designing for experience · designing for experience makes you change the questions experience...
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Designing for Experience Frameworks and Project StoriesDesigning for Experience Frameworks and Project Stories
Marc RettigFit Associates
Aradhana GoelMAYA Design
Marc RettigFit Associates
Aradhana GoelMAYA Design
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Marc RettigFit Associateswww.fitassociates.com
These slides are from a talk presented by Marc Rettig of Fit Associates and Aradhana Goel of MAYA Design, at Adaptive Path’s User Experience Week 2005 in Washington, D.C.
This PDF contains two sets of slides combined into one, in the order in which they were presented in D.C. The slides with the colored bars at top and bottom are from Marc. The slides with the black bars at top and bottom are from Aradhana.
Questions and comments?Marc Rettig: [email protected] Goel: [email protected]
Slides and contents are © 2005, Marc Rettig and Aradhana Goel
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PART ONEDesigning for experienceExample: Carnegie Library
PART TWOMore tools and stories
PART ONEDesigning for experienceExample: Carnegie Library
PART TWOMore tools and stories
17 - 86
pages 4 - 16
88 - 125
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What is Design?What is Design?
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Why this tea kettle?
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Many forces shape its design
aesthetics
market
safety
capacitycost
shelf space
shippingpack
agin
gweight
efficiency
disposal
manufacturing
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Different situations, different people,…
…different kettles
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Design is a way to create things that fit a particular set of forces
�
To accomplish our work, we must first understand the forces as best we can, then begin attempts to make something that fits the shape they suggest. A good process helps teams manage this difficult work: refine understanding, attempt to fit within their pressures.
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The Design Process in a nutshell
UNDERSTANDpeople, context,
use, business, technology
ATTEMPT TO FIT
insights, patterns,frameworks, guidelines
stories,mockups,prototypes,product
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That’s just about all you need
After that, it all depends on:
the size of the bag of tools you have to bring to bear on each bubble
your wisdom in choosing the right toolfor the job at hand
your success at facilitating a group of people through the process, and nurturing a culture of design for experience
ATTEMPT TO FITUNDERSTAND
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Did I really mean that last point?
I’m sometimes accused of being too loose, too abstract, unable to articulate a scaleable, enterprise-worthy process.
I do of course work with fine-grained steps in a project plan.
But I believe a lot of the effort spent teaching and cajoling teams to follow a process would be more productively put into:
a) giving them practice at the two-bubble process in lots of situations
b) helping people expand their bag of tools and methods
c) helping teams become great at facilitating collaborative work
ATTEMPT TO FITUNDERSTAND
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Designing for experienceDesigning for experience
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Exercise One
You have one minute…Design a vase.
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Exercise Two
You have one minute…Design a way for people to enjoy flowers in their home.
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Designing for experience makes you change the questions
Experience design, or “design for experience” is a name for enlarging scope to consider patterns of life, goals, activity, context, repeated use, learning, sharing, emotion, and more… while applying The Design Process.ATTEMPT TO FITUNDERSTAND
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Design for people doing activities in context
To do a good job of this, we have to understand as much as we can about the context, the activity, what else is going on, where people’s attention is focused, what happens before and after, what their goals are, and more.
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Example
Carnegie Libraryof Pittsburgh
A public service,the building that houses it,the systems that enable it,the people that deliver it
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What will future information-rich environments look like?
Carnegie Library of Pittsburgh | Information Environment
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This needs revolution, not evolution
Carnegie Library of Pittsburgh | Information Environment
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A disjointed feature-centric system
Carnegie Library of Pittsburgh | Information Environment
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The underlying issue
Carnegie Library of Pittsburgh | Information Environment
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Carnegie Library’s goal
“. . . a preferred destination for knowledge, entertainment, and social interaction”
Carnegie Library of Pittsburgh | Information Environment
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Tame complexity, don’t eliminate it
Carnegie Library of Pittsburgh | Information Environment
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Research
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BASIC QUERY
“Do you have a map of Pittsburgh?”
SUBSTANTIVE QUERY
“What’s a good source for literary criticism about Oliver Twist?”
BASIC WAYFINDING QUERY
“Where are the restrooms?”
TARGETED WAYFINDING QUERY
“Where can I find this book?”
Exploring, Shadowing, Documenting
Carnegie Library of Pittsburgh | Information Environment
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Interviewing, Brainstorming sessions
Carnegie Library of Pittsburgh | Information Environment
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Walk a mile in customers’ shoes
Carnegie Library of Pittsburgh | Information Environment
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Is the library open or closed?
Carnegie Library of Pittsburgh | Information Environment
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How do I start searching for a book?
