strategic user experience management - arnie lund

Strategic User Experience ManagementArnie Lundalund@acm.org@ArnieLund

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

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

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…

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

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.

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

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

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

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

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

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

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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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

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

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.  

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).

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

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

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

EVOLVING MOBILE AND EMBEDDED DEVICE ECOSYSTEM

EXPERIENCE TECHNOLOGY TRENDS

Gartner Hype Cycle 2014

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

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

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

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

RAPID PROTOTYPING LAB

Movie

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

MORE?Arnie Lundalund@acm.org@ArnieLund