BUILDING TRUST WITH STAKEHOLDERSA RECIPE FOR SUCCESS

I AM BETH MCHUGHHELLO!

I’M A PRODUCT MANAGER AT CUSTOMINK

I AM JEFF LOPEZHELLO!

I’M A USER EXPERIENCE LEAD AT CUSTOMINK

You’re kicking off a new project or initiative…

WAHOO!

You’re kicking off a new project or initiative…

TIME SPENT

STA

KE

HO

LDE

R I

NV

OLV

EM

EN

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“This time it’s going to be different!”

This time it WILL be different

What we used isn’t new…

What is “ ”?Trust

Trust noun[truhst]

• Firm belief in the reliability, truth, ability, or strength of someone or something.

TALK STRAIGHT

via http://www.leadershipnow.com/CoveyOnTrust.html

DEMONSTRATE RESPECT

CREATE TRANSPARENCY

RIGHT WRONGS

SHOW LOYALTY

DELIVER RESULTS

GET BETTER

CONFRONT REALITY

CLARIFY EXPECTATIONS

PRACTICE ACCOUNTABILITY

LISTEN FIRST

KEEP COMMITMENTS

EXTEND TRUST

13 BEHAVIORS

CHARACTER

COMPETENCYTALK STRAIGHTDEMONSTRATE RESPECTCREATE TRANSPARENCYRIGHT WRONGSSHOW LOYALTYDELIVER RESULTSGET BETTERCONFRONT REALITYCLARIFY EXPECTATIONSPRACTICE ACCOUNTABILITYLISTEN FIRSTKEEP COMMITMENTSEXTEND TRUST

Our project

So here’s the recipe…

PREPCOLLECT, DEFINE, + PLAN

KNOW YOUR STUFF• STAKEHOLDER ONE-ON-ONES

• SALES INTERVIEWS

• DATA + ANALYTICS

• GOALS/KPIs

LISTEN FIRST

CONFRONT REALITY

TALK STRAIGHT

HAVE A PLAN• COMMUNICATE SCHEDULE

• SCHEDULE TESTING PARTICIPANTS

• DEDICATE A ROOM / WORKSPACE

CLARIFY EXPECTATIONSPRACTICE ACCOUNTABILITY

KEEP COMMITMENTS

GET BETTER

CREATE TRANSPARENCY

INGREDIENTS• INPUT (FROM THE PREP)

• STAKEHOLDERS (PRIMARY + SECONDARY)

• PAPER

• LARGE STICKY NOTES

• MARKERS

START COOKIN’!ADAPT + MAKE IT YOUR OWN

Week 1

Stake-holder Kickoff

Concepting Kickoff

Proto- Personas

Design Studio 1

Design Studio 2

Design Studio 3

Narrow Concepts

Finalize Concepts

Create Prototypes

DAY 1+2

KICKOFF!• PRESENT WHAT YOU KNOW TO DATE

• BE CLEAR ABOUT YOUR TWO-WEEK PLAN

• ALREADY HAVE THE REGROUP SCHEDULED

• DO AN EXERCISE TOGETHER

PROTO-PERSONAS• UNDERSTAND USER NEEDS

• GET TEAM/STAKEHOLDER ALIGNMENT ON USER

• BUILD EMPATHY

DAY 2

• PERSPECTIVES

• EQUAL VOICES

• BUY-IN

DESIGN STUDIO

DAY 2-4

How do you start a design studio?

DAY 2-4

HOW? WHAT? WHY? WHO? WHEN?

START WITH A RECAP

DEFINE THE PROBLEM

EXPLAIN WHY

IDENTIFY THE USER

PROVIDE AN AGENDA

CONFRONT REALITY CLARIFY EXPECTATIONS

TALK STRAIGHT

DAY 2-4

How do you run a design studio?

QUICK WARMUP

INDIVIDUAL IDEATION

SHARE WITH GROUP

SHARE WITH GROUP

INDIVIDUAL ITERATION

• COMMON THEMES

• TWO OR THREE IDEAS

• FILL IN THE GAPS

NARROW IT DOWN

DAY 4+5

PROTOTYPE on paper• PATHWAYS, NOT PIXELS

• COVER THE BIG STUFF, DON’T SWEAT THE DETAILS

• FIDELITY = CONFIDENCE

DAY 5

CLARIFY EXPECTATIONS

Week 2

Present Plan to Stake-holders

Map Out Flow

Pick a Starting

Point

Iteration

User Testing

Iteration

User Testing

User Testing

test itGET USER FEEDBACK

DAY 6

FIND A GUINEA PIG• WHAT DID YOU MISS?

DAY 6

OBSERVATION ROOM• HAVE AN “OPEN-DOOR” POLICY

CREATE TRANSPARENCYEXTEND TRUST

DAY 6-8

START TESTING!• TEST IN “BATCHES”

• ITERATE AS YOU GO

GET BETTER

ANALYZE itWHAT DID YOU LEARN?

DAY 9

ANALYZE + MAP IT• IDENTIFY COMMON PATTERNS + BEHAVIORS

• FIND THE PARTICIPANTS’ IDEAL FLOWS

• TAKE THE BEST OF EACH CONCEPT

• IDENTIFY THE MOST CRITICAL COMPONENTS

DAY 9

PLANT YOUR FLAG• LOOK AT THE FLOW YOU’VE MAPPED

• CHOOSE A STARTING POINT AS A TEAM

SERVE!WITH YOUR OWN SPECIAL SAUCE

DAY 10

• SHARE YOUR FINDINGS AND YOUR PLAN

• WALK THEM THROUGH THE STORY

• BE CLEAR ABOUT HOW YOU’LL PROVIDE UPDATES

• WEEKLY STATUS REPORTS

• KEY TOUCH POINTS

PRESENT

PRACTICE ACCOUNTABILITY

KEEP

COMMITMENTS

DELIVER

RESULTS

THANKS!