including the user: how insights drive business #pswud2017

Including the User: How insights drive business

*

Jeremy Johnson VP of Customer Experience

.com

Agresso, Andra Group, AutoRevo, Autotask, Blood Cell Storage Inc, Bomgar Corporation, Capital One, Capson Physicians

Insurance Company, Cash America, Cheap Caribbean, Citronix, CMC Americas, CompuCom Systems, Inc., Concentra,

Daimler Trucks, DISA Global Solutions, eduProject ELL, Emdeon Business Services, Examsoft, Gemalto S.A., Generational

Equity, HMS, Kronos, Mercedes Benz Financial Services, Momentum Fuel Technologies, My Gene Counsel, National

MI, Neiman Marcus, Novartis Pharma AG, On-Q/Legrand, Quantum Retail Technology, RhythmOne, Rush Administrative

Services Inc, Samsung Elecronics Co Ltd, Spiceworks Inc, Stalls, The Container Store, TickAssure, TORCH

We have a unique and established methodology for understanding people in

context — we reveal unmet needs — which drives everything we do. This leads

to a crisp, clear understanding of the customer which shapes the design and

development of new solutions and experiences.

With over 14 years perfecting our approach we have the experience, teams,

skills and scale to deliver sophisticated software solutions that improve any

and all touchpoints across the user journey.

We’re driving digital transformations with experience-driven insights

We’re working with some of the biggest and best organizations in the world,

helping transform their experience and technology:

— confidential —

Samsung Electronics, Mercedes-Benz Financial

Services, Capital One, Dell, The Container Store,

Neiman Marcus and many more....

projekt202 is the leader in applying experience strategy and observational

insights to the development of mobile, cloud, web and workplace software.

The company is actively redefining the user experience (UX) and changing

the ways people interact with technology around the world. Recognized

by industry analysts for setting the standard for the way modern

businesses develop software, projekt202 builds emotionally rich,

resonant solutions that enable customers and end users to fully

realize technology’s potential in today’s connected world.

People centered design & development— confidential —

What’s important to remember is that customer journeys aren’t created; they’re discovered.“

— Jake Sorofman

Mapping Journey

Defining Expectations Picturing the Vision

Demonstrating Bill Pay

Reviewing Experience


@jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com

I help create software, and software development has significantly changed.

And not just from waterfall to Agile…

“”

“Agile doesn’t have a brain”

Bill Scott VP Engineering PayPal

— http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

PROJEKT202 METHODOLOGY

ACROSS THE ORGANIZATION

REVEALING REALITY FOCUSED INNOVATION BUILDING & EVOLVING LAUNCH MEASURE & LEARN

CUSTOMER / USER INSIGHTS

• Validation Tests • Prototypes • UX Design • Usability Tests • Co-creation • 404 Testing

• Generative Research • In-Person Studies • CX Journey Maps • Personas • Diary Studies • Prioritized Enhancements

• A/B Test • Iterative Experiments • Live Testing • Analytics Tooling

• Agile Development • DevOps • Design Systems • Automated Testing • Full Stack Development

• NPS / VoC • Analytics • Feedback • Customer Acquisition

“”

Understanding the what and why around your customer’s behavior is one of the top things you need to do

well to be successful.

INSIGHTS & IDEAS

VALIDATION BACKLOGS

DESIGN VALIDATION DEVELOPMENT

BACKLOG

LIVE TEST

SPRINT DEVELOPMENT

SPRINT DEVELOPMENT

Ideas & Insights (AKA Hypothesis)

Validated Design

ExperimentsValidated Development ExperimentsLaunch

Are you validating your experiments before sending a full development team to build?

If not, you’re missing out on half the value of modern product development.

INSIGHTS & IDEAS

VALIDATION BACKLOGS

DESIGN VALIDATION DEVELOPMENT

BACKLOG

LIVE TEST

SPRINT DEVELOPMENT

SPRINT DEVELOPMENT

Ideas & Insights (AKA Hypothesis)

Validated Design

ExperimentsValidated Development ExperimentsLaunch

Are you validating your experiments before sending a full development team to build?

