tag:blogger.com,1999:blog-232963522024-03-12T23:54:53.011-04:00Ergonaute CaféProduct Design, Usability, User Experience, Cognitive Engineering, Accessibility and more...Unknownnoreply@blogger.comBlogger19125tag:blogger.com,1999:blog-23296352.post-31917220290443713252014-10-28T22:40:00.001-04:002014-10-28T23:42:18.188-04:00Re: Should More Banks Acquire UX Design Firms?<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-CA</w:LidThemeOther>
<w:LidThemeAsian>X-NONE</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:DontVertAlignCellWithSp/>
<w:DontBreakConstrainedForcedTables/>
<w:DontVertAlignInTxbx/>
<w:Word11KerningPairs/>
<w:CachedColBalance/>
</w:Compatibility>
<w:BrowserLevel>MicrosoftInternetExplorer4</w:BrowserLevel>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;">Rami Tabbah - October 28th, 2014</span><br />
<br />
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-fareast-font-family:"Times New Roman";
mso-fareast-theme-font:minor-fareast;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
<br />
<div class="MsoNormal">
I read Joel Oxman's article titled "<a href="http://thefinancialbrand.com/43121/capital-one-acquires-adaptive-path-experience-design/" target="_blank">Should More Banks Acquire UX Design Firms?</a>" where he commented on Capital One's acquisition
of Adaptive Path.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Joel made a very interesting point wondering why legacy service-oriented enterprises such as financial institutions, healthcare, transportation failed their customers in digital experiences while the airline industry made strides in offering engaging user experiences. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
He attributed the financial services industry hesitation and slow response to "the lack of understanding and appreciation by financial institutions
for the financial return on investment they can expect from improving the
digital customer experience." He also said that "Banking executives will need both the intel and
bravado necessary to respond to emerging challenges and affect broad changes."</div>
<a name='more'></a><br />
I explain the difference in behaviour differently. The airline industry has the same type of executives we find in finance, transportation or healthcare. They all lack vision, intel and bravado when it comes to digital transformation. The difference is that companies such as <a href="http://www.travelocity.com/" target="_blank">Travelocity </a>(since 1996) pushed the airline industry to compete on price and experience. Companies such as <a href="http://www.flyporter.com/" target="_blank">Porter </a>understood its users and started to focus on user experience beyond digital by picking an airport location that is convenient to its target audience and offer a unique travel experience.<br />
<br />
It is very probable that the same is starting to happen in the financial space. Joel clarified it when he said: "There are certainly new contenders in the space who
provide the key elements of simplicity, engagement and contextuality, such as
<a href="http://www.moven.com/" target="_blank">Moven</a>, <a href="http://www.mbank.pl/en/" target="_blank">mBank </a>and <a href="http://www.everbank.com/" target="_blank">EverBank</a>. Even more telling can be BBVA’s recent $117 million
acquisition of Simple, much like <a href="http://www.intuit.com/" target="_blank">Intuit</a>’s $170 million acquisition of <a href="http://www.mint.com/" target="_blank">Mint</a>."<br />
<br />
I agree with Joel that "Capital One is paving the way for others in this new
digital era." and that "For those financial services companies on the
sidelines watching … the stakes are high. With a return on investment that will
be seen in the form of higher customer retention, lower cost customer
acquisition and even lower cost delivery of services, can organizations afford
to not move in the same direction?"<br />
<br />
Financial institutions may not realize how fast things are moving around them. They may be able to acquire new contenders such as <a href="http://www.scotiabank.com/" target="_blank">Bank of Nova Scotia</a>'s acquisition of ING Direct Canada (now <a href="http://www.tangerine.ca/" target="_blank">Tangerine</a>), or acquire design or technology firms. There will still be new bigger and smarter contenders. Large technology companies are already contenders and they are hard to swallow. Take <a href="http://www.google.com/wallet" target="_blank">Google Wallet</a> as an example. New technologies such as Bitcoin and <a href="http://www.ethereum.org/" target="_blank">Ethereum</a> can also change the way the whole industry works.<br />
<br />
Financial institutions will be pushed into digital and beyond digital transformations. The push will come from existential factors such as competition and technologies that will change the game. This is when UX, new technologies that can allow for UX and innovation in general will shine.<br />
<br />
Many financial institutions already have the right talent and do not need to acquire external firms. They also understand the UX ROI. Their problem is their executives lack vision and do not understand technology. Their management is locked into the hierarchical thinking and is totally unable to recognize and make use of the good talent in UX and technology they already have. This talent ends up leaving to more innovative companies and the financial institutions are left with those who only care about their raise, title and stability.<br />
<br />
Only when financial institutions realize the severity of the changes around them, they will start to innovate, hire executives that truly understand technology and UX, and management that knows how to lead transformations. They will also learn to see skills instead of positions and will be able to manage large teams of technology and UX (or be managed by them). When this happens, they lead, reinvent their industry, and will not need to acquire UX Design or technology firms. They will create them.<br />
<br />Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-4999594081435243492014-10-16T11:58:00.000-04:002014-10-20T10:59:20.087-04:00Stuctured Ideation Toolbox<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;">Rami Tabbah - October 16th, 2014</span><br />
<br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;">I will be presenting on Tuesday - November 11, 2014 at the<a href="http://www.siliconhalton.com/events/upcoming-event-posts/520-meetup-61-structured-ideation-toolbox" target="_blank"> 61st Silicon Halton Meetup</a> at the Halton Hills Public Library, Georgetown - 7:00 pm. </span><br />
<br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;">If you create product requirements with your clients, this session will empower you with methods to create new ideas including fun ones such as games. </span><br />
<br />
<a name='more'></a><br />
<br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><b>MEETUP #61: STRUCTURED IDEATION TOOLBOX</b> </span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://www.siliconhalton.com/images/stories/articles_events_2014/November2014.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://www.siliconhalton.com/images/stories/articles_events_2014/November2014.jpg" height="268" width="640" /></a></div>
<br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">In an increasingly competitive market, innovation is becoming a key differentiator. The exponential advances and shifts in technology offer more and more opportunities. However, organizations are struggling with new ideas and innovation.</span></span><br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space"><br />New ideas are sometimes risky. There is a perception it is based on luck and cannot be planned. It is hard to predict the market or users' reactions to innovative ideas.</span></span><br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space"><br />Is there a way to come up with new ideas, design them and assess their usefulness and viability? Is there a way to create a line of ideas, a funnel to select the best ones?</span></span><br />
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space"><br />We will discuss:</span></span><br />
<ul>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">Why we need to innovate</span></span></li>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">How ideation happens</span></span></li>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">How we create new ideas using fun games</span></span></li>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">How research, design, user experience, gamification and product management techniques provide a toolbox to create new ideas</span></span></li>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">How to transform ideas to products</span></span></li>
<li><span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">How ideation can become a structured managed process</span></span></li>
</ul>
<span style="-webkit-text-stroke-width: 0px; background-color: white; color: #333333; display: inline !important; float: none; font-family: Arial, sans-serif; font-size: 12.7272720336914px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: 17px; orphans: auto; text-align: left; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px;"><span class="Apple-converted-space">Lets all dive into the world of ideation!</span></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-73993159260382064782014-10-10T13:17:00.003-04:002014-10-15T08:08:27.398-04:00Reflections on Capital One’s Acquisition of Adaptive Path Rami Tabbah - October 10th, 2014<br />
<br />
I started to follow Jesse James Garrett when he published
"<a href="http://www.jjg.net/elements/pdf/elements.pdf" target="_blank">The Elements of User Experience</a>" diagram in 2000. His concepts were
revolutionary because they looked at the design as a layering exercise that bring
structure and order at the time design was transitioning from a guideline and
pattern rich Windows environment to a very unstructured Web which lacked these patterns
and clear guidelines.<br />
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
It was great addition to the user experience community when
Garrett founded Adaptive Path in 2001 with a focus on building a better web. Later
they went beyond the Web and focused on other aspects of user experience.
