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
   

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2. design?
   “Maybe I’m not as comfortable being powerless as you are.”
   – Don Draper, Season 1 Mad Men
   

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3. design.
   design!
   

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4. cooperation
   collaboration
   partnership
   @udanium
   #UXAustralia
   

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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
   

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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
   

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7. #ExecutiveProTip
   Learn their criteria for
   annual reviews and
   figure out how to
   support them.
   @udanium
   #UXAustralia
   

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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
   

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9. #ExecutiveProTip
   Understand the org
   structure of the
   executive’s peers &
   subordinates.
   @udanium
   #UXAustralia
   

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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
    

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11. Always remember –
    Executives are just people, too.
    They want to succeed. Support
    them, and get the most from
    them.
    

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12. #ExecutiveProTip
    Get to know their
    executive assistant
    so if you need a
    quick 5 minute chat,
    you’ll likely get it.
    @udanium
    #UXAustralia
    

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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
    

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14. YMMV
    Politics
    Personalities
    Markets
    Projects
    *
    Your Mileage "
    May Vary
    @udanium
    #UXAustralia
    

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15. Thanks!
    (and good luck!)
    uday.gajendar@citrix.com
    @udanium on twitter
    

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