understanding client dynamics, presented at embrace ux
TRANSCRIPT
UNDERSTANDING
CLIENT
DYNAMICS
EMBRACE UXFEBRUARY 28, 2015
MORAG JOHNSTON
© 2015 Morag Johnston | @MoragJ 1
WHY TALK ABOUT CLIENT
DYNAMICS?
Create a great user experience
Affect business outcomes
Generate repeat business
© 2015 Morag Johnston | @MoragJ 4
APPROACH
Based on 20+ years of consulting
experience.
Assumes the best of people.
© 2015 Morag Johnston | @MoragJ 5
“When you ask creative people how they
did something, they feel a little guilty
because they didn't really do it, they just
saw something.
It seemed obvious to them
after a while.”
-- Steve Jobs
http://www.huffingtonpost.com/2014/03/04/creativity-habits_n_4859769.html
© 2015 Morag Johnston | @MoragJ 8
Treat this like a
design problem.
© 2015 Morag Johnston | @MoragJ
http://blog.mitx.org/Blog/bid/87111/What-Does-Innovation-Mean-to-You-7-of-
7
9
1. What is your client’s goal?
2. What tools, skills and attitudes
are they bringing to bear?
© 2015 Morag Johnston | @MoragJ 10
Image: http://hqworld.net/gallery/data/media/20/tip_of_the_iceberg.jpg
Creating the
User Experience
Annual project
portfolio
Organizational
objectives
Political,
Economic,
Social and
Technology
Environment
The Project
11
CONTEXT
Bid on
contract
Awarded
contract
Team
formed
Made
aware of
project
External Project Team
Internal Project Team Members
PRIOR TO KICK-OFF
Kick-off
meeting
© 2015 Morag Johnston | @MoragJ 12
© 2015 Morag Johnston | @MoragJ 13
Bid on
contract
Awarded
contract
Team
formed
Made
aware of
project
External Project TeamKick-off
meeting
Internal Project Team Members
WHY DOES THIS PROJECT EXIST?
•Market impact VS. risk
• Investment VS. short term profit
•Response to a competitor
•Legislative requirement
•Visual identity alignment
© 2015 Morag Johnston | @MoragJ 14
WHY THIS CLIENT TEAM?
A-Team
Right skills,
knowledge,
attitude,
availability,
connections &
personalities
Not the A-Team
A-Team has higher
priority work
Growth opportunity
Scope misjudgment
Politics
No one exists
© 2015 Morag Johnston | @MoragJ 16
AT THE TABLE
•How do they introduce themselves?
•Who does most of the talking?
•What are they doing?
•Where do people sit?
© 2015 Morag Johnston | @MoragJ 17
Image: http://www.colonialwilliamsburg.com/plan/groups/meetings-and-conferences/© 2015 Morag Johnston | @MoragJ 18
FRAMEWORK
How
What
Why
= Project contribution
= Business contribution
= Personal investment
© 2015 Morag Johnston | @MoragJ 20
PROJECT CONTRIBUTION
21
High
Low
Learn how they get
things done
Provide strong project
management
PROCESS RIGOR
DESIGN EXPERIENCE© 2015 Morag Johnston | @MoragJ
http://coldbroken.deviantart.com/art/Circuit-board-8359189
ExpertLearning the Ropes
PROJECT CONTRIBUTION
Help them
solution
differently
Move toward a
partnership?
UX / Subject
matter education
Over-over-
communicate
© 2015 Morag Johnston | @MoragJ
http://coldbroken.deviantart.com/art/Circuit-board-835918922
High
Low
PROCESS RIGOR
DESIGN EXPERIENCE
ExpertLearning the Ropes
BUSINESS CONTRIBUTION
© 2015 Morag Johnston | @MoragJ 23
Expert
Learning the
Ropes
ExpertLearning the Ropes
CORE
COMPETENCY
DIGITAL EXPERIENCE
BUSINESS CONTRIBUTION
Great business
requirements
Create
allies,
carefully
Educate as best
possible
Why are
they here?
© 2015 Morag Johnston | @MoragJ 24
Expert
ExpertLearning the Ropes
CORE
COMPETENCY
DIGITAL EXPERIENCE
Learning the
Ropes
PERSONAL INVESTMENT
© 2015 Morag Johnston | @MoragJ 25
Corporate
Personal
OpenClosed
OBJECTIVES
VULNERABILITY
http://globe-views.com/dreams/lizard.html
© 2015 Morag Johnston | @MoragJ 26
PERSONAL INVESTMENT
Optimally
productive
May take
credit
Make them
look good
Do nothing in
public
Corporate
Personal
OpenClosed
OBJECTIVES
VULNERABILITY