ux and ucd for enterprise software

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@lwjkeith Lindsay Keith - UX Consultant

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``Who am I?”I am anthropologist, philosoper, geek, who used to code, now into making stuff right for the user when interacting with computers…

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What is Enterprise Software?

According to Martin Fowler - wikipedia

"Enterprise applications are about the display, manipulation, and storage of large amounts of often complex data and the support or automation of business processes with that data.”

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M.Porter

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<bit of talking about this…>Enterprise software is not a website but can use web technologies…

Services provided by enterprise software are typically business-oriented tools such as online shopping and online payment processing, interactive product catalogue, automated billing systems, security, enterprise content management, IT service management, customer relationship management, enterprise resource planning, business intelligence, project management, collaboration, human resource management, manufacturing, enterprise application integration, and enterprise forms automation.

Thousands of hours a day are wasted because of poor user interface design, poor product design, poor selection of software by firms and IT managers, poor design by software vendors, sometimes third parties get involved and charge more for the consultancy to tweak software to meet business needs…

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$181

bl

n

$66b

ln

$1.7bln

$92b

ln

$188

bln

$7.3bln

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There’s a lot of money in this game

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So what is the UX Problem?

ideas are cheap : implementation costsAntony Rose : Zeebox

COTS = Customisation = More cost = re-use = loss of differentiation

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There’s little User Centred Design

because it’s COTS

Software Interfaces to Enterprise Software needs to have “customisation” for your business

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There’s little User Centred Design

Whilst the User Centred Design process is iterative in nature. UX iteration is done through design review, rough prototyping and user testing.Not through committed code.Iterating UX in code is more costly and time intensive than iterating in wireframe and prototype.Proper UX processes are focused on reducing risks in finished code.Iterating UX in released code makes “beta testers” of your users. Frequent changes to the UI causes confusion and reduces trust in the stability and quality of the product.When a product finally ends up usable and useful often the perceptions of the user base are permanently tainted by their poor initial experiences.

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Case Study #1

A FTSE 50 Media Company where an co-located Project team delivered millions of pounds of savings while delivering a best in class Sales Experience.

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Overhaul Sales Platform

To design a solution for users who manage Sales in a FTSE 30 Media company

Keep it simple balance of Business, User and current Customer needs

Observe maximum insight to what needs to be transformed

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A Mission, Vision & Belief

The Mission

To establish exemplary user experiences for all the firm’s customer management

applications.

The Vision

To create an intuitive, cohesive suite of applications enabling smooth support journeys for our

agents to easily manage our customers.

We will showcase the very best in user experience.

The core belief

This is Enterprise Software.

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Understanding

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Strategy & Tactics

Business OwnersTechnology EnablersMarketing DepartmentsUser / Agent communitiesCustomer Insight Analytics

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Ideation

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Design Principles

<removed because of NDA - please contact me if you want to know>

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UX KPIs

<removed because of NDA - please contact me if you want to know>

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UX Principles

<removed because of NDA - please contact me if you want to know>

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Research & User Insight 1

We’ve ran 12 rounds of face to face research in Retail and 1 round of remote survey.

We’ve visited 32 Retail stores across the country, from Newcastle in the North to Kent in the South.

Took in sites as diverse as the Bluewater concept store to Stafford on a quiet Wednesday afternoon.

Talked face to face to an estimated 80 Retail advisors and engaged a further 90 through remote survey

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Research & User Insight 2

We’ve ran 50 rounds of face to face research in Contact Centre.

Taken in all insight using observation and task oriented design

Talked face to face to an estimated 300 Direct advisors

We talked to all the Heads and Directors to obtain strategy for optimizing Customer Experience.

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Embed your teamUnderstand the technical limitations

Understand the Business Processes

Understand the User Pain and …. INNOVATE

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So what happened…

Reduction in clicks

Reduction in data entry

Increased agent satisfaction

Released cognitive surplus

Switch from training to coaching

Reduced Staff training

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Reduction in Cognitive Load

= Better Customer Experience and more projected sales

Three key metrics to consider for efficiency:

The number of mouse clicks required to complete the journey.

The number of page objects into which data must be manually entered

The number of elements a users must interact with to navigate through the journey.

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Case Study #2

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Safety Critical Software Development

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Introducing - the Vds

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What went wrong? (Apart from failing)

The Business forgot the end users

No Research

Forgot they were in a value chain

Forgot that they had to make software meet Business Processes (differentiators)

Forgot how to spend £7m (and used Microsoft)

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Balance Business with User needs

Reason: Understand cause and effectFlexibility: learn in one context : transferableImagination: try without experimentMental time travel: imagine the past and future 

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<Breathe style=“inhale, hold relax, conclude”>

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User Centred Design = Increased Certainty

Whilst the User Centred Design process is iterative in nature. UX iteration is done through design review, rough prototyping and user testing. Not through committed code.

Iterating UX in code is more costly and time intensive than iterating in wireframe and prototype.

Proper UX processes are focused on reducing risks in finished code.

Iterating UX in released code makes “beta testers” of your users. Frequent changes to the UI causes confusion and reduces trust in the stability and quality of the product.

When a product finally ends up usable and useful often the perceptions of the user base are permanently tainted by their poor initial experiences.

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User Centred Design = Increased Certainty

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How can large firms embrace UCD when transforming Enterprise Software?

Make it or buy it?

Create or inherit/imitate?Economics of Strategy?

Reengineering —> Lean Operations

Human Effectiveness vs System Efficiency

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Columbo moment?Research- because everyone lies and one should never trust opinions.

Vendors have opinionsBuyers have opinionsBut rarely are the buyers the users!

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Thank youQuestions and Answers

lkeith@canvasconsulting.co.uk www.canvasperspective.co.uk @lwjkeith