Learn how to convince others of your UX ideas by understanding them. We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved! Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to. In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.

1. Pitching ideasHow to sell your ideas to others
Jeroen van Geel
@jeroenvangeel
Oak & Morrow

2. We sell all the time
2

3. 3
We love your idea!

4. 4
Yeah…. right…

5. Why can ideas fail?
5

6. 6
Because it’s a bad idea

7. Because people can’t see the
brilliance of your idea
7

8. Because people can’t see the
brilliance of your idea
8
Because you were unable
to convince people

9. 9https://www.interaction-design.org
You overcompensate

10. 10Rambo III
You go in Rambo mode

11. 10% idea
1111

12. 10% idea
1212
90% people

13. 13
Goal

14. 14
Goal
Who do you need
to convince?
How do you
convince them?

15. What is your goal?
In order to score you need a goal
15

16. 16
tweak

17. 17

18. 18
tweak feature

19. 19

20. 20
tweak feature product

21. 21
tweak feature product business

22. 22

23. 23
tweak feature product business future

24. 24Elon Musk’s SpaceX

25. What problem does it solve?
25
What opportunity does it create?

26. 26
— Steve Jobs
“If you haven’t found it
yet. Keep looking. Don’t
settle. Like any great
relationship it just gets
better and better as the
years roll on.”

27. 276-UP method by Adaptive Path

28. 28
Get to the core of an idea

29. 29
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1
2
3

30. 30
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1
2
3
Everybody busy + need to connect
An online social network
Show me what my friends do
Show them that I care
Help share my life
Four pizzas and two programmers

31. 31

32. 32
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1
2
3
High energy bill and no control
A smart thermostat
Heats house only when needed
Understand my needs
Easy to control
$80.000

33. 33Nest

34. 34
Core idea sheet
Problem /opportunity
Idea
Which will
And to do that I need…
1
2
3
Nobody comments on articles
A comment-everywhere box
Let’s me comment on everything
Actively invites people to comment
Let’s me login with FB and Twitter
12 hours with one programmer

35. Who are you convincing?
Know your audience
35

37. 37

38. 38
your mom

39. 39
your friend
your mom

40. 40
your friend
your colleague your mom

41. 41
your boss
your friend
your colleague your mom

42. 42
your boss
your friend
your colleague your mom
a lost nun

43. It’s not about you
How smart you are is not important
43

44. It’s about the others
What’s in it for them?
Why should they get involved?
Why should they invest time and money?
Why would they like it?
44

45. Managers
Strategy - Business model - Competitive edge - KPI’s - ROI
45
The Office

46. Project managers
Planning - Budget - Efficiency - Milestones - Roadmap
46
The IT Crowd

47. Programmers
Unhappy flow - Exceptions - Efficiency - Architecture - Requirements
47

48. UX designers
Experience - Flow - User needs - Service - People
48

49. How do you convince?
Just knowing your audience isn’t enough
49

50. 50
Create likability

51. Everyone wants R.E.S.P.E.C.T.
Give compliments
Never undervalue the work of others
51

52. WE
WE
WE52

53. 53
Let others score

54. 54

55. Build trust
Show you understand them
Their values
Their approach
Their history
Their strategy
55

56. 56

57. 57

58. 58
Things go as expected
Relax Resist
Follow
(unconscious)
Think
(conscious)
Disinterest
(unconscious)
Fight
(conscious)
Ice to the Eskimos: How to market a product nobody wants

59. 59
Pick the right pace

60. 60

61. 61
Goal
Who do you need
to convince?
How do you
convince them?

62. Thank you!
jeroen@oakandmorrow.com /@jeroenvangeel
Oak & Morrow