Cloud Services - 2011

1. User Experience
HP Cloud Services
Ross Jimenez
Director – Developer Experience

2. 2
Contents
 Our UX Maturity.
 Our UX Mantra.
 Our UEX Principles.
 Our Design Principles.
 Our Users Defined – Personas.
 The Experience Stack - What is the HP Cloud User Experience ?
 Our UEX Differentiation Strategies.
 What’s next ?

3. 3
Where are we at ? – UX Maturity
Stage 1: Unimportant
Stage 2: Exploring
Stage 3: Emerging
Stage 4: Committed
Stage 5: Mastered
NO institutional consideration for how users engage applications.
Little institutional awareness of how users engage with application. One or two like-minded individual's begin to research
user-centered design as a way of mitigating future issues. Design is done in Silos with different views of customer.
Personas emerge as a tool to connect with users. Pilot programs emerge, though methods for
obtaining user feedback are poorly structured. UX is considered a “nice to have”, the ability to
quantify investments is explored. Many still view UX as simply pretty “Design”
Projects strive to balance business, technical and user needs with great
success. UX is the responsibility of several specialists (formalize Function).
Major portions of the application are overhauled, often in a phased redesign.
Quantifying the ROI on projects includes UX.
UX is an institutional value that every member of the organization
shares equally in upholding. Feedback about the application’s
usability is captured proactively and transparently.
Started
Today
2Q13
Design Function
A/B
Testing Platforms
GOAL
2014

4. 4
Consistent
– Across all experiences
– Beyond the UI
– Devices & Viewports
Unified
– Shared Data
– Shared Services
– One over many
Simple
– Clean
– Less is more
– Subtle visual cues
– Whitespace
Personality
– Human, not corporate
– Intelligently playful
– Engaging
Transparency
– of Information
– of Costs
– of Capabilities
– of Availability
A Consistent and Unified experience that
is Simple in interaction with unique
Personality exuding Transparency.
Our Mantra

5. 5
UEX Principles – Customer Facing
• Awareness of target Personas in everything we do.
• Visual and interaction Consistency across all
experiences.
• Works on all clients, from desktop to mobile.
• Everything is organized by hierarchy, tags and
search.
• Information transparency, timely & rich information
that is easily accessible from all experiences.
• Portability of data and features through APIs.

6. 6
Design Principles – Technical Implementation
• Flexibility in presentation across platforms (Responsive design)
• Strong visual hierarchy (Position, size, color & typography)
• High information density
• Building with modern web standards (HTML5, CSS3, JavaScript)
• Progressive and iterative design process
• Focus on Web Oriented Architecture - Friendly URLs, Data Portability standards
• Rely on Data, A/B Test and verify
• Respect the HP Brand but don’t be held captive by it

7. 7
Personas - Our Users Defined
Our users are more than demographic information. In order to build
solutions we need understand users.
Personas are an archetypal user representing the
needs of the many and are based on research
providing a high level picture into understanding
how:
• Our customers think
• What they Do and Need
• How they feel - Frustrations and Values
• Who they trust – Influencers
Julian
Development Manager
New To Cloud
This moves us from a rough overview of users into a picture that helps us find
insights and opportunities.

8. 8
Initial 8 Personas
These 8 personas highlight the 4 types
of users we are looking to target along
with the new and experienced with the
cloud audiences.
These personas are prioritized with
new to the cloud over existing cloud
users.
These personas will help us understand
users from the pre-customer phase
through their entire experience with us.
Personas:
• Developer (new to cloud)
• IT Admin (new to cloud)
• Development Manager (new to
cloud)
• CIO (new to cloud)
• Developer (experienced with cloud)
• Development Manager
(experienced with cloud)
• IT Admin (experienced with cloud)
• CIO (experienced with cloud)

9. 9
Community & Documentation
User Experience Stack
• The UEX is all encompassing
(horizontal) in nature and applies
to all interactions with our
Customers.
• UEX is a Differentiator and is built
above the Core Service Stack
(OpenStack)
• The Web Experience is important
but also includes alternative device
experiences (mobile) as well as
non-visual interfaces like Command
Line Interfaces and API
Documentation / Code Examples.
• Each area has a distinct strategy to
differentiate and create competitive
advantage for HP that will evolve as
UEX Maturity increases.
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
Developer Outreach & Evangelism
Dependencies

10. 10
Strategy - API Documentation
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
Developer Outreach & Evangelism
Community & Documentation
User Experience
“ HP is going to live or die by the quality
of the documentation ” – Customer quote
• Accurate and up to date API Documentation
• Put processes in place to ensure accurate
API documentation and maintenance
process
• Web based Documentation & Code Examples
• PDF based Documentation & Code Examples
• Future: Interactive API Test Harness
(Live Documentation)

