creating a user centred design policy user vision breakfast briefing july 2014
TRANSCRIPT
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User Centred Design Policy Ed Chandler
Senior UX Consultant
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User Centred Design Policy What UCD is What it is / Why you need it / What it does What goes in it? How to and when to The people The Drive Some Examples Recap
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User Centred Design
An introduction to:
(what is it)
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User Centered Design
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…across various platforms… Approximately two-thirds of
customers will cross more than
one channel.
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…and multiple touchpoints Customers no longer interact with
companies from a “channel”
perspective; instead, they interact
through touchpoints.
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People
THE
(users / customers / not yet
customers)
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People are different
Including those with disabilities
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Adapted from Stephen Pheasant (1985)
1. This design is satisfactory for me - it will therefore be satisfactory for everybody else
2. This design is satisfactory for the average person - it will therefore be satisfactory for everybody else.
3. The variability of people is so great that it cannot possibly be catered for in any design - but since people are so wonderfully adaptable it doesn't matter anyway.
4. UX is expensive and since products, systems and services are actually purchased on appearance and styling, UX considerations may be conveniently ignored.
5. UX is an excellent idea. I always design with UX in mind - but I do it intuitively and rely on my common sense so I don't to need include actual users.
Why can it go wrong?
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What “experience” is the design / development based on – if there is no user input?
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Purpose of a UCD Policy
THE
(What it is / Why you need it / What it does)
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What is it? It informs project teams how to go about including users
It aids the creation of a “customer first” culture
It’s your commitment to meet the needs of your customers
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Why do you need it? Good design benefits everyone
It shows a commitment to putting customers first
It reduces the need to make [costly] last minute changes
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What does it do? It states who the “go to” experts are
It is part of continual improvement and UX maturity
It is a blueprint for delivering customer focused projects
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Reason THE
(What goes in it to help the
business)
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Leadership statement Provides direction for the business and lays the foundations
It explains what UCD means for the business
Makes UCD a company wide initiative
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Understanding UCD Outlines user groups and market segments
What it means in real terms
Explains what UCD is and why it is important
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Legislation, Regulation and Standards
Market specific regulation to protect or service consumers
Leveraging standards to deliver “what good looks like”
Equality Act 2010
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UCD Project lifespan
Project Managers Checklist
Requirements and scope
Business ready processes
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How to THE
(nuts and bolts)
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Asking the right questions Which technique is best
to elicit feedback?
Which users, to get a diverse sample?
What do you need and when do you need it?
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Concept creation
Develop the plan
What if its no good?
What to ask + elicit early feedback
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Post release / live systems How can you get more
feedback?
Has it a legacy system that has never been tested
Is there a phase 2?
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When? THE
(and how often)
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Testing Test often
Retest…..
Test early
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Project life span
Engagement
With subject matter experts
With end users
Concept Design and build Release / Live
User Needs Usability Testing
Expert testing
Best practice guidance
Initial feedback
1st release
Test New
iteration Continual
improvement
Post launch feedback
Expert testing
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Project development
With subject matter experts
With end users
Sprint 1 iteration
UX / design
Dev Team
Sprint 2 iteration +
Sprint 1 support
Sprint iteratio
n n + Sprint
n-1 support
Sprint 0 Sprint 3
iteration + Sprint 2 support
Sprint 4 iteration + Sprint
3 support
user needs user needs for each sprint as required
Sprint 1 build
Sprint 2 build
Sprint 3 build
Sprint n-1
build
Best Practice / Personas / Journeys
/ Strategy Sprint 1 testing
Sprint 2 testing
Sprint n-2
testing
Expert input for each sprint as required
Sprint n-2
testing
Sprint 2 testing
Sprint 1 testing
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Releasing after each sprint is possible
if testing can be incorporated quickly Adapted from John Whalen, UXPA 2014
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Who? THE
(not the band or the
Doctor!)
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Going back to People Increase life expectancy from 80 to 85 by 2035
Older customers more likely to move to competitors
Currently 10 million are over 65 growing to 19 million by 2050
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It’s all in the data
But it won’t tell you why…..
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Customer / User Panels Having a method of
quickly eliciting feedback is crucial
Making them relevant, refreshed and up to date is important
Nobody knows your customers better than you
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Drive THE
(What makes a company do
this)
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1. The CEO or board member has a family or friend that has / is…..
2. Legislation / regulation is forced upon the market
3. A magic number of sales/hits/requests generates interest…..
4. Market change and competition is forcing the business to be more customer centric – this is likely to lead to industry wide change
5. To be different. To create that competitive advantage. The business wins have been identified, it makes sense and will return more value for the business and the customer
5 simple reasons
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In Practice End of discussion…
https://www.gov.uk/service-manual
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Examples THE
(customer centric designs)
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Holistic thinking Removing the weakest link
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Simple design Inclusive
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Summary THE
(a short recap)
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UCD Policy It is a commitment to being customer centric
It means engaging with users and acting on their feedback
It provides business direction from the top
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What “experience” is the design / development based on – if there is no user input?
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Ed Chandler Senior UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA
Tel: 0131 225 0850 Email: [email protected] Web: www.uservision.co.uk