and e en a a en l , I'll be back in j a m men . STEVE BATY: Oka . While e ai f B ke ej in, I'd j like ake a m men hank n f hei e n nl hi c nfe ence b f c nfe ence h gh he ea A en and a kable. I ' been in e e ing ac all ee a kable being men i ned b i e a fe f he e en a i n e he la fe da . I ' g d ee hem ge ing and in e ea ch ac i i ie . The a e a g ea fi . We e hem a Meld S di all he ime f e ea ch ec i men . T he f lk a U abili H b, hank , he eam a Vi al Academ , hank , n b a d i i nde f l ha e ha . We d ha e m e n c ming n f he UX A alia c nfe ence and he e ill be ann ncemen ab h e e he c ming eek . Al g d le e e ne kn , he call f e en e f UX A alia i c en l en and i cl e n he 21 hich i S nda e ening a midnigh . S ha e a fe da . I ' i ing he e a ching he e le e en hei idea ha made hink "I can d ha ", hen I ngl enc age i e me hing and bmi i . Hell B ke. BROOKE JAMIESON: Hi, m en i e c m e ned ff in ha ime b e' e back.
3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 74 STEVE BATY: W . BROOKE JAMIESON: Can e e ne ee m lide n ha e ha e e c me hi . STEVE BATY: Ye . BROOKE JAMIESON: Hi e e ne m name' B ke Jamie n, I an ake me ime ackn ledge he adi i nal ne f m he land ha I'm b adca ing da . E eciall a a e ea ch ba ed c nfe ence I ld al a i ' make e ha n nl a e aking he ime eflec he e e ience f he Fi Na i n e le in k b al ake me ime e ea ch he c mm ni ie ha ha e been a nd f a l ng ime in he a ea ha migh be king f m e eciall in A alia. T da e' e g ing be alking ab he e a i n e a i n, hich i h effec i el c mm nica e e l e le h d n' an li en. I i h I had a h e a i e he i le. I died e ma hema ic a ni e i and I' e g ne k in ma ke ing b ne hing ha ' al a been i e c mm n i I ne e fi in i h he c a e land ca e. I ne e le ha me b I ned me n g d e e ience f m ea l in m ca ee in a egie ha I can n ha e he can make hei ice hea d in an gani a i n. Thi i f m h a e, hi c ea i e ce diag am ab l el f lk me. I ld end a l f ime in he ce n ac all d ing an hing, hen ab l el anicking and make i he dead line. Thi a eflec i e f he fi ea f m ca ee . And hi i eall ha i l k like me ea l n. J a l f im e nd me and anic a he a , and hen l f blem l ing and e en m k and hen I'd be f a ed a he end beca e ei he n - ne hea d me ca ed ha I
4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 75 aid. I a f a ing ing a l f ime in ge ing e l ha a he end n n ca ed ab . The h le e a i n D nn if me ne ca e hen ld hem ab i . When I e lain m j b n m a en , m a en li e in he c n , I a I alk e le find he e i n and I alk da a find he an e . An ne king in UX e ea ch ill kn he e a a e im an b need ha en in andem. S he a ici an in die , e g b al he akeh lde in gani a i n he akeh lde f he gani a i n ' e c n l ing . The e' a l f diffe en hing ahead f ime e elf f cce minimi e he ime end anicking and eall ma imi e he benefi can ge f m k. Thi lide ac all , I e en hi ke n e a l a c nfe ence hing like AI and da a c nfe ence and I lef hi lide in beca e i ' a eall g d ie in h he benefi ha m a ici an ld ha e. C ming f m a e e e ience backg nd. When I e lain hi f a e de el e , I al a a i i like P kem n and hich i beca e need nde and ha hei m i a i n f being in he m and ha he an hea f m . A e e ienced fe i nal al ead d hi beca e hi i b ilding a e na, and nde and hi a ec f i . I end being like he l mbe i h he leak ea e a a h me, ' e a leade in he field ab hi . I ' ab aking hi e e nal fea e. B inging ha e e nal ce in e nal and hinking ab h am I g ing e en m e l . S if he CFO i in he mee ing, f e am le, make e ela e e l m ne if he e' me ne f m e le and c l e he e, need h h i im ac HR. Thi idea f b inging e e hing al ead kn ab e e ea ch in hen ' e e en ing in e nall ill eall e elf f cce and I hink hi i me hing ha ge mi ed b ea l ca ee
