20111013 mass tlc cloud computing summit, cory v

Improve It and They Will Come

Driving SaaS Adoption Througha Better User Experience

MassTLC Cloud Computing Summit October 13, 2011

ModeratorCory von Wallenstein

VP, Engineering, Dyn Inc.

PanelistsJoe BazCEO / Founder, Above the Fold

Joshua PorterDirector of UX, HubSpot

Karl WirthCEO, Apptegic 

UX Driving SaaS Adoption

• Our consumer lives impact our business expectations– Smartphones– Travel– Sharing

• Demand for a great user experience now a driving force in adoption… makes you stay or leave.

• Where have folks been driven to success or driven into the ground by their definition of a good user experience?

Netflix to Qwikster to… Netflix?

The Cloud is Here…GUI Need Not Apply.

SimplicityVersus

Flexibility

Freemiumto

Enterprise

Choose Your Own Adventure

• Four case studies in user experience • For each panelist:

– Audience choice of case study– Panelist explores for 6 minutes on how the user

experience in question either drove the success of the company, or drove it into the ground.

– Key takeaways, parallels, and what in hindsight to do differently

– Quick additional commentary by another panelist or audience member(s)

• Next panelist, and next case study!

Netflix to Qwikster to… Netflix?

The Cloud is Here…GUI Need Not Apply.

SimplicityVersus

Flexibility

Freemiumto

Enterprise

Netflix to Qwikster to… Netflix?

Netflix to Qwikster to… Netflix?

Netflix to Qwikster to… Netflix?

“I realized that streaming and DVD by mail are really becoming two different businesses, with very

different cost structures, that need to be marketed differently, and we need to let each grow and operate

independently.”

Netflix to Qwikster to… Netflix?

Plopydop will start experimenting with a variety of new popcorn, including “coffee-flavors, popcorn that reads other people’s minds, . . . popcorn

that comes with a free dentist visit . . . and a tub of popcorn that comes with a free movie rental now that everyone

hates Netflix.”

Netflix to Qwikster to… Netflix?

• Split streaming and DVD rental– Netflix.com -> streaming– Qwikster.com -> rental– Separate plans, sites, branding, operations,

etc.

• Then, back to all under Netflix.• Talk more to the challenges of two very

different businesses under one brand vs two, and how to approach the user experience, and less to the publicity.

The Cloud is Here… GUI Need Not Apply.

The Cloud is Here… GUI Need Not Apply.

The Cloud is Here… GUI Need Not Apply.

The Cloud is Here… GUI Need Not Apply.

• Interface is by and large programmatic• Gaping holes in user experience left

behind– Many filled in by an ecosystem– Slowly getting filled in by AWS too.

• Talk about the pros and cons of an incomplete user experience, and leaving it up to a community or ecosystem to “fill in the gaps”.

The Cloud is Here… GUI Need Not Apply.

Simplicity vs Flexibility

Simplicity vs Flexibility

Simplicity vs Flexibility

• Focused simplicity vs use case flexibility– APIs and ecosystems– Adaptability to workflows and tasks and

individual needs– Force change to workflows and tasks and

individual needs

• Talk about the pros and cons for these very different user experience approaches, and why they are or are not successful for driving adoption.

Simplicity vs Flexibility

Freemium to Enterprise

Freemium to Enterprise

Freemium to Enterprise

• Setting the expectation for experience– Consumers use at home, bring expectation to

office

• Trust challenges– My M&A proposal is sitting on disk next to your

kid’s science fair project?

• Talk about the pros and cons of a Freemium user experience living along side an Enterprise user experience. Has it ever gone wrong, or is it a foolproof strategy? Focus more on the experience and less on the economics/business model.

Freemium to Enterprise

Improve It and They Will Come

Driving SaaS Adoption Througha Better User Experience

Thank you for your participation!

ModeratorCory von Wallenstein

VP, Engineering, Dyn Inc.

@cvonwallensteincvw@dyn.com

PanelistsJoe BazCEO / Founder, Above the Fold

Joshua PorterDirector of UX, HubSpot

Karl WirthCEO, Apptegic