GOVIS 2007 - INNOVATION IN ICT TO THE

Agenda 9:15AM CONSUMER MARKET RESEARCH 10:00AM MORNING TEA (30min) 11:15AM PERSONAS & TASK ANALYSIS 12:30PM LUNCH (60min) 1:30PM CONCEPTUAL MODELS 2:30PM USABILITY TESTING 3:30PM AFTERNOON TEA (30min) 4:00PM THE PANEL 5:00PM ENDS

9:15AM CONSUMER MARKET RESEARCH

10:00AM MORNING TEA (30min)

11:15AM PERSONAS & TASK ANALYSIS

12:30PM LUNCH (60min)

1:30PM CONCEPTUAL MODELS

2:30PM USABILITY TESTING

3:30PM AFTERNOON TEA (30min)

4:00PM THE PANEL

5:00PM ENDS

CONSUMER MARKET RESEARCH Making an Emotional Connection with your Audience Elyssa Timmer

CONSUMER MARKET RESEARCH Making an Emotional Connection with your Audience

Elyssa Timmer

PERSONAS Zef Fugaz

PERSONAS

Zef Fugaz

Why do personas?

In this session Who are your users? Where do they fit into the UCD process? How to create a persona How to utilise the persona(s) you’ve created

Who are your users?

Where do they fit into the UCD process?

How to create a persona

How to utilise the persona(s) you’ve created

Exercise “ Our site needs to cater for EVERY New Zealander” Using the identikit create your own ‘typical New Zealander’

“ Our site needs to cater for EVERY New Zealander”

Using the identikit create your own ‘typical New Zealander’

Personas in the UCD Process User Research & Task Analysis Information Architecture & Interaction Design Prototyping Usability Testing Visual Design Build Test ANALYSIS DESIGN IMPLEMENTATION CONCEPTUAL MODEL

The ‘POV Persona’ who they are what they do contextual needs site features usage environ-ment attributes & general needs

Identify the users Profile the users Understand their behaviours Describe common usage scenarios Discuss their needs Identify features to support scenarios and needs Role-play each persona during design, development and testing The ‘POV Persona’

Identify the users

Profile the users

Understand their behaviours

Describe common usage scenarios

Discuss their needs

Identify features to support scenarios and needs

Role-play each persona during design, development and testing

POV Personas in 4 Stages Explore (Who Are Your Users?) Research People Model Your Persona(s) Utilise Your Persona(s) 1 2 3 4

STEP 1: Explore

So, who are they? Who has direct contact with your users? Talk to them! Emails Feedback, complaints, questions Web usage statistics Most popular content, repeat visitors, location Online questionnaire Limited value on it’s own, but a good starting point!

Who has direct contact with your users?

Talk to them!

Emails

Feedback, complaints, questions

Web usage statistics

Most popular content, repeat visitors, location

Online questionnaire

Limited value on it’s own, but a good starting point!

So, who are they? Heading Content “ Researchers” Students Librarians Journalists Academics

Heading

Content

“ Researchers”

Students

Librarians

Journalists

Academics

Personas

A hypothesis Jill is an Intranet Content Manager working for Govt and living in Petone. She’s a regular visitor to the Internet, where she buys books and 2 nd -hand goods online, uploads photos to Flickr and reads the news. She likes to read - prefers to print out any articles she finds online. Her work is fast-paced with a lot of meetings - requiring a mixture of people management and technical know-how. Background 34-years old Doing a degree in Information Management Experienced Internet user Windows XP, 19” LCD monitor, LAN Network Attributes Fast learner Cautious but early adopter of new technology Never learnt to touch type – mouse dominant Needs Ability to work independently Advice from other content managers To share her experiences and frustrations Goals Ensure uptake of the new intranet Leverage staff off email and into online tools Become a collaboration guru Learn about Information Architecture Jill

Jill is an Intranet Content Manager working for Govt and living in Petone.

She’s a regular visitor to the Internet, where she buys books and 2 nd -hand goods online, uploads photos to Flickr and reads the news.

She likes to read - prefers to print out any articles she finds online.

Her work is fast-paced with a lot of meetings - requiring a mixture of people management and technical know-how.

A persona set

YOUR TURN!

YOUR TURN!

