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Including the User: How insights drive business
*
Jeremy Johnson
VP of Customer Experience
.com
Agresso, Andra Group, AutoRevo, Autotask, Blood Cell Storage Inc, Bomgar Corporation, Capital One, Capson Physicians
nsura...
projekt202 is the leader in applying experience strategy and observational
insights to the development of mobile, cloud, w...
Mapping Journey Demonstrating Bill Pay
— confidential —
@jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com
I help create software, and software
development has significantly changed.
And not just from waterfall to Agile…
“ “Agile doesn’t have a brain”
Bill Scott
VP Engineering PayPal
— http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brai...
PROJEKT202 METHODOLOGY
ACROSS THE ORGANIZATION
REVEALING REALITY FOCUSED INNOVATION BUILDING & EVOLVING LAUNCH MEASURE & L...
“ Understanding the what and why
around your customer’s behavior is
one of the top things you need to do
well to be succes...
INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT...
INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT...
INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT...
“… due to poor
requirements definition”
“…of projects scrapped, or end
up being underwhelming”
“…in developer time spent o...
Many times startups fail not
because of bad development or
bad visual design, but because it
doesn’t find a market fit…
Fr...
“I’m also hoping very much to see more validation of ideas.
In other words, let’s stop just shipping features, crossing
ou...
https://www.mindtheproduct.com/2017/08/lean-dont-speculate-accumulate-validate-succeed/
Starting with people to build

an experience strategy
An experience strategy identifies the most important,
holistic exper...
Rolling out new software is hard in any
company, but it’s even harder when your
employees still send faxes.
“OpsSuite was ...
We’re not all the same…
“As a builder, as an entrepreneur, how can you create
something for someone else if you don’t have even
enough glancing fa...
I’m a hipster designer 😎
I don’t work in food services.
I’m not a tattoo artist.
I’m not an astronaut.
I don’t work in a factory.
I’ve never been a police officer.
I’m not a lawyer.
I’m full sighted.
I’ve never been a cowboy.
(And I’m from Texas!)
“ “…Her advice to companies: Break the digital
transformation into pieces, starting with
improving the employee experience...
https://www.nngroup.com/articles/false-consensus/
“ “…we can’t judge user-interface quality based
on whether we like a design ourselves. We
need to learn how to create syst...
“ “Insight drives better
experiences.”
..and we’re in the
experience business…
“ “When you include your users,
and build that insight…”
•Works as they expect
•Lets them get their job done easier
•Impro...
“The solution? Exposure hours. The number of hours each
team member is exposed directly to real users interacting
with the...
“What’s important to remember is that customer journeys
aren’t created; they’re discovered. When we try to create
journeys...
“Observing users in person provides you with data that
surveys and behavioral data simply can’t, just as surveys
and behav...
“You’ve probably heard this advice a hundred times
before. Whether you call it “user research” or “customer
development” o...
User Researcher: “User researchers are the eyes, ears and
conscience of your product manager,” the guide explains.
User re...
“…data can’t substitute for the real, deep
insight gained from talking to real
customers and users.”
“
Jens-Fabian Goetzma...
1. … it can get you to the “why” behind the data
2. … it can generate new ideas and hypotheses to test
3. … you can valida...
Many well-known
companies have public
stories how they involve
users and customers
early and often. Many
times following
c...
“We talk to our customers all the time”
“I know what they need”
“I had that job years ago”
“I’m the Steve Jobs of…”
“We do...
“Organizations that understand their customers well
are more successful at retaining them and attracting
new ones — we kno...
Customer experience (Cx) professionals know that the first step on
the path to delivering good experiences is doing resear...
A contextual inquiry is a cross between an
interview and an observation that combines the
strengths of both.
In a contextu...
Mapping Journey Demonstrating Bill Pay
Journey Maps are meant to clarify customer
understanding at various points along a
continuum. The purpose of the Journey M...
