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Introducing Design in the IT Services/Enterprise domain

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Presentation for a large IT services corporation, on how and where design can be introduced in their practice

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Introducing Design in the IT Services/Enterprise domain

  1. 1. “Design is the art of manifesting value.” PRODUCT/UI DESIGN SERVICE/UX DESIGN BRAND STRATEGY+DESIGN EXHIBIT/AMBIENCE DESIGN I am a meta- and trans-media design & innovation expert, who crafts design to fit with strategy and values. If you live in India, chances are I’ve had the privilege of touching your life somewhere, somehow. Most of my projects have been successful, many have enjoyed sustained success. I am a specialist generalist, and a pragmatic idealist. •Graduate from NID specializing in Industrial Design 1988 •Senior Designer with ASA Design, Bombay 1989 •Own design practice 1993 •Creative Director of Ogilvy & Mather’s boutique design + branding unit, Artistree 1995 •Own design + consulting practice 2000 •Senior Faculty at Srishti School of Art, Design & Technology, elevated to Dean of Research 2002 •Own design + consulting + curatorial practice 2011 ARVIND LODAYA Breakthrough Innovation, Design & Branding Consultant, Bangalore
  2. 2. MENTORING & ADVISORY TEACHING & ADVISORY SERVICES & SOLUTIONS FOUNDER AL TCD Gurukul ISB Folo- graphy .com FLs NGOs dLabs Startup School ALC Mobile Academy, Apple… AIESEC Raedhun M-Gov SUPPORT
  3. 3. How do we evaluate design?
  4. 4. —Ralf Speth, CEO JLR
  5. 5. 24x7 connected Consumerization Mobile Social Cloud Touch & Gesture
  6. 6. •Objects of Design = Artefacts = Tools •Bad Design = Annoyance factor = “Why didn’t ‘they’ think of that?!” •Good Design = Aha! factor = “Why didn’t I think of that?!” •Outcome of Design = Sublime = Functionality+Poetry
  7. 7. What is ‘sublime’ for the enterprise customer? Control Powerful Trust Flexible Calm Pride Accomplished
  8. 8. Empathy
  9. 9. Mental Model
  10. 10. Scenario/Goals
  11. 11. Exp Journey
  12. 12. Empathy Insight Opportunities Opp Harvesting
  13. 13. Co-creation
  14. 14. PoC Prototyping
  15. 15. Use Experience
  16. 16. Workday recently made its Workday Recruiting software generally available. The effort took 18 months and the company iterated with its customers to integrate recruiting into Workday's human capital management tools. Workday has facilitators and programs so its user experience teams can learn the pain points of HR managers and customers. Workday sent product leaders and strategists to observe pain points first hand. This move was to develop empathy, says Leighanne Levensaler, Workday’s vice president of HCM products.
  17. 17. Intuit allowed Workday to work with its innovation lab to learn how to move people through an organization and allow managers to skip complexity and HR-ese. According to Michael McCreary, leader for HR technology and services at Intuit, the company started to design for delight and aim to get an emotional response from customers. The company trained 100 innovation catalysts, who spend 10 percent of their time outside of their core area to help other groups with problem solving. Intuit tracks eye movements, heat maps and observes managers doing their jobs with a design. The Intuit teams also build mockups and iterate over a span of days. "One important element is to know the customer so well that the designers have person in mind," says McCreary. For instance, Designers should know Omar has 30 seconds to get in and out of a tool.
  18. 18. The Holy Grail of (Mobile) UI: Simplicity + Richness
  19. 19. Design (‘visual language’) seems ‘natural’ and ‘easy’ because we all respond to it However it’s pretty tough/rigorous to work with when it’s intended to achieve business/technical objectives But when deployed well, it goes way beyond functionality or business, it generates immense delight and pleasure (which multiplies the effect manifold) …just like verbal/textual language
  20. 20. “Every child is an artist. The problem is to remain an artist once we grow up.”
  21. 21. Thank you.