good evening I'll my name is sought a book but
I'm from Salesforce I'll thank you for sticking there are
I'm sure there's plenty of people without sight but you guys are here
thank you a I'll I'm a Solutions Architect at Salesforce
and what that means is I help my clients i lying up technology best practices
things like those up of their there's been a lot of interest in
in these areas and I wanted to talk a little bit about that but before I could
go ahead
the obligatory safe harbor these
don't make any buying decisions on any forward-looking statement that I will be
making here
please make your buying decisions based on what they were functionality offered
today
alright so whoever is art
doing more without right now shop at
about hold up for proper
who's thinking about doing a move without K
I'll who here has
ideas that they'd like to pitch their boss and hope that
it materialize into a product people
okay alright so
alright one last question anybody wants to make a guess what that is
that's correct back is a CT scanner from General Electric
Angie found back of are typically I think patience
going for a CT scan was ok very very traumatic experience a
the kids would cry there already a lot of all
up are difficulty because of cancer or chemotherapy and things like that
back to go through something like this this mere page looking machine which
makes these clanking sounds
it was just many traumatic and no
the more they're ducking back the more the phone back you know
to topeka positioning that's more left foot is
is much more appealing and that's when the database so
honestly if you think about it it's the same machine and all they've done is
they've given it the team
ride the Queen today they've created this story wrong there
which is back you know you're going into a pirate ship so you gonna be super
quiet don't move too much
the nurses in the you know it's all the doctors and the staff would dress up
like that
they get up booklet on their and then you know the kids were
really love this experience and back completely changed
the question so I want to start with this for a very fundamentally different
result we all know
will be attending a lot of sessions and you hear on art of conversation
on how do we solve problems are doing you know improve bottom-line
no bigger are to be improve our top line number:
all that kind of stuff you will hear a knock about
how do we get left bring and solve problems from an engineering standpoint
the point that this concept is making
and the point that this presentation is making is that we have to start thinking
beyond
solving problems is an evolutionary part of a BR
be used to do that you would continue to do that but you're moving away from
we are now into the next generation which is really about
how do we solve dissatisfaction and I think that's what you see when you look
at
something like an iPhone right the typical example backup everything I for
both
probably a blackberry does probably ever does for now it's probably an Android
phone dies
but most people here for most people anywhere in the world
I'm not buying those just because it's me it meets the spec
right so that engineering aspect of everything meets the spec why would you
not by
is doc a new sort of their eyes upon us
and that is really about a compelling user experience
the stock market power a compelling user experience
and what does that mean it really means that your customers
are no longer buying the product just because they've needed
but they're also by it because they love it because they believe in
because they have moved beyond solving the left brain problem
into the right brained idea of becoming your actual of a really getting
passionate about whatever it is that you do right whatever it is that your
organization
produces creates products/services in whatever
so we think about a compelling user experience it really boils down
bigotry critical at ornament
a compelling user experience for product and service has to be desirable
it of course still has to make the numbers
it has to be right write your customers should be able to afford it or tell me
about it segment is
and I would never fly about but
doc technology needs to exist it has to be so back on the
user experience being I'm not even sure if you guys going on here
is this working OK awesome alright so this is great it's great for me to come
here and say all
make it desirable feasible liable but the key question
how do you do that that's very interesting you notice the third
question their
not so
things that you're struggling with okay so I want to talk a little bit about
user experience design and prototyping framework all
ornament it's just a I'm Commission often lot of different concepts
it's a little bit of the methodology it's a little bit of user experience
it's a fight i do different things that I've tried and there were
everywhere in so
the key is really the spike steps right observer sketch
engage learning to be and I'll talk about how
you know various the parliament arrested well many celebs or
I think the key difference here is that again you're moving away from the
engineering at
it's almost a design mine said if you've been to understand what is it that users
who what is it that this state and what is it that they say they're
like to be completely different things and a good example of that
if you rented a red if you've ever you know taking a rental car
when you sit in a rental car what do you think you think that I wonder who sat
before
is the steering clean enough does it have jobs everywhere
it's that kind of thinking right because all of a sudden if your partner have
gotten
go home I got or diffuse United produce a premium service and say hey
quite dollars more regarding be ok you know of a germ freak bar
or something like that so that is why it's important the startup think the
ball
operation and a vote users are you looking to talk about
but fundamentally what you're doing here the object if is to come up with that
big idea
right you'd want to figure it out what is that need
that dissatisfaction that dishonest that i'm gonna saw
and hauled away big a process work prototype offered
