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User Centered Design:How to please users and get the CEO off your back                                               Dan A...
“Selective Attention Test”, by Daniel Simons        Confidential   4/2/2011                2
Agenda     User Centered Design (UCD) Overview         It’s a process… but negotiation is important     Support your ch...
Demystify UCD – Activities & Deliverables     Users         Who are they? What do they care about?         How do they ...
Demystify UCD – Activities & Deliverables     Users         Personas – context, context, context     Centered on value ...
Demystify UCD           Confidential   3/24/2012   6
Demystify UCD           Confidential   3/24/2012   7
Support your choices with data (and process)     Gain agreement thru metrics     Simplify your decisions     Justify yo...
Gain agreement thru metrics     Define objective measurable targets     Express from the customer’s/user’s perspective  ...
Simplify your decisions     With success metrics in hand…     Obtained from actual users…     You have confidence about...
Justify your choices ( aka defend yourself)     Charts, data – “During our first round of testing…         time on task ...
Gain agreement thru metrics     Organizational Confidence         Success is often a matter of confidence         If Sa...
Differentiate your productFeatures are important IF they are valuable to users                  Confidential   3/24/2012  ...
Identify Goals & Tasks     Users don’t approach with a feature in mind –      think goals and tasks     More isn’t alway...
Differentiate based on those goals & tasks     Feature war  Bad User Experience     Study real behavior –      needs, g...
Information architecture & task relationships diagrams             Confidential   3/24/2012                    16
Differentiate your product and sell more of it     If it looks good, you will get more interest     It’s a process     ...
Who is Macadamian?   Software Products Consultancy       When the user experience is key       Full scope of software d...
What have we done… lately?   New Product Development, Extensions, Re-designs       Mobile client development – iPad, iPh...
Our sweet spot…     End-to-end: from napkin sketch to release (and anywhere      along your software development life cyc...
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Macadamian product camp sv-2012

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User Centered Design for Product Manager, How to please users and keep the CEO off of your back.

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Macadamian product camp sv-2012

  1. 1. User Centered Design:How to please users and get the CEO off your back Dan Arra San Mateo, CA 650-218-4444 darra@macadamian.com
  2. 2. “Selective Attention Test”, by Daniel Simons Confidential 4/2/2011 2
  3. 3. Agenda  User Centered Design (UCD) Overview  It’s a process… but negotiation is important  Support your choices with data  Storytelling is complementary and effective  Differentiate your product Confidential 3/24/2012 3
  4. 4. Demystify UCD – Activities & Deliverables  Users  Who are they? What do they care about?  How do they actually interact with your product?  How would they interact with a new version/feature?  Centered on value to actual users  Product Strategy Workshop  Key business objectives  User requirements  Design to illustrate value to users  Design, test, incorporate feedback  Rinse and repeat Confidential 3/24/2012 4
  5. 5. Demystify UCD – Activities & Deliverables  Users  Personas – context, context, context  Centered on value to actual users  Usage Scenarios  Your business objectives… their value  Still gotta have documented requirements  Design to illustrate value to users  Wireframes, models, mockups  Visual concepts Confidential 3/24/2012 5
  6. 6. Demystify UCD Confidential 3/24/2012 6
  7. 7. Demystify UCD Confidential 3/24/2012 7
  8. 8. Support your choices with data (and process)  Gain agreement thru metrics  Simplify your decisions  Justify your choices Confidential 3/24/2012 8
  9. 9. Gain agreement thru metrics  Define objective measurable targets  Express from the customer’s/user’s perspective  Both qualitative AND quantitative are good Confidential 3/24/2012 9
  10. 10. Simplify your decisions  With success metrics in hand…  Obtained from actual users…  You have confidence about what to include…  And what to remove Confidential 3/24/2012 10
  11. 11. Justify your choices ( aka defend yourself)  Charts, data – “During our first round of testing…  time on task was x seconds”  # of errors was reduced by y%  Narratives – “We watched the users actually smile and relax when then completed this task”  Storyboards – “As you can see from this diagram, the new path to the reservation screen is…” Confidential 3/24/2012 11
  12. 12. Gain agreement thru metrics  Organizational Confidence  Success is often a matter of confidence  If Sales believes in the product (based on metrics), they will do a better job selling it.  If Management trusts you’ve made the right decisions, you’ll get the resources you need  If Support understands the training issues, they’ll be more effective Confidential 3/24/2012 12
  13. 13. Differentiate your productFeatures are important IF they are valuable to users Confidential 3/24/2012 13
  14. 14. Identify Goals & Tasks  Users don’t approach with a feature in mind – think goals and tasks  More isn’t always better. More often leads to:  Clutter  Bloat  Complicated Confidential 3/24/2012 14
  15. 15. Differentiate based on those goals & tasks  Feature war  Bad User Experience  Study real behavior – needs, goals, workflow, workplace processes through:  Direct observation of users  Feedback from users  Organize tasks, sub-tasks by:  Order of importance  Frequency performed  Map relationships & dependencies between tasks:  Flowcharts  Mapping diagrams Confidential 3/24/2012 15
  16. 16. Information architecture & task relationships diagrams Confidential 3/24/2012 16
  17. 17. Differentiate your product and sell more of it  If it looks good, you will get more interest  It’s a process  Good design can be measured  Removes opinion and conjecture  Requires expertise to test (“Blink”, by Malcolm Gladwell – puppies, kitties and Aeron Chair) Confidential 3/24/2012 17
  18. 18. Who is Macadamian? Software Products Consultancy  When the user experience is key  Full scope of software development life cycle • UX Design & User Research • Software Engineering • QA Testing  Increasing customer adoption 14 Year Track Record, over 150 staff Hybrid Onshore/Offshore - Ottawa(HQ), Romania, Armenia Experience across multiple markets and products Wide range of skills and processes: • UX design + Software Engineering + Test/QA • Desktop (Win, Mac OS) • Mobile (iPhone/iPad, Blackberry, Android, WP7) • SaaS (.NET, LAMP, J2EE, RIA, Flash/Flex) • Strobe/Sproutcore Partner Confidential 3/24/2012 18
  19. 19. What have we done… lately? New Product Development, Extensions, Re-designs  Mobile client development – iPad, iPhone, Android phone & tablet  Web development – Web 2.0 apps with mobile “companion” products  Desktop Clients – Windows and Mac User Experience Design & Usability Testing  Product Families – Desktop, Web, Mobile Clients  User Research including • Usability “walk-throughs” • Usability Testing • Ethnographic research or “job shadowing” Examples  Cisco – FlipShare Mobile, Umi home telepresence  Juniper – Re-design of existing app to include web, mobile, desktop  BitTorrent – Macintosh client & Android Tablet (both design & build)  Varian Medical – Electronic Medical Record for iPad Confidential 3/24/2012 19
  20. 20. Our sweet spot…  End-to-end: from napkin sketch to release (and anywhere along your software development life cycle)  Creativity: innovating in design and technology  User Research: Validate user needs, usability, market, etc.  Uncharted territory: dealing with technical uncertainty & potential for change  Intense deadlines – need for rapid response times  Experience required – there’s no time for ramp-up Confidential 3/24/2012 20

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