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The Future of Enterprise UX Design: An Asana & Quickbooks Case Study

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You'll learn:

- Techniques for designing enterprise UX base on new user expectations.
- How to design a consumer-grade enterprise experience
- Enterprise UX best practices based on case studies from Asana and Intuit

Published in: Design
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The Future of Enterprise UX Design: An Asana & Quickbooks Case Study

  1. 1. The Future of Enterprise Design
  2. 2. Amanda Linden Head of Design, Asana
  3. 3. It’s a great time to be 
 building enterprise products. 1
  4. 4. 2004 2008 20142013 Design Evolution: QuickBooks
  5. 5. Design Evolution: Salesforce 2011 2012 20152008
  6. 6. Design Evolution: Microsoft Office 2008 2010 20132005
  7. 7. Design Evolution: SAP 2008 2010 20142006
  8. 8. Why are so many enterprise software companies investing in better product design? 2
  9. 9. Newer entrants in SAAS space: 2007 Google Docs, Sheets, Slides 2008 Asana 2009 Slack 2006 Xero
  10. 10. Migration from desktop to web.
  11. 11. Increase in mobile use for enterprise tasks. 0.0 0.3 0.5 0.8 1.0 Mobile Usage Web Usage 2013 2015 97% 66% 3% 33%
  12. 12. The user has become the decision maker. 0.0 15.0 30.0 45.0 60.0 Self-Service Light Touch Premium Chose Asana independently!
  13. 13. And lots of other reasons: • Need to reduce support costs. • Customer expectations are rising • Stickiness is a thing of the past. • Lifetime value comes over time.
  14. 14. So where should we invest design 
 and engineering resources? 3
  15. 15. Getting consumer quality UX. Brand New User Experience Simplified Navigation Great Mobile Experiences Performance & Offline Mode
  16. 16. Brand
  17. 17. MARKETING SITE BEFORE:
  18. 18. Inconsistent logo treatment BRANDING
  19. 19. 33
  20. 20. New User Experience
  21. 21. Tips for creating a great first use experience: 66% 33% • Avoid lengthy tours • Ensure that your user can complete a core task in their first visit • Give your users an “ah ha” moment, that communicates the core value of your product • Ensure that your first use experience supports your brand. • Don’t ask for information you don’t need • Give clear next steps
  22. 22. Simplified Navigation
  23. 23. Tips for simplifying navigation: 66% • Think about how best to structure the information in your application. • Provide a homepage that can act as a navigation hub for your product. • Use the top/global navigation to access key “views” of information across categories. • Also provide access to “create new”, search, help, & settings in the global nav, so that users have access to them in any context. • Use the left navigation to identify groups or “folders” of information.
  24. 24. Great Mobile Experiences
  25. 25. Great mobile experiences WHERE YOU SHOULD INVEST
  26. 26. Tips for 
 developing 
 great mobile experiences: 66% • Don’t feel the need to duplicate full product functionality in the mobile app. • Ensure visual patterns, iconography, animation, etc. are consistent. • Don’t feel the need to launch features on both mobile and web in parallel. • Leverage device advantages like contact list, location, camera, etc. to reinvent traditional web interactions • Think carefully about how to infuse your brand into mobile as well. • Design with the assumption that some of your users will only use your mobile app.
  27. 27. Other important considerations:
  28. 28. Offline Mode WHERE YOU SHOULD INVEST
  29. 29. Performance WHERE YOU SHOULD INVEST
  30. 30. Monetization WHERE YOU SHOULD INVEST
  31. 31. Customization: OTHER THINGS TO CONSIDER
  32. 32. Two enterprise redesign case studies: Asana & QuickBooks 4
  33. 33. Asana
  34. 34. Asana Brand System
  35. 35. Our Competitors
  36. 36. Collaborative Exercises
  37. 37. The Brand Story
  38. 38. Think back to the last time you were deep in the zone—time flew by and the work flowed through you almost effortlessly. Now imagine a place where entire teams work in that fully-immersive state of flow on any project they can imagine. That’s how working together should be, but it is rarely the case. As organizations grow, so does the complexity of our work. Information is scattered; responsibilities unclear. We try to cut through the chaos with endless meetings and micromanagement, but we end up with less time and not much more clarity. The way we’re working isn’t working. It’s time for that to change. At Asana, we’re building a place where teams align their energies towards common goals. Where there is no work about work. There is only total clarity, energized focus, and frictionless collaboration. Everything from the most immediate details to the big picture are organized and at your fingertips. In every moment, each person knows what they should be doing and why they’re doing it. That’s when it gets fun. People love what they do and feel appreciated for what they’re doing. That visceral feeling of being in the zone every day empowers teams to work better, smarter, faster. Organization is as effortless between people as it is between our own brains and bodies. By empowering all teams to achieve their most ambitious goals, we help humanity thrive. Do great things together. Do great things together.
