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1. Design for Strangers: Effective User Experience
Design When Your Users are on Another
Continent
Rashmi Sinha
Jonathan Boutelle
Uzanto Consulting
Design for Strangers Workshop Uzanto Consulting
2. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
Design for Strangers Workshop Uzanto Consulting
3. Evaluating systems: Available data
streams
Different data streams yield different types of metrics
Heuristic Evaluation
Usability Testing
Remote Usability Testing
Server Logs or Transaction Logs
Satisfaction Data
Page Level Ratings
GOMS
Design for Strangers Workshop Uzanto Consulting
4. Heuristic Evaluation
Using heuristics (or rules of thumb) for evaluating
systems.
Expert analyze degree to which system complies with
rules
Heuristics such as
Keep user informed of system status
Speak the user’s language
Design for Strangers Workshop Uzanto Consulting
5. Usability Tests
Test with users
Very useful for design purposes
But software must be built before it can be tested
Difficult to use to convince management
Often conducted in artificial scenarios
Design for Strangers Workshop Uzanto Consulting
6. Remote Usability Testing
Advantages
Large Sample Size
Disadvantages
Cost
Most of the usual disadvantages of usability testing
Design for Strangers Workshop Uzanto Consulting
7. Server and Transaction Logs
Can give an accurate view of site activity
Can give detailed view of site activity – possible to
drill down
Hard to relate to user experience and user goals
Hard to understand – massive reams of data
Often used by corporations to roughly track user
experience
Design for Strangers Workshop Uzanto Consulting
8. Satisfaction Ratings
Give an overall view of the site
Such ratings often have business buy-in
Very difficult to move such numbers
Might not relate to specific aspects of the site
Make effort not to let the satisfaction levels fall
Design for Strangers Workshop Uzanto Consulting
9. GOMS
Can help track the complexity of an interface
How much work it will take to complete a task
Might not tell you what real users will do
Very helpful in comparing interfaces
Can be used with interfaces that have not been
implemented yet
Design for Strangers Workshop Uzanto Consulting
10. What Data Streams to Use
What does it measure
User Behavior (navigation paths, errors) or User Attitudes
(user loyalty, satisfaction)?
Gap between reported and actual behavior.
Recommendation: Have at least one data stream of each.
How comprehensive is the coverage?
how much of the site is covered
the frequency of measurement
Sensitivity of measurement:
How sensitive is data stream to changes in the user
experience
Design for Strangers Workshop Uzanto Consulting
11. What Data Streams to Use continued
• Sampling Bias: Every data stream comes with its own set of
sampling biases.
• The economics of measurement will determine what types
of data are practical to collect.
• Initial cost
• Ongoing cost
• Cost of increasing sample size
Design for Strangers Workshop Uzanto Consulting
12. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
Design for Strangers Workshop Uzanto Consulting
13. Heuristic Evaluation
Developed by Jakob Nielsen
Helps find usability problems in a UI design
Small set (3-5) of evaluators examine UI
independently check for compliance with usability
principles (“heuristics”)
different evaluators will find different problems
evaluators only communicate afterwards
findings are then aggregated
Can perform on working UI or on prototypes or
designs
14. What are heuristics?
Simple easy rules of thumbs for enhancing usability
For example:
Have simple and natural dialog
Speak the users’ language
15. Heuristic Evaluation Process
Evaluators go through UI several times
inspect various dialogue elements
compare with list of usability principles
consider other principles/results that come to mind
Usability principles
Nielsen’s “heuristics”
supplementary list of category-specific heuristics
competitive analysis & user testing of existing products
Use violations to redesign/fix problems
From Jakob Neilsen
16. Heuristic 1: Visibility of system status
searching database for matches
The system should always keep users
informed about what is going on, through
appropriate feedback within reasonable time.
17. Visibility of system status (cont)
Response Time parameters
0.1 sec: no special indicators needed, why?
1.0 sec: user tends to lose track of data
10 sec: max. duration if user to stay focused on action
for longer delays, use percent-done progress bars
18. Heuristic 2: Match between system &
real world
• The system should speak the users' language,
with words, phrases and concepts familiar to the
user, rather than system-oriented terms.
• Follow real-world conventions, making
information appear in a natural and logical order.
Design for Strangers Workshop Uzanto Consulting
19. Use User’s language,
not developer’s
language
There should be a match between system
& real world
follow real world conventions
20. Heuristic 3: User Control and Freedom
Provide ways for users to backtrack when they
make mistakes.
Have clearly labeled exits allowing users to
backtrack without an extended interaction.
Support undo and redo.
21. User Freedom Heuristics (cont.)
H2-3: User
control & freedom
“exits” for
mistaken choices,
undo, redo
don’t force down
fixed paths
Wizards
must respond to Q before going to next
Should be easy to good for beginners
have 2 versions (WinZip)
22. Heuristic 4: Consistency and Standards
Use a consistent look and feel.
Do not confuse users by changing platform
conventions.
24. Heuristic 5: Error Prevention
Even better than good error messages is a careful
design which prevents a problem from occurring in
the first place.
