1. Customer-Centered
Design at HP
Nancy L. Clark & Craig B. Neely
© 2003 Hew lett-Packard Developm Com
ent pany, L.P.
The information contained herein is subject to change without

2. Overview
• W is Custom
hy er-Centered Design important?
• HP Customer-Centered Design Services (CCDS): Who
are we?
• Overview W
: here w fit in the Product Developm
e ent
Process
• Case Study: Designing a complex application suite
• Case Study: Merger of Compaq and HP support web
sites
February 19, 2009 page 2

3. W is Custom
hy er-Centered Design
Important?
February 19, 2009 page 3

4. HP Customer-Centered Design Services (CCDS):
W w are
ho e
• Center of com petency in custom research and designing
er
user interfaces, w facilities around the country
ith
– Staff educated and experienced in cognitive &
physiological disciplines
– Centralized resource for HP design team w do not
s ho
have research, design, & testing skills
• Prim value add to HP design team
ary s:
– Im prove developm process by bringing HP design
ent
team together, creating a com on product vision
s m
– Bring target users of products together w design team
ith s
to define, design, develop custom er-centered products
February 19, 2009 page 4

5. Product Developm Process: Overview
ent
Our Focus:
•User analysis, requirem ents
•Product definition, design, &
developm for ease of use
ent
and usefulness
Other Elements of the
Custom Experience:
er
•Ordering, delivery
•Docum entation
•Installation
•Integration w 3rd party
ith
products
•Custom Support
er
February 19, 2009 page 5

6. Case Study: Designing a Complex Application Suite
Storage Netw ork
M anagem Challenges
ent
• Very large scale, distributed
netw orks – thousands of
devices, huge am ounts of
data
•Very complex to manage
•Need continuous, reliable
access to critical business
data
•Imagine a hard drive crash!
• Real-tim m
e onitoring
February 19, 2009
• Fast troubleshooting page 6

7. Case Study: Designing a Complex Application Suite
Planning
Challe ng e s :
•Vag ue pro duc t c o nc e pt
•Cus to me rs ’ prio ritie s ?
•De ve lo ping a s hare d vis io n
S o lutio ns :
•Cus to me r fo c us g ro ups
•De s ig ne d s ke tc hy pro to type s ,
c us to me rs fille d in blanks
Value :
•Re quire me nts , s hare d vis io n
•No t jus t a launc h po int fo r
manag e me nt applic atio ns !
•Ne two rk re pre s e ntatio n
•Vie w o f bus ine s s apps , data
February 19, 2009 page 7

8. Case Study: Designing a Complex Application Suite
Re quire me nts
Challe ng e s
•What de tails do us e rs ne e d and
e xpe c t?
•Re quire me nts ris ks : inc o mple te ,
failure to c o nfirm
S o lutio ns :
•Re fine d pro to type s with mo re
de tails
•Ite rative re s e arc h to de fine ne xt
le ve l o f de tail
Value :
•De tails fo r info & tas k flo w (e .g .
s tatus , c lic king be havio r)
•Avo ide d c o s tly re -de s ig n
February 19, 2009 page 8

9. Case Study: Designing a Complex Application Suite
De s ig n
Challe ng e s :
•Co mple x : hundre ds o f de tails
•Trade o ffs : e as e o f us e ve rs us
de ve lo pme nt c o s t
S o lutio ns :
•Ite rative us e r inte rfac e de s ig n ,
pro to typing , te s ting
•UI s pe c ific atio n , e valuatio n
•Cro s s -s uite s tyle g uide
Value :
•Co ntinuo us us e r fo c us ke e ps
de s ig n us able and alig ne d with
re quire me nts
•Cro s s -te am c o o rdinatio n to
e ns ure unifie d de s ig n
February 19, 2009 page 9

10. Case Study: Designing a Complex Application Suite
Ite rative De ve lo pme nt
Challe ng e s :
•Me e ting us e rs ’ re quire me nts ?
•Unantic ipate d de s ig n is s ue s
S o lutio ns :
•Us e r inte rvie ws : ke y fe ature s
•Nume ro us us ability te s ts
•S truc ture d e xpe rt re vie w
•Ong o ing de s ig n c o ns ulting
Value :
•Cus to me r-c e nte re d ans we rs to
de s ig n que s tio ns
•Us ability e valuatio n o f ac tual
pro duc t
February 19, 2009 page 10

11. Case Study: Designing a Complex Application Suite
Po s t-Re le as e
Challe ng e s :
•Is the pro duc t e as y to ins tall and
us e ?
•Do e s it me e t c us to me rs ’ re al
wo rld ne e ds ?
S o lutio ns :
•Inte rvie ws with HP s pe c ialis ts in
the fie ld
•Cus to me r vis its , inte rvie ws
Value o f Us ability Data :
•Ide ntify g aps be twe e n us e r
ne e ds and ac tual pro duc t
•Fo c us e s ne xt ve rs io n re quire -
me nts o n c us to me r ne e ds
February 19, 2009 page 11

