The document discusses how products and technologies are often not as easy to use as their creators think. It emphasizes the importance of taking the perspective of the intended users when designing, through methods like interviews and usability testing, rather than making assumptions. Key terms like "intuitive" and "user friendly" are avoided without specific user and task contexts. Metrics for measuring usability like time on task and error rates are presented. An iterative, user-centered design process is advocated to build products that meet users' actual needs.

1. Scott Berkun, Author, How Design Makes The World
Is Your Product As Easy
To Use As You Think?
Business of Software, Spring 2021

2. NO.

3. NO?

4. Mjölnir

5. •Indestructible
•Can fly
•Returns on command
•Summons lightning
•Teleportation
•Invisibility

6. •Indestructible
•Can fly
•Returns on command
•Summons lightning
•Teleportation
•Invisibility
COOL.

8. Zzzzzz.

9. Hans Holein

10. • What is good?
• What is intuitive?
• User friendly for which user?

13. Phrases to avoid:
• Intuitive
• Easy to use
• User friendly
• Customer centric
Without context
of a specific
person or task
they have no
meaning

16. What task are we trying to improve:
A) Hang a painting on the wall
B) Fight the battle of Ragnarök

17. Should we be designing for
Thor (the power user)?
Or mortals?

18. BUILDERS
HAVE BIAS.

19. YOU AND
THOR
ARE HERE
Proficiency with your software

22. ZDA-110-3-15-1

23. Images from New York Times

26. User Experience
Technology

27. “It’s as big a deal as the PC.”
- Steve Jobs
“So revolutionary… you’ll have no problem selling it.”
- Jeff Bezos
“May be bigger than the internet.”
- John Doerr

29. Building vs. Designing
• Satisfy requirements
• Finish on time
• Finish on budget
• Product Roadmap
• Solve the right problem
• In the right way
• For the right people
• User journey map

30. User Experience
Technology
User Experience
Technology

31. Study your customer first
• What do they know?
• What tasks do they need?
• Where do they get stuck?
• (Avoid bias)
• Interviews
• Site visits
• Usability Studies
• Early prototypes
• Resist coolness

32. Study your customer first
• What do they know?
• What tasks do they need?
• Where do they get stuck?
• (Avoid bias)
• Interviews
• Site visits
• Usability Studies
• Early prototypes
• Resist coolness

35. How to Measure Ease of Use
• Time on Task
• # of errors made
• Success Rate
• Customer support calls
• Satisfaction ratings

36. How to Measure Ease of Use
https://www.nngroup.com/articles/usability-metrics/

38. 1. Iterative
User centered
Design

40. 2. DESIGN
POWER

42. Missoula, MT - 1880s

46. TOO MANY
COOKS SPOILS
THE DESIGN

48. Technology
is never
neutral.

49. Business
ethics are
part of
business.

51. NOW:
Q&A!
Learn more about the book: designmtw.com