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Gareth and Thea
  walked Christchurch
 through user-centred
design and personas in
     March 2013.!
          !
Meet the

 team.!
   !




            This is Gareth.!
                   !


                     This is Thea.!
                           !
We’re 10
years old!!
    !
/ FUNDIT FUI / Fusion Transactive FUS / Futrix FTX / Gallagher GLG / Gareth Morgan Investments GM
N / Gibson Sheat Lawyers GSL / Greater Wellington GRW / Green Realm Travel GRT / Greentree GTE
ork GSN / Harrison Grierson Consultants Ltd HGC / Health Alliance HLA / Health Sponsorship Council
        We’ve worked with a
ett-Packard New Zealand HLP / HSA Global HSA / Hunter Safety HSL / IAG New Zealand IAG / Immigr
Zealand INZ / of companies
        bunch Infinity INF / Infopower POW / Inform IFM / Infotools ITL / Inland Revenue Department IR
             across about
   INR / Institute of Chartered Accountants ICN / Intergen INT / International Nepal Fellowship INP / Jam




                 200+

op Textiles 20 industries

             JDT / Kickstand-help.com KSD / Kineo Pacific (was Flexible Learning Network) FLL / KiwiBa
  / KiwiRail KWR / !Korero Maori KRM / Land Information New Zealand LNZ / Last.co.nz LST / LawFuel L
  ing Media LML / Les Mills International LMI / Lincoln University LIN / Local Government New Zealand L
 ist LOC / Loyalty New Zealand LOY / Mainfreight MAN / Maori Language Commission MLC / Marker M
 ey University MAS / Medical Assurance Society MSO / Mercury Projects MER / Meridian Energy MRD
ervice MET / Mighty River Power MRP / Ministry for Culture and Heritage MCH / Ministry of Agriculture
  try MAF / Ministry of Consumer Affairs MCA / Ministry of Economic Development MED / Ministry of Edu
  / Ministry of Foreign Affairs and Trade MFT / Ministry of Health MOH / Ministry of Justice MJS / Ministry
  l Development MSD / Ministry of Tourism MTM / Ministry of Transport MOT / MyInfoSafe MIS / Nationa
 arch Institute NER / Navico NVO / Navman Technology New Zealand NAV / New Zealand Couriers NZC
  nd Defence Force NZD / New Zealand Emission Units Register EUR / New Zealand Film Commission
Zealand Food Safety Authority NFS / New Zealand Green Building Council NGB / New Zealand Herald
Zealand Institute of Chartered Accountants ICA / New Zealand Lotteries NZL / New Zealand Natural Clo
 / New Zealand On Screen NOS / New Zealand Police POL / New Zealand Post NZP / New Zealand Tra
 prise NTE / New Zealand Transport Agency NTA / Nielsen NetRatings NNR / NZBio NZB / Office of the
                                           Clients             "
 ral OAG / Open Polytechnic OPT / Orcon ORC / Outward Bound OWB / Palmerston North City Council
erston North City Library PNL / Parliament Counsel Office PCO / Parliamentary Services PLM / Payma
e Software PSW / Perweek PWK / PGG Wrightson PGW / Pivot Software PVT / Positively Wellington T
  / Powershop PSL / Professionals Real Estate PRO / Provenco PRV / PSIS PIS / Quit Group QUG / Qu
   QVL / Rabobank RAB / Real Estate Institute of NZ RNZ / Red Vespa RED / Reserve Bank of New Zea
 / Retirement Commission RCO / Save The Children STC / Scoop SCO / Sell me Free SMF / Serato Au
 arch SAR / Silverstripe SIL / SirValUse SVU / Sky Network Television STV / SMX / Snapper Services S
This is what we
do: user-centred
  design. More
about this shortly.!
         !




UCD"
UCD helps
prevent this from
   happening.!
       !
World class companies don’t
compete on services, products,
   technology, or features.
                          "
 They compete on experience.
                           "
       And world-class

  experience = user insight +

     user-centred design."
And this is why
  "
  we exist.!
       !

  "
  "
  Our mission"
  Transform New Zealand
  organisations into providers
  of world class customer
  experiences"
Here’s what
we’ll cover.!
                   Two case studies.

      !         One good. One not good.

                           "
                 Why you should care.

                          "
        Introducing user-centred design.

