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(:nl:)!! The Business of Experience

Adapted from: Jess McMullin, IA Summit 2008

Techniques for building business relationships & success utilizing user experience design methods.

* The User Experience profession has reached the point where the barriers to having more influence are about working with business not users * Pivot Tools: use user experience techniques/approaches in business setting.

'''Identify your audience'''

* Business personas: ways to think of people in business organization * Network diagram: define influence network of relationships * Advocate: on my side * Superior: the boss * Peer: other people that can help with or need to buy in * Frontline: people that implementation affects. * Critics: pick apart ideas * Validators: balance critics and provide support. Could be analysts, media, or other companies. * Gatekeepers: need to sign off on something. Finance/lawyers * What are relationships of these people? How do they interact?

'''Understand motivators'''

* Reward: what matters to stakeholders (up and to the right) * Power –have influence in organization * Vendorship: transactional relationship of selling deliverables * Risk: what might happen * Motivation map –who fits where against risk/reward/power –etc? * Helps understand business

'''Understand activities'''

* What are business stakeholders involved in and responsible for? * Lead, Manage, Execute * Consider activities people have –understand what they are trying to achieve and why * Tools & principles are better than a set cookbook * Understand, Solve, Evaluate toolkit – what in each of these can make a contribution to Leading, Managing, or Executing? * Empathize with business leaders – what is it like to hit numbers, hit deadlines * Hindsight from past experience can help predict future activities * Through empathy can think about future scenarios –what would best for people?

'''Commit to action'''

* Need to go out into world, talk to people, and get them to do things. * Build trust: credibility with projects. Care about if people succeed or not. * Ask open ended questions to get to real motivations * “Will you...” questions get people to make commitments.


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