designing products for everyone

The Challenge of Designing Products for for

EVERYONE Alisa WeinsteinUBER, Senior Design Researcher

Becky BuckSalesforce, UX Research Lead

A

Presented at

http://evolveuxconf.com/san-francisco-2016/

DESIRABLE

VIABLEFEASIBLE

Do customers want it?

Balanced Breakthrough Model

Is it good for the business?

Can we deliver it?

Focus is key

A

DESIRABLE

VIABLE

Focus on *what*?

FEASIBLE

A

Make trade-offs tangible...but how?

PersonasFocus: Goals , skills, motivations

Journey maps Focus: expectations and sequence of UX

Service BlueprintFocus: Existing product, internal team ownership

DESIRABLE

VIABLEFEASIBLE

A

DESIRABLE

VIABLEFEASIBLE

Do customers want it?

Is it good for the business?

Can we deliver it?

Our case studiesA

Our customers need more power and control.“Easy enough for any

business user.“

?

THUNDER USERS

CONNECTOR

CONNECTOR

Evaluate candidacy for Dreamforce - Are they one of the 20-30 POCs? (Thunder GTM)

Sales leadership review with AVP and/or SVP (Thunder GTM)

POC with mocked up data

Demo of their use case

Team Roles & Responsibilities

Customer Touchpoints Customer expresses

interest

AE reviews qualifying criteria

DSLR

BizDev on IoT reviews with account team

Set up meeting with customer

Standard deck Standard demo

Confirm:Executive sponsorshipBudgetUse-case fit

Review use case fit with Thunder GTM

Second call

Combined architecture diagram

Documentation of intended use cases

CFL checkins

A

Happypath

Admin

Homepage Short Form

Contact Rep

Self Serve

Enterprise Form

NO

YES

100+? Start Riding

Create Account

Contacted by Sales Team

Add Credit Card

Add PaymentCredit Check

Add Employees

BUSINESS

GOALS

CUSTOMER

GOALS

A team sport

Engineering Sales CustomerService

Operations Marketing Design Research

Product

Not for the faint hearted

Happypath

Admin

Homepage Short Form

Contact Rep

Self Serve

Enterprise Form

NO

YES

100+? Start Riding

Create Account

Contacted by Sales Team

Add Credit Card

Add PaymentCredit Check

Add Employees

Realpath

Admins

Homepage Short Form

Contact Rep

Self Serve

Enterprise Form

NO

YES

100+? Start Riding

Create Account

Contacted by Sales Team

Add Credit Card

Monthly Billing Activated

Credit CheckSupport Vetted

Cold Calls

Vetted

Verify Email

Credit Card Bank Transfer

Request Monthly Billing

Interested?

Add Employees

NO

YES

EVERYONE

Just start somewhere

Contextualize the granular

Create happy paths

Questions?