Agenda - classes.soe.ucsc.edu of Technology Seminar (ISM 101) ... •eBusiness Solutions ... ¾Sales data mart for reporting

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Management of Technology Seminar UC Santa Cruz

John SchneiderOctober 27th, 2005

Management of Technology Seminar (ISM 101) October 27th, 2005© Seagate Confidential

Agenda• My role at Seagate• Professional Background• Seagate Technology Overview• eBusiness Solutions• Seagate Internships• Usability Testing with Paper Prototypes• Recent Internship Experience

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At Seagate

Worked in various roles at Seagate for 3 ½ yearsCurrently an IT Program Manager

Responsible for managing multiple projects, often global in natureDefine business goals and strategic directionAnalyze payback of IT investmentsManaging the project plan and budgetEnsure resource availabilityCommunicate progress to executives and stakeholders

Participating in Seagate’s Tuition Reimbursement PlanCurrently earning MBA from Santa Clara UniversityInterest areas include organization theory and international business


Professional Background & Education

Graduated Cal Poly San Luis Obispo in June ‘99 Major: BusinessConcentration: Management Information SystemsMinor: French

Systems Analyst for Deloitte Consulting in San FranciscoOracle ERP practiceConsulted at HP, Beckman-Coulter, and Lucent

Consultant for Vigilance in SunnyvaleSupply Chain Management SoftwareConsulted at Seagate, LSI, Compaq and Avnet

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Seagate: Disc Drive Category Leader

• Seagate is the world’s leading provider of hard disc drives– Q4 FY2005*: 27.3M drives shipped; revenue of $2.18B

• Provides drives for Enterprise, Desktop, Mobile Computing and Consumer Electronics applications– Share leader in Desktop, Consumer Electronics and Enterprise

– 30% overall market share: highest in the industry

– Broadest product offering in the industry – Largest customer base

• Ownership and vertical integration of critical technologies: heads, media, motors, and printed circuit boards

• Approximately 45,205** employees worldwide• Major operations and sales offices in 15 countries

* For fiscal quarter ended April 1, 2005** Includes interns, contractors, and agency temps


Fremont, Milpitas, San Jose, Scotts Valley, CA

Oklahoma City, OK

Ang Mo Kio, Science Park & Woodlands, Singapore

Bangkok & Korat, Thailand

Minneapolis, MN

Penang & Senai, Malaysia

Wuxi, China

Longmont, CO

Springtown & Limavady, N. Ireland

Pittsburgh, PA Paris, France

Drives and ComponentsRegional HQ’s and Sales

Shanghai, China

Tokyo, JapanBeijing, China

Delhi, India

Seagate’s Global Presence

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• Innovation

• Reliability

• Partnership


Leadership Model

• Leading Technology

– Invest in R&D

– Own underlying technology

• Broadest Set of Products and Customers

• Lowest Cost Producer

– Superior operational flexibility and leverage


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An Industry Experiencing…

• Long-term growth

• Dynamic, emerging markets outside of traditional compute space

– DVRs, Handheld Digital Audio players & Game boxes

• Cost of extending technology has driven consolidation

• Fewer players to serve a growing market…



Q4 Financial Highlights

EPS $0.55 – up from loss of .07 in Q4FY04$0.55 – up from loss of .07 in Q4FY04

Margins

Revenue

Net Income

Shipments

Inventory

$2.18 billion – up 63% from Q4FY04$2.18 billion – up 63% from Q4FY04

$280 million – up from loss of (33) M in Q4FY04$280 million – up from loss of (33) M in Q4FY04

27.3 million – up 9 million from Q4FY0427.3 million – up 9 million from Q4FY04

Under 5 weeks – for 6th consecutive quarterUnder 5 weeks – for 6th consecutive quarter

24.8% - compared to 17.1% in Q4FY0424.8% - compared to 17.1% in Q4FY04

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Total Market - All Form Factors

STX28%

MXO16%

WDC17%

FUJ7%

SMG8%

Toshiba8%

HGST15%

Others1%

Q3 FY0588.3M Units

Growth

Y/Y = 35%

Q/Q = 3%Q4 FY05

90.9M Units

STX30%

MXO15%

WDC16%

FUJ7%

SMG8%

Toshiba7%

HGST16%

Others1%

Source: Seagate Market Research

Market Share Estimates


Growing Market and Revenue Access97%: $23B

FY05

$6 billionin new

revenue access

Sour

ce:

Seag

ate

Mar

ket R

esea

rch

75%: $17B

FY04

TAM: $23B

Network StorageServer Storage

High Density Storage

PC CommercialPC Consumer

Near LineLow Cost Server

Notebook

PVRGaming/Audio/Other

Handheld

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Proliferation in Consumer Applications• Drive shipments will grow to almost 200 million units in 2007*• Revenues will grow to $11.5 billion in 2007*

*Source: Seagate Market Research


eBusiness Solutions & SMC IT

Drive strategy, design and development of seagate.comProvide a unified view of Seagate for users, and make it easy for users to do business with Seagate.

