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The Challenge of Designing Products for for
EVERYONE Alisa WeinsteinUBER, Senior Design Researcher
Becky BuckSalesforce, UX Research Lead
A
Presented at
http://evolveuxconf.com/san-francisco-2016/
DESIRABLE
VIABLEFEASIBLE
Do customers want it?
Balanced Breakthrough Model
Is it good for the business?
Can we deliver it?
Focus is key
A
DESIRABLE
VIABLE
Focus on *what*?
FEASIBLE
A
Make trade-offs tangible...but how?
PersonasFocus: Goals , skills, motivations
Journey maps Focus: expectations and sequence of UX
Service BlueprintFocus: Existing product, internal team ownership
DESIRABLE
VIABLEFEASIBLE
A
DESIRABLE
VIABLEFEASIBLE
Do customers want it?
Is it good for the business?
Can we deliver it?
Our case studiesA
Our customers need more power and control.“Easy enough for any
business user.“
?
THUNDER USERS
CONNECTOR
CONNECTOR
Evaluate candidacy for Dreamforce - Are they one of the 20-30 POCs? (Thunder GTM)
Sales leadership review with AVP and/or SVP (Thunder GTM)
POC with mocked up data
Demo of their use case
Team Roles & Responsibilities
Customer Touchpoints Customer expresses
interest
AE reviews qualifying criteria
DSLR
BizDev on IoT reviews with account team
Set up meeting with customer
Standard deck Standard demo
Confirm:Executive sponsorshipBudgetUse-case fit
Review use case fit with Thunder GTM
Second call
Combined architecture diagram
Documentation of intended use cases
CFL checkins
A
Happypath
Admin
Homepage Short Form
Contact Rep
Self Serve
Enterprise Form
NO
YES
100+? Start Riding
Create Account
Contacted by Sales Team
Add Credit Card
Add PaymentCredit Check
Add Employees
BUSINESS
GOALS
CUSTOMER
GOALS
A team sport
Engineering Sales CustomerService
Operations Marketing Design Research
Product
Not for the faint hearted
Happypath
Admin
Homepage Short Form
Contact Rep
Self Serve
Enterprise Form
NO
YES
100+? Start Riding
Create Account
Contacted by Sales Team
Add Credit Card
Add PaymentCredit Check
Add Employees
Realpath
Admins
Homepage Short Form
Contact Rep
Self Serve
Enterprise Form
NO
YES
100+? Start Riding
Create Account
Contacted by Sales Team
Add Credit Card
Monthly Billing Activated
Credit CheckSupport Vetted
Cold Calls
Vetted
Verify Email
Credit Card Bank Transfer
Request Monthly Billing
Interested?
Add Employees
NO
YES
EVERYONE
Just start somewhere
Contextualize the granular
Create happy paths
Questions?