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Get rid of the UCD "process" | Arno Bublitz' presentation on World Usability Day 2016

The common depiction of user centered design is misleading and wrong. My Plea: get rid of it!

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Get rid of the UCD "process" | Arno Bublitz' presentation on World Usability Day 2016

  1. 1. Process Checklist.
 Get rid of the
 „UCD-Prozess“! Arno Bublitz World Usability Day 2016 Hamburg
  2. 2. Upfront: A couple of questions
  3. 3. OK, now concerning that „User Centered Design Prozess“
  4. 4. Quelle: de.wikipedia.org/wiki/ISO_13407 „Developement Process“
  5. 5. Three Problems with this „Process“
  6. 6. 1: How are we going to get out of here? Not compatible with project conventions No criteria for breaking out Not kompatible with prevailing models Quelle: de.wikipedia.org/wiki/ISO_13407
  7. 7. 2: A strange picture of Iteration Quellen: jordisan.net ; smart.com ; caranddriver.com ; iihs.org ; volkswagenaustralia.com.au VS.
  8. 8. 3: It’s just plain wrong • The Standard explicitly talks about „Interdependence“ of activities • …and clarifies… Quelle: ISO-9241-210:2100, S.11
  9. 9. • … that User Centered Design Approach can be incorporated in diverse Development Models such as. • Objekt-Oriented • Waterfall • Rapid Application Development Quelle: ISO-9241-210:2100, S.VI
  10. 10. OK, but… Why do I care?
  11. 11. User Centered Design helps Projects AND Users • User Centred = Evidence-based* • = strong Arguments vis-a-vis powerful stakeholders • = fewer Diskussions in Projects (and more productive ones) • = fester more efficient Projects • = Better Project Results, better UI *) i.Ggs. zu Meinungs-basiert
  12. 12. If UCD is not understood
 … It will not be practiced ? Opinio-based instead of Evidence-based Design Und damit leidet die Nachhaltigkeit von UX
  13. 13. Ignorance Centred Design (ICD) • No strong Argumente, why decide exactly 
 „this way“ and not differently • long and infertile Discussions in Projects • Weakly built Prioritization • Bad Project Results • Expensive Projects That leads to …
  14. 14. ICD costs … Billions Your’s truly alone has seen Projects fail that amounted to a total Budget Sum of 
 approx. 1 Bln. Euro… … among other reasons because Context of Use and User Requirements were missing
  15. 15. Preliminary Conclusion • UCD should be practised, because it yields better digital products • The circular UCD „Process“ depiction inhibits a wider application of UCD. 
 It is misleading and wrong
  16. 16. Deborah Mayhew’s Usability Engineering Lifecycle • Business Parameters and Requirements first • Then iterative Design from Structure to detaillied Design • inkl really hot stuff: Pattern- Libraries…
 (aka “Design-Standards“) Quelle: https://twobenches.files.wordpress.com/2008/06/47-01.jpg
  17. 17. One of my Approaches: 
 Rapid Prototyping /Rapid User Testing • Service Approach if clients cannot lock up an entire Team into a meeting room for a week without email • Similar to Google Design Sprint: No direkt upfront Context Research • User Test without Test-Report, instead: Clients observe Kick-Off & Requirements 1. Prototype & Feedback 2. Prototype & User Test Finalising & Handover Quelle & Copyright: Arno Bublitz Rapid Prot / Rapid UT Plan the User Centered Process ✅ Understand & Specify Context of Use ✅ Specify User Requirements ✅ Produce (iterative) Design Solutions to meet User Requirements ✅ Evaluate Design against Requirements ✅
  18. 18. „Normal“ Software Development
  19. 19. Quelle: de.wikipedia.org/wiki/sdlc
  20. 20. Quelle: de.wikipedia.org/wiki/sdlc User/Context Research & Artefakts Prototype 1 + User Test Prototype N + User Test …with UX Activities
  21. 21. Sprint 0 Context Research
  22. 22. Die Requirements of ISO9241-210 
 can be fulfilled! SDLC SDLC with
 UX-Aktivities Scrum Scrum 
 + Sprint 0 / Design Spike Plan the User Centered Process ❌ ✅ ❌ ✅ Understand & Specify Context of Use ❌ ✅ ❌ ✅ Specify User Requirements ❌ ✅ ❌ ✅ Produce (iterative) Design Solutions to meet User Requirements ❌ ✅ ✅ / ❌ ✅ Evaluate Design against Requirements ✅
 im Live-Operations ✅ ✅ / ❌ ✅ / ❌
  23. 23. My closing Appeal 1. Delete the „Process“-Diagram from your Slide Decks 2. Use the Standard as checklist and be flexible about Development Lifecycles, 3. Ask the awkward and painful Questions:„Do we really know our cusomters’ context? Do we really know what the customers want to achieve??“
  24. 24. Thanks! Arno Bublitz arno@bublitz.at www.xing.com/profile/Arno_Bublitz @abublitz

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