UX STRATEGIES SUMMIT , SAN FRANCISCO Clients – How to engage, educate, & delight. JUNE 12, 2014 Scott Runkel scottrunkel.org @scottrunkel instagram.com/scottrunkel
Oct 19, 2014
UX STRATEGIES SUMMIT , SAN FRANCISCO
Clients – How to engage, educate, & delight. JUNE 12, 2014 !Scott Runkel scottrunkel.org @scottrunkel instagram.com/scottrunkel
“AGENCY” “CLIENT”
DELIGHTEDUCATEENGAGE
*
A Method.
ENGAGE.
ENGAGE
EDUCATE
DELIGHT
It’s not about you.
1
ENGAGE
EDUCATE
DELIGHT
1It’s not about you.
We need to go from this…
Designer
CLIENT
ENGAGE
EDUCATE
DELIGHT
1It’s not about you.
To this…
Designer Client
ENGAGE
EDUCATE
DELIGHT
“Why to believe in others?” – a message from Viktor Frankl, neurologist, legendary psychiatrist and Holocaust-survivor
It’s not about you.
ENGAGE
EDUCATE
DELIGHT
http://www.ted.com/talks/viktor_frankl_youth_in_search_of_meaning
1It’s not about you.
Said in a slightly different way, in each of us, there lives a desire to determine our meaning and purpose
in life, regardless of who we are and where we come from. !
Acknowledging this in others, through collaboration can enable each of us to reach
our full potential.
ENGAGE
EDUCATE
DELIGHT
1It’s not about you.
WHY THIS MATTERS Builds a conviction in you to help the client succeed.
Builds empathy for their position and role.
- - - - -
* Generate mindmap of the “day-in-the-life” of the client.
* Apply design methods to the client.
ENGAGE
EDUCATE
DELIGHT
Be Curious
2
ENGAGE
EDUCATE
DELIGHT
2
ENGAGE
EDUCATE
DELIGHT
Be Curious
10yo 8yo
“Childlike Wonder”
2Be Curious
ENGAGE
EDUCATE
DELIGHT
LIFEHACK.ORG4 Reasons Why Curiosity is Important and How to Develop It
• Your mind becomes active vs. passive.
• It makes your mind observant of new ideas.
• It opens up new worlds of possibilities.
• It brings excitement into your life.
2Be Curious
ENGAGE
EDUCATE
DELIGHT
LIFEHACK.ORG4 Reasons Why Curiosity is Important and How to Develop It
• Keep an open mind.
• Don’t take things as granted.
• Ask questions relentlessly.
• Don’t label something as boring.
2Master the art of asking good questions.
!!
A. Don’t ask Yes or No questions.
B. Dig Deeper !
C. Use the Power of Silence
D. Don’t Interrupt !
ENGAGE
EDUCATE
DELIGHT
2Master the art of asking good questions.
!!
WHY THIS MATTERS Asking the most appropriate questions at the most appropriate times uncovers key objective and subjectives insight you can use
to ensure what’s produced is of value. !
Builds empathy for the client relationship.
ENGAGE
EDUCATE
DELIGHT
Know when to lead vs. follow.
3
ENGAGE
EDUCATE
DELIGHT
3Know when to lead vs. follow.
Yes, you are paid to “lead” an engagement, initiative, or project. The reality is that the client is also paid to do the same thing.
ENGAGE
EDUCATE
DELIGHT
R A C I
3Know when to lead vs. follow.
WHY THIS MATTERS Giving the client room to work, have a point-of-view
shows respect and confidence.
ENGAGE
EDUCATE
DELIGHT
Always, ALWAYS, go the extra mile.
4
ENGAGE
EDUCATE
DELIGHT
4Always, ALWAYS, go the extra mile.
Nothing is better, as a client, than receiving the call from a partner to have him or her share their thinking about a problem
I haven’t defined.
ENGAGE
EDUCATE
DELIGHT
4Always, ALWAYS, go the extra mile.
WHY THIS MATTERS Illustrating a strong work-ethic creates infectious commitment.
That intensity reinforces the value of your time/work.
ENGAGE
EDUCATE
DELIGHT
EDUCATE.
ENGAGE
EDUCATE
DELIGHT
Make something.
1
ENGAGE
EDUCATE
DELIGHT
Make something. !!
Make it. Break it. !
WHY THIS MATTERS Bringing clients into the process of making, or using
what you’ve added, creates a bond with the information presented. It becomes memorable.
1
ENGAGE
EDUCATE
DELIGHT
Tell the truth.
2
ENGAGE
EDUCATE
DELIGHT
2Tell the truth.
If the client were always right, they wouldn’t need a partner. !
WHY THIS MATTERS To move “upstream” in the relationship, it often
involves telling the truth, which can be disruptive, and productive.
ENGAGE
EDUCATE
DELIGHT
Have a Point-Of-View. !
3
ENGAGE
EDUCATE
DELIGHT
3Have a Point-of-View.
!!
Clients want participants, not attendees. !
WHY THIS MATTERS To move “upstream” in the relationship, you need to
articulate an informed point-of-view !
ENGAGE
EDUCATE
DELIGHT
Listen.
4
ENGAGE
EDUCATE
DELIGHT
Listen. !!
Our most critical skill is that of listening. !
1. Be Relentlessly Curious
2. Challenge assumptions !
3. Connect the dots (active listening)
4
ENGAGE
EDUCATE
DELIGHT
Listen. !!
Why this matters Better understanding who you are working for and with enables you to curate your most relevant knowledge.
4
ENGAGE
EDUCATE
DELIGHT
DELIGHT.
ENGAGE
EDUCATE
DELIGHT
Prepare Yourself.
1
ENGAGE
EDUCATE
DELIGHT
1Prepare Yourself.
!!
“BE GOOD” MINDSET !
Proving !
Demonstrating Skill !
Performing Better Than Others
Heidi Grant Halvorson: The Incredible Benefits of a "Get Better" Mindset
ENGAGE
EDUCATE
DELIGHT
1Prepare Yourself.
http://99u.com/videos/22655/heidi-grant-halvorson-the-incredible-benefits-of-a-get-better-mindset
Heidi Grant Halvorson: The Incredible Benefits of a "Get Better" Mindset
Gain extreme clarity on business goals and metrics !
Relentlessly connect your ideas and approach to their potential to meet goals and metrics
Always be two steps ahead of the client
!Know client’s business as well as they do
!NO SURPRISES!
!!
2
ENGAGE
EDUCATE
DELIGHT
Thank You.
SCOTT RUNKELscottrunkel.org @scottrunkel instagram.com/scottrunkel 678.938.6203