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Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era

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In partnership with IBM, we've published Social Business Journal, Volume 6 on Inclusive Design in a Cognitive Era, Reinventing Enterprise Email to Make Workplaces More Productive, Efficient, and Humane. Discover how IBM Design Thinking has inspired a new approach to designing and developing enterprise applications that are inclusive in their accessibility to anyone regardless of age or ability, how IBM Design Thinking has been applied to IBM Verse and how it can be applied to any problem-solving approach in business.

Download the Journal here: http://hubs.ly/H01sBLK0

Publié dans : Technologie
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Social Business Journal, Volume 6: Inclusive Design in a Cognitive Era

  1. 1. The Social Business Journal 2015 Vol. 6 1
  2. 2. The Social Business Journal 2015 Vol. 6 2 The traditional workplace, as we’ve known it, no longer exists. The explosion of social, mobile and cloud technologies has fundamentally changed the way we work—and more changes are coming fast. New employee behaviors are challenging traditional communication and collaboration processes, as more and more employees work remotely and millennials overtake the workforce. Business Leaders like IBM Chairman and CEO Ginni Rometty envisions an age “where our oceans of unstructured data become meaningful thanks to the power of digital learning, and where business processes become increasingly cognitive.” So…with these fast moving realities upon us, we’re answering two important questions in this Social Business Journal… In this Social Business Journal you’ll gain insight into these trends through the lens of Mary Elizabeth (M.E.) Miller and Duncan Hopkins from IBM. Duncan Hopkins is a Senior Design Team Lead, IBM Design, Enterprise Social Solutions and M.E. Miller is an IBM Verse UX Designer. In a conversational format captured on our podcast channel, M.E. and Duncan describe how they leverage IBM Design Thinking to design and develop enterprise applications like IBM Verse. They describe what IBM Design Thinking is, how they ensure that their designs are accessible to anyone regardless of age or ability, how IBM Design Thinking has been applied to IBM Verse, and how it can be applied to solve myriad problems in business. Finally, you'll also learn about IBM Verse itself, and how this new cloud-based enterprise email solution learns your behaviors and adapts to the way you work--a harbinger of the “cognitive era.” Bernie Borges CEO, Find and Convert Producer, Social Business Engine
  3. 3. The Social Business Journal 2015 Vol. 6 3 Bryan Jones Chances are that today, before you opened this journal, you’ve already checked your email dozens of times, spent unproductive time trying to figure out which of the emails in your inbox required (and deserved) your immediate attention, and maybe a few minutes more digging into schedules to see when members of your team would be available for a meeting, not to mention looking for files you’ll need for that meeting. How much more productive would your day be if you didn’t have to do any of those things? This is a common problem in the workplace. M.E. and Duncan– and their colleagues at IBM–set out to tackle this problem with IBM Verse. -- Duncan Hopkins
  4. 4. The Social Business Journal 2015 Vol. 6 4 Bryan Jones So much has changed since 1973, when Thomas Watson Jr. said, “Good design is good business.” But at IBM, the emphasis on design is stronger than ever. Today, IBM designers follow the motto, “Works the Same. Works Together. Works for Me.” Duncan: “Good design is a great experience for everybody. Consumer applications today really influence what enterprise users expect from our software. People go home and use all kinds of different apps on their computers, laptops, tablets, phones and they’re so used to this great experience. That really influences how the enterprise is adapting and designing software for this new workforce, and it’s extremely important.” Duncan: “And it shouldn’t be a different experience when going from your home to your car, to your work. Those should all be similarly delightful experiences. We should all love using the software that we work with – and especially in the work environment, where we have to use that software eight hours a day or so. You want to be able to have a great experience on the tools and applications that allow you to do your work.” -- Duncan Hopkins
  5. 5. The Social Business Journal 2015 Vol. 6 5 By 2012, before either Duncan or M.E. had joined IBM, more than a decade of acquisitions had substantially increased IBM’s global footprint. It was an engineering titan, with 33 coders for every designer. IBM saw that if it was going to substantially grow its market presence, it needed to focus on how clients experienced their software products. That would require shifting the balance, to a considerable degree, back from engineering to design. Specifically, on a number of its strategic projects IBM decided to change the ratio of designers to coders from 1:33 to 1:8. To support that effort, IBM committed to creating over 25 IBM Studios and hiring 1,000 more designers (including Duncan and M.E.) over a five-year period. - Jeff Schick, General Manager, Enterprise Solutions
  6. 6. The Social Business Journal 2015 Vol. 6 6 IBM is reinventing enterprise email with a new social collaboration offering that uses built-in analytics to give individuals a new way to converse, find the right people and information fast, and get work done. IBM Verse stems from the company’s investment in design innovation and brings together its leading cloud, analytics, social and security platforms to transform the future of work. M.E.: “It is extremely important that we improve the ways that we collaborate across these different areas with one another. We are recreating the places we work to make that possible. For example, we have white boards that you can slide and easily take down to reconfigure a room. Almost all of our spaces are open, collaborative spaces. “We have put in a lot of effort with our studios. Duncan and I are here in IBM Studios Austin, which was our first official IBM product design studio. Now we’re building studios across the globe, and we’ve reached about 25 studios worldwide. We’re hiring great talent and we’re placing the focus on people and our day-to-day work. And we’re humanizing the enterprise in the process.” -– Maria Winans, CMO, IBM WW Commerce and Social Marketing
