users, usability & user experience - at podcamp cleveland 2011
DESCRIPTION
Presented at PodCamp Cleveland at the Cuyahoga Valley Career Center in Brecksville, Ohio on April 29, 2011 by Carol Smith of Midwest Research, LLC. The gap between a good design and a great one can be bridged by understanding your users. In this presentation find out the basics of usability and user experience. Learn cheap and easy techniques to find out more about your users and improve your audience's experience. Effective visuals will be introduced that can help you remember and share what you learn.TRANSCRIPT
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Users, Usability & User Experience
PodCamp Cleveland 2011April 30, 2011
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Carol Smith
• Midwest Research, LLC• MS in Human-Computer Interaction
Education
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What You’ll Learn
• Basics of Usability and User Experience.
• Quick and cheap methods you can start now.
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Designing for Everyone is
Impossible
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Who will use your product?
What do they need to do?
Observing the User Experience: A Practitioner's Guide to User Research by Mike Kuniavsky
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Need to Understand User’s Experience
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User’s Experience
• Interaction with a product, service, or company– Functional – Emotional– Sensorial– Social
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Functional
• Able to complete task– Find information– Submit form– Contact someone– Purchase item
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Sensorial
• Visual– Layout– Colors– Images
• Auditory– Video– Music– Ads
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Emotional
• Bring their life with them• Interface – Conveys ideas and emotions– Sets the tone
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• Interactions with other people• Social networking• Help features• Chat
Social
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Where They Overlap...
X➘Experience
Functional EmotionalSensorialSocial
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Usability is an important characteristic
of what makes a good User Experience
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Functional Aspects
• Effective• Efficient• Learnable
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Key Attributes
• Usefulness• User feel in control• Supports, supplements and enhances skills
and expertise
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Minimize Human Cost
• Tiredness• Discomfort• Embarrassment• Frustration• Effort
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Benefits of Good User Experience
• Increased Usefulness• Increased Efficiency ($$$) • Improved Productivity
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Benefits (continued)
• Fewer Errors• Reduced Training Time• Improved Acceptance
Happy Users!
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Where do I start?
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Who are your users?
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Same Job Title, May Differ in…
UserExperience
Frequency of use
Priority of tasks Characteristics
Motivations and attitude
Expectations
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Which Student?Rick Connie
http://www.flickr.com/photos/mrjkbh/ via http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en http://www.flickr.com/photos/caharley72/ (Christopher Alison Photography) via http://creativecommons.org/licenses/by-nc-nd/2.0/
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Scope for Success
• Takes time, energy, budget and more to:– Research and discover– Document– Analyze– Understand
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Focus Your Efforts Until…
Get to 80%
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We Are 80% Sure We Know…
• Primary user tasks.• User’s goals.
• Prioritize as needed with:– Vision– Business needs
• Have awareness of what we don’t know (yet).
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Small,Iterative
Steps
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Interview the Experts
•Customer Service•Marketing (Web statistics)•Training •Sales/Business development
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Who Are the Users?
• How many are there?• Common complaints?• Show stoppers?
• Understand:– Assumptions and stereotypes – Differences between users
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Tasks
• Frequency of tasks
• Importance
• Complexity of task
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About Them
• Environment• Experience Level, Knowledge • Technology• Define Primary & Secondary Users
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Now You Have User Groups
[perhaps very loosely defined]
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Share What You Learn
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Personas
• Help guide decisions about:– Navigation– Features– Design
• Archetype, based on research.
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Task Analysis
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Actionable Gap Analysis
Suggested Solutions
•FAQ on how to make an appointment•Online Request for Appointment online•800 number prominent
Mental States & High Level Tasks
•Make appointment•Plan for future appointments•Coordinate appointments
Change Situation
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Are We Confident?
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Confirm Assumptions
• Representative users who DO the tasks.• Visionaries, leaders, perhaps.
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Observations
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Interviews
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42http://www.flickr.com/photos/rosenfeldmedia/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
Card Sorting
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Observations
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Go to the user
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Why Observe?
• Great way to understand your user’s situation– Find “cheat sheets” and other artifacts.– Learn real process they use.– Number and type of interruptions.– Find out more about them as people.
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http://www.flickr.com/photos/heygabe/ via http://creativecommons.org/licenses/by-nc-sa/2.0/Actual Photo: http://www.flickr.com/photos/heygabe/47206241/
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Sit Back and Watch
• Arrive when they will be doing related tasks.
• Observe for as long as needed:– 1/2 hour each - quick repetitive tasks– >1 hour for longer processes
– Stay out of their “space” and don’t interrupt.– Take photos and videos.
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Take Detailed Notes
• Write down questions and when they occurred.
• Look for patterns and differences:– Style of tasks– Order of operations– Environment
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Clarify Observations
• After observation ask about:– Why they do task?– What is their goal?– How typical was this process?– Parts of the process you found confusing.
