Agile india 1 day workshop quality in use user experience v5 for sharing

Be happy - do good - leave the world a better place than you found it
Isabel
Evans
Quality in Use: the beating heart
of the user experience
Isabel Evans fbcs citp
ie@isabelevans.uk
www.isabelevans.uk

Isabel
Evans
INTRODUCTION

Isabel
Evans
Agenda
• Introduction and objectives
• Concepts
– What is quality?
– User experience
– Quality in Use
– Internal Quality
• UX process
– Personas and context
– Identify quality attributes
– User stories
– Interaction design
– UX reviews and observation
• TX and DX
• Action plans and feedback

Isabel
Evans
Abstract
• Introduce and understand concepts of quality in use
and user experience
• Show how to derive the user personas, contexts of
use, and hence acceptance criteria and tests
• Distinguish the layers of quality; select attributes
from each layer of the user experience pyramid
• Introduce 2 types of usability testing
• Discuss how we can apply the concepts to our own
tools

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Evans
Exercises and discussions
Think (by yourself)
Pair (with a neighbour)
Share (with the group)

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Evans
Have a go…
think (2mins)
pair (3mins)
share (1 each)
Objectives
• What are your objectives
for the workshop?
– Write them down
– Share them with your
neighbours
Why are you here?

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Evans
WHAT IS QUALITY?
Introduction and objectives
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
Personas and context
Identify quality attributes
User stories
Interaction design
UX reviews and observation
TX and DX
Action plans and feedback

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
Define Quality
– Can you define quality?
– Can you give examples?
– Does your neighbour agree
with you?

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Evans
Garvin’s Five Quality Viewpoints
Quality
Manufacturing
Product
UserValue
Transcendent

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Evans
Conspicuous mediocrity
• What is luxury?
• What is exclusiveness?
“Eight people had $1,000 to burn on a useless
iPhone application…”
It’s not the same as quality…

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Evans
USER EXPERIENCE (UX)
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

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Evans
User experience
• “User experience encompasses all aspects of
the end-user's interaction with the company,
its services, and its products.”
– Meet the needs of the customer without fuss and
bother
– Simplicity and elegance of products that are a joy
to own and use
Not just the interface
Not just the usability

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Evans
Making life
better
-
example
Cyclist’s UX

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Evans
What do you work with?
Head

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Evans
What do you work with,
when you work with UX?
Head
Heart
Gut
Soul

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Evans
Start early & continue after delivery
Have / Test
ideas
Define / Test
personas
Define / Test
context
Write / Test
stories
Define / Test
design
Build / Test
product
Design / Test /
Do rollout
Observe /
Support / Test
use
Observe/
Support / Test
follow up

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Evans
X: Ignorance
A: Uncertainty
B: Awakening
C:
Enlightenment
D: Wisdom –
E: Certainty
E “We know why we do
not have problems with
usability”
X “We don’t have problems
with usability”
A “We don't know why we have
problems with usability”
B “Is it absolutely necessary to always
have problems with usability?”
C “Through management commitment
and improvement of human centred
processes we are identifying and
resolving our problems”
D “Usability defect
prevention is a routine
part of our operation”Maturity

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Evans
A short history of…
Work
environment
Complete
system
Software
In 1999…
User
Centered
Design
Usability
(other) NF attributes
Internal quality

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Evans
User Experience Design (UXD)
Users’
world
Service
Complete
system
Software
Quality in Use
(other) NF Attributes
Internal quality
User Experience

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Evans
UXD (User Experience)
valuable useful credible findable trustworthy
desirable usable accessible
immersive meaningful flowing
playful seductive pleasurable
User eXperience

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Evans
UX – the business imperative
“In today’s business environment, the user
experience and the commercial imperatives have
become overwhelmingly important. It is vital that
we understand quality in use and the user
experience, in order that we focus projects
correctly.”
NB: It’s not just that we need to provide a good
experience – it is also that we need to provide
excellent recovery from bad experiences

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Evans
“Our software must get better”
1 piece of software can be used by 1Billion people
no extra cost per person
fixing software today fixes it for everyone in the world
Software tends to be mediocre:
• not much incentive to invest a lot in fixing it
• hire more people to work on it
• be ever more conservative
• in many markets, especially online, software is free.
free software built by corporations turns us
from the user into the product (Seth Godin)

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Evans
The Apple lover’s choice?
“It was so beautiful I wanted to marry it
…
And then it lost my calendar entries and emails”

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Evans
The silver emailer’s choice?
“…library is open again and – to my horror -
have … up dated their computers.
So everything is just slightly different which
the old girl is finding very confusing !!!!!!!!!!!!!
Am not sure what the improvement has been
but it has left me struggling a wee bit…”