Adaptive Path started at a time when user experience was mainly about usability
research. Windows did not allow for creative work other than splash screens and
web sites were basic. Adaptive Path used a structured web design process with a
focus on the creative side in the form of Design Studio and that was a great
contribution at the time. Since then, Adaptive Path grew and became a renowned UX
consulting firm that helped businesses such as NPR, Flickr, Harvard Business
Review, Twitter, Airbnb.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-CA</w:LidThemeOther>
<w:LidThemeAsian>X-NONE</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:DontVertAlignCellWithSp/>
<w:DontBreakConstrainedForcedTables/>
<w:DontVertAlignInTxbx/>
<w:Word11KerningPairs/>
<w:CachedColBalance/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--></div>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
</div>
<div class="MsoNormal">
On October 2, 2014, Garrett <a href="http://www.adaptivepath.com/ideas/adaptive-path-where-were-going-next/" target="_blank">announced that Capital One acquired Adaptive Path</a> and wrote:<br />
<br />
<a name='more'></a></div>
<blockquote class="tr_bq">
<div class="MsoNormal">
<a href="http://a1.mzstatic.com/us/r30/Purple4/v4/09/2c/18/092c1886-ba77-aade-3a87-2cf9bd6469e9/pr_source.175x175-75.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://a1.mzstatic.com/us/r30/Purple4/v4/09/2c/18/092c1886-ba77-aade-3a87-2cf9bd6469e9/pr_source.175x175-75.jpg" /></a><i style="mso-bidi-font-style: normal;">"Somebody came
along who finally, truly, seemed to get it. A company with a great culture that
shares and values our intellectual curiosity and design sensibilities, that
wants us to continue doing great work inside their organization, but also
continue helping others do great work too, by fostering dialogue and teaching
what we have learned. And that somebody, remarkably, turned out to be Capital
One.</i></div>
</blockquote>
<blockquote>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;">I know, weird, right?</i></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;">Believe me, no one here
was more skeptical than I was. I simply could not imagine that a huge bank
would be able to foster an environment of creativity in which we could truly
flourish. But honestly, when it comes to truly human-centered thinking, Capital
One is among the top tier of all the organizations I have worked with in 15
years of consulting."</i></div>
</blockquote>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<i style="mso-bidi-font-style: normal;"> </i>Garrett detailed why he finds Capital One a good match:</div>
<ol>
<li><b style="mso-bidi-font-weight: normal;">Successful
Approach:</b> Garrett found Capital One to have <i style="mso-bidi-font-style: normal;">"a particular mindset or approach to the work that seems to go
hand-in-hand with success."</i></li>
<li><i style="mso-bidi-font-style: normal;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span></i><b style="mso-bidi-font-weight: normal;">They
laid the groundwork:</b> Capital One<i style="mso-bidi-font-style: normal;"> "</i>already
<i style="mso-bidi-font-style: normal;">laid the groundwork. They’ve built
sophisticated practices in digital product design, design thinking, and
experience research and development that we can build on and cross-pollinate
with our own practices."</i></li>
<li><b style="mso-bidi-font-weight: normal;">Good
talent:</b><i style="mso-bidi-font-style: normal;"> "They’ve hired
tremendously talented people – but more than talent, what they bring is that
mindset."</i></li>
<li><i style="mso-bidi-font-style: normal;"><span style="mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: Calibri; mso-fareast-theme-font: minor-latin;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span></i><b style="mso-bidi-font-weight: normal;">Culture
of collaboration, iteration and experimentation:</b><i style="mso-bidi-font-style: normal;"> " They have a culture that favors collaboration and iteration.
... They want to try new things, both at the level of big strategic moves and
at the level of experimenting with new tools and methods." </i></li>
</ol>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-CA</w:LidThemeOther>
<w:LidThemeAsian>X-NONE</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:DontVertAlignCellWithSp/>
<w:DontBreakConstrainedForcedTables/>
<w:DontVertAlignInTxbx/>
<w:Word11KerningPairs/>
<w:CachedColBalance/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--></div>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
</div>
<div class="MsoNormal">
A large enterprise acquiring a user experience consulting
firm is definitely a pivotal moment for experience design. It is not about one consultancy
acquiring another to extend its services, it is about a client that got so
convinced the UX services are important that he wanted to internalize AP’s best
practices and use all the talent AP has permanently. That is the best indicator
that Adaptive Path made it and this is the beginning of a new era for user
experience. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<a href="http://kerrybodine.com/blog/my-head-just-exploded-capital-one-acquires-adaptive-path" target="_blank">Kerry Bodine stressed in her blog </a><span style="color: #141823; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";"> on the </span><span style="background: white; mso-bidi-font-family: "Segoe UI";">big void Adaptive Path will be leaving, which may open the
door for an invasion by European service design firms. But that is another
discussion.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="color: #141823; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">She wondered </span><span style="color: #141823; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">"<i style="mso-bidi-font-style: normal;">how long will the
honeymoon last</i>" and gave a good example: "<i style="mso-bidi-font-style: normal;">Accenture’s acquisition of the agency Fjord started out with similar
declarations of love and rainbows, but cultural differences have made for a
bumpy integration and grumbling employees (many of whom have already made their
way out the door)." </i>She warned Capital One:<i style="mso-bidi-font-style: normal;"> </i>"</span><span style="background: white; mso-bidi-font-family: "Segoe UI";">You’ve got an amazing new asset that has the potential to
change not only your organization, but the world. Don’t screw it up."</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-CA</w:LidThemeOther>
<w:LidThemeAsian>X-NONE</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:DontVertAlignCellWithSp/>
<w:DontBreakConstrainedForcedTables/>
<w:DontVertAlignInTxbx/>
<w:Word11KerningPairs/>
<w:CachedColBalance/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--></div>
<div class="MsoNormal">
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
</div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">The concern is about the nature of experience designers and the free
creative environment they require to excel and keep interest. Will Capital One be
able to keep the spirit or will it break it like most </span><span style="color: #141823; mso-bidi-font-family: Helvetica; mso-fareast-font-family: "Times New Roman";">big enterprises do? Will Adaptive Path designers find a sweet
home or will they run away?</span></div>
<span style="color: #141823; font-family: "Helvetica","sans-serif"; font-size: 9.0pt; line-height: 115%; mso-bidi-font-size: 11.0pt; mso-fareast-font-family: "Times New Roman";"></span><br />
<div class="MsoNormal">
Let`s look at what prompted Capital One to make this move. I
found interesting points in a couple of articles published by Dan Freed in The
Street (<i style="mso-bidi-font-style: normal;">"</i><a href="http://www.thestreet.com/story/12904132/1/how-banks-are-trying-to-become-more-like-tech-companies.html" target="_blank"><i style="mso-bidi-font-style: normal;">How Banks Are Trying to Become More LikeTech Companies</i></a><i style="mso-bidi-font-style: normal;">" </i>and<span style="background: white; mso-bidi-font-family: "Segoe UI";"> Mary Winsniewski in
American Banker ("</span><i><a href="http://www.americanbanker.com/issues/179_193/capital-one-seeks-creative-spark-with-purchase-of-design-firm-1070379-1.html" target="_blank"><span style="background: white; mso-bidi-font-family: "Segoe UI";">Capital One Seeks CreativeSpark with Purchase of Design Firm</span></a></i><span style="background: white; mso-bidi-font-family: "Segoe UI";">"). It seems that t</span>here is increasing
interest in tech-focused acquisitions among financial institutions and <span style="background: white; mso-bidi-font-family: "Segoe UI";">Capital One made several
acquisitions in the tech field in recent years. The more timely and interesting
is that </span>Apple Pay and Google (GOOG) Wallet take these tech companies to
the banking territory, and Capital One just launched its <span style="background: white; mso-bidi-font-family: "Segoe UI";">digital wallet application with Adaptive Path's help. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";"><!--[if gte mso 9]><xml>
<w:WordDocument>
<w:View>Normal</w:View>
<w:Zoom>0</w:Zoom>
<w:TrackMoves/>
<w:TrackFormatting/>
<w:PunctuationKerning/>
<w:ValidateAgainstSchemas/>
<w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid>
<w:IgnoreMixedContent>false</w:IgnoreMixedContent>
<w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText>
<w:DoNotPromoteQF/>
<w:LidThemeOther>EN-CA</w:LidThemeOther>
<w:LidThemeAsian>X-NONE</w:LidThemeAsian>
<w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript>
<w:Compatibility>
<w:BreakWrappedTables/>
<w:SnapToGridInCell/>
<w:WrapTextWithPunct/>
<w:UseAsianBreakRules/>
<w:DontGrowAutofit/>
<w:SplitPgBreakAndParaMark/>
<w:DontVertAlignCellWithSp/>
<w:DontBreakConstrainedForcedTables/>
<w:DontVertAlignInTxbx/>
<w:Word11KerningPairs/>
<w:CachedColBalance/>
<w:UseFELayout/>
</w:Compatibility>
<m:mathPr>
<m:mathFont m:val="Cambria Math"/>
<m:brkBin m:val="before"/>
<m:brkBinSub m:val="--"/>
<m:smallFrac m:val="off"/>
<m:dispDef/>
<m:lMargin m:val="0"/>
<m:rMargin m:val="0"/>
<m:defJc m:val="centerGroup"/>
<m:wrapIndent m:val="1440"/>
<m:intLim m:val="subSup"/>
<m:naryLim m:val="undOvr"/>
</m:mathPr></w:WordDocument>
</xml><![endif]--></span></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";"><!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->
</span></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">What I am hearing is that if banks do not transform themselves,
technology companies will do it for them, or instead of them ... This is not
new. Technology transformed the music publishing industry and many other
industries. Banking won`t be an exception.</span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">Looking at the acquisition from this angle shows that Capital One is
serious about innovation and change. It is worth mentioning that Capital One
hired Dan Makoski as its vice president of design. Previously, Makoski worked
for Google. This is not the first time a financial institution hired a VP for
user experience. Fidelity Investments hired Tom Tullis as VP of User Experience
Research before Adaptive Path was born. The difference here is the technology
factor, not the user experience. Acquiring a company that understands how to
design for new technologies is the real story here. User experience is very
important but comes second to this ability to offer new technologies. </span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">I am sure that the good intentions exist at Capital One. However, my
experience with big enterprises tells me that Adaptive Path designers are up for
a rough ride. Working from within will limit Adaptive Path designers' influence
on the bank. Being thought leaders and running conferences gave them not only
visibility but influence that made it easier for clients to follow their
recommendations. Inside the organization, they report to a senior person and
everyone has to respect the hierarchy, not exceed limits and play by the rules.
