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Embedding usability from scratch
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Embedding usability from scratch


This presentation was for a session at #uxcamplondon with Jessica Hall, on embedding usability from scratch in an organisation.

This presentation was for a session at #uxcamplondon with Jessica Hall, on embedding usability from scratch in an organisation.

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  • 1. embedding usability from scratch
  • 2. Our journey
  • 3. 1. create awareness
    Photo credit:
  • 4. 1. create awareness
    Show evidence – quotes, analytics data, user testing clips
    Focus on business benefits – phone transactions cost around £3.22, as compared to 27p on the web!
    Show examples of good and bad design
    Identify who you’re engaging or designing online services for
    • We need customer profiling data to develop personas
    • 5. Everyone is a web expert and usability is a buzzword
  • 2. develop in-house skills
    Photo credit:
  • 6. 2. develop in-house skills
    Buy and share books, links etc.
    Commit to some formal training
    Attend free events e.g. Cambridge Usability Group
    Write simple step-by-step guides e.g. cognitive walkthroughs
    Use consultancy to fast track skills and increase capacity (but in a way that supports in-house teams)
    • We lack hands on experience to turn theory into practise
    • 7. UX takes time/focus - this is in addition to our day jobs
  • 3. change process & governance
  • 8. 3. change process & governance
    Fit UX into existing processes - Prince2 project management, Agile (SCRUM), procurement etc.
    Aim to get usability built into all web projects (still working on this one!)
    Show it works – build convincing case studies
    Build UX into the project business case (cost savings)
    Highlight what goes wrong when there’s no UX
    • We need consistent measures e.g. task performance, conversion rates, satisfaction, emotional response
    • 9. Business owners don’t appreciate the cost of poor design
  • 4. establish a toolkit
    Photo credit:
  • 10. Get a mobile usability lab – laptop, webcam, microphoneand Silverback or Morae
    Get some sharpies and lots of post-its
    Try out web tools that are free or cheap e.g. Loop11, Mockingbird, Crazy Egg
    • Not easy to achieve in a ‘lockdown’ IT environment
    • 11. Budget for tools is limited
    4. establish a toolkit
  • 12. 5. dedicate resource
  • 13. 5. dedicate resource
    We learnt that UX research and design is time consuming
    Using a UX contractor helped demonstrate the value of dedicated resource, but budget is tight
    I’ve skilled up our content team and project managers, but they struggle to do focused UX in addition to their day jobs
    But from June, we’ll have a dedicated post 