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Let's make users happy

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It says that the 90s belonged to hardware, the 2000s belonged to software and 2010s will belong to user-centered solutions. Starting from this point, the presentation will attempt to cover some basic concepts/aspects about:
- What is usability
- How to sell usability to your manager
- What is user-centered design
- How to implement an user-centered design process

Published in: Design
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Let's make users happy

  1. 1. Daniel Puiu TEST CAMP, 8th of June 2013 http://free-photos.gatag.net/2013/08/14/230000.html
  2. 2. Agenda 1. What is usability? 2. Usability measurements 3. User centered analysis 4. Design principles 5. Usability testing 6. Conclusions
  3. 3. Usability is the measure of quality of the user experience when interacting with something. What is usability?
  4. 4. 1. Easy and quick to learn 2. Easy and efficient to use 3. Error tolerant 4. Easy to remember 5. Subjective satisfaction Usability is a combination of factors
  5. 5. Your software is usable when users ... don’t think too much when using an application don’t feel the need to use help windows easily find the information they are looking for feel comfortable when navigation trough the application don’t feel stupid When your software is usable?
  6. 6. ISO 9241-11 (part 11 - 1998) This part deals with the extent to which a product can be used by specified users to achieve specified goals with effectiveness (task completion by users), efficiency (task in time) and satisfaction (responded by user in term of experience) in a specified context of use (users, tasks, equipments & environments). ISO 9241-210 (ex ISO 13407) Provides requirements and recommendations for human-centered design principles and activities throughout the life cycle of computer-based interactive systems. It is intended to be used by those managing design processes, and is concerned with ways in which both hardware and software components of interactive systems can enhance human–system interaction. International standards
  7. 7. Usability may save lives … http://harryzzz.blogspot.ro/2010_07_01_archive.html
  8. 8. Usability may save money … “I'm not here to enter into a relationship. I just want to buy something.” https://www.facebook.com/HodanGlobal
  9. 9. it may make you smile
  10. 10. Book recommendation Don’t make me think Steve Krug
  11. 11. Increase sales Increase traffic Increase of registered users Market share increase Creates a positive brand Usability benefits for … public websites intranets development Decrease training budget for users Productivity increase Increase user satisfaction at work Reduces development time Decrease maintenance costs Remove re-design costs Decrease documentation and training time
  12. 12. Before Conversion rate 10% Annual revenue 200.000 € improved conversion rate annual revenue annual ROI annual revenue current conversion rate Calculating increased conversion rate After Conversion rate 15% Annual revenue 200.000 * (15/10) = 300.000 Annual ROI 300.000 – 200.000 = 100.000 € The formula Example: Increase conversion rate by 5%
  13. 13. annual ROI users number Calculating increased productivity Assumptions Employees 500 Loaded salary 20.000€ (or €0.008/second) Use 10 tasks/day Increased efficiency 6 seconds/task Annual ROI 500 x 10 x 230 x 6 x 0.008 = 20.125 € The formula uses/ day days/ year increased efficiency loaded salary Example: Reorganize intranet to increase efficiency by 6 seconds/task
  14. 14. Calculating less reliance on call centers Assumptions Calls per year 25.000 Average call length 4 minutes (or 0.07 hours) Loaded salary 8.000€ (or 4.3 €/hour) Saving for reduced number of calls (25.000 x 0.3) x 0.07 x 4.3 = 2.250 € Saving for reduced call time 18750 x (0.07 x 0.5) x 4.3 = 2.800 € Example: Reduce number of calls with 30%; Reduce length of call by 2 minutes annual ROI number of calls Reduced number of calls projected reduction average call length average salary/minute annual ROI number of calls average call length projected reduction average salary/minute Reduced call length
  15. 15. 90s Hardware was the KING 00s Software was the KING 10s Interaction will be the KING From past to future
  16. 16. User centered analysis
  17. 17. I’ll go up and find out what they need and the rest of you just start coding! Traditional project life cycle http://blogs.msdn.com/b/devschool/archive/2012/09/10/design-principles-why-use-paper-and-pencil-or-similar-on-slate.aspx Project planning Requirements definitions Design Development Integration Test Installation Acceptance Maintenance
  18. 18. Help desk Training Maintenance Implementation Detail design High level design User/task analysis Investment in Resources Project Life Cycle Less user centered design = more hidden costs
  19. 19. Investment in Resources Project Life Cycle More user centered design = less hidden costs Help desk Training Maintenance Implementation Detail design High level design User/task analysis
  20. 20. Get smart early! Time Probability Begin End HighLow
  21. 21. Mental models
  22. 22. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  23. 23. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  24. 24. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  25. 25. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  26. 26. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  27. 27. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software?
