Harold Maduro, who works at BootStudio, interviewed a number of information architects and user experience people (myself included) on advice for members of the web design community to help them integrate information architecture procedures into their daily work and wrote up a great pithy article on his blog.
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Interview and article on integrating information architecture procedures
Thursday, May 7th, 2009Moneyball for Fielding User Experience Teams: Or Why a “1 Billion Dollar” Idea?
Monday, May 4th, 2009Why a Billion Dollar Idea?
The origin for my fever for billion dollar ideas. It has two factors.
Factor 1: Impact to the Street
First I think 1 billion in top-line growth is a nice big goal that could be seen in Fortune 100 dividends or yearly statements. That is the kind of visible and measurable effect I want UX to have in a company and on an industry.
Factor 2: UX team impact
Secondly I have a plan for a very specific UX team. It has a certain size, roles, skills and experience. With that particular team I know we could generate ideas that would result in 1 Billion a year in top-line growth. You can think of it as moneyball for user experience. Moneyball: The Art of Winning an Unfair Game” by Michael M. Lewis was about the Oakland Athletics baseball team and Billy Beane, who used a analytical approach to assembling a competitive baseball team.
How a US Pharma can realize 1 Billion dollars in top-line growth
Monday, May 4th, 2009I was having drinks and talking with Henrike Boysen from MISI and we were talking about pharmaceutical companies since so much work in the Philly area is for them. We were talking about value and we stumbled across this great idea.
Current Situation:
Doctors write scripts which get sent to pharmacy to be filled out and the patient shows up to pick them up. Some Doctors now write electronic script which get sent to the pharmacy and is filled out and ready to be picked up by the time the patient gets there. About 1/3 of scripts written by patients never end up being filled/picked/used by the patients. 3 Billion scripts written a year in US. $300B value a year. $10 a script average.
Possible Future Situation: When the Doctor is filling out the electronic script (and she is in front of the patient), she asks the patient for an email address. 2-3 days after there is a reminder email sent out automatically to patient.
Market Size: . 33% of 3B scripts is 1B scripts not used. If we use a 1 percent conversion of email marketing to those 1B unfilled scripts (respectable amount) that gives us 100,000,000 scripts we could hope would be filled after someone gets an email reminder. 100,000,000 multipled by the $10 value of each script gives us 1 Billion Dollars.
Other possible Issues/Ideas:
- Not all Doctors use PDA to fill out and make electronic scripts. But with this kind of $, Big Pharma could subsidize.
- After the 3 day period and no pick up at pharmacy, the email could include a additional percentage off like 10% to incentivize.
- The email could include additional information about the benefits of the drug to incentivize.
- The email could have a link so the patient could do “mail” fulfillment.
Bill Buxton
Wednesday, April 22nd, 2009I was able to listen to Bill Buxton and sit with him at dinner afterwards. A wonderful evening. Here are some of the things I wrote down.
- Drive toward being able to (specify, design, engineer, and measure) the non-code correctness (motor/sensory, cognitive, social, cultural, emotional,ethical). – If not, you will fail or at least be vulnerable.
- If we “perfect” sketches to high fidelity then others disinclined to contribute or imagine.
- Culture (place, tools like foam core, stack of vellum next to desk) is important for designers.
- Do multiple QUICK iterative sketches.
- Don’t ignore transitions.
- Biggest Design Problem: How to integrate with the other disciplines (Business+Technology+Experience).
- Don’t simultaneously try to learn new technique AND be creative.
- Value change, like which results in smoking cessation is culture change and social engineering and is a worthy goal.
- Many technologies we consider NEW are quite old. E-bay to find what will occur next 10 years.