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Evans
The service desk worker’s choice
http://blogs.ca.com/2016/01/27/moving-it-service-
management-to-the-21st-century/
“Moving IT Service Management to the 21st century:
…Ethnographic research paints a sad picture of the current state of
the ITSM market.
…vision is to build a solution designed for humans, not processes.”
CA

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Evans
The consultant doctor’s choice?
“This is the clunkiest piece of technology I
have ever had to use
….
I will have to ask my secretary to print your
test results”

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Evans
The hill farmer’s choice?
In the U.K. one farmer a week commits suicide
“… farmers … took their lives because the person who used to
complete paperwork, … livestock passports or single farm
payment applications, had died or moved away.”
A farmer, quoted about subsidy forms:
“I usually leave it to the last minute with
the paper forms because it only takes about
three hours to do, but so far I have spent
three days doing the online version and I
am only halfway through it.”
“another eye-watering sum has been paid to
technology suppliers and consultants: £154m.”

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Evans
1987: The manual workers’ choice?
Manual workers: Expect to be paid
on Friday at lunchtime in cash
Work remotely from headquarters
IT Staff: Monthly
salary into bank
accounts
Performance of the payroll batch – did it matter?
Does it matter in 2017?

Isabel
Evans

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Evans
We are all connected…?
“Of the 49.4 million adults living within Great Britain, 1.1% have
poor internet access
This equates to 530,000 adults with limited internet speed, of
which 330,000 say they would be willing to bank online
These 530,000 adults have:
– Average download speeds of 1.4Mbit/s – 15 times slower than
average.
– Superfast broadband is available to just 3% of these people, but
uptake is low.
– Mobile provides an alternative for 470,000 of the 530,000 people
(88%).
– However, 63,000 people in parts of Wales and Scotland, and small
pockets of England, still have no acceptable digital access at all
(63,000 adults in total).”

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Evans
Think about the whole system
• Not just the software
– But the whole user experience
• The user is
– not just the person who uses the software
– the person who uses or is affected by the service
• IT -> employee
– -> customer- > family ->…

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Evans
UX: failure or success?
• Where the users have a choice, and meet an
unfortunate experience, you lose a customer:
• they will go elsewhere.
• Where the users have no choice, and meet an
unfortunate experience, the affects can be
devastating:
• frustration, loss of productivity
• loss of motivation and morale
• rebellion and aggression
• even death.

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Evans
Have a go…
think (2)
pair (3)
share (5)
(10 mins)
What assumptions do you
make about people who use
or are affected by your
software products / services?

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Evans
Hedonics
• Likeability, Pleasure, Comfort, Trust
• Hedonics:
– Relating to, characterized by, or considered in
terms of pleasant (or unpleasant) sensations. OED

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Evans
Have a go…
think
(1 min)
pair / share
(4 mins)
Which user experience
attributes are vital for your
product?
– What emotions do you want
people to feel about your
product?
– What emotions do you want
to prevent them feeling?
– Is it the same for everyone?

Isabel
Evans
QUALITY IN USE
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

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Evans
Quality in Use
“capability of a software product to influence
users' effectiveness, productivity, safety and
satisfaction to satisfy their actual needs when
using the software product to achieve their
goals in a specified context of use”

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Evans
UXD is built on Quality in Use
Usability SafetyFlexibility

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Evans
Quality in Use (ISO25000)
Usability
Context conformity;
Context extendibility;
Accessibility
Safety
Effectiveness;
Efficiency;
Satisfaction
Flexibility
Commercial damage;
Health & safety (operator & public);
Environment

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Evans
INTERNAL QUALITY
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
A little problem with definitions…
• Several definitions of the layer below QiU
• So let’s keep it simple and “edit” the standard
slightly
• We’ll just call it “internal quality”

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Evans
UXD is built on QiU AND IQ
Internal Quality

Isabel
Evans
Internal Quality = Engineering
Security
Functionality
Maintainability
PortabilityReliability
Performance
Internal Quality
Operability

Isabel
Evans
Security
Functionality
Maintainability
Portability
Reliability
Performance
Operability
Internal Quality = Engineering
Internal Quality
Adaptability
Installability
Co-existence
Replaceability
Suitability
Accuracy
Interoperability
Confidentiality
Integrity
Availability
Maturity
Fault tolerance
Recoverability
Understandability
Learnability
Attractiveness
Time behaviour
Resource utilization
Capacity
Analysability
Changeability
Stability
Testability

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Evans
Engineering Quality layer
Engineering
quality
Concision Code does not suffer from
duplication
Cohesion Each (module/class/…) does
one thing well
Low Coupling Minimal interdependencies
Simplicity
Generality Problem domain bounds are
known
Clarity Good autodocumentation
Note: from http://wiki.c2.com/?InternalAndExternalQuality
we also have:

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Evans
Who cares?
How do we communicate?

