Andrew Asks Cordell Ratzlaff About UX Management at Cisco
Andrew Crow recently had an email conversation with Cordell Ratzlaff, Director of User Experience at Cisco. They discussed his recent move to Cisco and switch from interface design to user experience design plus what user experience managers should know about user experience management in large organizations. Cordell will be speaking on at our upcoming MX San Francisco conference on April 20-22.
Below is an excerpt, or you can read the full interview.
AC: How are you using your experience at Apple and frog design to help transform Cisco from a technology infrastructure company to one that delivers compelling consumer experiences?
CR: Much like the way things are done at Apple and frog design, we first defined the experience we wanted people to have with our products and then assembled or built the technology to deliver it. This was a big change for Cisco, which had previously been very driven by the technology itself. We revamped our product development process to include user research, design, prototyping and usability testing very early on, and used these activities to drive feature requirements and development.
After we established a user experience vision that was aligned with Cisco’s business goals and technology, we built prototypes to show how the vision would be realized across our product portfolio. People got excited about where we were going and everyone focused in the same direction.
Since a big part of the vision is to provide a consistent user experience across our products, the prototypes showed what our products’ user interface would look like and how the interactions would work on different platforms. A side effect of this approach was increased collaboration among product development teams, who were dependent on each other to accomplish this goal.
Along the way we’ve worked to dispel the myth of the distinction between “enterprise” users and consumers. We’re all people, and our expectations and values don’t change when we walk through the office door in the morning. We may do different things at work than what we do at home, but why should people settle for a lesser experience with the tools they use at work than they do with their iPods, and Wiis?
Read the rest of Andrew’s interview of Cordell Ratzlaff on UX management at Cisco.
Latest Essay: Project Management for Creative Teams: Art and Science
The definition of a Project Manager varies widely, especially in the creative fields. Like the approaches and outcomes of a creative project, the team member’s project roles —including the project manager’s — change from one project to the next and from one firm to another. The purpose of this essay is to explore the practice of project management specifically in regards to working with creative teams and their specific needs and challenges.
Read this fascinating essay to gain useful tips on how to manage creative teams.
Don Norman Loves Our New Book: Subject to Change
Don Norman recently gave us a glowing review for our new book, “Subject to Change: Creating Great Products & Services for an Uncertain World.” If you haven’t pre-ordered it yet, maybe Don can convince you:
“Short, but powerful. Easy to read, yet profound. I’ve been searching for just this book: the one perfect book that summarizes the essence of modern product design. This is it. The lessons are as powerful as they are simple: The product is NOT the goal. Successful products are systems. Focus on the experience. This requires empathy, agile product management, real understanding of the target audience. This book practices what it preaches. I will use it in my courses for MBA students. You should use it for, well, for everyone. Short, simple, persuasive, and powerful.”
Dan’s “Topless Meetings” Make the News
Dan Saffer’s call for topless meetings is a hit with the news media. He’s gotten coverage in Canada, Norway, and the US: ABC World News Tonight, KCBS, and NBC.
You’re Invited — Street Hacks: From Design Research to Prototype to
On April 9, we’re hosting “Street Hacks: From Design Research to Prototype to” by Jan Chipchase and Duncan Burns from Nokia Design. How long have you been using your current cell phone? And what happened to your previous model? If you live in a country like India, China, or Ghana the answer is likely to involve the vibrant used phone market and, somewhere along the line the informal repair cultures — guys on the street who appear able to fix pretty much anything using little more than a flat surface a screwdriver and knowledge.
This presentation will highlight the mobile phone hacking skills available on the streets of cities from Accra and beyond, the sophisticated ecosystem of reverse engineered repair manuals and highlight how it challenges our thinking about what it means to make, distribute our products. The presentation will introduce Remade — a phone made from upcycled and recycled products.
Brandon Schauer will also preview his forthcoming IA Summit 2008 presentation, The Long Wow. Doors open at 6 PM, Brandon speaks at 6:30, Jan and Duncan at 7:15. RSVP on Upcoming.org.
Subscribe to the Newsletter
Sign up to receive essays, appearance dates, and other news from Adaptive Path.
Recent Newsletters
Where do great ideas come from?
At Adaptive Path, our ideas are driven by the work we do. We do consulting for user interface and user experience design, and offer conferences, training and education for UX designers.
From field ethnography, UI wireframes and task flows, to visual design and implementation, we do it and we teach it.
Learn more in our video, Adaptive Path in 2 ½ Minutes:
Want to know more about Adaptive Path? You should read more about our services or contact us to find out how we can help you!