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User Experience is Everything (and Vice Versa): Lessons for Libraries and Information Organizations
- 1. Everything is User Experience (and Vice Versa) Craig M. MacDonald, Ph.D. School of Information & Library Science Pratt Institute
- 2. TCLC 2014 Spring Meeting | April 25, 2014 2 Q: Is your library doing “User Experience” right now?
- 3. Let’s think for a second TCLC 2014 Spring Meeting | April 25, 2014 3 What does my library’s UX look like? "Thinking about small" by Freddie Alequin is licensed under CC BY-‐SA 2.0
- 4. UX of your library website (desktop) TCLC 2014 Spring Meeting | April 25, 2014 4
- 5. UX of your library website (mobile) TCLC 2014 Spring Meeting | April 25, 2014 5
- 6. UX of your library services TCLC 2014 Spring Meeting | April 25, 2014 6 "Getting help at the Reference Desk" by Escondido Public Library is licensed under CC BY-‐NC-‐SA 2.0
- 7. UX of your library spaces TCLC 2014 Spring Meeting | April 25, 2014 7 "Bild 438" by library_mistress is licensed under CC BY-‐SA 2.0
- 8. Conclusion: Everything* is UX UX exists wherever and whenever a user interacts with your organization. – Through the digital tools and devices they use – Through their interactions with staff and with your policies/procedures – Through the physical spaces they navigate TCLC 2014 Spring Meeting | April 25, 2014 8 *This is an oversimplification, but “Lots of Things are UX but Some Things Aren’t” isn’t nearly as catchy.
- 9. TCLC 2014 Spring Meeting | April 25, 2014 9 Q: Is your library doing “User Experience” right now? A: Yes. All libraries do UX. A better question is: are you doing great UX?
- 10. A (not so brief) history lesson TCLC 2014 Spring Meeting | April 25, 2014 10 "How Did We Get Here? Billboard, Banksville Road" by michaelgoodin is licensed under CC BY-‐NC-‐ND 2.0
- 11. Pre-recorded history Pre-‐historic tools weren’t really designed– they were created and used. – If it worked, it worked. If it didn’t, it was thrown out or tweaked until it did. Formal evaluation wasn’t necessary because the user, designer and evaluator were the same person. TCLC 2014 Spring Meeting | April 25, 2014 11
- 12. Medieval and Industrial Age Technology became more complex and powerful, but design and evaluation stayed (roughly) the same. – If it worked, it worked. If it didn’t, it was thrown out or tweaked until it did. For most of human history, evaluation wasn’t necessary because people could shape and tweak technology to fit their needs. TCLC 2014 Spring Meeting | April 25, 2014 12
- 13. 1940s to 1950s Early computers were incredibly complex to operate; users were highly trained engineers. – They were primarily used to perform large, complex calculations (e.g., census). Since computers offered an alternative to hand calculations, they had to be evaluated to make sure they were functional. – Evaluation was about system reliability; how long it would function without failure. TCLC 2014 Spring Meeting | April 25, 2014 13
- 14. 1950s to 1960s (1) Computers began to shrink and became slightly less complicated. – New input methods: magnetic tape, punch cards, light guns, and, eventually, keyboards. The development of programming languages meant that computers were no longer just machines: you could tell them what you wanted to do. – User shifted from engineers to programmers and computer scientists. TCLC 2014 Spring Meeting | April 25, 2014 14
- 15. 1950s to 1960s (2) Motivated by the economic impacts of using computers, evaluation was used to determine whether computers were actually providing a benefit. Now, the focus of evaluation was system performance. – How quickly the system could process large amounts of data. • Other variables: Processing speed, throughput, turnaround, availability. TCLC 2014 Spring Meeting | April 25, 2014 15
- 16. 1960s to 1970s (1) Large-‐scale batch-‐processing machines were slowly replaced by time-‐sharing systems. – TSS were more expensive but also more efficient. For the first time, people were using computers for non-‐ programming tasks (e.g., text editing). – Thus, users were no longer trained experts; they were non-‐ specialists. TCLC 2014 Spring Meeting | April 25, 2014 16
- 17. 1960s to 1970s (2) With these users, evaluation became necessary to determine whether using a computer would actually save time. Thus, evaluators began to focus on user performance: task completion time, error rate, ease of learning, etc. Q: if we need to study users, how do we do it? – A: laboratory-‐based user studies One of the first lab-‐based user studies was a comparison of user performance with several different input devices. – Guess which one was the best? TCLC 2014 Spring Meeting | April 25, 2014 17
