Leading by Design

This deck was used by the speakers Prasad Kantamneni & Satyam Kantamneni for the Leading by Design Workshop at the 2014 NASSCOM Product conclave.

The speakers talk about the maturity model of a truly customer centered organization, and the three variables (People, Process & Environment) that need to be managed to drive effectiveness.

Transcript

1. Leading by Design by {Prasad + Satyam} Kantamneni
2. Old World: Feature Focused
3. Experience Wins
4. Maturity Model Customer Experience (CX) User Experience (UX) User Interface (UI)
5. It’s A Journey!
6. •  A  10-­‐point  improvement  in  a  Customer  Experience  Index   score  can  amount  to  a  $1.5  billion  in  revenue  impact  due   to  increased  likelihood  to  A  10-­‐point  improvement  in  a   Customer  Experience  Index  score  can  amount  to  a  $1.5   billion  in  revenue  impact  due  to  increased  likelihood  to   recommend  and  repurchase.  (Forrester)     •  A  2%  increase  in  customer  reten9on  has  the  same  effect   as  decreasing  costs  by  10%  (Leading  on  the  Edge  of  Chaos,  E.  Murphy  &  M.   Murphy)   •  86%  of  consumers  quit  doing  business  with  a  company  due   to  bad  customer  experience  (Harris  InteracBve)    
7. Customer Experience People Process Environment The 3 variables of CX…
8. Environment!
9. EXPERIMENT
10. Learn to Fail!
11. I’ve missed more than 9000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life. And that’s why I succeed. ! Michael Jordan, NBA Player
12. Failure is OK as long as you learn from it.
13. What were we missing •  Users make decisions rapidly •  Saying and doing are different •  Users make a series of subconscious decisions leading up to a click •  Things like bolding make a huge difference. •  Users have a certain way of thinking of the task •  Providing the right information at the right time is key.
14. Experiments to understand Design A Conversational title style Design B To the point title (query term – property)
15. Understanding why is critical for Innovation Understanding user needs, and behaviors put Assistance on the launch path. Old Yahoo! Y! with Search Assistance
17. See the Work!
18. Rapid Prototypes & Stories
19. ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE ITERATE UNTIL AWESOME!
20. © 2012 Citrix | Confidential – Do Not Distribute People   People!
21. © 2012 Citrix | Confidential – Do Not Distribute It takes a village… Product Development Product Design
22. User Experience?
23. User Researcher Provides reason to the experience Expert in research methods Typical background in experimental design, cognitive psychology, human factors, HCI or market research Maniac user advocate
24. User Researcher Usability Engineer
25. Body of Work = Quality of Insights Primary vs. Secondary Research What methods? How you communicate? Measure of Success Citrix Confidential - Do Not Distribute How do you hire?
26. Interaction Designer Builds skeleton of the experience Expert in design thinking & design tools Typical background in industrial design, architecture, HCI Great Communicator
27. End2End Design
28. Body of Work = Problems Solved What experiences did you design for? What platforms? Portfolio: Show me the process through artifacts? Measure of Success? Citrix Confidential - Do Not Distribute How do you hire?
29. Visual Designer Provides soul to the experience Expert in design tools Typical background in fine arts, graphic design,visual communications Extreme attention to detail
30. Visual Designer Graphic Designer
31. Body of Work = Craftsmanship What platforms? Portfolio: Show me the before and after's? Show me your iterations Measure of Success? Citrix Confidential - Do Not Distribute How do you hire?
32. Provides speech to the experience Expert in written English Typical background in Literature, Languages Great Communicator Content Writer
33. Content Writer Written Communication
34. Body of Work = Effective Communicator Philosophy? Portfolio: Sample work? Show me your iterations Measure of Success? Citrix Confidential - Do Not Distribute How do you hire?
35. Citrix Confidential - Do Not Distribute
36. Ideal professional… Researcher Visual Designer Interaction Designer
37. Ratios PM vs UX Consumer: 1:2 Enterprise: 1:1 Engg vs. UX Consumer: 5:1 Enterprise: 10:1
38. No, Unicorn’s do not exist
39. Skills & Space
40. Scoring time Scale of 1-10 (10 being “we have the right skills”, and 1 being “don’t know”)
41. Process!
45. User Need + Engineering = Innovation
46. Google Images: GE Healthcare
47. User Research!
48. Citrix Confidential - Do Not Distribute
49. Sensorial, 35% Validation, 30% Formative, 35% User Research – What is it? NPS Site Feedback CSat scores Click-through analysis Site Visits Lead-user research Diary studies A/B Testing Usability Testing Eye-tracking Card sorting
50. Sensorial, 10% Validation, 40% Formative, 50% User Research – Build Phase!
51. Sensorial, 20% Validation, 55% Formative, 25% User Research – Grow Phase
52. Sensorial, 30% Validation, 40% Formative, 30% User Research – Maintain Phase
53. © 2014 Citrix. Confidential. 53 CX Governance Framework •  Identify the Problem(s) we are trying to solve •  Collect Insights from users and customers •  Prototype Concepts based on insights and hypothesis. Validate and iterate •  Execute Tactically to deliver the results to the customers
54. Experience Metrics!
55. Experience Metrics Task Completion (success/failure): Did the user achieve the intended outcome of the task 
 
 Task Time: How long it takes a user to complete a task in seconds and or minutes. 
 Ease of Use: 1 (difficult) – 5(easy) 
 . Frequency of help: Number of times the user requested help to complete a given task. Pre-requisites called out: Is mandatory information listed or not Identify Top Scenarios/Experiences: 4-5
57. Q&A
58. Thank You! Prasad: kprasad@UXReactor.com Satyam: satyam.kantamneni@citrix.com