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Prepared by
GE Center of Excellence
2011 Edition
User
Experience
Playbook
Draft
05/16/2011Growth : Service & Software
Draft
05/16/2011
GE Center of Excellence
2011 Edition
User
Experience
Playbook
UX Playbook
Principles				11
The core user experience attributes we seek to
deliver with our products and services
UX at GE				 4
Resources				93
A directory of resources for internal and external
guidance and support throughout the user
experience design process
Contributors			 102
Skills					59
The core competencies and role of user experience
practitioners within a product development team
Certification				83
The process for evaluating the quality and brand
consistency of our UX Design Process
Process				15
The common process steps, tools and templates
for crafting a great user experience
54 GE CoE User Experience Playbook - Draft May 2011
Who are GE’s users?
Anyone who interacts with our products
and services, including those who:
•	 Use our digital services and solutions
•	 Influence customer purchasing
decisions
•	 Support the customer
•	 Are internal or external to GE
Great user
experiences
are powered by
customer and
user-centric
thinking in all
aspects of design
and development.
User Experience is…
•	 The perceptions and responses
someone has when they interact with
GE’s products and services. Formed
during:
- Selection and purchase
- Delivery and packaging
- Installation and configuration
- Training and ramp up
- Operation via the user interface
- Support and services
- Maintenance and upgrade
- De-installation and disposal
•	 Influenced by form, function and
business architecture
•	 A strategic driver of business growth
User Experience is NOT…
•	 Just about the user interface
•	 Only about technology (it’s about people)
•	 Just about usability
•	 Easy to design well
•	 Expensive to design well
•	 The concern of only one person or
department
•	 Static
UX Defined
76 GE CoE User Experience Playbook - Draft May 2011
Where are we going?
The UX CoE is leading GE towards a new future where:
•	 Customers and users both prefer and can identify our
products over competitors’
•	 Our user experiences are globally recognized for
innovation and excellence
•	 Our businesses save time and money by leveraging
UX efficiencies
•	 All our businesses embrace good UX design
Drive revenue and growth by
creating preference for GE
branded software and platforms.
Concept visualization for a unified experience with
Expert on Alert, myEngines, Smart Patient Room.
Pilot versions of Expert on Alert,
myEngines, Smart Patient Room.
Initial versions of Expert on Alert,
myEngines, Smart Patient Room.
Then Now Future
A GE User Experience will be…
•	 Identifiable as GE
•	 Responsive to user needs
•	 Delivering more than expected
•	 Developed in partnership with the user
•	 Developed by all disciplines at GE
UX Vision
98 GE CoE User Experience Playbook - Draft May 2011
This document provides a structure to
addressing our needs and achieving
our vision.
Principles
Process
Pilots*
Skills
Certification
Resources
I want to...We need... The UX Playbook... See
* Existing pilots provide the
examples in this document.
How to Use This Book
Consistency
User Contact
Innovation
Expertise
Value
Awareness
•	 Deliver consistent GE user experience
•	 Access a central repository for sharing solutions or
standards
•	 Benefit from more direct access to users and
customers
•	 Uncover the user needs that underlie feature requests
•	 Understand the end user as well as the customer
•	 Decrease the likelihood of lost sales due to poor user
experiences
•	 Surpass the user experiences offered by our
competitors
•	 Increase the number of user experience professionals
on my team
•	 Improve consistency of results by working with user
experience experts
•	 Have a clear understanding of how successful my
software product is and how that rating maps to our
profits
•	 Increase awareness of user experience value, process
or benefits
•	 Defines high-level values to guide GE user
experience design
•	 Introduces UX Central, a web portal, with
standards, templates and reusable assets
•	 Champions cross-functional understanding
of customer needs based on first-hand
contact
•	 References user-centered research methods
•	 Provides examples where outstanding user
experience will grow sales
•	 Provides consistent best practices that
will ensure that GE is seen as a leader in
software innovation
•	 Defines the skills needed in all business
units to deliver great UX
•	 Promotes best practice sharing
•	 Provides a Certification Scorecard
that provides clear measurement and
understanding of UX contribution to GE profits
•	 Advocates cross-company passion and
pride for GE software
1110
The experience attributes GE
products must strive to deliver
to users
Principles
1312 GE CoE User Experience Playbook - Draft May 2011
Asset History
K12566
K12565
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K12563
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K12561
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5
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Firstname Lastname
Firstname Lastname
Firstname Lastname
Firstname Lastname
Firstname Lastname
Firstname Lastname
03/18/2011
03/18/2011
03/18/2011
03/18/2011
03/18/2011
03/18/2011
OK
NTF
OK
NTF
OK
NTF
Saturation Incidents on Multiple Inverters
ATS System No Communication
Solution Title Name One
Solution Title Name Two
Solution Title Name Three
Solution Title Name Four
K12567
Solutions Rules Closed Date StatusClosed ByCase
3
03/29/2011
15:34:57
(3d 4hrs 32min)
03/29/2011
16:05:32Saturation Incidents on Multiple Inverters
(+2)
Parker Hutchinson
38%
88%
88%
48
48
48
789
789
789
Alternate Solutions: FA TC MSDC: Case History Show:
Compose note…
Flag for Knowledge Engineers
Send Solution Drop Case Return to Queue Close Case
Saturation Incidents on Multiple Inverters
Preturbine Sensor Temp. Differential (poptest)
Turbo Intercooler Water Too Hot Fault
Select Other Solution
03/15/2011 07:00 AM
Took a look at engine data only, but didn’t have time
to look at cooling systems to reach a full conclusion.
Submitting back to the queue.
Posted by Michael Callaway
03/15/2011 07:00 AM
Took a look at engine data only, but didn’t have time
Everything
Current Cases
Solutions Rules Created On Status
3
03/29/2011
15:34:57
(3d 4hrs 32min)
03/29/2011
16:05:32Saturation Incidents on Multiple Inverters
(+2)
Assigned To
K12569 Parker Hutchinson
K12568
Case
3
03/29/2011
15:34:57
(3d 4hrs 32min)
03/29/2011
16:05:32Saturation Incidents on Multiple Inverters
(+2)
K12569 Parker Hutchinson
3
03/29/2011
15:34:57
(3d 4hrs 32min)
03/29/2011
16:05:32Saturation Incidents on Multiple Inverters
(+2)
Parker Hutchinson
Expert on Alert
Asset 28
Cases Data NotesOverview
12Frank Barryson?
Fleets ShopsMaps KPIs
Welcoming
Our experiences are friendly and inviting. We
keep them straightforward so our users can
easily get started.
Confident
Our experiences guide our users in moving
through information to complete their goals.
We create intuitive navigation through clear
metaphors and actionable cues.
Meaningful
Our experiences generate value for our
users. We make our users smarter and more
productive by giving them the means to
discover new insights and efficiencies.
Delightful
Our experiences thrill our users by exceeding
their expectations. We innovate for our users
to live our brand and differentiate GE.
Approachable Leader Dynamic Innovative
GE Brand Attribute
UX Principles
The concept and implementation for any GE product should begin
with these four principles, in addition to being informed by business
objectives and customer needs. These principles will be set and
measured alongside the critical-to-quality metrics (CTQs).
GE’s design principles are the fundamental attributes
that we seek to achieve in all elements of the user
experience. These principles drive decisions for
the visual, interactive and business architecture
components that influence users.
Examples of each will be available on UX Central when the site launches.
1514
The framework for crafting a
great user experience
Process
1716 GE CoE User Experience Playbook - Draft May 2011
This playbook will reference methods and tools that
have been used successfully at GE or other businesses.
Regardless of the size or type of program you
undertake, the same core process steps apply.
Iterative
This process is inherently iterative, both within each phase
and throughout the definition, design and development of the
product. It also relies on a continual process of learning more
about customer needs and wants as you work towards your user
experience deliverables, whether those are product concepts, user
interface designs or off-line business processes.
Collaborative
The UX process relies on the collaboration of a cross-
functional team throughout all stages of Discover, Design
and Produce. You can find these details in the Skills
section of the playbook.
Identify user needs and opportunities to
design the right product
•	 Research & Immersion
•	 Data Analysis & Problem Framing
•	 Insight Synthesis & Opportunity
Areas
•	 UX Requirements Engineering
•	 Concept Generation &
Prioritization
•	 Wireframing & Low-fidelity
Prototyping
•	 Visual Design
•	 User Validation
•	 Business Architecture
•	 Design Specification
•	 Iterative User Testing
•	 Vision Ownership & Collaboration
•	 Release 0 Testing & QA
•	 End User Feedback and
Collaboration
•	 Ongoing Scorecard Creation &
Benchmarking
Create experiences that meet needs
for users and the business
Collaborate for excellent UX
delivered on target
Measure user experience, impacts &
on-going value
Process
Discover Design Produce Evaluate
1918 GE CoE User Experience Playbook - Draft May 2011
1Discover
Identifying user
needs to design
the right product
Process Design Produce Evaluate
20 21GE CoE User Experience Playbook - Draft May 2011
Methods
•	 Site visit protocol
•	 User research plan and reports
Direct research
(in field, 1 required)
•	 Exploratory interviews
•	 Contextual inquiry
Expert led (at desk)
•	 Secondary and market research
•	 Competitive and analogous
experience landscaping
•	 Expert reviews and task analysis
•	 Cognitive walkthroughs
•	 Heuristic evaluation
•	 Think-aloud protocol
Tools
•	 Audio and video recording
equipment
•	 Permission and release forms
•	 IRB approval workflows
Example : myEnginesObjective
Identify core problems, criteria and
constraints from the user perspective.
Direct engagement with users to understand
the product “As-Is” to inform what the
product should be.
Lead cross-functional teams in conducting
user research.
Requires the ability to
•	 Plan and conduct user research
•	 Collaborate with the project team
•	 Observe the product or service with an open mind, free from existing product
constraints
•	 Represent GE to the customer with respect, courtesy and utmost
professionalism
•	 Identify customer motivations and value chain, end user goals and existing
business architecture
Research & Immersion
For Aviation, a cross-functional team of
technologists and designers conducted expert
reviews, shop visits and customer interviews,
as well as analogous and heuristic reviews to
better understand the needs and behaviors
that underlie the MRO and workflow processes
myEngines impacts.
Discover
Process Design Produce Evaluate
22 23GE CoE User Experience Playbook - Draft May 2011
After conducting global, direct user interviews
with GE employees from across the businesses,
the user experience team at frog (see page 101)
analyzed the data to uncover the affinities and
patterns driving user behavior throughout the
GE business.
Example : Digital Collaboration
Methods
•	 Project ‘war rooms’ for
collaborative working and
thinking
•	 Concept maps
•	 Data analysis (affinity, theming
and pattern mapping)
•	 Business motivation modeling
•	 Business process analysis
•	 Lean Six Sigma
Tools
•	 BPMN
•	 BMM Standard
Discover
Objective
Analyze data gathered during user research
to identify the core needs from the user’s
perspective. Investigate what users do, not
just what they say, to understand needs they
cannot articulate.
Analyze observation, interview and user
data to contextualize needs to the work
environment and business context.
Requires the ability to
•	 Swiftly organize and categorize data
•	 Analyze qualitative, quantitative and business data
•	 ‘Get off the screen’ and externalize data in a collaborative space
•	 Identify affinities and patterns
•	 Visualize emergent patterns and user mindsets
•	 Prune and refine relevant data
•	 See the user as part of a system and relate his or her needs to the needs of
the customer
Data Analysis & Problem Framing
Process Design Produce Evaluate
24 25GE CoE User Experience Playbook - Draft May 2011
Through direct user contact and business
analysis, the cross-functional team identified a
key scalability issue with the existing myEngines
app structure. The team developed a new
service structure centered on user behaviors,
resulting in user needs becoming the foundation
of the application design.
Example : myEngines
Methods
•	 User archetypes
•	 Journey maps
•	 Workflow diagrams
•	 Product vision roadmaps
•	 Mental modeling
•	 Opportunity maps
•	 Customer scenario mapping
•	 Business process modeling and
simulation
Objective
Extract actionable insights and frame
opportunity areas to design products and
solutions that meet user needs.
Define baseline user experience measures
that will reflect whether user needs are met.
Requires the ability to
•	 Filter data and patterns to identify the most compelling areas
•	 Expand thinking and provoke ‘out of the box’ perspectives
•	 Re-frame user needs into opportunities and guiding insights
•	 Package insights to be relevant for the team and stakeholders
•	 Communicate the value of these opportunities to the customer and to GE
•	 Create clarity and structure out of user research findings
•	 Define user experience measures
Insight Synthesis & Opportunity Areas
Discover
Process Design Produce Evaluate
26 27GE CoE User Experience Playbook - Draft May 2011
Example : Energy Connect
Methods
•	 User feedback plan and report
•	 Requirements reviews
•	 Agile modeling methods
•	 Conjoint analysis
Tools
•	 Blueprint
•	 TopTeam
•	 UML
•	 Industry standards
•	 The business analysis body of
knowledge
Energy Connect maintains requirements
records in TopTeam. All records are linked and
traceable.
