『Marketing UX Within Your Organization』のカバーアート

Marketing UX Within Your Organization

Marketing UX Within Your Organization

無料で聴く

ポッドキャストの詳細を見る

このコンテンツについて

 Last week I talked about culture hacking and how to shift your organization toward a more UX-friendly way of working. This week, I want to get practical about one of the tools that makes culture change possible: internal marketing.I have some bad news. If you are a design leader, part of your job involves becoming a bit of a marketer. Not the fancy kind with huge budgets and billboards, but the scrappy, guerrilla kind that gets attention without spending a fortune.Why? Because if you want to change how people in your organization perceive users and value your team, you need to get their attention first. Traditional marketing does not work when you are trying to reach your colleagues, so you need unconventional, low-cost strategies instead.Build Your UX Ambassador NetworkBefore I get into specific tactics, you need to understand the real goal here: creating UX ambassadors throughout your organization.You cannot be everywhere at once. You cannot attend every meeting, influence every decision, or educate every colleague personally. But you can identify and equip people across different departments who care about users and give them the tools to spread UX thinking in their teams.This is how culture change actually happens. Not through presentations from the UX team, but through conversations between colleagues who trust each other.So how do you find and develop these ambassadors? You start by identifying who is already interested, then you equip them to advocate for UX in their corner of the organization.Start with a NewsletterOne of the most obvious tools is a newsletter. When I start working with an organization, one of the first things I do is send an email to as many people as possible across the company.In that email, I ask people to opt in if they are interested in UX, what the UX team is doing, or how UX can make a difference. Then I build a landing page that outlines the benefits of subscribing and what the newsletter will cover, treating it like a proper marketing site.Why? Because the people who choose to subscribe have just identified themselves as potential UX ambassadors. These are the people most likely to care about users and most willing to champion UX thinking in their teams. Start with them.Once people opt into the newsletter, you need to send it regularly. I normally set a schedule of between once a month and every couple of weeks. Consistency keeps UX front of mind and gives your ambassadors fresh material to share with their colleagues.The content matters significantly. Too often, newsletters become self-promotion for the UX team, and nobody wants that. Instead, your newsletter should equip people to become UX advocates in their own teams.Share practical tips they can pass on to colleagues. Provide explanations of UX principles that are easy to remember and repeat. Include success stories and case studies they can reference in meetings. Give them language and examples that make it easier to champion user-centered thinking when you are not in the room.Think of your newsletter as a toolkit for your ambassadors, not a marketing brochure for your team.Create a Discussion ForumAnother powerful tool is a discussion forum, whether in Slack or Teams. When people sign up for the newsletter, invite them to join the forum as well.This is where your ambassadors can get support when they run into resistance. Someone in marketing tries to advocate for simpler language and gets shut down. Someone in sales pushes back on a feature request that ignores user needs and faces pushback. These moments are where UX culture is either built or broken.The forum gives your ambassadors a place to share challenges, ask for advice, and get encouragement from others who are fighting similar battles. It also helps them learn from each other's successes and failures.A forum keeps the conversation going between newsletters and turns isolated UX advocates into a connected network supporting each other across the organization.Use PR Stunts to Get AttentionTo move up the priority ladder within your organization, PR stunts can be very effective. These do not need to be expensive, just memorable.For example, I once replaced corporate wall art with user personas and design principles. We did get into trouble for that one, but it got people talking. Other approaches include:Challenging executives to complete usability testsCreating screen savers with UX stats and user quotesHaving team members dress up to make a point about organizational cultureThe goal is to create moments that people remember and talk about.Run an Internal ConferenceRunning an internal conference is another way to get attention and build support. You can provide lunch, secure sponsorship from UX platforms for expo stalls, invite guest speakers, bring in end users, run breakout groups, and demonstrate user testing.Having executives speak at these events is particularly effective because it forces them to think about user experience and publicly align ...
まだレビューはありません