1. Usability The Elevator Pitch Deb Cook Eva Kaniasty Andrew Wirtanen

8. Introducing The Experts http:// www.whatisusability.com

10. We Make Things Usable. So, what exactly does that mean?

11. Usability Is… “ [A product is usable when] people can use the thing for its intended purpose, without it being more trouble than it’s worth.” – Steve Krug, Advanced Common Sense “… the absence of frustration. What you do is remove all the frustrating bits...” – Jared Spool, User Interface Engineering “ A usable product allows the user to focus on what they’re trying to accomplish…” -Mary Beth Rettger, The MathWorks

13. So How Do We Explain What We Do? …It depends.

14. The Personal Pitch

16. Keep It Simple “ It’s sort of on a need-to-know basis…The simpler you can keep it the better.” - Steve Krug, Advanced Common Sense “ I tell people I do software engineering, because people can relate to that. Then I say I’m involved in making products easy to use.” - Joe Dumas, Dr. Usability “ I try to help design websites so people can use them easily…the web domain is a handy one to talk in because it is one that almost everybody can relate to.” - Tom Tullis, Fidelity Investments

18. The Workplace Pitch

21. Avoid The Term “Usability” “ One of the things we learned a long time ago is the less we mention the word ‘usability’, the better we can sell things - and the bigger the projects.” - Jared Spool, User Interface Engineering

23. “ Show” Is More Powerful Than “Tell” “ Talking about user centered design and the value of it in the abstract just doesn’t seem to be nearly as convincing as being able to see it in action.” -Tom Tullis, Fidelity Investments “ I try to get users in front of developers as much as I can.” -Joe Dumas, Dr. Usability “ I would tell people ‘Do some user tests.’ Have them watch people try and use their stuff.” -Steve Krug, Advanced Common Sense “ The best way to explain the benefits is actually to demonstrate the benefits.” -Mary Beth Rettger

24. “ Show” Is More Powerful Than “Tell” “ One of the things I’m a big believer in is measuring the state of things before and after…Demonstrate significant improvement.” -Janice Rohn, YellowPages.com

25. Lessons Learned

26. It’s Getting Better All The Time “ I have seen such a huge change over the years.” -Janice Rohn, YellowPages.com “ In the early days, you had to teach people, or try to convince them, that usability itself was important.” -Joe Dumas, Dr. Usability

27. But, Some People Still Aren’t Ready – So Choose Your Battles Wisely “ We’ve certainly had some people who get mainly defensive…when we’re testing ‘their baby’….But most people recognize the value of it.” -Tom Tullis, Fidelity Investments “ I gave up trying to convince people that usability was important. I just figured, if they didn’t get it, they were not going to ever get it, probably. ” -Joe Dumas, Dr. Usability