  7. 7. The Social Business Journal 2015 Vol. 6 7 But hiring more designers (people) and building new studios (places) was not enough to drive the desired outcomes. The goal is not only to transform IBM's product portfolio to focus on user experience, but also to transform the culture at IBM for the long term. To succeed, one more critical ingredient is required: a new set of practices. So IBM developed IBM Design Thinking, a methodology for leveraging design thinking at an unprecedented scale. These practices would help all IBMers (not only designers) work together more effectively to achieve user-centered outcomes in the IBM product portfolio. To help establish new, unifying practices, IBM consulted with experts from Ideo and the Stanford University Institute of Design, iterated on existing design thinking practices, and ultimately created a new problem solving methodology uniquely suited to the global enterprise: IBM Design Thinking. -- M.E. Miller
  8. 8. The Social Business Journal 2015 Vol. 6 8 Design thinking is an established methodology of human- centered design with roots that go back to the 1970s and ‘80s. At its core, the Stanford University Institute of Design Thinking model has five modules. 1. Empathize 2. Define 3. Ideate 4. Prototype 5. Test Bryan Jones To make design thinking work at IBM at scale, some adaptation was necessary. The five modules of the Stanford University Institute of Design Thinking model were condensed to four: 1. Understand 2. Explore 3. Prototype 4. Evaluate While this problem solving model works well for creating product and service experiences when you're on a relatively small, co- located team, it doesn’t address two of IBMs major concerns: 1) delivering that experience to market; and 2) design collaboration on a global scale. -- M.E. Miller
  9. 9. The Social Business Journal 2015 Vol. 6 9 Three additional components were added. 1. Hills - User-centric statements that define the mission and scope of a product release and serve to focus the design and development work on desired market outcomes. 2. Sponsor Users - Users who help a team surface the problems solved by Hills. Because Sponsor Users represent these problems, they are critical in validating solutions throughout the stages of envisioning, designing and implementing. 3. Playbacks - Milestones that align teams, stakeholders, and clients around scenarios that demonstrate the value of an offering. Playbacks enable teams to capture feedback and ideas from stakeholders, check progress against Hills, review designs, and communicate the current state of work. -- Scott Souder, Program Director & Sr. Product Manager, IBM Verse
  10. 10. The Social Business Journal 2015 Vol. 6 10 M.E.: “[We] have practices that we follow, and they revolve around the methodology of IBM Design Thinking. That methodology is all about collaboration across three core disciplines. With what we do in software, [those three disciplines are] design, development and product management. “And within IBM Design Thinking we’re following [several] core practices. We hope to define the goals and missions with what we call 'Hills.' We also work one-on-one with Sponsor Users, so that when we envision the user experience, we get direct feedback from our end users throughout our process. Another core practice is doing Playbacks with our stakeholders and with our Sponsor Users, so that we make sure that we’re aligned and we’re always following the mission of our Hills, which we define in the beginning. “This is a snapshot of our IBM Design Thinking methodology, and we're implementing it across all our product teams to improve how we collaborate globally. “[It is] about following an iterative process where you are constantly trying to understand, ideate, prototype, and evaluate. And you are constantly doing any of those four phases in any kind of order. What makes IBM Design Thinking unique [from non-IBM design thinking] is the inclusion of ‘Hills’, ‘Sponsor Users’ and ‘Playbacks.’ The reason why we have implemented this within IBM Design Thinking is so that we can do it at scale.” Duncan: “Yes, and right now I think we’re doing Design Thinking at a scale that no one has attempted at this point. We’re probably the largest design team globally.” In addition to the insights provided by M.E. and Duncan, supporting information is provided in the Forrester Case Study: IBM Builds A Design-Driven Culture At Scale to help flesh out the story of how IBM came to value and implement inclusive design at scale. -- Duncan Hopkins
  11. 11. The Social Business Journal 2015 Vol. 6 11 Inclusive design is about designing for anyone, regardless of age or ability. It is a core principle of IBM Design Thinking; an opportunity to reach and serve all users. There are more than a billion people in the world living with a disability. IBM views Inclusive Design – incorporating a billion people in their design process from the outset – as not only the right thing to do, but as an important market opportunity. For IBM, it would be unthinkable to not include users with disabilities in the design process. M.E.: “If you don’t design for accessibility, and you don’t design inclusively for these varying disabilities, the tool that you create will prevent people from being able to do their job and so it becomes an issue with the tool and not the person’s ability. So, thinking about all these things through the design process directly relates to a person’s ability to really be efficient and do their job correctly. “Our approach to accessibility is just like any other kind of design problem. I’ve found that where you really have to start is by understanding the user, and developing empathy for the user, which is all a part of IBM Design Thinking. It’s our goal at IBM Design to do that all the way from the beginning of the process. So the idea is that you are constantly incorporating accessibility into your designs and I’m constantly planning for it and that it’s just a part of the design process that you do every day.
