During Jeff Lopez and Beth McHugh's presentation at MVP Conf, they discussed how to build trust with stakeholders.

1. BUILDING
TRUST WITH
STAKEHOLDERS
A RECIPE FOR SUCCESS

2. I AM BETH MCHUGH
HELLO!
I’M A PRODUCT MANAGER AT CUSTOMINK

3. I AM JEFF LOPEZ
HELLO!
I’M A USER EXPERIENCE LEAD AT CUSTOMINK

4. You’re kicking off a new project or initiative…
WAHOO!

5. You’re kicking off a new project or initiative…

6. TIME SPENT
STAKEHOLDERINVOLVEMENT

7. “This time it’s going
to be different!”

8. This time it WILL be different

9. What we used isn’t new…

10. What is “ ”?Trust

11. Trust noun[truhst]
• Firm belief in the reliability, truth, ability, or
strength of someone or something.

12. TALK STRAIGHT
via http://www.leadershipnow.com/CoveyOnTrust.html
DEMONSTRATE RESPECT
CREATE TRANSPARENCY
RIGHT WRONGS
SHOW LOYALTY
DELIVER RESULTS
GET BETTER
CONFRONT REALITY
CLARIFY EXPECTATIONS
PRACTICE ACCOUNTABILITY
LISTEN FIRST
KEEP COMMITMENTS
EXTEND TRUST
13 BEHAVIORS

13. CHARACTER
COMPETENCY
TALK STRAIGHTDEMONSTRATE RESPECTCREATE TRANSPARENCYRIGHT WRONGSSHOW LOYALTYDELIVER RESULTSGET BETTERCONFRONT REALITYCLARIFY EXPECTATIONSPRACTICE ACCOUNTABILITYLISTEN FIRSTKEEP COMMITMENTSEXTEND TRUST

14. Our project

15. So here’s the recipe…

16. PREP
COLLECT, DEFINE, + PLAN

17. KNOW YOUR STUFF
• STAKEHOLDER ONE-ON-ONES
• SALES INTERVIEWS
• DATA + ANALYTICS
• GOALS/KPIs
LISTEN FIRST
CONFRONT REALITY
TALK STRAIGHT

18. HAVE A PLAN
• COMMUNICATE SCHEDULE
• SCHEDULE TESTING PARTICIPANTS
• DEDICATE A ROOM / WORKSPACE
CLARIFY EXPECTATIONS
PRACTICE ACCOUNTABILITY
KEEP COMMITMENTS
GET BETTER
CREATE TRANSPARENCY

19. INGREDIENTS
• INPUT (FROM THE PREP)
• STAKEHOLDERS (PRIMARY + SECONDARY)
• PAPER
• LARGE STICKY NOTES
• MARKERS

20. START COOKIN’!
ADAPT + MAKE IT YOUR OWN

21. Week 1
Stake-
holder
Kickoff
Concepting
Kickoff
Proto-
Personas
Design
Studio 1
Design
Studio 2
Design
Studio 3
Narrow
Concepts
Finalize
Concepts
Create
Prototypes

22. DAY 1+2
KICKOFF!
• PRESENT WHAT YOU KNOW TO DATE
• BE CLEAR ABOUT YOUR TWO-WEEK PLAN
• ALREADY HAVE THE REGROUP SCHEDULED
• DO AN EXERCISE TOGETHER

23. PROTO-
PERSONAS
• UNDERSTAND USER NEEDS
• GET TEAM/STAKEHOLDER
ALIGNMENT ON USER
• BUILD EMPATHY
DAY 2

24. • PERSPECTIVES
• EQUAL VOICES
• BUY-IN
DESIGN
STUDIO
DAY 2-4

25. How do you start a design studio?
DAY 2-4
HOW? WHAT? WHY? WHO? WHEN?
START WITH
A RECAP
DEFINE THE
PROBLEM
EXPLAIN
WHY
IDENTIFY
THE USER
PROVIDE AN
AGENDA
CONFRONT
REALITY CLARIFY EXPECTATIONS
TALK STRAIGHT

26. DAY 2-4
How do you run a design studio?
QUICK
WARMUP
INDIVIDUAL
IDEATION
SHARE WITH
GROUP
SHARE WITH
GROUP
INDIVIDUAL
ITERATION

27. • COMMON THEMES
• TWO OR THREE IDEAS
• FILL IN THE GAPS
NARROW
IT DOWN
DAY 4+5

28. PROTOTYPE
on paper
• PATHWAYS, NOT PIXELS
• COVER THE BIG STUFF,
DON’T SWEAT THE DETAILS
• FIDELITY = CONFIDENCE
DAY 5
CLARIFY EXPECTATIONS

29. Week 2
Present
Plan to
Stake-
holders
Map Out
Flow
Pick a
Starting
Point
Iteration
User
Testing
Iteration
User
Testing
User
Testing

30. test it
GET USER FEEDBACK

31. DAY 6
FIND A GUINEA PIG
• WHAT DID YOU MISS?

32. DAY 6
OBSERVATION ROOM
• HAVE AN “OPEN-DOOR” POLICY
CREATE TRANSPARENCYEXTEND TRUST

33. DAY 6-8
START TESTING!
• TEST IN “BATCHES”
• ITERATE AS YOU GO
GET BETTER

34. ANALYZE it
WHAT DID YOU LEARN?

35. DAY 9
ANALYZE + MAP IT
• IDENTIFY COMMON PATTERNS + BEHAVIORS
• FIND THE PARTICIPANTS’ IDEAL FLOWS
• TAKE THE BEST OF EACH CONCEPT
• IDENTIFY THE MOST CRITICAL COMPONENTS

36. DAY 9
PLANT YOUR FLAG
• LOOK AT THE FLOW YOU’VE MAPPED
• CHOOSE A STARTING POINT AS A TEAM

37. SERVE!
WITH YOUR OWN SPECIAL SAUCE

38. DAY 10
• SHARE YOUR FINDINGS AND YOUR PLAN
• WALK THEM THROUGH THE STORY
• BE CLEAR ABOUT HOW YOU’LL PROVIDE UPDATES
• WEEKLY STATUS REPORTS
• KEY TOUCH POINTS
PRESENT
PRACTICE
ACCOUNTABILITY
KEEP
COMMITMENTS
DELIVER
RESULTS

39. THANKS!