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​ Insight Types That Influence Enterprise Decision Makers (Christian Rohrer at Enterprise UX 2015)

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Christian Rohrer: "​Insight Types That Influence Enterprise Decision Makers"
Enterprise UX 2015 • May 13, 2015 • San Antonio, TX, USA
http://enterpriseux.net

Published in: Design

​ Insight Types That Influence Enterprise Decision Makers (Christian Rohrer at Enterprise UX 2015)

  1. 1. . Intel Confidential Christian P. Rohrer, PhD | Chief Design Officer, Intel Security, Consumer Products ​ Insight at Scale: ​ Insight Types That Influence Enterprise Decision Makers Presented at UX Enterprise Conference, San Antonio, May, 2015
  2. 2. . Intel Confidential Topics and Overview 1.  Context •  Me: My background and perspective •  You: Internal or External to the “Enterprise” •  Them: Customers, Administrators, End Users 2.  UX Model and Research Methods •  User Needs are Central to UX •  User Research Methods •  Research Methods Across Product Development 3.  Insight Challenges and Opportunities •  Access to Insights •  Insights that Drive Decision Making •  The Golden Trapezoid
  3. 3. . Intel Confidential ​ Context
  4. 4. . Intel Confidential 4 1987 19991992 2004 Chief Design Officer VP Experience Design Consumer, Mobile Enterprise Senior Director of User Experience Design Director of UER and Product Research Director of User Experience Research Unix/Xenix Tech Support Engineer & Trainer UC Santa Cruz Computer Science (Honors BA) Stanford University Cognitive Science, Education, HCI (PhD) 1998 Network Computer, Inc. (aka Liberate) The Santa Cruz Operation (aka Caldera) 2011 A bit about me and my perspective 2015 Ethnographic Field Researcher 2008 * * Intel acquired McAfee, March, 2011. How many of you knew? *
  5. 5. . Intel Confidential Intel Security Experience Design Team ≈ 50 Amazing people | 6 offices around the world 5
  6. 6. . Intel Confidential “Security” Great User Experiences
  7. 7. . Intel Confidential Enterprise Employee Enterprise Employee Now let’s talk about YOU… Are you an Internal or External Enterprise UX team? Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee An “Enterprise” (company) 2. A B2B business that builds products for external “enterprise” customers? Design User Research Product Mgmt 1. An IT or internal department, building for internal customers? Design User Research IT Develop- ment
  8. 8. . Intel Confidential THEM: these Enterprise Employees, who are “THEY?” 8 VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Enterprise Employee They could be many types of people – for example:
  9. 9. . Intel Confidential In the world of enterprise security, THEY might be classified into something like this: 9 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User “Users” “Choosers”
  10. 10. . Intel Confidential Customer Customer Or more simply: { End Users | Admins | Customers } Customer Customer Admin Admin End User End User An “Enterprise” (company)
  11. 11. . Intel Confidential 11 What do “They” need to do to succeed? Potential examples from an Enterprise context: Buy Deploy Control Report Use Not Get Fired Customer Admin End User
  12. 12. . Intel Confidential 12 ​ UX Model and Research Methods
  13. 13. . Intel Confidential 13 See also, Jesse James Garrett’s The Elements of User Experience Christian Rohrer (2006-2015) User Needs A Simple Model of User Experience ms secs mins Insights on these layers?
  14. 14. . Intel Confidential User Research Methods •  Many methods available •  Many pros & cons •  But what to use and when? •  Methods on a 3D landscape: o  Qualitative vs. Quantitative o  Behavioral vs. Attitudinal o  Context of Product Use 14 ? ? ?
  15. 15. . Intel Confidential 15
  16. 16. . Intel Confidential 16
  17. 17. . Intel Confidential 17
  18. 18. . Intel Confidential 18
  19. 19. . Intel Confidential 19
  20. 20. . Intel Confidential 20 •  Natural: Examine natural behavior and attitudes •  Scripted: Focus insight topics or enforce consistency •  De-contextualized: Issues under study are broader than product usage •  Hybrid: Creatively use limited form of product use to meet research goals Context of Use
  21. 21. . Intel Confidential 21 Usability Lab Studies •  Single-user using product/prototype •  Lab-based •  Usually scripted •  Behavior > Attitude
  22. 22. . Intel Confidential 22 Ethnographic Field Studies •  A technique inspired by the field method used by sociocultural anthropologists •  Observation of work or natural use of products •  Goal: understand through the eyes of the observed •  Of all qualitative methods, the most powerful/flexible
  23. 23. . Intel Confidential 23 Focus Groups & Interviews •  Group or one-on- one discussions about specific topics (brand, marketing, or products/services) •  By definition, only talking – not using product/prototype
  24. 24. . Intel Confidential 24 Clickstream Analysis & A/B Testing •  Analysis of data stored in logs (web or SW telemetry) on what users click •  A/B Tests: give a random sample of users alternative version of website design; compare logs of behavior to current site design Image source: TechCrunch
  25. 25. . Intel Confidential 25 Surveys •  Asking large numbers of users what they think in a structured way •  Email surveys: invite participants via email •  Intercept surveys: randomly invite a percentage of users on a site or using an app for their opinion about the site/app
  26. 26. . Intel Confidential 26 •  Do we have the right idea? •  If not, what is better? •  Who is the target? •  What makes it work? •  Can be Qual or Quant Concept Testing
  27. 27. . Intel Confidential 27
  28. 28. . Intel Confidential 28 Google “user research methods” for more info on the landscape:
