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Creating a User Centred Design Policy User Vision Breakfast Briefing July 2014

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Creating a User Centred Design Policy User Vision Breakfast Briefing July 2014

  1. 1. User Centred Design Policy Ed Chandler Senior UX Consultant
  2. 2. User Centred Design Policy What UCD is What it is / Why you need it / What it does What goes in it? How to and when to The people The Drive Some Examples Recap
  3. 3. User Centred Design An introduction to: (what is it)
  4. 4. User Centered Design
  5. 5. …across various platforms… Approximately two-thirds of customers will cross more than one channel.
  6. 6. …and multiple touchpoints Customers no longer interact with companies from a “channel” perspective; instead, they interact through touchpoints.
  7. 7. People THE (users / customers / not yet customers)
  8. 8. People are different Including those with disabilities
  9. 9. Adapted from Stephen Pheasant (1985) 1. This design is satisfactory for me - it will therefore be satisfactory for everybody else 2. This design is satisfactory for the average person - it will therefore be satisfactory for everybody else. 3. The variability of people is so great that it cannot possibly be catered for in any design - but since people are so wonderfully adaptable it doesn't matter anyway. 4. UX is expensive and since products, systems and services are actually purchased on appearance and styling, UX considerations may be conveniently ignored. 5. UX is an excellent idea. I always design with UX in mind - but I do it intuitively and rely on my common sense so I don't to need include actual users. Why can it go wrong?
  10. 10. What “experience” is the design / development based on – if there is no user input?
  11. 11. Purpose of a UCD Policy THE (What it is / Why you need it / What it does)
  12. 12. Whatis it? It informs project teams how to go about including users It aids the creation of a “customer first” culture It’s your commitment to meet the needs of your customers
  13. 13. Why do you need it? Good design benefits everyone It shows a commitment to putting customers first It reduces the need to make [costly] last minute changes
  14. 14. What does it do? It states who the “go to” experts are It is part of continual improvement and UX maturity It is a blueprint for delivering customer focused projects
  15. 15. Reason THE (What goes in it to help the business)
  16. 16. Leadership statement Provides direction for the business and lays the foundations It explains what UCD means for the business Makes UCD a company wide initiative
  17. 17. Understanding UCD Outlines user groups and market segments What it means in real terms Explains what UCD is and why it is important
  18. 18. Legislation, Regulation and Standards Market specific regulation to protect or service consumers Leveraging standards to deliver “what good looks like” Equality Act 2010
  19. 19. UCD Project lifespan Project Managers Checklist Requirements and scope Business ready processes
  20. 20. How to THE (nuts and bolts)
  21. 21. Asking the right questions Which technique is best to elicit feedback? Which users, to get a diverse sample? What do you need and when do you need it?
  22. 22. Concept creation Develop the plan What if its no good? What to ask + elicit early feedback
  23. 23. Post release / live systems How can you get more feedback? Has it a legacy system that has never been tested Is there a phase 2?
  24. 24. When? THE (and how often)
  25. 25. Testing Test often Retest….. Test early
  26. 26. Project life span Engagement With subject matter experts With end users Concept Design and build Release / Live User Needs Usability Testing Expert testing Best practice guidance Initial feedback 1st release Test New iteration Continual improvement Post launch feedback Expert testing
  27. 27. S P R I N T 2 R E L E A S E S P R I N T 1 R E L E A S E Project development With subject matter experts With end users Sprint 1 iteration UX / design Dev Team Sprint 2 iteration + Sprint 1 support Sprint iteratio n n + Sprint n-1 support Sprint 0 Sprint 3 iteration + Sprint 2 support Sprint 4 iteration + Sprint 3 support user needs user needs for each sprint as required Sprint 1 build Sprint 2 build Sprint 3 build Sprint n-1 build Best Practice / Personas / Journeys / Strategy Sprint 1 testing Sprint 2 testing Sprint n-2 testing Expert input for each sprint as required Sprint n-2 testing Sprint 2 testing Sprint 1 testing S P R I N T N R E L E A S E Releasing after each sprint is possible if testing can be incorporated quickly Adapted from John Whalen, UXPA 2014
  28. 28. Who? THE (not the band or the Doctor!)
  29. 29. Going back to People Increase life expectancy from 80 to 85 by 2035 Older customers more likely to move to competitors Currently 10 million are over 65 growing to 19 million by 2050
  30. 30. It’s all in the data But it won’t t why…..
  31. 31. Customer / User Panels
  32. 32. Drive THE (What makes a company do this)
  33. 33. 1. The CEO or board member has a family or friend that has / is….. 2. Legislation / regulation is forced upon the market 3. A magic number of sales/hits/requests generates interest….. 4. Market change and competition is forcing the business to be more customer centric – this is likely to lead to industry wide change 5. To be different. To create that competitive advantage. The business wins have been identified, it makes sense and will return more value for the business and the customer 5 simple reasons
  34. 34. In Practice End of discussion… https://www.gov.uk/service-manual
  35. 35. Examples THE (customer centric designs)
  36. 36. Holistic thinking Removing the weakest link
  37. 37. Simple design Inclusive
  38. 38. Summary THE (a short recap)
  39. 39. UCD Policy It is a commitment to being customer centric It means engaging with users and acting on their feedback It provides business direction from the top
  40. 40. What “experience” is the design / development based on – if there is no user input?
  41. 41. Ed Chandler Senior UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA Tel: 0131 225 0850 Email: info@uservision.co.uk Web: www.uservision.co.uk

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