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IBMi

About IBM Interactive
by

Carmine Porco

on 24 January 2013

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Transcript of IBMi

Case Study Traditional SaaS Model b) sustain losses for n-years c) Recoup as you pivot business a) Acquire clients @ high cost Matrix Partners preso! Harvard Business Review How to lower the cost of enterprise sales? Rene Birthday IBMi 97%
Failed 3 secs S _ _ _ _ _ _ _ _ _ _ a s e m e d The $300 Million Dollar Button The omni-channel customer experience leader for all of IBM JIVE Methodology Who is IBMi? Case Study: Revenue At an OpEx M&S New Deals ('11) $77,285k ($44,794k) 77 The bigger the losses Revenue At a M&S OpEx New Deals ('11) $18,836k ($9,008k) 382 Quarterly +strategy + creative + world class technology Diverse and global client base Profits on a 25,000 software license BCOV Result ($4,319) Overall Result ($50,804) Is this the only way? LET"S GOOGLE IT! ... the more you spend on M&S The more you sell.. Is this just a scaling problem? Does it become profitable when achieving a larger scale Question 2013 Losses are sustained at bigger volume of clients Result Top 10 4,679 clients Large Scale! The Current State of User Experience REVENUE COST The simple truth: Investing in UX pays back guess
what? And with success Strategize Design Deploy Analyze "Executing a digital strategy without a vision is like flying a plane without instruments ? Social Media Assessment Heuristic Assessment Omni-Channel Audit Competitive Evaluation Evaluation of all of a customers channels with recommendations Review of site against key competitors Leverage Social Media Usability expert evaluation of websites/mobile Change the we sell! In the Enterprise way How @IndoJacco Matrix Partners To the attention of David Skok Thank You for the inspiration David,
Jacco Campbell, CA Leaders in Industry User Research/Modeling
Delivery Model
Client Satisfaction
Brand Reinforcing Creativity Forrester Research ranks IBMi as a leader in the following key areas: Gartner has ranked IBM Interactive as leaders in the Magic Quadrant of front-office digital marketing agencies that are strategically and creatively led 2011 - IBMi is rated in the top 10 Interactive Agencies by Ad Age strengths Accessibility Assessment Evaluation of web site compliance against WCAG 2.0 level A & AA Overall areas for improvement include:
Illegible text
Navigation
Inefficient task flows
Poor use of space
Content is not supporting the specified user goals Don't forget to call your Mom! Help me! Jive Spend on M&S Revenues Clients 2010 2011 $65M $46M 676 560 $45M $29M Diff $19M 77 $16M Year 1 cost of sales! 85% T H N A K Y O U P R E Z I Omni-channel focus Across all Industries Why What How Gap is too big to close with traditional SaaS sales. Year 1 Year 2 Year 3 Risk with SaaS is way higher Perpetual SaaS www.ibminteractive.com www.ibminteractive.com find out more on Crafted through interviews and data analysis
Enable design teams to continually focus on user needs
Identify behaviours and motivators that attract, engage, and encourage loyalty
Map to features & functions
Evaluate and prioritize with stakeholders
Objective is to prioritize personas that map to the greatest ROI or align with organizational goals Personas and User Requirements Our Focus Areas Multi-channel Mobile customer experience leveraging iPhone, Blackberry and Browser based interfaces while using a common back-end services layer built on SOA principles

Features: Check-in, Flight Status, Delay Notifications, Irregular Operations, Air Canada Cargo, Air Canada Vacation, Mobile Payment, Flight Booking, and Employee Task Manager

Air Canada iPhone App has over 1.5 Million downloads and ranked #1 in the Travel Category (#2 Overall) in App Store Canada Air Canada User Experience Strategy
Persona development
Customer Journeys & Roadmaps
User experience requirements
Visioning Workshops
Social Media workshops & strategy
Content strategy
Editorial guidelines