so it's not a mobile app here are on the vet it's just the process of how to
order someone bring the car today
forces hope to convict mr. part right
and from there you obviously no need to communicate your big idea
and that's where the whole paper prototyping comes in right
cheap fast just dry one of the most natural thing to have done since
ages up take it to someone you know storybook this
and make that first pitch and from there
you get into making it boring getting involve more people
so what you're seeing here is that your father boat going farther and farther
into making other idea richer and getting for the validation as we go
forward
and I think the key differences because we started with use the first
be be our intention is that it aligns with their I'm not creating something
that seemed very cool from an engineering perspective
but people just don't think they have any part
and as you go further into it then you get into the final step
which is to doing the Pittsburgh right so
in a lot of cases you'd see back yes you know sexy and shiny in all these kind of
remarkable things you could do with user interfaces has been
you know are all I back most of us after as of:
on over mobile phones right even army using them but to be sure to look cool
right I've got popped it looks cool right was so many cool
social networking things that pop does I love the user interface but
I and i still at baseball I still have a lot of other things I got to
use it because it looks sexy the first time at all but I haven't really used it
a gay right because its up there on the engaged guy on the interface correlated
relief by grandchild but down here
in the user journey maybe being by
alright so as you talk about this we don't talk a little bit about the food
or the pre
so quick as I was saying use attorney some interactive prototypes
a little methodology and just
accosted by operational teams have defied
so if you think a vote users journey its
click you know product management by mission
is what you are up against racism is what you're trying to do defender Sol
a very small problem for a big group I'm renting a car and I'm sure for me
like very small problem maybe not articulated not been
surveys your accounting guys are not saying oh my gosh you are SOL this is
the trillion dollar bills
right are a big problem for a very small
so you find one of these extremes and you go solve that
and that is really very good pic you know to someone who connect with someone
most million they're probably expect money what the word
so there is an example there is someone if expecting the family's gonna grow
right the Clarks up device pregnant they want to buy a bigger car
to go to the dealership you know stock here to urge them it's not open their
water bowl
began as hungry didn't have enough you know facilities
I'll for the here up on top of that
the whole arrangement is really for the car dealer it's not for you the customer
right
they want your information you are asking so what would it take you to get
you the stock today
right it's that kind of thing that's happening constantly
up so the whole experience is just not optimal enough
right so that's the whole point user quite the users earn
is to observe and record and to observe and report
also from experiential perspective it's not just me doing a flow chart of
pair of the sixteen steps that somebody doesn't become on my website
are here are the five things that they do when they go on my mobile app
because understanding expediency what I users
thinking what are they feeling quarterly Union see what's going on in there
in a secure end of financial services company
have your mother call the 1-800 number however navigate the website
right see how he's doing if your customer segment
is is is young kids you know are or are the younger segment
have them do it right I bigness with some product I bought
I give to my kids and let them open it and figure out what it is
I think it's you're trying to see experiential
what's happening and as I was saying earlier the key to that
is to experience it first hand if you can't feel their pain
you're not be able to solve
once you've done that you can and now thanks to the internet business to have
different places you could go
of course i txt is what right and use that to dry ice
how our customers want us to what direction they want us to go in
but there's a ton of other places where you could go and do this kind of thing
so if you manufacture for equipment go to our song
re these recommendations read reviews say we'll see what other people are
saying
about your product about your competitor's product see if you can find
some anger in which you go home
that has an inherent quirkiness maybe there is
a degree of expansion that can happen in this and to create something new
up again ornament what we're trying to do
you're trying to tell affect her story
but I back the next time you rent a car
you probably think about that you tend to vote for the next hearing in going
mad
who tested before when you get a Clorox wipe and clean it up
right again you're trying to focus on the story expedient
being intangible right not just the solution not there yet
and you want to humanized like I was you hear the story and I didn't do a good
job there but
you know if you say his block and Clark families trying to do this
and he's a forty-year-old for some use books there is this is out
that up people should be able to relate with it
the more you could draw all the more you can share photos screenshot
ritual collect on up this and you bring it in it doesn't matter what segment you
are
was remembered she makes doc CT scanner you know we could start to turn 20 I'm
in a regulated industry
I'm in health care I'm financial so things don't work there be any work
answer
yeah it's changing and a singing group Robert
okay so from there on right as we going to the identifying
dispute depending on this idea of desirability
right we are painting the pic and that's the goal essence of Riverside
so again missus next version of that great to be looking to use our journey
this is the book it all the way we do this
