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Ajay Chopra - Pitching & Planning Design Research for Multi-million Dollar Enterprise Tools

Ajay Chopra - Pitching & Planning Design Research for Multi-million Dollar Enterprise Tools

Positioning and pitching for design research in an enterprise environment is a completely different ballgame. Though organizations are spending millions on newer technology, artificial intelligence (AI), machine learning (ML) and digital transformation projects; users' (read employees) insights & preferences are often neglected which results in poorer adoption of these tools or in building ineffective products. To gain a positive ROI, design research should be pitched and integrated within the transformation approach. Planning design research for internal assignments requires a different approach from a regular external user research program. I will deep dive into the approach, best practices for transformation vs AI/ML projects, case studies, and lessons learned while implementing large-scale digital transformation and re-platforming projects.

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March 17, 2022
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  1. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
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  2. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 109
    AJAY CHOPRA: Gi e me e m e ec d e i .
    STEVE BATY: O e Aja .
    AJAY CHOPRA: Pe fec . M ame i Aja I'm eall e ci ed be ha i g
    hi i al age i h ma e celle eake a d i i g ea ha e
    a ama i g a die ce like . The ic I'm e e i g da i
    me hi g hich I'm eall a i a e ab . I ha e e a ig ifica
    am f m ca ee i he e e i e de ig i d a d I'm he e
    ha e m e e ie ce i h all. I a ack ledge he adi i al
    c dia f hi la d a d a e ec he elde a a d e e .
    A li le bi ab m elf. I ha e e a d 15 ea i he e d
    e d d c de ig a d ha e bee ki g i h la ge c a i like
    Ad be Del i e a d I k a a i h e SME a ell a a d c de ig
    c l a a d I ha e g he i k i h gl bal clie f all
    cale . A d diffe e i d ie a ell like g e me , BFSI, a ia i ,
    a m bile ame a fe . I ha e bee a f la ge cale a f ma i
    a d i me a i jec a d ha e e e ie ce ki g i h m de
    la f m like Sale f ce, a d Si ec e. Like I me i ed ea lie I' e
    e a ame am f ime e e i e de ig jec he e I a
    e ible f ma i g he eed f a ga i a i , ma i g i e al
    ce e , imi i g h e a d d i g a ma ke d he a ia e
    la f m ec em f diffe e la f m . S I al k a a d c
    de ig e , c mi e la f m acc di g he ga i a i ' l g- e m
    g h a eg a d deli e . A d e e i e la f m a d l ha e
    al a bee f me, el beca e f he im ac i c ea e .
    Thi i he j ke ha I ge all he ime. B I'm a a
    c ec ed Dee ak Ch a, al h gh I ha e hi he ame. S da I

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  3. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 110
    ill gi e a f m la cceed i e e i e de ig . N f eigh
    k YP 6Y he e i a e f m la. I'm el ha i g m
    lea i g ki g i e e i e de ig d e c ea e f a l g ime. Wha
    I i e fa . S me f ma ag ee i h me f m i
    a d ha i all ka beca e I'm j ha i g m e ec i e a d
    kick- a he c e a i a d ell hi i i . S I ill c i e
    he di c i e e af e he e e a i ma be Slack cha el
    ma be he i di id al ba i .
    S bef e e ge he e i ff le ' imagi e ha li e
    hi la e called F a. I ' a e fec la e i h g e a ce,
    i f a c e a d ama i g ci i e b he la e i a a i h a he
    la e called A ge ica. F e i figh i g f i al a d e c agi g
    e le j i he a . Wa f a g ea f e, me hi g ha ill make
    hi ill cha ge he a e life. Y feel c ec ed i h he ca e
    a d decide a ici a e i i . S ai elf hea g , lea
    h aim, h ha dle f i ic ea . W k ha d
    ami a, h ical ai i g a d la clea fi e c ee ge
    h li ed am g i e ca dida e a d a e ead j i he ba le
    f f e. S he e e da ake e ci ed, ea if m,
    k me elfie, ha e ha Faceb k, acki g f ie d a e
    j i i g he ba le f f e. A d e head a e a d af e
    fi i hi g me f mali ie ha e bee gi e amm i i .
    A d hi i ha i h hich ha e bee a ked figh he ba le
    f f e. S me hi g ha ill cha ge hi he a e le ill li e i
    f e. A d he e a e, cha gi g f e. F h e f h d e
    c ec i h hi , he e i a fac . A d 65 e ce f e i e
    ld' kf ce i c e l i g medi c e, da ed a d able
    e e i e li g he e he a e e ec ed deli e g ea c me b
    i g he medi c e l . Ca e i he a i h g ? The a e

