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Karl Smith - Exploring the challenges and opportunities of globalisation and commoditisation in Enterprise User Experience EUX This short session will go into the key concepts of Enterprise User Experience and the efficiencies and challenges that it brings. Can user experience be globalised as a service that means and delivers the same thing in every country? Moreover can user experience people be commoditised to fuel the desires to drive down costs through existing outsourcing models? In this brief session I will cover some of the key aspects of consideration and focus on the clash between notional standardised services and skill based consultancy. I will be describing a hybrid business process model that allows an agency experience with consultancy scale and factory delivery. I will also reveal some of the other models being attempted by global consultancies.
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© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 1 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
Enterprise User Experience the current situation
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 2
EC
Experience through infrastructure, logic,
data, interface at program level
ux / ui A LOSS OF FOCUS
HOW IT WORKS
HOW IT WORKS
HOW IT LOOKS
WHAT IT DOES
UI
Visual interface design, page level interactions
at interface level
IxD Interactions through
logic, data, interface at product level
IA – UX Experience through infrastructure, logic,
data, interface at program level
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 3
EXPERIENCE CONSULTANCY UX DESIGN INTERACTION DESIGN
NOW FOR THOSE WHO CAN
engages with systems and services
Governance
Critical Thinking
KIM = Service Design
CS = Integration
QR1 = CX
QR2 = UX Research
Innovation and Interaction
+ + + + + +
+
people as a commodity LIMITING INFLUENCE
IA = UX ARCHITECTURE
HOW IT WORKS
HOW IT WORKS
HOW IT LOOKS
WHAT IT DOES
5 YEARS AGO
engages with UI
Personas
User Journeys
Low Fidelity Wireframes
Visual Design
Interactive Models
Asset Libraries
+ + + + +
+
10 YEARS AGO
engages where invited
Qualitative Research / Audits
Personas / Scenarios
User Journeys / Task Flows
Site Maps / Key Wireframes
Functional Specification
Usability & Experience Testing
Feedback Loop
+ + + + + +
+ Governance
Critical Thinking
Key Interaction Model
Core Standards
Quantitative Research
Qualitative Research
Productization and Interaction
+ + + +
15 YEARS AGO
engages with systems and services
+ + +
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 4
people as a commodity REDUCING PEOPLE TO NUMBERS THOURGH OUTPUTS
EXPERIENCE CONSULTANCY UX DESIGN INTERACTION DESIGN
NOW FOR THOSE WHO CAN
engages with systems and services
Combined Project Requirements
Program Standards and KM
Service Model
Research Reports & Films
Audience Definitions
Research Reports
Productization and Interaction
+ + + + + +
+
IA = UX ARCHITECTURE
HOW IT WORKS
HOW IT WORKS
HOW IT LOOKS
WHAT IT DOES
5 YEARS AGO
engages with UI
Personas / User Journeys
Visual Design
Interactive Models
+ +
+
10 YEARS AGO
engages where invited
Research Report
Personas / User Journeys
Wireframes
Functional Specification
Testing Reports
+ + + +
+ UCD Business Requirements
UCD Customer Requirements
Business Process Map
Legacy System Map
Risks and Opportunities
Master Plan
Productization and Interaction
+ + + +
15 YEARS AGO
engages with systems and services
+ + +
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 5
global availability of resources ONSHORE, NEAR SHORE, OFFSHORE
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 6
corporate consultancy models BUILDING UX SCALE IN GLOBAL MARKETPLACE
BACKFILL WITH UNSKILLED
BACKFILL WITH GENRALISTS
SEMI-SKILLED
SKILLED
COMPANY
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 7 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
Enterprise UCD building from the framework
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 8
strategy
design
technology
by bringing capabilities AT THE CONVERGENCE OF
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 9
interaction
integration
insight
strategy
design
technology
by focusing on ON THE BITS THAT MATTER
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 10
with solutions and services THAT LEAD TO DIGITAL INNOVATIONS
digital maturity assessment
digital strategy
digital organisation
design
service design
user centred design
innovation
digital platforms & solutions
digital architecture &
customer journey engineering
digitized shared services &
optimisation
interaction design
customer journey design
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 11 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
UCD Design Thinking
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 12
“lets not; just, make things
change, lets make things
better” !WIPRO DIGITAL
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 13 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
design is not just different
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 14 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
design is better THINKING, BEHAVIOUR, INVENTION, GOVERNANCE
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 15 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL
design thinking reduces risk, increases adoption.
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 16 9
UNIQUE PERSPECTIVES, UNIQUE OPPERTUNITIES,
UNIQUE PEOPLE
LEARNING FROM THE PAST AND PRESENT,
BUILDING THE FUTURE
TAKING RISKS EARLY TO AVOID
RISKS LATER
design thinking = better =
rapid smarter people
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 17 9
CHANGES THE RULES AND
JUMPS AHEAD
DISRUPTIVE, ENGAGING, VIRAL,
AGGRESSIVE CHANGE
FOR CUSTOMERS, FOR BUSINESS, FOR SOCIETY,
FOR THE FUTURE
design thinking = better =
benefits dramatic win
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 18 9
ENTREPRENEURS , MARKETERS, CREATIVE
SCIENTISTS, DESIGNERS
CHANGE FROM, CHANGE TO, CHANGE FOR, CHANGES TO BECOME XX
DO IT RIGHT ONCE AND IT WORKS
design thinking = better =
value measure experts
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 19
TO MAKE BETTER, A DESIGN STANDARD
think big
Refine Requirement
Create UX / Visual Concepts
Create UX / Visual Designs
Combine UX / Visual into Models
+ + + +
DIGITAL EXCELLENCE
Target Audience
Voice of the Customer
Design Process
Style Guides
Assets
+ + + +
+ Governance
Design Thinking
Service Design
Core Standards
+ + + +
EVOLVE EVOLVE EVOLVE
DIGITAL MANAGEMENT DIGITAL BUSINESS
program
project enterprise
REFINE KNOWLEDGE
REFINE KNOWLEDGE
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 20
TO MAKE BETTER, A REAL OPTION
think process
User stories
User ecosystem
User workflow
Holistic Customer Journeys
Mood board
Information audit
Market research
refine REQUIREMENTS
Experience framework
Phased thinking
Brand values
Visual thematics
Show and tell
User journeys
Map paths
Contextual support points
Information architecture
Show and tell
Interactive library
Logical ergonomics
Style guides
Asset index
Show and tell / socialization
model INTERACTIVE WIREFRAMES
Interactions (wireframes or
models)
Assets
Customer Experience
Deviations
deliver INTO BACKLOG / REVIEW
design STATIC WIREFRAMES
concept SKETCHES
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 21
think people
design studio
Digital Visual Designer
Digital Content Author
Creative Technologist
Digital Producer
TO MAKE BETTER, A CONSTANT BEHAVIOR
Experience Consultant
Studio Director
425 Roles Available
London NYC
Bay Area Bombay
Bangalore plus other countries!
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 22
thank you WE WELCOME YOUR COMMENTS & FEEDBACK
wiprodigital.com
K A R L S M I T H PARTNER, GLOBAL HEAD OF DESIGN
Wipro Digital [email protected]