5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 76 e le, j beca e he ' e mi ing he h mili a ec f i . A he end f he da e e b d i eall b . I feel like e le a e ing m e and m e hing back back n he d n' ha e h icall m e be een he lace . Tha mean ha e ake ime be he e, he i e he n' ee an hing and he n' be li ening an hing ' e a ing. If he ha e in i ed c me and eak, hink ab h he in i ed in he fi lace beca e he e' babl a e g d ea n. U all i ' beca e he an make a da a d i en deci i n. Thi can mean a l diffe en e le b i ' an im an c n e nde and ha ha mean f e e e n in he mee ing and ha he an ge f hi . The e' man da a in ha can c llec ba ed n a i de and beha i b i ' eall a da a d i en deci i n d e im l ha a deci i n ill be made and ha ' eall im an kee in mine hen ' e f m la ing e l and e en ing hem. Beca e ha a e aiming f . The he ide i be da a d i en and n da a de ailed. Thi i he idea f making e ' e making a deci i n, and n j finding ne hing e ea ch. Thi i ne f he hing ha if ha e limi ed b dge i ' eall im an f c a en i n n ha ' im an beca e b i l c ld e ea ch e e hing f e e b ha ' n al a ainable in e e eam and b ine . And hi i eall ab inac i n. S hi i n ac al da a. Thi i j m e e ience b i eall feel like he 80/20 le in ha 20 e cen f he da a ' e king i h ill ide 80 e cen f he al able in igh . W king n eamlining hi eall d e c me d n h ' e e en ing , and ha he ca e ab and he e f deci i n he ' e making. Thi ill make e ' e n a ing ime king hing d n' nece a il ca e ab . I ill kee a a h ha i m e i e a i e e ime. The h le c nce f hi i hen
6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 77 me ne d e in i e ei he nde ake e ea ch f hem e en he e l f m ha , need nde and he e a e he n and he e d he need be. Tha big a in he middle i , ha ' h can k h can e da a ge ha end in . Al a he a lica i n f i changed b he f ndamen al kl ad d e n . If can ge a g d g a me ha me ne i e e iencing n ill eall hel , e eciall if ' e al d ne me ma king and hen k ecificall he e he need be. Tha can al be a nd hen ' e ing k da a ge hem he e, a k ha da a in ld change ha ld im ac a diffe en deci i n f m . I ' n j ab he deci i n he ' e ing make b eall need ge he b m f ha he i i i e and h he i i i e c nce . And hen ' e e en ing da a, i ' eall ea j gl e and h h , ha , he e and hen. Thi i eall ba ic in an f da a i ali a i n, hi i a eall ea lace a b need b ild n ha i h c n e . And ha ' he e he h and he h c me in. S he e i fig e hen he a alking ab he ab ac , he fi ening a a a ing i h h , and he he a h he e ea ch i nde aken. The be hing ha can ha en i an e ec i e ill ee he h , ha , he e and hen and hen ill h hem an in igh , ime n he d c inc ea ed b 20 e cen , i a hi m ch fa e , and he fi e i n he 'll a k i ei he h did ha ha en h did d ha . If ' e n e a ed an e h e e i n ' e g ing ge in he mee ing and n be able engage i h e le, beca e he h and he h a e eall im an he deci i n-making ide f he ce , b he eall lean n he h , ha , he e and hen being b . I ' ab making e ' e e a ed f an h and h e i n ha c me king i h c ela i n and ca a i n and making e ' e n ge ing ck