With a lengthy list of potential features, often
the result of an open brainstorming session,
prioritizing what to include...
Getting experiences in the hands of
customers, quickly.
After identifying key insights and opportunities
that need to be s...
*the right experience…
Organizations need to change…
DEV UX
PM
today…
“I found that 23% of customers who chose to sign up
using Facebook authentication did not click on the link in
the verific...
“After a lot of head scratching, here’s what I did. I
connected to customers who did not complete the
verification process...
“Because we are blind to real customer needs or fail to
see the constraints of user behavior we end up creating
more probl...
Weak Product Management
or
Weak User Experience
“Product Owner” “UX Designer”
“I need to better
understand my
users…”
“I need to have a
bigger effect on the
product”
http://centercentre.com/program
It’s up to us to show
them the way…
“Design has as much to do with art as a lobster has to do with a
carrot cake. If you truly want a career as a designer, yo...
“Design may enhance performance but unless there are
metrics to gauge that benefit, the difference it makes
depends on conj...
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
design lead companies —
years to $1 Billion valuation
DESIGN CAN SOLVE BUSINESS CHALLENGES
Additional revenue via better
experience which drive more
customers & sales.
MORE REV...
ROI
http://humanfactors.com/coolstuff/roi.asp
http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp
40 million computers a year…
5 million calls?
“It depends on the length of the call, how much the call center pays each rep
on average, how well that call center manage...
For every call cut, that’s $10 saved. 

Self support anyone?
500K CALLS CUT? SAVE $5 MILLION.
https://www.outsource2india.com/callcenter-staffing-calculator.asp#top
$55 million yearly
The cost to improve < the return you get
Shave 5mins off every call…
SAVE $10 MILLION DOLLARS
“52% reductions in calls due
to account recovery —
$560k support cost
reduction in one year!”
Dawn Ressel
Experience Desig...
• over 98% of driving tests are now booked online
• 85% of self assessment filing is done through online channels
• 12 mil...
“Our StubHub platform, the largest
ticket marketplace in the U.S.,
accelerated year-over year with GMV of
$3.6 billion gro...
Go Govs.
https://www.usertesting.com/blog/2013/09/24/help-my-boss-doesnt-think-usability-testing-is-worth-it-2/
https://articles.uie.com/three_hund_million_button/
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
in-home studies
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
prototyping
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
“In the short time it has been on the market, Daisy Squeeze
ranks among the top 10 sour cream items in sales. In a
recent ...
• What’s the per minute cost of a delayed flight to the airline? 

$65.43 per airlines.org
• What is the average length of...
CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
VALIDATION TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
I...
CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
VALIDATION TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
I...
*in-store
*phone
*wayfinding
*packages
*home
mobile
*
micro-interactions
*all touchpoints
Include
the User
*
Jeremy Johnson
VP of Customer Experience
www.jeremyjohnsononline.com
We wrote the book on helping businesses
gain insight from their customers and
users — insights that lead to effective,
suc...
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
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Including the User: How insights drive business #pswud2017

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Design is inclusive by nature. The ability to understand people, their needs, and emotions throughout a journey is what User Experience Designers excel at! That said, many organizations still need that nudge to really get out build true empathy for the people they’re building tools, systems, and apps for. This talk will help you ramp up with modern best practices in insights gathering, while helping you build the case to invest in user understanding through showcasing the value to both your business and your brand.

