Human Factors International, Inc. We help make companies user-centric
© 2015 Human Factors International, Inc. All rights ...
© 2015 Human Factors International, Inc. All rights reserved. 2
An Embarrassing Number of Names
Our field is called….
 Ap...
© 2015 Human Factors International, Inc. All rights reserved. 3
Human Centered Design
Attention
Decision § Emotion
§ Motiv...
© 2015 Human Factors International, Inc. All rights reserved. 4
Customer Experience (CX) leaders regularly outperform comp...
© 2015 Human Factors International, Inc. All rights reserved. 5
5
April 2012 “The State Of Customer Experience, 2012 ”
Cus...
© 2015 Human Factors International, Inc. All rights reserved. 6
The Process…
Expert Review Competitive Review User Researc...
© 2013 Human Factors International, Inc. All rights reserved. 7
LifeInsuranceMutualFund
Apr 2011 to Mar 2012
Apr 2012 to J...
© 2013 Human Factors International, Inc. All rights reserved. 8
LifeInsuranceMutualFund
Apr 2011 to Mar 2012
Apr 2012 to J...
© 2013 Human Factors International, Inc. All rights reserved. 9
Time Spent / Visit – Comparison with other LI Competitors
...
© 2013 Human Factors International, Inc. All rights reserved. 10
LifeInsuranceMutualFund
Apr 2011 to Mar 2012
Apr 2012 to ...
© 2015 Human Factors International, Inc. All rights reserved. 11
This metric represents the ration of key tasks performed ...
© 2015 Human Factors International, Inc. All rights reserved. 12
The HFI Framework TM Version 7.0 User Experience Engineer...
© 2015 Human Factors International, Inc. All rights reserved. 13© 2011 Human Factors International, Inc. All rights reserv...
© 2015 Human Factors International, Inc. All rights reserved. 14
Resulting Designs
© 2015 Human Factors International, Inc. All rights reserved. 15
Carried Forward into TV Campaign
© 2015 Human Factors International, Inc. All rights reserved. 16
Job Aid of PET Tools Version 2.0
TRUST
Markers
·Credible ...
© 2015 Human Factors International, Inc. All rights reserved. 17
17Who do you want to date?
Ariely, Dan. (2008). Predictab...
© 2015 Human Factors International, Inc. All rights reserved. 18
18
Ariely, Dan. (2008). Predictably Irrational: The Hidde...
© 2015 Human Factors International, Inc. All rights reserved. 19
19
Ariely, Dan. (2008). Predictably Irrational: The Hidde...
© 2015 Human Factors International, Inc. All rights reserved. 20
20The Economist Subscriptions
Economist.com subscription ...
© 2015 Human Factors International, Inc. All rights reserved. 21
How do they want to do it?
TV
Desktop /
Laptop
Tablet
App...
© 2015 Human Factors International, Inc. All rights reserved. 22
Channel: Where Do I Go?
Multiple properties across channe...
© 2015 Human Factors International, Inc. All rights reserved. 23
Reliance Communications Website Revamp
Before
Design issu...
© 2015 Human Factors International, Inc. All rights reserved. 24
Reliance Communications - After
“Personal” home page
Desi...
© 2015 Human Factors International, Inc. All rights reserved. 25
Reliance Communications - After
“Business” home page
Desi...
© 2015 Human Factors International, Inc. All rights reserved. 26
The Key to Detailed Design
Minimize The Load On The User
...
© 2015 Human Factors International, Inc. All rights reserved. 27
Visual Scan
People Scan -
 Complex Areas
 Saturated Col...
© 2015 Human Factors International, Inc. All rights reserved. 28
A Compromise?
© 2015 Human Factors International, Inc. All rights reserved. 29
Scanning Tables
Find the phone number for Abraham Edwards.
© 2015 Human Factors International, Inc. All rights reserved. 30
Improved Scanning
Find the phone number for Abraham Edwar...
© 2015 Human Factors International, Inc. All rights reserved. 31
Reducing Intellectual Load
‘Card’ is obvious due to conte...
© 2015 Human Factors International, Inc. All rights reserved. 32
Reducing Intellectual Load
© 2015 Human Factors International, Inc. All rights reserved. 33
Over 15 Years of Institutionalization Work
Published 2004...
© 2015 Human Factors International, Inc. All rights reserved. 34
What is Different?
