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SF Design Week - First Use Playbook

SFDW DESIGN WORKSHOP JUNE 3, 2016
By Kylie Tuosto & Stephen Gay

This year, for SF Design Week, we hosted a workshop focused on crafting delightful first use experiences. Our workshop included design principles for first use, core frameworks for thinking about delivering customer benefit, and several design patterns and exercises.

OVERVIEW
No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience.

RESOURCES
Worksheets: FocusOnFirstUse_Worksheets.pdf
Slides: FocusOnFirstUse_Presentation.pdf
LinkedInGroup: https://www.linkedin.com/groups/7059078

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SF Design Week - First Use Playbook

  1. 1. 1 Intuit Confidential and Proprietary Focus on First Use Kylie Tuosto & Stephen Gay #focusonfirstuse #sfdw
  2. 2. 2 Intuit Confidential and Proprietary Meet & greet Our Story Exercise 1: Mapping the Journey Exercise 2: Measuring the Benefit Exercise 3: Delivering Delight Wrap Up Happy Hour Today’s Agenda
  3. 3. 3 Intuit Confidential and Proprietary Hello! Mirabel Bradley Courtney Sandlin Kylie Tuosto Stella Zubeck Stephen Gay Jennifer Cordova Amanda Hippe
  4. 4. 4 Intuit Confidential and Proprietary Our Story Connecting the micro-task to the macro-benefit
  5. 5. 5 Intuit Confidential and Proprietary Introduce Intuit & QuickBooks Products
  6. 6. 6 Intuit Confidential and Proprietary Design for Delight at Intuit
  7. 7. 7 Intuit Confidential and Proprietary DELIVER THE CUSTOMER BENEFIT DELIVER WITH EASE DELIVER POSITIVE EMOTION THIS IS AWESOME Awesome Product Experiences INTUITAPEX PYRAMID LIKE MASLOW’S NEEDS, WE NEED TO DELIVER ALL THREE TO SUCCEEED.
  8. 8. 8 Intuit Confidential and Proprietary Benefit Ease Emotion DELIGHT NPS COMPANY GROWTH Awesome Product Experiences
  9. 9. 9 Intuit Confidential and Proprietary Our Story June2015 TASKED WITH IMPROVING THE QUICKBOOKS ECOSYSTEM FIRST TIME USE EXPERIENCE Dec2015 LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH TASKS LAUNCHED TEST FOCUSED ON INCREASING ENGAGEMENT WITH KEY JOBS DEVELOPED AND TESTED A SERIES OF FIRST USE PATTERNS TO IMPROVE THE CUSTOMER EXPERIENCE FOCUSED ON END TO END FIRST TIME USE EXPERIENCES FOR KEY JOBS Jan2016 Mar2016 2017 Coming soon!
  10. 10. 10 Intuit Confidential and Proprietary Where We Started
  11. 11. 11 Intuit Confidential and Proprietary Task-Focused Experiment
  12. 12. 12 Intuit Confidential and Proprietary Accounting Borrow Money Pay Bills Track Time Pay Employees Manage Inventory Expense Tracking Sell Products Job-Focused Email Experiment
  13. 13. 13 Intuit Confidential and Proprietary Definitions BENEFIT EXAMPLE: PAYROLL IS DONE What the user achieves when they complete one or more jobs A market-ready solution for one or more jobs OFFERING EXAMPLE: PAYING EMPLOYEES + PAYROLL TAXES = PAYROLL OFFERING JOB A core function the user wants to complete, made up of several tasks EXAMPLE: PAYING EMPLOYEES TASK One of several steps a user needs to take to accomplish a job EXAMPLE: ADDING A NEW PAY TYPE
  14. 14. People don’t want a quarter-inch drill, they want a quarter-inch hole. – Theodore Levitt Economist & Harvard Business School Professor
  15. 15. 15 Intuit Confidential and Proprietary People buy products and services to get jobs done. Products come and go, but underlying jobs do not go away. Our goal is to solve the job well.
  16. 16. 16 Intuit Confidential and Proprietary Apps we love solve jobs that matter to us Focus on Jobs
  17. 17. 17 Intuit Confidential and Proprietary Pay employees Add employees Add pay types Add garnishments/deductions File new hire forms Calculate paychecks Cut & deliver paychecks Account for cost of labor Post labor law posters Track employee hours Track employee performance Breaking Jobs Into Tasks THEJOB THETASKS
  18. 18. 18 Intuit Confidential and Proprietary First Use Patterns