  12. 12. The Social Business Journal 2015 Vol. 6 12 “There are four major disabilities that we look at, and in IBM Verse in particular we focus on two: vision and physical disabilities. The other two major types of disabilities are cognitive and hearing. We don’t incorporate much sound within our IBM Verse UI, so our focus has mostly been on vision and physical disabilities. “There can be a range of disabilities. So, for vision you could have somebody that’s color blind, or you could have somebody that’s completely blind, or perhaps someone who has low vision. And there are different types of assistive technologies that people use to work with these disabilities. Some people with low vision might zoom their screen to 200%; others might use a high contrast mode. “The whole process [involves] understanding what assistive technologies people are using, how they’re using them, and how your design works with that. Then, we focus on creating a design that will work in all of these different scenarios, and we ensure that it’s a good experience in all of those cases. And it doesn’t mean that we create a separate design. We create a design that meets all of those needs in one area. -- M.E. Miller
  13. 13. The Social Business Journal 2015 Vol. 6 13 -- M.E. Miller “[For example,] as a UX designer, what’s really important to think about is how a keyboard user would be using the user interface. A keyboard user could be… a blind user, but it could also be somebody with a physical disability. So, they have full vision and are able to view the UI but are not able to use a mouse. They are using the keyboard to navigate the UI. And as you could imagine, you need to design that experience for a keyboard user, the same as you have to design an experience for a mouse user. And it just needs to be considered at the same time, which is why we’re trying to bake accessibility into the process rather than bolting it on at the end. That way, all of these concerns are incorporated from the outset, and the final design works for everyone. “And another thing that we have been doing recently is baking it into our IBM Design Language... which means incorporating accessibility into the visuals.”
  14. 14. The Social Business Journal 2015 Vol. 6 14 Duncan: “It’s one interface. So when you use the interface, you don’t have to turn on anything special to use the interface for accessibility. We try to make it a seamless experience, and it’s not an easy thing to do. But the goal is to design the product so that it’s visually pleasing and esthetically usable by everybody – and to take in all the considerations throughout the process. So I give kudos to M.E. and our entire IBM team that have been working on this, because it’s an extremely important problem to solve and it means a lot to everybody here.” M.E.: “When I first came here, I was part of an IBM Design boot camp for new hires coming right out of college. During that time, we had a week where we focused on accessibility, and we brought in IBM's accessibility experts to talk about what accessibility means to design. “The leaders of this workshop, themselves, were disabled. And so, first-hand, I got to see how somebody uses a screen reader on their laptop and the speed in which they read, and also how they interact with the voice over on their cell phone. It was extremely impactful to experience that. I was like, ‘WOW how could you ever be able to do anything just using the screen reader?’ I had never experienced that and it’s always stuck with me. “When I talk about accessibility with designers, I always recommend that they look at YouTube videos of people using assistive technologies and understand how that impacts the user experience with viewing a UI or going through a UI. “At IBM, we’re constantly improving the educational series around accessibility. We have recently been doing an activity where the new hires wear goggles that augment and change their vision, affecting the way they are able to see the screen. Being able to see other people experiencing the UI helps to put you into the shoes of a person with low vision or a different type of disability. That experience is extremely impactful.” Duncan: “Besides [training our new hires], we’re also, within our team, doing continual accessibility training–and that’s not just for the designers. We’re opening it up to developers and managers and anybody, so that everyone can experience and understand what it really means to use these interfaces and how important it is to be inclusive in our design approach.”