If not, you’re missing out on half the value of modern product development.

X

“… due to poor requirements definition”

“…of projects scrapped, or end up being underwhelming”

“…in developer time spent on avoidable rework”

“$600 billion spent on digital projects, with billions wasted…”

30% UP TO

67% UP TO

50% UP TO

[CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]

http://www.cnbc.com/2015/10/30/technology-spending-isnt-all-its-cracked-up-to-be-study.html

https://www.usability.gov/what-and-why/benefits-of-ucd.html

https://www.iag.biz/business-analysis-benchmark-2009-report/

Many times startups fail not because of bad development or bad visual design, but because it doesn’t find a market fit…

From the report: “I realized, essentially,

that we had no customers because no one

was really interested in the model we were

pitching. Doctors want more patients, not

an efficient office.”

Understanding deep user insights can lead

you in the right direction, and validate your

ideas before they get far enough to fail…

TOP20 REASONS STARTUPS FAIL

When ex-Apple designer and startup founder/

CEO, Mark Kawano, was asked if he was glad

that he launched Storehouse even though it

closed in 2016, he responded unhesitatingly:

“Absolutely.”

15

Takeaway: No Market Needed

Ran Out of Cash

Not the Right Team

Got Outcompeted

Pricing/Cost Issues

Poor Product

Need/Lack Business Model

Poor Marketing

Ignore Customers

Products Mis-Timed

Lose Focus

Disharmony on Team/Investors

Pivot Gone Bad

Lack Passion

Bad Location

No Financing/Investor Interest

Legal Challenges

Don't Use Network/Advisors

Burn Out

Failure to Pivot

Top 20 Reasons Startups FailCB Insights / Anand Sarwal

42%

29%

23%

19%

18%

17%

17%

14%

13%

13%

13%

10%

9%

9%

8%

8%

8%

8%

7%

14%

The overwhelming majority of startups fail to make it out of their seed funding phase. And no founder claims that it is an easy path to success in the startup world. It is a tough, complicated journey to undertake as an entrepreneur which pays immense tolls on the individual and their families and friends. But they don’t let failure ruin their optimism.

Section 2: Design → De$ign

Startups Embody“Productive” Failure

https://www.cbinsights.com/research-reports/The-20-Reasons-Startups-Fail.pdf

https://www.vistaequitypartners.com/companies

“I’m also hoping very much to see more validation of ideas. In other words, let’s stop just shipping features, crossing our fingers, and hoping they work. Let’s figure out how we can test whether we’re moving in the right direction before

we commit six months and hundreds of thousands of dollars toward building something.

“”

— Calculating the ROI of Digital Prototyping

Laura Klein

http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/

https://www.mindtheproduct.com/2017/08/lean-dont-speculate-accumulate-validate-succeed/

Starting with people to buildan experience strategy

An experience strategy identifies the most important,

holistic experience for both a business and a

customer. That identification process involves much

more than sending out a survey or conducting an

interview.

You need to spend time with people in their

context, in the places where they live and work, to

observe, to build authentic relationships and to

uncover the real truths that shed light on

understanding a customer's journey with a company. Mapping Journey




Discovering Insights

Rolling out new software is hard in any company, but it’s even harder when your employees still send faxes.

“OpsSuite was built by Southwest and a

Texas-based software design and UX firm,

projekt202, which specializes in what

they call “complex digital

transformations” for their clients.”

Southwest Airlines’ Digital Transformation Takes Off

fastcompany.com/3065045/wanderlust/southwest-airlines-digital-transformation-takes-off


We’re not all the same…

“As a builder, as an entrepreneur, how can you create something for someone else if you don’t have even

enough glancing familiarity with them to imagine the world through their eyes?”

Chris Sacca Lowercase Capital

“”

I’m a hipster designer 😎

I don’t work in food services.