                       "
                       Personas.

                           "
                      Questions.!
These guys do a
  pretty good job.
Except when it comes
  to TXT-a-park…!
          !
You live in Auckland.
  You want to head
 into town. You take
       your car.!
           !
Good – loads
of carparks.!
     !
Less good: you
have to pay for
    them.!
       !
Good: there are payment
 options. Except, you don’t
 have coins, and you can’t
figure out which way round
your card goes. So you use
        your phone.!
             !
             !
However…!
   !




       It is
     appalling.
              "
Hmmm…!
  !




1,188

 Complaints about TXT-a-Park"
 Nationwide, 2011-2012. Source = NZ Herald, February 3, 2013!
Read this in
the paper last
  weekend.!
      !
Saw these two
ladies yelling at
  TXT-a-park.!
        !
This is a video of a UX
   consultant taking 3
minutes to attempt to use
   TXT-a-park, before
abandoning in frustration.!
             !
             !
1
    Step 1. Read
    instructions.!
          !
2
    Step 2. Push
    TXT-a-Park.!
         !
Step 3. Find


3   the number to
       TXT to.!
          !
Step 4. Find the


4     simultaneous
    equation to TXT to
      that number..!
            !
Step 5. Find the


5   machine code, the
     first part of that
      simultaneous
        equation.!
            !
Step 6. Find a


6     code, that
    relates to a $.!
           !
Step 7. Find



7
    the time frame
     that relates to
         that $.!
            !
Let’s recap…!
       !

                A       B
                                C




   7275 62061"
    Where 1 = $1.50 = 30 minutes
                               "
                    D       E
And those
           1 = $1.50 = 30 minutes*
simultaneous
 equations…!
                                 "
      !
           2 = $3.00 = 60 minutes*
                                 "
           3 = $4.50 = 90 minutes*
                                 "
          4 = $6.00 = 120 minutes*
                                 "
        5 = $12.00 = 180 minutes*
                                "
        6 = $18.00 = 240 minutes*
                                "
                                 !
                      *Except on Saturdays.

               Oh, and there’s a 50c transaction fee.
                                                    !
It’s trickier on the
weekend. Guess
   what the line1 = $1.50 = 90 minutes
                                     "
        is for?!
           !
              2 = $3.00 = 180 minutes
                                    "
              3 = $4.50 = 270 minutes
                                    "
              4 = $6.00 = 360 minutes
                                    "
                          "
             5 = $12.00 = 720 minutes"
           6 = $18.00 = 1080 minutes"
Pay for anything to
the right of the line,
 and you’ve paid to
  $20!                   M-F                                     S-S
park for longer than
 you can park for…!
          !




  $10!




   $0!
         1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17!
Step 8. Send



8
    the TXT. Note
        the error
      feedback…!
            !
Step 9. Push


9     OK. If you
    don’t: it’ll reset.!
            !
Not such a
   good
experience.!
     !
In fact, it’s tragic.
   Because if AT had
 involved users in the
 design process, I this
experience could have
 been vastly superior.!
             !
             !
Perception.!
    !
                                 "
                                 "
                                 "
                                 "
         80% of companies believe they

         provide a superior proposition"
                                  "
               Source = a Bain & Co. survey of 400 firms
                                                      !
And reality.!
    !
                                  "
                                  "
                                  "
                                  "
         …but just 8% of their customers

                agree with them  "
                                   "
                Source = a Bain & Co. survey of 400 firms
                                                       !
And
consequences.!
      !
                                  "
                                  "
                                  "
                                  "
64% of shoppers have immediately bought
   from a competitor after poor service"
                                   "
                 Source = Oracle’s 2012 CX Index Report
                                                      !
Okay, a better
example of actual
  user-centred
    design.!
        !
Tourism is a key industry for
      NZ. And Tourism’s
newzealand.com website is a
  key link between the 60M
                                          "
 people considering NZ as a
 destination, and our tourism             "
          operators.!
               !
               !                          "
                                          "
   The portion of New Zealand’s foreign
  exchange earnings from Tourism for the
  year ended March 2012 – 15.4%, or $9.6B"
                                           "
                   Source = Tourism Industry Association New Zealand!
And involving users
in the design of that
website has made a
  big difference to
              Since we completed the
       it’s use.!
            !
usability improvements to the site we have
  seen important increases in consumer
engagement – views of content… is up 47
per cent and there has been increased use
of functionality such as… the Trip Planner
       tool – which is up 300 per cent
                                     "
                                           "
               Catherine Bates, GM Brand and International PR, Tourism NZ!
Our brief.!
    !




