1.
Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com
Partnering with Key
Stakeholders in UX Strategy

2.
Partnering with Key Stakeholders
in UX Strategy

3.
Who are you?

4.
Ever heard (or said)…

5.
“We don’t need UX right now.”“We don’t need UX right now.”

6.
“I’m not a designer,
but could you just…”
“I’m not a designer,
but could you just…”

7.
“I’m the target audience.”“I’m the target audience.”

8.
Stakeholder

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Stakeholders:
Decision Makers & Influencers

10.
Unlabel: SellingYou Without Selling Out - Mark Ecko
Before reaching goalkeepers,
need to pass the gatekeepers.
Before reaching goalkeepers,
need to pass the gatekeepers.

11.
Creator…Creator…

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Customer…Customer…

13.
Stakeholder?Stakeholder?

14.
Engineering
DesignProduct
BusinessBusinessBusiness

15.
The objective of ______
is to solve problems.
Business

16.
Better.Together.Better.Together.

17.
We will need some power-ups.

18.
Here we go!Here we go!

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“I’m the target audience.”“I’m the target audience.”

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Not necessarily
(Often not at all)

21.
Illusion of Explanatory DepthIllusion of Explanatory Depth

22.
How does a zipper really work?

23.
How does a car really work?

24.
We have opinions on the familiar.
(Mistake superficial knowledge for in-depth.)
Drunk Tank Pink - Adam Alter

25.
How does it achieve the customer’s goals?
(Not just think through what it does.)

26.
One-Pager Research PlanOne-Pager Research Plan

27.
- Author & Stakeholders
- Background / Goals
- Research Questions
- Methodology
- Participants
- Schedule
The UX Research Plan That Stakeholders Love - Tomer Sharon

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PersonasPersonas

29.
PrototypingPrototyping

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- Early & often
- All have failure of imagination
- Collective group activity
- Develops shared understanding
Prototype: How to Pre-visualize the Experience - Troy Parke

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Paper and sketching works great.

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Higher fidelity is even better.

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Observe customer behavior…

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…the highest value UX activity.

35.
“UX is User Experience -
Not UseYour Experience”
“UX is User Experience -
Not UseYour Experience”

36.
“I’m not a designer,
but could you just…”
“I’m not a designer,
but could you just…”

37.
Show how to give feedbackShow how to give feedback

38.
- It’s not art
- Does this meet our goals?
- Be respectfully direct
- Be able to answer “Why?”
- Ask questions
Giving Better Design Feedback - Mike Monteiro

39.
Empathy & UnderstandingEmpathy & Understanding

40.
Engineering
DesignProduct

41.
ROI
Shipping
Usable
Integrated
Scale
Manage Risk

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Surviving a Design ReviewSurviving a Design Review

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- Don’t understand design.
- Focused on individual needs.
- Concerns in terms of solutions.
Surviving a Design Review - Charlie Kreitzberg

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Trailer before the movieTrailer before the movie

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The back pocketThe back pocket

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Combination is human natureCombination is human nature

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Same story different waysSame story different ways

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Whatever worksWhatever works

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Everyone has an impact on
the user’s experience
Everyone has an impact on
the user’s experience

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“We don’t need UX right now.”“We don’t need UX right now.”

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Not a deliverable
User Experience is a business strategy

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Speak the languageSpeak the language

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Gapminder
Be on the hook for performanceBe on the hook for performance

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The Experience Design Process - Andrea Nelson
Be part of the processBe part of the process

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Reframe the problem

56.
Design a vaseDesign a vase

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Design a way to experience flowersDesign a way to experience flowers

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- Unusable at small size
- Core business value was “No Ads”
-Value of a non-paying customer
- How to show a better experience?

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Tell users what they are getting

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Best experience first

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Integrated advertising

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Ratings and feedback

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Delay account creation

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Marry the problem, not the solutionMarry the problem, not the solution

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UX amplifies the challengesUX amplifies the challengesUX amplifies the challenges

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If you want to go fast, go alone.
If you want to go far, go together.
If you want to go fast, go alone.
If you want to go far, go together.

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Go further, together.

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Thank you.

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Reference
Unlabel: SellingYou Without Selling Out - Mark Ecko
!
Drunk Tank Pink - Adam Alter
!
The UX Research Plan That Stakeholders Love - Tomer Sharon
!
Prototype: How to Pre-visualize the Experience - Troy Parke
!
Giving Better Design Feedback - Mike Monteiro
!
Surviving a Design Review - Charlie Kreitzberg
!
The Experience Design Process - Andrea Nelson
All registered trademarks or trademarks are property of their respective owners.

70.
Troy Parke | Sr UX Design Manager at Big Fish | @uxhow | http://www.uxhow.com