UXcamp - Day1: Communicating and Selling UX Design Deliverables (Jan Srutek)

The problem : UX tends to be abstract & conceptual
We're selling "just" ideas.
UX is about communication: We can use written, verbal or visual communication.

Visual communication is powerful - Images are processed in parallel.

Advices

1. Communicate design visually: Visualisation improves comprehension and inference.
2. Engage you audiences: Stakeholder should unterstand the designs. - Do collaborative workshops (Books: Game storming, Visual meetings)
3. Tell engaging stories - talk about people's experiences. (Storyboards)
4. Speak your audience's language - Use their terms and language. (Conversion funnel optimisation vs. Improving users' experience)

Where to start?
- 8 Steps by Dan Brown - Communicating design

The theory of Consumer Buying Behaviour

• Problem recognition - Explain the problem you are trying to solve. Ensures that your perceptain aligns with the perception of the user.
• Information search - Present information that frames the design problem and sets the constraints. (Explain the starting position)
• Options evaluation - Show the client multiple solutions and you thinked about a wide range of possible solutions. Share your thinking process.
• Purchase decision - Explain why the one solution is the best and "sell" it.
• Post-purchase evaluation - Document your decisions process for future reference and validate your design with users.

Always have an executive summary ready.

Designing design deliverables

• Every UX deliverable has two layers - The ideas (the what) and the presentation (the how).
• Present UX deliverables in a way of user-centered design... More thinking about the ideas, leass about the presentation.
• Characteristics of deliverables:
• Consistency: Be consistent in names and visual styles (across and within deliverables)
• Recognition rather than recall: Don' t force people to remember stuff, make your deliverables visible and easily accessible
• Aesthetic and minimalistic design: Make it nice to look at but avoid decoration.
• Deliverables should be prioritized: Emphasize important stuff and de-emphasise irrelevant details.

Some common UX deliverables

• Wireframe-Example: Actual design is probably alright but the presentation layer is not correct. / Mix up annotation and design
• Sitemaps: Avoid sloppy connections and crossing lines if not needed, avoid sloppy text placement and text variations (variant A, variant B),
• Always use cover sheets - Your deliverables should explain themselve...  

Discussion

• Storyboard - Using sketching template, with your logo on it.
• Wireframes & Colors: 1-2 colors, not use highly saturated colours

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