While I was the moderator I have put together my budget breakdown,
which includes both internal and external User Experience Evangelism
venues:
Here is the budget breakdown, followed by questions about goals and
venues:
UX Budget, original U$1Million (vs. 1 Million Euro).
-Business Development Partnership (Borrow street cred through union
with another company) â€" 150K (development, channel costs)
-Hire: Invest in product quality (What you say is less important -than
what you deliver) -150K UI QA, Customer follow up headcount, and 150K
for customer relations UX Product Manager (field troubleshooter and
traveling ethnographer)
-Advertising, web and print (50/50), or TV (100%) “Interface is the
Message” ---Efficiency subtextsâ€"$100K
-Conferences (0) :(
-Viral marketing (YouTube video, blogs)-50K production costs
-Unconference for Analysts â€" 100K
-Community project (design pattern library, standards, etc.) â€" 150K
-Fee for “hot endorsement”, consultant project- 150K
Goals of EX Marketing and Evangelism
-Increasing product sales by explaining the UCD value-add proposition
-Increasing public awareness of the human factors profession
-Employee retention, compensation adjustments, and hiring are some of
the reasons why a company would market user experience
-Direct communication with end users, who either feel disfranchised in
the procurement process
-User Group outreach
-Usability test participant recruitment
-Competitive differentiator?
-Wants and Needs, product testing, focus groups, and User Centered
Design provide better products than Company X.
-Reinforce a user-centric focus for the product
-Strengthen the brand
-Make internal stakeholders more likely to fund user experience activities
Questions for panelists
-What is the perception of our profession? General populace, consumer
vs enterprise, users vs. decision makers
-Internal vs. external evangelism
-Should UX be a prominent bullet, contained in the core marketing
message, translated into efficiency, lower support costs,
extensibility, old ROI message?
-Quality products talk for themselves. Is it what you say, or what you do?
-What are the most effective venues for user experience. Old vs. new.
-How do marketing and UX interact in your company (PR, events,
outbound, analyst relations, etc.)?
-Why would one want to market UX, what could be achived (goals)?
-Provide recent best practice examples and discuss benefit (MSFT
Spark, Yahoo patterns library, SAP DesignGuild, Oracle Enterprise Web
2.0 UX and tech event)
---------------------------
--- In ux-evangelists@yahoogroups.com, "v12gte" <luke.kowalski@...> wrote:
>
> This is a thread where the panelists and others can post their
> breakdown of how they would spend their budget (internal or external
> evangelism).
>
> User Experience Evangelism (Internal vs. External)
>
> This following was presented as a panel at CHI2008.org in Florence on
> Tuesday, April 8.
>
> Luke Kowalski, Oracle Corp.
> Carola Thompson, SAP, AG
> Tom Chi, Yahoo!
> Darren Mc Cormick, Microsoft Corp.
> Omar Vasnaik, Microsoft Corp.
> Peter Heller, Oracle Corp.
>
> chi2008:
>
> User Experience evangelism inside an organization is a frequent topic.
> Methods for marketing user centered design to internal stakeholders
> have been analyzed in many papers and on panels. Emerging media and
> new venues have recently presented an opportunity to reexamine methods
> and goals for external user experience marketing and evangelism. This
> interactive panel will address motivations and brainstorm about
> discount methods for promoting the role of the human factors
> profession to the general public, and communicating directly with the
> end users. This will be contrasted with the position that a well
> designed product should market itself, and that money is best spent on
> design and internal evangelism instead.
> The panel itself will involve 3 parts: 1. Moderator collecting answers
> to the "What would you do with a 1 million dollar UX marketing
> budget?" question via index cards. 2. Four panelists presenting short
> sales pitch proposing what they would do when faced with the same
> question. 3. Panel discussion focusing on the contributions from the
> audience and focused on producing two lists. One would include
> specific user experience marketing venues (targeted bloggers,
> un-conferences, think tanks, specific ad words, design-friendly
> printed publications like Business Week, etc.). The second list would
> focus on goals and of user experience marketing (raising awareness and
> promoting better image of user experience vs. engineering and other
> disciplines, increased sales, better brand, recruiting, swaying
> executives, etc.). The panel would continue to live after external
> publication of the two lists, with new blog installments, comments,
> and any subsequent and open discussions.
>
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