I’m not a tattoo artist.

I’m not an astronaut.

I don’t work in a factory.

I’ve never been a police officer.

I’m not a lawyer.

I’m full sighted.

I’ve never been a cowboy.

(And I’m from Texas!)

“”

“…Her advice to companies: Break the digital transformation into pieces, starting with improving the employee experience. Then

build quickly from there.”

— Meg Whitman

https://www.nngroup.com/articles/false-consensus/

“”

“…we can’t judge user-interface quality based on whether we like a design ourselves. We

need to learn how to create systems that are right for those who will actually use them.

Assuming that you are your user is a fallacy that is ingrained in the human mind. It even

has a name in social psychology — it’s called the false-consensus effect.”

“”

“Insight drives better experiences.”

..and we’re in the experience business…

“”

“When you include your users, and build that insight…”

•Works as they expect •Lets them get their job done easier •Improves their experiences •Makes them feel empowered •Fits into their world •Improves cross-channel experiences •They feel like part of the process •Your teams have more empathy •You’re getting exposure hours

“The solution? Exposure hours. The number of hours each team member is exposed directly to real users interacting

with the team's designs or the team's competitor's designs. There is a direct correlation between this exposure and the improvements we see in the designs that team produces.”

“”

“It's the closest thing we've found to a silver bullet…”

https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool

Jared Spool

“What’s important to remember is that customer journeys aren’t created; they’re discovered. When we try to create

journeys, we fall into one of these two traps: we either hallucinate customer needs or throw away the customer

experience playbook altogether and focus on the needs we know intimately: our own.”

“”

— Jake Sorofman

http://blogs.gartner.com/jake-sorofman/customer-journeys-are-discovered-not-created/

“Observing users in person provides you with data that surveys and behavioral data simply can’t, just as surveys

and behavioral metrics provide you with data and reliability that qualitative work can’t. You need both— and

you need to do both well”

“”https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620

Matt Gallivan

“You’ve probably heard this advice a hundred times before. Whether you call it “user research” or “customer development” or just “getting out of the building”, we all know that hearing directly from customers is one of the

fastest ways to learn and improve our products.”

“”https://library.gv.com/what-fuels-great-design-and-why-most-startups-don-t-do-it-a8dd2c4f5cb4

— Braden Kowitz

User Researcher: “User researchers are the eyes, ears and conscience of your product manager,” the guide explains. User researchers provide the knowledge that ensures that you “build products that delight your customers through a

great user experience.”

“”

13 Jobs That Now Matter The Most, From A Digital Perspective

“…data can’t substitute for the real, deep insight gained from talking to real

customers and users.”“

”Jens-Fabian Goetzmann

Product Manager @ Yammer. https://medium.com/@jefago/why-pms-need-qualitative-research-2990b49fc46e

1. … it can get you to the “why” behind the data

2. … it can generate new ideas and hypotheses to test

3. … you can validate hypotheses that aren’t A/B testable

4. … it can address new users that aren’t using your product today

5. … it can get you to answers faster (without building anything)

6. … you will stay more humble and grounded

“”

Many well-known companies have public stories how they involve users and customers early and often. Many times following customers home to get to the “why” that’s needed for deep customer understanding.

https://itunes.apple.com/us/podcast/dollars-to-donuts/id956673263?mt=2

“We talk to our customers all the time”

“I know what they need”

“I had that job years ago”

“I’m the Steve Jobs of…”

“We don’t want you talking to customers”

“We’re innovating here!”

“We don’t have time”

“Organizations that understand their customers well

are more successful at retaining them and attracting

new ones — we know this from experience. It’s why

most CX pros do customer research.”

