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© 2003 Hewlett-Packard Development Company, L.P.The information contained herein is subject to change without notice

Customer-Centered Design at HPNancy L. Clark & Craig B. Neely

August 1, 2009

Overview

•Why is Customer-Centered Design important?

•HP Customer-Centered Design Services (CCDS): Who are we?

•Overview: Where we fit in the Product Development Process

•Case Study: Designing a complex application suite

•Case Study: Merger of Compaq and HP support web sites

August 1, 2009

Why is Customer-Centered Design Important?

August 1, 2009

HP Customer-Centered Design Services (CCDS):Who we are

•Center of competency in customer research and designing user interfaces, with facilities around the country

–Staff educated and experienced in cognitive & physiological disciplines

–Centralized resource for HP design teams who do not have research, design, & testing skills

•Primary value add to HP design teams:

– Improve development process by bringing HP design teams together, creating a common product vision

–Bring target users of products together with design teams to define, design, develop customer-centered products

August 1, 2009

Product Development Process: Overview

Our Focus:•User analysis, requirements•Product definition, design, & development for ease of use and usefulness

Other Elements of the Customer Experience:•Ordering, delivery•Documentation•Installation•Integration with 3rd party products•Customer Support

August 1, 2009

Case Study: Designing a Complex Application Suite

Storage Network Management Challenges

• Very large scale, distributed networks – thousands of devices, huge amounts of data

•Very complex to manage

•Need continuous, reliable access to critical business data

•Imagine a hard drive crash!

• Real-time monitoring

• Fast troubleshooting

August 1, 2009


:Challenges

• Vague product concept

• ’ ?Cus tomers priorities

• Developing a s hared vis ion

:Solutions

• Cus tomer focus groups

• , Des igned s ketchy prototypes cus tomers filled in blanks

:Value

• , Requirements s hared vis ion

• Not jus t a launch point for !management applications

• Network repres entation

• , View of bus ines s apps data

Planning

August 1, 2009


Challenges

• What details do us ers need and?expect

• : , Requirements ris ks incomplete failure to confirm

:Solutions

• Refined prototypes with moredetails

• Iterative res earch to define next leve l of detail

:Value

• ( . . Details for info & tas k flow e g, )s tatus c licking behavior

• -Avoided cos tly re des ign

Requirements

August 1, 2009


:Challenges

• : Complex hundreds of details

• : Tradeoffs eas e of us e vers us deve lopment cos t

:Solutions

• , Iterative us er interface des ign, prototyping tes ting

• , UI s pec ification evaluation

• - Cros s s uite s tyle guide

:Value

• Continuous us er focus keeps des ign us able and aligned with

requirements

• - Cros s team coordination to ens ure unified des ign

Des ign

August 1, 2009


:Challenges

• ’ ?Meeting us ers requirements

• Unantic ipated des ign is s ues

:Solutions

• : Us er interviews key features

• Numerous us ability tes ts

• Structured expert review

• Ongoing des ign cons ulting

:Value

• - Cus tomer centered answers to des ign ques tions

• Us ability evaluation of actualproduct

Iterative Development

August 1, 2009


:Challenges

• Is the product eas y to ins tall and?us e

• ’ Does it meet cus tomers real ?world needs

:Solutions

• Interviews with HP s pec ialis ts in the fie ld

• , Cus tomer vis its interviews

:Value of Us ability Data

• Identify gaps between us er needs and actual product

• -Focus es next vers ion require ments on cus tomer needs

-Pos t Releas e

August 1, 2009

:The Challenges

• , , Provide continuous re liable unified web acces s to tech s upport from HP and Compaq

• Combine two approaches to online s upport delivery via the web while meeting expectations of

both groups of cus tomers

• Combine independent HP and Compaq Us ability Groups as part of

overall merger of eSupport program

• , Focus on cus tomer needs not political and technical challenges

Case Study: HP.com Support

August 1, 2009


:Challenges

• Requirements handed down by merger planners

•2 dis tinct interaction models

:Solutions

• Validate requirements via fas t, prototyping early tes ting

• Iterative des ign & tes ting

• , Combined team web repos itory for s hared work

:Value• Retain cus tomer loyalty by

, working toward a s ingle unified s upport s ite as an indication of

’ HP s focus on the cus tomer

Des ign

August 1, 2009


:Challenges

• ?Meeting requirements

• Integration of new des ign with .other s ites on HP com

• Will new des ign s upport the?functionality

:Solutions

• .Relations hips acros s HP com

• Ongoing des ign updates bas ed on cus tomer feedback

• , Iterative deve lopment tes t

:Value• Kept des ign aligned with both

s e ts of cus tomer needs andexpectations• .Integration with HP com

Development

August 1, 2009


:Challenges

• Does this s ite meet the’ ?cus tomers real world needs

• Cons tant or improved cus tomer, ?s atis faction us age

:Solutions

• Large cus tomer s urvey

• - Remote web bas ed us ability, tes ting large number of us ers

• Us ability tes ting in lab

:Value

• - Cus tomer focus ed approach to evaluating s upport s ite

• , Validates if the content is us eful meets cus tomer needs

Product Releas e

August 1, 2009

HP.com summary

• Fully integrated s ite re leas ed in, 2003Augus t

• Initial us ability data s how this performs as well if not better than

the previous s ites acros s us er types

• The des igners formerly from HP and Compaq now work together as one

group

• Continue to update and improve the s upport content to our cus tomers

http://h20000.www2.hp.com/bizsupport/TechSupport/Home.jsp

August 1, 2009

Summary

•Customer-centered focus can unify diverse stakeholders and be the basis for common process definition

•Customer-centered design activities can and should be incorporated into every phase of product design and development

•CCDS activities are tailored to the needs of each project

•CCDS activities:–Decrease development time and cost by “getting it right

the first time”

– Increase customer satisfaction by meeting their needs and expectations

August 1, 2009

Resources

•www.hfes.org - Human Factors & Ergonomics Society– Mission: to promote the discovery and exchange of knowledge

concerning the characteristics of human beings that are applicable to the design of systems and devices of all kinds.

•www.upassoc.org - Usability Professionals Association– Supports those who promote and advance the development of usable

products, reaching out to people who act as advocates for usability and the user experience.

•www.acm.org/sigs/sigchi - ACM Special Interest Group in Computer-Human Interaction– Brings together people working on the design, evaluation,

implementation, study of interactive computing systems for human use.

•www.baddesigns.com - Examples of things that are hard to use because they do not follow human factors principles

http://www.hfes.org/

http://www.upassoc.org/

http://www.acm.org/sigs/sigchi

http://www.baddesigns.com/

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