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Nathan Kendrick, Founder and Partner at DesignMap gave a refreshing talk that puts designing products for work into a whole new perspective. He shared with us his journey from studying design at RISD and how he gained appreciation for designing enterprise products. As technology becomes more widely available and entrenched in peoples’ lives at home, their expectations around ease of use and design aesthetics continue to rise for products they use at work. Long gone are the ’90s when mostly what we expected from productivity software was automating repetitive manual tasks. Consumer expectations are forcing businesses to give design a seat at the table. Here at DesignMap we are fortunate to have help our clients integrate design into their culture and make kick ass products. Sometimes we are even around to see it pay off like when ExactTarget, a long-term DesignMap client, was acquired by Salesforce for $2.5 billion. Yes, designing for Enterprise can be sexy because of the monetary opportunity and that designers are well positioned to make the applications look beautiful. We learned from Nathan’s talk that according to the Bureau of Labor Statistics, Americans age 25-54 spend an average of 53% of their waking hours at work. So working on designing enterprise products allow us to to do what we love and at the same time have huge positive impact on people’s lives too! Nathan called for designers working on enterprise products to contribute to the conversation. So, share your stories with us!
Citation preview
Enterprise is Sexy
In this talk,
I will definitively prove the theory “Enterprise is Sexy.”
Enterprise is Sexy June 24, 2013
Enterprise is Sexy June 24, 2013
is...
Enterprise is Sexy June 24, 2013
issiliconvalleyryangosling.tumblr.com
Enterprise is Sexy June 24, 2013
No, seriously...
Enterprise is Sexy June 24, 2013
Enterprise is Sexy June 24, 2013
is
Enterprise is Sexy June 24, 2013
‘99
Hugh Dubberly
RISD / Yale
Apple
Netscape
www.dubberly.com
‘00
Bud Tribble
MD / PhD
Apple / Macintosh
NeXT
Apple
Mike Boich
Stanford / Harvard
Apple
Radius
Andy Hertzfeld
Brown / Berkeley
Apple / Macintosh
Radius
General Magic
That’s The Woz! That’s Steve Jobs!
(BASICALLY, DROPBOX FOR LINUX)
(HUGH LET ME FREELANCE FOR HIM)
R.I.P. 2001-$10 million
The Venn Diagram
User-focused
Business-focused
Technology-focused
“the Product”
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Enterprise is Sexy June 24, 2013
1) Enterprise?2) Sexy?3) Design?
Who would agree that enterprise means “a large company”?
> 1500 EMPLOYEES
Enterprise is Sexy June 24, 2013
en•ter•prise
“a project or undertaking, typically one that is difficult or requires effort”
NEW OXFORD AMERICAN DICTIONARY
Enterprise is Sexy June 24, 2013
The changing enterprise
“ANY CUSTOMER CAN HAVE A CAR PAINTEDANY COLOR THAT HE WANTS”
Photo from flickr
“SO LONG AS ITS BLACK.”–HENRY FORD
Photo from foto storiche
No choice.
Auto vs. horse and buggy.
Enterprise is Sexy June 24, 2013
Post-industrial, pick one.
Users
Business
Technology
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Enterprise is Sexy June 24, 2013
Energy
British Petroleum
Halliburton*
Fannie MaeGeneral Electric
Ford Motor
ManufacturingTransportation
Finance Government
YOUR DAD’SENTERPRISE50+
Years ago
Enterprise is Sexy June 24, 2013
CEO ofHalliburton
Captain of theStarship Enterprise
Enterprise, still not sexy.
Enterprise is Sexy June 24, 2013
1950–60’s
But, on the consumer side...
Enterprise is Sexy June 24, 2013
1970’s
Enterprise is Sexy June 24, 2013
1980’s
Enterprise is Sexy June 24, 2013
1990’s
Enterprise is Sexy June 24, 2013
Proliferation of choice.
Consumer’s expectations rose, as technology became widely available.
Enterprise is Sexy June 24, 2013
Meanwhile, in the enterprise....
1990’s
Enterprise is Sexy June 24, 2013
VoIPClient-Server
Oracle
MicrosoftSAP
Peoplesoft
BloombergIBM
Sony
HP
Software
Computers
CIO
AUTOMATION OFTHE ENTERPRISE1990’s
Enterprise is Sexy June 24, 2013
No choice.
The CIO bought the software, the employees used it.
Enterprise is Sexy June 24, 2013
‘90–’00s, Pick two.
User-focused
Business-focused
Technology-focused
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Enterprise is Sexy June 24, 2013
What is sexy?
what’s cooler thana million dollars?
a billion dollars.
$1billion+
Enterprise is Sexy June 24, 2013
what’s sexier thana billion dollars?
2.5 billion dollars.
+ $2.5billion
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Sends billions of marketing messagesThree years of user-centered design.
Microsoft, Nike, Inuit, Toyota, Universal.
