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UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"

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UX STRAT USA 2017 presentation by Andrew Hinton, Senior Digital Experience Architect, State Farm

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UX STRAT USA 2017: Andrew Hinton, "Designing A Future We Want to Live In"

  1. 1. DESIGNING A FUTURE WE WANT TO LIVE IN UXSTRAT USA 2017 | BOULDER CO ANDREW HINTON | @INKBLURT
  2. 2. I WANT TO SAY ONE WORD TO YOU. JUST ONE WORD. YES, SIR. ARTIFICIAL INTELLIGENCE. … ISN’T THAT TWO WORDS?
  3. 3. IS ALL OVER THIS THING ARTIFICIAL INTELLIGENCE Gartner Hype Cycle for Emerging Technologies 2017
  4. 4. USER EXPERIENCE STRATEGY WHAT DO THESE MEAN IN AN AI FUTURE?
  5. 5. “USER”
  6. 6. "...for the computer to operate at all for us first requires a wealth of interactions to take place for itself. As operators or engineers, we may be able to describe how such objects and assemblages work. But what do they experience?” — Ian Bogost
  7. 7. UX REQUIRES AN UNDERSTANDING HOW THEY PERCEIVE & ACT THINKING MACHINES AREN’T PEOPLE bleepingcomputer.com
  8. 8. UMWELT “The world as experienced by a particular organism.” Organisms can have different umwelten, even though they share the same environment.
  9. 9. • Clear communication framework of signals and rewards. • Environment that works for cohabitation for human and dog.
  10. 10. FOR PEACEFUL, CLEAR COHABITATION BETWEEN HUMANS & MACHINES WE’RE DESIGNING ENVIRONMENTS & “LANGUAGES” Physical Activity (Explicit or Tacit) Signifies Signifies Communication Environmental Structure
  11. 11. FOR PEACEFUL, CLEAR COHABITATION BETWEEN HUMANS & MACHINES WE’RE DESIGNING ENVIRONMENTS & “LANGUAGES”
  12. 12. “EXPERIENCE”
  13. 13. PHYSICALLY, CULTURALLY, ECONOMICALLY THE POWER TO CHANGE THE HUMAN ENVIRONMENT
  14. 14. BEHAVIOR = A FUNCTION OF THE PERSON & THEIR ENVIRONMENT LEWIN’S (“LE-VEEN’S”)EQUATION (“EXPERIENCE” IS HARD TO PIN DOWN. BUT WE CAN SEE BEHAVIOR.)
  15. 15. IT TURNS OUT, WE DESIGN THOSE EXPERIENCES HAPPEN IN ENVIRONMENTS
  16. 16. WE ARE THE DATA ARTIFICIAL INTELLIGENCE IS ONLY AS GOOD AS ITS DATA
  17. 17. “Always design a thing by considering it in its next larger context — a chair in a room, a room in a house, a house in an environment, an environment in a city plan.” — Eliel Saarinen, Architect
  18. 18. ECOSYSTEMS & INTEGRATED LANDSCAPES SERVICE DESIGN Pictures courtesy Rosenfeld Media “Service Design: From Insight to Implementation” https://www.flickr.com/photos/rosenfeldmedia/sets/72157632731881073/
  19. 19. …FOR PURPOSEFUL ENVIRONMENTAL DESIGN STRATEGIES SERVICE DESIGN IS A GREAT VEHICLE… Line of Visibility Line of Interaction Support Processes / Systems Customer Actions Service Agent Actions
  20. 20. DIGITAL AGENTS AS PARTICIPANTS + INSTANCES OF SYSTEMS/PROCESSES WE NEED TO BE “FULL-STACK” UX STRATEGISTS Line of Visibility Line of Interaction Support Processes / Systems Customer Actions Service Agent Actions OPERATIONS DESIGN ENTERPRISE ARCHITECTURE
  21. 21. “STRATEGY”
  22. 22. IN FOUR ACTS A PARABLE ABOUT ENTERPRISE AI STRATEGY https://xkcd.com/1831/ 
  23. 23. “DIGITAL TRANSFORMATION” “IT MODERNIZATION” “PROCESS AUTOMATION” …um…those aren’t strategies
  24. 24. The gap between ambition and execution is large at most companies. • Three-quarters of executives believe AI will enable their companies to move into new businesses. • Almost 85% believe AI will allow their companies to obtain or sustain a competitive advantage. • But only about one in five companies has incorporated AI in some offerings or processes. • Only one in 20 companies has extensively incorporated AI in offerings or processes. • Less than 39% of all companies have an AI strategy in place. • The largest companies — those with at least 100,000 employees — are the most likely to have an AI strategy, but only half have one. HIGHHOPESLOWDIRECTION http://sloanreview.mit.edu/projects/reshaping-business-with-artificial-intelligence/
  25. 25. https://hbr.org/2017/08/a-survey-of-3000-executives-reveals-how-businesses-succeed-with-ai
  26. 26. BUSINESS & TECH STRATEGY NEEDS HUMAN CONTEXT COMMON THREAD…
  27. 27. + UX STRATEGY STRATEGY DEF. A “…THE CREATION OF A UNIQUE AND VALUABLE POSITION…CHOOSING TO PERFORM ACTIVITIES DIFFERENTLY THAN RIVALS DO.” Michael Porter, “What is Strategy?” HBR 1996 POSITION STRATEGY DEF. B “…A SET OF GUIDING PRINCIPLES THAT, WHEN COMMUNICATED AND ADOPTED IN THE ORGANIZATION, GENERATES A DESIRED PATTERN OF DECISION MAKING.” Michael Watkins, “Demystifying Strategy” HBR 2007 PRINCIPLES “USER EXPERIENCE” A HUMAN-CENTERED PERSPECTIVE FOR PLANNING, DESIGNING, AND IMPLEMENTING PRODUCTS & SERVICES. PERSPECTIVE WHAT DOES IT MEAN TO HAVE A UX STRATEGY?
  28. 28. STRATEGIES TO GET UX STRATEGY INTO THE CENTER OF CORPORATE PLANNING WE NEED “META” STRATEGIES “THE META” “THE MATTER” The product, service, project, etc. The organization, ecosystem, values, politics, infrastructures…
  29. 29. 3 QUICK CLOSING THOUGHTS
  30. 30. ORGS NEED UX STRATEGY FOR SUCCESSFUL AI STRATEGY (WE HAVE TO MAKE THAT CASE)
  31. 31. DON’T WAIT. LEAD.
  32. 32. HUMAN-CENTERED MEANS IT’S GOOD FOR ALL OF US
  33. 33. THANK YOU AND WE’RE DONE… ANDREW HINTON @INKBLURT AH@ANDREWHINTON.COM NANOO NANOO

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