winning experiences: delivering better solutions through outcome-driven design
TRANSCRIPT
Winning Experiences: Delivering Better Solutions through Outcome-Driven Design
Steven Herbst, Director of Experience Design, Honeywell
What problems are you solving?
Why these and not others?
What are your metrics?
How high is the bar?
QUESTIONS
“The greatest challenge to any thinker is stating the problem in a way that will allow a solution.”
- Bertrand Russell
Healthcare.gov Engineers Missed Usability Focus- Wall Street Journal, Oct 24, 2013
- Wall Street Journal, Aug 2, 2012
- Macworld, Feb 26, 2013Gestures: Hard to use, harder to find
- TNW, Jun, 25 2013
- New York Times, Nov 17, 2010
Tussling with New TechnologyAfter Ratings Drop, Ford Reworks Touch Screens
- New York Times, May 22, 2011 , Mar 6, 2012
- Wall Street Journal, Aug 26, 2012
Voice Activation Systems Distract Drivers, Study Says- WSJ, October 7, 2014
“bing in the dash”
ELABORATED ASLets [Anna] …find content she knows exists [e.g., movies] … more quickly [vs Apple TV].
OPERATIONALIZED AS Lets me … find content I know exists … more quickly.
We know what we want, and we want to get to it quickly.
Job Success Criterion
ANATOMY OF AN EXPERIENCE OUTCOME
KEY INSIGHT
Find content I know exists…
Start consuming content…
Navigate within content…
Acquis i t ion Setup Use MaintenanceAwareness
BUILDING AN OUTCOME-BASED FRAMEWORK.
Meets expectations Fails to meet expectationsExceeds expectations
Find content I know exists…
Start consuming content…
Navigate within content…
Acquis i t ion Setup Use MaintenanceAwareness
BUILDING AN OUTCOME-BASED FRAMEWORK.
Experience Outcomes
SHIFTING TO AN OUTCOME-FOCUS...
Feature
Feature
Feature
Feature
Feature
Feature
…
Customer Insights
Competitive Analysis
Marketing Ideas
Executive Ideas
etc…
Job and Success Criteria
Job and Success Criteria
Job and Success Criteria
Job and Success Criteria…
Bing
Dashboard
Marketplace
Voice UI
Feature
Feature
…
Find content more quickly
Job and Success Criteria
Job and Success Criteria
Job and Success Criteria…
Customer Insights
Competitive Analysis
Marketing Ideas
Executive Ideas
etc…
SHIFTING TO AN OUTCOME-FOCUS...
A “BXT” HYPOTHESIS OF SUCCESS
BUSINESS OUTCOMESHow is the solution directly or indirectly contributing to the bottom line?
EXPERIENCE OUTCOMESHow valuable is the solution to customers –does it delight them and beat alternatives?
TECHNOLOGY OUTCOMESWhat is the state of what we are building –are things working as specified?
$Dependent on
Dependent on
COLLABORATIVE & CONTINUOUS
User Interface DesignInteraction Design
Information ArchitectureVisual Design
Industrial DesignHuman Factors
ErgonomicsCognitive Psychology
Perceived QualityColor, Material, and Finishes
PrototypingUsability Engineering
Sound Design & Audio QualityExperience Scorecarding
Mobile OSMobile Apps
Workflow OptimizationE2E Experience Design
Device Ecosystem DesignObservational Research Methods
Design for TouchDesign for GestureDesign for VoiceMobile Hardware
Design for ReliabilityDesign for Serviceability
Data Analytics and VisualizationDesign for AIDC
“It is our intent to become the Apple of the
industrial sector”
- Dave Cote
know what’s needed for tomorrow
OPERATIONALIZED AS Lets Roger …know what’s needed for tomorrow …more quickly accurately.
Job Success Criteria
This is how I know what is needed for
tomorrow.
ANATOMY OF AN EXPERIENCE OUTCOME
KEY INSIGHT
Know what’s needed for tomorrow …
Know the retailer’s needs and policies…
Generate a record of a transaction …
Acquis i t ion Setup Use MaintenanceAwareness
BUILDING AN OUTCOME-BASED FRAMEWORK.
