user centered design works… · 1 user centered design works… 1/27 matthias rauterberg technical...
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Matthias RauterbergTechnical University Eindhoven2003
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Cost Justifying Usability
• On IBM's website (1998), the most popular feature was the searchfunction, because the site was difficult to navigate. The second most popular feature was the 'help' button, because the search technology was so ineffective. IBM's solution was a 10-week effort to redesign the site, which involved more than 100 employees at a cost estimated 'in the millions.' The result: In the first week after the redesign, use of the 'help' button decreased 84 %, while sales increased 400 %.
• A report by Creative Good (1999) showed that 39 % of test shoppers failed in their buying attempts because web sites were too difficult to navigate. Additionally, 56 % of search attempts failed.
• To hammer home this point, Creative Good offered the striking revelation that a dollar spent on advertising during the 1998 holiday season produced $5 in total revenue, while a dollar spent on customer experience improvements yielded more than $60.
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Relative Costs to Fix Design Errors
The costs to fix an errorincrease exponentiallywith project time!
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The Interactive Product
user
product
manualinterface
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The Cyclic Process
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The Cyclic Approach
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What is User Centered Design?
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The Three Levels of UCD
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The UCD Cycle
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Three Main Iterations
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The Usability Engineering Lifecycle
Deborah J. Mayhew
This scheme indicates all lifecycle tasks, and approximately where each one should be applied, etc.
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Push and Pull Strategy
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UCD maximize success!
Without UCD
With UCD
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The Four UCD Stakeholders
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How to get the user into the loop?!
Without UCD
With UCD
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Two different and complementary design strategies
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UCD: the four major activities
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UCD step 1: user requirements
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UCD step 2: concept development
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UCD step 3: evaluation
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Ideal Design Case: system objectives
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Ideal Design Case: problem identification
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Ideal Design Case: prototyping
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Ideal Design Case: evaluation-1
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Ideal Design Case: evaluation-2
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Design Case: re-design
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Thank you for your attention!