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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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uxaustralia
PRO

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 . www captionslive com au | captionslive outlook com | UX A a a D R a c T da , 17 Ma c 2022 Ca i ed b : T ac Ball
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    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
  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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    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
  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
  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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    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.
  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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    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.
  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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    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 .