SlideShare une entreprise Scribd logo
1  sur  40
WHY DESIGN MATTERSP&G EXECUTIVE SUMMIT29 April 2010 1
What we’re going to discuss… Why does design matter? What’s “User Centered Design”?How can companies embrace design? How can top management remove barriers?What role can IT professionals play? 2
Profitability from creating new mkts Red ocean launches Blue ocean launches Business Launch  86% 14% Revenue Impact 62% 38% Profit Impact 39% 61% BOOK Blue Ocean Strategy  (Kim & Mauborgne)
4 Swiffer (P&G) Customer Insight: To clean up spilled coffee grounds the customer didn’t use the broom or vacuum.  Instead she used a paper towel. Swiffer launched in 1999 and created the “quick-clean” market.  As of 2005—had a market share of 75% representing $750M.
5 Personal JukeBox (PJB100) by Compaq Research / HanGo iPod (1st Generation) by Apple VS. Release:	- Oct 1999 Features:	- 5GB storage (100 CDs) 		- 10 hours battery life 		- Playlists, Tracks, etc Advantages:	- 2 year head start on Apple 		- Lots of advanced features Release:	- Oct 2001 Features:	- 5GB storage (100 CDs) 		- 10 hours battery life 		- Playlists, Tracks, etc Advantages:	- Fast & Easy CD Import SW	- UI Design (Click wheel) 		- Branding and Marketing
DESIGNING THE EBAY IPHONE APP 6
Results for the eBay iPhone App $27M in sales per week* and accelerating to triple sales in 2010 (over previous year) 8M total downloads* and is consistently in Top 100 most downloaded list Top rated by our customers: 1 item purchased every 2 seconds 7 * Results as of March 2010
So what is user centered design? How can I embrace it? 8
	1. Customer INSIGHTS 9
How we gather customer insights 10 Focused Open Ended Quantitative Qualitative + Customer Support is often a great source of top customer pain points
	2. DISCOVERY MIND 11
 EX: Product Discovery Product Discovery is a way to insert the “thinking” part into our process that enables us to come up with big ideas and right solutionsto the right problems, before we rush into implementation. How we made this happen… Introduced formal Discovery phase within timeline Cross functional ownership (Customer, BU, Technology) Drove cultural changes - Delaying judgments, Saying NO
Execution But first, you have to ask the right questions Execution delivers the right answers… Discovery
? right wrong right Discovery Execution wrong Example provided byChris Conley (IIT Professor)
? right wrong right Discovery Execution wrong Example provided byChris Conley (IIT Professor)
Key Discovery Questions What are the unmet needs of our customers? What’s the problem that we are trying to solve? Who are we solving it for? Do you and the stakeholders have a common understanding of the  problem? 16 BOOK Subject to Change Merholz and Schauer
	3. SKETCHING 17
Building Sketching as a Core Competency 18 INFORMAL FORMAL Lots of Pens & Paper Part of Job Professional tools Sketch as Deliverable (scanned / wireframes) Software: Comic Life
EX: Visualizing User Experiences 19 Integrated dozens of plans across org to create one vision Leverage comic sketching to communicate actual fidelity Shared with VPs across corp.and 600 employee all hands
How to get started with sketching 20
	4. PROTOTYPING 21
Prototyping 22 LOW FIDELITY HIGH FIDELITY Mockups  Linked Together Interactive Prototype Limited Release Storyboards COST
	5. CRITIQUE 23
Why candid feedback is important On design critiques: Leader must want the input No one has the authority to tell the leader what to do “ It’s better to fix problems later than to try and prevent them ” 24 Ed Catmull Source:  Economist April 2010 interview with Ed Catmull (President of Pixar Studio)
So what are the barriers to design? 25
What are the common barriers? Complexity Process Technology Platforms Culture of “Blessing” 26
How we avoid complexity
How we made process work for us Former – Discovery is fragmented and spread out CRs Concept Requirements (PRD) Dev/QA Launch Less than  Optimal Product Scope, PRD date, Launch Date, Booking Discovery Now - Discovery phase (Mitigate risk, maximize rewards by delaying judgments)  Launch PRD Dev/QA Discovery Biz Opp Product that makes an impact Scope validation, Launch Date, Booking GO, Scope, PRD date
Conventional Development Approach Source: Process Diagram by Marty Cagan, SVPG 29
Agile Development Approach Source: Process Diagram by Marty Cagan, SVPG 30
BUILDING DIAMONDS.EBAY.COM(TECH PLATFORM AS ENABLER) 31
32 EX: LEVERAGING A DESIGN SYSTEM
Required cultural change Teams: What they do:  Ownership Accountability Productivity Happiness ,[object Object]
Get time to think, explore
Leverage cross-functional team power
Regular guidance from the leaders
Push back with strong recommendationsExecs/Leaders: What they do:  Unleash the talent Get big ideas Customer focus Business results ,[object Object]
Ask open ended questions
Delay judgments on scope and launch date
Guide the teams on regular intervals