- 18. 1980s to 2000s (1) The GUI interface, pioneered by Xerox and perfected and marketed by Apple, revolutionized the computer industry. – It led to an increase in the number of novice users who were using computers to complete everyday work tasks. These users weren’t willing to read user manuals or sit through training sessions. – Computer systems had to be used by anyone with minimal training and support. TCLC 2014 Spring Meeting | April 25, 2014 18
- 19. 1980s to 2000s (2) Evaluation efforts began to focus on usability. – Included learnability and ease of use in addition to speed and efficiency. The process of user-‐centered design was developed as a way of engineering usability into computer systems. – Usability evaluation was a core feature of this process. TCLC 2014 Spring Meeting | April 25, 2014 19
- 20. 1980s to 2000s (3) Formal methods of usability evaluation were created in the early 1980s. – E.g., usability testing with “think aloud” In the 1990s, the rise of the Web increased the visibility of usability testing but also added more challenges. – New “discount” methods: walkthroughs and expert reviews. TCLC 2014 Spring Meeting | April 25, 2014 20
- 21. 2000s to present (1) Personal computing, social computing, mobile computing, and cloud computing have changed how, where, and why we use computers. We’re not just interested in task-‐based performance issues anymore; the emotional side of using computers is paramount. TCLC 2014 Spring Meeting | April 25, 2014 21
- 22. 2000s to present (2) Evaluation is slowly shifting from usability to user experience. – But, nobody really knows how to do UX evaluation well. Many challenges of evaluating UX, but any evaluation is incomplete if it doesn’t explore emotion in some way. TCLC 2014 Spring Meeting | April 25, 2014 22
- 23. Reliability System Performance User Performance Usability User Experience The Path to User Experience 1950 1960 1970 1980 1990 2000 2010 TCLC 2014 Spring Meeting | April 25, 2014 23
- 24. What this history tells us: 1. UX is not just the new buzzword for usability; it represents a new design paradigm. 2. As technology gets more complex, designing and evaluating also get more complex. TCLC 2014 Spring Meeting | April 25, 2014 24
- 25. What is User Experience? UX as a product UX as a process TCLC 2014 Spring Meeting | April 25, 2014 25
- 26. UX as a product TCLC 2014 Spring Meeting | April 25, 2014 26 "Me & My Mac" by Martin Gommel is licensed under CC BY-‐NC-‐ND 2.0 “People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.” -‐ Steve Jobs
- 27. UX as a product? TCLC 2014 Spring Meeting | April 25, 2014 27 "Computer Time" by Thomas Hawk is licensed under CC BY-‐NC 2.0 “To use something is to engage with it through our senses, our minds, our hearts, and our bodies…to create a holistic, cohesive, experience.” -‐Jesse James Garret
- 28. UX as a(n) product outcome UX is not technically a product – it is an outcome. You can’t design a user experience. You design for a user experience. TCLC 2014 Spring Meeting | April 25, 2014 28
- 29. This is a product TCLC 2014 Spring Meeting | April 25, 2014 29
- 30. This is an outcome TCLC 2014 Spring Meeting | April 25, 2014 30 "GORE-‐TEX® Experience Tour: All-‐out trail running in the Dolomites!" by GORE-‐TEX® Products is licensed under CC BY-‐NC-‐ND 2.0
- 31. This is a product TCLC 2014 Spring Meeting | April 25, 2014 31
- 32. This is an outcome TCLC 2014 Spring Meeting | April 25, 2014 32 EP goes mobile -‐ check it out!" by European Parliament is licensed under CC BY-‐NC-‐ND 2.0
- 33. So what is an experience? TCLC 2014 Spring Meeting | April 25, 2014 33 “An experience emerges from the integration of perception, action, motivation, and cognition into an inseparable, meaningful whole.” -‐ Marc Hassenzahl "The 21st Century Concert Experience" by Al Case is licensed under CC BY-‐NC-‐ND 2.0
- 34. User Experience TCLC 2014 Spring Meeting | April 25, 2014 34 “User Experience is just a sub-‐category of experience, focusing on a particular mediator -‐ namely interactive products...[Experience Design] is the question of how to deliberately create and shape experiences.” -‐ Marc Hassenzahl "79-‐365 I am a computer geek!" by Bram Cymet is licensed under CC BY-‐NC 2.0
- 35. Experience is experiential TCLC 2014 Spring Meeting | April 25, 2014 35 "Fondue enchaînée" by Alexandre Duret-‐Lutz is licensed under CC BY-‐SA 2.0 “You can't experience the experience until you experience it.” -‐ Bill Moggridge
- 36. UX is not just usability TCLC 2014 Spring Meeting | April 25, 2014 36 "Tricycle" by Aslak Raanes is licensed under CC BY 2.0 “If ease of user was the only valid criterion, people would stick to tricycles and never try bicycles.” -‐ Douglas Engelbart
- 37. UX vs. Usability Usability Effectiveness Efficiency Learnability Error prevention Memorability User Experience Satisfaction Enjoyment Pleasure Fun Value TCLC 2014 Spring Meeting | April 25, 2014 37 www.bluehaired.com Where usability is narrow and focused, UX is broad and holistic.
