my mom doesn't like the font—applying ux to design presentations for better client feedback
TRANSCRIPT
Feedback What has and hasn’t worked for you?
What wasn’t covered that you had expected to be?
What metrics can we use to quantify success?
What’s the craziest feedback you’ve ever gotten?
Not useful feedback• My mom doesn't like
the font
• I don’t love it
• Play with it, I’ll know it when I see it
• Why is this wireframe so gray
• Make that button blue
= Task failure• High bounce rate
• No email sign-ups
• High cart abandonment
• Low social sharing
• High site search usage
Defining goals
User Journey
Personas
Accessibility
Content strategy
Interface structure
Testing and Feedback
This talk is structured around items in a UX toolkit:
Success:you want not just approval, but meaningful feedback that improves the work and allows it to best meet goals
GOAL DEFINITION
To be able to complete the task (give useful feedback) clients must understand:
strategy
design principles in use
context
unique problems being solved
common misconceptions
GOAL DEFINITION
Hiring Process StrategyDiscovery Competitive
LandscapeUser
ResearchWireframes/
Prototypes
Branding/Moodboard/
Styletile
client A
ideal user journey USER JOURNEY
Hiring Process StrategyDiscovery Competitive
LandscapeUser
ResearchWireframes/
Prototypes
Branding/Moodboard/
Styletile
client A
realityclient B
client C’s mother
Debbie in accounting
client C
USER JOURNEY
Client state of mind, goals and motivations
“Welcome to the world of internal dysfunction. Bob is your client and Bob is in a power struggle with Mary, but you need to get information from Mary to do the job, but Bob doesn’t want you to talk to Mary because he’s afraid he’ll look weak, or he doesn’t want Mary to know what’s going on. There’s no way this ends well.”
— Mike Monteiro, Design is a Job
PERSONAS
#FFB81C
Help them to remember and share
Desert Orange
• storytelling• bite size content• “thingyness"
CONTENT STRATEGY
“We’re using progressive disclosure to maximize influencer engagement against KPIs, through a core set of CTAs defined in the MVP. We feel that the atomic approach to your dynamic v. evergreen content will allow us to double down strategically on the audience centric rivers that will drive user pathing through side door traffic. Do we need to talk with HQ about this or go directly to the BUs?”
use a consistent vocabulary but avoid jargon
CONTENT STRATEGY
“Thanks for your initial comments. I had some specific questions that I wanted feedback on.”
“That’s great high-level feedback, but can we go through the design point by point so I can get your input on each of the decisions we made?”
“Ok. Now pretend you’re a user of the system and walk me through how you would accomplish the most important tasks.”
— Dan M. Brown, Designing Together
CONTENT STRATEGY
be explicit about what great feedback looks like
https://wonderfulfeedback.com/client/
INTERFACE STRUCTURE
test and practice the presentation
“Like building muscle memory, repetition is important here. Problem solving skills are cumulatively learned. We want to keep practicing. As we critique each other’s techniques, saying what we like about them, we can incorporate them into our own and get better with practice.”
— Jared M. Spool, Developing a UX Practice of Practicing
TESTING AND FEEDBACK
the questions you ask
Asking “Do you like it?” …The client didn’t hire you to make something they liked, and something they like may not be the thing that leads to their success. So do not conflate the two…And nowhere is this message more undermined than using language that leads them down a subjective path.
—Mike Monteiro, 13 Ways Designers Screw Up Client Presentations
TESTING AND FEEDBACK
MY MOM DOESN'T LIKE THE FONT
thinks the typeface doesn't have enough contrast to be legible to older readers
What has and hasn’t worked for you?
What wasn’t covered that you had
expected to be?
What metrics can we use to quantify success?
What’s the craziest feedback
you’ve ever gotten?
THANKS! [email protected] @starsoup7