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Grassroots & Guerrillas: The Beginnings of a UX Revolution

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Grassroots & Guerrillas: The Beginnings of a UX Revolution

  1. 1. #iwmw2019 #P7 @KatHusbands Grassroots & Guerrillas The beginnings of a UX revolution Kat Husbands, UX Content Specialist IWMW 2019, 26 June, London
  2. 2. #iwmw2019 #P7 @KatHusbands#iwmw2019 #P7 @KatHusbands
  3. 3. #iwmw2019 #P7 @KatHusbands#iwmw2019 #P7 @KatHusbands
  4. 4. #iwmw2019 #P7 @KatHusbands You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” “ R. Buckminster Fuller #iwmw2019 #P7 @KatHusbands
  5. 5. #iwmw2019 #P7 @KatHusbands User experience encompasses all aspects of a user’s interaction with a company, its services, and its products.” “ Don Norman UX Architect, Apple What is UX?
  6. 6. #iwmw2019 #P7 @KatHusbands How to UX Bring together user needs and business goals through research, design and testing.” “ Neil Scott Glasgow-based UX Designer UX Week motto
  7. 7. #iwmw2019 #P7 @KatHusbands 2006 Project Administrator 2009 Course Administrator & School Web Editor 2016 Internal Comms Officer 2017 Digital Content Officer 2018 UX Content Specialist 100% 0% 50% UX & User-centred design Web Admin How I got to UX
  8. 8. #iwmw2019 #P7 @KatHusbands 2017 Unrecognised UX is not understood or not considered important Interested UX is considered valuable but gets little attention or resources Considered UX is sometimes prioritized and gets ad-hoc funding Committed UX is critical & formalised; executives actively involved Engaged UX is one of the pillars of strategy Embedded UX is a core part of company culture 1 0 3 2 5 4 The stages of UX maturity
  9. 9. #iwmw2019 #P7 @KatHusbands Where to start? Choose your target Start small & iterate Shout about it
  10. 10. April 2018 Redesigned MyGlasgow Staff homepage November 2017 UofG UX project funded Considered UX gets ad-hoc funding… Making progress on UX maturity
  11. 11. #iwmw2019 #P7 @KatHusbands Case study 1 of 3 MyGlasgow Staff homepage UX methods • Top Tasks survey • Card sorting • Top Task Testing
  12. 12. #iwmw2019 #P7 @KatHusbands MyGlasgow Staff homepage: Top Tasks survey 300+ staff voted for their top 5 most important tasks Web tasks Logged-in tasks Top tasks top 25% of the vote 1. MyGlasgow Portal login 2. Staff details 3. Policies & procedures 1. Annual leave 2. Payslips Medium tasks next 25% 4. Contact details for a unit 5. Dates 6. Job vacancies 7. MyGlasgow News 8. Maps 9. Salary scales 10. Room finder 11. User guides 3. Report a fault or request a job 4. WebMail 5. Room bookings Small tasks next 25% 14 tasks 5 tasks Tiny tasks bottom 25% 47 tasks 13 tasks
  13. 13. #iwmw2019 #P7 @KatHusbands Top tasks Medium Small tasks Tiny tasks MyGlasgow Staff homepage: before and after
  14. 14. #iwmw2019 #P7 @KatHusbands MyGlasgow Staff homepage: impact  Pageviews up 7% Entrances up 22% Average time on page down 4 seconds Google Analytics data 1 Apr 2018 - 31 March 2019 compared to same period in previous year 1.1 FTEs 100,793 minutes £54,792
  15. 15. #iwmw2019 #P7 @KatHusbands MyGlasgow Staff homepage: what next? Keep testing and iterating Keep shouting about it... ...can we save a million minutes?
  16. 16. April 2018 Redesigned MyGlasgow Staff homepage November 2017 UofG UX project funded Considered UX gets ad-hoc funding… Making progress on UX maturity May 2018 Redesigned student printing pages
  17. 17. #iwmw2019 #P7 @KatHusbands UX methods • Stakeholder interviews • Web analytics • Guerrilla testing Case study 2 of 3 Student printing pages
  18. 18. #iwmw2019 #P7 @KatHusbands Student printing: before Stakeholder interviews • Top-3 problem area • Unclear content Web analytics • IA problems • Layout problems
  19. 19. #iwmw2019 #P7 @KatHusbands Student printing: after  Rewritten content performs well in user testing Happier heatmap Pageviews down 13%
  20. 20. #iwmw2019 #P7 @KatHusbands Student printing: what next? Nov 2018: more in-depth testing • Problems with macOS set-up • Funds to develop new client, with UX considered from the start Content revisions from Helpdesk Keep testing and iterating… 7th of 12 screens 😱
