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SAVING THEWORLD WITHUSER CENTRED   DESIGN
SAVING THEWORLD WITHUSER CENTRED   DESIGN
DESIGN IS EVERYWHERE   You experience it constantly.
Design canDELIGHT
Design can DELIGHT      orFRUSTRATE
Design can    causeCATAS       TROP   events    HIC
DESIGN HAPPENS.
GOOD DESIGN HAPPENS.
USER CENTRED DESIGN:The process we follow to ensure good design.
USER CENTRED DESIGN:The process we follow to ensure good design.                              good design =               ...
USER CENTRED DESIGN:The process we follow to ensure good design.                                         good design =    ...
USER CENTRED DESIGN:The process we follow to ensure good design.                                         good design =    ...
USER CENTRED DESIGN:The process we follow to ensure good design.                                         good design =    ...
USER CENTRED DESIGN:The process we follow to ensure good design.                                         good design =    ...
USER CENTRED DESIGN:The process we follow to ensure good design.
USER CENTRED DESIGN:The process we follow to ensure good design.    Four Design Superpowers:    1. Early focus on users an...
PROCESS
PROCESSDiscover)   Define)   Design)   Develop)   Deploy)
USER CENTRED DESIGN           PROCESS                Evaluate(             Refine(Discover)   Define)          Design)      ...
BENEFITS
BENEFITSIncreased   Satisfaction   Efficiency   Effectiveness
BENEFITSIncreased   Satisfaction   Efficiency   EffectivenessDecreased      Risk          Cost         Time
MEET DAVE.
MEET DAVE.                          It’s too I don’t need a test to                   Designers can know that something   ...
“Usability really justmeans making surethat something workswell: that a person ofaverage ability andexperience can usethe ...
I give usersexactly whatthey ask for.
DON’T ASK USERS "If I had asked people what theywanted, they would have said faster              horses."              Hen...
DON’T ASK USERS "If I had asked people what theywanted, they would have said faster              horses."              Hen...
OBSERVE USERSWhat users say and what they do are different.
Forget research! Ialready know myusers really well.
YOU ARE NOT YOUR USER“One of usability’s mosthard-earned lessons isthat ‘you are not theuser.’ If you work on adevelopment...
UCD takestoo long!
UCD IS FASTER     Discover     Define     Design     Develop     Deploy
UCD IS FASTERTraditional Approach        12%   10%                    10%    Discover                           Define     ...
UCD IS FASTERTraditional Approach                  User-Centered Design Approach        12%   10%                         ...
UCD IS FASTERTraditional Approach                  User-Centered Design Approach        12%   10%                         ...
Designers canmake myscreens lookpretty afterthey’re coded.
PRETTY ISN’T USABLE“It’s not just what itlooks like and feelslike.Design is how itworks.”– Steve Jobs
PRETTY ISN’T USABLE“It’s not just what itlooks like and feelslike.Design is how itworks.”– Steve Jobs
I don’t need atest to knowthat somethingis usable.
TESTING WITH USERS IS CRITICALRepeat after me:You don’t know it’s usableuntil it’s tested with users.
JUST ASK FORD  “Ford’s quality ratings  plunged and a featuremeant to increase loyalty     instead damaged    perceptions ...
It’s tooexpensive to doUser CentredDesign.
THE COST OF FIXING BAD DESIGN                                                                           Design            ...
THE COST OF FIXING BAD DESIGN                                                                         $100                ...
THE COST OF FIXING BAD DESIGN                                                                                             ...
$10,000THE COST OF FIXING BAD DESIGN                                                                                      ...
UCD SAVES LOTS OF MONEY                        1 year         5 yearsIncreased              CA$2,346,000   CA$11,730,000  ...
CRITICAL DESIGN FAILURE
CRITICAL DESIGN FAILURE
TOYOTA RECALL                Photo and source: autoblog
TOYOTA RECALL                Photo and source: autoblog
TOYOTA RECALL “accidental                Photo and source: autoblog
TOYOTA RECALL “accidental  acceleration”                  Photo and source: autoblog
THERAC-25
THERAC-25“a complete failureof epic proportions”     Urban Dictionary definition of “Therac-25”.
THREE MILE ISLAND
THREE MILE ISLANDInflationadjusted costof repairs andcleanup:$2.8 billion
AIR INTER FLIGHT 148
AIR INTER FLIGHT 148Descent rate: 3,300 feetper minute
FLORIDA BALLOT DESIGN
FLORIDA BALLOT DESIGN
FLORIDA BALLOT DESIGN
FLORIDA BALLOT DESIGN
FLORIDA BALLOT DESIGN
These are allCONSEQUENCES                of bad design.
YOU CAN MAKE GOOD DESIGN HAPPEN.
YOU CAN MAKE GOOD DESIGN HAPPEN.
YOU CAN MAKE GOOD DESIGN HAPPEN.• Know     your user, and you are not your user.• Observe     real users in real contexts....
Now go out there and be a design  superwoman!
Questions?
Hila r y Little: @hilittle             ntation:  #ucdgir l      prese        event: #ggd    ottawa               hilar yli...
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
Saving the World With User Centred Design by Hilary Little
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Saving the World With User Centred Design by Hilary Little

