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How to make
a heavenly
experience
when a pig
dies
Jens Hofman Hansen
Digital Business Developer
Vertica A/S
Phone: 22 56 9...
I’m talking about
 The problem
 Wireframing and user testing
 Let’s see the app
 User adoption and user feedback
 New...
I’m talking about
 The problem
 Wireframing and user testing
 Let’s see the app
 User adoption and user feedback
 New...
The company – and the problem
 Daka pick up dead animals that
are recycled into bio diesel
 The fresher the better
 Voi...
The users – and the solution
 “A farmer” can be very different things. One man with
a goat… or several farms, adresses, a...
Log in could be complicated
 A single login for multiple users – saves complicated
role handling, adminstration interface...
One app fits all – relevance and simplicity
One app fits all – relevance and simplicity
Honestly speaking
The basic design and
structure was not
designed through
multiple co-creation
workshops with the
users
Honestly speaking
It was designed through
an understanding of
- The complex structure
of the domain
- General usability
pr...
And then we visited the users
High
fidelity
wireframes
…still ugly,
though
“That’s easy…
And that’s good,
because you are
already irritated
when you pull out
a dead pig”
“That’s simple.
Everyone can use
that.”
“It should just be
tap, tap, and then
you are done”
“It’s okay that you
can’t include a
cow and a sheep
in a single order”
Let’s see the app
Reality mapping/devil is in the detail
 Phone is offline for two days.
Should the order be submitted
when the phone is on...
Reality mapping/devil is in the detail
 What happens if the truck could
not physically get to the animal?
 What happens ...
Adoption rate
Overwhelming response
Succes #2
is always
harder
New features and avoiding featurism
 When will the truck actually
arrive?
 What actual animals did Daka
pick up?
 Suppo...
The real lift
 Reduce the doublework that the
farmer needs to do after the
dead animal is picked up
 Report the exact sa...
Almost too good and
simple to be true
Actually was too good
and simple to be true
However – we
scrapped the remains
of “automatic
reporting” to avoid
complexity with
minimal effect
Key take aways
 Identify and attack real user
pain
 Getting the basic structure of
the app right
 The devil is in the d...
Key take aways
 Making the user experience just
right potentially changes the
users’ whole idea of the
company
If not
heavenly, at
least very
useful
Jens Hofman Hansen
Digital Business Developer
Vertica A/S
Phone: 22 56 93 97
Mail: j...
How to make a heavenly experience when a pig dies
How to make a heavenly experience when a pig dies
How to make a heavenly experience when a pig dies
How to make a heavenly experience when a pig dies
How to make a heavenly experience when a pig dies
How to make a heavenly experience when a pig dies
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How to make a heavenly experience when a pig dies

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Oplæg til Local Rock Stars i Stakladen, Århus 18. november 2016. Om udviklingen af Daka's app "PigUp & Ko"

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How to make a heavenly experience when a pig dies

  1. 1. How to make a heavenly experience when a pig dies Jens Hofman Hansen Digital Business Developer Vertica A/S Phone: 22 56 93 97 Mail: jhh@vertica.dk Twitter: @hofman
  2. 2. I’m talking about  The problem  Wireframing and user testing  Let’s see the app  User adoption and user feedback  New features, avoiding featurism  Questions and discussion
  3. 3. I’m talking about  The problem  Wireframing and user testing  Let’s see the app  User adoption and user feedback  New features, avoiding featurism  Questions and discussion
  4. 4. The company – and the problem  Daka pick up dead animals that are recycled into bio diesel  The fresher the better  Voice response system (primary way of ordering) is not user friendly  Old school web is also far from ideal
  5. 5. The users – and the solution  “A farmer” can be very different things. One man with a goat… or several farms, adresses, animals and employees.  Not web, but app – we need to work in offline conditions.
  6. 6. Log in could be complicated  A single login for multiple users – saves complicated role handling, adminstration interface, etc.  But it also means that everyone can change password  Furthermore, it means that all users have the same abilities in the app
  7. 7. One app fits all – relevance and simplicity
  8. 8. One app fits all – relevance and simplicity
  9. 9. Honestly speaking The basic design and structure was not designed through multiple co-creation workshops with the users
  10. 10. Honestly speaking It was designed through an understanding of - The complex structure of the domain - General usability principles
  11. 11. And then we visited the users
  12. 12. High fidelity wireframes …still ugly, though
  13. 13. “That’s easy… And that’s good, because you are already irritated when you pull out a dead pig”
  14. 14. “That’s simple. Everyone can use that.”
  15. 15. “It should just be tap, tap, and then you are done”
  16. 16. “It’s okay that you can’t include a cow and a sheep in a single order”
  17. 17. Let’s see the app
  18. 18. Reality mapping/devil is in the detail  Phone is offline for two days. Should the order be submitted when the phone is online?  Animals from several stocks are collected at one address. What to do?  What happens when a truck is ordered for an animal and there is no stock number associated?
  19. 19. Reality mapping/devil is in the detail  What happens if the truck could not physically get to the animal?  What happens if the truck driver could not find the animal?  What happens if there was a different animal than the one reported?
  20. 20. Adoption rate
  21. 21. Overwhelming response
  22. 22. Succes #2 is always harder
  23. 23. New features and avoiding featurism  When will the truck actually arrive?  What actual animals did Daka pick up?  Support for animals who are in the field – not near the farm  Easier to change password  Interface tweaks and an update of the look and feel
  24. 24. The real lift  Reduce the doublework that the farmer needs to do after the dead animal is picked up  Report the exact same data that the farmer has to manually report to The Food Aministration (Fødevarestyrelsen)
  25. 25. Almost too good and simple to be true
  26. 26. Actually was too good and simple to be true
  27. 27. However – we scrapped the remains of “automatic reporting” to avoid complexity with minimal effect
  28. 28. Key take aways  Identify and attack real user pain  Getting the basic structure of the app right  The devil is in the detail in the hundreds of cases “under the hood”.
  29. 29. Key take aways  Making the user experience just right potentially changes the users’ whole idea of the company
  30. 30. If not heavenly, at least very useful Jens Hofman Hansen Digital Business Developer Vertica A/S Phone: 22 56 93 97 Mail: jhh@vertica.dk Twitter: @hofman

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