OpenAthens Conference 2018 - Kris Botyriute - User centred design
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Kris Botyriute - User centred design
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OpenAthens Conference 2018 - Kris Botyriute - User centred design
- 1. openathens.org How can user centred design transform the university library experience?
- 2. openathens.org Vee Rogacheva UX designer @vrogacheva linkedin.com/in/vrogacheva Kristina Botyriute International Technical Pre-Sales Consultant kristina.botyriute@openathens.net linkedin.com/in/kristina-botyriute
- 4. openathens.org Do you know who your users are?
- 5. openathens.org REALITY VS ASPIRATION Who is the library user? Academic staff Students • Proficient in research • Works from 9 to 5 • Researches mostly on- site • Undeveloped research skills • Needs access 24/7 • Researches in multiple locations
- 6. openathens.org Purchasing decision making • Department needs • Research needs Request from academic staff • Usage reports Data from publishers • OpenAthens stats • Discovery service data • Google Analytics Other sources of data Informal ways of capturing feedback Students’ feedback
- 7. openathens.org What is the main challenge for students accessing online resources?
- 9. openathens.org User journey - students Publisher’s website • Main search bar • Google Scholar • Reading lists • Video • Images/Infographic • Podcasts • Discovery service Library portal • In site search
- 10. openathens.org “If I am asked to login, I don’t read the article.”
- 13. openathens.org Multiple devices Rich media Voice search Library apps User trends
- 14. openathens.org Students • Can not access quality content • They do not get the great experience they are paying for Librarians • Library services are not utilized • Struggle to justify investment in resources, when faced with low usage rates Publishers • Less traffic to their content • Increased pressure to provide content for free Bad news for everybody
- 15. openathens.org Are you familiar with User Centred Design?
- 16. openathens.org User centred design is a framework for creative problem solving
- 17. openathens.org User experience design process
- 23. openathens.org Focus on the user
- 24. openathens.org Guerrilla research is the fastest and most cost efficient way to learn about your users’ behaviour, needs and pain points.
- 25. openathens.org Benefits of Guerrilla research • Guerrilla is cost effective • It is very quick to plan and do • Helps your team build empathy about the users
- 26. openathens.org 1.Choose a topic to research 2.Script the research questions 3.Simply go out there and talk to your users 4.Look for opportunities to improve not problems to fix 5.Share your findings with the wider organisation DYI Guerrilla research
Editor's Notes
- For example, universities librarians can find themselves struggling to balance demands from academic staff and students. In many cases designing the library service to meet the student needs is just an aspiration and the reality is that the system is mostly fit to meet the needs of the academic staff. Academic staff are well experienced in research and since research is part of their job they work from 9 to 5 in the office. Students on the other hand have poor research skills, they mostly don’t know what they are looking for or where to look. And they need to be able to do research 24/7 from home, their parents' home or the café in town. So, is your library system easy to use? Is it intuitive and easy to access from anywhere? If the answer in no, then you may need to take a step back and reassess the services the library delivers.
- Play video Disclaimer: The video doesn't aim to pick on any publisher or institution it is there to illustrate the difficulties that users face when dealing with online resources. The presenter does not represent OpenAthens. https://youtu.be/U2xEGXvQgVo?t=6m55s
- In 2016, Google’s CEO has announced that 20% of all searches on Android devices and Google app were carried out by voide. Comscore predicts 50% of all searches will be voice searches by 2020.
- There is a lot of buzz around UCD, Design Thinking and UX. And there is a good reason for that. Being user centred transforms organisations, the way they work and the type of services they deliver.
- This is the design process we use at OpenAthens: We start with Discovery where we are validating the challenge with user research, then we follow up with interpretation of the discovery findings, which helps us to define the challenge. Only after we are confident we understand the problem we are faced with we explore ideas of how to solve the challenge. Each idea is then tested with users during the experimentation, before ideas are passed on to the development team for implementation. Once the new product or service is live we continue monitoring performance, making sure we identify any usability issues or change in user’s preferences as early as possible.
- A good starting point for a UCD novice is IDEO’s design kit. The founders of IDEO are considered parents of Design Thinking and very influential in product and service design as a whole. IDEO has a collection of tools called the Design kit, which can help you get started on your journey to becoming a user centric organisation.
- Another interesting way to apply UCD is with Google Design Sprints. The team at Google Ventures developed a process, which requires only 5 days to validate an idea. The Design Sprint start on Monday with a mini discovery and ends on a Friday when the team demonstrates their prototypes to users to get immediate feedback. If users liked the prototype it took them only 5 days to come up with a new product or service and if they don’t then it was 5 days of learning.
- Did you know that gov.uk was built in only 10 weeks? The Government Digital Service (GDS) is part of the Cabinet Office and their job is digital transformation of government. Digital service standard you see on the right has deep roots in user centred design and is based on agile principles. The very first point is ‘Start with user needs’ and I think this sets a great example to follow.
- To summarize, all of this comes down to three simple points: Know your user Experiment with solutions Be Agile, learn from failure and never stop looking for opportunities to improve
- Where do we start?
- When in doubt go back to your user. Focus on them and build empathy. There are a number of ways to do that but our favourite method is Guerrilla UX research.
- Some of the benefits of the Guerrilla are: It is cost effective — the cost is nominal to the value you get. It is very quick to plan and do — because there is very little logistics associated with the research you can plan one day and be out there talking to users the next. It helps your team build empathy about the users — Guerrilla is a shortcut to empathy because it is so easy to put together your team can engage with users as often as needed.
- And this is our rec for a Do It Yourself Guerrilla research: 1. Choose a topic to research Do students use library resources off campus? Was the library induction helpful? Do students know where to find help? The topic you choose will help you define the research location: is it on or off campus is it the library or the café? Script the research questions Writing the questions down will help you stay focused during the interviews. It makes it easier to pick up trends if all participants answer the same set of questions. You could also ask your participants to make demonstrations, using their own devices and this is the point to plan for that. Simply talk to your users Sometimes the simplest of solutions is the hardest to do. But just try it and you will be amazed by the findings it may be that your users love what you do, would that not be great to know? And when I say talk, I really mean listen to your users. Give them time to talk. Try not to bios the interview by leading the participants too much. Approach the conversation as if you didn’t know anything about the topic. And keep your minds open for the possibility that you don’t know best what the problem is. Look for opportunities to improve not problems to fix What I mean here is try to identify opportunities for meaningful improvements for all your users, don’t get distracted by trying to immediately fix the problem of one individual. Share your findings Once you have analysed your findings make sure you share the insight not only with the rst of your team but the wider organisation too. This will help you build your business case for investment in improved user experience.
- And in the end: experiment with solutions. Whatever the result is as long as you are working on the back of genuine user insight you know you are on the right track. And if you fail…well failure is part of success...