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Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
Deloitte Cem Ams 25 May2011
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Deloitte Cem Ams 25 May2011

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Presentation by Theo Slaats, partner at Deloitte at Adobe CEM Roadshow Seminar May 25, 2011 at Amsterdam NEMO

Presentation by Theo Slaats, partner at Deloitte at Adobe CEM Roadshow Seminar May 25, 2011 at Amsterdam NEMO

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  • 1. Premium Sponsor Experience Delivers Roadtour Amsterdam May 25th 2011 Thinking Users Down, Not System Up“Customer Experience matters”© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Deloitte The Netherlands
  • 2. Some great tools have long history of design Once a desperate need arose... Once a desperate need arose ...around the concept of driving a nail into a piece of wood© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2 © 2011 Deloitte The Netherlands
  • 3. And then.... the Hammer was invented© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 © 2011 Deloitte The Netherlands
  • 4. Hammer evolution The hammer has known many shapesPrehistory Now © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 © 2011 Deloitte The Netherlands
  • 5. Hammer engineering Over the years, hammer specialists have optimized the design of the hammer towards its purpose... ...creating an optimal device for the user© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 © 2011 Deloitte The Netherlands
  • 6. Hammer engineering: User Down Hammers are developed with both the user and purpose in mind user down The tool is shaped towards the user© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 © 2011 Deloitte The Netherlands
  • 7. Software engineering From a business process perspective Software is a tool But in contrast to a hammer...© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 © 2011 Deloitte The Netherlands
  • 8. Software engineering: System up ... software is usually developed with the system in mind system up The user needs to adapt to the system© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 © 2011 Deloitte The Netherlands
  • 9. Software engineering: System up Over the years, software engineers have typically focussed on • Reliability • Scalability • Security • Maintainability And with respect to users on... well, actually..... nothing© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9 © 2011 Deloitte The Netherlands
  • 10. Thinking system up focuses on the system, not the users System functionality User’s Point of View Employees need to use 6 systems on Have high expectations due to average to access core business data for sophisticated experience of their daily job usability (Facebook, Google, LinkedIn, Bol.com, iPhones) Solutions live frequently in siloes caused by legacy architecture, acquisitions, No tolerance for cumbersome mergers etc. interfaces anymore All system functions accessible on Used to frequently changing first page, for all users if possible interfaces of popular sites Lots of manuals, training hours and a Very familiar combining external steep learning curve sources like newsfeeds, maps, search, etc. Next version is planned next year (or the following)© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10 © 2011 Deloitte The Netherlands
  • 11. User Down: engage the user When designing systems the business requirements are one key factor, the other one is usability Usability factors Intuitiveness iPad doesn’t come with a manual Interoperability Systems working seamless together, no window switching or alt tab needed Aggregation data from various sources generate useful information Portability nowadays information lives on many screens Outside –in external sources adds value to your information Get to know and understand the user!© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11 © 2011 Deloitte The Netherlands
  • 12. System up versus User down System up User down vs Designed Evolution© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12 © 2011 Deloitte The Netherlands
  • 13. Imagine – these 6 systems to work with Client Search Order Entry Inventory Payments Search The user Customer Delivery Account© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13 © 2011 Deloitte The Netherlands
  • 14. Where do you start – Use a Persona Driven Approach Conduct User research Define relevant usability Look at the metrics Jobs users do Identify Personas Build Visual Design and Prototype Define the Roles Identify use cases Build Wireframes Deloitte’s Usability Clock™© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14 © 2011 Deloitte The Netherlands
  • 15. Personas  Fictitious characters created to represent the different user types that might use your “product”.  Developed from real-world (client)information.  Reveal the people behind the numbers  Example: Simon Stockbroker, Marc Manager and Billy Banker.© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15 © 2011 Deloitte The Netherlands
  • 16. The Value of Personas  Personas provide target group representation in clear segments.  Personas provide a description per segment in terms of goals wishes and limitations  The use of Personas results into clear and verifiable functional and design-targets  The Persona based approach ensures a constant maintain of focus on the end user.  Personas help build User-Centric Systems  And on a higher level, Personas help build a People-Centric Organization.© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16 © 2011 Deloitte The Netherlands