Usability
Competitive assessment
Heuristic (expert) usability assessments
Onsite usability testing
Remote usability testing

Information & Interaction Design
Information architecture
Wireframes
Prototype development Interface Design
Multi-channel Digital Brand Application
Design assessment
Multi-channel & platform visual design
Style guides
Virtual Worlds – 2.5D & 3D

Accessibility
Accessibility strategy & roadmap
Accessibility training
Accessibility diagnostic assessments & remediation

Quickstarts
Accessibility assessment
Web (heuristic) assessment
Usability assessment
Visioning workshop Our offerings can be used individually or as part of a broader engagement model. Results are more effective when we are able to combine different offerings as part of the user experience development methodology. What We Do We work with your brand standards and apply them to the multi-channel digital environment resulting in digital brand standards that optimize the User Experience through:
Visual hierarchy
Consistency
Design psychology
Innovative and clean graphic designs
Visual Direction Activities:
Mood boards
Site Positioning Statement
Competitor Site Snapshot
Colour Palette
Imagery guidelines
Fonts & Colour Strategy
Digital Style Guides Multi-Channel Digital Brand Application Document tasks
Document process flow
Map what tasks happen at what process steps
Identify pain points and how to turn them into opportunities
These opportunities turn into features/functions
Features/functions address main areas for increased ROI Customers are touching multiple channels as part of your customer experience journeys: Web, Mobile, Kiosk, Physical Environment, Call Centers…
The brand, messaging, signage, channel features and other elements of the experience need to be carefully considered in order to allow for seamless movement between channels – not just the digital screens but all means of customer influence and interaction.
Leading organizations identify KPIs and anticipate the needs of the customer based on enterprise level customer personas and journeys that are shared and implemented across lines of business and channels. Customer Experience/UX Journey Maps UX Specialist A Heuristic Review is a usability engineering method designed to identify usability & user experience concerns of a digital interface

Usability is the effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment

Following real world scenarios, a User Experience specialist examines and evaluates the user interface of the websites based on established heuristics, industry knowledge, and design experience

Heuristics are high level usability principles or guidelines grounded in Human Factors What is a Heuristic Review? SITUATION
ING Insurance Canada asked IBM Interactive to help define a new vision for the online Broker Portal. The current portal was an informational website that provided access to ING applications and databases, but wasn’t driving the targeted usage or enhancing the overall value of the content.
ING needed to gain strategic advantage from the portal by attracting independent brokers and creating preference for ING’s products.

SOLUTION
IBM Interactive was engaged to complete an Accelerated Visioning Engagement. Over an intense six-week period, a multi-disciplinary IBM team collaborated with ING’s business and IT stakeholders to understand business objectives, brand positioning, user needs, and industry and emerging trends, to gain perspective and inspiration. Facilitated brainstorming exercises were conducted to rapidly identify and prioritize the innovative attributes and features that would provide an online capability that provides strategic advantage. These were articulated in a Vision Blueprint document, and rich, interactive prototype, reflecting a next-generational multi-channel experience for brokers. The Results
The vision prototype included a personalized task-based dashboard, Web 2.0 features, social computing and virtual worlds to create a rich environment that anticipates Broker and CSR needs, and fosters collaboration and communication with ING.
The vision was used to communicate and secure funding for the Broker program; and will guide design for Release 1 and beyond. Reinventing the Future Agent
Experience As part of Global Business Services Division, IBM Interactive centers exist in major centers across the world.

Within Canada, IBMi locations are in Toronto and Vancouver comprising of over 50 professionals.

