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Creating a Culture of UX Whitney Hess whitney@whitneyhess.com http://whitneyhess.com @whitneyhess Whitney Hess | @whitneyhess Whitney Hess | @whitneyhess Being a user experience designer is like being a ringmaster Whitney Hess |

  1. Creating a Culture of UX Whitney Hess whitney@whitneyhess.com http://whitneyhess.com @whitneyhess

  2. Whitney Hess | @whitneyhess

  3. Whitney Hess | @whitneyhess

  4. Being a user experience designer is like being a ringmaster Whitney Hess | @whitneyhess

  5. Flow diagrams Wireframes Usability testing Heuristic evaluations A/B testing Card sorting Personas Site maps Concept maps Mental models Contextual Prototyping inquiry Storyboards Scenarios User interviews Affinity Taxonomies diagramming

  6. http://www.slideshare.net/jmspool/ journey-to-the-center-of-design

  7. So why are you here today? Whitney Hess | @whitneyhess

  8. ThisIsIndexed.com

  9. What this all comes down to: Negotiation & Persuasion Whitney Hess | @whitneyhess

  10. Today’s Format Case Studies – Intro Example Exercise Techniques <30-minute break> Group Work Discussion Case Studies – Outcomes Worst-Case Scenario Whitney Hess | @whitneyhess

  11. Case Studies Intro Whitney Hess | @whitneyhess

  12. Sole UI Designer at 25-person tech services co. Small developer-centric company with millions of users Web Designer responsible for all things design and UX for entire company User base’s needs are shiing Organization is adverse to change 1 Whitney Hess | @whitneyhess

  13. VP, User Experience at a large marketing agency Multi-national agency with dozens of departments and capabilities Established UX team with several projects under its belt Desire to help greater organization to understand how and when to use them 2 Whitney Hess | @whitneyhess

  14. Tech Writer at an international soware solutions provider Large developer-focused company with a variety of products and services New product with new target audience No formal processes in place for product development No dedicated UX resources 3 Whitney Hess | @whitneyhess

  15. Small UX team at non-profit media organization Resource-strapped company with products on multiple platforms Small UX team does rote production work Design by committee is commonplace Recent re-org moved UX team from development to product design 4 Whitney Hess | @whitneyhess

  16. Independent UX consultant Client is internationally-known magazine relaunching its print & digital editions simultaneously Pre-defined project has unrealistic timeline & wrong focus Sole practitioner has wider variety of skills and experience than client is requesting 5 Whitney Hess | @whitneyhess

  17. 1 Sole UI Designer at 25-person tech services co. 2 VP, User Experience at a large marketing agency 3 Tech Writer at an international soware solutions provider 4 Small UX team at non-profit media organization 5 Independent UX consultant

  18. Example Exercise Whitney Hess | @whitneyhess

  19. Task Convince hotel management (your team) to provide alarm clocks in the guest rooms. You have 10 minutes

  20. Techniques Whitney Hess | @whitneyhess

  21. Whitney Hess | @whitneyhess

  22. Techniques for Negotiation

  23. Negotiation Methods: Positional Bargaining vs. Principled Negotiation Whitney Hess | @whitneyhess

  24. Positional Bargaining: So Negotiation vs. Hard Negotiation Whitney Hess | @whitneyhess

  25. Problems with Positional Bargaining People lock themselves into positions ﬔe more they argue their position, the more committed they become to it ﬔeir ego becomes identified with position More attention paid to each position, less paid to common underlying interests Whitney Hess | @whitneyhess

  26. Principled Negotiation: Hard on merits & So on people Whitney Hess | @whitneyhess

  27. 4 points of Principled Negotiation People : Separate the people from the problem Interests : Focus on interests, not positions Options : Generate many possibilities before deciding what to do Criteria : Insist that the result be based on some objective standard Whitney Hess | @whitneyhess

  28. People

  29. People Work side-by-side attacking the problem, not each other Don’t deduce their intentions from your fears Don’t blame them for your problem Discuss each other’s perceptions Whitney Hess | @whitneyhess

