AN AGE OF DESIGNERSTO O L S F O R I N T E R FAC I N G H U M A N A N D I N F O R M AT I O N T E C H N O LO GY

Ph i l i ppe -Aube r t Mess ie r, Ap r i l 2016

“The reduction in the use of

intermediaries between producers and

consumers, for example by investing

directly in the securities market rather

than through a bank.1”

IN THE BEGINNING THERE WAS DISINTERMEDIATION…

21. Google’s built-in dictionary, 2016

or…

Google providing me with a

definition without having to go a

dictionary or an encyclopedia

website!

Thank you Google, I am happier

person.

DISINTERMEDIATION

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Disintermediation works by automating

those tasks that bring little value to a

customer experience. This only works if a

customer is equally or more happy with his

experience.

Systems that perform better than humans

don’t design themselves (yet).

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OK SO WHAT’S WITH THE DESIGNERS?

•“Solving of ill-structured

problems” (Herbert Simon)

•The method to the madness

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OK SO WHAT’S WITH THE DESIGNERS?

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It ’s a dir ty job: Designers mediate humans and technology

Service Design Srums Programmatic marketingCybernetic Art Direction Growth Hacking UI DesignFuzzy front End of Product Design Intelligent System Design UX DesignHuman Organ Design Augmented Reality Design Social CRMSim Design Software Architecture Machine-Learning Design Graphic Design Embodied Interactions Agile Software DesignNanotech Design Fusionist (Microsoft)Intervention design (Ideo)

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SOME VALUABLE TOOLS

SECTION

•Analytics and automation

•Micro segments with highly tailored

messaging —>improves relevance to

customers

•“Growth hacking” (P.S.: I love you, get your free email at Hotmail) (Ryan Holiday)

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DESIGNING MARKETING CAMPAIGNS:

PROGRAMMATIC MARKETING

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DESIGNING CUSTOMER RELATIONSHIPS:

SOCIAL CRM & CONTENT MARKETING

Firester Research Inc., 2009

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DESIGNING CUSTOMER RELATIONSHIPS:

SOCIAL CRM & CONTENT MARKETING

Firester Research Inc., 2009

•“The use of social media services,

techniques and technology to enable

organizations to engage with their

customers.1”

•From CRM to SCRM:No more rule book,

hack away! (fuzzy front end again)

•Engage all customers, all the time, by

bringing something valuable to the table

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DESIGNING CUSTOMER RELATIONSHIPS:

SOCIAL CRM & CONTENT MARKETING

"Why integrating social data is essential for a single view of your customers". http://www.conversocial.com/social-crm2015

CRM Social Media

Social CRM

•UX design: the process of enhancing user satisfaction by improving

the usability, accessibility, and pleasure provided in the interaction

between the user and the product1.

•The rock stars of disintermediation

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INTERFACING WITH CUSTOMERS:

UX AND UI DESIGN

1. Wikipedia

•UI design: Good user interface design facilitates the task at hand

without drawing unnecessary attention to itself1.

•involved in a wide range of projects from computer systems, to cars,

to commercial planes2

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INTERFACING WITH CUSTOMERS:

UX AND UI DESIGN

1., 2. Wikipedia

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Would you rather use this?

INTERFACING WITH CUSTOMERS:

UX AND UI DESIGN

Or that?

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INTERFACING WITH CUSTOMERS:

UX AND UI DESIGN

“Do you think you could tell a team of

developers everything that needed to be in

a piece of software before it was up and

running?1”

Agile methodologies are an alternative to

waterfall, or traditional sequential

development.

161. http://agilemethodology.org

SOFTWARE AND SYSTEM’S DESIGN:

AGILE DEVELOPMENT

•1970s (!)

•Iterative process

•Small increments

•Potentially shippable product at every

iterations

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SOFTWARE AND SYSTEM’S DESIGN:

AGILE DEVELOPMENT

•Software development

•ERPs

•Project management

•etc.

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SOFTWARE AND SYSTEM’S DESIGN:

AGILE DEVELOPMENT

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DESIGNING A DECISION ENGINE:

OFF-THE-SHELF MACHINE LEARNING

1. Arthur Samuel, 1959

•Machine learning is a"field of study that

gives computers the ability to learn

without being explicitly programmed”1.

•Google’s Prediction API

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THANK YOU.