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UX & Customer Engagement
DAVID BINGHAM, Senior Design Manager
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Agenda
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Industrial Challenges1
Design to Outcomes?Engagement Processand then…
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3
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Industrial Challenges
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New Competitors
+?
+?
+?4
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New Competencies
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New Complexities
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Design to Outcomes?
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Good Design• Innovative
• Useful
• Aesthetic
• Understandable
• Unobtrusive
• Honest
• Long-Lasting
• Thorough
• Environmental
• As little design as possible
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Good Design Process• Collaborative
• Iterative
• Educational
• Cross-Functional
• Creative
• Risk-Tolerant
• Humanistic
• Exploratory
• Candid
• As little process as possible
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Good Engagement• Collaborative
• Iterative
• Educational
• Cross-Functional
• Creative
• Risk-Tolerant
• Humanistic
• Exploratory
• Candid
• As little process as possible
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Engagement Evolution
“Waterfall” Mass Reproducible Solution Educate Customer Sell Solution to Market
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Engagement Evolution
“Waterfall” Mass Reproducible Solution Educate Customer Sell Solution to Market
“Agile” Widely Applicable Services Learn from Customer Co-Define Opportunities
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トータルサービス
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The Outcome of this Approach:
Alignment14
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The Outcome of this Approach:
Relationship15
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The Outcome of this Approach:
Problem Clarity16
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The Outcome of this Approach:
Meaningful Solutions17
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The Outcome of this Approach:
Ownership18
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Engagement Process
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Double Loop Learning
http://pds8.egloos.com/pds/200805/20/87/chris_argyris_learning.pdf https://hbr.org/1977/09/double-loop-learning-in-organizations
Chris Argyris Professor Emeritus Harvard Business School
Beliefs why?
Actions do
Results get
Feedback (single loop)
Feedback (double loop)
guide lead to
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Engagement Process
Research
Design
Develop
Deploy
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
Beliefs why?
Actions do
Results get
25
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Intro
General problem space? Required attendees? Activities to leverage?
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Teleconference, WebEx
Intro
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Intro
Do your homework!
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IntroProblem Space* • Reduce downtime? • Increase throughput? • Failure identification? • Knowledge transfer? • Maintenance scheduling? • Information visibility? • Team collaboration? • Resource consumption?
*Find problem type & ballpark, the process will uncover specifics & priorities!
…don’t overthink it.
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Intro
Engagement Manager
Facilitator
Technical Experts • Data Science • Architecture • … security, connectivity, integration, edge, etc
Business Owner “What will impact value?”
Subject Matter Expert “What are operational realities?”
Data + Systems Expert “What information is accessible?”
Customer GE
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Intro
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Viable!
Desirable!
Feasible!
Business
Design
Engineering
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Intro
Viab
le!
Desirable!
Feasible!
Busin
ess Design
Engineering
34
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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WARNING, THIS IS NOT:
…ALL NEEDED EVERYTIME.
…IN A STRICT ORDER.
…A FORMULA.
…COMPREHENSIVE.
!
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In-Person Sharing
Overviews
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Gather Outcomes
Customer-Centric
1 / Note
Indicate Direction
Succinct
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PrioritizeCriteria
Place
Discuss
Adjust
Prioritize
1st2nd
No?
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PrioritizeCriteria
Place
Discuss
Adjust
Record
repeat...
Criteria 1 Criteria 2 Criteria 3
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PersonasOutcome Persona Characteristics
• Role
• Decisions
• Relationships
• Key Needs
• Responsibilities
• Goals
• Background
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Workflows & Ecosystem
Roles
Steps
Pains
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and then…
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Engagement Process
IntroWorkout Proposal
Research
Design
Develop
Deploy
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Research
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Design
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Develop
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Deploy
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Research
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Design
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Five Lessons to Take Away
1. Operate as a learning organization. 2. Define problems before solutions. 3. Collaborate with customers. 4. Make information visible & interactive. 5. Make it fun!
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General Electric reserves the right to make changes in specifications and features, or discontinue the product or service described at any time, without notice or obligation. These materials do not constitute a representation, warranty or documentation regarding the product or service featured. Illustrations are provided for informational purposes, and your configuration may differ. This information does not constitute legal, financial, coding, or regulatory advice in connection with your use of the product or service. Please consult your professional advisors for any such advice. GE, Predix and the GE Monogram are trademarks of General Electric Company. ©2016 General Electric Company – All rights reserved.
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