Tuesday, April 03, 2007

Setting Up Business Stakeholder Interviews Part 2

This is Part 2 of how to set up and prepare for great stakeholder interviews ...

"5) Determine how each stakeholder influences the User Experience

While strategies for new sites, features, content, and tools should bubble up from interview findings, outside research, server log analytics, and other information, you will probably begin work with a fairly clear sense of the problem space.

Start by guiding your client toward a clear set of issues to attack. Are users dropping off at a key point in a commerce interface? Are users not interacting with a business-critical application? Is your client simply trying to build an innovative feature that will set them apart?

Whatever the problem, you can often identify key breaking points: where do your stakeholders have deliverables that contribute to or influence the user experience? This can include people who review work at different stages, create content, measure user response, or hit the “publish” button on a web page content management system.

Remember the earlier example where that large company was spamming its own customers? Rather than simply interviewing only the person in charge of hitting “send” from the email marketing engine, I tried to consider all of the touchpoints that staff members may have on the user experience—and then I interviewed as many of them as possible to gain a sense of their process.

Try plotting your stakeholders along what the user experiences to get a sense of how interactive products are built and maintained in an organization.

Given any email campaign, there may be a large number of stakeholders who create the content, build it into the email and landing pages, try to anticipate the tools that users will wish to interact with, provide a means to navigate there, and then measure the results. Imagine all the brand managers, content managers, designers, product managers, developers, CRM analysts, and IT professionals involved in this process or reviewing the success of a series of email campaigns over the course of a year—it really can take a lot of people to get the work done, especially in a large company.

Relatively few people have a complete A to Z view of who touches the user in sequence. If you are conducting stakeholder interviews and forming a strategy, this responsibility may fall to you."    (Continued via Boxes and Arrows)    [Usability Resources]

Stakeholders UX - Usability, User Interface Design

Stakeholders UX

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