11. 11
Strategy - Language Bindings
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
Ruby - Fog Project (x-Provider)
Java – jClouds Project (x-Provider)
PHP (stand-alone Open Source)
.NET (stand-alone Open Source)
• Initially Contribute to Existing x-Provider Projects
• DevEx invests in Bindings that are used for
derivative works
• Ruby, .NET, PHP
• Stand-alone Bindings released Open Source
• Seed the Community: Community Engagement /
Outreach for other Lang, Developer Contests
• Future: Nurture and Engage existing communities
no direct development.
Developer Outreach & Evangelism
Community & Documentation
User Experience
“x-Provider and Community
Engaged”

12. 12
Strategy - Command Line Interfaces
“Developers Love CLIs”
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
HP Cloud Unix/Mac CLI
HP Cloud PowerShell CLI
(Windows)
• Provide two “Unified” CLIs
“One CLI that works with all HP Cloud Services
• CLI’s provide Scriptable interface for Developers
• Developers who use Command Line heavy OS’s
often prefer CLIs (Unix/Linux/Mac, Windows
Admins)
• Value Added Functionality – Recursive Copy,
xProvider Capabilities, usability connect-server
etc.
Developer Outreach & Evangelism
Community & Documentation
User Experience

13. 13
Strategy - Web Sites / Apps
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
https://hpcloud.com
https://build.hpcloud.com
https://console.hpcloud.com
https://connect.hpcloud.com
from mantra:
Consistent and Unified experience
Simple in interaction with unique
Personality exuding Transparency
• UI/UEX as a Differentiator.
• Simple, yet functional Design.
• Spirit of HP brand without being held hostage to
it.
• Responsive Design goal (not completed).
• HTML 5 / Standards Compliant.
• Runs on top of the HP Cloud (goal – blog only
today)
Developer Outreach & Evangelism
Community & Documentation
User Experience
https://blog.hpcloud.com

14. 14
Management Console
Web Sites / Apps
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
http://hpcloud.com
http://build.hpcloud.com
http://console.hpcloud.com
http://connect.hpcloud.com
Developer Outreach & Evangelism
Community & Documentation
User Experience
http://blog.hpcloud.com
“Platform Providing Organization of
Aggregated Cloud Events to Manage Cloud
Resources”
• Simple, yet functional Design.
• Spirit of HP brand without being held hostage to
it.
• Responsive Design goal (not completed).
• HTML 5 / Standards Compliant.
• Future: (Global Objects and Tagging)
• Future: (Comprehensive Activity Stream)
• Future: (Active Search)

15. 15
Strategy - Community & Documentation
“Rich Documentation and Technical Content”
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
Technical Documentation
Technical Videos
Forum
Knowledge Base
Developer Outreach & Evangelism
Community & Documentation
User Experience
• API Technical Documentation
• Documentation Searchable
• Binding/CLI Coding Examples
• Knowledge Base – Formal Support Articles
• Forum – Customer Questions/Feedback –
Answer Voting
• Technical Videos along with Documentation

16. 16
Developer Outreach & Evangelism
Language Bindings (Libraries)
Command
Line Interfaces
Web Sites /
Apps
APIs (Documentation)
Social Media Outreach,
Present, Train, Speak, Collect
Feedback, Contribute and
Participate, Create Example
Code & Documentation
• Developer Engagement a Priority
• Social Media Participation – Individual and
@hpcloud
• Open Source Community Engagement
• Developer Contests
Developer Outreach & Evangelism
Community & Documentation
User Experience
“ Developers helping Developers ”

17. 17
What’s Next ?
1. Continue Maturation of UX in the organization –
• Personas – maintenance and refinement
• Formalize/Hire a Design Function
• Basic Tools – Feedback and A/B Testing
• Published Standards and Governance
processes.
• Refine differentiation Strategies.

18. 18
What’s Next ?
2. Drive “Experience First”
into Architecture
• OpenStack architecture should
not limit nor define the User
Experience
• Build supplemental
Architecture components to
accomplish desired
Experience
Future Console Concept

19. 19
What’s Next?
3. Continue to stay true to our
Principles, while continually
improving all experiences and
tuning our strategies.
• Responsive Design across all web
sites and applications.
• Web Standards and WOA focused
• Unified Experience focused on UI’s,
CLI’s and Documentation.

20. Thank you

21. backup

22. 22
Development Manager – New To Cloud
Name: Julian
Occupation: Manager
Location: San Jose, CA
Industry: IT Products
Description: Julian has been managing teams of developer for years in the enterprise. The infrastructure and services
they've typically used and built were for traditional data centers. Now Julian and his team are using and building IT
products that integrate with cloud technologies.
Existing HP Customer: No
Company Size: 1,000+
Goals: Julian is now tasked with building products that integrate with the cloud for his company to sell to customers. He
needs to be able to get his developers everything they need to update some existing product firmwares and for future
products to build some nice fluid integration.
Julian wants to build products the end customer want to use and rave about. He uses his companies technology and the
cloud is becoming a new buzzword he wants in his products and his personal life.
Cloud Usage: Julian will be managing a team that has a number needs he has to help them meet. He will be the focal
point for his departments contact with each of the cloud provides through partnerships or some other relationship. He
needs to make sure his engineers know the technology they are going to integrate with it along with any details about
upcoming changes to the products.
In addition he will need to manage his teams access to the different services they are integrating with for testing and
reporting on their usage for cases where they are billed to be rolled into their budget.

