Let’s face it. Enterprise isn’t sexy… yet. While the consumer space is now driven by user-centered design and design-driven products, Enterprise is still getting up to speed. And that presents a huge opportunity for UX designers to have a real and tangible impact on millions of peoples day-to-day. This talk will provide a brief overview of the opportunity in the B2B space, and provide some practical guidance on some of its specific challenges: • Working with stakeholders who aren’t familiar with UX • Legacy products and the art of compromise • Enterprise users – tips on finding these mythical creatures

1. Enterprise UX
Why and How
Presented by Louis Elfman – CoreLogic Innovations Lab
Presented by Louis Elfman – Design Lead @ CoreLogic Innovations Lab

3. What is Enterprise?

4. What is Enterprise?
• B2B
• Gov’t
• Healthcare
• etc

5. Why Enterprise?

6. Why Enterprise?
• Heart

7. Why Enterprise?
• Heart
• Mind

8. Why Enterprise?
• Heart
• Mind Wallet

10. Top 10 Tech Salaries

11. (UX isn’t on the list)
Top 10 Tech Salaries

19. $48.3bn invested in startups in 2014

20. Over 1/4 of that was in Enterprise startups

21. Enterprise needs UX

22. Enterprise needs UX

23. Agenda

24. 1. How to work with Enterprise stakeholders
Agenda

25. 1. How to work with Enterprise stakeholders
2. Legacy Products
Agenda

26. 1. How to work with Enterprise stakeholders
2. Legacy Products
3. Finding Users
Agenda

27. 1. How to work with Enterprise stakeholders
2. Legacy Products
3. Finding Users
Agenda

28. 2 types of Product Managers

29. 1. Have worked with UX before
2. Not so much
2 types of Product Managers

30. If they’ve never worked with UX…

31. Tomer Sharon - “It’s Our Research”

32. “[Product managers]
represent the voice of
the customer.”
Tomer Sharon - “It’s Our Research”

33. If they’ve never worked with UX:

34. If they’ve never worked with UX:
1. Evangelize – Sell them on UX

35. Design Value Index
Good Design Drives Shareholder Value
Design-conscious companies made 219% more $$$

36. If they’ve never worked with UX:
1. Evangelize – Sell them on UX

37. If they’ve never worked with UX:
1. Evangelize – Sell them on UX
2. Make them part of research

38. “Getting stakeholder buy-in
for research is usually the
first challenge they mention."
Tomer Sharon - “It’s Our Research”

39. If they’ve never worked with UX:
1. Evangelize – Sell them on UX
2. Make them part of research

40. If they’ve never worked with UX:
1. Evangelize – Sell them on UX
2. Make them part of research
3. Support all of your claims with data

42. Data > opinions

43. If they have worked with UX (but it’s new to org):

44. If they have worked with UX (but it’s new to org):
1. Partner with your PM

45. If they have worked with UX (but it’s new to org):
1. Partner with your PM
2. Be patient and proactive

46. If they have worked with UX (but it’s new to org):
1. Partner with your PM
2. Be patient and proactive
3. Be very visible with research results
Remember data > opinions

47. 1. How to work with Enterprise stakeholders
2. Legacy Products
3. Finding Users
Agenda

49. Legacy products

50. Legacy products
1. Build a clear vision of what it could be

51. OMG bast prdouct evar

52. Legacy products
1. Build a clear vision of what it could be

53. Legacy products
1. Build a clear vision of what it could be
2. Immediate need vs. long-term vision

54. Current product

55. Current product Ermahgawd

56. Current product Ermahgawd

57. Current product Ermahgawd

58. Legacy products
1. Build a clear vision of what it could be
2. Immediate need vs. long-term vision

59. Legacy products
1. Build a clear vision of what it could be
2. Immediate need vs. long-term vision
a. Build relationships

61. 1. How to work with Enterprise stakeholders
2. Legacy Products
3. Finding Users
Agenda

62. Enterprise users tend to be hyper-specific

63. Tips to find users:

64. 1. Sales team
Tips to find users:

65. 1. Sales team
2. LinkedIn
Tips to find users:

66. 1. Sales team
2. LinkedIn
3. Market research agencies
Tips to find users:

67. 1. Sales team
2. LinkedIn
3. Market research agencies
4. Go guerrilla
Tips to find users:

68. A real-world example:
O’Reilly Auto Parts Open Enrollment
AKA Hell Week

69. Hell week:

70. Hell week:
• Over 60,000 people processed in a week

71. Hell week:
• Over 60,000 people processed in a week
• 20 temps hired

72. Hell week:
• Over 60,000 people processed in a week
• 20 temps hired
• Phone systems repeatedly going down

73. Existing site win!

74. Outcome:

75. Outcome:
• 95% reduction in calls

76. Outcome:
• 95% reduction in calls
• 0 temps hired

77. Outcome:
• 95% reduction in calls
• 0 temps hired
• System still in place 4 years later

80. Enterprise needs UX

81. Enterprise needs UX
Your
face
here

82. Q & A

83. Thank you!
Presented by Louis Elfman – CoreLogic Innovations Lab
Presented by Louis Elfman – Design Lead @ CoreLogic Innovations Lab
me@louiselfman.com
@lelfman