helping your company adopt a user-centered process

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Zack Naylor Web Design Day Aug. 21, 2010 Helping Your Company Adopt a User-Centered Process

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Have you found yourself designing features that don't seem to make sense? Do you have this gut feeling that there is just a better way to determine what it is that your website should be doing? Alas there is, and it all starts with the user. Find out some creative ways of promoting UX within an organization that has not yet recognized it as their development process. Get ideas on how to sell the value of UX and start designing great experiences.

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Page 1: Helping Your Company Adopt a User-Centered Process

Zack NaylorWeb Design Day

Aug. 21, 2010

Helping Your Company Adopt a User-Centered Process

Page 2: Helping Your Company Adopt a User-Centered Process

83% Increase

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http://www.flickr.com/photos/donsolo/2344509181/

Hi,

I'm Zack Naylor

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What is a User-Centered Process ?

Page 5: Helping Your Company Adopt a User-Centered Process

“User centered development process shifts from focus on the way the product is made, to how the product is used.”

- Mike Kuniavsky “Observing the User Experience”

Page 6: Helping Your Company Adopt a User-Centered Process

“...an approach to design that grounds the process in information about the people who will use the product. UCD processes focus on users through the planning, design and development of a product.”

-Usability Professionals' Association, http://www.usabilityprofessionals.org/

Page 7: Helping Your Company Adopt a User-Centered Process

Gretchen Thomas

Director, User Experience

Hanson Dodge Creative

Page 8: Helping Your Company Adopt a User-Centered Process

Why a User-Centered Process ?

What are the benefts?

Page 9: Helping Your Company Adopt a User-Centered Process

Benefts for Designers and Developers:

- Clearly defned specs

- Fewer last minute changes

- Confdence

- KILLS OPINION BATTLES

Page 10: Helping Your Company Adopt a User-Centered Process

Benefts for Stakeholder/PM's/Executives:

- Meet deadlines

- More effcient = $ saved

- Builds trust in users → higher likelihood for a return visit

- Discovery and innovation

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Benefts for everyone:

Builds empathy with your users

“Feel” their pain

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Te concept of “Evidence-based design”

Make better informed design decisions

Decisions based on real users and real data

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http://www.ted.com/talks/paul_bennett_finds_design_in_the_details.html

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“...a tiny human gesture, dictated the design of this product”

- Paul Bennet, Designer and Creative Director, Ideo

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How do I start with a User-Centered Process ?

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http://www.flickr.com/photos/boudster/3781031396/sizes/l/

Evangelize!

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be PASSIONATE, be HONEST

Drink your own Kool-Aid©

Page 20: Helping Your Company Adopt a User-Centered Process
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Nobody will listen to you if they've never heard what you have to say.

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Getting it on the radar of those around you

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brainwash Educate from within

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You don't know what you don't know, until

you know that you didn't know it

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Establish yourself as the professional

http://www.flickr.com/photos/tim_norris/2625251417/

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Spread Virally

BlogOther ideas: company newsletter, team book club

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Leave stuf where people can see it

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Get allies

http://www.flickr.com/photos/19762967@N05/3603609987/

Design and Development team

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UX can make your job easier

http://www.flickr.com/photos/gary_b_dublin/2227353246/

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Sweet

Great!

Thanks!

Less last minute changes?Nice!

My bow-tie is rad!

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Why is it being done?

What does it do?

Who cares about it?

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Bonus:

What does the company currently know about it's users?

How does it get that information?

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Solve a business problem.

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Solve a business problem.Speak the language

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Explaining the benefts to executives and stakeholders:

- Increase revenue

- Decrease cost

- Increase customers

- Increase shareholder value

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Doing UX can save us money in

development time now and later,

which actually makes us more money

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Really? Tell me more.

Interesting proposition chap!

Stakeholders and Executives

http://www.flickr.com/photos/33917494@N06/3801210098/in/set-72157613850407361/

Page 38: Helping Your Company Adopt a User-Centered Process

“... one clear finding that has come out of the entire UX movement is that focusing on your customers is the surest, most direct way for any company to make money.”

- Greg Nudelman, User Interface Designer at Ketera

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How do I start with a User-Centered Process ?

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Go Rogue!

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Go Rogue!

Conduct a usability test on a current or upcoming project

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Fastest and easiest way of showing value

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“outsourcing your usability testing is like outsourcing your vacation”

- Jared Spool, CEO and Founding Principle at UIE

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$300 Million Button

Jared Spool, User Interface Engineering

Jared M. SpoolCEO & Founding PrincipalUser Interface Engineering

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$300 Million Button

Jared Spool, User Interface Engineering

"I'm not here to enter into a relationship. I just want to buy something."

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$300 Million Button

Jared Spool, User Interface Engineering

example only

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$300 Million Button

Jared Spool, User Interface Engineering

For the frst year the site saw an additional

$300,000,000

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$300,000,000

Tree-hundred-million dollars*

*that's a lot of money

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All from a usability test

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Excuses not to do user research:

“Too expensive”

“Takes too long”

“We need an expert”

“We think we're right”

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- start with friends and family

- cofee shop with a laptop

- if possible, conduct the test in house

- show the results!

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Screen recording for low-budget usability testing:

Silverback (Mac only) Windows options:

(Mac version available)

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Prepare for the test:

- set goals

- recruit for and screen participants

- determine incentive

- create task list

- ready 'what' will be tested (prototype, wireframe, etc.)

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Conducting the test

- practice and maintain “think aloud”

- present the tasks

- balance between “leading” the participant and “guiding” them

- probe for more information where appropriate

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After the test (immediate)

- follow up interview

- signed consent form (if recorded)

- compare notes (with others who observed, if any)

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After the test (next few day[s])

- write a report

- what you tested- what the tasks were- what problems you found

- list problems and their priority

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Excuses not to do user research:

“Too expensive”

“Takes too long”

“We need an expert”

“We think we're right”

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Excuses not to do user research:

“Too expensive”

“Takes too long”

“We need an expert”

“We think we're right”

Wrong

Wrong

Wrong

Unlikely

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Excuses not to do user research:

“Too expensive”

“Takes too long”

“We need an expert”

“We think we're right”

Wrong

Wrong

Wrong

Unlikely

Can be done for as cheap as FREE

No longer than an afternoon

Just..no

Very low probability, all luck

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So what now?

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So what now?Go Hustle.

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Tanks!

http://www.flickr.com/photos/donsolo/2290411073/

Page 65: Helping Your Company Adopt a User-Centered Process

www.zacknaylor.com

@zacknaylor

http://speakerrate.com/talks/4236

Sources:

“Observing the User Experience”- Mike Kuniavsky

“Mental Models” - Indi Young

http://www.useit.com/alertbox/roi.html

http://www.uxmatters.com/mt/archives/2008/10/selling-ux.php

http://www.uxbooth.com/blog/taming-goliath-collaboration-with-large-companies-part-2-of-2/

http://www.alistapart.com/articles/can-you-say-that-in-english-explaining-ux-research-to-clients/

http://www.uxmatters.com/mt/archives/2009/03/evangelizing-ux-across-an-entire-organization.php

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

http://www.90percentofeverything.com/2009/01/26/cheap-and-free-alternatives-to-morae-usability-testing-software/

http://www.usabilityprofessionals.org

http://semanticstudios.com/publications/semantics/000029.php

Special thanks to Dan Brown - http://blog.greenonions.com/