SlideShare a Scribd company logo
.	
Intel Confidential	
Christian P. Rohrer, PhD | Chief Design Officer, Intel Security, Consumer Products	
​ Insight at Scale:	
​ Insight Types That Influence
Enterprise Decision Makers	
Presented at UX Enterprise Conference, San Antonio, May, 2015
.	
Intel Confidential	
Topics and Overview	
1.  Context	
•  Me: My background and perspective	
•  You: Internal or External to the “Enterprise”	
•  Them: Customers, Administrators, End Users	
2.  UX Model and Research Methods	
•  User Needs are Central to UX 	
•  User Research Methods	
•  Research Methods Across Product Development	
3.  Insight Challenges and Opportunities	
•  Access to Insights	
•  Insights that Drive Decision Making	
•  The Golden Trapezoid
.	
Intel Confidential	
​ Context
.	
Intel Confidential	
4	
1987 19991992 2004
Chief Design Officer
VP Experience Design
Consumer,
Mobile Enterprise
Senior Director of User
Experience Design
Director of UER
and Product Research
Director of User
Experience Research
Unix/Xenix Tech Support
Engineer & Trainer
UC Santa Cruz
Computer Science
(Honors BA)
Stanford University
Cognitive Science,
Education, HCI (PhD)
1998
Network Computer, Inc.
(aka Liberate)
The Santa Cruz
Operation (aka Caldera)
2011
A bit about me and my perspective	
2015
Ethnographic
Field Researcher
2008
*
* Intel acquired McAfee, March, 2011.
How many of you knew?
*
.	
Intel Confidential	
Intel Security
Experience Design Team	
≈ 50 Amazing people | 6 offices around the world	
5
.	
Intel Confidential	
“Security”	
Great User
Experiences
.	
Intel Confidential	
Enterprise
Employee	
Enterprise
Employee	
Now let’s talk about YOU…
Are you an Internal or External Enterprise UX team?	
Enterprise
Employee	
Enterprise
Employee	
Enterprise
Employee	
Enterprise
Employee	
Enterprise
Employee	
Enterprise
Employee	
An “Enterprise” (company)	
2. A B2B
business that
builds products
for external
“enterprise”
customers?	
	
	
	
	
	
	
	
Design	
User	
Research	
Product
Mgmt	
1. An IT or internal
department, building for
internal customers?	
	
	
	
Design	
User	
Research	
IT
Develop-
ment
.	
Intel Confidential	
THEM: these Enterprise Employees, who are “THEY?”	
8	
VP/Director
Tech Ops	
CISO	
 CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Enterprise
Employee	
They could be many types of people – for example:
.	
Intel Confidential	
In the world of enterprise security, THEY might be
classified into something like this:	
9	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
“Users”	
 “Choosers”
.	
Intel Confidential	
Customer	
Customer	
Or more simply: { End Users | Admins | Customers }	
Customer	
Customer	
Admin	
Admin	
End User	
End User	
An “Enterprise” (company)
.	
Intel Confidential	
11	
What do “They” need to do to succeed?
Potential examples from an Enterprise context:	
Buy	
 Deploy	
 Control	
 Report	
 Use	
Not Get
Fired 	
Customer	
Admin	
End User
.	
Intel Confidential	
12	
​ UX Model and Research Methods
.	
Intel Confidential	
13	
See also, Jesse James Garrett’s The Elements of User Experience	
Christian Rohrer (2006-2015)	
User
Needs
A Simple Model of User Experience	
ms	
 secs	
 mins	
Insights
on these
layers?
.	
Intel Confidential	
User Research Methods	
•  Many methods available	
•  Many pros & cons	
•  But what to use and when?	
•  Methods on a 3D landscape:	
o  Qualitative vs. Quantitative	
o  Behavioral vs. Attitudinal	
o  Context of Product Use	
14	
?	
?	
?
.	
Intel Confidential	
15
.	
Intel Confidential	
16
.	
Intel Confidential	
17
.	
Intel Confidential	
18
.	
Intel Confidential	
19
.	
Intel Confidential	
20	
	
