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




                                  © 2003 Hew  lett-Packard Developm Com
                                                                     ent      pany, L.P.
                                  The information contained herein is subject to change without notice
Overview


 W is Custom
  hy        er-Centered Design important?
 HP Customer-Centered Design Services (CCDS): Who
 are we?
 Overview W
         : here w fit in the Product Developm
                 e                           ent
 Process
 Case Study: Designing a complex application suite
 Case Study: Merger of Compaq and HP support web
 sites


M 13, 2009
 ay                                                  page 2
W is Custom
   hy       er-Centered Design
 Important?




M 13, 2009
 ay                              page 3
HP Customer-Centered Design Services (CCDS):
 W w are
  ho e

 Center of com petency in custom research and designing
                                  er
 user interfaces, w facilities around the country
                   ith
 Staff educated and experienced in cognitive & physiological
 disciplines
 Centralized resource for HP design team w do not have
                                        s ho
 research, design, & testing skills
 Prim value add to HP design team
     ary                         s:
 Im prove developm process by bringing HP design team
                    ent                              s
 together, creating a com on product vision
                         m
 Bring target users of products together w design team to
                                           ith        s
 define, design, develop custom  er-centered products

M 13, 2009
 ay                                                            page 4
Product Developm Process: Overview
                 ent

              Our Focus:
              User analysis, requirements
              Product definition, design, & developm for ease of
                                                    ent
              Other Elements of the Custom Experience
                                          er
              Ordering, delivery
              Documentation
              Installation
              Integration w 3rd party products
                           ith
              Custom Support
                    er




M 13, 2009
 ay                                                       page 5
Case Study: Designing a Complex Application Suite



                Storage Netw M
                            ork anagem Challenges
                                      ent
                Very large scale, distributed networks –thousands of devic
                Very complex to manage
                Need continuous, reliable access to critical business data
                Imagine a hard drive crash!
                Real-tim m
                        e onitoring
                Fast troubleshooting




M 13, 2009
 ay                                                                   page 6
Case Study: Designing a Complex Application Suite


                                              Planning
                                                Challe ng e s :
                                                Vag ue pro duc t c o nc e pt
                                                Cus to me rs ’ prio ritie s ?
                                                De ve lo ping a s hare d vis io n


                             S o lutio ns :
                             Cus to me r fo c us g ro ups
                             De s ig ne d s ke tc hy pro to type s , c us to me rs fille d in


                               Value :
                               Re quire me nts , s hare d vis io n
                               No t jus t a launc h po int fo r manag e me nt applic at
                               Ne two rk re pre s e ntatio n
                               Vie w o f bus ine s s apps , data

M 13, 2009
 ay                                                                                   page 7
Case Study: Designing a Complex Application Suite

                                          Re quire me nts
                                Challe ng e s
                                What de tails do us e rs ne e d and e xpe c t?
                                Re quire me nts ris ks : inc o mple te , failure to c o nf



                                   S o lutio ns :
                                   Re fine d pro to type s with mo re de tails
                                   Ite rative re s e arc h to de fine ne xt le ve l o f de ta




                            Value :
                            De tails fo r info & tas k flo w (e .g . s tatus , c lic king be
                            Avo ide d c o s tly re -de s ig n


M 13, 2009
 ay                                                                                  page 8
Case Study: Designing a Complex Application Suite

                                              De s ig n
                                       Challe ng e s :
                                       Co mple x : hundre ds o f de tails
                                       Trade o ffs : e as e o f us e ve rs us de ve lo pme nt c o


                                     S o lutio ns :
                                     Ite rative us e r inte rfac e de s ig n , pro to typing , te s
                                     UI s pe c ific atio n , e valuatio n
                                     Cro s s -s uite s tyle g uide


                      Value :
                      Co ntinuo us us e r fo c us ke e ps de s ig n us able and alig ne d wi
                      Cro s s -te am c o o rdinatio n to e ns ure unifie d de s ig n




M 13, 2009
 ay                                                                                        page 9
Case Study: Designing a Complex Application Suite

                                          Ite rative De ve lo pme nt
                                           Challe ng e s :
                                           Me e ting us e rs ’ re quire me nts ?
                                           Unantic ipate d de s ig n is s ue s


                                           S o lutio ns :
                                           Us e r inte rvie ws : ke y fe ature s
                                           Nume ro us us ability te s ts
                                           S truc ture d e xpe rt re vie w
                                           Ong o ing de s ig n c o ns ulting


                               Value :
                               Cus to me r-c e nte re d ans we rs to de s ig n que s tio
                               Us ability e valuatio n o f ac tual pro duc t



M 13, 2009
 ay                                                                                page 10
Case Study: Designing a Complex Application Suite


                                         Po s t-Re le as e
                                     Challe ng e s :
                                     Is the pro duc t e as y to ins tall and us e ?
                                     Do e s it me e t c us to me rs ’ re al wo rld ne e ds ?



