UX Tea Break: Stop Selling UX

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David Travis

David Travis

4 жыл бұрын

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I cover a topic that's been asked in various ways: "Working with your senior stakeholders so that they understand the value of ux/research time", "How to best convince executives of the value of UX", "Any suggested resources for ‘cost justifying’ research and usability?" and "Strategies to make companies see that UX research is a valuable key along the process".
Have a UX-related question you want me to answer? Post it in the comments.
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Пікірлер: 15
@vladdzyubinskyy6360
@vladdzyubinskyy6360 4 жыл бұрын
Those words should've been cast in gold. Why should one waste the efforts and energy on people who don't appreciate the work he or she does, and struggle with the hurricane? It's always easier to be working with people who share a similar vision and understand the importance of their users/customers (and user testing, in particular). So don't go fighting the windmills, losing your sanity, inner balance, and belief in Humanity in the process - and focus on finding the company (or project) with the higher 'maturity score'. It's so obvious, yet hard to embrace. Thank you, David!
@DavidTravis
@DavidTravis 4 жыл бұрын
Thanks for your comment Vlad!
@SuperSonicBros
@SuperSonicBros 4 жыл бұрын
I was about to make this mistake next week with a proposal to improve our report dept procedures to my higher ups. I don't think they will care enough to commit enough resources to see it through. I am so glad I watch this. Thank you.
@DavidTravis
@DavidTravis 4 жыл бұрын
I'm glad it was helpful.
@michaelhirstny
@michaelhirstny 4 жыл бұрын
Thanks, Dr. Travis! This is such a great viewpoint. I appreciate you sharing your experience.
@DavidTravis
@DavidTravis 4 жыл бұрын
Thanks for commenting Michael.
@ryonlyon
@ryonlyon 4 жыл бұрын
One tip I've read with regards to selling to the higher ups, is to make it about them. That is, how will following through with the UX proposal benefit them in their role? Because no matter if you're selling an idea to your boss or a customer, it's always "What's In It For Me?"
@DavidTravis
@DavidTravis 4 жыл бұрын
That's a great point Ryan. One question I always ask myself when on a consulting assignment is, "How do I make the person who commissioned me look good?" It's the same idea.
@MinisterRedPill
@MinisterRedPill 2 жыл бұрын
Well, doesn't it make sense to use these failures of other companies as data or reasons to convince other companies why UX is important?
@DavidTravis
@DavidTravis 2 жыл бұрын
Yep, that would work.
@colmcq
@colmcq 4 жыл бұрын
I did cold calling for 4 months. Something like 100 calls a day. The very worst job.
@DavidTravis
@DavidTravis 4 жыл бұрын
That's a tough gig.
@MPhilips
@MPhilips 4 жыл бұрын
Thanks, interesting thoughts but this is not realistic in some companies. As a side note, this "5-minute video on UX" is over 7 min long = UX. We can't rely on senior execs at a company with "intuitive beliefs" about the importance of UX. First of all, that's a very slippery slope because what is "intuitive" to you or me is not "intuitive" to others. That is also a problem with "intuitive design"-but I digress... Second, we have to work with the mental models of business people and how they think in terms of running a business and that boils down to numbers and the "ROI of UX." When working for a 100mm B2B co. in New York and embarking on a massive platform UX redesign, the senior leadership at the company needed to hear what, how, how long, and for how much will my team deliver said redesign. They know they had a problem with the UX on their platform. I couldn't say "just trust me" and that there will be a pay-off down the line and you should "feel it intuitively." They need to allocate precious resources, disrupt current workflows, and justify financial decisions at the business level. Therefore, I had to present an ROI of UX with solid numbers and calculations in terms of how much money it will save them, how much it can increase sales, etc.
@DavidTravis
@DavidTravis 4 жыл бұрын
You make an interesting point but it's not related to the issue I'm making here about low UX maturity. If your client has commissioned you to do a massive platform UX redesign, they obviously already appreciate the benefits of UX. Of course, you need to write a proposal to show how best to approach this (and that may well include a cost/benefit analysis), but that's very different from "convincing" them that UX is important in the first place. It sounds like they are already a few rungs up the UX maturity ladder.
@brendanjarvis7710
@brendanjarvis7710 3 жыл бұрын
I think what David is saying in the video is... find those who already believe in UX, not because we (UXers) believe it to be valuable but because they've either (a) already seen the cost of poor UX or (b) the benefits of good UX.
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