  19. 19. BENEFIT Payroll is done Overview of today SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution JOB Pay employees JOB File payroll taxes PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  20. 20. 20 Intuit Confidential and Proprietary Exercise 1 Mapping the journey Exercise 2 Measuring the Benefit Exercise 3 Delivering Delight
  21. 21. 21 Intuit Confidential and Proprietary What are all of the tasks involved in completing a job today?
  22. 22. 22 Intuit Confidential and Proprietary Exercise 1 Mapping the journey Supporting the customers journey from discovery to achieving the benefit. Exercise 2 Measuring Benefit Exercise 3 Delivering Delight
  23. 23. 23 Intuit Confidential and Proprietary First Use Journey DISCOVER Exposing the user to a tailored, recommended solution based on what we know about them. SETUP Guiding the user through entering data, configuring settings, or customizing a feature. ACHIEVE BENEFIT Ensuring the user feels the value of the benefit by experiencing it for the first time. SEALTHE DEAL Helping the user choose a plan based on what we know about them. UNDERSTAND Helping the user understand what’s at stake, why it’s relevant, and what the benefits are.
  24. 24. 24 Intuit Confidential and Proprietary First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL BEHAVIOR MECHANICS _ Social Proof _ Curiosity _ Exclusivity _Loss Aversion USER DATA _ Profile demographics _ Usage data _ Status VISUALIZE THE VALUE _ Sneak peek of features CONSIDER _ What’s at stake? _ Design for the “aha!” _ What’s the unique value proposition? _ How much will it cost? CONSIDER _ Not asking for info you don’t need _ Teaching through the process of doing _ Ask simple questions _ Demonstrate progress _ Establish trust _ Eliminate steps CONSIDER _ Make it an own-able moment _Celebrate success _ Clarify next steps _Encourage repeat use and habit forming CONSIDER _ Will the solution benefit me? _ Allowing the user to try before buying _ Clear pricing communication _ Price should feel better than the competition
  25. 25. JOB Get a rideBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Arrive at destination TASKS TASKS TASKS TASKS TASKS Hear about it from a friend Search for it in app store Download the app Open the app Create an account Enable Geo-location Add credit card Open the app Enter destination Select type of ride Wait for driver Get stuff loaded into car Take the ride Get out of the car Money leaves bank Rate the driver Learn about what it does Who are the drivers? How much does a ride cost? How long does it take? Guarantees? How do I get a ride?
  26. 26. JOB Pay employeesBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL Accounting is done TASKS TASKS TASKS TASKS TASKS Get recommendation in QuickBooks Learn about what it does How does this compare to ADP? How much does it cost? How do taxes work? Which plan is right for me? Add business info Set up bank account Create employee profile Employee submits I-9, W- 4 File new hire paperwork Log in to time tracker Review and approve hours Enter employee time Submit payroll Understand the cost Add employee pay info Wait for bank transfer Get confirmation that they were paid Calculate per employee fees Select service level Select add-on services Enter credit card info Receive bill What about worker’s comp? Labor laws? What pay types are available? Deductions?
  27. 27. 27 Intuit Confidential and Proprietary Exercise 1: First Use Journey 10 mins ● Individually: Pick a core job from a product you know or work on. Map the job from end to end using the First Use Journey worksheet. ● Find a Buddy: Share your worksheets with each other for feedback. Point out any missing tasks. ● Everyone: 2-3 people share with the room Your turn! YOUR CHALLENGE
  28. 28. Let’s share!
  29. 29. BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution So far… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL
  30. 30. 30 Intuit Confidential and Proprietary How do we measure success?