              Redesign critical

              newzealand.com

               user journeys"
The old site.
Looked good.
But didn’t work
    good.!
       !
Here’s the full
programme of
UCD work we
                      Expert Review"
did on the site.!
       !
                        Personas"
                       Tree Testing"
                      Card Sorting"
                        Co-Design"
                    Interaction Design"
                      User Testing"
That involved
  research.!
                  Expert Review"
      !
                    Personas"
                   Tree Testing"
                  Card Sorting"
                    Co-Design"
                Interaction Design"
                  User Testing"
Design.!     Expert Review"
  !

               Personas"
              Tree Testing"
             Card Sorting"
               Co-Design"
           Interaction Design"
             User Testing"
Testing and
 iterating.!
                 Expert Review"
     !
                   Personas"
                  Tree Testing"
                 Card Sorting"
                   Co-Design"
               Interaction Design"
                 User Testing"
Let’s start with an expert
   review. We throw 2
  experts at the site to
identify what users might
       struggle with.!
             !
And we complete a
 system usability score
benchmarking exercise.
Newzealand.com fell just
below good. Which is not
       so good.

           !
           !
Our experts found
 81 issues. That’s
not a large amount.!




                        81

          !




                       Usability findings"
But 30 critical / major
 issues – issues that
  prevent users from
completing tasks – is a




                           30

       big deal.!
            !




               Critical / major issues"
Things like disconnected
navigation, or separation
 between content and

     calls-to-action.!
             !
             !
Or similar content
  pop-ups with
    completely
different layouts.!
        !
Overall, loads of people keen
  on NZ, and loads of good
  content. Poor interaction
design meant users took time
   learning to find content,
  instead of engaging with
          the content.!
               !
               !
Methodology 2:
  Personas.!
                   Expert Review"
      !
                     Personas"
                    Tree Testing"
                   Card Sorting"
                     Co-Design"
                 Interaction Design"
                   User Testing"
A persona is a fictitious
person who embodies all
of your research and is
used in design"
"
Richard Douglass, Optimal Usability, 2012"
We had marketing personas, and
shedloads of research on our
active considerers. But what those
marketing personas didn’t tell us
was what differentiated the needs
of our users when using
newzealand.com, nor the process
of how to design for those users"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
Here’s an output from
    these personas.
Characters with tourism-
specific history, gathered
      via research.

            !
            !
These personas were
  pulled together after
 conducting dozens of
interviews with people
  considering NZ as a
       destination.!
            !
            !
The main benefit of a user
profile is as a reminder that
you’re not the user. A
persona helps you make
detailed decisions based
on validated research"
"
Thea Myers, Optimal, 2012"
If you have enough

info to create a 60 page
book, then you’ve got

a persona"
"
Kris Nygren, Optimal, 2012"
These persona posters
are still sitting on our
desks. We use them in
all our work. They are
baked into our process"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
Methodology 3.
 Tree-testing.!
                    Expert Review"
       !
                      Personas"
                     Tree Testing"
                    Card Sorting"
                      Co-Design"
                  Interaction Design"
                    User Testing"
Tree-testing is about
     determining the
‘findability’ of information
 within your information
    architecture (IA).!
              !
We use a tool
   called
 Treejack.
 Google it.!
     !
1 of 4
You’re traveling to New Zealand and want to find
out more about Maori customs before you leave.
Where would you find that?


                  It allows us to launch a
                   survey asking users to
                      complete a task by
                    indicating where they
                  would find the answer to
                   that task within an IA.!
                               !
                               !
Your IA gets a
 score, et. al.!
      !
And a mindmap that
shows the different
paths users took to
 find the answer to
    each task.!
         !
Once you’ve
 got a score,
tweak your IA
  and retest.!
      !




