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Building Delightful Products:
 A Customer Centric Approach to Design




Christine Perfetti   @cperfetti
What makes the best teams
      successful?
Methodology   Process   Techniques   Tricks
What is a delightful product?

    What makes a delightful product?
         Gives users great pleasure and joy

         ...
Janet Seitz has 2 dogs
and 2 cats
A brilliant team of designers created the BlackBerry PlayBook

      Offered multitasking and capability to view Flash
What went wrong?
It’s not about the big idea
 The big mistakes organizations make: believing a
 magically brilliant idea will lead to delig...
Effective Techniques for Building
       Delightful Products
What are the different components
         of your product?
Focus on the Holistic View of
       Your Product
Who should be on the product
          team?
  Product management
  Engineering
  UX
 Marketing
 Support
 Legal
 Sales
Involve all members of the
  cross-functional team
Biggest contributor to design
         problems


  A member of the product team did
     not communicate all of their
 kn...
Hire the right people
Core value: We are open and inclusive

    Core design competencies
     Team player
     Collaborative
     Listen to oth...
Communication is a core
  design competency
“The most important baseline skill for any position is communication. We want you to be
  able to explain what you mean; w...
Start with the problem,
    not the solution
Understand your users’ pain points
Involve all members of the team
Start with field studies

  A field study is the best technique for gathering
  information about users’ goals, needs, des...
What to look for
   Understanding of work environment
   Tasks that users haven’t talked about
   Pain points and user fru...
Understand the user
workflow and frustration
It’s about the experience, not the
features
Focus on the user’s journey

   Observe your users’ workflow in a realistic way
   Identify the frustration and pain point...
The 7-11 Milk Experiment
Compelled Shopping Study

  Mirrors the 7-11 Milk Experiment
  Closely approximately a realistic scenario
  Allows us to a...
The Journey Map
Incrementally improve and evolve
your designs
   Massive redesigns inevitably fail
   The best teams tackle create delight...
Communicate user needs
throughout the organization
Personas
  Profile of an archetypal user synthesized from
  interviews

  Prevents grounding by team


  Takes advantage o...
The benefits
   Prevents grounding by team
   Takes advantage of the power of storytelling and
   role playing
   Communic...
Generate multiple product
  concepts and designs
Design Studio

 Two-day collaborative workshop with key
 representation from Engineering, Marketing,
 Product, UX, Custome...
Build measure, and
   learn quickly
Iterations


    What is the shortest amount of time
     you can go through an iteration?
Usability test in an ongoing way


A usability test involves
 putting your users in
 front of your product
  and observing...
Start testing
 anywhere
Testing Can Be Quick
   Quick and dirty technique for measuring
   content pages
   Takes less than 10 minutes to run
   M...
Sharing Your Pictures Online
   You want to post pictures online from your last
   vacation
   You are concerned that the ...
Sharing Your Pictures Online
   You want to post pictures online from your last
   vacation
   You are concerned that the ...
Sharing Your Pictures Online
   You want to post pictures online from your last
   vacation
   You are concerned that the ...
Relentlessly focus on
incremental improvements
Effective Techniques for Building
Delightful Products (1)
 Focus on techniques and tricks
 Achieve delight by delivering v...
Effective Techniques for Building
Delightful Products (2)
 Start with the problems, not the solutions
 Map out your users’...
Thank You!

   Twitter @cperfetti
cperfetti@carbonite.com
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design
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In this presentation, Carbonite's User Experience Director, Christine Perfetti, will share proven techniques for quickly exploring new design approaches based on solid customer data. She will share approaches for gathering customer insights, generating new product concepts, and evaluating designs.

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Building Delightful Products: A Customer-Centric Approach to Product Strategy and Design

