Design, the Importance of Research, and a Call to Arms
•Als PPT, PDF herunterladen•
1 gefällt mir•992 views
Presentation for Allscripts Developer Partner conference -- Jared Spool's story about the $300m button, a baseline understanding of the difference between interaction and visual design, the importance of feed-back and feed-forward research, and some practical tools to get folks started.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Design, the Importance of Research, and a Call to Arms
Ähnlich wie Design, the Importance of Research, and a Call to Arms (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Design, the Importance of Research, and a Call to Arms
- 1. The $300M Button: Listening to Users
- 2. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • The $300M Button • How Research Fits In • A Call to Arms • Putting Research Into Practice
- 3. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • The $300M Button • How Research Fits In • A Call to Arms • Putting Research Into Practice
- 4. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Table of Contents • Introductions • The $300M Button • The Case for Design • Whaddaya Mean, “Design”? • How Research Fits In • A Call to Arms • Putting Research Into Practice • Five Mistakes Smart People Make • Why You?
- 6. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 7. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 8. Allscripts Developer Conference @audcrane @designmap #ADP_HIT - Darian Shirazi, Forbes Magazine “‘Consumerization of the enterprise’ has just begun… Publicly-traded enterprise software companies aren’t investing in design enough and startups are improving their interfaces at an alarming rate.”
- 9. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 10. Allscripts Developer Conference @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT
- 11. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions
- 12. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who has a dedicated design team at their company?
- 13. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Whose company does primary user research today?
- 14. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who personally does primary research today?
- 15. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who feels completely confident in what they or their researchers are finding?
- 16. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Questions Who wishes they did research today?
- 17. The $300M Button
- 18. Allscripts Developer Conference @audcrane @designmap #ADP_HIT $300,000,000
- 19. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Improving Products heuristic review usability research
- 20. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password? The $300M button
- 21. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M button Email Address: Password: Forgot Password? Log InLog InRegisterRegister
- 22. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M button Email Address: Password: Forgot Password? Log InLog InRegisterRegister
- 23. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Log InLog InRegisterRegister The $300M button: First-Time Shoppers Email Address: Password: Forgot Password? “I’m not here to enter into a relationship, I just want to buy something.”
- 24. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Log InLog InRegisterRegister The $300M button: Repeat Shoppers Email Address: Password: Forgot Password? “Have I registered here before? I have no idea….”
- 25. Allscripts Developer Conference @audcrane @designmap #ADP_HIT The $300M Fix Email Address: Password: Log InLog In Forgot Password? You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout. or ContinueContinue
- 26. The Case for Design
- 27. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password?
- 28. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 29. Allscripts Developer Conference @audcrane @designmap #ADP_HIT person who has been injured?
- 30. Allscripts Developer Conference @audcrane @designmap #ADP_HIT About 17.5% of new nurses leave their first job within 1 year of starting their jobs.
- 31. Allscripts Developer Conference @audcrane @designmap #ADP_HIT $300M? $3B?
- 32. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Decreased sales Dissatisfied customers Poor ratings and reviews Negative word of mouth Negative impact on brand Increased need for documentation and training Increased support requests and costs Decreased productivity Increased errors Increased support costs Increased training costs Decreased job satisfaction Increased employee turnover
- 33. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 34. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 35. Design: Defining Our Terms
- 36. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) feasible (technology) usable (design)
- 37. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) feasible (technology) usable (design)
- 38. Allscripts Developer Conference @audcrane @designmap #ADP_HIT viable (business) buildable (technology) usable (design) “It meets my needs.” and “I can use it.”
- 39. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Designing a Product Research & Personas Scenarios & Storyboards Key Wireframes Sprint 1 Wireframes Sprint 2 Wireframes Sprin Interaction Design Visual Direction Key Screens Sprint 1 Addition Visual Design Prototype Style Library
- 40. How User Research Fits In
- 41. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
- 42. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
- 43. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.”
- 44. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” “It meets my needs.” and “I can use it.”
- 45. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” feed-forward Updated from Hugh Dubberly “It meets my needs.” and “I can use it.”
- 46. Allscripts Developer Conference @audcrane @designmap #ADP_HIT “I have a need.” feed-forward feed-back Updated from Hugh Dubberly “It meets my needs.” and “I can use it.”
- 47. Allscripts Developer Conference @audcrane @designmap #ADP_HIT education testhypothesis
- 48. Allscripts Developer Conference @audcrane @designmap #ADP_HIT think checkmake
- 49. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Fitting In Research: Lean Startup “Validated learning… is the principal antidote to the lethal problem of achieving failure: successfully executing a plan that leads nowhere.”