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Evans
Poor feedback to end user - example
“I regret to inform you that you are amongst a
small percentage of people that were affected
by a problem during the upgrade of our queuing
infrastructure.”
Written in IQ terms when it needs to be in
QiU or UX terms; Meant nothing to the
person who received it

Isabel
Evans
Subject: Notice of temporary results outage
Dear customer,
I regret to inform you that you are amongst a small percentage of
people that were affected by a problem during the upgrade of our
queuing infrastructure.
Due to the issue, which lasted 40 minutes, 3 response(s) submitted
through 1 of your typeforms were unfortunately not recorded onto
our database, and will therefore not be available for you in your
Results panel.
In case you would like to understand more about how the issue
occurred, we have added the report from Typeform’s CTO below.

Isabel
Evans
At approximately 9:10AM UTC, Tuesday 14th June during an
upgrade of our queuing infrastructure that handles spikes in submit
load, a misconfiguration was applied that meant that submissions
were dropped rather than being queued and stored. This
misconfiguration was missed by the tests we did to check the
change and it wasn’t until 9:45AM UTC that we noticed that
submissions were being dropped.
Once we were aware of the problem we fixed the issue in less than 5
minutes, but the net effect was that from 9:10AM to 9:50AM UTC
we lost submissions.

Isabel
Evans
The bottom line is that this was an unfortunate but rare mistake on
our part and we’re sorry it’s affected the data you’re collecting
through Typeform. Please be assured that all responses are now
being recorded correctly and that we’re putting all possible
measures in place to ensure this doesn’t happen again.
As a small token, we would like to offer you 1 month free of
Typeform PRO. Just reply to this email if you’d like to activate PRO
and we’ll sort it out for you.
If you have any questions at all, please just ask—we’ll do our best to
get an answer to you as soon as possible.
Best Regards,
David Okuniev & Robert Muñoz
Co-founders & Joint-CEOs

Isabel
Evans
Poor feedback to end user - example
Action Required: Update WordPress to avoid suspension
You may recall a recent message from us regarding security
vulnerabilities with the version of WordPress that you are currently
running on your website hosted with Aabaco Small Business
(formerly Yahoo Small Business). In order to protect all Aabaco
Small Business customers, yourself included, we will suspend your
site if WordPress is not uninstalled or upgraded by Monday, Jun
13, 2016. If you have already updated your WordPress
installation(s), please disregard this message.”
Written in IQ terms when it needs to be in QiU or UX
terms; was irrelevant to the person who received it.

Isabel
Evans
Dear Aabaco Small Business customer,
You may recall a recent message from us regarding security
vulnerabilities with the version of WordPress that you are currently
running on your website hosted with Aabaco Small Business
(formerly Yahoo Small Business). In order to protect all Aabaco
Small Business customers, yourself included, we will suspend your
site if WordPress is not uninstalled or upgraded by Monday, Jun
13, 2016. If you have already updated your WordPress
installation(s), please disregard this message.
Please uninstall or update your WordPress site as soon as
possible to avoid suspension. We strongly recommend you back
up your blog before you update--WordPress has provided detailed
instructions for doing so.

Isabel
Evans
Access your WordPress login page via Aabaco Small Business by following these steps:
1. Log in to Aabaco Small Business.
If you haven’t done so yet, create your Aabaco Small Business ID, password, and profile.
You’ll need to use your existing Yahoo ID (the ID or email address you used to sign in to
Yahoo Small Business) to complete the set-up.
2. Go to your Web Hosting control panel.
3. Click Blog Tools under the Create & Update tab.
4. Click the Blog Manager link.
5. Click Edit Blog Settings and log in to your WordPress site.
6. Click Please update now at the top of the page.
Having trouble with the update? Find more help here.
We value your business and want to ensure you and your website visitors are protected
from harm. We strongly suggest updating your WordPress as soon as possible to avoid
service interruption.
If you need additional help, please contact Customer Care.
Sincerely,
The Aabaco Small Business team

Isabel
Evans
valuable useful credible findable
User eXperience
Internal Quality

Isabel
Evans
UX PROCESS OVERVIEW
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
Start to think UX
Identify WHO uses your product / service
Identify WHY they use it
Identify WHAT they want to do
Identify their EMOTIONS and EMPATHISE!
Score the UX, Quality in Use (QiU) and Internal Quality (IQ) attributes
Write RICH STORIES
Do INTERACTION DESIGN
Do a USABILITY REVIEW and OBSERVATIONS

Isabel
Evans
CONCEPT:
PERSONAS AND CONTEXT
WHO
WHY
WHAT and WHERE
EMOTIONS
Write RICH STORIES
Interaction Design
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
Personas
• Real people
• Some one we know
who uses our product
or service; we can talk
to them.
• Imagined people
• A persona to stand in
for someone who might
use our product or
service; we do not
know them.
Who uses the product or service?
Why?
What do they want to achieve?
What mood/emotions are they feeling?
What are their characteristics?

