how to make a heavenly experience when a pig dies
TRANSCRIPT
How to make a heavenly experience when a pig dies
Jens Hofman HansenDigital Business DeveloperVertica A/S
Phone: 22 56 93 97Mail: [email protected]: @hofman
I’m talking about
The problem Wireframing and user testing Let’s see the app User adoption and user feedback New features, avoiding featurism Questions and discussion
I’m talking about
The problem Wireframing and user testing Let’s see the app User adoption and user feedback New features, avoiding featurism Questions and discussion
The company – and the problem
Daka pick up dead animals that are recycled into bio diesel
The fresher the better Voice response system
(primary way of ordering) is not user friendly
Old school web is also far from ideal
The users – and the solution
“A farmer” can be very different things. One man with a goat… or several farms, adresses, animals and employees.
Not web, but app – we need to work in offline conditions.
Log in could be complicated
A single login for multiple users – saves complicated role handling, adminstration interface, etc.
But it also means that everyone can change password
Furthermore, it means that all users have the same abilities in the app
One app fits all – relevance and simplicity
One app fits all – relevance and simplicity
Honestly speaking
The basic design and structure was not designed through multiple co-creation workshops with the users
Honestly speaking
It was designed through an understanding of- The complex
structure of the domain
- General usability principles
And then we visited the users
High fidelity wireframes
…still ugly, though
“That’s easy… And that’s good, because you are already irritated when you pull out a dead pig”
“That’s simple. Everyone can use that.”
“It should just be tap, tap, and then you are done”
“It’s okay that you can’t include a cow and a sheep in a single order”
Let’s see the app
Reality mapping/devil is in the detail
Phone is offline for two days. Should the order be submitted when the phone is online?
Animals from several stocks are collected at one address. What to do?
What happens when a truck is ordered for an animal and there is no stock number associated?
Reality mapping/devil is in the detail
What happens if the truck could not physically get to the animal?
What happens if the truck driver could not find the animal?
What happens if there was a different animal than the one reported?
Adoption rate
Overwhelming response
Succes #2 is
always harder
New features and avoiding featurism
When will the truck actually arrive?
What actual animals did Daka pick up?
Support for animals who are in the field – not near the farm
Easier to change password Interface tweaks and an
update of the look and feel
The real lift
Reduce the doublework that the farmer needs to do after the dead animal is picked up
Report the exact same data that the farmer has to manually report to The Food Aministration (Fødevarestyrelsen)
Almost too good and simple to be true
Actually was too good and simple to be true
However – we scrapped the remains of “automatic reporting” to avoid complexity with minimal effect
Key take aways
Identify and attack real user pain
Getting the basic structure of the app right
The devil is in the detail in the hundreds of cases “under the hood”.
Key take aways
Making the user experience just right potentially changes the users’ whole idea of the company
If not heavenly, at least very useful
Jens Hofman HansenDigital Business DeveloperVertica A/S
Phone: 22 56 93 97Mail: [email protected]: @hofman