27 April 2012

Communicating the UX value proposition

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John Dilworth and Matt Miller of LDS Church provide an overall framework to communicate the value of UX within businesses, that directly associates the value proposition of UX with key business objectives.

“It is the job of the UX designer to demonstrate the value that UX work brings to a product or service. If the UX designer can’t articulate the value of their work, can you really blame business managers for lowering its priority or for being suspicious of the value it brings to their project?

The need to communicate the UX value proposition is often overlooked by UX practitioners. This probably happens for several reasons: it is hard to do, it is not part of the UX practitioner’s skill set, and sometimes it just hasn’t been needed.

Some companies have a corporate culture that unconditionally values and performs UX work. Unfortunately, most UX practitioners do not work in such an environment, and the simple argument of “you just don’t get it” won’t cut it.

It is neither uncommon nor unreasonable for a UX professional to be asked to justify the cost of their work in quantitative terms so that a determination can be made on whether or not to proceed. Communicating the business value effectively will help you focus on the most important work, and will help your team and other stakeholders understand the value that attention and focus on UX will bring to a project.”

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