  1. 1. Building Delightful Products: A Customer Centric Approach to Design Christine Perfetti @cperfetti
  2. 2. What makes the best teams successful?
  3. 3. Methodology Process Techniques Tricks
  4. 4. What is a delightful product? What makes a delightful product? Gives users great pleasure and joy Delivers value and benefit that accomplishes users’ goals and goes beyond their basic expectations • What it’s not: • A magic bullet • Bells and whistles • Sizzle or sexiness
  5. 5. Janet Seitz has 2 dogs and 2 cats
  6. 6. A brilliant team of designers created the BlackBerry PlayBook Offered multitasking and capability to view Flash
  7. 7. What went wrong?
  8. 8. It’s not about the big idea The big mistakes organizations make: believing a magically brilliant idea will lead to delightful solutions The best products aren’t created (or built) by one brilliant person or team Success comes from: Teams stumbling and constructively failing An organization and culture that celebrates collaboration and openness Ongoing iteration and learning
  9. 9. Effective Techniques for Building Delightful Products
  10. 10. What are the different components of your product?
  11. 11. Focus on the Holistic View of Your Product
  12. 12. Who should be on the product team? Product management Engineering UX Marketing Support Legal Sales
  13. 13. Involve all members of the cross-functional team
  14. 14. Biggest contributor to design problems A member of the product team did not communicate all of their knowledge with the rest of the team
  15. 15. Hire the right people
  16. 16. Core value: We are open and inclusive Core design competencies Team player Collaborative Listen to others’ constraints Immersed in the user research Understand the user problem
  17. 17. Communication is a core design competency
  18. 18. “The most important baseline skill for any position is communication. We want you to be able to explain what you mean; we want you to be articulate. That cuts out a lot of people, because a lot of people are probably pretty good technically, but if you don’t have excellent communication skills it’s going to be very frustrating for you and for other people. Other than that, then there’s just a core set of skills for the position.” - Phil Libin, CEO, Evernote
  19. 19. Start with the problem, not the solution
  20. 20. Understand your users’ pain points
  21. 21. Involve all members of the team
  22. 22. Start with field studies A field study is the best technique for gathering information about users’ goals, needs, desires, and motivations What we learn User frustration and problems How technology fits into users’ life Understanding of users’ goals and most important tasks
  23. 23. What to look for Understanding of work environment Tasks that users haven’t talked about Pain points and user frustration “Cheat sheets” Evidence of technology that isn’t working for the user
  24. 24. Understand the user workflow and frustration
  25. 25. It’s about the experience, not the features
  26. 26. Focus on the user’s journey Observe your users’ workflow in a realistic way Identify the frustration and pain points Tackle the problem areas Don’t redesign everything all at once Chunk the work
  27. 27. The 7-11 Milk Experiment
  28. 28. Compelled Shopping Study Mirrors the 7-11 Milk Experiment Closely approximately a realistic scenario Allows us to assess the usability of our designs and identify the pain points
  29. 29. The Journey Map
  30. 30. Incrementally improve and evolve your designs Massive redesigns inevitably fail The best teams tackle create delightful designs by evolving over time and incrementally improving Identify problem areas Tackle the problems in chunks Incrementally measure and learn Iterate quickly Collaborate on a cross-functional, internal team
  31. 31. Communicate user needs throughout the organization
  32. 32. Personas Profile of an archetypal user synthesized from interviews Prevents grounding by team Takes advantage of the power of storytelling and role playing Communicates user needs throughout the organization
  33. 33. The benefits Prevents grounding by team Takes advantage of the power of storytelling and role playing Communicates user needs throughout the organization
  34. 34. Generate multiple product concepts and designs
  35. 35. Design Studio Two-day collaborative workshop with key representation from Engineering, Marketing, Product, UX, Customer Support, Sales Present problem to tackle Teams design in short time boxes Present concepts Critique Iterate: Lather, rinse, repeat
  36. 36. Build measure, and learn quickly
  37. 37. Iterations What is the shortest amount of time you can go through an iteration?
  38. 38. Usability test in an ongoing way A usability test involves putting your users in front of your product and observing what they do
  39. 39. Start testing anywhere
  40. 40. Testing Can Be Quick Quick and dirty technique for measuring content pages Takes less than 10 minutes to run Measures if content pages quickly convey their purpose
  41. 41. Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  42. 42. Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  43. 43. Sharing Your Pictures Online You want to post pictures online from your last vacation You are concerned that the upload process will be difficult How confident are you that you can upload photos quickly and easily?
  44. 44. Relentlessly focus on incremental improvements
  45. 45. Effective Techniques for Building Delightful Products (1) Focus on techniques and tricks Achieve delight by delivering value beyond users’ expectations Take a holistic view of your product Involve all members of your cross-functional team early and often Hire designers who value teamwork and collaboration
  46. 46. Effective Techniques for Building Delightful Products (2) Start with the problems, not the solutions Map out your users’ workflow Communicate users needs through personas Generate multiple product concepts through real- time collaboration techniques Build quickly Test, test, test: Incremental improvements will lead to user delight
  47. 47. Thank You! Twitter @cperfetti cperfetti@carbonite.com
  • pulkitarora

    May. 7, 2019
  • HaresFaiez

    Jun. 5, 2014

In this presentation, Carbonite's User Experience Director, Christine Perfetti, will share proven techniques for quickly exploring new design approaches based on solid customer data. She will share approaches for gathering customer insights, generating new product concepts, and evaluating designs.

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