The document provides an overview of Peter Boersma's expertise and experience in user-centered design, focusing on his roles in various organizations from 1988 to 2009. It discusses theoretical and practical aspects of UCD, including research, design, prototyping, and evaluation, along with a structured approach to managing projects and delivering quality outcomes. Additionally, it highlights methodologies for optimizing user interfaces and improving conversion rates in online forms.

1. User Centered Design for Projects Peter Boersma info . nl FULL SERVICE INTERNET AGENCY CV&A Workshop, November 19, 2009

2. Peter Boersma (www.peterboersma.com) Senior Interaction Designer for Info.nl since February 2006. Responsible for the structure and interaction design of financial websites (banks, insurance, investments ), publishers websites (Reed, Kluwer, Dutch Yellow Pages) and interactive applications (MSN’s DaVinci Code game). Before that : 1988-1995: Information Ergonomics, a combination of computer science and cognitive ergonomics at Twente Universiteit in The Netherlands. 1995-2002: User interface designer, project manager, consultant User Understanding andconcept designer for General Design/Satama Amsterdam. Designed many interactive websites, some mobile applications, intranets, extranets, for banks (ABN AMRO), government agencies (VenW, SVB), startups (Airmiles) and older companies (Audi, VEH), partly in Finland (Nokia). 2002-2005: Senior Information Architect for EzGov, a company that builds transactional online applications based on its own software platform. Many tax-related sites for the English government, plus several for the Jamaican government. 2005-2006: Managing Partner and Consultant User Experience for the user experience collective User Intelligence. Projects for Delta Lloyd, Port of Rotterdam, Transavia.com, the Irish Yellow Pages and Elsevier Science.

3. IxD - august 2009 © 2005-2009, Peter Boersma, peter@peterboersma.com

4. UCD Theory RESEARCH EVALUATE DESIGN

6. In theory, theory and practice are the same. In practice, they are not. (Albert Einstein)

7. Theory =/= Practice

8. Practice prototype test user research launch pitch requirements RESEARCH EVALUATE DESIGN reviews estimate position document process review optimize scope trends roadmap scenarios promote quality teams

9. Practice prototype test user research launch estimate position pitch document process review requirements optimize scope trends roadmap scenarios BUSINESS MANAGE STRATEGY RESEARCH EVALUATE DESIGN promote quality teams reviews

10. Practice MANAGE STRATEGY RESEARCH EVALUATE DESIGN BUSINESS

12. Practice pitch BUSINESS optimize

19. Practice pitch BUSINESS optimize

21. Practice position trends roadmap scenarios STRATEGY

22. Strategy: Trends

23. Strategy: Positioning content sales community Core brand Big Competitor 2 Client 2011 Competitor Big Competitor 1 Compe-titor Comptetitor comptetitor subbrand BrandX Client

24. Strategy: Scenarios A B or client.com subsite-X.client.com subsite-Y.client.com client.com

25. Strategy: Roadmap

26. Practice position trends roadmap scenarios STRATEGY

27. Practice DESIGN RESEARCH EVALUATE

28. What deliverable is this?

30. Persona

32. Content Inventory

33. based on motivations of real people with interactive modules to discover products and personalise settings with background info about products and processes aimed at conversion: selling relevant products in a transparent way Learn Play Buy Life Learn Play Buy Life

34. Concept Presentation

36. Wireframe

38. Moodboard

40. Visual Language

42. Usability Test Report

44. What deliverable is this?

45. Practice DESIGN RESEARCH EVALUATE

46. Practice pitch optimize BUSINESS

47. Business: Measure to Optimise Old online form - 1 step to fill out - 1 step to print - 1 thank-you page New online form - 1 step for customer Y/N - 4 steps to fill out the form - 1 step to print - 1 thank-you page 7.7% 20.3% conversion rate conversion rate

48. Business: Experiment to Optimise

49. Practice pitch optimize BUSINESS

50. Practice estimate document process requirements scope MANAGE quality teams reviews

51. Manage: Estimate

52. Estimate: input/output Input (when available) Scope items Requirements Approach/process Team skills Experience with subject Experience with client Experience of client Output (when possible) Assumptions Calculations Explanations Risks

53. Estimate: output Assuming: - we will need about 10 wireframes - (5 complex, 5 medium) - and 15 reusable components (all medium) We calculate the interaction design: (5*16 + 5*12) + (15*12) = (80+60) + (180) = 320 hours Note: This includes reviews and rework. Risk: we don’t know who the developer is.

54. Manage: Focus in Scope hard easy essential contribution Quick wins Maintenance Winners Quality improvements Pick just a few of these!

55. Manage: Requirements Format: <stakeholderX> wants/can <Y>

57. Manage: Quality Use Cases  Test Scripts  Issues  Fixes Design & Implementation

58. Manage: Quality

59. Manage: Quality

60. Manage: Quality

61. Manage: Teams/skills

62. Manage : reviews Create Deliver

63. Manage : reviews Create Deliver Edit

64. Manage : reviews Edit Review Deliver Create

65. Manage : reviews Edit Deliver Review Prepare Review Technical Review Team Review Client Review Project Review designer designer’s senior project lead team reviewers responsible for signoff

66. Manage : reviews Edit Review Deliver Create

67. Manage : reviews Create Edit Project Approach Review Technical Approach Review Create Approach Review

68. Manage : reviews Edit Review Deliver Create

69. Manage : reviews Create Edit Project Evaluation Technical Evaluation Review Deliver

70. Manage : reviews Edit Review Deliver Approach Evaluate

71. Manage: Document Process

72. Very basic

77. somewhat complex

81. lists of deliverables

85. links between deliverables

89. beautiful diagrams

93. fully documented processes

97. Document your UCD process Brainstorm to get all candidate deliverables Diagram deliverables and process Describe (selected) deliverables and input/outputs Present process to other departments Improve process Create templates for deliverables Write instructions around deliverables and process Improve process Promote your process Measure working with new deliverables en proces Review ad nauseam , improve continually

98. Practice estimate document process requirements scope MANAGE quality teams reviews

99. UCD Practice prototype test user research launch estimate position pitch document process review requirements optimize scope trends roadmap scenarios BUSINESS MANAGE STRATEGY RESEARCH EVALUATE DESIGN promote

100. User Centered Design for Projects Peter Boersma info . nl FULL SERVICE INTERNET AGENCY CV&A Workshop, November 19, 2009