Project Operation - Improving complex systems without killing the patient

O P E R AT I O NI M P R O V I N G C O M P L E X S Y S T E M S W I T H O U T K I L L I N G T H E PAT I E N T

P R O J E C T

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O P E R AT I O NT H E

D O Y O U R C R E AT E A M A K E A

T H E N1. T H E PAT I E N T 2. T R I A G E 3. D I A G N O S I S

4 . T H E P R O G N O S I S 5 . T H E T R E AT M E N T

T H E N

VISIONRESEARCH PLAN

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PHYSICIANT H E

Y O U N E E D T O K N O W

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THE PHYSICIAN16 YEARS AS UX SURGEON

CURED A PROJECT OF DIRECTOR WITH FLASH IN 2002

PREVENTED AN OUTBREAK OF SILVERLIGHT IN 2006

SUCCESSFUL AS2/AS3 TRANSPLANT IN 2007

SUCCESSFUL JAVA/FLEX TRANSPLANT IN 2009

COUNTLESS FACELIFTS, CUTS AND BRUISES HEALED

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PATIENTT H E

W E N E E D T O K N O W

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triageW E N E E D T O K N O W

OREXISTING APPLICATION

WITH LARGE, DEVOTED, OR ESTABLISHED USER-BASE

NEW APPLICATION WITH KNOWN PROBLEMS,

ISSUES, OR QUESTIONS

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AESTHETIC ISSUESDATED LOOK & FEEL

LOW SALES VOLUME

POOR CONVERSION

DIFFICULT TO SELL

DOESN'T MATCH OTHER PRODUCTS

DOESN'T ALIGN W/ BRAND

DOESN'T ALIGN W/ MARKET EXPECTATION

architectural ISSUES functional ISSUESTOO MANY SUPPORT CALLS

BAD REVIEWS

TOO MUCH TRAINING REQUIRED

TOO MUCH DOCUMENTATION REQUIRED

STEEP LEARNING CURVE

HARD TO USE

NOT ACCESSIBLE

DOESN'T WORK ON MOBILE

MISSING FUNCTIONALITY

DESIRE NEW FUNCTIONALITY

DIFFICULT TO MAINTAIN

DIFFICULT TO UPDATE

DIFFICULT TO STAFF

NEW TECHNOLOGY REQUIREMENTS

POOR SCALABILITY

INSTABILITY

INEFFICIENT

INSECURE

the symptoms

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DIAGNOSIS

STUFF IS BROKEN

YOU NEED TO FIX IT

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STUDIESC L I N I C A L


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CLINICAL STUDIESW E N E E D T O K N O W

EVERY MAJOR FACEBOOK UPDATE EVER

- WHY’D THEY CHANGE THAT!?

- THEY KEEP CHANGING THINGS!?

- WHY WON’T THEY CHANGE THIS!?

- ARGH!

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yahoo! mail

- REDESIGNED FOR ALL THE WRONG REASONS

- ANGERED MILLIONS OF USERS

- ONLY 25% OF YAHOO! STAFF WOULD USE IT

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FinishLine

- LAUNCHED NEW DESIGN JUST BEFORE HOLIDAY SEASON

- SALES DROPPED $3,000,000

- HAD TO SWITCH BACK TO OLD SITE

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Marks and spencer

- SPENT OVER $196,000,000 IN REDESIGN EFFORTS

- SALES DROPPED 8%

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Tropicana

- $35,000,000 AD CAMPAIGN WITH REDESIGN

- CUSTOMERS LAMBASTED CAMPAIGN OVER SOCIAL MEDIA

- SALES DROPPED 20% ~ $30,000,000

- PAID ANOTHER $15,000,000 TO REVERT TO OLD DESIGN

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retailer’s $1oo,ooo,ooo REDESIGN