Objective
Launch an iterative process of documenting
and prioritizing requirements that will scope
and guide the design process.
Identify all applicable principles, standards
and constraints that apply to a product
or service.
Create a feedback loop with the user.
Requires the ability to
•	 Understand the full systems
•	 Communicate clearly and succinctly in spoken and written form
•	 Negotiate among stakeholders
•	 Establish an operating rhythm for ongoing validation with stakeholders and
end users
•	 Develop requirements that are unambiguous, actionable, testable and clearly
related to user, customer and business justification.
•	 Return to users and customers with the insights gained to ensure their needs
have been correctly identified
Discover
UX Requirements Engineering
29GE CoE User Experience Playbook - Draft May 201128
2Design
Creating
experiences that
meet needs
Process Discover Produce Evaluate
30 31GE CoE User Experience Playbook - Draft May 2011
Once the team understood the use cases for
this RM&D data, they quickly explored multiple
interface directions with hand-sketched
wireframes, then collaboratively selected the
best directions.
Example : Experts on Alert
Methods
•	 Concept generation
•	 Sketching
•	 Scenarios & storyboarding
•	 Feature prioritization (user)
•	 Prioritization workshops (team)
•	 User experience requirements
definition
Objective
Transform user insights and opportunity
areas into product concepts, collaborate with
teams to identify business and technology
requirements and lead prioritization.
Requires the ability to
•	 Generate light-weight concept explorations expressing user needs
•	 Direct collaborative teams in concept generation
•	 Separate concept generation from prioritization
•	 Integrate business, technology and user requirements in down-selection
Concept Generation & Prioritization
Design
Process Discover Produce Evaluate
32 33GE CoE User Experience Playbook - Draft May 2011
During development of a customer-facing
portal, the Controls Connect team identified
important gaps in GE Energy’s current capability
to keep the knowledge base current. Working
with business stakeholders, the team designed
and rolled-out new knowledge-centered support
(KCS) practices that merged with the commercial
rollout of the portal.
Example : Controls Connect
Methods
•	 Business motivation modeling
•	 Business process analysis &
modeling
•	 Information modeling
•	 Use case modeling
•	 Gap analysis
•	 Change Acceleration Process
(CAP)
Tools
•	 OMG Business Motivation
Modeling Standard
•	 BPMN
•	 Business Process Modeling tools
•	 Enterprise Architecture tools
Objective
Collaborate with program managers and
systems engineers to develop business
architecture.
Provide user requirements and advocacy
in the design and evolution of strategies,
organizations and business practices.
Advocate for “One GE” and the elimination of
silos in customer engagement.
Requires the ability to
•	 Identify all customer and user touchpoints for a product or service throughout
the customer lifecycle.
•	 Quickly learn the operational characteristics of a customer
•	 Examine the business process, including user, operational and technology
contexts
•	 Be a change agent: Identify and find ownership for changes that will provide
value both to customers and to GE
•	 Provide a holistic vision for the business system that supports users
Design
Business Architecture Design
OrganizationPartnership
Process
Engineering
Commercial
Strategy
Process Discover Produce Evaluate
34 35GE CoE User Experience Playbook - Draft May 2011
Methods
•	 Card-sorting (open and closed)
•	 Site map/application map
•	 Workflow diagrams
•	 Low-fidelity prototyping
•	 Research plan and reports
Tools
Currently available
•	 GE UX Principles
To be developed
•	 Standards library
•	 GE Wireframing toolset which
supports GE-wide standard asset
sets and light-weight prototype
generation
The Expert On Alert team used low-fidelity
wireframes to lay out the information and
interaction architecture for the next version of
their remote monitoring and diagnostics user
interface. These easy-to-change prototypes
do not distract evaluators with visual design
questions.
Example : Expert on AlertObjective
Express selected concepts in tangible form
for communication with the development
team, business team and users.
Requires the ability to
•	 Express the concept and desired interactions in a structured format
•	 Evaluate various interaction models and identify the most appropriate for the
user and system need
•	 Develop navigation and light-weight explorations to test with users
•	 Develop an information architecture
•	 Define the product in collaboration with designer and developers
Wireframing & Low-Fidelity Prototyping
Design
Process Discover Produce Evaluate
36 37GE CoE User Experience Playbook - Draft May 2011
The GE Smart Patient Room Hand Hygiene
prototype team explored multiple design
concepts before selecting the most effective
visualization strategy. Selection involved a
cross-functional team and both customers and
representative users.
Original
Current
Visual
mock-ups
Example : Smart Patient Room
Design
Methods
•	 User landscape reviews
Tools
•	 Visual design application
•	 Standards Library
•	 GE UX Principles
•	 Business/product specific GE DLS
Objective
Express the information architecture and
system interactions in a branded design that
is clear and appealing to users.
Requires the ability to
•	 Understand user needs and translate into an effective visual design
•	 Design for user needs with awareness of technical implementation
•	 Collaborate with UX expert, prototyper and product team
Visual Design
Process Discover Produce Evaluate
38 39GE CoE User Experience Playbook - Draft May 2011
GE Energy used the GE process to develop a
customer-facing self-service knowledge portal.
From initial paper prototypes through the live
prototype, user evaluation was part of each
iteration. A cross-functional team of UX experts,
business leads and engineers collaborated on
the project
Example : Controls Connect
Design
Methods
•	 A/B testing
•	 Usability testing (may include
time-on-task, task completion,
eye-tracking and other methods
to evaluate performance as
needed)
•	 Qualitative usability reviews and
Think Aloud
•	 Concept evaluation workshops
•	 Research plan and report
Tools
•	 Remote testing tools
•	 Eye tracking
•	 GRC facial recognition and
affective modeling system
Objective
Validate interaction and visual design
directions with users throughout the process
to ensure appeal as well as identify usability
issues prior to robust development.
Requires the ability to
•	 Scope, plan, produce and run user validation sessions
•	 Select methods within available time
•	 Moderate user research sessions
•	 Analyze and synthesize data into tangible recommendations and strategies for
implementation
•	 Access end users
User Validation
Validation Best Practices
41GE CoE User Experience Playbook - Draft May 201140
3Produce
Collaborating
for excellent UX
delivered on target
Process Discover Design Evaluate
42 43GE CoE User Experience Playbook - Draft May 2011
Example : myEngines
frog (see page 101) created both a visual and
interaction design style guide, and a functional
proof-of-concept mobile web app for iPhone
used to test integration and design viability.
Together, these elements formed the first
stage of design specification for the myEngines
application.
Methods
•	 Written functional specification
(including behaviors, case logic
and state definition)
•	 Visual specification
•	 Experience prototypes for
functional specification
Tools
To be developed
•	 GE standard wireframing tool
•	 Standards library
•	 Requirements repository
•	 Specification templates
Objective
Translate the user experience into formal
documentation for use by the development
and business team.
Design specification is often done with
text narrative and experience prototypes,
showing the interactions and behaviors most
challenging to express on paper.
Requires the ability to
•	 Develop detailed documentation in text, as well as, experience prototypes for
features, functions and interactions
•	 Plan for agile sprints
•	 Compose specification to enable efficient post-sprint modification
•	 Update user experience measures to reflect the final experience direction
Produce
Design Specification
Process Discover Design Evaluate
44 45GE CoE User Experience Playbook - Draft May 2011
Example : insideGE
The latest iteration of insideGE introduced a
new, clean design based on extensive research.
To make sure they got it right, the team involved
employees and stakeholders throughout the
development process. The team rolled out
the alpha to 500 employees, and the beta to
60,000 and encouraged extensive feedback.
The service won a prestigious Nielsen Norman
award in 2009.
Methods
•	 Representative user reviews (only
when significant user research
exists)
•	 Remote walkthroughs
•	 ‘User Fridays’ (scheduled reviews
with 2-3 users every other week)
•	 Usability testing
•	 Research plan and report
Objective
Participate in agile development processes
by incorporating quick user input sessions for
key sprint cycles.
Requires the ability to
•	 Integrate testing cycles with agile sprint cycle
•	 Plan and conduct feature-focused testing
•	 Provide recommendations that maintain the product vision and user needs
Produce
Iterative User Testing
Process Discover Design Evaluate
46 47GE CoE User Experience Playbook - Draft May 2011
Methods
•	 Frequent collaboration and
contact with team members
•	 Product vision roadmap and
documents
•	 Project ‘war rooms’ / co-location
•	 User archetypes and workflows
•	 Cognitive walkthroughs
•	 Prototyping
To keep the team aligned on the vision for the
Expert on Alert system throughout the process,
the user experience team at frog (see page 101)
created a roadmap that mapped the current
experience to the future experience the team
was designing.
Example : Expert on Alert
Produce
Objective
Allocate UX experts to the product
team throughout the process to speed
development and collaboratively solve
challenges while maintaining the concept
vision and delivering on user needs.
Requires the ability to
•	 Own and defend user needs and concept vision throughout process
•	 Creatively respond to barriers to achieve an optimal solution
•	 Communicate with engineers, developers and business leads
•	 Frame user needs in business value
Vision Ownership & Collaboration
Process Discover Design Evaluate
48 49GE CoE User Experience Playbook - Draft May 2011
Methods
•	 QA testing and validation of user
experience requirements and
workflows
•	 Final usability testing
Tools
•	 TopTeam
•	 Infrastructure QA
Produce
Controls Connect performed release testing at
multiple levels:
1. Unit, Integration and Regression testing by
the development/quality assurance team
2. User acceptance testing with the business
analysis team, broad business stakeholders
and a pilot user team from actual and potential
customers who used the application in context
Example : Controls ConnectObjective
Ensure the final product meets user needs
and provides a good GE user experience prior
to first launch.
This should never be the first phase of user
contact or usability testing. If adequate UX
involvement has been present and taken
into account, minimal changes should be
necessary during this phase.
Requires the ability to
•	 Evaluate that the actual product user experience matches the user experience
requirements established at the start of the phase
Release 0 Testing and QA
51GE CoE User Experience Playbook - Draft May 201150
4Evaluate
Measuring UX
impacts and
ongoing value
Process Discover Design Produce
52 53GE CoE User Experience Playbook - Draft May 2011
frog (see page 101) monitors the on-going
performance of key initiatives, such as
Healthymagination and Ecomagination, to
provide a weekly dashboard for performance.
This provides leaders the ability to quickly
understand the status of the initiatives via
traditional and social metrics and to target
needed changes quickly.
Example : GE Corporate
Methods
•	 Direct user contact
•	 Voice of the Customer
•	 Surveys and questionnaires
•	 UX Scorecard
Tools
•	 Quantitative data collection
tools/services
•	 Survey application/tool
•	 Scorecard tracking tools/service
Objective
Evaluate how user experience affects the
performance of GE products.
Report quarterly on the user experience
performance of GE products.
Requires the ability to
•	 Design and implement surveys
•	 Monitor measurements
•	 Identify opportunities for improvement
•	 Plan and conduct user input sessions
•	 Maintain professional on-going relationships with GE product users
•	 Analyze data and extract meaningful trends
•	 Identify opportunities for improvement
•	 Map data to experience and financial impacts meaningful to GE
•	 On-going product benchmark analysis
Evaluate
Ongoing Scorecard Creation &
Benchmarking
Ecomagination Dashboard 2/7-2/13
Top Ecomagination Content (page views) Top Challenge Content (page views)
1. 53,049 1. 10,841
2. 24,692 2. 9,380
3. 20,840 3. 2,478
4. 18,804 4. 2,198
5. 10,574 5. 1,781
Top Ecomagination Traffic Sources (visits) Top Challenge Traffic Sources (visits)
1. 15,600 1. 3,574
2. 6,756 2. 2,371
3. 3,185 3. 1,923
4. 2,793 4. 895
5. 2,054 5. 493
Social SEM: Content
Social 1/31-2/6 2/7-2/13 Views Clicks
Total social volume 1,777 1,610 Total 1,907,499 762 0.04%
1,907,499 762 0.04%
Twitter @pepsi @eco
Total followers 56,372 40,085
Overall "Klout" score 65 67
SEM: Search
Views Clicks
Total 333,670 4,289 1.29%
Retweeted by BethSEGreen 2/7: 1,013 followers 274,699 3,256 1.19%
Bing 58,971 1,033 1.75%
Facebook* Pepsi
Fans 3,301,189 1,882
Interactions - 15
Traffic (visits)
Google
Ecomagination
*Counts relevant posts generated by brand only
GE.com Twitter
RT @ecomagination: 27acre solar field 2 lower Princeton's
energy cost 8% Princeton Plans Largest Solar Field for Any
U.S. University ...