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Evans
People like us…
• Who are we designing / building / testing for?
• People like us?
• Or other people?
• Do they have the same perceptions as us?

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Evans
Context of use
• Each persona has one or more contexts of use
Where are they using the product or service?
What circumstances?
What physical environment?
What technical environment?
Noise, light, and other aids/distractions

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Evans
The persona dilemma
You can’t ask customers what
they want…

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Evans
Radio stations (1)
http://www.thisisglobal.com/radio/heart-fm/audience/
Heart listeners have a
spark about them …
juggling their busy lives
Very social
people, enjoy
shopping,
going out and
family
Aged between 25 and 44
Loyal listeners

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Evans
Radio stations (2)
http://www.thisisglobal.com/radio/classic-fm/audience/
‘Discoverers’ aged
35-50, kids at
home, want to
listen to music
‘Enthusiasts”
aged 50+,
upmarket,
career
focused, want
inspiration Social group ABC1
Even gender spread

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Evans
Radio stations (3)Pride
themselves on
being ahead of
the trend
Predominantly
20 something
Youthful, social, vibrant
63% are 15-40
http://www.thisisglobal.com/radio/ca
pital-xtra/the-audience/

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Evans
Context and bias defining user
experience
Environment
“us and them” or “we”?

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Evans
Example: How do we see ourselves
and others? How simple is it to change
perceptions?
https://itwasneveradress.com/
https://www.youtube.com/watch?v=S2Kblliis1s

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Evans
Example: Is gender relevant?
• ‘fashioned for women’
– Which women?
– In what context?
– By whom? “It’s not Silicon Valley’s fault that we live in a
male-dominated, sex segregated society and
labor market. But it is Silicon Valley’s
responsibility to anticipate its own failings and
work to address them, preferably before its
products hit the market.”
http://qz.com/640302/why-is-so-much-of-our-
new-technology-designed-primarily-for-men/

Isabel
Evans
Personas
• “The personas are archetypes built after a preceding exhaustive
observation of the potential users” (UCD method)
“A persona should include:
• Social and demographic characteristics.
• Needs, desires, goals
• Habits (consumer habits, behavior)
• Expertise
• Cultural background
• Motivations
• Must do, must never
• User experience goals”
– UX-lady

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Evans
Picture
and name
Keywords,
gauges
Pictures
Description
quotes
Bar charts
Word Cloud
Tick buttons
Pie charts
Lists
Rankings
Profile
Archetypes
Tech
expe-
rience
UX goals
Devices
Apps,
software
Person-
ality
Influen-
ces
Brands and products
Must do
Must
never do

Isabel
Evans
the Apple lover
“It was so beautiful I wanted to marry it
And then it lost my calendar entries and emails”
Social and demographic characteristics.
Needs, desires, goals: on trend, connected, finish tasks fast
Habits (consumer habits, behaviour): Apple, impulse buyer
Expertise: tech savvy, but not an IT specialist, relies on being connected
Cultural background: interest in the Arts, Media
Motivations: keeping connected (work and social)
Product Must do: on demand, transparent updates
Product Must never: lose data, stall/halt
User experience goals: exciting, seductive, flowing, desirable, flexible

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Evans
the silver emailer
“…library is open again and – to my horror - have … up dated their
computers. So everything is just slightly different which the old girl is
finding very confusing !!!!!!!!!!!!! Am not sure what the improvement has
been but it has left me struggling a wee bit…”
Needs, desires, goals: keep in touch, link to “paper ways”
Habits (consumer habits, behaviour): buys little, whole food, ecology
Expertise: low IT expertise
Cultural background: politics, world news, dance
Motivations: keeping connected (family, friends and world news)
Product Must do: on demand, real-world-like
Product Must never: behave unexpectedly
User experience goals: trust, simplicity, consistency

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Evans
the consultant
“This is the clunkiest piece of technology I have ever had to use
I will have to ask my secretary to print your test results”
Needs, desires, goals: treat and cure patients
Habits (consumer habits, behaviour): expert, impatient, caring
Expertise: medicine…
Cultural background: interest in the Arts, Science
Motivations: treat patient, work at speed, not be held up
Product Must do: fast, accurate, timely, easy to find information
Product Must never: hold up appointment, give false information
User experience goals: flow, trust, tailored/curated

Isabel
Evans
Have a go…
think (2)
pair (3)
share (10)
15 mins
What personas can you identify?
• Choose a product
• Identify 3 separate personas and
a context of use for each one
• E.g. Farming Software
– Small farm owner – complete
forms, no broadband, limited
time, tired, under stress,
resentful
– Large farm’s manager – complete
forms, modern office, part of
role, efficient, busy
– Government administrator –
compiling information,
responding to queries, in office
Needs, desires, goals
Habits (consumer habits, behaviour)
Expertise
Cultural background
Motivations
Must do, must never
User experience goals

