Uploaded byDan Arra
Macadamian product camp sv-2011
The document outlines the principles of user-centered design (UCD), emphasizing the importance of understanding users, their needs, and how they interact with products to enhance business objectives. It advocates for data-driven decision-making, utilizing metrics and user feedback to differentiate products based on users' goals and tasks, leading to improved user experiences. Macadamian, the consultancy behind the document, offers comprehensive services in user experience design, software development, and usability testing.
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Macadamian product camp sv-2011
- 1. User Centered Design:How to please users and get the CEO off your backDan ArraSan Jose, CA650-218-4444darra@macadamian.com
- 2. “Selective Attention Test”,by Daniel Simons2Confidential 4/2/2011
- 3. AgendaDemystify User CenteredDesign (UCD)Support your choices with dataDifferentiate your product3Confidential 4/2/2011
- 4. Demystify UCDUsersWho arethey? What do they care about?How do they actually interact with your product?How would they interact with a new version/feature?Centered on value to actual usersProduct Strategy WorkshopKey business objectivesUser requirementsDesign to illustrate value to usersDesign, test, incorporate feedbackRinse and repeat4Confidential 4/2/2011
- 5. Demystify UCDUsersPersonas –context, context, contextCentered on value to actual usersUsage ScenariosYour business objectives… their valueStill gotta have documented requirementsDesign to illustrate value to usersWireframes, models, mockupsVisual concepts5Confidential 4/2/2011
- 6. Demystify UCD6Confidential 4/2/2011
- 7. Demystify UCD7Confidential 4/2/2011
- 8. Support your choiceswith data (and process)Gain agreement thru metricsSimplify your decisionsJustify your choices8Confidential 4/2/2011
- 9. Gain agreement thrumetricsDefine objective measurable targetsExpress from the customer’s/user’s perspectiveBoth qualitative AND quantitative are good9Confidential 4/2/2011
- 10. Simplify your decisionsWithsuccess metrics in hand…Obtained from actual users…You have confidence about what to include…And what to remove10Confidential 4/2/2011
- 11. Justify your choices(aka defend yourself)Charts, data – “During our first round of testing…time on task was x seconds” # of errors was reduced by y%Narratives – “We watched the users actually smile and relax when then completed this task”Storyboards – “As you can see from this diagram, the new path to the reservation screen is…”11Confidential 4/2/2011
- 12. Gain agreement thrumetricsOrganizational ConfidenceSuccess is often a matter of confidenceIf Sales believes in the product (based on metrics), they will do a better job selling it.If Management trusts you’vemade the right decisions, you’ll get the resources you needIf Support understands the training issues, they’ll be more effective12Confidential 4/2/2011
- 13. Differentiate your product13Featuresare important IF they are valuable to usersConfidential 4/2/2011
- 14. Identify Goals &TasksUsers don’t approach with a feature in mind – think goals and tasksMore isn’t always better. More often leads to:ClutterBloatComplicated14Confidential 4/2/2011
- 15. Differentiate based onthose goals & tasksFeature war Bad User ExperienceStudy real behavior – needs, goals, workflow, workplace processes through:Direct observation of usersFeedback from usersOrganize tasks, sub-tasks by:Order of importanceFrequency performedMap relationships & dependencies between tasks:FlowchartsMapping diagrams15Confidential 4/2/2011
- 16. Information architecture &task relationships diagrams16Confidential 4/2/2011
- 17. Differentiate your productand sell more of itIf it looks good, you will get more interestIt’s a processGood design can be measuredRemoves opinion and conjectureRequires expertise to test (“Blink”, by Malcolm Gladwell – puppies, kitties and Aeron Chair)17Confidential 4/2/2011
- 18. Who is Macadamian?SoftwareProducts ConsultancyWhen the user experience is keyFull scope of software development life cycleUX Design & User ResearchSoftware EngineeringQA TestingIncreasing customer adoption14 Year Track Record, over 150 staffHybrid Onshore/Offshore - Ottawa(HQ), Romania, ArmeniaExperience across multiple markets and productsWide range of skills and processes:UX design + Software Engineering + Test/QADesktop (Win, Mac OS)Mobile (iPhone/iPad, Blackberry, Android, WP7)SaaS (.NET, LAMP, J2EE, RIA, Flash/Flex)Strobe/Sproutcore Partner18Confidential 4/2/2011
- 19. What have wedone… lately?New Product Development, Extensions, Re-designsMobile client development – iPad, iPhone, Android phone & tabletWeb development – Web 2.0 apps with mobile “companion” productsDesktop Clients – Windows and MacUser Experience Design & Usability TestingProduct Families – Desktop, Web, Mobile ClientsUser Research includingUsability “walk-throughs”Usability TestingEthnographic research or “job shadowing”ExamplesCisco – FlipShare Mobile, Umi home telepresenceJuniper – Re-design of existing app to include web, mobile, desktopBitTorrent – Macintosh client & Android Tablet (both design & build)Varian Medical – Electronic Medical Record for iPad (proto-type)19Confidential 1/18/2011
- 20. Our sweet spot…End-to-end:from napkin sketch to release (and anywhere along your software development life cycle)Creativity: innovating in design and technologyUser Research: Validate user needs, usability, market, etc.Uncharted territory: dealing with technical uncertainty & potential for changeIntense deadlines – need for rapid response timesExperience required – there’s no time for ramp-up20Confidential 1/18/2011
Editor's Notes
- #3 Who works primarily with software products? Hardware? Mix? Enterprise & business products? Consumer products?(after viewing video) – The analogy I had in mind when selecting this video was “you, as the product manager, are the person counting passes. You are concentrating intently on your task of counting passes. As your CEO interrupts you to say, “we don’t need an Android app yet” and the VP of Sales says “customer xyz insists we deliver this feature”, you continue to do your job and count passes. Unfortunately, you may miss something important if you don’t have a thorough process. You may miss the gorilla in the room..This session is basically about defending yourself against these types of distractions. We’ll use the User Centered Design process with an emphasis on user research and usability testing as our context for helping you to prioritize features, keep your designed focused on user value, and arming you with the tools to respond to strong opinions that may impact your ability to deliver what your users actually need… what you need to put into your product for it (and you) to be successful.
- #14 Please keep in mind that the more informed you sound when describing your product, the less resistance you will have, the more control you will have in designing your product, the more resources you will have to build your product. Information gives you confidence and confidence is reassuring to management. The table above is from Jarm M. Spool’s book. It shows the path products take from early stage to maturity. This is a good reference tool to use as you are “pestered” to add features ad-hoc. Explain that yes, features are important, but based on qualified research… this is where we are headed. We need to focus on the UI or UX now. Feature wars are a fools errand – Experience and productivity is the next step in improving our product. Making the UI and navigation transparent is the ultimate goal… not comparing ourselves to product xyz.