© 2015 Human Factors International, Inc. All rights reserved. 35
© 2015 Human Factors International, Inc. All rights reserved. 36
From India, for 15 Years
We built the first serious UX op...
© 2015 Human Factors International, Inc. All rights reserved. 37
Rolta - The First Level V Certified Practice in Usability
© 2015 Human Factors International, Inc. All rights reserved. 38
HFI BOT - Plan and Timeline (0-12 Months)
SUSTAIN
0-6 mon...
© 2015 Human Factors International, Inc. All rights reserved. 39
‘Ready-to-Go’ UX IP Bundle
Methods and Templates
Project ...
© 2015 Human Factors International, Inc. All rights reserved. 40
Target State - REDACTED CoDE Structure
2 UX Business Part...
© 2015 Human Factors International, Inc. All rights reserved. 41
Build, Operate, and Transfer a UX Team
© 2015 Human Factors International, Inc. All rights reserved. 42
Infrared Port
Protective Covering
Stylus
T9 Keyboard
Memo...
© 2015 Human Factors International, Inc. All rights reserved. 43
UX In Stores
We consider the omni-channel viewpoint, incl...
© 2015 Human Factors International, Inc. All rights reserved. 44
UX in Vehicles
© 2015 Human Factors International, Inc. All rights reserved. 45
UX for Washing Machines
Class aptent taciti sociosqu ad l...
© 2015 Human Factors International, Inc. All rights reserved. 46
UX for Washing Powder
© 2015 Human Factors , Inc. All rights reserved. 47
UX for Medical Devices - Chile
© 2015 Human Factors International, Inc. All rights reserved. 48
The Brand Value for India?
© 2015 Human Factors , Inc. All rights reserved. 49
Thank You…
hfi@humanfactors.com
Corporate Headquarters.
410 West Lowe,...
of 49

NASSCOM GIC Conclave 2015: How to Engineer Simplicity on an Industrial Scale by Dr Eric Schaffer

Presentation by Dr Eric Schaffer, CEO, Human Factors International @ NASSCOM GIC Conclave 2015
Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - NASSCOM GIC Conclave 2015: How to Engineer Simplicity on an Industrial Scale by Dr Eric Schaffer

  • 1. Human Factors International, Inc. We help make companies user-centric © 2015 Human Factors International, Inc. All rights reserved. How to Engineer Simplicity on an Industrial Scale Prepared by: Eric M. Schaffer PhD CUA CXA CPE CEO and Head of HFI Laboratories 24 April 2015
  • 2. © 2015 Human Factors International, Inc. All rights reserved. 2 An Embarrassing Number of Names Our field is called….  Applied Psychology  Engineering Psychology  Personnel Sub-System Design  Human Factors Engineering  Ergonomics  Usability Engineering  Information Architecture  Interaction Design  User Experience Design  Customer Experience Design And lots of variations….  Usability Engineer  Usability Specialist  Usability Designer  Usability Expert  Usability Practitioner Simplicity Engineer?
  • 3. © 2015 Human Factors International, Inc. All rights reserved. 3 Human Centered Design Attention Decision § Emotion § Motivation § Arousal § Unconscious Learning § Motor § Intellectual § Memory § Visual
  • 4. © 2015 Human Factors International, Inc. All rights reserved. 4 Customer Experience (CX) leaders regularly outperform competition Customer Centricity and Valuation
  • 5. © 2015 Human Factors International, Inc. All rights reserved. 5 5 April 2012 “The State Of Customer Experience, 2012 ” Customer Experience Is A Top Strategic Priority
  • 6. © 2015 Human Factors International, Inc. All rights reserved. 6 The Process… Expert Review Competitive Review User Research Unsecure Site Secure Site Standards Omni-channel UX Strategy
  • 7. © 2013 Human Factors International, Inc. All rights reserved. 7 LifeInsuranceMutualFund Apr 2011 to Mar 2012 Apr 2012 to Jan 2013 2615 169 2784 7078 295 7373 2300 142 2442 1113 269 1382 0% 20% 40% 60% 80% 100% Registered user Unregistered user Total Extremely likely Likely Maybe likely Not at all likely No Response Advocacy 1086 52 1138 1545 67 1612 328 27 355 151 39 190 0% 20% 40% 60% 80% 100% Registered user Unregistered user Total Extremely likely Likely Maybe likely Not at all likely No Response 72% are Likely or Extremely Likely to recommend to a friend or colleague 81% are Likely or Extremely Likely to recommend to a friend or colleague Likelihood of recommending the site to a friend or colleague 13331 897 14228 3181 196 3377
  • 8. © 2013 Human Factors International, Inc. All rights reserved. 8 LifeInsuranceMutualFund Apr 2011 to Mar 2012 Apr 2012 to Jan 2013 Time Spent / Visit Higher = Better Pre Launch: 3.60 Post Launch: 8.81 Pre Launch: 2.73 Post Launch: 7.66 This metric measures the amount of time customers are spending on your site per visit. A higher number indicates that users are spending more time on the site and hence are more engaged 0 2 4 6 8 10 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 0 2 4 6 8 10 12 Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 145% 180%
