Customer-Focused Community Source: Concepts and Processes

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    Measures and implications will differ across types of institutions, departments, and individuals.Others may define my success differently than I do (e.g., grades vs. learning as a measure of student success).

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    Customer-Focused Community Source: Concepts and Processes - Presentation Transcript

    1. Customer-Focused Community Source: Concepts and Processes
      Mark Notess, Development Manager
      UITS/Digital Library Program, Indiana University
    2. Customer Focus
      What is it?
      Why do it?
      How can we do it?
      July 2009
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      10th Sakai Conference - Boston, MA, U.S.A.
    3. What is customer focus?
      The answer would seem obvious, but…
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    4. What is Customer Focus?
      1. We have met the customers and they are not us.
      July 2009
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      10th Sakai Conference - Boston, MA, U.S.A.
      Imagine a copyrighted image of Pogo sitting here, saying, “We have met the enemy and he is us.”
      Next Bench
    5. Who are our customers?
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      10th Sakai Conference - Boston, MA, U.S.A.
      CIO
      IT Staff
      Support
      Other Staff
      Instructional Design/Consulting
      Librarians
      Faculty A
      Student A
      Faculty B
      Student B
      Faculty C
      Student C
      Etc…
    6. How Do We Differ?
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    7. What is Customer Focus?
      We have met the customers and they are not us.
      We are committed to customer success.
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    8. What is Customer Focus?
      We have met the customers and they are not us.
      We are committed to customer success.
      We plan, design, and deliver activity enablers rather than just technology.
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    9. Two Worlds
      tool
      object
      subject
      outcome
      division of labor
      community
      rules
      Systems have a way to “think” about themselves—data structures, algorithms, application programming interfaces
      Users and organizations have ways of accomplishing work, whether tacit or explicit, whether documented or informal—tasks, roles, attitudes, knowledge, habits, etc.
      Structure of computer activity
      Structure of human activity
    10. Enabling Activity
      JSR 168
      OKI
      IMS
      How do I …?
      What just happened?