Carnegie Library of Pittsburgh | Information Environment
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I am stupid…I can’t find anything
Carnegie Library of Pittsburgh | Information Environment
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What do these things mean?
Carnegie Library of Pittsburgh | Information Environment
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Is this the right place to ask? question?
Carnegie Library of Pittsburgh | Information Environment
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Why did I repeat my steps…
Carnegie Library of Pittsburgh | Information Environment
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This was quick!
Carnegie Library of Pittsburgh | Information Environment
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This is a pure waste of time!
Carnegie Library of Pittsburgh | Information Environment
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Can I save my search?
Carnegie Library of Pittsburgh | Information Environment
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Library jargon had permeated the space
Carnegie Library of Pittsburgh | Information Environment
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Analysis
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Who are the customers?
Carnegie Library of Pittsburgh | Information Environment
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Define the underlying information architecture
Carnegie Library of Pittsburgh | Information Environment
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Use this framework to describe the customer experience
Carnegie Library of Pittsburgh | Information Environment
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Use Scenarios reveal breakpoints
Carnegie Library of Pittsburgh | Information Environment
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Breakpoint patterns reveal systemic issues
Carnegie Library of Pittsburgh | Information Environment
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Bridging the organizers helps eliminate breakpoints
Carnegie Library of Pittsburgh | Information Environment
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Principles for designing these bridges
Carnegie Library of Pittsburgh | Information Environment
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Carnegie Library of Pittsburgh | Information Environment
The end of every customer journey should be the beginning of a new one…
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Rapid Prototyping
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Design for complete customer experience cycle
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Overview > Research > Analysis > Design
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Carnegie Library of Pittsburgh | Information Environment
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Design recommendations
Carnegie Library of Pittsburgh | Information Environment
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Carnegie Library of Pittsburgh | Information Environment
Design principles
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Rapid prototypes help to explore options quickly
Carnegie Library of Pittsburgh | Information Environment
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Return on Investment (ROI)
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Prioritizing the design recommendations
Carnegie Library of Pittsburgh | Information Environment
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How to spend wisely
Carnegie Library of Pittsburgh | Information Environment
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Project 1: A dynamic information environment
Carnegie Library of Pittsburgh | Information Environment
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Project 2: A consistent online experience
Carnegie Library of Pittsburgh | Information Environment
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Project 3: An intuitive catalogue
Carnegie Library of Pittsburgh | Information Environment
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Design
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Taming complexity with dynamic information environment
Carnegie Library of Pittsburgh | Information Environment
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What is the hierarchy of information?
Carnegie Library of Pittsburgh | Information Environment
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Make information blueprints for the space blueprints
Carnegie Library of Pittsburgh | Information Environment
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ask a librarian
after
Lexicon shifts to user-centered (not system-centered) language
Reference desk = Ask a Librarian
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ask a librarian
after
Lexicon shifts to user-centered (not system-centered) language
Reference desk = Ask a Librarian
Consistent across “user interfaces” from website to physical site…
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Circulation desk = Customer Services
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Content management system
Carnegie Library of Pittsburgh | Information Environment
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Information can be published on demand
Carnegie Library of Pittsburgh | Information Environment
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Orient/Direct people to the scope of the experience
Carnegie Library of Pittsburgh | Information Environment
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Identify to reinforce
Carnegie Library of Pittsburgh | Information Environment
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Educate to encourage self-sufficiency
Carnegie Library of Pittsburgh | Information Environment
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Connect to hidden or relevant information
Carnegie Library of Pittsburgh | Information Environment
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Testing
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Close the loop by testing
Carnegie Library of Pittsburgh | Information Environment
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Identify patterns to reveal strategic issues
Carnegie Library of Pittsburgh | Information Environment
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Next steps…
Carnegie Library of Pittsburgh | Information Environment
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Results so far?
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“I am going to hug the librarian. If I could hug the whole library, I would.”7-year old Monica Salime of Beaver
Carnegie Library of Pittsburgh | Information Environment
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Results so far?
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Let’s take a break
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Part two:“Design for experience” tools
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Our tools so far
• Rich persona, documenting the variety of journeys people have across many systems and interactions
• Annotated point-of-view photographs
• Breakpoint analysis
• Models that map information needs to a model of people’s experience
Thanks, Aradhana!
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Tools for integrating understanding of many dimensions of experience
VasSol CANVAS
Alignment wall
Task annotation sheets
Interactions between roles
Sticky stormA detailed description of this project was presented at DUX 2003. It can be downloaded at www.marcrettig.com/writings/DUX_Herzfeldt_Rettig.pdf
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GoalCreate a commercially viable product based on a government-approved science & engineering prototype
Problems• Scientifically amazing but unusable
prototype• No design awareness, pure tech
culture• Ease of learning and error-free use
were critical to the business model
CANVAS measures blood flow without invasive procedures.