Example:
If user is asked to spell something, e.g. file names, it
might be easier to give them a menu from which they
can choose the files.
Example: Modes
When the same action leads to different consequences
in different states. For example in older word processors,
there was an insert and edit modes. The same key press
in the different modes would lead to different outcomes.
Design for Strangers Workshop Uzanto Consulting
25. Heuristic 6: Recognition rather than recall
Make objects, actions, and options visible.
The user should not have to remember information
from one part of the dialogue to another.
Instructions for use of the system should be visible
or easily retrievable whenever appropriate.
Computers good at remembering things, human
beings are not.
Computer should display dialog elements to the
user, and have them make a choice.
During web navigation, remind users where they are
currently.
26. Heuristic 7: Flexibility & efficiency of use
Accelerators -- unseen by the novice user -- may
often speed up the interaction for the expert user
such that the system can cater to both
inexperienced and experienced users.
Allow users to tailor frequent actions.
27. Flexibility (cont.)
Edit
Cut Ctrl-X
Copy OR Ctrl-C
Paste Ctrl-V
accelerators for experts (e.g., gestures, kb shortcuts)
allow users to tailor frequent actions (e.g., macros)
28. Heuristic 8: Aesthetic and minimalist
design
Dialogues should not contain information which is irrelevant or
rarely needed.
Every extra unit of information in a dialogue competes with
the relevant units of information and diminishes their relative
visibility.
29. Heuristic 9: Help users recognize, diagnose,
and recover from errors
Error messages should be expressed in plain
language (no codes), precisely indicate the problem,
and constructively suggest a solution.
30. Heuristic 10: Help and documentation
•It is better if the system can be used without
documentation, but it may be necessary to
provide help and documentation.
•Any such information should be easy to
search, focused on the user's task, list
concrete steps to be carried out, and not be
too large.
31. Phases of Heuristic Evaluation
Pre-evaluation training
give evaluators needed domain knowledge and
information on the scenario
Evaluation
individuals evaluate and then aggregate results
Severity rating
determine how severe each problem is (priority)
can do this first individually and then as a group
Debriefing
discuss the outcome with design team
32. How to Perform Evaluation
At least two passes for each evaluator
first to get feel for flow and scope of system
second to focus on specific elements
If system is walk-up-and-use or evaluators are
domain experts, no assistance needed
otherwise might supply evaluators with scenarios
Each evaluator produces list of problems
explain why with reference to heuristic or other information
be specific and list each problem separately
33. Examples
Can’t copy info from one window to another
violates “Minimize the users’ memory load” (H1-3)
fix: allow copying
Typography uses mix of upper/lower case formats
and fonts
violates “Consistency and standards” (H2-4)
slows users down
probably wouldn’t be found by user testing
fix: pick a single format for entire interface
34. Severity Rating
Used to allocate resources to fix problems
Estimates of need for more usability efforts
Combination of
frequency
impact
persistence (one time or repeating)
Should be calculated after all evals. are in
Should be done independently by all judges
Severity Ratings
0 - don’t agree that this is a usability problem
1 - cosmetic problem
2 - minor usability problem
3 - major usability problem; important to fix
4 - usability catastrophe; imperative to fix
35. Debriefing
Conduct with evaluators, observers, and
development team members
Discuss general characteristics of UI
Suggest potential improvements to address major
usability problems
Dev. team rates how hard things are to fix
Make it a brainstorming session
little criticism until end of session
36. Results of Using HE
Single evaluator achieves poor results
only finds 35% of usability problems
5 evaluators find ~ 75% of usability problems
why not more evaluators???? 10? 20?
adding evaluators costs more
many evaluators won’t find many more problems
37. Summary
Heuristic evaluation is a discount method
Have evaluators go through the UI twice
Ask them to see if it complies with heuristics
note where it doesn’t and say why
Combine the findings from 3 to 5 evaluators
Have evaluators independently rate severity
Discuss problems with design team
Alternate with user testing
38. Heuristic Evaluation Exercise
Split into two groups
Conduct Heuristic Evaluation as a group (Create list
of heuristic violation)
Each person within group provides a severity rating
for each heuristic violation (eliminate redundancies)
Average severity for each group
Present back to larger group
Design for Strangers Workshop Uzanto Consulting
39. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
Design for Strangers Workshop Uzanto Consulting
40. Overview of user testing
Why do user testing?
Choosing participants
Designing the test
Collecting data
Analyzing the data
Design for Strangers Workshop Uzanto Consulting
41. Why do User Testing?
Can’t tell how good or bad UI is until
people use it!
Other methods are based on evaluators who?
may know too much
may not know enough (about tasks, etc.)
