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Event Title: “Anytime Anywhere: exploring the mobile web”
             Date: 7th of March 2008
             Speaker: David Tisserand
             Company: Orange Labs
             Topic: “Usability as a best practive in the product design process”




                                                                                                                          www.use8.net
                                                                                                                   www.twitter.com/use8
*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..
Event Description
            It is estimated that only one in five people with mobile phones that are able to conncet to the web actually do. But the iPhone,
            however, is having a profund effect on the willingness of its users to go online. As mobile phone screen sizes get larger and easier
                      ,        gp                             g                    g                    p                  g      g
            to navigate – will more and more users connect to the web with the mobile phone in search of positive experiences?

            “Anytime; Anywhere” will explore user experience aspects of delivering web based applications and services to the mobile phone
            platforms. Various speakers will focus on a particular issue ranging from usability, design, interaction design and future
            developments of services and devices in the mobile phone industry




*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..
France Telecom Group restricted




Usability as a best practice in
the product design process
Orange Labs
david tisserand, Design and Usability
7th March 2008, Brighton, quot;Anytime, Anywherequot;
agenda



    section 1                      why the mobile industry needs usability?


    section 2                      usability & product design process


    section 3                      how to provide costumers with usable
                                   products? RSS case study




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
2
Why the mobile industry
needs usability?




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
3
size of the problem



       Harri Kiljander, Director experience design, Nokia, Mobile HCI,
       September 2006



                        quot;How the mobile industry loses
                         $4.5billion/year in 20 minutesquot;




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
4
size of the problem



       1 in 7 phones are returned by customers as faulty (1)
       63% of devices returned suffer from “No Fault Found” (2)
       in 24% instances user abandoned device after lengthy and
       frustrating battle with the usability of functions or applications (2)
       20 minutes is all the time an average American is willing to
       spend on learning how to use a new device before giving up
       and heading for the returns department (3)




       (1) quot;whichquot; survey, 2005
       (2) analysis of 15000 calls; WDS Global 2006
       (3) Elke den Ouden: Developments of a Design Analysis Model for Consumer Complaints: Revealing a New Class Quality
       Features



    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
5
Usability & product design
process




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
6
usability: high level definition



                                                           effectiveness
                                                                – can user achieve his goals?


                                                           efficiency
                Usability
                                                                – is it as easy to use as possible?


                                                           satisfaction
                                                                – is the user happy with this experience?




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
7
supporting the product design process
                                                                                    Product idea
                       In-life benchmarking On the market                                          User research and concept development
                                                                                     generation




                                                                                                            Product
                                                                                                            detailed
                             Pre-launch
                                                                                                                         Concept user testing
                                                                                                            concept
Pre-launch usability test




                                    High fidelity                                                  Low fidelity
                                     prototype                                                       design       Expert review
Usability integration and build



                                                                   During design
                                                                      cycles
                                               Usability testing

  ISO 13407- Human-centred design process for interactive systems (1999)      ISO TR 18529- Human-centred lifecycle process descriptions (2000)

            Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
 8
How to provide customers
with usable products?
RSS case study




    Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
9
RSS product definition



                                                  RSS = Really Simple Syndication


                                                  Web feed formats used to publish frequently updated
                                                  content (blog entries, news headlines or podcast).
                                                  an RSS document (which is called a quot;feedquot; or quot;web feedquot; or
                                                  quot;channelquot;) contains either a summary of content from an
                                                  associated web site or the full text.


                                                  RSS content can be read using software called an quot;RSS
                                                  readerquot;, quot;feed readerquot; or an quot;aggregatorquot;.
                                                  the user subscribes to a feed by entering the feed's link into
                                                  the reader or by clicking an RSS icon in a browser that
                                                  initiates the subscription process.
                                                  the reader checks the user's subscribed feeds regularly for
                                                  new content, downloading any updates that it finds.


     Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
10
product idea generation



                                method: ethnographic studies
      Product idea
       generation

                                     – shadowing users in their real life, real usage, real needs
 User research and
                                     – quot;noquot; or quot;very lowquot; moderator input
concept development




                                output: what do our customers wants and need?
                                     – gather user needs based on observations only
                                     – recommend new product which could cover these user needs


                                example of useful findings for RSS:
                                     – all users like to be updated about their preferred blog or news provider
                                     – majority of users don't know what RSS mean
                                     – novice users don't know how to set up an RSS feed


             Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
 11
product detailed concept


      Product
                                method: focus groups
      detailed
      concept
                                     – a group of users speaking about their experience
Concept user testing
                                     – a moderator leads the discussion
                                     – the moderator proposes some concepts for users to give their
                                       feedback


                                output: how could we help?
                                     – gather user needs and preferences based on discussions
                                     – propose new product ideas and gather users feedback


                                example of useful findings for RSS:
                                     – prioritised RSS packages
                                     – PC/Mobile integration is a must have
                                     – setting up a new RSS feed has to be friendly and straightforward

           Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
 12
Status Bar
                                                                                                                                    Incoming Call




              low fidelity design                                                                                                           John calling
                                                                                                                                                …




                                                                                                                                Answer
                                                                                                                                Smart Divert to



                                                                                                                           Select




                                   method: expert review
       Low fidelity
         design
                                        – one up to 3 usability experts review the first draft of design
                                        – they follow a list of usability guidelines
     Expert review



                                   output: prevent common design mistakes before user testing
                                        – ensure usability guidelines are respected (consistency, system status
                                          visibility, etc.)
                                        – provide designers with first recommendations before testing


                                   example of useful findings for RSS:
                                        – when adding a feed from the PC client and synchronising with the
                                          mobile: add a notification on the mobile to confirm success
                                        – positive actions (e.g. OK, select) should be on the left soft key and
                                          negative actions (e.g. back, delete, etc.) should be on the right soft
                                          key


              Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
13
during design cycles



                                  method: iterative usability testing
     During design
        cycles
                                       – in laboratory
                                       – user interact with prototype and complete given tasks
 Usability testing



                                  output: how can we make sure the product helps as much as
                                  possible?
                                       – discover usability issues
                                       – gather user satisfaction when using the product
                                       – provide recommendations to the design team


                                  example of useful findings for RSS:
                                       – 12 out of 17 high priority usability issues have been resolved in 3
                                         rounds
                                       – users prefer to search by categories than by name
                                       – users need reassurance about cost


             Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
14
iterative testing


                                             Redesign                                                      Redesign
      Round 1                                                                Round 2                                                Round 3
                                                phase                                                         phase

               Status Bar                                                        Status Bar

              Incoming Call                                                    Incoming Call

                                                                                       John
                                                                                       Calling É
                       John calling …




                                                                            Answer
                                                                            Smart reject
     Answer
                                                                            Divert to voicemail
     Smart Divert to




 Select




                       Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
15
high fidelity prototype



                                  method: diary studies / trial support
     High fidelity
      prototype
                                       – real life situation where users use the product and track their thoughts
                                         on a physical diary (or a blog)
Usability integration
                                       – work closely with trial team to improve user feedback gathered
    and build



                                  output: how is the product actually used?
     Pre-launch
                                       – understand how people are actually using a product
                                       – improve understanding of what is useful, what can be improved
Pre-launch usability
                                       – ensure real life usefulness and usability of the product
        test



                                  example of useful findings for RSS:
                                       – RSS updates should be automatic and transparent
                                       – users don't want quot;in your facequot; notifications of new RSS updates
                                       – RSS displayed on the idle screen should be optional and not
                                         proposed by default as majority of users turn it off


             Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
16
Your
             on the market                                                                                                       Competitor
                                                                                                                           vs.
                                                                                                      Product



                                   method: usability benchmark
      On the market

                                        –    in laboratory
In-life benchmarking
                                        –    large sample of users
                                        –    each user performs the same task on 2 competitive solutions
                                        –    gather metrics and conduct statistic analysis


                                   output: how good is the product compare to others?
                                        – track the improvements between different versions of the same
                                          product
                                        – identify best and worst practices on other products


                                   example of useful findings for RSS:
                                        – the user centred designed product performs better than the
                                          competitor product

              Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
 17
and the cycle restarts…
                                                                                    Product idea
                       In-life benchmarking On the market                                          User research and concept development
                                                                                     generation




                                                                                                            Product
                                                                                                            detailed
                             Pre-launch
                                                                                                                         Concept user testing
                                                                                                            concept
Pre-launch usability test




                                    High fidelity                                                  Low fidelity
                                     prototype                                                       design       Expert review
Usability integration and build



