NASSCOM GIC Conclave 2015: How can organizations lead in the digital world? by Akhilesh Tuteja
NASSCOM GIC Conclave 2015: How to Engineer Simplicity on an Industrial Scale by Dr Eric Schaffer
Transcript of NASSCOM GIC Conclave 2015: How to Engineer Simplicity on an Industrial Scale by Dr Eric Schaffer
Human Factors International, Inc. We help make companies user-centric
© 2015 Human Factors International, Inc. All rights reserved.
How to Engineer Simplicity on an Industrial Scale
Prepared by:
Eric M. Schaffer PhD CUA CXA CPE
CEO and Head of HFI Laboratories
24 April 2015
© 2015 Human Factors International, Inc. All rights reserved. 2
An Embarrassing Number of Names
Our field is called….
Applied Psychology
Engineering Psychology
Personnel Sub-System Design
Human Factors Engineering
Ergonomics
Usability Engineering
Information Architecture
Interaction Design
User Experience Design
Customer Experience Design
And lots of variations….
Usability Engineer
Usability Specialist
Usability Designer
Usability Expert
Usability Practitioner
Simplicity
Engineer?
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Human Centered Design
Attention
Decision § Emotion
§ Motivation
§ Arousal
§ Unconscious Learning
§ Motor
§ Intellectual
§ Memory
§ Visual
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Customer Experience (CX) leaders regularly outperform competition
Customer Centricity and Valuation
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5
April 2012 “The State Of Customer Experience, 2012 ”
Customer Experience Is A Top Strategic Priority
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The Process…
Expert Review Competitive Review User Research
Unsecure Site Secure Site
Standards
Omni-channel
UX Strategy
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Lif
e In
su
ran
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Mu
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Apr 2011 to Mar 2012
Apr 2012 to Jan 2013
2615
169
2784
7078
295
7373
2300
142
2442
1113
269
1382
0% 20% 40% 60% 80% 100%
Registered user
Unregistered user
Total
Extremely likely Likely Maybe likely Not at all likely No Response
Advocacy
1086
52
1138
1545
67
1612
328
27
355
151
39
190
0% 20% 40% 60% 80% 100%
Registered user
Unregistered user
Total
Extremely likely Likely Maybe likely Not at all likely No Response
72% are Likely or Extremely
Likely to recommend to a
friend or colleague
81% are Likely or Extremely
Likely to recommend to a
friend or colleague
Likelihood of recommending the site to a friend or colleague
13331
897
14228
3181
196
3377
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Lif
e In
su
ran
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Mu
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Apr 2011 to Mar 2012
Apr 2012 to Jan 2013
Time Spent / Visit Higher = Better
Pre Launch:
3.60
Post Launch:
8.81
Pre Launch:
2.73
Post Launch:
7.66
This metric measures the amount of time customers are spending on your site per visit.
A higher number indicates that users are spending more time on the site and hence are more
engaged
0
2
4
6
8
10
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
0
2
4
6
8
10
12
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
145%
180%
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Time Spent / Visit – Comparison with other LI Competitors
Post Launch of the new website, BSLI moved from last to
the top positionData Source:
comScore – Global leader in measuring the digital world and the preferred source of digital marketing intelligence
BSLI (PreLaunch)
A B C D E BSLI (PostLaunch)
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Lif
e In
su
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Mu
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Apr 2011 to Mar 2012
Apr 2012 to Jan 2013
ABFSG: Leads / 1000 Unique Visitors Higher = Better
The number of leads generated (Contact Us) for every 1000 unique visitors to the site.
A higher number indicates that more users are converting (Contacting Us)
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Site went live in Jun 2012
179%
89%
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This metric represents the ration of key tasks performed online vs. offline.
The goal is to increase the percentage of user coming to the online channels versus the offline
channels
Since launch, MF has seen a steady migration of key transactions from Offline to Online
Migrating to Online – Mutual Funds
Purchase Transactions
420000
440000
460000
480000
500000
Offline
0
1000
2000
3000
4000
Online
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The HFI Framework TMVersion 7.0 User Experience Engineering for Complex Systems
PET = Persuasion, Emotion, and Trust
Agile Here
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ICICI Private Banking Core PET Meme
Relationship Theme
Investment solutions must be based on your needs, both explained
and unexplained.
