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Helping Your Company Adopt a
User-Centered Process




                                  Zack Naylor
                               Web Design Day
                                 Aug. 21, 2010
83% Increase
Hi,
I'm
Zack Naylor



              http://www.flickr.com/photos/donsolo/2344509181/
What is a User-Centered Process ?
“User centered development process shifts
from focus on the way the product is made, to
how the product is used.”
                        - Mike Kuniavsky “Observing the User Experience”
“...an approach to design that grounds the process in
information about the people who will use the product.
UCD processes focus on users through the planning,
design and development of a product.”
                         -Usability Professionals' Association, http://www.usabilityprofessionals.org/
Gretchen Thomas

Director, User Experience

 Hanson Dodge Creative
Why a User-Centered Process ?

         What are the benefts?
Benefts for Designers and Developers:

- Clearly defned specs

- Fewer last minute changes

- Confdence

- KILLS OPINION BATTLES
Benefts for
Stakeholder/PM's/Executives:


- Meet deadlines

- More effcient = $ saved

- Builds trust in users → higher likelihood for a return visit

- Discovery and innovation
Benefts for everyone:



   Builds empathy with your users

             “Feel” their pain
Te concept of “Evidence-based design”

Make better informed design decisions

Decisions based on real users and real data
Helping Your Company Adopt a User-Centered Process
Helping Your Company Adopt a User-Centered Process
http://www.ted.com/talks/paul_bennett_finds_design_in_the_details.html
“...a tiny human gesture, dictated the design of
this product”
                           - Paul Bennet, Designer and Creative Director, Ideo
How do I start with a User-Centered Process ?
Evangelize!




      http://www.flickr.com/photos/boudster/3781031396/sizes/l/
be PASSIONATE, be HONEST

     Drink your own Kool-Aid©
Helping Your Company Adopt a User-Centered Process
Nobody will listen to you if they've never
heard what you have to say.
Getting it on
the radar of
those around
you
brainwash   Educate from within
You don't know what
you don't know, until
 you know that you
   didn't know it
Establish yourself as the
professional



               http://www.flickr.com/photos/tim_norris/2625251417/
Spread Virally

                 Blog
Other ideas: company newsletter, team book club
Leave stuf where people
        can see it
Get allies



Design and Development team
                         http://www.flickr.com/photos/19762967@N05/3603609987/
UX can make your job easier




             http://www.flickr.com/photos/gary_b_dublin/2227353246/
Great!
                                        My bow-tie is rad!

Sweet
                      Thanks!




                 Less last minute changes?
                            Nice!
What does it do?

Why is it being done?

Who cares about it?
Bonus:

What does the company currently know about it's
                  users?

       How does it get that information?
Solve a business problem.
Solve a business problem.
       Speak the language
Explaining the benefts to executives and
stakeholders:

- Increase revenue

- Decrease cost

- Increase customers

- Increase shareholder value
Doing UX can save us money in
  development time now and later,
which actually makes us more money
Really? Tell me more.

                                                             Interesting proposition chap!




                Stakeholders and Executives


                        http://www.flickr.com/photos/33917494@N06/3801210098/in/set-72157613850407361/
“... one clear finding that has come out of the entire
UX movement is that focusing on your customers is
the surest, most direct way for any company to
make money.”
                              - Greg Nudelman, User Interface Designer at Ketera
Helping Your Company Adopt a User-Centered Process
Helping Your Company Adopt a User-Centered Process
How do I start with a User-Centered Process ?
Go Rogue!
Go Rogue!

Conduct a usability test on
a current or upcoming
project
Fastest and easiest way of showing value
“outsourcing your usability testing is like
outsourcing your vacation”
                      - Jared Spool, CEO and Founding Principle at UIE
$300 Million Button

                                           Jared M. Spool
                                           CEO & Founding Principal
                                           User Interface Engineering




 Jared Spool, User Interface Engineering
$300 Million Button

                                           "I'm not here to enter into a relationship.
                                            I just want to buy something."




