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Budiness Value of User-Centered Design and Usability - Jeff Johnson
 

Budiness Value of User-Centered Design and Usability - Jeff Johnson

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Konference User Experiece - Praha

Konference User Experiece - Praha
22. 6. 2010

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    Budiness Value of User-Centered Design and Usability - Jeff Johnson Budiness Value of User-Centered Design and Usability - Jeff Johnson Presentation Transcript

    • Business Value of User-Centered Design and Usability Jeff Johnson UI Wizards, Inc. 1
    • Reasons to Invest in Usability Market Demand Cut Customer-Support Costs Reduce Time to Profitability Shorten Time to Market Risk Management Avoiding GUI Design Bloopers 2
    • Market Demand Faster, easier installation & setup Easy to learn, use High responsiveness Tight product integration Greater productivity, usefulness 3
    • Market Demand (cont.) Flexibility to accommodate later functionality Company brand, style identity Better visual appeal Support users who have disabilities Bottom line: “Retail quality” design 4
    • Cut Customer-Support Costs E.g., CompanyX gets ~180,000 ARs/month x 12 months/year x $200/AR x 45% related to UI and user requirements Potential savings: $194 M/year 5
    • Reduce Time to Profitability Time to profitability Expenses $$$ Revenue Time to market Time 6
    • Reduce Time to Profitability Time to profitability shortens Expenses $$$ Revenue Moral: Improving usability before release can shorten time Time to market may lengthen to profitability 7
    • User Centered Design Can Shorten Time to Market! Gives programmers a clear target ִWhen you know where you’re going, you get there faster Simplifies implementation ִCoherent, factorable design ⇒ many commonalities ִJust the functionality users need Lowers cost of revision ִPutting more design iteration in revisions of object model, sketches, low-fidelity prototypes, where it costs less than changing product code or architecture 8
    • Risk Management Introducing a new product or product version carries risk: Will it succeed? ִHowever success is defined Management wants to minimize risk ִRisk is about predicting the future User-centered design & usability testing are risk-reduction investments ִLike buying insurance 9
    • Risk Analysis Guides Investment Decision Users internal or external? Users homogeneous or diverse? Use optional or required? Impact on operations low or high? Informational or transactional? Competition: little or much? Competitive advantage low or high? Strategic importance low or high? 10
    • Risk Analysis Guides Investment Decision Case 1: Aircraft maintenance shop ִOnline manuals to supplement paper ones Users: internal, homogeneous Use optional; low impact on operations Informational, not transactional Competition N/A; no competitive advantage Strategically unimportant ִRisk exposure is low => Investment in usability can be low 11
    • Risk Analysis Guides Investment Decision Case 2: Photography equipment store ִMoving bulk of business onto Web Users: external, diverse Use optional; high impact on operations Transactional + informational Much competition; high competitive advantage Strategically important ִRisk exposure is high => Investment in usability should be high 12
    • Prime Source of GUI Bloopers: Anarchic Development No design ִ“We don’t do design specs” ִBut don’t really follow Agile rec’d practices either No UI standards or guidelines ִPublishers & media developers follow style-guides ִMany software developers don’t realize they are in that business ==> amateurish products No oversight ִLack of management or architectural control ִResult: no coherent model, many UI inconsistencies 13
    • Avoiding Anarchic Development Don’t hack. Design, develop, test, iterate. UCD and Agile are compatible. Both value: ִUnderstanding customer/user requirements ִEnlisting task-domain experts (aka users) ִDevising conceptual model (“object model” in Agile) ִAnalyzing task ==> use-cases ִFrequent testing & iterative design Fanatics in both camps need to adapt ִAgile proponents: up-front design is needed ִUCD proponents: the UI’s details will evolve 14
    • Avoiding Anarchic Development UCD + Agile/XP Cycle 2 Code Code UI Code UI internal for for objects cycle 2 cycle N UI design UI design for cycle 2 for cycle N 15
    • Summary: Reasons to Invest in Usability Market Demand Cut Customer-Support Costs Reduce Time to Profitability Shorten Time to Market Risk Management Avoiding GUI Design Bloopers 16
    • References Time to Profitability ִConklin, P. “Bringing Usability Effectively into Product Development”, in Rudisill et al (eds), Human- Computer Interface Design, 1996 ִHouse, C. & Price, R. “The Return Map”, Harvard Business Review, Jan-Feb, 1991 Risk Management ִAltom, T. “Usability as Risk Management”, Interactions, Mar-Apr 2007 GUI Bloopers ִJohnson, J., GUI Bloopers 2.0, Morgan Kaufman, 2007 17
    • Questions? 18