The User Experience – SoftLayer 101

July 23, 2007

One of the broadest and most challenging topics in any company is capturing a customer's full attention at all times. In its simplest form, this seems pretty easy. First, you address the market that you are vertically aligned with, such as finance, technology, manufacturing, etc. and then you establish what you want your user experience to be leveraging your knowledge of these markets and dedicated your full resources to marketing to that niche. As the internet changes the traditional marketing principles into this new "never never land" of instant feedback through forums, blogs, RSS feeds, etc. the landscape of the user experience is definitely changing.

So what happens when your markets cross all boundaries, have no verticals and can range from an individual to a fortune 10 company? How do you create an environment that captures a unique experience for the single man consulting shop, while maintaining a completely different, yet equally impressive, environment for a company outsourcing their internal IT infrastructure needs completely to you? Obviously, this is extremely challenging and it’s the position that we sit in daily here at SoftLayer.

The user experience really seems to be a philosophy that has to be adopted from top down in any organization. I found an older article that really seems to capture the essence of the user experience. In the article it talks about companies such as Dell, Amazon, Nordstrom’s, Jet Blue, etc. and it breaks down the user experience into 4 simple categories:

  1. Comfortable
  2. Intuitive
  3. Consistent
  4. Trustworthy

With these 4 categories in mind it has me thinking and challenging the entire SoftLayer team internally to think about how we fit into these. SoftLayer is largely comprised of engineering talent and, to no fault of theirs, they often keep there heads down for hrs/days/weeks at a time and look up time of project completion and forget that there is anything else going. It’s the nature of the business and our engineers and developers are world class, so I tread lightly on my ‘rock the boat’ comments, but it’s definitely a topic of conversation internally as we are constantly focused on enhancing the experience of SoftLayer for our customers.

The SoftLayer team has many stated goals when it comes to cutting edge technologies, changing the landscape of the dedicated hosting market, and really adapting and evolving our products and services to ensure that we meet the needs of all of our customers. Our customers are the driving force for enhancement here and we listen very clearly. We have been fortunate to have built such a tight knit community here which is something that we believe drives a difference between us and others in the marketplace.

As a continuous exercise I would like to reach out to you, the customer, and ask for feedback on items that you think could enhance the 'user experience' here. Much like the cliché about the CEO having an open door policy at work, I want to let everyone know that our doors are open and we want to hear what you have to say. Are we doing a good job in the four characteristics listed above? Do you have ideas/thoughts that you think can be globally impacting to us?

As always, bizdev@softlayer.com is an open line to share thoughts with me directly and the great part about my job is I am cross functional throughout the organization, so my lines goes from the top (Lance) through all of the groups be-it development, operations, sales, finance/accounting, etc. We are here to listen, so speak up!

-Sean

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