Summary:
Hard to predict what real users will do
Design for Strangers Workshop Uzanto Consulting
42. Choosing Participants
Representative of eventual users in terms of
job-specific vocabulary / knowledge
tasks
If you can’t get real users, get approximation
system intended for doctors
get medical students
system intended for electrical engineers
get engineering students
Use incentives to get participants
Design for Strangers Workshop Uzanto Consulting
43. Ethical Considerations
Sometimes tests can be distressing
users have left in tears
users can be embarrassed by mistakes
You have a responsibility to alleviate this
make voluntary with informed consent
avoid pressure to participate
let them know they can stop at any time [Gomoll]
stress that you are testing the system, not them
make collected data as anonymous as possible
Design for Strangers Workshop Uzanto Consulting
44. User Test Proposal
A report that contains
objective
description of system being testing
task environment & materials
participants
methodology
tasks
test measures
Design for Strangers Workshop Uzanto Consulting
45. Selecting Tasks
Should reflect what real tasks will be like
Tasks from analysis & design can be used
may need to shorten if
they take too long
require background that test user won’t have
Avoid bending tasks in direction of what your design
best supports
Don’t choose tasks that are too fragmented
Design for Strangers Workshop Uzanto Consulting
46. Deciding on Data to Collect
Two types of data
process data
observations of what users are doing & thinking
bottom-line data
summary of what happened (time, errors, success…)
i.e., the dependent variables
Focus on process data first
gives good overview of where problems are
Bottom-line doesn’t tell you where to fix
just says: “too slow”, “too many errors”, etc.
Hard to get reliable bottom-line results
need many users for statistical significance (don’t bother unless
needed)
Design for Strangers Workshop Uzanto Consulting
47. The “Thinking Aloud” Method
Need to know what users are thinking, not just what
they are doing
Ask users to talk while performing tasks
tell us what they are thinking
tell us what they are trying to do
tell us questions that arise as they work
tell us things they read
Make a recording or take good notes
make sure you can tell what they were doing
Design for Strangers Workshop Uzanto Consulting
48. Thinking Aloud (cont.)
Prompt the user to keep talking
“tell me what you are thinking”
Only help on things you have pre-decided
keep track of anything you do give help on
Recording
use a digital watch/clock
take notes, plus if possible
record audio and video (or even event logs)
Design for Strangers Workshop Uzanto Consulting
49. Using the Test Results
Summarize the data
make a list of all critical incidents (CI)
positive: something they liked or worked well
negative: difficulties with the UI
include references back to original data
try to judge why each difficulty occurred
What does data tell you?
UI work the way you thought it would?
consistent with heuristic evaluation
users take approaches you expected?
Design for Strangers Workshop Uzanto Consulting
50. Using the Results (cont.)
Update task analysis and rethink design
rate severity & ease of fixing CI’s
fix both severe problems & make the easy fixes
Will thinking aloud give the right answers?
not always
if you ask a question, people will always give an answer,
even it is has nothing to do with the facts
try to avoid specific questions
Design for Strangers Workshop Uzanto Consulting
51. Measuring Bottom-Line Usability
Situations in which numbers are useful
time requirements for task completion
successful task completion
compare two designs on speed or # of errors
Do not combine with thinking-aloud
talking can affect speed and accuracy (neg. & pos.)
Time is easy to record
Error or successful completion is harder
define in advance what these mean
Design for Strangers Workshop Uzanto Consulting
52. Analyzing the Numbers
Example: trying to get task time <=30 min.
test gives: 20, 15, 40, 90, 10, 5
mean (average) = 30
median (middle) = 17.5
looks good!
wrong answer, not certain of anything
Factors contributing to our uncertainty
small number of test users (n = 6)
results are very variable (standard deviation = 32)
std. dev. measures dispersal from the mean
Design for Strangers Workshop Uzanto Consulting
53. Measuring User Preference
How much users like or dislike the system
can ask them to rate on a scale of 1 to 10
or have them choose among statements
“best UI I’ve ever…”, “better than average”…
hard to be sure what data will mean
novelty of UI, feelings, not realistic setting, etc.
If many give you low ratings, you are in trouble
Can get some useful data by asking
what they liked, disliked, where they had trouble, best part,
worst part, etc. (redundant questions)
Design for Strangers Workshop Uzanto Consulting
54. User Testing: Cultural Issues
Are users the same all over
Obviously not
Getting users that are as similar as possible to your real
users is important
Can you test on users from another country?
Probably not for things that are culturally specific
Entertainment
marketing-ware
Generic business software
Yes for applications targeted at specialists with strong
international work cultures
Doctors
Software engineers
Design for Strangers Workshop Uzanto Consulting
55. Testing Details
Order of tasks
choose one simple order (simple -> complex)
Training
depends on how real system will be used
What if someone doesn’t finish
assign very large time & large # of errors
Pilot study
helps you fix problems with the study
do twice, first with colleagues, then with real users
Design for Strangers Workshop Uzanto Consulting
56. Instructions to Participants
Describe the purpose of the evaluation
“I’m testing the product; I’m not testing you”
