Turning HiPPOs into Allies - IA Summit 2009

Turning HiPPOs into Allies Samantha Starmer

me• Not a HiPPO• 11+ years managing customer focused strategy & IA• MLIS, Lecturer at University of Washington• Amazon, SchemaLogic, Microsoft, REI• Focus on business case and evangelizing• Lucky at getting funded

HiPPO

http://www.flickr.com/photos/munir/465554598/

HighestiPaidPerson’sOpinion*

Avinash Kaushik

http://www.flickr.com/photos/steveaux/486929817

HiPPOS can derail projects

http://www.flickr.com/photos/lantzilla/2249083758

HiPPOS can kill funding

http://www.flickr.com/photos/quinnanya/113120247/

HiPPOS can approve marketing features users

don’t want

Often…the loudest voice wins

http://www.acor.org/ped-onc/extfamily/White/images/kandi3.jpg

Or the most influential…

IA/UX can get cut

Sea of HiPPOs

http://www.flickr.com/photos/pluca/2450791443/

Politics suck

HiPPO Tips

• Identifying the HiPPO• Tracking the HiPPO• Neutralizing the HiPPO• Helping HiPPOs help you

Photo courtesy of Stephan Castillo & Christy Sky of Disney World http://www.flickr.com/photos/scottkinmartin/489538824

Identifying the HiPPO

Identifying the HiPPO

1. Know organizational structure

2. Understand strategic objectives

3. Watch out for HiPPOs in disguise

4. Listen more than you speak

5. Watch more than you present

www.photobasement.com/donald-duck-family-tree

Organizational Structure

Strategic Objectives

Watch for HiPPOs in disguise

http://lemontree.typepad.com/photos/uncategorized/wc_rhinopluswings.jpg

Listen (more than you speak)

Watch (more than you present)

http://www.flickr.com/photos/saadiq/2389521241

Tracking the HiPPO

Tracking the HiPPO1. Know company’s decision making model

2. Know company’s bonus & performance review structure

3. Lay pipe (the art of the pre-sell)

4. Find the HiPPOs breeding ground

Know Decision Making Model

Know Performance & Bonus structure

Lay pipe

http://www.flickr.com/photos/cottonm/71972163

Find the HiPPOs breeding ground

Neutralizing the HiPPO

1. Don’t pen them in

2. Communicate collaboratively

3. Pick your battles

4. Use strategy and tactics

5. Teach a HiPPO about IA and UX

6. Use data and analytics

Matthew Falkhttp://www.flickr.com/photos/mfalk/2764309498

Don’t pen HiPPOs in

Communicate Collaboratively (aka

playing nice)

Pick your battles

Strategy & Tactics

Educate (but don’t be pedantic)

Use Data & Analytics

Helping HiPPOs help You

1. Be generous - let other people steal

2. Deal with HiPPOs on their terms

3. Watch out for your own HiPPOness

4. Be open to new ideas

Let others steal from you

http://www.flickr.com/photos/wagnerr/2236264459/

Deal with HiPPOs on their own terms

Watch out for your own HiPPOness

Be open to new ideas

Get funded!

Questions?

[email protected]