2020 - It's about making a difference, not a profit: Selling UX at a non-profit organization

UX Y'all 2020 Session with Stephen Levin and Veronica Thomas

Transcript

1. www.rti.org RTI International is a registered trademark and a trade name of Research Triangle Institute. It’s about making a difference, not a profit: Selling UX at a non-profit organization UX Y’all 2020 Stephen Levin and Veronica Thomas RTI International
2. “This is the way we’ve always done it and, quite frankly, it works” PATRICIA THE PROCEDURAL PROJECT MANAGER PAIN POINTS: VALUES: SCENARIO Patricia is the project manager for a group charged with building a website to help police, prosecutors, and advocates find training and resources for the processing of Sexual Assault Kits and identifying perpetrators. • The website needs to be built on a very compressed timeline • The client keeps asking for irrelevant features to be included in the website • Proven methods and procedures • Following the process she knows UX IQ: Read PM article about it UX MOOD: Ambivalent
3. “We go were the data send us, and not an inch further. The science should speak for itself.” THE PROCEDURAL PROJECT MANAGER SOLUTION • Pick bite-sized activities • Make their lives easier not harder; do not ask for help, just do • Tack on UX to an existing deliverable • Formalize once you have proven successes Start small, do, then formalizes. WHY?  Small wins will help the team move past their fear of change and risk  When they see you as a help rather than a hinderance, they will start integrating you into their process  Each win will give you more leeway to add more UX activities next time RESULT: The project manager will consider the integration and formalization of UX earlier in the planning process for projects in the future
4. “We go were the data send us, and not an inch further. The science should speak for itself.” SARAH THE SKEPTICAL SCIENTIST PAIN POINTS: VALUES: SCENARIO Sarah is the principal investigator for a research project on newborn screening requires a website to disseminate study findings to new and expecting parents. • Does not want to leave out any details, but website lead says she needs to trim her content by 50% • Wants to create the website with minimal money, so she has more budget for manuscript development • Accuracy of data and rigor of methods • Leveraging science to improve people’s lives UX IQ: No familiarity or experience UX MOOD: Skeptical
5. “We go were the data send us, and not an inch further. The science should speak for itself.” THE SKEPTICAL SCIENTIST SOLUTION • Provide case studies and data points on ROI of UX (e.g., changes in user adoption) • Invite them to sit in on a user interview or usability testing • Engage them in a design workshop Bring them along the journey. WHY?  Provides an opportunity for them to understand and observe the science behind UX, as well as the tangible value and potential efficiencies  Gives a window into negative user emotions creative by poor UX (e.g., frustration with lengthy content on a crowded web page) RESULT: Greater management buy-in and appreciation, leading to greater likelihood of UX adoption and resourcing in the future.
6. “Our mission and value are the bedrock of our organization.” DAVID THE DISTRACTED DIRECTOR PAIN POINTS: VALUES: SCENARIO Two staff within the organization have asked to pitch him the value of greater internal investment in UX. • Limited time to get additional buy-in from senior leadership required to move requests forward • Everyone wants a piece of the “pie”, but limited resources • Satisfied clients • Growth of business and market share • Alignment with the mission UX IQ: Moderate knowledge UX MOOD: Does it help the bottom line?
7. “We go were the data send us, and not an inch further. The science should speak for itself.” THE DISTRACTED DIRECTOR SOLUTION • Frame UX as a method to bolster to broader initiatives • Show how competitors are using UX and how it can make us more competitive • Ask others be your champion Speak their language WHY?  When UX is seen as a competing priority it will be sidelined when other newer or “higher” priorities come along; it needs to be complementary  UX by any other name smells just as sweet RESULT: UX gets recognized as a part of the way things are done and gets the backing of higher ups Quality Innovation Customer Centricity Digital Transformation Diversity and Inclusion
8. Veronica Thomas User Experience Researcher vthomas@rti.org Stephen Levin User Experience Strategist Slevin@rti.org QUESTIONS?