Expertise consists of:
User Experience Consultants
Creative Directors
Information Architects
Art Directors
Visual Designers
Industrial Designers
Human Factors Engineers
Ethnographic Researchers
IT Solution Architects
Web and Mobile Developers Toronto
Vancouver
Boston
Atlanta
Washington DC
Chicago
Hamburg
London
Milan
Tokyo

East Lansing
Dalian
Sao Paulo
Bratislava
Bangalore IBM Interactive - A Global Network of Professionals Social collaborators
Volunteers
Writers Inventors
Musicians
Photographers Bloggers
Gadget freaks
Gamers We’re a mix of:
Academics
Artists IBMi Canada Brainstorming is an ideation method designed to generate hundreds of innovative ideas in a very short period of time The goal of a Visioning Workshop is:
For us to gain an understanding of your business objectives and your users
To work together to identify the key objectives of the project
To develop a high-level roadmap for achieving those objectives
Through experience, we have found that a Visioning Workshop can:
Help the project team get from chaos to order in a short period of time
Provide thought leadership, innovative ideas, and subject matter expertise
Visioning Workshops can accelerate several activities of the Solution design phase of the project that are critical to a successful launch such as:
Creative brief (leverage your current branding/marketing and work in line with current campaigns and any third party vendors)
User profile & persona development
Features catalogue & prioritization Accelerated Visioning Workshop - The First Step To A Successful Design Graphic Design & Style Guide Low fidelity prototyping
1st visualization of requirements
Drawn from our library of widgets & best practices

ROI is high:
Early collaboration & validation with client/business & technology
Supports timeline & budgets
Enables early iterative/agile usability testing – making changes are faster & cheaper Information Architecture – Sitemap & Wireframes SITUATION
IBM Interactive has been in strategic partnership with Scotiabank’s digital channels group for the past 3 years. We have conducted heuristic reviews & competitive evaluations of their multi channel self-service offerings and typically re-engage to evaluate their functional releases. In the summer of 2012, IBM Interactive was contracted to provide a POV paper summarizing the current and future tablet landscape and explore the impact of this landscape on Scotiabank’s digital self service offerings, specifically in the area of tablet computing.
SOLUTION Over the past several years, the IBM Interactive has conducted the following activities & services:
Identify persona’s and scenarios for the heuristic reviews and competitive analysis
Interview stakeholders
Conduct usability heuristic reviews of the web, mobile and tablet platforms
Conducted a feature/function workshop for their tablet design
Re-evaluate new release features & functions as they are developed
Evaluate the user experience across multiple channels for key banking features Scotiabank
Usability heuristic review, Tablet POV IBM Interactive has the advantage of scale. We are part of a world-wide, world-class interactive agency that creates customer value by crafting compelling user experiences. Gartner has ranked IBM Interactive as leaders in the Magic Quadrant of front-office digital marketing agencies that are strategically and creatively led. Gartner cites our strengths as:
Global Maturity
Strongly referenced by our clients for strategy and creative skills
Ability to facilitate CIO/CMO relationships
2011 - IBMi is rated in the top 10 Interactive Agencies by Ad Age
Forrester Research ranks IBMi as a leader in the following key areas:
User Research/Modeling
Delivery Model
Client Satisfaction
Brand Reinforcing Creativity Leaders in the Industry 3. Type-ahead Look-Up
Have you ever started to type a phrase in an email and your computer automatically predicts the rest of the phrase for you? If so, your program utilizes the type-ahead look-up feature. When a word or phrase is easy to predict, this feature saves users a significant amount of time. Part of all email programs and many AJAX enabled user experiences, “word prediction” responds to a user’s keystrokes to expedite human-computer interactions in environments where it is appropriate. 2. The “Site Map”
This is used by virtually every web and mobile site in the world. This feature makes every page of a website accessible to users by displaying a hierarchical list of all associated pages. Providing a broad top-down view of the website contents, the Site Map helps users and web crawlers easily locate pages on complex sites. 1. The Drag and Drop
This is the action of “grabbing” a virtual object and moving it from one location to another, or onto another virtual object. The drag and drop feature allows users to perform various types of actions or create associations between objects. Whether dragging an item into the desktop trashcan, copying a file to a new folder, or rearranging icons in an interface layout, the drag and drop has become indispensable to all users. IBM Interactive holds over 450 user experience patents SAMPLE Deliverable Functional & Content Requirements 4 3 2 1 Feed, Measure, and Tune Engage
with
Authenticity Design for
Participation
and Sharing Create Individual Value IBM Interactive understands that successful social media does not happen by chance, it happens by design.
Whether they be online communities, social networks, blogs or other types of social applications, the most successful social computing experiences share a set of characteristics that attract, facilitate and sustain user engagement.

