project operation - improving complex systems without killing the patient
TRANSCRIPT
O P E R AT I O NI M P R O V I N G C O M P L E X S Y S T E M S W I T H O U T K I L L I N G T H E PAT I E N T
P R O J E C T
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O P E R AT I O NT H E
D O Y O U R C R E AT E A M A K E A
T H E N1. T H E PAT I E N T 2. T R I A G E 3. D I A G N O S I S
4 . T H E P R O G N O S I S 5 . T H E T R E AT M E N T
T H E N
VISIONRESEARCH PLAN
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PHYSICIANT H E
Y O U N E E D T O K N O W
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THE PHYSICIAN16 YEARS AS UX SURGEON
CURED A PROJECT OF DIRECTOR WITH FLASH IN 2002
PREVENTED AN OUTBREAK OF SILVERLIGHT IN 2006
SUCCESSFUL AS2/AS3 TRANSPLANT IN 2007
SUCCESSFUL JAVA/FLEX TRANSPLANT IN 2009
COUNTLESS FACELIFTS, CUTS AND BRUISES HEALED
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PATIENTT H E
W E N E E D T O K N O W
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triageW E N E E D T O K N O W
OREXISTING APPLICATION
WITH LARGE, DEVOTED, OR ESTABLISHED USER-BASE
NEW APPLICATION WITH KNOWN PROBLEMS,
ISSUES, OR QUESTIONS
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W E N E E D T O K N O W
AESTHETIC ISSUESDATED LOOK & FEEL
LOW SALES VOLUME
POOR CONVERSION
DIFFICULT TO SELL
DOESN'T MATCH OTHER PRODUCTS
DOESN'T ALIGN W/ BRAND
DOESN'T ALIGN W/ MARKET EXPECTATION
architectural ISSUES functional ISSUESTOO MANY SUPPORT CALLS
BAD REVIEWS
TOO MUCH TRAINING REQUIRED
TOO MUCH DOCUMENTATION REQUIRED
STEEP LEARNING CURVE
HARD TO USE
NOT ACCESSIBLE
DOESN'T WORK ON MOBILE
MISSING FUNCTIONALITY
DESIRE NEW FUNCTIONALITY
DIFFICULT TO MAINTAIN
DIFFICULT TO UPDATE
DIFFICULT TO STAFF
NEW TECHNOLOGY REQUIREMENTS
POOR SCALABILITY
INSTABILITY
INEFFICIENT
INSECURE
the symptoms
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DIAGNOSIS
STUFF IS BROKEN
YOU NEED TO FIX IT
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STUDIESC L I N I C A L
W E N E E D T O K N O W
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CLINICAL STUDIESW E N E E D T O K N O W
EVERY MAJOR FACEBOOK UPDATE EVER
- WHY’D THEY CHANGE THAT!?
- THEY KEEP CHANGING THINGS!?
- WHY WON’T THEY CHANGE THIS!?
- ARGH!
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CLINICAL STUDIESW E N E E D T O K N O W
yahoo! mail
- REDESIGNED FOR ALL THE WRONG REASONS
- ANGERED MILLIONS OF USERS
- ONLY 25% OF YAHOO! STAFF WOULD USE IT
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CLINICAL STUDIESW E N E E D T O K N O W
FinishLine
- LAUNCHED NEW DESIGN JUST BEFORE HOLIDAY SEASON
- SALES DROPPED $3,000,000
- HAD TO SWITCH BACK TO OLD SITE
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CLINICAL STUDIESW E N E E D T O K N O W
Marks and spencer
- SPENT OVER $196,000,000 IN REDESIGN EFFORTS
- SALES DROPPED 8%
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CLINICAL STUDIESW E N E E D T O K N O W
Tropicana