 Jared Spool, User Interface Engineering
$300 Million Button




 Jared Spool, User Interface Engineering
                                           example only
$300 Million Button

                                           For the frst year the site saw an additional

                                                     $300,000,000




 Jared Spool, User Interface Engineering
$300,000,000
Tree-hundred-million dollars*

           *that's a lot of money
All from a usability test
Excuses not to do user research:

   “Too expensive”
   “Takes too long”
   “We need an expert”
   “We think we're right”
- start with friends and family
- cofee shop with a laptop
- if possible, conduct the test in house
- show the results!
Screen recording for low-budget usability testing:


  Silverback (Mac only)   Windows options:



                          (Mac version available)
Prepare for the test:

- set goals

- recruit for and screen participants

- determine incentive

- create task list

- ready 'what' will be tested (prototype, wireframe, etc.)
Conducting the test

- practice and maintain “think aloud”

- present the tasks

- balance between “leading” the participant and “guiding” them

- probe for more information where appropriate
After the test (immediate)

- follow up interview

- signed consent form (if recorded)

- compare notes (with others who observed, if any)
After the test (next few day[s])

- write a report

   - what you tested
   - what the tasks were
   - what problems you found


- list problems and their priority
Excuses not to do user research:

   “Too expensive”

   “Takes too long”

   “We need an expert”

   “We think we're right”
Excuses not to do user research:

   “Too expensive”          Wrong

   “Takes too long”         Wrong

   “We need an expert”      Wrong

   “We think we're right”   Unlikely
Excuses not to do user research:

   “Too expensive”          Wrong      Can be done for as cheap as FREE

   “Takes too long”         Wrong      No longer than an afternoon

   “We need an expert”      Wrong      Just..no

   “We think we're right”   Unlikely   Very low probability, all luck
So what now?
So what now?
  Go Hustle.
Tanks!




         http://www.flickr.com/photos/donsolo/2290411073
www.zacknaylor.com

@zacknaylor
http://speakerrate.com/talks/4236

Special thanks to Dan Brown - http://blog.greenonions.com/


 Sources:

 “Observing the User Experience”- Mike Kuniavsky
 “Mental Models” - Indi Young
 http://www.useit.com/alertbox/roi.html
 http://www.uxmatters.com/mt/archives/2008/10/selling-ux.php
 http://www.uxbooth.com/blog/taming-goliath-collaboration-with-large-companies-part-2-of-2/
 http://www.alistapart.com/articles/can-you-say-that-in-english-explaining-ux-research-to-clients/
 http://www.uxmatters.com/mt/archives/2009/03/evangelizing-ux-across-an-entire-organization.php
 http://www.uie.com/articles/three_hund_million_button/
 http://www.90percentofeverything.com/2009/01/26/cheap-and-free-alternatives-to-morae-usability-testing-software/
 http://www.usabilityprofessionals.org
 http://semanticstudios.com/publications/semantics/000029.php

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Helping Your Company Adopt a User-Centered Process