These are:
Create Individual Value - Create an experience that is valuable to the user prior to any social engagement.
Design for Participation - Design the experience in a way that makes it simple and desirable for users to engage in social behavior.
Engage with Authenticity - Adopt and promote a set of behaviors that make users want to engage.
Feed, Measure and Tune – Encourage, measure and continuously evolve the experience to improve it and foster passionate use over time. Social Media Review Forresters – Lessons Learned From 1,500 Website User Experience Reviews, March 14, 2012 failed
Overall areas for improvement include:
Illegible text
Navigation
Inefficient task flows
Poor use of space
Content not support the specified user goals 97% passed the evaluation criteria 3% sites evaluated by Forresters 1,500 The Current State of User Experience (UX) Accessibility will soon be a legislated responsibility across all digital platforms. IBMi’s team has extensive experience and expertise in the development and proper use of accessibility standards.
5 years of in-field experience
Research teaming with IBM’s Human Ability and Accessibility Center
Part of defining Ontario standards (AODA)
Extensive work with financial institutions, governments of Canada and Ontario and other forward-thinking organizations Accessibility We will give you the ability to grow and scale your solution over time. Expertise-Led We leverage our UXD team’s extensive knowledge of visioning workshop techniques and Financial industry expertise to drive vision and work with you to create something everyone can stand behind. "Executing a digital strategy without a vision is like flying an airplane without instruments." Accelerated Visioning helps to build your "Concept Car" to look past your current situation, and your competition Mitigate Risk We map features and functions identified during the visioning activities against technical feasibility and then prioritize based on three values: user experience, business KPIs, and technical feasibility. The output of this exercise drives the creation of your digital strategy and implementation roadmap. User Experience Driven One of the many benefits of engaging IBM Interactive is our deep understanding User Centered Design methodology and best practices. Accelerated Visioning visually articulates your strategic goals and creates a tangible model for your entire team to rally around. Our approach is to marry your business KPIs with your users’ needs in order to create organizational, technological and design principals that will give you the ability to grow and scale your solution over time. Once we understand where you want to go, getting there will be most of the fun. Accelerated Visioning La Vie en Rose Tiffany Nestle DC Comics World Bank Audi Unilever Pfizer Wells Fargo Walmart National Bank VI Genentech Monster.com Sears Intel Norwegian Cruise Lines Altria Banco Fidurum Bank of America Coca Cola Wimbledon US Open Mexx Samsung STA Travel Mercedes Benz Lufthansa JCPenney The Home Depot Hallmark Gateway Allianz Target Circuit City NCAA CNL Prudential Royal Bank of Canada Nationwide Travelers Mass Mutual American Express Discover Card RBS Barclays MetLife Chubb and Sons LL Bean Panasonic Segway ING USA IBM STRATEGY DESIGN +strategy + creative + world class technology A sampling of our clients Our Focus Areas 1,500 sites evaluated by Forresters Register Continue 45% Increase in sales
$300 Million after first years The time most believe you have to capture the user’s attention when they land on your home page “We’re on facebook, we tweet, we blog, and we surf. We are contributors and participators in social networking communities.” A passionate group of professionals We’re a mix of:
Artists
Bloggers
Gadget freaks
Gamers
Social collaborators
Photographers
Volunteers
Musicians
Writers
Inventors 3. Type-ahead Look-Up
Have you ever started to type a phrase in an email and your computer automatically predicts the rest of the phrase for you? If so, your program utilizes the type-ahead look-up feature. When a word or phrase is easy to predict, this feature saves users a significant amount of time. Part of all email programs and many AJAX enabled user experiences, “word prediction” responds to a user’s keystrokes to expedite human-computer interactions in environments where it is appropriate. 2. The “Site Map”
This is used by virtually every web and mobile site in the world. This feature makes every page of a website accessible to users by displaying a hierarchical list of all associated pages. Providing a broad top-down view of the website contents, the Site Map helps users and web crawlers easily locate pages on complex sites. 1. The Drag and Drop
This is the action of “grabbing” a virtual object and moving it from one location to another, or onto another virtual object. The drag and drop feature allows users to perform various types of actions or create associations between objects. Whether dragging an item into the desktop trashcan, copying a file to a new folder, or rearranging icons in an interface layout, the drag and drop has become indispensable to all users. IBM Interactive holds over 450 user experience patents As part of Global Business Services Division, IBM Interactive centers exist in major centers across the world.