                                      S o lutio ns :
                                      Inte rvie ws with HP s pe c ialis ts in the fie ld
                                      Cus to me r vis its , inte rvie ws



                             Value o f Us ability Data :
                             Ide ntify g aps be twe e n us e r ne e ds and ac tual pro d
                             Fo c us e s ne xt ve rs io n re quire -me nts o n c us to me r



M 13, 2009
 ay                                                                                 page 11
Case Study: HP.com Support


nifie d we b ac c e s s to te c h s uppo rt fro m HP and Co mpaq
nline s uppo rt de live ry via the we b while me e ting e xpe c tatio ns o f bo th g ro ups o f c us to me rs




                         Co mbine inde pe nde nt HP and Co mpaq Us ability Gro ups as part o f o ve rall
                         Fo c us o n c us to me r ne e ds , no t po litic al and te c hnic al c halle ng e s




   M 13, 2009
    ay                                                                                                         page 12
Case Study: HP.com Support

                                                               De s ig n
                                                       Challe ng e s :
                                                       Re quire me nts hande d do wn by me rg e r planne
                                                       2 dis tinc t inte rac tio n mo de ls



                                                  S o lutio ns :
                                                  Validate re quire me nts via fas t pro to typing , e arly t
                                                  Ite rative de s ig n & te s ting
                                                  Co mbine d te am , we b re po s ito ry fo r s hare d wo rk



             Value :
             Re tain c us to me r lo yalty by wo rking to ward a s ing le , unifie d s uppo rt s ite as an ind




M 13, 2009
 ay                                                                                                  page 13
Case Study: HP.com Support

                                         De ve lo pme nt
                             Challe ng e s :
                             Me e ting re quire me nts ?
                             Inte g ratio n o f ne w de s ig n with o the r s ite s o n HP
                             Will ne w de s ig n s uppo rt the func tio nality ?



                            S o lutio ns :
                            Re latio ns hips ac ro s s HP .c o m
                            Ong o ing de s ig n update s bas e d o n c us to me r fe e d
                            Ite rative de ve lo pme nt, te s t


                  Value :
                  Ke pt de s ig n alig ne d with bo th s e ts o f c us to me r ne e ds and
                  Inte g ratio n with HP .c o m


M 13, 2009
 ay                                                                              page 14
Case Study: HP.com Support

                                      Pro duc t Re le as e
                         Challe ng e s :
                         Do e s this s ite me e t the c us to me rs ’ re al wo rld ne
                         Co ns tant o r impro ve d c us to me r s atis fac tio n , us



                     S o lutio ns :
                     Larg e c us to me r s urve y
                     Re mo te we b -bas e d us ability te s ting , larg e numbe r
                     Us ability te s ting in lab


                      Value :
                      Cus to me r-fo c us e d appro ac h to e valuating s uppo r
                      Validate s if the c o nte nt is us e ful, me e ts c us to me r



M 13, 2009
 ay                                                                          page 15
HP.com sum ary
           m

                                                http://h20000.w w
                                                               w 2.hp.com/bizsupport/TechSupport/Home.jsp



Fully inte g rate d s ite re le as e d in
Aug us t, 2003
Initial us ability data s ho w this
pe rfo rms as we ll if no t be tte r than the
pre vio us s ite s ac ro s s us e r type s
The de s ig ne rs fo rme rly fro m HP and
Co mpaq no w wo rk to g e the r as o ne
g ro up
Co ntinue to update and impro ve the
s uppo rt c o nte nt to o ur c us to me rs




M 13, 2009
 ay                                                                                                     page 16
Sum ary
    m

 Custom er-centered focus can unify diverse stakeholders
 and be the basis for com on process definition
                         m
 Custom  er-centered design activities can and should be
 incorporated into every phase of product design and
 developm  ent
 CCDS activities are tailored to the needs of each project
 CCDS activities:
 Decrease developm tim and cost by “
                  ent e            getting it right the
 first time”
 Increase custom satisfaction by m
                er                eeting their needs and
 expectations

