1. Why User Centered Design
and Usability Matters
Michael Rawlins, Certiﬁed Usability Analyst
2. about me...
- 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
3. value proposition...
Every dollar invested in Usability returns $10 to $100
better business requirements
shorter development cycles
non-functional requirements - design *SWOT analysis
* Strengths Weakness Opportunities Threats
4. a few definitions...
• 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
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
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.
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)
test 1:1 with users (task based usability tests)
11. templates vs. patterns
Direct approach -
Morae Recorder to
to capture your tests
13. It’s collaborative...
enabling you to
work closely with
your developers and
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
• Eight out of ten users will be able to purchase “x”
15. more tools...
Expert Review (use heuristics - rules of thumb)
Online Surveys (example: SurveyMonkey.com)
16. usability point of view
This can happen
80% of Usability is
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)
test with real user’s to determine their mental model
18. the return...
Reduce Support Calls
Reduce Learning Curve