digital summit denver 2015: enterprise user experience | margaret bossen, rba
TRANSCRIPT
Enterprise User Experience: Making Sense of UX in Large Organizations
June 17, 2015
@rbaconsulting www.rbaconsulting.com blog.rbaconsulting.com
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Enterprise UX
Enterprises employees, customers, and managers often have experiences that are tedious, fragmented, complicated, and just plain awful. What can be done to make these experiences better?
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Today’s Topics UX Basics Enterprise UX: Objectives & Challenges The Enterprise User: Learning from Distributed and Specialized Users Design Challenges: Designing for Complex Systems
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User Experience: What is it?
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What is UX? USER EXPERIENCE The quality of the interactions people have with technology. A professional field that employs the principles and techniques of User Centered Design.
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What is UXD? USER EXPERIENCE DESIGN A philosophy that places the people who will be using what we are creating at the center of attention throughout the project. A process that actively seeks out and accounts for users’ cognitive, emotional & behavioral factors.
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User Centered Design Objectives
Understand, empathize with & advocate for the people who actually will use what you’re producing.
Design a solution that delivers on user needs while balancing other priorities.
UX
UX
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But, what does UX actually do?
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UX Does All the Things
Decrease development time & cost
Increase workforce productivity
Decrease training & support costs
Increase user and customer loyalty
Increase customer adoption
Improve quality and quantity of leads & communication
Decrease bounce rates
Make quicker, more informed decisions
Increase conversion rates
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Enterprise UX: Objectives & Challenges
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Who is Solving Enterprise Problems?
In most organizations it is the technology group deciding how to solve the business problem (IT, developers, programmers, etc.) This results in a solid TECHNICAL solution, but does not always deliver a great User Experience.
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UX in Enterprise Systems
How do you get started with UX in large, complicated environments? Start with smaller, truly achievable goals – stretch for the bigger, longer-term, more challenging solutions.
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Assess the Current Landscape
What is the appetite in the organization for UX / UXD? Engaging with users and soliciting User Feedback for a project delivers a more successful solution. The enterprise user is likely a captive audience and will want to be engaged to help create a better experience. Strong results, even incremental ones, can support larger efforts.
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How do you get started?
• Assess the Users: Walk in their shoes • Experiment: “Sandbox” some new ideas for interface
or search • Formulate Concepts: Sketch ideas on paper, use
whiteboards, post-it notes • Create Rapid Prototypes: Even a simple search box
can benefit from a quick “trial run” • Get User Feedback: Show your work early and often
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The Enterprise User: Learning from people who are extremely distributed and specialized
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Defining Users
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User Definition
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User Research A User-Centered Approach Engage in a variety of research activities that can be applied to virtually any circumstances, timelines, & budgets. Use the research data to deliver actionable recommendations and solid strategies that can drive the direction of the project.
UX Tactics & Techniques • Contextual Inquiry
(Ethnography) • Interviews • Focus Groups • Surveys • Card Sorting • Usability Testing • Task Analysis • Concept Testing • Tree Testing • Analysis of Web Metrics • Secondary Research
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Users want to… • Tell you about what’s not
working • Help you solve problems • Collaborate • Tie their activities to the
company’s success • Become advocates for the
business BASICS
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User Experience needs… • To weigh in on project
scope & estimates • Access to users/data • Sustained focus • Collaboration
• Iteration • Involvement and buy-in
throughout the business
BASICS
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Design Challenges: Designing for Complex Systems
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Encourage Design Thinking
What is Design Thinking? This is about simplicity. It’s about delighting employees, customers and other users. It’s about focusing squarely on the user. It’s about innovation. Traditionally, organizations start with a problem and then race toward a solution, likely ignoring users along the way, or working from “intuition”.
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Listen. Understand. Act.
Build Trust & Credibility Users in this environment were burdened with a clunky, old-school UI with tremendous functional issues.
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Users First Learn from the user Surprisingly, it was not the interface that users wanted to change. It was simpler elements within the existing site structure.
• Lack of help elements • Ability to hyperlink to
other pages • Better training on processes
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Deliver an Exceptional Experience
Insights
Drive company and product strategy through real-life
user insights
Innovations
Apply a user-centered, creative
approach internally and externally to drive innovation
Irresistible Experiences
Increase user adoption and loyalty through
irresistible experiences in everything you deliver
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Provide an Exceptional Experience to Every User, Every Time
Even the most mundane intranet experience can benefit from a user-centered review.
1. Make it Simple 2. Listen Closely 3. Inspire Delight 4. Deliver Unique Value 5. Focus on User Goals
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Visual Design
UX Validation
Intranet Project
UX Evaluation
Design Research
UX Strategy
Interaction Design
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Strategic Alignment
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User Research
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Audience Definition
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Content Strategy
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Interaction Design
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