designing with executives (aka "why execs obsess over icons")
TRANSCRIPT
Designing with Executives Insights from working “at the table” & how to survive
Uday Gajendar, Principal UX Consultant @udanium / [email protected]
design?
“Maybe I’m not as comfortable being powerless as you are.” – Don Draper, Mad Men Season 1
design.
design!
"Making relationships is just as important as making software or making design." John Maeda
A variety of contexts!In which you’re working with executives
UX Review
Think Tank
Demo Fair
Project Kickoff
Quarterly Business Review
Hallway ChatNetworking Lunch
Global Customer Event
VP
GM
Sr Director
Architect
CEO
CTO
SVP
CMO
Clarity Focus Definition Agreement Criteria Targets Problems Threats Costs Benefits Risks Choices Timeframes Resources
So who is this “executive”?Must have empathy to understand
A Point of View
Jack Donaghey, fictitious exec
Olivia Pope,fictitious exec
#ExecutiveProTip
Learn their criteria for annual reviews and figure out how to support them.
An “executive persona” of sorts.A baseline of characteristics
Many are not natural collaborators.
Critical fiduciary duties / profit-loss accountability.
Left-brained analytic thinkers, demanding “proof”.
Don’t know everything, but know more than you.
Unknowns create anxiety; data creates assurance.
Constant context-switching is a given.
Jack Donaghey, fictitious exec
Olivia Pope,fictitious exec
#ExecutiveProTip
Understand the org structure of the
executive’s peers & subordinates.
Some critical lessons learned.Experience is a valuable teacher ;-)
Assert your point of view and don’t apologize.
Simplify and explain the concept like to a child.
It's ok to disagree, with concise credible rationale.
Don't attempt to wear hats you're not qualified to wear.
Many execs love to sketch and visualize their ideas!
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Always remember –Executives are just people, too.They want to succeed. Support them, and get the most from them.
#ExecutiveProTip
Get to know their support staff so if you
need a quick chat, you’ll likely get it.
Finally...What about those icons?
Confidence & assurance via pretty things.
Shift it to business & design strategy.
That’s why they hired you. Remind them!
“If you don’t like what’s being said, change the conversation.” – Don Draper, Mad Men Season 2
YMMV
Politics
PersonalitiesMarkets
Agendas
*Your Mileage
May Vary
Google Ventures Blog
The Designer Fund
General Assembly
Warm Gun
An Event Apart
Uday Gajendar [email protected] twitter: @udanium
Any Questions?Thanks!