Rianomics 10 ways to ensure RIA failure

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A presentation made by Lv chong : http://livooi.spaces.live.com/

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  • Let’s get into the topicHow many designers are here?Developers?How many ppl working for over 500 folks?
  • Let’s start with Users!Did anyone work at the softwareproject and you saw this kind of expression.. Is FEW..
  • How about any of these expression?
  • What we gonna talk about on today is ways to ensure these expression..Solutions on how to get this expression back to really engage in active users.
  • There are hundred of ways to make a software success BUT..Today we are going to talk about what NOT to do..
  • First Rule.. I didn’t anyone in here will say that “Oh.. thank you I never though of that..”Of course you understand users. We going to turn ideas into reality
  • Little stats here..
  • Designers & developers are not connected to the end user.It’s not your fault.A lot of us might be thinking THIS is the person who sit behind of the monitorWe are conditioned to think PEOPLE are ICON.. Not human..
  • To drive this point home..
  • It is not only developer.. In fact is for those who does not connected to the end client.
  • It is easy to find a lot of developers did a wrong decision.I believe a lot of ppl saw this kind of mistake.But the question is how did this happen?The truth is, developers are trying to get the job done. They are focus on the deadline, not on the end client GOALSometimes developers ask to do designer job.
  • Here is another exampleDevelopers are tend to be think into very details.Even a simple form like this.. They make is until very complicated. HOWEVER..
  • After an UI consultant come into the picture.
  • Then fall back into the Diamond RIO story
  • How many ppl here got a chance to talk to end users?
  • A lot of agency they come to me and tell me a lot of their big IDEAS
  • “You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout." The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.
  • How many ppl here got a chance to talk to end users?
  • We can’t think of people as simple form as this!
  • How many ppl here got a chance to talk to end users?
  • More to know just to end user.You need to understand their contextYou have understand who & where they are going to use the technology
  • Launch version 1 and forget about it forever.Normally it is only half done, it still need enchancement
  • They don’t really do any enhancement since 1998The sales is growth but the profit is flat.If focus on UI then their profit will growth as well.
  • 3
  • “You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout." The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.
  • Let’s start with Users!Did anyone work at the softwareproject and you saw this kind of expression.. Is FEW..
  • Rianomics 10 ways to ensure RIA failure

