Why the best gov sites use User-Centered Design
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This document discusses user-centered design (UCD) and its benefits. It notes that UCD involves focusing on users' needs, wants and limitations at each stage of design. UCD includes research, design, user testing and more. The document encourages the use of UCD principles and usability testing to improve websites and save money. It provides an overview of best practices like prioritizing important content and tasks and using plain language. Overall it promotes UCD as a way to create more effective and efficient digital products and services.
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Why the best gov sites use User-Centered Design
- 1. Howto.gov/firstfridays Why the best gov sites use User-Centered Design Jonathan Rubin First Fridays Usability Program
- 2. User-Centered Design Takeaways 1. UCD saves money and improves websites 2. Gov’t and top companies already use it 3. UCD = good customer service 4. Use early and often 5. First Fridays can help teach you about UCD Howto.gov/firstfridays
- 4. You are not your users Howto.gov/firstfridays You Target Audience
- 5. User-Centered Design = Focusing on needs, wants, and limitations of target audience of a product at each stage of the design process. Howto.gov/firstfridays
- 6. User-Centered Design Research Design User Testing (Usability) • Planning • Requirements • Surveys • Focus Groups • Personas • Interviews • Content Organization • Tasks • Prototypes • Usability Testing • Expert Eval. • Interviews • 508 Testing Howto.gov/firstfridays
- 7. 5 E’s of Usable Products • Effective • Efficient • Engaging • Error Tolerant • Easy to Learn - Whitney Quesenbery (2004) ‘Balancing the 5Es: Usability’ Howto.gov/firstfridays
- 9. Here!
- 12. User-Centered Design: Not a soft science Rooted in: • Cognitive Science - 1930s • Human Factors and Ergonomics - WWI • "Scientific Management" - 19th cen. • Scientific Method Howto.gov/firstfridays
- 13. UCD degrees at 60+ Universities Stanford Carnegie Mellon Univ of Michigan NYU Penn State University of Wisconsin-Madison Fortune 500 companies with UCD teams Walmart Apple GE GM Ford Google, etc. Howto.gov/firstfridays
- 14. From 2013 Survey: # UCD staff Howto.gov/firstfridaysHowto.gov/firstfridays Part Time Full Time Had at least 1 person 86% 59% Average # of people 2 3 Range of people 0-10 0-30
- 15. Howto.gov/firstfridaysHowto.gov/firstfridays 3% 19% 46% 25% 8% 0% 10% 20% 30% 40% 50% Top to Bottom UX Used frequently Occasional UX Know but don't practice No one knows UX How widespread is UCD / UX at your organization?
- 16. Increase • User success on tasks • Site visits • Customer Satisfaction Decrease • Time to complete tasks • Volume of emails / help calls • Development Costs Howto.gov/firstfridays Benefits of good design
- 17. UCD = Good Customer Service
- 18. Poor design = budget overruns Three reasons websites go over budget: 1. Requests for changes by users 2. Users can't accomplish key tasks 3. Lack of communication with users - Lederer & Prasad, ‘Nine Management Guidelines for Better Cost Estimating’ CACM 35 (2). Howto.gov/firstfridays
- 19. 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 usability expert Dr. Clare-Marie Karat Howto.gov/firstfridays
- 20. For developers and manufacturers, the advantages of creating usable products far outweigh the costs. The rule of thumb: Every dollar invested in ease of use returns $10 to $100. - IBM "On User-Centered Design" Howto.gov/firstfridays
- 22. User-Centered Design Research Design User Testing (Usability) • Surveys • Focus Groups • Personas • User Requirements • Interviews • Content Organization • Tasks • Prototypes • Usability Testing • Expert Eval. • Interviews • 508 Testing Howto.gov/firstfridays
- 24. Usability Testing (aka User Testing) Setting a series of tasks for people to complete and noting any problems they encounter – Andy Budd Howto.gov/firstfridays
- 25. @jonathan_rubin Usability is like oxygen - you never notice it until it is missing - Anonymous
- 26. What you need to do a test 1. Something to test (site, poster, service, etc.) 2. Tasks for people to do Howto.gov/firstfridays
- 27. Top Tasks – Why they’re here • Learn about your services • Find your contact information • Register for a class • Purchase something • Leave a comment • Get a rate quote Howto.gov/firstfridays
- 29. What’s on a testing script • Give intro and ground rules • Questions about user • Sign release (if recording) • Easy Tasks • Harder tasks • Post-test questions (optional) • Thanks and incentive (if any) Howto.gov/firstfridays
- 30. Active Listening / Think-Aloud Protocol • Silent, Traditional, or Coaching (we’ll use this) • Designed to get unbiased data • Tester does 90% of talking • Ask Open Ended Questions (if any) • Be unbiased: Don’t let on if they are right or wrong Howto.gov/firstfridays
- 31. 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 – that’s wrong!” “Thanks for the feedback!” They get a task right “Good job!” “That’s very helpful!” Howto.gov/firstfridays
- 32. 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’re doing a great job!” They criticize your design “Hey – we worked really hard on this!” “Thanks for the feedback!” Howto.gov/firstfridays
- 33. If… Say They aren’t talking They get a task wrong They get a task right Howto.gov/firstfridays
- 34. If… Say They screw up majorly and get upset They criticize your design Howto.gov/firstfridays
- 36. Most common website problems 1. Users can't understand purpose of site 2. Top tasks difficult to complete 3. Too much text / information not prioritized 4. Confusing or obscure terms 5. Navigation not consistent Howto.gov/firstfridays
- 37. Website Best Practices 1. Clear starting point 2. Have cream rise to the top 3. Make search simple 4. Plain Language 5. Consistent navigation Howto.gov/firstfridays
- 38. 1. Give a clear starting point Howto.gov/firstfridays
- 41. 2. Make cream rise to the top Howto.gov/firstfridays
- 42. 5. Difficulty with top tasks 1. Can’t find info via any means or know where to begin
- 43. 5. Difficulty with top tasks 1. Can’t find info via any means or know where to begin
- 45. 3. Use Plain Language Howto.gov/firstfridays
- 48. 4. Make search simple Howto.gov/firstfridaysHowto.gov/firstfridays
- 53. Howto.gov/fiHowto.gov/f Before: 7 text items to scan After: 3 text items to scan
- 58. 6 things you can do right now 1. Talk to users 2. Define top 3 target audience groups 3. Determine top tasks / Prioritize content 4. Expert Evaluation (Howto.gov/firstfridays ) 5. Usability test (Rocket Surgery Made Easy) 6. Training (us or DigitalGov University) Howto.gov/firstfridays
- 61. User-Centered Design Takeaways 1. UCD saves money and improves websites 2. Gov’t and top companies already use it 3. UCD = good customer service 4. Use early and often 5. First Fridays can help teach you about UCD Howto.gov/firstfridays
- 62. First Fridays Usability Program Jonathan Rubin Jonathan.rubin@gsa.gov Twitter: @govnewmedia www.Howto.gov/firstfridays Howto.gov/firstfridaysHowto.gov/firstfridays