Contenu connexe

Tendances

Implementing Lean UX: The Practical Guide to Lean User Experience
Implementing Lean UX: The Practical Guide to Lean User ExperienceImplementing Lean UX: The Practical Guide to Lean User Experience
Implementing Lean UX: The Practical Guide to Lean User Experience
John Whalen
 
CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social Thinkers
John Kembel
 

Tendances (20)

Implementing Lean UX: The Practical Guide to Lean User Experience
Implementing Lean UX: The Practical Guide to Lean User ExperienceImplementing Lean UX: The Practical Guide to Lean User Experience
Implementing Lean UX: The Practical Guide to Lean User Experience
 
Design Leadership at UXSEA Summit 2018
Design Leadership at UXSEA Summit 2018Design Leadership at UXSEA Summit 2018
Design Leadership at UXSEA Summit 2018
 
Thoughts on Product Design | Guest Lecture Tilburg University
Thoughts on Product Design | Guest Lecture Tilburg UniversityThoughts on Product Design | Guest Lecture Tilburg University
Thoughts on Product Design | Guest Lecture Tilburg University
 
CX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social ThinkersCX Design and Journey Mapping for Social Thinkers
CX Design and Journey Mapping for Social Thinkers
 
The Creative Product Owner
The Creative Product OwnerThe Creative Product Owner
The Creative Product Owner
 
Design Thinking - Handout
Design Thinking - HandoutDesign Thinking - Handout
Design Thinking - Handout
 
Usable Design Systems with Marti Gold
Usable Design Systems with Marti GoldUsable Design Systems with Marti Gold
Usable Design Systems with Marti Gold
 
How to run a pop-up lab : Innovation through rapid R&D (Emerce Retail, Holland)
How to run a pop-up lab: Innovation through rapid R&D (Emerce Retail, Holland)How to run a pop-up lab: Innovation through rapid R&D (Emerce Retail, Holland)
How to run a pop-up lab : Innovation through rapid R&D (Emerce Retail, Holland)
 
Disruption: Designing Successful Startups
Disruption: Designing Successful StartupsDisruption: Designing Successful Startups
Disruption: Designing Successful Startups
 
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be StrategicUX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
UX STRAT 2013: Nathan Shedroff, What It Means to be Strategic
 
User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.User experience doesn't happen on a screen: It happens in the mind.
User experience doesn't happen on a screen: It happens in the mind.
 
The Agile Product Owner: Beyond the Books and Classrooms
The Agile Product Owner: Beyond the Books and ClassroomsThe Agile Product Owner: Beyond the Books and Classrooms
The Agile Product Owner: Beyond the Books and Classrooms
 
Design Sprint Workshop
Design Sprint WorkshopDesign Sprint Workshop
Design Sprint Workshop
 
Worst Practices in Corporate Incubation (Workshop Slides)
Worst Practices in Corporate Incubation (Workshop Slides)Worst Practices in Corporate Incubation (Workshop Slides)
Worst Practices in Corporate Incubation (Workshop Slides)
 
UX STRAT USA: Sean Rhodes, "UX Strategy For Increasingly Disruptive Futures S...
UX STRAT USA: Sean Rhodes, "UX Strategy For Increasingly Disruptive Futures S...UX STRAT USA: Sean Rhodes, "UX Strategy For Increasingly Disruptive Futures S...
UX STRAT USA: Sean Rhodes, "UX Strategy For Increasingly Disruptive Futures S...
 
Decision Insurance: Iterative Prototyping To Reduce Business Risk
Decision Insurance: Iterative Prototyping To Reduce Business RiskDecision Insurance: Iterative Prototyping To Reduce Business Risk
Decision Insurance: Iterative Prototyping To Reduce Business Risk
 
Are you riding the UX Strategy wave to maturity?
Are you riding the UX Strategy wave to maturity?Are you riding the UX Strategy wave to maturity?
Are you riding the UX Strategy wave to maturity?
 
Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development Design Thinking + Agile UX + Agile Development
Design Thinking + Agile UX + Agile Development
 
UX/UI Workshop: Prototyping magic
UX/UI Workshop: Prototyping magicUX/UI Workshop: Prototyping magic
UX/UI Workshop: Prototyping magic
 
Prototyping & Testing - Design Thinking Experience Day
Prototyping & Testing - Design Thinking Experience DayPrototyping & Testing - Design Thinking Experience Day
Prototyping & Testing - Design Thinking Experience Day
 

Similaire à Why Design Matters (@P&G)

PD Course Description & Curriculum
PD Course Description & CurriculumPD Course Description & Curriculum
PD Course Description & Curriculum
wfinch
 

Similaire à Why Design Matters (@P&G) (20)

Growth Patterns: Building a foundation for expansion — Driving, or being driv...
Growth Patterns: Building a foundation for expansion — Driving, or being driv...Growth Patterns: Building a foundation for expansion — Driving, or being driv...
Growth Patterns: Building a foundation for expansion — Driving, or being driv...
 
Lavanya Raja Presentation
Lavanya Raja PresentationLavanya Raja Presentation
Lavanya Raja Presentation
 
Monetization Strategies
Monetization StrategiesMonetization Strategies
Monetization Strategies
 
Does Business Need Design?
Does Business Need Design?Does Business Need Design?
Does Business Need Design?
 
scrum_po__Publish_dec09_2017_hyd_
scrum_po__Publish_dec09_2017_hyd_scrum_po__Publish_dec09_2017_hyd_
scrum_po__Publish_dec09_2017_hyd_
 
Desk-Research, Where creativity begins!
Desk-Research, Where creativity begins!Desk-Research, Where creativity begins!
Desk-Research, Where creativity begins!
 
Google Design sprint
Google Design sprintGoogle Design sprint
Google Design sprint
 
Old Product, New Tricks: Encouraging Innovation in an Established Product Cul...
Old Product, New Tricks: Encouraging Innovation in an Established Product Cul...Old Product, New Tricks: Encouraging Innovation in an Established Product Cul...
Old Product, New Tricks: Encouraging Innovation in an Established Product Cul...
 
What can DesignOps do for you? by Carol Smith at TLMUX in Montreal
What can DesignOps do for you? by Carol Smith at TLMUX in MontrealWhat can DesignOps do for you? by Carol Smith at TLMUX in Montreal
What can DesignOps do for you? by Carol Smith at TLMUX in Montreal
 
Ced chapter one rgpv
Ced chapter one rgpv Ced chapter one rgpv
Ced chapter one rgpv
 
AcceleratorWorkshop_UPA2008_After
AcceleratorWorkshop_UPA2008_AfterAcceleratorWorkshop_UPA2008_After
AcceleratorWorkshop_UPA2008_After
 
Costanoa Expert Series: What Business Leaders Should Know About Design- Order 2
Costanoa Expert Series: What Business Leaders Should Know About Design- Order 2Costanoa Expert Series: What Business Leaders Should Know About Design- Order 2
Costanoa Expert Series: What Business Leaders Should Know About Design- Order 2
 
Ideation Preso Final (Eccix + Results)
Ideation Preso Final (Eccix + Results)Ideation Preso Final (Eccix + Results)
Ideation Preso Final (Eccix + Results)
 
Study notes me-112-concepts-in-engineering-design-unit-1
Study notes me-112-concepts-in-engineering-design-unit-1Study notes me-112-concepts-in-engineering-design-unit-1
Study notes me-112-concepts-in-engineering-design-unit-1
 
PD Course Description & Curriculum
PD Course Description & CurriculumPD Course Description & Curriculum
PD Course Description & Curriculum
 
UX South Africa 2014 - Keynote
UX South Africa 2014 - KeynoteUX South Africa 2014 - Keynote
UX South Africa 2014 - Keynote
 
The Butterfly Principle for Product Management by GameBench CEO
The Butterfly Principle for Product Management by GameBench CEOThe Butterfly Principle for Product Management by GameBench CEO
The Butterfly Principle for Product Management by GameBench CEO
 
This Is Innovation
This Is  InnovationThis Is  Innovation
This Is Innovation
 
Product Manager Interviews
Product Manager InterviewsProduct Manager Interviews
Product Manager Interviews
 