Conversion
Google (CPC) ecomagination.com
Direct traffic Google (organic)
Google (organic) Google (CPC)
Conversion
Google
Projects Powering Your Home: My Profile
Traffic to ecomagination.com increased by 98% this week, drawing just over 33,000 visits to the site. More than half of these visits
were a result of paid advertising - Google and DailyMotion. Dailymotion, a new vendor to appear as a top traffic source, seems to
have driven an increase in pages per visit. Meanwhile, traffic to the Challenge site remained relatively stable this week. Social
volume and Facebook interactions are down from last week. Traffic to Twitter continues to grow and has reached over 40,000
followers though influence (as measured by Klout) decreased this week. Beth Bond, editor of Southeast Green, a green and
sustainability business website, retweeted a story about a solar power field at Princeton University to her 1,014 followers.
Home Powering Your Home: Ideas
Technologies Powering Your Home: Home
Topics Home
News View Idea
Dailymotion (advertising) Direct.com
36,330 visits 18,359
10% repeat visitors 14%
4.3 pages/visit 1.6
77% bounce rate 75%
12,362 visits 12,442
28% repeat visitors 26%
3.8 pages/visit 3.6
52% bounce rate 53%
Process Discover Design Produce
54 55GE CoE User Experience Playbook - Draft May 2011
Evaluate
Greg Levinsky and the Home and Business team
dramatically improved their net promoter scores
and turned 67% of their online detractors to
neutral and 20% of detractors to advocates for
GE appliances through actively identifying and
engaging in Facebook and Twitter conversations
about GE appliances.
Example : GE Appliances
Methods
•	 Customer advisory boards
Tools
To be developed
•	 Online forums
•	 Social media
•	 Embedded feedback
mechanisms
•	 Software instrumentation
•	 Usage tracking, logging
•	 In-product/Online feedback
mechanisms for customer/user
input to be built into the products
themselves
Objective
Leverage social media, embedded features
and software instrumentation to maintain
an ongoing conversation with users, as well
as capture their feedback and enhancement
requests.
Requires the ability to
•	 Engage with end users and customers over time
•	 Monitor multiple feedback channels
•	 Collaborate with product team to understand and evaluate emergent user
needs and opportunities
End-User Feedback and Collaboration
5756 GE CoE User Experience Playbook - Draft May 2011
EvaluateProduceDiscover Design
Methods Templates Tools
Exploratory Interviews
Contextual Inquiry
Secondary & Market
Research
Competitive Reviews
Expert Reviews & Task
Analysis
Cognitive Walkthroughs
Heuristic Evaluation
Business Value Analysis
‘War Room’ & Co-
location
Benchmarking
Data Analysis &
Synthesis
Mental Modeling
Opportunity Mapping
Business Analysis
Processes (6Sigma)
Research Plans &
Reports
Concept Map
User Archetypes
Journey Map
Workflow Diagrams
Product Roadmap &
Vision
Forms & Process
Flows
Research Equipment
BPMN
Wireframing App
GE Wireframe Assets
Visual Design App
Standards Library
GE UX Principles
GE & Business DLSs
Concept Generation
Sketching
Scenarios &
Storyboards
Feature Prioritization
(user)
Prioritization Workshop
(team)
Card Sorting
Visual Landscape
Reviews
A/B Testing
Usability Testing
Concept Evaluation
Workshop
Prototyping
UX Requirements
Engineering
UX Requirements
Site / Application Map
Interaction Specification
Functional Specification
Visual Specification
Survey App/Tool
Scorecard Tracker
Service
User Feedback Service
Scorecard Report
Experience Prototypes
Remote Walkthroughs
User Panels
User Fridays
QA Testing & Validation
Metrics Collection
User Input Collection
Support Materials
Process
Discover
Design
Produce
Evaluate
* Most methods, templates and tools apply throughout the process. Groupings represent
initial or primary use.
5958
Building teams to craft great
GE user experiences.
Skills
6160 GE CoE User Experience Playbook - Draft May 2011
Skills The best UX design comes from a diverse set of experts
skilled in user-centered design methodologies.
These experts will be actively engaged in the GE user
experience community and seek continual process
improvement.
Expert
We need an expert team to achieve our vision. The UX practitioners
will lead cross-functional teams to understand end users and own
creative delivery to drive innovation.
Systematic
To build the practice, they will articulate the business value
of systematically creating good user experiences in GE
software.
•	 Communication Across Disciplines
•	 Collaboration & Facilitation
•	 Systems Thinking
•	 User Requirements Advocacy
•	 User Insight for Unmet Needs
•	 Create & Value User Experience
Requirements
•	 User Product Lifecycle Modeling
•	 Competitive Auditing
•	 Prototyping Before Locking
System Design
•	 Prototype Testing with Users
•	 Prototype Iteration &
Requirements Specification
•	 Identify Measures for User
Experience
•	 Track & Score User Experience
Measures
•	 Share Reusable Solutions for Speed
& Consistency
Cross-Functional
Team
Know Your User
Prototype
& Iterate
Measure
& Extend
6362 GE CoE User Experience Playbook - Draft May 2011
ACross-
Functional
Teams
Leveraging all skills
for great UX
Objective
The best user experience
teams blend UX experts,
business strategists, creative
technologists and engineers.
Requires the ability to
•	 Communicate effectively with team members from
other disciplines
•	 Understand the needs of the technology,
engineering and business team members
•	 Translate business, technology, user needs and
design issues within the team
Skills to Hire
•	 Strong communicators
•	 Experience in cross-functional
environments
Skills / Cross-Functional Teams
Communication Across Disciplines
6564 GE CoE User Experience Playbook - Draft May 2011
Objective
For GE to lead in user
experience design, teams
must be staffed to support
collaboration between the
disciplines throughout product
development.
Requires the ability to
•	 Build rapport and trust within the team and among
disciplines
•	 Guide creative collaboration and maintain team
balance
•	 Lead group facilitation activities
Skills to Hire
•	 Creative leadership
•	 Facilitation of group reviews and
discussions
•	 Experience integrating user
experience requirements with
business, engineering and
developer requirements
•	 Experience translating needs
into terms meaningful to other
disciplines
Skills / Cross-Functional Teams
Collaboration & Facilitation Systems Thinking
Objective
User experience leaders must
see the user as part of a
contextual system that includes
assets, information, people and
processes. They must leverage
the expertise from multiple
disciplines to find solutions that
optimize the system.
Requires the ability to
•	 Map and model systems
•	 Diagram and model system influencers and drivers
•	 Facilitate cross-functional teams to develop a
common understanding of how system components
impact each other
•	 Identify, dissect and challenge assumptions about
how systems work
•	 Understand and clearly communicate the high-level
system view, as well as the detailed system elements
•	 Analyze models of a system to trace root causes of
problems and identify patterns of behavior
Skills to Hire
•	 Business analysis
•	 Systems engineering
•	 User experience service or
systems delivery
Skills / Cross-Functional Teams
6766 GE CoE User Experience Playbook - Draft May 2011
User Requirements Advocacy
Objective
UX experts must act as the
advocate for the needs of
the user throughout product
planning, conceptualization,
design and development.
Requires the ability to
•	 Develop materials that communicate and
summarize user needs effectively
•	 Communicate user needs to express the value to
different business stakeholders
•	 Link needs and concepts with product design and UI
decisions
•	 Maintain a high-level vision that informs detailed
design decisions
Skills to Hire
•	 Evangelists
•	 User insights specialists
•	 Storytelling and visual
communication
Skills / Cross-Functional Teams
BKnow
Your Users
Ongoing user
insights generation
6968 GE CoE User Experience Playbook - Draft May 2011
Objective
In order to deliver products
with great user experiences, GE
must discover and synthesize
insights and concepts based
on the unmet needs of the user.
Requires the ability to
•	 Plan and deliver great user research sessions that
build customer trust in GE’s approach
•	 Build rapport with account management needs and
concerns
•	 Discover and synthesize user experience insights
Skills to Hire
•	 Design research
•	 Research facilitation and
moderation
•	 Experience balancing business
concerns with gathering user
input
•	 Leadership in developing long-
term user contact channels with
customers/B2B environments
•	 Ability to craft innovative
methods to fit opportunities
Skills / Know Your Users
User Insights for Unmet Needs
Objective
The UX expert must ensure
that user needs are aligned
with GE business innovation
and engineering requirements.
They will create and manage
models that align user needs
with market opportunities
throughout the software
development lifecycle.
Requires the ability to
•	 Conduct research and synthesize user insights
•	 Conceptualize user experiences based on design
research and insights
•	 Document user experience requirements
•	 Drive development of prototypes to explore and
express requirements
•	 Marry business and user needs into opportunity
areas for GE
Skills to Hire
•	 Strong design research and
synthesis experience
•	 Ability to create user experience
requirements
•	 Experience tracing insights from
initial research throughout the
development process
•	 Customer segmentation
Skills / Know Your Users
Create & Value UX Requirements
7170 GE CoE User Experience Playbook - Draft May 2011
Objective
Beyond generating insights
for user needs today,
the UX expert needs to
develop a strategic vision
for the evolution of the user
experience over the product
lifecycle and business strategy,
and work with the full team to
tier the rollout and evolution
of features.
Requires the ability to
•	 Develop a strategic vision for customer interaction
•	 Prioritize features into a multi-stage model
•	 Communicate the long-term product strategy based
on addressing the most important user needs
Skills to Hire
•	 Journey mapping
•	 Moments of Truth identification
and communication
•	 Experience modeling
•	 Service design
•	 Product strategy
•	 Product lifecycle modeling
Skills / Know Your Users
User Product Lifecycle Modeling
Objective
To generate a compelling user
experience, the UX expert
must be able to look at the
wider context of software and
service experiences, as well
as interaction patterns and
opportunities.
Requires the ability to
•	 Describe the product space from the user and
customer perspective by analyzing competitive and
analogous experiences within, and outside of, the
product category
•	 Identify relevant experiences
•	 Clearly document findings and recommendations
Skills to Hire
•	 Trendscaping
•	 Heuristic analysis
•	 Cognitive walkthroughs
•	 Segmentation and behavior
analysis
•	 Product/experience landscaping
Skills / Know Your Users
Competitive Auditing
7372 GE CoE User Experience Playbook - Draft May 2011
CPrototype
& Iterate
Fast concept
creation and
evaluation
Objective
In order to gain the most value
from investment in interactive
prototypes, these prototypes
must be designed before
the system architecture and
features are locked, so that
flexibility to integrate findings
remains.
Requires the ability to
•	 Generate multiple concepts to provide a range of
options
•	 Quickly develop prototypes that represent the user
experience (even if they are on another platform
than the final implementation)
•	 Swiftly gather and synthesize research and iterate
prototypes
Skills to Hire
•	 Creative development
•	 Agile prototyping
•	 Iterative design
•	 Design agency experience
•	 Divergent, creative thinker
Skills / Prototype & Iterate
Prototype before Locking in Design
7574 GE CoE User Experience Playbook - Draft May 2011
Objective
To prevent downstream costs
and wasted efforts, both low
and high-fidelity prototypes
should be tested with users.
Light-weight testing often
integrates well with agile
development.
Requires the ability to
•	 Identify and prioritize research questions
•	 Develop appropriate testing processes to answer
key questions
•	 Develop concept prototypes to address core
questions
Skills to Hire
•	 Test design
•	 Usability testing
•	 Concept evaluation
•	 Research protocol design
•	 Research facilitation
•	 Testing for agile development
•	 Research moderation
Skills / Prototype & Iterate
Prototype Testing with Users
Objective
To ensure usability and that
user needs are met throughout
the details of the production
process, UX experts should be
a part of the ongoing review of
production deliverables.
Requires the ability to
•	 Collaborate with the production team
•	 Engage user inputs throughout the process
•	 Interpret interactions and collaborate on solutions
Skills to Hire
•	 Collaboration and
communication skills during
production
•	 Sketching and iteration
•	 Understanding of technology
capabilities of the field/industry/
business
Skills / Prototype & Iterate
Prototype Iteration and Requirements
Specification
7776 GE CoE User Experience Playbook - Draft May 2011
DMeasure
& Extend
Proving value and
building a single
source
Objective
To track the success of user
experiences, measures
must be identified during
the requirements definition
process and measured
throughout the product
lifecycle.
