cms from the user's perspective. jboye cms expert group hosted by coremedia ag

© CoreMedia | 4 February 2015 | 1 www.coremedia.com

CMS from a User’s PerspectiveUX and Enterprise Software

© CoreMedia | 4 February 2015 | 2 www.coremedia.com2

User Experience

http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/


UX for the Enterprise

“Enterprise software, also known as enterprise software application (ESA), is purposed-designed computer software used to satisfy the needs of an organization rather than individual users” (Wikipedia)


Humanitarian Crisis

“Enterprise UX—or the user experience of business software and hardware—represents a humanitarian crisis of sorts, at least from a design perspective.”

Scott Nazarian, Frog Design


Why?

Buyer is not the user

Complexity

Need for customization of the UI

Testing is (much) harder

A lot of standard UX methods, especially Lean UX are not applicable

Long maintenance cycle

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Applications for the enterprise differ with respect to several factors from customer-oriented applications

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Business goals

Why is UX important?


UX and Business Goals

“More customers will be willing to purchase”

“More customers will resist doing business with competitors”

“More customers will recommend you”

Forrester Research (2009): Best Practices in User Experience Design

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Complexity for the end user

Why is UX important?


No size available!


Why is that so?

Current shop is bad, as confirmed by user testing

I called the hotline this morning:

“Yes, we know it is sub-optimal and we are really sorry.”

“Believe me, if you would see the systems that we need to use to edit the data, there are very different things that would leave you dismayed.”

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The Reason: Complexity…


The Enterprise


Channels…

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Why is enterprise software not as simple as Google? What is simplicity?


“Complexity is a fact of life, so we must learn to deal with it”

Norman (2011): Living with Complexity


If it can be so easy, why are there things that are so complicated?

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• Complex things and complicated things are not the same

• Complexity is in the world, but we perceive things as simple or complicated

• Simple systems can be designed such that they are complicated

• The more complexity our users have to deal with, the more important is it to reduce how complicated things are


“We are apt to fall into the error of thinking that the facts are simple because simplicity is the goal of our quest. … Seek simplicity and distrust it.”

Whitehead (1926): The Concept of Nature

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People spend a lot of time with enterprise applications


The Goal: Align Human Productivity and Data Structures


System 1 and System 2

System 1

Heuristic, intuitive

Fast

Works automatically, without causing strain

Not consciously controlled

System 2

Rational

Comes to use when System 1 does not suffice anymore

Slow

Causes strain

Needs concentration

Kahnemann (2011): Thinking, Fast and Slow


Law of least effort

“The law of least effort” -> We humans try to use System 2 as seldom as possible, as we try to avoid cognitive strain


Cognitive Strain

… is more than a metaphor!

Under cognitive strain, the facial expressions change, the pupils dilate

Blood sugar level gets lower

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Please remember the numbers in 3 seconds!

Experiment


4 7 3 5 6 8 3


Please recite your birthdate silently backwards


What were the numbers?


4 7 3 5 6 8 3


Once again…


2 4 6 8 10 12 14


Please recite your own phone number silently backwards


What where the numbers?


2 4 6 8 10 12 14


Why was the second set easier?

3 Chunks “straight, 2, 14” oder “straight, seven, 2”(adaptiert von Johnson (2014): Design with the mind in mind)

Humans organize information in short term memory

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Please remember the words in 3 seconds!

Experiment


Ape

Tire

House

Like

Church

Strawberry

Crane

Be


What were the words?


Ape

Tire

House

Like

Church

Strawberry

Crane

Be


Again words…


The

Internet

Is

The

Invention

Of

This

Millenium


What were the words?


Numbers again…


3 9 1 7 4 1 9 2 6 2 3 4 5 6 7 8 5 8


Remembered?


1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9


Our working memory is very limited

Some of these tasks cause cognitive strain

These are exactly those tasks, where the organization of information does not suit human information processing

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Don’t make me think

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Don’t make me think slow


The Goal


Summary

UX is considered a competitive advantage by big players in the enterprise software business

The inherent complexity of the domains we tackle makes it even more important to invest in UX

Follow conventions and established patterns

Ensure seamless integration of systems

Understand the user and test

The challenge is to adapt the data and structures such that it matches human thought


Thank you!

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