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The Future of Enterprise Design
Amanda Linden Head of Design, Asana
It’s a great time to be building enterprise products.
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2004 2008 20142013
Design Evolution: QuickBooks
Design Evolution: Salesforce
2011 2012 20152008
Design Evolution: Microsoft Office
2008 2010 20132005
Design Evolution: SAP
2008 2010 20142006
Why are so many enterprise software companies investing in better product design?
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Newer entrants in SAAS space:
2007 Google
Docs, Sheets, Slides
2008 Asana
2009 Slack
2006 Xero
Migration from desktop to web.
Increase in mobile use for enterprise tasks.
0.0
0.3
0.5
0.8
1.0
Mobile Usage Web Usage
2013 2015
97%
66%
3%33%
The user has become the decision maker.
0.0
15.0
30.0
45.0
60.0
Self-Service Light Touch PremiumChose Asana
independently!
And lots of other reasons:
• Need to reduce support costs.
• Customer expectations are rising
• Stickiness is a thing of the past.
• Lifetime value comes over time.
So where should we invest design and engineering resources?
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Getting consumer quality UX.
Brand
New User Experience
Simplified Navigation
Great Mobile Experiences
Performance & Offline Mode
Brand
MARKETING SITE BEFORE:
Inconsistent logo treatmentBRANDING
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New User Experience
Tips for creating a great first use experience:
66%
33%
• Avoid lengthy tours • Ensure that your user can complete a
core task in their first visit • Give your users an “ah ha” moment, that
communicates the core value of your product
• Ensure that your first use experience supports your brand.
• Don’t ask for information you don’t need • Give clear next steps
Simplified Navigation
Tips for simplifying navigation:
66%
• Think about how best to structure the information in your application.
• Provide a homepage that can act as a navigation hub for your product.
• Use the top/global navigation to access key “views” of information across categories.
• Also provide access to “create new”, search, help, & settings in the global nav, so that users have access to them in any context.
• Use the left navigation to identify groups or “folders” of information.
Great Mobile Experiences
Great mobile experiencesWHERE YOU SHOULD INVEST
Tips for developing great mobile experiences:
66%
• Don’t feel the need to duplicate full product functionality in the mobile app.
• Ensure visual patterns, iconography, animation, etc. are consistent.
• Don’t feel the need to launch features on both mobile and web in parallel.
• Leverage device advantages like contact list, location, camera, etc. to reinvent traditional web interactions
• Think carefully about how to infuse your brand into mobile as well.
• Design with the assumption that some of your users will only use your mobile app.
Other important considerations:
Offline ModeWHERE YOU SHOULD INVEST
PerformanceWHERE YOU SHOULD INVEST
MonetizationWHERE YOU SHOULD INVEST
Customization:OTHER THINGS TO CONSIDER
Two enterprise redesign case studies: Asana & QuickBooks
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Asana
Asana Brand System
Our Competitors
Collaborative Exercises
The Brand Story
Think back to the last time you were deep in the zone—time flew by and the work flowed through you almost effortlessly. Now imagine a place where entire teams work in that fully-immersive state of flow on any project they can imagine.
That’s how working together should be, but it is rarely the case. As organizations grow, so does the complexity of our work. Information is scattered; responsibilities unclear. We try to cut through the chaos with endless meetings and micromanagement, but we end up with less time and not much more clarity.
The way we’re working isn’t working.
It’s time for that to change. At Asana, we’re building a place where teams align their energies towards common goals. Where there is no work about work. There is only total clarity, energized focus, and frictionless collaboration. Everything from the most immediate details to the big picture are organized and at your fingertips. In every moment, each person knows what they should be doing and why they’re doing it.
That’s when it gets fun. People love what they do and feel appreciated for what they’re doing. That visceral feeling of being in the zone every day empowers teams to work better, smarter, faster. Organization is as effortless between people as it is between our own brains and bodies.
By empowering all teams to achieve their most ambitious goals, we help humanity thrive.
Do great things together.
Do great things together.
Brand Attributes
Purposeful Passionate, Intentional, Effective
Asana exists to help humanity thrive. Our mission is audaciously large and motivates every step we take. Instead of acting impulsively, we take each step with deliberate planning, craftsmanship, and focus. And then we get the job done.
Empowering Motivating, Encouraging, Enabling
Asana helps people do what they love. We provide invaluable support for teams that are benefiting the world,
whether they’re working on moonshot visions or more down-to-earth ambitions. We aren’t the hero of our story—they are.
Quirky Playful, Unconventional, Whimsical
Asana doesn’t take itself too seriously. We love all the delightful moments that make us smile unexpectedly, so we create those
moments for our customers too. By letting ourselves have fun, we
make countless workplaces a lot less boring. •‿-
Approachable Genuine, Unpretentious, Loving
Asana keeps it real. We’re open and honest, avoiding aloof corporate language and phony marketing spin. We see
ourselves less as a company and more as a team of humans helping other humans, so being friendly and sincere
comes naturally.
Brand Motif
Clarity A clean white canvas that gives an undistracted picture of our team’s work, and the serenity to approach it with ease.
Energy A burst of vibrancy and color, helping us to focus on our most important work, and celebrating the progress that we make.
Design Language System
Design Language System
Design Language System
Color System
Brand Color: “corange”
1. sketch 2. prototype 3. user test 4. beta program 5. A/B test 6. incremental rollout 7. repeat
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• Less than 2% of existing users opt out of the new design.
• Increase of ~10% on adoption funnel metrics.
• Collaboration rate for new domains has increased ~15%.
• Won some design awards.
• Scaled team to 20 incredibly talented designers.
Results
Net promoter increase
Rebrand Launch
QuickBooks
Inconsistent Design PatternsWHERE WE WERE
Inconsistent Design PatternsWHERE WE WERE
Intuit Design Language SystemSUCCESS CRITERIA
• Is extensible, scalable, and flexible across all small business products • Represents one identifiable and cohesive small business brand experience • Is consistent in a way that embraces the commonalities, but allows for the differences across products and platforms • Establishes an ecosystem that delivers customer value quickly • Simplifies accounting tasks while providing contextual content and experiences • Is perceived as professional and trustworthy, while also guiding and instilling confidence in our customers • Exhibits personality and character while highlighting ownable, iconic moments that delight and wow our customers • Is accessible via a toolkit that is scalable and supports the needs of designers and developers • Gives us pride in our products and our work • Is embraced by stakeholders
This program will be deemed successful when the design team presents a human, easy to learn, cross-product and platform design language system that:
Design Principles PROJECT HARMONY
Be simple, easy to use, and guiding.
Design for the customer and instill confidence.
Establish modern and iconic moments.
Celebrate data while respecting user and device context.
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2
4
3
Redesign RoadmapHARMONY
Web, Mobile & Tablet FlowsHERO FLOWS
First use experience
Managing customers & employees
Create an invoice and collect a payment
Run a P&L report
Run payroll
Installing, and managing apps
Help & support
Payroll
Accounting
Accountant
Payments
HERO FLOWS
HERO FLOWS
HERO FLOWS
DESIGN PATTERNS
DESIGN PATTERNS
DESIGN PATTERNS
DESIGN PATTERNS
DESIGN PATTERNS
BUSINESS RESULTS
•From ~250k to over 700k users in one year.
•8% increase in conversion to paid in US.
•35% increase in conversion to paid globally.
•23% increase in first visit task completion.
•NPS (new users) +9 over original product.
•33% increase in attach on payments
•Call volume down 27%
MOBILE WEB
How do we go from good to great?
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In a nutshell, it won’t be enough to be a tool that works. You need to be a tool that
makes it feel better to be working.
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