strategic user experience management - arnie lund
TRANSCRIPT
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Strategic User Experience ManagementArnie [email protected]@ArnieLund
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Why Me
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Bell Labs: Huge company, an existing community lagging engineering
Ameritech: New to the world team in a big company going through radical change, new product ideation, multidisciplinary
US West Advanced Technologies: An existing team in a company being acquired
Sapient: Growing a discipline in a user-centered agency, discipline and business change
Microsoft: Creating community (across MS), common design language, new product start-up, inventing cloud UX
GE Global Research: Building community and R&D Labs
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Why You
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Success through knowing your destination
Practical questions, definitely
Sharing experiences, certainly
Plus some ways to think about changing your world
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Today’s Topics
Value Proposition and Elevator PitchVisionMissionStrategyBuilding a Great Team (bonus)
BrandingIdentityOther Considerations
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Goals and Questions
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HAVE A POV
Find Big IdeasBe Passionate
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KEEP YOUR EYE ON THE GOAL
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What is your value proposition?
The value proposition is a description of how the benefits of what you are offering outweigh competitive alternatives.
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ROISave Costs (e.g., support)Increase Revenue
Total Cost of Ownership (TCO)Represent CustomersDeliver BrandCreate Excitement and EmotionGrow Design ThinkingDrive Innovation (patents, product concepts)QualityVisionmore…
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UX CENTER OF EXCELLENCE
Design crafts the human touchpoints based on a deep understanding of context, needs and goals of users
We create useful, meaningful, and elegant experiences that bring business value
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Creating powerful and effective interfacesconnecting people with people, people with intelligent machines and people with insights; and transforming the connections through behavioral analytics.
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Wearables connect the Industrial Internet to people at work.
Imagine having everything you need, when you need it, where you need it, and perhaps even before you know you need it.
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Factory and Shop, Field and Yard, and Floor
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• Work Scope Assignment and Adaptive Experiences
• Telepresence Based Troubleshooting
• Task Tracking and Status
• Equipment/Parts Identification
• Video/Voice Collaboration
• Data Collection
• Data Visualization
• Hands-free acuity
• Location Tracking
• Vital Signs Monitoring
• Environmental Monitoring
• Alerting for Dangerous Situations
• Notification
Example Opportunity Areas
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Effectiveness & Efficiency Training & Quality
• Knowledge Capture
• Certification
• Comparison with Model Procedure
• In Situ Training as Needed
• Documentation as Needed
Safety & Security
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What is your elevator pitch?
An elevator pitch (or elevator speech or statement) is a short summary used to quickly and simply define your team and its value proposition.
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TELLSTORIES
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Keep it Simple and ConcreteMake it Unexpected
Stir EmotionsBe Credible
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ExerciseDivide into groups of 5 or 6.
Introduce selves and biggest management challenge.
Pick a team to coach.
Explore context and corp/org strategic goals.
Brainstorm elevator pitches about the heart of the special value their team brings to to the company or organization. (The answer to “What do you do?”)’
Pick the best.
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ROAD TO AZURE
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GE Software Center Of Excellence
Connected Experience Labs (CEL)
Transforming the connections of minds and machines.
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CULTIVATE CHAMPIONS
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Find ThemWin Them
Support ThemCelebrate Them
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What is your vision?
The purpose of your vision statement is to give shape to the future you are creating, and to provide the organization with a sense of what could be. It is rallying call to energize the team, not a prophecy.
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The best way to predict the future is to create it. – Peter Drucker
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Obituary MethodToday marks the passing of samstudios. It is remembered by those who were in it for the climate that nurtured so many to lead teams that are designing experiences that are transforming global businesses and culture, and the friendships among the team. But it is especially remembered for:
• Enabling businesses to crowd-source the management of their IT, supporting a frictionless approach to leveraging the evolution of technology.
• Turning the development paradigm on its head, empowering end-users to create the solutions they need drawing on what appears to be a limitless resource of computing power, storage and functionality, in a world of ubiquitous digital possibilities.
• The innovations they created in how socially grounded design and experience architecture serves as the heart and soul of corporate development. Innovations that continue to shape the design field’s explosive impact.24
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Obituary MethodToday marks the passing of samstudios. It is remembered by those who were in it for the climate that nurtured so many to lead teams that are designing experiences that are transforming global businesses and culture, and the friendships among the team. But it is especially remembered for:
• Enabling businesses to crowd-source the management of their IT, supporting a frictionless approach to leveraging the evolution of technology.
• Turning the development paradigm on its head, empowering end-users to create the solutions they need drawing on what appears to be a limitless resource of computing power, storage and functionality, in a world of ubiquitous digital possibilities.
• The innovations they created in how socially grounded design and experience architecture serves as the heart and soul of corporate development. Innovations that continue to shape the design field’s explosive impact.25
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Creating ThemPurpose
Goal is to energize and engage, and to provide identity.Hints
Short and crisp (one or two sentences, at most a paragraph or two).
Should capture something unique about what you want to do.
It should be aspirational, an ideal, a destination for the journey. It should answer the question “Where are we heading?” It often completes “We want to…” or “We want to be…”
It needs to be plausibly attainable. It should pass a “red faced test.”
