design, the importance of research, and a call to arms

The $300M Button: Listening to Users

Allscripts Developer Conference

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Table of Contents

• The $300M Button

• How Research Fits In

• A Call to Arms

• Putting Research Into Practice



Table of Contents

• Introductions

• The $300M Button

• The Case for Design

• Whaddaya Mean, “Design”?

• How Research Fits In

• A Call to Arms

• Putting Research Into Practice

• Five Mistakes Smart People Make

• Why You?

Introductions



- Darian Shirazi, Forbes Magazine

“‘Consumerization of the enterprise’ has just begun…

Publicly-traded enterprise software companies

aren’t investing in design enough and startups are

improving their interfaces at an alarming rate.”



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Questions



Questions

Who has a dedicated design team at their company?



Questions

Whose company does primary user research today?



Questions

Who personally does primary research today?



Questions

Who feels completely confident in what they or their researchers are finding?



Questions

Who wishes they did research today?

The $300M Button



$300,000,000



Improving Products

heuristicreview

usabilityresearch



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The $300M button



The $300M button

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The $300M button: First-Time Shoppers

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“I’m not here to enter into a relationship, I

just want to buy something.”




The $300M button: Repeat Shoppers

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“Have I registered here before?

I have no idea….”



The $300M Fix

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The Case for Design



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person who has been injured?



About 17.5% of new nurses leave their first job within 1 year of starting their jobs.



$300M? $3B?



Decreased sales Dissatisfied customers Poor ratings and reviews Negative word of mouth Negative impact on brand

Increased need for documentation and training Increased support requests and costs

Decreased productivity Increased errors

Increased support costs Increased training costs Decreased job satisfaction

Increased employee turnover

Design: Defining Our Terms



viable(business)

feasible(technology)

usable(design)



viable(business)

buildable(technology)

usable(design)

“It meets my needs.”

and

“I can use it.”



Designing a Product

Research & Personas

Scenarios & Storyboards

Key Wireframes Sprint 1 Wireframes Sprint 2 Wireframes Sprint 3 Wireframes

InteractionDesign

Visual Direction

Key Screens Sprint 1 Additions

VisualDesign

Prototype

Style Library

How User Research Fits In



“I have a need.”



“I have a need.”“It meets my needs.” and

“I can use it.”




feed-forward

Updated from Hugh Dubberly

“It meets my needs.” and

“I can use it.”




feed-forward

feed-back

Updated from Hugh Dubberly


“I can use it.”



educationtesthypothesis



thinkcheckmake



Fitting In Research: Lean Startup

“Validated learning… is the principal antidote

to the lethal problem of achieving failure:

successfully executing a plan that leads

nowhere.”



but don’t take my word for it…

A Call to Arms

Putting it Into Practice



Interviews


feed-forward



Interviews

…to understand underlying motivations (attitudinal).

... often in person.

... does not test a specific product.

... short. Describes areas of inquiries and sample questions, but the session is often wide-ranging.

Goal

Location

Context

Protocol

Anatomy


1. Predictions often don’t work.2. Biases and assumptions show and color

our findings.3. Insights aren’t guaranteed.4. Synthesizing is critical!

LimitationsInterviews



Interviews

Synthesis focuses on identifying opportunities based on attitudes / problems, like:

1. experience maps

2. persona development

3. story maps

After the Session



Interviews

Bill

•Value focused•Heavy researcher•Focus on convenience•Uses print•Habitually replaces cars

“My cars are practical, reliable and dependable, like me.”

55, married

•now is the time for all good men to come

•to the aid of their country, • I want to be lots and lots of toothpicks

Personas • define vision • prioritize features• speed decision making • drive a cohesive product

After the Session



Usability Research


“I can use it.”


…to uncover problems and opportunities with a product (behavioral).

…in person, via teleconference or phone.

…tests a specific product (yours or a competitors).

...Long. May start with a few attitudinal questions, but is longer and more closely followed.

Usability Research

Goal

Location

Context

Protocol

Anatomy


1. Observer effect.2. Limitations of the artifact.3. False tasks give false results.4. Easy to conflate findings and

recommendations.

LimitationsUsability Research


Focus on specific changes based on observed behavior, including:

1.affinity diagramming

2.visual queues with screen shots and photos and stickies

3.revise and re-test

After the SessionUsability Research

Five Mistakes Smart People Make



1. being too engaged




1. being too engaged2. being too smart




1. being too engaged2. being too smart3. being too responsive to ideas




1. being too engaged2. being too smart3. being too responsive to ideas4. asking people to predict their behavior




1. being too engaged2. being too smart3. being too responsive to ideas4. asking people to predict their behavior5. confusing success


Why You?



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- Douglas Martin

“Design is inevitable.

The alternative to good design

is bad design, not no design at all.”

Thank You



@audcrane

@designmap

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@audcrane

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Appendix

• “The $300 Million Button”, Jared Spool,http://www.uie.com/articles/three_hund_million_button/

• “Web Form Design: Filling in the Blanks”, Luke Wroblewski

• “How Bad UX Killed Jenny”, Jonathan Shariat, https://medium.com/@designuxui/how-bad-ux-killed-jenny-ef915419879e

• “I Wish It Were That Easy”, Kate Daly, https://medium.com/@tikikate/i-wish-it-were-this-easy-aefc02f30749

• Therac-25, http://en.wikibooks.org/wiki/Professionalism/Therac-25

• “What Does Nurse Turnover Rate Mean and What Is the Rate?”, Christine T. Kovner, Carol S. Brewer, Farida Fatehi, Jin Jun, http://ppn.sagepub.com/content/15/3-4/64

• “The Business Value of User Experience” - D3 Services

http://www.uie.com/articles/three_hund_million_button/

https://medium.com/@tikikate/i-wish-it-were-this-easy-aefc02f30749

http://en.wikibooks.org/wiki/Professionalism/Therac-25

http://ppn.sagepub.com/content/15/3-4/64


@audcrane @designmap #ADP_HITUpdated from Christian Rohrer