From B2B to B2C: The UX Path to Innovation

Karen T. Lin
User Experience Strategy, Research & Design
+886 988 727 731 | karen.t.lin@gmail.com | karenTL.com
Presentation material may be used in perpetuity by Askey Computer Corporation for internal purposes only as long as it is
provided at no charge and the copyright statement is attached. © Karen Lin, karenTL.com
From B2B to B2C: The UX
Path to Product Innovation
October 2015

Karen T. Lin
User Experience Strategy,
Research & DesignIntroduction
Who I am:
• UX consultant of over 9 years in consumer web
• Boston, San Francisco, Washington D.C. and now Taipei.
• Degree in Human Factors / Engineering Psychology – Tufts University
• Certificate in Interactive Design – Northeastern University
• Certified Usability Analyst – Human Factors International, Inc.
• I also coach/advise businesses on UX methods.
Examples of projects I’ve worked on:
• B2C & B2B e-commerce & web applications
• Mobile & tablet applications (including responsive web design)
• Complex workflow IT applications
• Content integration & migration (CMS)
• Behavior economics research (ethnography)
October 15, 2015 The UX Path to Innovation © Karen Lin, karenTL.com 2

My Role as a UX Consultant
Be Curious
Love-Hate Technology
Reduce Suffering

PART ONE
What is “good” UX?
PART TWO
Why is UX important?
PART THREE
How does it work?

http://cdn.viralscape.com/wp-content/uploads/2014/03/McDonalds-Big-Mac.jpg
An evolution of marketing psychology…

…and human factors (behavioral science).
B
M

October 15, 2015 The UX Path to Innovation Success © Karen Lin, karenTL.com 7
Where is the UX happening in this picture?

How about now?

Karen T. Lin
Research & DesignThe “Layers” of the User Experience
Digital
Tactile
Physical environment
Social
Cultural/societal
Psychological
Spiritual
Fulfills immediate tangible,
logistical needs.
Fulfills human relationship
needs.
Fulfills group identity or
population needs.
Fulfills emotional &
cognitive needs.
Fulfills the soul.
USER-CENTERED
DESIGN
HUMAN-CENTERED
DESIGN

PART ONE
WHAT IS “GOOD” UX?
Visual Design Principles
What People See & Sense

Karen T. Lin
Research & DesignThe Golden Ratio / Rule of Thirds

Karen T. Lin
Research & DesignThe Savanna Preference

Karen T. Lin
Research & DesignThe Savanna Preference
Which view would you be willing to pay more for?

Karen T. Lin
Research & DesignChunking
0988727731
0988 727731
The most number of objects an average person can hold in working memory:
7 ± 2
0988 727 731

PART ONE
Cognitive Design Principles
How People Think & Behave

Karen T. Lin
Research & DesignThe Aesthetic-Usability Effect
WARNING: If it looks like it should be easy but isn’t
actually easy, people will be even more upset.

Karen T. Lin
Research & DesignHick’s Law
AND the more similar the choices are, the more difficult it
is to decide = analysis paralysis

Karen T. Lin
Research & DesignAffordance
?

Many, many more to consider…

PART ONE
Managing the Experience
Is it useful?

USABILITY!

Karen T. Lin
Research & DesignSatisficing
Dvorak Keyboard
The keyboard is actually becoming less and less usable as
we switch from type to touch interactions.

Karen T. Lin
Research & DesignThe Kano Model
Over time, what exceeds expectations becomes
the norm.

Karen T. Lin
Research & DesignThe Positivity/Negativity Ratio
Make it up to customers when you fail them – don’t stop
until you regain their trust and loyalty.

PART ONE
What is “good” UX?
PART TWO
PART THREE
How does it work?

Q: Who made the inventor of the wheel famous?

A: The inventor of the wheelbarrow.
FACT: The first wheels were for pottery in 3500 B.C. It took another three
hundred years before people figured out how to use them as transportation.