When you can, build it collaboratively.Collect phrases.Organize through affinity.Iterate to closure.
Revisit it periodically as a team.
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ExamplesDisneyland: Create a place for people to find happiness and knowledge.
Ford: Produce a car that everyone can afford.
Girl Scouts: Help a girl reach her highest potential.
Cirque du Soleil: Invoke the Imagination; Provoke the Senses; Evoke the Emotions.
Zappos: The online service leader.
Microsoft (original): A personal computer in every home running Microsoft software.
AT&T (original): One policy, one system, and universal service.
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Introducing the GE Software CenterIgniting the next industrialrevolution by connectingminds and machines
• $1B investmentover 3 years• Launched in 2011• Silicon Valley location• Aggressive strategy for
talent acquisition and growth
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29 GESoftware.com | @GESoftware | #IndustrialInternet
Jeff ImmeltGE Chairman & CEO
The real opportunity for change… surpassing the magnitude of the consumer Internet… is the Industrial Internet, an open, global network that connects people, data, and machines.
The vision is clear
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Personal Examples
Microsoft IT
To be leaders in IT design thinking, inspiring through transforming experiences.
samstudios Team Vision StatementDesign a management ecosystem where people are empowered and inspired by hybrid cloud experiences.
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Exercise
Rough in a vision statement for your target team.
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What is your mission?
The mission is the organization’s reason for existence, and the vision is what it wants to be.
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A mission statement is a statement of purpose. It speaks to how you will accomplish your vision. It speaks to how you are different. It should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides the context of your strategy.
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Creating Them
PurposeGoal is to energize and engage, and to provide identity.It is internal facing. It is a tool for the team.
HintsShort, precise, easily understoodWho, what, how and whyNot a visionElements
What makes you uniqueWhat you doFor whoHow
Use for shaping strategy and prioritizing workRevisit periodically to provide context for plans
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ExamplesThe Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of our business is simple, solid, and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.
The Jeremiah Program, a broad-based collaborative community initiative, assists low-income mothers and their children to help themselves complete their education and achieve economic self-sufficiency through empowerment skills, access to affordable housing, child development services, health care, support services and meaningful employment. The Jeremiah Program mothers and children develop positive self-esteem and clarify their values on which to build a successful life.
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Examples
The International Committee of the Red Cross (ICRC) is an impartial, neutral and independent organization whose exclusively humanitarian mission is to protect the lives and dignity of victims of armed conflict and other situations of violence and to provide them with assistance. The ICRC also endeavors to prevent suffering by promoting and strengthening humanitarian law and universal humanitarian principles.
At IBM, we strive to lead in the invention, development and manufacture of the industry’s most advanced information technologies, including computer systems, software, storage systems and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.
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“I find out what the world needs, then I proceed to invent it.” – Thomas Edison
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Exercise
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Personal Mission ExamplesMSIT
To create and inspire compelling, effective experiences through deep research-driven user understanding, innovative design and best practices.
samstudios
Server and Management Studios delivers innovative, compelling, and harmonious user experiences that enable our customers to accomplish their goals with efficiency, simplicity and confidence.
Hybrid IT UX Team
We contribute to the samstudios Mission by driving a harmonious family of must-have, mission-critical management experiences for hybrid networks that let customers focus on their business goals instead of the infrastructure.
We execute our Mission by leveraging our deep understanding of hybrid network IT Pros and developers, our commitment to design excellence and collaboration, and our innovation in agile methods and reusable assets.
We weave the users’ stories through planning and development; harvest, create and curate the common collection of reusable assets; and provide agile direction and support for implementation.
We enable SAMS and STB product teams to deliver innovation and quality; and MS, partners and customers to leverage the power of hybrid networks as they unleash the value and power of a ubiquitous digital world.
We create insightful user models, manage server branding, curate a growing library of reusable design assets and experiences; and demonstrate brand, innovation, quality and efficiency through our product design.
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HUMAN-SYSTEMS INTERACTION LAB (HSIL)
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The Human-systems Interaction Lab focuses on reimagining and enhancing how people interact with systems to connect seamlessly across contexts to people, to smart machines and systems, and to insights in the industrial internet; and by making those connections transformational through the application of behavioral analytics so the value increases over time.
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COLLABORATION & MOBILE LAB (CML)
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CML is creating new mobility and wearable aware collaborative capabilities and architectures to enable people to connect and communicate with all relevant information sources (Humans, Machines and Systems, and algorithms) in an integrated, seamless way when they need them, where they need them, and potentially even before they know they need them; to deliver and support the creation of insights from predictive services; and to dramatically improve work effectiveness across the Industrial Internet (e.g., from factory to field).
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What is your strategy?
A strategy is a plan of action designed to achieve a vision as you execute your mission.
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Inte
rnal
Helpful Harmful
Exte
rnal
Opportunities
Strengths Weaknesses
Threats
Deep competency
Strengthening community
Enthusiasm to innovate
New discipline to IT
Fragmented UX teams
Immature success metrics
Growing awareness of UX impact
Cross discipline accountability for UX
Demonstrated wins
No UX in ITLC
UX missing from (PM, Dev, Test) ratios
Resistance to UX investments
SWOT
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Vision Examples
Microsoft IT
To be leaders in IT design thinking, inspiring through transforming experiences.
samstudios Team Vision StatementDesign a management ecosystem where people are empowered and inspired by hybrid cloud experiences.