- SALES DROPPED 20%

- 20% OF $1 BILLION PER YEAR ~ $200,000,000

- 3.5 YEARS TO RECOVER

- TOTAL COST OF ~ $800,000,000

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PATIENTV E R Y S A D

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builddirect.com

- INCREASED CONVERSION BY 16%

- INCREASED REVENUE $1,000,000 PER MONTH

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wasp barcode

- EVOLUTIONARY, INCREMENTAL DESIGN EFFORTS

- EACH CHANGE DELIVERED MORE DEMOS, MORE REVENUE

- INCREASED SALES 255% IN FOUR MONTHS

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the $3oo,ooo,ooo button

- HIRED TO DO A TOTAL CART REDESIGN

- ONLY FIXED WHAT WAS BROKEN

- INCREASED SALES BY $300,000,000

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PROGNOSIS

I F S Y M PTO M S P E R S I ST OR W R O N G T R E ATM E NT I S G I V E N :

- EVERY DAY YOU WAIT IT GETS MORE EXPENSIVE

- DELAYED TREATMENT WILL INCREASE TIME TO FIX

- NOT TREATED, OR TREATED IN CORRECTLY WILL DECREASE VALUE

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i s i t s e r i o u s ?

O H N O D O CTOR !

PROGNOSIS

i b m s u r v e y s a y s :

- 87% OF CONSUMERS EXPERIENCED DIFFICULTIES ONLINE

- 41% SAY THEY ABANDON TRANSACTIONS AFTER PROBLEMS,

$57,000,000,000 IN LOST REVENUE IN RETAIL ALONE

- 56% SAY PROBLEMS ONLINE MEANS THEY PROBABLY WON’T BUY

FROM SAME COMPANY OFFLINE

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risks

h u b s p ot r es e ar c h r e p ort s a y s :

- 51% OF WEBSITE REDESIGNS LAUNCH LATE

- 63% OF WEBSITE REDESIGN PROJECTS GO OVER BUDGET

- 33% NOT HAPPY WITH THEIR REDESIGN OUTCOME

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treatmentT H E


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- John maeda -

“DESIGN IS BOTH THE INSANELY RADICAL

AND THE PASSIONATELY INCREMENTAL.”

evolution

the treatment

revolution

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the treatment

r e v o lu t i o n complete rewrite

PROS

CAN FIX EVERYTHING

CONS

CAN BREAK EVERYTHING

TAKES A LONG TIME

EXPENSIVE

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Traditional website redesigns

T H E T R A D I T I O N A L W E B S I T E R E D E S I G N C Y C L E O F U N D E R - P E R F O R M A N C E

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T I M E

Y O U R S

U N D E R - A C H I E V E M E N T

5 Y E A R G A P SB E T W E E N R E D E S I G N S

THE BEST WEBS ITES

WE

BS

ITE

SU

CC

ES

S

WIDERFUNNEL.COM

- cameron moll -

“GOOD DESIGNERS REDESIGN,

BUT GREAT DESIGNERS REALIGN.”

the treatment

e v o lu t i o n small changes over time

PROS

FIXES A FEW THINGS WELL

FASTER

CONS

CAN FEEL LIKE A LACK OF PROGRESS

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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evolutionary site redesign

C O N T I N U O U S D E S I G N I M P R O V E M E N T W I T H T E S T I N G I S A B E T T E R S T R AT E G Y

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C O N T I N U O U SD E S I G N I M P R O V E M E N T

T I M E

THE BEST WEBS ITES

WE

BS

ITE

SU

CC

ES

S

WIDERFUNNEL.COM

the treatment

e v o lu t i o n small changes over time

PROS

FIXES A FEW THINGS WELL

FASTER

CONS

CAN FEEL LIKE A LACK OF PROGRESS

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MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

the treatment

e v o lu t i o n maintain 2 versions

PROS

CAN FIX EVERYTHING

CONS

TAKES A LONG TIME

EXPENSIVE

MAINTAIN 2 THINGS VS 1

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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the treatment

e v o lu t i o n ux only improvements

PROS

ADDRESSES ACTUAL USER NEEDS

CONS

CAN FEEL LIKE NOTHING CHANGED

NOTHING NEW ADDED

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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the treatment

e v o lu t i o n uI only improvements

PROS

OBVIOUS IMPROVEMENTS

CONS

IMPROVEMENTS GENERALLY SUPERFICIAL

NOTHING NEW ADDED

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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the treatment