  31. 31. 31 Intuit Confidential and Proprietary Exercise 2 Measuring the benefit Ensure the team is working on and measuring the most important tasks for the customer. Exercise 3 Delivering Delight
  32. 32. 32 Intuit Confidential and Proprietary Job: Online Shopping Customer Benefit: Best selection, fast & affordable Measure: % lowest priced products, delivery time Job: Managing Notes Customer Benefit: Always accessible Measure: Uptime Job: Driving Customer Benefit: Lowest price & most convenient Measure: % rides at lowest price, lowest wait time Job: Pay Employees Customer Benefit: Confidence & efficiency Measure: % paycheck errors, time to run payroll Measuring the benefit
  33. 33. 33 Intuit Confidential and Proprietary “That was easy.” “It took me half the time it normally takes!” “The app connected directly to my time tracking tool.” “I know my paychecks are accurate.” “Everyone got paid on time.” Efficiency Confidence Measuring the payroll benefit “I know I got my payroll taxes right.”
  34. 34. 34 Intuit Confidential and Proprietary From measuring business results (conversion) Measuring the benefit Define the best way to measure the benefit. Time to complete & time spent waiting How are we performing today? What is the mid-term and long term goal? TARGET TASK ACTUAL To measuring customer results (efficiency & confidence) CYCLE PAIN Degree of pain
  35. 35. STAGE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Get a ride LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Login/create account Enable geo-location Add credit card info 60 sec 10 sec 2 min 0 sec 0 sec 3 min 0 sec 0 sec 1 min H L L
  36. 36. STAGE SetupJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN Pay employees LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H Employer adds business info Employer sets up bank account Employer creates employee profile Employee submits I-9, W-4 paperwork Employer adds employee pay info 30 sec 30 sec 2 min 0 sec 1 min 0 sec 3 min 0 sec 1-5 days 0 sec 30 sec 30 sec 1 min 1 min 0 sec
  37. 37. 37 Intuit Confidential and Proprietary Exercise 2: Measuring the benefit 10 mins ● Individually: Choose one stage from the first use journey and list out the tasks. Then list out how much time it currently takes a user to complete the task, how much time the user waits, and how painful the task is. ● Find a Buddy: Share your lists of tasks and relative pain ● Everyone: 2-3 people share their framework with the room Your turn! YOUR CHALLENGE
  38. 38. Let’s share!
  39. 39. BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution So far… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  40. 40. 40 Intuit Confidential and Proprietary How do we create a consistent experience across multiple jobs and tasks?
  41. 41. 41 Intuit Confidential and Proprietary Exercise 3 Delivering delight Solve the customer pain by leveraging patterns for awesome first use experiences. Exercise 3 Delivering Delight
  42. 42. 42 Intuit Confidential and Proprietary First Use Patterns SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL _ Zero state page _ Guidance tip _ In-page tip _ Dashboard card _ Before task modal _ After task modal _ What’s new _ Task list _ Email _ Learn page _ Help topics _ Video pattern _ Step-flow _ Zero state page _ Dashboard cards _ Task list _ Guided tour _ Task list _ Confirmation _ Video pattern _ After task modal _ Help-me-choose tool _ Plan comparison _ Competitor comparison
  43. 43. 43 Intuit Confidential and Proprietary First Use Patterns
  44. 44. 44 Intuit Confidential and Proprietary Zero State
  45. 45. 45 Intuit Confidential and Proprietary Dashboard Cards
  46. 46. 46 Intuit Confidential and Proprietary Learn Page
  47. 47. 47 Intuit Confidential and Proprietary Before Task Modal
  48. 48. 48 Intuit Confidential and Proprietary Step Flow
  49. 49. TASK Add credit cardSTAGE Pattern Sketches NOTES Setup DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER Instead of having a user type in their credit card info on a tiny phone keyboard, we could allow them to quickly snap a photo and have their credit card on file. This would eliminate the time it takes to manually key the numbers in.
