The document discusses designing products with user involvement. It recommends bringing users into the design process as partners to create products that users find delightful. Designing with users can improve usability and return on investment through increased use and easy marketing. However, user involvement may not be needed for small changes or when a design concept is novel and undefined. The presentation provides examples of techniques for involving users at different stages, such as contextual inquiry, probes, and creative activities.

1. Designing WITH Users
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Zach Pousman
Director of Strategy / UX
IQ Agency
Presented May 17, 2011 www.iqagency.com

2. Don’t just measure...
What users do. Donʼt just think of them as participants.
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3. Create with them
Bring them into your design process.
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4. You probably want to build digital products
that are delightful, that create hordes of screaming fans.
Making people happy
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5. Designing with users can create a
great return on your investment.
Return on investment:
more use, longer-term use
easy marketing,
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6. People are
not robots
Treat people with respect, and respect
all the different ways people live in the
world, the ways people are people.
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7. 1. When to design with users
2. How to design with them
3. When not to ...
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8. When
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9. Design is messy
Designing with users
Iterative usability testing
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10. “Most people make the
mistake of thinking design is
what it looks like.
That’s not what we think design
is. It’s not just what it looks like
and feels like...Design is how
it works.”
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11. Hierarchy of design effort
From Stephen Anderson (poetpainter.com)
Meaningful
Pleasurable
Convenient
Apple isnʼt satisfied just building
something that works (functional),
is reliable, and is usable.
Usable
Reliable
Functional

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Led by Designer
Letʼs map user research
techniques on two different axes...
User User
as Subject as Partner
Led by Research
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

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Led by Designer
User User
as Subject Usability as Partner
Engineering
Psychology
User-centered Design (UCD) ʻHuman Factorsʼ
Led by Research
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

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Led by Designer
Generative
Probes Design
Research
Participatory
Design
Contextual
Inquiry
User User
“Nordic”
as Subject Usability style as Partner
P.D.
Engineering
Psychology
ʻHuman Factorsʼ Applied
Ethnography
User-centered Design (UCD)
Led by Research
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

15. Led by Designer
Generative
Probes Design
Research
Participatory
Design
Contextual
Inquiry
User User
“Nordic”
as Subject Usability style as Partner
P.D.
Engineering
Psychology
ʻHuman Factorsʼ Applied
Ethnography
User-centered Design (UCD)
Led by Research
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

16. How
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17. Build into an ecology
Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and
Supporting Design Culture. International Journal of Design vol. 2, no. 1.
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18. Emotional Design
Don Norman, 2003
Visceral
Sensorial, nearly subconscious, pleasures
Behavioral
Usability, functional
Reflective
The pleasure that comes from social life, identity, etc.
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19. 4 types of Pleasure
Jordan 2005
(following Tiger 1992)
Ideo-pleasure
Identity, intellectual
Physio-pleasure Socio-pleasure
Sensorial pleasures the pleasure that comes
from social life
Psycho-pleasure
Matching mental model, “cognitive load” (usability term)
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20. Observational
Applied ethnography (home, work, and life tours)
Ask questions:
Teach me how?
If I were setting this up, what would you tell me?
What else did you try?
How have you done this in the past?
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21. Self-reporting
iPinion Techneos
Good olʼ
fashioned
paper

22. Elicitation Activities
Envision
- describe their vision
Organize
- create groupings
Prioritize
- select what matters
Sketch
- draw your mental
model, draw
elements that matter
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23. Draw a map!
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24. Draw a map!
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25. Creative
Activities
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography

26. Creative
Activities
Model the system
Model the scenario
J. Rode et al.
ʻFuzzy Feltʼ
Ethnography
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28. When not to...
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29. When you’re too far along
If you already have a system or product that is far along,
you wonʼt get quality suggestions about the mental model.
Usability methods to iteratively improve are more appropriate.
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30. When you’re designing
something novel
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31. When you’re designing
something novel
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32. When you’re designing
something novel
No.
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33. When you’re designing
something novel
Yes. Comments added version for Slideshare.
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34. Amazon.com? No.
Color.com? Maybe.
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35. Small Stuff
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36. Tiny stuff
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37. 1. When you want to build
something that works
2. How? Make them a partner;
give them building blocks
3. But not when the questions
are too everyday or too small;
it doesn’t replace usability
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38. Thanks!
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39. Acknowledgements and Thanks
Mason Poe, Emily Leahy, Stephen Taylor, Stephen Anderson, Derek
Sivvers, Jennifer Rode, Liz Sanders
@@
Zach Pousman
Director of Strategy and User Experience
IQ Agency
zach.pousman@iqagency.com
Work: www.iqagency.com
Follow me @thinky on Twitter
Personal: www.thinky.org
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