How to bring innovation & your ecosystem to life
How to bring innovation & your ecosystem to lifeHow to bring innovation & your ecosystem to life
How to bring innovation & your ecosystem to life
 

Dernier

Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
ZurliaSoop
 
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
HyderabadDolls
 
Minimalist Orange Portfolio by Slidesgo.pptx
Minimalist Orange Portfolio by Slidesgo.pptxMinimalist Orange Portfolio by Slidesgo.pptx
Minimalist Orange Portfolio by Slidesgo.pptx
balqisyamutia
 
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
wpkuukw
 
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
CristineGraceAcuyan
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion pills in Kuwait Cytotec pills in Kuwait
 
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
wpkuukw
 
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
gajnagarg
 
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
ehyxf
 
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
nirzagarg
 
Design-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora AgencyDesign-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora Agency
Isadora Agency
 
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
gajnagarg
 
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
gajnagarg
 

Dernier (20)

Call Girls Jalaun Just Call 8617370543 Top Class Call Girl Service Available
Call Girls Jalaun Just Call 8617370543 Top Class Call Girl Service AvailableCall Girls Jalaun Just Call 8617370543 Top Class Call Girl Service Available
Call Girls Jalaun Just Call 8617370543 Top Class Call Girl Service Available
 
Essential UI/UX Design Principles: A Comprehensive Guide
Essential UI/UX Design Principles: A Comprehensive GuideEssential UI/UX Design Principles: A Comprehensive Guide
Essential UI/UX Design Principles: A Comprehensive Guide
 
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
Jual Obat Aborsi Bandung ( Asli No.1 ) 085657271886 Obat Penggugur Kandungan ...
 
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
Madhyamgram \ (Genuine) Escort Service Kolkata | Service-oriented sexy call g...
 
Just Call Vip call girls Kasganj Escorts ☎️8617370543 Two shot with one girl ...
Just Call Vip call girls Kasganj Escorts ☎️8617370543 Two shot with one girl ...Just Call Vip call girls Kasganj Escorts ☎️8617370543 Two shot with one girl ...
Just Call Vip call girls Kasganj Escorts ☎️8617370543 Two shot with one girl ...
 
LANDSCAPE ARCHITECTURE PORTFOLIO - MAREK MITACEK
LANDSCAPE ARCHITECTURE PORTFOLIO - MAREK MITACEKLANDSCAPE ARCHITECTURE PORTFOLIO - MAREK MITACEK
LANDSCAPE ARCHITECTURE PORTFOLIO - MAREK MITACEK
 
Minimalist Orange Portfolio by Slidesgo.pptx
Minimalist Orange Portfolio by Slidesgo.pptxMinimalist Orange Portfolio by Slidesgo.pptx
Minimalist Orange Portfolio by Slidesgo.pptx
 
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
一比一定(购)滑铁卢大学毕业证(UW毕业证)成绩单学位证
 
Furniture & Joinery Details_Designs.pptx
Furniture & Joinery Details_Designs.pptxFurniture & Joinery Details_Designs.pptx
Furniture & Joinery Details_Designs.pptx
 
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
Q4-Trends-Networks-Module-3.pdfqquater days sheets123456789
 
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman MuscatAbortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
Abortion Pills in Oman (+918133066128) Cytotec clinic buy Oman Muscat
 
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
一比一定(购)卡尔顿大学毕业证(CU毕业证)成绩单学位证
 
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
Top profile Call Girls In eluru [ 7014168258 ] Call Me For Genuine Models We ...
 
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
怎样办理莫纳什大学毕业证(Monash毕业证书)成绩单留信认证
 
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
Top profile Call Girls In Sonipat [ 7014168258 ] Call Me For Genuine Models W...
 
Design-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora AgencyDesign-System - FinTech - Isadora Agency
Design-System - FinTech - Isadora Agency
 
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
Top profile Call Girls In Mysore [ 7014168258 ] Call Me For Genuine Models We...
 
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
Top profile Call Girls In fatehgarh [ 7014168258 ] Call Me For Genuine Models...
 
High Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
High Profile Escorts Nerul WhatsApp +91-9930687706, Best ServiceHigh Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
High Profile Escorts Nerul WhatsApp +91-9930687706, Best Service
 
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdfJordan_Amanda_DMBS202404_PB1_2024-04.pdf
Jordan_Amanda_DMBS202404_PB1_2024-04.pdf
 

Why Design Matters (@P&G)

  • 1. WHY DESIGN MATTERSP&G EXECUTIVE SUMMIT29 April 2010 1
  • 2. What we’re going to discuss… Why does design matter? What’s “User Centered Design”?How can companies embrace design? How can top management remove barriers?What role can IT professionals play? 2
  • 3. Profitability from creating new mkts Red ocean launches Blue ocean launches Business Launch 86% 14% Revenue Impact 62% 38% Profit Impact 39% 61% BOOK Blue Ocean Strategy (Kim & Mauborgne)
  • 4. 4 Swiffer (P&G) Customer Insight: To clean up spilled coffee grounds the customer didn’t use the broom or vacuum. Instead she used a paper towel. Swiffer launched in 1999 and created the “quick-clean” market. As of 2005—had a market share of 75% representing $750M.
  • 5. 5 Personal JukeBox (PJB100) by Compaq Research / HanGo iPod (1st Generation) by Apple VS. Release: - Oct 1999 Features: - 5GB storage (100 CDs) - 10 hours battery life - Playlists, Tracks, etc Advantages: - 2 year head start on Apple - Lots of advanced features Release: - Oct 2001 Features: - 5GB storage (100 CDs) - 10 hours battery life - Playlists, Tracks, etc Advantages: - Fast & Easy CD Import SW - UI Design (Click wheel) - Branding and Marketing
  • 6. DESIGNING THE EBAY IPHONE APP 6
  • 7. Results for the eBay iPhone App $27M in sales per week* and accelerating to triple sales in 2010 (over previous year) 8M total downloads* and is consistently in Top 100 most downloaded list Top rated by our customers: 1 item purchased every 2 seconds 7 * Results as of March 2010
  • 8. So what is user centered design? How can I embrace it? 8
  • 10. How we gather customer insights 10 Focused Open Ended Quantitative Qualitative + Customer Support is often a great source of top customer pain points
  • 12. EX: Product Discovery Product Discovery is a way to insert the “thinking” part into our process that enables us to come up with big ideas and right solutionsto the right problems, before we rush into implementation. How we made this happen… Introduced formal Discovery phase within timeline Cross functional ownership (Customer, BU, Technology) Drove cultural changes - Delaying judgments, Saying NO
  • 13. Execution But first, you have to ask the right questions Execution delivers the right answers… Discovery
  • 14. ? right wrong right Discovery Execution wrong Example provided byChris Conley (IIT Professor)
  • 15. ? right wrong right Discovery Execution wrong Example provided byChris Conley (IIT Professor)
  • 16. Key Discovery Questions What are the unmet needs of our customers? What’s the problem that we are trying to solve? Who are we solving it for? Do you and the stakeholders have a common understanding of the problem? 16 BOOK Subject to Change Merholz and Schauer
  • 18. Building Sketching as a Core Competency 18 INFORMAL FORMAL Lots of Pens & Paper Part of Job Professional tools Sketch as Deliverable (scanned / wireframes) Software: Comic Life
  • 19. EX: Visualizing User Experiences 19 Integrated dozens of plans across org to create one vision Leverage comic sketching to communicate actual fidelity Shared with VPs across corp.and 600 employee all hands
  • 20. How to get started with sketching 20
  • 22. Prototyping 22 LOW FIDELITY HIGH FIDELITY Mockups Linked Together Interactive Prototype Limited Release Storyboards COST
  • 24. Why candid feedback is important On design critiques: Leader must want the input No one has the authority to tell the leader what to do “ It’s better to fix problems later than to try and prevent them ” 24 Ed Catmull Source: Economist April 2010 interview with Ed Catmull (President of Pixar Studio)
  • 25. So what are the barriers to design? 25
  • 26. What are the common barriers? Complexity Process Technology Platforms Culture of “Blessing” 26
  • 27. How we avoid complexity
  • 28. How we made process work for us Former – Discovery is fragmented and spread out CRs Concept Requirements (PRD) Dev/QA Launch Less than Optimal Product Scope, PRD date, Launch Date, Booking Discovery Now - Discovery phase (Mitigate risk, maximize rewards by delaying judgments) Launch PRD Dev/QA Discovery Biz Opp Product that makes an impact Scope validation, Launch Date, Booking GO, Scope, PRD date
  • 29. Conventional Development Approach Source: Process Diagram by Marty Cagan, SVPG 29
  • 30. Agile Development Approach Source: Process Diagram by Marty Cagan, SVPG 30
  • 32. 32 EX: LEVERAGING A DESIGN SYSTEM
  • 33.
  • 34. Get time to think, explore
  • 36. Regular guidance from the leaders
  • 37.
  • 38. Ask open ended questions
  • 39. Delay judgments on scope and launch date
  • 40. Guide the teams on regular intervals
  • 41.
  • 42.
  • 45.
  • 47. 38 BOOK REFERENCES Subject to Change Merholz and Schauer The Back of the Napkin Roam Sketching User Experiences Buxton Blue Ocean Strategy Kim and Mauborgne The Art of Innovation Kelly Thoughts on Interaction Design Kolko PHOTO REFERENCES maunzy http://www.flickr.com/photos/maunzy/383963004/ desireedelgado http://www.flickr.com/photos/desireedelgado/3199587450/ bizstone http://www.flickr.com/photos/biz/3832028740/ canvy http://www.flickr.com/photos/canvy/97739827/ wha’ppenhttp://www.flickr.com/photos/whappen/1366664930/
  • 48. Where to go for great designers Carnegie MellonHuman Computer Interaction InstitutePittsburgh, PA UC BerkeleySchool of InformationBerkeley, CA StanfordD SchoolPalo Alto, CA Savannah College of Art and DesignInteraction DesignSavannah, GA 39
  • 49. Technology Design My Background 40 PM – Mac Products Internet Explorer & Instant Messenger Designer Search & Buyer Experience Interaction Design Software Eng. Human Computer Interaction Business Design Director Interaction / Visual Design Content, UI Engineering & Research MBA Product Management

