Event Title: “Anytime Anywhere: exploring the mobile web”
Date: 7th of March 2008
Speaker: David Tisserand
Company: Orange Labs
Topic: “Usability as a best practive in the product design process”
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*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..

Event Description
It is estimated that only one in five people with mobile phones that are able to conncet to the web actually do. But the iPhone,
however, is having a profund effect on the willingness of its users to go online. As mobile phone screen sizes get larger and easier
, gp g g p g g
to navigate – will more and more users connect to the web with the mobile phone in search of positive experiences?
“Anytime; Anywhere” will explore user experience aspects of delivering web based applications and services to the mobile phone
platforms. Various speakers will focus on a particular issue ranging from usability, design, interaction design and future
developments of services and devices in the mobile phone industry
*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..

France Telecom Group restricted
Usability as a best practice in
the product design process
Orange Labs
david tisserand, Design and Usability
7th March 2008, Brighton, \"Anytime, Anywhere\"

agenda
section 1 why the mobile industry needs usability?
section 2 usability & product design process
section 3 how to provide costumers with usable
products? RSS case study
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
2

Why the mobile industry
needs usability?
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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size of the problem
Harri Kiljander, Director experience design, Nokia, Mobile HCI,
September 2006
\"How the mobile industry loses
$4.5billion/year in 20 minutes\"
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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size of the problem
1 in 7 phones are returned by customers as faulty (1)
63% of devices returned suffer from “No Fault Found” (2)
in 24% instances user abandoned device after lengthy and
frustrating battle with the usability of functions or applications (2)
20 minutes is all the time an average American is willing to
spend on learning how to use a new device before giving up
and heading for the returns department (3)
(1) \"which\" survey, 2005
(2) analysis of 15000 calls; WDS Global 2006
(3) Elke den Ouden: Developments of a Design Analysis Model for Consumer Complaints: Revealing a New Class Quality
Features
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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Usability & product design
process
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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usability: high level definition
effectiveness
– can user achieve his goals?
efficiency
Usability
– is it as easy to use as possible?
satisfaction
– is the user happy with this experience?
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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supporting the product design process
Product idea
In-life benchmarking On the market User research and concept development
generation
Product
detailed
Pre-launch
Concept user testing
concept
Pre-launch usability test
High fidelity Low fidelity
prototype design Expert review
Usability integration and build
During design
cycles
Usability testing
ISO 13407- Human-centred design process for interactive systems (1999) ISO TR 18529- Human-centred lifecycle process descriptions (2000)
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
8

How to provide customers
with usable products?
RSS case study
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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RSS product definition
RSS = Really Simple Syndication
Web feed formats used to publish frequently updated
content (blog entries, news headlines or podcast).
an RSS document (which is called a \"feed\" or \"web feed\" or
\"channel\") contains either a summary of content from an
associated web site or the full text.
RSS content can be read using software called an \"RSS
reader\", \"feed reader\" or an \"aggregator\".
the user subscribes to a feed by entering the feed's link into
the reader or by clicking an RSS icon in a browser that
initiates the subscription process.
the reader checks the user's subscribed feeds regularly for
new content, downloading any updates that it finds.
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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product idea generation
method: ethnographic studies
Product idea
generation
– shadowing users in their real life, real usage, real needs
User research and
– \"no\" or \"very low\" moderator input
concept development
output: what do our customers wants and need?
– gather user needs based on observations only
– recommend new product which could cover these user needs
example of useful findings for RSS:
– all users like to be updated about their preferred blog or news provider
– majority of users don't know what RSS mean
– novice users don't know how to set up an RSS feed
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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product detailed concept
Product
method: focus groups
detailed
concept
– a group of users speaking about their experience
Concept user testing
– a moderator leads the discussion
– the moderator proposes some concepts for users to give their
feedback
output: how could we help?
– gather user needs and preferences based on discussions
– propose new product ideas and gather users feedback
example of useful findings for RSS:
– prioritised RSS packages
– PC/Mobile integration is a must have
– setting up a new RSS feed has to be friendly and straightforward
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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Status Bar
Incoming Call
low fidelity design John calling
…
Answer
Smart Divert to
Select
method: expert review
Low fidelity
design
– one up to 3 usability experts review the first draft of design
– they follow a list of usability guidelines
Expert review
output: prevent common design mistakes before user testing
– ensure usability guidelines are respected (consistency, system status
visibility, etc.)
– provide designers with first recommendations before testing
example of useful findings for RSS:
– when adding a feed from the PC client and synchronising with the
mobile: add a notification on the mobile to confirm success
– positive actions (e.g. OK, select) should be on the left soft key and
negative actions (e.g. back, delete, etc.) should be on the right soft
key
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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during design cycles
method: iterative usability testing
During design
cycles
– in laboratory
– user interact with prototype and complete given tasks
Usability testing
output: how can we make sure the product helps as much as
possible?
– discover usability issues
– gather user satisfaction when using the product
– provide recommendations to the design team
example of useful findings for RSS:
– 12 out of 17 high priority usability issues have been resolved in 3
rounds
– users prefer to search by categories than by name
– users need reassurance about cost
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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iterative testing
Redesign Redesign
Round 1 Round 2 Round 3
phase phase
Status Bar Status Bar
Incoming Call Incoming Call
John
Calling É
John calling …
Answer
Smart reject
Answer
Divert to voicemail
Smart Divert to
Select
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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high fidelity prototype
method: diary studies / trial support
High fidelity
prototype
– real life situation where users use the product and track their thoughts
on a physical diary (or a blog)
Usability integration
– work closely with trial team to improve user feedback gathered
and build
output: how is the product actually used?
Pre-launch
– understand how people are actually using a product
– improve understanding of what is useful, what can be improved
Pre-launch usability
– ensure real life usefulness and usability of the product
test
example of useful findings for RSS:
– RSS updates should be automatic and transparent
– users don't want \"in your face\" notifications of new RSS updates
– RSS displayed on the idle screen should be optional and not
proposed by default as majority of users turn it off
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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Your
on the market Competitor
vs.
Product
method: usability benchmark
On the market
– in laboratory
In-life benchmarking
– large sample of users
– each user performs the same task on 2 competitive solutions
– gather metrics and conduct statistic analysis
output: how good is the product compare to others?
– track the improvements between different versions of the same
product
– identify best and worst practices on other products
example of useful findings for RSS:
– the user centred designed product performs better than the
competitor product
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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and the cycle restarts…
Product idea
In-life benchmarking On the market User research and concept development
generation
Product
detailed
Pre-launch
Concept user testing
concept
Pre-launch usability test
High fidelity Low fidelity
prototype design Expert review
Usability integration and build
During design
cycles
Usability testing
ISO 13407- Human-centred design process for interactive systems (1999) ISO TR 18529- Human-centred lifecycle process descriptions (2000)
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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and many more…
heuristic analysis
task analysis
participatory design
questionnaires
…
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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usability added value
INCREASE
product usefulness
user satisfaction
usage = revenue
R.O.I.
conversion rates
brand value perception
DECREASE
user frustration
customer support (call center)
needs for V2
implementation costs
Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
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France Telecom Group restricted
thank you
Orange, the Orange mark and any other Orange product or service names referred to
in this material are trade marks of Orange Personal Communications Services Limited.
© Orange Personal Communications Services Limited.
France Telecom Group restricted.

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*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..