{"id":4316,"date":"2016-11-04T17:44:00","date_gmt":"2016-11-04T17:44:00","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=4316"},"modified":"2020-09-03T11:56:05","modified_gmt":"2020-09-03T10:56:05","slug":"design-enterprise-ux","status":"publish","type":"post","link":"https:\/\/shopjessicabuckley.com\/blog\/design-enterprise-ux\/","title":{"rendered":"Why I Design Enterprise UX, and You Should Too!"},"content":{"rendered":"<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">It\u2019s not \u201csexy\u201d but who says it can\u2019t be? Complexity and ambiguity can offer valuable moments for inspiring beautiful novelty in enterprise UX.<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s 2015. As I gaze back upon my circuitous career path, for over a dozen years, I\u2019ve largely designed for desktop virtualization, corporate financials, and now cloud analytics for IT admins. <em>B2B. Verticals. Enterprise.<\/em> Whoa. It wasn\u2019t supposed to be this way\u2014really!<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I had it all figured out in the waning weeks of finishing my interaction design degree. Amid the typical job hunt via career fairs and phone screens, I brashly foresaw myself at IDEO, or Sony, or frogdesign, or maybe even Apple. And I would create something cool. Something <em>sexy<\/em>. Digital jewelry or maybe holographic touch-screens! Instead, the economy was crashing all around us that Spring of 2001 with the dot-com collapse of hubris and profits (vaporous, as it were). And so I humbly took a job with Oracle to design web-based financial software in sunny Silicon Valley\u2026 Much has changed since then, including my outlook and understanding of what I got myself into.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"There is a sobering level of scale and impact.\"<\/p><\/span><\/blockquote>\n<h3 class=\"pageWrap pageWrap--s marginTop-l marginBottom-m c-black lineHeight-xl fontSize-xl fontWeight-5\">Why do I design enterprise software?<\/h3>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">What would compel a designer to apply his or her broad intellect & wild creativity to this particular realm of user experience?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">I\u2019d like to offer a personal perspective, based upon my practice at a range of firms like Oracle, Adobe, and Citrix, in the hopes of 1) <em>demystifying<\/em> a generally unknown problem space and 2) <em>inspiring<\/em> today\u2019s designers to take up this challenge, improving the current state while defining what\u2019s next.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">First, let\u2019s decipher what is meant by \u201cEnterprise software\u201d. I know\u2026 At first mention of that phrase, certain endearing qualities come to mind: It\u2019s boring, messy, inscrutable, rife with absurd levels of hair-splitting complexity and teeth-grinding confusion, sold to penny-conscious buyers who don\u2019t use the product, while \u201cend users\u201d are conscripted to use it, with dull training. Regulations for security, accessibility, localization are brutally tedious and restrictive. And\u2026 it all looks like it was made in 1989, with the worst. color palettes. <em>ever<\/em>. Sounds like a real bucket of fun for a designer, doesn\u2019t it?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Now, all of that may be true, but here\u2019s what I have realized \u2014 Enterprise software enables <em>the<\/em> primary functions that run a company (or a government, or a university, or a hospital, or an industrial plant, or a transit terminal, or any sufficiently complex organization) to ensure things are running smoothly \u2014 the delivery of vital information, critical communications, and essential processes that help workers get stuff done. Vital person-data-task dependencies are at stake, to make decisions that impact literally <em>millions<\/em> or <em>billions<\/em> of dollars in waste \u2014 or in savings. There is a sobering level of scale and impact. These are necessary tools that engineers, HR staff, plant managers, IT admins, financial analysts, insurance brokers\u2014even top-level executives\u2014must use on a daily basis to do their jobs, from 9 to 5 (and often beyond), to somehow be accomplished. Consequences and accountability are on the line at a surprisingly personal level.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Consequences and accountability are on the line at a surprisingly personal level.\"<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">You see, with Enterprise UX it\u2019s all about <em>framing<\/em> the problem & <em>seeing<\/em> the opportunity. And seeing where to tap multitudes of <em>potential<\/em> to transform a dreary software encounter into something rewarding, like a delightful consumer app or futuristic concept car.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">But I\u2019m getting ahead of myself; let\u2019s continue itemizing common attributes of Enterprise software.