The Tie that Binds Great Design: Marketers Must Be Conversation Starters (Part 1)
I interviewed Amanda Holtstrom, Senior Product Designer for Opentext, at the Canada 3.0 Forum. We discussed how user experience has evolved as key area of focus for the development and implementation of enterprise (B2B) software solutions.
If you are in the enterprise software business, presumably your company will create products that will provide a solution and resolve a pain point within an organization (CRM, content management, project management software, supply chain, database management, data mining, data analytics etc.). In Opentext’s case, they are masters of content management and create solutions to deal with the massive amounts of
data being produced by modern corporations. As Amanda points out, often times enterprise software will solve a problem for the IT department, but unless those who are expected to use your solution fully embrace this new piece of software, the relationship and the product are destined for failure.
I would guess that someone who has worked for a number of years in a sales or marketing department of a large company has seen quite a few losers in terms of enterprise solutions. Think for a second about where those that failed went
wrong. Implementing enterprise software across a large organization can be a costly and time-consuming affair, fraught with many challenges for the IT department. An implementation gone wrong can be very wasteful for organization, not just in terms of costs but also productivity, morale and losing valuable data. Check out this ArgoWiki
page on some of the most spectacular enterprise software failures in recent
But this post is on what happens before and after the implementation. It is about
communication driving great design, and great design driving user adoption. This is where marketers can make the difference.