Requires the ability to
•	 Define user experience requirements
•	 Identify and prioritize key interactions for the user
experience
•	 Develop measures for key interactions
•	 Refine measures over time
Skills to Hire
•	 Measurement of UX impacts
•	 Data analysis for user experience
•	 Quantitative study design
•	 Qualitative study design
Skills / Measure & Extend
Identify Measures for User Experience
7978 GE CoE User Experience Playbook - Draft May 2011
Objective
User experiences should be
measured over time to identify
areas for improvement and
to benchmark ongoing user
experience updates.
Requires the ability to
•	 Gather data over time
•	 Analyze results
•	 Manage data in a consistent format across the
company
•	 Generate insights and recommendations from
research
•	 Communicate findings
Skills to Hire
•	 Quantitative research
•	 Data analysis
•	 Trend identification
Skills / Measure & Extend
Track & Score UX Measures
Objective
Deliver great experiences
faster by reusing proven
solutions.
Contribute to the growth of
consistent GE solutions by
sharing assets and patterns
with the GE community and
reusing proven solutions.
Requires the ability to
•	 Understand the GE product ecosystem to identify
solutions with broad applicability
•	 Identify and communicate solutions
•	 Prioritize documentation and sharing
•	 Integrate reuse of solutions into the design process
Skills to Hire
•	 Knowledge management
•	 Interaction design
Skills | Measure & Extend
Share Reusable Solutions
8180 GE CoE User Experience Playbook - Draft May 2011
Skills
Proposed Staffing Roles
To deliver strong, consistent GE user experiences that
meet the unique needs of each business and industry
we serve, we recommend that each business hire
at least one full-time leader in most of the following
roles.
* Minimum required effort and investment per business and major software platform (e.g. Proficy)
** Recommended per business and major platform, but which can also be outsourced to
qualified vendors (Qualified vendors must be willing to integrate with GE UX standards and tools
and provide assets for GE knowledge management)
Other roles are recommended to support the overall growth of UX in the business
Visionary Leader*
Lead the business UX. Evangelize broadly and at the C-level
Project Manager
Manage special UX projects and vendor relationships
Research Specialist**
Lead user research practice
Training Lead
Lead training on UX and professional development for staff
Visual Design Specialist**
Lead visual design practice and standards
UX Knowledge Manager*
Own the primary GE UX content and standards
Evangelist
Own internal advocacy, award programs and other advocacy for UX
User Experience Specialist**
Lead interaction design practice
Prototyping Specialist**
Lead prototyping and tech integration practice
8382
Auditable checkpoints for
compliance with our UX
Design Process and for
measurement of outcomes
Certification
8584 GE CoE User Experience Playbook - Draft May 2011
Certification Auditable checkpoints during each phase
drive process compliance.
Consistent
Certification drives consistent improvement in our software user
experiences by creating an auditable and repeatable process
connected to measurable outcomes.
Measurable
The certification process generates both GE-standard and product-
specific experience measures to track throughout the life of the
product to demonstrate the impact of user experience decisions.
UX is involved & part of team from start
Design research is performed with users
User archetypes are created for key roles
User insights and key principles are
documented for the product
Concepts are analyzed for GE
design patterns and standards
Experience prototypes are created
Experience prototypes are tested
with users
Final specifications are created
based on GE standards
Summative testing is done with
key user archetypes prior to
product release
Post-launch data is collected into
the UX Scorecard
Product scorecard is benchmarked
and analyzed for improvement
opportunities
Discover Design Produce Evaluate
Conduct user research and integrate
findings with the product plan
Design GE experiences that resonate
with users and leverage GE standards
Collaborate on specification and
delivery of the product
Measure user experience and the
impacts on product value over time
8786 GE CoE User Experience Playbook - Draft May 2011
UX is involved and part of the team from the start Concepts are analyzed for GE design
patterns and standards
Design research is performed with users
Experience prototypes are created
User archetypes for each key role are developed
based on current user research
Experience prototypes are tested with users
User insights and key principles are documented
for the product
UX lead allocated in the project
plan for the full duration of the
project
Pattern analysis inventory
User archetypes
Research plan
Sessions conducted
Requirement
recommendations
User Insights brief
User roles are defined
Research plan created
Research conducted and
analyzed
Experience prototype(s)
Goals GoalsCertification Points: Certification Points:
Discover DiscoverDesign DesignProduce ProduceEvaluate Evaluate
Certification Certification
Objective
Delivering great user experiences requires that
UX experts and users be an integrated part of the
process from concept through delivery and ongoing
maintenance.
Objective
UX experts work closely with the business, design
and development teams to ensure that meaningful,
consistent user experiences are developed and
tested with users throughout the process.
indicates a step for which a template
document will be created.
8988 GE CoE User Experience Playbook - Draft May 2011
Final specifications are created based on GE
standards
Summative testing is done with key user
archetypes prior to product release
Updated pattern analysis
inventory
Research plan
Scorecard created
Research report and
recommendations
Goals Certification Points:
Discover Design Produce Evaluate
Certification
Objective
UX experts integrate with the production process by
creating user experience specifications and testing
against them.
Post-launch data is collected into the UX
Scorecard
Product is benchmarked and analyzed for
improvement opportunities
UX Scorecard
Benchmark report
Goals Certification Points:
Discover Design Produce Evaluate
Certification
Objective
Working with the product manager, the UX expert
maintains an ongoing relationship with the
product to measure outcomes and ascertain that
user experience targets are met.
9190 GE CoE User Experience Playbook - Draft May 2011
Scorecard
Connecting our
design efforts to
customer outcomes.
The UX Scorecard is a formal tool to systematically
understand customer and business outcomes, which
result from our GE user experience efforts.
Scorecard Elements
Certification
Universal Measures
Product Measures
Existing Product Performance Measures
GE UX Principles
UX Basics / SUS
Assumed in Use
Per-User
Archetype
(as derived from
user research)
Self-
reported
Data
Observed
Data
•	 Welcoming
•	 Confident
•	 Meaningful
•	 Delightful
•	 Intuitive Navigation
•	 Visual Appeal
•	 Content Clarity
•	 Success rate
•	 Time to completion
•	 Usage & task productivity
•	 Satisfaction with top 5
capabilities
•	 Net Revenue
•	 Net Sales
•	 Sales Growth
•	 Market Share
•	 Differentiated Value Proposition
•	 Net Promoter Score
Key features:
•	 Systematic collection of UX
measures into an online scorecard
•	 Formal tool for analysis and
identification of opportunities for
point release improvements
•	 Enables peer comparison and
release 0 testing thresholds
Universal measures are
based on our GE User
Experience Principles,
which are common to all
products.
Product-specific
measures are created
from user requirements
identified at the end of
the Discover phase.
Correlating UX
measures with existing
product performance
measures will highlight
achievements and
opportunities for
improvement.
Concept for Scorecard
9392
Existing and planned tools
and teams, which will deliver
on our UX vision
Resources
9594 GE CoE User Experience Playbook - Draft May 2011
Standards
The UX CoE team develops and maintains GE UX principles, processes and tools. These
assets are constantly under review and are updated to reflect state-of-the-art design
solutions for GE through active dialog with the GE UX community and investigation of
global trends.
Support
We provide both direct and self-service support to the businesses. Our experts maintain
active discussion threads, and develop How-To’s and other materials to support
recommended processes and ongoing professional development. Through strategic
projects and UX vendor qualification and matchmaking, we help all GE products move
toward UX excellence.
Advocacy
To support the GE culture in embracing a user-centered mindset when developing digital
solutions, we will conduct training and internal PR on GE UX processes, successes and
opportunities. We will also integrate with new hire and executive training, as well as build
expert groups and professional development opportunities.
Innovation
As a cross-business organization, the UX CoE members will be charged with identifying
innovation trends, synergies and opportunities across the company. They will also
actively engage with the wider UX community globally and develop special reports for the
community about market trends that impact our clients, industries and services. Beyond
identifying market movements, the UX CoE will also pursue propriety GE innovations in user
experience.
UX Center of Excellence
Resources
Our Mission
The UX Center of Excellence provides GE businesses with the knowledge, methods and tools
to create welcoming, confident, meaningful and delightful user experiences that will drive
revenue and growth by creating preference for GE branded software and platforms.
How We Help
How To’s
Standards
GettingStated
M
etrics
Support
Getting
Started
ThinkTan
k
Research
Lead
Interaction
Design Lead
Visual Design
Lead Prototyping
Lead
Knowledge
Manager
Project
Manager
Evangelist
Training
Lead
Innovation
Lead
Visionary
Leader
Research
Knowledge Mgr.
Userexperiences
Templates
Design Language
Play
book
Certifi
cation
UXPrinciples
Cross-Business Trends
Technology
Platform Guidance
Tren
ds
Markets
Behavior
s&
Needs
How To’s & Forums
Design Assets / Them
es
SpecialProjects
VendorMatchmaking
Awards/PublicationsRoadshows
Executive Briefings
Expert Groups / Workshops
Self Service
Direct
Tools
Proc
esses
Principles
Emerging
Glo
bal
TrainingBusinessspecific
InternalPR
Stan
dards
Advo
cacy
Sup
port
Innova
tion
UX
CoE
9796 GE CoE User Experience Playbook - Draft May 2011
UX standards, the value
of outstanding user
experience and the
process to achieve them
at GE.
Content Types
•	 Guiding vision
•	 UX Playbook
•	 UX Principles
•	 Compliance process
Enables comparison
of outcomes and
measurement of
financial impacts of UX.
Content Types
•	 Scorecard data
•	 Benchmark data
•	 Trend visualization
•	 Measurement tools
Provide guidance and
access to key tools and
templates.
Content Types
•	 Detailed methods
•	 UX topics
•	 Best practices
•	 Tutorials
•	 Templates
•	 Examples
Expert identification of
internal and external UX
trends.
Content Types
•	 CoE & expert articles
•	 Emerging topic
coverage
•	 Trend coverage
Enables cross-business
sharing of standards and
user interface and code
assets.
Content Types
•	 CoE pattern libraries
•	 Code and UI elements
•	 Definitions and links to
tutorials and examples
•	 Searchable reference
Encourages GE UX dialog
and access to qualified
vendors and UX CoE
support.
Content Types
•	 Discussion threads
•	 UX CoE staff
•	 CoE pilot program
standards and
application
•	 Vendor directory
•	 Vendor standards
UX Central
Resources
Getting Started MetricsHow To’s ThinkTankStandards Discussion Support
A Single Source for Standards, UX Expertise and Outcomes
Training internal PR and leadership will get the UX word out, while UX Central provides a
dedicated source for all GE UX content. The website is currently being scoped and designed. It
will provide core reference and learning materials, official standards, process explanations and
access to key trends and opportunities for the businesses.
Growing and gardening the content on this site will be a major, ongoing responsibility of UX
CoE staff, as the site must be active and continually reacting to changes and needs in the
business and the market.
9998 GE CoE User Experience Playbook - Draft May 2011
UX Central
Resources
Standards Content Example
1. Provides access to reusable templates and code to drive consistency.
2. Guidance in evaluating the application of the standard.
3. Includes links to associated information.
Landing Page Example
1. Provides step-by-step materials for each phase.
2. Primers and detailed instructions help experts and novices refine skills and access templates.
3. Provides social presence for UX leaders to grow the GE UX community.
2
2
1
1
3
3
101100 GE CoE User Experience Playbook - Draft May 2011
Artefact
Brandtrust
Bressler Group
Brooks Stevens
Carbon Design Group
Cooper
Echo Visualization
Forest Giant
Formation Design
frog
General Assembly
Gravity Tank
IA Collaborative
Lextant
The Patricia Seybold Group
Priority Design
VSA
Razorfish
Redali
Richard Smith
Sapient
Strategy Product Development
User Insight
Usability Science
Ziba - California
Universal Mind
Whipsaw
	
www.artefactgroup.com
www. brandtrust.com
www.bresslergroup.com
www.brooksstevens.com
www.carbondesign.com
www.cooper.com
www.echoviz.com
www. forestgiant.com
www.formationdesign.com
www.frogdesign.com
www.productg.com
www.gravitytank.com
www.iacollaborative.com
www.lextant.com
www.psgroup.com
www.priotydesigns.com
www.vsapartners.com
www.razorfish.com
www.redali.com
www.richardsmithcreative.com
www.sapient.com
www.strategypd.com
www.userinsight.com
www.usabilitysciences.com
www.ziba.com
www.universalmind.com
www.whipsawinc.com
		
UX in the GE Businesses Directory of External Partners
Resources Resources
UX Vendor Qualification and Matchmaking
To support GE businesses in delivering the best GE experiences, particularly prior to full
staffing, the UX CoE will develop a directory of qualified GE user experience vendors and advise
on matchmaking.
A Place to Start
With more than 6000 GE employees focused on non-embedded software, many people at GE
are invested in making great user experiences. Key leaders and small teams of user experience
experts exist within some businesses and are able to lead the processes and foster the skills
recommended in this playbook.
