Understanding the Human by Jackie Moyes from Different Solutions in 2005

Different – Human Centred Design Revolution

Human Centred Design

Revolution:

Understanding the Human

May 2005


‘‘

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The complexity of design problems requires communities rather

than individuals to address, frame, and solve them.

Gerhard Fisher– keynote OZCHI 2004


USER RESEARCHER

PROJECT MANAGER

concrete design

content production

content strategy

site strategy

abstract design

technological implementation

technology strategy

INFORMATION ARCHITECT

VISUAL DESIGNER

BUSINESS STRATEGIST

CONTENT STRATEGIST

CONTENT WRITER

BRAND STRATEGIST

DEVELOPER


User Research Activities

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A brief history…Tour De France site 1995


User Research Activities (usability)

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Latest Tour De France site


Today…

Internet is a key research tool for many customers

May be their first contact with your company

Web makes it easy to shop around and more people do…

Core business tool for selling products and offering services



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Supporting business and brand strategy

Market segmentation / demographics may be gathered through market researchRole of the user researcher is to better understand the customer


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No matter how radical a new product is, it will always be

perceived initially in terms of some frame of reference.

Professor Gerald Zaltman, Harvard Business School



Understanding the bigger picture

Flow AnalysisContextual InterviewsEthnographic observation


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Supporting business and brand strategyFlow Analysis

Working with target users to represent the optimal flow of activities through a task.

We held a number of workshops with Westpac staff to understand how the process of serving customers within a branch could be enhanced.


Supporting business and brand strategyContextual interviews

Being someone’s shadow to understand their day-to-day routines and their environmental constraints.

Reveals design opportunities and ways a new product can affect a person’s behaviour.

For Fuji Xerox we shadowed clients responsible for ordering document supplies to understand how the online ordering process could best support their working practices.


Supporting business and brand strategyObservation

Unobtrusively observing interactions between system and human and human and human can give clear insight about the environment your product will exist within.

The Bureau of Meteorologyconducted two, six-hour video observations of weather forecasters to understand how they used the current forecasting technology. This helped them derive requirements for a new system.



Understanding people’s attitudes and emotions

Their opinions of:The product you are developingYour company


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Supporting business and brand strategyZaltman Metaphor Elicitation Technique (ZMET)

Encouraging expression of inner thought through imagery. Participants are asked to collect relevant imagery over a week that expressed their opinions on a topic. This was then collated and discussed.

Procter & Gamble, Hallmark, Bank of America, Samsung Electronics, IBM, & General Motors are some of the companies that have used this technique from the development of new product ideas all the way to the repositioning of established brands.



“Conventional research told us that women mostly hated wearing panty hose," Glenda Green, market-research manager at DuPont.

ZMET:

What are your thoughts and feelings about buying and wearing panty hose?



Image of fence posts encased in plastic wrap = Wearing the product made her feel thin and tall

Ice-cream sundae = the embarrassment caused by stocking runs

Expensive car = the feeling of luxury

One woman's final collage pictured a cookie cutter wrapped in a garden hose, and set against the backdrop of a silk dress - conformity and discomfort on a field of elegance.


Supporting content strategy and content writing

Understanding the content creation workflowTone of voiceUnderstanding jargon and key terminology used by the target audience


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Ever noticed that when you say ‘guava’ you suddenly feel like you are on a tropical beach, surrounded by palm trees, white waters and tranquil turquoise waters? We do. And if you say it often enough you feel like you are on permanent holiday. That’s why, at Nudie HQ, it’s not unusual to say “please pass the guava – oops I meant ‘stapler’”…

Saying ‘passion fruit’ on the other hand, always reminds us of the passionfruit vine on Grandma’s old shed. Nice.



Policy


Supporting content strategy and content writing

Card sorting

Card sorting is an excellent tool to understand not only how they group information, but the terminology they use when doing so.

Westpac’s eLearning team used a collaborative card sorting exercise to understand how staff categorised training material and the words they used to describe their training needs. This helped derive a Controlled Vocabulary and Metadata Schema


Supporting the visual designer

Is your design on-brand?Does the design encourage the emotional response required in order for the customer to make the purchase or sign up for that service?


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‘‘

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95 % of all cognition occurs in the subconscious

mind.



Supporting visual design

Response latency techniques

Priming and the implicit association testing captures attitudinal responses to stimuli.

This type of research has been used by perfume companies to assess the design of perfume bottles.

Is currently being used by RTA to capture implicit attitudes around dangerous driving behaviour.Alluring


Supporting visual design

Eye tracking

Especially good at pinpointing user scan patterns across pages.

Hutchison used eye-tracking on the 3 site to understand how customers scanned the current page layout for information.

faceLAB™ - one of the more advanced eye tracking tools is developed by Seeing Machines in Australia



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Disability Discrimination Act 1992 (DDA) is the key piece of Commonwealth legislation that relates to discrimination against the 20% of Australians who have a disability…An organisation such as a government department [bank, retail shops, cinemas, telecommunications companies] that provides services or information through a website is also liable for complaint under the DDA if those services are not accessible to people with a disability.

Bruce Maguire, HREOC


Supporting the technical development

User advocate for an accessible site

Allowing scalable text size allows people with low vision to view your contentHigh contrast between font colour and background colour makes your site easier for older people to read Consistency in navigation design benefits people with learning difficulties Subtitles or transcripts for video means deaf people don’t miss out


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Supporting the technical development

Separating content from designUser Research Activities

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Content (html)CSS (design)


Supporting technical development

Separating content from design

More accessibleFaster download timeMore dynamic designsPublish content once, reuse it on multiple platforms (e.g. mobile, iTV, web)


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Supporting technical development

Following standards

W3C web standardsSemantic mark-up


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Supporting the developer

Resources

Accessibility toolbar (developed by the National Information and Library Service (NILS) Australia)

Web Essentials Conference(29-30 September 2005)http://we05.com/


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Questions?


Technology

Understanding the Human by Jackie Moyes from Different Solutions in 2005