© 2 00 3 H e w le t t -P a c k a r d D e v e lo p m e n t C o m p a n y , L .P .T h e in f o rm a t io n c o n t a in e d h e r e in is s u b je c t to c h a n g e w it h o u t n o t ic e

Customer-Centered Design at HPNancy L. Clark & Craig B. Neely

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O v e r v ie w

• W h y is C u s to m e r-C e n te r e d D e s ig n im p o r t a n t?

• H P C u s to m e r-C e n te r e d D e s ig n S e r v ic e s (C C D S ): W h o a r e w e ?

• O v e r v ie w : W h e r e w e f i t in th e P r o d u c t D e v e lo p m e n t P r o c e s s

• C a s e S tu d y : D e s ig n in g a c o m p le x a p p l ic a t io n s u i t e

• C a s e S tu d y : M e r g e r o f C o m p a q a n d H P s u p p o r t w e b s i t e s

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W h y is C u s to m e r-C e n te r e d D e s ig n Im p o r ta n t?

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H P C u s to m e r -C e n te r e d D e s ig n S e r v ic e s (C C D S ):W h o w e a r e

• C e n t e r o f c o m p e te n c y in c u s t o m e r r e s e a r c h a n d d e s ig n in g u s e r in t e r f a c e s , w i t h fa c i l i t ie s a r o u n d th e c o u n t r y

– S ta f f e d u c a t e d a n d e x p e r ie n c e d in c o g n i t iv e & p h y s io lo g ic a l d is c ip l in e s

– C e n t r a l iz e d r e s o u r c e fo r H P d e s ig n t e a m s w h o d o n o t h a v e r e s e a r c h , d e s ig n , & te s t in g s k i l ls

• P r im a r y v a lu e a d d to H P d e s ig n te a m s :

– Im p r o v e d e v e lo p m e n t p r o c e s s b y b r in g in g H P d e s ig n te a m s to g e t h e r , c r e a t in g a c o m m o n p r o d u c t v is io n

– B r in g t a r g e t u s e r s o f p r o d u c t s to g e t h e r w i t h d e s ig n te a m s to d e f in e , d e s ig n , d e v e lo p c u s t o m e r -c e n te r e d p r o d u c t s

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P r o d u c t D e v e lo p m e n t P r o c e s s : O v e r v ie w

O u r F o c u s :• U s e r a n a ly s is , r e q u ir e m e n t s

• P r o d u c t d e f in i t io n , d e s ig n , & d e v e lo p m e n t f o r e a s e o f u s e a n d u s e fu ln e s s

O th e r E le m e n t s o f t h e C u s to m e r E x p e r ie n c e :• O r d e r in g , d e l iv e r y

• D o c u m e n ta t io n

• I n s ta l la t io n

• I n t e g r a t io n w it h 3 r d p a r t y p r o d u c t s

• C u s to m e r S u p p o r t

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

S to r a g e N e tw o r k M a n a g e m e n t C h a l le n g e s

• V e r y la r g e s c a le , d is t r ib u te d n e tw o r k s – th o u s a n d s o f d e v ic e s , h u g e a m o u n t s o f d a ta

• V e r y c o m p le x to m a n a g e

• N e e d c o n t in u o u s , r e l ia b le a c c e s s to c r i t ic a l b u s in e s s d a ta

• Im a g in e a h a r d d r iv e c r a s h !

• R e a l-t im e m o n i t o r in g

• F a s t t r o u b le s h o o t in g

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

Challenges:•Vague product concept•Customers’ priorities?•Developing a shared vision

Solutions:•Customer focus groups•Designed sketchy prototypes, customers filled in blanks

Value:•Requirements, shared vision•Not just a launch point for management applications!•Network representation•View of business apps, data

Planning

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

Challenges•What details do users need and expect?•Requirements risks: incomplete, failure to confirm

Solutions:•Refined prototypes with more details• I terative research to define next level of detail

Value:•Details for info & task flow (e.g. status, clicking behavior)•Avoided costly re-design

Requirements

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

Challenges:•Complex: hundreds of details•Tradeoffs: ease of use versus development cost

Solutions:• I terative user interface design, prototyping, testing•UI specification, evaluation•Cross-suite style guide

Value:•Continuous user focus keeps design usable and aligned with requirements•Cross-team coordination to ensure unified design

Design

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

Challenges:

•Meeting users’ requirements?