Digital Marketing Platform
Enterprise is Sexy June 24, 2013
25–54 Years Olds, with Children, Employed, Average Workday
(BLS.GOV)
24hours
Enterprise is Sexy June 24, 2013
8.8hours + 7.6hours + 7.6hours
WORK SLEEP PERSONALLEISURE / SPORTSHOUSEHOLDEATINGCARE FOR OTHERSOTHER
Enterprise is Sexy June 24, 2013
53%!(SPENT AT THE WORKPLACE...)
Enterprise is Sexy June 24, 2013
(THAT LOOKS LIKE THIS...)
Enterprise is Sexy June 24, 2013
(USING SOMETHING LIKE THIS...)
Enterprise is Sexy June 24, 2013
We as designers,
cannot ignore the opportu-nity to design products that enrich the workplace.
Enterprise is Sexy June 24, 2013
CONSUMERIZATION OF THE ENTERPRISENOW
Enterprise is Sexy June 24, 2013
Cloud
SocialB.Y.O.D.
Freemium CSS/JS
HTML5 SensorsSaaS
Peer-to-Peer Big Data
CONSUMERIZATION OF THE ENTERPRISE
Enterprise is Sexy June 24, 2013
ClouderaAsanaEvernote
Nimble StorageYammer
Zendesk
CONSUMERIZATION OF THE ENTERPRISE
BoxSkypePayPal
Basecamp
iPhone/iPadSalesforce
Cloud
SocialB.Y.O.D.
Freemium CSS/JS
HTML5 SensorsSaaS
Peer-to-Peer Big Data
Enterprise is Sexy June 24, 2013
Choice, finally!
As competitive advantages in business and tech become fewer...
Enterprise is Sexy June 24, 2013
Great products need all three.
User-focused
Business-focused
Technology-focused
Enterprise is Sexy June 24, 2013
Design in the enterprise
We as designers,
are uniquely skilled to balance human needs with business and technology.
Enterprise is Sexy June 24, 2013
A focused set of users.
Enterprise is Sexy June 24, 2013
A focused set of users.
PERSONALWORKPLACEWell defined behaviors
Enterprise is Sexy June 24, 2013
Marketing personas don’t help the team make product decisions.
THIS IS NOT A PERSONA!
Enterprise is Sexy June 24, 2013
Represent real people, not caricatures.
THIS IS NOT A PERSONA!
Enterprise is Sexy June 24, 2013
THIS IS A PERSONA!
Q.A.WWW $ $
DEBIT ACH$F I F I
$
DEBIT
ATM
ACH
WWW $
WWW
DEBIT Q.A.
$
DEBIT
Q.A.
BILLPAY
ATM
$ $F I F I
$
$ $
Elderly Parents• Health issues
Desktop Computer• Personal and work computer• Tracks finances online• Prints out documents to file
• Two Joint Checking and Savings, (WF and BofA)
• Savings and CDs (ING)• Mortgage (WF)
• Mortgage (ACH, interest rate reduction)• Home Equity (transfer) • WF Credit Card (transfer)• Utilities, Land line , Internet, Insurance (Bill Pay)
• Checking to Savings (online) • Uses BofA or ING for inter-FI • ICT’s to daughters and mother
• Home Equity Loan with ODP (WF)• 2 401K’s (Fidelity)• Brokerage (Schwab)• Credit Cards (WF, Chase)
• Household services (check) • Charities (ACH checks, cash) • Taxes (check)
• Sends money to friends, household service providers, and charities (cash, check, ICT’s, or PayPal)
Harry & Sue are a professional couple with competing financial priorities: college savings/tuition for their daughters, elder care, and retirement. They realize they’ve been great savers but now need to be more strategic to prepare for these major life events. Sue is the primary online banker, tracking account balances, using their Amex for points, transfers for WF loans, writing some checks and making transfers to other family members.
The complexity of their family’s financial situation comes with a lot of paperwork, adding to their challenge of staying organized and on top of their financial responsibilities. They want to put themselves in the hands of professional advisors to draft a strategic plan for the next 5+ years but are wary of the added expense.
Harry likes to research investments online but he is reluctant to do any transacting online due to security concerns. Sue learned about PayPal by using eBay and likes that she doesn’t have to share her account numbers to pay but is less security phobic than Harry.
Primary ChallengesJuggling PrioritiesHarry & Sue find themselves less capable of making major financial decisions without the advice of a professional; there are many variables to consider and they need help.
Technical LiteracySue has learned to manage online banking, but many of the responsibilities related to elder care are paper-based, requiring offline filing/organizing.
Harry & Sue Financial StatsLife Stage
Income
Mode
Tracking
• Primarily online, but still tracking and budgeting through paper statements • Tried Quicken for budgeting but other life priorities take precedence• Electronic statements are printed out and filed if they can’t receive both
• Uses Bill Pay for the majority of their bills • Moves money via ICT to family members and pays some medical expenses for parents• Most bills are manually paid through Bill Pay but important bills — such as medical invoices
— are paid by check for tracking and proof of payment
• Harry & Sue look to their bank representative to advise them about which accounts are the best and open the accounts in the branch. Researching for accounts can end with frustration and a yearning to speak to a real human.
