1、,Customer-Centered Design at HP Nancy L. Clark & Craig B. Neely,Overview,Why is Customer-Centered Design important? HP Customer-Centered Design Services (CCDS): Who are we? Overview: Where we fit in the Product Development Process Case Study: Designing a complex application suite Case Study: Merger

2、of Compaq and HP support web sites,Why is Customer-Centered Design Important?,HP Customer-Centered Design Services (CCDS):Who we are,Center of competency in customer research and designing user interfaces, with facilities around the country Staff educated and experienced in cognitive & physiological

3、 disciplines Centralized resource for HP design teams who do not have research, design, & testing skills Primary value add to HP design teams: Improve development process by bringing HP design teams together, creating a common product vision Bring target users of products together with design teams

4、to define, design, develop customer-centered products,Product Development Process: Overview,Our Focus: User analysis, requirements Product definition, design, & development for ease of use and usefulness Other Elements of the Customer Experience: Ordering, delivery Documentation Installation Integra

5、tion with 3rd party products Customer Support,Case Study: Designing a Complex Application Suite,Storage Network Management Challenges Very large scale, distributed networks thousands of devices, huge amounts of data Very complex to manage Need continuous, reliable access to critical business data Im

6、agine a hard drive crash! Real-time monitoring Fast troubleshooting,Case Study: Designing a Complex Application Suite,Challenges: Vague product concept Customers priorities? Developing a shared vision,Solutions: Customer focus groups Designed sketchy prototypes, customers filled in blanks,Value: Req

7、uirements, shared vision Not just a launch point for management applications! Network representation View of business apps, data,Planning,Case Study: Designing a Complex Application Suite,Challenges What details do users need and expect? Requirements risks: incomplete, failure to confirm,Solutions:

8、Refined prototypes with more details Iterative research to define next level of detail,Value: Details for info & task flow (e.g. status, clicking behavior) Avoided costly re-design,Requirements,Case Study: Designing a Complex Application Suite,Challenges: Complex: hundreds of details Tradeoffs: ease

9、 of use versus development cost,Solutions: Iterative 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,Case Study: Des

10、igning a Complex Application Suite,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 act

11、ual product,Iterative Development,Case Study: Designing a Complex Application Suite,Challenges: Is 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 b

12、etween user needs and actual product Focuses next version require-ments on customer needs,Post-Release,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

13、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,Case Study: HP.com Support,Case Study: HP.com Support,Challenges: Requirements handed down by merger planners 2 distinc

14、t interaction models,Solutions: Validate requirements via fast prototyping, early testing Iterative 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 HPs focus on the customer,Design,Case

15、 Study: HP.com Support,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 Iterative development, test,Value: Kept design aligned wit

16、h both sets of customer needs and expectations Integration with HP.com,Development,Case Study: HP.com Support,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

17、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,HP.com summary,Fully integrated site released in August, 2003 Initial usability data show this performs as well if not better

18、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,Summary,Customer-centered focus can unify diverse stakeholders and be the basis for common process definition Custome

19、r-centered design activities can and should be incorporated into every phase of product design and development CCDS activities are tailored to the needs of each project CCDS activities: Decrease development time and cost by “getting it right the first time” Increase customer satisfaction by meeting their needs and expectations,Resources, - Human Factors & Ergonomics Society Mission: to promote the discovery and exchange of know