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This presentation will help you better understand user centred design (UCD).

I'll introduce you to our superhero, UCD Girl, who works tirelessly to save the world from bad design. Then we'll meet Dave, her archenemy, who, despite good intentions, has dealt many blows to good design.

UCD Girl only knows him as Bad Design Dude. Can she save him from the dark side?

As this epic battle plays out, you'll learn the benefits of treating early designs as hypotheses that need to be tested for usability with end users.

You'll learn that design is inextricably linked to business value, and will see some compelling examples of how this method saves companies big bucks.

Published in: Technology, Business

Saving the World With User Centred Design by Hilary Little

  1. 1. SAVING THEWORLD WITHUSER CENTRED DESIGN
  2. 2. SAVING THEWORLD WITHUSER CENTRED DESIGN
  3. 3. DESIGN IS EVERYWHERE You experience it constantly.
  4. 4. Design canDELIGHT
  5. 5. Design can DELIGHT orFRUSTRATE
  6. 6. Design can causeCATAS TROP events HIC
  7. 7. DESIGN HAPPENS.
  8. 8. GOOD DESIGN HAPPENS.
  9. 9. USER CENTRED DESIGN:The process we follow to ensure good design.
  10. 10. USER CENTRED DESIGN:The process we follow to ensure good design. good design = high usability.
  11. 11. USER CENTRED DESIGN:The process we follow to ensure good design. good design = high usability. usability = the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
  12. 12. USER CENTRED DESIGN:The process we follow to ensure good design. good design = high usability. usability = the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
  13. 13. USER CENTRED DESIGN:The process we follow to ensure good design. good design = high usability. usability = the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
  14. 14. USER CENTRED DESIGN:The process we follow to ensure good design. good design = high usability. usability = the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use.
  15. 15. USER CENTRED DESIGN:The process we follow to ensure good design.
  16. 16. USER CENTRED DESIGN:The process we follow to ensure good design. Four Design Superpowers: 1. Early focus on users and tasks 2. Empirical testing with users 3. Iterative design 4. Data-driven design decisions
  17. 17. PROCESS
  18. 18. PROCESSDiscover) Define) Design) Develop) Deploy)
  19. 19. USER CENTRED DESIGN PROCESS Evaluate( Refine(Discover) Define) Design) Develop) Deploy)
  20. 20. BENEFITS
  21. 21. BENEFITSIncreased Satisfaction Efficiency Effectiveness
  22. 22. BENEFITSIncreased Satisfaction Efficiency EffectivenessDecreased Risk Cost Time
  23. 23. MEET DAVE.
  24. 24. MEET DAVE. It’s too I don’t need a test to Designers can know that something expensive to do UCD. make my screens is usable. look pretty after they’re coded. UCD takes too long! I give users exactly what Forget they ask for.research! I alreadyknow my users really well.
  25. 25. “Usability really justmeans making surethat something workswell: that a person ofaverage ability andexperience can usethe thing – whetherit’s a web site,remote control, orrevolving door – forits intended purposewithout gettinghopelesslyfrustrated.”
  26. 26. I give usersexactly whatthey ask for.
  27. 27. DON’T ASK USERS "If I had asked people what theywanted, they would have said faster horses." Henry Ford
  28. 28. DON’T ASK USERS "If I had asked people what theywanted, they would have said faster horses." Henry Ford
  29. 29. OBSERVE USERSWhat users say and what they do are different.
  30. 30. Forget research! Ialready know myusers really well.
  31. 31. YOU ARE NOT YOUR USER“One of usability’s mosthard-earned lessons isthat ‘you are not theuser.’ If you work on adevelopment project,you’re atypical bydefinition.”-Jakob Nielsen
  32. 32. UCD takestoo long!
  33. 33. UCD IS FASTER Discover Define Design Develop Deploy
