Using UX to Lead Leaders

Laura  Faulkner,  PhD  FalconDay  Consul4ng    Sheilagh  O’Hare,  MS  The  University  of  Texas  at  Aus4n  

UX  must  con4nually  work  to  claim  its  space,  funding,  and    impact    ability.  

A  UX  prac44oner  is  uniquely    qualified  to  be  the  CEO’s  Hero.    

Decision  makers  face  pressures  that  can  differ  broadly  from  UX  goals.  

We  must  master  leading  leaders  

 by  applying    ‘Speak    

the  User's  Language.’  

Brief,  dense  communica4ons  influence  by  targe4ng  Leaders’  points  of  view.  

 

Our  journey  for  this  hour  will  take  us  from  theory  to  prac4ce!  

Learn  

Do  

Discuss  

Learn  

Do  

Discuss  

Repeat  …  

ACTIVITY  Write  the  names  and/or  posi4ons  of  one  or  more  people  that  you  need  to  influence,  right  now.    Briefly  explain  to  a  partner  next  to  you.  

Studying  execu;ves  as  ‘users’  delivers  keys  to  leadership  needs  and  points  of  view.  

Resource:    

Proceedings  paper  

ACTIVITY  Brainstorm  approaches  for  “influence  communica4ons”.  

Tools  to  Influence  Leaders  

Applying  UX  to  lead  leaders  requires  prac4cing  our  art  on  an  audience  that  requires  both  precision  and  

accuracy.  

The  Magic  Key  

Analyze  your  local  execu4ve  as  you  would  any  other  user.  

Design  to  the  leader’s  needs,  goals,  and  point  of  view.  

Exec =

person

Exec =

person

Specific POV

At-a-GlanceDECISION SUPPORT

Study

Exec =

person

Specific POV

At-a-GlanceDECISION SUPPORT

CreateEnable

Use  UX  tools  on  this  underserved  popula4on.    

1.  Do  “user”  research  2.  Create  execu4ve  personas  3.  Iden4fy  and  name  ‘user  goal’  4.  Design  ‘products’  5.  Speak  the  user’s  language  6.  …  

Crac  communica4ons  that  tell  …  

the  WHAT    

the  SO  WHAT    

and  the  NOW  WHAT  

WHAT  =  Just  the  facts!    

SO  WHAT  =  Why  they’re  important    

NOW  WHAT  =  What  to  do  next  

WHAT  =  Observa4ons    

SO  WHAT  =  Significance    

NOW  WHAT  =  Recommenda4ons  

To  persuade  leadership,  always  recommend  a  specific  course  of  ac4on.  

Inform  to  persuade!  Use  brief  communica4ons  to  serve  

execu4ve  needs.  

1.  Short  report  2.  Execu4ve  abstract  3.  One-­‐sheet  4.  2  Slides  5.  15-­‐second  video  

Tool  1:    Short  Report  –  Overview  of  Layout  

Tool  1:    Short  Report  –  Content  type  view  

Tool  1:    Short  Report  –  Content  type  view,  cont.  

Tool  1:    Short  Report  –  Content  type  view,  cont.  

Tool  1:    Short  Report  –  Content  type  view,    cont.  

Tool  2:    One-­‐sheet  -­‐  overview  

Tool  2:    One-­‐sheet  –  content  example  

Remember  it  takes  far  more  effort  to  say  something  important  with  fewer  words.      

ACTIVITY  Dis4ll  a  UX  findings  paragraph  to  an  execu4ve  summary  statement.    Much  of  your  original  data  will  end  up  on  the  cujng  room  floor.    

What  are  3  keys  you    learned  today?  

CLOSING  ACTIVITY  

Prac;;oners  have  a  strong  advantage  in  influencing  decision-­‐makers  by  

turning  their  own  deep  skills  in  user-­‐experience  into  understanding  and  communica;ng  at  execu;ve  levels.  

If  anyone  can  do,  it  we  can.  .                

We’re  UX!    We  everybody’s  hero.