  • 9. © 2013 Human Factors International, Inc. All rights reserved. 9 Time Spent / Visit – Comparison with other LI Competitors Post Launch of the new website, BSLI moved from last to the top position Data Source: comScore – Global leader in measuring the digital world and the preferred source of digital marketing intelligence BSLI (Pre Launch) A B C D E BSLI (Post Launch)
  • 10. © 2013 Human Factors International, Inc. All rights reserved. 10 LifeInsuranceMutualFund Apr 2011 to Mar 2012 Apr 2012 to Jan 2013 ABFSG: Leads / 1000 Unique Visitors Higher = Better The number of leads generated (Contact Us) for every 1000 unique visitors to the site. A higher number indicates that more users are converting (Contacting Us) Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Site went live in Jun 2012 179% 89%
  • 11. © 2015 Human Factors International, Inc. All rights reserved. 11 This metric represents the ration of key tasks performed online vs. offline. The goal is to increase the percentage of user coming to the online channels versus the offline channels Since launch, MF has seen a steady migration of key transactions from Offline to Online Migrating to Online – Mutual Funds Purchase Transactions 420000 440000 460000 480000 500000 Offline 0 1000 2000 3000 4000 Online
  • 12. © 2015 Human Factors International, Inc. All rights reserved. 12 The HFI Framework TM Version 7.0 User Experience Engineering for Complex Systems PET = Persuasion, Emotion, and Trust Agile Here
  • 13. © 2015 Human Factors International, Inc. All rights reserved. 13© 2011 Human Factors International, Inc. All rights reserved. 6 - 13 ICICI Private Banking Core PET Meme Relationship Theme Investment solutions must be based on your needs, both explained and unexplained. Danger Risk Financial mistakes can be catastrophic I am special (and important) and have unique investment needs Individuation High Net Worth Investor “We Understand What Drives You”
  • 14. © 2015 Human Factors International, Inc. All rights reserved. 14 Resulting Designs
  • 15. © 2015 Human Factors International, Inc. All rights reserved. 15 Carried Forward into TV Campaign
  • 16. © 2015 Human Factors International, Inc. All rights reserved. 16 Job Aid of PET Tools Version 2.0 TRUST Markers ·Credible Organization ·Domain Name ·Design Quality ·Match Existing Knowledge ·FAQ ·Citations ·Current Content ·Extensive Content ·Archives ·Links ·Physical Address ·Policies That Show Trust ·Certifications & Awards ·Testimonials ·Famous People & Common People ·Peer Advice and Service Comments Designing for Trust ·Argue Against Self-Interest ·Avoid a “Smarmy” Tone ·Avoid Pushy Sales Language ·Avoid “Too Good to Be True” ·Use Subtlety COMMITMENT Basic Commitment ·Written public statement ·Consistent Self Image Creating Fanatics ·Finding Potential Fans ·Role Model ·Social Support ·Initiation ·Public Commitment ·Active Engagement ·Membership in a Group ·Identity and Self-Image ·Levels of Hierarchy ·Be a Teacher ·Cathexis ·Losing Commitment ·Betrayal ·Better Offer PERSUASION Common “Persuasion” ·Facts: Comparisons, Tunneling, and Repetition ·Experience: Feedback and Stimulation ·Pay: Rewards and Discounts (Side Effects) Impression ·Contrast Principle ·High Price Equals Good ·Power of FREE ·Social Proof ·Social Learning ·The Power of People We Like ·Diffusion of Responsibility ·Scarcity ·Reason for Request ·Over categorization and Correlation ·Overestimation of Big Unlikely Events ·Divestiture Aversion (Fear of Loss) ·Feel Good ·Priming and Framing ·Conditioning and Association Validation after Experience ·Scarcity ·Expectation ·Placebo Effect ·Cognitive Dissonance Pressure Compliance ·Computer as Social Actor ·Rule of Reciprocation ·Pressure by People We Like ·Obedience to Authority ·Psychological Reactance ·Momentum of “Yes” ·Compliance Laddering EMOTION Utility, Practicality, and Drive Fulfillment Arousal Deciophobia Norman’s Model of Emotional Design ·Visceral ·Behavioral ·Reflective Intrinsic Motivation ·Optimal Level of Stimulation ·Optimal Level of Dissonance ·Optimal Level of Challenge ·Goal Setting and Knowledge of Results NAVIGATION ·PET Scan and Discovery Optimization ·Seducible Moment TrustEmotion Persuasion Commitment
  • 17. © 2015 Human Factors International, Inc. All rights reserved. 17 17Who do you want to date? Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X.
