3. Effective Design
Emotional context
Rational context (sales cycle)
Interactive products
Usable (effective, efficient and satisfying)
Desirable (users motivated to use them)
4. User Centered Design
Approach involving user feedback throughout the
development process
Build the right product, do it right the first time
5. UCD Benefits
Identify right approach early
Reduce potential for significant design issues
Minimize re-development costs
6. Design Alternatives vs. Costs
Cost of changes
Number of
design alternatives
Research & Requirements Design & Development Testing & Release
7. UCD Process
Site Goals, Low Fidelity
UX Research
Personas Prototype
High Fidelity
Usability Testing Usability Testing
Prototype 1-n
High Fidelity
Usability Testing Development
Prototype, final
8. User Experience Phase
User Research Stakeholder Brainstorming Session Requirements Gathering
2
6-8 weeks 6-8 weeks
days
User needs Project goals Use cases
Current pain point assessment Site goals Task flows
Personas Storyboards
Low fidelity prototype Business requirements
10. Lessons Learned
Significant change is driven top-down
Project leader must be an executive
Plan for long User Experience and Design phases
Involve IT
14. Paper/PPT Prototyping
Low fidelity mockups of key interactions, task
flows
Users verbalize their impressions, satisfaction
Users feel they play integral role in design
Used in User Experience or early Design as
changes require minimal effort
Parties involved:
Users
Design team
Web analysts
15. Cognitive Walk-Through
Task flows are broken down into steps
Project team questions each step
Used in Design to identify potential issues at low
cost
Parties involved:
Design team
Development team
Business analysts
Web analysts
16. Heuristic Analysis
Evaluate design against best-practices
Used in User Experience, Design or early
Development
Parties involved:
External to project expert(s)
17. Usability Testing
Users interact with high fidelity prototype or
working product
Users verbalize their impressions, satisfaction
Users feel they have input into final product
Used during Design, Development and Release
phases
Parties involved:
Users
Design team
Web analysts
18. Multivariate Testing
Test multiple versions of same
page/component/interaction
Used in Release phase (must be developed in
Design and Development)
Quantitative feedback on success
Parties involved:
Design team
Web analysts
20. Evaluation Timeline
Requirements Gathering Design Development Release
User Experience: User Experience: User Experience: User Experience:
- Understand user goals, needs - Confirm personas - Confirm task flows - Confirm product meets
- Understand current pain points assumptions meet user needs success criteria
- Set success KPI - Early designs feedback - Validate requirements
Questions: Questions: Questions: Questions:
- Who are our users? - Are our assumptions - Does product meet - How successfully does
- What are their needs? correct? user needs? product meet user
- What are our business needs? - Do early designs meet - Can we measure needs?
- Where is the disconnect? user needs? success?
- How do we measure success?
Tools: Tools: Tools: Tools:
- Interviews - Paper/PPT prototyping - Usability testing - Usability testing
- Surveys/ Voice of Customer - High fidelity prototyping - Heuristic analysis - Multivariate testing
- Analytics - Cognitive walk-though - Analytics
- Heuristic analysis - Usability testing - Voice of Customer
- Focus groups - Interviews
- Personas
21. Waterfall
User Experience Strategy, design based on upfront research
Design
Development
Documentation-heavy
Testing & Release
Systematic, rigid, slow
22. When Waterfall is Appropriate
Projects:
High-risk, complex, broad-scope
Immersive, not module-driven
Team is not clearly defined, remote
User needs not understood
Quick decisions are difficult
UCD benefits:
Design has time to mature
23. Agile
Individuals and interactions over processes and
tools
Working product over comprehensive
documentation
Customer collaboration over contract
negotiations
Responding to change over following a plan
24. When Agile is Appropriate
Projects:
Vision, strategy, goals are clear
Design, conceptual framework in place
Integrated, collaborative team
User needs are understood
Design team comfortable with constant iteration
Development team understands user experience
Speed to market
25. UCD with Agile
Design
User Experience
Release Development
UAT Testing