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Design, the Importance of Research, and a Call to Arms

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Presentation for Allscripts Developer Partner conference -- Jared Spool's story about the $300m button, a baseline understanding of the difference between interaction and visual design, the importance of feed-back and feed-forward research, and some practical tools to get folks started.

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Design, the Importance of Research, and a Call to Arms

  1. 1. The $300M Button: Listening to Users
  2. 2. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • The $300M Button • How Research Fits In • A Call to Arms • Putting Research Into Practice
  3. 3. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • The $300M Button • How Research Fits In • A Call to Arms • Putting Research Into Practice
  4. 4. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • Introductions • The $300M Button • The Case for Design • Whaddaya Mean, “Design”? • How Research Fits In • A Call to Arms • Putting Research Into Practice • Five Mistakes Smart People Make • Why You?
  5. 5. Introductions
  6. 6. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  7. 7. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  8. 8. Allscripts Developer Conference @audcrane @designmap #ADP_HIT - Darian Shirazi, Forbes Magazine “‘Consumerization of the enterprise’ has just begun… Publicly-traded enterprise software companies aren’t investing in design enough and startups are improving their interfaces at an alarming rate.”
  9. 9. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  10. 10. Allscripts Developer Conference @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT
  11. 11. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions
  12. 12. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who has a dedicated design team at their company?
  13. 13. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Whose company does primary user research today?
  14. 14. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who personally does primary research today?
  15. 15. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who feels completely confident in what they or their researchers are finding?
  16. 16. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who wishes they did research today?
  17. 17. The $300M Button
  18. 18. Allscripts Developer Conference @audcrane @designmap #ADP_HIT $300,000,000
  19. 19. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Improving Products heuristic review usability research
  20. 20. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password? The $300M button
  21. 21. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M button Email Address: Password: Forgot Password? Log InLog InRegisterRegister
  22. 22. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M button Email Address: Password: Forgot Password? Log InLog InRegisterRegister
  23. 23. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Log InLog InRegisterRegister The $300M button: First-Time Shoppers Email Address: Password: Forgot Password? “I’m not here to enter into a relationship, I just want to buy something.”
  24. 24. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Log InLog InRegisterRegister The $300M button: Repeat Shoppers Email Address: Password: Forgot Password? “Have I registered here before? I have no idea….”
  25. 25. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M Fix Email Address: Password: Log InLog In Forgot Password? You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout. or ContinueContinue
  26. 26. The Case for Design
  27. 27. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password?
  28. 28. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  29. 29. Allscripts Developer Conference @audcrane @designmap #ADP_HIT person who has been injured?
  30. 30. Allscripts Developer Conference @audcrane @designmap #ADP_HIT About 17.5% of new nurses leave their first job within 1 year of starting their jobs.
  31. 31. Allscripts Developer Conference @audcrane @designmap #ADP_HIT $300M? $3B?
  32. 32. Allscripts Developer Conference @audcrane @designmap #ADP_HIT  Decreased sales  Dissatisfied customers  Poor ratings and reviews  Negative word of mouth  Negative impact on brand  Increased need for documentation and training  Increased support requests and costs  Decreased productivity  Increased errors  Increased support costs  Increased training costs  Decreased job satisfaction Increased employee turnover
  33. 33. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  34. 34. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  35. 35. Design: Defining Our Terms
  36. 36. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) feasible (technology) usable (design)
  37. 37. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) feasible (technology) usable (design)
  38. 38. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) buildable (technology) usable (design) “It meets my needs.” and “I can use it.”
  39. 39. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Designing a Product Research & Personas Scenarios & Storyboards Key Wireframes Sprint 1 Wireframes Sprint 2 Wireframes Sprin Interaction Design Visual Direction Key Screens Sprint 1 Addition Visual Design Prototype Style Library
  40. 40. How User Research Fits In
  41. 41. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
  42. 42. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
  43. 43. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