7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 78 gi ing inefficien ad ice. And hi i f m T m Fi hb ne hi c mic, ill l e hi bl g b hi , I al a c me back a a c mic. S an ime da a i e en ed hi i ha ha en , i ' ime e le an h de da a. The eall d n' nde and ha ' g ing n. S eall hi i a eall g d i ali a i n f making e nde and n nl he e le ' e king i h h he da a b ha he ecificall ca e ab . I ' im an make e ha ' e gi ing hem e e hing he need make ha deci i n b n m ch. And hi i beca e eall need begin i h he end in mind. S he be hing ha can ha en af e ha e a e en a i n me hing like ha i a e n in he a dience ill b m in me ne in he hall a , ha ' in a h ical k lace and he ill a B ke did a g ea alk. Y need e each a dience membe i h he a he can e en hi back me ne el e. If i ' a leade in he a dience, i ill make hem feel like a be e leade . B ' e making e he nde and and ' e eall ken hem. Like ha P kem n ca d e na. Y need make e ha ' e gi en each e a a e e n diffe en an and need and diffe en hing he ge f he e en a i n. S a ing i h he a ha an hem ell me ne el e ab i i im an . And if ake n hing el e f m da , j hink f i . J hink f h ill he ell me ne in he hall a ha ' e ken ab . An ime ' e e en ing in a k lace, beca e i ' da n ing g in an f eaking engagemen and hink ha j b he e i be he ld' be fig e, n mbe ne ha ' eall ha d and ill e elf fail, and n mbe , i ' n ac all ha im an . The im an a f e en ing i i ha he nde and and he can a i in hei n d . Thinking ab in ead f b inging i back, in ead f hinking
8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 79 ab e e hing ha need ell hem and e e ingle da a in and e e in li le iece in ead b ing i back and hink ab ha a e he fe hing ha an hem a n me ne el e and ha ill he be and hi ill hel ge n a a h ha ' eall c n c i e and m e f a d in a a ha e ca ee f leade hi a ell. If ' e ge ing he b m f nde anding ha leade an and make deci i n , j being a nd ha f h gh a e n ill hel e f ha a ell. A ide f m he ac al e en a i n f e l i ill be a i i e infl ence in life and ca ee m e gene all . And he e ake h me in ha e le ill a , hen he ell me ne ab i , he e' h ee hing ha I kee in mind, be n able, ela able and e ainable. N able, me hing ha i eall high l ea n ea . Wha can c m a e i . An hing ha and a l . Tha a ec i eall im an e ime hen can ee h e e hing i g ing, and can hen, hen ha e lie in da a, ei he high l he gi e a eall g d a ing in f e ea ching in he c n e al elemen f he da a ha a e infl encing he em a a h le. S he n able a i eall im an b h f e le emembe ing he in b al making, he e ea ch deci i n and he a e en deci i n . And ela able can mean ela ing me ne. Like I aid ea lie if ha e he chief financial ffice in he m, h ing he m ne he e ning n in e men c a ing ma be if i ' an in e nal d c f in e nal e, if ' e a ed ime, ' e a ed each e 10 min e f ime e da , add ha e a ea and 'll be able a m ne a fig e n h m ch m ne ' e a ed hem. Thinking like ha ill hel be a be e e en e and make e he emembe ha e en . Thi i im an in an eme ging field, ma be
9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 80 me ne i a e adi i nal b ine e n and he d n' nde and he al e f e e ience. S me f hi i ab ed ca ing he akeh lde in a mee ing and make e nde and h i ' al able. And b i l i ld be g ea if e e ne nde d he al e f e e e ience b ha ' eall ha d d . And he hi d a i e ainable. S an hing ha ill hel e le emembe . H can ell hem i h a he 'll emembe ell hem in a a ha he 'll be able ell me ne in a hall a , hing like ha . S he e a e m ke in I ld like emembe , he fi ne i he ke i h mani . Unde and ha e