Your customers expect great UX from your enterprise app. So do you. With gnarly legacy code to wrangle, complex requirements to manage, and results to deliver, you need to have the right process. Arm yourself with techniques and methods to craft successful enterprise apps. This in-depth webinar from Jessica Tiao of Kissmetrics gives you the tools, advice, and best practices you need to succeed.

3. Hello! I am Jessica Tiao (“JT”)

4. UX Designer

5. Quick Poll:
What is your role?

6. Went to UC Berkeley.

7. Started out in architectural design.

8. Kate Rutter
Intelleto
Laura Klein
Author of UX for
Lean Startups
Hiten Shah
Serial Entrepreneur,
Co-founder of
KISSmetrics and
CrazyEgg
Ian Main
Creative Director
Mentored by...

9. Background
I design to make an impact on the world.
Experience
●
● Hello Bar, Quick Sprout
● Cultivated Lean UX skills with Kate Rutter and
Laura Klein at Tradecraft
● UX Research Consultant for Hiten Shah
Education
● Architecture, Urban Planning Background
● Worked in Analytics for 5+ years within the
marketing and advertising technology spaces
● UC Berkeley grad
Twitter: @jessicatiao
Portfolio: www.jessicatiao.com

10. Trust yourself.

11. What’s the concept?

12. What solution will support that idea?

13. FORM
FOLLOWS
FUNCTION.

16. Prototype.
“If a picture is worth 1000 words, a prototype is worth 1000 meetings.” - IDEO

17. Prototype.
“Squint at the world. You will see more, by seeing less.” - John Maeda

18. Form
follows
function.
Trust
yourself.
Prototype.

19. Poll Results

20. Introduction to Enterprise UX
● $$$
● What is the difference between designing for an
Enterprise app vs. a consumer app?
● What’s so hard about designing for an Enterprise app?

21. Good design is good business.

22. 1 : 10 : 100 Ratio
Software Engineering: A Practitioner's Approach, Robert Pressman IBM, 2001

23. Every:
$1 spent to resolve a problem during product design equals
$10 spent on the same problem during development, and more than
$100 if the problem had to be solved after the product’s release.
Software Engineering: A Practitioner's Approach, Robert Pressman IBM, 2001

24. Enterprise apps are outdated and clunky.

25. Outlook
http://brokenux.com/utilities/outlook-com-ux-fail-will-make-you-cringe/

26. Electronic Health Records
One large poll of doctors showed an increase in those who were “very dissatisfied” with their digital systems grew from
11 percent in 2010 to 21 percent in 2012 = “death by a thousand clicks”
Rowland, C. (n.d.). Obama pushed electronic health records with huge taxpayer subsidies, but has rebuffed calls for hazards monitoring despite evidence of
harm - The Boston Globe. Retrieved November 3, 2015.

27. Taleo

28. Taleo

29. Slack (yay!)

30. What’s the difference between:
designing for an enterprise customer
VS
designing for a consumer customer?

31. #1: The buyer is different from the actual end user.
Human Resources
(Buyer)
This guy makes the
decision, but...
Employee
...build for this guy.

34. #2: The time from purchase to implementation is much longer for an
enterprise app.

35. ● It takes seconds to download a consumer app
● For an enterprise app, it takes an entire sales process (account manager, implementation
specialist, and consultants) for a new system to roll out. Even contract negotiations can take
weeks.

36. #3: The end-users for Enterprise apps can give you direct feedback on
what’s useful, specific and valuable.

40. What’s the difference between designing for an enterprise
customer vs. designing for an consumer customer?
1.
The buyer is different
from the actual end
user.
2.
The time from
purchase to
implementation is
much longer for an
enterprise app.
3.
The end-users for
Enterprise apps can
give you direct
feedback on what’s
useful, specific and
valuable.
Maeda, J. (n.d.). The Distinction Between Designing for Enterprise vs Consumer Customers. Retrieved November 3, 2015.

41. 6 Common Issues That Enterprise
UX Designers Have to Face
1. Complex requirements
2. Bureaucracy and red tape
3. Internal politics
4. Large project teams
5. Too many stakeholders
6. Technology stack is out of date
"So far enterprise UX has required so
much more demonstration, selling and
politics than compared to my time at an
agency. It's like moving a cargo ship -
which has lots of resources on board but
is slow as hell - compared to a
speedboat."
- Oz Chen, UX Designer at Transamerica,
UXBeginner.com

43. #1
Narrow your scope.

48. #2
Take things away until you cry.
A quote by Frank Chimero.

51. Vovici
(14 words)
Typeform
(3 words)

52. “ Omit needless words. ”
- E.B. White

55. Traditional Point-of-Sale System Square

56. “ Go through the design elements, remove
them one at a time. If the design works just
as well without it, kill it! ”
- Jacob Nielsen

57. #3
Get out of your own way.
Break-up with your designs.

59. “ It’s okay to break-up with your design.
Remember when Ben and J-Lo broke up? See?
You can find love again. ”
- Kermit Bailey

60. It’s ok to break up with your design.

61. #4
The product release is just step one
in the process.

62. The iPod was released in 2001.
● positioned as the Walkman of the 21st century
● evolved into iPhone with photos, games and apps
● took 3 years to be an “overnight success”

67. Launch is just step one of the product
development process. What takes place after
the launch is just as important.

68. #5
UX Debt
There are 2 types: intentional debt and unintentional debt.

69. Intentional UX Debt
● causes: lack of resources, time, and budget
● “we can train users on it”
● explicit decisions that compromise user experience due to
constraints
nForm: http://nform.com/blog/2013/05/user-experience-debt/

70. Unintentional UX Debt
● design decisions made by guessing or instinct
● “Why don’t we just design it as if we were designing it for your
grandma?”
● it naturally grows over time
nForm: http://nform.com/blog/2013/05/user-experience-debt/

71. Summary
Remember: Trust yourself. Form follows function. Prototype!
Intro to Enterprise UX:
● 1:10:100 - Get design right early on or pay for it later
● Enterprise vs Consumer
○ the buyer is different from the actual end user
○ the time from purchase to implementation is much longer for an enterprise app
○ the end-users for Enterprise apps can give you direct feedback on what’s useful
How to design Enterprise apps that sell:
1. Narrow your scope
2. “Take things away until you cry.”
3. Get out of your own way. Breakup with your designs.
4. The product release is just step one of the process. What you do post-launch is just as important.
5. Do things right the first time so that you don’t find yourself under a mountain of UX debt.

72. Awesome resources for you.
Appendix - Additional Resources

73. Thank you!