- 50. Allscripts Developer Conference @audcrane @designmap #ADP_HIT but don’t take my word for it…
- 51. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 53. A Call to Arms
- 54. Putting it Into Practice
- 55. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews “I have a need.” feed-forward
- 56. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews …to understand underlying motivations (attitudinal). ... often in person. ... does not test a specific product. ... short. Describes areas of inquiries and sample questions, but the session is often wide-ranging. Goal Location Context Protocol Anatomy
- 57. Allscripts Developer Conference 1. Predictions often don’t work. 2. Biases and assumptions show and color our findings. 3. Insights aren’t guaranteed. 4. Synthesizing is critical! Limitations Interviews
- 58. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews Synthesis focuses on identifying opportunities based on attitudes / problems, like: 1. experience maps 2. persona development 3. story maps After the Session
- 59. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Interviews Bill •Value focused •Heavy researcher •Focus on convenience •Uses print •Habitually replaces cars “My cars are practical, reliable and dependable, like me.” 55, married •now is the time for all good men to come •to the aid of their country, •I want to be lots and lots of toothpicks Personas • define vision • prioritize features • speed decision making • drive a cohesive product After the Session
- 60. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Usability Research “It meets my needs.” and “I can use it.”
- 61. Allscripts Developer Conference …to uncover problems and opportunities with a product (behavioral). …in person, via teleconference or phone. …tests a specific product (yours or a competitors). ...Long. May start with a few attitudinal questions, but is longer and more closely followed. Usability Research Goal Location Context Protocol Anatomy
- 62. Allscripts Developer Conference 1. Observer effect. 2. Limitations of the artifact. 3. False tasks give false results. 4. Easy to conflate findings and recommendations. Limitations Usability Research
- 63. Allscripts Developer Conference Focus on specific changes based on observed behavior, including: 1.affinity diagramming 2.visual queues with screen shots and photos and stickies 3.revise and re-test After the Session Usability Research
- 64. Five Mistakes Smart People Make
- 65. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged Five Mistakes Smart People Make
- 66. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart Five Mistakes Smart People Make
- 67. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas Five Mistakes Smart People Make
- 68. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas 4. asking people to predict their behavior Five Mistakes Smart People Make
- 69. Allscripts Developer Conference @audcrane @designmap #ADP_HIT 1. being too engaged 2. being too smart 3. being too responsive to ideas 4. asking people to predict their behavior 5. confusing success Five Mistakes Smart People Make
- 70. Why You?
- 71. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
- 72. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
- 73. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Why You?
- 74. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Email Address: Password: Log InLog InRegisterRegister Forgot Password?
- 75. Allscripts Developer Conference @audcrane @designmap #ADP_HIT - Douglas Martin “Design is inevitable. The alternative to good design is bad design, not no design at all.”
- 76. Thank You
- 77. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 78. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
- 79. Allscripts Developer Conference @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT @audcrane @designmap #ADP_HIT
- 80. Allscripts Developer Conference @audcrane @designmap #ADP_HIT Appendix • “The $300 Million Button”, Jared Spool,http://www.uie.com/articles/three_hund_million_button/ • “Web Form Design: Filling in the Blanks”, Luke Wroblewski • “How Bad UX Killed Jenny”, Jonathan Shariat, https://medium.com/@designuxui/how-bad-ux-killed-jenny-ef915419879e • “I Wish It Were That Easy”, Kate Daly, https://medium.com/@tikikate/i-wish-it-were-this-easy-aefc02f30749 • Therac-25, http://en.wikibooks.org/wiki/Professionalism/Therac-25 • “What Does Nurse Turnover Rate Mean and What Is the Rate?”, Christine T. Kovner, Carol S. Brewer, Farida Fatehi, Jin Jun, http://ppn.sagepub.com/content/15/3-4/64 • “The Business Value of User Experience” - D3 Services
- 81. Allscripts Developer Conference @audcrane @designmap #ADP_HITUpdated from Christian Rohrer
- 82. Allscripts Developer Conference @audcrane @designmap #ADP_HIT
Hinweis der Redaktion
- My name is Audrey Crane. I work at DesignMap in San Francisco… We’re a user experience design agency that provides design services to tech companies…
- … (such as ExactTarget, Docker, eBay & HP)
- One of the other things we do is work with VCs to run workshops for some of their portfolio companies To learn how to build design successfully into their organization, culture and products
- …especially as the idea of the consumerization of the enterprise gains traction.
- …and companies that invest in great product design or with designer cofounders are hugely successful. VCs want their portfolio companies to be successful, and they believe design is a key to success, and that’s why Allscripts invited me here.
- This is my twitter handle and stuff
- So I promised you $300M. This is a story from UI guru Jared Spool that was printed in Luke W’s book “Web Form Design”.