PART TWO
WHY IS UX IMPORTANT?
From B2B to B2C
Getting (Closer) to the End User

B1
B2
B3
End Users
(OEM = VAR &
Direct Sales)
(VAR & Direct Sales)
(Integrators & Indirect Sales)
Distance from End Users – Future

Karen T. Lin
Research & DesignPoint of Sale is conducted…
B2B B2C
ONE-TO-ONE
Sales team from one business
to another business, usually
face-to-face.
ONE-TO-MANY
Via e-commerce and/or retail
stores, usually without
face-to-face time.

Karen T. Lin
Research & DesignCustomer needs are…
B2B B2C
LOGICAL &
QUANTIFIED
The business customer
understands own needs and
success criteria.
EMOTIONAL &
SOCIAL
The average consumer is
motivated by psychological
needs.

Karen T. Lin
Research & DesignCustomer’s technical understanding is…
B2B B2C
DEEP & PRECISE
Shared understanding of
technical vocabulary terms
and functions is the job.
SHALLOW
Little need to understand the
technology – only enough to
achieve the expected or
desired outcome..

Karen T. Lin
Research & DesignPublic perception is…
B2B B2C
MINIMAL
The client (VAR) is the brand.
Public is unaware about the
other businesses behind the
main brand.
CRITICAL
It’s your responsibility if
consumers even notice you
and want to be associated
with you.

Karen T. Lin
Research & DesignThe biggest competition/threat is…
B2B B2C
OTHER VENDORS
The client finds someone else
to do business with, probably
due to financial costs.
APATHY
Consumer isn’t convinced
enough to give you a try. The
behavioral economics cost of
breaking old habits is HIGH.

PART TWO
Unintentional vs. Intentional UX
Context is Everything

+
PRODUCT CONTEXT OF USE

Has this ever happened to you?

“diy no sew”

How else to tell you are having unintended UX:
If you are upsetting customers, or if customers are
upsetting you, there is a design problem.

PART TWO
Growth & Innovation
The ROI of Design-Led Businesses

WITHOUT UX
BUSINESS
REQUIREMENTS
TECHNOLOGY
REQUIREMENTS
DECISIONS
Will it make money?
Will it function?

WITHOUT UX
BUSINESS
REQUIREMENTS
TECHNOLOGY
REQUIREMENTS
https://www.experiencedynamics.com/blog/2014/07/making-strong-business-case-roi-ux-infographic

WITH UX
BUSINESS
REQUIREMENTS
TECHNOLOGY
REQUIREMENTS
END-USER
REQUIREMENTS
DECISIONS
Will it make money?
Will it function?
Will it be useful AND
usable?

ROI Calculators available at:
http://www.humanfactors.com/coolstuff/roi.asp

Design-driven companies have outperformed the S&P
by 228%

PART TWO
UX & Branding
The “Wow” Factor

http://www.christianvatter.com/great-examples-of-brand-services/

http://img.shia-labeouf.biz/2015/09/13/ikea-kitchen-planner-l-d3c76bf43141e847.jpg

http://payload.cargocollective.com/1/0/4976/54233/TNF_iphones_1260.png

http://www.cyberalert.com/blog/wp-content/uploads/2014/04/Sit-or-Sq

http://pioneeringooh.com/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-12.jpg

PART ONE
What makes “good” UX?
PART TWO
PART THREE
How does it work?

Clients often ask:
“How can we be the iPhone of our industry?”
My answer:
“Think and behave like Apple.”

Would you dig for gold in the exact spot where this
man already found gold?
Hint: Copying others is not an innovation strategy. Strike out
on your own!

