Customer-Centered
Design at HP
Nancy L. Clark & Craig B. Neely




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O v e r v ie w


  •       W h y is C u s to m e r -C e n te r e d D e s ig n im p o r ta n t?
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W h y is C u s to m e r -C e n te r e d D e s ig n
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H P C u s to m e r -C e n te r e d D e s ig n S e r v ic e s (C C D S ):
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P r o d u c t D e v e lo p m e n t P r o c e s s : O v e r v ie w

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite



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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite

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C a s e S tu d y : H P .c o m S u p p o r t

     The Challenges:
     • Provide continuous, reliable, unified web access ...
C a s e S tu d y : H P .c o m S u p p o r t

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C a s e S tu d y : H P .c o m S u p p o r t

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C a s e S tu d y : H P .c o m S u p p o r t

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H P .c o m s u m m a r y

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S u m m a ry

  •       C u s to m e r -c e n te r e d fo c u s c a n u n ify d iv e r s e
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R e s o u rc e s
  •       w w w .h fe s .o r g - H u m a n F a c to r s & E r g o n o m ic s S o c ie ty
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H P lo g o
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  1. 1. Customer-Centered Design at HP Nancy L. Clark & Craig B. Neely © 2 0 0 3 H e w le tt -P a c k a r d D e v e lo p m e n t C o m p a n y , L .P . T h e in f o r m a tio n c o n t a in e d h e r e in is s u b je c t to c h a n g e w it h o u t
  2. 2. O v e r v ie w • W h y is C u s to m e r -C e n te r e d D e s ig n im p o r ta n t? • H P C u s to m e r -C e n te r e d D e s ig n S e r v ic e s (C C D S ): W h o a re w e ? • O v e r v ie w : W h e r e w e fit in th e P r o d u c t D e v e lo p m e n t P ro c e s s • C a s e S tu d y : D e s ig n in g a c o m p le x a p p lic a tio n s u ite • C a s e S tu d y : M e r g e r o f C o m p a q a n d H P s u p p o r t w e b s ite s F e b ru a ry 2 6 , 2 00 9 page 2
  3. 3. W h y is C u s to m e r -C e n te r e d D e s ig n Im p o r ta n t? F e b ru a ry 2 6 , 2 00 9 page 3
  4. 4. H P C u s to m e r -C e n te r e d D e s ig n S e r v ic e s (C C D S ): W h o w e a re • C e n t e r o f c o m p e te n c y in c u s to m e r r e s e a r c h a n d d e s ig n in g u s e r in t e r fa c e s , w ith fa c ilitie s a r o u n d th e c o u n tr y – S ta ff e d u c a te d a n d e x p e r ie n c e d in c o g n itiv e & p h y s io lo g ic a l d is c ip lin e s – C e n tr a liz e d r e s o u r c e fo r H P d e s ig n te a m s w h o d o n o t h a v e r e s e a r c h , d e s ig n , & te s tin g s k ills • P r im a r y v a lu e a d d to H P d e s ig n te a m s : – Im p r o v e d e v e lo p m e n t p r o c e s s b y b r in g in g H P d e s ig n te a m s to g e th e r , c r e a tin g a c o m m o n p r o d u c t v is io n – B r in g t a r g e t u s e r s o f p r o d u c ts to g e th e r w ith d e s ig n te a m s to d e fin e , d e s ig n , d e v e lo p c u s to m e r -c e n te r e d p r o d u c ts F e b ru a ry 2 6 , 2 00 9 page 4
  5. 5. P r o d u c t D e v e lo p m e n t P r o c e s s : O v e r v ie w O ur Focus: • U s e r a n a ly s is , r e q u ir e m e n ts • P r o d u c t d e fin itio n , d e s ig n , & d e v e lo p m e n t fo r e a s e o f u s e a n d u s e fu ln e s s O th e r E le m e n ts o f th e C u s to m e r E x p e r ie n c e : • O r d e r in g , d e liv e r y • D o c u m e n ta tio n • In s ta lla tio n • In te g r a tio n w ith 3 r d p a r ty p r o d u c ts • C u s to m e r S u p p o r t F e b ru a ry 2 6 , 2 00 9 page 5
  6. 6. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite S to r a g e N e tw o r k M a n a g e m e n t C h a lle n g e s • V e r y la r g e s c a le , d is tr ib u te d n e tw o r k s – th o u s a n d s o f d e v ic e s , h u g e a m o u n ts o f d a ta • V e r y c o m p le x to m a n a g e • N e e d c o n tin u o u s , r e lia b le a c c e s s to c r itic a l b u s in e s s d a ta • Im a g in e a h a r d d r iv e c r a s h ! • R e a l-tim e m o n ito r in g F e b ru a ry 2 6 , 2 00 9 • F a s t tr o u b le s h o o tin g page 6
  7. 7. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite Planning Challenges: • Vague product concept • Customers’ priorities? • Developing a shared vision Solutions: • Customer focus groups • Designed sketchy prototypes, customers filled in blanks Value: • Requirements, shared vision • Not just a launch point for management applications! • Network representation • View of business apps, data F e b ru a ry 2 6 , 2 00 9 page 7
  8. 8. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite Requirements Challenges • What details do users need and expect? • Requirements risks: incomplete, failure to confirm Solutions: • Refined prototypes with more details • I terative research to define next level of detail Value: • Details for info & task flow (e.g. status, clicking behavior) • Avoided costly re-design F e b ru a ry 2 6 , 2 00 9 page 8