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  4. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 111
    i . We ha e lif he game a d de ig e ea ch ca la a i al
    le i maki g he e e i e l e f ie dl . Bef e e di c
    m e ab he de ig e ea ch le ' de a d ha e ac l i
    e e i e UX beca e he e i a fai am f ambig i e e he
    defi i i a d de a di g f he e m i elf. S me e le k
    hem a i e al l , like CRM, e d ma ageme , ha he e i
    hei da da c a e life. B he ge e al e ce i f he e l
    i i f , i i e e i , i i ga bage. Reall b i g a d h e hich
    add m e e ha idi g a elief. A d m im a l , he e
    i a . Y ha e deal i h i .
    B e e i e l i i c a e em, i i m ch bigge ha
    ha . I mea de ig i g f e e hi g ha make life ea ie f e le
    a k. A d a f a e ha hel ke d hei j b efficie l ,
    c me de he ie f e e i e UX. N , b UX i d e l
    mea he i e face ha em l ee i e ac i h. Thi a i h he
    ce , he e ice ha i e i g he a ic la d c . The la f m
    ha i behi d a d c . A d he ce de ig e ea ch i he fi a d
    f em defi e ha eed be b il . A he c f i i be ee
    he diffe e ce f CUX a d EUX. Wha eall make e e i e l
    diffe e he e a e bei g ed b ai ed fe i al . I e i e
    a al hie a ch a d ha e acce ba i e i i le. I i ed f
    fi e i h a da a e age. The a e de ig ed ha e ca k
    i h bei g di ac ed ge i g i ed d e l g c ee ime. O he
    he ha d, UX a e m l de ig ed f e ge he j b d e a d
    lea e ickl .
    S e e i e l a e al d i e b c a e a eg hich
    mea he e migh be m l i le l i l ed fi i h a i gle a k. O
    diffe e e ca ha e diffe e a k e f m he m im a
    a ec i he m i a i f e e he e l a e ge i g

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  5. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 112
    lea e b i g me hi g ha he like. B fi i h he j b ickl ,
    he ca lea e ime, he ca ake b eak , ca h hei
    e f ma ce a d ca ge aid e e all . S he e me al m del a e
    im a de a d hile c ea i g h e e e i e l .
    Le ' alki g ab me fac hich al highligh he im a ce
    f e e i e l i e e ie ce i he field a he m me . P e i l
    he e l e e c m le el eglec ed b ga i a i . B ece
    e d h ha 40 e ce f e le hi k ha em l ee e e ie ce
    ill make h ge im ac he b i e . Which i b i l c m le el i
    e. H e e , l ki g he iki g c a ha l 3.1 e ce
    e e ie ce de ig ca ha e a h ge im ac ce efi eme . Thi i
    a k ledge ga ha e eed fill. E e i e UX i j d i e b
    UI b defi ed i e al ce e , hich de ig e ea ch i defi i el a
    e e ial l.
    B he e i i ha if hi i im a ha h m
    c m a ie a e a i g e gh a e i i ? Kee i mi d e e
    ea billi a e e ge i g m e l f ga i a i a d
    ec mme d h e ice ca be imi ed b ill 70 e ce f he
    d c ha e e ad i . A d h hi ha e ? I hi k ha '
    he hi g ha e eall eed de a d. S me c mm a d
    i e e i g fac ha migh ha e cc ed i e di c i f m C
    le el e ec i e a e ha g d UX i f c me a d f em l ee .
    Tha ' h ma ga i a i ha e a e e d m de c me
    faci g al, b he em l ee faci g al a e ill l ki g e ible. N
    a e i i bei g aid make hem m de . The i i ha ma f
    he em l ee a e f e he c me f he ame c m a . A d
    e e ie ce he m de ide f he ga i a i , a d he gl ide f he
    e e i e a he ame ime. Which i ki d f ad. M c mm e c e
    m l f m la ge ga i a i ha e a e a c m le ga i a i a d