  15. 15. The Social Business Journal 2015 Vol. 6 15 M.E.: “Accessibility must be designed into enterprise apps so that the app is not an obstacle to a user’s productivity. “Every clickable element in IBM Verse can be accessed via the keyboard. This is important for users that might have difficulty using a mouse, because it insures that a mouse is not needed to navigate the Verse User Interface. Our UX designers on the Verse Team include the ease of keyboard navigation within their initial design specs. “Within the Verse user interface, we never use color as the only method to convey information. This is important for users who are color blind or have low vision. If there are different states for icons (for example, having a button change when a user hovers their mouse over it), we don’t only use color as the visual indicator of that state change. Instead, we design the icon to have a change in shape, so that all users can easily see the state change. When scanning over a page, this makes it easier for all users to see the differences. “Our designers, technical writers, and developers all work together to define clear labels for WAI-ARIA (Web Accessibility Initiative – Accessible Rich Internet Applications). These labels are coded so that users who read their emails by listening to a screen reader have the same experience as users that read their emails by observing the UI. Our designers consider what the user experience would be if you were hearing the UI vs. seeing the UI, and it is designed for alerts or loading messages that notify the user of what is occurring on the page.” -- Duncan Hopkins
  16. 16. The Social Business Journal 2015 Vol. 6 16 What if email, enterprise social, collaboration, and communication tools were all brought together into one elegant application informed by cognitive technology to put the important information, schedules, contacts and emails right at your fingertips, and was designed – from the start – to work the same way for abled and disabled users alike? Creating that application was, in a nutshell, the charge given to the people behind IBM Verse. -- Duncan Hopkins
  17. 17. The Social Business Journal 2015 Vol. 6 17 You can’t discuss Verse without talking about email, because Verse has reimagined email, viewing it as a tool to keep you productive rather than a large filing system you need to dig through whenever you need something. By analyzing how you use email, Verse surfaces the emails that are most important to you, as well as the people with whom you connect and collaborate the most. No more digging. They are all right there. As the first email application with faceted search, Verse helps you find the emails you need in an instant. It’s no longer about the email. It’s about the person. Duncan: “A lot of people think (Verse is) just a mail application, but it’s a lot more than that. It’s a software application that brings together mail and social analytics into a single collaborative environment. It has some built in analytics that we use to bring to the surface what is important to you as a user. “We can talk about this being cognitive, but at a high level it is really about knowing what is important to you as a user and what you need to focus on during the day to get your work done. That could be things you need as far as action items you’ve got going on, meetings that you are going to attend, what is going to be important to that meeting, who are the right people to invite, what are the files that you need for that meeting? And, making it a better work experience for the user and a new way to work as part of this collaborative effort within the environment.” M.E.: “The feedback that we’ve been getting about Verse is that it is a much simpler because of our elegant interface. “One thing that we’ve done with IBM Verse that’s pretty unique is implemented a faceted search which is a really nice user experience because it helps people find their email within seconds.”
  18. 18. The Social Business Journal 2015 Vol. 6 18 The IBM Verse website emphasizes three ways that Verse changes the way we work. 1. “Email that understands you” 2. “Less clutter, more clarity” 3. “Connecting me to we” As an application built in the Cognitive Era for a workforce composed increasingly of social natives for whom collaboration is the norm and sitting in silos is rapidly disappearing, Verse uses cognitive technologies to remove barriers to productivity. By bringing email, social, collaboration, and analytics seamlessly to your screen, regardless of device, Verse optimizes engagement and continuity. And by including individuals with disabilities in the design thinking from day one, and using a human-centered design methodology, Verse makes the workplace more humane. -- Omar Davison & Maurice Teeuwe, IBM Connections Cloud Technical Sales Leads, Europe
  19. 19. The Social Business Journal 2015 Vol. 6 19 IBM has created a website to introduce people and organizations – not just for those within IBM – to its IBM Design Language and core principles. Another useful resource is the IBM Accessibility YouTube video called Inclusion by Design. The video makes clear that, even though M.E. Miller and the other speakers in it are addressing software design, inclusive design can be applied to every aspect of your organization where design happens. Instead of locking people out, we can express our own innate humanity by inviting everyone in through inclusive design. -- Maria Winans, CMO, IBM WW Commerce and Social Marketing CLICK HERE Learn more about
  20. 20. The Social Business Journal 2015 Vol. 6 20