This is an initial survey of user
experience leaders at GE.
Additions are sought.
GE Aviation
Justin Hendrix
myEngines
Aaron Gannon
Systems Human Factors
GE Home and Business
Chris Melski
Marketing and Social Media
Lou Lenzi
Industrial Design
GE Energy	
Ken Ceglia
Software Solutions
Kristen Martin-Claret
Global Digital Media
GE Healthcare
Bob Schwartz
Global Design
James Maccubbin
IT Clinical Solutions
Erika Orrick
IT UX and Customer Collaboration
GE Capital
No UX team identified.
GE Transportation
No UX team identified.
UX Agencies with GE Experience Academic Partners
Carnegie Mellon Human
Computer Interaction Institute
www.hcii.cmu.edu
Georgia Tech Cognitive
Engineering Center
www.cognitiveengineering.
gatech.edu
103102
Contributors Get Involved!
UX CoE Steering
Committee
Tom Gentile
Linda Boff
Ravi Adapathya
Israel Alquindique
Amy Aragones
Vic Bhagat
Arlene Borokowski
Mike Carlson
Rich Carpenter
Eduardo Cocozza
Franceso Del Greco
John Powley
Jeff Schnitzer
Jude Schramm
Bob Schwartz
Peter Thomas
Angelica Tritzo
Paul Weatherbee
Lauren Whitsell
GE Contributors
GE Healthcare
Kathleen Bauman
Jim Kohli
Steve E Linthicum
James Maccubbin
Sampada Marathe
Erika Orrick
Daniel Sloat
Joyce Thomas
Share
Great methods, tools and examples at
www.geuxcentral.com/standards*
Discuss
Add your voice to the shape of the UX CoE at
www.geuxcentral.com/discuss*
Learn
Read and comment on our growing body of methods
and process at
www.geuxcentral.com/how-to*
Contact Amy Aragones to be added to the GE UX
expert list. Email: aaragones@ge.com
* URLs are all draft. The UX Central site is not yet
built. In the interim, please visit http://supportcentral.
ge.com/products/sup_products.asp?prod_id=161601
GE Global Research
Doug Forman
Eofn Williams
GE Energy
Justine Aylmer
Robert Donaldson
Kristen Martin-Claret
Giri Iyer
Kristina Lindau
Karl Meyer
GE Aviation
Aaron Gannon
Alison Starr
GE Tech Infra
Elizabeth Earley
Art Virgin
GE Corporate
James Blomberg
Paul Marcum
Sean A Morton
GE Appl & Light
Alessio Palmieri
GE Oil & Gas
Elizabeth Earley
Outside
Contributors
The Engelbart
Institute
Christina Engelbart
frog
Alis Cambol
Robert Fabricant
Melinda Flores
Daniel Holtzman
Yoo-Jung Kim
Lawrence Lipkin
Turi McKinley
Erin Skurdal
Antoine Veliz
The Patricia Seybold
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GE User Experience Playbook

  • 1. Prepared by GE Center of Excellence 2011 Edition User Experience Playbook Draft 05/16/2011Growth : Service & Software
  • 2. Draft 05/16/2011 GE Center of Excellence 2011 Edition User Experience Playbook
  • 3. UX Playbook Principles 11 The core user experience attributes we seek to deliver with our products and services UX at GE 4 Resources 93 A directory of resources for internal and external guidance and support throughout the user experience design process Contributors 102 Skills 59 The core competencies and role of user experience practitioners within a product development team Certification 83 The process for evaluating the quality and brand consistency of our UX Design Process Process 15 The common process steps, tools and templates for crafting a great user experience
  • 4. 54 GE CoE User Experience Playbook - Draft May 2011 Who are GE’s users? Anyone who interacts with our products and services, including those who: • Use our digital services and solutions • Influence customer purchasing decisions • Support the customer • Are internal or external to GE Great user experiences are powered by customer and user-centric thinking in all aspects of design and development. User Experience is… • The perceptions and responses someone has when they interact with GE’s products and services. Formed during: - Selection and purchase - Delivery and packaging - Installation and configuration - Training and ramp up - Operation via the user interface - Support and services - Maintenance and upgrade - De-installation and disposal • Influenced by form, function and business architecture • A strategic driver of business growth User Experience is NOT… • Just about the user interface • Only about technology (it’s about people) • Just about usability • Easy to design well • Expensive to design well • The concern of only one person or department • Static UX Defined
  • 5. 76 GE CoE User Experience Playbook - Draft May 2011 Where are we going? The UX CoE is leading GE towards a new future where: • Customers and users both prefer and can identify our products over competitors’ • Our user experiences are globally recognized for innovation and excellence • Our businesses save time and money by leveraging UX efficiencies • All our businesses embrace good UX design Drive revenue and growth by creating preference for GE branded software and platforms. Concept visualization for a unified experience with Expert on Alert, myEngines, Smart Patient Room. Pilot versions of Expert on Alert, myEngines, Smart Patient Room. Initial versions of Expert on Alert, myEngines, Smart Patient Room. Then Now Future A GE User Experience will be… • Identifiable as GE • Responsive to user needs • Delivering more than expected • Developed in partnership with the user • Developed by all disciplines at GE UX Vision
  • 6. 98 GE CoE User Experience Playbook - Draft May 2011 This document provides a structure to addressing our needs and achieving our vision. Principles Process Pilots* Skills Certification Resources I want to...We need... The UX Playbook... See * Existing pilots provide the examples in this document. How to Use This Book Consistency User Contact Innovation Expertise Value Awareness • Deliver consistent GE user experience • Access a central repository for sharing solutions or standards • Benefit from more direct access to users and customers • Uncover the user needs that underlie feature requests • Understand the end user as well as the customer • Decrease the likelihood of lost sales due to poor user experiences • Surpass the user experiences offered by our competitors • Increase the number of user experience professionals on my team • Improve consistency of results by working with user experience experts • Have a clear understanding of how successful my software product is and how that rating maps to our profits • Increase awareness of user experience value, process or benefits • Defines high-level values to guide GE user experience design • Introduces UX Central, a web portal, with standards, templates and reusable assets • Champions cross-functional understanding of customer needs based on first-hand contact • References user-centered research methods • Provides examples where outstanding user experience will grow sales • Provides consistent best practices that will ensure that GE is seen as a leader in software innovation • Defines the skills needed in all business units to deliver great UX • Promotes best practice sharing • Provides a Certification Scorecard that provides clear measurement and understanding of UX contribution to GE profits • Advocates cross-company passion and pride for GE software
  • 7. 1110 The experience attributes GE products must strive to deliver to users Principles
  • 8. 1312 GE CoE User Experience Playbook - Draft May 2011 Asset History K12566 K12565 K12564 K12563 K12562 K12561 3 4 2 1 5 2 Firstname Lastname Firstname Lastname Firstname Lastname Firstname Lastname Firstname Lastname Firstname Lastname 03/18/2011 03/18/2011 03/18/2011 03/18/2011 03/18/2011 03/18/2011 OK NTF OK NTF OK NTF Saturation Incidents on Multiple Inverters ATS System No Communication Solution Title Name One Solution Title Name Two Solution Title Name Three Solution Title Name Four K12567 Solutions Rules Closed Date StatusClosed ByCase 3 03/29/2011 15:34:57 (3d 4hrs 32min) 03/29/2011 16:05:32Saturation Incidents on Multiple Inverters (+2) Parker Hutchinson 38% 88% 88% 48 48 48 789 789 789 Alternate Solutions: FA TC MSDC: Case History Show: Compose note… Flag for Knowledge Engineers Send Solution Drop Case Return to Queue Close Case Saturation Incidents on Multiple Inverters Preturbine Sensor Temp. Differential (poptest) Turbo Intercooler Water Too Hot Fault Select Other Solution 03/15/2011 07:00 AM Took a look at engine data only, but didn’t have time to look at cooling systems to reach a full conclusion. Submitting back to the queue. Posted by Michael Callaway 03/15/2011 07:00 AM Took a look at engine data only, but didn’t have time Everything Current Cases Solutions Rules Created On Status 3 03/29/2011 15:34:57 (3d 4hrs 32min) 03/29/2011 16:05:32Saturation Incidents on Multiple Inverters (+2) Assigned To K12569 Parker Hutchinson K12568 Case 3 03/29/2011 15:34:57 (3d 4hrs 32min) 03/29/2011 16:05:32Saturation Incidents on Multiple Inverters (+2) K12569 Parker Hutchinson 3 03/29/2011 15:34:57 (3d 4hrs 32min) 03/29/2011 16:05:32Saturation Incidents on Multiple Inverters (+2) Parker Hutchinson Expert on Alert Asset 28 Cases Data NotesOverview 12Frank Barryson? Fleets ShopsMaps KPIs Welcoming Our experiences are friendly and inviting. We keep them straightforward so our users can easily get started. Confident Our experiences guide our users in moving through information to complete their goals. We create intuitive navigation through clear metaphors and actionable cues. Meaningful Our experiences generate value for our users. We make our users smarter and more productive by giving them the means to discover new insights and efficiencies. Delightful Our experiences thrill our users by exceeding their expectations. We innovate for our users to live our brand and differentiate GE. Approachable Leader Dynamic Innovative GE Brand Attribute UX Principles The concept and implementation for any GE product should begin with these four principles, in addition to being informed by business objectives and customer needs. These principles will be set and measured alongside the critical-to-quality metrics (CTQs). GE’s design principles are the fundamental attributes that we seek to achieve in all elements of the user experience. These principles drive decisions for the visual, interactive and business architecture components that influence users. Examples of each will be available on UX Central when the site launches.