- $35,000,000 AD CAMPAIGN WITH REDESIGN
- CUSTOMERS LAMBASTED CAMPAIGN OVER SOCIAL MEDIA
- SALES DROPPED 20% ~ $30,000,000
- PAID ANOTHER $15,000,000 TO REVERT TO OLD DESIGN
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CLINICAL STUDIESW E N E E D T O K N O W
retailer’s $1oo,ooo,ooo REDESIGN
- SALES DROPPED 20%
- 20% OF $1 BILLION PER YEAR ~ $200,000,000
- 3.5 YEARS TO RECOVER
- TOTAL COST OF ~ $800,000,000
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PATIENTV E R Y S A D
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CLINICAL STUDIESW E N E E D T O K N O W
builddirect.com
- INCREASED CONVERSION BY 16%
- INCREASED REVENUE $1,000,000 PER MONTH
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CLINICAL STUDIESW E N E E D T O K N O W
wasp barcode
- EVOLUTIONARY, INCREMENTAL DESIGN EFFORTS
- EACH CHANGE DELIVERED MORE DEMOS, MORE REVENUE
- INCREASED SALES 255% IN FOUR MONTHS
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CLINICAL STUDIESW E N E E D T O K N O W
the $3oo,ooo,ooo button
- HIRED TO DO A TOTAL CART REDESIGN
- ONLY FIXED WHAT WAS BROKEN
- INCREASED SALES BY $300,000,000
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PROGNOSIS
I F S Y M PTO M S P E R S I ST OR W R O N G T R E ATM E NT I S G I V E N :
- EVERY DAY YOU WAIT IT GETS MORE EXPENSIVE
- DELAYED TREATMENT WILL INCREASE TIME TO FIX
- NOT TREATED, OR TREATED IN CORRECTLY WILL DECREASE VALUE
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i s i t s e r i o u s ?
O H N O D O CTOR !
PROGNOSIS
i b m s u r v e y s a y s :
- 87% OF CONSUMERS EXPERIENCED DIFFICULTIES ONLINE
- 41% SAY THEY ABANDON TRANSACTIONS AFTER PROBLEMS,
$57,000,000,000 IN LOST REVENUE IN RETAIL ALONE
- 56% SAY PROBLEMS ONLINE MEANS THEY PROBABLY WON’T BUY
FROM SAME COMPANY OFFLINE
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risks
h u b s p ot r es e ar c h r e p ort s a y s :
- 51% OF WEBSITE REDESIGNS LAUNCH LATE
- 63% OF WEBSITE REDESIGN PROJECTS GO OVER BUDGET
- 33% NOT HAPPY WITH THEIR REDESIGN OUTCOME
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treatmentT H E
W E N E E D T O K N O W
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- John maeda -
“DESIGN IS BOTH THE INSANELY RADICAL
AND THE PASSIONATELY INCREMENTAL.”
evolution
the treatment
revolution
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the treatment
r e v o lu t i o n complete rewrite
PROS
CAN FIX EVERYTHING
CONS
CAN BREAK EVERYTHING
TAKES A LONG TIME
EXPENSIVE
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Traditional website redesigns
T H E T R A D I T I O N A L W E B S I T E R E D E S I G N C Y C L E O F U N D E R - P E R F O R M A N C E
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T I M E
Y O U R S
U N D E R - A C H I E V E M E N T
5 Y E A R G A P SB E T W E E N R E D E S I G N S
THE BEST WEBS ITES
WE
BS
ITE
SU
CC
ES
S
WIDERFUNNEL.COM
- cameron moll -
“GOOD DESIGNERS REDESIGN,
BUT GREAT DESIGNERS REALIGN.”
