Jonathan Roper and Neha Modgil Presents why Ultra Centred Design Methodology required in Developing Website.

1. UCD Methodology
What is UCD?
Types of User Research

2. User Centred Design
User centred Design is a method for designing ‘Ease of Use into the
Ease Use’
total user experience with products.
“User Centered Design (UCD) is a user interface design
p
process that focuses on Usability Goals, User Characteristics,
y
Environment, Tasks and Workflow in the design of an interface.
The UCD process is an iterative process, where design and
evaluation steps are built in from the first stage of projects,
through implementation ”
implementation.
- Shawn Lawton Henry (Author – Accessibility in UCD Process)

3. User Centred Design Process

4. UCD Steps
1. Set Business Goals
Determining the target markets, intended users and primary competition is
central to all design and user participation.

5. UCD Steps
2. Understand users
A commitment to understand and involve the intended user is essential to the
design process. If you want to understand your product, you must first
understand the user.

6. UCD Steps
3. Design the total user experience
Everything a customer sees, hears and touches is designed to satisfy user’s
needs.

7. UCD Steps
4. Evaluate Designs
User feedback is gathered early and often, using prototypes of widely ranging
fidelity, and this feedback drives product design and development

8. UCD Steps
5. Manage by continual user observation
Throughout the life of the product, continue to monitor and listen to your users
and let their feedback inform your responses to market changes
5

9. User Centred Design Process
• Before starting the new design, test the old design to identify the good
parts that you should keep and the bad parts that give users trouble.
• Unless you're working on an intranet, test your competitors' designs to get
cheap data on a range of alternative interfaces that have similar features to
your own.
• Conduct a field study to see how users behave in their natural habitat.
• Make paper prototypes of one or more new design ideas and test them.
The less time you invest in these design ideas the better, because you'll need
to change them all based on the test results.
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• Refine the design ideas that test best through multiple iterations, gradually
moving from low-fidelity prototyping to high-fidelity representations that run on
the computer. Test each iteration
computer iteration.
• Inspect the design relative to established usability guidelines, whether
from your own earlier studies or published research.
• Once you decide on and implement the final design, test it again. Subtle
usability problems always creep in during implementation.

10. Usability and UCD
• Usability is not UCD
• Usability is a result, a goal
• UCD is a methodology
• Usability is an outcome of UCD practices

11. User Research – Ethnographic Study
Ethnography (ethnos = people and graphein = writing)
Ethnography is the genre of writing that presents varying degrees of qualitative
and quantitative descriptions of human social phenomena, based on fieldwork
How to go about it
• Examine users (consumers professionals etc) in their own environment
(consumers, environment.
• What are they doing (Usage)
•What does it mean
• Infer (Interpret / synthesize)
• Find the connections
• Don’t simply collect data but process it to find insights.
insights
• Apply to business or design problems
• Use products, services, packaging, design to tell the right story to users.

12. User Research – Ethnographic Study
Examining users
Observation
• Watching what people are doing, how they do it.
Design of localized ATM for low income urban
consumers
Studying Business opportunity for small business
affordable device
Design of a multimedia application

13. User Research – Ethnographic Study
Examining users
Interviewing
• Interacting directly with some people who can
shed light on our problem (customers, users,
former users, future users, lead users etc)
• Asking questions, doing exercises, showing
artifacts
• Listening to what they say, how they say it, what Student Interviews were done at their homes
they don’t say.
• Paying attention to where what they say and
what they do does not align.
Teacher Interview

14. User Research – Ethnographic Study
Inferring data
• Conduct affinity and trend analysis.
• Understand the pressure points and choke points
of the environment.
Affinity Wall
Insights were color coded which helped in further
g p
analysis
Yellow General Insight
Pink Breakdown
Design Idea
Orange
Fluorescent
Interpretation
Yellow