  • 18. © 2015 Human Factors International, Inc. All rights reserved. 18 18 Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X. Who do you want to date?
  • 19. © 2015 Human Factors International, Inc. All rights reserved. 19 19 Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X. Who do you want to date?
  • 20. © 2015 Human Factors International, Inc. All rights reserved. 20 20The Economist Subscriptions Economist.com subscription - $59 Print subscription - $125 Print & web subscription - $125 Economist.com subscription - $59 Print & web subscription - $125 68% 32% 16% 0% 84%
  • 21. © 2015 Human Factors International, Inc. All rights reserved. 21 How do they want to do it? TV Desktop / Laptop Tablet App Tablet Site USSD ARC Sneaker net Call center Mobile Site Mobile App Get ready to be entertained • Shop • Wishlist • Library • etc Entertain me Now • Watch • Listen • Play • Communicate • etc My Account • Pay bills • Troubleshoot • Services Setup • Airtel money • etc
  • 22. © 2015 Human Factors International, Inc. All rights reserved. 22 Channel: Where Do I Go? Multiple properties across channels can overwhelm the user. airtel.in airtel live Hello Tunes Shop App central Airtel games mobile site Airtel live mobile Where do I find the latest song? Where do I recharge? Mobile app
  • 23. © 2015 Human Factors International, Inc. All rights reserved. 23 Reliance Communications Website Revamp Before Design issues with the old website… • No single gateway to RCOM services • Investor friendly not consumer friendly • Fails to enhance image and build trust • No effort to convert users • Unclear value propositions • Lack of transparency and clarity • Mental model mismatch • Lack of self service and guidance • Fails to address prepaid users • Falls behind competitors • Unclear information architecture • Difficult to find the desired information
  • 24. © 2015 Human Factors International, Inc. All rights reserved. 24 Reliance Communications - After “Personal” home page Design Goals • Provides clear entry points to new users and quick access to existing customers. • Supports brand attributes • Focus of landing page shifts purely to consumers • Product categorization based on users’ mental models. • Simplified service and offer presentation. • Simplified categories and labeling. • Provide guidance to users on selection of talk/internet plans.
  • 25. © 2015 Human Factors International, Inc. All rights reserved. 25 Reliance Communications - After “Business” home page Design Goals • Enable CIOs to convince management • Provide multiple ways to look for solutions • Showcase latest technologies and tools • Show gateway to NOC virtual tour • Include testimonials from CIOs • Capture small business leads • Showcase studies/whitepapers
  • 26. © 2015 Human Factors International, Inc. All rights reserved. 26 The Key to Detailed Design Minimize The Load On The User  Visual  Intellectual  Memory  Motor
  • 27. © 2015 Human Factors International, Inc. All rights reserved. 27 Visual Scan People Scan -  Complex Areas  Saturated Colors  Dark Areas
  • 28. © 2015 Human Factors International, Inc. All rights reserved. 28 A Compromise?
  • 29. © 2015 Human Factors International, Inc. All rights reserved. 29 Scanning Tables Find the phone number for Abraham Edwards.
  • 30. © 2015 Human Factors International, Inc. All rights reserved. 30 Improved Scanning Find the phone number for Abraham Edwards.
  • 31. © 2015 Human Factors International, Inc. All rights reserved. 31 Reducing Intellectual Load ‘Card’ is obvious due to context Wordy. Try… “You Need…” Duplicate Content Inefficient Controls
  • 32. © 2015 Human Factors International, Inc. All rights reserved. 32 Reducing Intellectual Load
  • 33. © 2015 Human Factors International, Inc. All rights reserved. 33 Over 15 Years of Institutionalization Work Published 2004 Published 2001 Published 2014
  • 34. © 2015 Human Factors International, Inc. All rights reserved. 34 What is Different?