Tell them they can quit at any time
Demonstrate the equipment
Explain how to think aloud
Explain that you will not provide help
Describe the task
give written instructions
Design for Strangers Workshop Uzanto Consulting
57. Details (cont.)
Keeping variability down
recruit test users with similar background
brief users to bring them to common level
perform the test the same way every time
don’t help some more than others (plan in advance)
make instructions clear
Debriefing test users
often don’t remember, so show video segments
ask for comments on specific features
show them screen (online or on paper)
Design for Strangers Workshop Uzanto Consulting
58. Summary
User testing is important, but takes time & effort
Early testing can be done on a mock-ups (low-fi)
Use real tasks & representative participants
Be ethical & treat your participants well
Want to know what people are doing & why
i.e., collect process data
Using bottom line data requires more users to get
statistically reliable results
Design for Strangers Workshop Uzanto Consulting
59. User Testing Exercise
Divide into groups
Each group devise a test plan
2 tasks, where to get users from, who to test
Test someone from the other group
Note findings
Design for Strangers Workshop Uzanto Consulting
60. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
Design for Strangers Workshop Uzanto Consulting
61. GOMS
Can help track the complexity of an interface
How much work it will take to complete a task
Might not tell you what real users will do
Very helpful in comparing interfaces
Can be used with interfaces that have not been
implemented yet
Design for Strangers Workshop Uzanto Consulting
62. GOMS Overview
Goals, Objects, Methods, Selection Rules
A way of measuring how much work it takes to do
something using a given information system
System doesn’t have to exist yet
Many GOMS variants: most are quite complex and
difficult to implement
A simplified version of Keystroke-Level GOMS will
be presented today
Design for Strangers Workshop Uzanto Consulting
63. GOMS Keystroke Actions
The actions
K (Click, Keying): .2 Seconds
M (mentally preparing): 1.35 Seconds
P (pointing): 1.1 Seconds
H (homing) (move hand between keyboard and pointing device) .4
Second
R (system responding): varies by system / action
Very approximate estimates of time to do task
Useless for predicting how much time a task will take
Thinking doesn’t always take 1.35 second
Pointing time varies with size of target and distance from current
location (Fitt’s law)
Yet valid on a comparative basis if two designs / systems are analyzed
using the same technique
Design for Strangers Workshop Uzanto Consulting
64. EZ-GOMS Calculation
Explicitly specify a task
Typically many potential paths through a given design, optional fields
etc: get explicit
Consider using ranges (minimum, maximum, typical) to get a better
sense of best / worst case scenarios
Calculate all the actions that will be taken to perform that task
Add M (mental preparation) in using this rules
In front of all clicking
In front of all pointing
Remove “M”s using these rules (you’ll do this automatically after a
little practice)
Remove anticipated “M”s (M P M K-> M P K)
Remove “M”s within cognitive units (“fred”-> MKMKMKMK->MKKKK)
Remove overlapping “M”s (adjacent to Rs)
Remove “M”s before consecutive terminators }}
Remove “M”s that are terminators of commands
Design for Strangers Workshop Uzanto Consulting
65. EZ-GOMS Example
Sign in to Yahoo!
Yahoo! ID:
Yahoo!
Password:
Remember my ID & Password
Sign in
Need help signing in?
H M P K H (select name text box)
M K K K K K K (enter name)
H M P K H (select password text box)
M K K K K K K (enter password)
H M P K (click “sign in” button)
R (waiting for the server to respond)
Design for Strangers Workshop Uzanto Consulting
67. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
Design for Strangers Workshop Uzanto Consulting
68. Problem with traditional user research
methods
Long sessions of observing users or interviewing
them or participatory design.
Appropriate in face to face interaction situations.
Methods work well in designing for easy to access
audiences. Difficult to use for remote users.
Difficult to use when designing for global audiences.
Also difficult to use such methods to make business case
since numbers are small and data is qualitative.
So what is the answer?
Design for Strangers Workshop Uzanto Consulting
69. Semi-structured user research methods
Using mostly phone and online surveys
Complementary with, rather than an alternative to
open-ended methods
Can work for information-rich domains
Help understand information representations in user’s
minds. e.g. design of navigation for cell phone.
Work well in remote situations
Design for Strangers Workshop Uzanto Consulting
70. Two types of user research methods
Part 1: User information needs
What user needs are important?
Can users be differentiated into groups on
the basis of such needs? Can this grouping
be used to form personas?
Part 2: User Categorizations
Scope & boundaries of information domain
Structure of information domain
Differences between groups of people
(different user groups, different cultures,
stakeholders)
Design for Strangers Workshop Uzanto Consulting
71. Part 1: Understanding user needs,
creating scenarios & personas remotely
Why persona based design
One of the problems in design is
that it is very hard to visualize an
abstract “USER” and what he / she
might want
• Develop one or two persona of the Many potential users
typical “user” from interviews with
many users
• Persona is made up person, your
so called “typical user”.
• Should be based on your
experiences with actual users in
the interview stage.
One Persona
Fromfor Strangers Workshop
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72. Persona based Design Process
Persona:
The archetypical user
Goals
Goals of the persona in using the software
Tasks
Specific steps needed to accomplish goal.
