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Do You Really Know What Your Customers Want? Architecting Assistance Content in the Age of Infoglut David Billick Microsoft Corp.

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Presentation on theme: "Do You Really Know What Your Customers Want? Architecting Assistance Content in the Age of Infoglut David Billick Microsoft Corp."— Presentation transcript:

1 Do You Really Know What Your Customers Want? Architecting Assistance Content in the Age of Infoglut David Billick Microsoft Corp.

2 May 15, Outline Bio Customer data intro MS Customer data initiatives Customer data for Longhorn Where we are; whats next

3 May 15, Speaker Bio

4 May 15, Infoglut

5 5

6 6 Collecting Customer Data Focus groups UsabilityInterviewsQuestionnaires Field studies Prototypes Instrumented applications Server logging …

7 May 15, Does It Matter? Commerce Web sites –Three clicks to failure –Ignore Flash Amazon.com Amazon.com Staples Staples Dictionary vs. Glossary Dictionary vs. Glossary

8 May 15,

9 9 Microsoft Customer Data Millions of users of Windows, Office, MSN, etc. –Over 20,000 support contacts per day –Over $1 billion per year Dozens of data collection points Diffuse analysis efforts –optimized silos

10 May 15, PSS Product Support Services (PSS) –verbatims of phone calls, online support sessions –Detailed taxonomy to drive to root cause –Code fixes, test cases, support content

11 May 15, Other Initiatives –Field studies

12 May 15, Other Initiatives –Field studies –Instrumented WinXP users

13 May 15, Other Initiatives –Field studies –Instrumented WinXP users –MS newsgroups

14 May 15, Other Initiatives –Field studies –Instrumented WinXP users –MS newsgroups –Customer feature requests

15 May 15, Usability pop-upsnotificationsalerts

16 May 15, Millions of customers Mountains of customer input Optimized silos How can we make Longhorn better for all MS customers?

17 May 15, Assistance in Longhorn tabula rasa Tasks vs. feature canonical completeness

18 May 15, What LH is Trying to Accomplish Document the biggest issues –WinXP = 11,000 help topics Enhance discoverability Match scope and granularity of assistance content to users question Guide users to answers for underspecified questions Leverage multiple venues of user input and other extant answer spaces

19 May 15, Two Key Thoughts assistance intermediary normalize the voice of the customer

20 May 15, Use Users Language Clean up hard drive Get more drive space Improve performance

21 May 15, Rank the Tasks A. Add a printer B. Print on both sides C. Print screen D. Stop/cancel printing E. Print photos F. Print envelopes G. Check ink level H. Install network printer 1. Print screen 2. Stop/cancel printing 3. Check ink level 4. Add a printer 5. Print envelopes 6. Print photos 7. Print on both sides 8. Install network printer

22 May 15, Task Prioritization print screen Users impacted per day stop/cancel printing check ink level

23 May 15, Discoverability duplex printing515 two sided printing355 print both sides165 two-sided printing165 print on both sides102 printing both sides85 PRINTING ON BOTH SIDES80 print duplex45 printing on both sides of paper42 print on both sides of paper38 printing front to back28 print front to back27 printing back to front26

24 May 15, Discoverability duplex printing515 two sided printing355 print both sides165 two-sided printing165 print on both sides102 printing both sides85 PRINTING ON BOTH SIDES80 print duplex45 printing on both sides of paper42 print on both sides of paper38 printing front to back28 print front to back27 printing back to front26 33% Total = 33%

25 May 15, Discoverability duplex printing515 two sided printing355 print both sides165 two-sided printing165 print on both sides102 printing both sides85 PRINTING ON BOTH SIDES80 print duplex45 printing on both sides of paper42 print on both sides of paper38 printing front to back28 print front to back27 printing back to front26 31% Total = 64%

26 May 15, Discoverability duplex printing515 two sided printing355 print both sides165 two-sided printing165 print on both sides102 printing both sides85 PRINTING ON BOTH SIDES80 print duplex45 printing on both sides of paper42 print on both sides of paper38 printing front to back28 print front to back27 printing back to front26 26% Total = 90%

27 May 15, Discoverability duplex printing515 two sided printing355 print both sides165 two-sided printing165 print on both sides102 printing both sides85 PRINTING ON BOTH SIDES80 print duplex45 printing on both sides of paper42 print on both sides of paper38 printing front to back28 print front to back27 printing back to front26 5% Total = 95%

28 May 15, Duplex printing

29 May 15, Two-sided printing

30 May 15, Duplex printing

31 May 15, Knowledge Base Article Clicks Virus Computer Viruses: Description, Prevention, and Recovery Firewall HOW TO: Enable or Disable Internet Connection Firewall in Windows XP Print screen How to Capture Screen Shots in Windows Using the Print Screen Key User account HOW TO: Create and Configure User Accounts in Windows XP

32 May 15, Cookies KB Clicks 1. Cookie Authentication May Fail with Cookie Enabled Browsers (18.1%) 2. Web Site Reports That You Must Enable Cookies (6.8%) 3. Error Message: Your Web Browser Options Are Currently Set to Disable Cookies... (5.8%) 4. How to Manage Cookies in Internet Explorer 6 (5.5%) 5. Unable to Refresh Web Page That Uses Cookies if Set to Prompt for Cookies (3.7%)

33 May 15, Fax Document Cluster attach Document to fax create a fax document delete fax from My Documents document faxing fax a doc fax a word document fax multipage document fax multiple documents fax pdf document fax word document faxing document cover sheet

34 May 15, Fax Document Cluster attach Document to fax create a fax document delete fax from My Documents document faxing fax a doc fax a word document fax multipage document fax multiple documents fax pdf document fax word document fax document cover sheet

35 May 15, Re-clustered Cluster 1. attach Document to fax 2. create a fax document document faxing 3. delete fax from My Documents 4. fax a word document fax a doc fax word document 5. fax multipage document 6. fax multiple documents 7. fax pdf document 8. fax document cover sheet

36 May 15, User Control 1

37 May 15, User Control 2

38 May 15, Analysis Tools Better requirements Allow for human input and re-iteration Dont over-engineer: –JED – Just Enough Data –JEA – Just Enough Analysis Reporting

39 May 15, Explicit Feedback – Office 2003

40 May 15, Feedback Comments

41 May 15, Dissatisfaction Scores

42 May 15, Explicit Feedback - Office 2003

43 May 15, Summary Exploit customer data Get the tools right Answer the users question Document user tasks Mirror users language

44 May 15, Done


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