I've been tasked with the job of writing a proposal to my supes to convince
the powers that be that field research will give real results and show true
value to all involved stake holders. I'd love to gain some insights from
others who had to do the selling of this great idea to people who just don't
get it at all.
Background: I work for a very business driven company. Our clientele (those
that pay) are very exclusive in a particular way and our sales teams guard
access to them and the dev and marketing teams are not fully convinced
either of the value of UCD in general let alone something as amorphous and
qualatative as Contextual Design or Goal-Directed research and design.
Here is the value statement I came up with:
The way to keep current customers is by providing them better service.
We can provide them better service if we better understand their user's
To better understand their needs we need to have a picture of the context in
which they use the service; what of their existing busienss processes are
not being met; and in what wasy is the services functionality not meeting
the business processes it was designed to meet.
To get this picture we need first hand access to both the customer and the
What the customer gets out of this experience is ...
real contact with the decision makers who are designing THEIR tool.
thus being able to directly effect that design.
Does that work? Is there something I'm missing here? Any help would be