Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy

Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy Jeffrey Dachis, Dachis Group jeff@dachisgroup.com @jeffdachis Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 1

User Experience Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 2

15 Years ago we thought we were about to embark on a revolution and pioneer a new way of doing business Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 3

Back in the day.... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 4

We Passionately Believed that we could change the world of commerce, communications, and culture Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 5

Everything that could be digital...would be. Because it would be faster, better and cheaper. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 6

We realized that if everything was digital, user experience was the only value differentiator. All other components in the delivery of a networked economy business become commoditized- Hardware, bandwith, etc.. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 7

“In the digital world, User Experience is the key deﬁner of value” Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 8

We created a methodology, a lexicon, and an entire industry around making valuable user experiences. Early on we got laughed at. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 9

On and off the screen Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 10

Companies began to see the value in digital experiences and our business began to grow. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 11

Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 12

We got a seat at the strategic table. Nice! Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 13

We were right. Nice! Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 14

Then we were wrong. :( Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 16

Then we really got laughed at. A lot. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 18

Then...things changed. A lot. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 20

Then we were right again. Sort of. And things changed again. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 22

Today, we do live in a networked economy. Almost. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 25

dachisgroup.com Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 26

The ﬁeld of User Experience has had to evolve to meet these changes too. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 27

UX IA,Visual, interface design... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 28

Encompass new elements... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 29

user experience Software: User Interface Design Hardware: Industrial Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 30

that embrace new facets of this now fully networked digital economy Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 31

User Experience Design is really Business Design Welcome back. You have a seat at the strategic table again! Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 32

content ecosystem support services commerce ecosystem developer ecosystem application ecosystem cloud services products supply chain ecosystem Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 33

Don’t get comfy. Things are changing again. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 34

The obligatory pillars of the house diagram: Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 35

experience USEFUL USABLE DESIRABLE SUSTAINABLE serves purpose intuitive enjoyable scalable satisﬁes needs easy pleasurable maintainable practical seamless delightful adaptive functional accessible memorable pliable helpful efﬁcient differentiated effective The Basics (often broken) USERS BUSINESS GOALS Foundation The building blocks of an experience... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 36

social experience USEFUL USABLE DESIRABLE SUSTAINABLE SOCIAL serves purpose intuitive enjoyable scalable shareable satisﬁes needs easy pleasurable maintainable open practical seamless delightful adaptive distributed functional accessible memorable pliable dynamic helpful efﬁcient differentiated collective effective Natural The Basics Progression (often broken) (toward social experiences) EXTERNAL CUSTOMER PARTICIPATION INTERNAL CONSTITUENT COLLABORATION BUSINESS OPTIMIZATION Foundation have shifted.... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 37

User Experience design which used to mean one thing, now needs to embrace a new set of users and behavior characteristics. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 38

And we need a new framework to develop new valuable user experiences. We may get laughed at again. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 39

Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 40

Key Trends Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 41

Four Archetypes for Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 43

Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 44

Ecosystem: experience characteristics • awareness of others within ecosystem • actively seeks or enables connections • identity and proﬁles • builds reputation Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 45

Hivemind dachisgroup.com From Hoarding To Collaborating Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 47

Hivemind: experience characteristics • increases responsibility to contribute • motivates, rewards, and incentivizes participation • identiﬁes opportunities to contribute • identiﬁes opportunities to collaborate Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 48

Dynamic Signal dachisgroup.com From Static To Dynamic - “Communication as work, not for work” Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 51

Dynamic signal: experience characteristics • real-time communication • human and machine signals • signals from relevant transmission points • updates on location • monitors and acts upon signals of others Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 52

Metaﬁlter dachisgroup.com From Filter Failure To Clear Signals “Finding meaning in all the noise” Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 54

Metafilter: experience characteristics • looks for ways to sort, tag and organize signal • define constructs for measurement • define relevance • amplify relevance • simplify • multiple presentation options (visual) Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 55

Text dachisgroup.com Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 57

Why Social Business Design? Leveraged + = & Emergent Outcomes • Cost savings and efficiencies • Improved collaborative processes • Informed social marketing strategies • Adaptable business practices • New product & service offerings/innovations • Customer growth, retention and sustainability • Expansion into new markets Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 58

Archetypes Manifested Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 59

A hiveminded, dynamically signaling, metaﬁltered ecosystem will perform exponentially better. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 61

Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 62

Today we continue to deﬁne a new way of doing business. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 63

I Still Passionately Believe that we can have a profound effect on the world of commerce, communications, and culture. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 64

:) Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 65

Thank you. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 66

Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy Jeffrey Dachis, Dachis Group jeff@dachisgroup.com @jeffdachis Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 67

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Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy

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