Including the User: How insights drive business #pswud2017

Including the User: How insights drive business
*

Jeremy Johnson
VP of Customer Experience
.com

Agresso, Andra Group, AutoRevo, Autotask, Blood Cell Storage Inc, Bomgar Corporation, Capital One, Capson Physicians
nsurance Company, Cash America, Cheap Caribbean, Citronix, CMC Americas, CompuCom Systems, Inc., Concentra,
Daimler Trucks, DISA Global Solutions, eduProject ELL, Emdeon Business Services, Examsoft, Gemalto S.A., Generational
Equity, HMS, Kronos, Mercedes Benz Financial Services, Momentum Fuel Technologies, My Gene Counsel, National
MI, Neiman Marcus, Novartis Pharma AG, On-Q/Legrand, Quantum Retail Technology, RhythmOne, Rush Administrative
Services Inc, Samsung Elecronics Co Ltd, Spiceworks Inc, Stalls, The Container Store, TickAssure, TORCH
We have a unique and established methodology for understanding people in
context — we reveal unmet needs — which drives everything we do. This leads
to a crisp, clear understanding of the customer which shapes the design and
development of new solutions and experiences.
With over 14 years perfecting our approach we have the experience, teams,
skills and scale to deliver sophisticated software solutions that improve any
and all touchpoints across the user journey.
We’re driving digital transformations
with experience-driven insights
We’re working with some of the biggest and best organizations in the world,
helping transform their experience and technology:
— conﬁdential —
Samsung Electronics, Mercedes-Benz Financial
Services, Capital One, Dell, The Container Store,
Neiman Marcus and many more....

projekt202 is the leader in applying experience strategy and observational
insights to the development of mobile, cloud, web and workplace software.
The company is actively redefining the user experience (UX) and changing
the ways people interact with technology around the world. Recognized
by industry analysts for setting the standard for the way modern
businesses develop software, projekt202 builds emotionally rich,
resonant solutions that enable customers and end users to fully
realize technology’s potential in today’s connected world.
People centered design & development
What’s important to remember is that
customer journeys aren’t created;
they’re discovered.
“
— Jake Sorofman

Mapping Journey Demonstrating Bill Pay

@jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com

I help create software, and software
development has significantly changed.

And not just from waterfall to Agile…

“ “Agile doesn’t have a brain”
Bill Scott
VP Engineering PayPal
— http://www.jeffgothelf.com/blog/agile-doesnt-have-a-brain/

PROJEKT202 METHODOLOGY
ACROSS THE ORGANIZATION
REVEALING REALITY FOCUSED INNOVATION BUILDING & EVOLVING LAUNCH MEASURE & LEARN
CUSTOMER / USER INSIGHTS
• Validation Tests
• Prototypes
• UX Design
• Usability Tests
• Co-creation
• 404 Testing
• Generative Research
• In-Person Studies
• CX Journey Maps
• Personas
• Diary Studies
• Prioritized Enhancements
• A/B Test
• Iterative Experiments
• Live Testing
• Analytics Tooling
• Agile Development
• DevOps
• Design Systems
• Automated Testing
• Full Stack Development
• NPS / VoC
• Analytics
• Feedback
• Customer Acquisition

“ Understanding the what and why
around your customer’s behavior is
one of the top things you need to do
well to be successful.

INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT
Ideas & Insights
(AKA Hypothesis)
Validated Design
Experiments
Validated Development
ExperimentsLaunch
Are you validating your experiments before sending
a full development team to build?
If not, you’re missing out on half the value of
modern product development.

INSIGHTS &
IDEAS
VALIDATION
BACKLOGS
DESIGN
VALIDATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT
Ideas & Insights
(AKA Hypothesis)
Validated Design
Experiments
Validated Development
ExperimentsLaunch
Are you validating your experiments before sending
a full development team to build?
If not, you’re missing out on half the value of
modern product development.
X

“… due to poor
requirements definition”
“…of projects scrapped, or end
up being underwhelming”
“…in developer time spent on
avoidable rework”
“$600 billion spent on digital projects,
with billions wasted…”
30%
UP TO
67%
UP TO
50%
UP TO
[CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]