  34. 34. UCD IS FASTERTraditional Approach 12% 10% 10% Discover Define Design 18% Develop 50% Deploy
  35. 35. UCD IS FASTERTraditional Approach User-Centered Design Approach 12% 10% 5% 15% 10% Discover Define 35% 15% Design 18% Develop 50% Deploy 30%
  36. 36. UCD IS FASTERTraditional Approach User-Centered Design Approach 12% 10% 5% 15% 10% Discover Define 35% 15% Design 18% Develop 50% Deploy 30%
  37. 37. Designers canmake myscreens lookpretty afterthey’re coded.
  38. 38. PRETTY ISN’T USABLE“It’s not just what itlooks like and feelslike.Design is how itworks.”– Steve Jobs
  39. 39. PRETTY ISN’T USABLE“It’s not just what itlooks like and feelslike.Design is how itworks.”– Steve Jobs
  40. 40. I don’t need atest to knowthat somethingis usable.
  41. 41. TESTING WITH USERS IS CRITICALRepeat after me:You don’t know it’s usableuntil it’s tested with users.
  42. 42. JUST ASK FORD “Ford’s quality ratings plunged and a featuremeant to increase loyalty instead damaged perceptions of the company.” Nick Bunkley, NYT
  43. 43. It’s tooexpensive to doUser CentredDesign.
  44. 44. THE COST OF FIXING BAD DESIGN Design Develop DeployBased on R. Pressman (2000), Software Engineering: A Practitioners Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering: A Vendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
  45. 45. THE COST OF FIXING BAD DESIGN $100 Design Develop DeployBased on R. Pressman (2000), Software Engineering: A Practitioners Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering: A Vendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
  46. 46. THE COST OF FIXING BAD DESIGN $1000 $100 Design Develop DeployBased on R. Pressman (2000), Software Engineering: A Practitioners Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering: A Vendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
  47. 47. $10,000THE COST OF FIXING BAD DESIGN $1000 $100 Design Develop DeployBased on R. Pressman (2000), Software Engineering: A Practitioners Approach and Ehrlich and Rohn, Cost-Justification of Usability Engineering: A Vendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
  48. 48. UCD SAVES LOTS OF MONEY 1 year 5 yearsIncreased CA$2,346,000 CA$11,730,000 2.5 million dollarsProductivityDecreased Errors CA$115,000 CA$575,000 in the first year. OverDecreased Training CA$75,000 CA$75,000 12 million dollarsDecreased LateDesign Changes CA$48,000 CA$48,000 after five years. Total: CA$2,584,000CA$12,428,000
  49. 49. CRITICAL DESIGN FAILURE
  50. 50. CRITICAL DESIGN FAILURE
  51. 51. TOYOTA RECALL Photo and source: autoblog
  52. 52. TOYOTA RECALL Photo and source: autoblog
  53. 53. TOYOTA RECALL “accidental Photo and source: autoblog
  54. 54. TOYOTA RECALL “accidental acceleration” Photo and source: autoblog
  55. 55. THERAC-25
  56. 56. THERAC-25“a complete failureof epic proportions” Urban Dictionary definition of “Therac-25”.
  57. 57. THREE MILE ISLAND
  58. 58. THREE MILE ISLANDInflationadjusted costof repairs andcleanup:$2.8 billion
  59. 59. AIR INTER FLIGHT 148
  60. 60. AIR INTER FLIGHT 148Descent rate: 3,300 feetper minute
  61. 61. FLORIDA BALLOT DESIGN
  62. 62. FLORIDA BALLOT DESIGN
  63. 63. FLORIDA BALLOT DESIGN
  64. 64. FLORIDA BALLOT DESIGN
  65. 65. FLORIDA BALLOT DESIGN
  66. 66. These are allCONSEQUENCES of bad design.
  67. 67. YOU CAN MAKE GOOD DESIGN HAPPEN.
  68. 68. YOU CAN MAKE GOOD DESIGN HAPPEN.
  69. 69. YOU CAN MAKE GOOD DESIGN HAPPEN.• Know your user, and you are not your user.• Observe real users in real contexts.• Don’t ask users what they want.• Make design decisions based on data, not opinion.• Treat design as a hypothesis to validate.• Fail early and fail often.• Test. Iterate. Test. Iterate. Test. Iterate.
  70. 70. Now go out there and be a design superwoman!
  71. 71. Questions?
  72. 72. Hila r y Little: @hilittle ntation: #ucdgir l prese event: #ggd ottawa hilar ylittle.comSAVING THE WORLD WITH USER CENTRED DESIGN

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