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Selling UX in Your Organization - Stir Trek 2012



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Bring The Users: Selling UX in Your Organization was presented at Stir Trek 2012 in Columbus, Ohio by Carol Smith. You are convinced that UX work will not only save time and effort, but will also increase profits. Now you need to persuade your team to integrate UX activities into your work. This presentation will give you the facts to back up your convictions. Carol provides you with clear and compelling responses to tough questions about UX and usability methods. You’ll leave with facts about the Return on Investment (ROI) of UX, how to respond to UX skeptics, and how to turn your entire team into UX advocates.

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Selling UX in Your Organization - Stir Trek 2012

  2. 2. Reasons not to do UX?
  3. 3. ARGUMENTS AGAINST UX •Time •Money •Can’t talk to our Customers •Liability •Not needed •Invisible ROI Page 3
  4. 4. START NOW!
  5. 5. BRING UX INTO PROJECTS - NOW •Add wireframing effort •Group process session (JAD) •Guerilla study with the uninvolved •Survey •Talk to users at lunch Page 5
  6. 6. O B S E R VAT I O N S & I N T E R V I E W S Learn about the User’s: • Goals • Environment • Real process • Interruptions • Attitudes and opinions • Problems Page 6
  7. 7. Artifacts! Collect, Copy, Photograph Page 7 via Actual Photo:
  8. 8. CARD SORTING Use to determine: • Order of information • Relationships • Labels for navigation • Verify correct audience Page 8 via
  9. 9. USABILITY TESTING •Real users doing real tasks •Using prototypes or live products •Not guided, but observed Page 9
  10. 10. YOU DID IT! Page 10
  11. 11. Show Off & Sell UX
  12. 12. SHARE WHAT YOU LEARN Page 12
  13. 13. GOALS OF SHARING •You learned something! •Help the team: • understand user’s point of view • identify new opportunities • prioritize content and solutions • design for user’s needs and behaviors • create new solutions Page 13
  14. 14. Sam Peterson Editor, Math Specialist, 5 Years Experience Technology Goal • Does personal banking, shopping • Improve the educational system by and email online making great courses for teachers and students Concerns Responsibilities • Needs a good tool for tracking all of the • Manages many different projects at once assets for each of his projects • Manages a great group of freelancers • Too much time is spent fixing previous allowing him to focus on other things projects instead of working on current ones • Keeps track of many separate assets for • Resigned to having to go back and forth each project with the publisher a few times to get • Checks work before passing it on to the everything just right publisher Sam is 29 years old and lives in New Albany, OH. “I need help He has a BS in Mathematics from Ohio State University where he also took keeping track of organizational psychology courses and found that he enjoyed management all of the assets challenges. for each of my He has never been interested in teaching, but wants to improve the educational projects.” system. When he saw a job opening at an educational company he felt that it would be a great opportunity to do just that. Sam says despite the frustrations, his company is great to work for and the benefits can’t be beat. He isn’t sure what is next for his career - he has taken some training that has been offered but is not currently interested in taking on new responsibilities.
  15. 15. I N F O R M AT I O N R A D I AT O R S Represent Your Research •Facilitate Communication •Decision Making: • Navigation • Features • Design Page 15
  16. 16. SKEPTICS WILL ASK Page 16
  18. 18. “If you dedicate at least 10 percent of your project budget to usability activities, you will see an average of 135 percent improvement in usability" - Jakob Nielsen, principal, Nielsen Norman Group, 2003 All Business. Dated:Jan. 8, 2003
  19. 19. Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design. If the system had been released, it costs 100 times as much relative to fixing in design. -Gilb, 1988 -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
  20. 20. I N H O U S E A D VA N TA G E •Access to users •Access to data •Before and after Small # of Potentially huge increments of X employees = savings in time time and effort over time and money Page 20
  21. 21. ROI (CONTINUED) Small things can make a big difference • $300,000,000 Button • Can’t provide right recommendations without observing and talking with the customers Spool, Jared. The $300 Million Button. January 14, 2009. Page 21 Button: BD Create
  22. 22. We have that survey set up and are getting data from it. Why would we need anything more?
  23. 23. SURVEYS •Questions are an art-form •Words can have multiple meanings and un-intended meanings. •Self reporting cannot be trusted •People “save face” • Not that bad, my fault • I’m sure that’s great too Page 23
  24. 24. OUR EMPLOYEES •Easy access •Know the users •Really invested in this project Page 24
  25. 25. WHY NOT EMPLOYEES? •Know things others wouldn’t •Concerns about ego, job, co-workers, etc. •Not the intended user! Page 25
  26. 26. We’ve won awards! Why would we want to change the design? Page 26
