Enterprise is Sexy

In this talk,
I will definitively prove the
theory “Enterprise is Sexy.”
Enterprise is Sexy June 24, 2013

is...

is
siliconvalleyryangosling.tumblr.com

No, seriously...

is

‘99
Hugh Dubberly
RISD / Yale
Apple
Netscape
www.dubberly.com

Bud Tribble
MD / PhD
Apple / Macintosh
NeXT
Apple
Mike Boich
Stanford / Harvard
Apple
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”

Users
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

“ANY CUSTOMER CAN HAVE A CAR PAINTED
ANY 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.
Users
Business
Technology

Energy
British Petroleum
Halliburton*
Fannie Mae
General Electric
Ford Motor
ManufacturingTransportation
Finance Government
YOUR DAD’S
ENTERPRISE50+Years ago

CEO of
Halliburton
Captain of the
Starship 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

VoIP
Client-Server
Oracle
Microsoft
SAP
Peoplesoft
Bloomberg
IBM
Sony
HP
Software
Computers
CIO
AUTOMATION OF
THE ENTERPRISE1990’s

No choice.
The CIO bought the
software, the employees
used it.

‘90–’00s, Pick two.
User-focused
Business-focused
Technology-focused

what’s cooler than
a million dollars?
a billion dollars.

$1billion+

what’s sexier than
a billion dollars?
2.5 billion dollars.

+ $2.5billion

Users
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 PERSONAL
LEISURE / SPORTS
HOUSEHOLD
EATING
CARE FOR OTHERS
OTHER

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

Cloud
Social
B.Y.O.D.
Freemium CSS/JS
HTML5 SensorsSaaS
Peer-to-Peer Big Data
CONSUMERIZATION
OF THE ENTERPRISE

ClouderaAsana
Evernote
Nimble Storage
Yammer
Zendesk
CONSUMERIZATION
OF THE ENTERPRISE
Box
Skype
PayPal
Basecamp
iPhone/iPad
Salesforce
Cloud
Social
B.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

We as designers,
are uniquely skilled to
balance human needs with
business and technology.

A focused set of users.

A focused set of users.
PERSONALWORKPLACE
Well 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$
FI FI
$
DEBIT
ATM
ACH
WWW $
WWW
DEBIT Q.
A.
$
DEBIT
Q.
A.
BILL
PAY
ATM
$ $
FI FI
$
$ $
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 Challenges
Juggling Priorities
Harry & 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 Literacy
Sue 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 Stats
Life Stage
Income
Mode
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
Bills
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
Tech
Savvy
Openness
Financial
Savvy
Harry Sue
Openness
21%
Financial Interactions
Entrenched 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 formobile/online device usage
Financial Network
Sandwiched between competing financial
goals keeps them in pooling mode
36%
$ $
Q.
A.
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.”
$
$
WWW
Q.
A.
BILL
PAY
$
WWWWWW
$
NEWS
$
NEWS
Mobile Phone
• Makes Calls
• Checks Voicemail
Opening
& Using
Accounts
Life Stage
Income
19 yrs old, College Student,
Works PartTime
$12,000 / yr
Financial Mode
Tech
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
?
Savvy
Openness
Financial
Savvy
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, tasks

Crazy hard problems.

Crazy hard problems.
SIMPLISTICCOMPLEX
Simplifying complexity

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

Focus on process.

Focus on process.
ARTDESIGN
Inputs and outputs

Focus on process.
CREATIVITY
ARTDESIGN

Models
Visualize concepts

Ideate
Rapid collaboration
note:
Providing product alternatives
to purchasers in brick and mortar
stores.
note:
Combine real world yardsale’s
serendipity with searchable
products and yardsale events

Prototypes
Paper to Invision
to HTML
Systems
Interaction design

Mockups
Pixel perfect

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

Focus on craft.

1 2 3 4
vs
Times New Roman Caslon
SS
canted serif edge
symmetrical curves
sharp corners
irregular curves
Attention to craft ensures great results, a true
understanding of what it is, and how to improve.

THIS 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

Users
Business
Technology
Thank You!

Enterprise is Sexy

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