Ahoy

Service Design and User Experience Consultant(Freethinking Business Consultants)

Research Associate (NMMU)

Job Mashapa (PhD-IT)

About this talk

The Role of UX to Innovation

that Matters

For the People, To the People, Driven by the People

What is User Experience?

Emotions & feelings of the user(Mashapa, 2013)

Role of UX to Innovation that Matters

The story of “Golden” Bank

Bank for the under-banked in non-metropolitan South Africa

Month-end times

ATM for Every Shopping Center

ZAR

Surprise

Shades outside the bank

Mobile staff assisted channels

Self service devices

After few months

Is this Innovation

Innovation Myths

Innovation = Rocket science

If its not complex, its not innovative

Innovation should be novel – out of this world

Willful blindness

Lack of courage -

ideas never make it from the whiteboard into the real world.

Lack of design-lead innovation process

Ignorance to context & progression

Exhaling vs Inhaling

Deriving solutions from unintended outcomes

Viagra Power

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

Context is key in defining meaning and value

Back to “Golden”Bank story

Hubris

We already know all about our customers, their needs and wants

Magic Box

UX Happened

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

Less people in the branch

People moved to ATMs

Created employment Hub for recruitment

Easy access to get user feedback

Key points

# Research / Empathy is irreplaceable

# Research / Empathy is irreplaceable

# Design should meet the MOT

# Designing for relevance over gratification

# Designing 2 Learn

Focus of UX

Understand Optimize

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Advocate

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)

Abductive Reasoning

Is it different

Is it better

Does it bring value

What can UX do ?

# Contributes to product / service strategy from the onset

What can UX do ?

# Demystify complex structure and processes for the delivery

of better experiences

What can UX do ?

# Facilitates meaningful innovation for products and services

What can UX do ?

# Solves the users’ real problems and pain points

What can UX do ?

# Vehicle for achieving and providing business values and

needs of the users

What can UX do ?

# Maximizes the experience, minimizing pain points

Thank You !