Isabel
Evans
CONCEPT:
QUALITY ATTRIBUTES
WHO
WHY
WHAT and WHERE
EMOTIONS
Score the attributes
Write RICH STORIES
Interaction Design
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
valuable useful credible findable trustworthy
User eXperience
Internal Quality

Isabel
Evans
We cannot have everything!
Usability Flexibility Safety
User quality
Manufacturing
quality
Product quality
Transcendent
quality
Value quality
Over or under
engineered/
Over or under
engineered?
Speed or polish?
Many users –
different views
Many users –
different views
Value for money, RoI
or cheap?
or cheap?
or cheap?
(too) many
attributes and
features
(too) many
attributes and
features

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Evans
Building the layers
Credibility
Usability
(effectiveness)
Safety
(commercial)
SecurityReliability Operability

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Evans
Case Study: Dolphin Computer Access
• I was quality manager at Dolphin from 2010 to
2015
• Dolphin design and build access software for
people with visual and print impairments
– screen reading magnification braille etc.
• We’ll look at two of their products in this case
study:
– SuperNova
– Guide

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Evans
Dolphin SuperNova and Guide
SuperNova
• Screen reader
• Magnifier
• Braille
Guide
• Screen reader
• Magnifier
• Braille
Why do we need both products…?
Ability to use a Windows PC
and the programmes on it
including IE
Curated experience that hides
Windows interface
Own browser

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Evans
People are different...
Dolphin Guide
Dolphin SuperNova

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Evans
Scoring different stakeholders: example
comparing users for two products
0
2
4
6
8
10
Effectiveness
Efficiency
Satisfaction
Conformity
Extendibility
Commercial
desirable
meaningful
VI -
SuperNova
VI - Guide

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Evans
Apple lover v. Silver emailer
0
2
4
6
8
10
Effectiveness
Efficiency
Satisfaction
Conformity
Extendibility
AccessibilityCommercial
Health &
Safety
Environment
Excitement
Desirability Apple lover
Silver emailer

Isabel
Evans
Hospital Consultant
0
2
4
6
8
10
Effectiven…
Efficiency
Satisfaction
Conformity
Extendibility
Health &…
Environme…
Excitement
Desirability
UX attributes: delivering a diagnosis
Hospital consultant
Hospital consultant

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
What UX attributes?
• Thinking about the product,
personas and contexts you devised
earlier…
• Prioritise the UX attributes
• What are the top 2 or 3?
UX: valuable useful credible findable desirable
usable accessible immersive meaningful flowing

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
What QiU attributes?
– For example, are your users more
interested in context extendibility
or context conformity?
– Is it the same for everyone?
– Do they support the UX
attributes you choose?
Quality in Use attributes:
• Usability (Effectiveness; Efficiency; Satisfaction)
• Flexibility (Context conformity; Context extendibility; Accessibility)
• Safety (Commercial damage; Operator health and safety; Public
health and safety; Environmental harm)

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
Therefore: Which IQ
attributes?
• For example, are your users more affected
by security of their data or reliability?
• Is interoperability with other software
important?
• Does your product have to be portable to
multiple hardware / operating system
combinations?
• Is it the same for everyone?
• Can you give examples?
• Have you chosen IQ attributes that support
the UX and QiU?
Internal Quality
Technical and engineering:
• Functionality
• Security
• Reliability
• Operability
• Performance
• Portability
• Maintainability

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
Can you bring the layers
together for your product?
– What are the (3) most
important UX attributes?
– What QiU and IQ attributes
support them?
– Draw the pyramids for the
attributes
– Draw radar diagrams for the
attributes
– Any conflicts and trade-offs
you need to manage?

Isabel
Evans
Small farmer, farm manager,
government official
0
2
4
6
8
10
Effectiveness
Efficiency
Satisfaction
Conformity
Extendibility
Health &
Safety
Environment
Excitement
Desirability
farmer
farm manager
gov. official

Isabel
Evans
What about your stakeholders?
0
2
4
6
8
10
Effectiveness
Efficiency
Satisfaction
Conformity
Extendibility
Health &
Safety
Environment
Excitement
Desirability
your user A
your user B

Isabel
Evans
CONCEPT:
STORIES
WHO
WHY
WHAT and WHERE
EMOTIONS
Write RICH STORIES
Interaction design
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
User Stories…
https://twitter.com/jediuserstories
As a wookie,
I want to rrrrraaaaawwwrr
so I can rrwwwwaaarrgggghhh.
@gojkoadzic user story format and some words of wisdom
from an agile Australia conference
@sammy_lee12 Oct 10

Isabel
Evans http://bit.ly/29bs10l
Perceiving
Paying attention
Remembering
Repeating the
message
Thinking and
reasoning
Reflecting
Paraphrasing
Active listening

Isabel
Evans
Active telling
Words, graphs and
tables
Killer facts,
imagination Strong start
Power of three
Repeating
the message
Call to action, vision Finish

