ahoy - meetupfiles.meetup.com/8102182/sugsa - role of ux to meaningful... · 2016-06-30 · ahoy...
TRANSCRIPT
Ahoy
Service Design and User Experience Consultant(Freethinking Business Consultants)
Research Associate (NMMU)
Job Mashapa (PhD-IT)
About this talk
The Role of UX to Innovation
that Matters
For the People, To the People, Driven by the People
What is User Experience?
Emotions & feelings of the user(Mashapa, 2013)
Role of UX to Innovation that Matters
The story of “Golden” Bank
Bank for the under-banked in non-metropolitan South Africa
Month-end times
ATM for Every Shopping Center
ZAR
Surprise
Shades outside the bank
Mobile staff assisted channels
Self service devices
After few months
Is this Innovation
Innovation Myths
Innovation = Rocket science
If its not complex, its not innovative
Innovation should be novel – out of this world
Willful blindness
Lack of courage -
ideas never make it from the whiteboard into the real world.
Lack of design-lead innovation process
Ignorance to context & progression
Exhaling vs Inhaling
Deriving solutions from unintended outcomes
Viagra Power
Innovation = Creating meaningful value
Innovation(Verganti, 2009)
Primary driver for business, financial and economic growth
Key to improving the quality of life for the people
Different
Bet
ter
Context is key in defining meaning and value
Back to “Golden”Bank story
Hubris
We already know all about our customers, their needs and wants
Magic Box
UX Happened
Truth of the Matter
# Bank has been place for old folks to catch-up
# The unbanked were getting other people to get cash on their behalf
# Place for sharing opportunities & work referrals
Less people in the branch
People moved to ATMs
Created employment Hub for recruitment
Easy access to get user feedback
Key points
# Research / Empathy is irreplaceable
# Research / Empathy is irreplaceable
# Design should meet the MOT
# Designing for relevance over gratification
# Designing 2 Learn
Focus of UX
Understand Optimize
Inv
esti
gat
ing
the
real
nee
ds
an
dex
pec
tati
on
so
fth
eu
ser
Mee
tin
gth
eb
usi
nes
sn
eed
san
do
per
atin
gw
ith
inth
ete
chn
ical
con
stra
ins
Max
imiz
eth
ev
alu
eo
fth
ep
rod
uct
vs
the
pai
no
fu
sin
git
Advocate
Abductive
Deductive Inductive
Meaning is derived from past knowledge & events
Meaning is derived from past events & current observations Imagines and
visualizes a future that does not exist
Logic of reasoning (Mashapa, in production)
Abductive Reasoning
Is it different
Is it better
Does it bring value
What can UX do ?
# Contributes to product / service strategy from the onset
What can UX do ?
# Demystify complex structure and processes for the delivery
of better experiences
What can UX do ?
# Facilitates meaningful innovation for products and services
What can UX do ?
# Solves the users’ real problems and pain points
What can UX do ?
# Vehicle for achieving and providing business values and
needs of the users
What can UX do ?
# Maximizes the experience, minimizing pain points
Thank You !