15. User Research – Ethnographic Study

16. User Research – Ethnographic Study
Apply to Business or Design Problems
• Understand how the problems and their solutions
apply to the Design problem.
School Bag is usually heavy
The time table changes often, students
have to carry most of the books

17. User Research – Ethnographic Study
Apply to Business or Design Problems
• Understand how the problems and their solutions
apply to the Design problem.
Text books are not colorful and children don’t find
them interesting

18. User Research – Interviews
Interviews
Conducting a one to one conversation with the user which may or may not
be in the natural environment.
Advantages:
• Helps in direct conversation with the user.
• It helps in gathering information about what users think about an existing
product and what is their feedback on certain features.
Some things to keep in Mind
• Do not make the interview duration more than 90 minutes. You may lose
user s
user’s attention.
• Use various interviewing techniques to get maximum data out of users.
• Listen to the user and do not express your own opinion.
• Take notes during the session. However, remember that all that the users
says is not what he does. Use your own judgment when analyzing results.

19. User Research – Focus Groups
Focus Groups
A focus group is a form of qualitative research in which a group of people
are asked about their attitude towards a product, service, concept,
advertisement, idea, or packaging. Questions are asked in an interactive
group setting where participants are free to talk with other group members
members.
Some things to keep in Mind
•S
Screen the users t ensure that they are the part of the relevant user
th to th t th th t f th l t
group.
• Keep 6 – 10 members in a group for an effective discussion.
• Structure the discussion loosely beforehand. Ensure that the moderator
allows free flow of discussion.
Disadvantages of Focus Group
• The moderator has less control over a group than a one to one interview
and thus time can be lost on irrelevant issues
issues.
• There is a chance of discussion being led by few articulate users and
everyone agreeing to him without voicing their opinions.

20. User Research – Survey
Statistical surveys are used to collect quantitative information about
items i a population
it in l ti
Methods of conducting surveys
• Telephone
• Mail
• Online surveys
• Personal in home survey
• Personal Mall intercept Survey

21. User Research – Online Survey
Tools for Online Surveys
go2poll.com web-online-surveys.com
polldaddy.com
zoomerang.com surveymonkey.com

22. User Research – Web Analytics
Web Analytics measures and reports the actual usage data of a Web site.
Gathers information
• Who is coming to your Web site
• What information they're requesting
• Where they navigate
Advantages
• Reflects actual Web site usage of all users over long periods of time
• Most valuable if used continuously
• Helps identify opportunities for improvement

23. User Research – Usability Testing
• The process of having potential users experience your site, software, or product
• Performance-based evaluation
• An ongoing process—not a one-shot evaluation
• Simply gathering opinions on an object or document is market research rather
than usability testing. Usability testing usually involves a controlled experiment to
determine how well people can use the product

24. User Research – Usability Testing
• Checking to see if the design works
• Diagnosing problems
• Comparing alternatives
• Verifying that design goals are met

25. User Research – Usability Testing
Methods
• Setting up a usability test involves carefully creating a scenario, or realistic
situation, wherein the person performs a list of tasks using the product being
tested while observers watch and take notes.
• Techniques popularly used to gather data during a usability test include think
aloud protocol and eye tracking
• The best results come from testing no more than 5 users and running as many
small t t as you can afford
ll tests ff d
Hallway Testing
Hallway testing (or hallway usability testing) is a specific methodology of software
usability testing. Rather than using an in-house, trained group of testers, just five to
six random people, indicative of a cross-section of end users, are brought in to test
the ft
th software (be it an application, web site, etc.); th name of th t h i
(b li ti b it t ) the f the technique refers t
f to
the fact that the testers should be random people who pass by in the hallway.

26. User Research – Usability Testing
Direct Benefits
• Gets feedback directly from users—not intermediaries
• Provides data for design decisions not opinions
decisions—not
• Saves development time by avoiding rework late in the development process
• Creates a positive return on investment (ROI)
Ancillary Benefits
• Builds a work team that values the user-centered process
• Helps with “change management” when introducing new systems

27. Thank You