from b2b to b2c: the ux path to innovation

Karen T. LinUser Experience Strategy, Research & Design

+886 988 727 731 | [email protected] | karenTL.com

Presentation material may be used in perpetuity by Askey Computer Corporation for internal purposes only as long as it is provided at no charge and the copyright statement is attached. © Karen Lin, karenTL.com

From B2B to B2C: The UX Path to Product Innovation

October 2015

Karen T. LinUser Experience Strategy,Research & DesignIntroduction

Who I am:• UX consultant of over 9 years in consumer web • Boston, San Francisco, Washington D.C. and now Taipei. • Degree in Human Factors / Engineering Psychology – Tufts University• Certificate in Interactive Design – Northeastern University• Certified Usability Analyst – Human Factors International, Inc.• I also coach/advise businesses on UX methods.

Examples of projects I’ve worked on:• B2C & B2B e-commerce & web applications• Mobile & tablet applications (including responsive web design)• Complex workflow IT applications• Content integration & migration (CMS)• Behavior economics research (ethnography)

October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 2


My Role as a UX ConsultantBe Curious

Love-Hate Technology

Reduce Suffering


PART ONE

What is “good” UX?

PART TWO

Why is UX important?

PART THREE

How does it work?


http://cdn.viralscape.com/wp-content/uploads/2014/03/McDonalds-Big-Mac.jpg

An evolution of marketing psychology…


…and human factors (behavioral science).

B

M

October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 7

Where is the UX happening in this picture?


How about now?

Karen T. LinUser Experience Strategy,Research & DesignThe “Layers” of the User Experience


Digital

Tactile

Physical environment

Social

Cultural/societal

Psychological

Spiritual

Fulfills immediate tangible, logistical needs.

Fulfills human relationship needs.

Fulfills group identity or population needs.

Fulfills emotional & cognitive needs.

Fulfills the soul.

USER-CENTERED DESIGN

HUMAN-CENTERED DESIGN


PART ONE

WHAT IS “GOOD” UX?

Visual Design PrinciplesWhat People See & Sense

Karen T. LinUser Experience Strategy,Research & DesignThe Golden Ratio / Rule of Thirds


Karen T. LinUser Experience Strategy,Research & DesignThe Savanna Preference


Karen T. LinUser Experience Strategy,Research & DesignThe Savanna Preference


Which view would you be willing to pay more for?

Karen T. LinUser Experience Strategy,Research & DesignChunking


09887277310988 727731

The most number of objects an average person can hold in working memory:

7 ± 2

0988 727 731


PART ONE


Cognitive Design PrinciplesHow People Think & Behave

Karen T. LinUser Experience Strategy,Research & DesignThe Aesthetic-Usability Effect


WARNING: If it looks like it should be easy but isn’t actually easy, people will be even more upset.

Karen T. LinUser Experience Strategy,Research & DesignHick’s Law


AND the more similar the choices are, the more difficult it is to decide = analysis paralysis

Karen T. LinUser Experience Strategy,Research & DesignAffordance


?


Many, many more to consider…


PART ONE


Managing the ExperienceIs it useful?

USABILITY!


Karen T. LinUser Experience Strategy,Research & DesignSatisficing


Dvorak Keyboard

The keyboard is actually becoming less and less usable as we switch from type to touch interactions.

Karen T. LinUser Experience Strategy,Research & DesignThe Kano Model


Over time, what exceeds expectations becomes the norm.

Karen T. LinUser Experience Strategy,Research & DesignThe Positivity/Negativity Ratio


Make it up to customers when you fail them – don’t stop until you regain their trust and loyalty.


PART ONE

What is “good” UX?

PART TWO


PART THREE

How does it work?


Q: Who made the inventor of the wheel famous?


A: The inventor of the wheelbarrow.

FACT: The first wheels were for pottery in 3500 B.C. It took another three hundred years before people figured out how to use them as transportation.


PART TWO

WHY IS UX IMPORTANT?

From B2B to B2CGetting (Closer) to the End User


B1 B2

B3

End Users(OEM = VAR & Direct Sales)

(VAR & Direct Sales)

(Integrators & Indirect Sales)

Distance from End Users – Future

Karen T. LinUser Experience Strategy,Research & DesignPoint of Sale is conducted…


B2B B2C

ONE-TO-ONE Sales team from one business to another business, usually face-to-face.

ONE-TO-MANY Via e-commerce and/or retail stores, usually without face-to-face time.

Karen T. LinUser Experience Strategy,Research & DesignCustomer needs are…


B2B B2C

LOGICAL & QUANTIFIEDThe business customer understands own needs and success criteria.

EMOTIONAL & SOCIALThe average consumer is motivated by psychological needs.

Karen T. LinUser Experience Strategy,Research & DesignCustomer’s technical understanding is…


B2B B2C

DEEP & PRECISEShared understanding of technical vocabulary terms and functions is the job.

SHALLOW Little need to understand the technology – only enough to achieve the expected or desired outcome..

Karen T. LinUser Experience Strategy,Research & DesignPublic perception is…


B2B B2C

MINIMALThe client (VAR) is the brand. Public is unaware about the other businesses behind the main brand.

