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User	Experience	for	Enterprise
HELLO!My	name	is
Nigel	HudsonDirector,	 Experience	 Architecture
This	is	why	I	work	here...
A	Partner	Capable	of	Navigating	the	Integrated	Digital	Space
User	Experience
Creative	Digital	Agency
Application	Development
Extensive	Enterprise	Technical	Acumen
+
What	is	user	experience?
What	is	User	Experience?
Customer	
Experience
(CX)	
User	
Experience
(UX)	
CX	encompasses	the	overall	interactions	a	
person	has	with	your	brand.	From	brand	
perception,	awareness,	discovery,	attraction,	
interaction,	purchase,	use,	cultivation	and	
advocacy.
UX	is	specific	to	the	‘User’	in	the	terms	of	digital	
and	non-digital	properties	of	your	brand.	It	is	the	
design,	measurement	and	optimization	of	the	
interaction	a	person	has	with	your	properties	
and	engagement	channels.
Company	Vision,	Business	Strategy,	Marketing	Direction,	
Product	Design	&	Management	
Digital	Marketing	Channels,	Digital	Products,	Workforce	Tools	&	
Automation,	In-Store	Digital	Experience	and	POS
Source:	2015	Information	Architects
Impactful	User	Experience	is	a	marriage	of	
Business,	Technology and	Design
Spectrum	of	User	Experience
Layers	of	User	Experience
Visual	&	Motion	Design
Content	&	Messaging
UI	Patterns	&	Interaction
Architecture	&	Navigation
Business	&	Functional	Requirements
User	Goals	&	Needs
Research	&	Planning
Creative	Digital	Translation,	Theme	and	Animation
Key	Messaging,	Copywriting	&	Tone,	Experiential	Content
User	Interface,		Interaction	Design,	Prototypes	and	
User	testing
Information	Architecture,	User	Flow,	Navigation	Structure,	Sitemap
Business	rules,	objectives,	functional	requirements,	platform	
considerations	and	constraints,	agile	user	stories.
Personas,	User	objectives,	needs,	goals	,	KPI	and	conversions
Experience	Road	mapping,	Journey	Mapping,	Experience	Mapping,	User	
Types,	Personas,	Web	Analytics,	Heuristic	and	Competitive	Analysis,	
User	Interviews	and		User	Testing,	
Company	Vision
Digital	Strategy
Journey	/	Opportunity
Mapping
Business	Objectives
Technical	Architecture
CONSULTING: DESIGN:
START
Consulting
Design
User	Experience	for	Enterprise
“You	have	to	start	with	the	customer	
experience	and	work	backwards	to	the	
technology”
- Steve	Jobs,	Co-Founder	and	CEO	Apple	Inc	(1997)	
“Experience	First!”
- Mark	Templeton,	Citrix	CEO	(2014)	
Consumer	Space	 Enterprise	Space
User	Experience	Adoption
We’re	seeing	that	in	order	to	compete	effectively,	
businesses	need	digital	 skills	not	 just	in	marketing	and	
in	sales	but,	increasingly,	in	operations	 and	across	the	
whole	 value	chain.	
The	digital	challenge
If	you	apply	that	automation	 potential	 throughout	 the	
value	chain—and	this	would	include	functions	 like	HR	
and	finance	and	operations—you	 see	there	are	sizable	
opportunities	 to	reduce	costs. In	fact,	we	found	on	
average	across	ten	sectors	that	companies	could	cut	
costs	by	around	9	percent.
…they	need	to	take	an	end-to-end	 view,	ensuring	 that	
customers	receive	a	joined-up	experience	from	end	to	
end	and	that	all	 functions	 are	working	 together.
The	Digital	Enterprise
The	digital	value
Becoming	a	digital	Enterprise
The	digital	Enterprise	opportunities	
http://www.mckinsey.com/insights/business_technology/bullish_on_digital_mckinsey_global_survey_results
http://http://www.mckinsey.com/insights/business_technology/the_digital_enterprise
“”
Benefits	of	Experience	Design
Smart	
Investments
Understand	what	you	need	
before	you	need	it.	Make	
smarter	investments	from	IT	
infrastructure	to	marketing	
costs.
