SFDW DESIGN WORKSHOP JUNE 3, 2016
By Kylie Tuosto & Stephen Gay
This year, for SF Design Week, we hosted a workshop focused on crafting delightful first use experiences. Our workshop included design principles for first use, core frameworks for thinking about delivering customer benefit, and several design patterns and exercises.
OVERVIEW
No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience.
RESOURCES
Worksheets: FocusOnFirstUse_Worksheets.pdf
Slides: FocusOnFirstUse_Presentation.pdf
LinkedInGroup: https://www.linkedin.com/groups/7059078
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DELIVER THE
CUSTOMER
BENEFIT
DELIVER WITH
EASE
DELIVER
POSITIVE EMOTION
THIS IS
AWESOME
Awesome Product Experiences
INTUITAPEX PYRAMID
LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.
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Benefit
Ease
Emotion
DELIGHT
NPS
COMPANY
GROWTH
Awesome Product Experiences
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Our Story
June2015
TASKED WITH IMPROVING THE
QUICKBOOKS ECOSYSTEM
FIRST TIME USE EXPERIENCE
Dec2015
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH TASKS
LAUNCHED TEST FOCUSED ON
INCREASING ENGAGEMENT
WITH KEY JOBS
DEVELOPED AND TESTED A
SERIES OF FIRST USE
PATTERNS TO IMPROVE THE
CUSTOMER EXPERIENCE
FOCUSED ON END TO END
FIRST TIME USE EXPERIENCES
FOR KEY JOBS
Jan2016 Mar2016 2017
Coming soon!
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Definitions
BENEFIT
EXAMPLE: PAYROLL IS DONE
What the user achieves when they complete one or more jobs
A market-ready solution for one or more jobs
OFFERING
EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING
JOB
A core function the user wants to complete, made up of several tasks
EXAMPLE: PAYING EMPLOYEES
TASK
One of several steps a user needs to take to accomplish a job
EXAMPLE: ADDING A NEW PAY TYPE
14. People don’t want a
quarter-inch drill, they
want a quarter-inch hole.
– Theodore Levitt
Economist & Harvard Business School Professor
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People buy products and services to get
jobs done. Products come and go, but
underlying jobs do not go away. Our goal is
to solve the job well.
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Apps we love solve jobs that matter to us
Focus on Jobs
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Pay employees Add employees
Add pay types
Add garnishments/deductions
File new hire forms
Calculate paychecks
Cut & deliver paychecks
Account for cost of labor
Post labor law posters
Track employee hours
Track employee performance
Breaking Jobs Into Tasks
THEJOB THETASKS
19. BENEFIT
Payroll is done
Overview of today
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
JOB
Pay employees
JOB
File payroll taxes
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
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Exercise 1
Mapping the
journey
Exercise 2
Measuring the
Benefit
Exercise 3
Delivering
Delight
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What are all of the tasks involved in completing a job
today?
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Exercise 1
Mapping the journey
Supporting the customers journey from
discovery to achieving the benefit.
Exercise 2
Measuring
Benefit
Exercise 3
Delivering
Delight
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First Use Journey
DISCOVER
Exposing the user to a tailored, recommended
solution based on what we know about them.
SETUP
Guiding the user through entering data, configuring
settings, or customizing a feature.
ACHIEVE BENEFIT
Ensuring the user feels the value of the benefit
by experiencing it for the first time.
SEALTHE DEAL
Helping the user choose a plan based
on what we know about them.
UNDERSTAND
Helping the user understand what’s at stake, why
it’s relevant, and what the benefits are.
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First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
BEHAVIOR MECHANICS
_ Social Proof
_ Curiosity
_ Exclusivity
_Loss Aversion
USER DATA
_ Profile demographics
_ Usage data
_ Status
VISUALIZE THE VALUE
_ Sneak peek of features
CONSIDER
_ What’s at stake?
_ Design for the “aha!”
_ What’s the unique value
proposition?
_ How much will it cost?
CONSIDER
_ Not asking for info you
don’t need
_ Teaching through the
process of doing
_ Ask simple questions
_ Demonstrate progress
_ Establish trust
_ Eliminate steps
CONSIDER
_ Make it an own-able
moment
_Celebrate success
_ Clarify next steps
_Encourage repeat use
and habit forming
CONSIDER
_ Will the solution benefit
me?
