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Selling Usability

Selling Usability. Joe Grant Grant Consulting, Inc. www.grantconsulting.com. Why are You Here?. Frustrations? Why come here? What issues you face? How effective are your efforts to convince others?. What Do You Want?. The Beatles CD collection An electric guitar A new PC

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Selling Usability

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  1. Selling Usability Joe Grant Grant Consulting, Inc. www.grantconsulting.com Joe Grant, joeg@grantconsulting.com

  2. Why are You Here? • Frustrations? • Why come here? • What issues you face? • How effective are your efforts to convince others? Joe Grant, joeg@grantconsulting.com

  3. What Do You Want? • The Beatles CD collection • An electric guitar • A new PC • A DVD of “Memento” • New Nintendo GameCube • A new car • The complete Pokemon trading cards • Harry Potter book collection • Remaining Rams tickets Joe Grant, joeg@grantconsulting.com

  4. Most Important Piece of Advice Give them what they want Joe Grant, joeg@grantconsulting.com

  5. Ideas from Salespeople Who Happened to Work in Usability • Constantly selling anyway • Usability a foreign concept • Get attention via emotion • Find out what they want to get across first • 90% of time you will cover your agenda, too Joe Grant, joeg@grantconsulting.com

  6. More Ideas from Sales / Former Usability Professionals • Built rapport, especially with project leaders • Ask “What are your issues?” • Tog mentioned something similar • Would use referral sources “BIG TIME” • Lunch with past and current project leader • Get to know people, their interests, families Joe Grant, joeg@grantconsulting.com

  7. Technology (tek-nol’-e-jee) 1 • The application of science, especially to industrial or commercial objectives. • The scientific method and material used to achieve a commercial or industrial objective. • Electronic or digital products and systems considered as a group: a store specializing in office technology. Joe Grant, joeg@grantconsulting.com

  8. Pitfalls We Recognize in Other’s Technology • Designs get too complicated when produced by committees • The designer is not the user • Lack of user feedback hurts chances of success • Too much focus on underlying technology Joe Grant, joeg@grantconsulting.com

  9. Our Mission GatewayCHI exists to share and support a common interest in usability and interface design, to improve the knowledge and skills of our members in user interface practices, and to educate the St. Louis community about the value and practice of usability and interface design in all components of system and software development. Our main goal is to encourage the development of systems and software that empower users to reach their goals in an effective, efficient and satisfactory manner. Joe Grant, joeg@grantconsulting.com

  10. Heuristics for Sales Joe Grant, joeg@grantconsulting.com

  11. What We Do Very Well • Ask probing questions • Understanding what people are thinking • Understanding what people are feeling • Getting beyond surface problems • Simplifying complex issues • Written and spoken communication on user and business issues • Knowing the outcome, knowing how find out what is not working, making changes to move forward Joe Grant, joeg@grantconsulting.com

  12. Probe Beyond the Surface • Always try to get the “why” and the emotional need • Tell me more… • How long has this been going on? • How have you tried to fix it? • What has it cost you? Joe Grant, joeg@grantconsulting.com

  13. Go to the Top / Don’t Ask for the Work • Try to get to top decision-maker at beginning • Focus on results, not process • Focus on what they want and need now • Introduce something else you can deliver for possible future work • Keep in loop on progress and results • Simplify your message drastically • Never ask for the work • You can’t sell anybody anything – they must discover they want it. Joe Grant, joeg@grantconsulting.com

  14. Priority of Emotions • Immediate Fear - “There’s a fire!” • Fear of Future – “That could cause a fire.” • Chance for Gain – “You’ll be a Hero!” Joe Grant, joeg@grantconsulting.com

  15. Networking – Matchmaking of Others, Not Yourself • Network not so others know you, but so you know others • What they can do for others • What they need • Later introduce people to each other where there is a match Joe Grant, joeg@grantconsulting.com

  16. Testimonials and Case Studies • Testimonials • Ask for them • Ask for them before the work starts as a conditional commitment • Case studies • Ask communication department to help • Interview one or two executives about their likes, dislikes, and needs with respect to a topic, for example, their intranet pages • Include data from UCD work • Focus on high-level RESULTS, not process Joe Grant, joeg@grantconsulting.com

  17. Ultimately, it’s your Customer and their Trust • Do you make good use of their time? • Do you understand what is important to them? • Can you deliver results? • Are you conveying the truth? • Trustworthy = Honesty + Competency Joe Grant, joeg@grantconsulting.com

  18. The Most Valuable Work in IT • Usability is all about results • Usability is about the end-user working better and smarter • UCD saves $$$ of technology dollars • UCD saves hours of worker time, frustration • UCD increase revenue and output • Not everyone can do it well • The best investment is one where: • You recognize the tremendous value • The “market” does not yet, but WILL eventually Joe Grant, joeg@grantconsulting.com

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