How  to  Win  UX  Advocates  and  Influence  Stakeholders  

Melinda  Baker  American  Cancer  Society  

1  

2  

The  Big  QuesDons  for  Stakeholders  

•  What  is  the  problem  you’re  trying  to  solve?  •  What  does  success  look  like?  •  Who  is  the  audience  you  are  trying  to  reach?  

3  

What  We  Planned  

•  Review  project  goals  with  stakeholders  

•  Gather  inputs  

Design  

•  Update  IA  structure  

•  Design  new  templates  

Build   •  Update/create  content  

•  Input  into  CMS  •  Test  

Launch  

4  

What  Really  Happened  

5  

“OpDmize”  Categories  BEFORE   Categories  AFTER  

6  

Labels  derived  from  how  users  are  searching  

More  categories  help  users  browse  

Dynamic  Site  Map  

7  

Category  Landing  BEFORE  

8  

No  content  to  describe  the  links  or  

drive  traffic  

Link  on  the  page  with  the  same  name  as  the  page  

Category  Landing  AFTER  

9  

Link  directly  to  the  newest  Facts  &  Figures  

“Pods”  for  each  secDon  rich  with  content  

Cancer  Facts  &  Figures  BEFORE   AFTER  

10  

Special  SecDons  –  ArDcle  Format  

11  

Heading  and  sub-­‐heading  

Main  body  of  arDcle  

Block  for  other  links  of  content  that’s  related  

ElevaDng  the  Researchers  

12  

No  longer  buried  

deep  in  the  site  

Link  to  a  reworked  Nobel  

Laureates  page  

Flexibility  for  future  content  from  bios  

What  We  Learned  

•  Understand  the  problem  fully  •  Listen  to  stakeholders  and  what  they’re  trying  to  achieve  

•  Use  UX  experDse  to  answer  stakeholders  quesDons  (be  clear,  be  concise,  be  usable)  

•  Learn  what’s  important  to  the  organizaDon  •  Encourage  change  slowly  •  Support  stakeholders  and  build  trust  

13  

QuesDons  

•  What  else  can  I  tell  you  about  this  journey?  

14