  21. 21. April 2018 Redesigned MyGlasgow Staff homepage Interested UX is considered valuable… July 2018 Assistant VP (Digital Education) calls our work “a sea-change in the way ITS approaches Moodle” November 2017 UofG UX project funded Considered UX gets ad-hoc funding… Making progress on UX maturity May 2018 Redesigned student printing pages
  22. 22. September 2018 Director of IT Services says they’ll “embed UX practices at every level” Committed Executives actively involved… October 2018 Start of regular UX consultations on new Service Management Platform (ESMP) Interested UX is considered valuable… September 2018 Launched UX Framework November 2018 First permanent UX role created Committed UX is formalized…
  23. 23. Interested UX is considered valuable… December 2018 Cross-College TELT staff get together for first time in 5 years…for a UX workshop December 2018 IT fund the research into Moodle navigation Considered UX gets ad-hoc funding… December 2018 VLE Dev Board gives us remit to “improve the UX of navigating Moodle” Committed UX is formalized…
  24. 24. #iwmw2019 #P7 @KatHusbands UX methods • Touchstone Tours • Review of related research • Ideation workshops Case study 3 of 3 Moodle
  25. 25. #iwmw2019 #P7 @KatHusbands Moodle: 2018 upgrade • Touchstone Tours with 8 students • Review of related research • Workshop with key staff 21 UX recommendations • 7 were implemented…
  26. 26. #iwmw2019 #P7 @KatHusbands 55% Agree 43.9% 33.3% Neutral 37.3% 11.7% Disagree 18.8% 2018-19 2017-18 I can easily find things on the VLE Jisc Student Digital Experience Survey Moodle: impact of 2018 upgrade
  27. 27. #iwmw2019 #P7 @KatHusbands • First TELT meet-up in 5 years! • Defined 4 key UX priorities • VLE Dev Board gave us remit to improve navigation Moodle: December 2018
  28. 28. #iwmw2019 #P7 @KatHusbands • Dedicated budget! • Touchstone Tours with 7 students & 4 staff • 13 staff observed sessions 20 nav recommendations • 16 technical … 11 being implemented! • 4 best practice … 2 in progress Moodle: 2019 upgrade
  29. 29. #iwmw2019 #P7 @KatHusbands Moodle: what next? Sharing best practice recommendations First structured UAT - script includes UX changes Keep testing and iterating… 
  30. 30. Interested UX is considered valuable… December 2018 Cross-College TELT staff get together for first time in 5 years…for a UX workshop December 2018 IT fund the research into Moodle navigation Considered UX gets ad-hoc funding… December 2018 VLE Dev Board gives us remit to “improve the UX of navigating Moodle” Committed UX is formalized… February 2019 ESMP developer directly involved in usability testing Interested UX is considered valuable…
  31. 31. #iwmw2019 #P7 @KatHusbands April 2019 ESMP accessibility testing with disabled students May 2019 Moodle best practice recommendations catch on further afield Interested UX is considered valuable… June 2019 Information Services send 6 delegates to UX Scotland Considered UX gets ad-hoc funding… May 2019 College of Sci&Eng recruit a Digital Content Officer and start using Top Tasks method Committed UX is formalized…
  32. 32. #iwmw2019 #P7 @KatHusbands Unrecognised UX is not understood or not considered important Interested UX is considered valuable but gets little attention or resources Considered UX is sometimes prioritized and gets ad-hoc funding Committed UX is critical & formalised; executives actively involved Engaged UX is one of the pillars of strategy Embedded UX is a core part of company culture 1 0 3 2 5 4 2017 2019 The stages of UX maturity
  33. 33. #iwmw2019 #P7 @KatHusbands Choose your target How to communicate the value of UX - 25 experts, User Zoom Start small & iterate Why you only need to test with 5 users - Jakob Nielsen Minimum Viable Ethnography - Erika Hall Shout about it UofG UX blog | UX Framework Where to start?
  34. 34. #iwmw2019 #P7 @KatHusbands Don’t judge each day by the harvest you reap, but by the seeds that you plant.” “ Robert Louis Stevenson #iwmw2019 #P7 @KatHusbands
  35. 35. Thank you! Questions? Email me: Kat.Husbands@glasgow.ac.uk Join the UX channel in HE-Digital Slack

