Category Archives: UX and other work stuff

Hitting your stride

I had an amazing 2011 and I’m certain that one of the contributing factors has been my job. Sure – I’ve struggled with general small scale issues: too much work, not enough time, friction between people who see things differently… but I still love my job.

The reason? Because it suits me. When the smaller interferences can be minimised, it feels more like play than work. It becomes effortless. If that ever changes, I’ll need to look for a new career path.

It wasn’t always like this. I’ve struggled hard to find what I’m good at and I’ve tried many things. I have a physics degree but have also worked in shops, call centres, probation offices, art galleries, hospitals. All great jobs for someone; just not for me.

One of my first memories of school was asking for more maths work to do and being told there weren’t any more books to do. Then wondering why I had to keep doing stuff I already knew. I was about 5. Eventually I switched schools and went from being considered unmanageable to being nurtured and encouraged.

I still had problems though. I think very quickly and get bored easily. This translated to me speeding through work to try to avoid getting restless. I’m not that great at the long haul. My attention begins to wander and I want to go do something else. When I was younger, this translated in to errors. My work was unchecked and full of mistakes. I heard that criticism so often.

I couldn’t change the speed at which I wanted to work so I developed other ways to balance the ‘weakness’ out. I practised having meticulous attention to detail, being highly organised and always giving myself enough time to review.

Now, this weakness is a strength. In advertising, working fast and being able to think on your feet is an advantage. Also, my tendency to get bored matters a lot less as most of our work is short burst and doesn’t require months of work. I need a feeling of continuous achievement and momentum to keep motivated. I don’t leave that to chance any more – I run a different interval session every other day.

This confidence and ability to see these skills as strengths to play on has taken a really long time to arrive. During my degree, I used to chastise myself for not wanting to see it through. I love the subject but found maintaining the effort over the 3 years a massive challenge. Equally, I wasn’t the best ever front end developer. My background should have meant I was great but I could never remain interested long enough. Admitting this was a tough thing to do (especially as I’m an ENTJ) but I’ve not regretted it.

Another strength that used to be seen as a weakness, is being chatty. At school I was thought a bad influence and at university, amongst the Physics undergrads, I was an anomaly. I have a bad day when I don’t have people to talk to and feel isolated. Now, communicating ideas, mentoring others and building relationships is a massive part of what I do. I can get on with anyone and talk myself hoarse quite frequently.

An interesting challenge this year has also been finding out what the strengths of other people around me are. Especially within team I manage, playing to these skills and hiring the right people accordingly has made a phenomenal difference. We are all so different but roll as an awesome little group.

I’m also lucky. The work that I enjoyed most last year were my 3 projects for adidas. I hear of a few more in the pipeline and can’t wait to get started. They are the absolutely perfect chance to marry personal interest with skills and talent. Thank goodness I’m also stubborn as hell. Otherwise, I might never have got here.

User experience in advertising

I’ve heard a lot of talk from the UX community lately about whether or not we should be fighting to do things the ‘proper’ way. It is definitely the most often uttered gripe of UX people in commercial environments. It might also be a way to assert some knowledge of the discipline. I don’t know.

The advertising landscape is changing so fast (my brother has a Hotmail account… he’s 9) that the traditional domain of UX, the browser-based bit, is actually only one small part. Seen in a positive way, this also means our ability to effect a whole lot more of the campaign is growing.

It feels to me that the new challenge for UX people is to affect a change in approach and adapt to make sure we stay relevant as the pace quickens.

I solve business problems in the best way I can whilst also creating an awesome experience for the user. You can’t not solve the business problem – that’s why the agency is in the room in the first place. I’ve not given up, sold out, lost focus – I’m here and fighting, But I know I will have the greatest reach by working in a more agile way.

I also can design interfaces, conduct user testing, build prototypes. It’s just that the majority of the projects I work on don’t need them, don’t have budget for them or don’t have time for them. And I’m cool with that.

I just take my practice up a level to make sure I can be there when the project path is set and I can make some kind of difference. Fighting every battle, every time just makes you tired and hard to work with. Pick them better.