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Including the User: How insights drive business #pswud2017

  1. 1. Including the User: How insights drive business *
  2. 2. Jeremy Johnson VP of Customer Experience .com
  3. 3. Agresso, Andra Group, AutoRevo, Autotask, Blood Cell Storage Inc, Bomgar Corporation, Capital One, Capson Physicians nsurance Company, Cash America, Cheap Caribbean, Citronix, CMC Americas, CompuCom Systems, Inc., Concentra, Daimler Trucks, DISA Global Solutions, eduProject ELL, Emdeon Business Services, Examsoft, Gemalto S.A., Generational Equity, HMS, Kronos, Mercedes Benz Financial Services, Momentum Fuel Technologies, My Gene Counsel, National MI, Neiman Marcus, Novartis Pharma AG, On-Q/Legrand, Quantum Retail Technology, RhythmOne, Rush Administrative Services Inc, Samsung Elecronics Co Ltd, Spiceworks Inc, Stalls, The Container Store, TickAssure, TORCH We have a unique and established methodology for understanding people in context — we reveal unmet needs — which drives everything we do. This leads to a crisp, clear understanding of the customer which shapes the design and development of new solutions and experiences. With over 14 years perfecting our approach we have the experience, teams, skills and scale to deliver sophisticated software solutions that improve any and all touchpoints across the user journey. We’re driving digital transformations with experience-driven insights We’re working with some of the biggest and best organizations in the world, helping transform their experience and technology: — confidential — Samsung Electronics, Mercedes-Benz Financial Services, Capital One, Dell, The Container Store, Neiman Marcus and many more....
  4. 4. projekt202 is the leader in applying experience strategy and observational insights to the development of mobile, cloud, web and workplace software. The company is actively redefining the user experience (UX) and changing the ways people interact with technology around the world. Recognized by industry analysts for setting the standard for the way modern businesses develop software, projekt202 builds emotionally rich, resonant solutions that enable customers and end users to fully realize technology’s potential in today’s connected world. People centered design & development — confidential — What’s important to remember is that customer journeys aren’t created; they’re discovered. “ — Jake Sorofman
  5. 5. Mapping Journey Demonstrating Bill Pay
  6. 6. — confidential — @jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com
  7. 7. I help create software, and software development has significantly changed.
  8. 8. And not just from waterfall to Agile…
  9. 9. “ “Agile doesn’t have a brain” Bill Scott VP Engineering PayPal — http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/
  10. 10. PROJEKT202 METHODOLOGY ACROSS THE ORGANIZATION REVEALING REALITY FOCUSED INNOVATION BUILDING & EVOLVING LAUNCH MEASURE & LEARN CUSTOMER / USER INSIGHTS • Validation Tests • Prototypes • UX Design • Usability Tests • Co-creation • 404 Testing • Generative Research • In-Person Studies • CX Journey Maps • Personas • Diary Studies • Prioritized Enhancements • A/B Test • Iterative Experiments • Live Testing • Analytics Tooling • Agile Development • DevOps • Design Systems • Automated Testing • Full Stack Development • NPS / VoC • Analytics • Feedback • Customer Acquisition
  11. 11. “ Understanding the what and why around your customer’s behavior is one of the top things you need to do well to be successful.
  12. 12. INSIGHTS & IDEAS VALIDATION BACKLOGS DESIGN VALIDATION DEVELOPMENT BACKLOG LIVE TEST SPRINT DEVELOPMENT SPRINT DEVELOPMENT Ideas & Insights (AKA Hypothesis) Validated Design Experiments Validated Development ExperimentsLaunch Are you validating your experiments before sending a full development team to build? If not, you’re missing out on half the value of modern product development.
  13. 13. INSIGHTS & IDEAS VALIDATION BACKLOGS DESIGN VALIDATION DEVELOPMENT BACKLOG LIVE TEST SPRINT DEVELOPMENT SPRINT DEVELOPMENT Ideas & Insights (AKA Hypothesis) Validated Design Experiments Validated Development ExperimentsLaunch Are you validating your experiments before sending a full development team to build? If not, you’re missing out on half the value of modern product development.
