XD Minor Proposal Guilford Faculty Meeting April 20 2016 Experience design XD is the practice of designing products processes services events omnichannel journeys and environments with a ID: 640528
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Slide1
Experience Design @ Guilford
XD
Minor Proposal
Guilford Faculty Meeting, April 20, 2016Slide2
Experience design (XD) is the practice of designing products, processes, services, events,
omnichannel
journeys, and environments with a focus placed on the quality of the user experience and culturally relevant solutions.
AKA User Experience, User Design
An often-cited definition…Slide3
The Alumni
Michael Kopcsak
Director, UX
Mary
Luong
CX Strategist
Wendy Lam
Design Strategist/Innovation Leader
Guilford Class of ‘08
Integrative Studies
NCSU Class of
’14MS, Human Factors & ErgonomicsPhD, Human Factors & Applied Cognition
Guilford Class of ‘02Economics/Visual Art
Guilford Class of ‘94Art/Business ManagementNYU Class of ’99MPS, Interactive Telecom
XD@
GUILFORDSlide4
Source: Nathan
Shedroff
, “New Methods for Designing Experiences”Slide5
Mark Dixon, Art
Kathryn Shields, Art
Michael Dutch, BusinessRichard Schilhavy
, CTISKathy Adams, PsychologyRobin Vest, Theatre Studies
Planning
July 28, 2015
Presentation by alums about the possibility for a UX program at Guilford
2015-16
Faculty Committee researching and developing proposal for the program (UX
UXD
XD)March-April 2016Minor proposal completed: approved by Department Chairs (March 31) approved by Curriculum Committee (April 8)
approved by Clerk’s Committee (April 13) considered by Faculty (April 20)Fall 2016
Begin XD Minor and offer introductory Experience Design course (ART 250)Proposal for XD MajorFall 2017Begin XD Major (still under development)Add upper level Experience Design courseSlide6
Connection to the Guilford College Mission
T
o provide a
transformative
,
practical
and excellent liberal arts education for every student that produces
critical thinkers
in an inclusive, diverse environment, emphasizing the creative problem-solving skills, experience, enthusiasm and international
perspectives necessary to promote positive change in the world. Slide7
User experience is an emerging field that examines the how humans interact with products and services. While the field has an emphasis on human computer interface, its essence is improving the human the experience with products, services and other people. The field builds on elements of psychology, art, business, and computer technology and has applications in both the profit and nonprofit sectors. While the specific user experience design courses within the proposed minor are new, the core of the minor already exists within the current catalog of courses.
User experience encompasses all aspects of the end-user's interaction with a product, service or physical presence.
User experience is the emotions, behaviors and attitudes that any given interaction conjure.
Program Description (from the proposal)Slide8
Further Connections to Guilford’s values and mission
It reframes “design” by emphasizing
i
nterdisciplinary approachesresearch-driven analysis
relevant planning for
effective applications
h
uman interactions
issues of access for underserved communitiescritical processes to arrive at creative solutions
Our program seeks to use technology as a means and compliment rather than the center of design strategies
. Slide9
Five Academic Principles
The philosophical framework of this program emphasizes Guilford’s values and the ethical dimension of knowledge based on both designers’ and users’ identity, experiences, background, access, and needs. It highlights those social and cultural factors (e.g. race, ethnicity, nationality, class, gender, ability, age) that impact the interaction between relevant people and services. XD requires skills and tools to step outside one’s limited perspective to meet specific design challenges.
Innovative, Student-centered
learning
The Experience Design sequence will be interactive in nature and focus on learning through discussion and experiential activities.
Engage
in creative and critical thinking
The nature of the subject, Experience Design, requires students to
gather disparate information to create original work.
Cultural and global perspectives
Understanding the cultural perspectives of users is a critical
requirement in the field and will be discussed in the Experience Design sequence.
Values and the ethical dimension of knowledgeEthical/unethical workplace behavior, ethical decision making, andsocial responsibility issues are discussed in the Experience Designsequence. The practical considerations of this field lend directly todesign oriented to all users, including diverse communities, Universal Design Learning (UDL), etc.Focus on Practical application
Students will apply their knowledge to realistic problems within theExperience Design classes and in the elective internship .Slide10Slide11
Source:
outoftheinkwell.wordpress.comSlide12
Works Cited
Ketut
Sulistyawati, “Experience Design Mindmap
,”April 15, 2011, tyawatihttps://tyawati.wordpress.com/2011/04/15/experience-design-mindmap/
Nathan
Shedroff
,
Experience Design 1.1 book (design, writing, and production) (Waite Group Press, 2009/2001)
http://nathan.com/experience-design-books/ Patrick Newberry, “Experience
Design: When Innovation Isn’t Enough,” Wiredhttp://www.wired.com/insights/2014/03/experience-design-innovation-isnt-enough
/
Fredy D. Oré, “Experience Design is Shaping Our Future,” reloade, October 31, 2014.http://www.reloade.com/blog/2014/10/experience-design-is-shaping-our-future.phpOut of the Inkwellhttps://outoftheinkwell.wordpress.com/2012/11/02/living-the-experience-design/ Slide13
The Guilford Opportunity
A UX Program ProposalSlide14
Introductions
Michael Kopcsak
Director, UX
Mary
Luong
CX Strategist
Wendy Lam
Design Strategist/Innovation Leader
Guilford Class of ‘08
Integrative Studies
NCSU Class of
’14MS, Human Factors & ErgonomicsPhD, Human Factors & Applied Cognition
Guilford Class of ‘02Economics/Visual Art
Guilford Class of ‘94Art/Business ManagementNYU Class of ’99MPS, Interactive Telecom
XD@
GUILFORDSlide15
The Question at Hand
With increasing budgetary pressures and a crowded competitive landscape, how can a new degree program make a difference for Guilford and it’s students?