_ Allowing the user to try
before buying
_ Clear pricing
communication
_ Price should feel better
than the competition
25. JOB Get a rideBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Arrive at destination
TASKS TASKS TASKS TASKS TASKS
Hear about it from a friend
Search for it in app store
Download the app
Open the app
Create an account
Enable Geo-location
Add credit card
Open the app
Enter destination
Select type of ride
Wait for driver
Get stuff loaded into car
Take the ride
Get out of the car
Money leaves bank
Rate the driver
Learn about what it does
Who are the drivers?
How much does a ride
cost?
How long does it take?
Guarantees?
How do I get a ride?
26. JOB Pay employeesBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
Accounting is done
TASKS TASKS TASKS TASKS TASKS
Get recommendation in
QuickBooks
Learn about what it does
How does this compare to
ADP?
How much does it cost?
How do taxes work?
Which plan is right for me?
Add business info
Set up bank account
Create employee profile
Employee submits I-9, W-
4
File new hire paperwork
Log in to time tracker
Review and approve hours
Enter employee time
Submit payroll
Understand the cost
Add employee pay info Wait for bank transfer
Get confirmation that they
were paid
Calculate per employee
fees
Select service level
Select add-on services
Enter credit card info
Receive bill
What about worker’s
comp? Labor laws?
What pay types are
available? Deductions?
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Exercise 1: First Use Journey
10 mins
● Individually: Pick a core job from a product you know or work on. Map the job from end to end using the First Use
Journey worksheet.
● Find a Buddy: Share your worksheets with each other for feedback. Point out any missing tasks.
● Everyone: 2-3 people share with the room
Your turn!
YOUR CHALLENGE
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Exercise 2
Measuring the benefit
Ensure the team is working on and
measuring the most important tasks for
the customer.
Exercise 3
Delivering
Delight
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Job: Online Shopping
Customer Benefit: Best selection, fast & affordable
Measure: % lowest priced products, delivery time
Job: Managing Notes
Customer Benefit: Always accessible
Measure: Uptime
Job: Driving
Customer Benefit: Lowest price & most convenient
Measure: % rides at lowest price, lowest wait time
Job: Pay Employees
Customer Benefit: Confidence & efficiency
Measure: % paycheck errors, time to run payroll
Measuring the benefit
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“That was easy.”
“It took me half the
time it normally
takes!”
“The app connected
directly to my time
tracking tool.”
“I know my
paychecks are
accurate.”
“Everyone got paid
on time.”
Efficiency Confidence
Measuring the payroll benefit
“I know I got my
payroll taxes right.”
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From measuring business results (conversion)
Measuring the benefit
Define the best way to
measure the benefit.
Time to complete & time spent waiting
How are we performing today?
What is the mid-term and long term goal?
TARGET
TASK ACTUAL
To measuring customer results (efficiency & confidence)
CYCLE PAIN
Degree of pain
35. STAGE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Get a ride
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Login/create account
Enable geo-location
Add credit card info
60 sec
10 sec
2 min
0 sec
0 sec
3 min
0 sec
0 sec
1 min
H
L
L
36. STAGE SetupJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
Pay employees
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
Employer adds business info
Employer sets up bank account
Employer creates employee profile
Employee submits I-9, W-4 paperwork
Employer adds employee pay info
30 sec
30 sec
2 min
0 sec
1 min
0 sec
3 min
0 sec
1-5 days
0 sec
30 sec
30 sec
1 min
1 min
0 sec
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Exercise 2: Measuring the benefit
10 mins
● Individually: Choose one stage from the first use journey and list out the tasks. Then list out how much time
it currently takes a user to complete the task, how much time the user waits, and how painful the task is.
● Find a Buddy: Share your lists of tasks and relative pain
● Everyone: 2-3 people share their framework with the room
Your turn!
YOUR CHALLENGE
39. BENEFIT
Payroll is done
JOB
Pay employees
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
So far…
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
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How do we create a consistent experience across
multiple jobs and tasks?