  • 9. 1514 The framework for crafting a great user experience Process
  • 10. 1716 GE CoE User Experience Playbook - Draft May 2011 This playbook will reference methods and tools that have been used successfully at GE or other businesses. Regardless of the size or type of program you undertake, the same core process steps apply. Iterative This process is inherently iterative, both within each phase and throughout the definition, design and development of the product. It also relies on a continual process of learning more about customer needs and wants as you work towards your user experience deliverables, whether those are product concepts, user interface designs or off-line business processes. Collaborative The UX process relies on the collaboration of a cross- functional team throughout all stages of Discover, Design and Produce. You can find these details in the Skills section of the playbook. Identify user needs and opportunities to design the right product • Research & Immersion • Data Analysis & Problem Framing • Insight Synthesis & Opportunity Areas • UX Requirements Engineering • Concept Generation & Prioritization • Wireframing & Low-fidelity Prototyping • Visual Design • User Validation • Business Architecture • Design Specification • Iterative User Testing • Vision Ownership & Collaboration • Release 0 Testing & QA • End User Feedback and Collaboration • Ongoing Scorecard Creation & Benchmarking Create experiences that meet needs for users and the business Collaborate for excellent UX delivered on target Measure user experience, impacts & on-going value Process Discover Design Produce Evaluate
  • 11. 1918 GE CoE User Experience Playbook - Draft May 2011 1Discover Identifying user needs to design the right product
  • 12. Process Design Produce Evaluate 20 21GE CoE User Experience Playbook - Draft May 2011 Methods • Site visit protocol • User research plan and reports Direct research (in field, 1 required) • Exploratory interviews • Contextual inquiry Expert led (at desk) • Secondary and market research • Competitive and analogous experience landscaping • Expert reviews and task analysis • Cognitive walkthroughs • Heuristic evaluation • Think-aloud protocol Tools • Audio and video recording equipment • Permission and release forms • IRB approval workflows Example : myEnginesObjective Identify core problems, criteria and constraints from the user perspective. Direct engagement with users to understand the product “As-Is” to inform what the product should be. Lead cross-functional teams in conducting user research. Requires the ability to • Plan and conduct user research • Collaborate with the project team • Observe the product or service with an open mind, free from existing product constraints • Represent GE to the customer with respect, courtesy and utmost professionalism • Identify customer motivations and value chain, end user goals and existing business architecture Research & Immersion For Aviation, a cross-functional team of technologists and designers conducted expert reviews, shop visits and customer interviews, as well as analogous and heuristic reviews to better understand the needs and behaviors that underlie the MRO and workflow processes myEngines impacts. Discover
  • 13. Process Design Produce Evaluate 22 23GE CoE User Experience Playbook - Draft May 2011 After conducting global, direct user interviews with GE employees from across the businesses, the user experience team at frog (see page 101) analyzed the data to uncover the affinities and patterns driving user behavior throughout the GE business. Example : Digital Collaboration Methods • Project ‘war rooms’ for collaborative working and thinking • Concept maps • Data analysis (affinity, theming and pattern mapping) • Business motivation modeling • Business process analysis • Lean Six Sigma Tools • BPMN • BMM Standard Discover Objective Analyze data gathered during user research to identify the core needs from the user’s perspective. Investigate what users do, not just what they say, to understand needs they cannot articulate. Analyze observation, interview and user data to contextualize needs to the work environment and business context. Requires the ability to • Swiftly organize and categorize data • Analyze qualitative, quantitative and business data • ‘Get off the screen’ and externalize data in a collaborative space • Identify affinities and patterns • Visualize emergent patterns and user mindsets • Prune and refine relevant data • See the user as part of a system and relate his or her needs to the needs of the customer Data Analysis & Problem Framing
  • 14. Process Design Produce Evaluate 24 25GE CoE User Experience Playbook - Draft May 2011 Through direct user contact and business analysis, the cross-functional team identified a key scalability issue with the existing myEngines app structure. The team developed a new service structure centered on user behaviors, resulting in user needs becoming the foundation of the application design. Example : myEngines Methods • User archetypes • Journey maps • Workflow diagrams • Product vision roadmaps • Mental modeling • Opportunity maps • Customer scenario mapping • Business process modeling and simulation Objective Extract actionable insights and frame opportunity areas to design products and solutions that meet user needs. Define baseline user experience measures that will reflect whether user needs are met. Requires the ability to • Filter data and patterns to identify the most compelling areas • Expand thinking and provoke ‘out of the box’ perspectives • Re-frame user needs into opportunities and guiding insights • Package insights to be relevant for the team and stakeholders • Communicate the value of these opportunities to the customer and to GE • Create clarity and structure out of user research findings • Define user experience measures Insight Synthesis & Opportunity Areas Discover
  • 15. Process Design Produce Evaluate 26 27GE CoE User Experience Playbook - Draft May 2011 Example : Energy Connect Methods • User feedback plan and report • Requirements reviews • Agile modeling methods • Conjoint analysis Tools • Blueprint • TopTeam • UML • Industry standards • The business analysis body of knowledge Energy Connect maintains requirements records in TopTeam. All records are linked and traceable. Objective Launch an iterative process of documenting and prioritizing requirements that will scope and guide the design process. Identify all applicable principles, standards and constraints that apply to a product or service. Create a feedback loop with the user. Requires the ability to • Understand the full systems • Communicate clearly and succinctly in spoken and written form • Negotiate among stakeholders • Establish an operating rhythm for ongoing validation with stakeholders and end users • Develop requirements that are unambiguous, actionable, testable and clearly related to user, customer and business justification. • Return to users and customers with the insights gained to ensure their needs have been correctly identified Discover UX Requirements Engineering
  • 16. 29GE CoE User Experience Playbook - Draft May 201128 2Design Creating experiences that meet needs
  • 17. Process Discover Produce Evaluate 30 31GE CoE User Experience Playbook - Draft May 2011 Once the team understood the use cases for this RM&D data, they quickly explored multiple interface directions with hand-sketched wireframes, then collaboratively selected the best directions. Example : Experts on Alert Methods • Concept generation • Sketching • Scenarios & storyboarding • Feature prioritization (user) • Prioritization workshops (team) • User experience requirements definition Objective Transform user insights and opportunity areas into product concepts, collaborate with teams to identify business and technology requirements and lead prioritization. Requires the ability to • Generate light-weight concept explorations expressing user needs • Direct collaborative teams in concept generation • Separate concept generation from prioritization • Integrate business, technology and user requirements in down-selection Concept Generation & Prioritization Design
  • 18. Process Discover Produce Evaluate 32 33GE CoE User Experience Playbook - Draft May 2011 During development of a customer-facing portal, the Controls Connect team identified important gaps in GE Energy’s current capability to keep the knowledge base current. Working with business stakeholders, the team designed and rolled-out new knowledge-centered support (KCS) practices that merged with the commercial rollout of the portal. Example : Controls Connect Methods • Business motivation modeling • Business process analysis & modeling • Information modeling • Use case modeling • Gap analysis • Change Acceleration Process (CAP) Tools • OMG Business Motivation Modeling Standard • BPMN • Business Process Modeling tools • Enterprise Architecture tools Objective Collaborate with program managers and systems engineers to develop business architecture. Provide user requirements and advocacy in the design and evolution of strategies, organizations and business practices. Advocate for “One GE” and the elimination of silos in customer engagement. Requires the ability to • Identify all customer and user touchpoints for a product or service throughout the customer lifecycle. • Quickly learn the operational characteristics of a customer • Examine the business process, including user, operational and technology contexts • Be a change agent: Identify and find ownership for changes that will provide value both to customers and to GE • Provide a holistic vision for the business system that supports users Design Business Architecture Design OrganizationPartnership Process Engineering Commercial Strategy
  • 19. Process Discover Produce Evaluate 34 35GE CoE User Experience Playbook - Draft May 2011 Methods • Card-sorting (open and closed) • Site map/application map • Workflow diagrams • Low-fidelity prototyping • Research plan and reports Tools Currently available • GE UX Principles To be developed • Standards library • GE Wireframing toolset which supports GE-wide standard asset sets and light-weight prototype generation The Expert On Alert team used low-fidelity wireframes to lay out the information and interaction architecture for the next version of their remote monitoring and diagnostics user interface. These easy-to-change prototypes do not distract evaluators with visual design questions. Example : Expert on AlertObjective Express selected concepts in tangible form for communication with the development team, business team and users. Requires the ability to • Express the concept and desired interactions in a structured format • Evaluate various interaction models and identify the most appropriate for the user and system need • Develop navigation and light-weight explorations to test with users • Develop an information architecture • Define the product in collaboration with designer and developers Wireframing & Low-Fidelity Prototyping Design
  • 20. Process Discover Produce Evaluate 36 37GE CoE User Experience Playbook - Draft May 2011 The GE Smart Patient Room Hand Hygiene prototype team explored multiple design concepts before selecting the most effective visualization strategy. Selection involved a cross-functional team and both customers and representative users. Original Current Visual mock-ups Example : Smart Patient Room Design Methods • User landscape reviews Tools • Visual design application • Standards Library • GE UX Principles • Business/product specific GE DLS Objective Express the information architecture and system interactions in a branded design that is clear and appealing to users. Requires the ability to • Understand user needs and translate into an effective visual design • Design for user needs with awareness of technical implementation • Collaborate with UX expert, prototyper and product team Visual Design
  • 21. Process Discover Produce Evaluate 38 39GE CoE User Experience Playbook - Draft May 2011 GE Energy used the GE process to develop a customer-facing self-service knowledge portal. From initial paper prototypes through the live prototype, user evaluation was part of each iteration. A cross-functional team of UX experts, business leads and engineers collaborated on the project Example : Controls Connect Design Methods • A/B testing • Usability testing (may include time-on-task, task completion, eye-tracking and other methods to evaluate performance as needed) • Qualitative usability reviews and Think Aloud • Concept evaluation workshops • Research plan and report Tools • Remote testing tools • Eye tracking • GRC facial recognition and affective modeling system Objective Validate interaction and visual design directions with users throughout the process to ensure appeal as well as identify usability issues prior to robust development. Requires the ability to • Scope, plan, produce and run user validation sessions • Select methods within available time • Moderate user research sessions • Analyze and synthesize data into tangible recommendations and strategies for implementation • Access end users User Validation Validation Best Practices
  • 22. 41GE CoE User Experience Playbook - Draft May 201140 3Produce Collaborating for excellent UX delivered on target
  • 23. Process Discover Design Evaluate 42 43GE CoE User Experience Playbook - Draft May 2011 Example : myEngines frog (see page 101) created both a visual and interaction design style guide, and a functional proof-of-concept mobile web app for iPhone used to test integration and design viability. Together, these elements formed the first stage of design specification for the myEngines application. Methods • Written functional specification (including behaviors, case logic and state definition) • Visual specification • Experience prototypes for functional specification Tools To be developed • GE standard wireframing tool • Standards library • Requirements repository • Specification templates Objective Translate the user experience into formal documentation for use by the development and business team. Design specification is often done with text narrative and experience prototypes, showing the interactions and behaviors most challenging to express on paper. Requires the ability to • Develop detailed documentation in text, as well as, experience prototypes for features, functions and interactions • Plan for agile sprints • Compose specification to enable efficient post-sprint modification • Update user experience measures to reflect the final experience direction Produce Design Specification
  • 24. Process Discover Design Evaluate 44 45GE CoE User Experience Playbook - Draft May 2011 Example : insideGE The latest iteration of insideGE introduced a new, clean design based on extensive research. To make sure they got it right, the team involved employees and stakeholders throughout the development process. The team rolled out the alpha to 500 employees, and the beta to 60,000 and encouraged extensive feedback. The service won a prestigious Nielsen Norman award in 2009. Methods • Representative user reviews (only when significant user research exists) • Remote walkthroughs • ‘User Fridays’ (scheduled reviews with 2-3 users every other week) • Usability testing • Research plan and report Objective Participate in agile development processes by incorporating quick user input sessions for key sprint cycles. Requires the ability to • Integrate testing cycles with agile sprint cycle • Plan and conduct feature-focused testing • Provide recommendations that maintain the product vision and user needs Produce Iterative User Testing
  • 25. Process Discover Design Evaluate 46 47GE CoE User Experience Playbook - Draft May 2011 Methods • Frequent collaboration and contact with team members • Product vision roadmap and documents • Project ‘war rooms’ / co-location • User archetypes and workflows • Cognitive walkthroughs • Prototyping To keep the team aligned on the vision for the Expert on Alert system throughout the process, the user experience team at frog (see page 101) created a roadmap that mapped the current experience to the future experience the team was designing. Example : Expert on Alert Produce Objective Allocate UX experts to the product team throughout the process to speed development and collaboratively solve challenges while maintaining the concept vision and delivering on user needs. Requires the ability to • Own and defend user needs and concept vision throughout process • Creatively respond to barriers to achieve an optimal solution • Communicate with engineers, developers and business leads • Frame user needs in business value Vision Ownership & Collaboration
  • 26. Process Discover Design Evaluate 48 49GE CoE User Experience Playbook - Draft May 2011 Methods • QA testing and validation of user experience requirements and workflows • Final usability testing Tools • TopTeam • Infrastructure QA Produce Controls Connect performed release testing at multiple levels: 1. Unit, Integration and Regression testing by the development/quality assurance team 2. User acceptance testing with the business analysis team, broad business stakeholders and a pilot user team from actual and potential customers who used the application in context Example : Controls ConnectObjective Ensure the final product meets user needs and provides a good GE user experience prior to first launch. This should never be the first phase of user contact or usability testing. If adequate UX involvement has been present and taken into account, minimal changes should be necessary during this phase. Requires the ability to • Evaluate that the actual product user experience matches the user experience requirements established at the start of the phase Release 0 Testing and QA
  • 27. 51GE CoE User Experience Playbook - Draft May 201150 4Evaluate Measuring UX impacts and ongoing value
