Do You Really Know Do You Really Know What Your Customers What Your Customers
Want? Want? Architecting Architecting
Assistance Content in Assistance Content in the Age of Infoglutthe Age of InfoglutDavid Billick
Microsoft Corp.
May 15, 2004May 15, 2004 22
OutlineOutline
BioBio
Customer data introCustomer data intro
MS Customer data initiativesMS Customer data initiatives
Customer data for LonghornCustomer data for Longhorn
Where we are; what’s nextWhere we are; what’s next
May 15, 2004May 15, 2004 33
Speaker BioSpeaker Bio
May 15, 2004May 15, 2004 44
InfoglutInfoglut
May 15, 2004May 15, 2004 55
May 15, 2004May 15, 2004 66
Collecting Customer DataCollecting Customer Data
Focus groupsFocus groupsUsabilityUsabilityInterviewsInterviewsQuestionnairesQuestionnairesField studiesField studiesPrototypesPrototypesInstrumented applicationsInstrumented applicationsServer loggingServer logging……
May 15, 2004May 15, 2004 77
Does It Matter?Does It Matter?
Commerce Web sitesCommerce Web sites– Three clicks to failureThree clicks to failure– Ignore FlashIgnore Flash
Amazon.comAmazon.com
StaplesStaples
Dictionary vs. GlossaryDictionary vs. Glossary
May 15, 2004May 15, 2004 88
May 15, 2004May 15, 2004 99
Microsoft Customer DataMicrosoft Customer Data
Millions of users of Windows, Office, Millions of users of Windows, Office, MSN, etc.MSN, etc.– Over 20,000 support contacts per dayOver 20,000 support contacts per day– Over $1 billion per yearOver $1 billion per year
Dozens of data collection pointsDozens of data collection points
Diffuse analysis effortsDiffuse analysis efforts– ““optimized silos”optimized silos”
May 15, 2004May 15, 2004 1010
PSSPSS
Product Support Services (PSS)Product Support Services (PSS)– ““verbatims” of phone calls, online verbatims” of phone calls, online
support sessionssupport sessions– Detailed taxonomy to drive to root causeDetailed taxonomy to drive to root cause– Code fixes, test cases, support contentCode fixes, test cases, support content
May 15, 2004May 15, 2004 1111
Other InitiativesOther Initiatives
– Field studiesField studies
May 15, 2004May 15, 2004 1212
Other InitiativesOther Initiatives
– Field studiesField studies
– Instrumented WinXP usersInstrumented WinXP users
May 15, 2004May 15, 2004 1313
Other InitiativesOther Initiatives
– Field studiesField studies
– Instrumented WinXP usersInstrumented WinXP users
– MS newsgroupsMS newsgroups
May 15, 2004May 15, 2004 1414
Other InitiativesOther Initiatives
– Field studiesField studies
– Instrumented WinXP usersInstrumented WinXP users
– MS newsgroupsMS newsgroups
– Customer feature requestsCustomer feature requests
May 15, 2004May 15, 2004 1515
UsabilityUsability
pop-upspop-ups
notificationsnotifications
alertsalerts
May 15, 2004May 15, 2004 1616
Millions of customersMillions of customers
Mountains of customer inputMountains of customer input
Optimized silosOptimized silos
How can we make Longhorn better How can we make Longhorn better for all MS customers?for all MS customers?
May 15, 2004May 15, 2004 1717
Assistance in LonghornAssistance in Longhorn
tabula rasatabula rasa
Tasks vs. feature canonical Tasks vs. feature canonical completenesscompleteness
May 15, 2004May 15, 2004 1818
What LH is Trying to What LH is Trying to AccomplishAccomplish
Document the biggest issuesDocument the biggest issues– WinXP = 11,000 help topicsWinXP = 11,000 help topics
Enhance discoverabilityEnhance discoverabilityMatch scope and granularity of Match scope and granularity of assistance content to users’ questionassistance content to users’ questionGuide users to answers for Guide users to answers for underspecified questionsunderspecified questionsLeverage multiple venues of user Leverage multiple venues of user input and other extant answer spacesinput and other extant answer spaces
May 15, 2004May 15, 2004 1919
Two Key ThoughtsTwo Key Thoughts
““assistance intermediary”assistance intermediary”
““normalize the voice of thenormalize the voice of the customer” customer”
May 15, 2004May 15, 2004 2020
Use Users’ LanguageUse Users’ Language
Clean up hard driveClean up hard driveGet more drive spaceGet more drive spaceImprove performanceImprove performance
May 15, 2004May 15, 2004 2121
Rank the TasksRank the Tasks
A.A. Add a printerAdd a printerB.B. Print on both sidesPrint on both sidesC.C. Print screenPrint screenD.D. Stop/cancel Stop/cancel
printingprintingE.E. Print photosPrint photosF.F. Print envelopesPrint envelopesG.G. Check ink levelCheck ink levelH.H. Install network Install network
printerprinter
1.1. Print screenPrint screen2.2. Stop/cancel Stop/cancel
printingprinting3.3. Check ink levelCheck ink level4.4. Add a printerAdd a printer5.5. Print envelopesPrint envelopes6.6. Print photosPrint photos7.7. Print on both sidesPrint on both sides8.8. Install network Install network
printerprinter
May 15, 2004May 15, 2004 2222
Task PrioritizationTask Prioritization
print screen
Users
im
pacte
d p
er
day
stop/cancel printing
check ink level