•  Natural: Examine natural behavior and attitudes	
•  Scripted: Focus insight topics or enforce consistency	
•  De-contextualized: Issues under study are broader than product usage	
•  Hybrid: Creatively use limited form of product use to meet research goals	
Context of Use
.	
Intel Confidential	
21	
Usability Lab
Studies	
•  Single-user using
product/prototype	
•  Lab-based	
•  Usually scripted	
•  Behavior > Attitude
.	
Intel Confidential	
22	
Ethnographic
Field Studies	
•  A technique
inspired by the
field method used
by sociocultural
anthropologists 	
•  Observation of
work or natural use
of products 	
•  Goal: understand
through the eyes
of the observed	
•  Of all qualitative
methods, the most
powerful/flexible
.	
Intel Confidential	
23	
Focus Groups
& Interviews	
•  Group or one-on-
one discussions
about specific
topics (brand,
marketing, or
products/services)	
•  By definition, only
talking – not using
product/prototype
.	
Intel Confidential	
24	
Clickstream
Analysis & A/B
Testing	
•  Analysis of data
stored in logs (web
or SW telemetry)
on what users click 	
•  A/B Tests: give a
random sample of
users alternative
version of website
design; compare
logs of behavior to
current site design	
 Image source: TechCrunch
.	
Intel Confidential	
25	
Surveys	
•  Asking large
numbers of users
what they think in
a structured way	
•  Email surveys:
invite participants
via email	
•  Intercept surveys:
randomly invite a
percentage of
users on a site or
using an app for
their opinion about
the site/app
.	
Intel Confidential	
26	
	
•  Do we have the right idea?	
•  If not, what is better?	
•  Who is the target?	
•  What makes it work?	
•  Can be Qual or Quant	
Concept Testing
.	
Intel Confidential	
27
.	
Intel Confidential	
28	
Google “user
research methods”
for more info on
the landscape:
.	
Intel Confidential	
29	
​ Insight Challenges and Opportunities
Soooooo many potential sources of information….	
30	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Enterprise Users and Customers
Security/
Systems
Architect	
Let’s start with an Internal UX team, developing solutions
inside of an organization	
31	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
An “Enterprise” (company)	
The Good News:	
•  Easy access to
users and
customers	
and	
•  No competition!
(Wait, is this
good?)	
1. An IT department with
a UX team, building for
internal customers	
	
	
	
UX/
Design	
Prog
Mgmt	
IT
Develop-
ment
The challenges for an Internal UX team, developing solutions
inside of an organization	
32	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
An “Enterprise” (company)	
The Bad News	
	
Challenge: 	
•  No competition 	
therefore	
•  No pressure to
deliver a high
quality UX	
1. An IT department with
a UX team, building for
internal customers	
	
	
	
UX/
Design	
Prog
Mgmt	
IT
Develop-
ment
The challenges for an Internal UX team, developing solutions
inside of an organization	
33	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
An “Enterprise” (company)	
Challenge:	
•  Internal
customers:
rarely held to
“good UX” as a
measure of
success	
1. An IT department with
a UX team, building for
internal customers	
	
	
	
UX/
Design	
Prog
Mgmt	
IT
Develop-
ment	
Internal
Customer	
“Good UX?
Meh.”
The challenges for an Internal UX team, developing solutions
inside of an organization	
34	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
An “Enterprise” (company)	
Challenge:	
•  No time to do
User Centered
Design	
1. An IT department with
a UX team, building for
internal customers	
	
	
	
UX/
Design	
Prog
Mgmt	
IT
Develop-
ment
The challenges for an External UX team, developing solutions
for an external enterprise customer	
35	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Enterprise Users and Customers	
2. A business
that builds
products for
external
“enterprise”
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop-
ment	
Product
Mgmt
Challenge: There may be a specific department (e.g., Sales)
that owns the relationship with the enterprise customer…	
36	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Enterprise Users and Customers	
2. A business
that builds
products for
external
“enterprise”
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop-
ment	
Product
Mgmt
Challenge: You may be blocked from accessing the enterprise
customers and their users if the benefits of doing so aren’t clear	
37	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Enterprise Users and Customers	
2. A business
that builds
products for
external
“enterprise”
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop-
ment	
Product
Mgmt
Challenge: If you DO manage to get access to enterprise
customer information, it will often be about BUYING DECISIONS	
38	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
2. An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
What to BUY
How are BUYING DECISIONS typically made?
	
39	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
2. An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
CUSTOMERS (deciding to buy)	
•  How much does it cost?	
•  Does it “check all the
boxes” I’m supposed to
check?	
•  Will it get me fired if it
doesn’t work?
“What to Buy” leads to “What to Build”
	
40	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
2. An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
Decision: What to BUILD	
What to BUY
Challenge2: 	
How good is this “data”?
	
