To design or consult, that is the question

It’s often far easier to design a great experience than to implement it. This is because our clients often have complexities and limitations within their business that make it difficult to marry what users or customers need to the parts of the business from which it must come. Inevitably the experience designer faces a decision – to forget about the great experience and find a way to just get to the end of the project, or… what? What other options are there? In this talk we’ll explore the root causes for such roadblocks and some tried and proven options for overcoming them – that is, for becoming a catalyst to changes within your client’s business that can only result in better experiences for users and customers, and thereby ultimately success for your client.

Presented by Tal Bloom ay UX Australia 2016

Transcript

1. To design or to consult, that is the question Tal Bloom
2. Has your client ever said they’ll do something you’re dependent on, but just didn’t?
3. Has an expert ever insisted something is correct when it’s at odds with a good experience?
4. Has a stakeholder ever got so caught up it was difficult to move forward?
5. Has your project ever been marginalised by a change in the client’s business priorities?
6. Perhaps you felt some level of frustration?
7. Designer: a person who plans the look or workings of something prior to it being made. Consultant: a person who provides expert advice professionally.
8. Designers Consultants “The Client” Project Managers Subject Matter Experts Stakeholders Executives Users Customers needs serve needs serve
9. The Quiet Project Manager Moment of Truth Client project liaison says they’ll do something you’re dependent on, but just don’t. “Apologies for the delay in reply. Attached is what you need.” Case Study Client Need There’s always a reason behind people’s behaviour, inaction likely due to their own challenges. Client Experience Help them solve their problem and the end- users will benefit.
10. The Business Matter Expert Moment of Truth Subject expert insists something is correct when it’s seemingly at odds with what users have said they need. “Yeh, I get that users come first, but this is how we do it.” Case Study Client Need Experts are vested in the expertise they’ve carefully curated over many years. Client Experience Their expertise is invaluable at helping users get what they don’t realise they need, so engage them to validate and refine solutions.
11. The Thorough Stakeholder Moment of Truth Stakeholder makes it difficult to move forward by getting caught up with their area of interest. “I just think we need to make sure our bases are covered.” Case Study Client Need Stakeholders are naturally (and understandably) more focused on their accountabilities than yours. Client Experience Get them on-board with your project plan by showing due concern for helping them meet their responsibilities.
12. The Goodwill Executive Moment of Truth Client project team are pumping, but the wind taken out from their sails as business priorities change. “Customers are a top priority, but this is a burning platform.” Case Study Client Need It is challenging to improve customer experience while still meeting operational targets. Client Experience Garner executive buy-in throughout the project by bringing them on the journey.
13. Designer? Consultant? how about Leader
14. Thanks for being receptive. Happy travels :-)
15. Tal@ToBe.org