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Partnering with Key Stakeholders 
in UX Strategy 
Troy Parke 
! 
http://uxhow.com/stakeholders 
@uxhow @LavaCon
Partnering with Key Stakeholders  in UX Strategy
Partnering with Key Stakeholders  in UX Strategy
Partnering with Key Stakeholders  in UX Strategy
@uxhow | http://www.uxhow.com
Who are you?
Ever heard (or said)…
““We don’’t need UX right now.””
“I’m not a designer, 
but could you just…”
““I’’m the target audience.””
Stakeholder
Stakeholders: 
Decision Makers & Influencers
Creator……
Customer……
Stakeholder?
The objective of ______ 
is to solve problems. 
Business
Engineering 
Business 
Product Design
Better. Together.
We will need some power-ups.
Here we go!
““I’’m the target audience.””
Everyone has an opinion
Partnering with Key Stakeholders  in UX Strategy
Partnering with Key Stakeholders  in UX Strategy
Strong opinions on the familiar. 
(Mistake superficial knowledge for in-depth.) 
Drunk Tank Pink - Adam Alter
Illusion of Explanatory Depth
How does a zipper work?
How does this car go?
How achieves customer’s goals? 
(Not just what it does)
One-Pager Research Plan
- Author & Stakeholders 
- Background / Goals 
- Research Questions 
- Methodology 
- Participants 
- Schedule 
The UX Research Plan That Stakeholders Love - Tomer Sharon
A Guerilla Usability Test on Dropbox Photos - Francine Lee
Personas
Prototyping
- Early & often 
- All have failure of imagination 
- Collective group activity 
- Develops shared understanding 
Prototype: How to Pre-visualize the Experience - Troy Parke
Paper and sketching works great.
Higher fidelity is even better.
Observe customer behavior…
…the highest value UX activity.
“UX is User Experience - 
Not Use Your Experience”
“I’m not a designer, 
but could you just…”
Show how to give feedback
- 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
Empathy & Understanding
Engineering 
Product Design
Scale 
Manage Risk 
ROI 
Shipping 
Usable 
Integrated
Surviving a Design Review
- Don’t understand design. 
- Focused on individual needs. 
- Concerns in terms of solutions. 
Surviving a Design Review - Charlie Kreitzberg
Trailer before the movie
The back pocket
Combination is human nature
Same story different ways
Whatever works
Everyone has an impact on 
the user’s experience
““We don’’t need UX right now.””
Not a deliverable 
User Experience is a business strategy
Partnering with Key Stakeholders  in UX Strategy
Speak the language
Be on the hook for performance 
Luc Legay - Linkedin maps data visualization
Be part of the process
Reframe the problem
Design a vase
Design a way to experience flflowers
Partnering with Key Stakeholders  in UX Strategy
Partnering with Key Stakeholders  in UX Strategy
Partnering with Key Stakeholders  in UX Strategy
- Unusable at small size 
- Core business value was “No Ads” 
- Value of a non-paying customer 
- How to show a better experience?
Tell users what they are getting
Best experience first
Integrated advertising
Ratings and feedback
Delay account creation
Marry the problem, not the solution
Partnering with Key Stakeholders  in UX Strategy
UX amplifififies the challenges
If you want to go fast, go alone. 
If you want to go far, go together.
Go further, together.
Thank you.
Partnering with Key Stakeholders  in UX Strategy
Reference 
Unlabel: Selling You 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.
Partnering with Key 
Stakeholders in UX Strategy 
Troy Parke | @uxhow | http://www.uxhow.com

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