Isabel
Evans
Green scripts and blue scripts
• Blue script:
• The actors’ lines
• Stage directions
• Blue script:
– Actions with the
computer
• Green script:
• The emotion the
audience should feel
• Green script:
– The enriched user story
– The motivation and
emotions

Isabel
Evans
Use the emotion in the stories to help
you deliver great UX
Head
Heart
Gut
Soul

Isabel
Evans
User Stories
Independently
Privately
With dignity
person with a visual impairment
read my own bank statement
otherwise it is very humiliating
As a
I want to
Because
We made a Video of Dave
describing reading his
bank statement

Isabel
Evans
User Stories
keep in touch online
my world is digital
at home
everywhere...
at work
up-to-date connected
at college
As a
I want to
Because
We videoed Colin describing his
life at work and college, and his
social life

Isabel
Evans
User Stories
Independently
go shopping to compare prices and brands
I want make choices
without being patronised
Privately
With choices
As a
I want to
Because
And in his video, Dave
described shopping
At the speed I want

Isabel
Evans
User story is in a theme for a persona
As an adult with a visual impairment:
I want to read my own bank statement
Because otherwise it is very humiliating
independent
private
dignified
Theme: My Banking/My Money
Key words for :
Acceptance criteria
Interface design
a Speech and Braille user (settings x y z)

Isabel
Evans
User stories can be
built in hierarchies
“Book a lovely hotel”
Versus
“Dave and Emma’s
wedding”

Isabel
Evans
Personas are not
just the users...
• As a Sensory Support
Teacher
–I want ....
–Because ....
• As a system
administrator
–I want...
–Because…

Isabel
Evans
User stories also need technical
acceptance criteria and architecture
As an adult with a visual
impairment:
I want to read my own bank
statement
Because otherwise it is very
humiliating
Secure
Reliable
Fast
Efficient
Accurate
Suitable
Adaptable

Isabel
Evans
The silver emailer’s story
As an intermittent email user
I want to keep in touch with my friends and family
Without changes to the way I do it
Because I have better things to do than learn new
technology
Transparency
Intuitiveness
Flow
Usability
Backward compatibility

Isabel
Evans
The Apple User’s story
“As a non-technical person
I want to transfer to the latest gadgets and software
without being tied to one source
Without losing my calendar entries and emails
Because otherwise I am sad and frustrated”
Interoperability,
compatibility,
portability
Flow
Trust
Seductiveness
Flexibility

Isabel
Evans
The consultant’s story
“As a consultant doctor
I want to concentrate on treating my patients
and communicating well with them
I don’t want to be blocked by the software
Because otherwise my patients and I become frustrated and are
subjected to unnecessary worry”
Flow Trust Speed
Usability
Flexibility
Safety
Functional suitability
Security
BYOD /tablet?

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
What stories?
• Using the product,
personas, context and
quality attribute analysis
you did earlier…
• Write a rich user story, with
emotional content

Isabel
Evans
Story Cards
Story title
As a
I want
Because
And not
UX attributes:
QiU attributes:
IQ attributes:
Acceptance criteria Tests
Risks Priority

Isabel
Evans
Acceptance criteria
• NOT perfection
• Minimum acceptable quality
• Plus, optionally, a “Desirable” goal
Current position
World record
Minimum
acceptance Desirable

Isabel
Evans
Requirements & Acceptance Criteria –
Usability – operability - learnability
• “make it user friendly”
• “needs to be used without a training course”
• SMART Learnability:
– a new user is able to understand and use the
application (without prior training?) after a 2 hour
tutorial
– Following the tutorial, after the next 1 hour of use
they are able to achieve a work speed that enables
them to complete the example task list (ref number)
in 60 minutes (30 minutes desirable)
– Measured with 10 sample usability test volunteers
and average taken.

Isabel
Evans
Have a go…
think (2)
pair (3)
share (5)
10 mins
Can you add acceptance criteria
to the User Stories?
– For each important attribute
you have identified
– Can you identify acceptance
criteria that can be measured
on one / some user stories?
– For the most important
personas…?
– What is the minimum level of
acceptability for each attribute
for each story?

