How to Introduce, Deploy, and Optimize User-Centered Design in Your Organization

1. How to Introduce, Deploy, and Optimize User-Centered Design in Your Organization Scott Isensee BMC Software

2. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Issues, Techniques, Tools • UCD at BMC Software • Hands-on Workshop • Q&A

3. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Issues, Techniques, Tools • UCD at BMC Software • Hands-on workshop • Q&A

4. Experiences with UCD: IBM DB2 • Primary competitor: MS SQL Server • Market leader in small/medium shops • Ease-of-use leader • Windows only • Very channel-friendly • UCD objectives • Beat SQL Server at their game in market on their platform (NT) • Ease-of-use for top 12 tasks • Marketing channel attractiveness

5. Experiences with UCD: IBM DB2

6. Experiences with UCD: IBM DB2 • Success factors • Product organization aligned with UCD • All UI developers in one 2nd-line area • Extensive UCD education • Acquired all multidisciplinary skills • Major focus on visual design • More than 1,000 hours of user involvement • Strong management commitment to UCD • UCD data drive design • Development schedules integrate user feedback activities • Cultural buy-in to UCD

7. Experiences with UCD:Netpliance I-opener • Product Objectives • Design an information appliance • Must be cheaper and easier to use than a computer • Has to convince those who have not bought computers to buy this • Design the total user experience

8. Experiences with UCD:Netpliance I-opener

9. Experiences with UCD:Netpliance I-opener

10. Experiences with UCD:Netpliance I-opener

11. Experiences with UCD:Netpliance I-opener • Challenge to retrain computer designers • Not many companies can own the total user experience • Product met its goals yet failed due to market conditions and poor leadership

12. Discussion

13. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Issues, Techniques, Tools • UCD at BMC Software • Hands-on workshop • Q&A

14. Strategies • Enablement • Understand the organization • Identify a Champion • Introduction • Create awareness, education & training • Integrate into organization • Deployment • Select a pilot project • Optimization • Do UCD on UCD

15. Enablement • Understand the organization • Start with the end in mind • What business objective does your organization want to achieve with UCD? • How would your company like to be written up in a trade press article regarding its ease of use? • Identify a Champion • UCD not natural for engineering companies • Need influential leader • Senior level person who is respected • Personal beliefs in line with UCD • Ability to influence and inspire others

16. Introduction • Awareness • Create overview presentation and have Champion deliver it to employees starting at the top • Write articles in company newsletters • Put together a UCD event • Assess specific organization and skill needs • Education & Training • Develop or buy UCD education & training

17. Introduction • Integration • Determine what the best "hooks" are into the organization's business process/practice • Include key questions in appropriate business checkpoints • Have Champion ensure key questions are asked appropriately at checkpoints

18. Integration

19. Deployment • Pilot project • Select with the Champion a project which would be appropriate as a pilot.

20. Optimization • Conduct UCD on UCD • Evaluate deployment • Formulate optimized model in response • Optimization model • Flexible guidelines for deployment • Automation of time-consuming activities • Practitioner sharing & collaboration

21. Summary: Success factors • Approach • "Grass Roots" approach • Broad definition of UCD - Total User Experience • Multi-level views - Principles, Process, Tools • Continuous reduction in cycle time/resource • Establish UCD as an internal brand & advertised • Communicate successes company-wide • Constant review of feedback on approach

22. Summary: Success factors • Organization • Alignment from practitioner to executive • New Roles - EOU VP, EOU Champ, UCD Architect • Education - Executive, Manager, Practitioner • Establish corporate targets • Review progress & provide consultancy help

23. Discussion

24. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Issues, Techniques, Tools • UCD at BMC Software • Hands-on workshop • Q&A

25. Pervasive technology • Every day, information technology touches more and more users.

26. User devices • A wide range of user technologies exists. • From mainframes to the web to pervasive devices, users expect technology to be easy to use.

27. The customer experience • Yet, the IT industry has not provided users with a consistently positive experience. • The estimated losses due to poor web customer experiences during the 1999 holiday season was $6 billion (Creative Good, 1999). • Users’ frustrations due solely to unacceptable download times could result in as much as $4.35 billion in United States e-commerce sales being at risk each year (Zona Research, 1999). • Consumers have a 62% chance of receiving no reply to e-mails to Fortune 100 companies (Brightware, 1999).

