Presentation People as the Title Digital Presentation Differentiator Title Second The Current LineState of UX Steve Weinswig Author Title Managing Director, Fjord Jennifer Spinosa Senior Manager, Accenture 2016 Pegasystems Inc.
PEOPLE AS THE DIGITAL DIFFERENTIATOR The Current State of UX Pegaworld Accenture Digital June 6,2016 2 2
FJORD Design & Innovation from Accenture At Fjord we believe business success requires a people-led approach We focus on Design and Innovation, and our native medium is digital. We have studios in 20 cities, and are the leading team of our kind 3 3
1. THE ERA OF LIVING SERVICES 2. HUMANS AT THE HEART OF DIGITAL 3. THE IMPLICATIONS 4 4
1. WHAT S GOING ON IN DIGITAL? 2. HUMANS AT THE HEART OF DIGITAL 3. THE IMPLICATIONS 5 5
THE ERA OF LIVING SERVICES 6 6
LIVING SERVICES ARE THE RESULT OF TWO FORCES 7 7
THE DIGITIZATION OF EVERYTHING AND LIQUID EXPECTATIONS 8 8
CUSTOMER EXPECTATIONS ARE LIQUID AND TRANSCEND TRADITIONAL BOUNDARIES DIRECT COMPETITORS EXPERIENTIAL COMPETITORS PERCEPTUAL COMPETITORS Services that change customer expectations and raise them for yours 9 9
LIVING? They are tailored and live around the individual flex to meet each person s needs and preferences They evolve: They constantly learn more about our needs, intents, preferences, and change in real time They are very proximate to us in the environment 10
HOW WILL LIVING SERVICES CHANGE OUR LIVES? 1. Simplify: Automate decisions and actions, and reduce friction 2. Disrupt: Enable radical change from reactive to proactive, from population-based to personal, from utility to beloved service 11
1. THE ERA OF LIVING SERVICES 2. HUMANS AT THE HEART OF DIGITAL 3. THE IMPLICATIONS 12 12
WHY BOTHER WITH MESSY HUMANS? 13 13
WE NEED BIG THINGS DONE IN DIGITAL AND THE BIG CHALLENGES ARE INHERENTLY HUMAN CHALLENGES TAKE THE PAIN AND ANXIETY OUT OF HOME BUYING / GIVE FIELD WORKERS HANDS-FREE ACCESS TO LATEST CUSTOMER DATA / RE-IMAGINE HOTEL EXPERIENCE FOR MILLENNIAL TRAVELERS / INNOVATE THE EMPLOYEE ENGAGEMENT EXPERIENCE / PUT THE CUSTOMER AT THE CENTER FOR THE ENERGY INDUSTRY / MAKE INSURANCE RELEVANT IN THE MOBILE AGE / RE-IMAGINE WHAT A BILL IS ALL ABOUT / 14 14
THE MARKET SAYS PEOPLE-CENTRICITY WINS Customer-Centricity Drives Value Design-driven companies have shown a 10-year shareholder return of 219% over that of the S&P 500 index from 2004-2015 - DMI 15 15
WHY PEOPLE-LED? Liquid expectations, and expectations for magic changes everything It s cheaper, quicker and easier to build a magical experience in the digital age Sustainable differentiation is only possible through a unique experience 16 16
1. THE ERA OF LIVING SERVICES 2. HUMANS AT THE HEART OF DIGITAL 3. THE IMPLICATIONS 17 17
FLIP THE THINKING! 18 18
FROM THINGS If door is unlocked, send message to alert owner If there is smoke, then notify my phone. TO PEOPLE Only alert owner if someone else walked through the door and they re not home My kids are safe, the stove is now off, and the nanny opened the window. 19 19
FROM CUSTOMER LOYALTY TO BEING LOYAL TO CUSTOMERS 20 20
FROM REPLACING EMPLOYEES WITH DIGITAL TO EMPOWERING THEM WITH DIGITAL 21 21
FROM TRANSACTION TO SERVICE 22 22
FROM WHAT AN EMPLOYEE CAN BRING TO YOUR BUSINESS TO HOW YOU CAN ENGAGE EACH EMPLOYEE 23 23
FROM OPTIMIZING IN SILOS TO DESIGNING FOR CONVERSATIONS 24 24
FROM MVP TO MLP* DELIGHTFUL VALUABLE USABLE FEASIBLE *MINIMUM LOVABLE PRODUCT 25 25
DIGITAL TRANSFORMATION STEPS 1. Digitize existing processes end experiences 2. Let machines do things that are easy to automate 3. Use digital to enable your workforce 4. Use digital to create new propositions and new value Always: Start and end with people and their needs customers, employees, citizens, patients, decision makers 26 26
THE CURRENT STATE OF UX People as the Digital Differentiator 1.Why 2.Don t 3.Point 4.Invest 5.Upgrade 27 27
1. Why ACKNOWLEDGE THE WHY People Don t Buy What You Do. They Buy Why You Do it. Understand Your Why. UX is not delivered in a single application. UI is discovered in the Journey of Why Why is in every part of your organization. UX is in every part of your organization. WHY HOW WHAT 28
2.Don t 29
2.Don t DON T: DO NOT SETTLE You Can Do More (With Pega) And The Good News: We Aren t Placing Text in a 100 Year Old Fixed-Length Scoreboard 30
3. Point 31 31
3. Point WHY PAIN POINTS? Bandaids on Mountains Be Very Weary of a Pain Point that Addresses How. Address the Why. Autonomy breeds motivation Embrace the person in your professionals 32
4. Invest
4. Invest INVEST IN EXPERTISE Time to Market is crucial Some investments are obvious When you need surgery, you go to the doctor Some are not Not everyone should decorate their own house Not everyone can dress themselves 34
5. Upgrade
5. Upgrade UPGRADE: ENABLE YOUR BREAKTHROUGH
Space SPACE: A MODERN JOURNEY The Art of the Possible Designing for Pega with UX in mind For navigation controls use color, position, and size to increase or decrease an elements visual weight Use consistent icons, labels, titles, and instructions throughout the portal Motivate users to visit or use the tool frequently by using features, niche content, interactive features, and timely content Provide clear exit strategies for the user and ensure there is always a back or cancel option for each process 37
Science SCIENCE: FROM FUNCTION TO BREAKTHROUGH UX A Full Journey to Breakthrough UI 38 38
Heuristic HEURISTIC EVALUATION TO TABLET A heuristic evaluation is... a method of examining an existing user interface to discover usability concerns. Using 7 Guiding Principles, a user experience designer inspects the user interface, determines usability problems and recommends solutions 39
VR VIRTUAL REALITY: PEGA GAMIFICATION Integrating VR Applications Real-Time Integration Interactive Game with 360 Degree Experience Create an experience that follows users mental model (goal oriented) and not an implementation model Make clear what content is clickable and use consistent behavior patterns throughout the site 40
QUESTIONS? 41 41