- I’m going to start with the punch line: This is a story about how a $25B online retailer With a bunch of trained and smart designers Made $300M by listening better to his users. Conversions in ecommerce are everything, and this was a $25B retailer had conversion rates that they knew could be improved.
- So they did a heuristic review first… then usability research There are two major reasons for alternating between heuristic evaluation and user testing as suggested here. First, a heuristic evaluation pass can eliminate a number of usability problems without the need to "waste users," who sometimes can be difficult to find and schedule in large numbers. Second, these two categories of usability assessment methods have been shown to find fairly distinct sets of usability problems; therefore, they supplement each other rather than lead to repetitive findings (Desurvire et al. 1992; Jeffries et al. 1991; Karat et al. 1992).
- This was the form he was hired to help with, or rather this form was part of the checkout process they were hired to help improve. Nothing wrong with this page on the surface. It’s so simple, there probably wasn’t even a designer involved. There are two fields, clearly labeled. There is a primary call to action and a secondary, and a “forgot password” link in case people get stuck.
- Professional designers conducting a heuristic review, that is to say identifying a set of heuristics and then applying them, might move the field titles to be more mobile-friendly, maybe change the buttons, but nothing major.
- The team saw the form as enabling repeat customers to purchase faster. First-time purchasers wouldn't mind the extra effort of registering because, after all, they will come back for more and they'll appreciate the expediency in subsequent purchases. Everybody wins, right? But when they went out into the field to see how people were getting through the checkout process, they had a few surprises.
- We were wrong about the first-time shoppers. They did mind registering. They resented having to register when they encountered the page. Some first-time shoppers couldn't remember if it was their first time Without even knowing what was involved in registration, all the users that clicked on the button did so with a sense of despair.
- Repeat customers weren't any happier. couldn't remember the email address or password they used. They remembered the wrong email address. 45% of all customers had multiple registrations in the system, some as many as 10. 160,000 people requested passwords per day. 75% of these people never tried to complete the purchase once requested.
- The designers fixed the problem simply. They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout.” The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000. Now, Jared’s story has some pretty high stakes, but you guys don’t need me to tell you that the stakes you’re working with are much higher.
- The forms you’re working with don’t look like this…
- …they look like this.
- And the stakes aren’t cash, they’re people. This is probably the 20th article I forwarded my father on the intersection of healthcare and UX on medium, called “How bad UX killed Jenny” And it’s not just the patients
- how does that impact the staff?
- in June 2013, Forrester estimated that moving from below-average customer experience to above average would yield more than $3B additional annual revenue for wireless carriers, more than $1B for hotels, $262M for insurers, and $227M for retailers.
- In fact, Forrester has documented piles of costs associated with bad user experience in products
- And we all know that bad design is rampant in the health care industry, right?
- The Therac-25 machine Unfortunately, though AECL’s intentions were good, their software design was tragically bad, incorporating a series of horrendous design flaws. In one instance, during a treatment one machine continuously shut itself down reporting a cryptic ‘H-tilt‘ and ‘no dose‘ error message each time. The operator attempted to deliver the treatment six times before giving up. From its launch in 1982 till its withdrawal in 1986, six patients received ultimately fatal injuries from Therac-25 treatments.
- It was great to hear Dr. Reider talk about usability yesterday. I’m kind of assuming we’re all bought in to the value of design but like Cream of Tartar… we all know it’s important, but what actually is it? And do we have any? I plan today to talk about research in user experience, but I want to set the context first… but over the last two days I’ve heard some very different ideas about what “design” is So just to level set us in the room…
- we’re all familiar with this model
- you want to hit the mark with a product that’s viable in the market, technically feasible, and usable.
- usable means…
- Emphasize that interaction and visual design are different!
- So to zoom in a bit on how user research fits in to the design process
- So how do you know if something is usable? How do you know if it meets a real need, and that they can use it? You have to go talk to those people and understand their needs
- Then you imagine something that would meet those needs (ford bullshit)
- You prototype that (or you make it, but hopefully you prototype it)
- And then you show it to more people to see if it seems to meet their need and they can use it Stanley said, “make it invisible to use”. How do you know it’s invisible if you don’t know what they see?
- This is research, which I like to break very broadly into two parts: feed-forward …
- … feed-back. That button thing, that was feed-back.
- Hypothesis is an educated guess We do feed-forward research to educate ourselves We create a product to instantiate our hypothesis Then we conduct usability research to test our hypothesis IF WE DON’T TEST OUR PRODUCT BEFORE WE RELEASE IT, WE ARE TESTING IT IN THE MARKET
- In lean startup parlance, this is Think, Make, Check.
