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Customer-Led Design: From Concept to Reality

Customer-Led Design: From Concept to Reality



At Dell, we arrived by giving customers what they wanted. Through customer-led design, we're using advanced materials and processes to make products customers want. With a focus on mobility, speed, ...

At Dell, we arrived by giving customers what they wanted. Through customer-led design, we're using advanced materials and processes to make products customers want. With a focus on mobility, speed, and a unified experience, see how Dell products are made for the best user-experience possible.



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  • Welcome to Customer-led Design: from Concept to Reality. My name is Erin Walline; I’m the Director of User Experience for Dell’s End User Computing group. With me is Kevin Dane, Executive Director of Quality for End User Computing.The purpose of this workshop is to share with you the types of activities that occur in our product development lifecycle:Why we conduct research with targeted usersHow we incorporate what users tell us into the product and solution definitionsWhat we do to ensure the ingredients come together as intendedHow we measure and test our products throughout the lifecycle, incorporating user feedback throughout the process and looping it back into the next generation of productsThis ensures we are continually interacting with our customers and the design process becomes customer-led, customer-driven.
  • As many of you know, Dell emerged as a company that gave customers exactly what they wanted, whether that customer was a consumer purchasing a computer for their home, or a large business with the need for many devices and a broader solution set.
  • Since that time, Dell has evolved and the workplace has evolved. The need to provide a more comprehensive set of solutions and to keep pace with the changing global market has never been more critical.Boundaries are blurring between work and life in this always on, always connected world.
  • Users are interacting differently with technology and expectations are changing. Technology has become a pervasive part of people’s lives and they need solutions that will support their needs for work and for their life.The devices are evolving along this shift to enable anytime, anywhere computing and consumption.
  • People want solutions that offer deeper, more connected experiences and enable more of an emotional connection. How can we accomplish this? We must develop products and solutions with designs and experiences driven by our customers’ needs and desires.
  • Globally, we’re seeing common trends. The workforce is expecting more mobility so that they can balance their work and life demands more fluidly. The concept of a 9 to 5 workday is changing. Mobility does not just mean Device mobility (though that is important); it also means that content should be mobile.People want to be able to access their work and personal content from anywhere so that they can have more choice in how they accomplish the things they need & want to do.The prevalence of social networking means that users have a personal brand, and they expect their devices to be an extension of that brand.People expect unified experiences (common user experiences) across their devices, and they expect high speed and efficiency throughout their interactions.
  • As a resultof these global trends, balancing the needs and desires of our customers can be challenging.Customers want premium products that are:ThinnerLighterMore durableEconomical
  • So what does this mean; how do we approach solving for these customer needs and desires.Let’s start with Design. Aesthetics. Colors. Materials. Finishes.Historically, Dell has been first to market with many materials into IT and business. Italian Leathers, Bamboo. In addition to pioneering new materials into this space, Dell has an advanced design team investigating High performance materials to enable Thinner, Smaller, and Lighter devices.In the past, we’ve used a mix of different materials. Dell’s materials strategy has more recently shifted focus to represent customer demands—Thin, Light—and how we achieve that is through development of new high performance materials.Magnesium has been used extensively throughout the Latitude product line—it’s an important material, a great engineering material, but it can be hard to finish. Painting is necessary to achieve the desired effect.
  • Aluminum—Aluminum is the foundation of our design story. It is comparable in strength to magnesium, is robust yet formable. Aluminum does not require painting. Instead, we anodize (electro coating dip process). Anodizing has a translucent effect; an analogy is staining wood versus painting wood. It also is more scratch-resistant.Aluminum also has a strong Re-Use story; a significant portion of the aluminum used (across industries) from 30 years ago is still being used today, recycled into another form.Anodized aluminum is one of the best materials in the portfolio.
  • We introduced aluminum into the XPS portfolio, into the substructure, the frame. While we still use magnesium, the materials balance has shifted to incorporate more aluminum into the products so that we can better achieve the customer expectations while pursuing a purposeful design intent.
  • In addition to Aluminum, we have introduced Carbon Fiber into the product designs. Dell is a leader in carbon fiber; no one else can form carbon fiber the way Dell can.
