The Role of Experience Design in Digital Transformation
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The role of experience design in digital transformation Visa Polska Warsaw | 14.12.2015
Transcript of The Role of Experience Design in Digital Transformation
The role of experience design in digital transformation
Visa Polska Warsaw | 14.12.2015
Digital technologies are changing the world we live in. Over the past several years we have witnessed industry after industry being disrupted and transformed as a result of digital.
”Software is eating the world” Marc Anderssen, VC
In the early days of the internet, the publishing industry went crazy, worried that the internet would kill the whole industry. Of course, they were wrong..
“You are not going to die, you are going to turn digital”
Jeff Bezos, Amazon
New technologies can be threats, but they always provide us with new opportunities. The question is how do we leverage these technologies and capitalize on them.
Self driving cars are an inevitable technology which will drastically affect the lives of billions. Yet, nobody is sure who will capitalize on the opportunity this technology provides.
Will it be the car manufacturers, the technology providers or will it be somebody completely different? More importantly, what will the experience look and feel like and who will own it?
BMW imagined it as an ordinary car with a steering wheel the driver doesn't touch, but can it be more than that?
Regus, a global workplace provider, with over 1.5 million members, see the driverless car as a potential workspace and hope to own that space.
© 2014 Say hello to Designit!
As the enabling technology matures and becomes seamless, differentiation is achieved through the user experience. The ones to capitalize on the technology will be those that own the experience, those that are best at designing the experience.
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Technological opportunities Technologies keep growing exponentially, converging with each other to create an abundance of technological opportunities. It has come to a point where technology is no longer the bottleneck to innovation.
Tomorrow Future
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Corporate innovation
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User expectations
As consumers become exposed to these new technologies their expectations rise. At the same time corporate innovation is lagging behind, unable to provide the experiences consumers expect from their products and services.
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Corporate innovation
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Transformation opportunity
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There is a huge transformation space between the technology and the actual corporate innovation.
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Successful digital transformation is about leveraging technology to meet user expectations and beyond. This is done by creating and designing meaningful experiences.
Tomorrow Future
We can learn a lot about the changing role of design from the mobile industry.
In 2007, Nokia was a leading company with a dominant position in the cell phones market. They kept on perfecting their devices, making them faster, adding features and making them smaller.
Then came the iPhone which marked the beginning of the end for Nokia.
Besides designing a desirable product, the iPhone provided an engaging and meaningful experience. Moreover, rather than a product, the iPhone’s apps turned the device to a provider of services.
Product or service?
When we compare the old devices to those we see today we can the shift in the role of design. From focusing on the form of the product, design now focuses on the experience of the service/product.
Different experiences on similar devices
Focus on product and form
“The computer is not the thing - it is the thing that gets us to the thing” Joe Macmillan Halt & Catch fire
And it’s not only about getting to the thing but also about the journey leading you there.
While technology is increasingly enabling new things, designing good and meaningful experiences is hard. Everything is becoming more connected, complicated and confusing, especially from a users perspective. Thats why we keep seeing bad design everywhere.
Instead of design, we keep seeing solutions.
“The chief cause of problems is solutions” Eric Severeid
2015
We see solutions in physical products
We see solutions in IT systems
Bad design has a negative impact on everything we do
• Usability • Productivity • Safety • Competitiveness • Profitability • Well being • Quality of life and work
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Imagine the impact of bad user experience not only at the consumer scale but at the enterprise scale. If we keep cutting corners, we’re heading for a global usability crisis. That’s where design come in.
Prof. John Heskett, 1937 - 2014
“Design is the human capacity to shape and make our environment in ways that satisfy our needs and give meaning to our lives.”
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Design is not only about solutions or utility, it is also about significance and meaning. In our quest to fill the transformation opportunity space, design is our tool for simplifying and humanizing technology, thus filling in the gap.
No design Design denial
Spray-on Design styling
Strategy Design leading vision and strategy
Process Design process0 1 2
3The effectiveness and impact of design highly depends on when we incorporate it in the process.
When incorporating design as part of the strategy, there are several things we found to work well
People before product01 “We are good at flying planes, now let’s get good at flying people” Jan Carlzon, CEO SAS
02Don’t design for yourself. You are not the user.Successful design is human centric. Understanding and addressing true human needs and pain points is achieved by spending time and learning from potential users.
Design is not decoration. It’s foundation
03 Design is not the frosting on top, it is an essential part of the strategy, it is a driver for business value.
Pixel design is essential but it’s not transformative
04 Use design right. It’s about transformation. Not beautification.
05 Focus on radical simplificationLess is more. With the complicated and connected lives people live today we need to keep it simple.
Join forces with strategy and technology!Working in silos is a sure bet for killing innovation. Magic resides at the intersection of technology, strategy and design.
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Co-createYou might be very smart but your employees and your customers can teach you a lot. Work together to reach better results.
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Get design into the board roomThe only way design can be an integral part the strategy is if decision makers promote and communicate the importance of experience design to the rest of the organization.
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