How to Add Intelligence to Your Product Design

 Thierry Donneau-Golencer  Director of Product Management  thierry@relateiq.com  

 Kyle Haskins  Director of User Experience  khaskins@salesforce.com  @futurephonic  

Our cultural interpretation of intelligent systems is depicted as human-like machines.

What is intelligence?

“It is the science and engineering of making intelligent machines, especially intelligent computer programs. ”

“It passes the Turing test.”

“The study and development of intelligent agents.”

“Software that learns and completes tasks for you.”

What is intelligence?

•  User Research: identifying key workflows and pain points

•  Making Connections and being proactive

•  Using Context

•  How to Present Intelligence

•  Personalization and Customization

•  Dealing with the shortcomings of an Intelligent System

•  Learning

•  What does intelligence mean for your app?

Agenda

•  Starting with research and defining a persona

•  Finding top patterns

•  How much to show

•  Designing for clarity and setting expectations

•  Highlighting the top content

Do your research

•  Working new leads

•  Working opportunities through a sales process

•  Researching potential customers and companies

•  Meetings and calls

Top Workflows for Sales Reps

•  “Don’t let me drop the ball”

•  Multitasking

•  Overload of information and activities

•  Deciding what’s most important

•  Personal preferences and company requirements

Pain Points for Sales Reps

•  Connecting different data sources

•  Assisting with navigation

•  Reducing friction and saving steps

•  Being proactive

Making Connections

Making Connections

 SalesforceIQ finds the leads, contacts, and opportunities in Salesforce from your Email.

 By making connections between the people in your Email we’ve saved the Sales Rep steps by not having to switch apps and lookup these records.

 SalesforceIQ

Assisting with Navigation

 By presenting the relevant records in Salesforce we’ve helped Sales Reps navigate to those quickly and complete their workflow.

 SalesforceIQ

•  What is Context?

•  Using context for intelligence

•  We are in the age of context – Sensors

•  Rich Context signals:

•  Time of day

•  Location

•  People and companies

Using Context

Example: Using Context

‘Today’ in Salesforce1 presents different content based on the time of day and the data in the user’s calendar.

Deciding What to Show

•  Interviews with Sales Reps

•  Discover top ‘work’ items

•  Assistant

•  Tasks due today

•  New leads

•  Opportunities needing attention

•  Exploring how to present intelligence in the new Lightning Experience Pipeline view

•  Calling attention to Intelligent Content without it getting in the way

•  How we explored the presentation of Intelligence on the new Pipeline

•  Using our design principles to guide decision making

How to Present Intelligence

Our Design Principles

Iterations of Pipeline Card

How to Present Intelligence

•  Default to clarity

•  Subtle and noticeable

•  Approach to Precision

•  Individuals and companies have different requirements

•  Potential to increase retention and engagement

•  Putting the end user in control and allowing end users to select content

•  Customize when suggestions are triggered

Personalization and Customization

•  Intelligent Systems will not always be 100% correct

•  Certain apps are a lot more forgiving

•  Constrain the domain when possible

•  Providing value doesn’t require perfect precision

•  Language and presentation matter

Dealing with the Shortcomings of an Intelligent System

Example: Dealing with the Shortcomings

Presenting system generated tasks and clearly labeling as ‘Suggested’ increases tolerance when some content has a lower relevance.

•  Frontier of Intelligent Systems

•  Helps to increase precision of Intelligence

•  Automatic personalization

•  Users will only tolerate a small amount of training

•  Gamification and building training into a workflow helps users train a system

•  Rely on implicit feedback

•  The more data you can capture on a user the more successful the system

Learning

•  How might you research your customer’s needs and pain points?

•  Can you make connections between data to simplify a workflow?

•  How can you place emphasis on what is most important at that moment?

•  How to deal with the shortcomings of the system?

•  Can your system learn about each user and improve over time?

What Does it Mean to Design Intelligence into your Product?

Thank you

Share Your Feedback, and Win a GoPro!

3 Earn a GoPro prize entry for each completed survey

Tap the bell to take a survey

2 Enroll in a session 1