STRATEGY = CLOSE THE GAPS
BUSINESS
REQUIREMENTS
TECHNOLOGY
REQUIREMENTS
END-USER
REQUIREMENTS
Makes business sense
Technically feasible
Not useful to potential users (yet)
Technically feasible
Useful to potential users
Does not make business sense (yet)
Makes business sense
Useful to potential users
Not technically feasible (yet)

PART THREE
HOW DOES IT WORK?
Research, Design & Develop
Infuse Process with Strategic User Insights

Karen T. Lin
Research & DesignThe UX Path
# of possibilities
RESEARCH
DESIGN
DEV
Methods Deliverables
User Research
Competitive / Landscape
Academic / Clinical
Industry “Best” Practices
Analogous Business
Customer Journeys
Personas
Segmentations
Artifact Inventory
User Requirements Matrix

Karen T. Lin
Research & DesignThe UX Path > Research Phase Example
October 15, 2015 UX Insights & Next Steps for FourLeaf | © Karen Lin, karenTL.com 65
Sample questions to identify gaps and opportunities in present day solutions
TASKS:
1. Screen for 8-10 prospects in
the target segments.
2. Conduct interviews @ 45-60
minutes per participant.
3. Assess findings to distill a
set of user requirements.
ESTIMATE: 20-25 hours for
16-20 participants.

Karen T. Lin
SOUND & SKILL
INDUSTRYEXPERIENCE
Segmentation of behavioral and cognitive characteristics of the target market
The Dabblers /
Hobbyists
NOT RECOMMENDED
Will require much more
resources to move to the next
level.
The Feet in the Door
POTENTIAL TARGET
e.g. Demonstrate how 4L
provides key resources for
building one’s artistry.
The Success Stories
NOT RECOMMENDED
Generally “all set” with what
they’ve got – narrow margin to
improve upon.
The Independents
POTENTIAL TARGET
e.g. Demonstrate how 4L
saves time with qualified
“leads” towards building
the right partnerships.
These are opportunities to
help artists crossover from a
lower-performing “state” to a
higher state.
Segments can be used to
screen participants for
formal interviews and for
survey studies to assess the
market value of each. Can
also be further developed
into user personas as key
behavioral and/or
demographic patterns are
uncovered.

Karen T. Lin
Illustration of a customer’s journey through current behaviors, decisions & obstacles
TASKS:
1. Conduct auxiliary research
to identify work flow inputs
and outputs.
2. Create and refine the
customer journey as an
output of user research
findings.
ESTIMATE: 10-40 hours
depending on complexity and
variations between segments.
THINK: Board game with a
main path/flow and many
potential sub-flows, setbacks,
shortcuts, etc.

Karen T. Lin
Competitive assessment of UI features needed to meet and exceed user expectations
TASKS:
1. Identify all direct competitor
sites and additional industry
sites via Google Trends.
2. Catalog inventory of UI
features across all sites and
take count of use.
3. Summarize “common”
bench-line features to meet
and “emerging” features to
consider.
4. Demonstrate to the team
well-executed examples to set
as the standard or consider
doing better than the
competition.
ESTIMATE: 20 hours to assess
8-10 websites

Karen T. Lin
Matrix of end user requirements to prioritize against business & technical feasibility

Karen T. Lin
# of possibilities
RESEARCH
DESIGN
DEV
User Research
Academic / Clinical
Analogous Business
Customer Journeys
Personas
Segmentations
Artifact Inventory
Conceptual “Storming”
Prototyping
Design Critiques & Decisions
Internal & External Validation
Consensus Building
Sketches / Storyboards
Proof of Concepts
Annotated Wireframes
Functional Specifications
Design Guidelines & Rationale

Karen T. Lin
Research & DesignThe UX Path > Design Phase Examples

Karen T. Lin
# of possibilities
RESEARCH
DESIGN
DEV
User Research
Academic / Clinical
Analogous Business
Customer Journeys
Personas
Segmentations
Artifact Inventory
Conceptual “Storming”
Prototyping
Design Critiques & Decisions
Internal & External Validation
Consensus Building
Sketches / Storyboards
Proof of Concepts
Annotated Wireframes
Functional Specifications
Design Guidelines & Rationale
Quality Assurance
Expectation Management
THE INTEGRITY OF EXPERIENCE

Karen T. Lin
Research & DesignThe UX Path > Development Phase Example
Intended Design vs. Actual Implementation
Dedicated UX resources to ensure the integrity of the intended design –
because the original specs will ALWAYS have to be revisited.

