Communicating the value of user experience (UX) to non-UX stakeholders is the
most challenging aspect. UX, as a concept, can be abstract and difficult for
non-specialists to grasp.
The term “design” is often equated with “making things visually appealing” or
enhancing aesthetics. However, user experience (UX) encompasses much more than
just aesthetics. While you can polish the graphical user interfaces of your
company’s website or software products, that is only one aspect of the overall
user experience. If you are a UX professional aiming to promote the value of
user experience within your organization, avoid focusing solely on “design.”
Instead, emphasize how UX can drive business metrics and KPIs. Demonstrate how
your UX skills can contribute to achieving your company’s business goals.
Marketing and Sales departments are often excellent starting points for
understanding your company’s business goals. Engaging with these departments
typically involves less risk compared to working with product teams. Product
teams are at the core of your company’s business, and colleagues in this
environment often face high work pressure. They may be reluctant to integrate
new disciplines into their workflow.
In contrast, Marketing and Sales are often viewed as cost centers and may have
smaller budgets but are generally more open to new initiatives. You could begin
with a discount usability test of your company’s website or ask your sales
colleagues to facilitate customer visits. These activities can provide valuable
insights without requiring significant resources.
Introducing user experience initiatives can be met with resistance, as
colleagues may be wary of change and new roles. To overcome this, start with
affordable and accessible UX research methods, such as surveys or discount
usability tests. These methods require less investment and are easier to
implement, making them a good starting point.
Avoid requesting expensive software licenses for UX tools initially. While
tools like Qualtrics, Maze, or Dovetail are valuable, they come with a
significant cost. Other departments may also be vying for budget allocations,
and their established disciplines might have more immediate credibility.
Instead, explore how existing tools within your company can be repurposed for
UX work. For example, Microsoft Excel can be used for thematic analysis of user
interviews, and Microsoft Forms can be utilized for customer surveys.
The truth is that every business and business owner seeks growth. Growth
requires innovation, and innovation often comes at a cost. As a UX
professional, you possess the skills to drive innovation. By figuring out how
to balance innovation with its costs—keeping expenses lower than the net growth
achieved—you will become an invaluable employee.