Activity Create a persona hypothesis for your own site Who are your users? Choose one user-cluster and create a persona hypothesis for this cluster

Create a persona hypothesis for your own site

Who are your users?

Choose one user-cluster and create a persona hypothesis for this cluster

STEP 2: Research

Meet your users - observe

Meet your users – talk!

What to look for... Demographic Profile Gender, Age group, Family situation, Income, Housing, Where living, Occupation, Education, Religion, Race/Ethnicity, Nationality, Language skills Psychographics Social networks , Lifestyle traits, Interests/Hobbies, Media read/watched/listened to [Your Orgs] Relation to Person Relationship (i.e. Employee) , Job title , Time in job , Previous jobs , Percentage of overall users, Importance of person relative to [Your Org] Person’s Relation to [Your Org] Usage rate of [Your Org], Attitude towards [Your Org], Frustrations, Hours of work, Place of work, Work environment, Computer reliance Specific Goals/Needs from [Your Site] Reliance on [Your Site], Intensity of use, Emotional goals, Needs, Frustrations, Attitude to [Your Site], Valued Context of use for [Your Site] Users role, People interactions, Surrounding environment, Traceability, Accuracy, Confidentiality, Flexibility, Operational risk, Assistance, Legal, Standards Webographics Type of usage, Connection speed, Browser setup, Operating System, Screen Resolution, Monitor Hardware, Input Devices, Base Computer, Other Devices , Accessibility, Software Workplace Scenarios “ From start-to-finish describe the main tasks you do on [Your Site]” (and get user to show you)

Demographic Profile

Gender, Age group, Family situation, Income, Housing, Where living, Occupation, Education, Religion, Race/Ethnicity, Nationality, Language skills

Psychographics

Social networks , Lifestyle traits, Interests/Hobbies, Media read/watched/listened to

[Your Orgs] Relation to Person

Relationship (i.e. Employee) , Job title , Time in job , Previous jobs , Percentage of overall users, Importance of person relative to [Your Org]

Person’s Relation to [Your Org]

Usage rate of [Your Org], Attitude towards [Your Org], Frustrations, Hours of work, Place of work, Work environment, Computer reliance

STEP 3: Model Persona(s)

Personas

Mapping user behaviour Uses Occasionally Uses Frequently

Audience Activity (Mapping) 5 volunteers who have used Trade Me in last 6 months Place yourself on the polar graph North South

5 volunteers who have used Trade Me in last 6 months

Place yourself on the polar graph

Audience Activity (Mapping) Freq of use? Every day Several times a month Doing what? Buying stuff Selling stuff If buying? Know what I want Random browsing If selling? One thing at a time Several at a time Usage? Keyboard Mouse clicker North South

Freq of use? Every day Several times a month

Doing what? Buying stuff Selling stuff

If buying? Know what I want Random browsing

If selling? One thing at a time Several at a time

Usage? Keyboard Mouse clicker

Real Example

Personas

Scenarios A ‘short story’ from start to finish describing what happens Motivator / trigger for action Steps and activities along the way Outcome / next steps Online Registration Mira does a search in Google for “student jobs Dunedin” and SJS comes up top of the list. She visits to the SJS website and decides she wants to register, (which will then give her the ability to create a personal profile). She selects ‘Register’ and is presented with a number of questions and options. To ensure she has a strong chance of getting a job she is prepared to spend time getting it right. Once the registration/profile is entered and saved, the SJS website presents Mira with instructions to visit or phone a SJS Office. She is also sent an email with the same information. She is asked if he would like to browse the available jobs. If “yes” goto Scenario.03 SEO register path save option map

A ‘short story’ from start to finish describing what happens

Motivator / trigger for action

Steps and activities along the way

Outcome / next steps

Online Registration

Mira does a search in Google for “student jobs Dunedin” and SJS comes up top of the list. She visits to the SJS website and decides she wants to register, (which will then give her the ability to create a personal profile).

She selects ‘Register’ and is presented with a number of questions and options. To ensure she has a strong chance of getting a job she is prepared to spend time getting it right.

Once the registration/profile is entered and saved, the SJS website presents Mira with instructions to visit or phone a SJS Office. She is also sent an email with the same information.

She is asked if he would like to browse the available jobs. If “yes” goto Scenario.03

A persona set

YOUR TURN!

