Why executives obsess over icons

by Uday Gajendar at UX Australia 2013.

This talk offers insights from real experiences working with top-level execs (including the CEO) on major UX projects to achieve tangible results. As UX designers we constantly clamor for a seat at ‘the table’, but what happens when you actually get there? How do you react and assert yourself as an authority of design that is perceived, respected, and valued as such, not just someone who ‘makes pretty pictures’ or ‘plays with stickies’? My goal in this talk is to set up design leaders for success by raising their ‘executive IQ’.

Transcript

1. Why executives obsess over icons Insights from working “at the table” & how to survive Uday Gajendar, Principal Designer / Citrix @udanium : twitter
2. design? “Maybe I’m not as comfortable being powerless as you are.” – Don Draper, Season 1 Mad Men
3. design. design!
4. cooperation collaboration partnership @udanium #UXAustralia
5. A variety of contexts & situations! In which you’re working with executives UX Review Think Tank Demo Fair Project Kickoff Quarterly Business Review Hallway Chat Networking Lunch Global Customer Event VP GM Sr Director Architect CEO CTO SVP CMO Clarity Focus Understandin g Agreement Criteria Targets Problems Threats Costs Benefits Risks Choices Timeframes Resources @udanium #UXAustralia
6. But who is this “executive”? Must have empathy to understand A Point of View How  can  you  set  them  up  for  success  &  achieve  your  goals  too?   Jack Donaghey, 
 fictitious exec Olivia Pope,
 fictitious exec @udanium #UXAustralia
7. #ExecutiveProTip Learn their criteria for annual reviews and figure out how to support them. @udanium #UXAustralia
8. An “executive persona” of sorts. A baseline of characteristics Many are not natural collaborators Serious fiduciary duties / profit-loss accountability Left-brained analytic thinkers, demanding “proof” Don’t know everything, but know more than you Unknowns create anxiety; data creates assurance Constant context switching is a given Michael Scott, fictitious exec @udanium #UXAustralia
9. #ExecutiveProTip Understand the org structure of the executive’s peers & subordinates. @udanium #UXAustralia
10. Some critical lessons learned. Experience is a valuable teacher ;-) Assert your point of view and never apologize. Simplify and explain the concept like to a child. It's ok to disagree, with concise credible rationale. Don't attempt to wear hats you're not qualified to wear. Many execs love to sketch and visualize their ideas! 1 2 3 4 5 @udanium #UXAustralia
11. Always remember – Executives are just people, too. They want to succeed. Support them, and get the most from them.
12. #ExecutiveProTip Get to know their executive assistant so if you need a quick 5 minute chat, you’ll likely get it. @udanium #UXAustralia
13. Finally...What about those icons? Confidence & assurance via pretty things.! Shift it to business & design strategy.! That’s why they hired you. Remind them!! “If you don’t like what’s being said, change the conversation.” – Don Draper, Mad Men Season Two @udanium #UXAustralia
14. YMMV Politics Personalities Markets Projects * Your Mileage " May Vary @udanium #UXAustralia
15. Thanks! (and good luck!) uday.gajendar@citrix.com @udanium on twitter