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Slide 1: CONTEXUAL DESIGN Defining Customer-Centered Systems Huge Beyer, Karen Holtzblatt 2007/10/16 HASEGAWA Atsushi Concent, Inc. 2007 © Concent, Inc.

Slide 2: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 1 About Authors Karen Holtzblatt CEO and Co-founder of InContext and Contextual Design. She founded InContext Enterprises in 1992 to use Contextual Design techniques to coach product teams and deliver customer-centered design to business across multiple industories. Huge Beyer CTO and Co-founder of InContext and Contextual Design. He has more than 20 years of experience building and designing applications, systems, and tools. Before co-founding InContex, he acted as lead developer and architect in a range of systems at Digital Equipment Corp. 2007 © Concent, Inc.

Slide 3: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 2 Overview of Contextual Design User Interpretation Consolidation Contextual Environment (5 Work & Inquiry Design & Models) Visioning Prototyping 2007 © Concent, Inc.

Slide 4: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 3 Gathering Customer Data: Contextual Inquiry and Marketing Data Contextual design and Marketing Research “Marketing never tell us any of things we need to know” Marketing: Designer’s: • How much money they have • How can I structure a system to make people’s work more • What hardware they are efficiency commited in • What they think their big problem • What technology is “hot” quantitative qualitative 2007 © Concent, Inc.

Slide 5: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 4 Contextual Inquiry’s principles 1.How to get data about the structure of work practice 2.How to make unarticulated knowledge about work explicit 3.How to get at the low level details of work that have become habitual and invisible Contextual Inquiry’s principles: 1. Context GO to the customer’s work place and watch them do their own work Not just a summary (=abstract) but on-going experience 2. Partnership Talk to them about their work and engage them in uncovering unarticulated aspects of work Question and Comment Not Interviewer / Interviewee, Expert / Novice, Guest / Host relations 3. Interpretation Develop a shared understanding with the customer about the aspects of work that matter 4. Focus Direct the inquiry from a clear understanding of your own purpose 2007 © Concent, Inc.

Slide 6: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 5 Contextual Inquiry Typical contextual interview: 2~3 hour x 10~20 interviews Design team Customer in workplace 1. Brief introduction 2. Watch 3. Interrupt and discuss -> paper, note, form In Practice 1. Setting project focus 2. Designing the interview situation 3. Decide WHO to interview 4. Make it work 2007 © Concent, Inc.

Slide 7: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 6 Seeing Work: Work Models Language of Work = “Work Models” Work Models 1. Flow Model 2. Sequence Model 3. Artifact Model 4. Cultural Model 5. Physical Model Interpretation Session The Interviewer Interpretation session note Work Modelers The Recorder Participants The Moderator The Rat Hole Watcher 2007 © Concent, Inc.

Slide 8: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 7 Work Model: Flow Model Communication Coordination Strategy Roles Informal structures Creative work: flow model Secretarial work: flow model 2007 © Concent, Inc.

Slide 9: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 8 Work Model: Sequence Model Collecting sequences during an interview Steps Hesitations and errors Triggers Intents Sequence model for handling mail 2007 © Concent, Inc.

Slide 10: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 9 Work Model: Artifact Model Collecting artifacts during an interview Structure: how to use Information content Informal annotations Presentation Artifact model: personal calendar 2007 © Concent, Inc.

Slide 11: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 10 Work Model: Cultural Model Recognize the influence of culture Tone Politics Organizational influence The culture of a product development organization Making culture tangible Tangible representation for the intangible situation Group, pressure, elements The culture of customer-centered organization 2007 © Concent, Inc.

Slide 12: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 11 Work Model: Physical Model Seeing the impact of the physical environment Organization of space Division of space Grouping of people Physical model for university environment Organization of workplace Movement Showing what matters in the physical environment Physical model for an office 2007 © Concent, Inc.

Slide 13: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 12 Seeing Across Customers: Consolidation Creating one view of the customer: “The Affinity Diagram” Green: group of groups Pink: specific issues Blue: each aspect The Affinity Diagram 2007 © Concent, Inc.

Slide 14: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 13 Consolidation: Flow Model To identify the roles played by individuals and combine similar roles across individuals Identify responsibilities Identifying responsibilities 2007 © Concent, Inc.

Slide 15: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 14 Consolidation: Sequence Model Structure of task Strategies common across a customer population Identify and diagnosing a problem Identify activities A consolidated sequence model 2007 © Concent, Inc.

Slide 16: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 15 Consolidation: Artifact Model How people organize and structure their work from day to day Common organizing themes and concepts that people use to pattern their work A consolidated artifact 2007 © Concent, Inc.

Slide 17: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 16 Consolidation: Physical Model The structure of the physical environment as it affects the work Movement through a space The common physical structure across the customer population and the key variants that a system will have to deal with Inquiring into usage and structure of space A consolidated physical model 2007 © Concent, Inc.

Slide 18: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 17 Consolidation: Cultural Model Common aspects of culture that pertain across the customer population Two cultural attitude toward money Choose the direction a design should to take Consolidated cultural model Consolidating influences 2007 © Concent, Inc.

Slide 19: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 18 Innovation from DATA The Consolidated Flow Model: Role The Consolidated Physical Model Role switching The reality check Role strain Work structure made real Role sharing Movement and access Role isolation Partial automation The Consolidated Cultural Model The Consolidated Sequence Models Interpersonal give-and-take Detailed structure of work task Pervasive values Public relations The Consolidated Artifact Models Artifact = information How it chunks 2007 © Concent, Inc.

Slide 20: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 19 Design from Data: Visioning Walking the Data To see the different aspects of work and synthesize them mentally Priming the Brain Available technology Starting point Creating a Vision People in the roles The system Communication with others and systems System structure Creating a Common Direction Positive / Negative Making the Vision Real Storyboards Redesigning Work A vision for system management 2007 © Concent, Inc.

Slide 21: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 20 System Design: User Environment Design Use Environment Design: To present structural issues making the key considerations salient for keeping the user’s work coherent Like “floor plan” in house design A User Environment Design for a part of mail system c.f. A full User Environment model of Claris Emailer UI 2007 © Concent, Inc.

Slide 22: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 21 Prototyping : As a Design tool Prototyping as a communication tool Including customers in the design process Using paper prototypes to drive design From structure to UI Using User Environment Design to drive the UI Mapping to a windowing UI Mapping to a command-line UI Mapping to UI controls Iterating with a prototype Building a paper prototype Prototype interview Interpretation Prototype interview & Iteration Interpretation 2007 © Concent, Inc.

Slide 23: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 22 Issues ! ! ! ! ! ! ! ! 2007 © Concent, Inc.

Slide 24: Contextual Design by Huge Beyer & Karen Holtzblatt PAGE: 23 2007 © Concent, Inc.