Many times startups fail not
because of bad development or
bad visual design, but because it
doesn’t find a market fit…
From the report: “I realized, essentially,
that we had no customers because no one
was really interested in the model we were
pitching. Doctors want more patients, not
an efficient office.”
Understanding deep user insights can lead
you in the right direction, and validate your
ideas before they get far enough to fail…
TOP
20 REASONS
STARTUPS FAIL
15
No Market Needed
Ran Out of Cash
Not the Right Team
Got Outcompeted
Pricing/Cost Issues
Poor Product
Need/Lack Business Model
Poor Marketing
Ignore Customers
Products Mis-Timed
Lose Focus
Disharmony on Team/Investors
Pivot Gone Bad
Lack Passion
Bad Location
No Financing/Investor Interest
Legal Challenges
Don't Use Network/Advisors
Burn Out
Failure to Pivot
Top 20 Reasons Startups Fail
CB Insights / Anand Sarwal
42%
29%
23%
19%
18%
17%
17%
14%
13%
13%
13%
10%
9%
9%
8%
8%
8%
8%
7%
14%
Section 2: Design → De$ign
https://www.cbinsights.com/research-reports/The-20-Reasons-Startups-Fail.pdf

“I’m also hoping very much to see more validation of ideas.
In other words, let’s stop just shipping features, crossing
our fingers, and hoping they work. Let’s figure out how we
can test whether we’re moving in the right direction before
we commit six months and hundreds of thousands of
dollars toward building something.
“
—
Calculating the ROI of Digital Prototyping
Laura Klein
http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/

https://www.mindtheproduct.com/2017/08/lean-dont-speculate-accumulate-validate-succeed/

Starting with people to build 
an experience strategy
An experience strategy identifies the most important,
holistic experience for both a business and a
customer. That identification process involves much
more than sending out a survey or conducting an
interview.
You need to spend time with people in their
context, in the places where they live and work, to
observe, to build authentic relationships and to
uncover the real truths that shed light on
understanding a customer's journey with a company.
Mapping Journey Demonstrating Bill Pay
Discovering Insights

Rolling out new software is hard in any
company, but it’s even harder when your
employees still send faxes.
“OpsSuite was built by Southwest and a
Texas-based software design and UX firm,
projekt202, which specializes in what
they call “complex digital
transformations” for their clients.”
Southwest Airlines’
Digital Transformation
Takes Off
fastcompany.com/3065045/wanderlust/southwest-airlines-digital-transformation-takes-off

“As a builder, as an entrepreneur, how can you create
something for someone else if you don’t have even
enough glancing familiarity with them to imagine the
world through their eyes?”
Chris Sacca
Lowercase Capital
“

I don’t work in food services.

I’ve never been a police officer.

“ “…Her advice to companies: Break the digital
transformation into pieces, starting with
improving the employee experience. Then
build quickly from there.”
— Meg Whitman

https://www.nngroup.com/articles/false-consensus/

“ “…we can’t judge user-interface quality based
on whether we like a design ourselves. We
need to learn how to create systems that are
right for those who will actually use them.
Assuming that you are your user is a fallacy
that is ingrained in the human mind. It even
has a name in social psychology — it’s called
the false-consensus effect.”

“ “Insight drives better
experiences.”
..and we’re in the
experience business…

“ “When you include your users,
and build that insight…”
•Works as they expect
•Lets them get their job done easier
•Improves their experiences
•Makes them feel empowered
•Fits into their world
•Improves cross-channel experiences
•They feel like part of the process
•Your teams have more empathy

“The solution? Exposure hours. The number of hours each
team member is exposed directly to real users interacting
with the team's designs or the team's competitor's designs.
There is a direct correlation between this exposure and the
improvements we see in the designs that team produces.”
““It's the closest thing we've found to a silver bullet…”
https://www.linkedin.com/pulse/fast-path-great-ux-increased-exposure-hours-jared-spool
Jared Spool

“What’s important to remember is that customer journeys
aren’t created; they’re discovered. When we try to create
journeys, we fall into one of these two traps: we either
hallucinate customer needs or throw away the customer
experience playbook altogether and focus on the needs we
know intimately: our own.”
“
— Jake Sorofman
http://blogs.gartner.com/jake-sorofman/customer-journeys-are-discovered-not-created/

“Observing users in person provides you with data that
surveys and behavioral data simply can’t, just as surveys
and behavioral metrics provide you with data and
reliability that qualitative work can’t. You need both— and
you need to do both well”
“
https://medium.com/@mgallivan/the-case-for-talking-to-users-in-the-age-of-big-data-bca4159e9620
Matt Gallivan

“You’ve probably heard this advice a hundred times
before. Whether you call it “user research” or “customer
development” or just “getting out of the building”, we all
know that hearing directly from customers is one of the
fastest ways to learn and improve our products.”
“
https://library.gv.com/what-fuels-great-design-and-why-most-startups-don-t-do-it-a8dd2c4f5cb4
— Braden Kowitz