Editor's Notes

  • To be clear, when I talk about revolution and guerrilla tactics…
  • NOT combative

    No guns and explosions
  • BUT creative, generative, regenerative

    Guerrilla gardeners

    Or squatters who form a commune and turn a derelict building into a home
  • Because…

    For me the new model is user-centred design, starting with UX
  • While I’m digital, UX is not just digital: IRL and internal = other contexts where our decisions can effect people’s day

    Define and solve real problems for real people (John Ellison, Digital PM, OpenGov)

    UofG = 36,500 people
    28,000 students + 8,500 staff
    Almost 6% pop. of Glasgow (2017 National Records of Scotland: 621,000)
  • Data-driven decisions

    Not just quant data: also qual = observing & listening to people who use
  • Skills in 3 areas, balance changed over time
    Until DCO & UCS in InfoSvcs (not Web Team) = internal websites and systems
    Access databases, course handbooks, websites: gold of UCD was always there
    Just didn’t know it had a name and recognised methods until 2016!
    Books, blogs, online courses
    Boss recognised growing passion = training
  • Across Uni
    Grassroots / skunkworks
    A few teams or individuals - unconnected - inconsistent approaches

    Web Team
    User interviews, remote testing

    IT
    Prob more understanding (Drew banging on about it for ages) but no time or resource given to it

    Levels 3-5 need management actively making it happen

    But with no CIO, no execs in the know, how to get their attention

    Levels 1-3 = grassroots: guerrilla activity
    * Raise awareness, build understanding, grow demand
  • 3 case studies to illustrate 3 key actions

    Choose your target carefully, like a guerrilla = makeshift, limited resources
    Where will an intervention have the most impact?
    Return on investment – both of your time and effort, and demonstrable to others

    Start small, iterate = build momentum

    Shout about it = spread the word
    Celebrate even the smallest successes.
    Tell your users’ stories to help people to put themselves in the shoes of the people whose lives they affect with their decisions, and inspire others to try these methods themselves
  • Project
    Innovative collab
    9 months ££ = Uni Svcs Innovation Fund + Library and IT top-up
    Paid for incentives
    And UX Research Intern! Wonderful! Inspiring! Exhausting!
  • Mixed methods approach

    Chose target: I own it! IntComms secondment work to restructure internal content left Drew & me owning the top levels of MyGlasgow/staff
    Appropriate? Who knows?! But we could so we did – mavericks!

    Start small: single page! But v. important & far reaching
    First port of call for majority of 8,500 staff
    1.4 million hits a year
    Lots of potential for impact
  • Generate long lists of tasks w. input from stakeholders & service providers
    Invite lots of users to pick their 5 top tasks – we had 311 staff & c760 students
    Collate and analyse -> top, medium and tiny tasks = ‘Top Tasks’ share top 25% of vote

    Majority of people prioritise the same handful of tasks
    Use that data to inform your design decisions
  • Survey results > card sorting exercise

    NOT HEATMAP!

    Top task position: before & after
    Tiny tasks can still be important!

    Top Task Testing to ensure top 10 really are easy to reach

    Relaunched page April 2018
  • Google Analytics comparing year since relaunch with year before

    Pageviews: staff numbers up by similar amount

    Entrances…test these assumptions

    Time on page…woah! First couple of visits ‘Oh look I don’t have to scroll to find that link anymore’ but then prob no-one notices
    BUT multiply by 1.4m pageviews a year…

    BIG success = v. visible, broad impact, lots to shout about
  • Keep testing… test our assumptions about what analytics mean
    More TT Testing, esp if big changes to underlying pages

    Keep shouting: spread the word
    Robert used same methods to redesign Library homepage
    College of Social Sciences using now too

    Million minutes? Looking at building a thing around this - any team can contribute – totaliser - but that’s for another talk!
  • After MyG Staff case study: Robert used same TTT methods to redesign Library homepage!
  • Chose target:
    Refreshing IT Services website
    This was in top 3 of c40 sections for pageviews

    Shocking large majority of 28,000 still have to hand in printed coursework
  • Stakeholder interview – where to focus?
    What are IT Helpdesk staff most often asked about?
    And which bits of IT website do they think could most use improving?
    They refer to website while advising students!

    Analytics
    Problems around location and structure of content
    And how others were linking to it = collab with Library and Student Services

    EXPLAIN HEATMAP
    Hottest spot way down on right
    1 in 5 clicks = confusion or frustration
  • Prototyped new page, stuck on an iPad and sent our intern out guerrilla testing

    Rewritten content: in collab with IT Helpdesk staff
    12 out of 13 test participants completed tasks with little or no difficulty

    Published in May 2018 - results were great!
    Shouted about in talks for IT Forum and UX Show & Tell, wrote up for UX Framework.

