Designing for disruptive innovation

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Designing for disruptive innovation with Robert Barlow-Busch Presented on March 07 2015 at FITC's Spotlight UX/UI More info at www.fitc.ca OVERVIEW Sometimes we get so focused on winning small victories of the present — like sign-off on UX or design support — that we’re blindsided by larger issues from the overall business context. In this case study, Robert Barlow-Busch describes how he journeyed with a team who experienced this first-hand. Hear the story of a project in which field research and design saved the day by uncovering an incredible business opportunity. And find out what happened when they presented that opportunity to an executive team wrestling with disruptive innovation. OBJECTIVE Demonstrate the potential of design to influence product strategy and the importance of understanding business context. TARGET AUDIENCE Designers, researchers, and product managers FIVE THINGS AUDIENCE MEMBERS WILL LEARN Why not to trust a focus group, ever again. The basics of how to conduct in-context user research and analyze findings. Involving skeptics in your process may be the best way to make them evangelists. The characteristics of disruptive innovation. How destroying assumptions may be a design team’s most important contribution.

Design

What would it mean 
to“ship”a document
online?

Photo by Michael Verhoef on FlickrPhoto by Michael Verhoef
Security really matters
The big assumption

Photo by Michael Verhoef on Flickr
Document exchange website
The preconceived solution
Recipient
Receive email alert
Log in securely
Sender
Log in securely
Upload document
Send to recipient Download document

Meet Joanne
The hero of our story
Product Manager
Photo by Ricky Tang
We’re going to build the best damn document  
exchange website we can.
—

How did Joanne know
customers wanted
this product?

Photo by Michael Verhoef on FlickrPhotos by Chris Smith, David Yu, and Thomas Hawk
Focus groups!

What we heard
“Security is a huge concern.”
“We never send documents by email. Are you crazy?”
“It’s the biggest problem we face today.”

Hell, yeah!
Give me a secure document
exchange website

Meet Steve
The villain of our story
Consulting technologist
Photo by Esther Mari
We know what to do. My guys are
already building it.
—

Hold on, buddy.
We’re going to do
this right.
Okay, fine.
Grumble, grumble.
——

Goals
Tasks
Inputs/Outputs
Tools
Environment
Relationships
Burning needs

3. Identified patterns within categories

Wants to get things done. Is highly
motivated by finishing the day’s work.
Wants to be in control and confident of
what’s happening at all times.
Would be happy with more security, but
values convenience more.
Uses email as a detailed archive of
project activity.
Uses FTP to exchange files too big for
email.
Strives to be seen as indispensible to
customers.
Is more concerned about quality than
deadlines.
Sends documents by courier when they’re
too big for email.
Really doesn’t care about security.
Has limited computer skills outside
AutoCAD.
Strives to save money for the
organization.
Held accountable for downtime due to
technical issues.
Cannot plan ahead. “Fights fires” all day.
Loves the challenge of juggling priorities.
Has a dedicated email account for IT
emergencies.
This produced distinctive skeletons…

Convenience trumps security
Photo by Nick Carter

Email as filing system
Photo by Theen Moy

Large files suck
Photo by slimmer_jimmer

Reaction to prototypes
Hooray!
Photo by Keith Ellwood

So Joanne took the project for executive approval
Solid customer insight
Differentiated product
Evidence of market demand

How will this increase
shipments in our trucks
and airplanes?

– Um, it won’t.
– That’s kind of the point.

Won’t this encourage
people to ship online
instead of in airplanes?

– Um, maybe.
– That’s kind of the point, too.

Disruptive innovation
New-market disruptionLow-end disruption

The very processes that
create a market leader can
cause it to fail in the face
of disruption

Photo by Michael Verhoef on Flickr
”What business are we in?”

Photo by Michael Verhoef on Flickr
What’s the job to be done?

Lessons learned
Have a champion in a position of influence
Include the skeptics in your process
Don’t trust self-reported behaviors
Define the business and the job to be done

Robert Barlow-Busch
@becubed
www.boltmade.com

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The Knowledge Society: Three Talks About the Future Futurism Innovation Science Isabella Grandic The Knowledge Society Overview Join three incredible, young, and brilliant minds as they present their findings on topics that we’ll all have to deal with in the not so distant future. This series of talks will explore how exponential technologies like synthetic farming, nanotechnology, and quantum computing can be used to solve some of the world’s most difficult problems. The speakers are all students of The Knowledge Society (TKS), a human accelerator for high school students designed to help them impact billions. TKS encourages students to take risks and think big. Ayaan Esmail‘s talk will cover creating a proactive healthcare system

Creating a Proactive Healthcare System

FITC

R.C. Woodmass Crescendo Overview The reports are in: how we relate to technology directly affects how we relate to other humans, to our environments, and to ourselves. Are we headed for a technological dystopia, where robots are in charge and empathy is just a word for the history books? Not necessarily! Learn how the interfaces we interact with can teach us how to be better communicators, increase our understanding of each other, and how product design might be the key to building a positive future for all. Objective Directly address fear and skepticism about technology, inspiring all who design and build tech to think more empathetically when building UX and UI. Target Audience Product designers, HR specialists, and anyone skeptical about technology Three Things Audience Members Will Learn How to create user interfaces that are flexible enough to include everyone, even if they can’t keep up with all the different identities and new labels that people are using What is conversation design, and how it has the power to teach people how to communicate How AI has the potential to be more inclusive than previous data analysis systems, if we leverage its weaknesses to the human advantage