e v o lu t i o n low hanging fruit

PROS

ABLE TO ADDRESS A WIDE GAMUT OF PRESSING NEEDS

CONS

MAY CURE SYMPTOMS VS DISEASE

SHORT TERM SOLUTION

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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the treatment

e v o lu t i o n complete fe-only rewrite

PROS

ADDRESS UX/UI ISSUES WITHOUT AFFECTING ARCHITECTURE

CONS

EXTENSIVE QA REQUIRED

CAN BREAK EVERYTHING

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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the treatment

e v o lu t i o n complete Be-only rewrite

PROS

ADDRESS ARCHITECTURAL ISSUES

CONS

NO NEW FEATURES

EXTENSIVE QA REQUIRED

MULTIPLICITY

BONE GRAFT

FACELIFT

BAND-AIDS

FACE-OFF

QUADRUPLE BYPASS

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f i n d i n g t h e r i g h t t r e atm e nt

VISIONRESEARCH PLAN

f inding the right treatmentD O Y O U R C R E AT E A M A K E A

STUBSTAKEHOLDERS

TECHNOLOGY

USERS

BRAND

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VISIONRESEARCH PLAN


GSRSET YOUR GOALS

DEFINE THE SCOPE

DEFINE TECHNICAL REQUIREMENTS & LIMITATIONS

STUBSTAKEHOLDERS

TECHNOLOGY

USERS

BRAND

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VISIONRESEARCH PLAN


ICPWHAT ISSUES ARE YOU FACING

WHAT DO YOU CARE MOST ABOUT?

WHICH TREATMENT PLAN WILL WORK FOR YOU?

GSRSET YOUR GOALS

DEFINE THE SCOPE

DEFINE TECHNICAL REQUIREMENTS & LIMITATIONS

STUBSTAKEHOLDERS

TECHNOLOGY

USERS

BRAND

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VISIONRESEARCH PLAN


- MEASURE YOUR SUCCESS

- REFINE YOUR GOALS

- PLAN FOR CONSTANT, CONSISTENT CHANGE

- EFFICIENCY OF TREATMENT DEPENDENT UPON PATIENT’S FOLLOW UP CARE

post-op:

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AVOID NASTY S IDE-EFFECTS

- THE RESEARCH

- WEIGH THE COST OF THE VARIOUS METHODS

- PROVIDE VISIBILITY ACROSS TEAMS

- MEASURE QUANTITATIVE AND QUALITATIVE DATA

DO

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AVOID NASTY S IDE-EFFECTS

- POOR UP-FRONT PLANNING & STRATEGY

- SETTING INSUFFICIENT BUDGET (TIME, PEOPLE, MONEY)

- SETTING UNREALISTIC OR LONG-REACHING TIMELINE

- ONLY DOING WHAT’S ASKED

- NOT DOING WHAT’S ASKED

- DOING MORE THAN IS REQUIRED

avoid

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play!L E T ’ S

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lets play!D O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .

research - stub

vision - gsr

plan - icp@UXWARD #B IGD2016

stubR E S E A R C H

S TA K E H O L D E R S • T E C H N O L O G Y U S E R S • B R A N D

- 2 MINUTES

- ASK YOUR NEIGHBOR 5 QUESTIONS ABOUT A PROJECT USING THE QUESTIONNAIRE, THEN SWITCH ROLES, ASK 5 MORE QUESTIONS.

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B I T. LY/ E V O S T U B

EF P

T O ZL P E DP E C F D

F E L O P Z D C D

gsrV I S I O N

G O A L S • S C O P E • R E Q U I R E M E N T S

- 2 MINUTES

- BASED ON THE 10 ANSWERED QUESTIONS, FILL OUT THE GSR REPORT TOGETHER

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B I T. LY/ E V O G S R

icPP L A N

I S S U E S • C A R E • P L A N

- BASED ON A GSR REPORT, CHOOSE A METHOD

- REVIEW RESULTS

- RE-ASSESS

- UPDATE GOALS

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EVOI N T R O D U C I N G

E V O . P R E C O C I T Y L L C . C O M

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O P E R AT I O ND O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .

P R O J E C T

research - stub

vision - gsr

PLAN - ICP

bottom lineT H E


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this is just the beginning- THE FIRST METHOD YOU USE WONT BE THE LAST

- THE GOAL IS TO GET TO A CONSTANT STATE OF EVOLUTION

- YOU MAY USE THREE, FOUR, OR ALL OF THE OPTIONS BEFORE YOU GET THERE

- THAT’S OKAY, AND BASICALLY THE POINT

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O P E R AT I O ND O Y O U R R E S E A R C H . C R E AT E A V I S I O N . M A K E A P L A N .

P R O J E C T

research - stub

vision - gsr

PLAN - ICP

t h a n k s !

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bibliography• HTTPS://ARTICLES.UIE.COM/RADICAL_REDESIGN/

• HTTP://WWW.WIDERFUNNEL.COM/EVOLUTIONARY-SITE-REDESIGN/

• HTTPS://WWW.SMASHINGMAGAZINE.COM/2008/11/STRATEGIC-DESIGN-6-STEPS-FOR-BUILDING-SUCCESSFUL-WEBSITES/

• HTTP://CIRCLESSTUDIO.COM/BLOG/13-COSTLY-WEBSITE-REDESIGN-MISTAKES-COMPANY-AVOID/

• HTTP://WWW.CMSWIRE.COM/CMS/DIGITAL-MARKETING/RETHINK-YOUR-REDESIGN-STRATEGIES-TO-HIT-YOUR-TARGETS-027532.PHP

• HTTP://WWW.THEBRANDINGJOURNAL.COM/2015/05/WHAT-TO-LEARN-FROM-TROPICANAS-PACKAGING-REDESIGN-FAILURE/

• HTTPS://WWW.SITEPOINT.COM/3-PAINFUL-SITE-REDESIGN-DISASTERS/

• HTTP://WWW.WEBDESIGNERDEPOT.COM/2011/06/HOW-TO-AVOID-A-REDESIGN-FAILURE/

• HTTP://BLOG.BRIGHTFIND.COM/AVOID-WEBSITE-REDESIGN-FAILURES-UNITE-STRATEGY-DESIGN-AND-DEVELOPMENT

• HTTPS://WWW.USERTESTING.COM/BLOG/2016/02/22/WEBSITE-REDESIGN-BRIAN-MASSEY/

• HTTPS://BLOG.KISSMETRICS.COM/DONT-DO-A-REDESIGN/

• HTTP://WWW.WIDERFUNNEL.COM/EVOLUTIONARY-SITE-REDESIGN/

• HTTP://CIRCLESSTUDIO.COM/BLOG/13-COSTLY-WEBSITE-REDESIGN-MISTAKES-COMPANY-AVOID/

• HTTP://WWW.DIGITALDISTILLERS.COM/BLOG/9-STEPS-TO-A-SUCCESSFUL-WEBSITE-REDESIGN

• HTTP://BLOG.HUBSPOT.COM/BLOG/TABID/6307/BID/33924/HOW-TO-DEVELOP-A-WEBSITE-REDESIGN-STRATEGY-THAT-GUARANTEES-RESULTS-FREE-TEMPLATE.ASPX#SM.00000DHITRYWWLF5ASREKIIASIXBD

• HTTP://WWW.BUSINESS2COMMUNITY.COM/INBOUND-MARKETING/KNOW-WEBSITE-REDESIGN-SUCCESS-0888686#MUMFTKUREWMBDBPQ.97

• HTTP://WWW-01.IBM.COM/COMMON/SSI/CGI-BIN/SSIALIAS?HTMLFID=ZZW03183USEN&APPNAME=SKMWWW

• HTTP://BLOG.INVISIONAPP.COM/DONT-START-FROM-SCRATCH/

• HTTP://WWW.INTECHNIC.COM/BLOG/WEBSITE-REDESIGN-CHECKLIST-PROJECT-PLAN-FOR-SUCCESS/

Project Operation - Improving complex systems without killing the patient

Technology