  • This has been introduced into our XPS 12 and XPS 13 product lines, and is now present in our 7-series Latitude products (into the display back of our Touch notebooks). Dell is using carbon fiber Functionally, Structurally, and with Aesthetic benefit.We will be integrating this material into future products as well.The advanced materials team is not stopping with the development of unique processes for integrating aluminum and carbon fiber into our products. We are working with one of our key partners, Intel, to develop future-looking performance materials; glass-filled or carbon-filled composites.
  • The materials focus does not stop with the substructures. We’re laser-focused on improving all materials that go into our products, which is why you’ll see Corning Gorilla glass in products such as our Latitude 7-series & our XPS Touch notebooks.
  • Panel optimized XY + ZReduced system weightsWith zero compromise
  • Zero compromise in business experienceE-dock and single service door access
  • Another excellent product in the portfolio is the Dell Venue 11 Pro, the best-for-business tablet, designed for key use cases and experiences.
  • We’ve spent the time so far discussing Design & Advanced Materials engineering. It’s now time to connect those aspects to more specifically How we gather feedback from end users and business decision makers.Usability, or user experience, is a behavioral and engineering-based set of methods that allows us to design and develop products that are easy to use, efficient, and satisfying to the end user.At Dell, we have a Unique combination of engineering and behavioral sciences.Our team is comprised of multiple disciplines, and includes people with backgrounds in Industrial Engineering, Human Factors Engineering, Ergonomics, Biomechanics, Statistics, Cognitive Psychology, & Occupational Health; about 50% Master’s degrees / 50% Ph.D.s We are responsible for designing and creating experiences and product offerings through the eyes of the user.   Because user’s perceptions can change as a function of past experiences, expectations, emotion, etc., experience design is an iterative process.  Our goal is to improve the experience and functionality of a design while maintaining line-of-sight of corporate initiatives and program feasibility of our products.The way we do this is through user-centered design.
  • Usability testing is a methodical, task-based and exploratory approach to understanding how a user will interact with a system. Unique lab and testing methodologies have been developed to elicit targeted user feedback beyond just functionality.The combination of functional engineering with behavioral sciences helps usaddress the “why” and not just the “what”Usability feedback is then directly integrated into planning, engineering, design and lifecycle managementOnly Dell takes it beyond just basic functionality into scientifically understanding behaviors, determining design points based on user feedback and behaviors, which then impacts the perceived reliability/quality of a systemThe Dell Usability team is embedded in product planning, design, engineering and management processes – not a separate or service function that delivers study results then moves on. The team is engaged from product concept to launch.Picture talking points:How the labs are set upStudying the How of input device usage—impact to touchpad algorithm developmentWhen studying software, we can use eye-tracking to study the focus of usersDesign experiments and research plans to help understand more ambiguous engineering problems. “Plasticy” example. End result: translate subjective user data in objective measures in order to drive engineering specifications. We work to understand the “Why,” the “What,” and the “How” and develop compelling solutions through an iterative design processEX: Visual vs. Blinded FeedbackNon-Visual feedback was important to collect in order to not bias the ratings of (e.g.) rigidity based on the perceived effect of (e.g.) color or visual appealSome of the factors were exclusively visually-based (such as color) but others might provoke a different response, depending on whether users could see it.Using the results, we were able to map perceived differences to physical measures that contributed to that perception. --------------------------- 
  • The combined efforts of formal usability testing, along with in-the-field research allow us to formulate objective opinions and to define experiences that meet the needs of our users.examples, with the onset of Win8 and its touch-centric UI, it became important to study How people were interacting with touch across multiple form factors, and different regionsIt became clear that we needed to define a consistent Touch user experience across Dell devices, as well as reinvent how we were measuring good touch experience in terms of engineering specifications. From this body of work, we refined our existing touch specifications to be more comprehensive. Most importantly, the specifications are derived from customer-led priorities and usage behaviors.
  • To sum it up, we gather feedback from all over the world. The countries represented here are only a sample of the places we conduct research. As we look to define the next generation of products, it is critically important to ensure we are in constant communication with our existing customers and potential customers.The methods through which we accomplish this are varied (see slide) but the end result is that we enable a customer-led design and experience process that helps ensure that when our products become reality, How we have defined them is exactly What our customers Need and Want.With that, I will turn the presentation over to Kevin Dane, Executive Director of Quality Engineering for End User Computing.Thank you.
  • Sub System Integration / Unit Testing Tests components subsystems and related software (early design validation, signal integrity, chipset, board)Ensures subsystems will perform to Dell requirements within an integrated system- Dell’s unique set of Reliability Tests are highly effective at catching Issues that may have otherwise shipped to our customers.