World Transformation: The Secret Agenda of Product Design

FITC

Matt Swoboda Notch Overview The adoption of real-time technologies and workflows for content creation is a seismic shift in the world of video/graphics. It has a fundamental effect on not just on render times but on the entire creative process. In this session hear from someone who has been using realtime graphics for creative work for almost 20 years, and his experiences in applying it to productions such as the Ed Sheeran world tour and Cirque du Soleil. Objective Give the audience an overview of what really is capable in a real-time workflow today, and where things are headed. Target Audience Anyone who wants to take confident steps in the direction of real-time motion graphics, especially within the live, installation and AR fields. Five Things Audience Members Will Learn How does real-time change the creative and production process Limitations – where does it work, where doesn’t it make sense What real-time graphics are capable of today What happens on a rock’n’roll tour bus What DOESN’T happen on a rock’n’roll tour bus

The Power of Now

FITC

Hasan Ahmad Aquent DEV6 Overview PWAs are a newly emerging delivery format for web, desktop apps. The fact that they can be installed on a client device and behave like natively installed apps means that special care should be taken when designing and building these types of apps, above and beyond a typical browser-only web application. One of the most important (potential) differentiators in the user experience of a PWA app vs a traditional web app is the ability to provide a high-performance UI because of their ability to do things like cache resources offline, including entire pieces of Web UI code, and the use of background services. In this talk we are going to do an exhaustive overview of the entire landscape of building PWAs from a performance-first perspective. Target Audience Web development teams Assumed Audience Knowledge Web Development fundamentals Objective Large enterprise applications Five Things Audience Members Will Learn Why PWA’s require performance engineering What tools are available to measure performance metrics Offline caching strategies Host device considerations: desktop and mobile Taking advantage of background code: Service Workers

High Performance PWAs

FITC

Bhavana Srinivas Netlify Overview A new web stack has emerged. A stack powered by modern browsers, API economy and Git based workflows. A stack that is not tied to specific technologies. A stack that takes into account both developer experience while building the application, and user experience when interacting with the application. A stack that delivers better performance, higher security, and lower cost of scaling for web applications. In this talk, Bhavana will dive more into the architecture and best practices for building performant web applications using the JAMstack Objective Educate the audience about the JAMstack and why it powers performant sites Target Audience Web stakeholders who want fast, secure and performant websites Assumed Audience Knowledge Built a website/interacted with sites Five Things Audience Members Will Learn What is the JAMstack The ecosystem around the JAMstack How to improve the performance of your site built on the JAMstack Example sites built on this architecture Resources and best practices

Rise of the JAMstack

FITC

Midge “Mantissa” Sinnaeve Mantissa Overview Midge will be speaking about his experience of switching to open source applications for his freelance work. From ditching expensive software subscriptions to going down the linux rabbit hole, he’ll take you along for the ride and show you some cool stuff along the way. It’s an in-depth look at what happens when your digital tools become an extension of yourself and how that can in turn inspire you to get better as an artist and find your style. Objective Taking a critical look at how you work and why. Target Audience (Motion) designers, 3D & VFX artists Four Things Audience Members Will Learn Open Source Design Tools Self-criticism Inspiration Letting go

From Closed to Open: A Journey of Self Discovery

FITC

Studio Macouno has been realizing post industrial projects for two decades. Though they’re very busy doing things like creating generative shavers for Philips and designing life size 3D printed petition elephants, those are but a fraction of what they would like to do. In this talk Dolf will explore the projects they just don’t have time for. The things the studio would love to do but can’t do on it’s own. The things that are way out there… Those that don’t seem possible, or are just too much work. The dreams that they think are a bit too much, but they just might do anyway. Objective Finding, funding and founding cooperatives for creative futurist projects. Target Audience People interested in making things today that seem ideas for tomorrow. Five Things Audience Members Will Learn Some about generative design 3d printing Art Running projects And making things happen

Projects Ain’t Nobody Got Time For

FITC

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Cut it up

Designing for Digital Health

Profiling JavaScript Performance

Surviving Your Tech Stack

How to Pitch Your First AR Project

Start by Understanding the Problem, Not by Delivering the Answer

Cocaine to Carrots: The Art of Telling Someone Else’s Story

Everyday Innovation

HyperLight Websites

Everything is Terrifying

Post-Earth Visions: Designing for Space and the Future Human

The Rise of the Creative Social Influencer (and How to Become One)

East of the Rockies: Developing an AR Game

Creating a Proactive Healthcare System

World Transformation: The Secret Agenda of Product Design

The Power of Now

High Performance PWAs

Rise of the JAMstack

From Closed to Open: A Journey of Self Discovery

Projects Ain’t Nobody Got Time For

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