  Iterate"
We treejacked more
than we planned to.
They key is to
choose the right
tasks to test"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
And for those
trickier parts of
     the IA – 
                      Expert Review"
    card sort.!
        !
                        Personas"
                       Tree Testing"
                      Card Sorting"
                        Co-Design"
                    Interaction Design"
                      User Testing"
Again: we use
a survey tool
   called
 OptimalSort.!
      !
It allows you to create
virtual ‘cards’, and allows
users to sort those cards
into categories – of their
    own, or predefined
           by you.!
              !
              !
For newzealand.com,
     card sorting
  suggesting two IA
 variants. By activity
       type…!
           !
…or by
 intensity. So
we tested both!!
       !
We used concept /
  collaborative designExpert Review
workshops to generate as
                                   "
many alternative designs
   to tricky problems
       as possible.!
                            Personas"
             !
             !
                           Tree Testing"
                           Card Sorting"
                            Co-Design"
                 Interaction Design"
                           User Testing"
Here’s one.!
     !
Here’s another
     one.!
      !
Oh, and here’s
 another one.!
      !
And here’s a
  typical co-
design output.!
       !
And here’s a
  detailed
 iteration.!
     !
After the
workshop, we
summarise the
 main themes.!
       !
And assess
them against
business and
user criteria.!
      !
And agree which
    elements to         Expert Review"
progress further into
detailed interaction
      design.!
          !
                          Personas"
                         Tree Testing"
                        Card Sorting"
                         Co-Design"
                   Interaction Design"
                        User Testing"
Interaction design isn’t
 about colours, fonts, or
   the look of a site. It’s
    about designing the
things people want to do,
     so that they work.!
              !
              !
These are some
annotated wireframes
      – the notes
 describing the detail
  of key interactions.!
            !
From wireframes,
   we created
    clickable
   prototypes.!
        !
We used these
 prototypes
 during user
  testing…!
      !
User testing is about
                       Expert Review
 getting actual users to            "
 complete actual tasks,
and aggregating insights
     from observing
      several users.!
                            Personas"
            !
                           Tree Testing"
                           Card Sorting"
                            Co-Design"
                  Interaction Design"
                           User Testing"
Because
 newzealand.com’s
users aren’t in NZ, we
  had to test in their
   context, in their
      language.!
           !
           !
In America,
China, and
 Australia.!
     !
From testing, we
aggregate insights and
  recommendations,
       and…!
          !
Mmm-hmm.!
   !




 Iterate"
Go check out
 the site. It’s
   good : )!
      !




                  newzealand.com"
Following a year of continuous

design and usability improvements…
  resulting in the site's strongest 12
month period – visits are up four per
 cent and referrals up 18 per cent for
   the year ending 31 January (2013)  "
                                 "
     Catherine Bates, GM Brand and International PR, Tourism NZ!
Just to put that in context,

18 per cent means hundreds
  of thousands more active
 considerers contacting NZ
 tourism operators – this is
     our reason for being "
                           "
     Dave Brem, Websites Manager, Tourism NZ, 2013!
Okay. Let’s
recap UCD…!
      !




        RE
INVOLV
          USERS E
          OFTEN




  VOLVE
IN ERS
 US RLY              ITERAT
 EA                 ITERAT E,
Right. Now,
   about
personas.!
     !



              Personas"
                Thea Myers
Thea’s one of
  our senior
  designer /
 consultants.!
      !




                 Thea
Thea’s done
   heaps of
forklift drivers • commercial fishers • leisure sailing and fishing!
    persona
   projects.!
       !
call centre agents • physicians • banking & mobile phone consumers!


international travelers       •   international tourists to nz            •   life insurance buyers!


car insurance buyers      •       health insurance buyers        •   business insurance buyers!



home insurance buyers • small business owners • people establishing a business!


IT professionals   •   receptionists       •   alcohol drinkers       •   medical device dealers!


sufferers of sleep apnea              •   grocery buyers     •       courier package senders!
So what are Personas and
 why do we use them?
So, the
 dictionary
definition of a
persona is…!
      !
          Persona
          per SŌ na’ [noun]
          1.A persona is a realistic archetype
          serving as a surrogate for one
          segment of a system’s (or part of a
          system’s) actual targeted audience.
Yeah yeah yeah.
   Personas are
basically just stand-
  in users, based
          Persona
    on research.!
          !
          per SŌ na’ [noun]
          1.A persona is a realistic archetype
          Stand-in user
          serving as a surrogate for one
          segment of a system’s (or part of a
          system’s) actual targeted audience.
Useful when:"
   •  The design team is an actual team, with more than
      a single person working the entire process from
      ideation through implementation. 

