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Robert fein hcid2012_final

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My presentation for HCID 2012

My presentation for HCID 2012

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  • UX for Tesco.com and Tesco Groceries £1bn/year siteSmart metering -- ongoingVirgin Media – Customer services strategy and virginmedia.co.ukVision work for Barclays – Future of BankingMultichannel simultaneaously (“Omni-channel”) – transformation experience
  • 1st 2/3 of story Waitrose Taxonomy…Eon?Time out?
  • Last 1/3 of storyInclude explicit and implicit failures
  • Trunk = hoseEar = fanSide = wallTail = brushTusk = spearBut none will know it’s an elephant
  • All projects consist of individualsmany of whom have never worked together beforesome of whom belong to organizational units that may have a history of “creative tension”Disparate power relationshipsClients / Sponsors Project Teams
  • ALL tasks in the Discover phase require client / sponsor:ParticipationEvaluationApprovalAgreement
  • Be open and transparent (resourcing, timings, value, purpose, etc…)Deliver what you say you'd deliver when you said you’d do it If you can’t do that, tell soon, say why, and what you’re going to do
  • Bi-directional Get alongAdaptBe fun to work with
  • All projects consist of individualsmany of whom have never worked together beforesome of whom belong to organizational units that may have a history of “creative tension”Disparate power relationshipsClients / Sponsors Project Teams

