How to design enterprise apps that sell
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Jessica Tiao, a UX designer with a background in architecture, discusses the challenges and strategies of designing enterprise applications compared to consumer apps. Key differences include the buyer versus end-user dynamic, longer implementation times, and the importance of user feedback. Tiao emphasizes the need to focus on design fundamentals, iterate effectively, and manage UX debt to achieve better outcomes in enterprise UX.
How to design enterprise apps that sell
- 3. Hello! I am Jessica Tiao (“JT”)
- 4. UX Designer
- 5. Quick Poll: What is your role?
- 6. Went to UC Berkeley.
- 7. Started out in architectural design.
- 8. Kate Rutter Intelleto Laura Klein Author of UX for Lean Startups Hiten Shah Serial Entrepreneur, Co-founder of KISSmetrics and CrazyEgg Ian Main Creative Director Mentored by...
- 9. Background I design to make an impact on the world. Experience ● ● Hello Bar, Quick Sprout ● Cultivated Lean UX skills with Kate Rutter and Laura Klein at Tradecraft ● UX Research Consultant for Hiten Shah Education ● Architecture, Urban Planning Background ● Worked in Analytics for 5+ years within the marketing and advertising technology spaces ● UC Berkeley grad Twitter: @jessicatiao Portfolio: www.jessicatiao.com
- 10. Trust yourself.
- 12. What solution will support that idea?
- 16. Prototype. “If a picture is worth 1000 words, a prototype is worth 1000 meetings.” - IDEO
- 17. Prototype. “Squint at the world. You will see more, by seeing less.” - John Maeda
- 19. Poll Results
- 20. Introduction to Enterprise UX ● $$$ ● What is the difference between designing for an Enterprise app vs. a consumer app? ● What’s so hard about designing for an Enterprise app?
- 21. Good design is good business.
- 22. 1 : 10 : 100 Ratio Software Engineering: A Practitioner's Approach, Robert Pressman IBM, 2001
- 23. Every: $1 spent to resolve a problem during product design equals $10 spent on the same problem during development, and more than $100 if the problem had to be solved after the product’s release. Software Engineering: A Practitioner's Approach, Robert Pressman IBM, 2001
- 24. Enterprise apps are outdated and clunky.
- 26. Electronic Health Records One large poll of doctors showed an increase in those who were “very dissatisfied” with their digital systems grew from 11 percent in 2010 to 21 percent in 2012 = “death by a thousand clicks” Rowland, C. (n.d.). Obama pushed electronic health records with huge taxpayer subsidies, but has rebuffed calls for hazards monitoring despite evidence of harm - The Boston Globe. Retrieved November 3, 2015.
- 27. Taleo
- 28. Taleo
- 29. Slack (yay!)
- 30. What’s the difference between: designing for an enterprise customer VS designing for a consumer customer?
- 31. #1: The buyer is different from the actual end user. Human Resources (Buyer) This guy makes the decision, but... Employee ...build for this guy.
- 34. #2: The time from purchase to implementation is much longer for an enterprise app.
- 35. ● It takes seconds to download a consumer app ● For an enterprise app, it takes an entire sales process (account manager, implementation specialist, and consultants) for a new system to roll out. Even contract negotiations can take weeks.
- 36. #3: The end-users for Enterprise apps can give you direct feedback on what’s useful, specific and valuable.
- 40. What’s the difference between designing for an enterprise customer vs. designing for an consumer customer? 1. The buyer is different from the actual end user. 2. The time from purchase to implementation is much longer for an enterprise app. 3. The end-users for Enterprise apps can give you direct feedback on what’s useful, specific and valuable. Maeda, J. (n.d.). The Distinction Between Designing for Enterprise vs Consumer Customers. Retrieved November 3, 2015.
- 41. 6 Common Issues That Enterprise UX Designers Have to Face 1. Complex requirements 2. Bureaucracy and red tape 3. Internal politics 4. Large project teams 5. Too many stakeholders 6. Technology stack is out of date "So far enterprise UX has required so much more demonstration, selling and politics than compared to my time at an agency. It's like moving a cargo ship - which has lots of resources on board but is slow as hell - compared to a speedboat." - Oz Chen, UX Designer at Transamerica, UXBeginner.com
- 48. #2 Take things away until you cry. A quote by Frank Chimero.
- 52. “ Omit needless words. ” - E.B. White
- 55. Traditional Point-of-Sale System Square
- 56. “ Go through the design elements, remove them one at a time. If the design works just as well without it, kill it! ” - Jacob Nielsen
- 57. #3 Get out of your own way. Break-up with your designs.
- 59. “ It’s okay to break-up with your design. Remember when Ben and J-Lo broke up? See? You can find love again. ” - Kermit Bailey
- 60. It’s ok to break up with your design.
- 61. #4 The product release is just step one in the process.
- 62. The iPod was released in 2001. ● positioned as the Walkman of the 21st century ● evolved into iPhone with photos, games and apps ● took 3 years to be an “overnight success”
- 67. Launch is just step one of the product development process. What takes place after the launch is just as important.
- 68. #5 UX Debt There are 2 types: intentional debt and unintentional debt.
- 69. Intentional UX Debt ● causes: lack of resources, time, and budget ● “we can train users on it” ● explicit decisions that compromise user experience due to constraints nForm: http://nform.com/blog/2013/05/user-experience-debt/
- 70. Unintentional UX Debt ● design decisions made by guessing or instinct ● “Why don’t we just design it as if we were designing it for your grandma?” ● it naturally grows over time nForm: http://nform.com/blog/2013/05/user-experience-debt/
- 71. Summary Remember: Trust yourself. Form follows function. Prototype! Intro to Enterprise UX: ● 1:10:100 - Get design right early on or pay for it later ● Enterprise vs Consumer ○ the buyer is different from the actual end user ○ the time from purchase to implementation is much longer for an enterprise app ○ the end-users for Enterprise apps can give you direct feedback on what’s useful How to design Enterprise apps that sell: 1. Narrow your scope 2. “Take things away until you cry.” 3. Get out of your own way. Breakup with your designs. 4. The product release is just step one of the process. What you do post-launch is just as important. 5. Do things right the first time so that you don’t find yourself under a mountain of UX debt.
- 72. Awesome resources for you. Appendix - Additional Resources
- 73. Thank you!