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Bring The Users: Selling UX in Your Organization was presented at Stir Trek 2012 in Columbus, Ohio by Carol Smith. You are convinced that UX work will not only save time and effort, but will also increase profits. Now you need to persuade your team to integrate UX activities into your work. This presentation will give you the facts to back up your convictions. Carol provides you with clear and compelling responses to tough questions about UX and usability methods. You’ll leave with facts about the Return on Investment (ROI) of UX, how to respond to UX skeptics, and how to turn your entire team into UX advocates.
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B R I N G T H E U S E R S : S E L L I N G U X I N Y O U R O R G A N I Z A T I O N
P R E S E N T E D B Y C A R O L S M I T H@ C A R O L O G I C
StirTrek 2012May 4, 2012
Reasons not to do UX?
Page 3
•Time•Money•Can’t talk to our Customers•Liability•Not needed•Invisible ROI
ARGUMENT S AGAINST UX
START NOW!
Page 5
•Add wireframing effort•Group process session (JAD)•Guerilla study with the uninvolved•Survey•Talk to users at lunch
BRING UX I NTO PROJECTS - NOW
Page 6
Learn about the User’s:• Goals • Environment• Real process• Interruptions • Attitudes and opinions• Problems
OBSERVATI ONS & INT ERVIEWS
Page 7 http://www.flickr.com/photos/heygabe/ via http://creativecommons.org/licenses/by-nc-sa/2.0/Actual Photo: http://www.flickr.com/photos/heygabe/47206241/
Artifacts! Collect, Copy, Photograph
Page 8
Use to determine:• Order of information• Relationships• Labels for navigation• Verify correct audience
CARD SORT ING
http://www.flickr.com/photos/rosenfeldmedia/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
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•Real users doing real tasks•Using prototypes or live products•Not guided, but observed
USABIL I TY TESTI NG
http://creativecommons.org/licenses/by-sa/2.0/http://www.flickr.com/photos/raphaelquinet/513351385/sizes/l/in/photostream/http://www.flickr.com/photos/raphaelquinet/
Page 10
YOU DID IT!
http://www.flickr.com/photos/13010608@N02/ http://www.flickr.com/photos/13010608@N02/2441933336/sizes/z/in/photostreamhttp://creativecommons.org/licenses/by-nc/2.0/
Show Off & Sell UX
Page 12
SHARE WHAT YOU LEARN
http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/garryknight/http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/photostream/
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•You learned something!•Help the team:
• understand user’s point of view • identify new opportunities• prioritize content and solutions• design for user’s needs and behaviors• create new solutions
GOALS OF SHARI NG
Technology• Does personal banking, shopping
and email online
Goal• Improve the educational system by
making great courses for teachers and students
Concerns• Needs a good tool for tracking all of the
assets for each of his projects• Too much time is spent fixing previous
projects instead of working on current ones• Resigned to having to go back and forth
with the publisher a few times to get everything just right
Responsibilities• Manages many different projects at once • Manages a great group of freelancers
allowing him to focus on other things • Keeps track of many separate assets for
each project• Checks work before passing it on to the
publisher
Sam is 29 years old and lives in New Albany, OH.He has a BS in Mathematics from Ohio State University where he also took organizational psychology courses and found that he enjoyed management challenges.
He has never been interested in teaching, but wants to improve the educational system. When he saw a job opening at an educational company he felt that it would be a great opportunity to do just that.
Sam says despite the frustrations, his company is great to work for and the benefits can’t be beat.
He isn’t sure what is next for his career - he has taken some training that has been offered but is not currently interested in taking on new responsibilities.
Editor, Math Specialist, 5 Years Experience
“I need help keeping track of all of the assets for each of my projects.”
Sam Peterson
Page 15
•Facilitate Communication •Decision Making:
• Navigation• Features• Design
Represent Your Research
INFORMAT ION RADIATORS
Page 16
SKEPTICS WILL ASK
http://www.flickr.com/photos/cuppini/3211910657/sizes/o/in/photostream/http://www.flickr.com/photos/cuppini/http://creativecommons.org/licenses/by-nc-nd/2.0/
ROIRETURN ON INVESTMENT
“If you dedicate at least 10 percent of your project budget to usabil i ty activit ies, you wil l see an average of 135 percent improvement in usabil i ty"
- Jakob Nie lsen, pr inc ipal , Nie lsen Norman Group, 2003
http://www.allbusiness.com/company-activities-management/financial/5670570-1.html All Business. Dated:Jan. 8, 2003
Once a system is in development, correct ing a problem costs 10 t imes as much as f ix ing the same problem in design.
I f the system had been released, i t costs 100 t imes as much relat ive to f ix ing in design.
-Gilb, 1988 -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
Page 20
•Access to users•Access to data•Before and after
IN HOUSE ADVANTAGE
Small increments of time and effort
# of employees over time
Potentially huge savings in time and money
X =
Page 21
• $300,000,000 Button
• Can’t provide right recommendations without observing and talking with the customers
Small things can make a big difference
ROI ( CONTI NUED)
Spool, Jared. The $300 Million Button. January 14, 2009. http://www.uie.com/articles/three_hund_million_button/ Button: BD Create
We have that survey set up and are getting data from it.
Why would we need anything more?
Page 23
•Questions are an art-form •Words can have multiple meanings and un-intended meanings.•Self reporting cannot be trusted•People “save face”
• Not that bad, my fault• I’m sure that’s great too
SURVEYS
Page 24
•Easy access•Know the users•Really invested in this project
OUR EMPLOYEES
Page 25
•Know things others wouldn’t•Concerns about ego, job, co-workers, etc.•Not the intended user!
