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

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ENGAGE

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DELIGHT

2

ENGAGE

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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

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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.

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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.

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ENGAGE

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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

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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.

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ENGAGE

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Listen. !!

Our most critical skill is that of listening. !

1. Be Relentlessly Curious

2. Challenge assumptions !

3. Connect the dots (active listening)

4

ENGAGE

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Listen. !!

Why this matters Better understanding who you are working for and with enables you to curate your most relevant knowledge.

4

ENGAGE

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DELIGHT

DELIGHT.

ENGAGE

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DELIGHT

Prepare Yourself.

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ENGAGE

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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