karl smith ucd14 conference presentation

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© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 1 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM Enterprise User Experience the current situation

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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.

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Page 1: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 1 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM

Enterprise User Experience the current situation

Page 2: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 2

where we were? NO FOCUS

http://youtu.be/nyCtaciiM8Y

Page 3: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 3

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

Page 4: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 4

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

+ + + + + + +

Page 5: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 5

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

+ + + + + + +

Page 6: Karl Smith UCD14 Conference Presentation

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global availability of resources ONSHORE, NEAR SHORE, OFFSHORE

Page 7: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 7 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

Enterprise UCD building from the framework

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strategy

design

technology

by bringing capabilities AT THE CONVERGENCE OF

Page 9: Karl Smith UCD14 Conference Presentation

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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

Page 11: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 11 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

UCD Design Thinking

Page 12: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 12

“lets not; just, make things

change, lets make things

better” !WIPRO DIGITAL

Page 13: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 13 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

design is not just different

Page 14: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 14 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

design is better THINKING, BEHAVIOUR, INVENTION, GOVERNANCE

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© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 15 © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL

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

Page 17: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 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

Page 18: Karl Smith UCD14 Conference Presentation

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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

Page 19: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 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

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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

Page 21: Karl Smith UCD14 Conference Presentation

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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!

Page 22: Karl Smith UCD14 Conference Presentation

© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 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] @userexperienceu