“Customer understanding is Crucial — and Harder than it looks”

• Elicit unconscious thoughts and emotions

• Examine context’s influence

• Test ideas with customers

• Measure behavior directly rather than relying on

recollection

To tap into hidden and unpredictable aspects of customer behavior, CX pros should use methods that:

Customer experience (Cx) professionals know that the first step on

the path to delivering good experiences is doing research to

understand their customers. Yet many fail to recognize that it’s easy

to draw false conclusions — and that doing so is even more

dangerous than being ignorant. In this report, we warn CX pros

about the most common pitfalls and explain how to adapt your

practices and mindset to avoid them — and get the insights you

need to succeed.

Build Real Customer Understanding How To Avoid Research Pitfalls And Achieve Insight Instead

https://www.forrester.com/report/Build+Real+Customer+Understanding/-/E-RES136384

A contextual inquiry is a cross between an interview and an observation that combines the strengths of both.

In a contextual inquiry, the interviewer goes to the user and interviews them where they perform the activities being investigated. The idea is to interview users in the context of their lives while they are performing their tasks, asking them questions about what they are doing and why (when necessary) along the way.

Contextual InquiriesRevealing Reality

Mapping Journey




Journey Maps are meant to clarify customer understanding at various points along a continuum. The purpose of the Journey Map is to identify high and low points for the user within the experience. High points being portions of the flow that are working well and are enjoyable for the user and low points being areas where the experience is difficult or frustrating.

A Journey Map will help prioritize UX design efforts by identifying areas that have the greatest opportunity for improvement.

Journey MapRevealing Reality

With a lengthy list of potential features, often

the result of an open brainstorming session,

prioritizing what to include in an MVP and what

to hold for future launches can be a politically

charged endeavor. Remove politics from the

discussion by including user input. Kano

studies offer a structured way to gather and

sort user feedback. What is a Kano Study?

The Kano model (pronounced Kah’ no) comes

from work done by Japanese product quality

manager, Noriaki Kano, who concluded through

his research that products have five types of

attributes, or features, which I break down into

three positives and two negatives.

Structuring User Feedback on Feature Priorities

Getting experiences in the hands of customers, quickly.

After identifying key insights and opportunities

that need to be solved in the marketplace,

teams need to move quickly to creating tests —

many times in the form of design prototypes

that can be both tested with users, and also

serve as the basis for the technology teams to

build out and launch.

Design Sprints

• Visualization of business ideas

• Interactive prototypes

• Key screens of high-value features and flows

• Key branding elements

• Output necessary for customer validation

Outcomes of Design Sprints:

*the right experience…

Organizations need to change…

DEV UX

PM

today…

“I found that 23% of customers who chose to sign up using Facebook authentication did not click on the link in

the verification email.”

https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/

“After a lot of head scratching, here’s what I did. I connected to customers who did not complete the

verification process by sending out a Facebook messenger request.

The predominant feedback I received was: “I don’t remember the email address associated with my

Facebook account.” … you might as well ask the users to climb a 10-foot wall.”


“Because we are blind to real customer needs or fail to see the constraints of user behavior we end up creating more problems than we solve. The best bet is to take the

plunge and observe how customers react.”


Weak Product Management

or

Weak User Experience

“Product Owner” “UX Designer”

“I need to better understand my

users…”

“I need to have a bigger effect on the

product”

http://centercentre.com/program

It’s up to us to show them the way…

“Design has as much to do with art as a lobster has to do with a carrot cake. If you truly want a career as a designer, you are going to need to speak about someone’s business and organizational goals.

You’re going to have to learn how to analyze data, you’re going to have to learn how measure effectiveness.”

Mike Monteiro

https://deardesignstudent.com/10-things-you-need-to-learn-in-design-school-if-you-re-tired-of-wasting-your-money-64aaa0bc3994#.lllumpsd2

—

“Design may enhance performance but unless there are metrics to gauge that benefit, the difference it makes

depends on conjecture and faith.”

— Thomas Lockwood Thomas Walton

https://www.amazon.com/gp/search?index=books&linkCode=qs&keywords=9781581156560

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

design lead companies — years to $1 Billion valuation

DESIGN CAN SOLVE BUSINESS CHALLENGES

Additional revenue via better experience which drive more

customers & sales.