      !
   •  The team members are different from their users
      (true most of the time.)

      !
   •  The team members do not have regular interaction
      directly with users

      !
   •  Different users will interact with the product or
      service differently because they have different
      intentions, context, knowledge, skills, or experience.!

                                                  -Jared Spool
Here’s an example output
 from a persona research
project. Not Optimal’s, just
     an example Thea
       found online.!
             !
Here’s another
     one.!
      !
And another
   one.!
     !
And another
one. This time
with an action
    figure.!
      !
And another
   one.!
     !
How to create Personas
A four-step
process – with the
 third step being
  the tricky one.!
          !

                     How to create Personas
                     1.  User research

                     2.  Analysis

                     3.  [Scene missing]

                     4.  Voila! Personas!
Always start with research.
 Read what you have now.
   Interview stakeholders.
 Interview customer-facing
roles. Talk to users – 10-20
                      How to create Personas
        is reasonable.!
               !


                      1.  User research

                      2.  Analysis

                      3.  [Scene missing]

                      4.  Voila! Personas!
Then, analyse
   what your
interview data.!
        !

                   How to create Personas
                   1.  User research

                   2.  Analysis

                   3.  [Scene missing]

                   4.  Voila! Personas!
Step away from
  the people you
 interviewed, and
  see them as a
collection of data.!
         !
Plenty of ways of
   conducting
 analysis – all of
  which involve
 post-it notes…!
         !
Now for the
  magic.!
    !


              How to create Personas
              1.  User research

              2.  Analysis

              3.  [Scene missing]

              4.  Voila! Personas!
This ‘scene-missing’ step
is about transforming that
 data into personas. This
isn’t creative writing – but
  more breathing life into
         your data.!
              !
              !
And you’re done.
     Right?!
       …!
       !

                   How to create Personas
                   1.  User research

                   2.  Analysis

                   3.  [Scene missing]

                   4.  Voila! Personas!
You guessed it:
nope. You’re only
halfway. Now you
have to use those
    personas.!
        !
                    How to use Personas
Personas are not the one
source of truth. They can
help you find it, but if it’s
high risk, you’ll still need
       to test it with
      actual users.!
             !
             !
                          How to use Personas
                                 They are a tool, and like
                                 any tool, you must know
                                 how to wield them!
Okay, so Thea
has learned a few
  lessons while
working on these
persona projects.!
        !
                     Lessons learnt
Like this one: define           Make sure            Be prepared to up-
  your scope well. Are        you’re talking to     scale your research if
  you interested in all      enough of the right   you feel there are gaps
customers, or just those      people about the       in understanding, or
using your site, or just a       right stuff.!         new user groups.!
    part of your site?!               !                       !
             !
             !
                              Lessons learnt                  !



                                   Define your scope well,
                                   and be prepared to scale
                                   the research!
And make sure you
design the output from
  persona research to
work for the people who
 will use those outputs.!
            !
            !               Lessons learnt
                               Consider who will be
                               using the personas, design
                               for them
You might be best
starting out with rough
   and ready sketch
profiles to remind your
designers that they are
      not the user.!
            !
            !
How you represent
personas with images is
   important too. Use
 believable pictures – 
  this is Thea’s mom!!
            !
Stock photos are
pretty shocking.
Apparently this is
what doctors and
nurses look like.!
        !
And this is what
‘women laughing
alone with salad’
   looks like…!
        !
The outputs from
  lightweight persona
work are often best left
   at the same sketch
fidelity as the research.!
                            Patty Persona
            !
            !
                            Lorem ipsum dolor sit amet, consectetuer
                            adipiscing elit, sed diam nonummy nibh
                            euismod tincidunt ut laoreet dolore magna
                            aliquam erat volutpat. Ut wisi enim ad minim
                            veniam, quis nostrud exerci tation ullamcorper
                            suscipit lobortis nisl ut aliquip ex ea commodo
                            consequat. Duis autem vel eum iriure dolor in
                            hendrerit in vulputate velit esse molestie
                            consequat, vel illum dolore eu feugiat nulla
                            facilisis at vero eros et.
And most importantly:
keep them live! Evolve
  them. Re-interview
people and adapt. They
 will stagnate and die if
         not fed.!
            !               Lessons learnt
                               Keep them alive!
That does take
some effort to do.!
       !