YOUR TURN!

Activity Describe some common usage scenarios for your persona Identify some website features to support these usage scenarios

Describe some common usage scenarios for your persona

Identify some website features to support these usage scenarios

STEP 4: Utilise Your Persona(s)!

POV personas Enacting the users point of view is one technique to better enable user centred design. It is not intended to replace observational usability testing, but it can (and should) work in unison. When to enact your persona(s): Designing Taskflows and Sitemaps Designing Information Architecture Meetings – idea generation, problem solving Usability (Heuristic) Reviews

Enacting the users point of view is one technique to better enable user centred design.

It is not intended to replace observational usability testing, but it can (and should) work in unison.

When to enact your persona(s):

Designing Taskflows and Sitemaps

Designing Information Architecture

Meetings – idea generation, problem solving

Usability (Heuristic) Reviews

POV personas

POV Personas - Task Analysis Use persona POV to model flowcharts showing complex scenarios. E.g. website registration Flow charts can be used to identify core screens for prototype development. Task flows can be used as a collaborative tool to clarify requirements and refine the designs.

Task Analysis

POV Personas – Task Accomplishment (POV Usability Review)

POV Personas – Task Accomplishment (POV Usability Review)

POV Personas – Information Architecture

POV Personas – Tagging Metadata Element Element Definition Possible Attributes (Default is underlined ) Topic The topic of the content of the resource or keywords related to the resource that might be used by customers when performing a search (e.g. alternative spellings, acronyms). Examples: Administration, Communication, Government, Law, Money, People, Projects, Property, Publications, Research, Risk & Insurance, Safety, Security, Technology, Travel, Other Note: No default – user must make a selection. Transport Mode Identifies the transport type associated with the resource Air, Land, Sea, Rail, Multimodal, All Origin Resources can be identified by the government department concerned Ministry of Transport , Transit New Zealand, Land Transport New Zealand, Maritime Safety Authority, Civil Aviation Authority, Aviation Security Service of New Zealand, New Zealand Police, Ministers Offices, Transport Accident Investigation Commission, Ontrack, Other Govt, Non-Government Ministerial Portfolio Resources can be identified by a ministerial department Minister of Transport , Associate Minister of Transport, Minister for Transport Safety, Other

Question| What is this? iPod MP3 Music Shuffle Portable Device Digital Player

Question | What is this? Radio Funky Retro Appliance Transistor

Question | What is this? Agreement Tenancy Form Document

How BIG is your persona? several hours about a week several weeks Interview 5 users Basic personas Brainstorm with user/usage experts Interview 20+ users Advanced personas

CONCEPTUAL MODELS Bob Medcalf + Zef Fugaz

CONCEPTUAL MODELS

Bob Medcalf + Zef Fugaz

Why do personas? [diagram!]

[diagram!]

Exercise It’s all in your head...

It’s all in your head...

In this session What’s a conceptual model? Where do they fit into the UCD process? Different types of models How to utilise the models you’ve created

What’s a conceptual model?

Where do they fit into the UCD process?

Different types of models

How to utilise the models you’ve created

What’s a Conceptual Model ? Many interpretations! Collaborative ‘conceptual design’ sessions Fresh perspective on challenges Break assumptions about constraints Suggest new design approaches for reaching solutions Learn from each other

Many interpretations!

Collaborative ‘conceptual design’ sessions

Fresh perspective on challenges

Break assumptions about constraints

Suggest new design approaches for reaching solutions

Learn from each other

What’s a Conceptual Model ?

What’s a Conceptual Model ?

What’s a Conceptual Model ?

What’s a Conceptual Model ?

Conceptual Models in the UCD Process User Research & Task Analysis Information Architecture & Interaction Design Prototyping Usability Testing Visual Design Build Test ANALYSIS DESIGN IMPLEMENTATION CONCEPTUAL MODEL

Conceptual Model | Uber Chart

Conceptual Model | Uber Chart

Conceptual Model | Mystery Client Size matches for Charlotte Sizes for the family 6 monthly reminders

Conceptual Model | Biz

Conceptual Model | Biz Scenario Doug has been an independent plumber and gasfitter for the past year following on from his apprenticeship. He’s managed to finally gain enough regular contacts to think about getting a firmer understanding of developing better business principles. Doug wants to hire a part time employee. He visits biz get information on the steps required to employ someone.

