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

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IDEA2009 presentation on the intersection of user experience and social business.

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

  1. 1. 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
  2. 2. User Experience Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 2
  3. 3. 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
  4. 4. Back in the day.... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 4
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. “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
  9. 9. 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
  10. 10. On and off the screen Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 10
  11. 11. 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
  12. 12. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 12
  13. 13. We got a seat at the strategic table. Nice! Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 13
  14. 14. We were right. Nice! Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 14
  15. 15. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 15
  16. 16. Then we were wrong. :( Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 16
  17. 17. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 17
  18. 18. Then we really got laughed at. A lot. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 18
  19. 19. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 19
  20. 20. Then...things changed. A lot. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 20
  21. 21. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 21
  22. 22. Then we were right again. Sort of. And things changed again. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 22
  23. 23. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 23
  24. 24. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 24
  25. 25. Today, we do live in a networked economy. Almost. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 25
  26. 26. dachisgroup.com Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 26
  27. 27. 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
  28. 28. UX IA,Visual, interface design... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 28
  29. 29. Encompass new elements... Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 29
  30. 30. user experience Software: User Interface Design Hardware: Industrial Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 30
  31. 31. that embrace new facets of this now fully networked digital economy Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 31
  32. 32. 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
  33. 33. 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
  34. 34. Don’t get comfy. Things are changing again. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 34
  35. 35. The obligatory pillars of the house diagram: Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 35
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 40
  41. 41. Key Trends Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 41
  42. 42. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 42
  43. 43. Four Archetypes for Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 43
  44. 44. Ecosystem dachisgroup.com From Disparate Silos To Connected Nodes Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 44
  45. 45. 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
  46. 46. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 46
  47. 47. Hivemind dachisgroup.com From Hoarding To Collaborating Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 47
  48. 48. 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
  49. 49. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 49
  50. 50. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 50
  51. 51. 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
  52. 52. 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
  53. 53. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 53
  54. 54. 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
  55. 55. 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
  56. 56. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 56
  57. 57. Text dachisgroup.com Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 57
  58. 58. 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
  59. 59. Archetypes Manifested Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 59
  60. 60. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 60
  61. 61. A hiveminded, dynamically signaling, metafiltered ecosystem will perform exponentially better. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 61
  62. 62. Social Business Design Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 62
  63. 63. Today we continue to define a new way of doing business. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 63
  64. 64. 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
  65. 65. :) Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 65
  66. 66. Thank you. Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009 Thursday, October 1, 2009 66
  67. 67. 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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