- Eric Ries talks about a bias towards learning over growth “Validated learning… is the principal antidote to the lethal problem of achieving failure: successfully executing a plan that leads nowhere.”
- Frankly, the best way to advocate for research is to have someone see it in action
- So we did that. Touch works Pro
- Just using WebEx
- So my goal in this talk Is to give the people in this room The tools to conduct two of the most essential types of feed-forward and feed-back research Having devs and execs see research is critical to getting buy in If you guys do it, you can take this back to your companies tomorrow and make a real difference to your products and your cultures
- …or contextual inquiry, or field studies…
- # of people
- People are not good predictors of their own behavior – introspection illusion. "There is a very long history within psychology of people not being very good judges of what they will actually do in a future situation," said the study's senior author, Matthew Lieberman, a UCLA professor of psychology and of psychiatry and bio-behavioral sciences. From Self-Prediction to Self-Defeat: Behavioral Forecasting, Self-Fulfilling Prophecies, and the Effect of Competitive Expectations: “A multiplicity of studies have suggested that people are not very good forecasters at all. For example, work on affective forecasting suggests that judgments of predicted and actual reactions to positive and negative hedonic events often diverge (Gilbert & Wilson, 2000). When predicting emotional states in the future, individuals fail to consider that other events will intercede, thereby lessening the impact of any one event (Wilson, Wheatley, Meyers, Gilbert, & Axsom, 2000). This problem of focalism leads people to predict that their future reactions will be more intense than they actually are (Buehler & McFarland, 2001). Furthermore, people seem to anchor on their current state and feelings when making predictions about their future state and feelings (Loewenstein, 1996; Loewenstein, O’Donoghue, & Rabin, 2000). Not only can individuals not successfully predict how they will feel in the future, but research on behavioral forecasting suggests that people are not very good at accurately predicting their own future behavior. People are only moderately accurate in predicting whether they would engage in certain behaviors and make particular choices in the future (Osberg & Shrauger, 1986; Vallone, Griffin, Lin, & Ross, 1990) and exhibit overconfidence in their self-predictions (Griffin, Dunning, & Ross, 1990; Vallone et al.,1990). Kristina A. DiekmannAnn E. TenbrunselAdam D. Galinsky” These interviews can veer into details that don’t help, either excavating behaviors (vs. motivations) or doing collaborative design. It’s easy for moderators to inadvertently let their bias or assumptions slip, and not gain any real insight. Or let them color their perception – you assume you understand but you’re wrong! There are no guarantees – you’re following your nose to some degree and may change direction or dead end. It takes some work to synthesize! At least a few days.
- Personas are a particularly good “container” for interview findings, that can be used to determine vision and direction, prioritize features, speed decision making, and drive a cohesive product.
- …or contextual inquiry, or field studies…
- # of people
- 5. This is what designers do behind the curtain – same issue with feedback from customers who say “make the button bigger”. Will come up later as a best practice.
- affinity diagramming (welcome points of contention) who weighs in? and how? post analysis participation -- Look for observation contentions. visual queues with screen shots and photos and stickies
- When you’re too engaged, it’s hard to be quiet, and if you don’t do anything else, just be quiet. you’re responsive, you’re enthusiastic, you don’t let silence hang in the air. listen! (count to 5) don’t finish their sentences don’t interrupt let awkward pauses happen, see if they have any more thoughts (count to 5). if you feel too awkward, parrot back what they just said If you can’t help being engaged, get someone else to test your product
- When you’re smart, it’s hard to be neutral ask questions as incomplete sentences (“So would you say that experience was…?” instead of, “Was that a good experience?”) use their language (Tivo story) don’t assume you understand. “How do you check your email?” “I just open the browser and I check it.” “What browser?” “Yahoo!”
- When you’re responsive, you may not wait for patterns to emerge. You may also conflate recommendations with findings.
- note assumptions and hypotheses up front — is success proving them right or wrong?
- You guys can do this. You have time. Do it on the plane. Research should be like taking your vitamins, constant, over time. Not like taking a pain pill, a big deal, after you know something is wrong.
- You guys understand the importance of testing. You wouldn’t release code without going through QA no matter how great the developer was, right?
- You have the power! I could be at a design conference where we all tell each other how important we are, but… I guarantee if you guys show up with some video of somebody you met at the airport trying to do something basic with your product and failing you are going to shake things up
- I’ll leave you with this. Design is happening, whether there is a designer involved or not, Whether there is research happening or not
- Either way, “Design is inevitable. The alternative to good design is bad design, not no design at all.”
- Questions?
- This is another, much more broad model if you want to get into it, but I won’t here.
- Today I’m going to get specifically into two of the most common, usability studies and in-person interviews.