  • 28. Process Discover Design Produce 52 53GE CoE User Experience Playbook - Draft May 2011 frog (see page 101) monitors the on-going performance of key initiatives, such as Healthymagination and Ecomagination, to provide a weekly dashboard for performance. This provides leaders the ability to quickly understand the status of the initiatives via traditional and social metrics and to target needed changes quickly. Example : GE Corporate Methods • Direct user contact • Voice of the Customer • Surveys and questionnaires • UX Scorecard Tools • Quantitative data collection tools/services • Survey application/tool • Scorecard tracking tools/service Objective Evaluate how user experience affects the performance of GE products. Report quarterly on the user experience performance of GE products. Requires the ability to • Design and implement surveys • Monitor measurements • Identify opportunities for improvement • Plan and conduct user input sessions • Maintain professional on-going relationships with GE product users • Analyze data and extract meaningful trends • Identify opportunities for improvement • Map data to experience and financial impacts meaningful to GE • On-going product benchmark analysis Evaluate Ongoing Scorecard Creation & Benchmarking Ecomagination Dashboard 2/7-2/13 Top Ecomagination Content (page views) Top Challenge Content (page views) 1. 53,049 1. 10,841 2. 24,692 2. 9,380 3. 20,840 3. 2,478 4. 18,804 4. 2,198 5. 10,574 5. 1,781 Top Ecomagination Traffic Sources (visits) Top Challenge Traffic Sources (visits) 1. 15,600 1. 3,574 2. 6,756 2. 2,371 3. 3,185 3. 1,923 4. 2,793 4. 895 5. 2,054 5. 493 Social SEM: Content Social 1/31-2/6 2/7-2/13 Views Clicks Total social volume 1,777 1,610 Total 1,907,499 762 0.04% 1,907,499 762 0.04% Twitter @pepsi @eco Total followers 56,372 40,085 Overall "Klout" score 65 67 SEM: Search Views Clicks Total 333,670 4,289 1.29% Retweeted by BethSEGreen 2/7: 1,013 followers 274,699 3,256 1.19% Bing 58,971 1,033 1.75% Facebook* Pepsi Fans 3,301,189 1,882 Interactions - 15 Traffic (visits) Google Ecomagination *Counts relevant posts generated by brand only GE.com Twitter RT @ecomagination: 27acre solar field 2 lower Princeton's energy cost 8% Princeton Plans Largest Solar Field for Any U.S. University ... Conversion Google (CPC) ecomagination.com Direct traffic Google (organic) Google (organic) Google (CPC) Conversion Google Projects Powering Your Home: My Profile Traffic to ecomagination.com increased by 98% this week, drawing just over 33,000 visits to the site. More than half of these visits were a result of paid advertising - Google and DailyMotion. Dailymotion, a new vendor to appear as a top traffic source, seems to have driven an increase in pages per visit. Meanwhile, traffic to the Challenge site remained relatively stable this week. Social volume and Facebook interactions are down from last week. Traffic to Twitter continues to grow and has reached over 40,000 followers though influence (as measured by Klout) decreased this week. Beth Bond, editor of Southeast Green, a green and sustainability business website, retweeted a story about a solar power field at Princeton University to her 1,014 followers. Home Powering Your Home: Ideas Technologies Powering Your Home: Home Topics Home News View Idea Dailymotion (advertising) Direct.com 36,330 visits 18,359 10% repeat visitors 14% 4.3 pages/visit 1.6 77% bounce rate 75% 12,362 visits 12,442 28% repeat visitors 26% 3.8 pages/visit 3.6 52% bounce rate 53%
  • 29. Process Discover Design Produce 54 55GE CoE User Experience Playbook - Draft May 2011 Evaluate Greg Levinsky and the Home and Business team dramatically improved their net promoter scores and turned 67% of their online detractors to neutral and 20% of detractors to advocates for GE appliances through actively identifying and engaging in Facebook and Twitter conversations about GE appliances. Example : GE Appliances Methods • Customer advisory boards Tools To be developed • Online forums • Social media • Embedded feedback mechanisms • Software instrumentation • Usage tracking, logging • In-product/Online feedback mechanisms for customer/user input to be built into the products themselves Objective Leverage social media, embedded features and software instrumentation to maintain an ongoing conversation with users, as well as capture their feedback and enhancement requests. Requires the ability to • Engage with end users and customers over time • Monitor multiple feedback channels • Collaborate with product team to understand and evaluate emergent user needs and opportunities End-User Feedback and Collaboration
  • 30. 5756 GE CoE User Experience Playbook - Draft May 2011 EvaluateProduceDiscover Design Methods Templates Tools Exploratory Interviews Contextual Inquiry Secondary & Market Research Competitive Reviews Expert Reviews & Task Analysis Cognitive Walkthroughs Heuristic Evaluation Business Value Analysis ‘War Room’ & Co- location Benchmarking Data Analysis & Synthesis Mental Modeling Opportunity Mapping Business Analysis Processes (6Sigma) Research Plans & Reports Concept Map User Archetypes Journey Map Workflow Diagrams Product Roadmap & Vision Forms & Process Flows Research Equipment BPMN Wireframing App GE Wireframe Assets Visual Design App Standards Library GE UX Principles GE & Business DLSs Concept Generation Sketching Scenarios & Storyboards Feature Prioritization (user) Prioritization Workshop (team) Card Sorting Visual Landscape Reviews A/B Testing Usability Testing Concept Evaluation Workshop Prototyping UX Requirements Engineering UX Requirements Site / Application Map Interaction Specification Functional Specification Visual Specification Survey App/Tool Scorecard Tracker Service User Feedback Service Scorecard Report Experience Prototypes Remote Walkthroughs User Panels User Fridays QA Testing & Validation Metrics Collection User Input Collection Support Materials Process Discover Design Produce Evaluate * Most methods, templates and tools apply throughout the process. Groupings represent initial or primary use.
  • 31. 5958 Building teams to craft great GE user experiences. Skills
  • 32. 6160 GE CoE User Experience Playbook - Draft May 2011 Skills The best UX design comes from a diverse set of experts skilled in user-centered design methodologies. These experts will be actively engaged in the GE user experience community and seek continual process improvement. Expert We need an expert team to achieve our vision. The UX practitioners will lead cross-functional teams to understand end users and own creative delivery to drive innovation. Systematic To build the practice, they will articulate the business value of systematically creating good user experiences in GE software. • Communication Across Disciplines • Collaboration & Facilitation • Systems Thinking • User Requirements Advocacy • User Insight for Unmet Needs • Create & Value User Experience Requirements • User Product Lifecycle Modeling • Competitive Auditing • Prototyping Before Locking System Design • Prototype Testing with Users • Prototype Iteration & Requirements Specification • Identify Measures for User Experience • Track & Score User Experience Measures • Share Reusable Solutions for Speed & Consistency Cross-Functional Team Know Your User Prototype & Iterate Measure & Extend
  • 33. 6362 GE CoE User Experience Playbook - Draft May 2011 ACross- Functional Teams Leveraging all skills for great UX Objective The best user experience teams blend UX experts, business strategists, creative technologists and engineers. Requires the ability to • Communicate effectively with team members from other disciplines • Understand the needs of the technology, engineering and business team members • Translate business, technology, user needs and design issues within the team Skills to Hire • Strong communicators • Experience in cross-functional environments Skills / Cross-Functional Teams Communication Across Disciplines
  • 34. 6564 GE CoE User Experience Playbook - Draft May 2011 Objective For GE to lead in user experience design, teams must be staffed to support collaboration between the disciplines throughout product development. Requires the ability to • Build rapport and trust within the team and among disciplines • Guide creative collaboration and maintain team balance • Lead group facilitation activities Skills to Hire • Creative leadership • Facilitation of group reviews and discussions • Experience integrating user experience requirements with business, engineering and developer requirements • Experience translating needs into terms meaningful to other disciplines Skills / Cross-Functional Teams Collaboration & Facilitation Systems Thinking Objective User experience leaders must see the user as part of a contextual system that includes assets, information, people and processes. They must leverage the expertise from multiple disciplines to find solutions that optimize the system. Requires the ability to • Map and model systems • Diagram and model system influencers and drivers • Facilitate cross-functional teams to develop a common understanding of how system components impact each other • Identify, dissect and challenge assumptions about how systems work • Understand and clearly communicate the high-level system view, as well as the detailed system elements • Analyze models of a system to trace root causes of problems and identify patterns of behavior Skills to Hire • Business analysis • Systems engineering • User experience service or systems delivery Skills / Cross-Functional Teams
  • 35. 6766 GE CoE User Experience Playbook - Draft May 2011 User Requirements Advocacy Objective UX experts must act as the advocate for the needs of the user throughout product planning, conceptualization, design and development. Requires the ability to • Develop materials that communicate and summarize user needs effectively • Communicate user needs to express the value to different business stakeholders • Link needs and concepts with product design and UI decisions • Maintain a high-level vision that informs detailed design decisions Skills to Hire • Evangelists • User insights specialists • Storytelling and visual communication Skills / Cross-Functional Teams BKnow Your Users Ongoing user insights generation
  • 36. 6968 GE CoE User Experience Playbook - Draft May 2011 Objective In order to deliver products with great user experiences, GE must discover and synthesize insights and concepts based on the unmet needs of the user. Requires the ability to • Plan and deliver great user research sessions that build customer trust in GE’s approach • Build rapport with account management needs and concerns • Discover and synthesize user experience insights Skills to Hire • Design research • Research facilitation and moderation • Experience balancing business concerns with gathering user input • Leadership in developing long- term user contact channels with customers/B2B environments • Ability to craft innovative methods to fit opportunities Skills / Know Your Users User Insights for Unmet Needs Objective The UX expert must ensure that user needs are aligned with GE business innovation and engineering requirements. They will create and manage models that align user needs with market opportunities throughout the software development lifecycle. Requires the ability to • Conduct research and synthesize user insights • Conceptualize user experiences based on design research and insights • Document user experience requirements • Drive development of prototypes to explore and express requirements • Marry business and user needs into opportunity areas for GE Skills to Hire • Strong design research and synthesis experience • Ability to create user experience requirements • Experience tracing insights from initial research throughout the development process • Customer segmentation Skills / Know Your Users Create & Value UX Requirements
  • 37. 7170 GE CoE User Experience Playbook - Draft May 2011 Objective Beyond generating insights for user needs today, the UX expert needs to develop a strategic vision for the evolution of the user experience over the product lifecycle and business strategy, and work with the full team to tier the rollout and evolution of features. Requires the ability to • Develop a strategic vision for customer interaction • Prioritize features into a multi-stage model • Communicate the long-term product strategy based on addressing the most important user needs Skills to Hire • Journey mapping • Moments of Truth identification and communication • Experience modeling • Service design • Product strategy • Product lifecycle modeling Skills / Know Your Users User Product Lifecycle Modeling Objective To generate a compelling user experience, the UX expert must be able to look at the wider context of software and service experiences, as well as interaction patterns and opportunities. Requires the ability to • Describe the product space from the user and customer perspective by analyzing competitive and analogous experiences within, and outside of, the product category • Identify relevant experiences • Clearly document findings and recommendations Skills to Hire • Trendscaping • Heuristic analysis • Cognitive walkthroughs • Segmentation and behavior analysis • Product/experience landscaping Skills / Know Your Users Competitive Auditing
  • 38. 7372 GE CoE User Experience Playbook - Draft May 2011 CPrototype & Iterate Fast concept creation and evaluation Objective In order to gain the most value from investment in interactive prototypes, these prototypes must be designed before the system architecture and features are locked, so that flexibility to integrate findings remains. Requires the ability to • Generate multiple concepts to provide a range of options • Quickly develop prototypes that represent the user experience (even if they are on another platform than the final implementation) • Swiftly gather and synthesize research and iterate prototypes Skills to Hire • Creative development • Agile prototyping • Iterative design • Design agency experience • Divergent, creative thinker Skills / Prototype & Iterate Prototype before Locking in Design
  • 39. 7574 GE CoE User Experience Playbook - Draft May 2011 Objective To prevent downstream costs and wasted efforts, both low and high-fidelity prototypes should be tested with users. Light-weight testing often integrates well with agile development. Requires the ability to • Identify and prioritize research questions • Develop appropriate testing processes to answer key questions • Develop concept prototypes to address core questions Skills to Hire • Test design • Usability testing • Concept evaluation • Research protocol design • Research facilitation • Testing for agile development • Research moderation Skills / Prototype & Iterate Prototype Testing with Users Objective To ensure usability and that user needs are met throughout the details of the production process, UX experts should be a part of the ongoing review of production deliverables. Requires the ability to • Collaborate with the production team • Engage user inputs throughout the process • Interpret interactions and collaborate on solutions Skills to Hire • Collaboration and communication skills during production • Sketching and iteration • Understanding of technology capabilities of the field/industry/ business Skills / Prototype & Iterate Prototype Iteration and Requirements Specification
  • 40. 7776 GE CoE User Experience Playbook - Draft May 2011 DMeasure & Extend Proving value and building a single source Objective To track the success of user experiences, measures must be identified during the requirements definition process and measured throughout the product lifecycle. Requires the ability to • Define user experience requirements • Identify and prioritize key interactions for the user experience • Develop measures for key interactions • Refine measures over time Skills to Hire • Measurement of UX impacts • Data analysis for user experience • Quantitative study design • Qualitative study design Skills / Measure & Extend Identify Measures for User Experience
  • 41. 7978 GE CoE User Experience Playbook - Draft May 2011 Objective User experiences should be measured over time to identify areas for improvement and to benchmark ongoing user experience updates. Requires the ability to • Gather data over time • Analyze results • Manage data in a consistent format across the company • Generate insights and recommendations from research • Communicate findings Skills to Hire • Quantitative research • Data analysis • Trend identification Skills / Measure & Extend Track & Score UX Measures Objective Deliver great experiences faster by reusing proven solutions. Contribute to the growth of consistent GE solutions by sharing assets and patterns with the GE community and reusing proven solutions. Requires the ability to • Understand the GE product ecosystem to identify solutions with broad applicability • Identify and communicate solutions • Prioritize documentation and sharing • Integrate reuse of solutions into the design process Skills to Hire • Knowledge management • Interaction design Skills | Measure & Extend Share Reusable Solutions
  • 42. 8180 GE CoE User Experience Playbook - Draft May 2011 Skills Proposed Staffing Roles To deliver strong, consistent GE user experiences that meet the unique needs of each business and industry we serve, we recommend that each business hire at least one full-time leader in most of the following roles. * Minimum required effort and investment per business and major software platform (e.g. Proficy) ** Recommended per business and major platform, but which can also be outsourced to qualified vendors (Qualified vendors must be willing to integrate with GE UX standards and tools and provide assets for GE knowledge management) Other roles are recommended to support the overall growth of UX in the business Visionary Leader* Lead the business UX. Evangelize broadly and at the C-level Project Manager Manage special UX projects and vendor relationships Research Specialist** Lead user research practice Training Lead Lead training on UX and professional development for staff Visual Design Specialist** Lead visual design practice and standards UX Knowledge Manager* Own the primary GE UX content and standards Evangelist Own internal advocacy, award programs and other advocacy for UX User Experience Specialist** Lead interaction design practice Prototyping Specialist** Lead prototyping and tech integration practice
  • 43. 8382 Auditable checkpoints for compliance with our UX Design Process and for measurement of outcomes Certification
  • 44. 8584 GE CoE User Experience Playbook - Draft May 2011 Certification Auditable checkpoints during each phase drive process compliance. Consistent Certification drives consistent improvement in our software user experiences by creating an auditable and repeatable process connected to measurable outcomes. Measurable The certification process generates both GE-standard and product- specific experience measures to track throughout the life of the product to demonstrate the impact of user experience decisions. UX is involved & part of team from start Design research is performed with users User archetypes are created for key roles User insights and key principles are documented for the product Concepts are analyzed for GE design patterns and standards Experience prototypes are created Experience prototypes are tested with users Final specifications are created based on GE standards Summative testing is done with key user archetypes prior to product release Post-launch data is collected into the UX Scorecard Product scorecard is benchmarked and analyzed for improvement opportunities Discover Design Produce Evaluate Conduct user research and integrate findings with the product plan Design GE experiences that resonate with users and leverage GE standards Collaborate on specification and delivery of the product Measure user experience and the impacts on product value over time
  • 45. 8786 GE CoE User Experience Playbook - Draft May 2011 UX is involved and part of the team from the start Concepts are analyzed for GE design patterns and standards Design research is performed with users Experience prototypes are created User archetypes for each key role are developed based on current user research Experience prototypes are tested with users User insights and key principles are documented for the product UX lead allocated in the project plan for the full duration of the project Pattern analysis inventory User archetypes Research plan Sessions conducted Requirement recommendations User Insights brief User roles are defined Research plan created Research conducted and analyzed Experience prototype(s) Goals GoalsCertification Points: Certification Points: Discover DiscoverDesign DesignProduce ProduceEvaluate Evaluate Certification Certification Objective Delivering great user experiences requires that UX experts and users be an integrated part of the process from concept through delivery and ongoing maintenance. Objective UX experts work closely with the business, design and development teams to ensure that meaningful, consistent user experiences are developed and tested with users throughout the process. indicates a step for which a template document will be created.
