The ‘Golden Thread’ – Tying the Design Lifecycle directly into product definition and business value.

UXINDIA2019: India's biggest international conference on User Experience Design which is being celebrated on Sep 9, 10 & 11 at Novotel HICC, Hyderabad.
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Transcript

2. 1 © 2019 ServiceNow, Inc. All Rights Reserved. 1 The ‘Golden Thread’ Tying the Design Lifecycle Directly into Product Definition and Business Value Randy Sieffert Head of UX and Product Insights A’verria Martin Sr. Manager, Research Operations
3. 2 © 2019 ServiceNow, Inc. All Rights Reserved. Morning Session Agenda • 10:45 am – 11:00 am – Intro/Overview • 11:00 am – 11:15 am – Icebreaker • 11:15 am – 11:45 am – Design Lifecycle • 11:45 am – 12:00 pm – Break • 12:00 pm – 12:45 pm – Setting the Stage • 12:45 pm – 1:30 pm – Engagement • 1:30 pm – 2:30 pm – Lunch
4. 3 © 2019 ServiceNow, Inc. All Rights Reserved. Introduction • Theme for the Workshop: This workshop will be structured as a collaborative panel discussion. The goal is to engage in a thought-provoking dialogue where we can share real-life experiences and expertise. The focus will be on The Golden Thread – the synergistic relationship between the business, customer / user experience and technology / product throughout the Design Lifecycle. • Housekeeping: • We want to create a space where all attendees can be transparent and share their stories. Please be respectful of your peers and honor their confidentiality by not sharing identifiable or private information that you hear during this workshop. • This workshop is intended for senior level participants with a knowledge and history of managing processes and delivery.
5. 4 © 2019 ServiceNow, Inc. All Rights Reserved. Icebreaker: Rapid Sketch • Take 5 minutes to complete the rapid sketch exercise: Then: • In your table, briefly introduce yourself and discuss the picture you drew for each of the prompts. • Finish with a quick (full) group discussion and video. Home Coffee Mouse Sun Computer Bread Bicycle Flower
6. 5 © 2019 ServiceNow, Inc. All Rights Reserved.
7. 6 © 2019 ServiceNow, Inc. All Rights Reserved. Design Lifecycle • Exercise: Take 10 minutes to draw your view of the Design Lifecycle (DLC) • Discussion: – What are the different taxonomies frequently used in the the DLC? – DLC vs. PLC? • DLC for Workshop: Engagement (Phase 0), Discover, Define, Develop, Deliver
8. 7 © 2019 ServiceNow, Inc. All Rights Reserved. ideo.org
9. 8 © 2019 ServiceNow, Inc. All Rights Reserved. https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond D iscover D efine D evelop D eliver Connecting the dots and building relationships between different citizens, stakeholders and partners. Creating the conditions that allow innovation, including culture change, skills and mindset. OUTCOME DESIGN PRINCIPLES 1. Be People Centred 2. Communicate (Visually & Inclusively) 3. Collaborate & Co-Create 4. Iterate, Iterate, Iterate METHODS BANK Explore, Shape, Build CHALLENGE © Design Council 2019
10. 9 © 2019 ServiceNow, Inc. All Rights Reserved. Tips and Tricks: From the outset, it is important to consider the size of a project and resource appropriately. Be mindful of altitude and complexity of project, as well as expectations based on level of experience of individual contributors. Setting the Stage • Discussion: Where do you begin? – Stakeholder Management – Identifying your stakeholders and building trust.
11. 10 © 2019 ServiceNow, Inc. All Rights Reserved. Engagement • Exercise: Take 20 minutes to write a list of key questions, tasks, and artifacts/deliverables that are unique to the engagement phase. • Discussion: Share the list from above, considering how they relate to the business, customer experience, and technology/product.
