The case for usability

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This was a pitch I created for a previous company to get the executive team to approve hiring for usability engineering positions. I removed company-specific data and updated the content a bit for public use.

Feel free to use this to help convince employers and clients on the importance of usability engineering!

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The case for usability

  1. 1. Copyright © 2014 Tevi Hirschhorn. All rights reserved.1 The Case for Usability And why you can’t afford NOT to make it part of your process.
  2. 2. Copyright © 2014 Tevi Hirschhorn. All rights reserved.2 What is User Experience?
  3. 3. Copyright © 2014 Tevi Hirschhorn. All rights reserved.3 User Experience Is… "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products. The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, and a joy to use. True user experience goes beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design. - Nielsen Norman
  4. 4. Copyright © 2014 Tevi Hirschhorn. All rights reserved.4 Roles o User Experience (UX) o Interaction Design (IxD) o User Interface Design (UI) o Usability Engineering
  5. 5. Copyright © 2014 Tevi Hirschhorn. All rights reserved.5 Roles o User Experience Designer Role • Very much like a Business Analyst, incorporating business goals with user needs • Creates designs to appeal to user emotions – persuasion, empathy, trust • Conducts user research and analysis • Defines scope; produces deliverables for other members of design and development team to guide production
  6. 6. Copyright © 2014 Tevi Hirschhorn. All rights reserved.6 Roles o Interaction Designer Role • Collaborates with UXD • Designs user interactions in the form of storyboards and prototypes • Conducts user research and analysis
  7. 7. Copyright © 2014 Tevi Hirschhorn. All rights reserved.7 Roles o User Interface Designer Role • Takes deliverables from UXD and IxD • Designs the look and feel of the UI • Collaborates with developers • May even do front-end development
  8. 8. Copyright © 2014 Tevi Hirschhorn. All rights reserved.8 Roles o Usability Engineer Role • Collaborates with UXD, IxD, UI • Designs and creates usability test plans • Conducts usability testing sessions • Creates recommendations for consumption by all UX roles and development
  9. 9. Copyright © 2014 Tevi Hirschhorn. All rights reserved.9 Tell me more about usability. edit: https://www.flickr.com/photos/orinrobertjohn/2327852352
  10. 10. Copyright © 2014 Tevi Hirschhorn. All rights reserved.10 Tell me more about usability. *because software doesn’t do anything
  11. 11. Copyright © 2014 Tevi Hirschhorn. All rights reserved.11 Amazing technology can be rendered literally useless without taking the users into account Photo credit: https://www.flickr.com/photos/go/208262218
  12. 12. Copyright © 2014 Tevi Hirschhorn. All rights reserved.12 User advocates understand the people using the system Photo credit: https://flic.kr/p/chRY5h
  13. 13. Copyright © 2014 Tevi Hirschhorn. All rights reserved.13 Great ideas can actually be harmful if implemented in an unusable way
  14. 14. Copyright © 2014 Tevi Hirschhorn. All rights reserved.14 Gain insight into what users actually want Photo credit: http://goo.gl/vt0zcT
  15. 15. Copyright © 2014 Tevi Hirschhorn. All rights reserved.15 Make sure Development is heading down the correct path Photo credit: https://flic.kr/p/dHCqsC
  16. 16. Copyright © 2014 Tevi Hirschhorn. All rights reserved.16 Don’t make Users work so hard to use the system Photo credit: http://goo.gl/w2bJ1u
  17. 17. Copyright © 2014 Tevi Hirschhorn. All rights reserved.17 Do you understand your users?
  18. 18. Copyright © 2014 Tevi Hirschhorn. All rights reserved.18 Yea, but what’s the point?
  19. 19. Copyright © 2014 Tevi Hirschhorn. All rights reserved.19 Make More Money! …by achieving measurable user goals.
