The document discusses approaches to differentiating a product's user experience (UX). It emphasizes building a workflow that is easier and better for customers based on insights into customer behavior and needs. An example is given of reimagining a meeting scheduling workflow to reuse existing calendar appointment information and require no additional data entry or special devices. The key takeaways are to focus on what is important to customers, use proven UX patterns, look for additional opportunities, and target specific customer segments with tailored workflows.

2. Product Polishing
Approaches: an Envoy
Example
Vishnu Gopal

3. What?

4. Take Envoy’s workflow, and then
try to build a better
Product UX & offering.

5. Why?

6. Differentiating based on Product
UX is one of the best
things to do.

7. Differentiating based on Product
UX is one of the hardest
things to do.

8. Good UX is not about making
everything appear good. Not
great visual design.

9. It’s building an easier/better
product workflow for customers.

10. Good UX requires great
customer insight.

11. Insight = new/novel knowledge
of customer behaviour.

12. Experience with the
customer segment.

13. Current workflow:

19. <Workflow Improvements
Demo>

20. Takeaways:

21. 1. Think what is important to
the customer.

22. In this particular case, less
amount of data to fill = better.

23. Customer can choose to fill in
more data.

24. When he does, you can then
provide another call to action.

25. 2. Use UX Patterns that convert
more customers (see GoodUI.org)

30. 3. Look for Lateral
opportunities.

31. So we collected email and mobile
number. What else can we use
them for?

32. These can be then value-added
differentiated features for
the customer.

33. Now, let’s try to build a better
workflow based on some things
we know about the customer.

34. “some new/novel things we know
about the customer” = Customer
Insight

35. In a lot of cases, meetings are
scheduled by calendar
appointments.

36. So all of the information (who is
coming, to meet who, where) etc.
is available in that appointment.

37. Can we reuse that somehow?

38. <Ground up reimagining
demo>

39. Use Customer insight, design a
better/different workflow.

40. This resulted in the case where:
1. No data entry is required.
2. No special device is required.

41. Now: is this better?

42. There is nothing that is
unambiguously better.

43. There are always tradeoffs.
This might be better for some
certain customer segment.

44. & if you target that customer
segment with this different
workflow, they’ll be super happy.

45. & if you target that customer
segment with this different
workflow, they’ll be super happy.

46. So that’s it guys:
tweak UX based on what your customer
wants, UX patterns, lateral opportunities,
customer segment insight.