23. 23
Development Manager – New To Cloud
(continued)
Questions Key Values Needs Frustrations Key Influencers
• Who is my point of
contact for technical
questions?
• What in the future
roadmap of these
products can I learn
about?
• Where do I manage
the usage of the
developers in my
department?
• What does our
billing usage look
like?
• Can I get free usage
for my department
since we are
building products
• High quality well
tested products
• Reuse
• Detailed
documentation
• A technical point
of contact at the
cloud provider.
• The ability to
manage the
developers in his
department
account usage.
• Changing APIs.
His department
builds physical
products that are
intended on being
used for years.
• Anything that
slows his team
down from
releasing
products in a
timely manner.
• Not getting good
documentation or
communication
from a company
his team is
building products
• Products like
Drobo, Panzura,
and Expandrive
• Jonathan Ive and
Dan Riccio
• Don Conyer
HP Value: Julian manages a team that builds products utilizing HP Cloud. His value is in how well he and his team can
build products people want to use and continue to use. If these products can become popular the users of those products
will also be using HP Cloud.

24. 24
Development Manager – New To Cloud
(continued)
PaymentviaPO
PaymentsviaCC
API
Documentation
Technical
Tutorials
CLI
Language
Bindings/SDKs
TechnicalSpecs
Consoleto
ManageServices
Consoleto
ManageUsers
InlineConsole
Help
BillingUsage
Details
BillingUsage
Prediction
OrgBillingRollup
Support
Requests
Development Manager (new to
cloud) - Julian
◕ ◔ ◔ ◑ ◕ ◔ ◔ ◑ ◕ ● ◕ ● ● ◔ ◑
OrgSupport
Requests
24x7Support
SLA
OrgPOCatHP
Cloud
CurrentSystem
Status
HistoricalSystem
Status
Incident
Notifications
KnowledgeBase
E-invoicing
QuotaDefinition
andManagement
Instance
protection
Service/API
Usage
Visualizations
PricingCalculator
Auto-scaling
Services
Development Manager (new to
cloud) - Julian ● ● ◑ ◕ ● ◔ ● ◑ ● ◑ ○ ◑ ◔ ◔

25. 25
Why Design and UX Matter
These Have Long Been A HP Focus
HP has had a long history of design and UX
in printers, computers, and products going
back decades.
Bringing World Class Design and UX
To HP Cloud Can Set Us Apart From
The Competition.
While DevEx does design and UX now it is
as an auxiliary role to complete other tasks.
Putting a focus on design and UX will
improve customer experience.
Examples of a focus on design and
UX making a difference:
• Apple Products
• Gmail
• Github
• Nest Thermostat
• Ted Conference
Note: each of these has been able to
differentiate themselves.

26. 26
Beetle.com, pictured below, is a 2012 webby award winner for Best Visual
Design
Design and UX Are More Than Graphic or Art
Beauty

27. 27
Human Factors Eng and Human Computer
Interacting
Moving from Visually Appealing to
Good
In order to move from a visually appealing
design to a good award winning caliber
design we need to incorporate Human
Factors Engineering and Human Computer
Interaction.
Incorporating these elements will help us
understand our users, their needs, and time
tested best practices in ways we currently
do not have within HP Cloud.
Ten Principles for Good Design
by Dieter Rams :
• Good design is innovative
• Good design makes a product useful
• Good design is aesthetic
• Good design makes a product
understandable
• Good design is unobtrusive
• Good design is honest
• Good design is long-lasting
• Good design is thorough down to the last
detail
• Good design is environmentally-friendly
• Good design is as little design as possible

28. 28
Design and UX: More Than Marketing and
Branding
Design and UX Covers Many Orgs
As the table on the right shows, design and
UX are a role in many organizations and
products. To have an end to end design
function has an impact on all of these.
In many engineering and product
organizations the Human Factors
Engineering, Human Computer Interaction,
and other design/UX related expertise is
matrix’d into the product organization. This is
an ility engineering discipline.
Organizations Products
PM Console
Marketing Marketing
Website
PM / DevEx CLIs
Support Knowledge Base
Support System Status
Sales and
Support
Chat
This is a sample of organizations
and products design and UX
interact with.

29. 29
HPCS Target Languages & Current Status
Target Communities and Languages
In order of Priority
1. Java DevEx DevEx DevEx DevEx Communit
y
2. JavaScript DevEx DevEx
3. Python
4. PHP DevEx DevEx DevEx DevEx
5. Ruby DevEx DevEx DevEx DevEx DevEx
6. Objective-C
7. .NET* DevEx DevEx DevEx DevEx
8. Perl
9. C *
Identity
Service
Compute
Object
Storage
CDN
Block
Storage
DBaaS
MySQL
Done
In
Progress
Not
Started