  28. 28. Simplicity Familiarity Availability Flexibility Feedback Safety Affordance How to apply mental models in software? http://www.meetup.com/Tabara-de- Testare-Iasi/events/115763802/ Register
  29. 29. Interviews “Everyone has a story, make yours worth telling”, Patrick Ricketts http://4.bp.blogspot.com/-HTtRjPqHn2U/UDTdBhB_v7I/AAAAAAAAALk/LkbZEFEQmOw/s1600/job-interview.jpg
  30. 30. User observation “First rule of usability? Don’t listen to users” by Jacob Nielsen http://www.newswire.ca/en/story/970075/brunswick-mine-earns-prestigious-john-t-ryan-safety-award-for-the-safest-metal-mine-in-canada
  31. 31. Focus groups http://rosemedicalcenter.files.wordpress.com/2010/08/focus-group.jpg
  32. 32. Surveys because knowledge is everything 1. design 2. collect 3. analyze
  33. 33. •User group X can do the task faster than group Y •Tasks A,B,C are easy for user group X and Y but tasks D and E are difficult for user group Y •User groups X and Y face the same problem but user group Z does not face this problem •Tasks D and B are the most time-consuming tasks, D is a frequent task and should be optimized Analysis of user data
  34. 34. System Administrator Customer Customer Service Representative Task profiles Task importance Task frequency Environmental profiles Location Workspace Lighting Hardware Software User profiles Age/gender Education Languages Computer experience Domain expertise Intersect profiles with user groups
  35. 35. Environment Works in centralized room Busy environment, people, radios Climate control, but dusty, mal dust Operators, supervisors, visitors Good lighting conditions Technology 21” monitors, multiple (3-4) Good internet connection Looks like a control room Someone in the chair 24/7 2-way radios Demographics 37 years old Been at mine since 2000 (13 years) Enjoys what he does Firm and fair Minimal computer experience Develop personas Make Mircea love your system! Do you think that Mircea has time for this wizard?
  36. 36. Card sorting http://www.localhiddenvariable.com/ciid/wp-content/uploads/2009/03/dsc03416.jpg
  37. 37. Closed card sorting Fitness HappinessDiet Health Weight Loss Nutrition Workout Plans Disease Risks For Vegetarians Living Green Lowering Stress Workouts Finance Tips Meal Plans Recipes Skin Care Fitness HappinessDiet Health Weight Loss Nutrition Workout Plans Disease Risks Living Green Lowering StressWorkouts Finance TipsMeal Plans Recipes Skin Care For Vegetarians http://sixrevisions.com/usabilityaccessibility/card-sorting/
  38. 38. Open card sorting Tour About Us Affiliates Developer Overview Subscription PlansDownload Trial Support API Info Testimonials Pricing Main Menu The Company Client Area Tour About Us Affiliates Developer Overview Subscription Plans Download Trial Support API Info Testimonials Pricing http://sixrevisions.com/usabilityaccessibility/card-sorting/
  39. 39. Book recommendation Design Interfaces Jenifer Tidwell
  40. 40. Design Principles
  41. 41. Developers spend a lot of time worrying what makes things easy for themselves, like unit testing, continuous integration but we should spend more time worrying what makes things easy for our users Software exits because users exist, not because we develop it, so it’s worth a lot to make their jobs easier Developers gains success by making something possible instead of making something easy. About developers
  42. 42. If you are not looking for something, very often you won't see it! Inattentional Blindness
  43. 43. … 5 buttons are executed for 80% of user actions … 4 applications are used in 80% of user’s time Pareto rule (80/20 rule)
  44. 44. Hick’s Law
  45. 45. Gestalt principles Similarity Proximity
  46. 46. Gestalt principles Continuity and Closure Figure and ground
  47. 47. 0 1 2 3 4 5 6 Category 1 Category 2 Category 3 Category 4 Series 1 Series 2 Series 3 Gestalt principles in software design
  48. 48. Why the Register button is on the bottom-right? Question
  49. 49. For typical rectangular screens the eye scans from top left to bottom right Guttenberg Diagram Primary Optical Area Strong Follow Area Weak Follow Area Terminal Area Axis of orientation
  50. 50. Guttenberg Diagram in software design http://51bits.com/articles/design-by-gutenberg/