  14. 14. INSIGHTS & IDEAS VALIDATION BACKLOGS DESIGN VALIDATION DEVELOPMENT BACKLOG LIVE TEST SPRINT DEVELOPMENT SPRINT DEVELOPMENT Ideas & Insights (AKA Hypothesis) Validated Design Experiments Validated Development ExperimentsLaunch Are you validating your experiments before sending a full development team to build? If not, you’re missing out on half the value of modern product development. X
  15. 15. “… due to poor requirements definition” “…of projects scrapped, or end up being underwhelming” “…in developer time spent on avoidable rework” “$600 billion spent on digital projects, with billions wasted…” 30% UP TO 67% UP TO 50% UP TO [CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]
  16. 16. Many times startups fail not because of bad development or bad visual design, but because it doesn’t find a market fit… From the report: “I realized, essentially, that we had no customers because no one was really interested in the model we were pitching. Doctors want more patients, not an efficient office.” Understanding deep user insights can lead you in the right direction, and validate your ideas before they get far enough to fail… TOP 20 REASONS STARTUPS FAIL 15 No Market Needed Ran Out of Cash Not the Right Team Got Outcompeted Pricing/Cost Issues Poor Product Need/Lack Business Model Poor Marketing Ignore Customers Products Mis-Timed Lose Focus Disharmony on Team/Investors Pivot Gone Bad Lack Passion Bad Location No Financing/Investor Interest Legal Challenges Don't Use Network/Advisors Burn Out Failure to Pivot Top 20 Reasons Startups Fail CB Insights / Anand Sarwal 42% 29% 23% 19% 18% 17% 17% 14% 13% 13% 13% 10% 9% 9% 8% 8% 8% 8% 7% 14% Section 2: Design → De$ign https://www.cbinsights.com/research-reports/The-20-Reasons-Startups-Fail.pdf
  17. 17. “I’m also hoping very much to see more validation of ideas. In other words, let’s stop just shipping features, crossing our fingers, and hoping they work. Let’s figure out how we can test whether we’re moving in the right direction before we commit six months and hundreds of thousands of dollars toward building something. “ — Calculating the ROI of Digital Prototyping Laura Klein http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/
  18. 18. https://www.mindtheproduct.com/2017/08/lean-dont-speculate-accumulate-validate-succeed/
  19. 19. Starting with people to build
 an experience strategy An experience strategy identifies the most important, holistic experience for both a business and a customer. That identification process involves much more than sending out a survey or conducting an interview. You need to spend time with people in their context, in the places where they live and work, to observe, to build authentic relationships and to uncover the real truths that shed light on understanding a customer's journey with a company. Mapping Journey Demonstrating Bill Pay Discovering Insights
  20. 20. Rolling out new software is hard in any company, but it’s even harder when your employees still send faxes. “OpsSuite was built by Southwest and a Texas-based software design and UX firm, projekt202, which specializes in what they call “complex digital transformations” for their clients.” Southwest Airlines’ Digital Transformation Takes Off fastcompany.com/3065045/wanderlust/southwest-airlines-digital-transformation-takes-off — confidential —
  21. 21. We’re not all the same…
  22. 22. “As a builder, as an entrepreneur, how can you create something for someone else if you don’t have even enough glancing familiarity with them to imagine the world through their eyes?” Chris Sacca Lowercase Capital “
  23. 23. I’m a hipster designer 😎
  24. 24. I don’t work in food services.
  25. 25. I’m not a tattoo artist.
  26. 26. I’m not an astronaut.
  27. 27. I don’t work in a factory.
  28. 28. I’ve never been a police officer.
  29. 29. I’m not a lawyer.
  30. 30. I’m full sighted.
  31. 31. I’ve never been a cowboy.
  32. 32. (And I’m from Texas!)
  33. 33. “ “…Her advice to companies: Break the digital transformation into pieces, starting with improving the employee experience. Then build quickly from there.” — Meg Whitman
  34. 34. https://www.nngroup.com/articles/false-consensus/
  35. 35. “ “…we can’t judge user-interface quality based on whether we like a design ourselves. We need to learn how to create systems that are right for those who will actually use them. Assuming that you are your user is a fallacy that is ingrained in the human mind. It even has a name in social psychology — it’s called the false-consensus effect.”