In this environment strategy and priorities change. Even AP’s management style
will change and adapt and there is no guarantee the ideal conditions will last,
even with a VP of design from Google. Adaptive Path designers risk loosing
their mojo and may slowly become followers instead of leaders. </span></div>
<blockquote class="tr_bq">
<span style="background-attachment: scroll; background-clip: border-box; background-image: none; background-origin: padding-box; background-position: 0% 0%; background-repeat: repeat; background-size: auto auto;"></span><br />
<div class="MsoNormal">
<span style="background-attachment: scroll; background-clip: border-box; background-image: none; background-origin: padding-box; background-position: 0% 0%; background-repeat: repeat; background-size: auto auto;"><b><span style="background-attachment: scroll; background-clip: border-box; background-image: none; background-origin: padding-box; background-position: 0% 0%; background-repeat: repeat; background-size: auto auto;">The real reason behind
the acquisition is a technology catch-up driven by competitive market forces
and this is worrisome unless they can orchestrate an organizational
transformation to become a user centric organization.</span></b><span style="background-attachment: scroll; background-clip: border-box; background-image: none; background-origin: padding-box; background-position: 0% 0%; background-repeat: repeat; background-size: auto auto;"> </span></span></div>
<span style="background-attachment: scroll; background-clip: border-box; background-image: none; background-origin: padding-box; background-position: 0% 0%; background-repeat: repeat; background-size: auto auto;">
</span></blockquote>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";"></span></div>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">Let’s look at the
arguments Garrett published.</span></div>
<ul>
<li>The fact Capital One built "<i style="mso-bidi-font-style: normal;">sophisticated practices in digital product
design, design thinking, and experience research and development" </i>is
not enough. These practices seem to all live under the VP of Design umbrella. Is
cross-pollinating these practices with Adaptive Path practices enough?<i style="mso-bidi-font-style: normal;"> </i><span style="mso-bidi-font-style: normal;">The whole cross pollination will still live
under the same umbrella...</span></li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><span style="background: white; mso-bidi-font-family: "Segoe UI";">Hiring good talent has never been enough. Many big
enterprises have amazing talent and do not know how to manage it and use it
effectively. </span></li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><span style="background: white; mso-bidi-font-family: "Segoe UI";">The culture of collaboration, iteration and experimentation
exists in many big enterprises. The question is what is outcome? Does it lead
to new products and services or projects that do not see the light or get
distorted under the weight of technical constraints, time, budget and mis-management.</span></li>
</ul>
<span style="background: white; mso-bidi-font-family: "Segoe UI";">For this "integration" to succeed, Capital One needs to absorb
Adaptive Path's philosophy. They need to put users first even as they design
for new technology. Here I am referring to </span><a href="http://www.adaptivepath.com/ideas/hey-jack-youre-wrong-about-customers-versus-users-2/" target="_blank"><span style="background: white; mso-bidi-font-family: "Segoe UI";">Garrett's definition of users</span></a><span style="background: white; mso-bidi-font-family: "Segoe UI";">. It takes an organizational design strategy that also focuses on call
centers, internal applications and every touch point with internal and external
users. This cultural shift needs to change development frameworks. Capital One
will also need to hire a savvy VP of Information Technology possibly from
Google as well to build an entrepreneurial spirit that can allow great design
ideas to be transformed into new products. They will need advanced project
management skills able to develop and launch projects fast without compromising
quality<a href="https://www.blogger.com/null" name="_GoBack"></a>. They will need strong product managers to manage
lines of products from a technical perspective and not just from a banking perspective
as we see in many banks. They will need to have highly skilled architects to
select appropriate infrastructures that adapt to future changes and have
skilled developers and analysts able to understand and integrate new
technologies. </span><br />
<blockquote class="tr_bq">
<span style="background: white; mso-bidi-font-family: "Segoe UI";"></span><br />
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";"><b style="mso-bidi-font-weight: normal;"><span style="background: white; mso-bidi-font-family: "Segoe UI";">Ultimately, to make
this transformation a success, Capital One needs to become a software company
and excel at the game Google and Apple are playing.</span></b></span></div>
<span style="background: white; mso-bidi-font-family: "Segoe UI";">
</span></blockquote>
<div class="MsoNormal">
<span style="background: white; mso-bidi-font-family: "Segoe UI";">I truly wish the best to Adaptive Path folks. I categorize Capital One's
move a welcome step forward. Finally, I will be watching how other banks react.
They should be feeling some heat. </span></div>
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]--><br />
<div class="MsoNormal">
</div>
<br />
<div class="MsoNormal">
</div>
<div class="MsoNormal">
</div>
<!--[if gte mso 9]><xml>
<w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
DefSemiHidden="true" DefQFormat="false" DefPriority="99"
LatentStyleCount="267">
<w:LsdException Locked="false" Priority="0" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Normal"/>
<w:LsdException Locked="false" Priority="9" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="heading 1"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 2"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 3"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 4"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 5"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 6"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 7"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 8"/>
<w:LsdException Locked="false" Priority="9" QFormat="true" Name="heading 9"/>
<w:LsdException Locked="false" Priority="39" Name="toc 1"/>
<w:LsdException Locked="false" Priority="39" Name="toc 2"/>
<w:LsdException Locked="false" Priority="39" Name="toc 3"/>
<w:LsdException Locked="false" Priority="39" Name="toc 4"/>
<w:LsdException Locked="false" Priority="39" Name="toc 5"/>
<w:LsdException Locked="false" Priority="39" Name="toc 6"/>
<w:LsdException Locked="false" Priority="39" Name="toc 7"/>
<w:LsdException Locked="false" Priority="39" Name="toc 8"/>
<w:LsdException Locked="false" Priority="39" Name="toc 9"/>
<w:LsdException Locked="false" Priority="35" QFormat="true" Name="caption"/>
<w:LsdException Locked="false" Priority="10" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Title"/>
<w:LsdException Locked="false" Priority="1" Name="Default Paragraph Font"/>
<w:LsdException Locked="false" Priority="11" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtitle"/>
<w:LsdException Locked="false" Priority="22" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Strong"/>
<w:LsdException Locked="false" Priority="20" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Emphasis"/>
<w:LsdException Locked="false" Priority="59" SemiHidden="false"
UnhideWhenUsed="false" Name="Table Grid"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Placeholder Text"/>
<w:LsdException Locked="false" Priority="1" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="No Spacing"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 1"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 1"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 1"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 1"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 1"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 1"/>
<w:LsdException Locked="false" UnhideWhenUsed="false" Name="Revision"/>
<w:LsdException Locked="false" Priority="34" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="List Paragraph"/>
<w:LsdException Locked="false" Priority="29" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Quote"/>
<w:LsdException Locked="false" Priority="30" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Quote"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 1"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 1"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 1"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 1"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 1"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 1"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 1"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 1"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 2"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 2"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 2"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 2"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 2"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 2"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 2"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 2"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 2"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 2"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 2"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 2"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 2"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 2"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 3"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 3"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 3"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 3"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 3"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 3"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 3"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 3"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 3"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 3"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 3"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 3"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 3"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 3"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 4"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 4"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 4"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 4"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 4"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 4"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 4"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 4"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 4"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 4"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 4"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 4"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 4"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 4"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 5"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 5"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 5"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 5"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 5"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 5"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 5"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 5"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 5"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 5"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 5"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 5"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 5"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 5"/>