CRITICALIt’s your responsibility if consumers even notice you and want to be associated with you.

Karen T. LinUser Experience Strategy,Research & DesignThe biggest competition/threat is…


B2B B2C

OTHER VENDORSThe client finds someone else to do business with, probably due to financial costs.

APATHY Consumer isn’t convinced enough to give you a try. The behavioral economics cost of breaking old habits is HIGH.


PART TWO


Unintentional vs. Intentional UXContext is Everything


+

PRODUCT CONTEXT OF USE


Has this ever happened to you?


“diy no sew”


How else to tell you are having unintended UX:

If you are upsetting customers, or if customers are upsetting you, there is a design problem.


PART TWO


Growth & InnovationThe ROI of Design-Led Businesses


WITHOUT UX

BUSINESS REQUIREMENTS

TECHNOLOGYREQUIREMENTS

DECISIONS

Will it make money?Will it function?


WITHOUT UX



https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic


WITH UX



END-USERREQUIREMENTS

DECISIONS

Will it make money?Will it function?

Will it be useful AND usable?


ROI Calculators available at:http://www.humanfactors.com/coolstuff/roi.asp


Design-driven companies have outperformed the S&P by 228%


PART TWO


UX & BrandingThe “Wow” Factor

October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 53http://www.christianvatter.com/great-examples-of-brand-services/


http://img.shia-labeouf.biz/2015/09/13/ikea-kitchen-planner-l-d3c76bf43141e847.jpg


http://payload.cargocollective.com/1/0/4976/54233/TNF_iphones_1260.png

October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 56http://www.cyberalert.com/blog/wp-content/uploads/2014/04/Sit-or-Squat.jpg


http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg


PART ONE

What makes “good” UX?

PART TWO


PART THREE

How does it work?


Clients often ask:“How can we be the iPhone of our industry?”

My answer:“Think and behave like Apple.”


Would you dig for gold in the exact spot where this man already found gold?

Hint: Copying others is not an innovation strategy. Strike out on your own!


STRATEGY = CLOSE THE GAPS



END-USERREQUIREMENTS

Makes business senseTechnically feasibleNot useful to potential users (yet)

Technically feasibleUseful to potential usersDoes not make business sense (yet)

Makes business senseUseful to potential usersNot technically feasible (yet)


PART THREE

HOW DOES IT WORK?

Research, Design & DevelopInfuse Process with Strategic User Insights

Karen T. LinUser Experience Strategy,Research & DesignThe UX Path


# of possibilities

RESEARCH

DESIGN

DEV

Methods Deliverables

User ResearchCompetitive / LandscapeAcademic / ClinicalIndustry “Best” PracticesAnalogous Business

Customer JourneysPersonas

SegmentationsArtifact Inventory

User Requirements Matrix

Karen T. LinUser Experience Strategy,Research & DesignThe UX Path > Research Phase Example

October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 65

Sample questions to identify gaps and opportunities in present day solutions

TASKS:1. Screen for 8-10 prospects in

the target segments.

2. Conduct interviews @ 45-60 minutes per participant.

3. Assess findings to distill a set of user requirements.

ESTIMATE: 20-25 hours for 16-20 participants.



SOUND & SKILL

IND

UST

RY

EXPE

RIE

NC

E

Segmentation of behavioral and cognitive characteristics of the target market

The Dabblers / Hobbyists

NOT RECOMMENDEDWill require much more

resources to move to the next level.

The Feet in the DoorPOTENTIAL TARGET

e.g. Demonstrate how 4L provides key resources for

building one’s artistry.

The Success StoriesNOT RECOMMENDED

Generally “all set” with what they’ve got – narrow margin to

improve upon.

The IndependentsPOTENTIAL TARGET

e.g. Demonstrate how 4L saves time with qualified “leads” towards building

the right partnerships.

These are opportunities to help artists crossover from a lower-performing “state” to a higher state.

Segments can be used to screen participants for formal interviews and for survey studies to assess the market value of each. Can also be further developed into user personas as key behavioral and/or demographic patterns are uncovered.



Illustration of a customer’s journey through current behaviors, decisions & obstacles

TASKS:1. Conduct auxiliary research

to identify work flow inputs and outputs.

2. Create and refine the customer journey as an output of user research findings.

ESTIMATE: 10-40 hours depending on complexity and variations between segments.

THINK: Board game with a main path/flow and many potential sub-flows, setbacks, shortcuts, etc.



Competitive assessment of UI features needed to meet and exceed user expectations

TASKS:1. Identify all direct competitor

sites and additional industry sites via Google Trends.

