Events 2005

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Organizational Innovation:
Connecting Product Development with Product Usage
7 April 2005

The Hong Kong UPA Chapter welcomes Jared Braiterman, a Usability expert from San Francisco.

More companies insist on usability testing more of their products and services. Has the increased rate of usability testing increased product quality? Frequently usability testing is relegated to pre-release bug testing and serves primarily to minimize customer complaints and the risk of business failure.

Creating innovative products requires a major shift in the role of experiential research in the product development process. Leading companies are increasingly using more varied customer research methods (including field studies, paper prototyping, card sorting, shadowing).

Field research methods are also being used to improve the way in which products are developed within large, cross functional organizations. Connecting external customer research with new understandings of how teams work together creates a culture of innovation.

Benefits:
* Learn how product development and user research are changing in Silicon Valley
* See examples of new Anthropology-based methods and deliverables, including video ethnography
* Discover how research and design can create business value

Takeaways:
* Video ethnography sample
* Case studies, organizational models and helpful info-graphics
* Hard copy of the speakers presentation

Target Audience:
* Business executives
* General managers
* Venture capitalists
* Product development directors
* Product managers
* Usability specialists
* Marketing directors
* Engineer directors
* Customer experience directors
* New media designers
* Design educators

Biography:
Jared Braiterman runs jaredRESEARCH in San Francisco, a global company for product innovation and business strategy.

A Stanford and Harvard trained Anthropologist (PhD, 1996), Jared and his associates work with Silicon Valley start-ups, new media, financial services, educational toy manufacturers, telcos, and business software companies. He lectures at universities and conferences, corporate workshops and executive education.

Jared has begun an ethnographic study of the social impact of new communication technologies in China and will meet with business leaders and design educators. He will also continue his Mandarin studies in Beijing in the fall of 2005.