  36. 36. “ “Insight drives better experiences.” ..and we’re in the experience business…
  37. 37. “ “When you include your users, and build that insight…” •Works as they expect •Lets them get their job done easier •Improves their experiences •Makes them feel empowered •Fits into their world •Improves cross-channel experiences •They feel like part of the process •Your teams have more empathy
  38. 38. “The solution? Exposure hours. The number of hours each team member is exposed directly to real users interacting with the team's designs or the team's competitor's designs. There is a direct correlation between this exposure and the improvements we see in the designs that team produces.” ““It's the closest thing we've found to a silver bullet…” https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool Jared Spool
  39. 39. “What’s important to remember is that customer journeys aren’t created; they’re discovered. When we try to create journeys, we fall into one of these two traps: we either hallucinate customer needs or throw away the customer experience playbook altogether and focus on the needs we know intimately: our own.” “ — Jake Sorofman http://blogs.gartner.com/jake-sorofman/customer-journeys-are-discovered-not-created/
  40. 40. “Observing users in person provides you with data that surveys and behavioral data simply can’t, just as surveys and behavioral metrics provide you with data and reliability that qualitative work can’t. You need both— and you need to do both well” “ https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620 Matt Gallivan
  41. 41. “You’ve probably heard this advice a hundred times before. Whether you call it “user research” or “customer development” or just “getting out of the building”, we all know that hearing directly from customers is one of the fastest ways to learn and improve our products.” “ https://library.gv.com/what-fuels-great-design-and-why-most-startups-don-t-do-it-a8dd2c4f5cb4 — Braden Kowitz
  42. 42. User Researcher: “User researchers are the eyes, ears and conscience of your product manager,” the guide explains. User researchers provide the knowledge that ensures that you “build products that delight your customers through a great user experience.” “ 13 Jobs That Now Matter The Most, From A Digital Perspective
  43. 43. “…data can’t substitute for the real, deep insight gained from talking to real customers and users.” “ Jens-Fabian Goetzmann Product Manager @ Yammer. https://medium.com/@jefago/why-pms-need-qualitative-research-2990b49fc46e
  44. 44. 1. … it can get you to the “why” behind the data 2. … it can generate new ideas and hypotheses to test 3. … you can validate hypotheses that aren’t A/B testable 4. … it can address new users that aren’t using your product today 5. … it can get you to answers faster (without building anything) 6. … you will stay more humble and grounded “
  45. 45. Many well-known companies have public stories how they involve users and customers early and often. Many times following customers home to get to the “why” that’s needed for deep customer understanding. https://itunes.apple.com/us/podcast/dollars-to-donuts/id956673263?mt=2
  46. 46. “We talk to our customers all the time” “I know what they need” “I had that job years ago” “I’m the Steve Jobs of…” “We don’t want you talking to customers” “We’re innovating here!” “We don’t have time”
  47. 47. “Organizations that understand their customers well are more successful at retaining them and attracting new ones — we know this from experience. It’s why most CX pros do customer research.” “Customer understanding is Crucial — and Harder than it looks” • Elicitunconsciousthoughtsandemotions • Examinecontext’sinfluence • Testideaswithcustomers • Measurebehaviordirectlyratherthanrelyingon recollection To tap into hidden and unpredictable aspects of customer behavior, CX pros should use methods that:
  48. 48. Customer experience (Cx) professionals know that the first step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it’s easy to draw false conclusions — and that doing so is even more dangerous than being ignorant. In this report, we warn CX pros about the most common pitfalls and explain how to adapt your practices and mindset to avoid them — and get the insights you need to succeed. Build Real Customer Understanding How To Avoid Research Pitfalls And Achieve Insight Instead https://www.forrester.com/report/Build+Real+Customer+Understanding/-/E-RES136384
  49. 49. A contextual inquiry is a cross between an interview and an observation that combines the strengths of both. In a contextual inquiry, the interviewer goes to the user and interviews them where they perform the activities being investigated. The idea is to interview users in the context of their lives while they are performing their tasks, asking them questions about what they are doing and why (when necessary) along the way. Contextual Inquiries Revealing Reality
