User Centered Design 101

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Is User Centered Design a buzzword, a technique, or a methodology? Why does "UCD" get so much attention? How has it changed how teams approach web application usability efforts? Is UCD right for you? 1.User Centered Design: Evolving from Dot-Com to Web 2.0 2.Why UCD? (Development, Business, Design benefits) 3.Development process: UCD vs. Agile vs. Waterfall 4.Case Studies: User Centered Design success stories 5.Is UCD right for you?: Planning a UCD process for your product 6.Q & A


<ul><li> User Centered Design 101 An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS </li> <li> About Your Speaker <ul><li>Frank Spillers </li></ul><ul><li>Masters Cognitive Science </li></ul><ul><li>10 years User Centered Design experience </li></ul><ul><li>Founder, Experience Dynamics- leading Usability Design Research firm </li></ul></li> <li> Agenda <ul><li>Is User Centered Design a buzzword, a technique, or a methodology? Why does "UCD" get so much attention? How has it changed how teams approach web application usability efforts? Is UCD right for you? </li></ul><ul><li><ul><li><ul><li>1. User Centered Design: Evolving from Dot-Com to Web 2.0 </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>2. Why UCD? (Development, Business, Design benefits) </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>3. Development process: UCD vs. Agile vs. Waterfall </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>4. Case Studies: User Centered Design success stories </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>5. Is UCD right for you?: Planning a UCD process for your product </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>6. Q &amp; A </li></ul></li></ul></li></ul></li> <li> <ul><li>User Centered Design: Evolving from Dot-Com to Web 2.0 </li></ul></li> <li> User Centered Design Using user advocacy as a means to product development Grounding requirements and design decision making in observed behavioral data . For Websites, portals, Intranets. Software, Web applications. Embedded or mobile devices, hardware products. For end-to-end experiences. </li> <li> Timeline* 1997 2008 2001 2004 A lot of good post-dot com guessingand heavy sprinkles of usability and UCD UCD methodology has influenced every aspect of Web design and development in the past 6 years. *Note: This timeline is incomplete and is for illustrative purposes only. Sorry if we left you off! </li> <li> </li> <li> in a UCD process <ul><li>Get to know the users </li></ul><ul><li>Analyze user tasks and goals </li></ul><ul><li>Establish usability requirements </li></ul><ul><li>Prototype some design ideas </li></ul><ul><li>Usability test the concepts </li></ul><ul><li>Repeat as necessary </li></ul>6 Basic Steps </li> <li> <ul><li>Usability is not UCD </li></ul><ul><li>Usability is a result, a goal, a field (UE, UX) </li></ul><ul><li>UCD is a methodology </li></ul><ul><li>Usability is an outcome of UCD practices </li></ul>Lets make a distinction </li> <li> International Standards Org <ul><li>ISO 9241-11 (1998) defines usability as an outcome </li></ul><ul><li><ul><li> The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use. </li></ul></li></ul><ul><li>ISO 13407 (1999) defines HCD as an approach </li></ul><ul><li>Human centred design processes for interactive systems </li></ul><ul><li><ul><li> Human-centred design is an approach to interactive system development that focuses specifically on making systems usable. It is a multi-disciplinary activity </li></ul></li></ul></li> <li> Is it possible to win with just usability? <ul><li>Yes, I think sobut Enterprise level organizations need a </li></ul><ul><li>framework to manage UCD and adhere to the practice of </li></ul><ul><li>user involvement a la behavioral research </li></ul><ul><li>Otherwise techniques get shelved, filed away or move on (with bright stars). </li></ul></li> <li> Why does UCD often look diluted, dated, misplaced or weak? <ul><li>Different reasons: </li></ul><ul><li><ul><li>Usability consultants or Centers of Excellence like to extend, expand and redefine </li></ul></li></ul><ul><li><ul><li>It is used for different purposes: marketing; PR; promotional reasons </li></ul></li></ul><ul><li><ul><li>Different backgrounds; different disciplines come to UCD practice </li></ul></li></ul><ul><li><ul><li>Not all steps are or can be followed </li></ul></li></ul><ul><li><ul><li>UCD follows organizational buy-in to usability </li></ul></li></ul></li> <li> 2. Why UCD? (Development, Business, Design benefits) </li> <li> Approaches to Design <ul><li>Technology driven </li></ul><ul><li>Component focus </li></ul><ul><li>System driven (use cases) </li></ul><ul><li>Product defect view of quality </li></ul><ul><li>Focus on system robustness </li></ul><ul><li>User Centered Design driven </li></ul><ul><li>Solutions focus </li></ul><ul><li>(real-world) Scenario driven </li></ul><ul><li>Task success view of quality </li></ul><ul><li>Focus on User Interface robustness </li></ul></li> <li> Business case for usability <ul><li>Reduce development costs </li></ul><ul><li>Reduce support costs </li></ul><ul><li>Reduce documentation time </li></ul><ul><li>Reduce maintenance costs </li></ul><ul><li>Increase user satisfaction </li></ul><ul><li>Increase user loyalty </li></ul><ul><li>Increase user adoption </li></ul></li> <li> Web 2.0 case for(your case here) <ul><li>More compelling user experience </li></ul><ul><li>Faster application development </li></ul><ul><li>Usability fixes more elegant </li></ul><ul><li>More flexibility </li></ul><ul><li>Better control of presentation layer (UI) </li></ul></li> <li> 3. Development process: UCD vs. Agile vs. Waterfall </li> <li> Development