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.

Transcript

1. Planning Design Research for
   Multi-million Dollar
   Enterprise Tools
   

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2. 2
   I acknowledge the traditional
   custodians of this land and
   pay respect to the elders’ past
   and present.
   

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3. I am Ajay
   Hello!
   3
   ◉ Enterprise Product design SME from past 15 years
   ◉ Worked as a consultant and as an in-house designer
   ◉ Worked in 5 countries and with clients from atleast
   20 countries
   ◉ Clientele is from Large governments, Multinational
   companies, IT, Technology, BFSI, Aviation and Automobile
   ◉ Experience in Salesforce, SAP, Sitecore, AEM implementations
   

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4. 4
   I am not Deepak Chopra
   

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5. Welcome to Futura
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10. What exactly is Enterprise UX
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11. “
    “Designing user experiences for
    large-footprint software for internal
    functions such as HR and accounting
    systems, customer relationship
    management (CRM), vendor management,
    and others large corporations”
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    “serious users”
    “garbage software”
    “Boring”
    “Stressful”
    “ No other choice”
    

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12. “
    The design of products for people at work.
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13. How is it different from CUX
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    ◉ Used by trained professionals
    ◉ Meant to be used for long hours
    ◉ Driven by corporate strategy
    ◉ Motivation for use is different
    

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15. “
    But why Companies are not thinking
    about employees…
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16. UX is not for employees?
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    ◉ UX is for customers
    ◉ Because they are getting paid for it
    ◉ We are investing in training
    ◉ We never hear complaints
    ◉ We have got the best tools
    ◉ We don’t know how
    

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17. Impact of bad EUX
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    ◉ Low productivity
    ◉ Attrition
    ◉ Stress
    ◉ Major accidents / Blunders
    

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18. 18
    Bad UX Costed Citibank
    $500M
    

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    $125M
    Software rehaul stopped by
    Avon because
    of MAJOR ATTRITION
    

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    Three Mile Island accident
    

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    $150B
    lost due to abandoned projects
    

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22. “
    Let’s talk about
    Million-dollar Enterprise tools
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23. How to pitch Design Research
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24. How to Pitch
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    ◉ Design research is non-negotiable. It is not fat.
    ◉ Design research should be integrated into the project plan
    ◉ Call out the deliverables and their values to the project in simple language
    ◉ Highlight that Design is a differentiator
    ◉ Call out cost of rebuilding
    ◉ Get the experts to talk about the value of Design Research
    ◉ Include success stories of the same domain/situation
    

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25. Return of Investment
    The return of investment in UX design is
    $100 dollars for every $1 invested
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    $1 UX
    

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26. Time Saving
    The input of an UX SME
    reduces the amount of time
    developers have to rework
    a project
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    Without UX
    Designer
    With UX
    Designer
    -50%
    -33%
    Time spend by developers on a project
    

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27. User Acceptance
    of projects fail due to lack
    of user acceptance
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    70%
    

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28. How to plan Design Research
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29. How to Plan
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    ◉ Map key stakeholders and their expectations from the project
    ◉ Be diplomatic but transparent
    ◉ Get access to actual users and not dummy users
    ◉ Educate your users beforehand about the objective of the research
    and its value for them
    ◉ Have some informal time with them (if possible)
    ◉ Read between the lines. Employees do not open up easily.
    

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30. “
    UX can take a good product and
    multiply its value!
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    Sagi Schrieber, co-founder, Hacking UI
    

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31. Any questions ?
    You can write to me at
    ◉ Ajaychopra19@gmail.com
    Thanks!
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