• Working with financial advisors to review all investments and plan for upcoming life events
Spending
Strategizing
Routines
Products
Bills
Transfers
Devices
Segment
Early 50’s, Married w/Children and Aging Parents
$170,000 / yr
Online Fledgling Online Engaged Gem
Harry & Sue
Financial Advisors& Accountant• Tax assistance relating to
savings and investments• Budgeting for retirement
TechSavvy
Openness
FinancialSavvy
Harry Sue
Openness
21%
Financial InteractionsEntrenched routines; division in labor helps keep the peace and the reason why they receive both paper and electronic bills. Sue loves the convenience of online but Harry likes in-person and writing checks.
Desire to stay in contact with family is the�primary driver for mobile/online device usage
Financial NetworkSandwiched between competing financial goals keeps them in pooling mode
36%
$ $Q.
A.
Reactors Poolers Maximizers
College-Bound Daughters• Application process • Tuition• Money Transfers• Recurring bills
“We get all of our bills online and in paper. If something comes in the mail, it at least triggers his memory…if it’s online — unless we make an attempt to go look at it, we wouldn’t see it.”
$
$
WWW
Q.A.
BILLPAY $
WWWWWW $NEWS
$NEWS
Mobile Phone• Makes Calls• Checks Voicemail
Opening& Using
Accounts
Life Stage
Income
19 yrs old, College Student,Works Part Time
$12,000 / yr
Financial Mode
Tech
Segment
Felipe
Online Basic Banker
Edwin & MaryHarry & SueJane
Online Up & Comer
Late 20’s, Young Professional
$55,000 / yr
Early 50’s, Married w/Children and Aging Parents
$170,000 / yr
Early to Mid 60’s,Married, Empty Nest
?
Savvy
Openness
Financial
Savvy
Online Fledgling Online Engaged Gem Online Mature Loyals
Harry Sue Edwin Mary
Openness
36% 21%16% 14%12%
Reactors Poolers Maximizers Reactors Poolers Maximizers Reactors Poolers MaximizersReactors Poolers Maximizers
Co-create with the product team!
Specifics around behaviors, routines, goals, tasksEnterprise is Sexy June 24, 2013
Crazy hard problems.
Enterprise is Sexy June 24, 2013
Crazy hard problems.
SIMPLISTICCOMPLEXSimplifying complexity
Enterprise is Sexy June 24, 2013
Enterprise is Sexy June 24, 2013
Legal teams pouring over emails and files... how does the collection officer reduce petabytes of data, without missing evidence?
Enterprise is Sexy June 24, 2013
Focus on process.
Enterprise is Sexy June 24, 2013
Focus on process.
ARTDESIGNInputs and outputs
Enterprise is Sexy June 24, 2013
Focus on process.
CREATIVITY
ARTDESIGN
Enterprise is Sexy June 24, 2013
ModelsVisualize concepts
Enterprise is Sexy June 24, 2013
IdeateRapid collaboration
note:Providing product alternativesto purchasers in brick and mortarstores.
note:Combine real world yardsale’sserendipity with searchable products and yardsale events
Enterprise is Sexy June 24, 2013
PrototypesPaper to Invision to HTML
SystemsInteraction design
Enterprise is Sexy June 24, 2013
MockupsPixel perfect
Enterprise is Sexy June 24, 2013
Be iterative.Champion for the MVP.Be agile/lean.
Enterprise is Sexy June 24, 2013
Focus on craft.
Enterprise is Sexy June 24, 2013
Sophomore Year
18Years ago...
1
1 2
1 2 3
1 2 3 4
1 2 3 4
vs
Times New Roman CaslonSScanted serif edge
symmetrical curves
sharp cornersirregular curves
Attention to craft ensures great results, a true understanding of what it is, and how to improve.
SSTHIS IS NOT GOOD ENOUGH!
Enterprise is Sexy June 24, 2013
THIS COMMUNICATES DESIGN!
Enterprise is Sexy June 24, 2013
Add to the conversation...
Enterprise is Sexy June 24, 2013
How Enterprise Got Sexy: Kirk Dunn (Cloudera), Aaron Levie (Box), Todd McKinnon (Okta), Justin
https://www.youtube.com/watch?v=_H5ICXwVAdM
How Enterprise Software Got Sexy - Forbes - Scott Allison
http://www.forbes.com/sites/scottallison/2012/09/12/how-enterprise-software-got-sexy/
Future of Work: Levie, Levine & Zingale Weigh In
https://www.youtube.com/watch?v=cQ4EsS6hb6Y
Enterprise is Sexy June 24, 2013
Users
Business
Technology
Thank You!
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