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Customer-Focused Community Source: Concepts and Processes ,[object Object],Mark Notess, Development Manager,[object Object],UITS/Digital Library Program, Indiana University,[object Object]
Customer Focus,[object Object],What is it?,[object Object],Why do it?,[object Object],How can we do it?,[object Object],July 2009,[object Object],2,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object]
What is customer focus?,[object Object],The answer would seem obvious, but…,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],3,[object Object]
What is Customer Focus?,[object Object],1. We have met the customers and they are not us.,[object Object],July 2009,[object Object],4,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],Imagine a copyrighted image of Pogo sitting here, saying, “We have met the enemy and he is us.”,[object Object],Next Bench,[object Object]
Who are our customers?,[object Object],July 2009,[object Object],5,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],CIO,[object Object],IT Staff,[object Object],Support,[object Object],Other Staff,[object Object],Instructional Design/Consulting,[object Object],Librarians,[object Object],Faculty A,[object Object],Student A,[object Object],Faculty B,[object Object],Student B,[object Object],Faculty C,[object Object],Student C,[object Object],Etc…,[object Object]
How Do We Differ?,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],6,[object Object]
What is Customer Focus?,[object Object],We have met the customers and they are not us.,[object Object],We are committed to customer success.,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],7,[object Object]
What is Customer Focus?,[object Object],We have met the customers and they are not us.,[object Object],We are committed to customer success.,[object Object],We plan, design, and deliver activity enablers rather than just technology.,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],8,[object Object]
Two Worlds,[object Object],tool,[object Object],object,[object Object],subject,[object Object],outcome,[object Object],division of labor,[object Object],community,[object Object],rules,[object Object],Systems have a way to “think” about themselves—data structures, algorithms, application programming interfaces,[object Object],Users and organizations have ways of accomplishing work, whether tacit or explicit, whether documented or informal—tasks, roles, attitudes, knowledge, habits, etc.,[object Object],Structure of computer activity,[object Object],Structure of human activity,[object Object]
Enabling Activity,[object Object],JSR 168,[object Object],OKI,[object Object],IMS,[object Object],How do I …?,[object Object],What just happened?,[object Object],≠,[object Object],The way computers need to think about themselves is very different from how people need to think about their work.,[object Object]
About Sakai, c. 2004,[object Object],The University of Michigan, Indiana University, MIT, Stanford, and the uPortal consortium are joining forces to integrate and synchronize their considerable educational software into a pre-integrated collection of open source tools.  This will yield three big wins for sustainable economics and innovation in higher education:,[object Object],    * A  framework that builds on the recently ratified JSR 168 portlet standard and the OKI open service interface definitions to create a services-based, enterprise portal for tool delivery,[object Object],    * A re-factored set of educational software tools that blends the best of features from the participants’ disparate software (e.g., course management systems, assessment tools, workflow, etc.),[object Object],    * A synchronization of the institutional clocks of these schools in developing, adopting and using a common set of open source software.,[object Object],(thanks to the Internet Archive Web Wayback Machine),[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],11,[object Object]
About Sakai Today,[object Object],The Sakai CLE is a free and open source Courseware Management System. It features a set of software tools designed to help instructors, researchers and students collaborate online in support of their work--whether it be course instruction, research or general project collaboration.,[object Object],For coursework, Sakai provides features to supplement and enhance teaching and learning. For collaboration, Sakai has tools to help organize communication and collaborative work on campus and around the world. Using a web browser, users choose from Sakai's tools to create a site that meets their needs. To use Sakai, no knowledge of HTML is necessary.,[object Object],But the product vision reaches beyond teaching and learning applications. Many Sakai deployments include as many or more project and research collaboration sites. In addition, the Open Source Portfolio e-Portfolio system is a core part of the Sakai software. Finally, the Sakaibrary project links library resources to Sakai. You can try Sakai for yourself by downloading and installing the demonstration or by visiting one the sites of our Commercial Affiliates, several of which have test drives of Sakai where you can simply create your own account. No installation necessary.,[object Object],(from sakaiproject.org, 3 July 2009),[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],12,[object Object]
What is Customer Focus?,[object Object],We have met the customers and they are not us.,[object Object],We are committed to customer success.,[object Object],We plan, design, and deliver activity enablers rather than just technology.,[object Object],Our understanding is open to constant revision.,[object Object],We recognize and seek out requirements variability across time as well as across types of users and uses,[object Object],We recognize the difference between user needs and their many proxies, and work towards high-quality proxying,[object Object],We recognize the richness of contextual details and their impact,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],13,[object Object]
Proxying Phenomenon,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],14,[object Object],What the customer asked for,[object Object],How we understood what the customer asked for,[object Object],What the customer really needed,[object Object]
