In the summer of 2014, after I had
successfully designed Tibco's then-unique API marketplace product designs, the
management wanted me to lead Tibco's mastermind middleware integration
platform, TIBCO ActiveMatrix BPM.
TIBCO ActiveMatrix BPM is implemented as a
number of independent components that expose services, exploiting the benefits
of the Service Component Architecture (SCA) provided by the TIBCO ActiveMatrix
runtime. These components are grouped into a set of TIBCO ActiveMatrix logical
nodes (of type Client, Server or BPM), each of which provides a set of
services. (An ActiveMatrix logical node is a heterogeneous group of application
fragments that must be deployed to the same physical node.)
TIBCO ActiveMatrix BPM Studio is very complex. The Application designer needs to understand through knowledge of platform environment software and its components, such as various business services, processes, connectors, node distribution, API, servers, objects, and, notably, the design and runtime environment connected by business logic programs. This requires significant training and support to design and implement a single process from using the studio. Client applications can invoke BPM services using HTTP methods and intuitive URIs that identify BPM resources and the operations to be performed on them.
When I understood the overall issue, I was
clearly terrified from a user standpoint. My background in computer engineering
helps me to be better than any designer without a technical background.
In fact, I had to align my strategy with
the overall company goal of moving from top-down transactional revenue to
bottom-up subscription-based revenue. User experience became the most vital
constraint for the age-old AMX studio-based design. First, I conducted a 'user research' to
understand the current situation. Here is the result:
misconception from the management
They believe in creating a feature-rich
product instead of a more efficient product with the right features and a
better design. They often ignore that their applications need user experience
design.
The Developers can design too!
The developer knows the technical
aspects of your SaaS product but building a user-focused product demands a UX
designer.
my mission and action plan
Mission:
a) To make Recurring Revenue Model UX
must be in ‘Pre Sales engagement’
b) User Acquisition, Retention, and
Conversion
Action:
a) Thorough UX Research ( for quantitate
and qualitative measurement )
b) Streamline and optimize Process
c) Refine the SaaS App’s Information
Architecture (IA)
d) Show the use cases not the technology
user experience research method
predictive and anticipatory design
Huge’s Aaron Shapiro defines anticipatory design as a method of simplifying processes by responding to needs one step ahead of the user’s decisions, i.e. responding to user needs they haven’t expressed yet.
This UX strategy brings huge success and almost 0ver $3m pre-sales revenue!
The application of anticipatory design is more important than ever if digital businesses are to simplify and facilitate the course of our digital lives. Deep research will tell us a lot—contextual observation perhaps or ethnographic studies—where we could observe what users are inclined to do from moment-to-moment in their flow. We could map these user journeys step-by-step, and design the interaction accordingly.
The ideal outcome of applying such data mining and personalization, coupled with user-centered design methods, would create fluid and seamless anticipatory experiences that would please customers and generate loyalty by having things appear as if by magic.
It would advance the state of the art of user experience and create a win-win situation for both businesses and users, offering deeper customer satisfaction that positively impacts the bottom-line.
Placing design as a strategic solution. Not an instant scenario solving
Consistency, Branding and component
selected projects
I am selecting eight projects out of over 70 enterprise applications with 20-plus years of design experience in various platforms such as desktop, mobile, TV, Hardware, etc.
SaaS app for Customs broker and Importer, track and trace
Executive leadership, Research and design
next-generation identity and access control policy platform
Executive leadership, Research and design