UX@GUILFORD
What we heard from Jane in San Francisco…Slide16
Connection to the Guilford College Mission
T
o provide a
transformative
,
practical
and excellent liberal arts education for every student that produces
critical thinkers
in an inclusive, diverse environment, emphasizing the creative problem-solving skills, experience, enthusiasm and international
perspectives necessary to promote positive change in the world. Slide17
“The ideal [
UX
professional] is this hybrid person who's both right-brained and
left-brained, high tech and high touch…”
Donna
Farrugia
, Executive Director, The Creative Group
UX@GUILFORDSlide18
"User experience" encompasses all aspects of
the
end-user's interaction
with a
product
,
service
or physical presence.
User experience is the emotions, behaviors and attitudes that any given interaction conjure.
Anybody care to
comment/explain a great
user experience they’ve had recently?Slide19
UX Careers – An ROI in Education
2012 Report
“User Experience Designer”
Ranked #43 out of 100
Median Pay: $95,000
Top Pay: $150,000
10 year job growth: 22%
Total Jobs: 3,426,000
2015 Report
“User Experience Designer”
Ranked #14 out of 100
Median Pay: $89,000
Top Pay: $138,000
10 year job growth: 18%
“Best Jobs in America” listSlide20
Breadth of Opportunities
A recent search for “user experience”
Indeed.com20,000 employment opportunitiesLowest salary $60k with the highest being $140kLinkedin.com7581 employment opportunities
Simplyhired.com343,458 employment opportunitiesQueries specific to the NC marketThe Charlotte area: 128
The Research Triangle area: 253
Greensboro: 11
UX@GUILFORD
From 2010-2012,
QConnects
, a leading CA Based Digital Recruitment Firm saw demand for UX Designers jump 50%
+50%
Job satisfaction 5.4 on a 1-7 scale.
2014 Nielsen
Norman survey 1000+ UX designers worldwideSlide21
Largest Employment Sectors for UX
Information Technology
FinanceHealthcareEducationAdvertising/Marketing
UX@GUILFORDSlide22
Industry Analysts Views
Leading companies in every country and every industry are making CX a strategic priority, investing millions to improve how customers perceive their interactions with the firm.
The State of CX Maturity in 2014, October 1, 2014
UX@GUILFORD
What’s
the top imperative at your company? If it’s not a transformation to make the company customer experience
focused,
you’re making a mistake. Technology and economic forces have changed the world so much that an obsession with winning, serving and retaining customers is the only possible response.
Become
more Customer-Obsessed or Fail, April 6,
2015
Hundreds if not thousands of leading corporations have created chief customer officer (CCO) positions in recent years to help them become more customer-centric. Now US federal government agencies are toying with the idea of adding CCO positions and four have already taken the plunge.
The Rise of Federal Chief Customer Officers, March 6, 2015
Companies with customer-obsessed cultures — think USAA or Southwest Airlines — differentiate themselves in their industries and earn major financial benefits as a result. But customer-obsessed cultures don't just happen: To help transform a culture, customer experience professionals must develop a training and coaching curriculum that touches all employees.
The Customer Experience Curriculum, January 6, 2015Slide23
UX@College
Institutions with a UX Curriculum include major brand names…
UX@GUILFORD
Parsons The New School for Design
Carnegie Mellon University
Art Center College of Design
DePaul University
University of Michigan
Bentley University
University of Washington
Clemson University
Rutgers
University of TexasPurdue UniversityGeorgia TechSlide24
BS:
5 programs in NY, WA, NJ, CA
BFA
: 1 program in NY
MS
: 13 programs, only 1 in the Southeast (Georgia Tech
)
National View of UX ProgramsSlide25
The Opportunity for Guilford College
To become a regional leader in UX Education
Offer 3 Degree Tracks
UX Design
UX Research
CX StrategySlide26
Getting the program off the groundTo minimize costs and time to market, leverage existing courses to form the core curriculum for the UX Degree program
Tweak/slightly revise existing courses to better fit with the UX Program
Leverage Adjunct (read, “inexpensive”) faculty from industry
UX@GUILFORDSlide27
Core curriculum
(sourced from existing Guilford courses/offerings)
Psychology, Math, Csci, Business Management, Art, Sociology / Anthropology
At
least 2
internships
A thesis
project
(need to be added)
Net New Courses
(need to be added)
A mix of Greater GSO consortium sourced courses, new courses taught by industry experts, existing online courses offered by others
The Guilford UX Curriculum
UX@GUILFORD
+
+
+
VMware Internship CommitmentSlide28
What do you think?Reactions, comments, concerns?
Is there a consensus on this concept?
UX@GUILFORDSlide29
Next StepsAssess the level of interest in the Guilford Community in a UX Degree program.
Assuming there’s interest…
Formalize a UX Curriculum.Establish a timeline and a route to market.
UX@GUILFORDSlide30
Thank You