Cmu next gen_ua trends 2011


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Cmu next gen_ua trends 2011

  1. 1. Rational SoftwareInformation Trends and the Evolution ofProfessional Communication Stephanie L. Trunzo Krista Meyer email. email. twitter. sltrunzo twitter. kristameyer 09/21/2011 © 2011 IBM Corporation Thanks to Mitzi Montoya, Tony Driscoll, and Sera Lewis for partial material
  2. 2. Rational User TechnologiesStephanie Trunzo @sltrunzo stephanie-trunzo/1/1b1/485 2 09/21/2011 © 2011 IBM Corporation
  3. 3. Rational User TechnologiesKrista Meyer @kristameyer krista-meyer/3/161/39b 3 09/21/2011 © 2011 IBM Corporation
  4. 4. Rational User TechnologiesWhat shall we discuss?  Trends – Services – Customization – Semantic web – Social media – Business analytics  Applying trends to your future careers – IBM examples – Challenges 4 09/21/2011 © 2011 IBM Corporation
  5. 5. Rational User TechnologiesSelling services is selling information!  UA is in one of the best positions to address this change in industry: – Information wranglers, and advocates for user experience Past: Information Development delivered as a product (books) Now: User Assistance delivered interactively Future: Information Enablement crafting infrastructure and experiences, harnessing community-created information 5 09/21/2011 © 2011 IBM Corporation
  6. 6. Rational User TechnologiesDesigning experiences, leveraging best practices  Fundamentally, customers don’t want choice; they just want exactly what they want. – Transparent customization - observing a customer and then designing the perfect good or service for that customer without him or her even knowing it has been customized. – Voluntary customization - allowing the customer the choice of crafting their own experience – Best practices - Leveraging the experience of others to jumpstart your own ramp-up and system optimization 6 09/21/2011 © 2011 IBM Corporation
  7. 7. Rational User TechnologiesSemantic web is to information architecture...  In addition to the classic “Web of documents” W3C is helping to build a technology stack to support a “Web of data,” the sort of data you find in databases. 7 09/21/2011 © 2011 IBM Corporation
  8. 8. Rational User TechnologiesBusiness analytics Business analytics focuses on developing new insights and understanding of business performance based on data and statistical methods. Business intelligence is querying, reporting, OLAP, and "alerts". In other words, [business intelligence] can answer questions such as: •what happened •how many •how often •where the problem is •and what actions are needed. Business analytics can answer questions like: •why is this happening •what if these trends continue •what will happen next (that is, predict) •what is the best that can happen (that is, optimize).[3] - Wikipedia 8 09/21/2011 © 2011 IBM Corporation
  9. 9. Rational User TechnologiesWhat social media is all about 9 09/21/2011 © 2011 IBM Corporation
  10. 10. Rational User TechnologiesExample: User Assistance for software Before Current Future 10 09/21/2011 © 2011 IBM Corporation
  11. 11. Rational User Technologies Open Services Lifecycle Collaboration (OSLC) Tim Berners Lee - TED talk 11 09/21/2011 © 2011 IBM Corporation
  12. 12. Rational User TechnologiesExecutive Dashboard: 12 09/21/2011 © 2011 IBM Corporation
  13. 13. Rational User TechnologiesIBM examples in social media13 09/21/2011 © 2011 IBM Corporation
  14. 14. Rational User TechnologiesChallenges  Innovation and change polarizes people - be prepared for positive and negative reactions  Technology adoption cycle -> high adoption, huge drop-off -> right level of usage/stabilization Initially, the technological discontinuity may have lower performance than incumbent technology. In 1771 Joseph Cugnot’s early automobile was not put into production because it was slower and harder to operate than a horse drawn carriage. Schilling, p. 38 14 09/21/2011 © 2011 IBM Corporation
  15. 15. Rational User TechnologiesLightbulbs? 15 09/21/2011 © 2011 IBM Corporation
  16. 16. Rational User TechnologiesExperience Economy  Innovation translates into profit by moving up the experience chain The classification for each stage in the evolution of products is: A commodity business charges for undifferentiated products. A goods business charges for distinctive, tangible things. A service business charges for the activities you perform. An experience business charges for the feeling customers get by engaging it. A transformation business charges for the benefit customers (or "guests") receive by spending time there.Pine, Joseph and James Gilmore. The Experience Economy. Harvard Business School Press.1999. 16 09/21/2011 © 2011 IBM Corporation
  17. 17. Rational User Technologies What is social media? Wikipedia Jan, 09 Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunicationsSocial media is the use of technology and social interaction, and the construction of words, pictures, videos and audio. This interaction, and thecombined with social interaction manner in which information is presented, depends onto create or co-create value. the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer- generated media (CGM). We  define  social  network  sites  as  web-­‐based  services  that  allow  individuals  to   (1)  construct  a  public  or  semi-­‐public  profile  within  a  bounded  system  (2)  ar=culate  a  list  of  other  users  with  whom  they  share  a  connec=on (3)  view  and  traverse  their  list  of  connec=ons  and  those  made  by  others  within  the   system. Boyd,  d.  m.,  &  Ellison,  N.  B.  (2007).  Social  network  sites:  Defini=on,  history,  and   scholarship.  Journal  of  Computer-­‐Mediated  Communica4on 17 09/21/2011 © 2011 IBM Corporation
  18. 18. Rational User TechnologiesSocial computing guidelines  The IBM social computing guidelines were written by and for IBMers, and available for everyone to see  Call for responsible engagement in innovation and dialogue  Remind us to be honest, be open, and present ourselves as ourselves  Used as a model by others  See this slideshare for a quick view of how IBM shifted corporate culture to embrace social media • • • 18 09/21/2011 © 2011 IBM Corporation
  19. 19. Rational User TechnologiesExample of social listening and IBM Rational An easy and effective way to provide additional value to our customers & partners Using “listening” tools to follow Example 1: conversations about the IBM  User tweeted about an issue Rational brand across social  IBMer “heard” his tweet networking sites  Problem found and fixed; thanked the tweeter for mentioning the Focus on using what we hear to issue. improve relationships with individuals – Letting them know that we’re listening – Showing that we’re interested in Example 2: improving their experience with  User tweeted a question about our products ClearQuest  IBMer found the solution and delivered it to the tweeter  Built a positive connection with a Rational customer. 19 09/21/2011 © 2011 IBM Corporation
  20. 20. Rational User Technologies Web 1.0->2.0->3.0 Web 1.0 Web 2.0 3Di Value Access Find Share Participate Collaborate Co-Create Proposition Poster Children Commerce Platform (Sales) Participation Platform (Membership Fees) Access Platform Reputation Platform (Transaction Fees) (Sales) Creation Platform Platforms (In-World Sales) Referral Platform (Referral Fees) Alternate Currency Search Platform Platform (Exchange Fees) (Advertising Fees) 20 09/21/2011 © 2011 IBM Corporation[map UA into this design]
  21. 21. Rational User Technologies influencers 21 09/21/2011 © 2011 IBM Corporation
  22. 22. Rational User TechnologiesHow to use Klout • Topic influencers - Chrome browser extension • Samples and promotions - KloutPerks • Customer service preference • Influential sources attached to content - Huffington Post7 Ways Smart Businesses Are Leveraging Klout 22 09/21/2011 © 2011 IBM Corporation