Karl Smith - Exploring the challenges and opportunities of globalisation and commoditisation in Enterprise User Experience EUX This short session will go into the key concepts of Enterprise User Experience and the efficiencies and challenges that it brings. Can user experience be globalised as a service that means and delivers the same thing in every country? Moreover can user experience people be commoditised to fuel the desires to drive down costs through existing outsourcing models? In this brief session I will cover some of the key aspects of consideration and focus on the clash between notional standardised services and skill based consultancy. I will be describing a hybrid business process model that allows an agency experience with consultancy scale and factory delivery. I will also reveal some of the other models being attempted by global consultancies.

1. Enterprise User Experience
the current situation
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2. EC
Experience through
infrastructure, logic,
data, interface at
program level
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ux / ui
A LOSS OF FOCUS
HOW
IT
WORKS
HOW
IT
WORKS
HOW
IT
LOOKS
WHAT
IT
DOES
UI
Visual interface design,
page level interactions
at interface level
IxD
Interactions through
logic, data, interface at
product level
IA – UX
Experience through
infrastructure, logic,
data, interface at
program level

3. engages with systems and services
Governance
Critical Thinking
KIM = Service Design
CS = Integration
QR1 = CX
QR2 = UX Research
Innovation and Interaction
NOW FOR THOSE WHO CAN
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people as a commodity
LIMITING INFLUENCE
engages with UI
Personas
User Journeys
Low Fidelity Wireframes
Visual Design
Interactive Models
Asset Libraries
+
engages where invited
Qualitative Research / Audits
Personas / Scenarios
User Journeys / Task Flows
Site Maps / Key Wireframes
Functional Specification
Usability & Experience Testing
Feedback Loop
INTERACTION DESIGN UX DESIGN EXPERIENCE CONSULTANCY
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HOW
IT
WORKS
engages with systems and services
Governance +
Critical Thinking
Key Interaction Model
Core Standards
Quantitative Research
Qualitative Research
Productization and Interaction
IA = UX ARCHITECTURE
HOW
IT
WORKS
HOW
IT
LOOKS
WHAT
IT
DOES
5 YEARS AGO
+
+
+
+
+
10 YEARS AGO
+
+
+
+
+
+
+
+
+
+
15 YEARS AGO
+
+
+

4. people as a commodity
REDUCING PEOPLE TO NUMBERS THOURGH OUTPUTS
engages with systems and services
Combined Project Requirements
Program Standards and KM
Service Model
Research Reports & Films
Audience Definitions
Research Reports
Productization and Interaction
NOW FOR THOSE WHO CAN
+
+
+
+
+
+
+
engages with UI
Personas / User Journeys
Visual Design
Interactive Models
+
engages where invited
Research Report
Personas / User Journeys
Wireframes
Functional Specification
Testing Reports
INTERACTION DESIGN UX DESIGN EXPERIENCE CONSULTANCY
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HOW
IT
WORKS
engages with systems and services
UCD Business Requirements +
UCD Customer Requirements
Business Process Map
Legacy System Map
Risks and Opportunities
Master Plan
Productization and Interaction
IA = UX ARCHITECTURE
HOW
IT
WORKS
HOW
IT
LOOKS
WHAT
IT
DOES
5 YEARS AGO
+
+
10 YEARS AGO
+
+
+
+
+
+
+
+
15 YEARS AGO
+
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5. global availability of resources
ONSHORE, NEAR SHORE, OFFSHORE
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6. corporate consultancy models
BUILDING UX SCALE IN GLOBAL MARKETPLACE
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BACKFILL WITH
UNSKILLED
BACKFILL WITH
GENRALISTS
SEMI-SKILLED
SKILLED
COMPANY

7. Enterprise UCD
building from the framework
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8. by bringing capabilities
AT THE CONVERGENCE OF
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strategy
design
technology

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by focusing on
ON THE BITS THAT MATTER
interaction
integration
insight
strategy
design
technology

10. with solutions and services
THAT LEAD TO DIGITAL INNOVATIONS
digital maturity
assessment
digital
strategy
digital
organisation
design
service design
interaction
design
user centred
design
innovation
customer
journey
design
digital platforms
& solutions
digital
architecture &
customer journey
engineering digitized shared
services &
optimisation
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11. UCD Design Thinking
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12. “lets not;
just, make things
change,
lets make things
better” !
WIPRO DIGITAL
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13. design is not just different
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14. design is better
THINKING, BEHAVIOUR, INVENTION, GOVERNANCE
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15. design thinking
reduces risk,
increases adoption.
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16. design thinking = better =
rapid smarter people
UNIQUE PERSPECTIVES,
UNIQUE OPPERTUNITIES,
UNIQUE PEOPLE
LEARNING FROM
THE PAST AND PRESENT,
BUILDING THE FUTURE
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TAKING RISKS
EARLY TO AVOID
RISKS LATER

17. design thinking = better =
benefits dramatic win
CHANGES THE
RULES AND
JUMPS AHEAD
DISRUPTIVE,
ENGAGING, VIRAL,
AGGRESSIVE CHANGE
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FOR CUSTOMERS, FOR
BUSINESS, FOR SOCIETY,
FOR THE FUTURE

18. design thinking = better =
value measure experts
ENTREPRENEURS,
MARKETERS, CREATIVE
SCIENTISTS, DESIGNERS
CHANGE FROM,
CHANGE TO, CHANGE FOR,
CHANGES TO BECOME XX
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DO IT RIGHT
ONCE AND
IT WORKS

19. TO MAKE BETTER, A DESIGN STANDARD
REFINE
KNOWLEDGE
program
enterprise project
+ Governance
Design Thinking
Service Design
Core Standards
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think big
Refine Requirement
Create UX / Visual Concepts
Create UX / Visual Designs
Combine UX / Visual into Models
+
+
+
+
DIGITAL EXCELLENCE
Target Audience
Voice of the Customer
Design Process
Style Guides
Assets
+
+
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EVOLVE EVOLVE EVOLVE
DIGITAL BUSINESS DIGITAL MANAGEMENT
REFINE
KNOWLEDGE

20. model
INTERACTIVE WIREFRAMES
deliver
INTO BACKLOG / REVIEW
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think process
TO MAKE BETTER, A REAL OPTION
refine
REQUIREMENTS
User stories
User ecosystem
User workflow
Holistic Customer
Journeys
Mood board
Information audit
Market research
Experience
framework
Phased thinking
Brand values
Visual thematics
Show and tell
User journeys
Map paths
Contextual
support points
Information
architecture
Show and tell
Interactive library
Logical ergonomics
Style guides
Asset index
Show and tell /
socialization
Interactions
(wireframes or
models)
Assets
Customer
Experience
Deviations
design
STATIC WIREFRAMES
concept
SKETCHES

21. TO MAKE BETTER, A CONSTANT BEHAVIOR
© 2014 WIPRO LTD | WWW.WIPRODIGITAL.COM | CONFIDENTIAL 21
think people
design studio
Digital Visual
Designer
Digital Content
Author
Creative
Technologist
Digital
Producer
Experience
Consultant
Studio
Director
425 Roles Available
London
NYC
Bay Area
Bombay
Bangalore
plus other countries!

22. thank you
WE WELCOME YOUR
COMMENTS & FEEDBACK
wiprodigital.com
K A R L S M I T H
PARTNER, GLOBAL HEAD OF DESIGN
Wipro Digital
karl.smith@wiprodigital.com
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