12. Case Study: HP.com Support
The Challe ng e s :
•Pro vide c o ntinuo us , re liable , unifie d we b ac c e s s
to te c h s uppo rt fro m HP and Co mpaq
•Co mbine two appro ac he s to o nline s uppo rt
de live ry via the we b while me e ting e xpe c tatio ns o f
bo th g ro ups o f c us to me rs
•Co mbine inde pe nde nt HP and
Co mpaq Us ability Gro ups as part o f
o ve rall me rg e r o f e S uppo rt pro g ram
•Fo c us o n c us to me r ne e ds , no t
po litic al and te c hnic al c halle ng e s
February 19, 2009 page 12

13. Case Study: HP.com Support
De s ig n
Challe ng e s :
•Re quire me nts hande d do wn by
me rg e r planne rs
•2 dis tinc t inte rac tio n mo de ls
S o lutio ns :
•Validate re quire me nts via fas t
pro to typing , e arly te s ting
•Ite rative de s ig n & te s ting
•Co mbine d te am , we b re po s ito ry
fo r s hare d wo rk
Value :
•Re tain c us to me r lo yalty by
wo rking to ward a s ing le , unifie d
s uppo rt s ite as an indic atio n o f
HP ’s fo c us o n the c us to me r
February 19, 2009 page 13

14. Case Study: HP.com Support
De ve lo pme nt
Challe ng e s :
•Me e ting re quire me nts ?
•Inte g ratio n o f ne w de s ig n with
o the r s ite s o n HP .c o m
•Will ne w de s ig n s uppo rt the
func tio nality ?
S o lutio ns :
•Re latio ns hips ac ro s s HP .c o m
•Ong o ing de s ig n update s bas e d
o n c us to me r fe e dbac k
•Ite rative de ve lo pme nt, te s t
Value :
•Ke pt de s ig n alig ne d with bo th
s e ts o f c us to me r ne e ds and
e xpe c tatio ns
•Inte g ratio n with HP .c o m
February 19, 2009 page 14

15. Case Study: HP.com Support
Pro duc t Re le as e
Challe ng e s :
•Do e s this s ite me e t the
c us to me rs ’ re al wo rld ne e ds ?
•Co ns tant o r impro ve d c us to me r
s atis fac tio n , us ag e ?
S o lutio ns :
•Larg e c us to me r s urve y
•Re mo te we b -bas e d us ability
te s ting , larg e numbe r o f us e rs
•Us ability te s ting in lab
Value :
•Cus to me r-fo c us e d appro ac h to
e valuating s uppo rt s ite
•Validate s if the c o nte nt is us e ful,
me e ts c us to me r ne e ds
February 19, 2009 page 15

16. HP.com sum ary
m
http://h20000.w w
w 2.hp.com/bizsupport/TechSupport/Home.jsp
• Fully inte g rate d s ite re le as e d in
Aug us t, 2003
• Initial us ability data s ho w this
pe rfo rms as we ll if no t be tte r than
the pre vio us s ite s ac ro s s us e r type s
• The de s ig ne rs fo rme rly fro m HP and
Co mpaq no w wo rk to g e the r as o ne
g ro up
• Co ntinue to update and impro ve the
s uppo rt c o nte nt to o ur c us to me rs
February 19, 2009 page 16

17. Sum ary
m
• Custom er-centered focus can unify diverse
stakeholders and be the basis for com on process
m
definition
• Custom er-centered design activities can and should be
incorporated into every phase of product design and
developm ent
• CCDS activities are tailored to the needs of each
project
• CCDS activities:
– Decrease developm tim and cost by “getting it right
ent e
the first time”
– Increase custom satisfaction by m
February 19, 2009 er eeting their needs and
page 17

18. Resources
• w w
w .hfes.org - Hum Factors & Ergonom Society
an ics
– M ission: to prom the discovery and exchange of know
ote ledge
concerning the characteristics of hum beings that are applicable to
an
the design of system and devices of all kinds.
s
• w w
w .upassoc.org - Usability Professionals Association
– Supports those w prom and advance the developm of usable
ho ote ent
products, reaching out to people w act as advocates for usability and
ho
the user experience.
• w w
w .acm .org/sigs/sigchi - ACM Special Interest Group in
Computer-Hum Interaction
an
– Brings together people w orking on the design, evaluation,
implem entation, study of interactive computing system for hum use.
s an
• w w
w .baddesigns.com - Exam ples of things that are hard to
use because they do not followhum factors principles
an
February 19, 2009 page 18

19. HP logo