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JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Jenn Coonce Experience Design
•Product Innovation Strategy
•Customer Rese...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
What goes into developing a
product innovation strategy?
Business Objecti...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Inputs to product strategy
• Competitive landscape/expert review
• Custom...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Establishing & prioritizing feature sets
• (Specific) customer research
•...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Understand customer motivations
• Concept Testing
• Paper Prototyping
• I...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Deciding on a research strategy
• What do we and don’t we know?
• Are the...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Usability Testing
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
One-on-one analysis of a design
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Types of usability testing
• In person/remote/bulletin board
• Formal/inf...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Considerations
• Who do you recruit?
– People in the office
– Family/Frie...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personas
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Research-based persona process
1. Interviewed 10
interviews with
potentia...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personas represent relevant details about real
customers
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Research-based persona process
Personas represent key characteristics we ...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Grouping exercises elucidate and prioritize top tasks
Resources: http://w...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Site Personalization Initiative
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
The Challenge
• Customers did not absorb the large library
of valuable we...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Our Hypothesis
Providing content and added support
for subscribers tailor...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
• Product Owner
• Strategists
• Information Architects
• Designers
• Cont...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
First step of personalization product map
• Make the user experience
revo...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Primary KPIs
•Increased 1-Week Trial conversions
•Increased subscriber re...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We did several stages of customer research
• User Interviews
• Ethnograph...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Ethnography identified common pain points
Interviews and observations of ...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Focus Groups Identified Pain Points
Focus groups clarified and prioritize...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Card Sorting identified content that could help
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We mapped user progression on the site
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
We tailored personas to the project
Identify needs unique to the
project
...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Visual designers and writers participated in personas
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona needs & tasks indicated key content
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Concept Research tested two distinct concepts
vs
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
A final version was designed
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Personalization outcomes
The outcome:
• Diet related
content
became the
n...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: develop a better
restaurant search App
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
Business objectives:
• Pro...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
Think of your most recent ...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
How do these tasks impact ...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 1: Kimberly
Typical scenarios:
• Eats Starbucks oatmeal every mor...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 2: Melissa
Typical scenarios:
• Eats out several times a week: fo...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona 3: Rohan
Typical scenarios:
• Does a lot of takeout ordering.
• F...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Exercise: Build a better restaurant finder app
How does what we learned a...
JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
e-mail: jenncoonce@gmail.com
Jenn Coonce Experience Design
•Product Innov...
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What goes into developing a product innovation strategy?

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Describes the best process for creating a product innovation strategy, and types of research that can be used to support the process.

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What goes into developing a product innovation strategy?