User Researcher: “User researchers are the eyes, ears and
conscience of your product manager,” the guide explains.
User researchers provide the knowledge that ensures that
you “build products that delight your customers through a
great user experience.”
“
13 Jobs That Now Matter The Most, From A Digital Perspective

“…data can’t substitute for the real, deep
insight gained from talking to real
customers and users.”
“
Jens-Fabian Goetzmann
Product Manager @ Yammer.
https://medium.com/@jefago/why-pms-need-qualitative-research-2990b49fc46e

1. … it can get you to the “why” behind the data
2. … it can generate new ideas and hypotheses to test
3. … you can validate hypotheses that aren’t A/B testable
4. … it can address new users that aren’t using your product today
5. … it can get you to answers faster (without building anything)
6. … you will stay more humble and grounded
“

Many well-known
companies have public
stories how they involve
users and customers
early and often. Many
times following
customers home to get
to the “why” that’s
needed for deep
customer understanding.
https://itunes.apple.com/us/podcast/dollars-to-donuts/id956673263?mt=2

“We talk to our customers all the time”
“I know what they need”
“I had that job years ago”
“I’m the Steve Jobs of…”
“We don’t want you talking to customers”
“We’re innovating here!”
“We don’t have time”

“Organizations that understand their customers well
are more successful at retaining them and attracting
new ones — we know this from experience. It’s why
most CX pros do customer research.”
“Customer understanding is Crucial
— and Harder than it looks”
• Elicitunconsciousthoughtsandemotions
• Examinecontext’sinfluence
• Testideaswithcustomers
• Measurebehaviordirectlyratherthanrelyingon
recollection
To tap into hidden and unpredictable aspects
of customer behavior, CX pros should use
methods that:

Customer experience (Cx) professionals know that the first step on
the path to delivering good experiences is doing research to
understand their customers. Yet many fail to recognize that it’s easy
to draw false conclusions — and that doing so is even more
dangerous than being ignorant. In this report, we warn CX pros
about the most common pitfalls and explain how to adapt your
practices and mindset to avoid them — and get the insights you
need to succeed.
Build Real Customer
Understanding
How To Avoid Research Pitfalls And Achieve Insight Instead
https://www.forrester.com/report/Build+Real+Customer+Understanding/-/E-RES136384

A contextual inquiry is a cross between an
interview and an observation that combines the
strengths of both.
In a contextual inquiry, the interviewer goes to the
user and interviews them where they perform the
activities being investigated. The idea is to
interview users in the context of their lives while
they are performing their tasks, asking them
questions about what they are doing and why
(when necessary) along the way.
Contextual Inquiries
Revealing Reality

Journey Maps are meant to clarify customer
understanding at various points along a
continuum. The purpose of the Journey Map is to
identify high and low points for the user within
the experience. High points being portions of the
flow that are working well and are enjoyable for
the user and low points being areas where the
experience is difficult or frustrating.
A Journey Map will help prioritize UX design
efforts by identifying areas that have the greatest
opportunity for improvement.
Journey Map
Revealing Reality

With a lengthy list of potential features, often
the result of an open brainstorming session,
prioritizing what to include in an MVP and what
to hold for future launches can be a politically
charged endeavor. Remove politics from the
discussion by including user input. Kano
studies offer a structured way to gather and
sort user feedback. What is a Kano Study?
The Kano model (pronounced Kah’ no) comes
from work done by Japanese product quality
manager, Noriaki Kano, who concluded through
his research that products have five types of
attributes, or features, which I break down into
three positives and two negatives.
Structuring User Feedback on
Feature Priorities

Getting experiences in the hands of
customers, quickly.
After identifying key insights and opportunities
that need to be solved in the marketplace,
teams need to move quickly to creating tests —
many times in the form of design prototypes
that can be both tested with users, and also
serve as the basis for the technology teams to
build out and launch.
Design Sprints
• Visualization of business ideas
• Interactive prototypes
• Key screens of high-value features and flows
• Key branding elements
• Output necessary for customer validation
Outcomes of Design Sprints:

Organizations need to change…

“I found that 23% of customers who chose to sign up
using Facebook authentication did not click on the link in
the verification email.”
https://www.mindtheproduct.com/2017/08/user-behavior-can-bite-lessons-product-management-trenches/

“After a lot of head scratching, here’s what I did. I
connected to customers who did not complete the
verification process by sending out a Facebook
messenger request.
The predominant feedback I received was: “I don’t
remember the email address associated with my
Facebook account.” … you might as well ask the users to
climb a 10-foot wall.”

“Because we are blind to real customer needs or fail to
see the constraints of user behavior we end up creating
more problems than we solve. The best bet is to take the
plunge and observe how customers react.”