      The way computers need to think about themselves is very different from how people need to think about their work.
    11. About Sakai, c. 2004
      The University of Michigan, Indiana University, MIT, Stanford, and the uPortal consortium are joining forces to integrate and synchronize their considerable educational software into a pre-integrated collection of open source tools. This will yield three big wins for sustainable economics and innovation in higher education:
      * A framework that builds on the recently ratified JSR 168 portlet standard and the OKI open service interface definitions to create a services-based, enterprise portal for tool delivery
      * A re-factored set of educational software tools that blends the best of features from the participants’ disparate software (e.g., course management systems, assessment tools, workflow, etc.)
      * A synchronization of the institutional clocks of these schools in developing, adopting and using a common set of open source software.
      (thanks to the Internet Archive Web Wayback Machine)
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    12. About Sakai Today
      The Sakai CLE is a free and open source Courseware Management System. It features a set of software tools designed to help instructors, researchers and students collaborate online in support of their work--whether it be course instruction, research or general project collaboration.
      For coursework, Sakai provides features to supplement and enhance teaching and learning. For collaboration, Sakai has tools to help organize communication and collaborative work on campus and around the world. Using a web browser, users choose from Sakai's tools to create a site that meets their needs. To use Sakai, no knowledge of HTML is necessary.
      But the product vision reaches beyond teaching and learning applications. Many Sakai deployments include as many or more project and research collaboration sites. In addition, the Open Source Portfolio e-Portfolio system is a core part of the Sakai software. Finally, the Sakaibrary project links library resources to Sakai. You can try Sakai for yourself by downloading and installing the demonstration or by visiting one the sites of our Commercial Affiliates, several of which have test drives of Sakai where you can simply create your own account. No installation necessary.
      (from sakaiproject.org, 3 July 2009)
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    13. What is Customer Focus?
      We have met the customers and they are not us.
      We are committed to customer success.
      We plan, design, and deliver activity enablers rather than just technology.
      Our understanding is open to constant revision.
      We recognize and seek out requirements variability across time as well as across types of users and uses
      We recognize the difference between user needs and their many proxies, and work towards high-quality proxying
      We recognize the richness of contextual details and their impact
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    14. Proxying Phenomenon
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      What the customer asked for
      How we understood what the customer asked for
      What the customer really needed
    15. Proxying Phenomenon
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      ?
      Developer
      Customer needs
      Jira ticket
      Institutional Sakai rep
      Institutional requirements committee
      My memories
      PROXIES
      Survey results
      Competing or similar product
      Focus group rankings
      Use Case
      Persona
    16. A Fictional Proxying Example
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    17. Tacitness of Work Knowledge
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      What people know about what they know and do
      What people don’t know about what they know and do
      How well does our requirements process work under water?
    18. Self-Report Reliability
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      Elliot, R., & Jankel-Elliot, N. (2003). Using ethnography in strategic consumer research. Qualitative Market Research: An International Journal , 6 (4) 215-223.
    19. Discovering User Needs
      make it up—we’re smart!
      I am the user!
      ask those who know users
      ask early adopters
      ask users what they like or want
      Designer
      ask users what they do
      competitive
      analysis
      ask users what they did
      read pubs
      Bb
      study real artifacts & data
      Moodle
      users
      watch users work & discuss
    20. Contextual Inquiry
      ask users what they did
      study real artifacts & data
      Designer
      watch users work & discuss
      users
    21. What is Customer Focus?
      We have met the customers and they are not us.
      We are committed to customer success.
      We plan, design, and deliver activity enablers rather than just technology.
      Our understanding is open to constant revision.
      We own the full customer experience and constantly improve it.
      “Dive for the ball” mentality – potentially harder in a non-hierarchical, somewhat volunteer organization like Sakai community
      Full experience: tryout, evaluation, adoption, planning, implementation, support, maintenance, …
      Product vision: a designer’s job. Don’t ask customers to be designers.
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    22. Why be customer focused?
      Is it really necessary?
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    23. Customer Focus is Hard
      Customer focus requires bridging technology and human activity
      As technologists, our expertise, focus, and often our interest is in the technology itself
      “Work practice”—where real requirements live—is a hard place to visit
      Technology organizations always risk becoming technology focused
      Our training as technologists seldom addresses how to uncover hidden customer needs
    24. But It Beats the Alternatives
      Technology focused
      Internally focused
      Unfocused
      Customer driven
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    25. Risks to Sakai
      We could lose the critical mass needed for sustainability
      We could waste resources doing things that don’t matter, that people don’t use
      And, most important to me,
      When usage is required, we force people to experience unpleasantness
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    26. How can we be/stay customer focused?
      A few suggestions …
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    27. Five Suggestions
      Ground requirements in real data via contextual inquiry and high-fidelity proxying
      Privilege data from those less like us: dissenting voices, students and faculty from non-technical disciplines, laggards
      Invite ethnographic, qualitative, or design research classes at your institutions to do projects that enrich our customer understanding
      Supplement personas with “coursonas” or other activity-based representations
      Figure out how new members become enculturated in Sakai and make sure a shared understanding of customer work practice is part of the experience
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    28. Coursona Example
      2a. The Technology Semi-Distance Groupshop
      Focus on learning and applying a technology-related process in group projects
      Intensive technical, procedural work with a parallel focus on how to work in (possibly distributed) teams
      Course content is technical, and some students are remote making it convenient and necessary to use technology for course management (slide sharing; podcasting; online group sessions, discussions, and filespaces)
      Examples: Instructional technology design course
      (For more examples from last year’s talk, google “notesscoursonasakai”)
    29. Process Alone Won’t Do It
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      Communication
      Process
      Predispositions
      People
    30. Discussion
      Other elements of customer focus?
      Is customer focus important for Sakai?
      How are we doing? How could we improve?
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    + Mark NotessMark Notess, 4 months ago

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