12. 11 © 2019 ServiceNow, Inc. All Rights Reserved. Synergistic Relationship Between the Business, Customer Experience and Technology Business (Viability) Customer/User Experience (Desirability) Technology/Product (Feasibility)
13. 12 © 2019 ServiceNow, Inc. All Rights Reserved. Afternoon Session Agenda • 2:30 pm – 2:55 pm – Discover • 2:50 pm – 3:20 pm – Define • 3:10 pm – 3:45 pm – Develop • 3:30 pm – 4:10 pm – Deliver • 4:10 pm – 4:30 pm – Break • 4:30 pm – 6:00 pm – Weave the Story
14. 13 © 2019 ServiceNow, Inc. All Rights Reserved. https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond D iscover D efine D evelop D eliver Connecting the dots and building relationships between different citizens, stakeholders and partners. Creating the conditions that allow innovation, including culture change, skills and mindset. OUTCOME DESIGN PRINCIPLES 1. Be People Centred 2. Communicate (Visually & Inclusively) 3. Collaborate & Co-Create 4. Iterate, Iterate, Iterate METHODS BANK Explore, Shape, Build CHALLENGE © Design Council 2019
15. 14 © 2019 ServiceNow, Inc. All Rights Reserved. For Upcoming Sections: Discover, Define, Design and Deliver Exercise (10 minutes): Write a list of tasks/engagements conducted and a separate list of artifacts that are produced during this phase Discussion (10 minutes): Share lists from above exercise, include on whiteboard
16. 15 © 2019 ServiceNow, Inc. All Rights Reserved. Exercise (10 minutes): Write a list of tasks/engagements conducted and a separate list of artifacts that are produced during this phase Discussion (10 minutes): Share lists from above exercise, include on whiteboard Discover Insight into the problem Define The area to focus upon Develop Potential solutions Deliver Solutions that work Tasks Artifacts
17. 16 © 2019 ServiceNow, Inc. All Rights Reserved. Exercise (10 minutes): Write a list of tasks/engagements conducted and a separate list of artifacts that are produced during this phase Discussion (10 minutes): Share lists from above exercise, include on whiteboard Discover Insight into the problem Define The area to focus upon Develop Potential solutions Deliver Solutions that work Tasks Artifacts
18. 17 © 2019 ServiceNow, Inc. All Rights Reserved. Exercise (10 minutes): Write a list of tasks/engagements conducted and a separate list of artifacts that are produced during this phase Discussion (10 minutes): Share lists from above exercise, include on whiteboard Discover Insight into the problem Define The area to focus upon Develop Potential solutions Deliver Solutions that work Tasks Artifacts
19. 18 © 2019 ServiceNow, Inc. All Rights Reserved. Exercise (10 minutes): Write a list of tasks/engagements conducted and a separate list of artifacts that are produced during this phase Discussion (10 minutes): Share lists from above exercise, include on whiteboard Discover Insight into the problem Define The area to focus upon Develop Potential solutions Deliver Solutions that work Tasks Artifacts
20. 19 © 2019 ServiceNow, Inc. All Rights Reserved. Weave the Story • Exercise (Dot Voting) & Discussion (45 minutes): Returning to the tasks and artifacts for each phase of the DLC for every task identified: • Step 1: Which three are most important from a UX/Design Perspective? • Step 2: Which three are most important to drive business value? • Final Discussion (45 minutes): The Golden Thread – How do we recraft a deliverable or reframe insights in a way that maps to and provides value to the business? – How to these map to tangible business outcomes?
21. 20 © 2019 ServiceNow, Inc. All Rights Reserved. “As we grow, become a $4 billion or $10 billion company…we want to grow our team. On the technology side, we think India offers enormous opportunity, and so, we do core technology work for many of our products in Hyderabad. We believe it is one of our most important strategic markets.” – John Donahoe CEO ServiceNow ServiceNow, has over 2,000 engineers in Hyderabad and is adding over 1,200 people in the next year. We’re hiring!!! Come visit our booth.