A Human Centered Design Approach to Strategic Salesforce Projects

A Human Centered Design Approach to Strategic Salesforce Projects April 13, 2015

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Presenters

Adam Menzies Solution Architect

Mark Lotter Director, Human Centered Design (HCD) Practice

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Who is Summa?

Human Centered Design (HCD)

4 Reasons Why HCD is an Ideal Approach for HCD

United Way of Allegheny County

What’s Next?

Agenda

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Who is Summa?

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For over 17 years, Summa has provided our customers competitive advantage and business value through technology.

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Partial List of Customers

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Key Practice Areas

Strategy + Human

Centered Design

Application Development + Integration

Agile Transformation Salesforce

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Human Centered Design (HCD)

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Human Centered Design is about believing you can make a difference and using an intentional process to create new and relevant solutions that have positive impact.

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Hear, Create, Delivery

Focus on what you can learn first to better understand and define the problem. This context will focus your efforts and drive creation of meaningful ideas.

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HCD Core Principles

It Focuses On People

It’s Collaborative

It’s Optimistic

It’s Experimental & Iterative

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Hear, Create, Deliver

Focus on what you can learn first to better understand and define the problem. This context will focus your efforts and drive creation of meaningful ideas.

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What is Design Thinking?

Talk less and listen more as you work to understand how each person thinks of their world. Goals, pains and collaboration points all help you empathize and better understand their perspective and priorities.

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What is Design Thinking?

Interactions with current tools can be revealing. Users compensate for any shortcomings and make corrections in real time. Shadowing users and asking them to “think aloud” is an invaluable technique to understand their current state.

Looking beyond a person’s job and the tools they use can reveal insights that go beyond what we typically think of as needs and motivations. Addressing the needs in their life can lead to increased satisfaction and adoption rates.

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Unifying key information for users empowers them and helps them create understanding. We put users at the center and work to understand where information resides and understand its value to their experience.

Creating Shared Views of Systems & Information Flow

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Work at the Right Level of Fidelity

We help people see things before they are built; we create things that aren’t yet real. We envision the future by exploring ideas, eliciting feedback and reducing risk.

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Why Include Users in the Process?

18 Marketing

CRM ERP

Manufacturing Floor

Inventory Tracking

Supply Chain Management

Procurement

Meaningful Experiences Often Require Connecting Disparate Systems

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Agile for Transparency, Adaptability and More Immediate Value with Reduced Risk

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Four reasons why Human-Centered Design is an ideal approach for

strategic Salesforce projects.

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User Adoption is a Primary Focus

+ User input regarding desired outcomes increases early buy in and adoption

+ HCD process can identify unexpected system champions and change agents

+ HCD can better inform user stories spanning business units/departments

+ Exposes true reasons for system configurations and security, reducing unnecessary complexity in some cases

+ Can influence methods for training, communication and ongoing adoption

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Salesforce Projects are Business-Sponsored

+ Business-side leaders focus on outcomes and “jobs to be done”

+ There is less distance between the users and project sponsors

+ Business-side leaders are empathetic towards their users

+ These leaders are buying outcomes, not features

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Salesforce’s Agility Aligns with HCD

+ HCD benefits from an ability to allow users to touch a product quickly

+  Investigate in the morning, demo in the afternoon

+ Sandboxes allow us to quickly and easily Etch a Sketch

+ Tools like Process Builder and the Lightning Platform are taking us places faster

+ The POC can actually be the product, you don’t have to rebuild it for scale

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Shifting Power

+  For Salesforce customers—especially net new ones—there is a cultural shift happening; the way they will collaborate and relate to customers, co-workers and partners has changed

+  Shift in power from the businesses to their customers

+  Shift in budgets from CTOs to CMOs

+  Shift of investment from back office operational systems to front office systems of engagement

+  To be effective, we need to change from a traditional IT project approach to a Human Centered Design approach

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Case Study: The United Way of Allegheny County

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United Way of Allegheny County

+  Pittsburgh metro region

+  Annual contributions of $34 million

+  Top 25 Local United Way (LUW) nationally

+  Workplace giving is by far the biggest source of individual giving Individuals, 61%

Corporations & Foundations, 34%

Other, 5%

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+  Ever changing corporate structures and cultures along with evolving donor demographics driven by emerging millennial donors

+  Maintain workplace campaigns, but accelerate focus on affinity groups to expand engagement outside the workplace

+  Engage resources and obtain funding to support the 20/20 plan and development activities to support goals

Strategic Forces and Goals

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Aging, Brittle and Non-Homogenous

Infrastructure

United Way Pains / Opportunities

High donor churn (currently 25%)

Not leveraging social media and peer-to-peer fundraising to reach millennials

Difficulty evolving the way the organization manages information

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Stated Project Goals

+  An engaging customer experience with improved usability

+  Manage relationships, not just transactions

+  Cater to millennials—an important growth segment

+  Mobile capabilities

+  Customization by workplace (causes, brand, language, etc.)

+  Remove dependency on outdated 3rd party system (Andar)

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Workshops

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Sharing and listening is a critical first step. Providing a structure and tools so that we can quickly gather diverse input and organize it around themes and highlight differences and priorities focuses a team on identifying the strategic problems.

What does a 360˚ view of a customer mean in this context?

What information is captured, by whom, when and can we access it (easily)?

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Journey Mapping : A Mobile First Approach

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Action

Input

Insight

Consider the Basic Elements of Customer Engagement

What have we learned about this person, their behavior and their needs?

What interactions have they taken? How have they expressed their preferences or needs?

How can this new insight help us know them better and anticipate their needs?

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Thank You, Phillyforce!

Adam Menzies [email protected]

@adamdmenzies

Mark Lotter [email protected]

@markelotter