Cmu next gen_ua trends 2010

Rational User Technologies

04/10/23 © 2007 IBM Corporation

Information Enablers? Not Your Parents’ Technical Writing…

Stephanie L. Trunzo email. [email protected] twitter. sltrunzo


© 2007 IBM Corporation2 04/10/23

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What shall we discuss?

Trends

– Experience Economy

– Web 1.0 -> 3.0

– Customization

– Services

– Social media

UA

– Shift in focus

– IBM example

– Challenges



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.



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)



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



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



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/



IBM examples



UA as experience/transformation providers…

Before Current Future



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


© 2007 IBM Corporation12 04/10/23 © 2009 IBM Corporation

Executive Dashboard: http://jazz.net/projects/executive-dashboard/



Lightbulbs?



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/



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.

Cmu next gen_ua trends 2010

Business

social mediaare

social interactionto

creation platform

information development

information wranglers

information enablers

social network sites

reputation platform