methods: <ul><li>Waterfall: </li></ul><ul><li>-3-6 month + releases </li></ul><ul><li>-Requirements definition up front </li></ul><ul><li>-Sequential process </li></ul><ul><li>-Used heavily pre-Web </li></ul><ul><li>-Delay testing to end </li></ul><ul><li>Agile: </li></ul><ul><li>-XP Extreme Programming </li></ul><ul><li>-Reduce the cost of change </li></ul><ul><li>-30 day releases </li></ul><ul><li>-Include user involvement </li></ul><ul><li>-Test as you go along </li></ul>UCD: -Guerilla HCI -User testing often -Iterative by nature -Rapid (UI) design prototyping -User test anytime </li> <li> Fitting usability in to Agile <ul><li>Move UCD deliverables to a quarterly management cycle </li></ul><ul><li>New features and functionality gained from field studyand usability tests should be reviewed and prioritized at every new monthlybuild review meeting </li></ul></li> <li> <ul><li>Agile competes with UCD activities (time and attention) </li></ul><ul><li>Close partnerships are required </li></ul><ul><li>UCD team needs to debrief and bug-squash features </li></ul><ul><li>Usability findings should be cascaded into Agile review cycles </li></ul>Issues with Agile </li> <li> <ul><li>Field Studies= Quarterly usability priority (feed to Agile dev process) </li></ul><ul><li>Usability Testing= Monthly usability priority (depending on what needs tested, might be small, incremental) </li></ul><ul><li>Usability Reviews= Can feed into the more narrow "inside a month" cycles. </li></ul>Agile and UCD </li> <li> 4. Case Studies: User Centered Design success stories </li> <li> Many Success Stories </li> <li> <ul><li>Design an Information Appliance </li></ul>ExoBox </li> <li> Business Objectives <ul><li>It is not a computer </li></ul><ul><li>Target is a home environment </li></ul><ul><li>Reduce fear, increase motivation </li></ul></li> <li> User Objectives <ul><li>Support interruptions </li></ul><ul><li>Dont make me feel stupid </li></ul><ul><li>Reduce fear of technology </li></ul><ul><li>Quick, Effective, Productive </li></ul><ul><li>Parent </li></ul><ul><li>Teen/Child </li></ul><ul><li>Grandparent </li></ul><ul><li>Friend </li></ul><ul><li>Shopper... </li></ul></li> <li> User Attributes <ul><li>E-mail is a prime motivator </li></ul><ul><li>Surfing the web, too </li></ul><ul><li>Familiar with appliances </li></ul><ul><li>Are fearful of complex technology </li></ul><ul><li><ul><li>They dont want to feel stupid </li></ul></li></ul><ul><li><ul><li>But dont want to be left behind </li></ul></li></ul></li> <li> Tasks <ul><li>Get a message </li></ul><ul><li>Prepare a meal </li></ul><ul><li>Get help with homework </li></ul></li> <li> User Centered Design works better when business models align with end-products. </li> <li> <ul><li>UCD takes on many interpretations- folklores </li></ul><ul><li>Usability efforts are stifled by many factors </li></ul><ul><li>Managers who dont get it </li></ul><ul><li>IAs or UX folks who think they get it but dont (or dont get it enough to convince their boss) </li></ul>Distinction </li> <li> 5. Is UCD right for you?: Planning a UCD process for your product </li> <li> <ul><li>Usability testing is a good start </li></ul><ul><li><ul><li>Expert reviews are politically limited </li></ul></li></ul><ul><li><ul><li>Field studies are easily misinterpreted </li></ul></li></ul><ul><li>Once established, Persona Research is vital </li></ul><ul><li><ul><li>Ethnography should be embraced </li></ul></li></ul><ul><li><ul><li>Developing personas is valuable </li></ul></li></ul>Preparing your organization </li> <li> <ul><li>Usability Education </li></ul><ul><li>Research based design </li></ul><ul><li>Credibility (business team buy-in) </li></ul><ul><li>Integration (development process) </li></ul><ul><li>Best practice capture </li></ul><ul><li>Leadership (and budget) </li></ul><ul><li>Expertise </li></ul>Building momentum * * * * </li> <li> UCD must evolve to meet market conditions </li> <li> Agile-friendly! </li> <li> 6. Q &amp; A </li> <li> thank you ! 1-800-978-9183 Frank Spillers, MS [email_address] <ul><li>Managing with User Centered Design checklist </li></ul><ul><li>Incorporating UCD into your product lifecycle: How UCD fits with Agile </li></ul><ul><li>Components of UCD Techniques: When to use and NOT to use User Centered Design </li></ul><ul><li>Guidance and Advice: how you can learn from best practice </li></ul><ul><li>Insider tips for promoting UCD at the team and management level </li></ul><ul><li>Q &amp; A </li></ul>Be sure to catch UCD 102 on March 21 st 2007 ($125 charge) </li> <li> About Experience Dynamics: Experience Dynamics is a professional usability design research firm. Through its User Centered Design services, Experience Dynamics assists organizations with removing the frustration and confusion that plagues most website and software development projects. Companies benefiting from Experience Dynamics actionable usability recommendations include AutoNation, IBM, Hewlett Packard, Intel, Verizon, Microsoft, Four Seasons, Washington Mutual, Bank One, Target, Land Rover, Providence Health System and KeyBank. About Experience Dynamics web seminars: Experience Dynamics offers a recurring set of usability web seminars on hot usability topics. The web seminars provide an overview and quick review of key issues and opportunities related to best practices in usability research. The seminars are presented by Frank Spillers, MS, a recognized expert in the field of usability engineering and user experience design. Experience Dynamics seminars are complimentary and are attended by companies including Intel, Citigroup, KeyBank, The Hartford, Fujitsu, Intuit, EMC Corp, Chase, US Bank, Apple,, Business Objects, Mentor Graphics, GM, Toyota and others. </li> </ul>