Isabel
Evans
INTERACTION DESIGN
WHO
WHY
WHAT and WHERE
EMOTIONS
Write RICH STORIES
Interaction Design
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
Design it in and then test it
• Excellent reference:
• http://asktog.com/atc/principles-of-
interaction-design/

Isabel
Evans
Interaction design (AskTOG)
• Aesthetics
• Anticipation
• Autonomy
• Colour
• Consistency
• Induced inconsistency
• Continuity
• Defaults (or not)
• Discoverability
• Efficiency of the User
• Explorable interfaces
• Fitts’s Law
• Human interface objects
• Latency reduction
• Learnability
• Metaphors
• Protect users’ work
• Readability
• Simplicity
• State
• Visible navigation

Isabel
Evans
http://asktog.com/atc/principles-of-interaction-design/
Latency and human patience

Isabel
Evans
Fitts’s Law
http://asktog.com/atc/principles-of-interaction-design/

Isabel
Evans
CONCEPT:
USABILITY TESTING
WHO
WHY
WHAT and WHERE
EMOTIONS
Write RICH STORIES
Interaction design
REVIEW and OBSERVATIONS
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
Usability testing – Example Lab
Test room ceilings carry dome cameras with
remote pan-tilt-zoom-focus which can be
positioned in any of 11 locations.
User testing
session in
progress.
Example: UQ Usability Laboratory (UQUL)
http://www.uqul.uq.edu.au/

Isabel
Evans
Usability Testing –
Empathy and thought experiments
• You need questions
– Who? Why? Where? When? How?
– What mood? What emotion?
• You don’t need a specification, user stories, or
the software
• You just need intelligence and empathy
» Compare: Cognitive Walkthrough

Isabel
Evans
Real life example: STAREast test lab
flip chart…
“Well done team
Working in pairs and teams
You raised
42
New bugs
In 2 hours (from start to logged)
Around
• User experience
• Usability
By testing with your heart and gut,
your empathy and your soul
As well as with your intellect”

Isabel
Evans
Discussion
• The software under test at STAREast test lab
was a real life package designed to be used
by disaster teams.
• Specifically there are 2 types of people who
use the system:
– Administrators
– Volunteers
Let’s discuss it….

Isabel
Evans
Usability testing - Heuristic Evaluation
Visibility of system
status
Match between
system and the real
world
User control and
freedom
Consistency and
standards
Error prevention
Recognition rather
than recall
Flexibility and
efficiency of use
Aesthetic and
minimalist design
Help users
recognize, diagnose,
and recover from
errors
Help and
documentation
https://www.nngroup.com/articl
es/ten-usability-heuristics/

Isabel
Evans
Have a go…
think (2)
pair (3)
share (15)
(20 mins)
Heuristic Evaluation
• Using a real website or
application… or a prototype
or screen designs
• Study the interface
• And apply the heuristics
• From the point of view of
the persona

Isabel
Evans
Usability observation
• Make a list of tasks you want to test
• Make a brief description of each task in user terms.
– Broad goals, not the steps.
• Prepare the materials you need
– Consent form
– Instructions for the user subject
– Including a reassurance that this is a test of the product not of them
• In the test
– Give the test subject the instructions and make sure they are happy
– Give them the description of the task
– Observe them carrying out the task and make notes/recordings
– Thank them for their time
• After the test
– Debrief with designers and developers, agree on usability
improvements.

Isabel
Evans
Have a go…
think (2)
pair (3)
share (25)
(30 mins)
Usability observation
• Using a real website or
application… or a prototype
or screen designs
• Carry out a usability test
• (take it in turns on different
sites)

Isabel
Evans
TX AND DX
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
Three key points
• Test automation requires consideration of the
UX for the tool and the tests;
• People who use automation might not always
be technical but they are always human;
• UX-D and UX-T for test automation supports
improved decision making and quality.

Isabel
Evans
Email me feedback on my blogposts
• Why we need a better experience of software
– [ref 1] http://bit.ly/2by8XuA Blog post
• Why we need a better toolset
– [ref 2] http://bit.ly/2bM9DNj Blog post
• A vision for the future
– [ref 3] http://bit.ly/2c0tEld Wiktionary definition
– [ref 4] http://bit.ly/2bwAEsb Blog post
Links on www.isabelevans.uk

Isabel
Evans
ACTION PLANS
AND FEEDBACK
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
What will you do?
“As the gap between customer expectations and
existing CX grows, there will be more
opportunities to improve CX and expand your
business. But only some companies will be able
to take advantage of this growing CX thirst;
others will see an exodus of increasingly
disappointed customers. Choose your path."
https://experiencematters.wordpress.com/2016/03/28/examining-
massive-decline-in-customer-experience-ratings

Isabel
Evans
Think!
Pair!
Share!
What is your action plan?
What will you do to follow up
this tutorial?

Isabel
Evans
SUMMARY
Concepts
What is quality?
User experience
Quality in Use
Internal Quality
UX process
User stories
Interaction design
TX and DX

Isabel
Evans
User Experience Design (UXD)
Users’
world
Service
Complete
system
Software
Quality in Use
NF Attributes
Internal quality
User Experience

Isabel
Evans
QiU
and UX
What and
why?
Personas
Context
of use
Quality
Attributes
Stories
Testing
UX

Isabel
Evans
Think UX with your whole being!
Head
Heart
Gut
Soul

Isabel
Evans
Three key points to take away
• Be able to define who your customers are and
what is important to them – personas,
contexts, and desires
• Have a method to understand and test how
customers experience your product by
thinking about the quality layers of user
experience, quality in use and internal quality
• Be able to set acceptance criteria that match
to the quality in use for your customers.