<w:LsdException Locked="false" Priority="60" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Shading Accent 6"/>
<w:LsdException Locked="false" Priority="61" SemiHidden="false"
UnhideWhenUsed="false" Name="Light List Accent 6"/>
<w:LsdException Locked="false" Priority="62" SemiHidden="false"
UnhideWhenUsed="false" Name="Light Grid Accent 6"/>
<w:LsdException Locked="false" Priority="63" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 1 Accent 6"/>
<w:LsdException Locked="false" Priority="64" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Shading 2 Accent 6"/>
<w:LsdException Locked="false" Priority="65" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 1 Accent 6"/>
<w:LsdException Locked="false" Priority="66" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium List 2 Accent 6"/>
<w:LsdException Locked="false" Priority="67" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 1 Accent 6"/>
<w:LsdException Locked="false" Priority="68" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 2 Accent 6"/>
<w:LsdException Locked="false" Priority="69" SemiHidden="false"
UnhideWhenUsed="false" Name="Medium Grid 3 Accent 6"/>
<w:LsdException Locked="false" Priority="70" SemiHidden="false"
UnhideWhenUsed="false" Name="Dark List Accent 6"/>
<w:LsdException Locked="false" Priority="71" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Shading Accent 6"/>
<w:LsdException Locked="false" Priority="72" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful List Accent 6"/>
<w:LsdException Locked="false" Priority="73" SemiHidden="false"
UnhideWhenUsed="false" Name="Colorful Grid Accent 6"/>
<w:LsdException Locked="false" Priority="19" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Emphasis"/>
<w:LsdException Locked="false" Priority="21" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Emphasis"/>
<w:LsdException Locked="false" Priority="31" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Subtle Reference"/>
<w:LsdException Locked="false" Priority="32" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Intense Reference"/>
<w:LsdException Locked="false" Priority="33" SemiHidden="false"
UnhideWhenUsed="false" QFormat="true" Name="Book Title"/>
<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
</w:LatentStyles>
</xml><![endif]--><!--[if gte mso 10]>
<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-qformat:yes;
mso-style-parent:"";
mso-padding-alt:0cm 5.4pt 0cm 5.4pt;
mso-para-margin-top:0cm;
mso-para-margin-right:0cm;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0cm;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
font-family:"Calibri","sans-serif";
mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
</style>
<![endif]-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-48173096971107681242014-08-01T10:01:00.000-04:002014-08-01T10:03:50.032-04:00Designing for the internet of things @ ProductCamp 2014<iframe src="//www.slideshare.net/slideshow/embed_code/37424273" width="427" height="356" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;" allowfullscreen> </iframe> <div style="margin-bottom:5px"> <strong> <a href="https://www.slideshare.net/RamiTabbah/designing-for-the-internet-of-things-productcamp2014" title="Designing for the internet of things @ productcamp2014" target="_blank">Designing for the internet of things @ productcamp2014</a> </strong> from <strong><a href="http://www.slideshare.net/RamiTabbah" target="_blank">Rami Tabbah</a></strong> </div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-14625323897356499502014-06-01T18:36:00.002-04:002014-06-02T00:46:44.961-04:00The Future of the Internet of Things - Scott Jenson's Takeaways for UXersRami Tabbah - June 1st, 2014<br />
<span style="font-family: inherit;"><br /></span>The<b style="font-family: inherit;"> Internet of Things</b> is now a reality: blue tooth car kits, home automation, home network cameras, smart doorbells, Google Glass, and more is on its way. Some government are realizing its potential. David Cameron <a href="http://www.theguardian.com/technology/2014/mar/10/the-internet-of-things-is-embedding-itself-into-everyday-items" target="_blank">announced</a> in March that the UK government will increase the budget for technology firms to work on 'internet of things' devices.<br />
<br />
O<span lang="EN-US" style="font-family: inherit;">n May 1st, 2014, I attended the <a href="http://www.youtube.com/watch?v=33EKDRA2GN8" target="_blank">Closing Keynote</a> of<a href="http://chi2014.acm.org/" target="_blank"> CHI 2014</a> by <a href="http://jenson.org/" target="_blank">Scott Jenson</a>, Product Strategist
at Google. He spoke about the conditions that will allow </span><span style="font-family: inherit; text-indent: -24px;">the User Experience of the Internet of things to succeed and </span><span lang="EN-US" style="font-family: inherit;">made the case for </span><span style="font-family: inherit; text-indent: -24px;">a free and open service that allows every device to talk to every other device</span><span lang="EN-US" style="font-family: inherit; text-indent: -18pt;"><span style="font-size: 7pt;">. </span></span><br />
<div>
<div class="MsoNormal">
<br />
<a name='more'></a>Jenson started by explaining how products get perfected till maturity, then comes a revolution, a shift, that changes the landscape. For companies to survive these shifts, they need to be risk takers.<br />
such as smart devices and home automation,<br />
Inspired by his slides, I allowed myself to create a couple of figures showing the evolution and shifts cars and phones went through:<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnN8R0KGualxP7bi_K-90oxVYF0wrzUlJnPhv8BwPuAS7dpdI9G4r8Xlc6hm7amF_ixLAyxv2EgESjebqJhEsgUm_v0nJ5mcjTw2krr4hEbSYw4Y9e27i0AbNzZWmo8mQQ3OxV/s1600/cars.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Evolution of Cars" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhnN8R0KGualxP7bi_K-90oxVYF0wrzUlJnPhv8BwPuAS7dpdI9G4r8Xlc6hm7amF_ixLAyxv2EgESjebqJhEsgUm_v0nJ5mcjTw2krr4hEbSYw4Y9e27i0AbNzZWmo8mQQ3OxV/s1600/cars.png" height="45%" style="float: left;" title="Evolution of Cars" width="45%" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5sxbwd7eDin8agDiBt4V9fczVElBO2mOlGS4nxv0pLOoBNLgRYdw7aFSYx46zjAxV9wn1encnwuoVESj2OnY9IPcr9BKpEZHW85iJKOAvkIuijexrILkYbNhmZts9MKb1xXCt/s1600/phones.png" imageanchor="1" style="clear: right; display: inline !important; margin-bottom: 1em; margin-left: 1em;"><img alt="Evolution of Phones" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh5sxbwd7eDin8agDiBt4V9fczVElBO2mOlGS4nxv0pLOoBNLgRYdw7aFSYx46zjAxV9wn1encnwuoVESj2OnY9IPcr9BKpEZHW85iJKOAvkIuijexrILkYbNhmZts9MKb1xXCt/s1600/phones.png" height="45%" title="Evolution of Phones" width="45%" /></a></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
<br /></div>
<div class="separator" style="clear: both; text-align: left;">
The Internet of things is a new shift we need to be ready for. Jenson explained what how designers need to focus on<b> just in time interaction and device discovery</b> to unlock the potential of the Internet of things:</div>
<div class="separator" style="clear: both;">
</div>
<ul>
<li>The Internet of things, should not be a set of if then else rules, it is human down, not technology up. It looks easy but is a hard problem, especially in home automation given the large number of scenarios of use and their dependency on different contexts.</li>
<li>If Moore's law is correct, we should expect to see a very large number of smart devices in the future. At that time, it will be applications that will be holding us back from designing proper user experience because they are not available right away like web pages; they need to be downloaded and they do not scale.</li>
<li>When devices escape out in the public space, there will be a range of devices and each will have something to tell us in a just in time interaction model, or interactivity on demand. Users will want to use a device then loose it, not keep it for ever. </li>
<li>We need to think of the smartness in 3 layers: Coordination, Control and Discovery. Discovery is the one we need to think more about. What if everything has a URL...</li>
<li>Mobile applications must die. Thinking in terms of applications pulls us back. A bus stop application where users have to open the application and turn on GPS for the application to know where they are, versus the bus stop having a URL that already knows where it is.</li>
<li>By loosing applications, we can start to think small about very specific information and functionality. It is a new way of unlocking information and interactivity. This will unlock discovery.</li>
</ul>
<div>
Jenson presented the outlines of the project he is currently working on at Goggle: a system of discovery where small devices can broadcast their URL to anybody. </div>
<ul>
<li>In this scenario, when entering a space, the user can Google that space and surrounding devices can respond using a proximity DNS. The web is pushed into the physical space. </li>
<li>The steps are: Discovery, Ranking, Interacting.</li>
<li>This physical web will bridge the web and physical devices. Everything will have a URL/a web page. It will be instant interaction: walk up and use. There will be no applications to install, manage and delete.</li>
<li>Devices will broadcast information and smart devices will listen. This will create a<b> just in time ecosystem</b>.</li>
<li>For this system to succeed, it needs to be implemented by a community, not a single company. It is like building roads for trucks.</li>
</ul>
Finally, Jenson left UXers with 3 takeaways:<br />
<ul>
<li>The shape of innovation, the sociology of design and how it affects us.</li>
<li>Applications pull us back.</li>
<li>We need the physical web and we need to build it as a community in an open way.</li>
</ul>
</div>
</div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-59202338769007225502011-11-07T16:07:00.001-05:002014-10-14T08:29:23.478-04:00The Benefits of Institutionalized Usability<br />
<div class="MsoNormal">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKxBmrMTtz70NvXHuf2Db8UFokuuDW-iTvVkHDBkBpAzzhKJ-Vw_2ENhyphenhyphenjbztb1rBchPmSKU6sYajVc1m__NCwYkOdBEF8ocvbLxi36UmYciQttgsF1RV1L93rbohZ5055jORP/s1600/111.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKxBmrMTtz70NvXHuf2Db8UFokuuDW-iTvVkHDBkBpAzzhKJ-Vw_2ENhyphenhyphenjbztb1rBchPmSKU6sYajVc1m__NCwYkOdBEF8ocvbLxi36UmYciQttgsF1RV1L93rbohZ5055jORP/s200/111.jpg" height="200" width="175" /></a></div>
