nasscom gic conclave 2015: how to engineer simplicity on an industrial scale by dr eric schaffer

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

© 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?


Human Centered Design

Attention

Decision § Emotion

§ Motivation

§ Arousal

§ Unconscious Learning

§ Motor

§ Intellectual

§ Memory

§ Visual


Customer Experience (CX) leaders regularly outperform competition

Customer Centricity and Valuation


5

April 2012 “The State Of Customer Experience, 2012 ”

Customer Experience Is A Top Strategic Priority


The Process…

Expert Review Competitive Review User Research

Unsecure Site Secure Site

Standards

Omni-channel

UX Strategy


Lif

e In

su

ran

ce

Mu

tua

l F

un

d

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


Lif

e In

su

ran

ce

Mu

tua

l F

un

d



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


145%

180%


Time Spent / Visit – Comparison with other LI Competitors

Post Launch of the new website, BSLI moved from last to

the top positionData Source:

comScore – Global leader in measuring the digital world and the preferred source of digital marketing intelligence

BSLI (PreLaunch)

A B C D E BSLI (PostLaunch)


Lif

e In

su

ran

ce

Mu

tua

l F

un

d



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)



Site went live in Jun 2012

179%

89%


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


The HFI Framework TMVersion 7.0 User Experience Engineering for Complex Systems

PET = Persuasion, Emotion, and Trust

Agile Here

© 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”


Resulting Designs


Carried Forward into TV Campaign


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

EMOTIONUtility, 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

Tru

st

Em

oti

on

Per

suasi

on

Com

mit

men

t


17Who do you want to date?

Ariely, Dan. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins, ISBN-10: 006135323X.


18


Who do you want to date?


19


Who do you want to date?


20The Economist Subscriptions

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Print & web subscription - $125

68%

32%

16%

0%

84%


How do they want to do it?

TV

Desktop /

Laptop

Tablet

App

Tablet

Site

USSD

ARC

Sneaker

net

Call

center

Mobile

SiteMobile

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


Channel: Where Do I Go?

Multiple properties across channels can overwhelm the user.

airtel.inairtel 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


Reliance Communications Website Revamp

BeforeDesign 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


Reliance Communications - After

“Personal” home pageDesign 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.


Reliance Communications - After

“Business” home pageDesign 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


The Key to Detailed Design

Minimize The Load On The User

Visual

Intellectual

Memory

Motor


Visual Scan

People Scan -

Complex Areas

Saturated Colors

Dark Areas


A Compromise?


Scanning Tables

Find the phone number for Abraham Edwards.


Improved Scanning

Find the phone number for Abraham Edwards.


Reducing Intellectual Load

‘Card’ is obvious due to context

Wordy. Try…

“You Need…”

Duplicate Content

Inefficient Controls


Reducing Intellectual Load


Over 15 Years of Institutionalization Work

Published 2004

Published 2001

Published 2014


What is Different?


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


Rolta - The First Level V Certified Practice in Usability


HFI BOT - Plan and Timeline (0-12 Months)

SUSTAIN

0-6 months

Accelerated BOT

7-12 months

Building UX Design Excellence: Education + Experience + Exposure

RE

DA

CT

ED

CoD

EH

FI T

eam

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)

5156

14

UX Practitioners14

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 &

CertificationProbation

-5VD & Content

Hires +8

UX Hires

+34

Certify

PracticeSetup (CEO, MD)

June 1


‘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 CertifiedRACI for Insurance Client


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


Build, Operate, and Transfer a UX Team


Infrared Port

Protective Covering

Stylus

T9 Keyboard

Memory stick

USB Ports for docking Memory Stick

Headphone andmic Jacks

Education Navigation Buttons

Scroll

Scroll Point & Click

UX for Educational Devices

11 Million Units Sold


UX In Stores

We consider the omni-channel viewpoint, including stores, call centers, and digital

channels.

HFI Researching and Modeling a

Point of Representation


UX in Vehicles


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


UX for Washing Powder


The Brand Value for India?

© 2015 Human Factors , Inc. All rights reserved. 49

Thank You…

[email protected]

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

mailto:[email protected]

nasscom gic conclave 2015: how to engineer simplicity on an industrial scale by dr eric schaffer

Business

human factors international

state of customer experience

betterpre launch

higher number

life insurancemutual

customer experience

time customers

li competitorspost launch