Scenario
The usage scenario, the whole incident of software usage
From Alan Cooper
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73. Characteristics of Personas (from Cooper)
“Hypothetical Archetypes”
Archetype:
An original model after which other similar things are patterned; a
prototype
A precise description of a user and what they want
to accomplish
Imaginary, but precise
Specific, but stereotyped
Design for Strangers Workshop Uzanto Consulting
74. Targeted Design with Personas
Describe a person in terms of their
Goals in life (especially relating to this project)
Capabilities, inclinations, and background
People have a “visceral” ability to generalize about real and
fictional people
They won’t be 100% accurate, but it feels natural to think about
people this way
Why use personas
If you try to satisfy everyone, you end up satisfying no one. A
compromise design pleases no-one
From all your interviews etc.,
decide what is your typical user / users,
create a specific persona
then try to please that that persona 100% of the time.
Design for Strangers Workshop Uzanto Consulting
75. Advantages of Personas
Targeted Design Works Better
Example: Roller suitcases
Was designed specifically for airline employees, pilots, airhostesses
etc.
Has become popular with all classes of people
In order to do good design you need to have a specific person in mind,
and think in terms of that person every time a design decision needs to
be made
Puts an end to feature debates
Makes hypothetical arguments less hypothetical
Q: “What if the user wants to print this out?”
Typical discussion “The user will / wiil not want to print often.”
“Given her tasks, and Emilee won’t want to print often.”
Design for Strangers Workshop Uzanto Consulting
76. Case Study using Personas
Primary Persona
Joe, the executive
Make him happy 100% of the time
Secondary Persona
Dan, the traveler
Try to take care of his needs as well
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77. Developing Personas cont.
Joe: The busy traveling executive from a
multinational company. He is on the road about
10 days a month.
He is very fond of food but is afraid to
explore in strange cities, and prefers
restaurants which serve good, but not exotic
food.
He is also fond of a beer with his meal.
He does not like to travel far for food, prefers
to walk or hop into a cab for a short ride
Design for Strangers Workshop Uzanto Consulting
78. Developing Personas cont.
Dan: Driving his car across the country
after graduating. Gets to a different city
every night and finds a hotel and a
restaurant.
He wants to explore the town, find the local
hangouts, understand the town’s culture.
He likes to try different kinds of food.
He prefers restaurant in the middle of the
town.
Design for Strangers Workshop Uzanto Consulting
79. Goals and Tasks of Users
Goals are larger functions that the user is hoping to
satisfy
Get acquainted with the city, discover its special cuisine
Not have to travel too much for food
Relax after a hard day’s work / driving
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80. Tasks of users
Tasks are the specific steps that the user has to go through in
order to accomplish his goals. Asks include the usage of the
software.
Find information about various restaurants
Decide on the one based on factors such as price, cuisine,
serves alcohol or not/ distance from location
Get to the restaurant
Eat
Pay for meal
Design for Strangers Workshop Uzanto Consulting
81. Development of Scenarios
Primary Persona: Joe, the executive
Make him happy 100% of the time
•Scenario: Joe’s company has tied up with some Delhi IT
company, and he is visiting Delhi for the first time.
•He is staying somewhere near South Ex.
•He needs to find a restaurant to eat at.
•He is not feeling adventerous, so not Dosa! Just
some safe Burger and Fries.
•So Joe turns to his trusted Palm
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82. Development of Scenarios
Joe needs to input his location into his palm.
Input what kind of food he wants or the
program can use defaults
The information returned: list of possible restaurants
along with their relevant details, kinds of food etc.
More details about each on request: details such as the
availability of beer, if they take credit cards, links to
reviews etc.
Design for Strangers Workshop Uzanto Consulting
83. Development of Scenarios
The information returned to Joe
needs to be broad (offer a
number of options) and deep
(offer more details upon request)
Location Information is another concern of Joe’s.
Ideally he wants exact distance & directions to
restaurant.
Not possible, not live website
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84. Development of Scenarios
Compromise: Tag restaurants in terms
of neighborhoods.
Joe can give current neighborhood.
Can be shown map with
neighborhoods marked out &
approximate distances.
What else does Joe need?
To mark restaurants that he liked.
Lets think more…
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85. Our secondary Persona
Does this design make Dan happy?
Designing for one specific user often makes
other users happy as well.
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86. Aspects of Scenarios
Daily Use
Fast to learn
Shortcuts and customization after more use
Necessary Use
Infrequent but required
Nothing fancy needed
Edge Cases
Ignore or save for version 2
Design for Strangers Workshop Uzanto Consulting
87. Personas and Market Segmentation
Uses of Market Segmentation
Used to identify clusters of people product can
appeal to.
Using demographics or using
attitudinal/psychological/psychographic variables.
Questions focus on like / dislike of product concept
what do you think of vanilla coke or green Heinz ketchup?
Forecasts marketplace acceptance of products.
Helps convince executives to build product.
Not helpful for defining and designing product.
Design for Strangers Workshop Uzanto Consulting
88. Reconciling personas and market
segments
Build personas on top of segments
Ground the personas in reality.
Define a persona for each main segment
Focus on goals and behaviors of users.
Advantages:
Easy to get buy-in for personas from management,
engineering etc.
Design for Strangers Workshop Uzanto Consulting
89. Persona building method
Method
Conduct secondary research
Examine existing market segments
Conduct interviews with various stakeholders, including multiple
users
Conduct online survey if users are remote.
