Kevin Newton, ServiceMaster

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Agile TOL: How Cutting Recruitment
Time Enables Intelligent Risk
09/14/17

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Outline for Presentation
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Intelligent Risk
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What Is ServiceMaster
Anyway?

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Our Services
ServiceMaster has an unmatched network of
trusted employees, technicians, contractors and
franchises who diagnose and fix problems in
more than 75,000 homes and businesses each
day.
Some of our 30+ services
include:Appliance Repair
Building Inspection
Commercial Cleaning
Disaster Restoration
Electrical
Exclusion
HVAC
Pest Control
Plumbing
Residential Cleaning
Termite Control
Wildlife Removal

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Our Brands
Founded the home warranty industry in 1971
and boasts a national footprint unmatched by
any competitor. Together with its wholly-
owned subsidiaries, serves approximately
1.6 million customers in 50 states.
Network of approximately 275 franchises
throughout the U.S. and Canada, performing
more than 80,000 home inspections annually.
A well-respected name in furniture repair and
restoration, with more than 300 franchises in
the U.S. and abroad, providing unsurpassed
expertise and guaranteed workmanship.
The largest home cleaning franchise network
in the U.S., providing services in 48 states,
including more than 200,000 home visits in
North America every month.
A leader in janitorial services, commercial
carpet cleaning, floor care, and residential
carpet and upholstery cleaning with franchised
and licensed locations around the world.
Leader in disaster restoration from damage
caused by water, smoke, wind and fire.
Experience in U.S. and abroad.
The largest termite and pest control provider
in the U.S., Terminix serves approximately
2.8 million customers with protection against
termites, rodents, wildlife and other pests
threatening human health and safety.

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What’s the Problem?

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Phase I: Problem Identification
Merry Maids’ eCom Funnel Underperforming
Top Task Analysis
Why are people visiting
• Get estimate
• Get information
UM Usability
What are the
opportunities
• Entrance
• Explanations
• SUS Benchmark

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Systems Usability Scale
Mobile Funnel
Desktop Funnel
GOAL

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Phase I: Problem Identification
Merry Maids’ eCom Funnel Underperforming
Top Task Analysis
Why are people visiting
• Get estimate
• Get information
UM Usability
What are the
opportunities
• Entrance
• Explanations
• SUS Benchmark
Expert Review
Quick wins available
• Consistency needed
• Facilitate user needs
Stakeholder Int.
Business req. &
concerns
• ?
• ?

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Opportunities Discovered for Redesign
• Funnel entrance is ambiguous
• There is no indication that a minimum order is required
• Current pricing display is complex and confusing
• Descriptions of cleaning services are overwhelming
• Product comparison is cumbersome, esp. on mobile
• Best value product not offered
• Ambiguous scheduling process
• In-funnel education is lacking
Phase I Deliverable

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How Will We Solve It.

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Google Ventures Design Sprint Process

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The UX Team
Five Day Design Sprint
Meeting/
Presentation
Brainstorm/
Decide
Prototype
Test
Analysis &
Synthesis

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Meeting/
Presentation
Brainstorm/
Decide
Prototype
Test
Analysis &
Synthesis
Tuesday
Wednesday
Thursday
Friday
Monday
The UX Team
Five Day Design Sprint

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Tuesday
Wednesday
Thursday
Friday
Monday
• Review results
• Discuss changes
• Ensure all channels
are aligned
• Review feedback
• Sketch multiple
solutions
• Decide on prototype(s)
• Build prototype(s)
• UserZoom testing
• Analysis of Videos
• Analysis of SUS
1 Researcher; 1 Designer

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Tuesday
Wednesday
Thursday
Friday
Monday
• Review results
• Discuss changes
• Ensure all channels
are aligned
• Review feedback
• Sketch multiple
solutions
• Decide on prototype(s)
• Build prototype(s)
• UserZoom testing
• Analysis of Videos
• Analysis of SUS
7 Versions of 4 Designs

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Tuesday
Wednesday
Thursday
Friday
Monday
• Review results
• Discuss changes
• Ensure all channels
are aligned
• Review feedback
• Sketch multiple
solutions
• Decide on prototype(s)
• Build prototype(s)
• UserZoom testing
• Analysis of Videos
• Analysis of SUS
~130 Participants

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Tuesday
Wednesday
Thursday
Friday
Monday
• Review results
• Discuss changes
• Ensure all channels
are aligned
• Review feedback
• Sketch multiple
solutions
• Decide on prototype(s)
• Build prototype(s)
• UserZoom testing
• Analysis of Videos
• Analysis of SUS
4 Times over 4 Weeks

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Automated Recruiting

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Phase II: Iterative Designs &
Testing
x3
x2

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When Life Just Works – KISS v1
3 Bedrooms
2 Baths
3 Bedrooms
2 Baths

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When Life Just Works – KISS v1
3 Bedrooms
2 Baths
3 Bedrooms
2 Baths

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When Life Doesn’t Work – KISS v2
2 Bedrooms
2 Baths
3 Bedrooms
2 Baths

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When Life Doesn’t Work – KISS v2
2 Bedrooms
2 Baths
3 Bedrooms
2 Baths

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Phase II: Iterative Designs &
Testing
x3
x2

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Auto-Advance Mayhem – Razzle D v1

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When Life Just Works – KISS v3
2 Bedrooms
2 Baths
3 Bedrooms
2 Baths
2 Bedrooms
2 Baths

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When Life Just Works – KISS v2
2 Bedrooms
2 Baths
2 Bedrooms
2 Baths

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KISS v3 & Razzle D v2

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Phase II: Iterative Designs &
Testing
x3
x2

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Phase II: Iterative Designs &
Testing
x3
x2

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• Clear my schedule
• Encourage designer to begin prototyping on the brainstorming day
• Setup the usability studies on prototype day
• Spend time curating your scenario (there is a character limit)
• Ensure relevant information is given to participants
• Include competitive analysis while you have their attention
• Set aside time afternoon of test day to toss the inevitable slackers
• Run 10 analyze 5
Lessons Learned about Agile TOL…

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—
Thank You!
LinkedIn: http://tinyurl.com/uxnewton
Twitter: @uxnewton