Users and customers alike expect consumer-grade experiences from enterprise software that is focused on achieving outcomes, not technical complexity. Summa’s Human Centered Design Practice works closely with Salesforce Delivery Teams to build implementations that focus on what users want to accomplish by using the system, in the spirit of the “jobs to be done” approach. Learn how this approach changes perspective of both customers and technical teams, and raises Salesforce projects in the specter of truly strategic initiatives within organizations.

1. A Human Centered
Design Approach to
Strategic Salesforce
Projects
April 13, 2015

2. 2
Presenters
Adam
Menzies
Solution Architect
Mark
Lotter
Director, Human Centered
Design (HCD) Practice

3. 3
Who is Summa?
Human Centered Design (HCD)
4 Reasons Why HCD is an Ideal Approach for HCD
United Way of Allegheny County
What’s Next?
Agenda

4. 4
Who is Summa?

5. 5
For over 17 years, Summa has
provided our customers competitive
advantage and business value
through technology.

6. 6
Partial List of Customers

7. 7
Key Practice Areas
Strategy +
Human
Centered
Design
Application
Development
+ Integration
Agile
Transformation
Salesforce

8. 8
Human Centered Design (HCD)

9. 9
Human Centered Design is about
believing you can make a difference
and using an intentional process to
create new and relevant solutions
that have positive impact.

10. 10
Hear, Create, Delivery
Focus on what you can learn first to better understand and define the problem.
This context will focus your efforts and drive creation of meaningful ideas.

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HCD Core Principles
It Focuses
On People
It’s
Collaborative
It’s
Optimistic
It’s
Experimental
& Iterative

12. 12
Hear, Create, Deliver
Focus on what you can learn first to better understand and define the problem.
This context will focus your efforts and drive creation of meaningful ideas.

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What is Design Thinking?
Talk less and listen more as you work to understand how each person thinks of
their world. Goals, pains and collaboration points all help you empathize and better
understand their perspective and priorities.

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What is Design Thinking?
Interactions with current tools can be revealing. Users compensate for any
shortcomings and make corrections in real time. Shadowing users and asking
them to “think aloud” is an invaluable technique to understand their current state.
Looking beyond a person’s job and the tools they use can reveal insights that
go beyond what we typically think of as needs and motivations. Addressing the
needs in their life can lead to increased satisfaction and adoption rates.

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Unifying key information for users empowers them and helps them create
understanding. We put users at the center and work to understand where
information resides and understand its value to their experience.
Creating Shared
Views of Systems &
Information Flow

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Work at the Right Level of Fidelity
We help people see things before they are built; we create things that
aren’t yet real. We envision the future by exploring ideas, eliciting
feedback and reducing risk.

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Why Include Users in the Process?

18. 18Marketing
CRM
ERP
Manufacturing Floor
Inventory Tracking
Supply Chain Management
Procurement
Meaningful Experiences Often Require
Connecting Disparate Systems

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20. 20
Agile for Transparency, Adaptability and More
Immediate Value with Reduced Risk

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Four reasons why
Human-Centered Design
is an ideal approach for
strategic Salesforce projects.

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User Adoption is a Primary Focus
+ User input regarding desired outcomes increases early buy in and adoption
+ HCD process can identify unexpected system champions and change agents
+ HCD can better inform user stories spanning business units/departments
+ Exposes true reasons for system configurations and security, reducing
unnecessary complexity in some cases
+ Can influence methods for training, communication and ongoing adoption

23. 23
Salesforce Projects are Business-Sponsored
+ Business-side leaders focus on outcomes and “jobs to be done”
+ There is less distance between the users and project sponsors
+ Business-side leaders are empathetic towards their users
+ These leaders are buying outcomes, not features

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Salesforce’s Agility Aligns with HCD
+ HCD benefits from an ability to allow users to touch a product quickly
+ Investigate in the morning, demo in the afternoon
+ Sandboxes allow us to quickly and easily Etch a Sketch
+ Tools like Process Builder and the Lightning Platform are taking us places faster
+ The POC can actually be the product, you don’t have to rebuild it for scale

25. 25
Shifting Power
+ For Salesforce customers—especially net new ones—there is a cultural
shift happening; the way they will collaborate and relate to customers,
co-workers and partners has changed
+ Shift in power from the businesses to their customers
+ Shift in budgets from CTOs to CMOs
+ Shift of investment from back office operational systems to front office
systems of engagement
+ To be effective, we need to change from a traditional IT project
approach to a Human Centered Design approach

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Case Study: The United Way of
Allegheny County

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United Way of Allegheny County
+ Pittsburgh metro region
+ Annual contributions of
$34 million
+ Top 25 Local United Way
(LUW) nationally
+ Workplace giving is
by far the biggest
source of individual
giving Individuals, 61%
Corporations &
Foundations, 34%
Other, 5%

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+ Ever changing corporate structures
and cultures along with evolving
donor demographics driven by
emerging millennial donors
+ Maintain workplace campaigns, but
accelerate focus on affinity groups
to expand engagement outside the
workplace
+ Engage resources and obtain
funding to support the 20/20 plan
and development activities to
support goals
Strategic Forces and Goals

29. 29

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Aging, Brittle and
Non-Homogenous
Infrastructure
United Way Pains / Opportunities
High donor churn
(currently 25%)
Not leveraging social
media and peer-to-
peer fundraising to
reach millennials
Difficulty evolving the
way the organization
manages information

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Stated Project Goals
+ An engaging customer experience with improved usability
+ Manage relationships, not just transactions
+ Cater to millennials—an important growth segment
+ Mobile capabilities
+ Customization by workplace (causes, brand, language, etc.)
+ Remove dependency on outdated 3rd party system (Andar)

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Workshops

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Sharing and listening is a critical first step. Providing a structure and tools so that
we can quickly gather diverse input and organize it around themes and highlight
differences and priorities focuses a team on identifying the strategic problems.
What does a 360˚ view of a customer
mean in this context?
What information is captured, by whom,
when and can we access it (easily)?

34. 34
Journey Mapping : A Mobile First Approach

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Action
Input
Insight
Consider the Basic Elements
of Customer Engagement
What have we
learned about this
person, their
behavior and their
needs?
What interactions
have they taken?
How have they
expressed their
preferences or
needs?
How can this new
insight help us
know them better
and anticipate
their needs?

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Thank You, Phillyforce!
Adam
Menzies
adam@summa-tech.com
@adamdmenzies
Mark
Lotter
mark@summa-tech.com
@markelotter