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

Explaining what we do

Our approach to getting answers

Introducing the experts

The Personal Pitch

The Workplace Pitch

Lessons learned

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

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

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

Human Factors

Human Resources

Human Services

Human Factory

Human Sacrifice

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?”

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)

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

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

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

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

Interest level

Relationship

Familiarity/Comfort with technology

Attractiveness?!?

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

“ 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

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”

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

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” “ 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.

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

Questions?

Comments?

War Stories?