Within Canada, IBMi locations are in Toronto and Vancouver comprising of over 50 professionals.

Expertise consists of:
User Experience Consultants
Creative Directors
Information Architects
Art Directors
Visual Designers
Industrial Designers
Human Factors Engineers
Ethnographic Researchers
IT Solution Architects
Web and Mobile Developers Toronto
Vancouver
Boston
Atlanta
Washington DC
Chicago
Hamburg
London
Milan
Tokyo

East Lansing
Dalian
Sao Paulo
Bratislava
Bangalore IBM Interactive - A Global Network of Professionals La Vie en Rose Tiffany Nestle DC Comics World Bank Audi Unilever Pfizer Wells Fargo Walmart National Bank VI Genentech Monster.com Sears Intel Norwegian Cruise Lines Altria Banco Fidurum Bank of America Coca Cola Wimbledon US Open Mexx Samsung STA Travel Mercedes Benz Lufthansa JCPenney The Home Depot Hallmark Gateway Allianz Target Circuit City NCAA CNL Prudential Royal Bank of Canada Nationwide Travelers Mass Mutual American Express Discover Card RBS Barclays MetLife Chubb and Sons LL Bean Panasonic Segway ING USA IBM STRATEGY DESIGN +strategy + creative + world class technology A sampling of our clients Tiffany & Co. IBM currently manages 11 Tiffany & Co. sites: 7 tiffany.com sites on a shared code base and manages updates across the Tiffany websites with a Global content management team IBM.com Whirlpool Samsung Not only do we propose a Global team for client’s digital channels, we also use the model for ourselves. IBM consolidated and reorganized IBM.com, focused on users need and manages the site in three global production centers. IBM Interactive US and China teams developed and now maintain and support all of Whirlpool’s web sites world wide Using a Global Operations Model, IBM built Samsung’s global web presence and strategy, manages site content in 48 countries with translated content provided in multiple languages. Includes monitoring and analytics services IBM has successfully deployed an integrated agency model for digital development including: Digital Agency of Record Experience User Experience Methodology Define Strategic Directives
Brand Strategy
Mobile Strategy
Content Management Strategy
Social Media Strategy
Accessibility Strategy
Customer Experience Strategy Define Site Map (Information Architecture)
Develop Schematic Visualization (Wireframe)
Develop Experience Flows
Test Schematic Design (Wireframes)
Define Features and Functionality
Create Visual Design
Develop Content Management Plan
Develop Technical Solution Develop Implement Plan
Test Functionality and Design (Web and Mobile)
Implement Visual Design
Deliver Executive Presentation Define Scope
Determine User Requirements
Analyze Competitors
Analyze Present Assets (Website, Mobile, Social, Accessibility) Brainstorming is an ideation method designed to generate hundreds of innovative ideas in a very short period of time The goal of a Visioning Workshop is:
For us to gain an understanding of your business objectives and your users
To work together to identify the key objectives of the project
To develop a high-level roadmap for achieving those objectives
Through experience, we have found that a Visioning Workshop can:
Help the project team get from chaos to order in a short period of time
Provide thought leadership, innovative ideas, and subject matter expertise
Visioning Workshops can accelerate several activities of the Solution design phase of the project that are critical to a successful launch such as:
Creative brief (leverage your current branding/marketing and work in line with current campaigns and any third party vendors)
User profile & persona development
Features catalogue & prioritization Accelerated Visioning Workshop - The First Step To A Successful Design Accelerated Visioning UX Specialist A Heuristic Review is a usability engineering method designed to identify usability & user experience concerns of a digital interface