  50. 50. TASK Employee add I-9, W-4STAGE Pattern Sketches NOTES Setup DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER By delegating the responsibility of uploading new hire forms to the employee, we can save the time that it takes for the employee and the employer to communicate, fix mistakes, etc. The employee can access a secure online portal to fill out all of their own setup information.
  51. 51. Exercise 3: Delivering delight 10 mins ● Individually: Choose one of the most painful tasks from your Measuring the Benefit worksheet. Then, using one of the First Use Patterns, sketch out a solution, screen, or experience that could help make the experience more delightful for your customer. ● Find a Buddy: Share your sketch with a partner ● Everyone: 2-3 people share their sketches with the room Your turn! YOUR CHALLENGE
  52. 52. Let’s share!
  53. 53. 53 Intuit Confidential and Proprietary BENEFIT Payroll is done JOB Pay employees TASK Add employee TASK Add pay types TASK Run payroll JOB File payroll taxes TASK Find payroll solution TASK Payroll compliance TASK Pay for the solution To review… SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL PATTERN Zero State PATTERN Learn Page PATTERN Step Flow PATTERN Guided Tour PATTERN Product selector PATTERN Before task modal PATTERN Video pattern PATTERN Dashboard cards PATTERN Task list PATTERN Price Calculators
  54. 54. 54 Intuit Confidential and Proprietary Wrap Up Benefit Ease Emotion DELIGHT NPS COMPANY GROWTH
  55. 55. 55 Intuit Confidential and Proprietary Resources shared on… ● #focusonfirstuse #sfdw ● LinkedIn Group Methods ● First Use Journey ● Measuring the Benefit ● First Use Patterns Resources & Tools
  56. 56. 56 Intuit Confidential and Proprietary First Use LinkedIn Group
  57. 57. Worksheets
  58. 58. 58 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  59. 59. 59 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  60. 60. 60 Intuit Confidential and Proprietary JOBBENEFIT First Use Journey SETUP ACHIEVE BENEFITDISCOVER UNDERSTAND SEALTHE DEAL TASKS TASKS TASKS TASKS TASKS
  61. 61. 61 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  62. 62. 62 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  63. 63. 63 Intuit Confidential and Proprietary STAGEJOB Measuring Benefit CYCLE TARGETTASK ACTUAL PAIN LIST THE SMALL TASKS THAT LADDER UP TO THE OVERALL JOB TIME TO COMPLETE TIME SPENT WAITNG GOAL TIME LOW, MED, OR HIGH PAIN L L L L L M M M M M H H H H H
  64. 64. 64 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER
  65. 65. 65 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER
  66. 66. 66 Intuit Confidential and Proprietary TASKSTAGE Pattern Sketches NOTES DESCRIBE THE PATTERN YOU CHOSE AND WHY DISCOVER

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  • PierrePrior

    Oct. 18, 2019

SFDW DESIGN WORKSHOP JUNE 3, 2016 By Kylie Tuosto & Stephen Gay This year, for SF Design Week, we hosted a workshop focused on crafting delightful first use experiences. Our workshop included design principles for first use, core frameworks for thinking about delivering customer benefit, and several design patterns and exercises. OVERVIEW No matter what you call it -- user on-boarding, first-time use, the out-of-box experience -- a user's first experience with your product is critical. Designers need to ensure that people get up and running quickly and understand the benefits the product delivers. But what's the best way to do that? Come join a network of design leaders for a discussion of the fundamentals and best practices of delivering a memorable, engaging first-use experience. RESOURCES Worksheets: FocusOnFirstUse_Worksheets.pdf Slides: FocusOnFirstUse_Presentation.pdf LinkedInGroup: https://www.linkedin.com/groups/7059078

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