My presentation at Xtreme Labs, January 13, Toronto

1. HCI Research in UCD

3. Agenda
1. Intro
– Definitions
2. I convince You that UCD is important!
3. Explain why research is important
4. Give examples of HCI research
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HCI Research in UCD

4. About Me
• Undergraduate in Computer Software Engineering
– Meanwhile: Web design/development
• Master’s in Computer Science
• PhD in Information Systems (Business School)
– Teaching eBusiness and Enterprise Resource Planning (SAP)
– Research on Adoption, in particular Video Games
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• Game-Based Learning, Gamification
HCI Research in UCD

5. About You
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HCI Research in UCD

6. It’s All about Pervasive Computing
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HCI Research in UCD

7. Definitions
• “UX is the totality of the effect or effects felt by a user
as a result of interaction with … a system, device, or
product, including the influence of usability,
usefulness, and emotional impact during interaction,
and savoring the memory after interaction.”
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The UX Book
HCI Research in UCD

8. Definitions (cont’d)
• Discipline under which researchers study “interactive
computing systems for human use”
• Not primarily Human nor Computer
– It is the study of bridge between them
• Contributing fields: Computer Science, Psychology,
Design, Information Systems, …
• There are different paradigms 7
– Design Science, Behavioural Research, …
HCI Research in UCD

9. Definitions (cont’d)
• A Philosophy or a Methodology
• Focus on designing for and involving end users
– User Advocacy
• Usability is NOT UCD
– It could be the Goal
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HCI Research in UCD

10. UCD Cycle
From the UX Book:
Create Interaction
Design Concepts
Understand User Realize Design
Work and Needs Alternatives
Verify and Refine
Interaction Design
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HCI Research in UCD

11. Why Should We Care?
• Software success rate:
– 24% Failed
– 44% Challenged
• More than 50% of
failure is due to
– Poor requirements
gathering
– Not only functional!
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Data from: http://goo.gl/2Okix
Graph from: http://goo.gl/J9Lla
HCI Research in UCD

12. Why Should We Care? (cont’d)
• $300M button: http://goo.gl/8pUb
• The average business metrics improvement after a
usability redesign is 83%
• 81% of customers willing to pay more for a better UX
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Stats from: http://goo.gl/nKKDu
& http://goo.gl/Uv4yb
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13. Why is UCD Important?
• It all starts with: Frustration
• Perception is the key!
Let’s play a game:
Read What You See!
(The game is from: http://goo.gl/o4AVA)
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HCI Research in UCD

14. Yu aatyar reaadi g in? s
Ca e not ou rea th
W u r t is?

15. Why is UCD Important?
• It all starts with: Frustration
• Perception is the key!
– The past: our experience
– The present: the current context
– The future: our goals
From Designing with the mind in mind book
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HCI Research in UCD

16. Where Do We Start?
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HCI Research in UCD

17. Where do We Start? (cont’d)
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HCI Research in UCD

18. Perspective Matters
• Design guidelines explain goals
not actions
• They are like laws not recipes:
– lawyers should interpret
• We need theory-based
approaches:
– “we have a hodgepodge collection
of do-it-yourself categories and
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various collections of rules-of-
thumb” (Gray and Salzman, 1998)
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20. Research Role
From DTUI Book:
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HCI Research in UCD

21. UCD
From the UX Book:
Create Interaction
Design Concepts
Understand User Realize Design
Work and Needs Alternatives
Verify and Refine
Interaction Design
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HCI Research in UCD

22. How do We Work?
• This is one of the main perspectives!
• Let’s imagine a case: predicting if people will use a
product
Perceived
Usefulness
Actual
Use
Perceived
Ease of Use
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HCI Research in UCD

23. Technology Acceptance Model
Perceived
Usefulness
Attitude Behavioural
External Actual
Toward Intention to
Variables Use
Using Use
Perceived
Ease of Use
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For more info: http://goo.gl/znfMP
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25. Perception in e-Commerce
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Ref: http://goo.gl/zqLUe
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26. Perception in e-Commerce (cont’d)
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27. Human Image
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Ref: http://goo.gl/FsVGd
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28. Human Image (cont’d)
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29. Trust in e-Commerce
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Ref: http://goo.gl/QMKPz
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30. Recent Approaches: NeuroIS
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31. Recent Approaches: NeuroIS
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32. Recent Approaches: NeuroIS
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33. Recent Approaches: NeuroIS
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HCI Research in UCD

34. Online Shopping Example (music)
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Ref: http://goo.gl/DQ4SW
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35. Conclusion
• Adopt UCD
– If you can, pay attention to research
– “Scaling Your UX Strategy” by HBR
http://goo.gl/ZtPDs
• HCI provides the toolbox
– Refer to knowledgeable people
• Conferences and Journals:
– CHI conference, SIGCHI, IxDA and
UPA groups, CACM journal
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• Books: e.g. 
HCI Research in UCD

36. Thank You!
Questions?
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HCI Research in UCD

37. Other Useful Links
• About UCD:
– http://www.usabilityprofessionals.org/usability_resources/about
_usability/what_is_ucd.html
– http://www.sapdesignguild.org/editions/edition10/ucd_overview.
asp
– http://www-01.ibm.com/software/ucd/ucd.html
• List of useful books:
http://www.uiwizards.com/suggestedReading.html
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