Isabel
Evans
References
Luxury, quality and mediocrity
http://www.wired.com/2008/08/eight-people-bo/
http://sethgodin.typepad.com/seths_blog/2016/04/conspicuous-mediocrity.html
UX and usability maturity levels
• “The experience of the INUSE and RESPECT projects is that much of European industry is at level 1, 2 or sometimes 3 on this scale.”
Journal of System and Software, 1999 (in press)
Quality in Use:
Meeting User Needs for Quality
Nigel Bevan, Serco Usability Services
Business imperative
See for example: https://experiencematters.wordpress.com/2015/02/25/what-happens-after-a-good-or-bad-experience-2015/
Software is mediocre
http://sethgodin.typepad.com/seths_blog/2016/04/our-software-must-get-better.html
Hill farmers
Large organisations versus individuals, High bandwidth connection versus dial up modem
https://corporatewatch.org/content/rough-guide-uk-farming-crisis-3-uk-farming-crisis-which-crisis-do-you-mean-0
http://www.bbc.co.uk/news/uk-31976230
http://www.huffingtonpost.com/terezia-farkas/why-farmer-suicide-rates-_1_b_5610279.html
http://www.fwi.co.uk/farm-life/suicide-investigating-a-farming-taboo.htm

Isabel
Evans
References
People without bank accounts or connectivity
http://www.poverty.org.uk/73/index.shtml
http://www.bbc.co.uk/news/10277151
http://www.moneymagpie.com/manage-your-money/the-shocking-number-of-people-without-bank-accounts
https://www.bba.org.uk/news/press-releases/mobile-phone-apps-become-the-uks-number-one-way-to-bank/#.V0Q0UTUrLMw
ISO 25000 series
"Quality in use" measures the human, business and societal impacts of products
ISO250xx - Quality in Use
ISO125000 is a standard that describes software attributes, how to specify them and how to measure them: Software Quality and Requirements
Evaluation
http://iso25000.com/index.php/en/iso-25000-standards
Asking the customer – the dilemma
http://sethgodin.typepad.com/seths_blog/2016/06/you-cant-ask-customers-want-they-want.html
UX
http://semanticstudios.com/user_experience_design/
http://uxmyths.com/post/1533970267/myth-27-ux-design-is-about-usability
Radio stations
http://www.thisisglobal.com/radio/
Bias and changing perceptions
https://itwasneveradress.com/
https://www.youtube.com/watch?v=S2Kblliis1s
http://qz.com/640302/why-is-so-much-of-our-new-technology-designed-primarily-for-men/

Isabel
Evans
UReferences
XLady’s persona model
There are many ways to document a persona and context of use.
One example with good suggestions is here: http://www.ux-lady.com/diy-user-personas/
Dolphin Computer Access
Thank you to Dolphin Computer Access for permission to include user story examples https://yourdolphin.com/
Green and blue scripts
See http://bit.ly/29tNx5I
And http://blockbustermultimedia.com/?p=1760
Interaction design (askTOG)
Excellent reference to start:
• http://asktog.com/atc/principles-of-interaction-design/
not mentioned but also useful:
Nielsen, J and Norman, D, The definition of user experience, Nielsen Norman NN Group Website, available at https://www.nngroup.com/articles/definition-user-
experience/
Hassenzahl, M., The encyclopedia of human computer interaction, Interaction Design Foundation, chapter 3 “User Experience and Experience Design”. Available at
www.interaction-design.org
• “User Experience is not about technology, industrial design, or interfaces. It is about creating a meaningful experience through a device.”
http://product.voxmedia.com/2016/5/11/11612516/accessibility-matters-and-heres-what-were-doing-about-it
http://www.slideshare.net/spispeas/universal-design-make-one-design-that-fits-everyone
https://twitter.com/uxcampcph

Isabel
Evans
References
Heuristic evaluation and Jacob Nielsen
https://www.nngroup.com/articles/ten-usability-heuristics/
DX and TX
http://alarmingdevelopment.org/
http://research.csc.ncsu.edu/dlf/
http://blogs.ca.com/2016/01/27/moving-it-service-management-to-the-21st-century/
TX:
Links on www.isabelevans.uk
• Why we need a better experience of software
– [ref 1] http://bit.ly/2by8XuA Blog post
• Why we need a better toolset
– [ref 2] http://bit.ly/2bM9DNj Blog post
• A vision for the future
– [ref 3] http://bit.ly/2c0tEld Wiktionary definition
– [ref 4] http://bit.ly/2bwAEsb Blog post
Take action! A decline in CX ratings
https://experiencematters.wordpress.com/2016/03/28/examining-massive-decline-in-customer-experience-ratings

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