28. The customer experience • GUI to WUI transition

29. The customer experience • The user’s first experience Banner ads URLs Speed

30. The customer experience • Searching and navigation Search Navigation

31. The customer experience • Creativity vs. predictability

32. The customer experience • International and accessible International Accessible

33. The customer experience • Designing at web speed

34. Order Get Unpack Find Install Upgrade Use Support Help The customer experience • Designing beyond the user interface

35. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Issues, Techniques, Tools • UCD at BMC Software • Hands-on workshop • Q&A

36. Design Walkthrough • A Design Walkthrough is a head-to-head comparison of the high-level design of the proposed solution and that of its prime competitor. • All aspects of the total user experience of the two products are compared.

37. Purpose of Design Walkthrough • Validates the offering’s conceptual design • Before investing further, answers the question,"How does the design of the new solution compare to that of its prime competitor?” • Provides data to make an investment decision • Satisfaction and intent to purchase • Specific design feedback

38. Traditional methods • Aspects of total user experience are designed and evaluated separately. • Decision makers and technical leaders may be shown a prototype of the solution UI and a presentation about proposed function

39. Order Get Unpack Find Install Upgrade Use Support Help Design Walkthrough method • Use mockups of equal fidelity of both products to walk customers through all aspects of the total user experience

40. Design Walkthrough method • When possible, demonstrate user experience by means of tasks. • Gather feedback about each external and about the products overall. • “Based on everything you’ve seen so far, how satisfied are you with Product A? Product B?” • “Based on everything you’ve seen so far, how likely would you be to buy Product A? Product B?”

41. Sample results data Satisfaction very Competitor New solution satisfied very dissatisfied Order Find out Get Install Overall UI task 2 UI task 3 Upgrade Support UI task 1 Packaging User assist Get started

42. Design Walkthrough benefits • Integrates all aspects of the total user experience • Indicates the possible success of the solution before a large investment is made • Provides data to enhance design of the solution

43. “Yeah, but…” • "Customers just observe. They don't use the products." • "This is a lot of work. Can it be done in one day?" • "Mockups may not accurately represent the final deliverables."

44. Design Walkthrough summary • The design walkthrough compares the high-level design of the solution to that of its prime competitor solution. • Customers rate all aspects of the two products head to head. • Results • Influence the investment decision • Provide data for the further enhancement of the design

45. What we’ll cover today • Deploying User-Centered Design in an Organization • Experiences, Strategies • The Practice of User-Centered Design • Hands-on Workshop • Issues, Techniques, Tools • UCD at BMC Software • Hands-on Workshop • Q&A

46. Usability Value Proposition • Mission: Improve the user experience for all BMC Software products • We work collaboratively with developers and product managers to create a simple, consistent, functional and visually appealing user experience while eliminating usability errors. • Benefits BMC customers… increased productivity and time to value • Benefits BMC Software… increased sales and reduced development costs

47. Success Story:Remedy SLA Before • In-depth storyboard process at start of project • Usability testing confirmed that common tasks were completed with at least 80% accuracy • Successful in part because of positive working relationship with cross-functional team (Dev, QA, ID, Support) • Customer feedback has been very positive After

48. Success Story:PATROL Express • Dev team has worked with Usability on full product release cycles, integrating usability activities into all phases of development. • Usability led the UI design effort, involving customers throughoutthe process in requirements gathering, evaluations and user tests. • The user interface was prototyped early in the development cycle and clearly documented in the spec • Customer Perspective: When I first saw the PATROL Express tool, I was blown away by the depth of BMC Software's understanding of what we required from the tool. It made me feel as if somebody else really does know what we need…" Rex Frank, CTO Alvaka Networks

49. What we are doing:The Common UI Project • Establishing a common look and feel across BMC product lines to provide customers with a cohesive, consistent set of solutions with a strong brand identity • Web platform initial focus (goal to carry common elements across platforms) • Metropolis, BSM, DS Common Install initial adopters • Java Pluggable Look and Feel effort underway • BMC/Remedy brand coordination for further consistency

50. What we are doing:UI Component / Icon Libraries & Common Glossary • BMC Component Library: • Provides development with tools to implement consistent UIs across BMC products • Downloadable widgets / code • UI guidelines • Screen shots for usage context • BMC Icon Library • Promote consistent use of icons across BMC applications • Powerful search features and download options • Common Glossary / Terminology Efforts underway within both BMC and Remedy – now coordinating efforts for greater consistency