Make Your UX Ideas Stick

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  • John DouglassSocial UX Research, Google

    Make Your Ideas StickUXPA DC - July 2014

  • flickr: quinnanya

  • JON SNOW

    www.pakistantoday.com.pk

    http://www.pakistantoday.com.pk/2014/02/08/entertainment/john-snow-to-pay-the-price-for-not-knowing-anything/http://www.pakistantoday.com.pk/2014/02/08/entertainment/john-snow-to-pay-the-price-for-not-knowing-anything/

  • JOHN SNOW

    johnsnow.matrix.msu.edu

  • How did Cholera spread? He had an idea...How did Cholera spread? He had an idea...

    Johnson Cameraface

    https://www.flickr.com/photos/54459164@N00/https://www.flickr.com/photos/54459164@N00/

  • The idea could be expressed many ways.

  • The way he chose made it stick. The way he chose made it stick.

  • UX Tools Help Us Convey Powerful IdeasUX Tools Help Us Convey Powerful Ideas

    Lars Kristian Flem

    https://www.flickr.com/photos/larskflem/https://www.flickr.com/photos/larskflem/

  • We make lives better by expressing great ideas, BIG or small.

  • But our UX education doesnt fully prepare us to be great influencers.

    Nic Price

    https://www.flickr.com/photos/beatnic/https://www.flickr.com/photos/beatnic/

  • Hey,Guess What?

    Hey,Guess What?

    Doug88888

    https://www.flickr.com/photos/doug88888/https://www.flickr.com/photos/doug88888/

  • YOUARE

    CURSEDMikko Luntiala

    https://www.flickr.com/photos/mikko_luntiala/https://www.flickr.com/photos/mikko_luntiala/

  • CURSE OF KNOWLEDGE

    CURSE OF KNOWLEDGE

    timetrax23

    https://www.flickr.com/photos/timetrax/https://www.flickr.com/photos/timetrax/

  • Cant Be an Expert and Novice Simultaneously

    Garry Wilmore

    https://www.flickr.com/photos/gwilmore/https://www.flickr.com/photos/gwilmore/

  • CELL PHONE SALESPEOPLE

    Q: How long do you think it takes people to learn how to set up their phones?

  • Experts said 13 minutes

    Users spent 33 minutes

    154% longer than predicted

  • We need special skills to get stakeholders to pay attention, remember, believe and care.

    We need special skills to get stakeholders to pay attention, remember, believe and care.

  • Ideas arent born interesting, theyre made interesting.

  • Put VELCRO on your ideas. Give each more hooks to get stuck on your audience.

    more hooks = more stickDoun Dounell

    https://www.flickr.com/photos/doun_dounell/https://www.flickr.com/photos/doun_dounell/

  • 2

    1

    3

    THREE TECHNIQUES TO MAKE YOUR IDEAS STICK

    Make It Concrete

    Tell Stories

    Know Your First Audience

  • 1Make it Concrete

  • When you sell UX, what do you talk about?

  • What do clients or stakeholders hear?

  • UX speak doesnt speak to stakeholders.

  • Lessons are encoded with physical, material details.Lessons are encoded with physical, material details.

  • Concrete ideas engage the senses.

  • An important ecological area to the east of Silicon Valley. An important ecological area to the east of Silicon Valley.

    How do you make this more concrete? How do you make this more concrete?

  • The Mount Hamilton Wilderness

    The Mount Hamilton Wilderness

    via Made to Stick

  • Games engage but can get in the way.

  • How do we maximize the best parts of games and minimize the annoying stuff? What did we call this concept?

    Social gaming aggregator? An entertainment stream?

  • Game ClosetGame Closet

  • Had designs to help new Google+ sign-ups connect with their friends and interests: how did we frame our ideas?

    Better on-boarding? Increasing edge growth? Friend previewing?

  • Warm WelcomeWarm Welcome

  • A new design direction for all of Google - consistent UI and design guidelines. How do we get developers engaged?

    Android & Chrome OS design guidelines?Google UX principles? Google design framework?

  • Material Design

    Material Design

  • Statistics, Analytics, Numbers?

    Use Human Scale. Statistics, Analytics, Numbers?

    Use Human Scale. themarkeworld.com

    http://www.themarkeworld.comhttp://www.themarkeworld.com

  • Facts are stickier when theyre in HUMAN SCALE.