Find patterns.
Pick nugget and interesting tidbit and build persona around it.
Design for Strangers Workshop Uzanto Consulting
90. Conduct secondary research
Examine existing market segments
What type of user population is product/site targeting
How should you identify current segments?
Easier for demographic segments
More difficult for attitudinal segments
What type of population characteristics are useful for
design purposes?
Example: Segments for Palm based restaurant
finder
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91. Stakeholder and user interviews
Can be in person or on phone
Semi-structured interviews:
Decide on few questions before-hand leaving room for
change.
Ask about scenarios of usage: e.g., last time
they used product.
Go through steps of usage, exact context, motivations
etc.
Tape interview if possible or keep a phone log.
Interview people from each user segment.
Ask for a few ratings on a five-point scale.
Aggregate rating information for sake of comparison.
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92. Online survey of user needs
(optional)
Important for remote users or if there are many types of
users
Example
Conduct online survey on factors used in finding
restaurants for travelers.
Identified factors important in choosing restaurants. e.g., Food
quality, décor, wine selection, cuisine, service.
Ask for importance ratings (on 5-point scale) of factors.
Tie response to behavior: Asked respondents to recall a
specific incident of choosing a restaurant, rather than
answer questions in an abstract fashion.
Option: Ask about several scenarios of usage from same
person. e.g., One restaurant visit with business
colleagues, another with friends.
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93. Personas Exercise
Divide into groups
Craft a primary and secondary persona for your product
Think of all that you know about your users
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94. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
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95. Understanding User categorizations
Overview
Why people categorize?
The structure of semantic memory
Is understanding user categorization important for design?
Methods
Free-listing.
Types of Card Sorting.
Testing information architecture.
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96. Is understanding categorization
useful for design?
Direct use: when user categorization informs design, such as
that of menus or of navigation design. Often referred to as
information architecture (IA).
Indirect use: good to have broad understanding how users
think about product even when user categorization does not
directly inform IA.
Important to remember:
Categorization is not static. People are good at learning new
categories. If you provide the context and the right examples,
they can learn new categories or alter boundaries of old
categories.
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97. Should interfaces always reflect user
categories faithfully?
No.
Categorization is far too important to depend only on what user
thinks.
Should also be influenced by business proposition, strategy,
brand etc.
Different user groups might differ in their perception of
domain. No one scheme can serve them all perfectly.
User research can provide several alternative
categorization schemes, allowing designers the freedom
to make choices.
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98. Do categorizations work across culture
Research shows
the structure of categories can be similar across cultures,
though content of categories might not be.
Enough similarity for successful design.
The net generation shares a lot of culture
Cross-cultural design has been happening anyway.
Japanese cars
Italian fashion
Swiss chocolates
Indian ???
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99. Free-listing methods for
understanding scope and boundary
of domain
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100. Free-listing to explore domain scope and
boundaries
Goals
Explore boundaries and scope of domain across a group of
people.
Gain familiarity with user vocabulary for the domain.
Use as a precursor to card-sorting, to define and limit the
domain, and frame card items in the user’s language.
Method
Can be conducted as part of interview, or as written exercise
Ask respondent, “Name all the x's you know.” Give sufficient
time to do so.
How many respondents?
Depends on how much agreement there is about the domain. more
agreement > fewer respondents.
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101. Free-listing menu for Mc Donald’s
User No 1 User No 2 User No 4
French fries French fries Chicken Mcnuggets
Cheese burger Chicken Cheese burger
Shake Cheese burger Bacon cheese burger
Shake French fries
Hamburger
French fries
User No 5
Chicken sandwich User No 3
Hamburger
Chicken Mcnuggets Hamburger
Quarter pounder
Cheese burger
Fish sandwich Big mac
French fries
Shake Chicken fajita
Mc rib
Hamburger French fries
Chicken
sandwich Apple pie
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102. Analyzing free-listing data
Create a list of all items, sorted by their average rank (of being listed
by a respondent). Examine how that rank order changes with the
addition of each new respondent. If the ranks are relatively stable,
then you can stop adding new respondents.
Items Listed by %
participants
Cheese burger 60%
Chicken 70%
Mcnuggets 40%
Chicken sandwich 40%
Fish sandwich 100%
French fries 30%
Shake
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103. Concept structure
•Divide items into 3 concentric
–Plot items according to frequency of
mention circles (use your own break points):
% of times items were mentioned
Periphery
40
35 Middle
30
25
20 Core
15
10
5
0
I t e ms
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104. Other uses for free-listing
Comparing cultural or other group differences
How do two groups perceive the same domain?
Comparing two domains
How does perception of McDonald’s menu compare with
Wendy’s?
Segment respondents into types based on
familiarity:
Find respondents with greater domain familiarity or those
who perceive domain in idiosyncratic fashion?
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105. Card-sorting and other methods for
designing information architecture
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106. Case Study: Design of online travel guide
Example: Designing an online travel guide
to help users plan trips.