  9. 9. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite Design Challenges: • Complex: hundreds of details • Tradeoffs: ease of use versus development cost Solutions: • I terative user interface design, prototyping, testing • UI specification, evaluation • Cross-suite style guide Value: • Continuous user focus keeps design usable and aligned with requirements • Cross-team coordination to ensure unified design F e b ru a ry 2 6 , 2 00 9 page 9
  10. 10. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite I terative Development Challenges: • M eeting users’ requirements? • Unanticipated design issues Solutions: • User interviews: key features • Numerous usability tests • Structured expert review • Ongoing design consulting Value: • Customer-centered answers to design questions • Usability evaluation of actual product F e b ru a ry 2 6 , 2 00 9 page 1 0
  11. 11. C a s e S tu d y : D e s ig n in g a C o m p le x A p p lic a tio n S u ite Post-Release Challenges: • I s the product easy to install and use? • Does it meet customers’ real world needs? Solutions: • I nterviews with HP specialists in the field • Customer visits, interviews Value of Usability Data: • I dentify gaps between user needs and actual product • Focuses next version require- ments on customer needs F e b ru a ry 2 6 , 2 00 9 page 1 1
  12. 12. C a s e S tu d y : H P .c o m S u p p o r t The Challenges: • Provide continuous, reliable, unified web access to tech support from HP and Compaq • Combine two approaches to online support delivery via the web while meeting expectations of both groups of customers • Combine independent HP and Compaq Usability Groups as part of overall merger of eS upport program • Focus on customer needs, not political and technical challenges F e b ru a ry 2 6 , 2 00 9 page 1 2
  13. 13. C a s e S tu d y : H P .c o m S u p p o r t Design Challenges: • Requirements handed down by merger planners • 2 distinct interaction models Solutions: • Validate requirements via fast prototyping, early testing • I terative design & testing • Combined team, web repository for shared work Value: • Retain customer loyalty by working toward a single, unified support site as an indication of HP’s focus on the customer F e b ru a ry 2 6 , 2 00 9 page 1 3
  14. 14. C a s e S tu d y : H P .c o m S u p p o r t Development Challenges: • M eeting requirements? • I ntegration of new design with other sites on HP.com • Will new design support the functionality? Solutions: • Relationships across HP.com • Ongoing design updates based on customer feedback • I terative development, test Value: • K ept design aligned with both sets of customer needs and expectations • I ntegration with HP.com F e b ru a ry 2 6 , 2 00 9 page 1 4
  15. 15. C a s e S tu d y : H P .c o m S u p p o r t Product Release Challenges: • Does this site meet the customers’ real world needs? • Constant or improved customer satisfaction, usage? Solutions: • Large customer survey • Remote web-based usability testing, large number of users • Usability testing in lab Value: • Customer-focused approach to evaluating support site • Validates if the content is useful, meets customer needs F e b ru a ry 2 6 , 2 00 9 page 1 5
  16. 16. H P .c o m s u m m a r y h ttp ://h 2 0 0 0 0 .w w w 2 .h p .c o m /b iz s u p p o r t/T e c h S u p p o r t/H o m e .js p • Fully integrated site released in August, 2003 • I nitial usability data show this performs as well if not better than the previous sites across user types • The designers formerly from HP and Compaq now work together as one group • Continue to update and improve the support content to our customers F e b ru a ry 2 6 , 2 00 9 page 1 6
  17. 17. S u m m a ry • C u s to m e r -c e n te r e d fo c u s c a n u n ify d iv e r s e s ta k e h o ld e r s a n d b e th e b a s is fo r c o m m o n p r o c e s s d e fin itio n • C u s to m e r -c e n te r e d d e s ig n a c tiv itie s c a n a n d s h o u ld b e in c o r p o r a te d in to e v e r y p h a s e o f p r o d u c t d e s ig n a n d d e v e lo p m e n t • C C D S a c tiv itie s a r e ta ilo r e d to th e n e e d s o f e a c h p r o je c t • C C D S a c tiv itie s : – D e c r e a s e d e v e lo p m e n t tim e a n d c o s t b y “g e ttin g it r ig h t th e fir s t t im e ” – In c r e a s e c u s to m e r s a tis fa c tio n b y m e e tin g th e ir n e e d s a n d F e b ru a ry 2 6 , 2 00 9 page 1 7
  18. 18. R e s o u rc e s • w w w .h fe s .o r g - H u m a n F a c to r s & E r g o n o m ic s S o c ie ty – M is s io n : to p r o m o te th e d is c o v e r y a n d e x c h a n g e o f k n o w le d g e c o n c e r n in g th e c h a r a c te r is tic s o f h u m a n b e in g s th a t a r e a p p lic a b le to th e d e s ig n o f s y s te m s a n d d e v ic e s o f a ll k in d s . • w w w .u p a s s o c .o r g - U s a b ility P r o fe s s io n a ls A s s o c ia tio n – S u p p o r ts th o s e w h o p r o m o te a n d a d v a n c e th e d e v e lo p m e n t o f u s a b le p r o d u c ts , r e a c h in g o u t to p e o p le w h o a c t a s a d v o c a te s fo r u s a b ility a n d th e u s e r e x p e r ie n c e . • w w w .a c m .o r g /s ig s /s ig c h i - A C M S p e c ia l In te r e s t G r o u p in C o m p u te r -H u m a n I n te r a c tio n – B r in g s to g e th e r p e o p le w o r k in g o n th e d e s ig n , e v a lu a tio n , im p le m e n ta tio n , s tu d y o f in te r a c tiv e c o m p u tin g s y s te m s fo r h u m a n u s e . • w w w .b a d d e s ig n s .c o m - E x a m p le s o f th in g s th a t a r e h a r d to u s e b e c a u s e th e y d o n o t fo llo w h u m a n fa c to r s p r in c ip le s F e b ru a ry 2 6 , 2 00 9 page 1 8
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