At the 2008 IA Summit, Jess McMullin walked through several 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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