Effective	
Applications
Don’t	just	build	or	
implement	software,	
research,	plan,	measure	
and	iterate.
Business	
Efficiencies
Optimal	experiences	
promote	business	
efficiencies	from	back	off	to	
the	front	office.
Customer/Employee
Loyalty	and	satisfaction	lead	to	
increased	sales	and	positive	work	
culture	respectively.	Both	have	
impacts	to	the	bottom	line.
Minimize	rework,	
customer/employee	 support,	
manual	processes,	3rd
party	
vendors,	time	spent,	effort	
allocated,	resources…
Reduced	Costs
Enterprise	Application	of	Experience	Design
Business	Process	and	
Mobilization
Business	to	Business		(B2B)	
Management	and	Commerce
Work	Flow,	Mobilization,	System	
Integrations,	Business	Portals,	
Custom	Applications
Sales	Tools,	Client/Account	
Relations	Management	and	
Commerce
• Workflow	Optimization	and	Automation
• Workforce	Collaboration
• Improved	Communication
• User	Adoption
• Personalization
• Positive	Cultural	Perception
• Leverage	 Mobile	for	Efficiencies	
• Less	Technical	Support
• Sales	Optimization	and	Automation
• Integrated	CRM	activities
• Self	Serve	Configuration	tools
• Customer	Calculators	and	Tools
• Improved	Communications
• Ease	of	Commerce
• Personalization
Commercial	Enterprise	Product	
Planning	and	Design
• Customer	/	Experience	First	Approach
• Prioritized	Development	Roadmaps
• Iterative	 Feature	Rollout
• Competitive	Advantaged
• Less	Customer	Support	Time
• Increased	Product	Perception	&	Advocacy
• Technical	Architecture	Line	of	Sight
Enterprise	and	a	Culture	of	Experience
Drive	company	and	product	
strategy	through	customer	
and/or	employee	insights.
Apply	design	thinking	approach	
company	wide	to	drive	
innovation	and make	optimal	
investments.
Increase	customer	or	employee	
loyalty	and	satisfaction	through	
irresistible	experiences.	
A	necessary	change	in	thinking…
“Beyond	the	UX	tipping	point”	by	Jared	m	Spool.
Recommended	Reading:
https://medium.com/uie-brain-sparks/beyond-the-ux-tipping-point-ac5ee6c4a7e2​
Existing	State Future	State
Transport Canada
Professional	services	for	the	assessment	of	business	processes,	user	experience	and	technology	to	
provide	a	strategic	mobilization	roadmap	for	in-field	Safety	and	Security	Inspectors.			
Workforce	Modernization	through	Digital	&	Mobilization
• Outdated	D es ktop	Us er	Interfaces
• Paper	Proces s
• D uplicate	Entry
• Online	Only	Acces s
• Legacy	Infras tructure	and	User	Interface
• Fragmented	Proces s es	&	Uns tructured	D ata
• Streamlined	Workflows 	that	Leverage	Mobile	Technology
• Mobile	Friendly	Us er	Interfaces
• Paperles s 	Process
• Single	Entry	point
• Offline	Acces s ,	Caching	and	Synchronization
• Integration	with	Legacy	Infras tructure
• Influence	Bus ines s	Proces s	&	IT	Strategy
Digital	ExperienceLegacy	Applications	&	Process
Private
• Increase	user	adoption	and	engagement
• Reduce	reliance	on	email
• Facilitate	user-to-user	communications	
and	collaboration	
• Strengthen	the	NYULMC	community	and	
culture
• Provide	accessibility	to	content	from	
anywhere
• Address	department	“silo”	issue	by	
improving	transparency
Employee	Portal	Effectiveness
Private
How	we	do	it?
