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GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

Ryan Rumsey
October 17, 2019

GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

This presentation was given at Georgia Tech's MS-HCI Professional Practice Seminar in the fall of 2019 to discuss designing value and impact by learning the language of business.

Ryan Rumsey

October 17, 2019
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  1. DESIGNING VALUE AND IMPACT Let’s talk about your education after

    you leave this program and get a job. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT Ryan Rumsey CEO/Founder, Second Wave Dive LLC @ryanrumsey
  2. The perceived value customers have in interactions with your company.

    The perceived value users have in interactions with your product or service. UX CX GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  3. The perceived value stakeholders and partners have in their interactions

    with design and the designers. DX GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  4. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The most difficult challenge you will have in your career is not designing for users, it will be designing for stakeholders and colleagues.
  5. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Business stuff you should know. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT https://www.reddit.com/r/reactiongifs/comments/5tqktd/mrw_i_cant_find_the_tv_remote_but_my_show_starts/
  6. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT http://wolf-sheep20.tumblr.com/post/45480229605/homestuck-gif-challenge
  7. Why in the world do I need to know business

    stuff? GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  8. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Design Business Technology Our favorite Venn worked!
  9. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Design Business Technology Our favorite Venn worked!
  10. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Design Business Technology Ever notice these overlap? Our favorite Venn worked!
  11. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://www.!ickr.com/photos/89228431@N06/11080482376; https://www.!ickr.com/photos/k2space/14257556613; https://commons.wikimedia.org/wiki/File:Poker_Table.jpg
  12. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  13. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://www.nytimes.com/2018/10/21/opinion/who-will-teach-silicon-valley-to-be-ethical.html
  14. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/
  15. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/ GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  16. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://theblog.adobe.com/design-ethics-who-designers-really-work-for/
  17. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Source: https://www.nytimes.com/2018/10/21/opinion/who-will-teach-silicon-valley-to-be-ethical.html
  18. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Design maturity is directly related to the business model and strategy.
  19. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Dell’s model is to provide direct-to-consumer products at affordable prices.
  20. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Apple’s model is to provide direct-to-consumer products at premium prices.
  21. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Dell’s strategy is to provide affordable and highly customizable products to consumers quickly through a top-notch supply chain and logistics operation.
  22. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Apple’s strategy is to provide premium and easy- to-use products to consumers through integrated systems, high quality buying experiences, and innovative design.
  23. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Do both need the same level of design maturity to be successful?
  24. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Do both need the same level of design maturity to be successful? Answer: No.
  25. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Communicating the value and impact of design must be communicated through the languages that are valued.
  26. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT Words are funny.
  27. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Same words, different expectations Expects… Schedules Agendas Examples Proof Numbers Expects… Trust & Patience New behavior New thinking “Imagination”
 “Creativity” Design Business Talks about… Innovation Breakthroughs Disruption Results Impact Source: Tom Mulhern and Steve Portigal
  28. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Overlaps and gaps in meaning There are some overlaps—and some gaps. BUSINESS STRATEGY XD STRATEGY COMPETITIVE FORCES ? What’s happening around us? MARKET OPPORTUNITY HUMAN INSIGHTS What do people need? DIFFERENTIATION XD CHARACTERISTICS How can we uniquely help? ? INSPIRATION & VISION What would that look like? A PLAN XD BREADTH & DEPTH What do we need to do? Source: Leah Buley
  29. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    This is not the language of business decision-making GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  30. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Nor is this… GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  31. Can’t I rely on other people to do the business

    stuff? GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  32. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Yep, especially if you like designing other people’s solutions.
  33. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    “For all the value they could create, too often designers appear naive in the face of genuinely understanding cultures of decision-making.” - Dan Hill, Dark matter and trojan horses. A strategic design vocabulary.
  34. Ok, fine. How can I learn this stuff? GATECH MS-HCI

    PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  35. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  36. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  37. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  38. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  39. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT
  40. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Use design methods to understand colleagues and anticipate behavior. Framing the Now How Might We Explore Potentials Identify & Release D iverging D iverging Converging Converging
  41. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Recognize what business partners think, feel, say, and do.
  42. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Find the jobs, pains, and gains of your business partners.
  43. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Address those pains and gains with your activities and skills. Activities Skills
  44. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Identify willing partners to test assumptions with. People, Projects (-) Influence (+) (-) Willing to experiment (+)
  45. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Business leaders are accountable for setting the pace and quality of decision- making.
  46. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Business leaders have consider a variety of lenses when making decisions. ECONOMICS CUSTOMERS EMPLOYEES SHAREHOLDERS PROCESSES PARTNERS ORGANIZATIONS LEGAL SOCIETY STRATEGY SUPPLIERS PERFORMANCE REGULATIONS SOCIAL ENVIRONMENTAL
  47. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Discover how business success is communicated. Vision & Strategy Financial Customer Learning & Growth Operational
  48. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Figure out the business model WHAT HOW WHY WHO Value Proposition Profit Mechanism Value Chain
  49. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    How to win Where to play How to win Where to play Unique value Low cost Broad market Niche market Figure out the business strategy
  50. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Know the story being told instead of gasping at fonts, colors, and layouts.
  51. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Ask partners for stories or plans that worked and reverse engineer them.
  52. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Desirability meets viability through numbers.
  53. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Start with math assumptions to challenge business assumptions.
  54. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned
  55. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned
  56. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number 
 of customers Annual customer value Projected % - current % Incremental dollars 
 earned IS MATH BEING USED?
  57. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M
  58. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this!
  59. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to.
  60. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to. Here’s your target to test different solutions against. In this hypothetical, we want to test an increase in retention with different design options.
  61. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to. Here’s your target to test different solutions against. In this hypothetical, we want to test an increase in retention with different design options. Without a base value, we can’t calculate an ROI.
  62. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to. Here’s your target to test different solutions against. In this hypothetical, we want to test an increase in retention with different design options. Without a base value, we can’t calculate an ROI. IF MATH ISN’T USED, IT’S A GUESS
  63. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to. Here’s your target to test different solutions against. In this hypothetical, we want to test an increase in retention with different design options. Without a base value, we can’t calculate an ROI. THERE IS NO WAY TO CALCULATE ROI OF A GUESS
  64. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    The ROI of Retention = x x Number of customers 1,900,000 Annual customer value $100 Projected % - current % (12%-10%) Incremental $ earned $3.8M This is business viability. Project costs should not exceed this! Typically, this number comes from segment data. Segments are not personas, but knowing the segment gives you focus to align personas to. Here’s your target to test different solutions against. In this hypothetical, we want to test an increase in retention with different design options. Without a base value, we can’t calculate an ROI. IT’S YOUR JOB TO IGLIGHT THIS AS A RISK!
  65. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Identify options for testing. Options drive accountability.
  66. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Align design recommendation options to costs and benefits of each. Year 1 Year 2 Year 3 Total bene!ts $1,500,000 $3,600,000 Total costs -$500,000 -$200,000 -$100,000 Net Cash Flow -$-500,000 $800,000 $3,300,000 Total ROI
  67. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Show the risks and strengths of options to recommend a path forward. Desirability Score 84.00% B Usability 86.9% B Functionality 91.9% A Credibility 64.5% D Awareness 87.9% B Strengths Weaknesses Opportunities Threats • No extra cost expenditures towards capabilities or planning • Resources will not be allocated and can be focused on business as usual tasks • No remarkable growth can be expe increasing productivity • Users will continue to have to re-in representatives in the phone chann situation • Resources not spent on new capabilities could be directed towards training and employee incentives • Allows for further research and on current economic climate and focus on other potential future opportunities • Org remains vulnerable to market • Member satisfaction may diminish expectations grow across the indus • Decreased member retention and u needs remain unfulfilled
  68. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Second Wave Dive; we embrace the overlaps. Winning in the market Design Business Technology
  69. Design Meets Business Leverage design methods and mindsets. 1 Learn

    and apply new or familiar tools. 2 Embrace existing cultures to drive cultural shifts 3 Evaluate the business you’re in to influence the future of doing business
  70. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Mini-MBA basics beyondusers.com altmba.com Beyond Users dMBA altMBA
  71. GATECH MS-HCI PROFESSIONAL PRACTICE SEMINAR | DESIGNING VALUE AND IMPACT

    Thank you & please say hello! Ryan Rumsey CEO/Founder, Second Wave Dive LLC @ryanrumsey