May 15, 2004May 15, 2004 2323
DiscoverabilityDiscoverabilityduplex printing 515two sided printing 355print both sides 165two-sided printing 165print on both sides 102printing both sides 85PRINTING ON BOTH SIDES
80print duplex 45printing on both sides of
paper 42print on both sides of paper
38printing front to back
28print front to back 27printing back to front
26
May 15, 2004May 15, 2004 2424
DiscoverabilityDiscoverabilityduplex printing 515two sided printing 355print both sides 165two-sided printing 165print on both sides 102printing both sides 85PRINTING ON BOTH SIDES
80print duplex 45printing on both sides of
paper 42print on both sides of paper
38printing front to back
28print front to back 27printing back to front
26
33%
Total = 33%
May 15, 2004May 15, 2004 2525
DiscoverabilityDiscoverabilityduplex printing 515two sided printing 355print both sides 165two-sided printing 165print on both sides 102printing both sides 85PRINTING ON BOTH SIDES
80print duplex 45printing on both sides of
paper 42print on both sides of paper
38printing front to back
28print front to back 27printing back to front
26
31%31%
Total = 64%
May 15, 2004May 15, 2004 2626
DiscoverabilityDiscoverabilityduplex printing 515two sided printing 355print both sides 165two-sided printing 165print on both sides 102printing both sides 85PRINTING ON BOTH SIDES
80print duplex 45printing on both sides of
paper 42print on both sides of paper
38printing front to back
28print front to back 27printing back to front
26
26%
Total = 90%
May 15, 2004May 15, 2004 2727
DiscoverabilityDiscoverabilityduplex printing 515two sided printing 355print both sides 165two-sided printing 165print on both sides 102printing both sides 85PRINTING ON BOTH SIDES
80print duplex 45printing on both sides of
paper 42print on both sides of paper
38printing front to back
28print front to back 27printing back to front
26
5%
Total = 95%
May 15, 2004May 15, 2004 2828
““Duplex printing”Duplex printing”
May 15, 2004May 15, 2004 2929
““Two-sided printing”Two-sided printing”
May 15, 2004May 15, 2004 3030
““Duplex printing”Duplex printing”
May 15, 2004May 15, 2004 3131
Knowledge Base Article Knowledge Base Article ClicksClicks
VirusVirusComputer Viruses: Description, Prevention, Computer Viruses: Description, Prevention, and Recoveryand RecoveryFirewallFirewallHOW TO: Enable or Disable Internet HOW TO: Enable or Disable Internet Connection Firewall in Windows XPConnection Firewall in Windows XPPrint screenPrint screenHow to Capture Screen Shots in Windows How to Capture Screen Shots in Windows Using the Print Screen KeyUsing the Print Screen Key User accountUser accountHOW TO: Create and Configure User Accounts HOW TO: Create and Configure User Accounts in Windows XPin Windows XP
May 15, 2004May 15, 2004 3232
““Cookies” KB ClicksCookies” 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%)
May 15, 2004May 15, 2004 3333
““Fax Document” ClusterFax Document” Clusterattach Document to faxcreate a fax documentdelete fax from My Documentsdocument faxingfax a docfax a word documentfax multipage documentfax multiple documentsfax pdf documentfax word documentfaxing document cover sheet
May 15, 2004May 15, 2004 3434
““Fax Document” ClusterFax Document” Clusterattach Document to faxcreate a fax documentdelete fax from My Documentsdocument faxingfax a docfax a word documentfax multipage documentfax multiple documentsfax pdf documentfax word documentfax document cover sheet
May 15, 2004May 15, 2004 3535
Re-clustered ClusterRe-clustered Cluster
1.1. attach Document attach Document to faxto fax2.2. create a fax create a fax documentdocument
document faxingdocument faxing3.3. delete fax from My Documentsdelete fax from My Documents4.4. fax a fax a word documentword document
fax afax a docdocfaxfax word documentword document
5.5. fax fax multipage documentmultipage document6.6. fax fax multiple documentsmultiple documents7.7. fax fax pdf documentpdf document8.8. fax documentfax document cover sheet cover sheet
May 15, 2004May 15, 2004 3636
User Control 1User Control 1
May 15, 2004May 15, 2004 3737
User Control 2User Control 2
May 15, 2004May 15, 2004 3838
Analysis ToolsAnalysis Tools
Better requirementsBetter requirements
Allow for human input and re-Allow for human input and re-iterationiteration
Don’t over-engineer:Don’t over-engineer:– JED – Just Enough DataJED – Just Enough Data– JEA – Just Enough AnalysisJEA – Just Enough Analysis
ReportingReporting
May 15, 2004May 15, 2004 3939
Explicit Feedback – Office Explicit Feedback – Office 20032003
May 15, 2004May 15, 2004 4040
Feedback CommentsFeedback Comments
May 15, 2004May 15, 2004 4141
Dissatisfaction ScoresDissatisfaction Scores
May 15, 2004May 15, 2004 4242
Explicit Feedback - Office Explicit Feedback - Office 20032003
May 15, 2004May 15, 2004 4343
SummarySummary
Exploit customer data
Get the tools right
Answer the users’ question
Document user tasks
Mirror users’ language
May 15, 2004May 15, 2004 4444
DoneDone