Deloitte Cem Ams 25 May2011

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Experience Delivers Roadtour Amsterdam May 25th 2011 Thinking Users Down, Not System Up

“Customer Experience matters”

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Some great tools have long history of design

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Once a desperate need arose

Once a desperate need arose...

...around the concept of driving a nail into a piece of wood



And then.... the Hammer was invented

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Hammer evolution

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Prehistory Now

The hammer has known many shapes



Hammer engineering

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Over the years, hammer specialists have optimized the design of the hammer

towards its purpose...

...creating an optimal device for

the user



Hammer engineering: User Down

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Hammers are developed with both the user and purpose in mind

user down

The tool is shaped towards the user



Software engineering

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From a business process perspective Software is a tool

But in contrast to a hammer...



Software engineering: System up

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... software is usually developed with the system in mind

system up

The user needs to adapt to the system



Software engineering: System up

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Over the years, software engineers have typically focussed on

• Reliability

• Scalability

• Security

• Maintainability

And with respect to users on... well, actually..... nothing



Thinking system up focuses on the system, not the users

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Employees need to use 6 systems on

average to access core business data for

their daily job

Solutions live frequently in siloes caused

by legacy architecture, acquisitions,

mergers etc.

All system functions accessible on

first page, for all users if possible

Lots of manuals, training hours and a

steep learning curve

Next version is planned next year (or

the following)

Have high expectations due to

sophisticated experience of

usability (Facebook, Google,

LinkedIn, Bol.com, iPhones)

No tolerance for cumbersome

interfaces anymore

Used to frequently changing

interfaces of popular sites

Very familiar combining external

sources like newsfeeds, maps,

search, etc.

System functionality User’s Point of View



User Down: engage the user

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When designing systems the business requirements are one key factor,

the other one is usability

Usability factors

Intuitiveness iPad doesn’t come with a manual

Interoperability Systems working seamless together, no window

switching or alt tab needed

Aggregation data from various sources generate useful information

Portability nowadays information lives on many screens

Outside –in external sources adds value to your information

Get to know and understand the user!



System up versus User down

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System up User down

Designed Evolution

vs



Imagine – these 6 systems to work with

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The user

Inventory Search

Customer Account

Client Search

Payments

Order Entry

Delivery



Where do you start – Use a Persona Driven Approach

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Conduct User research

Look at the

Jobs users do

Define the Roles

Identify use cases Build Wireframes

Build Visual Design

and Prototype

Define relevant usability

metrics

Identify

Personas

Deloitte’s Usability Clock™



Personas

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Fictitious characters created to represent the different user types that might use your “product”.

Developed from real-world (client)information.

Reveal the people behind the numbers

Example: Simon Stockbroker, Marc Manager and Billy Banker.



The Value of Personas

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Personas provide target group representation in clear segments.

Personas provide a description per segment in terms of goals wishes and limitations

The use of Personas results into clear and verifiable functional and design-targets

The Persona based approach ensures a constant maintain of focus on the end user.

Personas help build User-Centric Systems

And on a higher level, Personas help build a People-Centric Organization.



Conduct User Research

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Who are those people that will be using your product

What is their background

Are they young, old, college educated, etc.

What are their needs, goals, wishes and limitations

What do they like

What do they dislike



Look at the Jobs Users do

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What is it that your users do in their daily jobs

What are the tasks they need to accomplish

What are the challenges they face in doing so

How are the current tools supporting them

Identify the support / improvement areas you are targeting.



Define the Roles

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Split up the process you are supporting in terms of expertise

Do the same for responsibility

Define who is to be involved at which state in the process



Identify use cases or user stories

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Given the Business case

The processes you need to support

The people involved in these processes

The roles you identified

Write down what you expect your system to do.

Do so for each task you can think of (for all of the roles)



Build wireframes

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Translate your user stories/ use cases into schematic screen designs.

Visualized concepts offer clarity to all stake holders



Wireframe – Sketch example

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Welcome, User

Sales Control Center

Search Logo

Dashboard

Your Sales Target Sales Funnel Prospects Status

Workflow Items

Activities Opportunities

Subject Request By Due Date

Activity Status Due Date

Wireframe – Elaborated version

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Build visual design and prototype

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Finalize the perceptual input for users and other stakeholders

o Present the design

o Build interactive prototype (high fidelity with finalized design or low fidelity using wireframes)

Test your ideas



Define relevant usability metrics

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Many aspects of usability are measurable

Be sure to define metrics for your expectations

With these metrics, define usability in your requirements

Be sure to define the budget you want to spend on usability.



Before After

Transaction

simplification

20 Clicks, 3 Screens 5 Clicks, 1 Screen

Time to create

notification

4 Minutes 2 Minutes

Notifications/hour Up to15 25 to 30

Training participation 27% (Attended) 98% (Attended)

Training efforts Instructor-Led Training (ILT) Computer-Based Training (CBT)

Usability metrics, before and after

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Conclusion: a User Down approach adds real value

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Great systems that are used to the max



Be prepared for great results

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Inventory Search

Customer Account

Client Search Payments Order Entry Delivery



Lessons learned

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• Usability of Call Centre Software led to

66% agent productivity gain

• Redesign front end ERP services

jumped business process

performance by 30%

• UX enhanced in eCommerce site lead

to 300% increase in revenue



Dos and don’ts

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... evangelize usability

... determine metrics to measure success

... get a user experience professional

... stay in perpetual beta

... think through usability change management

DO



Dos and don’ts

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... forget the user

... give in to temptation for trends

... forget about integration

... rely on waterfall methodology

... set unrealistic expectations

DON’T



Questions?

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Partner | Technology | User Engagement, Pricing, CRM, Social Media & Cloud Computing Theo Slaats

Tel. +31 6 5267 2525

[email protected]

Theme Lead User Engagement Pieter Hering

Tel. +31 6 1100 3899

[email protected]

mailto:[email protected]






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Deloitte Cem Ams 25 May2011

Technology

Transcript of Deloitte Cem Ams 25 May2011