VasSol CANVAS
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Task complexity, shown in the working prototype
A screen from the working product prototype, before redesign.
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Technology + human anatomy
A screen from the working product prototype, before redesign.
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The “alignment wall”
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sequence of activities
notes about each task
tasks
actions / steps /
views or screens
additional functionality(unnecessary!)
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Task sheets
For each step of each task, we captured:required informationrequired knowledge or skillspeople, relationshipsmeasures of successbarriers to successterminologymental taskunderlying concerns
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Working to understand interaction between roles
MRI Technician
Radiologist
Surgeon
X
XX
X
X
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MRI Technician
scanimages
work withpatient
create3D
identifyvessels
specifycuts
measureflow
verifyquality
Working to understand interaction between roles
Radiologistresolve
problems
review &approve
makediagnosis
Surgeon
consultstudy
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Activities, people, tools
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Critical task in more detail
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“Sticky-storming” the first mockup of the new design
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Tools for integrating understanding of many dimensions of experience
Appliance manufacturer
Bucket-analysis spreadsheet
Learning model
Persona based on “dimensions of significant difference”
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Bucket-analysis spreadsheet
Rese
arch
par
ticip
ants
“Buckets:” categories of interest, themes, actions,…
Field data: quotes, observations, actions
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Zooming in…
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The value of the bucket-analysis spreadsheet
Yes, it takes time to populate. But then:Reading up and down columns quickly tells you everyone’s story for a particular slice of the data.
Arranging columns together makes it easy to synthesize several categories as you read.
Reading across a row tells you a single person’s whole story.
Arranging rows together helps you see commonalities and differences.
Tip: make a blank one of these prior to a prototype test, have observers capture directly into it.
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UNDE
RSTA
NDI
NG
TIME →
comfort
misunderstanding
One result: behavioral segments based on learning patterns
mastery, virtuosity
Insight: successful recovery from mistakes is related to growing mastery of the appliance and its controls.
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Meaningful dimensions of difference
For my money, a set of these that shows variation in people’s behavior across an observed set of dimensions is far more useful to the team than a set of narrative “persona.”
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Tools for integrating understanding of many dimensions of experience
goArmy.comguiding strategy
Decision-making timelines
Data among the cubicles
Immersion workshops
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Personal story, mapped from audio tape
A Soldier’s story, transcribed from an audio tape of an interview. Timeline views are great for integrating many layers of experience into a single view.
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Timeline / collage from story elicitation
A kit of parts was invaluable in eliciting the story of Soldier’s decision, including influences, resources, events and emotions.
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From another project: timelines synthesized into genres of experience
Anne Conners and Kord Brashear, Institute of Design, IIT, 2000
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Making data manipulable (and public)
During analysis (here, affinity clustering and a few different attempts at models) we surrounded the team’s cubicle area with data from teenagers, mothers, recruiters and soldiers. This has the side effect of beginning to expose everyone to the voice of the people who use the site.
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Immersing extended team in the data
This work session exposed the extended team and stakeholders to artifacts from the research, as well as the themes that had begun to emerge. Quotes, photographs, letters home, military documents, and more lined the walls.
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A little dramatic reading
To give everyone a sense of what it is like to be a teenager facing a life decision, and considering the Army as one choice, we read quotes from our research participants to this gathering of the extended team and stakeholders.
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Scores and scores of (mostly bad) ideas
We then had people brainstorm: “In light of the themes emerging from the data, how would you do your work differently?” The point was not so much to generate the shape of the web site, it was to get this group of people thinking differently about their work, in light of new understanding about people who use it.
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Systematic, practical, detailed
Overview pageStrategic Directive
Success Criteria
Opportunities
Detail pageSuccess Criterion
Opportunity
Insight from project
Supporting quotesand data
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Story about possible future, as catalyst – a “Vision prototype!”
A vision prototype, technically conservative but organizationally ambitious, showed what it might be like in three years if all the strategic directions were pursued.
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The team translates the research
Insights from the research begin to shape the next iteration of the site.
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BBC Digital Curriculum: Posters of design guidelines
An attempt to make design principles from research a part of the daily work culture.
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Summary
Designing for experience is hard
My recommended recipe:
• a simple, powerful, generally applicable process
• a big bag of methods and tools
• use the right tool for the right goal
• attend to the gaps, bridges, connections, relationships first, then get the artifacts and interfaces right
• work hard at facilitating collaboration
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Thank you