  30. People Look for opportunities to act inconsistently with their perceptions Give them a stake in the outcome by making sure they participate in the process Make your proposals consistent with their values Whitney Hess | @whitneyhess

  31. Interests

  32. Interests Negotiation position oen obscures what you really want Interests define the problem Behind opposed positions lie shared, compatible interests & conflicting ones Most powerful interests are basic human needs Whitney Hess | @whitneyhess

  33. Interests Make a list Be specific in describing your interests Acknowledge their interests as part of the problem Look forward, not back Be concrete but flexible Whitney Hess | @whitneyhess

  34. Options

  35. Options Trying to decide in front of your adversary narrows your vision Having a lot at stake inhibits creativity Don’t assume a fixed pie Solving their problem is your problem Whitney Hess | @whitneyhess

  36. Options Separate inventing from deciding Invent options for mutual gain Make their decision easy Put yourself in their shoes Whitney Hess | @whitneyhess

  37. Criteria

  38. Criteria Stubbornness never wins Insist terms of solution be based on some fair standard, not just one you want Discussing criteria rather than position gives parties something to agree to without either side giving in Whitney Hess | @whitneyhess

  39. Criteria Deciding on basis of will is costly Negotiate on some basis independent of either party’s will Commit to reaching solution based on principle, not pressure Be open to reason, but closed to threats Whitney Hess | @whitneyhess

  40. Criteria - Fair Standards Market value Moral standards Precedent Equal treatment Efficiency Reciprocity Costs Etc Whitney Hess | @whitneyhess

  41. Criteria - Fair Procedures One cuts, the other chooses Taking turns Coin toss Letting someone else decide Whitney Hess | @whitneyhess

  42. Techniques for Persuasion

  43. 6 Kinds of Persuasion Tactics Reciprocation: We try to repay, in kind, what another person has provided us Consistency: We have an unwavering commitment to our previous behaviors Social Proof: Our behavior is determined by how we see others behave Whitney Hess | @whitneyhess

  44. 6 Kinds of Persuasion Tactics Liking: We comply with people we like even when we don’t agree Authority: Our obedience to authority overpowers our free will Scarcity: ﬔe less we can have something, the more we want it Whitney Hess | @whitneyhess

  45. Reciprocation

  46. Reciprocation An inherent human feeling of obligation Indebtedness is overpowering We may be willing to perform a larger favor than we received to relieve ourselves of the burden Whitney Hess | @whitneyhess

  47. Examples of Reciprocation “Benefactor-before-beggar” strategy of Hare Krishna Society – giving a flower before asking for a donation Free samples “Door-in-the-face” technique: extreme request followed by a reasonable one Whitney Hess | @whitneyhess

  49. Consistency Aer making a decision, people feel committed to acting consistently with that decision High degree of consistency is associated with personal and intellectual strength We are automatically consistent even in situations when it isn’t sensible Consistency functions as a shield against thought Whitney Hess | @whitneyhess

  50. Examples of Consistency Just aer placing a bet, we’re much more confident in our chance of winning than before we bet “Foot-in-the-door” technique: obtain a large purchase by starting with a small one Personal pressure to bring self-image into line with action – being told you’re charitable makes you so Whitney Hess | @whitneyhess

  51. Social Proof

  52. Social Proof We determine what is correct by finding out what other people think is correct We make fewer mistakes by acting in accord with social evidence than contrary to it ﬔe greater the number of people who find the idea correct, the more correct the idea will be ﬔe more uncertain we are, the more we accept the actions of others as correct Whitney Hess | @whitneyhess

  53. Examples of Social Proof Canned “laugh tracks” cause an audience to laugh longer and more oen Cashiers seed their tip jar with a few bills to simulate tips le by prior customers Ordinary people in product adverts: we are more inclined to follow the lead of someone similar to us Kitty Genovese & the “bystander effect” Whitney Hess | @whitneyhess

  54. Liking

  55. Liking We most prefer to say yes to the requests of someone we know and like Friend needn’t even be present to be effective; oen just the name is enough Halo effect when one positive characteristic of a person dominates how that person is viewed Our attitudes are influenced by the number of times we’ve been exposed by something in the past Whitney Hess | @whitneyhess

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