the treatment
e v o lu t i o n small changes over time
PROS
FIXES A FEW THINGS WELL
FASTER
CONS
CAN FEEL LIKE A LACK OF PROGRESS
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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evolutionary site redesign
C O N T I N U O U S D E S I G N I M P R O V E M E N T W I T H T E S T I N G I S A B E T T E R S T R AT E G Y
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C O N T I N U O U SD E S I G N I M P R O V E M E N T
T I M E
THE BEST WEBS ITES
WE
BS
ITE
SU
CC
ES
S
WIDERFUNNEL.COM
the treatment
e v o lu t i o n small changes over time
PROS
FIXES A FEW THINGS WELL
FASTER
CONS
CAN FEEL LIKE A LACK OF PROGRESS
@UXWARD #B IGD2016
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
the treatment
e v o lu t i o n maintain 2 versions
PROS
CAN FIX EVERYTHING
CONS
TAKES A LONG TIME
EXPENSIVE
MAINTAIN 2 THINGS VS 1
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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the treatment
e v o lu t i o n ux only improvements
PROS
ADDRESSES ACTUAL USER NEEDS
CONS
CAN FEEL LIKE NOTHING CHANGED
NOTHING NEW ADDED
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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the treatment
e v o lu t i o n uI only improvements
PROS
OBVIOUS IMPROVEMENTS
CONS
IMPROVEMENTS GENERALLY SUPERFICIAL
NOTHING NEW ADDED
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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the treatment
e v o lu t i o n low hanging fruit
PROS
ABLE TO ADDRESS A WIDE GAMUT OF PRESSING NEEDS
CONS
MAY CURE SYMPTOMS VS DISEASE
SHORT TERM SOLUTION
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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the treatment
e v o lu t i o n complete fe-only rewrite
PROS
ADDRESS UX/UI ISSUES WITHOUT AFFECTING ARCHITECTURE
CONS
EXTENSIVE QA REQUIRED
CAN BREAK EVERYTHING
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
@UXWARD #B IGD2016
the treatment
e v o lu t i o n complete Be-only rewrite
PROS
ADDRESS ARCHITECTURAL ISSUES
CONS
NO NEW FEATURES
EXTENSIVE QA REQUIRED
MULTIPLICITY
BONE GRAFT
FACELIFT
BAND-AIDS
FACE-OFF
QUADRUPLE BYPASS
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f i n d i n g t h e r i g h t t r e atm e nt
VISIONRESEARCH PLAN
f inding the right treatmentD O Y O U R C R E AT E A M A K E A
STUBSTAKEHOLDERS
TECHNOLOGY
USERS
BRAND
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VISIONRESEARCH PLAN
f inding the right treatmentD O Y O U R C R E AT E A M A K E A
GSRSET YOUR GOALS
DEFINE THE SCOPE
DEFINE TECHNICAL REQUIREMENTS & LIMITATIONS
STUBSTAKEHOLDERS
TECHNOLOGY
USERS
BRAND
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VISIONRESEARCH PLAN
f inding the right treatmentD O Y O U R C R E AT E A M A K E A
ICPWHAT ISSUES ARE YOU FACING
WHAT DO YOU CARE MOST ABOUT?
WHICH TREATMENT PLAN WILL WORK FOR YOU?
GSRSET YOUR GOALS
DEFINE THE SCOPE
DEFINE TECHNICAL REQUIREMENTS & LIMITATIONS
STUBSTAKEHOLDERS
TECHNOLOGY
USERS
BRAND
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VISIONRESEARCH PLAN
f inding the right treatmentD O Y O U R C R E AT E A M A K E A
- MEASURE YOUR SUCCESS
- REFINE YOUR GOALS
- PLAN FOR CONSTANT, CONSISTENT CHANGE
- EFFICIENCY OF TREATMENT DEPENDENT UPON PATIENT’S FOLLOW UP CARE
post-op:
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AVOID NASTY S IDE-EFFECTS
- THE RESEARCH
- WEIGH THE COST OF THE VARIOUS METHODS
- PROVIDE VISIBILITY ACROSS TEAMS
- MEASURE QUANTITATIVE AND QUALITATIVE DATA
DO
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AVOID NASTY S IDE-EFFECTS
- POOR UP-FRONT PLANNING & STRATEGY
- SETTING INSUFFICIENT BUDGET (TIME, PEOPLE, MONEY)
- SETTING UNREALISTIC OR LONG-REACHING TIMELINE
- ONLY DOING WHAT’S ASKED
- NOT DOING WHAT’S ASKED
- DOING MORE THAN IS REQUIRED
avoid
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play!L E T ’ S
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lets play!D O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .
research - stub
vision - gsr
plan - icp@UXWARD #B IGD2016
stubR E S E A R C H
S TA K E H O L D E R S • T E C H N O L O G Y U S E R S • B R A N D
- 2 MINUTES
- ASK YOUR NEIGHBOR 5 QUESTIONS ABOUT A PROJECT USING THE QUESTIONNAIRE, THEN SWITCH ROLES, ASK 5 MORE QUESTIONS.