    1. 1.
    2. 2. 10 Ways to Ensure RIA Failure<br />How to guarantee the demise of any software project.<br />Lv Chong<br />Project Director<br />Monster Interactive Sdn. Bhd.<br />twitter.com/lvchong<br />livooi.spaces.live.comchonglivooi@hotmail.com<br />
    3. 3.
    4. 4. 10 Ways to Ensure RIA Failure<br />How to guarantee the demise of any software project.<br />
    5. 5. &quot;USERS&quot;<br />Do you recognize this expression?<br />
    6. 6. &quot;USERS&quot;<br />How about any of these?<br />
    7. 7. &quot;USERS&quot;<br />How do we get from frustrated to engaged?<br />
    8. 8. Today, we are going to talk about what NOT to do..<br />
    9. 9. RULE No.1<br />If you are looking to fail…<br />DO NOT UNDERSTAND THE END USER<br />
    10. 10. The data backs it up..If you want to fail, do not focus on the user<br />Nearly 70% of all IT projects fail due to a lack of user acceptance<br />
    11. 11. Its not your faultwe are conditioned to think that these are our users..<br />
    12. 12. ..when these are more like your usersIf not now, they soon will be<br />
    13. 13. What was the first MP3 player?<br />ANSWER: Diamond RIO PMP300 (November 1998)<br />
    14. 14. After two years, why do most of us have…<br />
    15. 15. Why didn’t the Diamond Rio win?<br />It had:<br />Better battery life<br />More storage<br />More formats<br />First to market by 2 years<br />Had more features<br />
    16. 16. Why didn’t the Diamond Rio win?<br />The manufacture did not focus on user experience<br />
    17. 17. THE NEW GOLDEN RULE FOR SOFTWARE DEVELOPMENT:HYPER FOCUS ON THE END USER<br />Every other rule is subservient<br />Every other failure ultimately comes back to ignoring this advise<br />
    18. 18. RULE No.2<br />If you are looking to fail…<br />TRUST DEVELOPERS TO MAKE GOOD DESIGN DECISIONS<br />
    19. 19. How did this happen?<br />
    20. 20. There are countless examples<br />
    21. 21. There are countless examples<br />
    22. 22. There are countless examples<br />
    23. 23. Developers are encouraged to make really bad design decisions<br />We track their deliverables based on a project plan, the number of completed features and a time table<br />When they are unable to meet deadlines, they tend to pull out features instead of focusing on what the end user really needs.<br />
    24. 24. MIND THE GAPHow do we bridge the gap between design & development<br />
    25. 25. Trust in your designers<br />Technology platforms are commoditized, your users DO NOT CARE if the application was Flash, Silverlight, AJAX, .NET, Java, PHP…<br />Don’t let politics and silos get in the way of great software<br />Educate your design team on technical challenges you face and they will work with you and not against you<br />A good designer will help you understand the end user and translate their needs into something actionable<br />When in doubt, ask your users<br />
    26. 26. RULE No.3<br />If you are looking to fail…<br />HOPE FOR A SILVER BULLET DESIGN<br />
    27. 27. Sometimes small changes, are bigJared Spool, $300 Million Button<br />Register<br />http://www.uie.com/articles/three_hund_million_button<br />
    28. 28. Trust in your users…<br />Add the word “EMPATHY” into your job description, and put it into action by talking to your users<br />Be willing to throw out your ideas based on user feedback <br />Do not focus on your portfolio<br />If the user “notices” the UI, you’ve failed<br />
    29. 29. Case Study<br />
    30. 30. RULE No.4<br />If you are looking to fail…<br />BUILD FOR EVERYONE<br />
    31. 31. If you build for everybody, you wind up building for nobody<br />
    32. 32. The iPhone curse<br />Why you should not use the iPhone as an example for design:<br />Huge budgets went into design<br />Full control over integration<br />It is hard to use – not intuitive<br />Marketing budget for familiarity<br />You most likely are not lucky enough to have the budget and time for innovation that Apple does<br />
    33. 33. It is easier to think of people like this<br />
    34. 34. This is the result of building for everyone<br />Thousands of features that try to accommodate every need<br />
    35. 35. Focus your efforts…<br />Add the word “EMPATHY” into your job description, and put it into action by talking to your users.<br />Define a maximum of 3 personas for a project, and then hyper focus on them<br />
    36. 36. Think about their circumstances<br />
    37. 37. RULE No.5<br />If you are looking to fail…<br />LAUNCH & FORGET<br />
    38. 38. Classic example of launch & forget<br />
    39. 39. Measure user behavior<br />
    40. 40. Measure for improvement<br />Account for future releases up front<br />Integrate customer a feedback mechanism in the software<br />User testing during development AND post launch<br />Monitor your success metrics<br />
    41. 41. RULE No.6<br />If you are looking to fail…<br />DO NOT DEFINE SUCCESS<br />
    42. 42. Defining success can be challenging<br />
    43. 43. To define success:<br />Do not discuss features, discuss benefits:<br />Qualitative:<br />Customer has the perception of a fast transaction<br />Customer would recommend the software to a friend<br />Experience must be brand consistent and trustworthy<br />Quantitative<br />Reduce the time it takes to track a shipment by 20%<br />Increase the leads by 50%<br />Decrease customer service calls by half<br />
    44. 44. Defining success has conflicts<br />Business Value<br />End User<br />Value<br />VS<br />
    45. 45. Finding the right balancethere is a conflict between you and your customers<br />Business Value<br />End User<br />Value<br />
    46. 46. RULE No.7<br />If you are looking to fail…<br />AVOID ALL CONFLICT<br />
    47. 47. “There is no progress without conflict”<br />Elias Parker, Account Manager<br />
    48. 48. “The harder the conflict, the more glorious the triumph”<br />Thomas Paine<br />
    49. 49. You want to fail?Then be okay with everybody agreeing with each other<br />
    50. 50. RULE No.8<br />If you are looking to fail…<br />BELIEVE YOU SHOULDN’T HAVE TO SELL YOUR IDEAS<br />
    51. 51. To sell your ideas<br />Understand the personalities involved on the project & answer their objections and concerns before they bring them to you<br />Listen to your customers and ensure that your opinions align with theirs – then speak using your customer’s words:(“this is what we heard our customers tell us…”)<br />Be humbly passionate about your ideas<br />Oversell – craft a pitch that will set the bar<br />
    52. 52. Good reading:The Sales Bible, by Jeffrey Gitomer<br />
    53. 53. RULE No.9<br />If you are looking to fail…<br />PLAN FOR PERFECTION<br />
    54. 54.
    55. 55. Just like arrive on time:<br />Catch ALL green lights<br />No traffic<br />Tank is full<br />Do not forget anything<br />Find a miraculous parking space<br />Directions need to be perfect<br />Don’t need to pick up anything along the way<br />No issues with kids <br />No car accident<br />Don’t get any tickets for speeding<br />
    56. 56. “The cone of uncertainty”<br />That is why waterfall and fix bidding projects rarely work out<br />
    57. 57. RULE No.10<br />If you are looking to fail…<br />VALUE PROCESS OVER THE PRODUCT<br />
    58. 58. Process of Diagrams are a dime a dozen<br />
    59. 59. It means nothing if you deliver a crappy product on time!<br />
    60. 60. Attempting to apply a strict process will not save you from this undeniable truth:<br />Software projects are predictably unpredictable<br />
    61. 61. This is where good ideas come frompeople solve problems in unexpected ways<br />
    62. 62.
    63. 63. If you don’t follow that 10 ways<br />Sales conversation time reduced by 35%<br />Manufacturing costs dropped by 42%<br />Online revenue grew from: $5 Millions to $85 Millions<br />All this could happen in less than 9 months<br />
    64. 64. Q&A<br />THANK YOU VERY MUCH!<br />Lv Chong<br />Project Director<br />Monster Interactive Sdn. Bhd.<br />twitter.com/lvchong<br />livooi.spaces.live.comchonglivooi@hotmail.com<br />
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