 	
Will this serve all in the ecosystem?	
41	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
	
	
	
	
Anecdotal	
	
Third-hand	
	
Self-Reported	
	
Conflicting
As with Consumer, there are many types of enterprise “Users”	
42	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
2. An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
	
	
	
	
	
	
	
	
	
	
	
	
	
	
USERS
End Users: “If I have to use it, can it at least be USABLE?”
Better yet: USEFUL	
43	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
2. An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
“Make
the
product
USABLE”
Admin users: “I have so little time - don’t make me think. Fit
into my workflow. Most importantly, don’t let me screw up.”	
44	
Decision Makers	
TechnicalSophistication	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
“Make it EASY
TO DEPLOY,
MAINTAIN, and
USEFUL in my
workflow”
Challenge: Insights from different sources from different
perspectives to different decision makers = CONFLICT	
45	
VP/Director
Tech Ops	
CISO	
CIO	
Security/
Systems
Architect	
Network
Ops
Manager	
Desktop
Ops
Manager	
Employee
End User	
Employee
End User	
Business Users and Customers	
An business
that builds
products for
external
enterprise
customers	
	
	
	
	
	
	
	
UX/
Design	
Develop
-ment	
Product
Mgmt	
Insights
on:
product
USABILITY	
	
	
Insights on: what
makes these
decision-makers
BUY	
	
 Inevitable	
Conflict !	
	
	
	
	
	
	
	
	
	
	
Insights on:
DEPLOY,
MAINTAIN, and
workflow USE
Customer	
Customer	
It’s a complex ecosystem… Q: How do we make sense of it?	
Internal
Customer	
Customer	
Admin	
Admin	
End User	
End User	
B2B	
	
	
	
	
	
	
	
UX/
Design	
Develop-
ment	
Product
Mgmt	
Internal/IT	
	
	
	
UX/
Design	
Prog
Mgmt	
IT
Develop-
ment	
SALES
​ A: In the context of TIME…
.	
Intel Confidential	
Understand	
 Conceive	
 Design	
 Develop	
 Launch	
Strategize	
 Optimize	
 Assess	
Key Q:
How
well did
we do?	
Key Q:
How shall we
do it?	
Key
Q:
What shall we do?	
&	
Why	
?
Qualitative & Quantitative	
§  Ethnographic Field Studies	
§  Interviews/Focus Groups	
§  Clickstream Analysis	
§  Survey results (NPS)	
§  Concept Testing	
Mostly Qualitative	
§  Participatory design	
§  Concept Studies	
§  Prototype Evaluations	
§  Usability (lab) studies	
§  Desirability studies	
Mostly Quantitative	
§  A/B Testing	
§  Usability benchmarks	
§  Online UX Assessments	
§  Surveys (CSAT, NPS)	
§  Clickstream Analysis
.	
Intel Confidential	
Strategize	
Key
Q:
What shall we do?	
&	
Why	
User
Needs
.	
Intel Confidential	
Strategize	
Key
Q:
What shall we do?	
&	
Why	
Qualitative & Quantitative	
§  Ethnographic Field Studies	
§  Interviews/Focus Groups	
§  Clickstream Analysis	
§  Survey results (NPS)	
§  Concept Testing	
User
Needs
Customer	
End User	
UX/
Design	
Product
Mgmt	
Admin
.	
Intel Confidential	
Optimize	
Key Q:
How shall we
do it?	
User
Needs
.	
Intel Confidential	
Optimize	
Key Q:
How shall we
do it?	
Mostly Qualitative	
§  Participatory design	
§  Concept Studies	
§  Prototype Evaluations	
§  Usability (lab) studies	
§  Desirability studies	
End User	
UX/
Design	
Admin
.	
Intel Confidential	
Assess	
Key Q:
How
well did
we do?	
? User
Needs
.	
Intel Confidential	
Assess	
Key Q:
How
well did
we do?	
?
Mostly Quantitative	
§  A/B Testing	
§  Usability benchmarks	
§  Online UX Assessments	
§  Surveys (CSAT, NPS)	
§  Clickstream Analysis	
User
Needs
Customer	
End User	
UX/
Design	
Develop-
ment	
Product
Mgmt	
Admin
.	
Intel Confidential	
​ You Can’t Do It All
.	
Intel Confidential	
56
.	
Intel Confidential	
57
.	
Intel Confidential	
58	
​ Thanks! 	
 	