  44. 44. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” “It meets my needs.” and “I can use it.”
  45. 45. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” feed-forward Updated from Hugh Dubberly “It meets my needs.” and “I can use it.”
  46. 46. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” feed-forward feed-back Updated from Hugh Dubberly “It meets my needs.” and “I can use it.”
  47. 47. Allscripts Developer Conference @audcrane @designmap #ADP_HIT education testhypothesis
  48. 48. Allscripts Developer Conference @audcrane @designmap #ADP_HIT think checkmake
  49. 49. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Fitting In Research: Lean Startup “Validated learning… is the principal antidote to the lethal problem of achieving failure: successfully executing a plan that leads nowhere.”
  50. 50. Allscripts Developer Conference @audcrane @designmap #ADP_HIT but don’t take my word for it…
  51. 51. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  52. 52. Allscripts Developer Conference
  53. 53. A Call to Arms
  54. 54. Putting it Into Practice
  55. 55. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews “I have a need.” feed-forward
  56. 56. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews …to understand underlying motivations (attitudinal). ... often in person. ... does not test a specific product. ... short. Describes areas of inquiries and sample questions, but the session is often wide-ranging. Goal Location Context Protocol Anatomy
  57. 57. Allscripts Developer Conference 1. Predictions often don’t work. 2. Biases and assumptions show and color our findings. 3. Insights aren’t guaranteed. 4. Synthesizing is critical! Limitations Interviews
  58. 58. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews Synthesis focuses on identifying opportunities based on attitudes / problems, like: 1. experience maps 2. persona development 3. story maps After the Session
  59. 59. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews Bill •Value focused •Heavy researcher •Focus on convenience •Uses print •Habitually replaces cars “My cars are practical, reliable and dependable, like me.” 55, married •now is the time for all good men to come •to the aid of their country, •I want to be lots and lots of toothpicks Personas • define vision • prioritize features • speed decision making • drive a cohesive product After the Session
  60. 60. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Usability Research “It meets my needs.” and “I can use it.”
  61. 61. Allscripts Developer Conference …to uncover problems and opportunities with a product (behavioral). …in person, via teleconference or phone. …tests a specific product (yours or a competitors). ...Long. May start with a few attitudinal questions, but is longer and more closely followed. Usability Research Goal Location Context Protocol Anatomy
  62. 62. Allscripts Developer Conference 1. Observer effect. 2. Limitations of the artifact. 3. False tasks give false results. 4. Easy to conflate findings and recommendations. Limitations Usability Research
  63. 63. Allscripts Developer Conference Focus on specific changes based on observed behavior, including: 1.affinity diagramming 2.visual queues with screen shots and photos and stickies 3.revise and re-test After the Session Usability Research
  64. 64. Five Mistakes Smart People Make
  65. 65. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged Five Mistakes Smart People Make
  66. 66. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart Five Mistakes Smart People Make
  67. 67. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas Five Mistakes Smart People Make
  68. 68. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas 4. asking people to predict their behavior Five Mistakes Smart People Make
  69. 69. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas 4. asking people to predict their behavior 5. confusing success Five Mistakes Smart People Make
  70. 70. Why You?
  71. 71. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
  72. 72. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
  73. 73. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
  74. 74. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password?
  75. 75. Allscripts Developer Conference @audcrane @designmap #ADP_HIT - Douglas Martin “Design is inevitable. The alternative to good design is bad design, not no design at all.”
  76. 76. Thank You
  77. 77. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  78. 78. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
  79. 79. Allscripts Developer Conference @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT
  80. 80. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Appendix • “The $300 Million Button”, Jared Spool,http://www.uie.com/articles/three_hund_million_button/ • “Web Form Design: Filling in the Blanks”, Luke Wroblewski • “How Bad UX Killed Jenny”, Jonathan Shariat, https://medium.com/@designuxui/how-bad-ux-killed-jenny-ef915419879e • “I Wish It Were That Easy”, Kate Daly, https://medium.com/@tikikate/i-wish-it-were-this-easy-aefc02f30749 • Therac-25, http://en.wikibooks.org/wiki/Professionalism/Therac-25 • “What Does Nurse Turnover Rate Mean and What Is the Rate?”, Christine T. Kovner, Carol S. Brewer, Farida Fatehi, Jin Jun, http://ppn.sagepub.com/content/15/3-4/64 • “The Business Value of User Experience” - D3 Services
  81. 81. Allscripts Developer Conference @audcrane @designmap #ADP_HITUpdated from Christian Rohrer
  82. 82. Allscripts Developer Conference @audcrane @designmap #ADP_HIT

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