UX	Process	– A	Snap	Shot
Membership Rewards ®
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Program Overview
Opportunity	mapping	to	prioritize	investments	and	
maximized	ROI
Discovery	and	Planning	Planning
Consensus	through	wireframes,	
prototypes	and	user	testing
Rapid	Visualization Visual	Design	&	Communication
Visual	appeal	and	communications	of	
brand	and	user	objective	through	static	
design	and	motion	graphics
Experience	Services	Across	Digital
Strategy	&	Digital	
Planning
Goals	&	KPI’s
Audience	Analysis
Journey	Mapping
Experience	Mapping
Opportunity	Roadmap
Rapid	Prototyping
Lean	User	Testing
Technologies	&																							
Platforms
Technology	Selection
Ecommerce
CMS
Portals
Omni-Channel
Adaptive	&	Responsive
Mobile	App	Integration
Experience	
Design
Creative	Design
Content	Creation
Rich	Content
Localization
Personalization
User	Interface
User	Testing
Experience
Optimization
Experience	Analytics
Web	Analytics
User	Testing
SEO/SEM
Social	Commerce
Behavioral	Remarketing
Campaign		Integration
Experience
Management
Experience	Program	
Management
Governance
Experience	can	be	incorporated	across	the	digital	spectrum
How	we	do	it
UX	Process	and	Components
Research		&	
Discovery
•Stakeholder/User	 Interviews
•UX	Workshops
•Personas
•Use	Cases	and	Scenarios	
•Task	Analysis
•Experience	 /	User	Journey	
Mapping
•Eco	system	Map
•Audience	Analysis
•Competitive	 Analysis
•Heuristic	 Evaluations
•User	Testing
•Key	Performance	 Indicators
•Experience	 Planning
Concept	&	
Planning	
•Story	Boards
•User	flows
•Card	Sorting
•Content	 Audit
•Content	 Planning
•Component	 Planning
•UI	Sketches	
•UI	Wireframes
•Prototyping	 &	Lean	Testing
•Technical	Exploration
•Business	&	UX	Requirements
•Solution	 Brief
•User	Stories
Architecture		&	
Design
•Site	Mapping
•Component	 Mapping
•Content	 Mapping	
•Creative	Design
•Creative	Style	Guide
•Taxonomies	
•UI	Wireframes
•UI	Prototypes
•Functional	 Requirements
•Agile	Development
•Lean	User	Testing
•Iteration
Experience	
Management
•UX	Governance
•UX	Program
•Analytics	Analysis
•UX	Analytics
•A/B	Testing
•User	Testing
Discover	&	Prioritize	
Opportunities
Validate	&	Plan	
Opportunities
Design,	Refine	&	Build Manage	&	Optimize
Lean	UX
Beacon	Technology
Demonstration
Commonly used in retail but spreading to other use cases, beacons provide new contextual mobile
interactions, from proximity marketing to contactless payments to in-venue analytics.
Beacon Capability Overview
Mobile	Device	Connectivity
• Can	detect	beacons	even	when	the	app	is	not	running	and	phone	is	locked.	
• Can	send notifications	to	user	on	region	entry	and	exit.
• The	mobile	app	can	trigger	other	events,	e.g.	display	message	on	external	screen.
Region	monitoring
• Beacons	can	detect	the	proximity	or	region	of	a	device	to	beacon.
• When	a	companion	mobile	app	is	running,	the	app	can	estimate	distance	to	beacons.
• Additional	beacons	can	triangulate	device	position	and	is	some	cases	even	elevation.
Additional	Functionality
Depending	on	the	beacon	technology,	additional	features	can	be	leveraged	such	as,
• temperature
• accelerometer	sensors
• facilitate	communication	between	secondary	screens	and	mobile	devices
• control	other	switches,	motors,	e.g.	 open	a	car	trunk,	turn	on	lights,	etc.
• Phone	Data	(user	permission)
Thank	you

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