  39. 39. Brand Attributes
  40. 40. Purposeful Passionate, Intentional, Effective Asana exists to help humanity thrive. Our mission is audaciously large and motivates every step we take. Instead of acting impulsively, we take each step with deliberate planning, craftsmanship, and focus. And then we get the job done. Empowering Motivating, Encouraging, Enabling Asana helps people do what they love. We provide 
 invaluable support for teams that are benefiting the world, 
 whether they’re working on moonshot visions or more down-to- earth ambitions. We aren’t the hero of our story—they are. Quirky Playful, Unconventional, Whimsical 
 Asana doesn’t take itself too seriously. We love all the delightful moments that make us smile unexpectedly, so we create those moments for our customers too. By letting ourselves have fun, we make countless workplaces a lot less boring. •‿- Approachable Genuine, Unpretentious, Loving 
 Asana keeps it real. We’re open and honest, avoiding aloof corporate language and phony marketing spin. We see 
 ourselves less as a company and more as a team of humans helping other humans, so being friendly and sincere 
 comes naturally.
  41. 41. Brand Motif
  42. 42. Clarity A clean white canvas that gives an undistracted 
 picture of our team’s work, and the serenity to 
 approach it with ease. Energy A burst of vibrancy and color, helping us to focus on our most important work, and celebrating the progress that we make.
  43. 43. Design Language System
  44. 44. Design Language System
  45. 45. Design Language System
  46. 46. Color System
  47. 47. Brand Color: “corange”
  48. 48. 1. sketch 2. prototype 3. user test 4. beta program 5. A/B test 6. incremental rollout 7. repeat
  49. 49. 72 • Less than 2% of existing users opt out of the new design. • Increase of ~10% on adoption funnel metrics. • Collaboration rate for new domains has increased ~15%. • Won some design awards. • Scaled team to 20 incredibly talented designers. Results
  50. 50. Net promoter increase Rebrand Launch
  51. 51. QuickBooks
  52. 52. Inconsistent Design Patterns WHERE WE WERE
  53. 53. Inconsistent Design Patterns WHERE WE WERE
  54. 54. Intuit Design Language System SUCCESS CRITERIA • Is extensible, scalable, and flexible across all small business products • Represents one identifiable and cohesive small business brand experience • Is consistent in a way that embraces the commonalities, but allows for the differences across products and platforms • Establishes an ecosystem that delivers customer value quickly • Simplifies accounting tasks while providing contextual content and experiences • Is perceived as professional and trustworthy, while also guiding and instilling confidence in our customers • Exhibits personality and character while highlighting ownable, iconic moments that delight and wow our customers • Is accessible via a toolkit that is scalable and supports the needs of designers and developers • Gives us pride in our products and our work • Is embraced by stakeholders This program will be deemed successful when the design team presents a human, easy to learn, cross-product and platform design language system that:
  55. 55. Design Principles PROJECT HARMONY Be simple, easy to use, and guiding. Design for the customer and instill confidence. Establish modern and iconic moments. Celebrate data while respecting user and device context. 1 2 4 3
  56. 56. Redesign Roadmap HARMONY
  57. 57. Web, Mobile & Tablet Flows HERO FLOWS First use experience Managing customers & employees Create an invoice and collect a payment Run a P&L report Run payroll Installing, and managing apps Help & support Payroll Accounting Accountant Payments
  58. 58. HERO FLOWS
  59. 59. HERO FLOWS
  60. 60. HERO FLOWS
  61. 61. DESIGN PATTERNS
  62. 62. DESIGN PATTERNS
  63. 63. DESIGN PATTERNS
  64. 64. DESIGN PATTERNS
  65. 65. DESIGN PATTERNS
  66. 66. BUSINESS RESULTS •From ~250k to over 700k users in one year. •8% increase in conversion to paid in US. •35% increase in conversion to paid globally. •23% increase in first visit task completion. •NPS (new users) +9 over original product. •33% increase in attach on payments •Call volume down 27% MOBILE WEB
  67. 67. How do we go from good to great? 5
  68. 68. In a nutshell, it won’t be enough to be a tool that works. You need to be a tool that 
 makes it feel better to be working.
  69. 69. ?

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