  • Overview – What are “CE Tests”?Customer Experience Validation Tests – Purpose – Ensure designed-to-delivered Experience ExcellenceCE Tests are designed to combine Exp Design expectations and specs, Human Factors (UX) specs, and Marketing, Engineering and Technology product requirements to allow Validation to ensure these experience solutions.Current Issues – Why are we doing this?There is no end-to-end Experience Guardian for solutions. Become and drive that Guardianship!Solutions across ODMs, or across platforms, often deliver different customer experiences.Current CE test methodologies need enhancing to include the following:Experience and EcosystemExploratory Testing GoalsClose common CE pain-points in products (i.e. ALS, SW apps, wireless perf)Catch CE issues earlier in development (Test in PT and ST phases)Improve initial and long-term product reviews and acceptanceImpact initial product reviewsIncrease NPS scoresImprove IPE product Audit Reviews in factoryOrganization of CE TestsOOBE Performance (setup speed, ease and setup events)Customer Experience (reaction to system config, settings, SW)System Performance (system speed, transitions from sleep states perf)System Usability (using the system, common interactions, common tasks)Human Interface Performance (touchpad, touch, voice)Windows 8 ADK Performance (technical perf measurements)With CE Testing, we ensure coverage of experiences customers truly care about.
  • Claims outside of the country in which you purchased the Cover is limited to a reasonable efforts basis and may not be available to all customers. International support for Australia, is limited to the following countries in Asia Pacific: New Zealand, Singapore, Malaysia, Thailand, Taiwan, South Korea, India, Hong Kong, and China. In addition, out of country support will not include any whole unit replacements.
  • Voice of the Customer—Gather feedbackAggregate findingsShare findingsDetermine corrective actionTrack progress
  • Wrap Up—Design capability second to noneMaterials choices that are best for userUsability to maximize experienceHighest product quality ever

Customer-Led Design: From Concept to Reality Customer-Led Design: From Concept to Reality Presentation Transcript

  • Customer-led design: From concept to reality Ph.D. Erin K. Walline, Director of User Experience, End User Computing Group Kevin Dane Executive Director of Quality, End User Computing
  • We arrived by giving customers what they wanted
  • But the workplace has evolved
  • Interactions with technology have changed
  • And people want emotional connections and deeper experiences. “Technology has always been about enabling human potential.” -Michael Dell
  • Global Trends Younger, mobile workforce • Younger, mobile • • workers Rise of independent free agents Ad hoc global teams swarm Work/life lines have blurred • Beyond 9-5 • • Social networks create personal brand identities Flow between work and personal tasks Three key trends • • • Mobility is king Speed is crucial Unified experiences
  • Need vs. Desire
  • Design
  • Aluminum
  • Carbon Fiber
  • Corning® Gorilla® Glass NBT™
  • Strong, light magnesium structure Durable aluminum surface Light, rigid carbon fiber touch
  • Latitude 7000 Thinner, lighter, and more durable with the same E-dock Latitude E6430 - 14” Latitude E7440- 14”
  • Latitude 7000 E-dock Minimized screws Highly visible indicator for latch Single access service door
  • Latitude 10 Customer-led Design: From Concept to Reality | July 2013 | All rights reserved. 17
  • Venue 11 Pro Key features • Tablet dock • • • • • Three USB 3.0 ports for connecting keyboards, mice, USB flash drives and other peripherals Dual Display out ports – full size HDMI and full size DP ports for display extension (Dual display capable on Tablet 11 Pro Core I configs) RJ45 port on the dock for reliable wired connections 3.5mm audio line out for connecting speakers and headsets Keyboards for productivity or ultra-mobility
  • Usability
  • Usability that works
  • Input device usability Best-in-class keyboard ergonomics Touchpad to Keyboard alignment Minimized KB trim Increased Touch Pad area & Improved Sensing Technology Business-class keyboard layout EDG | Confidential
  • User experience 2013
  • Experience definition Experience Design for Touch: Usage Modeling and Design Implications 2013
  • User research Ethnography Usability testing Competitive benchmarks 2013 Behavioral specification development Technology experiences Next generation
  • Quality
  • Dell end-to-end quality Developme nt Field qualit y Supplier managemen t Component qualification Dell Reliabili ty Reliabili ty testing Validation testing 2013
  • Reliability throughout the design process Define Plan Develo p Launch Sustain Customer insights Advanced quality engineering Field quality Quality data management 2013
  • Thorough subsystem qualification Product validation HDD/SDD: 14 tests Environmental tests Voltage + High Temperature for 3 weeks Reliability tests High Temperature Testing over 6 weeks Dell value add 80 Sev 1 issues discovered, then reevaluated after fix 2013