                                                                   During design
                                                                      cycles
                                               Usability testing

  ISO 13407- Human-centred design process for interactive systems (1999)      ISO TR 18529- Human-centred lifecycle process descriptions (2000)

            Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
18
and many more…



        heuristic analysis
        task analysis
        participatory design
        questionnaires
        …




     Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
19
usability added value
          INCREASE
product usefulness
user satisfaction
usage = revenue
R.O.I.
conversion rates
brand value perception




                                                                                                                DECREASE
                                                                                               user frustration
                                                                                               customer support (call center)
                                                                                               needs for V2
                                                                                               implementation costs
         Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted
 20
France Telecom Group restricted




thank you




            Orange, the Orange mark and any other Orange product or service names referred to
            in this material are trade marks of Orange Personal Communications Services Limited.
            © Orange Personal Communications Services Limited.

            France Telecom Group restricted.
Thank you!

                                                 For more information about Use8 events please visit:
                                                 www.use8.net
                                                 Or follow us on Twitter:
                                                 www.twitter.com/use8
                                                 www twitter com/use8




*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..

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David Tisserand Usability As A Best Practice In The Product Design Process

  • 1. Event Title: “Anytime Anywhere: exploring the mobile web” Date: 7th of March 2008 Speaker: David Tisserand Company: Orange Labs Topic: “Usability as a best practive in the product design process” www.use8.net www.twitter.com/use8 *The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..
  • 2. Event Description It is estimated that only one in five people with mobile phones that are able to conncet to the web actually do. But the iPhone, however, is having a profund effect on the willingness of its users to go online. As mobile phone screen sizes get larger and easier , gp g g p g g to navigate – will more and more users connect to the web with the mobile phone in search of positive experiences? “Anytime; Anywhere” will explore user experience aspects of delivering web based applications and services to the mobile phone platforms. Various speakers will focus on a particular issue ranging from usability, design, interaction design and future developments of services and devices in the mobile phone industry *The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..
  • 3. France Telecom Group restricted Usability as a best practice in the product design process Orange Labs david tisserand, Design and Usability 7th March 2008, Brighton, quot;Anytime, Anywherequot;
  • 4. agenda section 1 why the mobile industry needs usability? section 2 usability & product design process section 3 how to provide costumers with usable products? RSS case study Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 2
  • 5. Why the mobile industry needs usability? Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 3
  • 6. size of the problem Harri Kiljander, Director experience design, Nokia, Mobile HCI, September 2006 quot;How the mobile industry loses $4.5billion/year in 20 minutesquot; Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 4
  • 7. size of the problem 1 in 7 phones are returned by customers as faulty (1) 63% of devices returned suffer from “No Fault Found” (2) in 24% instances user abandoned device after lengthy and frustrating battle with the usability of functions or applications (2) 20 minutes is all the time an average American is willing to spend on learning how to use a new device before giving up and heading for the returns department (3) (1) quot;whichquot; survey, 2005 (2) analysis of 15000 calls; WDS Global 2006 (3) Elke den Ouden: Developments of a Design Analysis Model for Consumer Complaints: Revealing a New Class Quality Features Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 5
  • 8. Usability & product design process Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 6
  • 9. usability: high level definition effectiveness – can user achieve his goals? efficiency Usability – is it as easy to use as possible? satisfaction – is the user happy with this experience? Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 7
  • 10. supporting the product design process Product idea In-life benchmarking On the market User research and concept development generation Product detailed Pre-launch Concept user testing concept Pre-launch usability test High fidelity Low fidelity prototype design Expert review Usability integration and build During design cycles Usability testing ISO 13407- Human-centred design process for interactive systems (1999) ISO TR 18529- Human-centred lifecycle process descriptions (2000) Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 8
  • 11. How to provide customers with usable products? RSS case study Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 9
  • 12. RSS product definition RSS = Really Simple Syndication Web feed formats used to publish frequently updated content (blog entries, news headlines or podcast). an RSS document (which is called a quot;feedquot; or quot;web feedquot; or quot;channelquot;) contains either a summary of content from an associated web site or the full text. RSS content can be read using software called an quot;RSS readerquot;, quot;feed readerquot; or an quot;aggregatorquot;. the user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. the reader checks the user's subscribed feeds regularly for new content, downloading any updates that it finds. Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 10
