from social what to social wow! how to design social user experiences that matter!

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Toronto, June 6-7 2016 From Social What to Social WOW! Designing Social Experiences that Matter Heath McCarthy IBM WW Social Architect Leader

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Toronto, June 6-7 2016

From Social What to Social WOW!Designing Social Experiences that Matter

Heath McCarthyIBM WW Social Architect Leader

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Social Adoption FrameworkDEFINE VALUE

DESIGN EXPEREINCE

LAUNCH

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Playbacks align your team, stakeholders, and clients around the user value you will

deliver, rather than project line items

Sponsor Users help you design social experiences for real target users, rather than imagined needs

Hills focus your project on big (but attainable) problems and outcomes for users, not just a list of features

IBM Design ThinkingDesigning the Social Experience

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Prototype

Evaluate

Understand

ExploreUnderstand and develop empathy

for users

Explore potential solutions for your users’ problems

Prototype ideas as concrete

experiences Evaluate and decide

whether to move forward with an idea or generate

alternate solutions

IBM Design ThinkingDesigning the Social Experience

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Using design artifactsCreative and collaborative problem-solving

Stakeholder Map Empathy Map Scenario Map

Wireframe Technical Prototype Feedback Grid Prioritization Grid

Story Map

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Keys for Designing Social Experiences

Design Prompt• Purpose to which we are designing• The Why are we coming together

Stakeholders• Who wants success• Who is impacted• Relationships

Sponsor Users• For Whom are we designing• Who is to use the solution

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Prototype

Evaluate

Understand

Explore

IBM Design ThinkingDesigning the Social Experience

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Organizational Transformation

Business Outcomes

A New Way to Work

Team Collaboration

Strategies for SuccessTargets of IBM Design Thinking

Social is About Relationships

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Stakeholder Mapping

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Prototype

Evaluate

Understand

Explore

IBM Design ThinkingDesigning the Social Experience

© 2015 INTERNATIONAL BUSINESS MACHINES CORPORATION

Big Idea Vignettes

Hills

• About a user or specific classes of users

• A user-centered solution that solves a clearly defined problem

• Describe near-term work that can be taken within this release or over a finite, identified set of releases

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Prototype

Evaluate

Understand

Explore

IBM Design ThinkingDesigning the Social Experience

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Prototype

Evaluate

Understand

Explore

IBM Design ThinkingDesigning the Social Experience

© 2016 INTERNATIONAL BUSINESS MACHINES CORPORATION

Social Adoption FrameworkDEFINE VALUE

DESIGN EXPEREINCE

LAUNCH