en a i n i babl n he m im an hing in ha e n' da , b ha d e n' ma e and ha d e n' mean can' find a a make i eall im ac f l. The ec nd in , h did he a dience h . Wha i each e n in ha e en a i n, eading he e , h a e e eading i . H can ell he i h c n e ha a lied each f he a dience membe . Reall im an . When he e e ea ch i n' g ea f hi beca e he e' al a e le in l ed hich make i a l ea ie ell ie . The f h i begin i h he end in mind, hinking ab he a ha an each e n e en in back me ne el e in he hall a . Tha ill g ide cce . The fif h ne i e ie and im e i e a i el . Y ill n be he be f he ga e . Tha ' fine, n - ne i he be a he a . Think ab li le hing can change, b eflec n ha did eall ell and make e d ha eall g d hing be e ne ime. W k ha feel na al f and h can im e i e a i el in he e f k ha ' e d ing. Thi i m la lide hank e m ch e e ne f c ming. I eall ha e i ed h gh hi if he e' an f he inf ma i n I can ide feel f ee each me n LinkedIn. I ' im an f
10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 81 link ab h can ge hi g ing in e m f n k lace, b be a be e a dience membe hen ' e g ing a ch e le eak, i he e an ne ea l in ca ee a c m an ha ge eam lled a mee ing i ne e en a all. If e and men hem in hi ce , ill bec me a be e eake and hel hem change eali icall he ajec f ca ee . I ' a g d a f benefi hile hel ing me ne el e. I ld like lea e i h ha c nce hinking ab h can k n a im e he li e f c lleag e . Thank m ch f ha ing me. If e ha e an e i n in cha , I ill an e hem. STEVE BATY: Thank B ke. Tha a a e me. BROOKE JAMIESON: Thank m ch. STEVE BATY: I'm ck n in ha e e in he e. Tha e la ne a nd hel ing he , and ha ' f en a eall g d a hel el e . Teaching he e le and men ing and c aching he e le i a g d a c alli e n hinking an a . The he ne, I i h hi a ad ice ha m e e le g m ch ea lie in hei ca ee , hich i ha ' e ne e g ing nail me hing he fi ime d i . Y ' e nl g ing ge be e e ime and l king f a ac all ge g d feedback i a c i ical a f in ha a ell. Y can k a ge e be e a ha ' e d ing b ha feedback i c i ical life kill. BROOKE JAMIESON: Ab l el . I didn' he lide in hi b hen I e en f a e de el e a ell, I ha ed he nd f m n
11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be c ied ed b a he a i h a h i a i . Page 82 ice, I ill f d . The a e en hen eall can' and n ice and ' e ne g in f n f e le i ec d elf, b n mbe , an c ibe i and in ead a he ac al d ' e a ing and hen d n' ha e l k in elf and ha ' fine. Y 'll n ice diffe en a e n , ma be al a end en ence he ame a , ma be aid me hing ha a eall clea and an be able i e d n h aid i and an d he ame ne ime. The e' man a im e f m he c mf f n m. The e' l f i n . STEVE BATY: One he h bi f ad ice e f en e hen e' e gi ing e a a i n i ec d hem, and f n benefi , b n m ch ec d ha e aid in he e en a i n i elf, b ha e i n came in e n e he e en a i n and h e an e ed hem. And ha can hen be ed i e a e he e en a i n ne ime cl e an b i ga in he e en a i n. S if ha e i n kee c ming can add e i eem i el a he han lea ing he e en a i n and ha ing ha e i n c me and ha ing an e i . BROOKE JAMIESON: The e' eall g d inf ma i n can ha e e ime. If ' e n l king f hi inf ma i n 'll hink he e' n hing c ming in. I he e' all f feedback da a. STEVE BATY: Thank m ch B ke. O la e en a i n cl e da c me f m a g f e le, and I call i a g . The e a e f e en e ab c me nline. We ha e Pa l and Bec f m Meld S di and e ha e Sean and Pe a f m In ideO In i e. Hell , hell , hell . And Sean, hell . H i e e b d ?