right can I you to process product so here is the new pics for
give so job John you know the clock family
expecting a baby wanna buy a big car and they go well
he goes to this new service region for fifty dollar
trial three cars X some other local car rental places
right to that's the been you act Wednesday that the fight that
afraid to go down this path right and again I'm not there's no programming
overlaps novak nothing like this just across the border by
right and he goes there he does other difficult up
you know up Zipcar typing
just get into a car they are now trying it on they are
right this is truly the customer-centric notion
but it's no longer geared for the dealer it is good for me the individual
and you know what the question you have to ask is would your
a user be fifty dollars for trying out three cocks
right that's the kinda question whatever your target segment is
but see how we'll regularly stock it from somewhere
and try to win over in a completely different direction
I'll and is a ton of who technology that allow you to do this
its not many easier for a lot of people who in Austin
pink like from a nap perspective or a perspective and if that's the case
sure just you know download Ubuntu these up
free template print out the paperwork is in just
draw this and say here you know here's what happened somebody
top they go here and they do this and they select our
this select locations some things like that thank you
so that brings us to the second aspect so this is great I may be at fault
something
that has you know desirability people thing or IP
or this this might be compelling I've spoken to a few people that they like
tonight we're going to the viability aspect and I'm sure you guys are love
you probably heard above the din start-up
about again the intention here is heart
the pensioners I'm I'm selling two where
I'm selling my idea so that someone will one day to be better
it's a great way to start off you know if we got out early on
at this point somebody's gonna pay for it before we go farther into I'm still
not
emotionally invested in it too much right so I think this whole thing I'd do
it all
I'm pitching it to someone see what they're paying well
again up one other don't you for you hear from me of methodology perspectives
the minimum viable product
and what I'm doing here is really trying to figure out report is that
minimum functionality that I can bear that someone would be willing
to pay for I don't want to do what mine French competitors are doing
right I don't want to add 150 features
just for the heck of a ring features because the way everybody else's Hazare
I got out right an example of that
getting on with the same got an example is do this
right create the final brochure rights okay
there is Mike there is really my proposal what somebody do that what the
fifty dollars for this
antsy how folks in your company your state borders
customers or partners how to react again we haven't really gotten into building a
whole lot of stuff
you're just trying to understand what's the viability of
what's the feasibility of aided by pod alright
so that brings us to the for aspect of it now may be there you know I just got
some legs people thing up
seem reasonable maybe I'll pay for you know how you want to bring back
consensus
you want to engage more people and you want to pink purple pink for
right you're trying to enrich this more you're trying to have a bye into the
larger group
help people contribute their good ideas with that central premise that your call
so far at again of course to do that
this is an incredibly dogs matrix up dude you can get
with varying amounts of ability to collaborate with varying amount of our
richness fidelity knocked out of things that you could do
know of any this yes
are ok and reporters but I think you know our
in our session we start cheap and fast I'm gonna be cheap here
you could do this for free this took on pencil
that you could download allowed mock-ups for overlapped
just pretty much drag-and-drop ambers the whole
and how easy it is its this year
I don't on October 28 2013
20 minutes temple shaking concrete
fun walk
nice I sold
to right click ordinary shares can wish
fat content so then
click tax tribunal thank you
passion kill primeval here
then are you want
okay one den people right thing
looks like and finish today me next time
I back is my nine-year-old son doing
so I'm guessing you can argue this
alright of so again with the example that we were talking about
you could actually pick this up here right you could just pick the whole
click coolers in all the idea now you from prototyping
to is again it's basic but remember it's free
you probably spent like half an hour are figuring it out it's not that
complicated
it's really simple to take this idea right energy make it more
well you know visible to users so help them
get the sense of what this is about and how this can work with them
alright of course you can always do this
right you could take this disregarding portadown shocker
collaborate their begin to a PDF version put it there
you can pour against various things in Eq because now that you have the basic
idea
you can you know use all these other capabilities whose
for corporations are again up
in this case what we're trying to do is you think emphasize on behavior
and got tix we're trying to figure it out how are people use this
we have this basic idea how does this move forward are and the reason you want
to use to
like been so this you don't want to define it too much
because if it looks too polished people get into all the branding doesn't look
right
you know these are not over color you really want to keep it cool
so that they're focused more on you know the the interactive aspect of it
what you're trying to do how would this work but I'm because another group
excellent job of it just mister alright
so that brings us into feasibility right trying to
do the speaking polish so you could go
much more people are got richer here if at this point you don't have enough
support
that your marketing people are not giving you some from marketing but it is
a good guy
