User Experience Will Make or Break Social Business

Hi! I’m @karenmcgrane from Bond Art + Science. 1

PRESPER ECKERT & JOHN MAUCHLEY 2

PRESPER ECKERT & JOHN MAUCHLEY “ One would think that if a man invented a machine that revolutionized the world, took out a patent on that machine, and had the full financial and legal resources of a major American corporation on his side, he would spend most of the rest of his life enjoying fortune and fame. Edison did. Bell did. By and large, Pres Eckert and John Mauchley did not. — Shurkin, Engines of the Mind 2

ENIAC (1946) 3

BINAC (1949) 4

60 YEARS LATER, WE’VE LEARNED A LOT. 5

WE’VE LEARNED A LOT ABOUT FAILURE. 6

Hardware Programming Languages Operating Systems Software Applications Websites 1950 1960 1970 1980 1990 2000 2010

Over budget Didn’t meet requirements Scope creep Not tested before launch Missed deadlines 9

Michael Fauscette, IDC + Natalie Petouhoff, Forrester Research Social CRM Summit, February 2010

Hardware Programming Languages Operating Systems Software Applications Websites 1950 1960 1970 1980 1990 2000 2010

Hardware Programming Languages Operating Systems Software Applications Websites Social Business 1950 1960 1970 1980 1990 2000 2010

Hardware Programming Languages Operating Systems Software Applications Websites Social Business 1950 1960 1970 1980 1990 2000 2010 Technology + Process

Hardware Programming Languages Operating Systems Software Applications Websites Social Business 1950 1960 1970 1980 1990 2000 2010 Technology + Process People + Culture

HOW TO FAIL AT SOCIAL BUSINESS

HOW TO FAIL AT SOCIAL BUSINESS IT’S EASY!

ASSUME YOU’RE READY. 13

ASSUME GRASSROOTS INITIATIVES WILL SCALE. 16

John Maeda, Laws of Simplicity 17

DON’T DO ANY RESEARCH. 18

Thinking you can get behavior from demographics is like thinking someone’s home address will tell you how they drive to work 19

ASSUME USERS WILL DO WHAT YOU WANT THEM TO. 20

 21

 KPIs 21

  KPIs 21

Not getting yelled at 22

Leaving on Not getting time yelled at 22

MAKE HiPPO DECISIONS. 23

HiPPOs rule the world when it comes to creating customer experiences. And that’s a bad thing. No matter what the optimal customer experience should be on the website, and regardless of your competence, the HiPPO decides what goes on the site. Avinash Kaushik, Experiment or Go Home! 24

THERE’S NEVER BEEN A RELATIONSHIP PROBLEM THAT A BABY COULD SOLVE 25

THINK WEB 2.0 WILL SOLVE YOUR WEB 1.0 PROBLEMS. 26

CONSIDER YOUR UX PROBLEM SOLVED 27

CONSIDER YOUR UX PROBLEM SOLVED BECAUSE YOU HIRED AN IA. 27

Your IA is here 28

Your UX problem is here Your IA is here 28

DON’T FIX SEARCH. 29

DON’T FIX SEARCH. AND WHILE YOU’RE AT IT, DON’T FIX NAVIGATION EITHER. 29

The need to move back and forth between multiple applications and separate windows is what IDC calls “death by navigation.” The business cost of “death by navigation” is extraordinary. IDC, “Getting Results by Empowering the Information Worker: What Web 2.0 Offers Beyond Blogs and Wikis” 30

DON’T DEVELOP A CONTENT STRATEGY. 31

“ The reality of social media initiatives—that they’re internal commitments, not advertising campaigns —has derailed more than a few organizations from really implementing effective, measurable programs. Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it. They don’t have a content strategy. —Kristina Halvorson 32

The main reason enterprise social fails is content strategy. The adoption would be there if the value proposition were there. Amy Vickers, VP Enterprise Solutions, Razorfish 33

HOW TO SUCCEED AT SOCIAL BUSINESS

USER EXPERIENCE IS THE ART + SCIENCE OF DESIGNING DIGITAL PRODUCTS THAT PEOPLE WANT TO USE. 35

User Social Experience Business 36

Thanks! 37

User Experience Will Make or Break Social Business

by Karen McGrane on Mar 11, 2010

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User Experience Will Make or Break Social Business — Presentation Transcript