Designing & UX in a complex systems

1. Minding My Markets, Customers
Moving from
Faith Chiang, Sr. Director of Product & UX @FirstRain | @fmc
YY Lee, COO @FirstRain | @thisisyy

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• High-fidelity
• “Put yourself in
your customers’
shoes”
• Data-powered
empathy

4. Minding My Markets

5. Subjects & Topics
General business
Industry-specific
Company-specific
:
Sectors
Industries
These structures are not
codified or static
or often even explicit
They need to be continually
derived & updated
Companies
Subsidiaries
Company-to-Company
Relationships
People
People
Relationships
Business Lines
Products
FirstRain’s Business Web Graph

6. Cadence Design Systems
Active business lines:
• EDA Software
• IC Design
• Simulation Software
• Semiconductor Licensing & IP
• 3-D Integrated Circuits
• Digital IC Design
• Field-Programmable Gate Arrays
etc.
Berkeley Design
Active business lines:
• EDA Software
• Simulation Software
Synopsys
Active business lines:
• EDA Software
• Application Specific ICs
• IC Design
• System-on-a-Chip
• Simulation Software
• Semiconductor Licensing & IP
• Semiconductor IP Cores
• Field-Programmable Gate Arrays
etc.
Strong mutual competitors,
with specific areas of overlap
For Berkeley Design,
Cadence & Synopsys
are significant competitors
But for Cadence & Synopsys,
Berkeley Design is only a
minor competitor
Competitive relationships, market shape

7. Communication
Equipment
Personal
Computers
Consumer Durables &
Electronic Equipment
i.e. Nokia, Motorola i.e. Apple, Acer
i.e. Samsung, LG, Sony
SMARTPHON
Internet
Google
i.e. Square, PayPal, Apple
Mobile Payment Systems
Communication
Equipment
Personal
Computers
Consumer Durables &
Electronic Equipment
i.e. Nokia, Motorola i.e. Apple, Acer
i.e. Samsung, LG, Sony
SMARTPHONES
Internet
Google
Focused minding
Precision Discovery

8. 8
Concept Map – Global Warming

9. Minding My Customers

10. 10
The “Challenger” Methodology

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12. 12
Social Sales: Who to Call and Why

13. 13
What to Talk About

14. Minding Myself

15. Analytics to deliver meaning in
context of each person’s daily,
in-the-moment experience
Data Science
User Requested !" Automatic!
Suggested !" Presumptive!
Incremental !" Big Bang!
Main Experience !" Sandbox!
Permanent !" Reversible!
!Ini%al !!" Adaptive!
! ! !!

16. Just-In-Time Expertise

17. Just-In-Time Expertise
We now track “Polymetallic Mining”,
and it looks like this is possibly related
to your daily update on “Precious
Metals”. Start Monitoring?

19. Thank You.
Faith Chiang, Sr. Director of Product & UX @FirstRain | @fmc
YY Lee, COO @FirstRain | @thisisyy