MORE REVENUE

Savings via improved processes, systems, via digital transformation.

REDUCED COSTS

Get to market with the right product or service faster, and

hit the mark the 1st time.

TIME TO MARKET

Identify new concepts and revenue streams that

leverage your brand in new services or products.

INNOVATION

Winning today’s marketplace takes increasingly better

brand experiences.

MARKETSHARE

Moving to new platforms needs a dedicated plan that

takes into account more than the technical specs.

MODERNIZATION

http://humanfactors.com/coolstuff/roi.asp

http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp

40 million computers a year…

5 million calls?

“It depends on the length of the call, how much the call center pays each rep on average, how well that call center manages its staffing (a lot of overtime

increases the average cost of the call). The call center I just worked at averaged about $4.50 per call, but I have worked at other call centers where

it is over $10 per call, due to how long each call took (tech support).”

https://www.quora.com/What-is-the-cost-of-an-average-call-center-call

For every call cut, that’s $10 saved. Self support anyone?

500K CALLS CUT? SAVE $5 MILLION.

https://www.outsource2india.com/callcenter-staffing-calculator.asp#top

$55 million yearly

The cost to improve < the return you get

Shave 5mins off every call…SAVE $10 MILLION DOLLARS

“52% reductions in calls due to account recovery — $560k support cost reduction in one year!”

Dawn Ressel Experience Design Manager, Intuit

• over 98% of driving tests are now booked online • 85% of self assessment filing is done through online channels • 12 million people have registered to vote using a new digital service

£58 million cost < £600 million savings1000%+ ROI

“Our StubHub platform, the largest ticket marketplace in the U.S.,

accelerated year-over year with GMV of $3.6 billion growing 13% and revenue of

$725 million up 15%. During the year, we made a number of product

and experience enhancements to the StubHub platform, which we believe contributed to StubHub’s strength.”

Go Govs.

https://www.usertesting.com/blog/2013/09/24/help-my-boss-doesnt-think-usability-testing-is-worth-it-2/

https://articles.uie.com/three_hund_million_button/

https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze

in-home studies


prototyping

“In the short time it has been on the market, Daisy Squeeze ranks among the top 10 sour cream items in sales. In a

recent customer survey, 60% of Daisy Squeeze users said they would recommend the product to a friend—20% more

than the average.”


• What’s the per minute cost of a delayed flight to the airline? $65.43 per airlines.org

• What is the average length of a flight delay? 57 Minutes in 2014 per rita.dot.gov

• What percentage of flights are delayed daily? 21% per rita.dot.gov

• What’s the full cost of the delay per flight? $3,729.51

• How many flights for this airline are there a day? 3,900 per website

• What is the total daily cost of delays? $3,054,468.69

http://rita.dot.gov

CUSTOMER EXPERIENCE JOURNEY MAPS

PERSONAS

CONCEPT DESIGNS

VALIDATION TESTING

WORKFLOW DIAGRAMS

PRIORITIZATION

CONTEXTUAL INQUIRIES

AFFINITY DIAGRAMS

KANO

SERVICE BLUEPRINTS

Include your users = better experiencesbetter experiences = ROI

CUSTOMER EXPERIENCE JOURNEY MAPS

PERSONAS

CONCEPT DESIGNS

VALIDATION TESTING

WORKFLOW DIAGRAMS

PRIORITIZATION

CONTEXTUAL INQUIRIES

AFFINITY DIAGRAMS

KANO

SERVICE BLUEPRINTS

*in-store

*phone

*wayfinding

*packages

*mobile

*micro-interactions

*all touchpoints

Include the User

*

Jeremy Johnson VP of Customer Experience

www.jeremyjohnsononline.com

We wrote the book on helping businesses gain insight from their customers and users — insights that lead to effective, successful launches.

Designing Software for People: Application Development in the Experience Age

experience.projekt202.com