In the previous post I posed a question that is relevant to any enterprise that delivers services via software: where does innovation really matter and where should it come in to play when defining the user experience for on-premise or SaaS applications. In this post I want to look at each layer of the application user experience and evaluate where there is potential to deliver innovation that has a real impact on increasing the usage, adoption and social media referral of the solution by customers.
When Catalyst defines the user experience of any application, we break it down in five basic layers:
1 - Conceptual Model
2 - Functional Definition
3 - User Interface
4 - Visual Design
5 - Interaction
Conceptual Models
Conceptual models can form the foundation layer for defining the user experience. When they exist, they help users relate the software to real world things or situations (see an earlier post on Conceptual Models in SaaS). If you craft the right conceptual model, then you are well on the way to designing an application that not only requires less training and support, but also will be easier to market (traditional and social), have higher adoption/retention rates, and be more intuitive and productive to use.
For example, if you are creating a medical record systems, users already have a familiar and well-understood conceptual model for how to handle records. Systems based on charts and folders with color codes labels are universal in every medical office. This forms a solid basis as the conceptual model for the online record system. How you design the actual UI, interacton, or the functionality you include is flexible. But in this scenario, the conceptual model and user expectations are clearly defined and not the most efficacious place to innovate.
Note: There isn’t always a conceptual model that a user can relate to in a meaningful and intuitive way. But that is a special case that can be managed by focusing on the other layers.
Functional Definition
This is the actual application functionality and features that are delivered to the user. It is specified as part of the application requirements rather than user experience so it is generally not an opportunity for innovation. For example, a billing application must be able open customer records and print invoices.
While the functional definition is not an opportunity for innovation, it can be a place to evaluate and streamline workflows. As part of the process for defining the user experience, you necessarily need to identify the business objectives and map the existing process. In our experience this often leads to discovering ways to address inefficiencies, improving customer service, streamline processes to cut costs, or improve reporting and analysis.
User Interface
User Interface is where you really can begin getting the most from innovation. UI is the way the software presents the functionality, the way the user interacts and the way the system communicates. RIAs (via AJAX, Flex, Silverlight, AIR, etc) enable richer, more compelling interface opportunities for creating effective and engaging experiences that drive adoption and reduce churn.
Apple (where I got my start) has built a very successful business model on providing products with dynamic and rich user interfaces.
Visual Design
Visual design refers to the style of the application - the colors, the fonts, the graphics. A lot of this is the skill of the visual designer in how to be creative and come up with a distinct and compelling look that effectively brands a company.
Visual design is always an opportunity for innovation and consists primarily of four areas: branding, look and feel, information design (which is focused on optimizing user comprehension of actual data) and information and tone of voice. If you visit a Citibank, or Wamu ATM they have worked very hard at creating a tone of voice that is personal and helpful.
Interaction
Historically, web-based mission critical applications had a fairly limited range of interaction (click a button, select a menu, or complete a form). However interaction using RIA provides a considerable opportunity to create more effective and compelling experiences. Interaction itself is a very promising emerging area of innovation, as evidenced by the growing use of multi-touch screens, accelerometers, and voice interfaces. This becomes particularly relevant giving the rapidly growing range of form factors for accessing enterprise SaaS applications.
Innovation across all layers
There are opportunities for innovation at each layer of the user experience. Obviously, this complexity means that it is unlikely for any one individual to have sufficient depth of skills to maximize innovation. Real and effective innovation requires the combined skills of a UI architect, a UI designer, and a UI developer, working in tandem.
Categories: RIA, User Experience