building delightful products: a customer-centric approach to product strategy and design
DESCRIPTION
In this presentation, Carbonite's User Experience Director, Christine Perfetti, will share proven techniques for quickly exploring new design approaches based on solid customer data. She will share approaches for gathering customer insights, generating new product concepts, and evaluating designs.TRANSCRIPT
Building Delightful Building Delightful Products:Products:
A Customer Centric Approach to A Customer Centric Approach to DesignDesign
Christine Perfetti @cperfettiChristine Perfetti @cperfetti
What makes the best teams successful?
Methodology Process Techniques Tricks
What is a delightful product?
What makes a delightful product?
Gives users great pleasure and joy
Delivers value and benefit that accomplishes users’ goals and goes beyond their basic expectations
• What it’s not:
• A magic bullet
• Bells and whistles
• Sizzle or sexiness
Janet Seitz has 2 dogsand 2 cats
A brilliant team of designers created the BlackBerry PlayBook
Offered multitasking and capability to view Flash
What went wrong?
It’s not about the big idea
The big mistakes organizations make: believing a magically brilliant idea will lead to delightful solutions
The best products aren’t created (or built) by one brilliant person or team
Success comes from:
Teams stumbling and constructively failing
An organization and culture that celebrates collaboration and openness
Ongoing iteration and learning
Effective Techniques for Effective Techniques for Building Delightful Building Delightful
ProductsProducts
What are the different components of your product?
Focus on the Holistic Focus on the Holistic View of Your ProductView of Your Product
Product management
Engineering
UX
Who should be on the product team?
Marketing
Support
Legal
Sales
Involve all members of Involve all members of the cross-functional the cross-functional
teamteam
A member of the product team did not communicate all of their
knowledge with the rest of the team
Biggest contributor to design problems
Hire the right peopleHire the right people
Core design competencies
Team player
Collaborative
Listen to others’ constraints
Immersed in the user research
Understand the user problem
Core value: We are open and inclusive
Communication is a Communication is a core design core design competencycompetency
“The most important baseline skill for any position is communication. We want you to be able to explain what you
mean; we want you to be articulate. That cuts out a lot of people, because a lot of people are probably pretty good technically, but if you don’t have excellent communication skills it’s going to be very frustrating for you and for other people. Other than that,
then there’s just a core set of skills for the position.”- Phil Libin, CEO, Evernote
Start with the Start with the problem, problem,
not the solution not the solution
Understand your users’ pain points
Involve all members of the team
A field study is the best technique for gathering information about users’ goals, needs, desires, and motivations
What we learn
User frustration and problems
How technology fits into users’ life
Understanding of users’ goals and most important tasks
Start with field studies
Understanding of work environment
Tasks that users haven’t talked about
Pain points and user frustration
“Cheat sheets”
Evidence of technology that isn’t working for the user
What to look for
Understand the user Understand the user workflow and frustration workflow and frustration
It’s about the experience, not the features
Observe your users’ workflow in a realistic way
Identify the frustration and pain points
Tackle the problem areas
Don’t redesign everything all at once
Chunk the work
Focus on the user’s journey
The 7-11 Milk Experiment
Mirrors the 7-11 Milk Experiment
Closely approximately a realistic scenario
Allows us to assess the usability of our designs and identify the pain points
Compelled Shopping Study
The Journey Map
Massive redesigns inevitably fail
The best teams tackle create delightful designs by evolving over time and incrementally improving
Identify problem areas
Tackle the problems in chunks
Incrementally measure and learn
Iterate quickly
Collaborate on a cross-functional, internal team
Incrementally improve and evolve your designs
Communicate user needs Communicate user needs throughout the throughout the organizationorganization
Profile of an archetypal user synthesized from interviews
Prevents grounding by team
Takes advantage of the power of storytelling and role playing
Communicates user needs throughout the organization
Personas
Prevents grounding by team
Takes advantage of the power of storytelling and role playing
Communicates user needs throughout the organization
The benefits
Generate multiple Generate multiple product concepts and product concepts and
designsdesigns
Two-day collaborative workshop with key representation from Engineering, Marketing, Product, UX, Customer Support, Sales
Present problem to tackle
Teams design in short time boxes
Present concepts
Critique
Iterate: Lather, rinse, repeat
Design Studio
Build measure, and Build measure, and learn quicklylearn quickly
What is the shortest amount of time you can go through an iteration?
Iterations
A usability test involves putting your users in front of your
product and observing what they do
Usability test in an ongoing way
Start testing anywhere
Quick and dirty technique for measuring content pages
Takes less than 10 minutes to run
Measures if content pages quickly convey their purpose
Testing Can Be Quick
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
You want to post pictures online from your last vacation
You are concerned that the upload process will be difficult
How confident are you that you can upload photos quickly and easily?
Sharing Your Pictures Online
Relentlessly focus on Relentlessly focus on incremental incremental
improvements improvements
Effective Techniques for Building Delightful Products (1)
Focus on techniques and tricks
Achieve delight by delivering value beyond users’ expectations
Take a holistic view of your product
Involve all members of your cross-functional team early and often
Hire designers who value teamwork and collaboration
Effective Techniques for Building Delightful Products (2)
Start with the problems, not the solutions
Map out your users’ workflow
Communicate users needs through personas
Generate multiple product concepts through real-time collaboration techniques
Build quickly
Test, test, test: Incremental improvements will lead to user delight
