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