Proxying Phenomenon,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],15,[object Object],?,[object Object],Developer,[object Object],Customer needs,[object Object],Jira ticket,[object Object],Institutional Sakai rep,[object Object],Institutional requirements committee,[object Object],My memories,[object Object],PROXIES,[object Object],Survey results,[object Object],Competing or similar product,[object Object],Focus group rankings,[object Object],Use Case,[object Object],Persona,[object Object]
A Fictional Proxying Example,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],16,[object Object]
Tacitness of Work Knowledge,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],17,[object Object],What people know about what they know and do,[object Object],What people don’t know about what they know and do,[object Object],How well does our requirements process work under water?,[object Object]
Self-Report Reliability,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],18,[object Object],Elliot, R., & Jankel-Elliot, N. (2003). Using ethnography in strategic consumer research. Qualitative Market Research: An International Journal , 6 (4) 215-223.,[object Object]
Discovering User Needs,[object Object],make it up—we’re smart!,[object Object],I am the user!,[object Object],ask those who know users,[object Object],ask early adopters,[object Object],ask users what they like or want,[object Object],Designer,[object Object],ask users what they do,[object Object],competitive,[object Object],analysis,[object Object],ask users what they did,[object Object],read pubs,[object Object],Bb,[object Object],study real artifacts & data,[object Object],Moodle,[object Object],users,[object Object],watch users work & discuss,[object Object]
Contextual Inquiry,[object Object],ask users what they did,[object Object],study real artifacts & data,[object Object],Designer,[object Object],watch users work & discuss,[object Object],users,[object Object]
What is Customer Focus?,[object Object],We have met the customers and they are not us.,[object Object],We are committed to customer success.,[object Object],We plan, design, and deliver activity enablers rather than just technology.,[object Object],Our understanding is open to constant revision.,[object Object],We own the full customer experience and constantly improve it.,[object Object],“Dive for the ball” mentality – potentially harder in a non-hierarchical, somewhat volunteer organization like Sakai community,[object Object],Full experience: tryout, evaluation, adoption, planning, implementation, support, maintenance, …,[object Object],Product vision: a designer’s job. Don’t ask customers to be designers.,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],21,[object Object]
Why be customer focused?,[object Object],Is it really necessary?,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],22,[object Object]
Customer Focus is Hard,[object Object],Customer focus requires bridging technology and human activity,[object Object],As technologists, our expertise, focus, and often our interest is in the technology itself,[object Object],“Work practice”—where real requirements live—is a hard place to visit,[object Object],Technology organizations always risk becoming technology focused,[object Object],Our training as technologists seldom addresses how to uncover hidden customer needs,[object Object]
But It Beats the Alternatives,[object Object],Technology focused,[object Object],Internally focused,[object Object],Unfocused,[object Object],Customer driven,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],24,[object Object]
Risks to Sakai,[object Object],We could lose the critical mass needed for sustainability,[object Object],We could waste resources doing things that don’t matter, that people don’t use,[object Object],And, most important to me,,[object Object],When usage is required, we force people to experience unpleasantness,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],25,[object Object]
How can we be/stay customer focused?,[object Object],A few suggestions …,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],26,[object Object]
Five Suggestions,[object Object],Ground requirements in real data via contextual inquiry and high-fidelity proxying,[object Object],Privilege data from those less like us: dissenting voices, students and faculty from non-technical disciplines, laggards,[object Object],Invite ethnographic, qualitative, or design research classes at your institutions to do projects that enrich our customer understanding,[object Object],Supplement personas with “coursonas” or other activity-based representations,[object Object],Figure out how new members become enculturated in Sakai and make sure a shared understanding of customer work practice is part of the experience,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],27,[object Object]
Coursona Example,[object Object],2a.  The Technology Semi-Distance Groupshop,[object Object],Focus on learning and applying a technology-related process in group projects,[object Object],Intensive technical, procedural work with a parallel focus on how to work in (possibly distributed) teams,[object Object],Course content is technical, and some students are remote making it convenient and necessary to use technology for course management (slide sharing; podcasting; online group sessions, discussions, and filespaces),[object Object],Examples: Instructional technology design course,[object Object],(For more examples from last year’s talk, google “notesscoursonasakai”),[object Object]
Process Alone Won’t Do It,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],29,[object Object],Communication,[object Object],Process,[object Object],Predispositions,[object Object],People,[object Object]
Discussion,[object Object],Other elements of customer focus?,[object Object],Is customer focus important for Sakai?,[object Object],How are we doing? How could we improve?,[object Object],July 2009,[object Object],10th Sakai Conference - Boston, MA, U.S.A.,[object Object],30,[object Object]

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Customer-Focused Community Source: Concepts and Processes

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Hinweis der Redaktion

  1. Measures and implications will differ across types of institutions, departments, and individuals.Others may define my success differently than I do (e.g., grades vs. learning as a measure of student success).