or someone who has a lot of experience the whole these areas then
you probably need to do more said but at this point you're really trying to put
the
at other things that come out especially when you come over
mobile prototyping that I realized what so for example if your gonna bring a nap
and that has to go to of my people you know if you get plastered in multiple
languages
you can't help but means on up on the screen right cause the buttons on the
lives of it because of the different languages
would have different let's back to you may I end up with like a typical
you know drove based navigation for somebody clicks a goes on project
it's that kind of thing that stock coming out in this area
it is you if you're going to this another detailed information design
what did I do a show how to assure what we're showing my best to you and I'm in
my more
if I have to like those kinda things are happening again
you know every step we're doing validation
this is really showed up the money right if you don't have it
your to move forward you you don't want to put in a lot of a mess
lot of spit and polish in this and create something that
nobody's gonna find costs us tonight it's a at that point it's a horrible
gratuit what's probably not a business right now you're doing this a very
realistic her tight and you you know I
you know at this point your organization open if you come forgiven
fingers with your customers with your partner if they didn't
particularly in up she could not bring the vital
by then and show it to them and led there's a wide variety of tools that
allow you to do this really nicely
up some that I've used like I rise they also allow you to basically do a
click-through model
the cuban don't look to your iPhone or something and you can actually help
people
try to so it gives a completely different feel of it because now you
have it on the device
because some barrier clicking looking okay so
basically a game to sort of wrap-up the sloping
those other steps right how do we stock
from the very basic idea of how to the observer how do we get our users
up you know how did you get into what they're feeling what they're thinking
be more empathetic about it how do you all from there into a sketch
and from a sketch into a wireframe and from fire from into a much more richer
are interface again the question I think it brings back
is what is a compelling user look like and what is it sought
right is it just the problem that you're solving art is a big dissatisfaction
your side and I think back is the part that I
questions
yes
excellent so the so the question is that you a design
integration development that all skills special a skewed sex
and a company doesn't invest in you know if your company doesn't invest in them
what do you do well up they call we were talking here
if you get to this point here if you're in that engage
you know hopefully that selling is already happened what it's not
substituting mm I think the key differences
this is doc a substitution for engineering this is really
in my opinion bringing in our focus
the aspect of design right the user but the idea
that you're trying to solve real problems or or customers
which sometimes are not engineering problem right I'll point again to this
that's not an engineering problem engineers would never get to solve that
right and I mean look at this how brilliant it is or does it
it's just be right you just painted a different EU team did differently
it's that kind of thinking that is about to be changing
what's happening so it's great you know we want to have all kind of core
technologies available
I work for sale for absolutely want my customers you have the coolest
bits of technologies that are available out there but technology by itself
is just one part of the equation right so hopefully by the time you've gotten
to this portion
up here you know you've probably done that sell enough that there is funding
to do the rest of yes
so the question is if you need to pitch your new idea how much of the process
be you go through Creek to show that it's alright it's the right idea
so I think up the example that I would give
is up you know the car rental 10 rights I go to this thing
you know there's not been a good day to die hard I can say that out of the
hundred people that are renting cars
tree feel that the steering is dirty you know and they'd be willing to pay extra
I can say that so I would be checked to is
one if there is a better candidate if there is some second release are second
to
so maybe I go to your great and urs somebody who's complaining about car
rental companies in this oh my gosh my car was dirty
this and that by I could always go to the second needed a fightback
and I think the second aspect of this is sometimes
your pitch in these cases unfortunately ends up to be washed
your company York you have to find that your ring man if you're right
you have to find those people who get their right because it's like
York you're pitching ideas and some recent what's the market for this
why is nobody else done I don't think there's a market for
the question any other questions
a common ask me something decide the sections been so quiet
out
mice what's my speed for the new user experience other
I so the question is what is my spiel for
lean user experience honestly
I wrote how it's been for it up
no i i think there's a lot of bob evolution that's happening in the user
experience
space and as somebody earlier point eight yes it's like a complete profit
it's a it's a professional to lead my profession and the invention of this is
not to substitute the need for for those folks
I think they've been shut up it is that for a lot of us especially the comic
technology guy
for a lot of us almost everything is a technology problem know how to solve is
better with technology duo single sign-on
going to better integration you know and I think it is it's fundamentally
to move away from that and to look at it right moving away from solving the
problem to solving the satisfaction that's really I think
all I can say II didn't really answer questions I don't really have a good
going on any other questions
alright
thank you so much