If traditional UX people design interfaces, strategic UX people help plan the whole campaign experience. The web components and then some. If the traditional focus has been on designing a beautiful interface to fit the users needs when they are with us, the strategic focus is to design a holistic experience that reaches them wherever they are. That not only attracts their attention but resonates with them, fits in their lives and shows that we understand what they want from us.

The experience that we give the users, not the interface they leave behind is what’s important.

Or as Kelly Goto puts it:

You create memories by telling a compelling story that [people] care about, not by designing a system.

Pitching (and how not to freak out entirely)

This week I have mostly been busy. Too busy to do very much of anything apart from work. A few lucky people have been getting an email or an IM but generally, I’ve been incognito.

The reason: I’ve been on a pitch. We presented on Thursday and after that, I made my housemates drink with me to celebrate. That ended with me watching Jersey Shore and eating a MacDonald’s (a lot of white wine was consumed). I’ve forced myself to have a weekend off and am back to the point where I can face writing something again.

My first pitch was thrown at me and I had no-one to help guide me. I felt really isolated and nervous and sorely wished that I had someone to hold my hand through it. I didn’t – but have learnt a hell of a lot since then.

Don’t go it alone

If there is any chance of getting someone to guide you through your first pitch, take it. Even if you just do the work, meet the team, watch the rehearsals or produce the deck, it will all lessen the eventual nerves you might feel if you end up as part of the presenting team. You’ll absorb more than you realise about getting the best out of yourself during the process.

Get ahead if you can

There will always be a rush at the end as everyone will want to make sure the presentation is the best it can possibly be. You can ease the stress by doing as much as you can up front. As long as the bulk of your work is done, you’ll be able to focus on your slides for the deck and working on your story. It’s kind of similar to doing an exam – last-minute cramming is fine but you’ll feel a lot more confident if you are well prepared.

Get comfy with flex

The nature of pitch work means that everything will keep changing right up until the time you present. The deck will be refined, the creative will be tweaked, the story will be changed. The deadlines will be short and a lot of work will need doing in that time. Don’t take it personally and clear the time to work on it. Your friends/boyfriend/cat will understand.

Be firm and manage yourself well

As with all jobs, once you become more senior, a major shift occurs when you go from managing tasks or work to managing relationships or people. They are some of the hardest things to manage and it can take years to do it with confidence.  When you are new to the system, it easy to take on too much work (because everyone wants to be nice and please people) and not say no (because you are worried people will think badly of you). Knowing your limits will never be frowned up – just phrase it right. If you make sure you smash what you do contribute, there likely won’t be a problem.

Get your tunes out

When you need to, block other people’s nerves and chatter out. You need to keep focus, so do that in any way you find works. For me, that’s getting my tunes out and allowing for other people’s reactions when under stress. Yours probably won’t be the same.

Do your thing

Present your work and no-one else’s. For the first few times, just getting your stuff right can be hard enough so I’d always so no to presenting work you didn’t do. The journey you went on to reach your conclusion should be worked in to the pitch narrative and this is pretty difficult to do if it’s not your work. Also, you might be stumped if you get a question about work which isn’t yours.

Embrace the quirks

Your personal quirks or eccentricities will always work their way out when you are under pressure so either accept them or use them to your advantage. I used to have a stutter for example, so I’ve had to learn to take it easy on myself when I use a slightly different word than I wanted or say something a bit wrong. Otherwise, I would be so down on myself, I never would be able to do a presentation. Actually, it turns out that most people aren’t listening that closely anyway so don’t even notice what I feel is glaringly obvious.

Contempt vs knowledge

Someone once told me that to do a good presentation you either need to have complete contempt for your audience or know a lot more about what you are talking about than they do. I’m not great with contempt but generally do know a lot more about UX than my listeners. I bear this in mind when writing my slides and it also gives me confidence when I’m stood up there. Most of the time, no-one has heard of UX so they listen to me without prejudice.

Even though I have far to go and loads to learn, I’ve reached a point where I can appreciate the different work style and I now err more on the side of excitement and fun than fear. Pitches are a great way to meet other people in the agency and try something new. It’s a great way to push your boundaries and get out of your comfort zone.

And if all else fails, remember that it is only advertising. You can’t win them all.