  1. 1. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Jenn Coonce Experience Design •Product Innovation Strategy •Customer Research •UX Process Facilitation www.jenncoonce.com
  2. 2. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com What goes into developing a product innovation strategy? Business Objectives Customer Objectives Existing Customer Research Measurable Goals Customer Interviews Personas Competitive/Best Practice Review Competitive/Best Practice Review Usability Testing Task Analysis Sketching
  3. 3. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Inputs to product strategy • Competitive landscape/expert review • Customer research (both historical and project) • Ethnographic research • Field research (at Meetings, etc.) • User interviews • Satisfaction surveys • Customer service insights • Analytics • Usage of sections on the site • Tenure/cohort data • The backlog
  4. 4. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Establishing & prioritizing feature sets • (Specific) customer research • Informational • Exploratory (involving the customer in the design) • Persona development • Task analysis • Story mapping • High-level group sketching • Feature prioritization (by customer group, business priority, etc.)
  5. 5. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Understand customer motivations • Concept Testing • Paper Prototyping • In-person Usability Testing • Remote User research • Group validation sessions • 5-second test • Survey • Beta Testing • A/B Testing with analytics • Expert Review
  6. 6. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Deciding on a research strategy • What do we and don’t we know? • Are there are major areas of disagreement among the team (or client)? • How unique is the user group? • How important is it that we get it right? • What is our research budget? • When will we have the biggest opportunity for implementing findings?
  7. 7. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Usability Testing
  8. 8. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com One-on-one analysis of a design
  9. 9. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Types of usability testing • In person/remote/bulletin board • Formal/informal • In a facility/in the office • Paper prototype/design concept/live site • Timed vs. open ended vs. task-based
  10. 10. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Considerations • Who do you recruit? – People in the office – Family/Friends – Proxies for customers – Real customers • What are you testing? – Time to completion – Ability to complete tasks – Understanding of abstract concepts
  11. 11. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Personas
  12. 12. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Research-based persona process 1. Interviewed 10 interviews with potential dieters. 2. Isolated similarities and differences between users and created attribute scales. 3. Plotted each subject on the attribute lines. 4. Developed personas based on clusters. Resource: http://www.uie.com/brainsparks/2007/11/14/crappy-personas-vs-robust-personas/
  13. 13. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Personas represent relevant details about real customers
  14. 14. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Research-based persona process Personas represent key characteristics we know about our customers via actual research.
  15. 15. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Grouping exercises elucidate and prioritize top tasks Resources: http://www.uie.com/articles/kj_technique/ http://agileproductdesign.com/blog/the_new_backlog.html Process for Developing Top Tasks • Listed top 4 tasks for six personas. • Grouped items based on affinity • Labeled groups • Prioritized by importance to personas
  16. 16. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Site Personalization Initiative
  17. 17. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com The Challenge • Customers did not absorb the large library of valuable weight loss tips and content offered on the site, preferring instead to jump right in and use the tools. • Compliance dropped significantly after week 1. • Previous customer research indicated that customers have common dieting roadblocks and pain points that impact their motivation level and deter their success, with similar problems along the way.
  18. 18. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Our Hypothesis Providing content and added support for subscribers tailored to their tenure could help customers overcome some of these problems.
  19. 19. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com • Product Owner • Strategists • Information Architects • Designers • Content developers/writers • Front-end developers • Engineers • Project Managers • QA Team • Customer service representatives • Other stakeholders Collaborative team
  20. 20. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com First step of personalization product map • Make the user experience revolve around key tasks leading to weight loss success. • Improve usability fundamentals in order to help customers be more successful • Make site more relevant to all user types Get Started Learn the plan Track Food Track Weight Read content Find content Key site tasks
  21. 21. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Primary KPIs •Increased 1-Week Trial conversions •Increased subscriber retention •Tool usage: •increases among all tenure groups •increases average weeks for tool usage •decreases drop off between weeks 1 and 4 •Customer engagement (e.g., increased site visits and time spent) •Site usability (as measured from future user testing)
  22. 22. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com We did several stages of customer research • User Interviews • Ethnography • Surveys Prior Customer Research Project-related Exploratory Research Personalization Concept Research • Focus Groups on Pain Points • Individual Content Card Sorting • Assessing multiple user interface approaches
  23. 23. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Ethnography identified common pain points Interviews and observations of real people in real environments revealed common reasons for drop-off and a cycle of commitment.
  24. 24. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Focus Groups Identified Pain Points Focus groups clarified and prioritized pain points for key user groups.
  25. 25. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Card Sorting identified content that could help
  26. 26. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com We mapped user progression on the site
  27. 27. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com We tailored personas to the project Identify needs unique to the project 2 3 Prioritize top tasks to meet needs Identify characteristics that distinguish distinguish personas 1 4 Identify content that supports top tasks
  28. 28. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Visual designers and writers participated in personas
  29. 29. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona needs & tasks indicated key content
  30. 30. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Concept Research tested two distinct concepts vs
  31. 31. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com A final version was designed
  32. 32. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Personalization outcomes The outcome: • Diet related content became the number one destination on the site.
  33. 33. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Exercise: develop a better restaurant search App
  34. 34. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Exercise: Build a better restaurant finder app Business objectives: • Provide more personalized restaurant recommendations and ratings competing with Yelp and Google Maps. • Achieve adoption quickly from a small group of dedicated users. Target customers who: • Eat out frequently • Live in urban areas • Are 25-45 years old • Tend to be technology adopters
  35. 35. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Exercise: Build a better restaurant finder app Think of your most recent restaurant search. Write down each task in the process on a different post-it note Now organize all your group’s tasks into chronological order
  36. 36. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Exercise: Build a better restaurant finder app How do these tasks impact the features we might include in our product?
  37. 37. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona 1: Kimberly Typical scenarios: • Eats Starbucks oatmeal every morning for breakfast • Eats out at lunch when her kids are at daycare –she looks up restaurants on her phone, in her car (on UrbanSpoon)—so she spends very little time looking. • Special occasions with her husband • Family dinners (less frequent) • Will write a rating/review only if a restaurant is really poor. Cares most about (in order of importance): • Cleanliness is primary • At lunch, proximity to where she is right now (even side of the street) is paramount. • She won’t visit a restaurant without multiple reviews and good ratings • She needs a place that fits her budget (no more than $15) Biggest complaints about the current searching experience: • Photos of restaurants are often of the outside but she wants to see the inside sparkling clean. • Reviews are not specific enough about cleanliness • Her pet peeve is dirty and sticky menus or tablecloths. • 36 years old • Part-time therapist • Lives in Houston, Texas • Mother of 4 children • Her husband travels during the week • Eats out everyday for lunch and breakfast
  38. 38. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona 2: Melissa Typical scenarios: • Eats out several times a week: for quick lunches or dinner with her fiancé or friends. • Often purchases Groupons for restaurants in her area (Googles the restaurant first--looks at restaurant site and Yelp). • Likes to try new places in her area. • Often will ask a friend about a restaurant after finding one. • Recently looked up “best pizza in Boston.” • Sometimes will look for a place to visit while she's out and about. Cares most about (in order of importance): • Good reviews • Proximity • Healthy food options • At lunch, speed • Reasonable price • For dinner, good atmosphere • Likes familiarity (a place she's heard of) Biggest complaints about the current searching experience: • Finds the variety of opinions in restaurant reviews overwhelming • 28 years old • Therapist • Lives in Boston, MA • Single, engaged • Eats out a couple of times during the week and one weekend night with her boyfriend or friends
  39. 39. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona 3: Rohan Typical scenarios: • Does a lot of takeout ordering. • First looks to friends for recommendations or Googles a restaurant or restaurant search as his first step. • For a specific restaurant, he looks up Yelp and other reviews. • Will search for something broad like “San Francisco restaurants downtown” or a specific cuisine and read through a lot of reviews to pick a restaurant. • Writes reviews and ratings Cares most about: • Quality of the food, ambience and service • Favors restaurants he has read about in the New Yorker, etc. • Price is not such a concern • Location is not an issue for networking, but other times it is Biggest complaints about the current searching experience: • He doesn’t like that he has to hop around to so many sites to find a good restaurant—can take up to 40 minutes. • Wants results tailor-made to him, or that his friends like. • The Yelp map option is not good so he goes to Google Maps. • Technology Executive • Married with kids • Travels often for work internationally • Often organizes networking dinners in his industry
  40. 40. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Exercise: Build a better restaurant finder app How does what we learned about these potential customers impact what features and functionality we might include?
  41. 41. JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com e-mail: jenncoonce@gmail.com Jenn Coonce Experience Design •Product Innovation Strategy •Customer Research •UX Process Facilitation

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