  • 46. 8988 GE CoE User Experience Playbook - Draft May 2011 Final specifications are created based on GE standards Summative testing is done with key user archetypes prior to product release Updated pattern analysis inventory Research plan Scorecard created Research report and recommendations Goals Certification Points: Discover Design Produce Evaluate Certification Objective UX experts integrate with the production process by creating user experience specifications and testing against them. Post-launch data is collected into the UX Scorecard Product is benchmarked and analyzed for improvement opportunities UX Scorecard Benchmark report Goals Certification Points: Discover Design Produce Evaluate Certification Objective Working with the product manager, the UX expert maintains an ongoing relationship with the product to measure outcomes and ascertain that user experience targets are met.
  • 47. 9190 GE CoE User Experience Playbook - Draft May 2011 Scorecard Connecting our design efforts to customer outcomes. The UX Scorecard is a formal tool to systematically understand customer and business outcomes, which result from our GE user experience efforts. Scorecard Elements Certification Universal Measures Product Measures Existing Product Performance Measures GE UX Principles UX Basics / SUS Assumed in Use Per-User Archetype (as derived from user research) Self- reported Data Observed Data • Welcoming • Confident • Meaningful • Delightful • Intuitive Navigation • Visual Appeal • Content Clarity • Success rate • Time to completion • Usage & task productivity • Satisfaction with top 5 capabilities • Net Revenue • Net Sales • Sales Growth • Market Share • Differentiated Value Proposition • Net Promoter Score Key features: • Systematic collection of UX measures into an online scorecard • Formal tool for analysis and identification of opportunities for point release improvements • Enables peer comparison and release 0 testing thresholds Universal measures are based on our GE User Experience Principles, which are common to all products. Product-specific measures are created from user requirements identified at the end of the Discover phase. Correlating UX measures with existing product performance measures will highlight achievements and opportunities for improvement. Concept for Scorecard
  • 48. 9392 Existing and planned tools and teams, which will deliver on our UX vision Resources
  • 49. 9594 GE CoE User Experience Playbook - Draft May 2011 Standards The UX CoE team develops and maintains GE UX principles, processes and tools. These assets are constantly under review and are updated to reflect state-of-the-art design solutions for GE through active dialog with the GE UX community and investigation of global trends. Support We provide both direct and self-service support to the businesses. Our experts maintain active discussion threads, and develop How-To’s and other materials to support recommended processes and ongoing professional development. Through strategic projects and UX vendor qualification and matchmaking, we help all GE products move toward UX excellence. Advocacy To support the GE culture in embracing a user-centered mindset when developing digital solutions, we will conduct training and internal PR on GE UX processes, successes and opportunities. We will also integrate with new hire and executive training, as well as build expert groups and professional development opportunities. Innovation As a cross-business organization, the UX CoE members will be charged with identifying innovation trends, synergies and opportunities across the company. They will also actively engage with the wider UX community globally and develop special reports for the community about market trends that impact our clients, industries and services. Beyond identifying market movements, the UX CoE will also pursue propriety GE innovations in user experience. UX Center of Excellence Resources Our Mission The UX Center of Excellence provides GE businesses with the knowledge, methods and tools to create welcoming, confident, meaningful and delightful user experiences that will drive revenue and growth by creating preference for GE branded software and platforms. How We Help How To’s Standards GettingStated M etrics Support Getting Started ThinkTan k Research Lead Interaction Design Lead Visual Design Lead Prototyping Lead Knowledge Manager Project Manager Evangelist Training Lead Innovation Lead Visionary Leader Research Knowledge Mgr. Userexperiences Templates Design Language Play book Certifi cation UXPrinciples Cross-Business Trends Technology Platform Guidance Tren ds Markets Behavior s& Needs How To’s & Forums Design Assets / Them es SpecialProjects VendorMatchmaking Awards/PublicationsRoadshows Executive Briefings Expert Groups / Workshops Self Service Direct Tools Proc esses Principles Emerging Glo bal TrainingBusinessspecific InternalPR Stan dards Advo cacy Sup port Innova tion UX CoE
  • 50. 9796 GE CoE User Experience Playbook - Draft May 2011 UX standards, the value of outstanding user experience and the process to achieve them at GE. Content Types • Guiding vision • UX Playbook • UX Principles • Compliance process Enables comparison of outcomes and measurement of financial impacts of UX. Content Types • Scorecard data • Benchmark data • Trend visualization • Measurement tools Provide guidance and access to key tools and templates. Content Types • Detailed methods • UX topics • Best practices • Tutorials • Templates • Examples Expert identification of internal and external UX trends. Content Types • CoE & expert articles • Emerging topic coverage • Trend coverage Enables cross-business sharing of standards and user interface and code assets. Content Types • CoE pattern libraries • Code and UI elements • Definitions and links to tutorials and examples • Searchable reference Encourages GE UX dialog and access to qualified vendors and UX CoE support. Content Types • Discussion threads • UX CoE staff • CoE pilot program standards and application • Vendor directory • Vendor standards UX Central Resources Getting Started MetricsHow To’s ThinkTankStandards Discussion Support A Single Source for Standards, UX Expertise and Outcomes Training internal PR and leadership will get the UX word out, while UX Central provides a dedicated source for all GE UX content. The website is currently being scoped and designed. It will provide core reference and learning materials, official standards, process explanations and access to key trends and opportunities for the businesses. Growing and gardening the content on this site will be a major, ongoing responsibility of UX CoE staff, as the site must be active and continually reacting to changes and needs in the business and the market.
  • 51. 9998 GE CoE User Experience Playbook - Draft May 2011 UX Central Resources Standards Content Example 1. Provides access to reusable templates and code to drive consistency. 2. Guidance in evaluating the application of the standard. 3. Includes links to associated information. Landing Page Example 1. Provides step-by-step materials for each phase. 2. Primers and detailed instructions help experts and novices refine skills and access templates. 3. Provides social presence for UX leaders to grow the GE UX community. 2 2 1 1 3 3
  • 52. 101100 GE CoE User Experience Playbook - Draft May 2011 Artefact Brandtrust Bressler Group Brooks Stevens Carbon Design Group Cooper Echo Visualization Forest Giant Formation Design frog General Assembly Gravity Tank IA Collaborative Lextant The Patricia Seybold Group Priority Design VSA Razorfish Redali Richard Smith Sapient Strategy Product Development User Insight Usability Science Ziba - California Universal Mind Whipsaw www.artefactgroup.com www. brandtrust.com www.bresslergroup.com www.brooksstevens.com www.carbondesign.com www.cooper.com www.echoviz.com www. forestgiant.com www.formationdesign.com www.frogdesign.com www.productg.com www.gravitytank.com www.iacollaborative.com www.lextant.com www.psgroup.com www.priotydesigns.com www.vsapartners.com www.razorfish.com www.redali.com www.richardsmithcreative.com www.sapient.com www.strategypd.com www.userinsight.com www.usabilitysciences.com www.ziba.com www.universalmind.com www.whipsawinc.com UX in the GE Businesses Directory of External Partners Resources Resources UX Vendor Qualification and Matchmaking To support GE businesses in delivering the best GE experiences, particularly prior to full staffing, the UX CoE will develop a directory of qualified GE user experience vendors and advise on matchmaking. A Place to Start With more than 6000 GE employees focused on non-embedded software, many people at GE are invested in making great user experiences. Key leaders and small teams of user experience experts exist within some businesses and are able to lead the processes and foster the skills recommended in this playbook. This is an initial survey of user experience leaders at GE. Additions are sought. GE Aviation Justin Hendrix myEngines Aaron Gannon Systems Human Factors GE Home and Business Chris Melski Marketing and Social Media Lou Lenzi Industrial Design GE Energy Ken Ceglia Software Solutions Kristen Martin-Claret Global Digital Media GE Healthcare Bob Schwartz Global Design James Maccubbin IT Clinical Solutions Erika Orrick IT UX and Customer Collaboration GE Capital No UX team identified. GE Transportation No UX team identified. UX Agencies with GE Experience Academic Partners Carnegie Mellon Human Computer Interaction Institute www.hcii.cmu.edu Georgia Tech Cognitive Engineering Center www.cognitiveengineering. gatech.edu
  • 53. 103102 Contributors Get Involved! UX CoE Steering Committee Tom Gentile Linda Boff Ravi Adapathya Israel Alquindique Amy Aragones Vic Bhagat Arlene Borokowski Mike Carlson Rich Carpenter Eduardo Cocozza Franceso Del Greco John Powley Jeff Schnitzer Jude Schramm Bob Schwartz Peter Thomas Angelica Tritzo Paul Weatherbee Lauren Whitsell GE Contributors GE Healthcare Kathleen Bauman Jim Kohli Steve E Linthicum James Maccubbin Sampada Marathe Erika Orrick Daniel Sloat Joyce Thomas Share Great methods, tools and examples at www.geuxcentral.com/standards* Discuss Add your voice to the shape of the UX CoE at www.geuxcentral.com/discuss* Learn Read and comment on our growing body of methods and process at www.geuxcentral.com/how-to* Contact Amy Aragones to be added to the GE UX expert list. Email: aaragones@ge.com * URLs are all draft. The UX Central site is not yet built. In the interim, please visit http://supportcentral. ge.com/products/sup_products.asp?prod_id=161601 GE Global Research Doug Forman Eofn Williams GE Energy Justine Aylmer Robert Donaldson Kristen Martin-Claret Giri Iyer Kristina Lindau Karl Meyer GE Aviation Aaron Gannon Alison Starr GE Tech Infra Elizabeth Earley Art Virgin GE Corporate James Blomberg Paul Marcum Sean A Morton GE Appl & Light Alessio Palmieri GE Oil & Gas Elizabeth Earley Outside Contributors The Engelbart Institute Christina Engelbart frog Alis Cambol Robert Fabricant Melinda Flores Daniel Holtzman Yoo-Jung Kim Lawrence Lipkin Turi McKinley Erin Skurdal Antoine Veliz The Patricia Seybold Group Patricia Seybold Ronni Marshak Meg Lewis