Conceptual Model | Biz

Conceptual Model | Biz

Conceptual Model | Biz

Conceptual Model | Biz

Wireframes| Walk the landscape

Paper Prototypes| Imagine...

Decorating| Play with the test pots...

Conceptual Model | Visual Design

Conceptual Model | Visual Design

Colours

Conceptual Model | Visual Design

Imagery

YOUR TURN!

YOUR TURN!

Activity Create a hand-drawn conceptual model! Refer to your persona and sketch a prototype for: The homepage for your website or intranet. And (if you have time), one other feature (or screen) you’ve identified for your persona. Describe how your design will meet the goals of your persona

Create a hand-drawn conceptual model!

Refer to your persona and sketch a prototype for:

The homepage for your website or intranet.

And (if you have time), one other feature (or screen) you’ve identified for your persona.

Describe how your design will meet the goals of your persona

USABILITY TESTING Bob Medcalf

USABILITY TESTING

Bob Medcalf

Overview CARS Image taken from Formway’s Life Brochure

User Centred Design Process User Research & Task Analysis Information Architecture & Interaction Design Prototyping Usability Testing Visual Design Build Test ANALYSIS DESIGN IMPLEMENTATION CONCEPTUAL MODEL

Cost Benefits of Early Testing

Activity – Quick test of your prototype Take a prototype (not your own) and try to answer these questions: What site is it? Who is it for? What will you find or do on this site? How do you navigate? How do you search? Initial impressions?

Take a prototype (not your own) and try to answer these questions:

What site is it?

Who is it for?

What will you find or do on this site?

How do you navigate?

How do you search?

Initial impressions?

HEURISTIC REVIEW EXPERT REVIEW AD-HOC TEST Types of Usability Test an hour several days a week several weeks OBSERVATIONAL USER TEST

Ad-hoc review

Ad-hoc review

Activity - Expert Review

Expert Review

Heuristic Evaluation

HIGH FIDELITY Observe 20 users over several rounds. Deliver in-depth report detailing findings, quick fixes and long term solutions. LOW FIDIELITY Observe 5 users. One round of testing. Deliver a short report of recommendations. AD-HOC Grab somebody who has little knowledge of your project Observational User Testing An hour Several days Several weeks

Observational User Testing Overview Plan Identify Participants Prepare Observe Report PRE-TEST TEST POST-TEST Analysis

Scope and purpose of test Types of participants Tasks & questionnaires Data / Defined Usability Goals Test location and schedule Equipment requirements Confirmation email template Reimbursements Plan

Scope and purpose of test

Types of participants

Tasks & questionnaires

Data / Defined Usability Goals

Test location and schedule

Equipment requirements

Confirmation email template

Reimbursements

Plan

YOUR TURN!

YOUR TURN!

Activity Create a task which can be used in a user test. How does the task relate to the purpose as defined in the test of plan? Choose tasks which are important or common to users of your site? Focus on areas of the site where difficulties may arise.

Create a task which can be used in a user test.

How does the task relate to the purpose as defined in the test of plan?

Choose tasks which are important or common to users of your site?

Focus on areas of the site where difficulties may arise.

Identify

Identify

ISO defines usability as: “ The effectiveness , efficiency , and satisfaction with which specified users achieve specified goals in particular environments” Effectiveness Number of tasks completed successfully. Optimal pathway followed? Efficiency Time taken or number of clicks. Number of back buttons. Number of pages viewed to find information. Satisfaction Comments, body language. Post-test questionnaire findings. Observe

ISO defines usability as:

“ The effectiveness , efficiency , and satisfaction with which specified users achieve specified goals in particular environments”

See each candidate individually. Complete the forms and questionnaire. Conduct the test and ask the participants to ‘Think aloud’ Focus on what people do, not what they say. Observe

See each candidate individually.

Complete the forms and questionnaire.

Conduct the test and ask the participants to ‘Think aloud’

Focus on what people do, not what they say.

YOUR TURN!

YOUR TURN!

Activity Perform a mock user test

Perform a mock user test

Analysis

Report

Report

Report

Report

THE PANEL

THE PANEL

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