Employ established, industry-standard user-centered design (UCD) techniques to:
Understand users’ goals and objectives
Research, observe, and interview users to analyze and prioritize their needs
Plan and design high-quality experiences that enable user and business success
Apply a philosophy of continuous improvement to rapid design iterations
Prioritize smaller initial investments to yield user and business insights that guide long-term user experience implementation and management strategy
A UCD Approach Product Design Team Business BAs, SMEs Users User-Centered Design Team Information Architects, Visual Designers, Web Developers, Technical Writers Architects, Engineers “ You can use an eraser on the drafting table or a sledge hammer on the construction site.” — Frank Lloyd Wright
User personas and scenarios aggregate key findings of user research to describe “real people” and how they will use the future application. Instead of mere system abstractions, they describe complex functionality in a way both system developers and client stakeholders can understand.
People-Based Design Personas Fictionalized representations of real user groups upon which application design decisions can be based, personas include descriptions of users’ goals, pressures and pain points, work environment, critical requirements of the site, key opportunities to address those requirements, and other contextual information. Scenarios A critical first step in translating personas into detailed design insight, scenarios demonstrate key tasks that target users need to perform when interacting with the system, and describe at a high level how the system will help users accomplish those tasks.
If you go to a fine French restaurant, you park your car , go inside , and order food from a human being who brings the food to you. If you go to McDonald's, you park your car , go inside , and order food from a human being who brings the food to you.
The dining experience , however, is vastly different. The quality of food also plays a factor. But even if both restaurants served the same fare, it is the overall experience that will ultimately satisfy users and make the experience a pleasurable one . – Alan Cooper
What the Project Was All About With the integration of the various business divisions into one digital portal, Icon Medialab helped the customer provide a wide range of services to assist healthcare professionals in better serving patients. These services include training, education, consulting and access to clinical protocols, as well as a guide to products that helps healthcare professionals accomplish their clinical and business goals. The uniqueness of this special B-to-B e-commerce site was marked by state-of-the art information service; a wide range of clinical product specification; and easy support, pricing and ordering. Icon Medialab would support the client's existing brand strategy by focusing strongly on the users as well as clear usability.
“ I still hear far too much dogmatism about what people really ‘want,’ what they ‘believe,’ or how they ‘really’ behave, but I see very little data. It doesn’t take much data....[Jakob Nielsen says that] three to five people will give you enough for most purposes. But they need to be real people, doing real activities. Don’t speculate. Don’t argue. Observe.”
___Don Norman, “Affordance, Conventions, and Design” interactions May/June 1999
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