How to make a heavenly experience when a pig dies

Jens Hofman HansenDigital Business DeveloperVertica A/S

Phone: 22 56 93 97Mail: jhh@vertica.dkTwitter: @hofman

I’m talking about

The problem Wireframing and user testing Let’s see the app User adoption and user feedback New features, avoiding featurism Questions and discussion

I’m talking about

The problem Wireframing and user testing Let’s see the app User adoption and user feedback New features, avoiding featurism Questions and discussion

The company – and the problem

Daka pick up dead animals that are recycled into bio diesel

The fresher the better Voice response system

(primary way of ordering) is not user friendly

Old school web is also far from ideal

The users – and the solution

“A farmer” can be very different things. One man with a goat… or several farms, adresses, animals and employees.

Not web, but app – we need to work in offline conditions.

Log in could be complicated

A single login for multiple users – saves complicated role handling, adminstration interface, etc.

But it also means that everyone can change password

Furthermore, it means that all users have the same abilities in the app

One app fits all – relevance and simplicity

One app fits all – relevance and simplicity

Honestly speaking

The basic design and structure was not designed through multiple co-creation workshops with the users

Honestly speaking

It was designed through an understanding of- The complex

structure of the domain

- General usability principles

And then we visited the users

High fidelity wireframes

…still ugly, though

“That’s easy… And that’s good, because you are already irritated when you pull out a dead pig”

“That’s simple. Everyone can use that.”

“It should just be tap, tap, and then you are done”

“It’s okay that you can’t include a cow and a sheep in a single order”

Let’s see the app

Reality mapping/devil is in the detail

Phone is offline for two days. Should the order be submitted when the phone is online?

Animals from several stocks are collected at one address. What to do?

What happens when a truck is ordered for an animal and there is no stock number associated?

Reality mapping/devil is in the detail

What happens if the truck could not physically get to the animal?

What happens if the truck driver could not find the animal?

What happens if there was a different animal than the one reported?

Adoption rate

Overwhelming response

Succes #2 is

always harder

New features and avoiding featurism

When will the truck actually arrive?

What actual animals did Daka pick up?

Support for animals who are in the field – not near the farm

Easier to change password Interface tweaks and an

update of the look and feel

The real lift

Reduce the doublework that the farmer needs to do after the dead animal is picked up

Report the exact same data that the farmer has to manually report to The Food Aministration (Fødevarestyrelsen)

Almost too good and simple to be true

Actually was too good and simple to be true

However – we scrapped the remains of “automatic reporting” to avoid complexity with minimal effect

Key take aways

Identify and attack real user pain

Getting the basic structure of the app right

The devil is in the detail in the hundreds of cases “under the hood”.

Key take aways

Making the user experience just right potentially changes the users’ whole idea of the company

If not heavenly, at least very useful

Jens Hofman HansenDigital Business DeveloperVertica A/S

Phone: 22 56 93 97Mail: jhh@vertica.dkTwitter: @hofman