Enterprise is Sexy

transcript

Enterprise is Sexy

In this talk,

I will definitively prove the theory “Enterprise is Sexy.”

Enterprise is Sexy June 24, 2013

issiliconvalleyryangosling.tumblr.com

No, seriously...

Hugh Dubberly

RISD / Yale

Netscape

www.dubberly.com

Bud Tribble

MD / PhD

Apple / Macintosh

Mike Boich

Stanford / Harvard

Radius

Andy Hertzfeld

Brown / Berkeley

Apple / Macintosh

Radius

General Magic

That’s The Woz! That’s Steve Jobs!

(BASICALLY, DROPBOX FOR LINUX)

(HUGH LET ME FREELANCE FOR HIM)

R.I.P. 2001-$10 million

The Venn Diagram

User-focused

Business-focused

Technology-focused

“the Product”

Business

Technology

1) Enterprise?2) Sexy?3) Design?

Who would agree that enterprise means “a large company”?

> 1500 EMPLOYEES

en•ter•prise

“a project or undertaking, typically one that is difficult or requires effort”

NEW OXFORD AMERICAN DICTIONARY

The changing enterprise

“ANY CUSTOMER CAN HAVE A CAR PAINTEDANY COLOR THAT HE WANTS”

Photo from flickr

“SO LONG AS ITS BLACK.”–HENRY FORD

Photo from foto storiche

No choice.

Auto vs. horse and buggy.

Post-industrial, pick one.

Business

Technology

Business

Technology

Energy

British Petroleum

Halliburton*

Fannie MaeGeneral Electric

Ford Motor

ManufacturingTransportation

Finance Government

YOUR DAD’SENTERPRISE50+

Years ago

CEO ofHalliburton

Captain of theStarship Enterprise

Enterprise, still not sexy.

1950–60’s

But, on the consumer side...

1970’s

1980’s

1990’s

Proliferation of choice.

Consumer’s expectations rose, as technology became widely available.

Meanwhile, in the enterprise....

1990’s

VoIPClient-Server

Oracle

MicrosoftSAP

Peoplesoft

BloombergIBM

Software

Computers

AUTOMATION OFTHE ENTERPRISE1990’s

No choice.

The CIO bought the software, the employees used it.

‘90–’00s, Pick two.

User-focused

Business-focused

Technology-focused

Business

Technology

Business

Technology

Business

Technology

What is sexy?

what’s cooler thana million dollars?

a billion dollars.

$1billion+

what’s sexier thana billion dollars?

2.5 billion dollars.

+ $2.5billion

Business

Technology

Sends billions of marketing messagesThree years of user-centered design.

Microsoft, Nike, Inuit, Toyota, Universal.

Digital Marketing Platform

25–54 Years Olds, with Children, Employed, Average Workday

(BLS.GOV)

24hours

8.8hours + 7.6hours + 7.6hours

WORK SLEEP PERSONALLEISURE / SPORTSHOUSEHOLDEATINGCARE FOR OTHERSOTHER

53%!(SPENT AT THE WORKPLACE...)

(THAT LOOKS LIKE THIS...)

(USING SOMETHING LIKE THIS...)

We as designers,

cannot ignore the opportu-nity to design products that enrich the workplace.

CONSUMERIZATION OF THE ENTERPRISENOW

SocialB.Y.O.D.

Freemium CSS/JS

HTML5 SensorsSaaS

Peer-to-Peer Big Data

CONSUMERIZATION OF THE ENTERPRISE

ClouderaAsanaEvernote

Nimble StorageYammer

Zendesk

CONSUMERIZATION OF THE ENTERPRISE

BoxSkypePayPal

Basecamp

iPhone/iPadSalesforce

SocialB.Y.O.D.

Freemium CSS/JS

HTML5 SensorsSaaS

Peer-to-Peer Big Data

Choice, finally!

As competitive advantages in business and tech become fewer...

Great products need all three.

User-focused

Business-focused

Technology-focused

Design in the enterprise

We as designers,

are uniquely skilled to balance human needs with business and technology.

A focused set of users.

PERSONALWORKPLACEWell defined behaviors

Marketing personas don’t help the team make product decisions.

THIS IS NOT A PERSONA!

Represent real people, not caricatures.

THIS IS NOT A PERSONA!

THIS IS A PERSONA!

Q.A.WWW $ $

DEBIT ACH$F I F I

DEBIT Q.A.

BILLPAY

$ $F I F I

Elderly Parents• Health issues

Desktop Computer• Personal and work computer• Tracks finances online• Prints out documents to file

• Two Joint Checking and Savings, (WF and BofA)

• Savings and CDs (ING)• Mortgage (WF)

• Mortgage (ACH, interest rate reduction)• Home Equity (transfer) • WF Credit Card (transfer)• Utilities, Land line , Internet, Insurance (Bill Pay)

• Checking to Savings (online) • Uses BofA or ING for inter-FI • ICT’s to daughters and mother

• Home Equity Loan with ODP (WF)• 2 401K’s (Fidelity)• Brokerage (Schwab)• Credit Cards (WF, Chase)

• Household services (check) • Charities (ACH checks, cash) • Taxes (check)

• Sends money to friends, household service providers, and charities (cash, check, ICT’s, or PayPal)

Harry & Sue are a professional couple with competing financial priorities: college savings/tuition for their daughters, elder care, and retirement. They realize they’ve been great savers but now need to be more strategic to prepare for these major life events. Sue is the primary online banker, tracking account balances, using their Amex for points, transfers for WF loans, writing some checks and making transfers to other family members.

