making happy users: the science behind great user experiences
DESCRIPTION
Keynote given at CodeFest 2013 in Ottawa. The science of user experience design and how to become a UX Ninja.TRANSCRIPT
MAKING HAPPY USERSThe science behind good user experiences
Hilary Little, Senior Usability Architect, CBSA @HiLittleFriday, 9 August, 13
97% of websites fail at UX
Friday, 9 August, 13
“It really just means making sure that something works well: that a person of average ability and experience can use the thing – whether it’s a web site, remote control, or revolving door – for its intended purpose without getting hopelessly frustrated.”
– Steve Krug
Friday, 9 August, 13
There’s a process for that.
Friday, 9 August, 13
User Centred Design
DesignResearch Test
Friday, 9 August, 13
functional
reliable
usable
pleasurable
Hierarchy of UX needs
Available and accurate
Easy to use
Enjoyable to use
Works as coded
Friday, 9 August, 13
functional
reliable
usable
pleasurable
Works as coded
Available and accurate
Easy to use
{Test the code
Enjoyable to use
Measuring success
Friday, 9 August, 13
functional
reliable
usable
pleasurable
Works as coded
Available and accurate
Easy to use
{Test the code
{Test the design
Enjoyable to use
Measuring success
Friday, 9 August, 13
Observe them in theirnatural habitat
Friday, 9 August, 13
“Ford’s quality ratings plunged and a
feature meant to increase loyalty
instead damaged perceptions of the
company.”Nick Bunkley, NYT
Ask Ford.
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Do not ask users what they want
"If I had asked people what they wanted, they would have said faster horses."
Henry Ford
Friday, 9 August, 13
Observe them
What users say and what they do are different.
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Friday, 9 August, 13
Outdated design process
Design decision
Revise
DoneClient likes it?
YesNo
Friday, 9 August, 13
“One of usability’s most hard-earned lessons is that ‘you are not the user.’ If you work on a development project, you’re atypical by definition.” -Jakob Nielsen
Friday, 9 August, 13
Outdated design process
Design decision
Revise
DoneClient likes it?
YesNo
Friday, 9 August, 13
Evidence-based design process
Design decision
Iterate
Keep itUsers successful?
YesNo
Test with users
Friday, 9 August, 13
Total cost of one design decision
Time
10,800 additional person days
Money
$3 million dollars in additional operating
costs
Risk
At least 60 additional targeters
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But I hate users and I want them to suffer.
Friday, 9 August, 13
More time for developmentLess time doing maintenance
Dodge design torpedoes Users will love you
Friday, 9 August, 13
Based on R. Pressman (2000), Software Engineering: A Practitioner's Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering: A Vendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
$1000
$10,000
THE COST OF FIXING BAD DESIGN
Design Develop Deploy
$100
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“Provide a simple and convenient payment option”
- PRESTO
“PRESTO – It’s that easy”
“Life is easier with PRESTO”
Friday, 9 August, 13
“Maddening, cumbersome, punitive.”
“I call it ‘PAINSTO’.”
“There are so many terms and conditions on the website. It scares
the crap out of you.”
- CUSTOMERS
Friday, 9 August, 13
“I want convenient, easy and fast fare payment.”
Friday, 9 August, 13
Friday, 9 August, 13
“Uptime of the website meets or exceeds PRESTO standards. Customer convenience features are functional and available.”
functional
reliable
usable
pleasurable
Available and accurate
Easy to use
Enjoyable to use
Works as coded
x
x
Friday, 9 August, 13
Really?
Friday, 9 August, 13
Friday, 9 August, 13
“I am no longer a Presto user.”
Friday, 9 August, 13
You don’t know it’s usable until you test it with users.
Friday, 9 August, 13
Ninja UX: Prototype designs.Test them with users.See where they run into problems.Fix them.
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Sweet spot: 5 users
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•4-6 tasks
•Create a prototype
•Ask users to “think aloud”
•No coaching!
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Bad task:Search for Line 367 - Amount for children born in 1995 or later.
Good task:You are ready to start your tax return. This year, you had your first child. Find information on what deductions you are now entitled to.
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“You’re traveling abroad in two weeks and your passport is about to expire. How might you renew it before you go so you don’t need to cancel your vacation?”
“Fill out the Simplified Adult Passport Application Form.”
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Recruiting users
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Metrics
•Task completion rates
•Errors
•Time on task
•Satisfaction
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Designing for pleasure:
It’s all in the details.
http://nothingbutbonfires.com/photos/1838342742/set/72157603044198558
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Answer questions before they’re
asked.
List of ways to design for pleasure from: : http://boxesandarrows.com/from-satisfaction-to-delight/
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Communicate using a heightened degree of respect, tolerance and
empathy.
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Maximize user capacity for insight, curiosity and perception; create the desire to engage.
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Intelligently personalize experiences based on past needs, behaviors or purchases.
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Recognize connections or relationships of value to the user.
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Demonstrate that you know and understand the user.
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Provide pleasant surprises.
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UX
functional
reliable
usable
pleasurable
Works as coded
Available and accurate
Easy to use
{Test the code
{Test the design
Enjoyable to use
Design decision
Iterate
Keep itUsers successful?
YesNo
Test with users
Friday, 9 August, 13
Ninja UX Code of Honor
• Know your user, and you are not your user.
• Don’t ask users what they want.
• Make design decisions based on data, not opinion.
• Treat design as a hypothesis to test.
• Fail early and fail often.
• Go the extra mile.UX
Friday, 9 August, 13
Go make happy users!
UX
Friday, 9 August, 13