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         Deliv...
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 delight...
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 knowledg...
Hire the right people
Core value: We are open and inclusive    Core design competencies     Team player     Collaborative     Listen to others’ ...
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...
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, desire...
What to look for   Understanding of work environment   Tasks that users haven’t talked about   Pain points and user frustr...
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  ...
The 7-11 Milk Experiment
Compelled Shopping Study  Mirrors the 7-11 Milk Experiment  Closely approximately a realistic scenario  Allows us to asses...
The Journey Map
Incrementally improve and evolveyour designs   Massive redesigns inevitably fail   The best teams tackle create delightful...
Communicate user needsthroughout the organization
Personas  Profile of an archetypal user synthesized from  interviews  Prevents grounding by team  Takes advantage of the p...
The benefits   Prevents grounding by team   Takes advantage of the power of storytelling and   role playing   Communicates...
Generate multiple product  concepts and designs
Design Studio Two-day collaborative workshop with key representation from Engineering, Marketing, Product, UX, Customer Su...
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 ...
Start testing anywhere
Testing Can Be Quick   Quick and dirty technique for measuring   content pages   Takes less than 10 minutes to run   Measu...
Sharing Your Pictures Online   You want to post pictures online from your last   vacation   You are concerned that the upl...
Sharing Your Pictures Online   You want to post pictures online from your last   vacation   You are concerned that the upl...
Sharing Your Pictures Online   You want to post pictures online from your last   vacation   You are concerned that the upl...
Relentlessly focus onincremental improvements
Effective Techniques for BuildingDelightful Products (1) Focus on techniques and tricks Achieve delight by delivering valu...
Effective Techniques for BuildingDelightful Products (2) Start with the problems, not the solutions Map out your users’ wo...
Thank You!   Twitter @cperfetticperfetti@carbonite.com
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
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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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 approaches for gathering customer insights, generating new product concepts, and evaluating designs.

Published in: Design, Technology, Education
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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

    1. 1. Building Delightful Products: A Customer Centric Approach to DesignChristine Perfetti @cperfetti
    2. 2. What makes the best teams successful?
    3. 3. Methodology Process Techniques Tricks
    4. 4. 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
    5. 5. Janet Seitz has 2 dogsand 2 cats
    6. 6. A brilliant team of designers created the BlackBerry PlayBook Offered multitasking and capability to view Flash
    7. 7. What went wrong?
    8. 8. 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
    9. 9. Effective Techniques for Building Delightful Products
    10. 10. What are the different components of your product?
    11. 11. Focus on the Holistic View of Your Product
    12. 12. Who should be on the product team? Product management Engineering UX Marketing Support Legal Sales
    13. 13. Involve all members of the cross-functional team
    14. 14. Biggest contributor to design problems A member of the product team did not communicate all of their knowledge with the rest of the team
    15. 15. Hire the right people
    16. 16. 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
    17. 17. Communication is a core design competency
    18. 18. “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
    19. 19. Start with the problem, not the solution
    20. 20. Understand your users’ pain points
    21. 21. Involve all members of the team
    22. 22. 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
    23. 23. 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
    24. 24. Understand the userworkflow and frustration
    25. 25. It’s about the experience, not thefeatures
    26. 26. 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
    27. 27. The 7-11 Milk Experiment
    28. 28. 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
    29. 29. The Journey Map
    30. 30. 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
    31. 31. Communicate user needsthroughout the organization
    32. 32. 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
    33. 33. The benefits Prevents grounding by team Takes advantage of the power of storytelling and role playing Communicates user needs throughout the organization
    34. 34. Generate multiple product concepts and designs
    35. 35. 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
    36. 36. Build measure, and learn quickly
    37. 37. Iterations What is the shortest amount of time you can go through an iteration?
    38. 38. Usability test in an ongoing wayA usability test involves putting your users in front of your product and observing what they do
    39. 39. Start testing anywhere
    40. 40. 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
    41. 41. 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?
    42. 42. 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?
    43. 43. 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?
    44. 44. Relentlessly focus onincremental improvements
    45. 45. 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
    46. 46. 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
    47. 47. Thank You! Twitter @cperfetticperfetti@carbonite.com
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