<\/p>\n<ul class=\"pageWrap pageWrap--s list list--unordered marginBottom-l lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Domain-Specific:<\/strong> Enterprise software is created to serve the needs of a specialized audience. This audience thrives on a particular foundation of concepts and terminology unique to their domain, whether it\u2019s ER nurses or IT admins or CB dispatchers. They each have certain habits, tools, and values to be understood and supported. Indeed, it\u2019s quite more than a domain, it\u2019s a <em>tribe<\/em>, rich in cultural \u201cheritage\u201d, so to speak.<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Data Model:<\/strong> All software (even social apps or fun games) have a data model underlying its interface and interaction. There are discrete objects with attributes or parameters, with certain actions that can or cannot be taken, bound by a logical relationship. In Enterprise software, due to the domain specialization, this data model can be mind-blowingly complex, an ontology spanning several levels or tiers intrinsic to its existence and utility. Grokking it is a big challenge, yet helps in preventing it from being dumped all over the interface!<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Customized:<\/strong> In my experience, Enterprise solutions typically require heavy amounts of customizability, because of detailed needs of a certain buyer (this relates to the Sales process, described later), who is likely in the unenviable position of purchasing several different services that must somehow cooperate securely and seamlessly (<em>insert stifled laughter here<\/em>). These dynamic heterogenous systems are highly complex, very costly, and demand scrutiny to deliver value. Hence, the need to create something highly customizable and modular to serve that demand.<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Ecosystem:<\/strong> Because of the need to work within mixed, elaborate setups of multiple solutions from multiple vendors and brands and protocols, there\u2019s a daunting \u201cecosystem\u201d aspect that must be considered in designing Enterprise UX. This surpasses the now canonical \u201ciPod ecosystem\u201d model (syncing your iPod to the iTunes store), but speaks to expansive, mostly invisible ripple effects of user interaction flows, data clarity & mutability, notifications and messaging, roles\/permissions of use, findability of objects, in an \u201cecosystem\u201d of dashboards, portals, modules\u2026 some of which may not have visibility into each other! Oy.<\/li>\n<li><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Sales Channel:<\/strong> Ah, here\u2019s perhaps the biggest differentiator of all from consumer products. <em>The buyer is not the user<\/em>. These are not products you breezily pick up at Best Buy or the Apple Store on your way back from lunch, sadly. There is a heavily managed sales process, with formal channels of awareness, marketing, engagement, and demo\u2019ing via \u201cproof of concept\u201d (which can take weeks or months to setup). The process is necessarily \u201chigh touch\u201d with sales engineers clarifying technical details, and sales reps closing the deal, involving licenses or subscriptions\u2014and a stack of support services, on top of that! This is typically true for cloud-based Enterprise services, although some recent startups are trying to shift this model a bit.<\/li>\n<\/ul>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">And to put a bow on this, there is simply unprecedented <em><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">scale<\/strong><\/em>: literally thousands, or hundreds of thousands of objects with hundreds of actions to be performed (involving more than a few error and edge cases!) by user populations spanning multiple geographies. (Yes, I realize Twitter and Facebook have 100's+ millions of users but that\u2019s not the same\u2014unless you\u2019re talking about designing the back-end apps for analyzing millions of users\u2019 data points.)<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">So: Designing Enterprise UX consists of balancing inherent complexity and specialization, arbitrating across a range of demands from not only users but also buyers, pressured by broader ecosystem demands.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Why in the world would someone want to design for this? Well, it\u2019s the challenge, of course! For me, it comes down to three things:<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">** Wrangling with complexity & ambiguity.<\/strong> There\u2019s a level of intellectual engagement that keeps me focused, stimulated, and always <em>learning<\/em>. Sure, the details can be dull and my brain feels full. But I\u2019m connecting dots and making discoveries. The complexity of a financial service or a \u201cBig Data\u201d app can be intricate puzzles to be deconstructed, and reconstructed again in a far better, simplified, easier model. How can you make it even cleaner and more elegant? Of course, it can be frustrating and overwhelming at times, but therein lies the opportunity to apply design skills efficiently and effectively for superior outcomes.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">** Influencing systems-level problems.