2. Catalog inventory of UI features across all sites and take count of use.

3. Summarize “common” bench-line features to meet and “emerging” features to consider.

4. Demonstrate to the team well-executed examples to set as the standard or consider doing better than the competition.

ESTIMATE: 20 hours to assess 8-10 websites



Matrix of end user requirements to prioritize against business & technical feasibility



# of possibilities

RESEARCH

DESIGN

DEV






Conceptual “Storming”PrototypingDesign Critiques & DecisionsInternal & External ValidationConsensus Building

Sketches / StoryboardsProof of Concepts

Annotated WireframesFunctional Specifications

Design Guidelines & Rationale

Karen T. LinUser Experience Strategy,Research & DesignThe UX Path > Design Phase Examples




# of possibilities

RESEARCH

DESIGN

DEV






Conceptual “Storming”PrototypingDesign Critiques & DecisionsInternal & External ValidationConsensus Building

Sketches / StoryboardsProof of Concepts

Annotated WireframesFunctional Specifications

Design Guidelines & Rationale

Quality AssuranceExpectation Management

THE INTEGRITY OF EXPERIENCE

Karen T. LinUser Experience Strategy,Research & DesignThe UX Path > Development Phase Example


Intended Design vs. Actual Implementation

Dedicated UX resources to ensure the integrity of the intended design – because the original specs will ALWAYS have to be revisited.


PART THREE

HOW DOES IT WORK?

Team & Process ApproachesOutside-In, Inside-Out & In Parallel

Karen T. LinUser Experience Strategy,Research & DesignOutside-In > External Consultancy or Agency


Requirements Gathering

Branding Strategy

Field Research

Usability Testing

Audits & Inventories

Conceptual Design

Functional Design

“Build Kits”

Development

Project / Program Management

Karen T. LinUser Experience Strategy,Research & DesignInside-Out > Internal, Centralized


Internal UX

Agency

Product 1

HR & Internal

Processes

IT

Marketing

Product 2

Karen T. LinUser Experience Strategy,Research & Design“Parallel” Teams > Internal, De-centralized


Product 1

HR & Internal

Processes

IT

Marketing

Product 2

UX UX

UX

UXUX


PART THREE

HOW DOES IT WORK?

Leadership & AdvocacyIf you don’t, who will?


Inside LobbyingDirectly accessing & influencing decision makers

Written Appeals Evidence & Testimonials

Personal Visits & Elevator Pitches


Outside LobbyingIndirectly influencing decision makers through other people and/or means

Calling on Favors Coalitions Campaigns


At the end of the day, it shows when your organization is NOT aligned.


BONUS

Frequently Asked Questions

Karen T. LinUser Experience Strategy,Research & DesignIsn’t User Research the same as Market Research?


ANSWER: Yes & No. It is an extension of market research.

WHERE WHEN HOW WHYWHO WHAT

Market ResearchAge range

GenderGeography

Household incomeFamily size

ASSUMPTION: These are the people worth

acquiring as customers.

User ResearchBehaviors

GoalsValues & Beliefs

AttitudesMotivators / Triggers

Blockers

VALIDATION: Where, when & how to be more valuable to our

customers – and to better serve their needs.

Start broad then narrow & shift the research focus as recurring patterns and themes emerge.

Karen T. LinUser Experience Strategy,Research & DesignWhat methods do we choose?


• What you already know (and have validated)• What you don’t know (including a margin of error for YDKWYDK)• What resources you already have• What resources you don’t have but are willing to invest in

ANSWER: It depends.

Karen T. LinUser Experience Strategy,Research & DesignWhat if we can’t talk to users?


• Internal employees• Friends & family• Starbucks• Amazon Mechanical Turk• Craigslist• Pay customers for their time & feedback

ANSWER: Find a way. Designing in a vacuum is for artists, not UX practitioners.

Don’t ask for feedback with an online survey.

Karen T. LinUser Experience Strategy,Research & DesignWhat tools or software do we need for UX?


• Pen and paper• PowerPoint• Excel, • Word• Visio • Omnigraffle• Axure RP• Sketch

ANSWER: Use what gets the (communication) job done the fastest.

Just because you know how to use a camera doesn’t mean you know how to take good

photographs.

Karen T. LinUser Experience Strategy,Research & DesignShould this button be green or blue?


Better questions to ask:• Should this be a button or another form of a CTA (call-to-action)?• Is this the right CTA for this space/area?• Is this right space/area for this step of the process?• Is this the right process for this solution?• Is this the right solution to this problem?• Is this the right problem to help people solve?

If and only if the answer to all of these is YES:• The button color doesn’t matter. You are already getting the real job done.

– A/B testing– Usability testing

ANSWER: You probably need to broaden the scope of your design question.

Karen T. LinUser Experience Strategy,Research & DesignWhere do I find the person to do all of this?


Divide up the roles & responsibilities:• Strategists• Researchers• Architects• Graphic Designers• Front-End Developers

Ensure all stakeholders are represented throughout product lifecycle:• RACI model for project roles:

– Responsible– Accountable– Consulted– Informed

ANSWER: Don’t look for purple unicorns. Start your own team.

Find ways to include users in the process!


In Conclusion


EXPERIENCE

Expectation Logic, Bias, Attitudes, Beliefs, Outcomes

AttentionColor/Contrast, Movement, Sound, Touch

IntentionHope, Fear, Comfort, Love, Integrity

We are designing for humans, not robots.


Have no fear, UX is here.


THANK YOUQuestions?

[email protected]@karenTL