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Ahoy
Service Design and User Experience Consultant(Freethinking Business Consultants)
Research Associate (NMMU)
Job Mashapa (PhD-IT)
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About this talk
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The Role of UX to Innovation
that Matters
For the People, To the People, Driven by the People
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What is User Experience?
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Emotions & feelings of the user(Mashapa, 2013)
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Role of UX to Innovation that Matters
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The story of “Golden” Bank
Bank for the under-banked in non-metropolitan South Africa
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Month-end times
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ATM for Every Shopping Center
ZAR
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Surprise
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Shades outside the bank
Mobile staff assisted channels
Self service devices
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After few months
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Is this Innovation
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Innovation Myths
Innovation = Rocket science
If its not complex, its not innovative
Innovation should be novel – out of this world
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Willful blindness
Lack of courage -
ideas never make it from the whiteboard into the real world.
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Lack of design-lead innovation process
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Ignorance to context & progression
Exhaling vs Inhaling
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Deriving solutions from unintended outcomes
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Viagra Power
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Innovation = Creating meaningful value
Innovation(Verganti, 2009)
Primary driver for business, financial and economic growth
Key to improving the quality of life for the people
Different
Bet
ter
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Context is key in defining meaning and value
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Back to “Golden”Bank story
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Hubris
We already know all about our customers, their needs and wants
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Magic Box
UX Happened
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Truth of the Matter
# Bank has been place for old folks to catch-up
# The unbanked were getting other people to get cash on their behalf
# Place for sharing opportunities & work referrals
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Less people in the branch
People moved to ATMs
Created employment Hub for recruitment
Easy access to get user feedback
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Key points
# Research / Empathy is irreplaceable
# Research / Empathy is irreplaceable
# Design should meet the MOT
# Designing for relevance over gratification
# Designing 2 Learn
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Focus of UX
Understand Optimize
Inv
esti
gat
ing
the
real
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Mee
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Max
imiz
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fth
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the
pai
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sin
git
Advocate
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Abductive
Deductive Inductive
Meaning is derived from past knowledge & events
Meaning is derived from past events & current observations Imagines and
visualizes a future that does not exist
Logic of reasoning (Mashapa, in production)
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Abductive Reasoning
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Is it different
Is it better
Does it bring value
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What can UX do ?
# Contributes to product / service strategy from the onset
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What can UX do ?
# Demystify complex structure and processes for the delivery
of better experiences
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What can UX do ?
# Facilitates meaningful innovation for products and services
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What can UX do ?
# Solves the users’ real problems and pain points
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What can UX do ?
# Vehicle for achieving and providing business values and
needs of the users
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What can UX do ?
# Maximizes the experience, minimizing pain points
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Thank You !