Rami Tabbah - November 7th, 2011<br />
<br />
Large organizations cannot fully benefit from usability
unless it becomes part of their culture and the business focus becomes on what
the customer will be able to do, rather than the functionality the organization
is ready to offer.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This requires a deep change of culture where multi-disciplinary
teams that include usability specialists are around the table when deciding on products’
direction and strategy. This also means developing corporate standards, integrating
usability in the delivery framework, making usability an integral part of process
design and usability metrics part of the overall quality metrics. Ideally, this
will lead to more realistic and meaningful benchmarks that will impact the
organizations’ strategy. Only then decision makers will be able to maximize the
benefits from usability.<br />
<br />
<a name='more'></a></div>
<div class="MsoNormal">
Obviously, any decision maker will be more than happy to
have an increase in revenue, a faster time to market, better customer satisfaction
that improves the brand perception, etc. Usability will become the magical
element that led to greater ROI than almost any other strategy tried in the
past.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
We recently developed a Usability Maturity Model adapted to
large organizations. Our scale is based on our own observation working with
large corporations and on a number of standards such as ISO 13407, ISO 15504, ISO TR 18529, Earthy’s Human
Centredness Scale, Nielsen’s Corporate Usability Maturity and Schaffer’s levels
which are based on Earthy’s.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The advantage of this model is that it identifies where your
organization is and how to get to the next level. Most importantly, we developed
simple methods to calculate ROI and number of methods adapted to each level.</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
Curious or interested? Contact me to discuss.<br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-68381135719022706882011-10-06T16:22:00.000-04:002014-08-01T10:03:34.462-04:00Top 10 Barriers to User Experience Effectiveness in Large Organizations<div style="font-family: "Trebuchet MS",sans-serif;">
Rami Tabbah - October 6th, 2011</div>
<br />
<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXQA6fLHZ7e-ZRDI8AwZh36TGvagARpqFvQLljyiuhrpZ2TSGErj1LL85gUkhswyTppKwtmahpgxu-_h2ieWxCczhgCa3-dwYmc-kRwiN1B535lPw90qGM1Mgpfi0gJGNuGj2n/s1600/ue+effectiveness.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="125" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjXQA6fLHZ7e-ZRDI8AwZh36TGvagARpqFvQLljyiuhrpZ2TSGErj1LL85gUkhswyTppKwtmahpgxu-_h2ieWxCczhgCa3-dwYmc-kRwiN1B535lPw90qGM1Mgpfi0gJGNuGj2n/s200/ue+effectiveness.jpg" width="200" /></a></div>
<b><span style="font-family: trebuchet ms;">Many organizations have user experience teams or hire consultants. However, user experience is not always a success and many organizations are unable to benefit from the full potential and power of usability and cognitive ergonomics.</span></b><br />
<br />
<br />
<span style="font-family: trebuchet ms;"></span><br />
<i></i><br />
<div style="background: #C0C0C0;">
<i><span style="font-family: trebuchet ms;">I define usability as the tools, processes and methodologies that help engineer user interfaces and measure their success. </span><span style="font-family: trebuchet ms;">Cognitive ergonomics is</span><span style="font-family: trebuchet ms;"> the underlying science behind usability</span></i><span style="font-family: trebuchet ms;"><i>. User experience is a mix of usability, art, branding and marketing that mainly focuses on emotions. If the usability and cognitive ergonomics elements are not dominant in user experience, the results can only be described as random.</i></span><br />
<span style="font-family: trebuchet ms;"><i> </i></span></div>
<br />
<br />
<a name='more'></a><br />
<span style="font-family: trebuchet ms;">When I started to work in the field 20 years ago,</span><span style="font-family: trebuchet ms;"> we were still in the industrial design and human factors era. </span><span style="font-family: trebuchet ms;">Graphics User Interfaces were new and there were very few practical books about usability. Usability practitioners were either pure researchers like those at Xerox Parc or developers with user interface focus working within development teams.Th</span><span style="font-family: trebuchet ms;">e focus was on research and application design.</span><br />
<span style="font-family: trebuchet ms;"><br />I remember an interview I had 12 years ago at a software company in Ottawa. The interviewer had a PhD and told me how the company fired 3 very experienced PhDs before her because they could not demonstrate the value of usability. The failure was due to using expensive research without demonstrating ROI. They had not applied Nielsen's 1993 "Discount Usability Engineering" concepts. They required expensive usability labs and statistical numbers of users for their research.</span><span style="font-family: trebuchet ms;"> The challenge at the time was to convince clients they needed usability then convince them there was value behind it. </span><br />
<span style="font-family: trebuchet ms;"><br /></span><br />
<span style="font-family: trebuchet ms;">Today, the landscape changed. The domination of the Web, the rise of many other interactive gadgets and the ease of designing using previously used patterns, skins, and more, made design seem simple. Many stakeholders feel they can have design opinions because it seems simple. Many designers switch to user experience from other fields and do </span><span style="font-family: trebuchet ms;">have the required scientific background</span><span style="font-family: trebuchet ms;">. Many agencies use user experience to sell development and other services and offer template-like reports and superficial research. In many cases they use superficial usability arguments to convince clients to cut functionality and reduce the scope of work. Nice looking interfaces are designed. However, they fail the effectiveness and efficiency tests and therefore are not technically usable. The challenge today is to sell "real" usability and demonstrate the difference between properly engineered user interfaces and opinion based user interfaces. </span><span style="font-family: trebuchet ms;">As always, design can succeed without proper usability, but this is pure luck and huge risk.</span><br />
<br />
<span style="font-family: trebuchet ms;"> Usability is now more mainstream and more acceptable.</span><span style="font-family: trebuchet ms;"> The challenges evolved as well. </span><span style="font-family: trebuchet ms;">Very few usability practitioners know how to create value and design truly usable products, and very few organizations know how to manage a user experience group to get strategic and competitive advantage from their work.</span><br />
<br />
<span style="font-family: trebuchet ms; font-weight: bold;"></span><br />
<b><span style="font-family: "Trebuchet MS",sans-serif;">I remember a 10 years old research by Gartner highlighting the
relationship between usability competence and consciousness in
E-business organizations. They concluded that, in order to get a
strategic and competitive advantage out of usability, organizations
needed to be usability conscious and competent. I found and still find that very true. </span><span style="font-family: trebuchet ms;">More and more organizations are usability conscious but very few are competent. Over the years and through working with many organizations, I could identify a number of barriers that prevent organizations from becoming usability competent.</span></b><br />
<span style="font-family: trebuchet ms; font-weight: bold;"><br />1- Distorted understanding of User Experience</span><br />
<br />
<span style="font-family: trebuchet ms;">User experience is a measurable end to end process. It affects every aspect of a product and has a role in every step of the product life cycle. The earlier it is considered the better the results. Yet, many stakeholders still need to be educated and evangelized. Here are few distortions:</span> <br />
<ul style="font-family: trebuchet ms;">
<li>User experience teams are usually called after requirements and use cases are written. Task analysis, a fundamental pillar of usability, can completely change use cases. In my experience, use cases get rewritten few times after UE specialists get involved. Considering personas and developing scenarios with use in mind can change requirements and even the shape of the solution.</li>
<li>Many stakeholders think that design is mainly about layout. Does that mean that, if requirements, processes and use cases lack usability, some makeup will be sufficient to give the user the illusion of a good product? We are not in the business of magic, we are in the business of engineering.</li>
<li>If there is no access to UE specialists, a business analyst designs wireframes. Even if the design seems simple and templates are offered, a business analyst did not study usability to know how to apply the proper design standards. He cannot measure how successful a design is.</li>
<li>User experience is confused with customer experience. The issue is that customer experience focus is mainly procedures and operations and this happens after the product development is over.</li>
</ul>
<div class="MsoNormal" style="font-family: trebuchet ms; font-weight: bold;">
2- Who do <b>User Experience</b> specialists report to</div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<br />
In start-ups or in relatively smaller organizations, a UE specialist can report to the CEO or the product owner. In large organizations, because of their size, UE specialists, even if directors or VPs, have very little influence on how products are designed especially when it comes to strategy, design and development framework. This is mainly because a product is usually affected by decisions from different groups that do not report to the same person and that do not coordinate their priorities or time lines. This creates user experience gaps between products and lines of business.<br />
<br />
User experience needs to report to the highest levels, be considered a business role, work on all products and projects and work on research projects that fill the gaps between projects and products. This is realizable in a well engineered matrix organization. This can significantly change how products are created and delivered.</div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<br />
<b>3- Is there a </b><b>User Experience</b><b> strategy?</b><br />
<br />
