Task modeling: Understanding what people want and how to design for them.

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A condensed version of the workshop Richard Caddick gave at UX London 2013.

The task model cheat sheet is available at http://www.cxpartners.co.uk/cxblog/task-model-cheat-sheet-pdf/

Published in: Travel, Health & Medicine

Task modeling: Understanding what people want and how to design for them.

  1. 1. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UKTask modeling: Understanding what peoplewant and how to design for them.1
  2. 2. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK@richardcaddick#taskmodel2
  3. 3. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 3Task modeling can often feel stuckin the world of academia. I thinkthat’s a real shame. For us atcxpartners it’s one of the core toolswe use to help us create designsand interactions that people loveto use.
  4. 4. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UKFind out the steps people go through andthe decisions they need to make.4
  5. 5. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UKThen base your design around that.5
  6. 6. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 6If people have a differentexpectation of an interaction fromhow it’s been designed, then itfeels hard to use. Stuff doesn’thappen at the point or in the waypeople want it to.
  7. 7. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 7With a task model you’re aligningthe two things... you can designexperiences that fit with howpeople expect them to work.
  8. 8. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UKUnobtrusive research8To understand behaviour, we needto research in a way that allows usto observe it. It’s good to get out ofthe lab and into the world!
  9. 9. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 9Go to where people are doing stuff.At home, in their workplace, or inthis case in a railway station.
  10. 10. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 10Call centres are a great place tolisten to what people need and thelanguage they use. You also hearhow the operator responds andcomes up with solutions. It’s a littlelike listening to what people wouldsay if they were talking to theircomputers.
  11. 11. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 11More simply, forums are a greatplace to dip into conversations andsee what people are doing and thequestions they have. Often peoplefocus on the pain points - if you cancreate solutions that remove thesethen that’s brilliant.
  12. 12. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 12The three behavioursFrom our research at cxpartners,we see three types of behaviourthat we need to allow for in thedesigns we create.
  13. 13. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 13A direct connection is where oneinteraction leads to the next - suchas moving from a payment to aconfirmation screen in a checkoutprocess.Using these in the wrong place canmake people feel they’re goingdown a blind alley.
  14. 14. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 14A controlled evaluation is where aperson wants to move betweenrelated elements in a controlledmanner. Configuring a car byselecting wheels, colours, enginesand upholstery is a good exampleof this.
  15. 15. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 15Finally we find complex evaluations.People may have a number ofrequirements that aren’t closely linkedtogether. In order to reach a decisionthey need to seamlessly be able to movebetween the elements withoutconstraint. Think of those times whenyou find it hard to make a decision andare weighing up different options. That’swhat we’re looking to support here.
  16. 16. If the user has a shortlist ofcities then they will repeat thesearch several times for eachcity.Users maybe thrown backinto research mode if theydont like what they see or ifanother suggestion ismade. Often this can be asuggestion by a friend orfamily member.DecisionWhichcity?Dates?Idea ofprice?SpecificneedsHow faraway?Whichdepartureairport?ConfirmationPaymentPriceHotelRoomLocationFlightSpecificsPhotosSearch forhotels in cityBrowseIdea"Lets get away!"Initial investigations"Where shall we go?"Unless the couple have already decided exactly where theyare going they will look for inspiration online and offline andthrough talking with friends and family.Detailed investigations"This looks good"Once a search has been performed a user will evaluatethe different options available. These are linked andeach item effects the overall package they select.Decision made"That looks amazing!"Decide on a place"Lets look here"!The current payment options are notclear and the pricing not transparent.Users abandon the process even aftermaking the decision to book. Ensure afull and clear payment breakdown.Each user has specific requirements thatmust be fulfilled at this stage (even thoughthey dont yet know where they are going)and confirmed when booking. We heard:"The hotel must have a pool""Must have spa treatments""Must be near an excellent restaurant"Goal: To find the perfect romantic city breakcxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 16The task models we create are normallya combination of the three behaviourslinked together by the overall story thatdescribes what people are trying to do.
  17. 17. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 17We want people to think and imagine... not allowingthat would make them less person-like.When we design based on a task model,we can take away the need for a personto think about how they need tointeract, and instead get them to engagewith the content, product or servicesthat are being offered to them. Helpingthem to make better decisions.
  18. 18. cxpartners Ltd 1 St Johns Square London EC1M 4PN 22-24 Queen Square, Bristol, BS1 4ND, UK 18Thank you!

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