PART THREE
HOW DOES IT WORK?
Team & Process Approaches
Outside-In, Inside-Out & In Parallel

Karen T. Lin
Research & DesignOutside-In > External Consultancy or Agency
Requirements Gathering
Branding Strategy
Field Research
Usability Testing
Audits & Inventories
Conceptual Design
Functional Design
“Build Kits”
Development
Project / Program Management

Karen T. Lin
Research & DesignInside-Out > Internal, Centralized
Internal
UX
Agency
Product 1
HR &
Internal
Processes
IT
Marketing
Product 2

Karen T. Lin
Research & Design“Parallel” Teams > Internal, De-centralized
Product 1
HR &
Internal
Processes
IT
Marketing
Product 2
UX UX
UX
UXUX

PART THREE
HOW DOES IT WORK?
Leadership & Advocacy
If you don’t, who will?

Inside Lobbying
Directly accessing & influencing decision makers
Written Appeals Evidence &
Testimonials
Personal Visits &
Elevator Pitches

Outside Lobbying
Indirectly influencing decision makers through other people and/or means
Calling on Favors Coalitions Campaigns

At the end of the day, it shows when your
organization is NOT aligned.

BONUS
Frequently Asked
Questions

Karen T. Lin
Research & Design
Isn’t User Research the same as Market Research?
ANSWER: Yes & No. It is an extension of market research.
WHERE WHEN HOW WHYWHO WHAT
Market Research
Age range
Gender
Geography
Household income
Family size
ASSUMPTION:
These are the people worth
acquiring as customers.
User Research
Behaviors
Goals
Values & Beliefs
Attitudes
Motivators / Triggers
Blockers
VALIDATION:
Where, when & how to be more valuable to our
customers – and to better serve their needs.
Start broad then narrow & shift the research focus as
recurring patterns and themes emerge.

Karen T. Lin
Research & DesignWhat methods do we choose?
• What you already know (and have validated)
• What you don’t know (including a margin of error for YDKWYDK)
• What resources you already have
• What resources you don’t have but are willing to invest in
ANSWER: It depends.

Karen T. Lin
Research & DesignWhat if we can’t talk to users?
• Internal employees
• Friends & family
• Starbucks
• Amazon Mechanical Turk
• Craigslist
• Pay customers for their time & feedback
ANSWER: Find a way. Designing in a vacuum is for artists, not UX practitioners.
Don’t ask for feedback with an online survey.

Karen T. Lin
Research & DesignWhat tools or software do we need for UX?
• Pen and paper
• PowerPoint
• Excel,
• Word
• Visio
• Omnigraffle
• Axure RP
• Sketch
ANSWER: Use what gets the (communication) job done the fastest.
Just because you know how to use a camera
doesn’t mean you know how to take good
photographs.

Karen T. Lin
Research & DesignShould this button be green or blue?
Better questions to ask:
• Should this be a button or another form of a CTA (call-to-action)?
• Is this the right CTA for this space/area?
• Is this right space/area for this step of the process?
• Is this the right process for this solution?
• Is this the right solution to this problem?
• Is this the right problem to help people solve?
If and only if the answer to all of these is YES:
• The button color doesn’t matter. You are already getting the real job done.
– A/B testing
– Usability testing
ANSWER: You probably need to broaden the scope of your design question.

Karen T. Lin
Research & DesignWhere do I find the person to do all of this?
Divide up the roles & responsibilities:
• Strategists
• Researchers
• Architects
• Graphic Designers
• Front-End Developers
Ensure all stakeholders are represented throughout product lifecycle:
• RACI model for project roles:
– Responsible
– Accountable
– Consulted
– Informed
ANSWER: Don’t look for purple unicorns. Start your own team.
Find ways to include users in the process!

In Conclusion

EXPERIENCE
ExpectationLogic, Bias, Attitudes, Beliefs, Outcomes
AttentionColor/Contrast, Movement, Sound, Touch
IntentionHope, Fear, Comfort, Love, Integrity
We are designing for humans, not robots.

Have no fear, UX is here.

THANK YOU
Questions?
karen.t.lin@gmail.com
@karenTL

From B2B to B2C: The UX Path to Innovation

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