M 13, 2009
 ay                                                        page 17
Resources

 w w
  w .hfes.org - Hum Factors & Ergonom Society
                   an                ics
 M ission: to prom the discovery and exchange of know
                   ote                                   ledge concerning
 the characteristics of hum beings that are applicable to the design of
                           an
 system and devices of all kinds.
         s
 w w
  w .upassoc.org - Usability Professionals Association
 Supports those w prom and advance the developm of usable
                  ho       ote                         ent
 products, reaching out to people w act as advocates for usability and the
                                   ho
 user experience.
 w w
  w .acm .org/sigs/sigchi - ACM Special Interest Group in
 Computer-Hum Interaction
               an
 Brings together people w orking on the design, evaluation, implementation,
 study of interactive computing system for hum use.
                                       s        an
 w w
  w .baddesigns.com - Exam   ples of things that are hard to use
 because they do not followhum factors principles
                               an
M 13, 2009
 ay                                                                      page 18
HP logo

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Mission: Innovation Success Workshop

  • 1. Customer-Centered Design at HP Nancy L. Clark & Craig B. Neely © 2003 Hew lett-Packard Developm Com ent pany, L.P. The information contained herein is subject to change without notice
  • 2. Overview W is Custom hy er-Centered Design important? HP Customer-Centered Design Services (CCDS): Who are we? Overview W : here w fit in the Product Developm e ent Process Case Study: Designing a complex application suite Case Study: Merger of Compaq and HP support web sites M 13, 2009 ay page 2
  • 3. W is Custom hy er-Centered Design Important? M 13, 2009 ay page 3
  • 4. HP Customer-Centered Design Services (CCDS): W w are ho e Center of com petency in custom research and designing er user interfaces, w facilities around the country ith Staff educated and experienced in cognitive & physiological disciplines Centralized resource for HP design team w do not have s ho research, design, & testing skills Prim value add to HP design team ary s: Im prove developm process by bringing HP design team ent s together, creating a com on product vision m Bring target users of products together w design team to ith s define, design, develop custom er-centered products M 13, 2009 ay page 4
  • 5. Product Developm Process: Overview ent Our Focus: User analysis, requirements Product definition, design, & developm for ease of ent Other Elements of the Custom Experience er Ordering, delivery Documentation Installation Integration w 3rd party products ith Custom Support er M 13, 2009 ay page 5
  • 6. Case Study: Designing a Complex Application Suite Storage Netw M ork anagem Challenges ent Very large scale, distributed networks –thousands of devic Very complex to manage Need continuous, reliable access to critical business data Imagine a hard drive crash! Real-tim m e onitoring Fast troubleshooting M 13, 2009 ay page 6
  • 7. Case Study: Designing a Complex Application Suite Planning Challe ng e s : Vag ue pro duc t c o nc e pt Cus to me rs ’ prio ritie s ? De ve lo ping a s hare d vis io n S o lutio ns : Cus to me r fo c us g ro ups De s ig ne d s ke tc hy pro to type s , c us to me rs fille d in Value : Re quire me nts , s hare d vis io n No t jus t a launc h po int fo r manag e me nt applic at Ne two rk re pre s e ntatio n Vie w o f bus ine s s apps , data M 13, 2009 ay page 7
  • 8. Case Study: Designing a Complex Application Suite Re quire me nts Challe ng e s What de tails do us e rs ne e d and e xpe c t? Re quire me nts ris ks : inc o mple te , failure to c o nf S o lutio ns : Re fine d pro to type s with mo re de tails Ite rative re s e arc h to de fine ne xt le ve l o f de ta Value : De tails fo r info & tas k flo w (e .g . s tatus , c lic king be Avo ide d c o s tly re -de s ig n M 13, 2009 ay page 8
  • 9. Case Study: Designing a Complex Application Suite De s ig n Challe ng e s : Co mple x : hundre ds o f de tails Trade o ffs : e as e o f us e ve rs us de ve lo pme nt c o S o lutio ns : Ite rative us e r inte rfac e de s ig n , pro to typing , te s UI s pe c ific atio n , e valuatio n Cro s s -s uite s tyle g uide Value : Co ntinuo us us e r fo c us ke e ps de s ig n us able and alig ne d wi Cro s s -te am c o o rdinatio n to e ns ure unifie d de s ig n M 13, 2009 ay page 9