Notes de l'éditeur

  1. As part of the Design to Delight initiative at P&G (Marta, Mui, Rosa Maria and others are leading) I believe design should be used as a competitive advantage and that it can be applied to all kinds of products and services… including the ones you in this room work on. PRESENTED ON 4/29/2010 in Cincinnati, OH to Directors at P&G within their Global Business Services division which supports the Bus and 100K employees.
  2. I’ll cover 5 tenets of design that I believe are criticalI’ll discuss some common barriers that top management can either cause or actively remove. And lastly I’ll touch on how you as IT professionals can think about adopting some of these concepts.
  3. Story: Two P&G researchers followed a nice, grandmotherly lady as she ambled about, showing them around her house. When she flung the doors of her closet open, the researchers noticed that a broom covered with dust stood in the corner. In another closet, a vacuum cleaner sat, unused and forlorn. The researchers nodded conspiratorially at each other as they jotted notes.They all wandered into the kitchen. Jarring the researchers from their note-taking frenzy, the woman asked them, “Would you nice boys like some coffee?” The researchers agreed, blushing at being called “nice boys.” As the woman took a can of coffee grounds down from the pantry and opened it, the can slipped from her hands. She cried out as the can tumbled to the ground, strewing coffee grounds across the floor.Instantly, she grabbed a paper towel and attacked the mess, muttering to herself as she crouched on the floor. When she stood again, the researchers were staring at her, befuddled. “What?” she asked, the look of puzzlement on their faces engendering a puzzlement of her own. “You didn’t use the broom,” one researcher remarked. “Or the vacuum cleaner,” the other chimed in.With a sigh, the lady vented her frustration –the broom wouldn’t do a good-enough job and would leave coffee grounds on the floor, and the vacuum cleaner was heavy, cumbersome, needed to be plugged in, and was just overkill for the small mishap.The researchers nodded and wrote. Then, flipping their notebooks closed, they smiled and glanced at each other again with that same conspiratorial look, the gleam of excited insight shining from their eyes.SOURCE: BusinessWeek2005 - http://www.businessweek.com/innovate/content/sep2005/id20050923_571639.htm
  4. However, it isn’t always enough to create a blue ocean. Personal JukeBox failed despite 2 year head start. Discovery Mind critical to identifying the getting started “import” pain pointFind the “Ah Ha” moment (e.g. seeing all your music neatly organized and accessible)…It wasn’t until later that Apple added other key features like buying music, automatic genius playlists, video, apps and more.
  5. Fast Timeline and Constrained Device. Forced team to focus on the essence of the experience. Thought about what would customers want to do on the go. Limited feature set. Technology Platform enables this kind of design innovation
  6. 5 key aspects to user centered design:Customer InsightsDiscovery MindSketchingPrototypingCritique
  7. At its core design is based on understanding who you are designing for. Their pain points and the opportunities to help them be more successful.
  8. Also don’t overlook other channels that may exist like Customer Support contacts and employee use of products
  9. Prior to executing on any significant project, I’ve found it crucial to focus the team on what problems exactly we’re trying to solve. This is especially important for an “executive mandated” project as if the team doesn’t really know why they’re doing XYZ it’s unlikely to be successful.
  10. Thru a change management process I worked with a visionary leader on in team, ShaileshShilwant, to insert “Product Discovery” at the front of our process.
  11. Here’s some of the questions we ask up front… partnered with BrendenSchauer (Adaptive Path) who also authored the book Subject to Change.
  12. Many of remember drawing as kids… I know I really enjoy seeing what my son, 3, draws with his crayons. So if a preschooler can do it, shouldn’t everyone in this room? And yet as we grow up we learn to tell ourselves that “I’m not good at sketching” but we’re more comparing ourselves to what a professional sketch artist might do. And yet I’ve found that if you democratize sketching and in fact encourage everyone… engineers, business analysts, and not just designers… you’re able iterate and co-create the solution much faster than you would otherwise.
