Usability and User Centred Design

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What’s the buzz about “user experience”, and should you care?

The old-fashioned notion of putting customers first is back with a vengeance – and it’s online.

How do you rate? What do your customers experience? Is it a seamless and pleasant journey, or a series of shakes and surprises?

In this webinar, Gerry Gaffney will describe what’s meant by user experience and usability.

But more than that, he will tell you about what it all means for your business, and how you can start to improve your customer focus, in a win-win scenario that improves their lives and your brand.

Ideal for decision-makers and influencers in small and medium enterprises

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Usability and User Centred Design

  1. 1. Your host<br />Fergal Coleman, Bua Consulting<br />Presenter<br />Gerry Gaffney, Information & Design<br />
  2. 2. “Usability” and “User Experience”<br />What’s the buzz?Why should you care?What’s involved?<br />
  3. 3. User Experienceis a key differentiator<br />
  4. 4. User experience<br />Encompasses traditional usability principles:<br />Efficiency<br />Effectiveness<br />Satisfaction<br />It’s not just about what happens at the user interface.<br />
  5. 5.
  6. 6. Why should you care?<br />User needs balance business needs to create a strategic framework<br />Engaging with users helps design the right product, and avoids wasting resources on un-needed or low-priority features<br />Achieve lower development and support cost, less post-release rework, and better market acceptance<br />As users become more sophisticated they are less accepting of complex design.<br />
  7. 7. ... the service person [asked] why I was switching from the cool new BlackBerry Storm and going to an iPhone.When I told her the product was simply unusable, she responded, &quot;yes, the Storm can be too much phone for some users&quot;. Ugh. I said, &quot;let me be clear, this product is defective...”- Mitchell Ashley, PC World (June 20 2009)<br />
  8. 8. It’s not rocket science<br />Well-established practices<br />Much can (and should) be done in-house<br />But you do need some rigour.<br />
  9. 9. “Experience” is processed within the user’s brain...<br />...focus on the user is key<br />
  10. 10. The generalised design process<br />Analyse<br />Design<br />Evaluate.<br />
  11. 11. Analysis – business needs<br />Business needs must drive all design.<br />What are your goals?<br />How will you measure success?<br />If you don’t know, you can’t tell whether your efforts are successful.<br />
  12. 12. Best practice<br />Who’s doing similar products or services well?<br />What others are facing similar design challenges?<br />What can you learn from them?<br />
  13. 13. User needs analysis<br />
  14. 14. “Personas” and scenarios<br />
  15. 15. Programming is not designing<br />
  16. 16. Measure the result<br />Satisfaction (feedback)<br />Ability to complete tasks (usability testing)<br />Conversion rates (stats/analytics)<br />Reduced support costs<br />Whatever is relevant to your goals.<br />
  17. 17. Summary<br />The quality of customer experience is a key differentiator in the market<br />User-centred design is cost-effective<br />It’s not rocket science<br />But you do need to actively engage in the process<br />A steady focus on your customers or users is key.<br />
  18. 18. For more information<br />... including copies of today’s presentation, links, and other useful stuff:<br />www.buaconsulting.com/usability<br />www.infodesign.com.au<br />Feel free to stay online if you have questions or comments<br />Thanks for attending!<br />Fergal Coleman, Bua ConsultingGerry Gaffney, Information & DesignDrawings: Gina Ellis, Information & Design<br />

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