Weak Product Management
or
Weak User Experience

“Product Owner” “UX Designer”
“I need to better
understand my
users…”
“I need to have a
bigger eﬀect on the
product”

http://centercentre.com/program

It’s up to us to show
them the way…

“Design has as much to do with art as a lobster has to do with a
carrot cake. If you truly want a career as a designer, you are going to
need to speak about someone’s business and organizational goals.
You’re going to have to learn how to analyze data, you’re going to
have to learn how measure eﬀectiveness.”
Mike Monteiro
https://deardesignstudent.com/10-things-you-need-to-learn-in-design-school-if-you-re-tired-of-wasting-your-money-64aaa0bc3994#.lllumpsd2
—

“Design may enhance performance but unless there are
metrics to gauge that benefit, the diﬀerence it makes
depends on conjecture and faith.”
—
Thomas Lockwood
Thomas Walton
https://www.amazon.com/gp/search?index=books&linkCode=qs&keywords=9781581156560

http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/

design lead companies —
years to $1 Billion valuation

DESIGN CAN SOLVE BUSINESS CHALLENGES
Additional revenue via better
experience which drive more
customers & sales.
MORE REVENUE
Savings via improved
processes, systems, via
digital transformation.
REDUCED COSTS
Get to market with the right
product or service faster, and
hit the mark the 1st time.
TIME TO MARKET
Identify new concepts and
revenue streams that
leverage your brand in new
services or products.
INNOVATION
Winning today’s marketplace
takes increasingly better  
brand experiences.
MARKETSHARE
Moving to new platforms
needs a dedicated plan that
takes into account more than
the technical specs.
MODERNIZATION

http://humanfactors.com/coolstuff/roi.asp

http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp

40 million computers a year…
5 million calls?

“It depends on the length of the call, how much the call center pays each rep
on average, how well that call center manages its staﬀing (a lot of overtime
increases the average cost of the call). The call center I just worked at
averaged about $4.50 per call, but I have worked at other call centers where
it is over $10 per call, due to how long each call took (tech support).”
https://www.quora.com/What-is-the-cost-of-an-average-call-center-call

For every call cut, that’s $10 saved.  
Self support anyone?
500K CALLS CUT? SAVE $5 MILLION.

https://www.outsource2india.com/callcenter-stafﬁng-calculator.asp#top
$55 million yearly

The cost to improve < the return you get

Shave 5mins oﬀ every call…
SAVE $10 MILLION DOLLARS

“52% reductions in calls due
to account recovery —
$560k support cost
reduction in one year!”
Dawn Ressel
Experience Design Manager, Intuit

• over 98% of driving tests are now booked online
• 85% of self assessment filing is done through online channels
• 12 million people have registered to vote using a new digital service
£58 million cost < £600 million savings
1000%+ ROI

“Our StubHub platform, the largest
ticket marketplace in the U.S.,
accelerated year-over year with GMV of
$3.6 billion growing 13% and revenue of
$725 million up 15%. During the year,
we made a number of product
and experience enhancements to the
StubHub platform, which we believe
contributed to StubHub’s strength.”

Go Govs.
https://www.usertesting.com/blog/2013/09/24/help-my-boss-doesnt-think-usability-testing-is-worth-it-2/

https://articles.uie.com/three_hund_million_button/

https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
in-home studies

prototyping

“In the short time it has been on the market, Daisy Squeeze
ranks among the top 10 sour cream items in sales. In a
recent customer survey, 60% of Daisy Squeeze users said
they would recommend the product to a friend—20% more
than the average.”

• What’s the per minute cost of a delayed flight to the airline?  
$65.43 per airlines.org
• What is the average length of a flight delay?  
57 Minutes in 2014 per rita.dot.gov
• What percentage of flights are delayed daily?  
21% per rita.dot.gov
• What’s the full cost of the delay per flight?  
$3,729.51
• How many flights for this airline are there a day?  
3,900 per website
• What is the total daily cost of delays?  
$3,054,468.69

CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
VALIDATION TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
INQUIRIES
AFFINITY DIAGRAMS
KANO
SERVICE BLUEPRINTS
Include your users = better experiences
better experiences = ROI

CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
VALIDATION TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
INQUIRIES
AFFINITY DIAGRAMS
KANO
SERVICE BLUEPRINTS

Jeremy Johnson
VP of Customer Experience
www.jeremyjohnsononline.com

We wrote the book on helping businesses
gain insight from their customers and
users — insights that lead to effective,
successful launches.
Designing Software for People:
Application Development in the Experience Age
experience.projekt202.com

Including the User: How insights drive business #pswud2017

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Including the User: How insights drive business #pswud2017