Why Design Matters - P&G Keynote

WHY DESIGN MATTERS P&G EXECUTIVE SUMMIT 29 APRIL 2010 PRESTON SMALLEY 1

What we’re going to discuss… • Why does design matter? • What’s “User Centered Design”? How can companies embrace design? • How can top management remove barriers? What role can IT professionals play? PRESTON SMALLEY 2

Profitability from creating new mkts Red ocean launches Blue ocean launches Business Launch 86% 14% Revenue Impact 62% 38% Profit Impact 39% 61% BOOK Blue Ocean Strategy (Kim & Mauborgne) PRESTON SMALLEY

Customer Insight: Swiffer (P&G) To clean up spilled coffee grounds the customer didn’t use the broom or vacuum. Instead she used a paper towel. Swiffer launched in 1999 and created the “quick-clean” market. As of 2005—had a market share of 75% representing $750M. PRESTON SMALLEY 4

Personal JukeBox (PJB100) iPod (1st Generation) by Compaq Research / HanGo VS. by Apple Release: - Oct 1999 Release: - Oct 2001 Features: - 5GB storage (100 CDs) Features: - 5GB storage (100 CDs) - 10 hours battery life - 10 hours battery life - Playlists, Tracks, etc - Playlists, Tracks, etc Advantages: - 2 year head start on Apple Advantages: - Fast & Easy CD Import SW - Lots of advanced features - UI Design (Click wheel) - Branding and Marketing PRESTON SMALLEY 5

DESIGNING THE EBAY IPHONE APP PRESTON SMALLEY 6

Results for the eBay iPhone App • $27M in sales per week* and accelerating to triple sales in 2010 (over previous year) • 8M total downloads* and is consistently in Top 100 most downloaded list • Top rated by our customers: • 1 item purchased every 2 seconds * Results as of March 2010 PRESTON SMALLEY 7

So what is user centered design? How can I embrace it? PRESTON SMALLEY 8

1. CUSTOMER INSIGHTS PRESTON SMALLEY 9

How we gather customer insights Focused Usability Studies Survey-based (Lab Based) Research Open Ended “Follow-me-home” Net Promoter Score (Ethnographic) and “verbatims” Qualitative Quantitative + Customer Support is often a great source of top customer pain points PRESTON SMALLEY 10

2. DISCOVERY MIND PRESTON SMALLEY 11

EX: Product Discovery • Product Discovery is a way to insert the “thinking” part into our process that enables us to come up with big ideas and right solutions to the right problems, before we rush into implementation. • How we made this happen… – Introduced formal Discovery phase within timeline – Cross functional ownership (Customer, BU, Technology) – Drove cultural changes - Delaying judgments, Saying NO PRESTON SMALLEY

Execution delivers the Execution right answers… But first, you have to ask Discovery the right questions PRESTON SMALLEY

Execution wrong right right Discovery Example provided by wrong ? Chris Conley (IIT Professor) PRESTON SMALLEY

Key Discovery Questions • What are the unmet needs of our customers? • What’s the problem that we are trying to solve? • Who are we solving it for? • Do you and the stakeholders have a common understanding of the problem? BOOK Subject to Change Merholz and Schauer PRESTON SMALLEY 16

3. SKETCHING PRESTON SMALLEY 17

Building Sketching as a Core Competency INFORMAL FORMAL Lots of Pens Sketch as Deliverable Part of Job & Paper (scanned / wireframes) Professional tools Software: Comic Life PRESTON SMALLEY 18

EX: Visualizing User Experiences • Integrated dozens of plans across org to create one vision • Leverage comic sketching to communicate actual fidelity • Shared with VPs across corp. and 600 employee all hands PRESTON SMALLEY 19

How to get started with sketching Sketching User Experiences (Book) Bill Buxton How sketching and prototyping can save a billbuxton.com company time and money The Back of the Napkin (Book, Workshop) Dan Roam How to visualize problems and info to be easily digitalroam.com understood See What I Mean (Book due in 2010) Kevin Cheng How comics can bring user experiences to life kevnull.com and place us in the customers shoes Balsamiq Mockups (Software) Balsamiq Enables anyone to create simple wireframe balsamiq.com sketches and light weight prototypes Comic Life (Software) Comic Life Enables anyone to create comic storyboards to plasq.com/comiclife illustrate how customers use the product. PRESTON SMALLEY 20

