culture clash – enterprise vs. consumer (software)

Enterprisevs.

Consumer (-Software)

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Thomas Fischer Adobe Systems

CultureClash

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What

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Why

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Who

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1. Status Quo2. Understand3. Learn4. Do

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Cut

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AnalyticsReporting

VisualizationERPCMSCRM

BI

...


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“If you work at a big company and you’ve ever had to do something that should be simple,

like file an expense report, make changes to your salary withholdings or

book a business tripthen you’ve probably encountered these

confounding user experiences.And you probably cursed out loud.”

Khoi Vinh in “If It Looks Like a Cow, Swims Like a Dolphin and Quacks Like a Duck, It Must Be Enterprise Software”

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Khoi Vinh in “If It Looks Like a Cow, Swims Like a Dolphin and Quacks Like a Duck, It Must Be Enterprise Software”

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EnterpriseDemo

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Experiences?– Trouble to find the right business travel website – Grab the phone to generate security code– Different types of search? Confused by red warnings ..– No fares visible when doing the schedule-search– One step back? Need to redo the whole process– Switch OS, start different browser & site for TA– Fill out ugly form, send it, wait for manager’s permission– Go back to business travel website, redo the process, book– Print ticket, go to printer, get the ticket, fold it, don’t forget it– ...

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30 min to >24 h

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$5m

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“How can they honestly charge

that much for something so horrible?”

Nate Klaiber’s comment on a 37signals post

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Large EnterprisesSoftware Vendors Enterprise Software

Large Enterprises+ buy their Enterprise Software through IT (not the users)+ don’t spend their own money (but “budget”)+ are used to spend huge amounts of money for SW+ want a features list to be fulfilled (not use-cases)+ are more likely to be conservative+ tend to watch what the competition has bought

= rarely buy software twisted for their special uses for multiple users

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Software Vendors+ build the solution according to Enterprise’s feature lists+ have average 6-12m sales cycles (e.g. CMS)+ deal with long periods between moments of truth (avg. 5y)+ customer feedback provided by Sales (not end users)

= rarely sell super expensive software twistable for multiple uses & multiple users

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Enterprise Software+ is purchased by large Enterprises (not the users)+ is picked based on features list (and demos/POCs)+ is built enhanced according to that+ needs to fulfill complex security req. (sensitive data)+ needs to be integrated into huge & grown infrastructures+ should ideally work for power-users AND newbies

= gets more and more twisted for special uses and for multiple users

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(...) organizations which design systems (...) are constrained to produce designs

which are copies of the communication structures

of these organizations.

Conway’s law (1968)

EnterpriseSoftware

Everything to Everyone

=

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Goal setting 1:

ConsumerDemo

(Desktop)

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The (Enterprise-) User– ‘s brain is lazy by nature– needs to accomplish complex tasks in multiple steps– has limited time and does multiple things at a time– is egoistic and graviates to beauty– is thinking of something different (shopping, sex etc.)– is distracted by people, noise, telephone etc.– does mistakes– intuively follows his/her mental models– ...

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Any Tool– must be self-explaining and smart– must provide orientation and guidance– has to perform time & cost efficient– should make the user fall in love it (so he/she returns)– must help the user to focus and stay consistent– should enable the user to be flexible (time, location)– must prohibit mistakes and let users correct them– should look&feel “familiar”– ...

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Any Tool– must be self-explaining and smart– must provide orientation and guidance– has to perform time & cost efficient– should make the user fall in love it– must help the user to focus and stay consistent– should enable the user to be flexible (time, location)– must prohibit mistakes and let users correct them– should look&feel “familiar”– ...

The (Enterprise) User– ‘s brain is lazy by nature

– needs to accomplish complex tasks in multiple steps– has limited time and does various things at a time

– is egoistic and graviates to beauty– is thinking of something different (shopping, sex etc.)

– is distracted by people, noise, telephone etc.– does mistakes

– intuively follows his/her mental models– ...

“Even a coffee mug has a UX we associate with.”(2000)

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“As the technology matures, it becomes less and less relevant.”(1998)

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Goal setting 2:

ConsumerDemo

(Mobile)

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4 min

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$0


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Needs & GoalsFeedbackContext

Mental ModelsMotivation (Gamification?)

Social & Multi-screenPremium for less

Recognition value / Leitmotif Consistency & Brand

Rdctn & PersonalisationROI

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Thanks!

culture clash – enterprise vs. consumer (software)

Documents

dothomas fischer adobe

kthomas fischer adobe

mthomas fischer adobe

user fall

status quo2

multiple steps

multiple things

time cost efficient