Download - 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)
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My Role as a UX ConsultantBe Curious
Love-Hate Technology
Reduce Suffering
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PART ONE
What is “good” UX?
PART TWO
Why is UX important?
PART THREE
How does it work?
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http://cdn.viralscape.com/wp-content/uploads/2014/03/McDonalds-Big-Mac.jpg
An evolution of marketing psychology…
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…and human factors (behavioral science).
B
M
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Where is the UX happening in this picture?
Karen T. LinUser Experience Strategy,Research & DesignThe “Layers” of the User Experience
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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
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PART ONE
WHAT IS “GOOD” UX?
Visual Design PrinciplesWhat People See & Sense
Karen T. LinUser Experience Strategy,Research & DesignThe Golden Ratio / Rule of Thirds
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Karen T. LinUser Experience Strategy,Research & DesignThe Savanna Preference
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Karen T. LinUser Experience Strategy,Research & DesignThe Savanna Preference
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Which view would you be willing to pay more for?
Karen T. LinUser Experience Strategy,Research & DesignChunking
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09887277310988 727731
The most number of objects an average person can hold in working memory:
7 ± 2
0988 727 731
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PART ONE
WHAT IS “GOOD” UX?
Cognitive Design PrinciplesHow People Think & Behave
Karen T. LinUser Experience Strategy,Research & DesignThe Aesthetic-Usability Effect
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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
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AND the more similar the choices are, the more difficult it is to decide = analysis paralysis
Karen T. LinUser Experience Strategy,Research & DesignAffordance
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?
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PART ONE
WHAT IS “GOOD” UX?
Managing the ExperienceIs it useful?
Karen T. LinUser Experience Strategy,Research & DesignSatisficing
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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
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Over time, what exceeds expectations becomes the norm.
Karen T. LinUser Experience Strategy,Research & DesignThe Positivity/Negativity Ratio
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Make it up to customers when you fail them – don’t stop until you regain their trust and loyalty.
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PART ONE
What is “good” UX?
PART TWO
Why is UX important?
PART THREE
How does it work?
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Q: Who made the inventor of the wheel famous?
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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.
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PART TWO
WHY IS UX IMPORTANT?
From B2B to B2CGetting (Closer) to the End User
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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…
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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…
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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…
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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…
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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…
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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.
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PART TWO
WHY IS UX IMPORTANT?
Unintentional vs. Intentional UXContext is Everything
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Has this ever happened to you?
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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.
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PART TWO
WHY IS UX IMPORTANT?
Growth & InnovationThe ROI of Design-Led Businesses
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WITHOUT UX
BUSINESS REQUIREMENTS
TECHNOLOGYREQUIREMENTS
DECISIONS
Will it make money?Will it function?
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WITHOUT UX
BUSINESS REQUIREMENTS
TECHNOLOGYREQUIREMENTS
https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
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WITH UX
BUSINESS REQUIREMENTS
TECHNOLOGYREQUIREMENTS
END-USERREQUIREMENTS
DECISIONS
Will it make money?Will it function?
Will it be useful AND usable?
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https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
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ROI Calculators available at:http://www.humanfactors.com/coolstuff/roi.asp
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https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic
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Design-driven companies have outperformed the S&P by 228%
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PART TWO
WHY IS UX IMPORTANT?
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/
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http://img.shia-labeouf.biz/2015/09/13/ikea-kitchen-planner-l-d3c76bf43141e847.jpg
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http://payload.cargocollective.com/1/0/4976/54233/TNF_iphones_1260.png
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http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
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http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg
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PART ONE
What makes “good” UX?
PART TWO
Why is UX important?
PART THREE
How does it work?
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Clients often ask:“How can we be the iPhone of our industry?”
My answer:“Think and behave like Apple.”
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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!
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STRATEGY = CLOSE THE GAPS
BUSINESS REQUIREMENTS
TECHNOLOGYREQUIREMENTS
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)
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PART THREE
HOW DOES IT WORK?
Research, Design & DevelopInfuse Process with Strategic User Insights
Karen T. LinUser Experience Strategy,Research & DesignThe UX Path
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# 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.
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 66
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.
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 67
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.
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 68
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
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 69
Matrix of end user requirements to prioritize against business & technical feasibility
Karen T. LinUser Experience Strategy,Research & DesignThe UX Path
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 70
# of possibilities
RESEARCH
DESIGN
DEV
Methods Deliverables
User ResearchCompetitive / LandscapeAcademic / ClinicalIndustry “Best” PracticesAnalogous Business
Customer JourneysPersonas
SegmentationsArtifact Inventory
User Requirements Matrix
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
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 71
Karen T. LinUser Experience Strategy,Research & DesignThe UX Path
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 72
# of possibilities
RESEARCH
DESIGN
DEV
Methods Deliverables
User ResearchCompetitive / LandscapeAcademic / ClinicalIndustry “Best” PracticesAnalogous Business
Customer JourneysPersonas
SegmentationsArtifact Inventory
User Requirements Matrix
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
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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.
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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
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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
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Internal UX
Agency
Product 1
HR & Internal
Processes
IT
Marketing
Product 2
Karen T. LinUser Experience Strategy,Research & Design“Parallel” Teams > Internal, De-centralized
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Product 1
HR & Internal
Processes
IT
Marketing
Product 2
UX UX
UX
UXUX
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PART THREE
HOW DOES IT WORK?
Leadership & AdvocacyIf you don’t, who will?
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Inside LobbyingDirectly accessing & influencing decision makers
Written Appeals Evidence & Testimonials
Personal Visits & Elevator Pitches
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Outside LobbyingIndirectly influencing decision makers through other people and/or means
Calling on Favors Coalitions Campaigns
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At the end of the day, it shows when your organization is NOT aligned.
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BONUS
Frequently Asked Questions
Karen T. LinUser Experience Strategy,Research & DesignIsn’t User Research the same as Market Research?
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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?
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• 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?
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• 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?
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• 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?
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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?
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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!
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EXPERIENCE
Expectation Logic, Bias, Attitudes, Beliefs, Outcomes
AttentionColor/Contrast, Movement, Sound, Touch
IntentionHope, Fear, Comfort, Love, Integrity
We are designing for humans, not robots.
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 93
THANK YOUQuestions?
[email protected]@karenTL