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Design for Strangers: Effective User Experience Design  When Your Users are on Another Continent Rashmi Sinha Jonathan Boutelle Uzanto Consulting
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluating systems: Available data streams ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Usability Tests ,[object Object],[object Object],[object Object],[object Object],[object Object]
Remote Usability Testing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Server and Transaction Logs ,[object Object],[object Object],[object Object],[object Object],[object Object]
Satisfaction Ratings ,[object Object],[object Object],[object Object],[object Object],[object Object]
GOMS ,[object Object],[object Object],[object Object],[object Object],[object Object]
What Data Streams to Use ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What Data Streams to Use continued ,[object Object],[object Object],[object Object],[object Object],[object Object]
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are heuristics? ,[object Object],[object Object],[object Object],[object Object]
Heuristic Evaluation Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From Jakob Neilsen
Heuristic 1: Visibility of system status The system should always keep users informed about what is going on, through appropriate feedback within reasonable time. searching database for matches
Visibility of system status (cont) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic 2: Match between system & real world ,[object Object],[object Object]
[object Object],[object Object],Use User’s language, not developer’s language
[object Object],[object Object],[object Object],Heuristic 3: User Control and Freedom
User Freedom Heuristics (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Heuristic 4: Consistency and Standards
Consistency (cont.) ,[object Object]
Heuristic 5: Error Prevention ,[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic 6: Recognition rather than recall ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Heuristic 7: Flexibility & efficiency of use
Flexibility (cont.) ,[object Object],[object Object],OR Ctrl-V Ctrl-C Ctrl-X Edit Cut Copy Paste
[object Object],[object Object],Heuristic 8: Aesthetic and minimalist design
[object Object],Heuristic 9: Help users recognize, diagnose, and recover from errors
Heuristic 10: Help and documentation ,[object Object],[object Object]
Phases of Heuristic Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to Perform Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Severity Rating ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Debriefing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results of Using HE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Heuristic Evaluation Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object]
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Overview of user testing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why do User Testing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing Participants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ethical Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Test Proposal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Selecting Tasks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Deciding on Data to Collect ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The “Thinking Aloud” Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thinking Aloud (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Using the Test Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Using the Results (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring Bottom-Line Usability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Analyzing the Numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measuring User Preference ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Testing: Cultural Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Testing Details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Instructions to Participants ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Details (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User Testing Exercise ,[object Object],[object Object],[object Object],[object Object],[object Object]
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GOMS ,[object Object],[object Object],[object Object],[object Object],[object Object]
GOMS Overview ,[object Object],[object Object],[object Object],[object Object],[object Object]
GOMS Keystroke Actions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EZ-GOMS Calculation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EZ-GOMS Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding User Needs Afternoon Session
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Problem with traditional user research methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Semi-structured user research methods ,[object Object],[object Object],[object Object],[object Object],[object Object]
Two types of user research methods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Part 1: Understanding user needs, creating scenarios & personas remotely ,[object Object],[object Object],[object Object],[object Object],[object Object],From Alan Cooper Many potential users One Persona
Persona based Design Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],From Alan Cooper
Characteristics of Personas (from Cooper) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeted Design with Personas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advantages of Personas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study using Personas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Developing Personas cont. ,[object Object],[object Object],[object Object],[object Object]
Developing Personas cont. ,[object Object],[object Object],[object Object],[object Object]
Goals and Tasks of Users ,[object Object],[object Object],[object Object],[object Object]
Tasks of users ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Development of Scenarios Primary Persona: Joe, the executive Make him happy 100% of the time ,[object Object],[object Object],[object Object],[object Object],[object Object]
Development of Scenarios Joe needs to input his location into his palm. Input what kind of food he wants or the program can use defaults The information returned: list of possible restaurants along with their relevant details, kinds of food etc. More details about each on request: details such as the availability of beer, if they take credit cards, links to reviews etc.
Development of Scenarios The information returned to Joe needs to be broad (offer a number of options) and deep (offer more details upon request) Location Information is another concern of Joe’s. Ideally he wants exact distance & directions to restaurant. Not possible, not live website
Development of Scenarios What else does Joe need? To mark restaurants that he liked. Lets think more… Compromise : Tag restaurants in terms of neighborhoods. Joe can give current neighborhood. Can be shown map with neighborhoods marked out & approximate distances.
Our secondary Persona Does this design make Dan happy? Designing for one specific user often makes other users happy as well.
