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Why User Centered Design
and Usability Matters
Michael Rawlins, Certified Usability Analyst




September, 2009
about me...
     Michael Rawlins

     - Director of User Experience for a global software firm

     - Over 20 years of Fo...
value proposition...
   Every dollar invested in Usability returns $10 to $100
   Realize:
      better business requireme...
a few definitions...



                       4
usability?
• Effectiveness - can users achieve their goal
• Ease of learning - how fast do they learn the interface
• Effic...
mental model?
• “Things should work the way we
  think they should work...”
  • break the user’s mental model
    - they r...
user centered design?
User-centered design (UCD) is a structured product
development methodology that involves users
throu...
the process...
To create a user-centered web site you must think
about the needs of your users throughout each step in
the...
prototyping...
                   www.balsamiq.com



    Low fidelity


www.welie.com




                  Interaction
  ...
interaction patterns...




http://quince.infragistics.com/#/ByTask

                                          10
templates vs. patterns
   http://www.welie.com




http://960.gs/

                          11
tools...
Direct approach -
Morae Recorder to
to capture your tests




                        12
It’s collaborative...
enabling you to
work closely with
your developers and
business stakeholders




                    ...
usability testing criteria
Establish usability criteria prior to creating the test questions
•   What are you measuring?

...
more tools...
Indirect approaches
  Expert Review (use heuristics - rules of thumb)
  Online Surveys (example: SurveyMonke...
usability point of view


   This can happen



 80% of Usability is
  about navigation




                          16
the symptoms...
Your site or application doesn’t work when user’s:
  are over reliant on sitemaps to navigate
  access sea...
the return...
 Increase Productivity

 Reduce Support Calls

 Reduce Training

 Conversion Rate

 Reduce Drop-off

 Reduce...
suggested reading...




                       19
questions...



               20
thank you...
michael.rawlins@gmail.com
http://www.michaelrawlins.com




                                21
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Transcript of "Why User Experience Matters 2009"

  1. 1. Why User Centered Design and Usability Matters Michael Rawlins, Certified Usability Analyst September, 2009
  2. 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. 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. 4. a few definitions... 4
  5. 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. 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. 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. 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. 9. prototyping... www.balsamiq.com Low fidelity www.welie.com Interaction Design Patterns 9
  10. 10. interaction patterns... http://quince.infragistics.com/#/ByTask 10
  11. 11. templates vs. patterns http://www.welie.com http://960.gs/ 11
  12. 12. tools... Direct approach - Morae Recorder to to capture your tests 12
  13. 13. It’s collaborative... enabling you to work closely with your developers and business stakeholders 13
  14. 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. 15. more tools... Indirect approaches Expert Review (use heuristics - rules of thumb) Online Surveys (example: SurveyMonkey.com) 15
  16. 16. usability point of view This can happen 80% of Usability is about navigation 16
  17. 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. 18. the return... Increase Productivity Reduce Support Calls Reduce Training Conversion Rate Reduce Drop-off Reduce Learning Curve 18
  19. 19. suggested reading... 19
  20. 20. questions... 20
  21. 21. thank you... michael.rawlins@gmail.com http://www.michaelrawlins.com 21
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