Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Audience Profiling when You Don't Have Access to your Audience with Frank Buffum of Dolby

134 views

Published on

At Dolby, our customers use our technology to make their products more successful, more valuable. Yet until very recently, the team writing instructions — how to design our technology into their product, how to test that design — had no direct contact with the customers of these instructions. In transforming our delivery model to an intelligent content model, we had to develop user profiles strong enough to support a unified site design for all our product types. How did we get there?

The key was the Support Team. Sure, a design team full-court press of interviews across the company also got enough momentum that people who had been resistant to letting tech writers talk to customers started saying “oh, you should talk to these customers for this…” But after all the profiling, Support was the rock. They know the customer, and through the duration of the design and execution, they always know if a design, or a mechanism, helps or hurts the user, because they live the use cases, day in and day out.

It’s a very simple principle, really — If you can’t talk to your users, talk to the people who always talk to your users.

Three Takeaways:

1) Customer self-help is everyone’s goal
2) Make Support your strongest stakeholder
3) No design choice that Support does not back

Presented November 27, 2018, at Quadrus Conference Center for Information Development World 2018.

Published in: Technology
  • Be the first to comment

Audience Profiling when You Don't Have Access to your Audience with Frank Buffum of Dolby

  1. 1. Frank Buffum, Dolby Laboratories Audience Profiling When You Don’t Have Access to Your Audience
  2. 2. • Does not make speakers! • No cassette decks, AV receivers, home theater setup • No mobile devices, set-top boxes, TVs • Not a streaming service, a broadcast company, or a theater chain • Licensing business • Dolby technologies go into all of the above, and more • Dolby Atmos, Dolby Vision
  3. 3. Transforming Dolby Licensing Deliverables Install all files from physical disc onto PC to view or use; UX dependent on per-kit effort; New disc required for any updates Intelligent, Online Interact with Kit from anywhere, Updates managed online, Consistent UX design for all kits; Download files only as required; Track customer behavior Download zipped files; Unzip to view or use; UX dependent on per-kit effort; New download required for any updates Cloud 198x-2011 2011-2018 2018-?
  4. 4. • Understand the user goals and needs • Meet the user at the point when they need the information • Dolby customers who use the documentation we write are off limits • No direct feedback • Support, Account Managers, Product Managers, Developers • All input is anecdotal… Know Your Audience
  5. 5. Support Team • Understand the user goals and needs • Meet the user at the point when they need the information • Humans doing this work real-time, one- on-one • Initiatives § Move customers toward self-service § Scale from one-on-one
  6. 6. • Real-time: show me how you work • Watch and learn • How many systems does it take? • Can you see what the customer sees? • Where are your notes about inaccuracies? • How much copy/paste? Design Need: A Customer Stand-in
  7. 7. • UX standardized • Creates a parallel structure • Internal asset structure matches external • Product release rules • One structure for all • One system • Release process, rights management, display to customer • Integration with many systems • Design, inspect and adjust Solution
  8. 8. Solution

×