YouTube Transcript:
How to Sell UX: Translating UX to Business Value

- As UX professionals, in order to do what we wanna do,
we have to sell the value of UX to our stakeholders.
The problem is, our stakeholders
don't always speak the same language as us.
We speak user while they speak business.
This means we have to translate user needs
to business value.
But how do we do that?
I like to think about it as an if and then statement,
meaning if we create or solve this for the user,
then as a result, it'll do that for the business.
So let's walk through this.
First part, if we create, and then I want you to name
what you wanna do for the user,
then it will solve and then name the problem.
In order to do this, we're naming the internal resources,
so the time required to create the solution.
But as a result, we will have this business outcome.
So let's break this down into each piece.
So first, we're starting with our if we create X.
Here we wanna think about what our goal is.
What solution are you suggesting to your stakeholders?
Name this experience, for example,
it may be onboarding help
or a more user-friendly navigation,
or even a way for all customer support employees
to file issues directly.
Don't overthink this,
be clear and transparent with what you want
to create for the user.
And then the next part of the equation we pitch why,
why is this solution needed?
Think a simple and straightforward statement
of the need and opportunity that's being addressed.
So for example, we're going to solve
our 60% drop-off rate during onboarding.
Or maybe we're gonna solve customers feeling
like they're paying too much
and thus being taken advantage of.
Once we have this,
we can start to build the case
from the business's point of view.
This means the part where we start to say to do this work,
we're going to need X resources.
Think, what's the ask in terms of people, time, budget?
The who, what, how much?
So for example, we're going to need
to connect two databases.
We're going to need 25 hours of development time.
Maybe we need two weeks of testing.
And then finally the last part of the equation, the result.
Think of this as what the business
has to gain from the work you are doing.
The goal here is to calculate business impact.
Break this down into an equation.
Your prescriptive metric like call reduction,
additional purchases made, increased loyalty
times the bottom line of that metric.
So cost per call, average purchases made, revenue per month
and then equals the outcome metric.
Cost savings, new revenue, increased revenue.
By doing this we can start to connect
the impact of our UX work directly
to what our stakeholders care about.
So remember, if we create W then we will solve X.
To do this, we need Y but as a result, you'll see Z.
Start thinking about your work this way.
Unfortunately, we can be incredible designers,
but it's only valuable if we're able to communicate
the value of our work to others.