  • 13. product idea generation method: ethnographic studies Product idea generation – shadowing users in their real life, real usage, real needs User research and – quot;noquot; or quot;very lowquot; moderator input concept development output: what do our customers wants and need? – gather user needs based on observations only – recommend new product which could cover these user needs example of useful findings for RSS: – all users like to be updated about their preferred blog or news provider – majority of users don't know what RSS mean – novice users don't know how to set up an RSS feed Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 11
  • 14. product detailed concept Product method: focus groups detailed concept – a group of users speaking about their experience Concept user testing – a moderator leads the discussion – the moderator proposes some concepts for users to give their feedback output: how could we help? – gather user needs and preferences based on discussions – propose new product ideas and gather users feedback example of useful findings for RSS: – prioritised RSS packages – PC/Mobile integration is a must have – setting up a new RSS feed has to be friendly and straightforward Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 12
  • 15. Status Bar Incoming Call low fidelity design John calling … Answer Smart Divert to Select method: expert review Low fidelity design – one up to 3 usability experts review the first draft of design – they follow a list of usability guidelines Expert review output: prevent common design mistakes before user testing – ensure usability guidelines are respected (consistency, system status visibility, etc.) – provide designers with first recommendations before testing example of useful findings for RSS: – when adding a feed from the PC client and synchronising with the mobile: add a notification on the mobile to confirm success – positive actions (e.g. OK, select) should be on the left soft key and negative actions (e.g. back, delete, etc.) should be on the right soft key Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 13
  • 16. during design cycles method: iterative usability testing During design cycles – in laboratory – user interact with prototype and complete given tasks Usability testing output: how can we make sure the product helps as much as possible? – discover usability issues – gather user satisfaction when using the product – provide recommendations to the design team example of useful findings for RSS: – 12 out of 17 high priority usability issues have been resolved in 3 rounds – users prefer to search by categories than by name – users need reassurance about cost Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 14
  • 17. iterative testing Redesign Redesign Round 1 Round 2 Round 3 phase phase Status Bar Status Bar Incoming Call Incoming Call John Calling É John calling … Answer Smart reject Answer Divert to voicemail Smart Divert to Select Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 15
  • 18. high fidelity prototype method: diary studies / trial support High fidelity prototype – real life situation where users use the product and track their thoughts on a physical diary (or a blog) Usability integration – work closely with trial team to improve user feedback gathered and build output: how is the product actually used? Pre-launch – understand how people are actually using a product – improve understanding of what is useful, what can be improved Pre-launch usability – ensure real life usefulness and usability of the product test example of useful findings for RSS: – RSS updates should be automatic and transparent – users don't want quot;in your facequot; notifications of new RSS updates – RSS displayed on the idle screen should be optional and not proposed by default as majority of users turn it off Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 16
  • 19. Your on the market Competitor vs. Product method: usability benchmark On the market – in laboratory In-life benchmarking – large sample of users – each user performs the same task on 2 competitive solutions – gather metrics and conduct statistic analysis output: how good is the product compare to others? – track the improvements between different versions of the same product – identify best and worst practices on other products example of useful findings for RSS: – the user centred designed product performs better than the competitor product Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 17
  • 20. and the cycle restarts… Product idea In-life benchmarking On the market User research and concept development generation Product detailed Pre-launch Concept user testing concept Pre-launch usability test High fidelity Low fidelity prototype design Expert review Usability integration and build During design cycles Usability testing ISO 13407- Human-centred design process for interactive systems (1999) ISO TR 18529- Human-centred lifecycle process descriptions (2000) Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 18
  • 21. and many more… heuristic analysis task analysis participatory design questionnaires … Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 19
  • 22. usability added value INCREASE product usefulness user satisfaction usage = revenue R.O.I. conversion rates brand value perception DECREASE user frustration customer support (call center) needs for V2 implementation costs Usability as a best practice in the product design process – Orange Labs - France Telecom Group restricted 20
  • 23. France Telecom Group restricted thank you Orange, the Orange mark and any other Orange product or service names referred to in this material are trade marks of Orange Personal Communications Services Limited. © Orange Personal Communications Services Limited. France Telecom Group restricted.
  • 24. Thank you! For more information about Use8 events please visit: www.use8.net Or follow us on Twitter: www.twitter.com/use8 www twitter com/use8 *The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..