Usability is the effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment

Following real world scenarios, a User Experience specialist examines and evaluates the user interface of the websites based on established heuristics, industry knowledge, and design experience

Heuristics are high level usability principles or guidelines grounded in Human Factors What is a Heuristic Review? Heuristic Review Crafted through interviews and data analysis
Enable design teams to continually focus on user needs
Identify behaviours and motivators that attract, engage, and encourage loyalty
Map to features & functions
Evaluate and prioritize with stakeholders
Objective is to prioritize personas that map to the greatest ROI or align with organizational goals Personas and User Requirements Document tasks
Document process flow
Map what tasks happen at what process steps
Identify pain points and how to turn them into opportunities
These opportunities turn into features/functions
Features/functions address main areas for increased ROI Customers are touching multiple channels as part of your customer experience journeys: Web, Mobile, Kiosk, Physical Environment, Call Centers…
The brand, messaging, signage, channel features and other elements of the experience need to be carefully considered in order to allow for seamless movement between channels – not just the digital screens but all means of customer influence and interaction.
Leading organizations identify KPIs and anticipate the needs of the customer based on enterprise level customer personas and journeys that are shared and implemented across lines of business and channels. Customer Experience/UX Journey Maps Personas Journey Maps IBM’s Social Networking workshops are designed especially for the unique needs of our customers. Workshop topics include:
The What, Where, When and How your competitors are using social networking
Success Stories and Case Studies of companies using social networking
Designing your Social Computing Strategy
Understanding the Organizational Change impacts of the new technology
Innovations and Future trends in Social Networking
Grant recipients report the workshops are engaging, useful, and provide them with the targeted focus they need to move forward Over the last decade, IBM has emerged a as a clear leader in the social media space.
We have designed and implemented numerous successful social strategies for our customers
We have invested heavily in building social tools that enable collaboration and monitoring across the social landscape so organizations can make real time decisions
We actively give back to our communities by providing our social consulting and tools with non profits and governments around the world in need Social Media Strategy We work with your brand standards and apply them to the multi-channel digital environment resulting in digital brand standards that optimize the User Experience through:
Visual hierarchy
Consistency
Design psychology
Innovative and clean graphic designs
Visual Direction Activities:
Mood boards
Site Positioning Statement
Competitor Site Snapshot
Colour Palette
Imagery guidelines
Fonts & Colour Strategy
Digital Style Guides Multi-Channel Digital Brand Application Accessibility will soon be a legislated responsibility across all digital platforms. IBMi’s team has extensive experience and expertise in the development and proper use of accessibility standards.
5 years of in-field experience
Research teaming with IBM’s Human Ability and Accessibility Center
Part of defining Ontario standards (AODA)
Extensive work with financial institutions, governments of Canada and Ontario and other forward-thinking organizations Accessibility Social Media Accessibility Multi-Channel Customer Experience Low fidelity prototyping
1st visualization of requirements
Drawn from our library of widgets & best practices

ROI is high:
Early collaboration & validation with client/business & technology
Supports timeline & budgets
Enables early iterative/agile usability testing – making changes are faster & cheaper Information Architecture – Sitemap & Wireframes SAMPLE Deliverable Functional & Content Requirements Graphic Design & Style Guide Information Architecture Functional Requirements Graphic Design Test Functionality
Full transcript