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JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
JahiaOne - Gartner PresentDriving Human  Engagement in a Digital Industrial Economy
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JahiaOne - Gartner PresentDriving Human Engagement in a Digital Industrial Economy

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Driving Human Engagement in a Digital Industrial Economy …

Driving Human Engagement in a Digital Industrial Economy
This Gartner presentation brings answers to:
*How do you drive human engagement through digitalization?
*The Right Stuff: Understanding the User Experience Platform
*How can you exact the maximum ROI from your digital presence?

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  • As we enter 2014, economists expect a mixed year, with many advanced economies finally recovering from protracted downturns, and growth slowing in some developing countries. Against the backdrop of this gradual macroeconomicshift, there is a much bigger tectonic shift happening. Every industry and every geography is being radically reshaped by digital opportunities and threats. Arguably, the traditional, physical-asset-heavy and primary industries are even more affected than high-tech companies. Examples include agriculture companies that can help predict and optimize yields in near real time; sports companies that blur the boundaries with healthcare organizations; logistics companies that can price financial risk in real time better than banks can; and governments that can go beyond asking what citizens want, observing and responding to their needs in real time.Current enterprise IT is not set up to easily deliver on these digital dreams. In our CIO survey, we tested respondents' agreement with a very strong statement: "My business and IT organization are being engulfed by a torrent of digital opportunities. We cannot respond in a timely fashion. This threatens the success of the business and the credibility of the IT organization." Fifty-one percent — the majority of CIOs — agreed. This is why we chose the meme of the "digital dragon" — potentially very powerful, but also potentially destructive if not tamed.Beyond not being ready now, 42% of CIOs believe that their IT organizations do not have the right skills and capabilities in place to get ready for the future.
  • Security and Risk Management has co-evolved with the emancipation of computing (from mainframe to personal computing to distributed to Internet to mobile to…). This is another time of reset to accommodate consumerization and democratization of IT. The risk-reward calculus is being refined and redefined.
  • Recent trends in user demand and ISV behavior indicate a shift in the technologies used to deliver the UX. Users have complained for years about the multitude of technologies and tools that they must use to deliver the variety of user experiences necessary. In addition, convergence of several UX-related technologies is definitely visible: content, collaboration, context, portal, mashup, RIA and analytics. A UXP is an integrated collection of technologies and methodologies that provide the ability to design and deliver user interface/presentation capabilities for a wide variety of interaction channels. The UXP will subsume traditional portal and mashup technologies, and it will overlap significantly with others.Vendors are delivering integrated sets of these technologies, some as a suite and, in one case (Microsoft SharePoint), a single product.In addition to being a product set and emerging market, the UXP is also an architectural model. Many enterprises have created their own UXP over the years by incrementally acquiring the components that define a UXP. This "roll your own" UXP model is actually prevalent in IT today.
  • Transcript

    • 1. Driving Human Engagement in a Digital Industrial Economy Mick MacComascaigh © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner di sclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
    • 2. Taming The Digital Dragon… "My business and its IT organization are being engulfed by a torrent of digital opportunities. We cannot respond in a timely fashion, and this threatens the success of the business and the credibility of the IT organization." "The IT organization has the right skills and capabilities in place to meet upcoming challenges." "There is a growing disconnect between our increasingly nonlinear world and the linear mindsets, practices and institutions that weaffiliates. All rightsin our work." deploy reserved. © 2014 Gartner, Inc. and/or its 4
    • 3. …to Drive The “Best Next Experience”  A subset of brand experience  Direct interaction between a user and company's products or services  Related to:  Interaction design  Usability  Information architecture  Human factors engineering Driven by "moments of engagement" © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.  A source of competitive advantage
    • 4. Key Issues 1. How do you drive human engagement through digitalization? 2. The Right Stuff: Understanding the User Experience Platform 3. How can you exact the maximum ROI from your digital presence? © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 5. Key Issues 1. How do you drive human engagement through digitalization? 2. The Right Stuff: Understanding the User Experience Platform 3. How can you exact the maximum ROI from your digital presence? © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 6. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 7. What Would It Take…? getContext() © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 8. Context Is More Than Personalization … Organizations Providers Users © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 9. What Would It Take…? getBestNextExperience() © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 10. Experience Is More Than Just Content … Content Layer © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Design Layer Functionality Layer Delivered Experience
    • 11. Where Do You Need to Be on This Spectrum? "Website" Efficiency Cost driven Publish “Digital Channel” Effect ROI driven Communicate Clicks Behavior Ease of use Usability "Big bang" Iterative … © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 12. Key Issues 1. How do you drive human engagement through digitalization? 2. The Right Stuff: Understanding the User Experience Platform 3. How can you exact the maximum ROI from your digital presence? © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 13. Identify the Right Platform, the Right Technologies “The UXP provides a platform for enterprise developers, end users and third parties….“ UCC Context/ Targeting Mobile E-Commerce Portal …to create robust Web presences… WCM Mashup Analytics Programming, Integration and API Framework Search RIA …along with complementary capabilities such as search, collaboration and social networking” Source: Gartner (2013) © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Social UX Management
    • 14. A Multichannel, Multidevice Strategy, Delivered Through a Wrapped-HTML5 Model • Web assets can be deployed through multiple channels and devices: • HTML5 • Open, RESTful APIs • Wrapped-HTML model: • PhoneGap • Apache Cordova • Portal/WCM must be tightly integrated with mobile technology • Additional technology may be needed: • API management tools • Mobile device management © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 15. What Contributes to the Solution Landscape? Cloud Based External sources of information (various; often unknown quality) Mail POS Frequency, recency, location, segmentation, search string, ... Web Analytics For example, detected patterns or trends Patterns Website Context Delivered Experience Call Center Portal Personalization Implicit and explicit Mobile … Master data, managed enterprise data from BI, analytics, CRM databases © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. … Positive User Experience
    • 16. Key Issues 1. How do you drive human engagement through digitalization? 2. The Right Stuff: Understanding the User Experience Platform 3. How can you exact the maximum ROI from your digital presence? © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 17. Make The Connection! User Engagement Vision Step 1 Step 2 Step 3 Step 4 Organizational Objectives Specific Metrics / Benefits Group and Categorize Identify Solution Landscape People Processes Technologies Information Cloud Mobile Social © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 18. Where Do You Start? Vision Step 1 User Engagement Step 2 Organizational Objectives Step 3 Step 4 Solution Landscape People Processes Technologies Information Cloud Mobile Social © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Prioritize Your Next Steps Which benefits do you wish to realize first?
    • 19. Right Here! © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
    • 20. Recommendations Do: Start with the outcomes clearly in sight Identify the right user experience platform Approach incrementally, iteratively, experimentally … Redo: Update your selection criteria Re-examine the role of “the experience” your interactions Update your goals realization plan quarterly © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Don't Do: Don't take "mobile first" too literally … Don't confine decisions to either IT or the business … Don„t tolerate silos Undo: Reassess your current strategy and how you got here … If your last decision for your digital strategy was "cost based," undo plans and consider a "soft analysis"
    • 21. Driving Human Engagement in a Digital Industrial Economy Mick MacComascaigh © 2013 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner di sclaims all warranties as to the accuracy, completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."

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