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Employee tools don’t have to suck! How REI upleveled their retail service design through user research

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Employee tools don’t have to suck! How REI upleveled their retail service design through user research

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In an industry rife with outdated technologies, retailers face challenges balancing e-commerce experiences with brick-and-mortar stores. When store employees provide service to a customer, one negative encounter with a tool is enough to make employees wary of using it again. Knowing the archaic tools used by employees, internal red tape, and a captive audience of 10,000 employees...where does a UX’er begin?

Well, employees are customers too! A nimble team at REI is transforming how employees work with mobile, while also improving interactions with customers in physical stores. The team navigates stale enterprise systems, tough decision-makers, and stagnating IT processes. Learn how they performed user research in stores to test and learn under heavy data compliance. This talk includes examples of getting creative with mobile prototypes, workshops, and employee observations - saving the co-op time and money. Also included: advice on winning over stakeholders with an open design process.

In an industry rife with outdated technologies, retailers face challenges balancing e-commerce experiences with brick-and-mortar stores. When store employees provide service to a customer, one negative encounter with a tool is enough to make employees wary of using it again. Knowing the archaic tools used by employees, internal red tape, and a captive audience of 10,000 employees...where does a UX’er begin?

Well, employees are customers too! A nimble team at REI is transforming how employees work with mobile, while also improving interactions with customers in physical stores. The team navigates stale enterprise systems, tough decision-makers, and stagnating IT processes. Learn how they performed user research in stores to test and learn under heavy data compliance. This talk includes examples of getting creative with mobile prototypes, workshops, and employee observations - saving the co-op time and money. Also included: advice on winning over stakeholders with an open design process.

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Employee tools don’t have to suck! How REI upleveled their retail service design through user research

  1. 1. Catherine Ho User Experience Designer @CatherinewithaC Employee tools don’t have to suck! Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=20 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016
  2. 2. There's a curtain there and something's behind that curtain. I don't know what that something is. - Aaron, research participant ” “
  3. 3. Mobile Selling Assistant POS mobile sled iPod Touch Apps
  4. 4. User 10,000 employees in 145+ stores
  5. 5. Forge your own path1
  6. 6. 1 Forge your own path
  7. 7. 6 Common issues that enterprise UX Designers have to Face 1. Complex requirements 2. Bureaucracy and red tape 3. Internal politics 4. Large project teams 5. Too many stakeholders 6. Technology stack is out of date from Jessica Tiao’s webinar How to Design Enterprise Apps that Sell 1 Forge your own path
  8. 8. 1 Forge your own path
  9. 9. Every person on your team matters 2
  10. 10. Every person on your team matters 2
  11. 11. Every person on your team matters2
  12. 12. Every person on your team matters2
  13. 13. 2 Every person on your team matters
  14. 14. Back away from the screen3
  15. 15. Back away from the screen3
  16. 16. @CatherinewithaC Back away from the screen3
  17. 17. @CatherinewithaC
  18. 18. Physical prototyping as a tool to situate in context. Physical prototyping as a tool to explore interaction modalities in physically connected environments. - Karey Helms, Make the Invisible Physical, WIAD16 Bristol ” “ Back away from the screen3
  19. 19. Back away from the screen3
  20. 20. Fall in LOVE with your user4
  21. 21. Fall in LOVE with your user4
  22. 22. Grow user empathy & contextual inquiry competencies Richer stories for illustration Humanizing and advocacy for users Design and storytelling skills Fall in love with your users4
  23. 23. It almost feels like cheating because your users are showing and telling you what they need, it’s almost too easy. - Designer colleague ” “ Fall in love with your users4
  24. 24. Dan Willis Preparing for the UX Apocalypse
  25. 25. not-so-happy ending…
  26. 26. There’s only so much you can do 5
  27. 27. Forge your own path Every person on your team matters Back away from the screen Fall in LOVE with your user 1 2 3 4 5 There’s only so much you can do
  28. 28. Session Survey: http://www.uxpa2016.org/sessionsurvey?sessionid=20 Conference Survey: http://www.uxpa2016.org/survey www.uxpa2016.org #UXPA2016 Also, help me improve as a speaker w/ feedback http://bit.ly/rei-uxpa So, let’s talk… Thank you Stephanie Lorenz UX team at REI Allan Kempson Kylee Abbott Josh Froscheiser Scott Berkun Green Vests: Seattle flagship, Denver, Soho NYC, Salt Lake City, Kirkland Catherine Ho User Experience Designer @CatherinewithaC

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