Danger
Risk
Financial mistakes can be catastrophic
I am special (and important) and have unique investment needs
Individuation
High Net Worth Investor
“We Understand What Drives You”
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Resulting Designs
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Carried Forward into TV Campaign
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Job Aid of PET Tools Version 2.0
TRUST
Markers
·Credible Organization
·Domain Name
·Design Quality
·Match Existing Knowledge
·FAQ
·Citations
·Current Content
·Extensive Content
·Archives
·Links
·Physical Address
·Policies That Show Trust
·Certifications & Awards
·Testimonials
·Famous People & Common People
·Peer Advice and Service Comments
Designing for Trust
·Argue Against Self-Interest
·Avoid a “Smarmy” Tone
·Avoid Pushy Sales Language
·Avoid “Too Good to Be True”
·Use Subtlety
COMMITMENT
Basic Commitment
·Written public statement
·Consistent Self Image
Creating Fanatics
·Finding Potential Fans
·Role Model
·Social Support
·Initiation
·Public Commitment
·Active Engagement
·Membership in a Group
·Identity and Self-Image
·Levels of Hierarchy
·Be a Teacher
·Cathexis
·Losing Commitment
·Betrayal
·Better Offer
PERSUASION
Common “Persuasion”
·Facts: Comparisons, Tunneling, and Repetition
·Experience: Feedback and Stimulation
·Pay: Rewards and Discounts (Side Effects)
Impression
·Contrast Principle
·High Price Equals Good
·Power of FREE
·Social Proof
·Social Learning
·The Power of People We Like
·Diffusion of Responsibility
·Scarcity
·Reason for Request
·Over categorization and Correlation
·Overestimation of Big Unlikely Events
·Divestiture Aversion (Fear of Loss)
·Feel Good
·Priming and Framing
·Conditioning and Association
Validation after Experience
·Scarcity
·Expectation
·Placebo Effect
·Cognitive Dissonance
Pressure Compliance
·Computer as Social Actor
·Rule of Reciprocation
·Pressure by People We Like
·Obedience to Authority
·Psychological Reactance
·Momentum of “Yes”
·Compliance Laddering
EMOTIONUtility, Practicality, and Drive Fulfillment
Arousal
Deciophobia
Norman’s Model of Emotional Design
·Visceral
·Behavioral
·Reflective
Intrinsic Motivation
·Optimal Level of Stimulation
·Optimal Level of Dissonance
·Optimal Level of Challenge
·Goal Setting and Knowledge of Results
NAVIGATION
·PET Scan and Discovery Optimization
·Seducible Moment
Tru
st
Em
oti
on
Per
suasi
on
Com
mit
men
t
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17Who do you want to date?
Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X.
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18
Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X.
Who do you want to date?
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19
Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X.
Who do you want to date?
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20The Economist Subscriptions
Economist.com subscription - $59
Print subscription - $125
Print & web subscription - $125
Economist.com subscription - $59
Print & web subscription - $125
68%
32%
16%
0%
84%
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How do they want to do it?
TV
Desktop /
Laptop
Tablet
App
Tablet
Site
USSD
ARC
Sneaker
net
Call
center
Mobile
SiteMobile
App
Get ready to be
entertained
• Shop
• Wishlist
• Library
• etc
Entertain me Now
• Watch
• Listen
• Play
• Communicate
• etc
My Account
• Pay bills
• Troubleshoot
• Services Setup
• Airtel money
• etc
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Channel: Where Do I Go?
Multiple properties across channels can overwhelm the user.
airtel.inairtel live
Hello Tunes
Shop
App central
Airtel games
mobile site
Airtel live mobile
Where do I find
the latest song?
Where do I
recharge?
Mobile app
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Reliance Communications Website Revamp
BeforeDesign issues with the old
website…
• No single gateway to
RCOM services
• Investor friendly not
consumer friendly
• Fails to enhance image
and build trust
• No effort to convert users
• Unclear value propositions
• Lack of transparency and
clarity
• Mental model mismatch
• Lack of self service and
guidance
• Fails to address prepaid
users
• Falls behind competitors
• Unclear information
architecture
• Difficult to find the desired
information
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Reliance Communications - After
“Personal” home pageDesign Goals
• Provides clear entry points
to new users and quick
access to existing
customers.
• Supports brand attributes
• Focus of landing page
shifts purely to consumers
• Product categorization
based on users’ mental
models.
