FIDELITY & THE ART OF PERSUASION How to successfully sell your UX vision

March 28, 2014 | IA Summit San Diego, CA

JANE REINBERG GUTHRIE

I FOOD

(one of my favorite shows)

Minimal time, no prep, mystery ingredients

Sometimes you get a WEIRD basket of ingredients...

1.  Creativity 2.  Presentation 3.  Taste

Creativity + Presentation + Taste

Judging

Sound familiar?

Market Trends Old Designs

Analytics Research

What will MY INGREDIENTS BE?

3 KEY INGREDIENTS (REQ’D TO SELL YOUR UX VISION)

Context

Content

Presentation

Who is your AUDIENCE?

(context)

Align your internal team.

INTERNAL AUDIENCE NEEDS

à Get Context à Understand the User à What’s Expected of Me? à Feeling of Collaboration

EXTERNAL AUDIENCE NEEDS

à How is the affecting my bottom line? à Does this align to my business goals? à How much does it cost? à How are we differentiating from the competition? à Does this align with our customer needs?

Make an Emotional Connection!

(content)

SELL YOUR VISION

make it persuasive

SELL YOUR VISION

make it persuasive

take them on the journey SELL YOUR VISION

UX is C-level

UX VISION STORY + KEY POINTS

STORY + KEY POINTS

DEFINE YOUR VISION

What is it? Who is it for & what is their payoff? Why are we creating it? How does it Work?

THE BIG 5 W’S

What are the risks?

Establish Credibility

(content)

“We’ve created a system that has dialed down intricacies and dialed up flexibility to allow us to truly operationalize our brand.”

Say What?

FIDELITY

(presentation)

Find the right level of fidelity...

Wireframes are cool, but they can get tedious

What are other ways that you can communicate your ideas?

Sketches

Prototypes

Comics Infographics

Video

Your audience lives in a world of CONSTANT DISTRACTIONS!

“If we want the eyes and ears of our audience, our message has to be interesting and relevant.”

Go the extra mile! make it shine

“The details are not the details. They make the design.”

- Charles Eames

The world is full of BRIGHT ideas.

Analytics

Marketing Information Architecture

Agile Methods

Visual Design

Interaction Design

Content Strategy

Copywriting ROI

Business Knowledge

Critiquing

Domain Knowledge

Design Process Management

Information Design

Service Design

Social Media

Facilitation

Prototyping

User Research Coding

UX

Storytelling

Thank you!

Twitter: @jane_reinberg Email: jane@janereinberg.com