Transcript
Rational User Technologies
04/10/23 © 2007 IBM Corporation
Information Enablers? Not Your Parents’ Technical Writing…
Stephanie L. Trunzo email. sltrunzo@us.ibm.com twitter. sltrunzo
Rational User Technologies
© 2007 IBM Corporation2 04/10/23
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture. QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressorare needed to see this picture.
Rational User Technologies
© 2007 IBM Corporation3 04/10/23
What shall we discuss?
Trends
– Experience Economy
– Web 1.0 -> 3.0
– Customization
– Services
– Social media
UA
– Shift in focus
– IBM example
– Challenges
Rational User Technologies
© 2007 IBM Corporation4 04/10/23
Experience Economy
Innovation translates into profit by moving up the experience chain
Pine, Joseph and James Gilmore. The Experience Economy. Harvard Business School Press. 1999.
The classification for each stage in the evolution of products is:
A commodity business charges for undifferentiated products.
A goods business charges for distinctive, tangible things.
A service business charges for the activities you perform.
An experience business charges for the feeling customers get by engaging it.
A transformation business charges for the benefit customers (or "guests") receive by spending time there.
Rational User Technologies
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Web 1.0->2.0->3.0
Reputation Platform(Sales)
3Di Web 2.0Web 1.0
Access ParticipateValueProposition
PosterChildren
Platforms
Find
Access Platform(Transaction Fees)
Search Platform(Advertising Fees)
Commerce Platform(Sales) Participation Platform
(Membership Fees)
Referral Platform(Referral Fees) Alternate Currency
Platform(Exchange Fees)
Share Collaborate Co-Create
Creation Platform(In-World Sales)
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Designing experiences
Fundamentally, customers don’t want choice; they just want exactly what they want.
– Transparent customization - observing a customer and then designing the perfect good or service for that customer without him or her even knowing it has been customized.
– Voluntary customization - allowing the customer the choice of crafting their own experience
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Selling services is selling information!
UA is in one of the best positions to address this change in industry:
– Information wranglers, and advocates for user experience
Past: Information Development delivered as a product (books)
Now: User Assistance delivered interactively
Future: Information Enablement crafting infrastructure and experiences, harnessing community-created information
Rational User Technologies
© 2007 IBM Corporation8 04/10/23
What is social media?
We define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system (2) articulate a list of other users with whom they share a connection(3) view and traverse their list of connections and those made by others within the system.
Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication
Wikipedia Jan, 09Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.[1] The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
Social media is the use of technology combined with social interaction to create or co-create value. http://www.ducttapemarketing.com/blog/2008/09/25/the-definition-of-social-media/
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IBM examples
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UA as experience/transformation providers…
Before Current Future
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Challenges
Innovation and change polarizes people - be prepared for positive and negative reactions
Technology adoption cycle -> high adoption, huge drop-off -> right level of usage/stabilization
Initially, the Initially, the technological discontinuity may have lower performance than incumbent technological discontinuity may have lower performance than incumbent technologytechnology. In 1771 Joseph Cugnot’s early automobile was not put into production because . In 1771 Joseph Cugnot’s early automobile was not put into production because it was it was slower and harder to operateslower and harder to operate than a horse drawn carriage. than a horse drawn carriage. Schilling, p. 38Schilling, p. 38
Initially, the Initially, the technological discontinuity may have lower performance than incumbent technological discontinuity may have lower performance than incumbent technologytechnology. In 1771 Joseph Cugnot’s early automobile was not put into production because . In 1771 Joseph Cugnot’s early automobile was not put into production because it was it was slower and harder to operateslower and harder to operate than a horse drawn carriage. than a horse drawn carriage. Schilling, p. 38Schilling, p. 38
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© 2007 IBM Corporation12 04/10/23 © 2009 IBM Corporation
Executive Dashboard: http://jazz.net/projects/executive-dashboard/
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Lightbulbs?
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© 2007 IBM Corporation14 04/10/23
Social computing guidelines
The IBM social computing guidelines were written by and for IBMers, and available for everyone to see
Call for responsible engagement in innovation and dialogue
Remind us to be honest, be open, and present ourselves as ourselves
Used as a model by others
See this slideshare for a quick view of how IBM shifted corporate culture to embrace social media
•http://www.web-strategist.com/blog/2008/04/04/the-variance-of-corporate-social-media-policies/ •http://www.businessweek.com/magazine/content/08_22/b4086056643442.htm •http://erikkaiser.com/wp/2009/06/the-experiment-ibm-social-media-jams/
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Example of social listening and IBM Rational An easy and effective way to
provide additional value to our customers & partners
Using “listening” tools to follow conversations about the IBM Rational brand across social networking sites
Focus on using what we hear to improve relationships with individuals
– Letting them know that we’re listening
– Showing that we’re interested in improving their experience with our products
Example 1: User tweeted about an issue IBMer “heard” his tweet Problem found and fixed; thanked
the tweeter for mentioning the issue.
Example 2: User tweeted a question about
ClearQuest IBMer found the solution and
delivered it to the tweeter Built a positive connection with a
Rational customer.
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