The WHYs and HOWs of including the users in the process
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Nowadays, UX is a buzzword and user experience is something every IT specialist has, at least, heard about. UX is being increasingly added to job titles and company values with and without reason. But what is user experience without the users? Can you deliver a great solution for someone without ever considering that someone's perspective? Unfortunately, it is more often omitted during project life cycles than not. This talk was delivered during the XLR8 conference 2016 in Sofia, Bulgaria. I discussed WHY including the users in the production process is so important and HOW they can be included even in projects that have limited budgets or short timelines. I combined the abstract glory of user research with practical methods for including actual users in your projects that you can personally apply in order to achieve innovative and successful solutions.
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The WHYs and HOWs of including the users in the process
- 2. Hi, I’m Raya Associate UX Architect #XLR8con important< 5x
- 5. #XLR8con “I already know what people want.” #XLR8con
- 7. #XLR8con You are too close to your product #XLR8con
- 8. #XLR8con “There is not enough time. Or budget for that.” #XLR8con
- 9. #XLR8con 2. The value and insight it brings are irreplaceable. #XLR8con + can save you:
- 10. #XLR8con#XLR8con The cost of change over time
- 11. #XLR8con “People are not designers. They don’t know what technology can do.” #XLR8con < I need faster horses
- 12. #XLR8con You can’t start with the technology and then figure out where you are going to try to sell it… Steve Jobs @ Apple WWDC 1997 #XLR8con ”You‘ve got to start with the customer experience and work backwards to the technology.“
- 13. < I need faster horses #XLR8con 3. Technology is created to serve people. #XLR8con
- 14. #XLR8con Innovation? ingenious Something new original more effective new needs better solutions patent discoverynever existed before
- 15. #XLR8con Peter Drucker: “The measure of innovation is the impact on the environment" – that is, the real-world results it generates (and not how much excitement or press coverage it gets) Extract from “Customers included” book by Mark Hurst
- 16. #XLR8con#XLR8con The PlayPump innovation Find many interesting case studies in the book “Customers included”
- 17. 3:070:28 #XLR8con#XLR8con 4. Can’t innovate without the users The PlayPump innovation Find many interesting case studies in the book “Customers included”
- 18. Understand people’s needs #XLR8con in their context of use
- 20. #XLR8con > Bring actual value to users
- 21. > more sales > more money #XLR8con
- 24. Why the iPhone was a hit They started with people’s pain points from using smartphones at the time.
- 25. The WHYs 1. You are not the user. You know too much 2. The value and insight it brings are worth your time & can save you time, efforts & money 3. Technology is created to serve people 4. Can’t innovate without the users 5. Market niche > happy users > more sales & money #XLR8con
- 27. #XLR8con
- 28. #XLR8con 1 day 2 years Actually using because it serves your needs *time played with Wanting vs something
- 29. It doesn’t matter what you SAY, the important thing is what you DO. #XLR8con mother
- 30. Go out into the field & find out #XLR8con what people are doing
- 31. #XLR8con - What devices are they using? - How do they communicate with each other? - How bright is the space? Context of use factors:
- 32. #XLR8con - How does this environment affect what they can do? - How do they interact with others? Context of use factors:
- 33. #XLR8con A. Direct observation > just watch, no questions B. Contextual inquiry > observation + questions
- 34. #XLR8con 1. Observations Direct observation Contextual inquiry 2. Interviews Need finding
- 35. #XLR8con 1. No leading questions 2. Use open-ended questions Closed questions don’t give you insight 3. Add concreteness When possible 4. Do not judge Try understand their perspective How to interview
- 36. #XLR8con Validate hypotheses • Observations Direct observation Contextual inquiry Need finding • Interviews • Usability testing
- 37. #XLR8con Usability testing “Things a therapist would say” “Don’t make me think” by Steve Krug
- 38. Other methods Focus groups Diary studiesCard sorting Surveys A/B testingClicks analyses
- 39. #XLR8con • Observations • Interviews • Diary studies • Focus groups • Surveys and other Need finding • Usability testing • A/B testing • Clicks analyses • Card sorting • Surveys and other Validate hypotheses
- 40. The HOWs 1. Direct observation Just watch, no interruptions 2. Contextual inquiry User walks you through + questions 3. Interviews 4. Usability testing 5. Surveys and other methods #XLR8con
- 42. #XLR8con You can do it! #XLR8con
- 43. Testing with 1 user is 100% better than testing with none. #XLR8con 3 users are enough
- 44. #XLR8con Recruit friends & family
- 45. #XLR8con 15-20 min Usability test with a friend
- 46. #XLR8con Interview over a cup of coffee
- 47. #XLR8con
- 49. #XLR8con I challenge you #XLR8con Gregory Wilson to include users next week
- 50. #XLR8con Recommended books: 1. “Don’t make me think” by Steve Krug 2. “Customers included” by Mark Hurst rdimitrova@infragistics.com rayadim