Aspects of Scenarios ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personas and Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reconciling personas and market segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Persona building method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conduct secondary research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Stakeholder and user interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Online survey of user needs (optional) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Personas Exercise ,[object Object],[object Object],[object Object]
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding User categorizations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Is understanding categorization useful for design? ,[object Object],[object Object],[object Object],[object Object]
Should interfaces always reflect user categories faithfully? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Do categorizations work across culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Free-listing methods for understanding scope and boundary of domain
Free-listing to explore domain scope and boundaries ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Free-listing menu for Mc Donald’s User No 1 French fries Cheese burger Shake Hamburger French fries Chicken sandwich Chicken Mcnuggets Fish sandwich Shake Hamburger User No 2 French fries Chicken Cheese burger Shake User No 4 Chicken Mcnuggets Cheese burger Bacon cheese burger French fries User No 5 Hamburger Quarter pounder Big mac Chicken fajita French fries Apple pie User No 3 Hamburger Cheese burger French fries Mc rib Chicken sandwich
Analyzing free-listing data ,[object Object],60% 70% 40% 40% 100% 30% Cheese burger Chicken Mcnuggets Chicken sandwich Fish sandwich French fries Shake Listed by % participants Items
Concept structure ,[object Object],Core Middle Periphery ,[object Object]
Other uses for free-listing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Card-sorting and other methods for designing information architecture
Case Study: Design of online travel guide ,[object Object],[object Object],[object Object],[object Object],[object Object]
Open card-sorting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cluster Analysis for card-sorting data ,[object Object],[object Object],[object Object],Hotels Bed and Breakfast Restaurants Hostels Emergency Info Currency Camping Hiking Day Trips Skiing Diving Surfing Mountain Climbing Biking
Closed card-sorting to design an IA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Doing closed card-sorting online ,[object Object],[object Object],[object Object],[object Object]
Comparing card-sorts for different user types ,[object Object],[object Object],[object Object]
Practical exercise ,[object Object]
Structure of workshop ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Swimming with Sharks: The Business of Usability
What we’ll cover ,[object Object],[object Object],[object Object]
Stakeholder Analysis
Who are stakeholders and why should we analyze them? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Putting Stakeholders into context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Understanding Who’s Who in an Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Interview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Remote Interviews ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recording your understanding    
Prioritizing Stakeholders ,[object Object],[object Object],[object Object],[object Object],Low Interest High Interest Low Influence High Influence Andre Chris Sandeep Anu
An organizational dilemma ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building a Business Case for Usability
ROI of Usability: Previous work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Myths of Usability ROI* ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Rosenberg, BayCHI 2003
Building a Business Case * ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*reference: Herman,J. CHI 2004
Key Points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Points (cont.) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example Situations: ROI in an ecommerce Context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example Situations: ROI in a Customer Service Context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crossing the Chasm ,[object Object],Early Adaptors Innovators Early Majority Late Majority Laggards
Revised technology life-cycle chasm main street tornado Early Adaptors Innovators Early Majority Late Majority Laggards bowling alley
ROI of UX in an Outsourcing context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What kind of clients care about usability? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s Next ,[object Object],[object Object],[object Object],[object Object]
Thank you [email_address] [email_address] slides and other material will be posted at www.uzanto.com/papers/indiamar04

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Designfor Strangers

  • 1. Design for Strangers: Effective User Experience Design  When Your Users are on Another Continent Rashmi Sinha Jonathan Boutelle Uzanto Consulting
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  • 16. Heuristic 1: Visibility of system status The system should always keep users informed about what is going on, through appropriate feedback within reasonable time. searching database for matches
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  • 66. Understanding User Needs Afternoon Session
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  • 82. Development of Scenarios Joe needs to input his location into his palm. Input what kind of food he wants or the program can use defaults The information returned: list of possible restaurants along with their relevant details, kinds of food etc. More details about each on request: details such as the availability of beer, if they take credit cards, links to reviews etc.
  • 83. Development of Scenarios The information returned to Joe needs to be broad (offer a number of options) and deep (offer more details upon request) Location Information is another concern of Joe’s. Ideally he wants exact distance & directions to restaurant. Not possible, not live website
  • 84. Development of Scenarios What else does Joe need? To mark restaurants that he liked. Lets think more… Compromise : Tag restaurants in terms of neighborhoods. Joe can give current neighborhood. Can be shown map with neighborhoods marked out & approximate distances.
  • 85. Our secondary Persona Does this design make Dan happy? Designing for one specific user often makes other users happy as well.
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  • 99. Free-listing methods for understanding scope and boundary of domain
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  • 101. Free-listing menu for Mc Donald’s User No 1 French fries Cheese burger Shake Hamburger French fries Chicken sandwich Chicken Mcnuggets Fish sandwich Shake Hamburger User No 2 French fries Chicken Cheese burger Shake User No 4 Chicken Mcnuggets Cheese burger Bacon cheese burger French fries User No 5 Hamburger Quarter pounder Big mac Chicken fajita French fries Apple pie User No 3 Hamburger Cheese burger French fries Mc rib Chicken sandwich
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  • 105. Card-sorting and other methods for designing information architecture
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  • 114. Swimming with Sharks: The Business of Usability
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  • 125. Building a Business Case for Usability
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  • 134. Revised technology life-cycle chasm main street tornado Early Adaptors Innovators Early Majority Late Majority Laggards bowling alley
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  • 138. Thank you [email_address] [email_address] slides and other material will be posted at www.uzanto.com/papers/indiamar04