Purpose of card sort:
to structure the website for helping users find
travel information, and create personalized
travel guides.
Items include
lodging, entertainment, local information, When
to Go, Travel by Car/Air/Bus, Music Events,
Hiking, Day Trips, Skiing, Diving, Golf,
Emergency Info.
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107. Open card-sorting
Goal: to understand the overall
categorization scheme
Method: Open card sort
Users given items. Asked to create categories
Options:
Provide total number of categories to be
created (avoid problems with splitters and
lumpers)
Successive card sorts to create taxonomies
It is ok to put one card in multiple groups
Ask for labels for each grouping
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108. Cluster Analysis for card-sorting data
Hotels
Bed and Breakfast Cluster Analysis
Restaurants Suggests a structural
Hostels solution. Easy to
Emergency Info translate into design.
Currency
Camping
Challenge: How to
Hiking reconcile multiple
Day Trips schemes?
Skiing
Diving
Surfing
Mountain Climbing
Biking
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109. Closed card-sorting to design an IA
Goal: to understand goodness of existing information architecture
and labels
Method: Closed card sort
Users given items and category labels. Asked to place each item in a
category.
Do not allow creation of a miscellaneous category.
Useful for:
Understanding user categorizations when category labels are a given
Refining existing categorization scheme.
Options:
Allowing items to belong to multiple categories.
Providing category descriptions rather than category labels.
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110. Doing closed card-sorting online
User works with given categories
Each item (card) occupies a row
Each category is represented by a column
An “Other” category catches items that do not fit in
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111. Comparing card-sorts for different user
types
Very useful for understanding differences in mental maps
of various groups
Can help understand differences between user groups,
different cultures etc.
Try to create consensus maps to reconcile differences
between different groups.
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112. Practical exercise
Using the RUMM (Rapid User Mental Modeling)
method.
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113. Structure of workshop
Introduction
Evaluating Systems (Morning session)
Overview of evaluation
Heuristic Evaluation
Usability Testing
GOMS
Understanding users (Afternoon session)
Personas and Scenarios
Mental Models and Information Architecture
Business of Usability (time permitting)
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114. Swimming with Sharks: The
Business of Usability
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115. What we’ll cover
Stakeholder analysis for fun and profit
Making a business case for a User Experience
project
Test out the ideas with a sample project
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117. Who are stakeholders and why
should we analyze them?
Stakeholder: Anyone who is affected by, or
can affect, your project
Goals of understanding stakeholders
Make your design better, by getting important
information about the business context
Identify potential obstacles ahead of time so you
can deal with them
Change design to address the issues raised by
stakeholders
Marshal evidence to counter their objections
Neutralize resistance by making stakeholders feel
heard
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118. Putting Stakeholders into context
It does not matter how good the design is if it is not approved
by management and actually put into operation
A given project isn’t necessarily in everybody’s best interest
This isn’t about playing politics: this is about the institutional
decision making process.
People represent different organizations within an enterprise
If a project is seen as a big negative by various organizations, it
should either address the concerns raised or justify itself
strongly in order to be approved
Stakeholders as another class of users who design should
satisfy
A real person you can talk to
Goals are typically very concrete and business-metrics oriented.
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119. Understanding Who’s Who in an
Organization
Org charts don’t tell the whole story
Detective work needed to sort out
Motive
Influence
How to do?
Indirect
Watch for “Influence Tells”
Direct
“What are the organizational challenges?”
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120. The Interview
Ask semi-structured questions about the product in
general
What group of users is least well-served?
What one change would impact profits the most?
Where do you see <<product>> in 5 years?
Find out what their conception of your project is
What might happen if this project went well?
What are some risks associated with this project?
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121. Remote Interviews
Online Survey
Ask same questions as in face-to-face interview
Limit to 5 minutes of work
Phone Interviews
Follow-up on survey answers: clarify answers, try to get a
sense of a concerns
Compared to face-to-face interview
Less emotional connection
Even more necessary (remoteness means you know even
less about stakeholders and their concerns)
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122. Recording your understanding
Table 1: Stakeholder Perspectives
Stakeholders Position Influence Interest in Goals Objections to Project
Project
Andre Agassi CEO 10 High Estimates quarterly Seems like iSeems like it
estimates for next w on’t pay off in the time
4 quarters frame he’s most
concerned about
Chris Evert Product 6 Medium Increase % of Will it reduce number of
Manager company revenue sales?
generated by this
product Get
noticed by Andre
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123. Prioritizing Stakeholders
Andre
High Influence Sandeep
Chris
Low Influence Anu
Low Interest High Interest
• High Influence / High Interest: Engage
• Low Influence / High Interest: Use as Information Source
• High Influence / Low Interest: Broadly Satisfy
• Low Influence / Low Interest: Avoid
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124. An organizational dilemma
Usability often an Independent Business Unit
IBUs provide “accountability”, make measurement easier
Engineering is responsible for paying for usability services
Engineering measured on the basis of
Schedule
Feature checklists
# bugs
Marketing/Sales measured on the basis of
Sales
Engineering invests in usability
Money, Time
but Marketing / Sales reap the benefits!