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Exercise 3
Delivering delight
Solve the customer pain by leveraging
patterns for awesome first use
experiences.
Exercise 3
Delivering
Delight
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First Use Patterns
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
_ Zero state page
_ Guidance tip
_ In-page tip
_ Dashboard card
_ Before task modal
_ After task modal
_ What’s new
_ Task list
_ Email
_ Learn page
_ Help topics
_ Video pattern
_ Step-flow
_ Zero state page
_ Dashboard cards
_ Task list
_ Guided tour
_ Task list
_ Confirmation
_ Video pattern
_ After task modal
_ Help-me-choose tool
_ Plan comparison
_ Competitor comparison
49. TASK Add credit cardSTAGE
Pattern Sketches
NOTES
Setup
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
Instead of having a user type in their credit
card info on a tiny phone keyboard, we could
allow them to quickly snap a photo and have
their credit card on file. This would eliminate
the time it takes to manually key the numbers
in.
50. TASK Employee add I-9, W-4STAGE
Pattern Sketches
NOTES
Setup
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
By delegating the responsibility of uploading
new hire forms to the employee, we can save
the time that it takes for the employee and the
employer to communicate, fix mistakes, etc.
The employee can access a secure online
portal to fill out all of their own setup
information.
51. Exercise 3: Delivering delight
10 mins
● Individually: Choose one of the most painful tasks from your Measuring the Benefit worksheet. Then, using
one of the First Use Patterns, sketch out a solution, screen, or experience that could help make the
experience more delightful for your customer.
● Find a Buddy: Share your sketch with a partner
● Everyone: 2-3 people share their sketches with the room
Your turn!
YOUR CHALLENGE
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BENEFIT
Payroll is done
JOB
Pay employees
TASK
Add employee
TASK
Add pay types
TASK
Run payroll
JOB
File payroll taxes
TASK
Find payroll solution
TASK
Payroll compliance
TASK
Pay for the solution
To review…
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
PATTERN
Zero State
PATTERN
Learn Page
PATTERN
Step Flow
PATTERN
Guided Tour
PATTERN
Product selector
PATTERN
Before task modal
PATTERN
Video pattern
PATTERN
Dashboard cards
PATTERN
Task list
PATTERN
Price Calculators
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Wrap Up
Benefit
Ease
Emotion
DELIGHT
NPS
COMPANY
GROWTH
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Resources shared on…
● #focusonfirstuse #sfdw
● LinkedIn Group
Methods
● First Use Journey
● Measuring the Benefit
● First Use Patterns
Resources & Tools
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JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
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JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
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JOBBENEFIT
First Use Journey
SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
TASKS TASKS TASKS TASKS TASKS
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STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
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STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
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STAGEJOB
Measuring Benefit
CYCLE TARGETTASK ACTUAL PAIN
LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL
JOB
TIME TO COMPLETE TIME SPENT
WAITNG
GOAL TIME LOW, MED, OR HIGH PAIN
L
L
L
L
L
M
M
M
M
M
H
H
H
H
H
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TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
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TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
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TASKSTAGE
Pattern Sketches
NOTES
DESCRIBE THE PATTERN YOU CHOSE AND WHY
DISCOVER
Hinweis der Redaktion
How we innovate. Design 4 Delight
Know your customer better than they know themselves.
To get one great idea, you have to create lots. Your first idea is usually not your best.
Watching how our customers behave is far better than our opinion.
Reference
https://strategyn.com/customer-centered-innovation-map/
http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/
The jobs-to-be-done framework emerged as a helpful way to look at customer motivations in business settings. Conventional marketing techniques teach us to frame customers by attributes—using age ranges, race, marital status, and other categories that ultimately create products and entire categories too focused on what companies want to sell, rather than on what customers actually need. The jobs-to-be-done framework is a tool for evaluating the circumstances that arise in customers’ lives. Customers rarely make buying decisions around what the “average” customer in their category may do—but they often buy things because they find themselves with a problem they would like to solve. With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do. - See more at: http://www.christenseninstitute.org/key-concepts/jobs-to-be-done/#sthash.FIC7wY0k.dpuf