  29. 29. . Intel Confidential 29 ​ Insight Challenges and Opportunities
  30. 30. Soooooo many potential sources of information…. 30 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers
  31. 31. Security/ Systems Architect Let’s start with an Internal UX team, developing solutions inside of an organization 31 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) The Good News: •  Easy access to users and customers and •  No competition! (Wait, is this good?) 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  32. 32. The challenges for an Internal UX team, developing solutions inside of an organization 32 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) The Bad News Challenge: •  No competition therefore •  No pressure to deliver a high quality UX 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  33. 33. The challenges for an Internal UX team, developing solutions inside of an organization 33 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) Challenge: •  Internal customers: rarely held to “good UX” as a measure of success 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment Internal Customer “Good UX? Meh.”
  34. 34. The challenges for an Internal UX team, developing solutions inside of an organization 34 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) Challenge: •  No time to do User Centered Design 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  35. 35. The challenges for an External UX team, developing solutions for an external enterprise customer 35 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  36. 36. Challenge: There may be a specific department (e.g., Sales) that owns the relationship with the enterprise customer… 36 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  37. 37. Challenge: You may be blocked from accessing the enterprise customers and their users if the benefits of doing so aren’t clear 37 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  38. 38. Challenge: If you DO manage to get access to enterprise customer information, it will often be about BUYING DECISIONS 38 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt What to BUY
  39. 39. How are BUYING DECISIONS typically made? 39 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt CUSTOMERS (deciding to buy) •  How much does it cost? •  Does it “check all the boxes” I’m supposed to check? •  Will it get me fired if it doesn’t work?
  40. 40. “What to Buy” leads to “What to Build” 40 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Decision: What to BUILD What to BUY
  41. 41. Challenge2: How good is this “data”? Will this serve all in the ecosystem? 41 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Anecdotal Third-hand Self-Reported Conflicting
  42. 42. As with Consumer, there are many types of enterprise “Users” 42 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt USERS
  43. 43. End Users: “If I have to use it, can it at least be USABLE?” Better yet: USEFUL 43 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt “Make the product USABLE”
  44. 44. Admin users: “I have so little time - don’t make me think. Fit into my workflow. Most importantly, don’t let me screw up.” 44 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt “Make it EASY TO DEPLOY, MAINTAIN, and USEFUL in my workflow”
  45. 45. Challenge: Insights from different sources from different perspectives to different decision makers = CONFLICT 45 VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Insights on: product USABILITY Insights on: what makes these decision-makers BUY Inevitable Conflict ! Insights on: DEPLOY, MAINTAIN, and workflow USE
  46. 46. Customer Customer It’s a complex ecosystem… Q: How do we make sense of it? Internal Customer Customer Admin Admin End User End User B2B UX/ Design Develop- ment Product Mgmt Internal/IT UX/ Design Prog Mgmt IT Develop- ment SALES
  47. 47. ​ A: In the context of TIME…
  48. 48. . Intel Confidential Understand Conceive Design Develop Launch Strategize Optimize Assess Key Q: How well did we do? Key Q: How shall we do it? Key Q: What shall we do? & Why ? Qualitative & Quantitative §  Ethnographic Field Studies §  Interviews/Focus Groups §  Clickstream Analysis §  Survey results (NPS) §  Concept Testing Mostly Qualitative §  Participatory design §  Concept Studies §  Prototype Evaluations §  Usability (lab) studies §  Desirability studies Mostly Quantitative §  A/B Testing §  Usability benchmarks §  Online UX Assessments §  Surveys (CSAT, NPS) §  Clickstream Analysis
  49. 49. . Intel Confidential Strategize Key Q: What shall we do? & Why User Needs
  50. 50. . Intel Confidential Strategize Key Q: What shall we do? & Why Qualitative & Quantitative §  Ethnographic Field Studies §  Interviews/Focus Groups §  Clickstream Analysis §  Survey results (NPS) §  Concept Testing User Needs Customer End User UX/ Design Product Mgmt Admin
  51. 51. . Intel Confidential Optimize Key Q: How shall we do it? User Needs
  52. 52. . Intel Confidential Optimize Key Q: How shall we do it? Mostly Qualitative §  Participatory design §  Concept Studies §  Prototype Evaluations §  Usability (lab) studies §  Desirability studies End User UX/ Design Admin
  53. 53. . Intel Confidential Assess Key Q: How well did we do? ? User Needs
  54. 54. . Intel Confidential Assess Key Q: How well did we do? ? Mostly Quantitative §  A/B Testing §  Usability benchmarks §  Online UX Assessments §  Surveys (CSAT, NPS) §  Clickstream Analysis User Needs Customer End User UX/ Design Develop- ment Product Mgmt Admin
  55. 55. . Intel Confidential ​ You Can’t Do It All
  56. 56. . Intel Confidential 56
  57. 57. . Intel Confidential 57
  58. 58. . Intel Confidential 58 ​ Thanks! @christianrohrer

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