•Unanticipated design issues

Solutions:•User interviews: key features•Numerous usability tests•Structured expert review•Ongoing design consulting

Value:•Customer-centered answers to design questions•Usability evaluation of actual product

I terative Development

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C a s e S tu d y : D e s ig n in g a C o m p le x A p p l ic a t io n S u i t e

Challenges:• I s the product easy to install and use?•Does it meet customers’ real world needs?

Solutions:• Interviews with HP specialists in the field•Customer visits, interviews

Value of Usability Data:• Identify gaps between user needs and actual product•Focuses next version require-ments on customer needs

Post-Release

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The 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 customers

•Combine independent HP and Compaq Usability Groups as part of overall merger of eSupport program

•Focus on customer needs, not political and technical challenges

C a s e S tu d y : H P .c o m S u p p o r t

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C a s e S tu d y : H P .c o m S u p p o r t

Challenges:•Requirements handed down by merger planners•2 distinct interaction models

Solutions:•Validate requirements via fast prototyping, early testing• I terative design & testing•Combined team, web repository for shared work

Value:•Retain customer loyalty by working toward a single, unified support site as an indication of HP’s focus on the customer

Design

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C a s e S tu d y : H P .c o m S u p p o r t

Challenges:•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• I terative development, test

Value:•Kept design aligned with both sets of customer needs and expectations• Integration with HP.com

Development

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C a s e S tu d y : H P .c o m S u p p o r t

Challenges:

•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 lab

Value:•Customer-focused approach to evaluating support site •Validates if the content is useful, meets customer needs

Product Release

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H P .c o m s u m m a r y

• Fully 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

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S u m m a r y

• C u s to m e r -c e n te r e d fo c u s c a n u n i f y d iv e r s e s ta k e h o ld e r s a n d b e th e b a s is fo r c o m m o n p r o c e s s d e f in i t io n

• C u s to m e r -c e n te r e d d e s ig n a c t iv i t ie s c a n a n d s h o u ld b e in c o r p o r a t e d in t o e v e r y p h a s e o f p r o d u c t d e s ig n a n d d e v e lo p m e n t

• C C D S a c t iv i t ie s a r e ta i lo r e d to th e n e e d s o f e a c h p r o je c t

• C C D S a c t iv i t ie s :

– D e c r e a s e d e v e lo p m e n t t im e a n d c o s t b y “g e t t in g i t r ig h t t h e f i r s t t im e ”

– I n c r e a s e c u s t o m e r s a t is f a c t io n b y m e e t in g t h e i r n e e d s a n d e x p e c t a t io n s

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R e s o u r c e s

• w w w .h fe s .o r g - H u m a n F a c t o r s & E r g o n o m ic s S o c ie t y

– M is s io n : to p r o m o te th e d is c o v e r y a n d e x c h a n g e o f k n o w le d g e c o n c e r n in g th e c h a r a c te r is t ic s o f h u m a n b e in g s th a t a r e a p p l ic a b le to th e d e s ig n o f s y s t e m s a n d d e v ic e s o f a l l k in d s .

• w w w .u p a s s o c .o r g - U s a b i l i t y P r o f e s s io n a ls A s s o c ia t io n

– S u p p o r t s th o s e w h o p r o m o te a n d a d v a n c e th e d e v e lo p m e n t o f u s a b le p r o d u c t s , r e a c h in g o u t to p e o p le w h o a c t a s a d v o c a te s fo r u s a b i l i t y a n d th e u s e r e x p e r ie n c e .

• w w w .a c m .o r g /s ig s /s ig c h i - A C M S p e c ia l I n t e r e s t G r o u p in C o m p u te r -H u m a n I n t e r a c t io n

– B r in g s to g e th e r p e o p le w o r k in g o n th e d e s ig n , e v a lu a t io n , im p le m e n ta t io n , s t u d y o f in te r a c t iv e c o m p u t in g s y s te m s fo r h u m a n u s e .

• w w w .b a d d e s ig n s .c o m - E x a m p le s o f t h in g s th a t a r e h a r d to u s e b e c a u s e th e y d o n o t f o l lo w h u m a n fa c t o r s p r in c ip le s

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