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  6. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 113
    l a e c m lica ed a ell. B e a e a i g e le f d i g
    hi c m le j b. We a e al i e i g ge i g hem ai ed. Wha he
    d ' de a d i ha he a e a i g hem f hei ime hich i
    bei g e l ili ed a he e d f he da i ' hei l . N all
    em l ee a e cal ab ha hei c ce a d he la f m ha e
    feedback i al e limi ed. S he ce ga i a i ha dl hea a
    feedback f m hei em l ee ab he ggle i h he l he
    hea i la e he he al ead ha e made a i e me . S me
    ga i a i al b a ab ha i g he i e me i he la f m
    a ailable f e am le, ale f ce b j b i g a hi ica ed la f m
    d e g a a ee ab g d e e e ie ce. I eed be
    ha ed acc di g he eed f he e hich adl i agai eglec ed
    m f he ime. A d a he e d m f he ga i a i d ' k
    h e gage he ig i he deci i f he em l ee . The e
    ga i a i eed hel ge b a d he de ig j e .
    Tha UX c me i h a c a d i i m l i h d ed
    h a d f d lla . The mbe ca g eall c a I'm g i g alk
    ab i i he e fe lide b a a f m he m e a al e i al
    ca e d c i l . I ha e em l ee c fide ce a ga i a i
    a d h hem lea e. I al ca e hem me al e . L k h
    he mbe f me al heal h ca e ha e bee i i g he e da . A d ha
    l a d i efficie ce e a e e f he ima ea behi d i .
    La , b lea , i ca igge make maj bl de hich ca c
    h ma li e a d ca ha e a l g la i g im ac a ell. M l i le
    e am le m f ill be a a e ab he bl de ha e i g i
    A g 2020 he Ci iba k gl i ed $100 milli le de . The
    blame a he c f i g UI a h ee e le e ible check
    he ecific f he a fe mi de d he i . A d c ld
    de ec he bl de ime. Thi mi ake c Ci iba k $500 milli . A d

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  7. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 114
    a i j beca e f he bad UI? , i a . Beca e he bigge
    i e a i h he ce . I d e ake i acc all US ca e . I
    d e lea e a i f e - c ide he me al m del f
    hei e a ell. I elied he fac ha e ill ead ma al e e
    ime he ha e c f i . B he i a ha hi i cide , he SOC
    c ld e e de ec ha he e a a e he e e maki g a
    mi ake. Which mea he e a c e f hem e e b i g i
    ligh a he igh ime. A d l k a he im ac ha i had made. S hi
    highligh he eed f ha i g efficie de ig e ea ch i eg a ed i he
    c a e a eg .
    Thi i a he e am le he e i 2013 A had lled he l g f
    $125 milli f a e e ha l af e he il em i Ca ada e ealed
    he iPad ll he had a diffic l ha e a d ma ale e le
    a e lea i g beca e hi i c m le he d ' a a e hei
    ime. Thi e i a he la ge cale e am le f h he lack f e
    de a di g ca ha e a ega i e im ac . A d hi a a Thi d Mile
    I la d accide . Agai , he blame a he eac c l em
    e i e face. Beca e i ge i i e e e ligh he a el ha i
    cl ed a d e e hi g i all igh . B beca e f he c f i e gi ee
    did de ec he blem f e e al c cial h a d high le el f
    adi ac i e ga a elea ed i he e i me . The ca e a d
    i c ea e i mbe f ca ce ca e i he l cal la i a d al
    bec me a ea f i c ea e a e f dea h a d di ea e i l cal li e ck
    a d a imal . Agai , a hi j a me e blem f i e face a i
    me hi g m e dee e ? I hi k de ig e ea ch ha a a e ha .
    O e m e i i , acc di g a e b IEEE, a d fi e 15 e
    ce f jec a e aba d ed bef e h l af e deli e d e
    abili . The e ima ed c f hi i a d $150 billi . The
    jec a e aba d ed beca e he d mee he igi al e.

