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Karl Smith UCD14 Conference Presentation
The document discusses the evolution and importance of user experience (UX) design over the past 15 years, focusing on the integration of strategy, design, and technology. It highlights the transition from a fragmented approach to a more cohesive design thinking framework aimed at enhancing digital maturity and driving innovation. Additionally, it emphasizes the need for a user-centered design (UCD) approach to improve interactions and customer journey experiences.
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Karl Smith UCD14 Conference Presentation
- 1. Enterprise User Experience the current situation © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 1
- 2. © 2014 WIPROLTD | WWW.WIPRODIGITAL.COM 2 where we were? NO FOCUS http://youtu.be/ nyCtaciiM8Y
- 3. EC Experience through infrastructure, logic, data, interface at program level © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 3 ux / ui A LOSS OF FOCUS HOW IT WORKS HOW IT WORKS HOW IT LOOKS WHAT IT DOES UI Visual interface design, page level interactions at interface level IxD Interactions through logic, data, interface at product level IA – UX Experience through infrastructure, logic, data, interface at program level
- 4. HOW IT WORKS engages with systems and services Governance Critical Thinking KIM = Service Design CS = Integration QR1 = CX QR2 = UX Research Innovation and Interaction NOW FOR THOSE WHO CAN EXPERIENCE CONSULTANCY + + + + + + + HOW IT LOOKS engages with UI Personas User Journeys Low Fidelity Wireframes Visual Design Interactive Models Asset Libraries 5 YEARS AGO UX DESIGN + + + + + + people as a commodity LIMITING INFLUENCE engages where invited Qualitative Research / Audits Personas / Scenarios User Journeys / Task Flows Site Maps / Key Wireframes Functional Specification Usability & Experience Testing Feedback Loop INTERACTION DESIGN © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 4 10 YEARS AGO + + + + + + + HOW IT WORKS engages with systems and services + + + + + + + IA = UX ARCHITECTURE WHAT IT DOES Governance Critical Thinking Key Interaction Model Core Standards Quantitative Research Qualitative Research Productization and Interaction 15 YEARS AGO
- 5. HOW IT WORKS engages with systems and services Combined Project Requirements Program Standards and KM Service Model Research Reports & Films Audience Definitions Opportunities Productization and Interaction NOW FOR THOSE WHO CAN EXPERIENCE CONSULTANCY + + + + + + + HOW IT LOOKS engages with UI Personas / User Journeys Visual Design Interactive Models 5 YEARS AGO UX DESIGN + + + people as a commodity LIMITING OUTCOMES engages where invited Research Report Personas / User Journeys Wireframes Functional Specification Testing Reports INTERACTION DESIGN © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 5 10 YEARS AGO + + + + + HOW IT WORKS engages with systems and services + + + + + + + IA = UX ARCHITECTURE WHAT IT DOES UCD Business Requirements UCD Customer Requirements Business Process Map Legacy System Map Risks and Opportunities Master Plan Productization and Interaction 15 YEARS AGO
- 6. global availability ofresources ONSHORE, NEAR SHORE, OFFSHORE © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 6
- 7. Enterprise UCD buildingfrom the framework © 2014 W©IP 2R0O14 L T WD I P| R WOW LTWD.W | I PWRWOWDI.GWIITPARLO.CDOIGMIT A| LC.COONMFI D ENTIAL 7
- 8. by bringing capabilities AT THE CONVERGENCE OF © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 8 strategy design technology
- 9. © 2014 WIPROLTD | WWW.WIPRODIGITAL.COM 9 by focusing on ON THE BITS THAT MATTER interaction integration insight strategy design technology
- 10. with solutions andservices THAT LEAD TO DIGITAL INNOVATIONS digital maturity assessment digital strategy digital organisation design service design interaction design user centred design innovation customer journey design digital platforms & solutions digital architecture & customer journey engineering digitized shared services & optimisation © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 10
- 11. UCD Design Thinking © 2014 W©IP 2R0O14 L T WD I P| R WOW LTWD.W | I PWRWOWDI.GWIITPARLO.CDOIGMIT A| LC.COONMFI D ENTIAL 11
- 12. “lets not; just,make things change, lets make things better” ! WIPRO DIGITAL © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 12
- 13. design is notjust different © 2014 WIP©RO 20 L1T4D W | I PWROW LWTD.W | I PWRWOWD.WIGIIPTRAOLD.CIGOITMAL .|C COOM N FIDENTIAL 13
- 14. design is better THINKING, BEHAVIOUR, INVENTION, GOVERNANCE © 2014 WIP©RO 20 L1T4D W | I PWROW LWTD.W | I PWRWOWD.WIGIIPTRAOLD.CIGOITMAL .|C COOM N FIDENTIAL 14
- 15. design thinking reducesrisk, increases adoption. © 2014 WIP©RO 20 L1T4D W | I PWROW LWTD.W | I PWRWOWD.WIGIIPTRAOLD.CIGOITMAL .|C COOM N FIDENTIAL 15
