Embedding usability in your organisation

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A talk I gave at the Software East event 'User Experience in Software Development' on Thursday 3 March 2011.

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  • When I first experienced user testing it was a real eye opener. I enrolled on a Master’s degree in Human Computer Interaction just as I started working at the Council.
  • Choose a self-contained project
  • Landing pages help drive traffic from search engines to key tasks
  • My Manager and Director are both supportive of UX
  • Embedding usability in your organisation

    1. 1. Embedding Usabilityin your organisation<br />Michele Ide-Smith<br />Software East, 3 March 2011<br />
    2. 2. “As their usability approach matures, organisations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”<br />Jakob Nielsen<br />
    3. 3. A bit of background<br />
    4. 4. Who are our users?<br />Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/<br />
    5. 5. Costs per transaction<br />Face-to-face £8.23<br />Telephone £3.21<br />Website £0.39<br />Source: SOCITM (Society for IT Managers), 2009<br />
    6. 6. Technology Acceptance Model (Davis, 1989)<br />
    7. 7. Making our web services useful and usable saves public money<br />
    8. 8. We’ve come a long way…<br />2006<br />2011<br />Occasional usability<br />survey<br />Dedicated UX Architect<br />UX techniques and skills embedded<br />
    9. 9. UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/<br />We are here<br />
    10. 10. How did we get started?<br />Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/<br />
    11. 11. A revelation can become a passion<br />
    12. 12.
    13. 13. UX techniques are not hard to pick up<br />
    14. 14. But knowing when and why to use them takes experience<br />
    15. 15. Start with small butperfectly formed projects<br />
    16. 16. Start small<br />
    17. 17.
    18. 18. If you have budget available and decide to use external expertise<br />
    19. 19. Work collaboratively<br />Find a supplier who’ll work collaboratively<br />And help transfer skills to in-house teams<br />Photo by Lollyman: http://www.flickr.com/photos/lollyman/4424552903<br />
    20. 20. Highlighting poor design and content requires tact and diplomacy<br />
    21. 21. Use familiar language e.g. ‘customer focus’, ‘customer experience’<br />
    22. 22. Some stakeholders have strong opinions<br />
    23. 23. Remember, data can speak volumes<br />
    24. 24.
    25. 25. Photo by mr savoury http://www.flickr.com/photos/bop/7157529/<br />
    26. 26.
    27. 27. Use data to tell a story about your users<br />
    28. 28.
    29. 29. 55 %of visits from search engines<br />9%of visits include the home page<br />
    30. 30.
    31. 31.
    32. 32.
    33. 33. Data sources<br />Google analytics<br />Heat maps e.g. CrazyEgg<br />Customer feedback<br />Web transactions<br />Call centre <br />Demographic research<br />Usability testing<br />User interviews<br />
    34. 34. Remember to set targets, evaluate and compare metrics!<br />
    35. 35. It helps to have a UX Champion!<br />Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/<br />
    36. 36. The whole team is learning UX skills<br />
    37. 37. Everyone in the team can do an expert review or walkthrough<br />
    38. 38. Anyone can have design ideas<br />
    39. 39. The person who created these sketches had no prior UX experience<br />
    40. 40. But UX has become a full time job<br />
    41. 41. When we re-structured in 2010 we created a UX Architect role<br />
    42. 42. We now have dedicated UX resource, skills and a toolkit<br />
    43. 43. Standardising processes and templates has helped with our UX roll out<br />
    44. 44. Author: Matthew Godfrey<br />User Experience: Techniques<br />User Experience: Method Cards<br />Published: 25/10/2010<br />Techniques Overview<br />Research<br />Analytics<br />Task Analysis/Flow<br />Competitor Analysis<br />Surveys/Questionnaires<br />Design<br />Personas<br />Wireframing<br />Paper prototyping<br />Card Sort<br />Sketching<br />HTML Prototyping<br />Mock-ups<br />User Flows/Journey Map<br />Evaluation<br />Expert Review<br />Remote testing<br />Face-To-Face Testing<br />Heuristic Review<br />Page 1 of 19<br />
    45. 45. We’ve integrated UX processes into Agile (Scrum) processes<br />
    46. 46. User Experience: Method Cards<br />User Experience: Method Cards<br />Technique 15: Expert Review<br />Technique 14: User Flow/Journey Map<br />Summary<br />Summary<br />An expert evaluation of an existing site or application, to provide a high-level summary of usability/accessibility issues.<br />A design technique used to illustrate the steps a user might take when completing a task, process or transaction.<br />Resource: 1x Web Strategy Team<br />Resource: 1x Web Strategy Team<br />Time: 1 day<br />Time: 1/2 day<br />Cost: Not applicable<br />Cost: Not applicable<br />Suitable for:<br />Suitable for:<br />New sites/applications<br />New sites/applications<br />Existing sites/applications<br />Existing sites/applications<br />www.cambridgeshire.gov.uk<br />www.cambridgeshire.gov.uk<br />
    47. 47. User Experience: Method Cards<br />User Experience: Method Cards<br />Technique 15: Expert Review<br />Technique 14: User Flow/Journey Map<br /> What<br /> What<br />Used to illustrate the typical steps of a user within a given concept/design. Each screen is mapped out in sequence in which the task or process should ideally follow.<br />An expert evaluation of an existing site or application, using heuristics to guide the reviewer and identify potential usability/accessibility issues.<br />Why<br />Why<br />To better understand the steps a typical user would take, to achieve a particular goal. Allows designers and stakeholders to explore the flow of a concept/design.<br />Allows for a quick and detailed expert analysis of a site or application, requiring little time or resource. Will provide a summary of issues and recommendations. <br />When<br />When<br />Where time/budget constraints would make it difficult to conduct full user testing. Can take place at short notice, involving minimal resource and yield fairly detailed results.<br />Used during the design phase user flows are relatively quick to pull together and can easily accommodate rapid changes.<br />www.cambridgeshire.gov.uk<br />www.cambridgeshire.gov.uk<br />
    48. 48. And we’re getting to know much more about our users…<br />
    49. 49. Using data to bring our users to life<br />
    50. 50. In conclusion<br />
    51. 51. “No matter how impassioned your approach, it’s impossible to take a company straight from UX indifference to UX maturity. The demands are too disruptive. Focus, as the undercover manifesto suggests, on big change through small victories, slowly winning the hearts and minds and convincing your team of the need for UX approaches .”<br />Cennydd Bowles, James Box<br />
    52. 52. Thanks for listening!<br />Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/<br />
    53. 53. Get in touch<br />Michele Ide-Smith<br />Web Strategy Manager<br />Cambridgeshire County Council<br />michele.ide-smith@cambridgeshire.gov.uk<br />01223 699710<br />www.ide-smith.co.uk<br />www.twitter.com/micheleidesmith<br />http://www.linkedin.com/in/micheleidesmith<br />

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