Why the best gov sites use User-Centered Design

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Howto.gov/firstfridays
Why the best gov sites
use User-Centered Design
Jonathan Rubin
First Fridays Usability Program

User-Centered Design Takeaways
1. UCD saves money and improves websites
2. Gov’t and top companies already use it
3. UCD =...

Howto.gov/firstfridays
1. What is
User-Centered
Design?

You are not your users
Howto.gov/firstfridays
You
Target
Audience

User-Centered Design =
Focusing on needs, wants, and
limitations of target audience of a
product at each stage of the desi...

User-Centered Design
Research Design User Testing
(Usability)
• Planning
• Requirements
• Surveys
• Focus Groups
• Persona...

5 E’s of Usable Products
• Effective
• Efficient
• Engaging
• Error Tolerant
• Easy to Learn
- Whitney Quesenbery (2004) ‘...

Here!

Howto.gov/firstfridays

User-Centered Design:
Not a soft science
Rooted in:
• Cognitive Science - 1930s
• Human Factors and Ergonomics - WWI
• "Sc...

UCD degrees at
60+ Universities
Stanford
Carnegie Mellon
Univ of Michigan
NYU
Penn State
University of
Wisconsin-Madison
F...

From 2013 Survey: # UCD staff
Howto.gov/firstfridaysHowto.gov/firstfridays
Part Time Full Time
Had at least 1
person
86% 5...

Howto.gov/firstfridaysHowto.gov/firstfridays
3%
19%
46%
25%
8%
0% 10% 20% 30% 40% 50%
Top to Bottom
UX
Used frequently
Occ...

Increase
• User success on tasks
• Site visits
• Customer Satisfaction
Decrease
• Time to complete tasks
• Volume of email...

UCD = Good Customer Service

Poor design = budget overruns
Three reasons websites go over budget:
1. Requests for changes by users
2. Users can't accom...

The user is always right. If there is a
problem with the use of the system,
the system is the problem, not the
user.
- IBM...

For developers and manufacturers,
the advantages of creating usable
products far outweigh the costs.
The rule of thumb: Ev...

Howto.gov/firstfridays
2. Usability
Testing 101

User-Centered Design
Research Design User Testing
(Usability)
• Surveys
• Focus Groups
• Personas
• User
Requirements
• In...

Usability Testing (aka User Testing)
Setting a series of tasks for people to
complete and noting any problems
they encount...

@jonathan_rubin
Usability is like oxygen - you
never notice it until it is missing
- Anonymous

What you need to do a test
1. Something to test (site, poster, service, etc.)
2. Tasks for people to do
Howto.gov/firstfri...

Top Tasks – Why they’re here
• Learn about your services
• Find your contact information
• Register for a class
• Purchase...

What’s on a testing script
• Give intro and ground rules
• Questions about user
• Sign release (if recording)
• Easy Tasks...

Active Listening / Think-Aloud Protocol
• Silent, Traditional, or Coaching (we’ll use this)
• Designed to get unbiased dat...

If… Don’t Say Say
They aren’t
talking
“Hey – we’re
paying you
here…”
“What are you
thinking?”
They get a
task wrong
“Oops ...

If… Don’t Say Say
They screw up
majorly and
get upset
“Ha ha ha..
OMG!”
“Remember,
you can’t do
anything
wrong,” or
“You’r...

If… Say
They aren’t talking
They get a task
wrong
They get a task right
Howto.gov/firstfridays

If… Say
They screw up
majorly and get upset
They criticize your
design
Howto.gov/firstfridays

Howto.gov/firstfridays
4. Website Best
Practices

Most common website problems
1. Users can't understand purpose of site
2. Top tasks difficult to complete
3. Too much text...

Website Best Practices
1. Clear starting point
2. Have cream rise to the top
3. Make search simple
4. Plain Language
5. Co...

1. Give a clear starting point
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2. Make cream rise to the top
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5. Difficulty with top tasks
1. Can’t find info via any means or know
where to begin

5. Difficulty with top tasks
1. Can’t find info via any means or know
where to begin

3. Use Plain Language
Howto.gov/firstfridays

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4. Make search simple
Howto.gov/firstfridaysHowto.gov/firstfridays

Howto.gov/firstfridaysHowto.gov/firstfridays

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Howto.gov/fiHowto.gov/f
Before: 7 text items to scan
After: 3 text items to scan

5. Consistent Navigation
Howto.gov/firstfridays

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6 things you can do right now
1. Talk to users
2. Define top 3 target audience groups
3. Determine top tasks / Prioritize ...

Howto.gov/firstfridays
6. In Conclusion

User-Centered Design Takeaways
1. UCD saves money and improves websites
2. Gov’t and top companies already use it
3. UCD =...

First Fridays Usability Program
Jonathan Rubin
Jonathan.rubin@gsa.gov
Twitter: @govnewmedia
www.Howto.gov/firstfridays
How...

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