    Rob Pettengill | Mark Vegas

    https://www.flickr.com/photos/robpettengill/https://www.flickr.com/photos/vegas/https://www.flickr.com/photos/robpettengill/

  • Avoid UX speak. Use metaphors of physical and material experiences.

    Use human scale to represent facts & figures.

    1 Make It Concrete Recap

  • 2Tell Stories

  • Escape from Alcatraz TriathlonEscape from Alcatraz Triathlon

  • Thomas Caleshu

    https://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/

  • Babson College

    https://www.flickr.com/photos/babson_college/https://www.flickr.com/photos/babson_college/

  • Me

  • Bored roomBored room

  • The facts describe the events

  • We are swimming in data and events, not stories

  • Facts Tell, Stories Sell

  • Stories change your audiences physical state. We simulate what we hear.

  • Sorry I put this in your headSorry I put this in your head

    Thomas Caleshu

    https://www.flickr.com/photos/8095900@N07/https://www.flickr.com/photos/8095900@N07/

  • Stories are not just a narrative of events.

    They should have

    1. activities2. motivations3. characters

  • A story focused our design sprint

    Mark

  • Deflate story criticism with stats

    Mark

    5 million people with similar issues

  • But how do you get find, collect and share stories?

  • Ask users:

    tell me about last timebefore/afterwhy/why/why

    Ask users:

    tell me about last timebefore/afterwhy/why/why

  • Use search logs, customer service records, survey data to find stories.

    Use search logs, customer service records, survey data to find stories.

    Jacopo Romei

    https://www.flickr.com/photos/jakuza/https://www.flickr.com/photos/jakuza/

  • Pinterest recruits others to help generate their stories

    Pinterest recruits others to help generate their stories

  • Illustrate stories easily MakeBeliefsComix.com

  • Facts tell, stories sell.

    Look for activities, motivations, characters.

    Find stories in existing data or when talking to users.

    2 Tell Stories Recap

  • 3Know Your First Audience

  • You

    Client

    Boss

    Tech Lead

    Users

    In a perfect world: youre all on the same page.

  • You

    Client

    Boss

    Tech Lead

    Users

    In a real world: you have a first audience before the user.

  • You

    Client

    Boss

    Tech Lead

    Users

    These people are your users too.

  • Conduct user research on your first audience.

  • Put your client in an eye-tracker.

    Fernando Rodriguez, Jr.

    https://www.flickr.com/photos/mymalarkey/https://www.flickr.com/photos/mymalarkey/

  • Ask yourself (and them)

    how do they get promoted?what keeps them up at night?what reduces their workload? who are their heroes?

  • In high stakes pitches, people start with solving a problem.

    In high stakes pitches, people start with solving a problem.

    Steve Bowbrick

    https://www.flickr.com/photos/bowbrick/https://www.flickr.com/photos/bowbrick/

  • Define the problem in a way your stakeholders care about.

  • Making requests at Tesla goes better when focusing on the first audience. Making requests at Tesla goes better when focusing on the first audience.

    Patrick Herbert

    https://www.flickr.com/photos/patrick_h/https://www.flickr.com/photos/patrick_h/

  • Strategic leaders - generate and maintain a common vision.

    Managers - keep entire team on track.

    Tech experts - implement the vision, make the detailed decisions.

  • Whats your job?

  • UX Researcher

    I learn about users needs, goals and behaviors to build great products.

  • UX Researcher to Grandma

    You may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy.

  • Define the problem

    You may get frustrated with our products and stop using them. I find out whats going wrong and how to keep you happy.

    Give the resolution

  • UX Researcher to Tech Lead

    You know the analytics but not if people enjoy using our product. I find out which experiences feel broken and how to fix them.

  • Conduct user research on your stakeholders.

    Start with a problem they care about. Reveal the solution.

    3 Know Your First Audience Recap

  • 2

    1

    3

    THREE TECHNIQUES TO MAKE YOUR IDEAS STICK

    Make It Concrete

    Tell Stories

    Know Your First Audience

  • Apply one technique for your project.

    2

    1

    3

    Use metaphor + human scale

    Find stories that sell

    Research your stakeholders. Start with their problems.

    Concrete

    Stories

    First Audience

  • DO MORE WORK :)

    k thx bye

  • supplements your process

    medium.com/@willdjthrill/

  • BREAKSYOUR

    CURSE

  • makes UX more influential makes UX more influential

  • helps your users

    helps your users

  • John DouglassGoogle.com/+JohnDouglass@JDouglass (twitter)

    Q&A