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

uxindia
October 28, 2019

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
#ux #uxindia #uxindia2019 #designthinking #uxi19 #uxconference #umodesign

uxindia

October 28, 2019
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  1. View Slide

  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

    View Slide

  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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  32. View Slide

  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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  37. View Slide

  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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  41. View Slide

  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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