1. Customer-Centered Design at HP
Nancy L. Clark & Craig B. Neely
2. page 219 November 2018OverviewWhy is Customer-Centered Design important?
HP Customer-Centered Design Services (CCDS): Who are we?
Overview: Where we fit in the Product Development Process
Case Study: Designing a complex application suite
Case Study: Merger of Compaq and HP support web sites
3. page 319 November 2018Why is Customer-Centered Design Important?
4. page 419 November 2018HP Customer-Centered Design Services (CCDS):Who we areCenter of competency in customer research and designing user interfaces, with facilities around the country
Staff educated and experienced in cognitive & physiological disciplines
Centralized resource for HP design teams who do not have research, design, & testing skills
Primary value add to HP design teams:
Improve development process by bringing HP design teams together, creating a common product vision
Bring target users of products together with design teams to define, design, develop customer-centered products
5. page 519 November 2018Product Development Process: OverviewOur Focus:
User analysis, requirements
Product definition, design, & development for ease of use and usefulness
Other Elements of the Customer Experience:
Ordering, delivery
Documentation
Installation
Integration with 3rd party products
Customer Support
6. page 619 November 2018Case Study: Designing a Complex Application SuiteStorage Network Management Challenges
Very large scale, distributed networks – thousands of devices, huge amounts of data
Very complex to manage
Need continuous, reliable access to critical business data
Imagine a hard drive crash!
Real-time monitoring
Fast troubleshooting
7. page 719 November 2018Case Study: Designing a Complex Application SuiteChallenges:
Vague product concept
Customers’ priorities?
Developing a shared visionSolutions:
Customer focus groups
Designed sketchy prototypes, customers filled in blanksValue:
Requirements, shared vision
Not just a launch point for management applications!
Network representation
View of business apps, dataPlanning
8. page 819 November 2018Case Study: Designing a Complex Application SuiteChallenges
What details do users need and expect?
Requirements risks: incomplete, failure to confirmSolutions:
Refined prototypes with more details
Iterative research to define next level of detailValue:
Details for info & task flow (e.g. status, clicking behavior)
Avoided costly re-designRequirements
9. page 919 November 2018Case Study: Designing a Complex Application SuiteChallenges:
Complex: hundreds of details
Tradeoffs: ease of use versus development costSolutions:
Iterative user interface design, prototyping, testing
UI specification, evaluation
Cross-suite style guideValue:
Continuous user focus keeps design usable and aligned with requirements
Cross-team coordination to ensure unified designDesign
10. page 1019 November 2018Case Study: Designing a Complex Application SuiteChallenges:
Meeting users’ requirements?
Unanticipated design issuesSolutions:
User interviews: key features
Numerous usability tests
Structured expert review
Ongoing design consultingValue:
Customer-centered answers to design questions
Usability evaluation of actual productIterative Development
11. page 1119 November 2018Case Study: Designing a Complex Application SuiteChallenges:
Is the product easy to install and use?
Does it meet customers’ real world needs?Solutions:
Interviews with HP specialists in the field
Customer visits, interviewsValue of Usability Data:
Identify gaps between user needs and actual product
Focuses next version require-ments on customer needs
Post-Release
12. page 1219 November 2018The Challenges:
Provide continuous, reliable, unified web access to tech support from HP and Compaq
Combine two approaches to online support delivery via the web while meeting expectations of both groups of customersCombine independent HP and Compaq Usability Groups as part of overall merger of eSupport program
Focus on customer needs, not political and technical challenges
Case Study: HP.com Support
13. page 1319 November 2018Case Study: HP.com SupportChallenges:
Requirements handed down by merger planners
2 distinct interaction modelsSolutions:
Validate requirements via fast prototyping, early testing
Iterative design & testing
Combined team, web repository for shared workValue:
Retain customer loyalty by working toward a single, unified support site as an indication of HP’s focus on the customerDesign
14. page 1419 November 2018Case Study: HP.com SupportChallenges:
Meeting requirements?
Integration of new design with other sites on HP.com
Will new design support the functionality?Solutions:
Relationships across HP.com
Ongoing design updates based on customer feedback
Iterative development, testValue:
Kept design aligned with both sets of customer needs and expectations
Integration with HP.comDevelopment
15. page 1519 November 2018Case Study: HP.com SupportChallenges:
Does this site meet the customers’ real world needs?
Constant or improved customer satisfaction, usage?Solutions:
Large customer survey
Remote web-based usability testing, large number of users
Usability testing in labValue:
Customer-focused approach to evaluating support site
Validates if the content is useful, meets customer needsProduct Release
16. page 1619 November 2018HP.com summaryFully integrated site released in August, 2003
Initial usability data show this performs as well if not better than the previous sites across user types
The designers formerly from HP and Compaq now work together as one group
Continue to update and improve the support content to our customers
http://h20000.www2.hp.com/bizsupport/TechSupport/Home.jsp
17. page 1719 November 2018SummaryCustomer-centered focus can unify diverse stakeholders and be the basis for common process definition
Customer-centered design activities can and should be incorporated into every phase of product design and development
CCDS activities are tailored to the needs of each project
CCDS activities:
Decrease development time and cost by “getting it right the first time”
Increase customer satisfaction by meeting their needs and expectations
18. page 1819 November 2018Resourceswww.hfes.org - Human Factors & Ergonomics Society
Mission: to promote the discovery and exchange of knowledge concerning the characteristics of human beings that are applicable to the design of systems and devices of all kinds.
www.upassoc.org - Usability Professionals Association
Supports those who promote and advance the development of usable products, reaching out to people who act as advocates for usability and the user experience.
www.acm.org/sigs/sigchi - ACM Special Interest Group in Computer-Human Interaction
Brings together people working on the design, evaluation, implementation, study of interactive computing systems for human use.
www.baddesigns.com - Examples of things that are hard to use because they do not follow human factors principles
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