    Heatmap now more F-patterny! Still linkless clicks but at least on actual information! Investigate in future testing…

    Section pageviews DOWN: awesome!!! (Managers often assume more = better, but no!)
    #Pages down from 8 to 5 and structured more helpfully in own section = less pogo-ing, easier to navigate, comes up higher in search results
  • Next iteration: more in-depth usability testing
    Flagged up problems with Mac print set-up

    Tested with 6 students, completion times 2:30 to 8:00 – see 7th of 12 screens!
    Compared to Windows 3-step process, 30 seconds

    More than 6,000 people visited the macOS set-up page in the last year, so potentially lots of time and frustration to be saved

    I shouted about it a bit
    End User Computing team already knew but I like to think I helped them get funds released to redevelop…

    Content revisions: as things change + as Helpdesk staff encounter recurring problems
  • After Student printing: Kelly used same web analytics methods to rework College of Arts website, including whole new homepage

    Clickthroughs to the ‘Study with us’ pages for prospective students
    Before: 1.65% of clicks on page
    After: 13.97%!

    Also did some work on VLE which I’ll cover later, but at this point…”sea change”
  • Framework launch also marked end of UofG UX Project and bye bye to Intern 

    First perm: JD includes ‘to develop policy & processes’
  • Offered target!! 
    Great example of a small start leading to BIG momentum.

    VLE used by all 28k students and at least 4,500 staff

    Business goal: VLE represents a huge portion of the student experience, in some cases (distance / blended learning = almost all of it) so reputational impact
  • Started small & late: in Spring last year our developers were well on the way to finalising the 2018 upgrade, when UX project team was asked to get involved

    Broad remit: make recommendations to the Developers

    UX research method: Touchstone Tours

    21 recs … 7 implemented

    July 2018: Assistant VP (Digital Education) called it “a sea-change in the way ITS approaches Moodle”
  • 1 Speed & search: work underway to improve server hardware

    2 & 3 Marking & gradebook: core Moodle + moratorium while WCGT team runs project on Assessment & Feedback

    4. Navigation!
  • Budget thanks to Business Systems

    13 observers, inc academics, LTs, Devs, IT managers & randoms
    Practical help to me but also great way to spread understanding of range of experiences

    Recommendations include 4 that expand on some of last year’s unimplemented ones
  • Sharing best practice recs with TELT staff, Moodle User Group and anyone who’ll listen – esp re Collapsed Topics course format

    People asking for more & asking for our involvement in redesigning their local course template

    Keep testing: Oct/Nov: test impact of latest changes, test with disabled students
  • ESMP: Ran pop-up session together, now he’s doing them himself!
  • ESMP accessibility – maverick!
    No-one asked for it
    Lots of important 1sts

    Moodle recs catching on in other Unis – being asked to do talks for Jisc, SMUG, Heriot Watt
    Reinforces to UofG the value of user-centred approach


    SciEng DCO: also Arts recruiting a junior to Kelly
  • Still a ways to go until ‘Engaged’ or ‘Embedded’, but a lot more people are talking that way

    Committed
    IT & Info Svcs getting there – management saying the right things – staff starting to adopt methods or to ask for UX support – also UX Service on way!

    Engaged
    Culture change
    Org-level KPIs
    People’s approaches and priorities changed based on what they’re being measured on, so choose metrics carefully

    Embedded…v long way to go!

    This is all high-level: if you’re a manager, this is the stuff you need to think about
    I’m not, but I think I’m pushing the right way and making the right kind of noises from the grassroots

    And for those in the grassroots, let’s go back to where to start
  • Links if you download slideshow

    What neglected patch of web estate could you chuck a seedbomb of UCD into?!
    Choose one where you will be able to:
    Show concrete results with tangible evidence
    Improve something that’s related to a stakeholder’s current focus
    Show what good UX design looks like: lead by example

    Start small & iterate
    Paul Boag “doing any usability testing is better than doing none at all, as long as you recognise that your results might not be perfect. If you start doing even a little bit you’ll quickly see the value and it will encourage you – and others - to do more.”

    Shout: Yammer group, Show & Tells, talks…find & share interesting details that might spark conversations
  • Have patience! Keep at it!

    On the wall at The Lighthouse gallery in Glasgow

    Chimed with ‘grassroots’ & ‘guerrillas’

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