Story behind my SXSW 2014 submission
You miss one hundred percent of the shots you don’t take.
I have proposed a Solo session for SXSW 2014. You can see it here. This is the story about how it happened.
Act I — Discovering a new passion
The Beginnings
Like most of my professional pursuits, this one also started with the same spark — Discontent.
Three years ago, I started working on an enterprise application in the traditional roles of systems analyst, architect, design & development.
As we worked through the project, I started to feel a knot in my stomach. I felt that we were not creating the best user interaction for the given context. But I didn’t know how to fix it.
The Discovery
The moment that led me to discover a new passion was when I stumbled across this article — Responsive Web Design.
This article showed me how to create flexible pages. But it also led me to the larger profession called UX, where UI is just a small part of the whole experience. Also, the fact that experiences can be designed.
My vocation was and still is software development. But, I found my new passion – UX.
UX for Enterprise
Few months into my discovery, I read, watched and had a basic understanding of different practices within UX. Though, applying these practices for enterprise software development was a completely different story.
UX was largely applied and considered for consumer-facing products. Enterprise systems had a default excuse of time, cost & security and limited themselves to providing features rather than creating experiences.
I tried to change that. I had to elevate the expectations within my team, show them how we can create better experiences. Yes, it was painful, but worth it. Honesty in my intent and support from my team, especially from my Director was what made me see through this. And indeed, on the way, I made many mistakes, but learned a lot as well.
Act II — Nurturing the Storyteller in me
The Seed
I am gifted with a booming voice. I speak with confidence, but I never thought of speaking at conferences until I attended IA Summit 2011. Although it was a world-class event, everyone was very friendly. Every voice, every story, both experienced and novice, found audience.
This is where the seed for storytelling was sowed.
I started to believe that if I have something worthy to share, if story is crafted well, practiced enough — it may find and connect with its target audience.
And through this exercise of sharing and storytelling, I hope to find opportunities to connect, gain acceptance from peers and evolve myself to be better.
Speaker Camp
After attending IA Summit, I created connections with local UX groups, notably Refresh Chicago. That led to bunch of us starting Build Guild Chicago and eventually to Speaker Camp.
Speaker Camp was produced by Chicago Camps and is run by Russ Unger, Shay Howe and Brad Simpson.
By this time, I realized few things –
- Title should be genuine and interesting but not necessarily groundbreaking.
- Abstract should directly connect with the title and clearly highlight the content and benefits.
- You need to have peers who can provide honest feedback to your work. Review and editing are what differentiates a good one from the average.
Act III — The Grind
Shitty First Draft
After attending Speaker Camp, I had a topic that I can talk about and share my story. I also had an abstract. I reworked them to some extent and found the courage to send it to the members of Build Guild Chicago.
Here is the extract of the introductory email, suggested titles and abstract.
Email —
As audacious as it sounds, I have made up my mind to just get over it and submit a proposal for SXSW 2014.
I know that I only have few days, but its better late than never.
Also, I believe, when you shoot for the moon, you don’t come up with dirt either.
That is, I may use this to submit this topic to other local conferences as well.
Titles —
Sorry state of enterprise apps and way forward
The curse of designing enterprise applications
Bringing empathy and emotion to enterprise apps
Abstract —
Too long and boring…
I honestly thought my work is finished. I was ready to upload them to Panel Picker. I was expecting some encouraging comments and possibly suggestions for improvements.
Review Cycles
Boy, was I wrong.
Russ Unger just teared apart my abstract – line by line, not in a bad way or anything, but in a honest and constructive way. He made me open my eyes and see the obvious.
Ross Belmont later voiced his opinion as well.
Because of these two gentlemen, I have reworked the title and abstract and this is what you will see on the Panel Picker.
The title is —
“Your enterprise app sucks & you know it. What now?”
Abstract is —
The enterprise — where most of the software products, whether its off-the-shelf or custom-built, are pure shit, and you’re neck deep in it from your very first day, and you’re definitely sick of it long before the weekend begins, if the applications allow you to have one. Most of the enterprise apps are designed to be great for managers, and C-level folks, but sucks for actual users. Only handful of companies are making the headway and are really trying to change the world. Rest of them are just worried about either losing their budget or existing customers. Enterprise apps have shitty UX is not because those UX designers are unskilled. It’s because they don’t exist in the first place. I want to expose the big elephant in the room and discuss about strategies to bring in UX skillset to your team. I will show you specific techniques, practices and examples that can help bring your customer closer to your apps and create that emotional connection. There’s still hope. Come, dream with me.
Act IV — The Future
I dont know how this story is going to develop. But I am happy about my efforts so far.
You can help me to take this further. Please vote.
P.S. — The post that you read now has gone through three complete rewrites.
