karl smith ucd14 conference presentation
DESCRIPTION
This is Karl Smith's presentation from the UCD2014 Conference, in London where he talked about how designs have become a commodity through their own choice by allowing their influence to be reduced to outputs and the implication of that in globalisation. He also shares about why and how Wipro Digital was created and what Design means to Wipro Digital.TRANSCRIPT
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Enterprise User Experience the current situation
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where we were? NO FOCUS
http://youtu.be/nyCtaciiM8Y
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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
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EXPERIENCE CONSULTANCY
HOW IT WORKS
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
+ + + + + + +
UX DESIGN
HOW IT LOOKS
5 YEARS AGO
engages with UI
Personas User Journeys Low Fidelity Wireframes
Visual Design Interactive Models
Asset Libraries
+ + + + + +
INTERACTION DESIGN
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
+ + + + + + +
people as a commodity LIMITING INFLUENCE
IA = UX ARCHITECTURE
HOW IT WORKS
WHAT IT DOES
Governance Critical Thinking Key Interaction Model
Core Standards Quantitative Research
Qualitative Research Productization and Interaction
15 YEARS AGO
engages with systems and services
+ + + + + + +
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EXPERIENCE CONSULTANCY
HOW IT WORKS
NOW FOR THOSE WHO CAN
engages with systems and services
Combined Project Requirements Program Standards and KM Service Model
Research Reports & Films Audience Definitions
Opportunities Productization and Interaction
+ + + + + + +
UX DESIGN
HOW IT LOOKS
5 YEARS AGO
engages with UI
Personas / User Journeys
Visual Design
Interactive Models
+ + +
INTERACTION DESIGN
10 YEARS AGO
engages where invited
Research Report Personas / User Journeys Wireframes
Functional Specification Testing Reports
+ + + + +
people as a commodity LIMITING OUTCOMES
IA = UX ARCHITECTURE
HOW IT WORKS
WHAT IT DOES
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
+ + + + + + +
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global availability of resources ONSHORE, NEAR SHORE, OFFSHORE
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Enterprise UCD building from the framework
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strategy
design
technology
by bringing capabilities AT THE CONVERGENCE OF
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interaction
integration
insight
strategy
design
technology
by focusing on ON THE BITS THAT MATTER
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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
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UCD Design Thinking
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“lets not; just, make things
change, lets make things
better” !WIPRO DIGITAL
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design is not just different
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design is better THINKING, BEHAVIOUR, INVENTION, GOVERNANCE
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design thinking reduces risk, increases adoption.
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UNIQUE PERSPECTIVES, UNIQUE OPPORTUNITIES,
UNIQUE PEOPLE
LEARNING FROM THE PAST AND PRESENT,
BUILDING THE FUTURE
TAKING RISKS EARLY TO AVOID
RISKS LATER
design thinking = better =
rapid smarter people
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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
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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
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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
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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
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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!
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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] @userexperienceu