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  1. 1. The Total User Experience The Road Ahead STC New York Chapter January 24, 2008 Dr. Bill Gribbons Director, Human Factors Program Bentley College Waltham, Massachusetts, USA [email_address] © William Gribbons, 2008
  2. 2. Overview <ul><li>A look back and the road ahead </li></ul><ul><li>Careers and employment </li></ul><ul><li>Why user experience design? </li></ul><ul><li>Why now? </li></ul><ul><li>Elements of the user experience </li></ul><ul><li>Opportunities for technical communicators and information designers </li></ul>© William Gribbons, 2008
  3. 3. The Road Traveled… © William Gribbons, 2008 User experience design Usability Technical writing Technical communication Information design Gutenberg to the Boardroom
  4. 4. Why UX….Why Now? <ul><li>It reflects the shift to an experience economy </li></ul><ul><li>The greatest challenge faced by many companies is product differentiation in hyper-competitive markets </li></ul><ul><li>The user experience model stands as the greatest opportunity for differentiation </li></ul><ul><li>UX reflects the pinnacle of user-centered design and is a logical extension of what many in the field of technical communication have been doing for years </li></ul>© William Gribbons, 2008
  5. 5. © William Gribbons, 2008 Evolution of Product Design System Functionality + Useful +Usable + User Experience 1980’s 1995 2008 <ul><li>Mkt. segmentation </li></ul><ul><li>Value proposition </li></ul><ul><li>Human behavior </li></ul><ul><li>Simplicity </li></ul><ul><li>Emotional needs </li></ul><ul><ul><li>Security </li></ul></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Pleasure </li></ul></ul><ul><li>Products and services </li></ul><ul><li>All touch points with customer </li></ul><ul><li>Experience as brand </li></ul>What have we learned over the past couple of years? <ul><li>Power </li></ul><ul><li>Speed </li></ul><ul><li>Reliability </li></ul><ul><li>Features </li></ul><ul><li>Internally driven business processes </li></ul><ul><li>External support </li></ul>Maturity of market and competition in the market sector Level of integration in development and business culture <ul><li>Optimize usability </li></ul><ul><li>Reduce workload </li></ul><ul><li>Minimize errors </li></ul><ul><li>Transfer learning </li></ul><ul><li>Embedded support </li></ul>
  6. 6. © William Gribbons, 2008 Position for Competitive Advantage Business – Technical – Commercial Applications E-Business – Consumer -Services <ul><li>Performance and productivity </li></ul><ul><li>Power </li></ul><ul><li>Speed </li></ul><ul><li>Functionality </li></ul><ul><li>Confined within development </li></ul><ul><li>Internally driven business processes </li></ul><ul><li>UX as brand </li></ul><ul><li>Affective domain </li></ul><ul><li>Deeply integrated in business model </li></ul><ul><li>Becomes the competitive differentiator </li></ul>
  7. 7. © William Gribbons, 2008 Corporate Culture Unlike traditional usability and documentation groups, which are often isolated in development, successful user-experience organizations sit at the highest levels of the organization. This requires the organization to break down the silos that isolate engineering, marketing, sales, and business analysis. Development Management Sales Marketing Business Processes UX
  8. 8. Case Studies <ul><li>Staples </li></ul><ul><li>Healthcare </li></ul><ul><li>Financial Services </li></ul><ul><li>Telecommunications </li></ul><ul><li>EMC and Sun </li></ul>© William Gribbons, 2008
  9. 9. © William Gribbons, 2008 Elements of the User-Experience <ul><li>Define the most appropriate experience(s) </li></ul><ul><li>Drive development through market segmentation </li></ul><ul><li>Determine all “touch points” with the client </li></ul><ul><ul><li>System, product and service design </li></ul></ul><ul><ul><li>Marketing/Brand </li></ul></ul><ul><ul><li>Revenue model </li></ul></ul><ul><ul><li>Invoicing </li></ul></ul><ul><ul><li>Packaging and shipping </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><li>Engineer common experience across all areas </li></ul><ul><li>Build management structure </li></ul><ul><li>Communicate mission from key management </li></ul><ul><li>Measure and communicate results </li></ul><ul><ul><li>Align with other functional business units </li></ul></ul><ul><ul><li>Usability and Six Sigma </li></ul></ul>
  10. 10. Collaboration and Conflict © William Gribbons, 2008 Engineering Business Analysis Marketing Understand the business incentives that drive each group Traditionally, we interacted almost exclusively with engineering As we begin to shape the business process, we increasingly interact with this group User experience often becomes the brand forcing interaction with this group
  11. 11. Who Will Control the UX? © William Gribbons, 2008 UX Business Analysis Usability Marketing HCI Technical Communication
  12. 12. Closing Comments <ul><li>Determine the appropriateness of this strategy for your company </li></ul><ul><li>Measure your professional fit with the user experience skill set </li></ul><ul><li>Determine whether technical communicators will be a player in this space </li></ul><ul><li>Prepare to compete for control of the UX </li></ul>© William Gribbons, 2008