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Would you use this? UX South Africa 2016

Phil Barrett
Phil Barrett
Phil BarrettAssociate Director at Deloitte Digital Africa

if you're an innovator, "Would you use this" is a question you really want to answer. But you can't ask it in a usability test. Usability tests can evaluate comprehension and ease of use, but test respondents can't reliably predict their own future behaviour. If you base your strategic choices on experiments where you ask them to do that, you can cause serious damage to your company. But using the JTBD change making forces, and the MAO model, you can start to explore the factors that influence people's actions systematically . You can find out *when* and *why* people will use your new product idea, which is enough to work out whether your product is on the right track.

Would you use this? UX South Africa 2016

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WOULDYOUUSETHIS?
UXSOUTHAFRICA2016
Phil Barrett, @philbuktoo
San Francisco Orlando
Denver
Seattle
Los Angeles
Mexico City
Cape Town
Johannesburg
Washington DC
Toronto
Brussels
Amsterdam
Camp Hill
Sao Paulo
New York
Belfast
Edinburgh
Lisbon
Paris
Madrid
Zurich
Milan
Dublin
Bengaluru
Delhi
Mumbai
Hyderabad
Gothenburg
WarsawMunich
Łódź
Stockholm
London
Perth
Singapore
Luxembourg
Shanghai
Adelaide
Melbourne
Brisbane
Canberra
Auckland
Sydney
Tokyo
Studio
Delivery Center
Hub
24
Countries
26
Studios
5500+
Global
Headcount
1100+
US
Headcount
1500+
US India
Headcount
41K+
APAC
71K+
EMEA
89K+
Americas
202K+
Global
150+
Countries
Deloitte Digital Footprint Deloitte Footprint
205SAEXPERTS
DIGITAL. BUTALWAYSCENTREDONPEOPLE.
DIGITALEXPERIENCES DIGITALATTHECOREDIGITALTRANSFORMATION
Centre on

the customer
Deliver 

Intelligence
Orchestrate
Change
Ignite
Innovation
Implement
Platforms
Define
Strategy
Gather
insights
Create
Experiences
Optimize
Impact
1:1
Personalise

interactions
WOULDYOUUSETHIS?The most important thing you can’t ask in a usability test.
WHATTHEYSAID

ANDWHATTHEYDID
I tested a website that aimed to gather donations of time
and resources for NGOs. My NGO-manager respondents
all said they’d come back and finish their profiles. But stats
showed that none of them ever did.
An lovely children’s home: Brotherhood of Blessed Gérard. They didn’t participate in the testing, they just published a nice
picture. But you should support them.
Self reported claims are
unreliable, as are speculations
about future behaviour.
Jakob Nielsen

Human-Centred Design guru
“
DON’TASKPEOPLEWHATTHEYTHINKTHEYWOULDDO

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Would you use this? UX South Africa 2016