  51. 51. Why do we use gradients? Why do we use rounded corners? Questions
  52. 52. Naturalness http://www.flickr.com/photos/aidanmorgan/7530821574/sizes/h/in/photostream/
  53. 53. Contour bias
  54. 54. Contour bias & Naturalenes in software design
  55. 55. Savanna preference http://www.billycanu.com/wp-content/uploads/2012/12/jungle2.jpeg http://hd-wallpapers.com/download/green-plains-of-wales_1920x1080_273-hd.jpg
  56. 56. Desire lines http://fotografiskskole.files.wordpress.com/2012/04/olifantenpaadje3.jpg
  57. 57. 1 2 3 4 5 6
  58. 58. Book recommendation Universal Principles of Design William Lidwel, Kritina Holden, Jill Butler
  59. 59. Usability Testing
  60. 60. Usability testing http://www.statesman.com/news/lifestyles/school-of-information-professor-teaches-students-t/nTCj8/
  61. 61. Circle five words that describe your impression of the design. Friendly Good Cool Confident Secure Up-To-Date Helpful High-Tech Cluttered Stable Reputable Annoying Confusing Trustworthy Easy-To-Use Comfortable Evaluate brand message
  62. 62. Where would you go to read about? 1. Women’s medical procedures 2. Home care 3. Wight loss surgery 4. Local centers Evaluate content organization
  63. 63. 1. Can you please tell me what is the price for Canon 1000D? 2. Can you please find the differences between Nokia S500 and Nokia S600? 3. Please add on order for Dell Latitude 400. Evaluate navigation design
  64. 64. Circle everything that you believe to be a hyperlink. Evaluate affordance
  65. 65. Prototype Testing
  66. 66. Eye tracking http://www.webusability.co.uk/wp-content/uploads/2011/09/DSCN7857.JPG
  67. 67. http://www.doublejumpmedia.com/blog/2009/05/eye-tracking-and-usability-testing-with-city-university-london/ Heat Maps 1. how often do users look at key areas 2. how long users looked at key areas
  68. 68. http://www.doublejumpmedia.com/blog/2009/05/eye-tracking-and-usability-testing-with-city-university-london/ Gaze Plot Visualization 1. exact locations or points where users gazed 2. how long user looked at those points 3. the path or order of users viewing
  69. 69. Remote testing – Moderate testing http://www.techsmith.com/morae.html
  70. 70. Remote testing – User testing http://www.loop11.com/
  71. 71. Remote testing – Heat maps https://usabilla.com/
  72. 72. Remote testing – User feedback http://verifyapp.com/
  73. 73. Remote testing – Peer reviews http://www.conceptfeedback.com/
  74. 74. Remote testing – Screen Recording http://openhallway.com/
  75. 75. Web log analysis
  76. 76. Page title News form Signup form Content body Nav. bar A-B Testing Version A 50 signups Page title News form Signup form Content body Nav. bar Version B 75 signups randomly distributed
  77. 77. A B15.2 Conversion rate 20.9 Conversion rate TextMagic.com – Homepage A/B test http://www.abtests.com/test/275002/homepage-for-textmagic-homepage-ab-test
  78. 78. Book recomandation A Practical Guide to Usability Testing Joseph S. Dumas, Janice C. Redish
  79. 79. In the end ...
  80. 80. The inconvenient truth about SEO http://www.smashingmagazine.com/2012/12/11/seo-the-inconvenient-truth/ Your primary objective should be better content, not higher rankings
  81. 81. Mint.com – no ad campaign “Take a complicated process, make it easy, and you will win!” http://www.ebusinessblog.org/554/user-experience-success-mint-com-has-made-doing-the-bills-a-joint-effort/
  82. 82. Usability vs. User experience http://roomoramablog.files.wordpress.com/2012/10/transfagarasan-romania.jpghttp://www.consulting.ait.asia/images/news/detail/freeway.jpg
  83. 83. Sketchbook vs. Paper That was EASY! Whoa. That was AWESOME! http://www.fingerpainted.it/wp-content/uploads/2010/04/iPad_SketchBookPro_Photo.jpg http://static.squarespace.com/static/50271a61c4aab6c54f9af5ee/5028140ee4b0195d2ee37559/5028140ee4b0195d2ee37e7e/1334450945277/1000w
  84. 84. let’s get rid of the user’s frustration …
  85. 85. and let’s make users happy!
  86. 86. http://www.humanfactors.com http://www.uxbooth.com http://www.smashingmagazine.com http://www.uxmatters.com http://www.usabilityfirst.com http://www.upassoc.org http://www.uie.com/brainsparks http://uxmovement.com http://uxdesign.ro Resources

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