  27. 27. WHY CHANGE? •Visual appearance is important •Must also be usable •Even the best visual design won’t succeed if: • Users can’t use it • Doesn’t help them complete their tasks (timely and efficiently) Page 27
  28. 28. Too many clicks on the new design? More than 83% of Internet users are likely to leave a Web site if…too many clicks to find w h a t t h e y ’ r e l o o k i n g f o r. -Arthur Andersen, 2001 Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
  29. 29. Give them a “Scent” of information and they will happily keep clicking Page 29
  31. 31. W H AT I S T H E D I F F E R E N C E ? Focus Group User Research • Recall what they did • Observe actual process, (may leave out steps step by step, including or miss-remember) successes and difficulties • One participant can skew • Equity among participants conversation • Finds patterns of behavior • Finds preferences of users, likes and dislikes Page 31
  32. 32. We Know it’s Difficult, We Have a Training Program! Page 32
  33. 33. TRAINING •Costs additional time and money •Less costly to find and correct issues Page 33
  34. 34. TRAINING (CONTINUED) •How much is their time worth? • 1 Hour of training? • 1 Day of training? • 1 Week of training? •Company was able to eliminate training and save $140,000 •AT&T saved $2,500,000 in training expenses Bias & Mayhew, 1994 Page 34
  35. 35. Test 100s of users to get real results?
  36. 36. N U M B E R O F PA R T I C I PA N T S Studies have shown that testing 5-6 representative users of each user type will reveal 80% of usability issues. Page 36 Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
  37. 37. LET GO OF THE NUMBERS! Statistical significance is not feasible ROI would diminish entirely
  38. 38. L O O K F O R PAT T E R N S •Identify repetition •After pattern is found, continuation of study: • Adds cost • Delays reporting • Low probability of many new findings Page 38
  39. 39. PURPOSE DETERMINES NUMBER Main Purpose # of Participants Convincing skeptics 3 (demonstration) Find serious problems 9-12 Find all serious problems Unknown Find all problems Unknown Measure key parameters >20 Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” Page 39 by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
  40. 40. W H AT T H I S M E A N S •Know your primary user(s) and recruit carefully • Very specific user group - 5 works • Less well defined - more (8-15 or more) •There is controversy •Study in 2001 was inconclusive due to study design (Spool and Schroeder) Page 40
  41. 41. DISCLAIMERS •Testing five users is not always enough •Must be well recruited – not just anyone •Smaller groups do not equate better findings •Low test quality - size doesn’t matter "Results of usability tests depend considerably on the evaluator" - Jacobsen and Hertzum, 2001 Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” Page 41 by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
  43. 43. WHO IS ALREADY THERE? •Pay attention to who approaches you •Look for your comrades •May not be in your area of the organization •Make time to chat with them • Share recent articles about UX • Invite to a UX event locally • Invite to join LinkedIn or other groups online Page 43
  44. 44. F I N D & C R E AT E N E W A D V O C AT E S •Use promotions •Remind everyone of successes •Provide templates for planning - include UX •Provide highlights and/or reports that will help them sell UX Page 44
  45. 45. B U I L D U X I N T H E O R G A N I Z AT I O N •Identify C-level person • Get their support for a small study • Invite them to sessions • Make sure they see benefits gained • Remind them of success next time • Help them become a promoter •Consider building department from within Page 45
  46. 46. SEE SHARED GOALS •Increase sales •Save time and money •Create happy customers Page 46
  47. 47. T H E O R G A N I Z AT I O N B E N E F I T S F R O M U X •Sell more product •Discover unmet needs •Reduce: • Costs (support, training) • Need for updates and maintenance releases Page 47 From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
  48. 48. WHY YOU SHOULD CARE “Customers are the only stakeholders who are not represented in design meetings. If it hurts users and will cause customers to leave? Silence. Unless you speak up. So do it.” -Jakob Nielsen Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D Page 48
  49. 49. 1 0 WAY S T O P R O M O T E U X 1. Invite everyone to observe via remote observation 2. Schedule testing at a regular time 3. Promote availability of testing internally 4. Network within organization and share what you do 5. Hold Brownbag sessions 6. Invite staff to local UX events 7. Share recommendations and successes widely 8. Post information radiators in shared locations 9. Hold a World Usability Day Event 10. Invite everyone to observe UX sessions in-person Page 49
  50. 50. REPRESENT YOUR USERS They are depending on you!
  51. 51. RECOMMENDED READINGS Page 51 5
  52. 52. C O N TA C T C A R O L @carologic LinkedIn: Page 52
  53. 53. REFERENCES •Cost-Justifying Usability: An Update for the Internet Age, Randolph G. Bias and Deborah J. Mayhew •The $300 Million Button by Jared Spool •Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000. •Measuring the User Experience by Bill Albert and Tom Tullis •Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen, Ph.D • usability.html •Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128. Page 53