• Simplified service and offer
presentation.
• Simplified categories and
labeling.
• Provide guidance to users
on selection of talk/internet
plans.
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Reliance Communications - After
“Business” home pageDesign Goals
• Enable CIOs to convince
management
• Provide multiple ways to
look for solutions
• Showcase latest
technologies and tools
• Show gateway to NOC
virtual tour
• Include testimonials from
CIOs
• Capture small business
leads
• Showcase
studies/whitepapers
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The Key to Detailed Design
Minimize The Load On The User
Visual
Intellectual
Memory
Motor
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Visual Scan
People Scan -
Complex Areas
Saturated Colors
Dark Areas
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A Compromise?
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Scanning Tables
Find the phone number for Abraham Edwards.
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Improved Scanning
Find the phone number for Abraham Edwards.
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Reducing Intellectual Load
‘Card’ is obvious due to context
Wordy. Try…
“You Need…”
Duplicate Content
Inefficient Controls
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Reducing Intellectual Load
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Over 15 Years of Institutionalization Work
Published 2004
Published 2001
Published 2014
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What is Different?
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From India, for 15 Years
We built the first serious UX operation in India.
Eric and Apala
Starting in
1999
Eric and Apala
Now
2002
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Rolta - The First Level V Certified Practice in Usability
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HFI BOT - Plan and Timeline (0-12 Months)
SUSTAIN
0-6 months
Accelerated BOT
7-12 months
Building UX Design Excellence: Education + Experience + Exposure
RE
DA
CT
ED
CoD
EH
FI T
eam
Operations (1 UX Group Lead)
Overflow Support(As needed HFI staff for project work ~10 FTEs)
Oversight (CEO, MD, Ex. UX Strategist & Project Management Office)
5156
14
UX Practitioners14
Exits post
probation
Composition
CoDE Head 1
UX Practitioners 42 + 5 extra
Visual Designers 6
Content Writers 2
Composition
CoDE Head 1
UX Practitioners 42
Visual Designers 6
Content Writers 2
Accelerated
transfers from HFI
Operations (3 UX Centre of Excellence Leads)
Overflow Support(As needed HFI staff for project work ~5 FTEs)
UX Training &
CertificationProbation
-5VD & Content
Hires +8
UX Hires
+34
Certify
PracticeSetup (CEO, MD)
June 1
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‘Ready-to-Go’ UX IP Bundle
Methods and Templates
Project Management, Knowledge Management and Communications
Projects UX Data
Extranet
UX Research
Two Complete UX Methodologies
ISO CertifiedRACI for Insurance Client
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Target State - REDACTED CoDE Structure
2 UX Business Partners
8 Design/Research
Leads
2 Visual Design Leads
8 Sr. UX
Designer/Researcher
2 Sr. Visual Design
Specialists
24 UX
Designer/Researcher
2 Visual Design
Specialists
51 Total
2 Content Writers
1 CoDE Head
Visual Design Team
CoDE Head
UX Team
UX Team
UX Team
UX Team
UX Team
UX Team
UX Team
UX Team
UX Business Partner UX Business Partner
Content Team
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Build, Operate, and Transfer a UX Team
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Infrared Port
Protective Covering
Stylus
T9 Keyboard
Memory stick
USB Ports for docking Memory Stick
Headphone andmic Jacks
Education Navigation Buttons
Scroll
Scroll Point & Click
UX for Educational Devices
11 Million Units Sold
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UX In Stores
We consider the omni-channel viewpoint, including stores, call centers, and digital
channels.
HFI Researching and Modeling a
Point of Representation
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UX in Vehicles
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UX for Washing Machines
Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos
himenaeos…
1. Setup
Major Wash
Dimensions
2. Setup
Spin Speed
3. Setup If
Spin
4. Start
5. Monitor
Wash
Controls should be placed in logical
sequence, that preferably matches the
taskflow sequence
5. Monitor
Wash
Controls should be placed in logical
sequence, that preferably matches the
taskflow sequence
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UX for Washing Powder
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UX for Medical Devices - Chile
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The Brand Value for India?
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Thank You…
Corporate Headquarters.
410 West Lowe, P.O. Box 2020
Fairfield, IA 52556
USA
800-242-4480 / +1-641-472-4480
Thank You…
Human Factors International, Inc. User Experience for a Better World