  • Rigorous reliability testing We put it through more than you ever could • Turn up the heat We test laptops for survival in harsh short-term heat conditions of up to 65°C/149°F • Everything hinges on it We test laptop hinges to ensure they still feel tight, even after opening and closing 20,000 times • Keys to success We test commonly used keys for 10 million keystrokes and touch pad buttons 1 million times • Buttoned up We've tested power and multimedia buttons for 40,000 pushes with no problems • Twist and turn We twist every laptop's base and lid more than 50,000 times 2013
  • Customer experience validation testing Out of box Initial configuration experience System performance System usability Human interface performance Operating system performance 2013
  • Supplier development & management • Assess capability and maturity • Establish contractual obligations • Automated issue identification using SPC/Triggers • Rapid issue resolution using industry-unique direct quality data 2013 Supplier selection Product introduction On-going Drive monitoring improvement • Quality process audit • Manufacturing test plan • SafeLaunch • Quarterly reviews • Review committee • Lean/best practices
  • Field quality – trigger system overview E6330 Hard Drive Rate by Supplier Methodology Dispatches per System Shipped • Automated control chart generation • Identification of out of range dispatch rates • Based on platform/commodity and LOB/part Supplier B number • Analyzed by system vintage and days in field Supplier C Process Supplier A • Every trigger assigned to an owner • Triggers independently reviewed prior to closure • Weekly review meeting to drive closure Days from Ship 2013
  • Trigger system – customer triggers • Flag cases where customers have higher dispatch rates than average • Trigger owner performs analysis • Saves customer and Dell time and money Case Study Customer replacing laptop displays at an above average rate Dell proactively determined driver update addressed perceived quality issue 2013
  • Voice of the customer – focus increases product satisfaction Voice of the Customer Process Gather feedback Collect input from multiple sources Aggregate findings Create database of issues Share findings Share with key stakeholders Create action plan Cross-functional team makes recommendation Customer-Led Improvement 2013 Track progress Team continues watch issues post recommendation
  • Voice of the customer – driving product improvement Improved DCSU functionality Model Identification on bezel Quarterly update of CAB files New materials to reduce fingerprints Touchpad disable button Improved battery run times MSATA support Improvements to battery latch Improvements to AC Adapter cable management Reduction in AC Adapter size 2013 Return of AC Adapter LED ring Locking connectors on LCD side for LVDS cable Hard Disk Drive status activity LED added Optional pointer stick HDD Isolation for enhanced reliability due to vibration and MB Free Fall Sensor
  • Quality futures – continuous improvement Reducing system failures through quality in design, commodity management, component selection, and manufacturing process SW quality improvement s Reduce Issues HW reliability Guard the total user experience – beyond the hardware – by leveraging software quality data Brand tenets Each brand has a core set of customer-focused requirements to maintain a consistent experience across all the devices Initial product experience Verify the best new product customer experience from packaging to system performance – and everything in between Robust beta deployment Expert users test systems and provide product feedback prior to launch 2013
  • Dell ProSupport Single source ProSupport engineers Hypervisor and OS support Multivendor hardware support 3rd party collaborative assistance Comprehensive software support* Tools & technology SupportAssist TechDirect Comprehensive hardware & software support Always accessible 24x7x365 Phone, email, chat, social media 137 countries, 55 languages Onsite response options* 2013 Customer benefits: • Maximize productivity by leveraging Dell scale and skill • Minimize disruptions with round the clock access to highly trained experts • Gain efficiency through a single source for all your support needs
  • Dell Accidental Damage service Enhanced coverage for accidental damages caused by liquid spills, electrical surges, drops, or falls Reduce downtime • International support for endusers traveling outside of their country of origin • Service agreement aligned with your hardware limited warranty Minimize unplanned expenses 2013
  • We are experiencing our best quality ever Latitude Percentage of systems without a dispatch 2012 2011 2010 2008 2013 2009
  • Quality @ Dell Dell has design capability second to none We make the materials choices that are best for the user Our design and usability experts help maximize your experience We’re experiencing the highest product quality ever