Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy

Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009

Social Business DesignEmbracing Change In Key Drivers Advancing User

Experience For A Networked Economy

Jeffrey Dachis, Dachis [email protected]

@jeffdachis

1Thursday, October 1, 2009


User Experience Design



15 Years agowe thought we were about to embark on a revolution

and pioneer a new way of doing business



Back in the day....4Thursday, October 1, 2009


We Passionately Believed

that we could change the world of commerce, communications, and culture



Everything that could be digital...would be.Because it would be faster, better and cheaper.



We realized that if everything was digital, user experience was

the only value differentiator.

All other components in the delivery of a networked economy business become commoditized- Hardware,

bandwith, etc..



“In the digital world, User Experience is the key definer of value”



We created a methodology, a lexicon, and an entire industry around making valuable

user experiences.Early on we got laughed at.



On and off the screen10Thursday, October 1, 2009


Companies began to see the value in digital experiences and our

business began to grow.





We got a seat at the strategic table.

Nice!



We were right.Nice!





Then we were wrong.: (





Then we really got laughed at.

A lot.





Then...things changed.A lot.





Then we were right again.

Sort of.

And things changed again.







Today, we do live in a networked economy.

Almost.



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The field of User Experience has had to evolve to meet these

changes too.



UX IA, Visual, interface design...28Thursday, October 1, 2009


Encompass new elements...



Software: User Interface Design

Hardware: Industrial Design

user experience



that embrace new facets of this now fully

networked digital economy



User Experience Design is really

Business Design

Welcome back. You have a seat at the strategic table again!



content ecosystem

cloud services

developer ecosystem application ecosystem

commerce ecosystem

products

support services

supply chain ecosystem



Don’t get comfy. Things are changing

again.



The obligatory pillars of the house diagram:



Foundation

USEFUL

serves purpose

satisfies needs

practical

functional

helpful

effective

USABLE

intuitive

easy

seamless

accessible

efficient

DESIRABLE

enjoyable

pleasurable

delightful

memorable

differentiated

SUSTAINABLE

scalable

maintainable

adaptive

pliable

BUSINESS GOALS

The Basics(often broken)

experience

USERS

The building blocks of an experience...36Thursday, October 1, 2009


have shifted....Foundation

USEFUL

serves purpose

satisfies needs

practical

functional

helpful

effective

USABLE

intuitive

easy

seamless

accessible

efficient

DESIRABLE

enjoyable

pleasurable

delightful

memorable

differentiated

SUSTAINABLE

scalable

maintainable

adaptive

pliable

BUSINESS OPTIMIZATIONINTERNAL CONSTITUENT COLLABORATION

EXTERNAL CUSTOMER PARTICIPATION

The Basics(often broken)

SOCIAL

shareable

open

distributed

dynamic

collective

Natural Progression

(toward socialexperiences)

social experience



User Experience design which used to mean one

thing, now needs to embrace a new set of users and behavior

characteristics.



And we need a new framework to develop

new valuable user experiences.We may get laughed at again.



Social BusinessDesign



Key Trends





Four Archetypes forSocial Business Design



Ecosystem

From Disparate Silos To Connected Nodes

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Ecosystem: experience characteristics

• awareness of others within ecosystem

• actively seeks or enables connections

• identity and profiles

• builds reputation





Hivemind

From Hoarding To Collaborating

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Hivemind:experience characteristics

• increases responsibility to contribute

• motivates, rewards, and incentivizes participation

• identifies opportunities to contribute

• identifies opportunities to collaborate







Dynamic Signal

From Static To Dynamic - “Communication as work, not for work”

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Dynamic signal: experience characteristics

• real-time communication

• human and machine signals

• signals from relevant transmission points

• updates on location

• monitors and acts upon signals of others





Metafilter

From Filter Failure To Clear Signals“Finding meaning in all the noise”

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Metafilter: experience characteristics

• looks for ways to sort, tag and organize signal

• define constructs for measurement

• define relevance

• amplify relevance

• simplify

• multiple presentation options (visual)





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Text



Why Social Business Design?

+ =Leveraged

&EmergentOutcomes

• Cost savings and efficiencies

• Informed social marketing strategies

• New product & service offerings/innovations

• Improved collaborative processes

• Adaptable business practices

• Customer growth, retention and sustainability

• Expansion into new markets



Archetypes Manifested





A hiveminded, dynamically signaling,

metafiltered ecosystem will perform

exponentially better.



Social Business Design



Todaywe continue to define a new way of doing business.



I Still Passionately Believe

that we can have a profound effect on the world of commerce, communications, and culture.



: )



Thank you.



Social Business DesignEmbracing Change In Key Drivers Advancing User

Experience For A Networked Economy

Jeffrey Dachis, Dachis [email protected]

@jeffdachis


Technology

Social Business Design Embracing Change In Key Drivers Advancing User Experience For A Networked Economy