Presentation given to Information Management students at Copenhagen Business School. Detailing recent events about the changing digital landscape

1. Creating value with

3. The Quiet Revolution

4. What it means for business

5. The currency for change

6. How we provide value to business

7. We call this UXBASIS

8. Understanding business culture

9. Business Intelligence

10. Analysis

11. Structure

12. Interaction

13. Sample

15. How did we get here? The Quiet Revolution

16. The term social media (just like digital before it) is becoming a label to plaster on just about everything. It stops having any use as a term – it becomes meaningless. To many it is their reality, they do not think ‘what is this?’ They are using ‘digital’ technology or online social networks to live their lives without a second thought. flickr: jessicagarro “ What is this technology?”

17. flickr: colodio the ability to share information has reached an unprecedented level in terms of scale and speed ‘Youth’ drives innovation and change. They are early adopters, of course they always have been but the ability to tell others has reached an unprecedented level in terms of scale and speed. They listen to peers, just like we all do and this drives adoption of services or products. The watercooler has been replaced by Twitter. A twitter break replacing the smokers social chat.

18. We have plenty to work with, in a world of growing information

19. “Value goes to those who know how to create, store, manipulate and use information…success has more to do with innovation, and the creation of entirely new products, industries and very different kinds of jobs.” Adam Hartung flickr: Hamadryades

20. Creating movements for commerce It is not just about a Flip camera or the new Ford Fiesta (both successful products driven by Youth) Ford enjoyed 50,000 prospective leads in a very challenging market and at a time of economic uncertainty Marketing is being redefined, the message can no longer be simply pushed but must appear where an audience is.

21. Creating movements for action

22. Creating movements for political change Information is more freely available and faster than ever. This causes companies and governments to react in different ways (Egypt and Wikileaks). Change is challenging and disruptive. It causes inconvenience and discomfort. It can be seen as good but somebody will always see it as a bad thing.

23. “ This revolution started online. This revolution started on Facebook. This revolution started in June 2010 when hundreds of thousands of Egyptians started collaborating with content. I've always said that if you want to liberate a society just give them the Internet.” WaelGhonim flickr: monasosh

24. With so many people having such a persuasive voice, opinion becomes as important as revenue for business. Trust matters for people and they ask for transparency. Commerce is quicker and has less friction than ever before. The networked economy means that a business will feel dips faster. flickr: CarbonArc

25. Getting attention is harder than ever. Your customers are no longer in one place. To get information to them requires a strategy that is holistic and sustainable All touch points need to be considered and those who must monitor the information require support and resources provided "Digital reputation is now your reputation, whether you like it or not. It's now the truth about you.” Michael Fertik – Reputation.com flickr: FoveaCentralis

26. Hello Group provides business value through: Insights - Creativity - Strategic planning We provide the information and data that leads to innovation from insights (design research) and creativity (IA, Interaction and visual design) We also provide strategic planning for our clients to engage with their customers through the services they use (social networks and communities)

27. flickr: julianbleeker User experience is more than usability How things look (visual design) how they work (how usable, the interaction and development of functionality) and how the product answers the needs and wants of a user (aligned to the business purpose) all are a part of the user experience.

28. How did we get here? We call it UXBASIS UXBASIS is a way of practically applying techniques from a business perspective, while keeping true to the goals of the users. UXBASIS is a process based on our experience of building digital solutions.

29. UXBASIS A process A set of tools A communication aid enabling collaboration A pitch tool to gain buy in

30. UXBASIS UXBASIS has 5 sections Eachsection holds severalmethods Eachsection covers a particularuserexperienceneed

31. How did we get here? Understanding business culture The work undertaken by us involves a degree of an organisational challenge (and sometimes change) for the client. Knowing the type of business culture is really valuable to us before we start work. Knowing the expectations and likely obstacles give us a good understanding and also where the work may take the client.

32. Business Intelligence UXBASIS Business focused information gathering For this reason we always start any project with fact finding around the key decision makers; The market they operate in and the culture of their company We identify the clients needs, clarify and finalisethe brief and note the overall business goals

34. Establishes best practices in competing products and unique selling points from competitors

36. Analysis UXBASIS User focused information gathering The Analysis section involves: Identifying the user needs Clarifying the end users Focusing on content and structure

38. Focus is on identifying common traits with users

39. Aim is to cover user behavior, attitude, skills and goals

42. Focus is the user wants/needs and the business goals

43. Aim is to create an overview map everyone can understand

45. Concept model example

46. Structure UXBASIS Developing the information framework Information gathered is used to develop the framework The concept model helps to map out areas of information organisation that will be shown in the wireframe or prototype

48. Focus is on user’s tasks, behavior and challenges

49. Aim is a tool from which the information structure can be generated

51. Refugees United UXBASIS Particularly useful with complex structures and multiple user types e.g. social networking or ecommerce. User journeys Shows user’s tasks, their modes of behavior and any potential challenges that a user may discover when using the product.

52. Interaction UXBASIS Creating the flow Creating flow between pages or states in an application Develop the layout and overall structure Build product content templates

54. Focus is on how the users navigates and completes tasks

55. Aim is a tool that can be used to start the interface design

57. Roskilde Blog

59. Sample UXBASIS Testing the results Verify design decisions Get feedback for iterations Ensure business goals are met

61. Focus is on the users apparent interest in product elements

62. Aim is useful information that helps optimizing the layout

64. Concluding thoughts

65. We will start to see IAs appear in companies that you didn’t even think of as ‘digital’ flickr: Chris HårvardBerge The management of information, its structure and architecture of information ‘spaces’ will become a larger industry.

66. Some concluding thoughts UCD as a philosophy (understanding who you are designing for) and UX as a discipline form the foundation for the best products and service design. flickr: Worldofoddy

67. Some concluding thoughts Coupled with engaging communication, marketing becomes inherent in a product and goes beyond normal messaging, connecting where the customer is.

68. Verifying content, and ensuring authenticity to those who view it, will make trust and transparency highly valuable qualities as misinformation is everywhere. flickr: G A R N E T

69. Agility (the ability to respond to change), collaboration (integration between disciplines) and talent acquisition will set companies (and organisations) apart flickr: FoveaCentralis Changing organisations and governments used to be a slow process, but the groundswell of ideas and speed of change is accelerating. Coping with this is not only a challenge but also will be a defining moment in how to progress societies and businesses in the next few years.

70. Thank you @jameskelway Uxbasis.com Hellogroup.com Userpathways.com