  • 10. Case Study: Designing a Complex Application Suite Ite rative De ve lo pme nt Challe ng e s : Me e ting us e rs ’ re quire me nts ? Unantic ipate d de s ig n is s ue s S o lutio ns : Us e r inte rvie ws : ke y fe ature s Nume ro us us ability te s ts S truc ture d e xpe rt re vie w Ong o ing de s ig n c o ns ulting Value : Cus to me r-c e nte re d ans we rs to de s ig n que s tio Us ability e valuatio n o f ac tual pro duc t M 13, 2009 ay page 10
  • 11. Case Study: Designing a Complex Application Suite Po s t-Re le as e Challe ng e s : Is the pro duc t e as y to ins tall and us e ? Do e s it me e t c us to me rs ’ re al wo rld ne e ds ? S o lutio ns : Inte rvie ws with HP s pe c ialis ts in the fie ld Cus to me r vis its , inte rvie ws Value o f Us ability Data : Ide ntify g aps be twe e n us e r ne e ds and ac tual pro d Fo c us e s ne xt ve rs io n re quire -me nts o n c us to me r M 13, 2009 ay page 11
  • 12. Case Study: HP.com Support nifie d we b ac c e s s to te c h s uppo rt fro m HP and Co mpaq nline s uppo rt de live ry via the we b while me e ting e xpe c tatio ns o f bo th g ro ups o f c us to me rs Co mbine inde pe nde nt HP and Co mpaq Us ability Gro ups as part o f o ve rall Fo c us o n c us to me r ne e ds , no t po litic al and te c hnic al c halle ng e s M 13, 2009 ay page 12
  • 13. Case Study: HP.com Support De s ig n Challe ng e s : Re quire me nts hande d do wn by me rg e r planne 2 dis tinc t inte rac tio n mo de ls S o lutio ns : Validate re quire me nts via fas t pro to typing , e arly t Ite rative de s ig n & te s ting Co mbine d te am , we b re po s ito ry fo r s hare d wo rk Value : Re tain c us to me r lo yalty by wo rking to ward a s ing le , unifie d s uppo rt s ite as an ind M 13, 2009 ay page 13
  • 14. Case Study: HP.com Support De ve lo pme nt Challe ng e s : Me e ting re quire me nts ? Inte g ratio n o f ne w de s ig n with o the r s ite s o n HP Will ne w de s ig n s uppo rt the func tio nality ? S o lutio ns : Re latio ns hips ac ro s s HP .c o m Ong o ing de s ig n update s bas e d o n c us to me r fe e d Ite rative de ve lo pme nt, te s t Value : Ke pt de s ig n alig ne d with bo th s e ts o f c us to me r ne e ds and Inte g ratio n with HP .c o m M 13, 2009 ay page 14
  • 15. Case Study: HP.com Support Pro duc t Re le as e Challe ng e s : Do e s this s ite me e t the c us to me rs ’ re al wo rld ne Co ns tant o r impro ve d c us to me r s atis fac tio n , us S o lutio ns : Larg e c us to me r s urve y Re mo te we b -bas e d us ability te s ting , larg e numbe r Us ability te s ting in lab Value : Cus to me r-fo c us e d appro ac h to e valuating s uppo r Validate s if the c o nte nt is us e ful, me e ts c us to me r M 13, 2009 ay page 15
  • 16. HP.com sum ary m http://h20000.w w w 2.hp.com/bizsupport/TechSupport/Home.jsp Fully inte g rate d s ite re le as e d in Aug us t, 2003 Initial us ability data s ho w this pe rfo rms as we ll if no t be tte r than the pre vio us s ite s ac ro s s us e r type s The de s ig ne rs fo rme rly fro m HP and Co mpaq no w wo rk to g e the r as o ne g ro up Co ntinue to update and impro ve the s uppo rt c o nte nt to o ur c us to me rs M 13, 2009 ay page 16
  • 17. Sum ary m Custom er-centered focus can unify diverse stakeholders and be the basis for com on process definition m Custom er-centered design activities can and should be incorporated into every phase of product design and developm ent CCDS activities are tailored to the needs of each project CCDS activities: Decrease developm tim and cost by “ ent e getting it right the first time” Increase custom satisfaction by m er eeting their needs and expectations M 13, 2009 ay page 17
  • 18. Resources w w w .hfes.org - Hum Factors & Ergonom Society an ics M ission: to prom the discovery and exchange of know ote ledge concerning the characteristics of hum beings that are applicable to the design of an system and devices of all kinds. s w w w .upassoc.org - Usability Professionals Association Supports those w prom and advance the developm of usable ho ote ent products, reaching out to people w act as advocates for usability and the ho user experience. w w w .acm .org/sigs/sigchi - ACM Special Interest Group in Computer-Hum Interaction an Brings together people w orking on the design, evaluation, implementation, study of interactive computing system for hum use. s an w w w .baddesigns.com - Exam ples of things that are hard to use because they do not followhum factors principles an M 13, 2009 ay page 18