  50. 50. Mapping Journey Demonstrating Bill Pay
  51. 51. Journey Maps are meant to clarify customer understanding at various points along a continuum. The purpose of the Journey Map is to identify high and low points for the user within the experience. High points being portions of the flow that are working well and are enjoyable for the user and low points being areas where the experience is difficult or frustrating. A Journey Map will help prioritize UX design efforts by identifying areas that have the greatest opportunity for improvement. Journey Map Revealing Reality
  52. 52. With a lengthy list of potential features, often the result of an open brainstorming session, prioritizing what to include in an MVP and what to hold for future launches can be a politically charged endeavor. Remove politics from the discussion by including user input. Kano studies offer a structured way to gather and sort user feedback. What is a Kano Study? The Kano model (pronounced Kah’ no) comes from work done by Japanese product quality manager, Noriaki Kano, who concluded through his research that products have five types of attributes, or features, which I break down into three positives and two negatives. Structuring User Feedback on Feature Priorities
  53. 53. Getting experiences in the hands of customers, quickly. After identifying key insights and opportunities that need to be solved in the marketplace, teams need to move quickly to creating tests — many times in the form of design prototypes that can be both tested with users, and also serve as the basis for the technology teams to build out and launch. Design Sprints • Visualization of business ideas • Interactive prototypes • Key screens of high-value features and flows • Key branding elements • Output necessary for customer validation Outcomes of Design Sprints:
  54. 54. *the right experience…
  55. 55. Organizations need to change…
  56. 56. DEV UX PM
  57. 57. today…
  58. 58. “I found that 23% of customers who chose to sign up using Facebook authentication did not click on the link in the verification email.” https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/
  59. 59. “After a lot of head scratching, here’s what I did. I connected to customers who did not complete the verification process by sending out a Facebook messenger request. The predominant feedback I received was: “I don’t remember the email address associated with my Facebook account.” … you might as well ask the users to climb a 10-foot wall.” https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/
  60. 60. “Because we are blind to real customer needs or fail to see the constraints of user behavior we end up creating more problems than we solve. The best bet is to take the plunge and observe how customers react.” https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/
  61. 61. Weak Product Management or Weak User Experience
  62. 62. “Product Owner” “UX Designer” “I need to better understand my users…” “I need to have a bigger effect on the product”
  63. 63. http://centercentre.com/program
  64. 64. It’s up to us to show them the way…
  65. 65. “Design has as much to do with art as a lobster has to do with a carrot cake. If you truly want a career as a designer, you are going to need to speak about someone’s business and organizational goals. You’re going to have to learn how to analyze data, you’re going to have to learn how measure effectiveness.” Mike Monteiro https://deardesignstudent.com/10-things-you-need-to-learn-in-design-school-if-you-re-tired-of-wasting-your-money-64aaa0bc3994#.lllumpsd2 —
  66. 66. “Design may enhance performance but unless there are metrics to gauge that benefit, the difference it makes depends on conjecture and faith.” — Thomas Lockwood Thomas Walton https://www.amazon.com/gp/search?index=books&linkCode=qs&keywords=9781581156560
  67. 67. http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
  68. 68. design lead companies — years to $1 Billion valuation
  69. 69. DESIGN CAN SOLVE BUSINESS CHALLENGES Additional revenue via better experience which drive more customers & sales. MORE REVENUE Savings via improved processes, systems, via digital transformation. REDUCED COSTS Get to market with the right product or service faster, and hit the mark the 1st time. TIME TO MARKET Identify new concepts and revenue streams that leverage your brand in new services or products. INNOVATION Winning today’s marketplace takes increasingly better 
 brand experiences. MARKETSHARE Moving to new platforms needs a dedicated plan that takes into account more than the technical specs. MODERNIZATION
  70. 70. ROI
  71. 71. http://humanfactors.com/coolstuff/roi.asp
  72. 72. http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp
  73. 73. 40 million computers a year… 5 million calls?
