user centered design 101 experience dynamics web seminar 1229121780083642 3

Download User Centered Design 101 Experience Dynamics Web Seminar 1229121780083642 3

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  • 1. User Centered Design101 An Experience Dynamics training WEB SEMINAR With Frank Spillers, MS

2. About Your Speaker

  • Frank Spillers
  • Masters Cognitive Science
  • 10 years User Centered Design experience
  • Founder, Experience Dynamics- leading Usability Design Research firm

3. Agenda

  • 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


  • User Centered Design: Evolving from Dot-Com to Web 2.0

5. User Centered Design Usinguser advocacyas a means to product development Grounding requirements and design decision making inobserved behavioral data . For Websites, portals, Intranets. Software, Web applications. Embedded or mobile devices, hardware products. For end-to-end experiences. 6. 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! 7. 8. in a UCD process

  • Get to know the users
  • Analyze user tasks and goals
  • Establish usability requirements
  • Prototype some design ideas
  • Usability test the concepts
  • Repeat as necessary

6 Basic Steps 9.

  • Usability is not UCD
  • Usability is a result, a goal, a field (UE, UX)
  • UCD is a methodology
  • Usability is an outcome of UCD practices

Lets make a distinction 10. International Standards Org

  • ISO 9241-11 (1998) defines usability as anoutcome
    • 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.
  • ISO 13407 (1999) defines HCDas anapproach
  • Human centred design processes for interactive systems
    • Human-centred design is an approach to interactive system development that focuses specifically on making systems usable. It is a multi-disciplinary activity

11. Is it possible to win with just usability?

  • Yes, I think sobut Enterprise level organizations need a
  • framework to manage UCDand adhere to the practice of
  • user involvement a la behavioral research
  • Otherwise techniques get shelved, filed away or move on (with bright stars).

12. Why does UCD often look diluted, dated, misplaced or weak?

  • Different reasons:
    • Usability consultants or Centers of Excellence like to extend, expand and redefine
    • It is used for different purposes: marketing; PR; promotional reasons
    • Different backgrounds; different disciplines come to UCD practice
    • Not all steps are or can be followed
    • UCD follows organizational buy-in to usability

13. 2. Why UCD? (Development, Business, Design benefits) 14. Approaches to Design

  • Technology driven
  • Component focus
  • System driven (use cases)
  • Product defect view of quality
  • Focus on system robustness
  • User Centered Design driven
  • Solutions focus
  • (real-world) Scenario driven
  • Task success view of quality
  • Focus on User Interface robustness

15. Business case for usability

  • Reduce development costs
  • Reduce support costs
  • Reduce documentation time
  • Reduce maintenance costs
  • Increase user satisfaction
  • Increase user loyalty
  • Increase user adoption

16. Web 2.0 case for(your case here)

  • More compelling user experience
  • Faster application development
  • Usability fixes more elegant
  • More flexibility
  • Better control of presentation layer (UI)

17. 3. Development process: UCD vs. Agile vs. Waterfall 18. Development methods:

  • Waterfall:
  • -3-6 month + releases
  • -Requirements definition up front
  • -Sequential process
  • -Used heavily pre-Web
  • -Delay testing to end
  • Agile:
  • -XP Extreme Programming
  • -Reduce the cost of change
  • -30 day releases
  • -Include user involvement
  • -Test as you go along

UCD: -Guerilla HCI -User testing often -Iterative by nature -Rapid (UI) design prototyping -User test anytime 19. Fitting usability in to Agile

  • Move UCD deliverables to a quarterly management cycle
  • New features and functionality gained from field studyand usability tests should be reviewed and prioritized at every new monthlybuild review meeting


  • Agile competes with UCD activities (time and attention)
  • Close partnerships are required
  • UCD team needs to debrief and bug-squash features
  • Usability findings should be cascaded into Agile review cycles

Issues with Agile 21.

  • Field Studies= Quarterly usability priority (feed to Agile dev process)
  • Usability Testing= Monthly usability priority (depending on what needs tested, might be small, incremental)
  • Usability Reviews= Can feed into the more narrow "inside a month" cycles.

Agile and UCD 22. 4. Case Studies: User Centered Design success stories 23. Many Success Stories 24.

  • Design an Information Appliance

ExoBox 25. Business Objectives

  • It is not a computer
  • Target isa home environment
  • Reduce fear, increase motivation

26. User Objectives

  • Support interruptions
  • Dont make me feel stupid
  • Reduce fear of technology
  • Quick, Effective, Productive
  • Parent
  • Teen/Child
  • Grandparent
  • Friend
  • Shopper...

27. User Attributes

  • E-mail is a prime motivator
  • Surfing the web, too
  • Familiar with appliances
  • Are fearful of complex technology
    • They dont want to feel stupid
    • But dont want to be left behind

28. Tasks

  • Get a message
  • Prepare a meal
  • Get help with homework

29. 30. 31. User Centered Design works better when business models align with end-products. 32.

  • UCD takes on many interpretations- folklores
  • Usability efforts are stifled by many factors
  • Managers who dont get it
  • IAs or UX folks who think they get it but dont (or dont get it enough to convince their boss)

Distinction 33. 5. Is UCD right for you?: Planning a UCD process for your product 34.

  • Usability testing is a good start
    • Expert reviews are politically limited
    • Field studies are easily misinterpreted
  • Once established, Persona Research is vital
    • Ethnography should be embraced
    • Developing personas is valuable

Preparing your organization 35.

  • Usability Education
  • Research based design
  • Credibility (business team buy-in)
  • Integration (development process)
  • Best practice capture
  • Leadership (and budget)
  • Expertise

Building momentum * * * * 36. UCD must evolve to meetmarket conditions 37. Agile-friendly! 38. 6. Q & A 39. thankyou ! 1-800-978-9183 Frank Spillers, MS [email_address]

  • Managing with User Centered Design checklist
  • Incorporating UCD into your product lifecycle: How UCD fits with Agile
  • Components of UCD Techniques: When to use and NOT to use User Centered Design
  • Guidance and Advice: how you can learn from best pract


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