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@lwjkeith Lindsay W J Keith

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``Who am I?”I am anthropologist, linguist, geek, who used to code, now into making stuff right for the user

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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

ERP HR

CRMSales

& Marketing

LogisticsProcuremen

t

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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

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There’s little User Centred Design

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There’s little User Centred DesignWhilst 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 a co-located Project Team delivered millions of pounds of savings while delivering a best in class Sales Experience.

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Overhaul a 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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Define and keep - Design Principles

1. Solve the right problem the right

2. Defend brand coherence.

3. Integrate meaningful data meaningfully.

4. Create - and maintain - consistency and coherence.

5. Design to empower our Agents at all times.

6. Be intuitive, always.

7. Enable flexible real conversations

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Define & Track - UX KPIs

Reduced adoption time of new

features and functionality

Increased customer satisfaction,

reduced customer complaints?

Increased ARPU

Reduced application support costs

Reduced Training and re-Training

Costs

Reduced Offer mis-use

Reduced internal transfers of calls between departments

Decreased sales handling time

Reduced staff un-natural churn

Increased user satisfaction

Remaining legal and compliant

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UX Principles

We will make Users more effective by designing more efficient systems for them

We will empower Users to manage Customers

The interface will be designed to meet the Customer and User’s needs - only developing necessary features

Information Architecture will not dictate a process; it will accommodate a natural conversation

Users will be ‘guided’ rather than ‘forced’ - the interface will be easy to learn; new features adopted easily

The design will be robust, reliable and users will feel confident in using it

It will enhance overall quality of servicing customers

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Research & User Insight 1

Over 50 rounds of research500 + Agents interviewed96+% User SatisfactionSoft benefits…

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Research & User Insight 2

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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…

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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?

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

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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.

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Thank youQuestions and Answers