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Bring the Users: Integrating UX into Your Organization User Experience (UX) can be surprisingly difficult to bring into organizations. This session will give you the facts to back up your convictions. Carol will provide you with clear and convincing 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 usability evangelists.
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B R I N G T H E U S E R S : I N T E G R A T I N G U X I N T O 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
CodeMash 2012January 13, 2012
SELLING
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1. Start Now!2. Show Off & Sell UX3. Create Evangelists
INTEGRAT ING UX
Why not do UX?
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•Time•Money•Can’t talk to our Customers•Liability•Not needed•Invisible ROI
ARGUMENT S AGAINST UX
Start Now!
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•Observations and Interviews•Card Sorting•Usability Testing
UX METHODS
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Learn about:• User’s environment• Real process• Interruptions • Attitudes and opinions• Problems• Goals
OBSERVATI ONS & INT ERVIEWS
Page 8 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
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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/
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CONGRATULATIONS!!
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
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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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•Represent research •Facilitate:
• communication • decision-making
•Guide decisions about:• Navigation• Features• Design
INFORMAT ION RADIATORS
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
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•You learned something!•Help the team:
• understand user’s point of view • prioritize content and solutions• design for user’s needs and behaviors• identify new opportunities• create new solutions
GOALS OF SHARI NG
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SKEPTICS MIGHT 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/
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OUR DESIGN HAS WON AWARDS, WHY WOULD WE WANT TO CHANGE IT?
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•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 complete their tasks in a timely and efficient
manner
WHY CHANGE?
More than 83% of Internet users are likely to leave a Web site if…too many clicks to find what they’re looking for.
- A r thur Andersen , 2001
Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
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Focus Group
• Observe actual process, step by step, including successes and difficulties
• Equity among participants• Finds patterns of behavior
SAME AS A FOCUS GROUP?
Usability Studies
• Recall what they did (may leave out steps or miss-remember)
• Louder individuals and/or strong opinions in a session can skew results
• Finds preferences of users, likes and dislikes
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•Usability techniques allowed a high-tech company to reduce the time spent on one tedious development task by 40%.(Bias & Mayhew, 1994)
•Cost-benefit ratio for usability is $1 : $10-$100 (Gilb, 1988)
•Small increments of time, counted over hundreds of employees, can result in huge savings.
RETURN ON INVEST MENT (ROI )
http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.htmlBias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
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.
- Gi lb, 1988
Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
“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
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• $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
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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/
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•Costs additional time and money•Usually less costly to find and correct issues in design than to provide training to work around the problem
TRAIN ING
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•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
Bias & Mayhew, 1994http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
We have a survey set up
We are getting data from it
Why would we need anything more?
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•Survey 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
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•Easy to test people within this company•Not the way to get good results•Too close to the project
• Know things others wouldn’t about product•Concerns about ego, job, co-workers, etc.•Not the intended user!
HOW ABOUT OUR EMPLOYEES?
Don’t we need to test 100s of users to get real results?
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Studies have shown that testing 5 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.
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• Statistical significance is not feasible
• ROI would diminish entirely• Identify repetition• After pattern is found,
continuation of study: • Adds cost • Delays reporting• Low probability of many new
findings
LOOK F OR PATT ERNS
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•Not enough to uncover 80% of issues.•Spool and Schroeder in 2001 found that only 35% of usability issues were uncovered with 5 participants
• Not enough to take into account individual differences• Scope of the website being evaluated was very large
even though the task was well defined
CONT ROVERSY OF 5 USERS
Albert, Bill and Tom Tullis. Measuring the User Experience. 2008. pg. 119
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•Very specific user group - 5 works• Must know your user and recruit carefully
•Less well defined groups require more users (8-15 or more)•Budget for 15, do three tests with 5 users
• Catch mistakes early and often • Redesign using what you’ve learned
WHAT THIS MEANS
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•Testing five users is always enough•Can test anyone and have the same results•Smaller groups equate better findings
DOES NOT MEAN T HAT…
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Main Purpose Explanation # of Participants
Convincing skeptics Demonstrate that serious usability problems exist in their product and effectiveness of usability testing.
3
Find serious problems Drive a useful iterative cycle: Find serious problems, correct them, find more serious problems.
9-12
Find all serious problems
Find all serious usability problems Unknown
Find all problems Find all usability problems Unknown
Measure Usability Measure key usability parameters, (time to complete key tasks, user satisfaction, etc.)
>20
NUMBER OF PARTI C IPANTS DEPENDS ON PURPOSE
Adapted from: 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.
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•Uneven or poor facilitation•Invalid test tasks•Poor use of the "think aloud" methodology
•"Results of usability tests depend considerably on the evaluator"
- Jacobsen and Hertzum, 2001
I F T EST QUAL I TY IS POOR, GROUP S IZE DOESN’T MAT TER
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.
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1. Invite everyone to observe via remote observation2. Schedule testing at a regular time3. Promote availability of testing internally (Yammer)4. 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
Create Evangelists
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•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?
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•Use promotions to find new evangelists•Remind everyone of successes•Provide templates for planning that include UX activities•Provide highlights and/or reports that will help them sell UX
CREATE NEW EVANGELI STS
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•Find a C-level person who could be a supporter• Get their support for a small study• Invite them to sessions• Make sure they see benefits gained• Remind them of this next time
•Build department from within
BUILD UX I N THE ORGANI ZAT I ON
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•Help everyone understand shared goals:• Increase sales• Save time and money• Create happy customers
UNDERSTAND UX
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•Sell more product and discover unmet needs•Enhance company’s reputation•Save money on internal products•Reduce:
• Support costs• Training costs• Need for updates and maintenance releases
•Make documentation and training easier to develop
BENEFIT TO COMPANIES
From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
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“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
Who Benefits from UX?
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Click icon to add picture
EVERYONE!
http://www.flickr.com/photos/jamescridland/http://creativecommons.org/licenses/by/2.0/http://www.flickr.com/photos/jamescridland/613445810/sizes/l/in/photostream/
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RECOMMENDED READINGS
50
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@carologic
Email: [email protected]
slideshare.net/carologic and slideshare.net/PerficientInc
speakerrate.com/speakers/15585-caroljsmith
CONTACT CAROL
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•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