When reporting to the top of an organization, the head of a UE department will be in a position to create a user experience strategy with measurable targets. He can be a super product manager that has long term plans, tracks design changes, feature changes, customer support performance and everything that relates to products and users. He can use predictive models to predict changes in user behaviour or performance in case changes are introduced. For example, in a bank, a product manager can change the fee structure to increase revenue or to focus on a a specific group of customers. The head of UE, given his usability experience will know what impact this can really have on clients. He will know how to communicate the changes properly and through all the channels. He will know if clients will react badly and will have recommendations on how to manage the situation.</div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<br /></div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<b>4- User Experience is usually applied at a project or product level</b></div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
Users use multiple product and have no product in mind when they look for a service. They don't even have a channel in mind. They have flexible dynamic scenarios of use. They interact with organizations in different ways to achieve different goals.<br />
<br />
The role of an organization is to be at the right place and the right time to answer questions and offer solutions. This requires a deep understanding of scenarios of use and more importantly, not to can scenarios in a single product or service. User experience has a very important role to play not only in product design, but cross product and cross channel "scenario discovery" and possibly cross channel and cross product "product design". User experience can fill the gaps no one sees and create opportunities no one thinks of.<br />
<br />
<b>5- User Experience is not used to mitigate risk</b> </div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<br />
Before seeing visuals, stakeholders are hit with long requirements and use case documents. Their attitude is usually "everything looks OK on paper" but actually it is “this looks OK until I see it working”. <br />
<br />
The beauty of user experience design and usability is that we can prototype a design, measure its success and predict users reactions before there is a product. This should be an integral part of the business
case. Before spending on development teams and involving a large number of stakeholders, user experience teams with the help of a limited number of business analysts and stakeholders can demonstrate whether the new product or idea will fly. Start-ups learned this lesson. If they do not discover the acceptability of an idea early enough, they burn their money and go belly up. Large organizations can survive failed projects, but can be much more efficient by investing in user experience at the business case level. <br />
<br />
<b>6- Legal recommendations are not questioned</b> <br />
<br />
Legal departments are too busy and many stakeholders try to integrate legal requirements to the letter and are reluctant to push for more details or explore alternatives. In fact, legal departments do not have the time to really understand the scenario and adapt their recommendations. Only when user experience teams develop wireframes, it is possible to see the legal requirements in context. In many cases, a good design can make them completely transparent to users. The alternative is usually a complicated process that deters users from using the product.<br />
<br />
<b>7- Design is a fiesta for some stakeholders</b><br />
<br />
Design sessions are considered the fun part for many stakeholders and they want to participate, which is good. The issue is that because it seems simple to those who do not know what usability is about,they feel that they opinions have the power of their positions and can block or distort parts of the design canvas without seeing the impact on the bigger picture and the overall user experience. It is very important to know their input is important but the final decision on design is a user experience one. Features may come from business but how they are designed is not their forte.<br />
<br />
<b>8- Badly designed User Experience teams </b><br />
<br />
User experience practitioners come from different backgrounds. Obviously, anyone you hire should have the proper education and experience. More importantly, the team profiles should be complementary and adapted to the task. Researchers and different from visual designers and are different from usability engineers.<br />
<br />
<b>9- One methodology for all</b><br />
<br />
In many cases, user experience teams develop an in-house methodology and try to apply it to multiple projects. In my experience, this leads to failure. Each project is different and requires a different approach. The teams need to have at least one very experienced individual that can adapt the methodology to each project. <br />
<br />
<b>10- Documentation is your enemy</b><br />
<br />
I will not talk about agile. Large organizations have templates and these templates are usually very badly adapted to how to capture user interface designs. There are often repetitions and cross references that make a developer open 7 documents at the same time to figure out how something is supposed to work. No wonder making a work bold in an existing application is a half a day job. Designing these templates is a user experience job that should follow a user and task centric methodology to optimize the use of these documents. They are after all user interfaces. <b><br /></b><br />
<b> </b> </div>
<div class="MsoNormal" style="font-family: trebuchet ms;">
<b>I am confident that overcoming these barriers can </b><b><span style="font-family: "Trebuchet MS",sans-serif;">make organizations
usability conscious and competent. Remember, because usability is not fully explored,it </span><span class="label_a">can have a greater
ROI than almost any other strategy you adopt.</span></b></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-32785344124088540732011-07-26T15:48:00.000-04:002014-08-01T10:03:47.407-04:00SmartBird: Design Principles in Action<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhtxOTCy6E0S9FfWP-DyNVFXX9fWZokce0GgAnQHjfyQsQV7cpcQnfNhtDiWTToH8jmfGPr365tkB9OVrsdKZzIjBWBEIQGXUfO05i7nEby9QkiAfVPI3mM-MuwmlbCQ2ctDfM/s1600/Smartbird_Composing_PPT_Ausschnitt_2_500px.jpg"><img alt="" border="0" id="BLOGGER_PHOTO_ID_5633891397659578898" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjhtxOTCy6E0S9FfWP-DyNVFXX9fWZokce0GgAnQHjfyQsQV7cpcQnfNhtDiWTToH8jmfGPr365tkB9OVrsdKZzIjBWBEIQGXUfO05i7nEby9QkiAfVPI3mM-MuwmlbCQ2ctDfM/s400/Smartbird_Composing_PPT_Ausschnitt_2_500px.jpg" style="cursor: hand; cursor: pointer; display: block; height: 92px; margin: 0px auto 10px; text-align: center; width: 400px;" /></a><br />
Rami Tabbah - July 26th, 2011<br />
<br />
<a href="http://www.festo.com/cms/en_corp/11369_11468.htm#id_11468">Watching the steps that led to the success of the design of SmartBird</a> was a delight. What drew my attention is how they designed flexible wings by virtually mimicking the bones of a real bird. This reminded me of an important design principle: compatibility with the real world. The more the designer could match the "real world" bird, the more real the SmartBird could function.<br />
<br />
<a name='more'></a><br />
Usability heuristics are design principles that lead to successful designs. There are many heuristics. Jacob Nielsen's are the most common, but not my preferred. His "<a href="http://www.useit.com/papers/heuristic/heuristic_list.html">Match between system and the real world</a>" principle includes in its definition "... <span style="font-weight: bold;">Follow real-world conventions</span>, making information appear in a natural and logical order." A number of standards have similar lists of heuristics. An AFNOR standard includes a "<span style="font-weight: bold;">Compatibility</span>" principle and defines it as "the match between users’ characteristics and task characteristics on the one hand, and the organization of the output, input, and dialogue for a given application, on the other hand". An ISO standard includes a similar principle: "<span style="font-weight: bold;">Suitability for the task</span>". <br />
<br />
It is not always about a user, it is sometimes about an object or machine that has to navigate its "natural" environment while following human direction. The compatibility between the object's physical and functional characteristics, and the environment where it will navigate becomes essential. <br />
<br />
We probably need a more generic definition for the compatibility design principle.Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1161983890695107472009-06-10T17:00:00.000-04:002011-11-08T13:46:10.263-05:00The relationship between usability and accessibility.Rami Tabbah - October 27th, 2006, updated June 10th 2009<br />
<br />
<b>Usability leads to accessibility and vice versa</b><br />
<br />
The essence of accessibility is to offer comparable access to disabled users.<br />
<br />
From developers’ perspective, accessibility at the code level allows the disabled to "access" content and therefore makes it usable. Therefore, accessibility leads to usability.<br />
<br />
In our experience, this statement is only partially true and becomes not valid when it comes to complex designs and flash or interactive sites.<br />
<br />
<a name='more'></a>Accessibility standards and guidelines ensure basic usability. They do not take into account the user types, their scenarios of use and the task model. Real usability for complex designs can only be achieved using a set of usability guidelines combined with analyzing user's strategies through task analysis. The task model changes with user types and disabled users have different task models. To ensure real usability, we need a separate usability exercise for the disabled users. <br />
<br />
Without real usability, we cannot reach real accessibility that achieves comparable access. <br />
<br />
Accessibility leads to usability at the low level of the task structure while usability leads to accessibility at the higher level of the task structure.<br />
<br />
<b>Examples</b><br />
<br />
1- Let us assume that WCAG accessibility guidelines were applied and we got the resulting basic level of usability, which is simply access to all interface elements. Complex designs are still not usable. For example, complex concepts and animations can be replaced by descriptions of the visible content. These descriptions should be written by writers and tested with disabled users. It is not a simple detail the developer will add. <br />
<br />
2- The existence of a tab order is not enough. Since the disabled task model is different, a usability exercise is due and the tab order will not necessarily match the layout. This means that there is another hidden design under the visible design and it should be taken seriously and not left to the developer that applies WCAG to the letter. Task analysis and content writing are key at this level.<br />
<br />
<b>Accessible design first</b><br />
<br />
Accessibility needs to be addressed at the design level and before development starts Usability specialists, interaction designers and content writers need to design usable and accessible designs and content before the coding phase where WCAG are applied. <br />
