The User Experience IS the Product Experience

The User Experience IS the Product Experience Product Management ConferenceLarry Cornett, Ph.D.

Overview• The Power of Product Experience• User-Centered Product Design (UCD)• The Role of Product Management• Product Success at eBay• Q&A

The Power ofProduct Experience

• What the user experience with your product really is about. What is it really about?

• What the user experience with your product really is about. What is it really about? Everything

• What the user experience with your product really is about. What is it really about?Source: engadget

• What the user experience with your product really is about. What is it really about?©iStockphoto.com/Nyul

• What the user experience with your product really is about. Focus on UE matters • It wasn’t always the case • But, customers now have choices • Competition emerges faster • A great user experience differentiates • A great user experience builds loyalty

My Background

• What the user experience with your product really is about. What I’ve experienced Apple’s user experience commands a premium and generates fanatic loyalty eBay’s focus on the customer created a lasting and engaged community Yahoo created experiences that drove engagement, retention, and revenue

• What the user experience with your product really is about. Competitive landscape• Technologies are becoming commoditized• Platforms enable fast development & distribution• Rapid iteration and testing cycles• Intense focus on users, data, and metrics• Innovative experiences built on top of data & tech• Race to launch minimum viable product (MVP)

Extreme MVPSource: SeekNuance.com

• What the user experience with your product really is about. Who will win? • Companies that “get it” • Companies who listen, observe, & use data • Companies that solve “pain” • Companies that obsess over the details • Companies that deliver great experiences

User-CenteredProduct Design

What is UCD?Source: simpsons.wikia.com © FOX Broadcasting Company

What is UCD?Don’t Just Ask Observe

• What the user experience with your product really is about. The UCD approach Observe the user Understand the user Involve the user Design for the user Solve real-life problems Validate with user data Repeat...

• What the user experience with your product really is about. Integrating UCD & Agile • UCD integrated into agile development processes • <insert diagram image>Source: Silicon Valley Product Group

• What the user experience with your product really is about. Why does it matter? Success or Failure

Innovation success rate Global innovation average success rate 4% across all geographies and industries 0% 100%Source: Doblin, Inc.

How to succeedUser-centered innovation must be: • Intentional • Effortful • Sustainable

UCD SuccessSource: Apple Computer

UCD SuccessSource: Digital Surgeons

UCD SuccessSource: Netﬂix.com

UCD SuccessSource: Mint.com

UCD Failures Google Nexus OneSource: www.amazon.com

UCD Failures Sansa e200 Series MP3 PlayerSource: User Interface Engineering

UCD FailuresSource: www.crunchbase.com

Typical UCD barriers • Existing processes • Lack of understanding • Unclear ROI • Time pressure • Perceptions of cost • Integration with Agile

Who is accountable? Ultimately... You Product Management must be the champion forUser-Centered Product Design

The Role ofProduct Management

Product management Usability Design Engr ct Experie du nc Pro eBusiness PM Product Customers Research Mktg Analytics

What are you?• You are not: • Project management • Program management • Marketing • Business analytics• You are the champion for the Product

Being the champion • Creating a vision • Deﬁning the strategy • Specifying the right product • Executing the plan • Validating performance • Defending the product • Being accountable

User-centered philosophy • Beyond the product and process... • Champion for the customer • Champion for the experience • But, you have allies...

Your allies Research Design Usability Analysts MarketingEngineering

Product Success at eBay

Deﬁning success • The marketplace ecosystem: • Buyer success drives Seller success • Seller success drives eBay success • eBay success drives product development • Every project calculated an NPV(% Improvement) x ($ of Bids, Buys, Listings, Fees & Registrations)

Aligning goals Business User Community

Redesigning selling• Increase completion rate for new sellers• Improve efﬁciency for experienced sellers• Develop scalable framework for future• Create a global platform• Maintain feature revenue

Selling form before* Source: Micah Alpern, Lead Designer, eBay

Unique challenges• The eBay Community “owns” eBay• Sellers power the marketplace• Yet, must balance with buyers• Support legacy data and systems

The process• Deﬁne Goals: User, Business, Product• Disrupt: Start from a “blank slate”• Design for elegance + power + scalability• User-centered product design• Talk to sellers continuously

UCD practices• Ethnographic ﬁeld research• Surveys• Seller interviews• eBay “Voices”• Rapid prototyping and iterative testing• Data, data, and more data...

The result* Source: Micah Alpern, Lead Designer, eBay

Success• Improved ease of use, efficiency, scalability, and profitability• 25% to 50% reduction in the listing time• Commentthe new SYIseller: Its easy to “I think that from a is awesome. understand exactly what you need to do. Everything that you need to see is on two pages, and you can view your listing without having to open another page. If you make a mistake, you dont have to go back 7 pages to fix it. Excellent ideas! I would give it a 10!”

Continued success • eBay Mobile • Almost $2 Billion USD in goods sold through its mobile apps in 2010* Source: eBay.com

Continued success • eBay Mobile • Almost $2 Billion USD in goods sold through its mobile apps in 2010 • Further simplifying SYI* Source: eBay.com

Lessons learned• Observe customers in real-life settings• Focus on the painkiller opportunities• Innovation requires intentional disruption• Build fewer, bolder concepts• Get real user feedback early & often• Share progress with stakeholders frequently• Ship a viable product quickly and learn• You must be the champion for the product

The User Experience IS the Product Experience

by Larry Cornett on Jan 13, 2012

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