  74. 74. “It depends on the length of the call, how much the call center pays each rep on average, how well that call center manages its staffing (a lot of overtime increases the average cost of the call). The call center I just worked at averaged about $4.50 per call, but I have worked at other call centers where it is over $10 per call, due to how long each call took (tech support).” https://www.quora.com/What-is-the-cost-of-an-average-call-center-call
  75. 75. For every call cut, that’s $10 saved. 
 Self support anyone? 500K CALLS CUT? SAVE $5 MILLION.
  76. 76. https://www.outsource2india.com/callcenter-staffing-calculator.asp#top $55 million yearly
  77. 77. The cost to improve < the return you get
  78. 78. Shave 5mins off every call… SAVE $10 MILLION DOLLARS
  79. 79. “52% reductions in calls due to account recovery — $560k support cost reduction in one year!” Dawn Ressel Experience Design Manager, Intuit
  80. 80. • over 98% of driving tests are now booked online • 85% of self assessment filing is done through online channels • 12 million people have registered to vote using a new digital service £58 million cost < £600 million savings 1000%+ ROI
  81. 81. “Our StubHub platform, the largest ticket marketplace in the U.S., accelerated year-over year with GMV of $3.6 billion growing 13% and revenue of $725 million up 15%. During the year, we made a number of product and experience enhancements to the StubHub platform, which we believe contributed to StubHub’s strength.”
  82. 82. Go Govs. https://www.usertesting.com/blog/2013/09/24/help-my-boss-doesnt-think-usability-testing-is-worth-it-2/
  83. 83. https://articles.uie.com/three_hund_million_button/
  84. 84. https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze in-home studies
  85. 85. https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze prototyping
  86. 86. https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
  87. 87. “In the short time it has been on the market, Daisy Squeeze ranks among the top 10 sour cream items in sales. In a recent customer survey, 60% of Daisy Squeeze users said they would recommend the product to a friend—20% more than the average.” https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
  88. 88. • What’s the per minute cost of a delayed flight to the airline? 
 $65.43 per airlines.org • What is the average length of a flight delay? 
 57 Minutes in 2014 per rita.dot.gov • What percentage of flights are delayed daily? 
 21% per rita.dot.gov • What’s the full cost of the delay per flight? 
 $3,729.51 • How many flights for this airline are there a day? 
 3,900 per website • What is the total daily cost of delays? 
 $3,054,468.69
  89. 89. CUSTOMER EXPERIENCE JOURNEY MAPS PERSONAS CONCEPT DESIGNS VALIDATION TESTING WORKFLOW DIAGRAMS PRIORITIZATION CONTEXTUAL INQUIRIES AFFINITY DIAGRAMS KANO SERVICE BLUEPRINTS Include your users = better experiences better experiences = ROI
  90. 90. CUSTOMER EXPERIENCE JOURNEY MAPS PERSONAS CONCEPT DESIGNS VALIDATION TESTING WORKFLOW DIAGRAMS PRIORITIZATION CONTEXTUAL INQUIRIES AFFINITY DIAGRAMS KANO SERVICE BLUEPRINTS
  91. 91. *in-store
  92. 92. *phone
  93. 93. *wayfinding
  94. 94. *packages
  95. 95. *home
  96. 96. mobile
  97. 97. * micro-interactions
  98. 98. *all touchpoints
  99. 99. Include the User *
  100. 100. Jeremy Johnson VP of Customer Experience www.jeremyjohnsononline.com
  101. 101. We wrote the book on helping businesses gain insight from their customers and users — insights that lead to effective, successful launches. Designing Software for People: Application Development in the Experience Age experience.projekt202.com

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