  • 1. Helping Your Company Adopt a User-Centered Process Zack Naylor Web Design Day Aug. 21, 2010
  • 3. Hi, I'm Zack Naylor http://www.flickr.com/photos/donsolo/2344509181/
  • 4. What is a User-Centered Process ?
  • 5. “User centered development process shifts from focus on the way the product is made, to how the product is used.” - Mike Kuniavsky “Observing the User Experience”
  • 6. “...an approach to design that grounds the process in information about the people who will use the product. UCD processes focus on users through the planning, design and development of a product.” -Usability Professionals' Association, http://www.usabilityprofessionals.org/
  • 7. Gretchen Thomas Director, User Experience Hanson Dodge Creative
  • 8. Why a User-Centered Process ? What are the benefts?
  • 9. Benefts for Designers and Developers: - Clearly defned specs - Fewer last minute changes - Confdence - KILLS OPINION BATTLES
  • 10. Benefts for Stakeholder/PM's/Executives: - Meet deadlines - More effcient = $ saved - Builds trust in users → higher likelihood for a return visit - Discovery and innovation
  • 11. Benefts for everyone: Builds empathy with your users “Feel” their pain
  • 12. Te concept of “Evidence-based design” Make better informed design decisions Decisions based on real users and real data
  • 16. “...a tiny human gesture, dictated the design of this product” - Paul Bennet, Designer and Creative Director, Ideo
  • 17. How do I start with a User-Centered Process ?
  • 18. Evangelize! http://www.flickr.com/photos/boudster/3781031396/sizes/l/
  • 19. be PASSIONATE, be HONEST Drink your own Kool-Aid©
  • 21. Nobody will listen to you if they've never heard what you have to say.
  • 22. Getting it on the radar of those around you
  • 23. brainwash Educate from within
  • 24. You don't know what you don't know, until you know that you didn't know it
  • 25. Establish yourself as the professional http://www.flickr.com/photos/tim_norris/2625251417/
  • 26. Spread Virally Blog Other ideas: company newsletter, team book club
  • 27. Leave stuf where people can see it
  • 28. Get allies Design and Development team http://www.flickr.com/photos/19762967@N05/3603609987/
  • 29. UX can make your job easier http://www.flickr.com/photos/gary_b_dublin/2227353246/
  • 30. Great! My bow-tie is rad! Sweet Thanks! Less last minute changes? Nice!
  • 31. What does it do? Why is it being done? Who cares about it?
  • 32. Bonus: What does the company currently know about it's users? How does it get that information?
  • 33. Solve a business problem.
  • 34. Solve a business problem. Speak the language
  • 35. Explaining the benefts to executives and stakeholders: - Increase revenue - Decrease cost - Increase customers - Increase shareholder value
  • 36. Doing UX can save us money in development time now and later, which actually makes us more money
  • 37. Really? Tell me more. Interesting proposition chap! Stakeholders and Executives http://www.flickr.com/photos/33917494@N06/3801210098/in/set-72157613850407361/
  • 38. “... one clear finding that has come out of the entire UX movement is that focusing on your customers is the surest, most direct way for any company to make money.” - Greg Nudelman, User Interface Designer at Ketera
  • 41. How do I start with a User-Centered Process ?
  • 43. Go Rogue! Conduct a usability test on a current or upcoming project
  • 44. Fastest and easiest way of showing value
  • 45. “outsourcing your usability testing is like outsourcing your vacation” - Jared Spool, CEO and Founding Principle at UIE
  • 46. $300 Million Button Jared M. Spool CEO & Founding Principal User Interface Engineering Jared Spool, User Interface Engineering
  • 47. $300 Million Button "I'm not here to enter into a relationship. I just want to buy something." Jared Spool, User Interface Engineering
  • 48. $300 Million Button Jared Spool, User Interface Engineering example only
  • 49. $300 Million Button For the frst year the site saw an additional $300,000,000 Jared Spool, User Interface Engineering
  • 51. All from a usability test
  • 52. Excuses not to do user research: “Too expensive” “Takes too long” “We need an expert” “We think we're right”
  • 53. - start with friends and family - cofee shop with a laptop - if possible, conduct the test in house - show the results!
  • 54. Screen recording for low-budget usability testing: Silverback (Mac only) Windows options: (Mac version available)
  • 55. Prepare for the test: - set goals - recruit for and screen participants - determine incentive - create task list - ready 'what' will be tested (prototype, wireframe, etc.)
  • 56. Conducting the test - practice and maintain “think aloud” - present the tasks - balance between “leading” the participant and “guiding” them - probe for more information where appropriate
  • 57. After the test (immediate) - follow up interview - signed consent form (if recorded) - compare notes (with others who observed, if any)
  • 58. After the test (next few day[s]) - write a report - what you tested - what the tasks were - what problems you found - list problems and their priority
  • 59. Excuses not to do user research: “Too expensive” “Takes too long” “We need an expert” “We think we're right”
  • 60. Excuses not to do user research: “Too expensive” Wrong “Takes too long” Wrong “We need an expert” Wrong “We think we're right” Unlikely
  • 61. Excuses not to do user research: “Too expensive” Wrong Can be done for as cheap as FREE “Takes too long” Wrong No longer than an afternoon “We need an expert” Wrong Just..no “We think we're right” Unlikely Very low probability, all luck
  • 63. So what now? Go Hustle.
  • 64. Tanks! http://www.flickr.com/photos/donsolo/2290411073
  • 65. www.zacknaylor.com @zacknaylor http://speakerrate.com/talks/4236 Special thanks to Dan Brown - http://blog.greenonions.com/ Sources: “Observing the User Experience”- Mike Kuniavsky “Mental Models” - Indi Young http://www.useit.com/alertbox/roi.html http://www.uxmatters.com/mt/archives/2008/10/selling-ux.php http://www.uxbooth.com/blog/taming-goliath-collaboration-with-large-companies-part-2-of-2/ http://www.alistapart.com/articles/can-you-say-that-in-english-explaining-ux-research-to-clients/ http://www.uxmatters.com/mt/archives/2009/03/evangelizing-ux-across-an-entire-organization.php http://www.uie.com/articles/three_hund_million_button/ http://www.90percentofeverything.com/2009/01/26/cheap-and-free-alternatives-to-morae-usability-testing-software/ http://www.usabilityprofessionals.org http://semanticstudios.com/publications/semantics/000029.php