  20. 20. Copyright © 2014 Tevi Hirschhorn. All rights reserved.20 Make More money?! I LOVE money! I love Money! And fun hats! https://www.flickr.com/photos/darthdowney/4394304836
  21. 21. Copyright © 2014 Tevi Hirschhorn. All rights reserved.21 Make More money by achieving measurable user goals o EXAMPLE: Call Center Software • Decrease call time • Decrease errors • Increase sales • Reduce inbound calls • Reduce training time
  22. 22. Copyright © 2014 Tevi Hirschhorn. All rights reserved.22 Make More money by achieving measurable user goals o EXAMPLE: Retail website • Increase product findability • Reduce shopping cart errors • Reduce registration process abandonment • Reduce customer support requests
  23. 23. Copyright © 2014 Tevi Hirschhorn. All rights reserved.23 Make More money by achieving measurable user goals o EXAMPLE: Self checkout kiosk • Reduce error rate • Reduce checkout time • Reduce abandonment • Reduce customer support requests • Reduce training time
  24. 24. Copyright © 2014 Tevi Hirschhorn. All rights reserved.24 Then let the Data do the talking “This is how much money we’re leaving on the table.” Photo credit: https://www.flickr.com/photos/alancleaver/27
  25. 25. Copyright © 2014 Tevi Hirschhorn. All rights reserved.25 Humor break.
  26. 26. Copyright © 2014 Tevi Hirschhorn. All rights reserved.26 So where does Usability Engineering come in?
  27. 27. Copyright © 2014 Tevi Hirschhorn. All rights reserved.27 Usability Engineering o Determines the right path to take o Validates design decisions o Uses actual data to take to clients, developers, designers o Works in an iterative process to constantly refine
  28. 28. Copyright © 2014 Tevi Hirschhorn. All rights reserved.28 Usability Engineering Usability in the development process Plan Analysis Design Evaluation
  29. 29. Copyright © 2014 Tevi Hirschhorn. All rights reserved.29 Usability Engineering Usability in the agile development process Image credit: http://dpwhelan.com/blog/agile/parallel-tracks-for-agile-and-user-experience
  30. 30. Copyright © 2014 Tevi Hirschhorn. All rights reserved.30 Too close to home? Cartoon credit: http://rodgersnotes.wordpress.com/2010/10/25/google-and-apple-versus-your-companys-application/
  31. 31. Copyright © 2014 Tevi Hirschhorn. All rights reserved.31 What’s it worth? o Are you losing money due to accuracy/errors? o What’s the cost of training? o Missed opportunities/sales? o How much is spent on customer support? o Wasted time/money heading down the wrong development path?
  32. 32. Copyright © 2014 Tevi Hirschhorn. All rights reserved.32 What’s Involved? o Usability Engineering can be a full-time role o Creating test plans with measurable business goals o Recruiting and compensating participants o Conducting iterative tests o Setting up testing environment o Creating recommendations based on findings o Incorporating into development/design process
  33. 33. Copyright © 2014 Tevi Hirschhorn. All rights reserved.33 What if I don’t have a Usability Engineer? o At risk of constantly changing directions o At risk of heading down the wrong path – wasting time and money o At risk of losing team alignment o No data to present to clients the efficacy of a new product o No data to alleviate client fears (about change; removing or adding features; training; etc.)
  34. 34. Copyright © 2014 Tevi Hirschhorn. All rights reserved.34 Don’t have the budget?
  35. 35. Copyright © 2014 Tevi Hirschhorn. All rights reserved.35 Try Guerilla Usability Testing! Photo credit: https://www.flickr.com/photos/ucumari/7549364942
  36. 36. Copyright © 2014 Tevi Hirschhorn. All rights reserved.36 Why can’t I just ask the client what they want?
  37. 37. Copyright © 2014 Tevi Hirschhorn. All rights reserved.37 Clients don’t know what they want. “If I had asked customers what they wanted, they would have said, ‘A faster horse!’” - Henry Ford
  38. 38. Copyright © 2014 Tevi Hirschhorn. All rights reserved.38 Thank You! Tevi Hirschhorn www.tevster.com www.twitter.com/tevih

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