  • 17. Conduct User Research  Who are those people that will be using your product  What is their background  Are they young, old, college educated, etc.  What are their needs, goals, wishes and limitations  What do they like  What do they dislike© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17 © 2011 Deloitte The Netherlands
  • 18. Look at the Jobs Users do  What is it that your users do in their daily jobs  What are the tasks they need to accomplish  What are the challenges they face in doing so  How are the current tools supporting them  Identify the support / improvement areas you are targeting.© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18 © 2011 Deloitte The Netherlands
  • 19. Define the Roles  Split up the process you are supporting in terms of expertise  Do the same for responsibility  Define who is to be involved at which state in the process© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 © 2011 Deloitte The Netherlands
  • 20. Identify use cases or user stories  Given the Business case  The processes you need to support  The people involved in these processes  The roles you identified  Write down what you expect your system to do.  Do so for each task you can think of (for all of the roles)© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20 © 2011 Deloitte The Netherlands
  • 21. Build wireframes  Translate your user stories/ use cases into schematic screen designs.  Visualized concepts offer clarity to all stake holders© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21 © 2011 Deloitte The Netherlands
  • 22. Wireframe – Sketch example© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 © 2011 Deloitte The Netherlands
  • 23. Wireframe – Elaborated version Logo Welcome, User Search Sales Control Center Dashboard Your Sales Target Sales Funnel Prospects Status Workflow Items Subject Request By Due Date Opportunities Activities Activity Status Due Date© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23 © 2011 Deloitte The Netherlands
  • 24. Build visual design and prototype  Finalize the perceptual input for users and other stakeholders o Present the design o Build interactive prototype (high fidelity with finalized design or low fidelity using wireframes)  Test your ideas© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 © 2011 Deloitte The Netherlands
  • 25. High-fidelity prototype sample© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 © 2011 Deloitte The Netherlands
  • 26. Define relevant usability metrics  Many aspects of usability are measurable  Be sure to define metrics for your expectations  With these metrics, define usability in your requirements  Be sure to define the budget you want to spend on usability.© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26 © 2011 Deloitte The Netherlands
  • 27. Usability metrics, before and after Before After Transaction 20 Clicks, 3 Screens 5 Clicks, 1 Screen simplification Time to create 4 Minutes 2 Minutes notification Notifications/hour Up to15 25 to 30 Training participation 27% (Attended) 98% (Attended) Training efforts Instructor-Led Training (ILT) Computer-Based Training (CBT)© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27 © 2011 Deloitte The Netherlands
  • 28. Conclusion: a User Down approach adds real value Great systems that are used to the max© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28 © 2011 Deloitte The Netherlands
  • 29. Be prepared for great results Client Search Customer Inventory Payments Delivery Order Entry Account Search© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 © 2011 Deloitte The Netherlands
  • 30. Lessons learned • Usability of Call Centre Software led to 66% agent productivity gain • Redesign front end ERP services jumped business process performance by 30% • UX enhanced in eCommerce site lead to 300% increase in revenue© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30 © 2011 Deloitte The Netherlands
  • 31. Dos and don’ts DO ... evangelize usability ... determine metrics to measure success ... get a user experience professional ... stay in perpetual beta ... think through usability change management© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 © 2011 Deloitte The Netherlands
  • 32. Dos and don’ts DON’T... forget the user ... give in to temptation for trends ... forget about integration ... rely on waterfall methodology ... set unrealistic expectations© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32 © 2011 Deloitte The Netherlands
  • 33. Questions? Partner | Technology | User Engagement, Pricing, CRM, Social Media & Cloud Computing Theo Slaats Tel. +31 6 5267 2525 tslaats@deloitte.nl Theme Lead User Engagement Pieter Hering Tel. +31 6 1100 3899 phering@deloitte.nl© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 © 2011 Deloitte The Netherlands
  • 34. Disclaimer: Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 140 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloittes approximately 170,000 professionals are committed to becoming the standard of excellence. This publication contains general information only, and none of Deloitte Touche Tohmatsu Limited, Deloitte Global Services Limited, Deloitte Global Services Holdings Limited, the Deloitte Touche Tohmatsu Verein, any of their member firms, or any of the foregoing’s affiliates (collectively the “Deloitte Network”) are, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your finances or your business. Before making any decision or taking any action that may affect your finances or your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication.© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © 2011 Deloitte The Netherlands

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