UX STRAT USA 2017 presentation by Andrew Hinton, Senior Digital Experience Architect, State Farm

1. DESIGNING A FUTURE
WE WANT TO LIVE IN
UXSTRAT USA 2017 | BOULDER CO
ANDREW HINTON | @INKBLURT

3. I WANT TO SAY ONE WORD TO
YOU. JUST ONE WORD.
YES, SIR.
ARTIFICIAL
INTELLIGENCE.
… ISN’T THAT TWO WORDS?

4. IS ALL OVER
THIS THING
ARTIFICIAL
INTELLIGENCE
Gartner Hype Cycle for Emerging Technologies 2017

5. USER EXPERIENCE STRATEGY
WHAT DO THESE MEAN IN AN AI FUTURE?

6. “USER”

7. "...for the computer to operate at
all for us first requires a wealth of
interactions to take place for itself.
As operators or engineers, we may
be able to describe how such
objects and assemblages work.
But what do they experience?”
— Ian Bogost

8. UX REQUIRES AN UNDERSTANDING HOW THEY PERCEIVE & ACT
THINKING MACHINES AREN’T PEOPLE
bleepingcomputer.com

9. UMWELT
“The world as
experienced by a
particular organism.”
Organisms can have
different umwelten,
even though they share
the same environment.

11. • Clear communication framework
of signals and rewards.
• Environment that works for
cohabitation for human and dog.

12. FOR PEACEFUL, CLEAR COHABITATION BETWEEN HUMANS & MACHINES
WE’RE DESIGNING ENVIRONMENTS & “LANGUAGES”
Physical Activity
(Explicit or Tacit)
Signifies
Signifies
Communication
Environmental
Structure

13. FOR PEACEFUL, CLEAR COHABITATION BETWEEN HUMANS & MACHINES
WE’RE DESIGNING ENVIRONMENTS & “LANGUAGES”

14. “EXPERIENCE”

15. PHYSICALLY, CULTURALLY, ECONOMICALLY
THE POWER TO CHANGE THE HUMAN ENVIRONMENT

16. BEHAVIOR = A FUNCTION OF THE PERSON & THEIR ENVIRONMENT
LEWIN’S (“LE-VEEN’S”)EQUATION
(“EXPERIENCE” IS HARD TO PIN DOWN. BUT WE CAN SEE BEHAVIOR.)

17. IT TURNS OUT,
WE DESIGN
THOSE
EXPERIENCES HAPPEN
IN ENVIRONMENTS

18. WE ARE
THE DATA
ARTIFICIAL INTELLIGENCE IS
ONLY AS GOOD AS ITS DATA

19. “Always design a thing by considering it in
its next larger context — a chair in a room, a
room in a house, a house in an environment,
an environment in a city plan.”
— Eliel Saarinen, Architect

20. ECOSYSTEMS
& INTEGRATED
LANDSCAPES
SERVICE DESIGN
Pictures courtesy Rosenfeld Media
“Service Design: From Insight to Implementation”
https://www.flickr.com/photos/rosenfeldmedia/sets/72157632731881073/

21. …FOR PURPOSEFUL ENVIRONMENTAL DESIGN STRATEGIES
SERVICE DESIGN IS A GREAT VEHICLE…
Line of Visibility
Line of Interaction
Support Processes / Systems
Customer
Actions
Service
Agent
Actions

22. DIGITAL AGENTS AS PARTICIPANTS + INSTANCES OF SYSTEMS/PROCESSES
WE NEED TO BE “FULL-STACK” UX STRATEGISTS
Line of Visibility
Line of Interaction
Support Processes / Systems
Customer
Actions
Service
Agent
Actions
OPERATIONS
DESIGN
ENTERPRISE
ARCHITECTURE

23. “STRATEGY”

24. IN FOUR ACTS
A PARABLE ABOUT ENTERPRISE AI STRATEGY
https://xkcd.com/1831/

25. “DIGITAL TRANSFORMATION”
“IT MODERNIZATION”
“PROCESS AUTOMATION”
…um…those aren’t
strategies

26. The gap between ambition and execution is large
at most companies.
• Three-quarters of executives believe AI will
enable their companies to move into new
businesses.
• Almost 85% believe AI will allow their companies
to obtain or sustain a competitive advantage.
• But only about one in five companies has
incorporated AI in some offerings or processes.
• Only one in 20 companies has extensively
incorporated AI in offerings or processes.
• Less than 39% of all companies have an AI
strategy in place.
• The largest companies — those with at least
100,000 employees — are the most likely to have
an AI strategy, but only half have one.
HIGHHOPESLOWDIRECTION
http://sloanreview.mit.edu/projects/reshaping-business-with-artificial-intelligence/

27. https://hbr.org/2017/08/a-survey-of-3000-executives-reveals-how-businesses-succeed-with-ai

28. BUSINESS & TECH
STRATEGY NEEDS
HUMAN CONTEXT
COMMON THREAD…

29. + UX STRATEGY
STRATEGY DEF. A
“…THE CREATION OF A UNIQUE AND VALUABLE
POSITION…CHOOSING TO PERFORM ACTIVITIES
DIFFERENTLY THAN RIVALS DO.”
Michael Porter, “What is Strategy?” HBR 1996
POSITION
STRATEGY DEF. B
“…A SET OF GUIDING PRINCIPLES THAT, WHEN
COMMUNICATED AND ADOPTED IN THE
ORGANIZATION, GENERATES A DESIRED
PATTERN OF DECISION MAKING.”
Michael Watkins, “Demystifying Strategy” HBR 2007
PRINCIPLES
“USER EXPERIENCE”
A HUMAN-CENTERED PERSPECTIVE FOR PLANNING, DESIGNING,
AND IMPLEMENTING PRODUCTS & SERVICES.
PERSPECTIVE
WHAT DOES IT
MEAN TO HAVE
A UX STRATEGY?

30. STRATEGIES TO GET UX STRATEGY INTO THE CENTER OF CORPORATE PLANNING
WE NEED “META” STRATEGIES
“THE META”
“THE MATTER”
The product, service,
project, etc.
The organization,
ecosystem, values, politics,
infrastructures…

31. 3 QUICK CLOSING
THOUGHTS

32. ORGS NEED UX STRATEGY FOR
SUCCESSFUL AI STRATEGY
(WE HAVE TO MAKE THAT CASE)

33. DON’T WAIT.
LEAD.

34. HUMAN-CENTERED MEANS
IT’S GOOD FOR ALL OF US

35. THANK YOU
AND WE’RE DONE…
ANDREW HINTON
@INKBLURT
AH@ANDREWHINTON.COM
NANOO NANOO