WHY NOT EMPLOYEES?
Page 26
We’ve won awards! Why would we want to change the design?
Page 27
•Visual appearance is important•Must also be usable
•Even the best visual design won’t succeed if: • Users can’t use it• Doesn’t help them complete their tasks
(timely and efficiently)
WHY CHANGE?
Too many clicks on the new design?
More than 83% o f In te rne t users a re l i ke ly to leave a Web s i te i f…too many c l i cks to f ind what they ’ re look ing fo r.
- A r t h u r A n d e r s e n , 2 0 0 1
Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
Page 29
Give them a “Scent” of informationand they will happily keep clicking
Page 30
FOCUS GROUP VS. USER RESEARCH
http://www.flickr.com/photos/librarycommission/2840794254/sizes/m/in/photostream/http://www.flickr.com/photos/librarycommission/http://creativecommons.org/licenses/by-nc-sa/2.0/
Page 31
Focus Group
• Observe actual process, step by step, including successes and difficulties
• Equity among participants• Finds patterns of behavior
WHAT I S THE D IF FERENCE?
User Research
• Recall what they did (may leave out steps or miss-remember)
• One participant can skew conversation
• Finds preferences of users, likes and dislikes
Page 32
We Know it’s Difficult, We Have a Training Program!
http://www.flickr.com/photos/kaptainkobold/5181464194/sizes/o/in/photostream/http://www.flickr.com/photos/kaptainkobold/
Page 33
•Costs additional time and money•Less costly to find and correct issues
TRAIN ING
Page 34
•How much is their time worth?• 1 Hour of training?• 1 Day of training?• 1 Week of training?
•Company was able to eliminate training and save $140,000•AT&T saved $2,500,000 in training expenses
TRAIN ING ( CONTI NUED)
Bias & Mayhew, 1994http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
Test 100s of users to get real results?
Page 36
Studies have shown that testing 5-6 representative users of each user type will reveal 80% of usability issues.
NUMBER OF PARTI C IPANTS
http://www.useit.com/alertbox/20000319.htmlJakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
Statistical significance is not feasibleROI would diminish entirely
LET GO OF THE NUMBERS!
Page 38
•Identify repetition•After pattern is found, continuation of study:
• Adds cost • Delays reporting• Low probability of many new findings
LOOK F OR PATT ERNS
Page 39
PURPOSE DET ERMINES NUMBER
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
Main Purpose # of Participants
Convincing skeptics (demonstration)
3
Find serious problems 9-12
Find all serious problems Unknown
Find all problems Unknown
Measure key parameters >20
Page 40
•Know your primary user(s) and recruit carefully• Very specific user group - 5 works• Less well defined - more (8-15 or more)
•There is controversy•Study in 2001 was inconclusive due to study design (Spool and Schroeder)
WHAT THIS MEANS
Page 41
•Testing five users is not always enough•Must be well recruited – not just anyone•Smaller groups do not equate better findings•Low test quality - size doesn’t matter
DI SCLAI MERS
"Results of usability tests depend considerably on the evaluator"
- Jacobsen and Hertzum, 2001
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
CREATE ADVOCATES
Page 43
•Pay attention to who approaches you•Look for your comrades•May not be in your area of the organization•Make time to chat with them
• Share recent articles about UX• Invite to a UX event locally• Invite to join LinkedIn or other groups online
WHO IS ALREADY THERE?
Page 44
•Use promotions•Remind everyone of successes•Provide templates for planning - include UX•Provide highlights and/or reports that will help them sell UX
F I ND & CREAT E NEW ADVOCAT ES
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•Identify C-level person• Get their support for a small study• Invite them to sessions• Make sure they see benefits gained• Remind them of success next time• Help them become a promoter
•Consider building department from within
BUILD UX I N THE ORGANI ZAT I ON
Page 46
•Increase sales•Save time and money•Create happy customers
SEE SHARED GOALS
Page 47
•Sell more product •Discover unmet needs•Reduce:
• Costs (support, training)• Need for updates and maintenance releases
THE ORGANIZ AT ION BENEFIT S F ROM UX
From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
Page 48
“Customers are the only stakeholders who are not represented in design meetings.
If it hurts users and will cause customers to leave? Silence.
Unless you speak up. So do it.”
-Jakob Nielsen
WHY YOU SHOULD CARE
Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D http://www.developer.nokia.com/Design/Usability_evangelism.xhtml
Page 49
1. Invite everyone to observe via remote observation2. Schedule testing at a regular time3. Promote availability of testing internally4. Network within organization and share what you do5. Hold Brownbag sessions6. Invite staff to local UX events7. Share recommendations and successes widely8. Post information radiators in shared locations9. Hold a World Usability Day Event10. Invite everyone to observe UX sessions in-person
10 WAYS TO PROMOT E UX
They are depending on you!
REPRESENT YOUR USERS
Page 51
RECOMMENDED READINGS
51
Page 52
@carologic
LinkedIn: http://www.linkedin.com/in/caroljsmith
slideshare.net/carologic
speakerrate.com/speakers/15585-caroljsmith
CONTACT CAROL
Page 53
•Cost-Justifying Usability: An Update for the Internet Age, Randolph G. Bias and Deborah J. Mayhew •The $300 Million Button by Jared Spool •Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000. •Measuring the User Experience by Bill Albert and Tom Tullis•Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen, Ph.D•http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html•Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
REFERENCES
Recommended