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    Usabilitysalespitch Usabilitysalespitch Presentation Transcript

    • Usability The Elevator Pitch Deb Cook Eva Kaniasty Andrew Wirtanen
    • Agenda
      • Explaining what we do
      • Our approach to getting answers
      • Introducing the experts
      • The Personal Pitch
      • The Workplace Pitch
      • Lessons learned
      • Presentation videos are available at http:// www.whatisusability.com
    • What Is So Hard About Explaining What We Do?
      • Some people have it easy…
        • I’m a lawyer
        • I’m a web designer
        • I’m a jet pilot
        • I’m a software engineer
      • Some don’t…
        • I’m an Interaction Designer
        • I’m an Information Architect
        • I’m a Human Factors Engineer
        • I’m a Usability Specialist
    • Explaining Usability
      • How much detail?
      • How technical?
      • What terminology?
        • Human Factors
        • Information Design
        • Usability
        • User Experience
        • Information Architecture
        • Accessibility
        • User Research
        • Interaction Design
        • Intuitive
        • User-friendly
        • Efficient
        • Effective
        • Easy to use/learn
        • Not frustrating
        • Satisfying
        • Enjoyable
    • What Not To Say…
      • Human Factors
        • Human Resources
          • Human Services
            • Human Factory
              • Human Sacrifice
      The devolution of HF
    • Common Misunderstandings
      • Usability is easy
        • “ You make things user friendly? They pay you for that?”
        • “ This stuff is obvious. Anybody can do it.”
      • User research is unnecessary
        • “ Our products are usable. Customers never complain about our software/website.”
        • “ We don’t need to talk to users. Our salespeople know what customers want.”
      • Usability by any other name
        • “ Doesn’t QA do this?”
        • “ We already have a beta-testing program.”
        • “ You make things look pretty, right?”
    • Our Approach
      • Ask the experts…
        • How they define usability?
        • How they explain it?
        • How they persuade others?
        • Do their mothers understand what they do for a living? (No)
    • Introducing The Experts http:// www.whatisusability.com
    • The Experts
      • Joe Dumas Dr. Usability, Bentley College; Author of “A Practical Guide to Usability Testing”
      • Jonathan Grudin Principal Researcher, Microsoft Research
      • Steve Krug Usability Consultant and Founder, Advanced Common Sense; Author of “Don’t Make Me Think”
      • Mary Beth Rettger Director of Usability, The MathWorks
      • Janice Rohn Vice President – Consumer Experience, YellowPages.com™
      • Jared Spool Founder, User Interface Engineering
      • Tom Tullis Senior Vice President, User Experience, Fidelity Investments
    • We Make Things Usable. So, what exactly does that mean?
    • Usability Is… “ [A product is usable when] people can use the thing for its intended purpose, without it being more trouble than it’s worth.” – Steve Krug, Advanced Common Sense “… the absence of frustration. What you do is remove all the frustrating bits...” – Jared Spool, User Interface Engineering “ A usable product allows the user to focus on what they’re trying to accomplish…” -Mary Beth Rettger, The MathWorks
    • Usability Is In The Eye Of The Beholder
      • Good usability is hard to pinpoint
      • It’s easier to see…
        • Poor usability
        • Consequences of bad usability
      • The next frontier
        • Enjoyable user experiences
    • So How Do We Explain What We Do? …It depends.
    • The Personal Pitch
    • It Depends On The Audience
      • Interest level
      • Relationship
      • Familiarity/Comfort with technology
      • Attractiveness?!?
      “ I gauge [if] they’re coming from a technical background…Depending on the background, I alter it.” - Janice Rohn, YellowPages.com “ I have six different answers.” - Jared Spool, User Interface Engineering
    • Keep It Simple “ It’s sort of on a need-to-know basis…The simpler you can keep it the better.” - Steve Krug, Advanced Common Sense “ I tell people I do software engineering, because people can relate to that. Then I say I’m involved in making products easy to use.” - Joe Dumas, Dr. Usability “ I try to help design websites so people can use them easily…the web domain is a handy one to talk in because it is one that almost everybody can relate to.” - Tom Tullis, Fidelity Investments
    • Examples Work Well
      • “ Phone menu systems are just nightmarish...”
      • Steve Krug, Advanced Common Sense
      • “ Remote controls…Dr. Usability had to get help…just to be able to turn the picture-in-picture off.”
      • Joe Dumas, Dr. Usability “Remote control units.”
      • Jonathan Grudin, Microsoft Research
      • “ The funny thing about thinking of that as the Elevator Pitch [for Usability] is that I sometimes I use an elevator as my example.”
      • -Tom Tullis, Fidelity Investments
    • The Workplace Pitch
    • It Depends On The Audience
      • Interest level
      • Frequency of interaction
      • Person’s role in the organization
      • Person’s primary focus (function)
        • Business
        • Product development
    • Common Strategies
      • Avoid the term “usability”
      • Position user centered design (UCD) as a solution to a problem
        • Tie it into the goals, objectives and values of the business (or the person)
        • WIIFM – “What’s in it for me?”
      • “ Show” is more powerful than “tell”
    • Avoid The Term “Usability” “ One of the things we learned a long time ago is the less we mention the word ‘usability’, the better we can sell things - and the bigger the projects.” - Jared Spool, User Interface Engineering
    • Position UCD As A Solution To A Problem
      • Tie it into the goals, objectives and values of the business (or the person)
      • WIIFM – “What’s in it for me?”
      “ We talked about their problems. They didn’t have a usability problem. They had a problem that they weren’t selling enough.” - Jared Spool, User Interface Engineering “ I explain the benefits in the terms that are the most important to the particular company.” - Janice Rohn, YellowPages.com
    • “ Show” Is More Powerful Than “Tell” “ Talking about user centered design and the value of it in the abstract just doesn’t seem to be nearly as convincing as being able to see it in action.” -Tom Tullis, Fidelity Investments “ I try to get users in front of developers as much as I can.” -Joe Dumas, Dr. Usability “ I would tell people ‘Do some user tests.’ Have them watch people try and use their stuff.” -Steve Krug, Advanced Common Sense “ The best way to explain the benefits is actually to demonstrate the benefits.” -Mary Beth Rettger
    • “ Show” Is More Powerful Than “Tell” “ One of the things I’m a big believer in is measuring the state of things before and after…Demonstrate significant improvement.” -Janice Rohn, YellowPages.com
    • Lessons Learned
    • It’s Getting Better All The Time “ I have seen such a huge change over the years.” -Janice Rohn, YellowPages.com “ In the early days, you had to teach people, or try to convince them, that usability itself was important.” -Joe Dumas, Dr. Usability
    • But, Some People Still Aren’t Ready – So Choose Your Battles Wisely “ We’ve certainly had some people who get mainly defensive…when we’re testing ‘their baby’….But most people recognize the value of it.” -Tom Tullis, Fidelity Investments “ I gave up trying to convince people that usability was important. I just figured, if they didn’t get it, they were not going to ever get it, probably. ” -Joe Dumas, Dr. Usability
    • Final Lessons
      • We are in good company -
      • Even the experts have struggled with this issue.
      • Write a book –
      • It will reduce your need to create a usability elevator pitch.
    • Discussion
      • Questions?
      • Comments?
      • War Stories?
      The full presentation, including video clips, will be available at http://www.WhatIsUsability.com soon. Debbie Cook - dcooknj@yahoo.com Eva Kaniasty – kaniasty@gmail.com Andrew Wirtanen – andrew.wirtanen@gmail.com