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IT UX
• Envision– Collaborate on Common Vision and Mission– Envision the “to be” Experience Attributes and Metrics– Be a First and Best Brand Partner– Realize Next Generation Designs
• Inspire– Implement the Vision within Keystone Projects– Uncover and Drive Closure of Business Critical Opportunities
• Equip– Drive User Centered Experience Design into ITLC and EA Evolution
• Innovate in User-centered v-Team Operations– Drive Common UI– Harvest Best Practices and Make Consumable– Give IT Users a Voice
• Educate– Make Resources Consumable and Evangelize Entry Points– Communicate Knowledge Archivally, Personally, and Through Evangelists
• Motivate– Demonstrate Value Delivered– Make the Voice of the User and Experience Status Visible to Management
• Lead– Be Active at the Planning Table– Be a Source of Experience Innovation– Stimulate Community
Virtuous Cycle of Culture Change
Envisionthe
Experience
Delight Users and Inspire
Teams
Execute, Harvest, and
Equip
Measure and Motivate
Communicate and Educate
Lead the Evolution
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Vision Examples
Microsoft IT
To be leaders in IT design thinking, inspiring through transforming experiences.
samstudios Team Vision StatementDesign a management ecosystem where people are empowered and inspired by hybrid cloud experiences.
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DESIGNFOUNDATION
USERMODELING
VISIONEXPERIENCEDELIVERY
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Industry is aboutpeople collaborating
to achieve their goals
across contexts
GE Internal
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EVOLVING MOBILE AND EMBEDDED DEVICE ECOSYSTEM
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EXPERIENCE TECHNOLOGY TRENDS
Gartner Hype Cycle 2014
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EMPOWERING AND ENHANCING PEOPLE AT WORK
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CONTEXTUAL, ADAPTIVE, SEAMLESS EXPERIENCES
Next Generation Experience
Examples• Augmenting Interaction to Improve
Performance and Effectiveness• Optimizing the Fit of User Expertise
and Task• Shaping the Experience Based on
Behavioral Analytics to Continuously Increase User Value• Leveraging Social Analytics to Improve
Predictive EffectivenessPotential Applications• Field Engineering• Operations and Big Data/Analytics
Visualization• Radiology and Diagnostic Image Analysis• Augmented Sensing• Industrial Internet Design Usability• Interactive Analytics and Machine Learning
Recognize Behavior and RespondAnticipate Behavior and PrepareIdentify Patterns and RecommendFit Design to Users and ContextsIncrease Value through Use
Growth in IP•Microsoft and Google Top Filers• Siemens and Honeywell Jumping in Space• Academic Research and Government Funding Increasing• Resurgence of AI an Enabler
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EXPERIENCE FOCUS AREASWe unleash unexpected potential through natural, adaptive and intelligent industrial internet experiences. GE’s Industrial Internet experiences will enable collaboration with people wherever they are and whatever their needs, and supports them in achieving their goals far more effectively and efficiently.
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Intelligent Natural Experience
• Natural interfaces
• Adaptive experiences
• Accessibility
• Mobility and context awareness
• Ubiquitous computing
Intelligent Team Experience
• H2Human, H2Machine and H2Insight Collaboration
• Social computing and gamification
• Cross-team, cross-role design
• Culture and technology adoption
• Crowd sourcing and community
• Ethnography of work and organizational transformation
Intelligent Decision Experience
• Information visualization and modeling
• Behavioral and interactive analytics
• Controls, alarms and mixed authority systems
• Just-in-time training, adaptive workscopes, Industrial Internet search
• Expertise harvesting and decision support tools
• Cybersecurity UX
Intelligent Natural Experience
• Natural, seamless multi-modal and multi-device interaction
• Adaptive experiences
• Accessibility
• Mobility and context awareness
• Ubiquitous computing
• Emerging experience trend opportunities
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STRATEGY EXERCISE
A strategy is a plan of action designed to achieve a vision as you execute your mission.
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Identify one or two strategic initiatives that are consistent with the mission, and will advance the mission.
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CHANGETHE DNA
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Transform the AssumptionsAlter the Motivation
Create the Language
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What is your brand?
Team NameCommon UX, Azure, Commerce Platform and HPC TeamHybrid IT UXConnected ExperienceVisualization and Experience Innovation Lab
Influence Plan Identity
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Collaborative Research and Design
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DESIGN CENTER
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Co-creation of New Business OutcomesImmersion in User Context
Rapid Prototyping and Validation
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RAPID PROTOTYPING LAB
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Channels
Targ
ets
of
Infl
uence
Influence Plan
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Stafford Beer Model
Managing the PresentCreating the FutureShaping Identity
PurposeValues and BeliefsPassionPerforming
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MAKEWOW
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Create Compelling Design
Engage EmpathyStimulate Insight
Cause a Parade
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MORE?Arnie [email protected]@ArnieLund