Selling the UX - In Need of a WHY
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This document discusses challenges in assessing the value of user experience (UX) work for businesses. It notes that UX professionals often discuss problems within their own frame of reference rather than representing user and business priorities. The document advocates using Simon Sinek's "Golden Circle" framework to articulate the "Why" by linking UX goals like convenience and effectiveness to business priorities like revenue, costs and loyalty. It also suggests using both qualitative and quantitative methods like analytics and business cases to bridge the gap between these values. The overall message is that UX professionals need to better understand and convey user and business needs to demonstrate the value of their work.
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Selling the UX - In Need of a WHY
- 1. © Creuna IN NEED OF A WHYA S S E S S I N G T H E V A L U E O F U X By Morten Barkholt, Senior UX Consultant
- 2. © Creuna MORTEN BARKHOLT S E N I O R U X C O N S U L T A N T U X S T R A T E G Y S E L F S E R V I C E T O O L S I N T E R A C T I O N D E S I G N I N S I G H T F R A M E W O R K S
- 3. Aarhus Helsinki Oslo Gothenburg Copenhagen Stockholm © Creuna A G E N C Y T Y P E Full Service Digital Agency S I Z E & W E I G H T 340+ visionary people. 6 offices in all 4 Nordic countries. Largest agency of our kind in The Nordic Region. B I R T H D A Y Born digital 1st April 2001
- 4. © Creuna THE SITUATION WE HAVE A PROBLEM ASSESSING THE WHY OF UX PRINCIPLES TO CONSIDER AGENDA
- 5. IT’SNOTABOUTCHANGINGUX BEFORE WE GET STARTED OURJOBSARESOVERYDIFFERENT GENERALIZATIONSWILLHAPPEN
- 7. Leaders within Customer Experience Management outperform the market with 25 percentage points.1 EXCELLENT CUSTOMER EXPERIENCE IS A PROVEN DIFFERENTIATOR © Creuna 2) 2014 study from Watermark Consult Forrester research confirm the strong relationship between customer experience and measures of loyalty.2 1) Based on Forrester Research, Creuna research and methodology
- 8. ANDYETWEARESTILLSTRUGGLING “SELLINGUX”? WIREFRAMES INTERVIEWS PERSONAS CUSTOMER JOURNEYSTONE OF VOICE SKETCHING USER TESTING USER TESTING DESIGN THINKING USER INSIGHTS
- 13. We should not make it possible to de-scope all of the creative stuff It is impossible to get it done if there is no “pull” from the customer They do not understand the value of our process and work “ “ “
- 14. UX PARADIGM BUSINESS STRATEGY COMPETITOR LANDSCAPE USER CONTEXT FROM UX TO UX WE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
- 15. UX PARADIGM BUSINESS STRATEGY COMPETITOR LANDSCAPE USER CONTEXT FROM UX TO UX WE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
- 16. UX PARADIGM BUSINESS STRATEGY COMPETITOR LANDSCAPE USER CONTEXT FROM UX TO UX WE TOO OFTEN DISCUSS AND SOLVE PROBLEMS WITHIN OUR OWN FRAME OF REFERENCE
- 18. © Creuna Are we truly representing the users if we cannot convey their value to the business?
- 20. My goal is to help and guide the users. the business will benefit from that! “
- 21. THEIMPORTANCE OFAWHY SIMON SINEK’S GOLDEN CIRCLE WHAT HOW WHY
- 22. WHAT HOW WHY SHAPING NEW AND IMPROVED USER EXPERIENCES METHODS: RESEARCH, SKETCHES, TESTING, ETC. ?
- 23. WHAT HOW WHY SHAPING NEW AND IMPROVED USER EXPERIENCES METHODS: RESEARCH, SKETCHES, TESTING, ETC. CONVIENIENCE, EFFECTIVENESS, EMOTION, QUALITY ETC.
- 27. © Creuna BRIDGING THE GAP BETWEEN QUALITATIVE AND QUANTITATIVE VALUES CAN BE TRICKY
- 28. © Creuna We want to be a natural part of the scuba diving community by providing inspiring content and relevant services across all digital channels Support the brand Drive sales and retail traffic Increase loyalty KPI’s Goals Value Digital vision MWB’s Content pieces shared >120 sec. 50/100 60/100 <15% 40/100 Time spent on-site Bounce rate <20 Cross- sales eCom turnover Dealer look-ups User satisfaction (NPS) Newsletter sign-ups Usage of digital tools >10K € 80/100 60/100 >20 40/100 >10% >100 50/100 60/100 >5% 40/100 >30
- 29. KPI-framework Ecosystem mapping Analytics Business cases Competitor analysis ROADMAPS http://blogs.atlassian.com/2013/10/fight-the-dark-side-of-lean-ux-with-the-experience-canvas/ ASSESSING THE “WHY” THROUGH METHODS
- 31. ALWAYSCONSIDERCONTEXT&FOCUS Specific features are at times less important than strategic potentials TALKING UX VALUE BETHEEXPERTOFWHATYOUDO Minimize complexity - Don’t always explain how you build the house UTILIZETERMS&DATA Applying field specific terms can smoothen and drive communication APPLYVALUEFOCUSEDMETHODS Looking beyondour standardtoolset can make a big difference
- 32. © Creuna Morten Barkholt, Senior UX Consultant morten.barkholt@creuna.dk www.linkedin.com/mortenbarkholt THANKS!