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  8. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 115
    The abili i . Thi ell ha h i i im a f kee
    e m i a ed. Le ' alki g ab me ke c ide a i , ha dle
    e ea ch f he e e e i e l . Fi le ' ge i h i ch de ig
    e ea ch d i g he e-di c e . Thi i ab c ea i g a a a e e .
    Fi l , em ha i e ha de ig e ea ch i - eg iable. Tha ca be
    em ed f m he jec c e. De ig i e f he e ice ha f e
    c d i g ice a d eg ia i a d i i e cei ed c i ical f he
    jec .
    E eciall he ga i a i i ge i g a f he b la f m.
    Tha ' - i d e eall ma e h hi ica ed e f ie dl a
    la f m i . I eed be c mi ed a ga i a i ' ecific e
    ca e . A d f i e f c e, e i e fi all a ach d e eall
    k i m de ime. Al , e ea ch h ld be i eg a ed i he jec
    la ecificall ab ac i i ie a d c me e lai ed. S a la
    me ca al de a d e clea l ha al e i b i gi g he
    jec . The e da m cce f l ga i a i m hem bei g
    de ig d i e . De ig i a bl cke a m e b a ke defe ce i f
    em l e a d a d a ac he be f he ale .
    I i al me ime im a make deci i make eali e
    he c f i cl di g de ig e ea ch i hi c e. Calli g c
    b ildi g ime i e ed, m e i e ed a d dela i ill c mee he
    a egic bjec i e hel he akeh lde ge ac he li e. Re ea ch i
    a e c m le ic a ell a d i i im a e gage e ea ch alk
    ab he al e a d h i ill i eg a e i he g am c e d i g he
    i i ial age . I me cca i ale g ake cha ge f e lai i g
    de ig a d e ea ch e ec i e hich f e ai a g ic e a d
    ca ham e ha e i e e ea ch c e. Le ' he e e d he alki g
    d i g ha c i ical ime.
    Ha i g ca e die f h e ea ch ha he jec c m e i

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  9. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 116
    a d i d leade c ld al be a lid m i a . E e clie a
    be he be hile aki g mi imal i k a d f e he cce e gi e
    he he c fide ce i e i e ea ch. Da a ca be lid elle .
    D i g h e high file e e a i i h e ec i e . Q a ifie hi g
    like e ad i , i d be chma ki g a da d ca lea e
    he c e a i i e ea che fa . I al de a d ge i g hi
    da a i ea m f he ime, he e i ha dl a a al ic i eg a ed
    i he ld ch l l b d me e if ele a ge me a
    he able.
    La b e im a i , de ig i a e d- -e d e ice ha
    a f m e ice de ig e i di c e ha e a he lea i g
    a de ig e defi e a d de ig age a d la e a i
    BAU de ig e d all he deli e k.
    I i highl im a ha hi k ledge ge a fe ed m hl
    be ee h e diffe e le a id a al e l d i g he de ig
    c . Beca e e d f he da e a e af e a g ea c me a d all he f
    ha ha bee g e i he ha e f he de ig ha e, ed be la f m
    i he fi al d c . Thi eed be c ed i he la i g ha e
    i ch a d i ' clea a d i a d c me i g all he lea i g i highl
    ec mme ded i ha ime. I a ickl ch fac ab al e
    de ig ca d i g i ch acc di g SG a e . S if I'm
    ci g he ame i c ec l . De ig ca m l i l he al e f he
    d c hich i eflec ed i he g a h. $1 e he jec ca
    deli e $100 back he jec . Thi flag h c i ical g d UX i f he
    jec .
    A he i e e i g fac i a d ha i g a de ig e b a d f he
    jec , he c ca be ed ced half. A he im a fac i
    a d a i f he e a he a e he ke a cce f l jec . I
    i ha l 70 e ce f jec fail d e lack f e acce a ce.