 	
@christianrohrer

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​ Insight Types That Influence Enterprise Decision Makers (Christian Rohrer at Enterprise UX 2015)

  • 1. . Intel Confidential Christian P. Rohrer, PhD | Chief Design Officer, Intel Security, Consumer Products ​ Insight at Scale: ​ Insight Types That Influence Enterprise Decision Makers Presented at UX Enterprise Conference, San Antonio, May, 2015
  • 2. . Intel Confidential Topics and Overview 1.  Context •  Me: My background and perspective •  You: Internal or External to the “Enterprise” •  Them: Customers, Administrators, End Users 2.  UX Model and Research Methods •  User Needs are Central to UX •  User Research Methods •  Research Methods Across Product Development 3.  Insight Challenges and Opportunities •  Access to Insights •  Insights that Drive Decision Making •  The Golden Trapezoid
  • 4. . Intel Confidential 4 1987 19991992 2004 Chief Design Officer VP Experience Design Consumer, Mobile Enterprise Senior Director of User Experience Design Director of UER and Product Research Director of User Experience Research Unix/Xenix Tech Support Engineer & Trainer UC Santa Cruz Computer Science (Honors BA) Stanford University Cognitive Science, Education, HCI (PhD) 1998 Network Computer, Inc. (aka Liberate) The Santa Cruz Operation (aka Caldera) 2011 A bit about me and my perspective 2015 Ethnographic Field Researcher 2008 * * Intel acquired McAfee, March, 2011. How many of you knew? *
  • 5. . Intel Confidential Intel Security Experience Design Team ≈ 50 Amazing people | 6 offices around the world 5
  • 7. . Intel Confidential Enterprise Employee Enterprise Employee Now let’s talk about YOU… Are you an Internal or External Enterprise UX team? Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee Enterprise Employee An “Enterprise” (company) 2. A B2B business that builds products for external “enterprise” customers? Design User Research Product Mgmt 1. An IT or internal department, building for internal customers? Design User Research IT Develop- ment
  • 8. . Intel Confidential THEM: these Enterprise Employees, who are “THEY?” 8 VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Enterprise Employee They could be many types of people – for example:
  • 9. . Intel Confidential In the world of enterprise security, THEY might be classified into something like this: 9 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User “Users” “Choosers”
  • 10. . Intel Confidential Customer Customer Or more simply: { End Users | Admins | Customers } Customer Customer Admin Admin End User End User An “Enterprise” (company)
  • 11. . Intel Confidential 11 What do “They” need to do to succeed? Potential examples from an Enterprise context: Buy Deploy Control Report Use Not Get Fired Customer Admin End User
  • 13. . Intel Confidential 13 See also, Jesse James Garrett’s The Elements of User Experience Christian Rohrer (2006-2015) User Needs A Simple Model of User Experience ms secs mins Insights on these layers?
  • 14. . Intel Confidential User Research Methods •  Many methods available •  Many pros & cons •  But what to use and when? •  Methods on a 3D landscape: o  Qualitative vs. Quantitative o  Behavioral vs. Attitudinal o  Context of Product Use 14 ? ? ?
  • 20. . Intel Confidential 20 •  Natural: Examine natural behavior and attitudes •  Scripted: Focus insight topics or enforce consistency •  De-contextualized: Issues under study are broader than product usage •  Hybrid: Creatively use limited form of product use to meet research goals Context of Use
  • 21. . Intel Confidential 21 Usability Lab Studies •  Single-user using product/prototype •  Lab-based •  Usually scripted •  Behavior > Attitude
  • 22. . Intel Confidential 22 Ethnographic Field Studies •  A technique inspired by the field method used by sociocultural anthropologists •  Observation of work or natural use of products •  Goal: understand through the eyes of the observed •  Of all qualitative methods, the most powerful/flexible
  • 23. . Intel Confidential 23 Focus Groups & Interviews •  Group or one-on- one discussions about specific topics (brand, marketing, or products/services) •  By definition, only talking – not using product/prototype
  • 24. . Intel Confidential 24 Clickstream Analysis & A/B Testing •  Analysis of data stored in logs (web or SW telemetry) on what users click •  A/B Tests: give a random sample of users alternative version of website design; compare logs of behavior to current site design Image source: TechCrunch
  • 25. . Intel Confidential 25 Surveys •  Asking large numbers of users what they think in a structured way •  Email surveys: invite participants via email •  Intercept surveys: randomly invite a percentage of users on a site or using an app for their opinion about the site/app
  • 26. . Intel Confidential 26 •  Do we have the right idea? •  If not, what is better? •  Who is the target? •  What makes it work? •  Can be Qual or Quant Concept Testing
  • 28. . Intel Confidential 28 Google “user research methods” for more info on the landscape:
  • 30. Soooooo many potential sources of information…. 30 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers
  • 31. Security/ Systems Architect Let’s start with an Internal UX team, developing solutions inside of an organization 31 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) The Good News: •  Easy access to users and customers and •  No competition! (Wait, is this good?) 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  • 32. The challenges for an Internal UX team, developing solutions inside of an organization 32 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) The Bad News Challenge: •  No competition therefore •  No pressure to deliver a high quality UX 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  • 33. The challenges for an Internal UX team, developing solutions inside of an organization 33 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) Challenge: •  Internal customers: rarely held to “good UX” as a measure of success 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment Internal Customer “Good UX? Meh.”
  • 34. The challenges for an Internal UX team, developing solutions inside of an organization 34 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User An “Enterprise” (company) Challenge: •  No time to do User Centered Design 1. An IT department with a UX team, building for internal customers UX/ Design Prog Mgmt IT Develop- ment
  • 35. The challenges for an External UX team, developing solutions for an external enterprise customer 35 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  • 36. Challenge: There may be a specific department (e.g., Sales) that owns the relationship with the enterprise customer… 36 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  • 37. Challenge: You may be blocked from accessing the enterprise customers and their users if the benefits of doing so aren’t clear 37 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Enterprise Users and Customers 2. A business that builds products for external “enterprise” customers UX/ Design Develop- ment Product Mgmt
  • 38. Challenge: If you DO manage to get access to enterprise customer information, it will often be about BUYING DECISIONS 38 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt What to BUY
  • 39. How are BUYING DECISIONS typically made? 39 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt CUSTOMERS (deciding to buy) •  How much does it cost? •  Does it “check all the boxes” I’m supposed to check? •  Will it get me fired if it doesn’t work?
  • 40. “What to Buy” leads to “What to Build” 40 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Decision: What to BUILD What to BUY
  • 41. Challenge2: How good is this “data”? Will this serve all in the ecosystem? 41 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Anecdotal Third-hand Self-Reported Conflicting
  • 42. As with Consumer, there are many types of enterprise “Users” 42 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt USERS
  • 43. End Users: “If I have to use it, can it at least be USABLE?” Better yet: USEFUL 43 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers 2. An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt “Make the product USABLE”
  • 44. Admin users: “I have so little time - don’t make me think. Fit into my workflow. Most importantly, don’t let me screw up.” 44 Decision Makers TechnicalSophistication VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt “Make it EASY TO DEPLOY, MAINTAIN, and USEFUL in my workflow”
  • 45. Challenge: Insights from different sources from different perspectives to different decision makers = CONFLICT 45 VP/Director Tech Ops CISO CIO Security/ Systems Architect Network Ops Manager Desktop Ops Manager Employee End User Employee End User Business Users and Customers An business that builds products for external enterprise customers UX/ Design Develop -ment Product Mgmt Insights on: product USABILITY Insights on: what makes these decision-makers BUY Inevitable Conflict ! Insights on: DEPLOY, MAINTAIN, and workflow USE
  • 46. Customer Customer It’s a complex ecosystem… Q: How do we make sense of it? Internal Customer Customer Admin Admin End User End User B2B UX/ Design Develop- ment Product Mgmt Internal/IT UX/ Design Prog Mgmt IT Develop- ment SALES
  • 47. ​ A: In the context of TIME…
  • 48. . Intel Confidential Understand Conceive Design Develop Launch Strategize Optimize Assess Key Q: How well did we do? Key Q: How shall we do it? Key Q: What shall we do? & Why ? Qualitative & Quantitative §  Ethnographic Field Studies §  Interviews/Focus Groups §  Clickstream Analysis §  Survey results (NPS) §  Concept Testing Mostly Qualitative §  Participatory design §  Concept Studies §  Prototype Evaluations §  Usability (lab) studies §  Desirability studies Mostly Quantitative §  A/B Testing §  Usability benchmarks §  Online UX Assessments §  Surveys (CSAT, NPS) §  Clickstream Analysis
  • 50. . Intel Confidential Strategize Key Q: What shall we do? & Why Qualitative & Quantitative §  Ethnographic Field Studies §  Interviews/Focus Groups §  Clickstream Analysis §  Survey results (NPS) §  Concept Testing User Needs Customer End User UX/ Design Product Mgmt Admin
  • 51. . Intel Confidential Optimize Key Q: How shall we do it? User Needs
  • 52. . Intel Confidential Optimize Key Q: How shall we do it? Mostly Qualitative §  Participatory design §  Concept Studies §  Prototype Evaluations §  Usability (lab) studies §  Desirability studies End User UX/ Design Admin
  • 54. . Intel Confidential Assess Key Q: How well did we do? ? Mostly Quantitative §  A/B Testing §  Usability benchmarks §  Online UX Assessments §  Surveys (CSAT, NPS) §  Clickstream Analysis User Needs Customer End User UX/ Design Develop- ment Product Mgmt Admin