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

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

Jeffrey Dachis, Dachis Group
jeff@dachisgroup.com
@jeffdachis

Dachisgroup.com Copyright Jeff Dachis, Dachis Group, 2009
Thursday, October 1, 2009 1

User Experience
Design


15 Years ago
we thought we were about to embark on a revolution
and pioneer a new way of doing business


Back in the day....

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 screen

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.


dachisgroup.com


The ﬁeld of User
Experience has had to
evolve to meet these
changes too.


UX IA,Visual, interface design...

Encompass new
elements...


user experience

Software: User Interface Design

Hardware: Industrial Design

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 support services

commerce ecosystem

developer ecosystem application ecosystem

cloud services

products
supply chain ecosystem


Don’t get comfy.
Things are changing
again.


The obligatory pillars of
the house diagram:


experience
USEFUL USABLE DESIRABLE SUSTAINABLE

serves purpose intuitive enjoyable scalable

satisﬁes needs easy pleasurable maintainable

practical seamless delightful adaptive

functional accessible memorable pliable

helpful efﬁcient differentiated

effective
The Basics
(often broken)

USERS
BUSINESS GOALS

Foundation

The building blocks of an experience...

social experience
USEFUL USABLE DESIRABLE SUSTAINABLE SOCIAL

serves purpose intuitive enjoyable scalable shareable

satisﬁes needs easy pleasurable maintainable open

practical seamless delightful adaptive distributed

functional accessible memorable pliable
dynamic
helpful efﬁcient differentiated
collective
effective Natural
The Basics Progression
(often broken) (toward social
experiences)
EXTERNAL CUSTOMER PARTICIPATION
INTERNAL CONSTITUENT COLLABORATION
BUSINESS OPTIMIZATION

Foundation

have shifted....

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 Business
Design


Key Trends


Four Archetypes for

Ecosystem

dachisgroup.com

From Disparate Silos To Connected Nodes

Ecosystem:
experience characteristics
• awareness of others within ecosystem

• actively seeks or enables connections

• identity and proﬁles

• builds reputation


Hivemind

dachisgroup.com

From Hoarding To Collaborating


Hivemind:
• increases responsibility to contribute

• motivates, rewards, and incentivizes participation

• identiﬁes opportunities to contribute

• identiﬁes opportunities to collaborate


Dynamic Signal

dachisgroup.com

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

Dynamic signal:
• real-time communication

• human and machine signals

• signals from relevant transmission points

• updates on location

• monitors and acts upon signals of others


Metaﬁlter

dachisgroup.com

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

Metafilter:
• looks for ways to sort, tag and organize signal

• define constructs for measurement

• define relevance

• amplify relevance

• simplify

• multiple presentation options (visual)

Text
dachisgroup.com


Why Social Business Design?

Leveraged
+ = &
Emergent
Outcomes

• Cost savings and efficiencies • Improved collaborative processes

• Informed social marketing strategies • Adaptable business practices

• New product & service offerings/innovations • Customer growth, retention and sustainability

• Expansion into new markets

Archetypes Manifested


A hiveminded,
dynamically signaling,
metaﬁltered ecosystem
will perform
exponentially better.

Today
we 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.


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

Jeffrey Dachis, Dachis Group
jeff@dachisgroup.com
@jeffdachis


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

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