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How UX Can Drive the Vision of Future Products - Arttu Niskasaari

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Our existing B2B product has been developed for 15 years and the need for complete redesign was acknowledged in 2013.

Unusual for the software business in our country and field of business, this project for the brand new solution was driven by UX from the beginning. The main target was to introduce new level of collaboration between all company functions to formulate a shared vision for the future product.

It took us one year to move from user research to prototypes, and in the meantime our UX team grew from two to six persons. Hence, we will also talk a bit about organizing the work of the team to support several products and projects without sacrificing the long-term project.

In this session we will share our experiences and lessons-learned from working our way towards that vision with research based top-down approach.

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How UX Can Drive the Vision of Future Products - Arttu Niskasaari

  1. 1. CASESTUDY–HOWUXCANDRIVETHE VISIONOFFUTUREPRODUCTS Arttu Niskasaari User Experience Manager Intel Security @arttuniskasaari UXPA 2015, Coronado, CA 25th June 2015
  2. 2. Expectations Product Business Case Changes
  3. 3. 3 Network security products – Firewalls and Intrusion Prevention Systems. 15 years of development Clear need to bring our management software to this century. Products
  4. 4. Business $30B in 2015 Grows steadily 6% a year Main customers are big enterprises, distributed offices and data centers. Top 5 vendors have 40% of market share. Saturated market, almost all new customers are replacement sales.
  5. 5. CASE 5
  6. 6. 6 Past 2002 2015
  7. 7. Research 7 Project started with user research. We had 20+ interviews in three countries and a web survey to collect quantitative data.
  8. 8. 8 Outlines phases of work and the related actions, thoughts, feelings, time on task, task frequency and stress level. We included business opportunities, risks, and key numbers from the user research findings. Experience map
  9. 9. Personas 9 Data driven personas backed up by factor analysis of survey data. Included business goals to the given persona – how each one of them contributes into the growth of our business.
  10. 10. 10 Assertions Together with marketing and product management, the guiding principles were discussed. They were based on research findings as well as business insights from other functions. They will guide not only UX design, but also architectural design and development. Example: “We will help operational staff to make security visible to business decision makers.”
  11. 11. Infographics Making the relevant information easy to digest. Geckoboard - Cyfe Customized sophisticated dashboards Assertions illustrated with examples
  12. 12. Unmonday wireless speakers Expand from mono to surround by tilting the case. Nest thermostat Learns your behavior and saves money. Assertions illustrated with examples
  13. 13. 13 Sophistication ≠ Complexity Equations behind braking system The interface
  14. 14. 14 Through series of cross-functional workshops, the high level journeys were outlined. As always, cross-functional review was arranged and the concept updated according to feedback. User journey maps
  15. 15. Design 15 We used Design Studio method to bring people from different teams together. Output was vast amount of design ideas and UI sketches. Our design team took them as a starting point to formulate actual interfaces.
  16. 16. Prototyping 16 For first prototype we used Axure and for the second InVision. Decision depends on the needs. With Axure we were able to try sophisticated interactions, but with InVision we were able to do things lot faster.
  17. 17. 17 Feedback depends a lot from who you ask “Looks like we are the best in the world in this business.” “It’s not complete crap.” - Marketing - Engineering
  18. 18. PROCESS
  19. 19. Requirements Design Development Make us an icon. How it used to be
  20. 20. Requirements Design Development USER EXPERIENCE How it is now UX is there from the beginning to help product architects and product management prioritize requirements, facilitate workshops and help with work estimates. We support development in the design phase so they don’t have to struggle with UI questions alone.
  21. 21. 21 Change the requirement content UX contributed to requirement content to make it easier for designers, developers and QA to use effectively. Technical specification Purpose User stories Usability requirements Technical requirements Exclusions
  22. 22. 22 A tool we use to discuss with product architects and PM about where the UX team can help in an optimal way. Where to focus? Product 5 step scale for each question How big differentiator this feature is from competition? Catching up 1 2 3 4 5 New innovation How big impact this will have to our revenue? Tiny 1 2 3 4 5 Huge What is the priority of the requirement? Proto 1 2 3 4 5 Flagship Backend vs. Frontend driven requirement? Backend 1 2 3 4 5 Frontend User               How many users will see or use it? Only few 1 2 3 4 5 Huge crowd Who is the target persona? Klaas 1 2 3 4 5 Sakamoto How well we really know the users’ needs and goals? Crystal clear 1 2 3 4 5 Know what? Experience               How extensive the workflow is expected to be? A checkbox 1 2 3 4 5 Exhaustive Is it rework / addition or completely new feature or set of features?Addition 1 2 3 4 5 Brand new What is the ambition level of the UX & Implementation? Meh 1 2 3 4 5 OMG
  23. 23. Team 23 From one to six in 1,5 years Kanban to organize our work One point of contact for project managers and product architects to get help. Maintain dynamic HTML/CSS style guide for UI widgets development can use to help projects we can’t work with hand in hand.

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