arrk group | putting the user first | june 2015
TRANSCRIPT
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Putting the User First
Andreas EnglandPrincipal Consultant Usability
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An introduction to the User First concept Better Customer Experience Mitigation of risk
User first methodology User First in Usability The Usability toolkit
Showcase of digital product examples
User First : Agenda
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Digital projects traditionally begin with developers and business owners preconceptions leading the design – because we consider ourselves ‘experienced’ and therefore ‘experts’.
The end user is the recipient of a preconceived digital product
User First strategy has the decency to determine the end users requirements first; By asking them
By observing their actions
By implementing our interpretations of their needs
User First : Introduction
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“Customer Experience is the only sustainable area of competitive advantage remaining” (Moira Dorsey: VP&G Dir Forrester 2015)
User First : Better Customer Experience
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Without Consulting the End User, digital products have a high risk of failure
15% of all IT projects are abandoned
50% of effort is spent re-working
Post release re-working costs 100% more
User First : Risk Mitigation
‘Avon Products Inc. is pulling the plug on a $125 million software overhaul that has been in the works for four years after a test of the system in Canada drove away many of the salespeople who fuel the door-to-door cosmetics company's revenue.’
All data IEEE 2004 / wall street journal Dec 11th 2013
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User First : In practice
Our key method of integrating user first
principles into the project process is as
a component of Usability practice.
Usability ‘user first’ toolkit components User interviews
Personas
Experiential mapping
Paper prototyping
Digital simulations
Analytics for Usability
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Interviews Naive end users Experienced end users Customer support
Method Soft skills are critical Videoed narrative interviews Distributed within team by
Vimeo
Usability : Interviews
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Persona thumbnails
Experiential Mapping & Red Routes Defining where effort
should be concentrated
Pain Point Definition Usability test criteria
Epics
User Stories
Usability : Personas & Experiential Mapping
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Paper Prototyping Quick, Cheap,
Economical
Iterative testing is inherent to the process
All welcome: marketing, customer service, developers, accountants & management
Usability : Paper Prototyping
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Digital Simulations Provide wireframe
level detail for UI/UX developers
Used for end user iterative evaluation cycle
Enable definition of patterns & widgets
Usability : Digital Simulations
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We successfully use analytics tool such as New Relics and
Google Analytics to aid the development, testing, delivery
and planning of the Customer Experience within projects
Analytics for Usability are broadly split into the following
elements;
Assessing the customer experience
Exposing concealed obstructions
Testing assumed knowledge of user behavior
Validating business strategy
Analytics engagements are a bespoke mix of these elements
that are determined by the customers requirements and the
maturity of the digital project
Usability Analytics : The components
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Usability : Showcase – Continuous release
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Usability : Mobile first & Responsive
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User First : Thank you
Dustin Curtis (http://dcurt.is/)
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Questions & Answers
Arrk : Thank you