4. PROTOTYPING PRESTON SMALLEY 21

Prototyping LOW FIDELITY HIGH FIDELITY Mockups Interactive Limited Storyboards Linked Together Prototype Release COST PRESTON SMALLEY 22

5. CRITIQUE PRESTON SMALLEY 23

Why candid feedback is important On design critiques: 1. Leader must want the input 2. No one has the authority to tell the leader what to do “ It’s better to fix problems later than to try and prevent them ” Ed Catmull Source: Economist April 2010 interview with Ed Catmull (President of Pixar Studio) PRESTON SMALLEY 24

So what are the barriers to design? PRESTON SMALLEY 25

What are the common barriers? • Complexity • Process • Technology Platforms • Culture of “Blessing” PRESTON SMALLEY 26

How we avoid complexity PRESTON SMALLEY

How we made process work for us Former – Discovery is fragmented and spread out CRs Concept Requirements (PRD) Dev/QA Launch Less than Optimal Product Scope, PRD date, Launch Date, Booking Discovery Now - Discovery phase (Mitigate risk, maximize rewards by delaying judgments) Biz Opp Discovery PRD Dev/QA Launch Product that makes an impact GO, Scope, PRD date Scope validation, Launch Date, Booking PRESTON SMALLEY

Conventional Development Approach Source: Process Diagram by Marty Cagan, SVPG PRESTON SMALLEY 29

Agile Development Approach Source: Process Diagram by Marty Cagan, SVPG PRESTON SMALLEY 30

BUILDING DIAMONDS.EBAY.COM (TECH PLATFORM AS ENABLER) PRESTON SMALLEY 31

EX: LEVERAGING A DESIGN SYSTEM PRESTON SMALLEY 32

Required cultural change Teams: What they do:  Receive opportunity, problem statement. Ownership  Get time to think, explore Accountability  Leverage cross-functional team power Productivity  Regular guidance from the leaders  Push back with strong recommendations Happiness Execs/Leaders: What they do:  Provide opportunity. Unleash the talent  Ask open ended questions Get big ideas  Delay judgments on scope and launch date  Guide the teams on regular intervals Customer focus  Trust the teams and take push back Business results PRESTON SMALLEY

How IT & Engineers can embrace design • Understand your customer’s pain points and agree on the opportunity as a team before starting • Build solutions for the core problem in first version and prototype early and often • Openly critique solutions to seek improvements • Seek out input from your customers not just at the end or the beginning but throughout • Pull in professional designers into the process and consider establishing it as a function if it isn’t PRESTON SMALLEY 34

Summary Core to Design: Watch outs: 1. Customer Insights • Complexity 2. Discovery Mind • Process • Tech Platforms 3. Sketching • Culture of “Blessing” 4. Prototyping 5. Design Critiques PRESTON SMALLEY 35

QUESTIONS PRESTON SMALLEY www.prestonsmalley.com prestons@gmail.com 36

APPENDIX PRESTON SMALLEY 37

BOOK REFERENCES Subject to Change The Back of the Napkin Merholz and Schauer Roam Sketching User Experiences Blue Ocean Strategy Buxton Kim and Mauborgne The Art of Innovation Thoughts on Interaction Design Kelly Kolko PHOTO REFERENCES desireedelgado maunzy http://www.flickr.com/photos/desireedelgado/3199587450/ http://www.flickr.com/photos/maunzy/383963004/ bizstone canvy http://www.flickr.com/photos/biz/3832028740/ http://www.flickr.com/photos/canvy/97739827/ wha’ppen http://www.flickr.com/photos/whappen/1366664930/ PRESTON SMALLEY 38

Where to go for great designers • Carnegie Mellon Human Computer Interaction Institute Pittsburgh, PA • UC Berkeley School of Information Berkeley, CA • Stanford D School Palo Alto, CA • Savannah College of Art and Design Interaction Design Savannah, GA PRESTON SMALLEY 39

My Background PM – Mac Products Internet Explorer & Instant Messenger Designer Search & Buyer Experience Interaction Design Technology Design Software Eng. Human Computer Interaction Design Director Interaction / Visual Design Content, UI Engineering & Research Business MBA Product Management PRESTON SMALLEY 40

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Why Design Matters - P&G Keynote

by Preston Smalley on May 03, 2010

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Why Design Matters - P&G Keynote — Webinar Transcript