- 38. UX vs. and Usability TCLC 2014 Spring Meeting | April 25, 2014 38 Levels of Processing and the Stages of the Action Cycle. From Don Norman. “Emotion and cognition are tightly intertwined...All three levels work together to determine a person's cognitive and emotional state.” -‐ Don Norman
- 39. UX is cognitive and emotional TCLC 2014 Spring Meeting | April 25, 2014 39 “Usability allows people to easily accomplish their goals. UX design covers more than that, it’s about giving people a delightful and meaningful experience.” -‐ UXMyths.com The UX Honeycomb from Peter Morville.
- 40. UX is contextual TCLC 2014 Spring Meeting | April 25, 2014 40 Model of UX from the user’s perspective. From Hassenzahl, M. “The Thing and I: Understanding the relationship between user and product.”
- 41. If UX is contextual… TCLC 2014 Spring Meeting | April 25, 2014 41 Context Context Context Context Context Context Context Context Context Context Context Context Context
- 42. …then what are we designing? TCLC 2014 Spring Meeting | April 25, 2014 42 User Task Tool Environment Diagram adapted from Shackel, 1991. “We can design the product or service...[but] we can shape neither our users’ expectations nor the situation in which they use what we have designed.” -‐ Helge Fredheim
- 43. TCLC 2014 Spring Meeting | April 25, 2014 43 So, UX is a holistic, multi-faceted outcome resulting from a user’s interaction with a product, service, or space. We can’t design the experience. we can design the product, service, or space.
- 44. Conclusion: UX is Everything* UX is defined by: – The user(s): their needs, behaviors, backgrounds, expectations, etc. – The task(s): what users are trying to do – The environment: where, why, and how users are trying to complete their task – The tool: what users need to use to complete the task(s). TCLC 2014 Spring Meeting | April 25, 2014 44 *This is also an oversimplification, but “UX is Lots of Things but Not Quite Everything” isn’t nearly as catchy. Can’t be designed Can be designed
- 45. Great* (outcome) UX is: *This will vary, but these are a solid foundation TCLC 2014 Spring Meeting | April 25, 2014 45 Usable Useful Desirable easy to learn and use meets users needs appealing and memorable
- 46. UX as a process TCLC 2014 Spring Meeting | April 25, 2014 46
- 47. UX as a process = pleasure? TCLC 2014 Spring Meeting | April 25, 2014 47 "macbook maya1" by taminator is licensed under CC BY-‐NC-‐ND 2.0 “[User Experience is] designing for pleasure rather than absence of pain.” -‐ Marc Hassenzahl & Noam Tractinsky
- 48. UX as a process = design Design is devising courses of action aimed at changing existing situations into preferred ones. Herb Simon TCLC 2014 Spring Meeting | April 25, 2014 48
- 49. UX is Human-Centered TCLC 2014 Spring Meeting | April 25, 2014 49 "Belgiump" by Éole Wind is licensed under CC BY-‐NC-‐SA 2.0 “An approach that puts human needs, capabilities, and behavior first, then designs to accommodate those needs, capabilities, and ways of behaving.” -‐ Don Norman
- 50. Human-Centered Design (HCD) TCLC 2014 Spring Meeting | April 25, 2014 50 "One Click Or Two?" by Alan is licensed under CC BY-‐NC-‐SA 2.0 “[HCD] is the process of ensuring that people's needs are met, that the resulting product is understandable and usable, that it accomplishes the desired tasks, and that the experience of use is positive and enjoyable.” -‐ Don Norman
- 51. Why is this so complicated? TCLC 2014 Spring Meeting | April 25, 2014 51 "If You're Not Confused" by Brian Talbot is licensed under CC BY-‐NC 2.0 Because understanding people is hard… …and designing for people is even harder
- 52. Designing for you TCLC 2014 Spring Meeting | April 25, 2014 52 YOU SOURCE: Danielle Gobert Cooley. Introduction to User Experience Methods. http:// www.slideshare.net/dgcooley/introduction-‐to-‐ux-‐methods
- 53. Designing for your users TCLC 2014 Spring Meeting | April 25, 2014 53 YOU NOT YOU SOURCE: Danielle Gobert Cooley. Introduction to User Experience Methods. http:// www.slideshare.net/dgcooley/introduction-‐to-‐ux-‐methods
- 54. Principles of HCD 1. Early focus on users – Start with thorough understanding of your users and their needs, behaviors, contexts 2. Evaluation – Regularly assess your design to see whether it is meeting your users’ needs 3. Iteration – Continuously update/revise the design based on evaluation results TCLC 2014 Spring Meeting | April 25, 2014 54 Source: Gould & Lewis, 1985
