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Why User Experience Matters 2009
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Why User Experience Matters 2009


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  • 1. Why User Centered Design and Usability Matters Michael Rawlins, Certified Usability Analyst September, 2009
  • 2. about me... Michael Rawlins - Director of User Experience for a global software firm - Over 20 years of Fortune 100 company experience - President, CT Usability Professionals Association - Adjunct Professor, Manchester Community College - Certified Usability Analyst (CUA) - Human Factors International’s CUA of the Month in 2007 2
  • 3. value proposition... Every dollar invested in Usability returns $10 to $100 Realize: better business requirements shorter development cycles non-functional requirements - design *SWOT analysis * Strengths Weakness Opportunities Threats 3
  • 4. a few definitions... 4
  • 5. usability? • Effectiveness - can users achieve their goal • Ease of learning - how fast do they learn the interface • Efficiency of use - how fast users complete tasks • Memorability - short & long term memory leveraged • Error prevention - is there forgiveness • User satisfaction - do users like the application 5
  • 6. mental model? • “Things should work the way we think they should work...” • break the user’s mental model - they respond negatively • techniques to explore the user’s mental model include card sorting and 1:1 usability testing 6
  • 7. user centered design? User-centered design (UCD) is a structured product development methodology that involves users throughout all stages of the development lifecycle, in order to create a web site or application that meets users' needs. This approach considers an organization's business objectives and the user's needs, limitations, and preferences. 7
  • 8. the process... To create a user-centered web site you must think about the needs of your users throughout each step in the development of your site, including: plan (objectives & requirements) collect data from user population (observation) prototype (low-fidelity) test 1:1 with users (task based usability tests) 8
  • 9. prototyping... Low fidelity Interaction Design Patterns 9
  • 10. interaction patterns... 10
  • 11. templates vs. patterns 11
  • 12. tools... Direct approach - Morae Recorder to to capture your tests 12
  • 13. It’s collaborative... enabling you to work closely with your developers and business stakeholders 13
  • 14. usability testing criteria Establish usability criteria prior to creating the test questions • What are you measuring? • Users will be able to do “x” in less than two minutes • Users will be able to navigate to “x” in less than two minutes in three clicks • Users will be able to buy “x” with no errors or customer support assistance • Eight out of ten users will be able to purchase “x” 27
  • 15. more tools... Indirect approaches Expert Review (use heuristics - rules of thumb) Online Surveys (example: 15
  • 16. usability point of view This can happen 80% of Usability is about navigation 16
  • 17. the symptoms... Your site or application doesn’t work when user’s: are over reliant on sitemaps to navigate access search as a primary navigation tool navigate with browser controls (forward & back) To solve: test with real user’s to determine their mental model 17
  • 18. the return... Increase Productivity Reduce Support Calls Reduce Training Conversion Rate Reduce Drop-off Reduce Learning Curve 18
  • 19. suggested reading... 19
  • 20. questions... 20
  • 21. thank you... 21