Three stories on ProductMeetup - Kano diagrams, horrors of design in B2B, a forum for 50K employees of Sberbank

    A mini-conference-mitap for product managers has recently taken place - two hours after work, three stories, four speakers, a hundred spectators ...
    • Speakers are well-known experts in the industry, often speaking at large conferences on UX and product management.
    • Interesting topics
      • “Kano diagrams” is the simplest universal “two-dimensional” question that can be asked to assess the need for any feature.
      • The heavy history of UX and design in the B2B market from usability designers of business systems.
      • Success story sales to Sberbank SAAS services “habraforum with moderation”, all for the sake of crowdsourcing and know-how management.
    I made a decent video recording - three cameras, a screen, excellent sound, reports are “invigorated”, everything is as usual.

    Under the cutscene - a review-annotation of reports, videos (vimeo + youtube), slides and more.

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    Atypical Applications of Kano Analysis ”:
    Kano analysis is most often carried out in order to assess the impact of the proposed implementation / improvement of a particular product characteristic on satisfaction from its use. I would like to talk about how the analysis helped me better understand the picture of the world in an area not directly related to product quality ...


    (on YouTube )

    Ivan Mikhailov , an old seasoned usability productologist, raises the topic of his favorite tool year after year (here is his story on the topicback in dense 2011 at UXRussia), and the method is quite old, from the 80s of the last century, from Noriaki Kano, Japanese industry, when debugging prototypes of TVs and alarms. However, it’s very effective - and you just need to instead of a one-dimensional assessment of a potential feature - stars, likes, etc., ask a quantum couple of questions - functional and disfunctional, and find out the attitude at the same time to whether this feature will be good or not will be. It’s easy to do it now, with questions in Google Forms, through SurveyMonkey or other services ... but on Kano Square you will immediately understand the attitude to the feature - whether it’s “Exciter”, or “it just has to be”, or classic “ needless ™. "

    A piece is necessary for product managers, business analysts, UX designers, for many have already discovered that it’s not always “more features are better”, and even when it’s better, the dependence of satisfaction on features and the quality of their implementation is wildly non-linear, changing over time, and - who would have thought " people don’t give a damn ." The “atypicality” in the title of the report is that this method can be used not only for evaluating prototypes, but also at the stage of verification of hypotheses, in competitive analysis, for audience segmentation ...
    Design in B2B ”:
    There are a number of significant features in the design of projects where clients are companies and not individuals (the “Business to Business” segment). The most important thing is that nobody needs a design, nobody cares about the design. We will talk about how and for what purpose to do design in the B2B segment so as not to go crazy (it will be useful to designers) and bring real profit to the company (it will be useful to managers).


    (on YouTube )

    Both speakers looked very designer (in my opinion the successful cosplay of “ Dilbert Alisa ” and Octave Parango ), they work in B2B Center , and before that they also worked in “business development”, in 1C and SKB Kontur, companies, which in many reports seem to have declared their commitment to the ideals of usability ( [1] , [2] , [3] ) ... and from the height of their experience they seem to say young -Humble yourself! Stop benefiting from beauty and convenience! This is a business - that is, to “beat”, “PC”, “without us”. Here it is necessary to satisfy stakeholders who have not seen the product in the eye, or, more scientifically, here functional requirements are an order of magnitude more important than non-critical non-functional ones. If you want to improve the world - look for how to sell yourself ...

    The theme is obvious, eternal - here, here a whole round table was pondering how to sell UX research and design to business.

    As a result, an audience had to stand up for design and usability in business applications, at the same time (what a ѣ-shame for designers!) That had run into the meaninglessness of the slides presented. There was a lot of discussion on the sidelines, the cases were remembered when it was the design that helped to occupy a niche for new business products, for example, the Glavbukh and Yurist systems with the design of the famous studio took a healthy share from the seemingly eternal monopolists of the Guarantor & Consultant.

    In general, everything is not so bad, but B2B is clearly not the place where you can efficiently pump your portfolio on Dribble.
    Crowdsourcing at the bank - how to involve 44162 employees in joint activities ”:
    I will tell you how we are doing a crowdsourcing platform for Sberbank - the largest intra-corporate crowdsourcing project in Europe
    • 44162 participants,
    • 18000 offers,
    • 26,000 comments,
    • 240,000 ratings.
    At the same time, 10-15 crowd projects are always in the works.

    I will tell you how crowdsourcing benefits the bank, what it is used for, and what we understood during the three years of work on this project.

    The report will be useful to everyone who thinks about introducing or developing a corporate social media. networks, knowledge bases, a bank of ideas, etc. - or wonders - why do all these great tools not work for them?