Robert fein hcid2012_final Robert fein hcid2012_final Presentation Transcript

  • The problem is the solution© Copyright 2011 EMC Corporation. All rights reserved. 1
  • EMC 6th largest information technology company in world – From consulting through information management and storage – Leaders in Cloud Computing© Copyright 2011 EMC Corporation. All rights reserved. 2
  • Some Projects© Copyright 2011 EMC Corporation. All rights reserved. 3
  • EMC Consulting User experience is central to its offering I’ve been the Director of UX there for 3 days© Copyright 2011 EMC Corporation. All rights reserved. 4
  • Who I am 18 years of experience, and 8 as a User Experience Director, Strategist and Leader I focus on leading and delivering award winning projects that produce great experiences for users and value for clients More recently, I’ve been concentrating on – Building teams of excellence and – Multi- and omni-channel eCommerce and Content projects Work history – 8 years client-side in the US and UK (e.g., Time Out, Plastic Logic, Intel, Convio) – 10 years agency-side in the UK (e.g., EMC, GrandUnion, Sapient) – Most technical Domains (PC / Mobile Web, Device, Consumer software, Enterprise software) – Most Industries (Media, Retail, Grocery, Consumer Electronics, Government, Energy, Telecom, …) He is a proud father to 1 & 8/9 children© Copyright 2011 EMC Corporation. All rights reserved. 5
  • Some ground rules Discussions are more fun than talks Ask questions Volunteer information© Copyright 2011 EMC Corporation. All rights reserved. 6
  • The Problem is the SolutionSuccess depends on four factors:1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 7
  • But first, a Story*…* NB: From my pre-EMC days© Copyright 2011 EMC Corporation. All rights reserved. 8
  • The briefCreate a fully faceted taxonomy for 32K SKUsAnd, oh yeah, solve the cod problem© Copyright 2011 EMC Corporation. All rights reserved. 9
  • Stages to this project1. Start with a request (a brief)2. Deploy process, best practice, creativity, genius(?)3. Solve the problem (described in the brief)4. Client accepts5. Solution gets built …© Copyright 2011 EMC Corporation. All rights reserved. 10
  • and…© Copyright 2011 EMC Corporation. All rights reserved. 11
  • “It turns out that you need to select cupboard, food, ba kery, then bread is listed. A lot of clicks to find a basic item.”© Copyright 2011 EMC Corporation. All rights reserved. 12
  • What Happened?!? We were working on the wrong problem© Copyright 2011 EMC Corporation. All rights reserved. 13
  • What happened The actual problem The project parameters – Commercial – Time – Organisation Because we were working on the wrong problem: – The design brief was wrong – The taxonomy created wasn’t deployable – The result: ▪ Created a counter-intuitive navigation system ▪ Imposed a physical layout system onto a digital system© Copyright 2011 EMC Corporation. All rights reserved. 14
  • The Problem is the SolutionSuccess depends on four factors:1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 15
  • The Problem is the SolutionSuccess depends on four factors:1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 16
  • Discovery Phase "Question everything generally thought to be obvious.” --Dieter Rams© Copyright 2011 EMC Corporation. All rights reserved. 17
  • Why? "The Blind Men and the Elephant" by John Godfrey Saxe (1816–1887)© Copyright 2011 EMC Corporation. All rights reserved. 18
  • Goal Explicit Implicit Gather a fundamental Creates a unified team understanding of the with a common problem understanding and a – Its parameters client / sponsor – the impact of the ecology champion on the problem The Brief!© Copyright 2011 EMC Corporation. All rights reserved. 19
  • A Discovery Phase… Defines scope and business/user requirements based on research Provides a deep understanding of: – Business parameters – Competitive landscape – Operational factors – Authority and sign-off – Process – Risks – …© Copyright 2011 EMC Corporation. All rights reserved. 20
  • Answer the five Ws (and an H) Who is / will be What is the problem? affected? – External AND internal Where does the problems solution need Why is this a problem? to be used? When does this problem How are we solving need to be solved? (framing) this problem?© Copyright 2011 EMC Corporation. All rights reserved. 21
  • The Problem is the SolutionSuccess depends on four factors:1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 22
  • Create a Team "The whole is greater than the sum of the parts.” --Kurt Koffka© Copyright 2011 EMC Corporation. All rights reserved. 23
  • Why?© Copyright 2011 EMC Corporation. All rights reserved. 24
  • Goal To forge an effective project team© Copyright 2011 EMC Corporation. All rights reserved. 25
  • Elements of a great team Communicate clearly Manage expectations Generate trust Build chemistry© Copyright 2011 EMC Corporation. All rights reserved. 26
  • Communicate clearly© Copyright 2011 EMC Corporation. All rights reserved. 27
  • Manage expectations© Copyright 2011 EMC Corporation. All rights reserved. 28
  • Generate trust© Copyright 2011 EMC Corporation. All rights reserved. 29
  • Have chemistry (or Èlan) YES NO© Copyright 2011 EMC Corporation. All rights reserved. 30
  • The Problem is the SolutionSuccess depends on four factors:1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 31
  • Put the Right People in the Right Place(on the right tasks) "He gets on base a lot. Do I care if its a walk or a hit?” --Billy Beane, Moneyball© Copyright 2011 EMC Corporation. All rights reserved. 32
  • Why? © Copyright 2011 EMC Corporation. All rights reserved. 33
  • Goal On each part of the problem, the people who will be most effective Most effective ≠ best© Copyright 2011 EMC Corporation. All rights reserved. 34
  • Three simple heuristics1. Put yourself out of a job2. Your team owns it, not you3. Delegate and support© Copyright 2011 EMC Corporation. All rights reserved. 35
  • Put your self outof a job© Copyright 2011 EMC Corporation. All rights reserved. 36
  • Your team owns it, not you© Copyright 2011 EMC Corporation. All rights reserved. 37
  • Delegate and support© Copyright 2011 EMC Corporation. All rights reserved. 38
  • Success depends on four factors1. Do a Discovery Phase2. Create a Team3. Put the Right People in the Right Place4. Execute© Copyright 2011 EMC Corporation. All rights reserved. 39
  • Execute JFDI (Just Do it)© Copyright 2011 EMC Corporation. All rights reserved. 40
  • Get these four right… and the rest of the project is easy (comparatively)© Copyright 2011 EMC Corporation. All rights reserved. 41
  • Thank you Any questions? Robert M. Fein Director of User Experience EMC Consulting robert.fein@emc.com Twitter: GoodSenator LinkedIn: http://uk.linkedin.com/in/rfein And yes, we’re hiring© Copyright 2011 EMC Corporation. All rights reserved. 42