Define and drive design standards and processesImprove the quality of solutions, and leverage resources and learning across the enterprise.

Manage both applications and infrastructureSMC applications (e.g., CRM, online ordering, forecasting)Sales data mart for reportingwww.seagate.com and enterprise portal, my.seagate.com, spp.seagate.com.

Define, develop and implement processes and solutions to support transactional and decision support requirements for SMC.

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UCSC Internships

Objective:Identify challenging projects that give an intern real-world experience (projects last 1 to 2 terms in duration)Identify interns with the appropriate skillsHelp intern develop a project plan and gain access to stakeholders and tools required for the project

General skills:Average to advanced skills in statistics (comfortable with Excel)Effective written and oral skills (comfortable writing PowerPoint presentations)Flexible and self-motivated


UCSC IT Internships within eBusiness Solutions

Software Enhancement Tracking Process

Spring Summer Fall Winter Spring2004 2005

Fall Winter Spring2006

Search Optimization

Search Usability

Summer

Web Analytics

Content Authoring Process

Online Style Guide

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Usability Testing with Paper Prototypes

John SchneiderOctober 27th, 2005


Agenda• What is usability testing?• Why do usability testing?• How to do usability testing.• Why paper prototypes?• Comparison of usability evaluation techniques.• Usability testing demo.

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What is usability testing?• An empirical approach to evaluating how well users can use a system.

• A technique to involve real users in evaluation of a software product.

• A technique to evaluate how easy it is to perform real tasks using a software product.


Why do usability testing?• Ensure that software actually addresses users’ needs• Get input from users before it’s too late to make changes• Combat classic testing mistakes• Find more usability problems than other techniques

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Software Cost of Poor Quality – timing is everything!• Costs per defects found in plan and design:

.85 hour/defect$75 hour fully burdened rate ($150K year)$63.75 per defect

• Costs if found in integration test/system test:$750 to $3,000 per defect

• Cost if found in production:$10,000 per defect (HP)$140,000 per defect (IBM)

Source: Bender RBT, Inc.


Classic Testing Mistakes• Not reporting usability problems• A testing effort biased toward functional testing• Not testing the documentation• Not testing the installation procedures• An overreliance on beta testing• Testers are not domain experts• Insisting that testers be able to program• A testing team that lacks diversity• Test suites that are understandable only by their owners• Attempting to automate all tests• Embracing code coverage with the devotion that only simple numbers

can inspire

From: Classic Testing Mistakes, Brian Marick, 1997.

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Usability Testing vs. Other Techniques• Usability testing finds more global usability problems than

other techniques• Usability testing finds most significant problems; finding &

fixing more problems may not be worth the effort• Usability testing costs more than other techniques, but has

lower per-problem-found cost• Using any technique, software engineers are bad at finding

usability problems


What is paper prototyping?

"Paper prototyping is a variation of usability testing whererepresentative users perform realistic tasks by interacting with a paper version of the interface that is manipulated by a person ‘playing computer,’ who doesn’t explain how the interface is intended to work.”

- http://www.paperprototyping.com

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How to conduct paper prototype testing.• Set testing goals.• Identify items to test.• Establish test execution team.• Invite testers.• Prepare materials.• Execute tests.• Evaluate results.• Take action!


Set Testing Goals• What do I need to know?• When do I need to know it?• What are the most risky aspects of the user experience?

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Identify Items to Test• Software

Which components?Which user tasks

• DocumentationOn-lineOff-line

• Administrative functions• Support functions


Establish Test Execution Team• “Computer”• Interviewer• Note-taker• Observers

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Invite Testers• Who needs to participate?

User level (novice, power, etc.)User backgroundNon-traditional users (e.g. sys admins, support staff)

• How many people need to participate?• Who is available at the right time?


Prepare Materials• Create paper prototypes

Paper screen shots for each screen the testers may reachSticky notes to represent drop-down menusSticky notes for making on-the-fly adjustments

• Note-taking materials for testers• Information packets, thank-yous, non-disclosure agreements, etc. for participants

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Execute Tests• Interviewer discusses goals with participant and describes

task• Participant attempts to complete task while thinking aloud• Interview interjects questions as necessary to understand

what participant is thinking• “Computer” operates paper prototype• Note-taker records participant actions, thought processes,

and other observations


Evaluate Results• Identify areas where design failed to meet participant expectations

• Identify areas where participants showed confusion• Identify tasks or actions participants were unable to complete

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Take Action

Testing of any sort only has value if the results are used to improve the product!


Why paper prototypes?

• Expensive to create• May set unrealistic

performance expectations• Hard to iterate• Cannot be done as early• Strong temptation to use

prototype in final product

• Doesn’t mimic real use closely• Doesn’t catch as many minor

problems

Cons

• Closely mimics actual user experience

• Catches many usability problems

• Cheap• Fast• Can be done very early in design• Can be easily iterated• Catches major problems

Pros

On-LinePaper

Documents

Agenda - classes.soe.ucsc.edu of Technology Seminar (ISM 101) ... •eBusiness Solutions ... ¾Sales data mart for reporting