user centred design - designing better experiences - general assembly - april 2015
TRANSCRIPT
HELLO.I’m Matt @duckymatt
DESIGNINGBETTER EXPERIENCES
USER CENTRED DESIGN?SO, WHAT IS
The best designed products and services result from understanding the needs of the people who will use them.
CREATING MYDLC, A CROSS-CHANNEL END-TO-END CUSTOMER PORTALEXPERIENCE
DESIGNING A POSITIVE USER EXPERIENCE FOR A DEBT RECOVERY COMPANY.
THE CHALLENGE
OUR OBJECTIVES
INCREASE USER-FRIENDLINESS
EMPOWER CUSTOMERS
STREAMLINE BUSINESS PROCESS
OUR PROCESS
RESEARCH
STAKEHOLDER INTERVIEWS
ONE ON ONE
ANONYMOUS
BROAD CROSS-SECTION
LEARNT A LOT ABOUT THEIR CUSTOMERS AND HOW THEY COMMUNICATE
The turning point in many interviews is when the interviewee gets up and closes the office door and lowers their voice.
PAUL BOAG
Photo credit: Andreas Øverland: http://www.flickr.com/photos/andreasoverland/4954194732/ Source: http://boagworld.com/business-strategy/how-to-improve-your-site-using-stakeholder-interviews/
USER RESEARCH
CLIENT EXPOSURE TO USER RESEARCH
There is a direct correlation between this exposure and the improvements we see in the designs that team produces.
JARED SPOOL
Photo credit: Jeffrey Zeldman: http://www.flickr.com/photos/zeldman/8614173005/
http://www.uie.com/articles/user_exposure_hours/
PERSONAS
BASED ON RESEARCH
CREATE A PICTURE OF WHO WE’RE DESIGNING FOR
USED THROUGHOUT DESIGN
ENCOURAGE EMPATHY!
SEMIOTIC ANALYSIS THE STUDY OF SIGNS AND SYMBOLS AND SOCIETY’S INTERPRETATION OF THEM
WE LOOKED AT MEANING CODED INTO DLC’S EXISTING DESIGNS
ANALYTICSON DLC, GOOGLE ANALYTICS WAS LARGELY UNHELPFUL AND CREATED A FALSE PICTURE OF OUR USERS
INSTEAD WE USED BUSINESS DATA TO HELP INFORM OUR PERSONA RESEARCH
CROSS CHANNEL RESPONSIVE DESIGN
ACTIVELY AVOIDING MISINTERPRETATION
FORK HANDLES OR FOUR CANDLES?
Image credit: BBC. (The Two Ronnies, 1976)
PRESENTING DESIGNS RATHER THAN EMAILING THEM
Image credit: Dreamworks SKG, Universal Pictures, Scott Free Productions, Mill Film, C&L, Dawliz and Red Wagon Entertainment (Gladiator, 2000)
DESIGNS WON’T SELL THEMSELVESImage credit: Gracie Films and 20th Century Fox Television (The Simpsons, 1997)
“WHAT DO YOU THINK?” IS THE ENEMY OF CONSTRUCTIVE FEEDBACKImage credit: Warner Bros, Hawk Films, Peregrine and The Producer Circle Company (The Shining, 1980)
The client didn’t hire you to make something they liked, and something they like may not be the thing that leads to their success.
MIKE MONTEIRO
Photo credit: Amber Gregory: https://www.flickr.com/photos/fontshop/7091584773/ RECOMMENDED READING: http://www.abookapart.com/products/design-is-a-job
Source: https://medium.com/@monteiro/13-ways-designers-screw-up-client-presentations-51aaee11e28c
DEFINE A NARRATIVE
USER STORIES TO DEFINE A NATURAL FLOW TO THE UX.
KEEPING POSSIBLE DECISIONS PER STEP TO A MINIMUM.
HICK’S LAW
TIME TAKEN TO RESPOND
NUMBER OF OPTIONS
MOBILE FIRST
WE STARTED ALL PROTOTYPES LOOKING AT THE SMALL SCREEN FIRST.
IT’S EASIER TO SCALE UP A DESIGN THAN TO SQUEEZE A DESKTOP SITE ON MOBILE.
FORM OPTIMISATION
SKETCH
TONE OF VOICE
90% OF INTERFACE DESIGN IS TONE OF VOICE.
GETTING THIS RIGHT ON MYDLCWAS CRITICAL TO THE SUCCESS OF THE DESIGN.
TONE OF VOICE
It was actually really nicely put. I’ve obviously had letters like this before. I’ve never seen anywhere, you know ‘please call us and we will take your circumstances into account’. I really liked that on that letter. You are more willing to actually deal with it, than shoving it in the bin and saying you never received the letter.
TEST, TEST, AND TEST SOME MOREImage credit: The Ladd Company, Shaw Brothers and Warner Bros. (Blade Runner, 1982)
▲
72.5%
TRANSACTIONS
INCREASE IN ONLINE TRANSACTIONS IN FIRST
7 MONTHS SINCE LAUNCH
▲
66%
REVENUE
INCREASE IN REVENUE IN FIRST 7 MONTHS
SINCE LAUNCH
40 HOURS SAVED
AGENT TIME
SAVED A HUGE AMOUNT OF AGENT TIME PER
MONTH
Businesses cannot treat their customers as passive “consumers” any longer; every company is in the user experience business.
KAREN MCGRANE
Source: http://alistapart.com/column/explaining-water-to-fish
Photo credit: Eirik Helland Urke: http://www.flickr.com/photos/webdagene/6149954950/
THANK YOU@duckymatt @cyberduck_uk