So you have a killer idea and you are ready to sell through your UX vision. You’ve got various internal and external stakeholders that you need to get on board. They have varying levels of technical savvy and involvement. But in a world of cross-channel experiences with an ever-growing number of touchpoints, communicating a vision can be a challenge. This deck covers the key ingredients you’ll need to sell a UX vision. I will examine ways to craft your UX deliverables so that they tell a story in a way that clearly communicates your vision. I will also discuss the importance of selling the vision to your internal team as well as your external audience. And finally, I will touch on how to adjust the fidelity of deliverables based on an audience’s needs and expectations in order to make sure that the presentation elevates the content of the work. And we’ll explore tools and techniques to make deliverables fun, engaging and memorable.

1. FIDELITY & THE ART OF PERSUASION
How to successfully sell your UX vision
March 28, 2014 | IA Summit
San Diego, CA
JANE REINBERG GUTHRIE

2. I FOOD

3. (one of my favorite shows)
Minimal time, no prep, mystery
ingredients

4. Sometimes
you get a
WEIRD
basket of
ingredients...

5. 1. Creativity
2. Presentation
3. Taste
Creativity +
Presentation + Taste
Judging

6. Sound familiar?

7. Market TrendsOld Designs
Analytics
Research
What will MY INGREDIENTS BE?

8. 3KEY INGREDIENTS
(REQ’D TO SELL YOUR UX VISION)
Context
Content
Presentation

9. Who is your
AUDIENCE?
(context)

10. Align your
internal team.

11. INTERNAL
AUDIENCE NEEDS
à Get Context
à Understand the User
à What’s Expected of Me?
à Feeling of Collaboration

12. 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?

13. Make an
Emotional
Connection!

14. (content)

15. SELL YOUR VISION

16. make it persuasive
SELL YOUR VISION

17. make it persuasive
take them on the journey
SELL YOUR VISION

18. UX is C-level

19. UX VISION
STORY + KEY POINTS
STORY + KEY POINTS

20. DEFINE YOUR VISION

21. What is it?
Who is it for & what is their payoff?
Why are we creating it?
How does it Work?
THEBIG5W’S
What are the risks?

22. Establish
Credibility
(content)

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

24. FIDELITY
(presentation)

25. Find the right level of fidelity...

26. Wireframes are cool,
but they can get
tedious

27. What are other ways that
you can communicate
your ideas?

28. Sketches
Prototypes
Comics
Infographics
Video

29. Your audience lives in
a world of
CONSTANT
DISTRACTIONS!

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

31. Go the extra mile!
make it shine

32. “The details are not the details.
They make the design.”
- Charles Eames

33. The world is full of
BRIGHT ideas.

34. 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

35. Thank you!
Twitter: @jane_reinberg
Email: jane@janereinberg.com