<\/strong> An icon or a widget is an essential touchpoint for a micro-interaction to occur. They are also gateways to deeper connections across other parts of a product or service spanning an entire business (expressed as user journeys & workflows). This necessitates a nuanced understanding of how such elements relate in terms of the purpose, flow, and utility of the software system overall, which requires more investigative conversations with stakeholders and customers alike. Remember\u2014 these users <em>inhabit<\/em>, actually \u201clive\u201d, inside these systems all day to get their jobs done! And they usually see only one small part of it (maybe just 3\u20135 screens), but your job as a designer is to devise a clean, elegant UX model for the whole system.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">** But mostly, I\u2019m just driven by the persistent nagging thorn of <strong class=\"c-slate lineHeight-l fontSize-l fontWeight-5 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">making Enterprise <em>beautiful<\/em> as hell<\/strong>. <em>It doesn\u2019t have to be ugly!<\/em> Texture, motion, balance, tone, style\u2014we can ascribe those qualities to Enterprise UX. We are surrounded by poignant products or services like the Nest, iPhone, Tesla or customer services at a chocolatier like Cocoa Bella or hotelier like Ritz-Carlton. Why shouldn\u2019t we imbue such delightful, charismatic qualities into the software that run our businesses, that are used by working folks 9 hours a day, every day? After all, we are all human beings at the end of the day craving moments of joy and satisfaction. We can make Enterprise UX sexy, bold, amazing, elegant, and yes\u2026 <em>cool<\/em>. It\u2019s starting to happen already with various startups tackling Enterprise problems, from <em>New Relic<\/em> to <em>Workday<\/em> to <em>ZenDesk<\/em>. And thankfully, cool consumer products like the iPhone have raised popular expectations to demand higher quality UX\u2014even at the office. It\u2019s a matter of determination and persistence of passion to deliver what we all fundamentally desire\u2014a beautiful experience. And Sales will love it ;-)<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"I\u2019m just driven by the persistent nagging thorn of making Enterprise beautiful as hell.\" <\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">If you\u2019re now inspired by this, you may be wondering who can and should take up the challenge of designing Enterprise UX successfully?<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">It\u2019s admittedly not for everyone. There\u2019s a certain mature, strategic outlook requiring a patient, yet passionate demeanor to excel in this space. It\u2019s not initially <em>sexy<\/em> or <em>cool<\/em> but it is intellectually demanding, with significant impact at huge scales of people and money. You have to provoke those opportunities for novel creative expression in Enterprise, using compelling graphics and prototypes to convey your point of view. And it can be deeply frustrating and often quite overwhelming, yet I\u2019d encourage those designers with the passion, stamina, curiosity, and a mature approach to address theses challenge themselves\u2014perhaps strike a new path for Enterprise UX!<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">After all, you would be designing for people who will use what you create, at least 40\u201360 hours a week so they can go home feeling satisfied, accomplished, and quite possibly, even a little bit <em>heroic<\/em>. The potential is there, and designers with the tenacity and will can make it happen.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">So, who\u2019s with me? Let\u2019s design beautiful Enterprise UX.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>This post was originally published on <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/medium.com\/@udanium\/why-i-design-enterprise-ux-fa74e9f12671#.jhwg2scue\" target=\"_blank\" rel=\"noopener noreferrer\">Uday's Medium profile<\/a>. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s not \u201csexy\u201d but who says it can\u2019t be? Complexity and ambiguity can offer valuable moments for inspiring beautiful novelty in enterprise UX. It\u2019s 2015. As I gaze back upon my circuitous career path, for over a dozen years, I\u2019ve largely designed for desktop virtualization, corporate financials, and now cloud analytics for IT admins. B2B. Verticals. Enterprise. Whoa. It wasn\u2019t&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/shopjessicabuckley.com\/blog\/design-enterprise-ux\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":59,"featured_media":4323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[499],"tags":[],"class_list":["post-4316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/shopjessicabuckley.com\/blog\/design-enterprise-ux\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why I Design Enterprise UX, and You Should Too! | Marvel Blog\" \/>\n<meta property=\"og:description\" content=\"It\u2019s not \u201csexy\u201d but who says it can\u2019t be? Complexity and ambiguity can offer valuable moments for inspiring beautiful novelty in enterprise UX. It\u2019s 2015. As I gaze back upon my circuitous career path, for over a dozen years, I\u2019ve largely designed for desktop virtualization, corporate financials, and now cloud analytics for IT admins. B2B. Verticals. Enterprise. Whoa. It wasn\u2019t... 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