  13. There’s a full spectrum of ways to integrate sketching into your company. Everything from simple pens (I like Flair) to comic storyboards to it being part of the job description for one person on my team.
  14. We even created a comic book in 2008 that was distributed throughout the organization. Not only was it fun… it captured the attention and focus of the organization in a way that bullets on a page never could.
  15. Architects learned this centuries ago… a small, rough model is infinitely easier and cheaper to change than the real thing—once the concrete foundation is poured. One of my favorite stories in technology circles is 15 years ago when Jeff Hawkins was designing the first Palm Pilot PDA—he cut a number of blocks of balsawood, carrying them around in his shirt pocket and actually pulling it out in meetings, until he got the size just right. Then he had the engineers build to that size and stripped out all but the most crutial features. The great irony here is that Palm ended up establishing the category where the Apple Newton had failed—and now we see the tables turned with the Apple iPhone displacing Palm’s own smart phone.
  16. Bill Buxton talks a lot about this concept that as the fidelity increases in fidelity, the cost (both the real cost and opportunity cost) increases.
  17. I hold a weekly design critique with my product designers where the goal is to improve the overall design. The designers come open and wanting the feedback and leave with no obligation of implementing the feedback. It’s up to them to decide, knowing the project best, how to proceed.
  18. Perhaps the greatest successful winning streak in the movie business (10 hits). They have found a repeatable process. “it’s very important for that dynamic to work, because it could be a brutal process, there needs to be the feeling they are all helping each other who wants that help. In order for that to work its important that no one in the room has the authority to tell the director they have to take their notes [make changes]. So no-one is taking a list of what you have to do to fix the film. All we can do is give the feedback and he goes off with the feedback… our job as leaders is to protect the dynamic in the room so that they’re honest with each other.”http://www.scottberkun.com/blog/2010/inside-pixars-leadership/
  19. Key Talking points:One size doesn’t fit all. Discovery does not mean 2 months. It can be done in 2 hours for small projects (Low risk)Discovery also means doing it with the team not just in your head by yourself.In turnaround times, we may have to do things quickly without spending a lot of upfront time. Our portfolio should be a good mix of “Do it now, fix the basic” and “long term, big bets”.
  20. It’s important to capture the opportunity up front and spend enough time revising the prototype before moving forward with execution.
  21. I’m a big fan of agile methodology… focuses on the core aspects early on.
  22. When we built motors.ebay.com it was a massive undertaking. It was clear that we would need to build not just a few more vertical experiences like that one but dozens if not hundreds more. But our existing technology platform was a barrier and needed to become an enabler. This project tried out the new tech platform, our new strategy of verticals, and our new more interactive design system.
  23. Key talking points: - Hit blessing cultureTeams as well as Leaders (Execs) need to change (not just process)Talk about regular rhythm that Stephanie mentioned.Ultimately, we will get the best work from (and retain) our best talent if we direct them to:Be bought into the whyOwn the what and howGet their input and commitment on the whenOther Points to cover throughout:Culture of inquiryAsk open ended questions to guide the team in early phasesHolistic view of the customer experienceDelay judgmentsGo slow to go fasterFail fast, fail early (Prototype, Test, Prototype, Test)Iterative, collaborative way of workingUnleash Cross-functional creativity (PM, UED, Tech)Maximize opportunities with big bets