UXCON16 / Intro / Chris Noessel

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Speech by Chris Noessel from IBM at "UXCON16 - The Future of Business" held in Brescia, October 30th 2016.

Business

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In the Customer Age, Design has become the business most powerful ally in the challenge to create and offer products/services that can provide superior quality experiences. We are often invited to assume a partnership role with product managers/owners in most of our projects, bridging the requests coming from stakeholders and users and following the entire project life through an experience management approach. Experience Centered Design is thus becoming the new frontier that we, as designers, are called to cross. So how design can assume the role of a strategic partner in the daily experience management? I will present some real cases regarding big and complex projects in which we have played this role and the agile methods, tools and best practices that can be used in such a delicate process.

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Today's media world is thrilling, captivating and full of challenges for brands - a revolution in brands and people's behavior in fact. But as in all revolutions, it's sometimes difficult to get a clear view of what's going on. And so, dear readers, TBWA's strategy department was looking for patterns and similarities from different discussions and has attempted to sum up the revolution in 135 slides. Our goal is to explore the different ways of tackling today's communication challenges - and to show how successful brands are switching from brand-centric to audience-centric behaviour. Inspired by many different people and brands, it intends to spark a conversation about the need for Media Arts, and how it is ingrained with the theory of Disruption. Ready? Visit www.mad-blog.com

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The technologies and people we are designing experiences for are constantly changing, in most cases they are changing at a rate that is difficult keep up with. When we think about how our teams are structured and the design processes we use in light of this challenge, a new design problem (or problem space) emerges, one that requires us to focus inward. How do we structure our teams and processes to be resilient? What would happen if we looked at our teams and design process as IA’s, Designers, Researchers? What strategies would we put in place to help them be successful? This talk will look at challenges we face leading, supporting, or simply being a part of design teams creating experiences for user groups with changing technological needs.

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This speech was given by Luca Mascaro at Cerved Next19. The world has been invaded by new players with whom to take part in: they have new technologies, no policy restrictions and no limits. The experience becomes the driver of technological choices and companies are to face a life-threatening challenge: take advantage of this unexplored space of opportunity or disappear. To face this quantum leap, firms need to design the next-to-be: a new radical experience approach and make their end-to-end service models jump to a next and further level: they have to envision the upcoming experience and validate it on the current customer base with an extreme approach made by a wise mix of Big Data analysis, rising Technologies and Design.

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