Picture source: Amazon.comWhat is User Experience Research? What is user experience research and design, to me..Upon going to school, I learnt the reason why this site did not offer me the maximum satisfaction, because it did not apply these principles…..understand the user, context, If the user cant use it, its brokenThese are three principles each of you can, and should apply in whatever field you are on. The user comes first…the UX on Amazon is great, infact it is unparalled when it comes to e-commerce sites. The reason younger Kagonya had difficulty with this site is because I was not the user this site was built for. It appears that the site’s primary user is the Eng speaking North American online shopper. Who is your primary user? This is the first thing you need to decide before you write a line of code, before you read motivational books to inspire you to great ideas, before write your business proposal, or expand your services. Who are you building the product for?Secondly, speak the users language. It can be their verbal language…Kiswahili, French, Maasai. OR it can be their mental language. When I go to Uchumi, I ask to pay, I don’t check out.-My favourite, infact this is a quote from a well known UX researcher, known as Susan Dray. It is a rule for me. If the user cannot use it, it does not work. To often than not, we as programmers make the mistake or creating beautiful software, good looking apps, then when it does not work for someone, we tell ourselves that its probably because they have never used a computer before. No, the problem is that your software was not realistic, it did not consider the likely fact that one day Kagonya will visit your site and she will want to buy something for the very first time.Now, UX does not only apply to websites. It does not only apply to mobile applications, in fact and wait for it , this will surprise you, it does not only apply to technology. Let us explore some examples from other fields…aviation, healthcare and hospitality
Picture source: http://cdn-www.airliners.net/aviation-photos/photos/1/8/4/1796481.jpgAviation.“Korean Air had the most airplane crashes than almost any other airlinein the world for a period at the end of the 1990s….” MalcolmGladwellHigh power distance culture.
Sources: IDEO http://www.ideo.com/work/nurse-knowledge-exchange/Client: Kaiser Permanentea crucial exchange of information and duties must take place in order to ensure safety, quality of care, and efficiencyno risk to patients or staff.IDEO and Kaiser Permanente conducted observations in four hospitals, watching shift changes around the clock in an attempt tounderstand the ways that information gets transmittedAlso looked at staffing, the lab, bed management, transport, and different nursing roles. Findings:The team found that each nurse had their own way of prioritizing and communicating information. In response, IDEO and Kaiser Permanente created a framework that highlighted the key issues to be designed for: schedules, software, information hand-offs, and patient interactions.Ideation and brainstorming sessions followed in which nurses, doctors, and administrators participated and helped to inspire prototypes. These prototypes were then tested for three weeks in a single unit, during every shift change. Changes to the prototypes were made continuously based on feedback from the nurses, who were excited and relieved to be directly shaping the outcome.- Having proven successful in a handful of hospitals, Kaiser Permanente has implemented the co-developed IDEO/KP program for nurse knowledge exchange in every ward in 35 hospitals. -Since implementing IDEO’s program, Kaiser Permanente has reported a reduction in prep time, improved patient safety and praise by the Institute of Healthcare Improvement as “best practice” in health care.
Picture and case study source: www.ziba.comMarketingDesigning for the future. To make your product stand out, or remain relevantHow many of us have heard, or even been to the Holiday Inn? Well, the HI is one of the largest hotel chains in the States with over 3,400 hotels worldwide, started in 1952. In the 50s and 60s, checking into a HI meant a warm welcome, a familiar space to unwind or socialize whether you are a business traveler, a couple or a family. However, today with demands on speed, time and independence, hotel experience has ceased to be about the hotel, and instead its about the room. The rooms have been designed to keep the guest there, with room service, TV in the room, blow drier, meeting rooms, etcHoliday Inn wants to bring back the public space, and retain the reason it was a special place in the 50s and 60s.Ziba, is a design and innovation consultancy that loves to create experiences people love. They came up with a this concept to transform HI from a collection of rooms put together by cement and wood, to a social hub which reflects the behaviour of travelers now while retaining the company’s values.Let us look at the example of this room here, the cafeteria which was previously walled off, now has an open bar and kitchen, that evolves from cafe to takeaway counter to cocktail lounge depending on the guest’s needs and the time of day. The result is nothing less than a transformation of the entire Holiday Inn experience. Instead of getting just a room, guests get an entire hotel—a 24-hour open public space where things happen and people interact. They might enjoy a conversation with a fellow traveler, watch the game on TV, or simply read a book by the fire. Holiday Inn has always been expert at letting each guest stay the way he or she wants, and the Social Hub extends this ability by filling the needs of those who want activity as well as privacy.
Picture source: depositphotos.comSo how do we get there? The roadmap?
UX can be applied at different stages of product or service design. It is not a step in the process, it is THE process. It is not a set of 3 tools you apply to your website at the end, or a two day training you do at the end of each project. It is the entire project.
Are market research and UX research different? Qualitative vs quantitative
Picture source:Depositphotos.comIt is common for a techie to test his product after he has coded, all or a bit of it. Afterwhich he/she demos it to you by telling you how it works then asking you what you think of it. This method will give you some feedback, but not as rich information as you would get by allowing the user to test it themselves.The reason I love wizard of Oz is …
Info source:http://mashable.com/2009/01/09/user-experience-design/ byWhitneyHessPicture source ( honeycomb) : http://semanticstudios.com/publications/semantics/000029.php by Peter Morville
Applying User Experience
The user comes first
Speak the user’s language
If the user cannot use it, then it does not work.
Fly On The Wall
Wizard of Oz
Analysis & synthesis
Client : Airtel
User: Female motorist in her 20s
“To know your Enemy, you must become
Sun Tzu, The Art of War
What UX is not..
1. ..user interface design
2. ..a step in the process
3. .. about technology
4. ..just about usability
5. ..just about the user
8. ..the role of one person or department
9. …a single discipline
10. …a choice
About the presenter
Kagonya Awori is a User Experience
Researcher in Nairobi, Kenya.
She holds a Masters in Human-Computer
Interaction (MHCI) from Carnegie Mellon
University, the birthplace and world leader in
user experience studies. She is the first
African with an MHCI from Carnegie Mellon.
Kagonya is passionate about catalyzing the
knowledge and application of user
experience research in the burgeoning tech
community in Kenya.