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Interviews
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Interview to Discover/Confirm…
• Build on what you’ve learned:– Tasks– Attitudes and Opinions– Problems– Goals– Experience level and knowledge – Technology
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Styles
• Structured– Question 1– Question 2– Question 3
• Open-ended
• Combination
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Use Scripts
• Memory tool for facilitator• Don’t have to follow• Promote consistency– Questions– Order of questions
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Questions
• Quality of questions correlates to quality of answers:– Open-ended– Unbiased– Don’t lead or make assumptions– Use participant’s words
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Facilitation
• Remain passive (body, face) • Don’t confirm or reject answers• Listen for vocalizations • Watch non-verbal gestures• Encourage participant to elaborate• Ask your question and let them talk
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Silence is
Golden
User’s Time to Think!
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Card Sorting
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Card Sorting
• Maximize probability of users finding content• Explore how people are likely to group items• Identify content likely to be:– Difficult to categorize– Difficult to find– Misunderstood
Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series, Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asphttp://www.flickr.com/photos/richtpt via http://creativecommons.org/licenses/by-nc-sa/2.0/
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Benefits of Card Sorting
• Easy and inexpensive• Use to determine:– Order of information– Relationships between info– Labels for navigation– Verify correct audience
Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series, Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asp
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• One title/subject on each card• Short for quick reading• Detailed enough to understand• Supplement - short description on back• Use printed stickers (handwriting)
• Practice session first
Card Basics
Preventive Care Guidelines
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Participants
• Representative of users• Minimum of 6 • More participants = more data to analyze
• Allow one hour for 50 items• 30 – 100 cards
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Facilitation/Direction
• Shuffle cards• Ask to: – Group items in own way– Talk out loud• Think about:– What expect to be together– When expect to see
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Grouping Cards
• Ask to– Describe groups and name them– Describe overall rationale for grouping cards– Show best example from groups– What was difficult? What was easy?– Happy with final outcome?
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Online Tools
• Moderated• Un-moderated
Optimal Sort, Optimal Workshop - http://www.optimalworkshop.com/
Demo: https://livedemo.optimalworkshop.com/optimalsort/supermarketdemo
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How Do I Find Participants?
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Create a Screener
• Guide that helps determine who will participate.• Ask people to describe, then get details:– Highest level of education.– Computer activities. – Web use.
• People who pass the screener should closely match your user group definition
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Hire a Recruiter
• Allows you to focus on activity.• Can tell if person will be a good participant.• May already have a list they can start with.
• Good recruiters:– find right participants.– give regular updates.– take care of directions, confirmations, incentives,
etc.
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If You Must Do it Yourself...
• Go where users go and intercept– Online user groups– Professional organizations– Craigslist
• Online tools thru your site:http://ethnio.com
• Final recruiting by phone.– Ask questions that force them to talk.– Don’t recruit non-talkers.
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Number of Users to Test
• As many as possible (rarely statistically significant)• Usability Testing Research (in 1990’s)– 5 from distinct sub-group of the user population will
yield 80% of the findings (Nielsen, Virzi, Lewis)– Assumes expert has reviewed for obvious issues
• Recommend: – Early tests with 8 – 12 users per user group– Iterative testing (3 per day, iterate, 3 new users)
Barnum, Carol M. (Jan. 2003). What’s in a Number? STC Usability SIG Newsletter, Usability Interface. http://www.stcsig.org/usability/newsletter/0301-number.html Retrieved: 20080323
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Welcome & Prepare
• Participation will help team and is appreciated.
• Purpose of research.• Expectations of the participant.• Sign paperwork:– Non-Disclosure Agreement(s)– Consent Form
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We’re Looking for Patterns
• Identify repetition
• After pattern is found, continuation of study – Adds cost – Delays reporting– Low probability of many new findings
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Update Communications
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Do UX Early & Often
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Go to Your Users
• Find out:– Goals– Tasks
• Share the information with your team
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Recommended Readings
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References• Cato, John. User-Centered Web Design. Addison Wesley Longman; 2001. • Gaffney, Gerry. (2000) What is Card Sorting? Usability Techniques Series,
Information & Design. http://www.infodesign.com.au/usabilityresources/design/cardsorting.asp
• Hackos, JoAnn T., PhD and Redish, Janice C. User and Task Analysis for Interface Design. Wiley; 1998.
• Henry, S.L. and Martinson, M. Evaluating for Accessibility, Usability Testing in Diverse Situations. Tutorial, 2003 UPA Conference. (Activity)
• Kuniavsky, Mike. Observing the User Experience: a Practitioner's Guide to User Research. Morgan Kaufmann, 2003.
• Mandel, Theo. The Elements of User Interface Design. Wiley; 1997.• Nielsen, Jakob and Robert L. Mack. Usability Inspection Methods. John Wiley &
Sons, Inc. 1994.• Powell, Thomas A. The Complete Reference: Web Design. Osborne/McGraw-Hill;
2000.• Rubin, Jeffrey. Handbook of Usability Testing. John Wiley & Sons, Inc.; 1994.
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Thank You!
Carol SmithMidwest Research, LLChttp://www.mw-research.com
Twitter: @carologicCell: (773) 218-6568Email: [email protected]