- 55. Norman’s HCD Process TCLC 2014 Spring Meeting | April 25, 2014 55 The iterative cycle of Human-‐Centered Design. From Don Norman. “Make observations on the intended target population, generate ideas, produce prototypes and test them. Repeat until satisfied.” -‐ Don Norman
- 56. Another HCD Process (in progress) TCLC 2014 Spring Meeting | April 25, 2014 56 Sketching Wireframing Prototyping Creation Sketch/Make Critiques Inspection Methods Field Methods User Testing Assessment Evaluate/Measure Communicate Prepare CommunicateDiscovery Understand/Learn Content Audits Site Maps Competitive Reviews User Research Personas Card Sorting Communicate (if necessary)
- 57. Talk to your users inside TCLC 2014 Spring Meeting | April 25, 2014 57 "Library" by Saint Louis University Madrid Campus is licensed under CC BY-‐ND 2.0
- 58. Talk to your users outside TCLC 2014 Spring Meeting | April 25, 2014 58 "Things to Come" by Ahd Photography is licensed under CC BY-‐NC-‐ND 2.0
- 59. Sketch, sketch, sketch TCLC 2014 Spring Meeting | April 25, 2014 59 "Sketching" by Nathanael Boehm is licensed under CC BY-‐NC-‐ND 2.0
- 60. Make/test prototypes TCLC 2014 Spring Meeting | April 25, 2014 60 "Paper-‐based prototyping" by Samuel Mann is licensed under CC BY 2.0
- 61. Test, test, and test some more TCLC 2014 Spring Meeting | April 25, 2014 61 "it's only money, right?" by ~lauren is licensed under CC BY-‐NC-‐ND 2.0 “If you don’t have user-‐testing as an integral part of your design process you are going to throw buckets of money down the drain.” -‐ Bruce Tognazzini
- 62. Can you do UX alone? Kind of. What you can do alone: – Talk to users, gather data, sketch ideas, make prototypes, test prototypes What you can’t do alone: – Change anything TCLC 2014 Spring Meeting | April 25, 2014 62
- 63. More cooks in the kitchen TCLC 2014 Spring Meeting | April 25, 2014 63 "macbook maya1" by taminator is licensed under CC BY-‐NC-‐ND 2.0 “Great design requires great designers, but that isn’t enough…the hardest part of producing a product is coordinating all the many, separate disciplines, each with different goals and priorities.” -‐ Don Norman
- 64. Multi-disciplinary by default TCLC 2014 Spring Meeting | April 25, 2014 64
- 65. Collaboration is key TCLC 2014 Spring Meeting | April 25, 2014 65 "soccer practice" by woodleywonderworks is licensed under CC BY 2.0 “You have to sell your design because you need to communicate all of the factors that went into the design process...A sure-‐fire method for getting everybody to understand a project in the same way is to have everybody working together throughout the project.” -‐ Adrian Howard
- 66. Great (process) UX is: TCLC 2014 Spring Meeting | April 25, 2014 66 Iterative Collaborative Creative build, test, refine, repeat be open and communicative go outside your comfort zone
- 67. Bringing it all together In the end, your UX outcome matters much more than your UX process. – A good UX process does not guarantee a good UX outcome, but it does increase your chances. But still: it’s the outcome that matters most. TCLC 2014 Spring Meeting | April 25, 2014 67
- 68. Users are demanding TCLC 2014 Spring Meeting | April 25, 2014 68 "/ponder" by hobvias sudoneighm is licensed under CC BY 2.0 “I bet a lot of people worked really hard on this website, so I’ll cut them some slack if something doesn’t work exactly the way I want it to work.” -‐ Nobody, ever
- 69. Users are fickle TCLC 2014 Spring Meeting | April 25, 2014 69 "Pensativa // Thoughtful" by David Cornejo is licensed under CC BY-‐NC-‐SA 2.0 “My library doesn’t provide a great user experience, but that’s OK – I’ll still keep coming back to it because there’s no where else I can go to get what I need.” -‐ Nobody, ever
- 70. So, what can you do? Think critically about your library’s website, services, and spaces. – Are they all usable, useful and desirable? If you’re not sure, test them. Talk to your colleagues and supervisors about the importance of UX. – If you have poor UX, your users will leave (and probably won’t come back). Plan collaborative brainstorming sessions – Get people together and test out new ideas through sketching and paper prototyping. Network with other library and UX professionals. – Tweet #libux, check out the Weave journal of library UX TCLC 2014 Spring Meeting | April 25, 2014 70
- 71. TCLC 2014 Spring Meeting | April 25, 2014 71 Q: How do you do great UX? A: Go do it.
- 72. Thank you. Craig M. MacDonald, Ph.D. cmacdona@pratt.edu @CraigMMacDonald www.craigmacdonald.com