    (on YouTube )

    Yuri Kupriyanov with the WikiVote service managed the impossible ( practically “break the unbreakable ... touch the untouchable ... row-row ... fight the powah” ):
    • To Sberbank:
      • Monster Company (even in a good way)
      • Bank (paranoia on security, inertia and lack of initiative as a modus vivendi)
      • Which has many thousands of its developers, evil languages ​​say that they are even overfed.
    sold and successfully used:
    • In fact, a regular Habra forum, with comments and ratings.
    • SAAS solution - even the code has not been given away; Sberbank's internal top-secret documents are being discussed on a foreign site.
    • And under the supervision of their own moderators.
    Cool result! Actually, this report was supposed to be read last year at the SECR , since then the number of Sberbank employees involved has increased from 20K to 50K.

    Actually attending all sorts of conferences "on knowledge management" for businesses, I often heard stories like "well, put a sharepoint, a forum there ... we monitor activity ... we award an active hotel with blackjack and a business trip to the Bulgarian branch on the sea with ... but anyway, what something turns out ". There were startups trying to order the perfect knowledge management platform, whose stories made everyone laugh a lot .

    Jura seems to have managed to avoid
    • and the insanely reassigned platform - the first years the Semantic MediaWiki was introduced, and they gave her a resignation, in favor of a makeshift forum.
    • and the chaotic nature of the forums:
      • “Free crowdsourcing discussion” is clearly formalized, regulated by official orders with seals and the signature of German Oskarovich himself.
      • “almost finished documents” come down for discussion, and it’s almost impossible to deviate from the topic, except to propose corrections to specific paragraphs.
      • not a code is sold, but a service with a forum, with orderlies-facilitators who clearly keep the discussion context.
    Well, of course, you need a carrot and stick, without it it would not have taken off in the banking environment. What is a “stereotypical bank employee”, the participants got an idea from what happened right at the report of the discussion with one former bank employee:
    • - The bank issued an order according to which all internal regulatory documents must undergo crowdsourcing expertise ...
    • “That is, is everyone ordered to check these documents?”
    • - No, crowdsourcing is voluntary.
    • - And the order?
    • - An order is for document developers. They should put the documents on the site and consider the comments proposed by the community, the most useful - take into account in the document.
    • - Yeah, but the community is ordered to verify this document.
    • - Not. They are simply invited, and they are checked voluntarily.
    • - I do not understand. The same is written in their job descriptions - to participate in crowdsourcing projects?
    • - Crowdsourcing is a voluntary activity. Nobody forces anyone to participate.
    • “But they do it during working hours?”
    • - Well, who like. In working too.
    • “So they were assigned this?” By order, or something else? once during business hours, but they do not work.
    • - Well, how - do not work? This will later affect them, and the authors of documents will benefit from such a consideration. The quality of documents is improving.
    • “But why would people break away from their main job in order to read a document there?” If they are not controlled ...
    • - He then live on this document - he is normative. It is better to familiarize yourself in advance, and make the necessary corrections, while there is an opportunity.
    ...
    • - Well, let's say. Here they read this document and give their suggestions and comments. And then they vote and choose the best.
    • - Yes.
    • - And the author of the document then brings them into the document.
    • “He can’t contribute everything, but he must explain if he rejected something.”
    • - Clear. And those who didn’t make any proposals, or their proposals weren’t accepted, then they are fired, right?
    The forum itself had funny built-in chips, such as visualization of collaboration in the spirit of visualizers working with version control systems (see [4] , [5] ). But the trick here is more likely in the synergy of the administrative principle, well-known Internet technologies, and good luck.

    In fact, the company has several more stories, including a more learned audience discussing legislation in education , and it is certainly good to gradually move towards Iceland, in which the constitution is written on the forum . It is already necessary to think up a sound working platform in advance for debugging legislative initiatives - so that when the cartridge runs out in the B-Printer, be ready to offer a sound tried-and-tested platform.

    Yes, ideally, I would like laws to be written in formalized languages, automatically verified by the Continuous Integration system (“beep ... merge with the law branch XXX YYY faction being developed did not pass automatic testing ... 1234 conflicts were found ... 432 corruption loopholes ... the build was broken, the edits were rolled back ...” ), but so far this could be replaced by “constructive crowdsourcing”.
    If you are Product Manager, Product Owner, Business Analyst, Project Manager, Usabilist, Designer and others who are not indifferent to how to make the right products - join the Facebook group , they are just discussing the program of the free conference ProductCamp-2015 .

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