What’s With the Language on Your DevOps ICU Site That Makes UX Sound Like Jerks?

Posted By Debbie on September 17, 2018

Some UX practitioners have responded negatively to some of the copy around our new DevOps ICU training program, aimed at non-UX roles. They’ve seen the site or our ads and didn’t like how we phrased things. For those who haven’t seen, some of our website and ad copy echo negative things non-UX roles believe about UX (before offering them a solution).

I hear ya!

I don’t like hearing those things either. But they are real things I’ve heard over and over at various jobs and companies. People I’ve mentored, people who have turned to me for advice have heard these as well. It seems to be getting worse… SAFe Agile v 4.5 suggests that UX specialists are no longer needed; SAFe fixes UX being siloed by “empowering Agile Teams” to do “Lean UX.” If you thought UX was overruled and belittled before, this is a solution your teammates are getting trained on.

I’m seeing more and more articles telling UX practitioners to collaborate better or how to fit into Agile. But at many companies, our teammates think we are whiny losers who kill timelines, budgets, and ideas. We just draw boxes on pages! Anybody can do that! Their greatest dream is to circumvent UX, and with their training materials excluding us, preaching to ourselves is only going to go so far.

I’ve had extensive Agile training. That has meant nothing when my Engineering, Product, and Project teammates didn’t invite me to meetings, didn’t give me the time I needed for the UCD process, wanted to skip user testing, or just wanted me to wireframe their ideas.

Evangelism often doesn’t work.

It makes us look even stranger; no other department at the company is holding meetings or giving presentations on why they are important or awesome. (But what to do instead of evangelism is a workshop I’m just starting to write.)

My DevOps ICU training program gets Engineering, Product, and Project on board with us so that they are meeting us halfway.

So how do we reach non-UX roles with a positive UX message?

Like any good UX researcher, I tested the language in targeted LinkedIn ads. When I had softer language about better collaboration with UX or better understanding of UX, nobody clicked. When I had language that mirrored what people really think or have said, there were clicks. Speaking the customer’s language seems to be the way to reach non-UX roles.

It’s the empathy that gets my foot in the door so that non-UX roles might consider my workshop. The workshop dispels myths, misconceptions, and misunderstandings about UX. DevOps ICU is 100% UX positive… but the ads have negative language to attract attention.

The workshop is aimed at Engineering, Product, Project, and other non-UX roles. It’s available as a private on-site training, video course, and a public workshop being given outside of San Francisco in January 2019. Tired of evangelizing? Tired of being misunderstood, circumvented, belittled, overruled, or excluded? Tell your teammates about DevOps ICU.