Enough with the evangelism, let’s make a deal!

UXINDIA2019: India's biggest international conference on User Experience Design which is being celebrated on Sep 9, 10 & 11 at Novotel HICC, Hyderabad.
www.ux-india.org/uxindia2019
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Transcript

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2. ENOUGH WITH EVANGELISM
   Let’s Make A Deal
   Malini Rao
   Kronos Incorporated USA
   Director, User Experience
   

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3. UX Trajectory
   THE
   Embellishment Usability Value addition Value creation
   

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4. UX TEAMS
   Continue Struggling
   to influence decisions around product delivery.
   

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5. DOES OUR WORK EVEN
   MATTER?
   

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6. WE’VE BECOME
   UX Evangelists
   But no one seems to listen.
   

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7. THE
   Eisenhower Matrix
   URGENT NOT URGENT
   NOT IMPORTANT IMPORTANT
   DO
   it today
   SCHEDULE
   a time to do it
   DELEGATE
   it to someone else
   ELIMINATE
   stop doing this
   

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8. THE
   Eisenhower Matrix
   URGENT NOT URGENT
   NOT IMPORTANT IMPORTANT
   DO SCHEDULE
   DELEGATE ELIMINATE
   it today a time to do it
   it to someone else stop doing this
   Most UX projects
   Evangelism
   Posters
   Pretty PPT Decks
   Demo-ware
   

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9. THE
   Eisenhower Matrix
   URGENT NOT URGENT
   NOT IMPORTANT IMPORTANT
   DO SCHEDULE
   DELEGATE ELIMINATE
   it today a time to do it
   it to someone else stop doing this
   Most UX projects
   Evangelism
   Posters
   Pretty PPT Decks
   Demo-ware
   

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10. THE
    Eisenhower Matrix
    URGENT NOT URGENT
    NOT IMPORTANT IMPORTANT
    DO SCHEDULE
    DELEGATE ELIMINATE
    it today a time to do it
    it to someone else stop doing this
    Most UX projects
    Evangelism
    Posters
    Pretty PPT Decks
    Demo-ware
    

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11. THE MECHANICS OF
    INFLUENCE
    

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12. WHAT ARE WE TRYING TO
    Influence
    FORMAL ASPECTS OF THE ORGANIZATION
    INSIDE YOUR WORK GROUP
    INSIDE
    Informal
    OUTSIDE
    Informal
    OUTSIDE YOUR WORK GROUP
    INFORMAL ASPECTS OF THE ORGANIZATION
    https://kilmanndiagnostics.com/assessments/kilmann-covin-organizational-influence-survey/
    

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13. ACCEPT
    INFLUENCE
    CONTROL
    https://www.mastermind.co.nz/resources-free-stuff/blog/sales/expand-your-influence/
    Change, Constraints
    Actions, Attitude
    Perceptions, Decisions
    SPHERES OF
    Influence
    

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14. CONTROL
    https://www.mastermind.co.nz/resources-free-stuff/blog/sales/expand-your-influence/
    INFLUENCE
    ACCEPT
    HOW CAN YOU SUCCESSFULLY
    Expand Your Influence
    

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15. TRUST
    CREDIBILITY RELIABILITY INTIMACY
    SELF
    ORIENTATION
    THE
    Trust Equation
    

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16. DESIGN DOES NOT
    SELF ADVOCATE
    

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17. WHY DO WE SCORE HIGH ON
    SELF-ORIENTATION
    

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18. DESIGN IS AN
    AFTERTHOUGHT
    TRUST
    CREDIBILITY RELIABILITY INTIMACY
    SELF ORIENTATION
    

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19. BUSINESSES WANT
    FAST RETURNS
    TRUST
    CREDIBILITY RELIABILITY INTIMACY
    SELF ORIENTATION
    

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20. MOST ORGANIZATIONS ARE
    ENGINEERING DRIVEN
    TRUST
    CREDIBILITY RELIABILITY INTIMACY
    SELF ORIENTATION
    

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21. UX DESIGNERS ARE
    USER’S SUPERHEROES
    TRUST CREDIBILITY RELIABILITY INTIMACY
    SELF ORIENTATION
    

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22. CAN WE STAY
    AUTHENTIC?
    

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23. YES WE CAN
    With Our Own Skillset
    

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24. DESIGNERS ARE MASTERS OF
    Influencing Behavior
    We can make the user feel at home.
    

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25. MENTAL SHIFT 1
    Design for the Users
    Measure for the Business
    

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26. MENTAL SHIFT 1
    Design for the Users
    Measure for the Business
    

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27. DESIGN STARTS WITH
    EMPATHY
    We are experts at designing for the user.
    

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28. YET WE GLOSS OVER THE
    BUSINESS
    

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29. INCREASE THE
    Awareness of the Business
    

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30. FOCUS
    EXPANSION
    UX
    Customer Drivers
    Desirability
    Technology
    Drivers
    Feasibility
    Business
    Drivers
    Viability
    

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31. EXPANSION
    UX
    Customer Drivers
    Desirability
    Technology
    Drivers
    Feasibility
    Business
    Drivers
    Viability
    Organization Context
    FOCUS
    

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33. MENTAL SHIFT 1
    Design for the Users
    Measure for the Business
    

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34. ITERATIVE DESIGN THROUGH
    Usability Testing
    

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35. CASE STUDY
    Acquia Lift
    The product had been failing for over a year.
    A plan was setup to monitor every aspect.
    

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36. QUARTERLY STUDY
    Acquia Lift
    GOAL
    Eliminate UX pain of customers
    adopting and using Lift
    METRICS
    • Number of Assists ( usability + cognitive assists )
    • Task Completion Rate
    • Time to Task
    

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38. COMPARING
    METRICS
    We showed positive trends.
    

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39. MENTAL SHIFT 2
    Focus on the Outcomes
    Over Process
    

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40. AGILE PROCESS + DESIGN PROCESS
    OVERLAP
    NEW IDEAS
    EXPLORE
    BUILD IT
    LEAN UX
    C U S T O M E R E X P E R I E N C E
    PAIN POINT RESOLVE
    

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42. MENTAL SHIFT 3
    Package Design Artifacts
    for Influence
    

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43. MAKE DESIGN
    VISIBLE
    

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44. MENTAL SHIFT 4
    Use Design for the
    Service of All
    

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45. DESIGN THINKING TO SOLVE
    Business and Team Problems
    

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46. LET’S MAKE A DEAL
    Chief Takeaways
    INFLUENCE
    UX Teams can Influence
    their organizations
    irrespective of structure.
    TRUST
    The Trust Equation
    provide a tangible
    framework to maximize
    this influence.
    PRAGMATIC PROCESS
    The Creative Design Process is
    missing pragmatic pieces of
    organization context to deliver
    design for maximum influence.
    

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47. INFLUENCE HAS A
    Domino Effect
    Designers should identify the first piece of influence and
    build on that rather than taking an All-or-Nothing approach.
    

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48. Malini Rao
    Kronos Incorporated USA
    Director, User Experience
    @malinitweets
    /malinirao
    ENOUGH WITH EVANGELISM, LET’S MAKE A DEAL
    Questions?
    

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