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IA Summit Recap April 16, 2009. 2 Where to Find Stuff Podcasts are available on Boxes & Arrows –http://www.boxesandarrows.com/view/ia-summit-09-day-1http://www.boxesandarrows.com/view/ia-summit-09-day-1.

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Presentation on theme: "IA Summit Recap April 16, 2009. 2 Where to Find Stuff Podcasts are available on Boxes & Arrows –http://www.boxesandarrows.com/view/ia-summit-09-day-1http://www.boxesandarrows.com/view/ia-summit-09-day-1."— Presentation transcript:

1 IA Summit Recap April 16, 2009

2 2 Where to Find Stuff Podcasts are available on Boxes & Arrows –http://www.boxesandarrows.com/view/ia-summit-09-day-1http://www.boxesandarrows.com/view/ia-summit-09-day-1 Most presentations are available on SlideShare (tagged with ias09) –http://www.slideshare.net/search/slideshow?lang=en&page=3&q=ias09

3 3 Selling UX Several sessions focused on the concept of selling UX (whether as a service to potential clients, or as a practice within an organization) These included: –Eric Reiss, “ROI: Speaking the Language of Business” –Gary Carlson & Samantha Starmer, “Using Enterprise IA to Support Business Strategy: Driving Revenue and Brand Health with Better Information Management” –Naomi Norman, “When Appeasement is Not Enough - Or How to Work Within ‘Government Time’” –Richard Anderson & Craig Peters, “Strategies for Enabling UX to Play a More Strategic Role” –Samantha Starmer, “Turning HiPPOs into Allies: How to Connect with Powerful People in Your Organization”

4 4 Eric Reiss, “ROI: Speaking the Language of Business” Focused on speaking/selling in terms that your client (or your company’s key stakeholders) will understand –“If I don’t understand it, I don’t want it, and I don’t want to pay for it” You need to understand business language It’s not about ROI as such, it’s about inciting emotion and perceived value –“There are two levers to set a man in motion: fear and self-interest” Need to describe actions/results, not intangible “benefits” Don’t sell a service, sell a relationship –If they trust that you have their best interests at heart and will take care of them, they will buy whatever you recommend Great time to sell UX—take advantage of fear and need for self- preservation during the economic downturn.

5 5 Gary Carlson & Samantha Starmer, “Using Enterprise IA to Support Business Strategy: Driving Revenue and Brand Health with Better Information Management” To get a project approved, need to evangelize both horizontally and vertically Write a business case that speaks both to the CEO and to the developers, and makes perfect sense to both of them Document exactly how your project will support business objectives

6 6 Naomi Norman, “When Appeasement is Not Enough - Or How to Work Within ‘Government Time’” Included advice on how to work with clients in a highly political environment –Define clear goals to establish a common focus –Define the users and their context, and acceptable usage levels –Leverage user research (preferably quantitative) to cut through the deliberation User surveys Scored interviews Data mining –Train your client—help them understand your process –Know your client—know each person’s responsibility and target your communication accordingly –Establish an audit trail of when decisions were made and why –Make it clear ahead of time what questions need to be answered/decisions need to be made in each meeting, so that the appropriate people are in the room. Card-sorting/cluster analysis User testing A/B testing

7 7 Richard Anderson & Craig Peters, “Strategies for Enabling UX to Play a More Strategic Role” Small groups discussed which strategies would and would not work in their organizations, including: –Just say “No” –Evangelizing/Influencing/Education –Calculating and showing ROI of UX work –Adjusting placement of UX personnel in organizational structure It was recommended that UX teams partner with other groups that lead/gather research in order to combine efforts/share findings

8 8 Samantha Starmer, “Turning HiPPOs into Allies: How to Connect with Powerful People in Your Organization” Understanding people and their relationships is key –Need to know not only who reports to whom, but also who used to report to whom, and who wants to report to whom (and who is friends with/dating whom!) –Understand people’s divisional and personal goals—what motivates them? Be sure you’re using the same terminology/definitions as your stakeholders Watch people’s reactions and expressions –How is the info you’re sharing being received? “Lay pipe” –Set the stage for what you want to happen in the future Sell your ideas up, down and sideways Make people “barely uncomfortable” Find the HiPPOs breeding ground –Where do they hang out? Can you insert yourself into their conversation?

9 9 Selling UX: Common Themes Get to know your stakeholders Speak their language Become a trusted advisor Demonstrate value (not necessarily a formally-calculated ROI) Make allies throughout your/your client’s organization Share data that is relevant/of interest to your stakeholders Communication is critical

10 10 Content Strategy Consortium The IA Summit held its first-ever consortium on content strategy this year Content strategy has significant impact on and crossover with the field of information architecture “Content strategy is to copywriting as information architecture is to design” (Rachel Lovinger) Key articles on content strategy: –“Content-tious Strategy” by Jeffrey MacIntyre –“The Discipline of Content Strategy” by Kristina Halvorson –“Content Strategy: The Philosophy of Data” by Rachel Lovinger Presentations from Consortium should all be uploaded to SlideShare Also initiating an online community blog and discussion list


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