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Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
 

Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design

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In this presentation, Carbonite's User Experience Director, Christine Perfetti, will share proven techniques for quickly exploring new design approaches based on solid customer data. She will share ...

In this presentation, Carbonite's User Experience Director, Christine Perfetti, will share proven techniques for quickly exploring new design approaches based on solid customer data. She will share approaches for gathering customer insights, generating new product concepts, and evaluating designs.

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  • Excellent companies - ship products on time and on budget; delightful products
  • Color - investors put together a dream team - 41 million dollars first round of investment Produced two apps that are complete flops Spent 41 million hiring the best and brightest
  • Conversation killer -- why do you need to know?

Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design Presentation Transcript

  • Building Delightful Products: A Customer Centric Approach to DesignChristine Perfetti @cperfetti
  • What makes the best teams successful?
  • Methodology Process Techniques Tricks
  • What is a delightful product? What makes a delightful product? Gives users great pleasure and joy Delivers value and benefit that accomplishes users’ goals and goes beyond their basic expectations• What it’s not: • A magic bullet • Bells and whistles • Sizzle or sexiness
  • Janet Seitz has 2 dogsand 2 cats
  • A brilliant team of designers created the BlackBerry PlayBook Offered multitasking and capability to view Flash
  • What went wrong?
  • It’s not about the big idea The big mistakes organizations make: believing a magically brilliant idea will lead to delightful solutions The best products aren’t created (or built) by one brilliant person or team Success comes from: Teams stumbling and constructively failing An organization and culture that celebrates collaboration and openness Ongoing iteration and learning
  • Effective Techniques for Building Delightful Products
  • What are the different components of your product?
  • Focus on the Holistic View of Your Product
  • Who should be on the product team? Product management Engineering UX Marketing Support Legal Sales
  • Involve all members of the cross-functional team
  • Biggest contributor to design problems A member of the product team did not communicate all of their knowledge with the rest of the team
  • Hire the right people
  • Core value: We are open and inclusive Core design competencies Team player Collaborative Listen to others’ constraints Immersed in the user research Understand the user problem
  • Communication is a core design competency
  • “The most important baseline skill for any position is communication. We want you to be able to explain what you mean; we want you to be articulate. That cuts out a lot of people, because a lot of people are probably pretty good technically, but if you don’thave excellent communication skills it’s going to be very frustrating for you and for other people. Other than that, then there’s just a core set of skills for the position.” - Phil Libin, CEO, Evernote
  • Start with the problem, not the solution
  • Understand your users’ pain points
  • Involve all members of the team
  • Start with field studies A field study is the best technique for gathering information about users’ goals, needs, desires, and motivations What we learn User frustration and problems How technology fits into users’ life Understanding of users’ goals and most important tasks
  • What to look for Understanding of work environment Tasks that users haven’t talked about Pain points and user frustration “Cheat sheets” Evidence of technology that isn’t working for the user
  • Understand the userworkflow and frustration
  • It’s about the experience, not thefeatures
  • Focus on the user’s journey Observe your users’ workflow in a realistic way Identify the frustration and pain points Tackle the problem areas Don’t redesign everything all at once Chunk the work
  • The 7-11 Milk Experiment
  • Compelled Shopping Study Mirrors the 7-11 Milk Experiment Closely approximately a realistic scenario Allows us to assess the usability of our designs and identify the pain points
  • The Journey Map
  • Incrementally improve and evolveyour designs Massive redesigns inevitably fail The best teams tackle create delightful designs by evolving over time and incrementally improving Identify problem areas Tackle the problems in chunks Incrementally measure and learn Iterate quickly Collaborate on a cross-functional, internal team
  • Communicate user needsthroughout the organization
  • Personas Profile of an archetypal user synthesized from interviews Prevents grounding by team Takes advantage of the power of storytelling and role playing Communicates user needs throughout the organization
  • The benefits Prevents grounding by team Takes advantage of the power of storytelling and role playing Communicates user needs throughout the organization
  • Generate multiple product concepts and designs
  • Design Studio Two-day collaborative workshop with key representation from Engineering, Marketing, Product, UX, Customer Support, Sales Present problem to tackle Teams design in short time boxes Present concepts Critique Iterate: Lather, rinse, repeat
  • Build measure, and learn quickly
  • Iterations What is the shortest amount of time you can go through an iteration?
  • Usability test in an ongoing wayA usability test involves putting your users in front of your product and observing what they do
  • Start testing anywhere
  • Testing Can Be Quick Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purpose
  • Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  • Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  • Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  • Relentlessly focus onincremental improvements
  • Effective Techniques for BuildingDelightful Products (1) Focus on techniques and tricks Achieve delight by delivering value beyond users’ expectations Take a holistic view of your product Involve all members of your cross-functional team early and often Hire designers who value teamwork and collaboration
  • Effective Techniques for BuildingDelightful Products (2) Start with the problems, not the solutions Map out your users’ workflow Communicate users needs through personas Generate multiple product concepts through real- time collaboration techniques Build quickly Test, test, test: Incremental improvements will lead to user delight
  • Thank You! Twitter @cperfetticperfetti@carbonite.com