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  10. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 117
    N , le ' alki g ab h la f de ig e ea ch. Fi l , a d
    m im a hi g i ma i g ke akeh lde . Tha i eall
    im a . I i im a alig he e ec a i f m he jec .
    We eed ag ee ha i mea i la ge e e i e he e a e me
    ac i e i ible akeh lde , a d he he e a e me e i ac i e a i e
    e ha lea e jec a a ime a a age. I i im a kee
    he m i fl e ial e a d he e h a eall im ac ed b he
    jec a id a la -mi e. Be di l ma ic b a a e . I
    ha e a l i c l i g le he e diffe e jec f lk ill
    a ach i h hei i i , a d hei i e e i hei mi d. S i i
    im a ma k me b da ie a d hi c e a d age
    alida e l i . S mai ai a a e c i he ke a d
    h e akeh lde . I e e i e ld i i al e diffic l gai
    acce ac al e . M l beca e he a e b a d ha e le
    i e e i he e hi g. H e e , i i im a de a d h i
    he ac al e e h i a d mm e . B d mm e I mea a
    e e e a i e h claim k he e i hi a d . Ne e li e
    hi g a d al a i i f ha i g acce e .
    N , h d m i a e e a ici a e i he e e ci e.
    Thi i eall im a . Agai , hi ca l be d e he he a
    l ki g a he e e ci e a a aid a he ha a ick. We eed ed ca e
    hem ab hei al e f he i l eme , he bjec i e f he jec ,
    he c me he ill e ec . O ce he a e b a d e ea ch i
    ack. A he hi g ha I e e ie ce m elf a ha e a a i h
    e . Pe le ake ime e a d . Al he migh
    ell a fe hi g e l d i g he i e ie beca e m f
    e i e ie g ec ded. A d m f em l ee a la he
    ideal em l ee le d i g he ime. S a i f mal ime i h hem
    c ea e a afe ha b i h hem ha e hei ie i f mall . The

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  11. N e ha hi i a edi ed a c i f a li e e e a d he ef e ma c ai e . Thi a c i
    i he j i e f Ca i LIVE a d he a h i ed a e ible f a me a d ma be
    c ied ed b a he a i h a h i a i .
    Page 118
    e i he ela ed ha I me i ed. I ' a h ma beha i e
    i i ch a ideal em l ee ciall c ec m de he bei g
    b e ed b hi i h e a e i eali . U e ma ell
    e clea l ab hei feeli g b e ill gi e a lide i dica i . S
    i i he e ea ch, ead h e c e a d e ea ch f he i ha . If
    a e d i g a la ge e ea ch i ela i he la f m . I i al able
    de a d he film a d ha i ffe . The m c mm l ed
    fea e eciall e ele a f e a d i d . Thi hel
    a k ele a e i , c ec i h e a d ha e mea i gf l
    di c i he a e d i g e ea ch.
    A la a d I a a i h a e f m Sagi ha UX ca ake
    a g d d c a d m l i l i al e. Thi ki d f eflec he al e ha
    e all b i g he able. I i h e e e he be f j e i hi
    ama i g field a d h i g m a h ill c i h ma f i he
    f e. Tha k a l . If ha e a e i , if a ha e
    f he di c i a ic I'm m e ha ha ge c ec ed
    m email a d ca al each me he Slack cha el. Tha k .
    STEVE BATY: Tha k m ch Aja . We ha e had a c le f e i
    ed i he Q&A a el. Which e ill ge all ha e
    a l k a if ha e g ime. Tha ld be g ea ge me f h e
    c mme . Tha k e m ch.
    AJAY CHOPRA: Tha k S e e.
    STEVE BATY: All igh . Ne , e ha e Ali a d B idge e h ill
    be e e i g ab c d c i g de ig e ea ch i h deme ia i
    mi d. Ali . The e a e. Hell .

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