<br />
If pertinent user centric methods are used, the disabled should be considered categories of users. The normal usability steps apply: personas, tasks, etc.<br />
<br />
Failing to have accessibility considered early at the design level and as part of usability planning will lead to complex designs that need to be redesigned to become really accessible and comply with the essence of WCAG. <br />
<br />
<b>The secret recipe</b><br />
<br />
What happens most of the time:<br />
1- Build code, ideally follow WCAG at the same time<br />
2- Make it accessible using WCAG, or its essence<br />
3- You now have pages that have components that can be accessed.<br />
If they are simple components, you have a basic level of usability.<br />
If they are complex designs such as conceptual diagrams, the pages are not usable and therefore not accessible because disabled users do not have the same level of access. Other users will be able to understand the concepts.<br />
4- Test for usability and to understand the task model for the disabled.<br />
5- Redesign concepts to simplify them or build an invisible parallel design for the disabled.<br />
<br />
What should happen:<br />
1- Integrate accessibility in the usability strategy<br />
2- Design pages that are usable and design content for all types of users including the disabled<br />
3- Create clear requirements for developers<br />
4- Develop using the usability guidelines and WCAG for the code level<br />
5- Test for usability for all types of users<br />
<br />
Here the probability of having to redesign is next to nil and the quality of accessibility is superior.Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-71528014968680639102009-02-20T11:13:00.000-05:002014-08-01T10:04:37.181-04:00How to select a good color contrast<span class="Apple-style-span" style="font-family:'Times New Roman';"><div style="BORDER-TOP-WIDTH: 0px; PADDING-RIGHT: 3px; PADDING-LEFT: 3px; BORDER-LEFT-WIDTH: 0px; BORDER-BOTTOM-WIDTH: 0px; PADDING-BOTTOM: 3px; MARGIN: 0px; FONT: 100% Georgia, serif; WIDTH: auto; PADDING-TOP: 3px; TEXT-ALIGN: left; BORDER-RIGHT-WIDTH: 0px"><span class="Apple-style-span" style="font-family:verdana;">Rami Tabbah - 20 February 2009</span> <div><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></div><div><?xml:namespace prefix = p /><p:colorscheme colors="#FFFFFF,#000000,#1C1C1C,#333399,#00E4A8,#FFCF01,#FF0000,#3333CC"><span class="Apple-style-span" style="font-size:medium;"><span class="Apple-style-span" style="font-family:verdana;"></span></span><div shape="_x0000_s3074"><div class="O"><span style="LEFT: -5.29%; COLOR: rgb(51,51,204); POSITION: absolute"><span class="Apple-style-span" style="font-family:verdana;">q</span></span><span lang="EN-US"><span class="Apple-style-span" style="font-family:verdana;">In page design, it is very important to have a good contrast between the foreground and the background colors. </span></span></div><div class="O"><span style="LEFT: -5.08%; COLOR: rgb(51,51,204); POSITION: absolute"><span class="Apple-style-span" style="font-family:verdana;">q</span></span><span lang="EN-US"> <div class="O"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></div><span class="Apple-style-span" style="font-family:verdana;">As a rule, the difference in “gray values” between foreground and </span></span><span lang="EN-US"><span class="Apple-style-span" style="font-family:verdana;">background colors should be greater than</span></span><span lang="EN-US"><b><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:medium;"> 67%</span></span></b></span></div><div class="O"><span class="Apple-style-span" style="FONT-WEIGHT: bold"><span class="Apple-style-span" style="font-family:verdana;"><span class="Apple-style-span" style="font-size:medium;"><br /></span></span></span></div><div class="O"><span class="Apple-style-span" style="FONT-WEIGHT: bold"><span class="Apple-style-span" style="font-family:verdana;">Steps to measure the contrast:</span></span></div><span style="LEFT: -5.01%"><span class="Apple-style-span" style="font-family:verdana;"></span></span><span lang="EN-US"><div class="O1"><ol><li><span class="Apple-style-span" style="font-family:verdana;">Take a screen shot of your screen</span><br /></li><li><span class="Apple-style-span" style="font-family:verdana;">Take it to an image manipulation program</span><br /></li><li><span class="Apple-style-span" style="font-family:verdana;">Convert to grayscale</span><br /></li><li><span class="Apple-style-span" style="font-family:verdana;">Compare the gray values of text and background </span></li></ol></div><p><span style="font-family:Verdana;"></span> </p></span></div></p:colorscheme></div></div></span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-67365589466076610482009-02-15T22:45:00.000-05:002014-08-01T10:04:46.380-04:00Designing for the soul<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="blsp-spelling-error" id="SPELLING_ERROR_0">Rami</span> <span class="blsp-spelling-error" id="SPELLING_ERROR_1">Tabbah</span> - February 17<span class="blsp-spelling-error" id="SPELLING_ERROR_2">th</span> 2009</span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;">"The name cognition, as used to label a very active field of inquiry in contemporary psychology, is itself quit old. It was first used by St Thomas Aquinas (1225-1244) when he divided the study of behavior into two broad divisions: cognitive, meaning how we know the world, and affect, which was meant to encompass feelings and emotions. Today's definition of cognition is as broad as that of Aquinas." (The Handbook of Psychology)</span><br />
<br />
<a name='more'></a></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;">This suggested to me a link between the basic concepts of spirituality and cognitive engineering, which could impact usability and design. </span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;">Humans turn to spirituality to find meaning and relationship with what is beyond. Every one approaches spirituality his own way of course. Spirituality deals with perception at a higher level of abstraction. It deals with senses and emotions. </span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;">Looking at usability criteria from a spiritual angle, I came up with criteria for designing for the soul:</span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-weight: bold;">1- Love:</span> When designing a product or an interface, the ultimate goal is that the user will love it. When we start using a product, we see it on the shelf, we see a web page link in a list of search results, or we see a web page for the first time, attraction and beauty may play a role. To continue using the product or the web site, it takes more than attraction, it takes comfort, commitment and passion when using it. Isn't this the dream of a designer? Isn't this commitment/loyalty the dream of a product manager?</span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-weight: bold;">2- Allowance:</span> In engineering, an allowance is a planned deviation between an actual dimension and a nominal or theoretical dimension. By allowing this deviation, we open the door for freedom. Users are different and do things differently. Users should not be penalized because they are different. We try to manage errors, but we allow enough freedom, flexibility and control. Users should be allowed to choose how to perform their tasks the way they want it and designers should allow this and make sure the process supports this as long as we help the user reach his goals.</span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-weight: bold;">3- Intent:</span> In law, intent is the planning and desire to perform an act. This is the ultimate goal of a user. His objective all the time is to reach a goal, find information, purchase an item, etc. A good interface should allow users reach their goals. Intent is the ultimate goal of usefulness and usability combined.</span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-weight: bold;">4- Balance:</span> A product that causes the least fatigue is a balanced product. As designers, we know that we need to balance the users abilities and capacities with the effort <span class="blsp-spelling-corrected" id="SPELLING_ERROR_3">required</span> from him. Techniques like reducing memory load, simplicity and consistency help us <span class="blsp-spelling-corrected" id="SPELLING_ERROR_4">achieve</span> this balance. </span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><br /></span></div>
<div>
<span class="Apple-style-span" style="font-family: verdana;"><span class="Apple-style-span" style="font-weight: bold;">5- Fairness:</span> In a relationship, there are expectations. Users that love their applications have expectations like respect and perfection. The best customer service is to be fair with clients. It includes transparency, offering what clients expect, giving a fair value for what clients pay for. A user invests himself, time and emotions in a product. Look at how people show their <span class="blsp-spelling-corrected" id="SPELLING_ERROR_5">iPhone</span> around. How they download music and movies and make this tool part of their life. They do invest themselves and the least they expect is to get back what they gave in the form of a bug free product. </span></div>
<div>
<br /></div>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-12755780184421578402008-10-04T19:19:00.000-04:002011-11-08T13:46:56.373-05:00The adventures of Daniel Pink and the creativity of Sir Ken RobinsonRami Tabbah - October 4th 2008<br />
<br />
I attended a talk by <a href="http://www.danpink.com/">Daniel Pink</a> at <a href="http://www.rotman.utoronto.ca/">Rotman School of Management</a> on September 30, 2008. The topic was titled: "Career Secrets No One Ever Told You". Dan presented his new book: "<a href="http://www.johnnybunko.com/">The Adventures of Johnny Bunko</a>: The Last Career Guide You'll Ever Need".<br />
<br />
<a name='more'></a>The book is a cleaver adaptation of Japanese magna to the North American taste. The topic is a visual evolution of the ideas Dan presented in his other books: "Free Agent Nation: The Future of Working for Yourself" and "A Whole New Mind: Why Right-Brainers Will Rule the Future". During his talk, Dan explained how he discovered the power of manga and how ideas can be represented using visual expressions and not only words. In fact, words become complementary to the graphics.<br />
<br />
This form of creativity brings me to another presentation I watched after Dan's event: a short talk by <a href="http://www.sirkenrobinson.com/">Sir Ken Robinson</a> on TED . The title is: <a href="http://www.ted.com/index.php/talks/ken_robinson_says_schools_kill_creativity.html">"Do schools kill creativity?". </a>Ken made an entertaining and profoundly moving case for creating an education system that nurtures (rather than undermines) creativity. Linking the dots. Dan says that our future depends on an educational system that focuses more on arts and Ken explains how the current educational system not only gives less importance to arts, but sometimes mistakes the artistic inclination of some children with mental illness and treats them with drugs to calm them down.<br />
