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User-Centered Design: The Key to Adoption
Gary ThompsonJA-SIG Summer Conference, June 24-27, 2007
© Copyright Unicon, Inc., 2007. This work is the intellectual property of Unicon, Inc. Permission is granted for this material to be shared for non-commercial, educational purposes, provided that this copyright statement appears on the reproduced materials and notice is given that the copying is by permission of Unicon, Inc. To disseminate otherwise or to republish requires written permission from Unicon, Inc.
1. Design Defined
2. The UCD Process
3. Session Break
4. The UCD Process (Continued)
5. How to Take it Home
6. Questions
Design Defined
What is the Aim of Design?
• The aim of design is to create good user
experiences.
What is User Experience?
• User Experience: the sum experience of a
user interacting with a product.
- Peter Morville - James Melzer
What Does Design Create?
• Design creates an interface to technology for
humans to achieve goals and do activities
with effectiveness, efficiency, and
satisfaction.
+
Is Design Art?
Design
• Use
• Constraints
• Representation
Art
• Artificial
• Unconstrained
• Expression
Is Design Science?
Design
• Soft process
• Human analysis
• Intuition
Science
• Rigid process
• Data analysis
• Proof
What is Design?
• Design is a craft –
artistic science
that melds
technology and
humanity
What is Design’s Role?
• Market
– What should be? ------------- Product
• Design
– How should it be used? ---- People
• Development
– How can it be done? ------- Technology
What is Design’s Role?
• Market
– What should a portal be?
• Design
– How should it be used by students?
• Development
– How can it be done with Java?
A Common Problem
• Market
– What should a portal be?
• Design
– How should it be used by students?
• Development
– How can it be done with Java?
The Result:
(Perhaps) powerful but unattractive functionality that is difficult to use.
The Solution
• Market
– What should a portal be?
• Design
– How should it be used by students?
• Development
– How can it be done with Java?
The Result:Desirable solutions that increase people's efficiency, meet their goals, and are enjoyable to use.
What is User-Centered Design?
• The user is put in the center of the design
What is User-Centered Design?
• User-centered design is the key to adoption
Why is Adoption Important?
• Adoption
– The act of accepting with approval;
favorable reception. To make one's
own.
• Abandonment
– The act of giving something up;
desertion.
The UCD Process
The UCD Process
1. Define Business Goals & ROI
2. Identify User Profiles
3. Model User-Centric Scenarios
4. Design, Prototype, & Iterate
5. Test with Real Users
6. Measure & Repeat
Define Business Goals & ROI
1. What are we setting out to achieve? Goals
2. Why is this worth doing? What institution
needs/goals are being met by this effort?
ROI
3. When are we done, and what determines
our success? Success criteria
Evaluate the Current Product
• How much adoption is there (percentage of
target market that actually uses the
product)?
• What gets used the most/least
• What are the biggest joys/frustrations?
• What is the most desired
change/enhancement?
• What activities are critical/optional?
Heuristic Analysis
• Usability analysis
• Jakob Nielsen's Ten Usability Heuristics
• Bruce Tognazzini's First Principles of
Interaction Design
Comparative/Competitive Analysis
• What have other institutions done? Did it
work? What did they learn?
• What is available in the marketplace?
• What are current trends?
• What expectations will your users have?
• What do you want it to be like? (Examples of
other solutions you want to emulate)
Identify User Profiles
• Personas are detailed descriptions of
imaginary people constructed out of well-
understood, highly specific data about real
people
Why Are Personas Needed?
• “…the most critical tool for designing the
behavior of software." - Alan Cooper
• “We want our efforts to result in products that
delight people, and to delight people we have
to have some idea of who these people are
and what they want." - The Persona Lifecycle
Why Are Personas Needed?
• Being user-centered is not natural
• Users are complicated and varied
• Those who may be doing user and market
research are not typically the people who
actually design and build the product
• The word "user" isn't very helpful
• Raw data isn't inherently useful, and neither
are most reports
Why Are Personas Needed?
• Make assumptions about users explicit
• Place the focus on specific users rather than
on "everyone"
• In limiting our choices, personas help us
make better decisions
• Personas engage the product design and
development team
How is A Persona Created?
• User research, data analysis, and creativity
Using Personas
• Use personas to plan your product
• Use personas to explore design solutions
• Use personas to evaluate your solutions
• Use personas to support the release of your
product
The goal of personas is to keep the user in view throughout the product lifecycle.
Model User-Centric Scenarios
• Scenarios are simple stories
• A scenario is created by articulating a
persona through a context with a specific goal
• Scenarios are a great method for exploring
design ideas.
Model User-Centric Scenarios
• Define the context: academic portal
• Define the goal: add content (chat)
• Select appropriate persona: Suzy Socialite
Remember to keep it user-centric and avoid system or technology details
Design, Prototype, & Iterate
• Interaction Design
• Information Architecture
• Visual Design
• Interface Design
- Jesse James Garrett
Design, Prototype, & Iterate
• Start rough
• Explore!
• Use personas to keep the user in view
• Get frequent feedback
• Note user conventions
• Make design artifacts public
Design, Prototype, & Iterate
Test With Real Users
• Let users validate or invalidate the design
• “Formal” testing
• Set success criteria prior to testing (best
done at the project outset)
Test With Real Users
• Set up a “test lab”
– Broom closet semi-dedicated to usability testing
– One computer with DVD burner, two monitors, two
keyboards, and two mouse inputs
– Medium-high quality web camera and microphone
– Screen recording software
– DVD media
– IT administrator for a one-time setup
Test With Real Users
• Define what is to be tested
• Select users based on personas
• Administer the tests
• Analyze the data
• Document the findings in a brief
• Publicize the brief
Test With Real Users
Measure & Repeat
• Step back
• How did it go?
• Publicize UCD successes
• Does more user research need to be done?
• What user input needs to go into hopper for
the next project?
• Can we step up our UCD efforts?
How to Take it Home
Review
• What is user experience?
• Name two user experience evaluation criteria
• What is design?
• What is user-centered design?
• What is step one of the UCD process?
• What is step two of the UCD process?
• What is step three of the UCD process?
Review
• What is step four of the UCD process?
• What is step five of the UCD process?
• What is step six of the UCD process?
Considerations
• What is the climate of your institution when it comes to design?
• Do you have resources with the right skillsets for a UCD process?
• How much UCD can you reasonably accomplish in your current reality?
• Can you support UCD activity with tools and/or budget?
• Who is your primary audience?
