A SxSWi 2013 Core Conversation Proposal By Roshen Mathew

1. “Have we been smoking a pipedream named UX?”
A SxSWi 2013 Core Conversation Proposal
By Roshen Mathew
By Roshen Mathew

2. SUBMISSION IN 1000 CHARACTERS OR LESS:
Great UX. It’s been elusive for many organizations, a “holy grail” of sorts, they can’t seem to make the magic happen.
The problem isn’t a lack of great experiences in our world created by talented folks. Companies haven’t been able to
reliably build teams capable of producing holistic user experiences driving business. Most focused on solving the
problem by hiring individuals, with a “silver bullet” approach. “If we just hire the right person…” But, there are far
too few of these “right persons.” In the late 90’s, IA exploded on the scene at the dawn of the commercial web.
These IAs were brought in from the world of product design, & asked to produce docs the likes of tech specs, wires,
& use-cases & now prototypes. Over time, the industry demanded evolution, from IA to UX professional, to
Experience Designer & so forth. Each evolution had new needs; the individuals didn’t change, because the evolution
was driven by market demand, not by people. Let’s discuss & solve this together!
QUESTIONS TO BE COVERED
Are there characteristics and backgrounds that differentiate information architects, user-experience folks, and experience designers?
How does an organization optimally build a UX discipline capable of providing more than just assumed table stake deliverables?
What does an organization need to do to best integrate its UX department’s
thinking and talent in everything it produces and does for itself?
How can the UX department best interface with the organization and its legacy beliefs and practices?
Is the role of a UX discipline to be “the voice of reason” and convergence or can it be a source of divergent and innovative thinking?
By Roshen Mathew

3. Evolving EVOLVING LABELS WITH EVOLVING EXPECTATIONS
Titles
Information Architect UX Professional Experience Designer
Individual
The
“I’m Jim, your “I’m still Jim, but now “It’s me again, but I’m
information architect.” I’m your UX guy.” all about XD now.”
Expectations
+ Organization & function Organization & function Organization & function
+ Inspiration & behavior modification Inspiration & behavior modification
Key
+ Surprise & delight
Experts in the consumption Experts in driving individuals Experts in visual design, movement,
Required
Skillset
of information. through a behavioral continuum with sound, and interaction
lots of moving parts
Think: Classic IA type Think: CRM strategist Think: Art director who codes
By Roshen Mathew

4. “MAD MEN” ERA RECENT CONFIGURATION
Art Copy Art Copy
UX
The “silver bullet,” master
of all experiences .
But, is this realistically possible?
By Roshen Mathew

5. DO EXPECTATIONS NEED TO BE MATCHED WITH DISTINCT TALENT?
Experience Planning Lead
“I’m Ed.”
Information Architect UX Professional Experience Designer
“I’m Jim.” “I’m Anne.” “I’m Mark.”
+ Organization & function Organization & function Organization & function
+ Inspiration & behavior modification Inspiration & behavior modification
+ Surprise & delight
Experts in the consumption Experts in driving individuals Experts in visual design, movement,
of information through a behavioral continuum with sound, and interaction
lots of moving parts
Think: Classic IA type Think: CRM strategist Think: Art director who codes
By Roshen Mathew

6. “MAD MEN” ERA PERHAPS A NEW MODEL IS NEEDED?
Art Copy
Director Writer
Art Copy
Director Writer
Experience
RECENT CONFIGURATION Lead
Should this be
the Creative
Director?
Art Copy
Director Writer
SMEs tapped on adhoc basis
UX
Pro
IA UX XD
By Roshen Mathew

7. “Have we been smoking a pipedream named UX?”
A SxSWi 2013 Core Conversation Proposal
By Roshen Mathew
Thank You!
And please vote for this discussion, if you think it’s worthy! 
By Roshen Mathew