The complexity of their family’s financial situation comes with a lot of paperwork, adding to their challenge of staying organized and on top of their financial responsibilities. They want to put themselves in the hands of professional advisors to draft a strategic plan for the next 5+ years but are wary of the added expense.

Harry likes to research investments online but he is reluctant to do any transacting online due to security concerns. Sue learned about PayPal by using eBay and likes that she doesn’t have to share her account numbers to pay but is less security phobic than Harry.

Primary ChallengesJuggling PrioritiesHarry & Sue find themselves less capable of making major financial decisions without the advice of a professional; there are many variables to consider and they need help.

Technical LiteracySue has learned to manage online banking, but many of the responsibilities related to elder care are paper-based, requiring offline filing/organizing.

Harry & Sue Financial StatsLife Stage

Income

Tracking

• Primarily online, but still tracking and budgeting through paper statements • Tried Quicken for budgeting but other life priorities take precedence• Electronic statements are printed out and filed if they can’t receive both

• Uses Bill Pay for the majority of their bills • Moves money via ICT to family members and pays some medical expenses for parents• Most bills are manually paid through Bill Pay but important bills — such as medical invoices

— are paid by check for tracking and proof of payment

• Harry & Sue look to their bank representative to advise them about which accounts are the best and open the accounts in the branch. Researching for accounts can end with frustration and a yearning to speak to a real human.

• Working with financial advisors to review all investments and plan for upcoming life events

Spending

Strategizing

Routines

Products

Transfers

Devices

Segment

Early 50’s, Married w/Children and Aging Parents

$170,000 / yr

Online Fledgling Online Engaged Gem

Harry & Sue

Financial Advisors& Accountant• Tax assistance relating to

savings and investments• Budgeting for retirement

TechSavvy

Openness

FinancialSavvy

Harry Sue

Openness

Financial InteractionsEntrenched routines; division in labor helps keep the peace and the reason why they receive both paper and electronic bills. Sue loves the convenience of online but Harry likes in-person and writing checks.

Desire to stay in contact with family is the�primary driver for mobile/online device usage

Financial NetworkSandwiched between competing financial goals keeps them in pooling mode

Reactors Poolers Maximizers

College-Bound Daughters• Application process • Tuition• Money Transfers• Recurring bills

“We get all of our bills online and in paper. If something comes in the mail, it at least triggers his memory…if it’s online — unless we make an attempt to go look at it, we wouldn’t see it.”

BILLPAY $

WWWWWW $NEWS

Mobile Phone• Makes Calls• Checks Voicemail

Opening& Using

Accounts

Life Stage

Income

19 yrs old, College Student,Works Part Time

$12,000 / yr

Financial Mode

Segment

Felipe

Online Basic Banker

Edwin & MaryHarry & SueJane

Online Up & Comer

Late 20’s, Young Professional

$55,000 / yr

Early 50’s, Married w/Children and Aging Parents

$170,000 / yr

Early to Mid 60’s,Married, Empty Nest

Openness

Financial

Online Fledgling Online Engaged Gem Online Mature Loyals

Harry Sue Edwin Mary

Openness

36% 21%16% 14%12%

Reactors Poolers Maximizers Reactors Poolers Maximizers Reactors Poolers MaximizersReactors Poolers Maximizers

Co-create with the product team!

Specifics around behaviors, routines, goals, tasksEnterprise is Sexy June 24, 2013

Crazy hard problems.

SIMPLISTICCOMPLEXSimplifying complexity

Legal teams pouring over emails and files... how does the collection officer reduce petabytes of data, without missing evidence?

Focus on process.

ARTDESIGNInputs and outputs

Focus on process.

CREATIVITY

ARTDESIGN

ModelsVisualize concepts

IdeateRapid collaboration

note:Providing product alternativesto purchasers in brick and mortarstores.

note:Combine real world yardsale’sserendipity with searchable products and yardsale events

PrototypesPaper to Invision to HTML

SystemsInteraction design

MockupsPixel perfect

Be iterative.Champion for the MVP.Be agile/lean.

Focus on craft.

Sophomore Year

18Years ago...

1 2 3 4

Times New Roman CaslonSScanted serif edge

symmetrical curves

sharp cornersirregular curves

Attention to craft ensures great results, a true understanding of what it is, and how to improve.

SSTHIS IS NOT GOOD ENOUGH!

THIS COMMUNICATES DESIGN!

Add to the conversation...

How Enterprise Got Sexy: Kirk Dunn (Cloudera), Aaron Levie (Box), Todd McKinnon (Okta), Justin

https://www.youtube.com/watch?v=_H5ICXwVAdM

How Enterprise Software Got Sexy - Forbes - Scott Allison

http://www.forbes.com/sites/scottallison/2012/09/12/how-enterprise-software-got-sexy/

Future of Work: Levie, Levine & Zingale Weigh In

https://www.youtube.com/watch?v=cQ4EsS6hb6Y

Business

Technology

Thank You!