  • 35. © 2015 Human Factors International, Inc. All rights reserved. 35
  • 36. © 2015 Human Factors International, Inc. All rights reserved. 36 From India, for 15 Years We built the first serious UX operation in India. Eric and Apala Starting in 1999 Eric and Apala Now 2002
  • 37. © 2015 Human Factors International, Inc. All rights reserved. 37 Rolta - The First Level V Certified Practice in Usability
  • 38. © 2015 Human Factors International, Inc. All rights reserved. 38 HFI BOT - Plan and Timeline (0-12 Months) SUSTAIN 0-6 months Accelerated BOT 7-12 months Building UX Design Excellence: Education + Experience + Exposure REDACTEDCoDEHFITeam Operations (1 UX Group Lead) Overflow Support (As needed HFI staff for project work ~10 FTEs) Oversight (CEO, MD, Ex. UX Strategist & Project Management Office) 51 56 14 UX Practitioners 14 Exits post probation Composition CoDE Head 1 UX Practitioners 42 + 5 extra Visual Designers 6 Content Writers 2 Composition CoDE Head 1 UX Practitioners 42 Visual Designers 6 Content Writers 2 Accelerated transfers from HFI Operations (3 UX Centre of Excellence Leads) Overflow Support (As needed HFI staff for project work ~5 FTEs) UX Training & Certification Probation -5 VD & Content Hires +8 UX Hires +34 Certify PracticeSetup (CEO, MD) June 1
  • 39. © 2015 Human Factors International, Inc. All rights reserved. 39 ‘Ready-to-Go’ UX IP Bundle Methods and Templates Project Management, Knowledge Management and Communications Projects UX Data Extranet UX Research Two Complete UX Methodologies ISO Certified RACI for Insurance Client
  • 40. © 2015 Human Factors International, Inc. All rights reserved. 40 Target State - REDACTED CoDE Structure 2 UX Business Partners 8 Design/Research Leads 2 Visual Design Leads 8 Sr. UX Designer/Researcher 2 Sr. Visual Design Specialists 24 UX Designer/Researcher 2 Visual Design Specialists 51 Total 2 Content Writers 1 CoDE Head Visual Design Team CoDE Head UX Team UX Team UX Team UX Team UX Team UX Team UX Team UX Team UX Business Partner UX Business Partner Content Team
  • 41. © 2015 Human Factors International, Inc. All rights reserved. 41 Build, Operate, and Transfer a UX Team
  • 42. © 2015 Human Factors International, Inc. All rights reserved. 42 Infrared Port Protective Covering Stylus T9 Keyboard Memory stick USB Ports for docking Memory Stick Headphone and mic Jacks Education Navigation Buttons Scroll Scroll Point & Click UX for Educational Devices 11 Million Units Sold
  • 43. © 2015 Human Factors International, Inc. All rights reserved. 43 UX In Stores We consider the omni-channel viewpoint, including stores, call centers, and digital channels. HFI Researching and Modeling a Point of Representation
  • 44. © 2015 Human Factors International, Inc. All rights reserved. 44 UX in Vehicles
  • 45. © 2015 Human Factors International, Inc. All rights reserved. 45 UX for Washing Machines Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos… 1. Setup Major Wash Dimensions 2. Setup Spin Speed 3. Setup If Spin 4. Start 5. Monitor Wash Controls should be placed in logical sequence, that preferably matches the taskflow sequence 5. Monitor Wash Controls should be placed in logical sequence, that preferably matches the taskflow sequence
  • 46. © 2015 Human Factors International, Inc. All rights reserved. 46 UX for Washing Powder
  • 47. © 2015 Human Factors , Inc. All rights reserved. 47 UX for Medical Devices - Chile
  • 48. © 2015 Human Factors International, Inc. All rights reserved. 48 The Brand Value for India?
  • 49. © 2015 Human Factors , Inc. All rights reserved. 49 Thank You… hfi@humanfactors.com Corporate Headquarters. 410 West Lowe, P.O. Box 2020 Fairfield, IA 52556 USA 800-242-4480 / +1-641-472-4480 Thank You… Human Factors International, Inc. User Experience for a Better World

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