Slides from Jason O'Brien & Martina Schell's IA Summit 2013 presentation in Baltimore. A book on the topic titled "Communicating the UX Vision–13 Anti-Patterns That Block Good Design" will be published by Morgan Kaufmann early 2015.

1. Selling Design To Human
Beings
13 Communication Anti-Patterns Resolved
IA Summit 2013 Conference, Baltimore, 6 April 2013
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

2. Hello.
Marti
@polaroidgrrl
Jame
@sparrk
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

3. “A good idea is a clever solution to a problem, one
that I have never seen before.
But if an idea is not taken up and used as a
solution to a problem, it has no value. It becomes a
non-idea.
Lying in a drawer it is useless. Worse than useless,
it’s a complete waste of space.” ~ Paul Arden
!
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

5. 1
#1
Speaking different languages

6. #3
Selling Design to Human Beings - UPA Conference 2012 @polaroidgrrl @sparrk
2
No consistent design language

7. 2
No consistent design language

8. 3
Having different KPIs

9. #5
4
Not embracing everyone’s goals

10. 5
Creating silos

11. 6
Living in the deliverables

12. 9
#10
Throwing deliverables over
the fence

13. 7
Insisting on perfection

14. 8
Presenting without contextualising

15. 10
Assuming others don’t get design

16. Not-Invented-Here Bias:
We fall in love with our
own ideas.
~ Dan Ariely
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

17. 11
Responding to how they say it,
not what they’re saying

18. 12
Being overly defensive

19. Anti-patterns
13
#12
Not being defensive enough

20. “Good design begins with
honesty, asks tough
questions, comes from
collaboration and from
trusting your intuition.”
~ Freeman Thomas
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

21. Thanks!
Slides & game at: design-antipatterns.com
Martina Schell
@polaroidgrrl
polaroidgrrl@gmail.com
James O’Brien
@sparrk
james@sparrk.co.uk
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

22. References / Further reading
Dan Ariely. Predictably irrational: The hidden forces that shape our decisions. 2009
Dan Ariely. The upside of irrationality: The unexpected benefits of defying logic at work and at
home. 2011
Dr Meredith Belbin. The Belbin Team Inventory. belbin.com
Skott Berkun. Wildfire: Big Ideas for Curious Minds. 2011
Eric Fernandez. Royal Society of Account Planning - A Visual Study Guide to Cognitive Biases.
2010
Noah Goldstein, Steve J. Martin, Robert B. Cialdini. Yes! 50 secrets from the science of persuasion.
2007
Jeff Gothelf. Lean UX: Applying Lean Principles to Improve User Experience. 2012
Michael Lopp. Managing Humans. 2007
Niccolò Macchiavelli. The Prince. 1532
Marty Neumeier. The Designful Company. 2008
C Northcote Parkinson. Parkinson’s Law. 1961
Tom Rachman. The Imperfectionists. 2011
Daniel Sobol. Innovation Is About Arguing, Not Brainstorming. Here’s How To Argue Productively.
fastcodesign.com. 2012
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk

23. Photo credits
#2 © Polaroidgrrl
#6 © Pet_r on Flickr
#9 © Polaroidgrrl
#11 © [nancy] on Flickr
#12 © Zake Naio on Flickr
#14 © Polaroidgrrl
#16 © kelly vandellen, JanGlas on Flickr
#18 © Polaroidgrrl
#22 © MFessides on Flickr
#24 © nick in exilio on Flickr
#26 © from tvguide.com, Bridezillas Season 7, WE tv
#28 © the justified sinner on Flickr
#30 © Kevin H on Flickr
#32 © Polaroidgrrl
#33 © Polaroidgrrl
#36 © digitalnative on Flickr
#39 © VixensEmpire on Etsy
#41 © Booknick on Etsy
#IAS13 - Selling Design to Human Beings @polaroidgrrl @sparrk