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B I T. LY/ E V O S T U B
EF P
T O ZL P E DP E C F D
F E L O P Z D C D
gsrV I S I O N
G O A L S • S C O P E • R E Q U I R E M E N T S
- 2 MINUTES
- BASED ON THE 10 ANSWERED QUESTIONS, FILL OUT THE GSR REPORT TOGETHER
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B I T. LY/ E V O G S R
icPP L A N
I S S U E S • C A R E • P L A N
- BASED ON A GSR REPORT, CHOOSE A METHOD
- REVIEW RESULTS
- RE-ASSESS
- UPDATE GOALS
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EVOI N T R O D U C I N G
E V O . P R E C O C I T Y L L C . C O M
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O P E R AT I O ND O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .
P R O J E C T
research - stub
vision - gsr
PLAN - ICP
bottom lineT H E
W E N E E D T O K N O W
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this is just the beginning- THE FIRST METHOD YOU USE WONT BE THE LAST
- THE GOAL IS TO GET TO A CONSTANT STATE OF EVOLUTION
- YOU MAY USE THREE, FOUR, OR ALL OF THE OPTIONS BEFORE YOU GET THERE
- THAT’S OKAY, AND BASICALLY THE POINT
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O P E R AT I O ND O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .
P R O J E C T
research - stub
vision - gsr
PLAN - ICP
t h a n k s !
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bibliography• HTTPS://ARTICLES.UIE.COM/RADICAL_REDESIGN/
• HTTP://WWW.WIDERFUNNEL.COM/EVOLUTIONARY-SITE-REDESIGN/
• HTTPS://WWW.SMASHINGMAGAZINE.COM/2008/11/STRATEGIC-DESIGN-6-STEPS-FOR-BUILDING-SUCCESSFUL-WEBSITES/
• HTTP://CIRCLESSTUDIO.COM/BLOG/13-COSTLY-WEBSITE-REDESIGN-MISTAKES-COMPANY-AVOID/
• HTTP://WWW.CMSWIRE.COM/CMS/DIGITAL-MARKETING/RETHINK-YOUR-REDESIGN-STRATEGIES-TO-HIT-YOUR-TARGETS-027532.PHP
• HTTP://WWW.THEBRANDINGJOURNAL.COM/2015/05/WHAT-TO-LEARN-FROM-TROPICANAS-PACKAGING-REDESIGN-FAILURE/
• HTTPS://WWW.SITEPOINT.COM/3-PAINFUL-SITE-REDESIGN-DISASTERS/
• HTTP://WWW.WEBDESIGNERDEPOT.COM/2011/06/HOW-TO-AVOID-A-REDESIGN-FAILURE/
• HTTP://BLOG.BRIGHTFIND.COM/AVOID-WEBSITE-REDESIGN-FAILURES-UNITE-STRATEGY-DESIGN-AND-DEVELOPMENT
• HTTPS://WWW.USERTESTING.COM/BLOG/2016/02/22/WEBSITE-REDESIGN-BRIAN-MASSEY/
• HTTPS://BLOG.KISSMETRICS.COM/DONT-DO-A-REDESIGN/
• HTTP://WWW.WIDERFUNNEL.COM/EVOLUTIONARY-SITE-REDESIGN/
• HTTP://CIRCLESSTUDIO.COM/BLOG/13-COSTLY-WEBSITE-REDESIGN-MISTAKES-COMPANY-AVOID/
• HTTP://WWW.DIGITALDISTILLERS.COM/BLOG/9-STEPS-TO-A-SUCCESSFUL-WEBSITE-REDESIGN
• HTTP://BLOG.HUBSPOT.COM/BLOG/TABID/6307/BID/33924/HOW-TO-DEVELOP-A-WEBSITE-REDESIGN-STRATEGY-THAT-GUARANTEES-RESULTS-FREE-TEMPLATE.ASPX#SM.00000DHITRYWWLF5ASREKIIASIXBD
• HTTP://WWW.BUSINESS2COMMUNITY.COM/INBOUND-MARKETING/KNOW-WEBSITE-REDESIGN-SUCCESS-0888686#MUMFTKUREWMBDBPQ.97
• HTTP://WWW-01.IBM.COM/COMMON/SSI/CGI-BIN/SSIALIAS?HTMLFID=ZZW03183USEN&APPNAME=SKMWWW
• HTTP://BLOG.INVISIONAPP.COM/DONT-START-FROM-SCRATCH/
• HTTP://WWW.INTECHNIC.COM/BLOG/WEBSITE-REDESIGN-CHECKLIST-PROJECT-PLAN-FOR-SUCCESS/