<br />
My experience with the corporate world showed me how the educational system made most people afraid from creativity and out of the box thinking. I was slightly relieved at the <a href="http://www.thedigitaleconomy.ca/">Ontario’s Digital Economy Conference</a> when I saw many examples of creativity in the government and discovered that government can be more flexible than big corporations. I met <a href="http://www.makingpolicy.com/glenmilne/index.php?page=973">Glen Milne </a>there and, in his talk, he argued that Ontario should be following the steps of Finland to transform our economy and society. It seems that if we cannot be creative enough, we can always copy more functional examples.<br />
<br />
Having a 5 years old in Oakville (you should be laughing if you heard <a href="http://www.ted.com/index.php/talks/ken_robinson_says_schools_kill_creativity.html">Ken's talk</a>), I feel very concerned about the future. Other than watching my kid carefully, my contribution in the future will be more focus on creativity and using innovation games and similar methods to help my clients discover new concepts and ideas. This may help them change the world, or part of it. I encourage parents to watch <a href="http://www.ted.com/index.php/talks/ken_robinson_says_schools_kill_creativity.html">Ken's talk</a>, I encourage everyone to read <a href="http://www.johnnybunko.com/">The Adventures of Johnny Bunko</a>, and I encourage policy makers to listen to <a href="http://www.makingpolicy.com/glenmilne/index.php?page=973">Glen Milne</a>. In a way, we can all make a difference by voting on October 14th for those we feel can better help future generations.<br />
<br />
<a href="http://www.ted.com/index.php/talks/ken_robinson_says_schools_kill_creativity.html"></a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-58817102275341423702008-04-17T11:14:00.000-04:002014-08-01T10:05:28.972-04:00Macro UsabilityRami Tabbah - April 17th 2008<br /><br />Usability principles and criteria apply to more than designing user interfaces and interactiv systems. They apply to how people use buildings and many specialized in designing signs and space. I want to introduce the concept of <strong>Macro Usability</strong>. Not sure if anyone introduced this term, but I haven't seen it so far in literature, not in ACM Digital Library anyways.<br /><br /><br />To me, <strong>Macro Usability</strong> is the usability principles applied to absolutely everything. Like user interfaces and buildings, communities, cities, tax systems, company structures, political systems, and every other system we interact with has to adhere to the usability principles and be evaluated based on usability criteria. The reason is simple: we are humans and we use our the same cognitive senses we user to interact with user interfaces to interact with all other systems we are exposed to.Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1157643792575404342007-06-07T11:20:00.000-04:002014-08-01T10:05:51.717-04:00From Multi pointer interfaces to Surface ComputingErgonaute, September 7th, 2006, updated June 7th, 2007<br /><a href="http://www.ted.com/tedtalks/tedtalksplayer.cfm?key=j_han&flashEnabled=1"></a><br />This video demonstrates a revolution in interaction. Instead of using a mouse, the user can use his hands and more importantly, all his fingers... Watch...<br /><a href="http://www.ted.com/tedtalks/tedtalksplayer.cfm?key=j_han&flashEnabled=1">http://www.ted.com/tedtalks/tedtalksplayer.cfm?key=j_han&flashEnabled=1</a><br /><br />... and that video shows how Microsoft built on the idea. <a href="http://link.brightcove.com/services/player/bcpid932579976?bclid=932553050&bctid=933742930">http://link.brightcove.com/services/player/bcpid932579976?bclid=932553050&bctid=933742930</a><a href="http://link.brightcove.com/services/player/bcpid932579976?bclid=932553050&bctid=933742930"><img id="BLOGGER_PHOTO_ID_5073415535989195490" style="FLOAT: right; MARGIN: 0px 0px 10px 10px; WIDTH: 245px; CURSOR: hand; HEIGHT: 143px" height="151" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBDPu33sOY3TRjBO7FORBctOE6opFDR7V8mnIz1rUIjIyL6Kb90XkKL7iaTbt4fJv_832ca1Apcei_YClHlzL1srDOpCFJBQLfOuSFj0H8vYwi6YukB7mNTbNFjN_DKWyrCZfU/s400/222.JPG" width="329" border="0" /></a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1147286746317716782006-05-10T14:40:00.000-04:002006-05-10T14:47:48.923-04:00ProjectWorld * BusinessAnalystWorld Toronto – 2006Ergonaute - May 10th, 2006<br /><br />Ergonaute will be presenting at<br /><br />ProjectWorld * BusinessAnalystWorld<br />Toronto – 2006<br />On May 11th, 2006 at 1:15<br />Metro Convenstion Centre<br /><br />Title: <a name="Text35"></a>How to map requirements to a usable user interface<br /><br />In order to have a usable and effective user interface, it is essential to capture real user requirements and scenarios of use. We will introduce a method that allows capturing, structuring, modeling and finally mapping these requirements to a user interface.<br /><br />* Learn how to capture real user requirements.<br /><br />* Discover a method that transforms user requirements to a usable, effective and successful user interface.<br /><br />* Discover how usability is seamlessly integrated in this process.<br /><br />Speaker:<br />Rami Tabbah, M.Eng , Managing Director, Ergonaute Consulting<br /><br />We will also offer a 1 day workshop on the same subject on June 26th,2006Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1141792715668809882006-03-07T23:38:00.000-05:002014-08-01T10:05:28.967-04:00Modules and Wholes - agile usability by committeeSource: <a href="http://michaelandrews.blogspot.com/2005/12/agile-usability-by-committee.html">http://michaelandrews.blogspot.com/2005/12/agile-usability-by-committee.html</a><a href="http://michaelandrews.blogspot.com/2005/12/agile-usability-by-committee.html"></a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1141790534309017022006-03-07T22:59:00.000-05:002014-08-01T10:05:28.965-04:00The Importance of User ExperienceSource: <a href="http://www.flickr.com/photos/bryce/106972762/">http://www.flickr.com/photos/bryce/106972762/</a><br /><br />Ergonaute - March 7th, 2006<br /><br />A diagram that summarizes what user experience is. A picture that says more than 1000 articles...Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1141415375418714492006-03-03T14:40:00.000-05:002014-08-01T10:05:51.715-04:00Ajax can help detect Where a user clicksSource: <a href="http://www.oreillynet.com/pub/wlg/9240">http://www.oreillynet.com/pub/wlg/9240</a><br /><br />Ergonaute - March 3rd, 2006<br /><br />Eye tracking systems have been used for years to detect where a user looks on the screen. This has been used in the <a href="http://www.poynterextra.org/et/i.htm">Stanford Poynter Project</a>.<br /><br />Matching this information with where users actually click is very useful. Read how Ajax has been used in <a href="http://www.oreillynet.com/pub/wlg/9240">Plotting the exact X/Y coordinates of clicks on a page</a>. Very interesting results.Unknownnoreply@blogger.comtag:blogger.com,1999:blog-23296352.post-1141329849836464382006-03-02T15:02:00.000-05:002014-08-01T10:05:28.962-04:00Vendors need lessons in usability<div style="font-family: "Trebuchet MS",sans-serif;">
Despite decades of ‘upgrades’, much high-tech office equipment remains woefully difficult to operate.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Kelvyn Taylor- <a href="http://www.itweek.co.uk/">IT Week</a> 13 Feb 2006</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Ergonomics and usability are two topics that should be very closely linked. Yet, when you look at much of the technology in a modern IT-rich office, you realise that although a lot of it might be plastered with the stickers that signify regulatory approval of one sort or another, in terms of ergonomics and usability the kit might as well have been designed for a <a href="http://utopia.ision.nl/users/hfesec/badergo/ec_bad.htm" title="http://utopia.ision.nl/users/hfesec/badergo/ec_bad.htm">12-fingered, two-headed, seven-eyed inhabitant of some remote planet</a>.<br />
<br />
<a name='more'></a></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Let’s take the average flat-screen TFT monitor as an example. It continues a long heritage of poor usability that was honed to a fine art in its predecessor, the CRT.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Convoluted menu systems and impossible-to-read or awkwardly-positioned control buttons may technically not be illegal (UK legislation merely states that “<a href="http://www.hse.gov.uk/humanfactors/index.htm" title="http://www.hse.gov.uk/humanfactors/index.htm">brightness and contrast … shall be easily adjustable</a>”), but they have driven many employees to distraction – surely something that’s not in the spirit of the regulations. Actually, the “unlabelled button” syndrome is probably an unintended consequence of other regulatory bodies that have traditionally disapproved of “distracting” labels on the bezels of monitors.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
But more worrying is the lack of attention paid by TFT manufacturers to monitor mounts – an ergonomic rather than a usability issue. The Health and Safety (Display Screen Equipment) regulations of 1992 merely state that a monitor must tilt and swivel easily, which most new TFTs do.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Unfortunately, height adjustment isn’t specifically mentioned, though there is a vague reference to “It shall be possible to use a separate base… or an adjustable table”, which gives the monitor manufacturers a neat escape hole.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Those models out there that can be adjusted for height usually only allow a very limited adjustment of a few inches. I haven’t seen many that will allow the screen to drop to desk level – a shortcoming that doesn’t endear them to people who, for example, wear varifocal spectacles where the close-focus reading area is usually in the bottom third of the lenses (separate “computer spectacles” is a great idea in theory, but only if you’re manacled to your workstation). A notable exception is Samsung’s MagicStand pedestal, which is a three-hinge pivot arrangement, a bit like an Anglepoise lamp, and allows almost unlimited adjustment.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Of course, you can retrofit Vesa mounting arms to give you much better adjustment, but a decent one will cost you as much as the monitor itself.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
This is only the tip of the iceberg: the arcane instructions on printers and photocopiers have been standing jokes for years, yet there’s little sign of any improvement despite millions being spent on “human factors” research by manufacturers. And I’m not even going to mention software interfaces.</div>
<div style="font-family: "Trebuchet MS",sans-serif;">
<br /></div>
<div style="font-family: "Trebuchet MS",sans-serif;">
Perhaps the only hope is that coming through the ranks is a new generation of iPod-influenced engineers and designers who realise that clever technology can also be simple and easy to use.</div>Unknownnoreply@blogger.com