Collaborate on Band Invoice for Organizations with Ease Using airSlate SignNow

Band invoice for organizations

[Music] [Applause] do you really want to know the truth are you ready for it if you are then continue reading below all I want to do is get information about how much I spent in the past year this seems to be impossible go and look at your competition they know how to do this stuff this is terrible this unfortunately was feedback that we received about our product six months ago and it wasn't the only negative feedback we received imagine you've been working for years on a product and this is what you heard from your customers this customer sentiment can have serious implications for our business this can make us feel devastated but I'm a designer and for me this is helpful these are real people who are struggling to use our product how can we help them they're frustrated my name is Bill Grady I'm responsible for the product design at IBM cloud we've got a team that's building stuff for business people who are trying to design complex enterprise software and I'd like to tell you a story about my team this is the story of three hundred people working together in one large coordinated effort for six months organized around making a better experience for our users we knew something was wrong where do we begin we started by getting together people from several different teams into one room all the focus on what the customer experience was we were asking ourselves what was the user trying to do in this picture ty and Brendan have been working together in the same office for three years but they hadn't actually ever worked together why they're in different parts of a large organization our big product is made up of several parts sales support infrastructure billing ty was on the infrastructure team Brendan was on the billing team what if the products that they were designing on their own were wonderful but what was the experience of using these things together we were asking ourselves maybe it wasn't about what we were making but how we were making it the way we were working was their way to focus instead of on the discrete products on the whole experience together this was an aha moment for us there were still people on that day who thought that we should be focused on the product instead of the experience this can be a really tough shift to make so for that reason we have an exercise that we do it's popular in our industry take a minute to design a vase imagine if in front of you you had a piece of paper and a pen and you had to draw a vase that was gonna be sold in an upscale rail to retailer so it has to be beautiful what would it look like close your eyes and think for a minute about how your vase would look well I actually already know exactly what everyone's designed it might be round it might be square but it's tall and it's got a flower in it this is what happens when you organize a team around designing a solution but what if instead I asked you to design a better way to enjoy flowers in your home what would this look like well when we've done this exercise someone over here might have designed a system that will ship flowers to your home every week maybe instead of a product it's a service or maybe someone over here has designed something that hangs in the window and it's got solar power to pump fresh water to those flowers this is what happens when you organize a team around an experience this is how truly innovative ideas happen this is how you leapfrog your competition so this is a relatively simple exercise but what if you had to do this for a hundred tests how would you apply this to your organization we went through every single step that the user took we printed them all out and we put them all up on the wall was so long it went all the way down this hall and we literally have to walk several yards to see the entire complexity of it we went and we counted all the things that people were struggling with and we put post-it notes up on the window where they were having trouble and then we use masking tape to bucket the individual parts of the experience for example what was it like to discover this on Google or what was it like when someone needed help from us so why was our product difficult to use well I think it had a lot to do with our organization structure organize like most big companies are we have a team that's building a sport center we have a team that's working on the console but what if we designed the very best support center and it wasn't actually the best way for users to get the help they needed and is this model even the way that our product is experienced no these things have to be used together what's the relationship between them or said another way we shouldn't be designing a vase what if instead of a team worked on sales we had a team that was working on the best way to discover our product and buy it well this is exactly what we did we formed five teams that were all working on parts of the experience and each of them then knew what everyone else around them was doing and how they fit in the whole and to end experience that's why this was such an important moment for us when we got these people together in a room we realized that first thing you have to do when trying to bring seven products together is to bring all the people together unto one team Brendan told me later ty is awesome I wish I've been working with Ty for years and in this moment what you see on the wall here was the precursor to what would become our new organization structure so instead of thinking about the individual products think about the parts in between what is the experience of using that better yet what's the journey that your users are having so what you see is actually an illustration an abstraction of all of those pieces of the experience that were on the wall we created this within the twenty first 24 hours of our project and we were getting all this feedback sometimes would you get feedback your instinct might be to shy away from it but we did just the opposite we went all in we wanted to know more we wanted to understand it we wanted to empathize with it we looked for where there were trends and we called those trends pain points and then we gave a name to the person who was using our product we called her Billy the building manager Billy told us that she was having trouble with three key areas she was having trouble buying the product getting help and understanding her invoice so Billy told us she was having trouble understanding her bill and turns out a lot of people were having trouble understanding their bill we talked to hundreds of Billy's and we wanted to understand from them how we could make this product better for them we invited them to work with us and co-create the solution we put 50 people working on this problem trying to understand it trying to develop the solution in our organization that meant that we had three product managers five designers and 35 engineers they were working to make a more delightful experience for Billy the building manager to understand her bill at the end of the month Billy's experience became their mission after six months of hard work we launched the new product in the market and we wanted to know did we in fact achieve what we had attempted to do so we recruited two different groups a group using the old product and a group using the new product and we asked them to do five tasks we asked them to try to estimate the cost by the service start using it change a setting and understand the invoice guess how much better that second group was able to use the new product they were twice as likely to be able to do that and we asked that first group in the second group to rate on a scale of one to seven how easy it was to use our product the group using the new product said it was 50% easier than the other group we also were able to use a standard industry score to be able to see how we ranked against the competition and we found that our product was is easy uses the easiest consumer software out there like TurboTax and Dropbox not bad for enterprise software so now we're receiving a new kind of feedback we want speed things that remain the same so that's what that's what I enjoy here I three simple it really didn't have to read a documentation to do this when you get negative feedback from your customers instead of focusing on your devastating experience instead focus on your customers experience go all in to understand their pain points and put all of your energy there thank you [Applause] [Music] [Applause] [Music]