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With Amazon and Uber, on-demand self-service now is the norm in our daily life. To stay relevant, enterprise IT organizations try to mimic the consumer-side of self-service, consolidating request portals, updating user interfaces and proactively post knowledge articles about recurring issues. But in the end, we're still stuck with long forms and cumbersome processes. Larry Toube shares his views on how IT can modernize access to its service portfolios by taking an ethnographic approach to innovation – that is, let’s build apps that work like people rather than forcing people to act like apps. As an example, we’ll take a closer look at MyIT, a context-aware self-service app.