UCD OverviewUCD Overview

Matthias Rauterberg

What is UCD?

"An approach to designing ease of use into the total user experience with products and systems. It involves two fundamental elements - multidisciplinary teamwork and a set of specialized methods of acquiring user input and converting it into design."

Vredenburg, K., Isensee, S., and Righi, C. (2001). User-Centered Design: An Integrated Approach (Software quality institute series). Prentice Hall

Transformation

Traditional Approach UCD Approach

Produce

Technology drivenComponent focusLimited multidiscipline cooperationFocus on internals architectureNo specialization in user experienceSome competitive focusDevelopment prior to user validationProduct defect view of qualityLimited focus on user measurementFocus on current customers

User drivenSolutions focusMultidisciplinary team workFocus on externals designSpecialization in user experienceFocus on competitionDevelop only user validated designsUser view of qualityPrime focus on user measurementFocus on current and future customers

vs.

Ease of Use

throughthrough

PrinciplesPrinciples

ProcessesProcesses

andand

Tools Tools

Total User ExperienceTotal User Experience

Total User Experience

Everything the user sees, hears, and touches

Find

OrderGet

Unpack

Install

Use

Help

Support

Upgrade

UCD Principles

1. Set Business GoalsDetermining the market, users, and competition to target is central

2. Understand UsersAn understanding of the users is the driving force behind all design.

3. Design the Total User ExperienceEverything a user sees and touches is designed together by a multidisciplinary team

4. Evaluate DesignsUser feedback is gathered often and drives product design and development.

5. Assess CompetitivenessCompetitive design requires a relentless focus on the competition and its customers.

6. Manage for UsersUser Feedback is integral to product plans, priorities, and decision making.

UCD Process

Who do we think will use this product?[Market Definition]

What are theylooking for? [Task Analysis]

What else is out there?[Competitive Evaluation]

1

2

3

How's this for starters?[Design and Walkthrough]

4

Does this work?What would makeit better?[Design Evaluationand Validation]

5

How do we stack up?[BenchmarkAssessment]

6

What UCD Isn’tWhat UCD Isn’t

UCD isn't

Simply conducting usability studiesSimply talking to usersDesigners taking the user's perspectiveA method just for designing user interfacesA set of methods just for gathering user feedbackAnother name for usability

What UCD Is

UCD isConducting studies to

Understand usersDrive and evaluate designAssess competitiveness

Multidisciplinary Designof the total user experiencebased on input from representative users

End-to-end iterative design of solutions

The UCD Team

Total User ExperienceLeader

Marketing Specialist Visual Designer HCI Designer

User ResearchSpecialist

Technology Architect User Assitance ArchitectService & SupportSpecialist

Integration

Developproductconcept

Developproduct

definitionand plan

Developand

verify

Qualifyand

certify

Ramp-upand

launch

Lifecyclemgmt

Integrated Product DevelopmentIntegrated Product Development

Market PlanningMarket Planning

User-Centered DesignValidate Product

against User Expectations

ConceptDCP

Study & Define Users, Tasks &

Competition

PlanDCP

Create Concept

Design of User Experience

AvailabilityDCP

Iteratively Develop Detailed Design

with Users

UCD on UCD

AutomatedManual

UCD

Skills

Skills

ExecutionExecution

SpeedSpeed ToolsTools

TeamworkTeamwork Organization

Organization

Skills

To get IBM teams enabled and optimized for UCD, we run...

Executive WorkshopsHalf-day case-based sessionSenior and middle management

Introduction to UCD ClassesOne-day awareness and overviewEntire product team

UCD Practitioner WorkshopsTwo-day hands-on experience buildingProject UCD Team

Monthly Technical Vitality WebcastsYearly Conferences

Tools

Tools

Organization

Integrated Product Development

User-Centered Design

Ease of UseChampions

Susan Mills

Design Consultancy

Mark Evans

UCD Advisory Council

Karel Vredenburg

IBM Ease of UseTony Temple

www.ibm.com/easy

Thank you.Thank you.