Presentation on User Experience Camp Europe 2011 in Berlin. If you have any questions or tips, don't hesitate to contact me on e-mail jiri.sekera@refresh.cz or Twitter @signalizer.

1. Jiri Sekera
How to sell User Experience

3. AAA Rated Speaker
I was…
Asocial
Arrogant
Absolutely bad in business

4. What is
User Experience?

5. ISO 9241-210
„ a person's perceptions and responses that
result from the use or anticipated use of a
product, system or service“
„ user experience includes all the users'
emotions, beliefs, preferences, perceptions,
physical and psychological responses, behaviors
and accomplishments that occur before, during
and after use“

6. Who cares… ?

7. Competitive advantage
1) Functionality
2) Usability
3) Accessability
4) Look
5) User Experience

8. What's UX with me?

9. What's UX with me?

10. Personas!

11. Boss

12. Marketing

13. Account Manager

14. Project Manager

15. Developers & Designers

16. Stakeholders
1) Boss
2) Marketing
3) Account Manager
4) Project Manager
5) Developers & Designers

17. Stakeholders
1) Boss
2) Marketing
3) Account Manager
4) Project Manager
5) Developers & Designers

18. Stakeholders
1) Boss
2) Marketing
3) Account Manager
4) Project Manager
5) Developers & Designers

19. Fear!

20. Stakeholders
1) Boss
2) Marketing
3) Account Manager
4) Project Manager
5) Developers & Designers

22. Be Impeccable
With Your Word

23. Don’t take Anything
Personally

24. 3 person view
rd
You Client
Parent Parent
Adult Adult
Child Child

25. Don’t Make
Assumptions

26. Always Do Your Best
… but no more!

27. Conclusion
1) UX matters!
2) Know your role
3) Sell benefits, not actions
4) Think about UX of yourself
5) Be Impeccable With Your Word
6) Don’t take Anything Personally
7) Don’t Make Assumptions
8) Always Do Your Best… but no more!

28. Thanks!
jiri.sekera@refresh.cz