Solution: tie engineering compensation to usability metrics
Good luck
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125. Building a Business Case for Usability
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126. ROI of Usability: Previous work
Cost – Justifying Usability (Bias & Mayhew)
Cost (employees,subjects,equipment)
Benefit (task speed, user errors, late design
changes, increased sales)
Internal vs. external
Internal benefits increase with # users and frequency of use
External benefits increase with development budget, large base of sales
Usability Return on Investment (Nielson Norman Group)
“Usability Projects have an ROI of 150 %”
Measured by
sales conversions
Traffic / Visitor Count
User performance / productivity
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127. Myths of Usability ROI*
Generalizing ROI estimates
Assuming improvements are due to usability
Benefits to customer booked as benefits to software company
Support, training are profit centers in enterprise software!
How does usability increase revenue?
Win/loss reports for enterprise software sales
User research to determine buying reasons for shrink-wrap software
registration / shopping cart behavior for ecommerce
Ignores competitive landscape
Being the “overall best choice” in your niche wins you the sale
Usability may play a greater or lesser role in determining this
Ignores potential negative business impact of changes that enhance
usability
Marketing vs. User Experience in ecommerce
Ignoring opportunity costs
“Should the project be approved? Yes, because NPV is positive.”
*Rosenberg, BayCHI 2003
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128. Building a Business Case *
Understand your business,
The financial levers for the company
The competitive environment that company operates in
Understand Project Approval Process
Who has say, what are the stages of project approval
What metrics the enterprise cares about
Understand threats and opportunities from UX perspective
User and Stakeholder Research
Find areas where user and business interests are in tandem
Try to frame UX projects such that
Risk low, payoff high (it is all about risk)
Chances of success are high
Estimate ROI
Estimate Costs: Development,Negative Revenue Impact, Opportunity Cost
Estimate Benefit (be conservative)
After the project
Follow up: track successes and failures. Be accountable.
*reference: Herman,J. CHI 2004
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129. Key Points
Not every project will be justifiable
ROI for some projects will be huge
Ultimate proof is in “moving the needle”
Different companies care about different “financial levers”
(business metrics)
Make your case on the basis of those numbers
For example, # Registrations, % successful registrations, support
calls per customer, average sale size
Management doesn’t care about methodology
Don’t justify methodology
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130. Key Points (cont.)
UX practitioners should understand business levers
and incorporate them into design at a core level
Post-hoc justification is not enough
Project selection and design should be informed by
business metrics
Some UX practitioners should learn about business
analysis
Take a process oriented approach
Evolve a process that takes into account the various
interests and goals within an organization
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131. Example Situations: ROI in an
ecommerce Context
Context: Online book seller is planning to improve
the checkout process
Metrics:
Number of shopping cart bailouts
Performance on usability test
It is easy to justify ROI of shopping cart
improvement since fewer bailouts means more
sales.
Design should focus on reducing bailouts
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132. Example Situations: ROI in a Customer
Service Context
Context: Bank is planning to two projects to reduce call
volume (a) let users look at their account balance, and (b) let
users update their contact information.
Metrics
Call volume metrics (overall # of calls, per task # of calls)
# Online Transactions (that plausibly replaced calls)
Performance on usability test
It is easier to justify ROI of updating contact information than
of looking at their account balance
Updating of contact information plausibly replaces a phone call
Looking at account balance does NOT plausibly replace a phone
call.
Did they even care, or are they just browsing?
Even if they did care, benefit is more diffuse (customer convenience ->
loyalty)
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133. Crossing the Chasm
Where in the technology adoption life cycle does
usability matter?
Inno Ear Ear Late Lag
vato ly Ad ly M Maj gar
rs apto ajor ority ds
rs ity
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134. Revised technology life-cycle
bowling alley main street
chasm tornado
Inno Ear Ear Late Lag
vato ly A ly M Maj gar
rs dap ajor ority ds
tors ity
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135. ROI of UX in an Outsourcing context
Software Services -> Software Products
Product development requires understanding users on a
deeper level
Good times ahead?
For Services
It depends on the situation of your customer
Your ROI of designing systems that satisfy your customer
is huge (duh)
But your customer is hardly ever the user
So it depends on the business situation of your client
What kind of clients would care about usability?
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136. What kind of clients care about usability?
Clients who’s customers have low switching costs
Money
Time
Expertise
Clients where the buyer=the user
Business success comes from making the buyer happy: if the buyer is the user,
usability plays a bigger role
Clients operating in a fiercely competitive landscape
The better your competition is, the better you have to be to win a sale
Usability is one dimension by which products can be better
Clients making very high quality products
Trying to cross the chasm?
Four types of contexts
Content
Ecommerce
Desktop
Enterprise
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137. What’s Next
Where do we go from here?
Can engineers do usability work on their own products?
Are usability specialists needed?
What kind of processes / corporate structures will facilitate
usability work in software companies?
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138. Thank you
jon@uzanto.com
rashmi@uzanto.com
slides and other material will be posted at www.uzanto.com/papers/
indiamar04
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