- 16. design thinking =better = rapid smarter people UNIQUE PERSPECTIVES, UNIQUE OPPORTUNITIES, UNIQUE PEOPLE LEARNING FROM THE PAST AND PRESENT, BUILDING THE FUTURE © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 16 9 TAKING RISKS EARLY TO AVOID RISKS LATER
- 17. design thinking =better = benefits dramatic win CHANGES THE RULES AND JUMPS AHEAD DISRUPTIVE, ENGAGING, VIRAL, AGGRESSIVE CHANGE © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 17 9 FOR CUSTOMERS, FOR BUSINESS, FOR SOCIETY, FOR THE FUTURE
- 18. design thinking =better = value measure experts ENTREPRENEURS, MARKETERS, CREATIVE SCIENTISTS, DESIGNERS CHANGE FROM, CHANGE TO, CHANGE FOR, CHANGES TO BECOME XX © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 18 9 DO IT RIGHT ONCE AND IT WORKS
- 19. TO MAKE BETTER,A DESIGN STANDARD REFINE KNOWLEDGE program enterprise project © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 19 think big Refine Requirement Create UX / Visual Concepts Create UX / Visual Designs Combine UX / Visual into Models + + + + DIGITAL EXCELLENCE Target Audience Voice of the Customer Design Process Style Guides Assets + Governance Design Thinking Service Design Core Standards + + + + + + + + EVOLVE EVOLVE EVOLVE DIGITAL BUSINESS DIGITAL MANAGEMENT REFINE KNOWLEDGE
- 20. model INTERACTIVE WIREFRAMES deliver INTO BACKLOG / REVIEW © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 20 think process TO MAKE BETTER, A REAL OPTION refine REQUIREMENTS User stories User ecosystem User workflow Holistic Customer Journeys Mood board Information audit Market research Experience framework Phased thinking Brand values Visual thematics Show and tell User journeys Map paths Contextual support points Information architecture Show and tell Interactive library Logical ergonomics Style guides Asset index Show and tell / socialization Interactions (wireframes or models) Assets Customer Experience Deviations design STATIC WIREFRAMES concept SKETCHES
- 21. TO MAKE BETTER,A CONSTANT BEHAVIOR © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 21 think people design studio Digital Visual Designer Digital Content Author Creative Technologist Digital Producer Experience Consultant Studio Director 425 Roles Available London NYC Bay Area Bombay Bangalore plus other countries!
- 22. thank you WEWELCOME YOUR COMMENTS & FEEDBACK wiprodigital.com KARL SMITH PARTNER, GLOBAL HEAD OF DESIGN Wipro Digital karl.smith@wiprodigital.com @userexperienceu © 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM 22
Editor's Notes
- #17 APPLICATIONS & SYSTEMS *Search Optimization, *Business Intelligence, *Campaign Management, *AB/MVT, *Media Optimization, *Customer relationship management, *Sales Automation, *Digital Asset Management, *Web Content Management, *Social, *eCommerce, *Product Information Management, *Insight PROCESSES * Limited Collaboration * Limited / no optimization of end-to-end activities Sub Optimal Reuse of Assets Decentralized Digital Asset Mgmt. ASSETS *Banner / Poster, •Signage, •Flyers /Brochures Graphics, •Print Catalogue, •Video, *Narratives, *Product Specifications, *Legal / Compliance Content, *User Manual, *Packaging Guide, *Layout / Font, *Still Pics /Photos, *Web Template, *Campaign Mailers, *Campaign Brief, *Branding Guideline, Musical / Jingle
- #18 APPLICATIONS & SYSTEMS *Search Optimization, *Business Intelligence, *Campaign Management, *AB/MVT, *Media Optimization, *Customer relationship management, *Sales Automation, *Digital Asset Management, *Web Content Management, *Social, *eCommerce, *Product Information Management, *Insight PROCESSES * Limited Collaboration * Limited / no optimization of end-to-end activities Sub Optimal Reuse of Assets Decentralized Digital Asset Mgmt. ASSETS *Banner / Poster, •Signage, •Flyers /Brochures Graphics, •Print Catalogue, •Video, *Narratives, *Product Specifications, *Legal / Compliance Content, *User Manual, *Packaging Guide, *Layout / Font, *Still Pics /Photos, *Web Template, *Campaign Mailers, *Campaign Brief, *Branding Guideline, Musical / Jingle
- #19 APPLICATIONS & SYSTEMS *Search Optimization, *Business Intelligence, *Campaign Management, *AB/MVT, *Media Optimization, *Customer relationship management, *Sales Automation, *Digital Asset Management, *Web Content Management, *Social, *eCommerce, *Product Information Management, *Insight PROCESSES * Limited Collaboration * Limited / no optimization of end-to-end activities Sub Optimal Reuse of Assets Decentralized Digital Asset Mgmt. ASSETS *Banner / Poster, •Signage, •Flyers /Brochures Graphics, •Print Catalogue, •Video, *Narratives, *Product Specifications, *Legal / Compliance Content, *User Manual, *Packaging Guide, *Layout / Font, *Still Pics /Photos, *Web Template, *Campaign Mailers, *Campaign Brief, *Branding Guideline, Musical / Jingle