                      Lessons learnt
                         Keep them alive!

                         (This takes effort money)
How can
we help?"
"
thea@optimalusability.com / +64 21 706 166

"
gareth@optimalusability.com / +64 21 740 750"

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User-Centred Design and Personas

  • 1. Gareth and Thea walked Christchurch through user-centred design and personas in March 2013.! !
  • 2. Meet the
 team.! ! This is Gareth.! ! This is Thea.! !
  • 4. / FUNDIT FUI / Fusion Transactive FUS / Futrix FTX / Gallagher GLG / Gareth Morgan Investments GM N / Gibson Sheat Lawyers GSL / Greater Wellington GRW / Green Realm Travel GRT / Greentree GTE ork GSN / Harrison Grierson Consultants Ltd HGC / Health Alliance HLA / Health Sponsorship Council We’ve worked with a ett-Packard New Zealand HLP / HSA Global HSA / Hunter Safety HSL / IAG New Zealand IAG / Immigr Zealand INZ / of companies bunch Infinity INF / Infopower POW / Inform IFM / Infotools ITL / Inland Revenue Department IR across about INR / Institute of Chartered Accountants ICN / Intergen INT / International Nepal Fellowship INP / Jam 200+
 op Textiles 20 industries
 JDT / Kickstand-help.com KSD / Kineo Pacific (was Flexible Learning Network) FLL / KiwiBa / KiwiRail KWR / !Korero Maori KRM / Land Information New Zealand LNZ / Last.co.nz LST / LawFuel L ing Media LML / Les Mills International LMI / Lincoln University LIN / Local Government New Zealand L ist LOC / Loyalty New Zealand LOY / Mainfreight MAN / Maori Language Commission MLC / Marker M ey University MAS / Medical Assurance Society MSO / Mercury Projects MER / Meridian Energy MRD ervice MET / Mighty River Power MRP / Ministry for Culture and Heritage MCH / Ministry of Agriculture try MAF / Ministry of Consumer Affairs MCA / Ministry of Economic Development MED / Ministry of Edu / Ministry of Foreign Affairs and Trade MFT / Ministry of Health MOH / Ministry of Justice MJS / Ministry l Development MSD / Ministry of Tourism MTM / Ministry of Transport MOT / MyInfoSafe MIS / Nationa arch Institute NER / Navico NVO / Navman Technology New Zealand NAV / New Zealand Couriers NZC nd Defence Force NZD / New Zealand Emission Units Register EUR / New Zealand Film Commission Zealand Food Safety Authority NFS / New Zealand Green Building Council NGB / New Zealand Herald Zealand Institute of Chartered Accountants ICA / New Zealand Lotteries NZL / New Zealand Natural Clo / New Zealand On Screen NOS / New Zealand Police POL / New Zealand Post NZP / New Zealand Tra prise NTE / New Zealand Transport Agency NTA / Nielsen NetRatings NNR / NZBio NZB / Office of the Clients " ral OAG / Open Polytechnic OPT / Orcon ORC / Outward Bound OWB / Palmerston North City Council erston North City Library PNL / Parliament Counsel Office PCO / Parliamentary Services PLM / Payma e Software PSW / Perweek PWK / PGG Wrightson PGW / Pivot Software PVT / Positively Wellington T / Powershop PSL / Professionals Real Estate PRO / Provenco PRV / PSIS PIS / Quit Group QUG / Qu QVL / Rabobank RAB / Real Estate Institute of NZ RNZ / Red Vespa RED / Reserve Bank of New Zea / Retirement Commission RCO / Save The Children STC / Scoop SCO / Sell me Free SMF / Serato Au arch SAR / Silverstripe SIL / SirValUse SVU / Sky Network Television STV / SMX / Snapper Services S
  • 5. This is what we do: user-centred design. More about this shortly.! ! UCD"
  • 6. UCD helps prevent this from happening.! !
  • 7. World class companies don’t compete on services, products, technology, or features. " They compete on experience. " And world-class
 experience = user insight +
 user-centred design."
  • 8. And this is why " we exist.! ! " " Our mission" Transform New Zealand organisations into providers of world class customer experiences"
  • 9. Here’s what we’ll cover.! Two case studies.
 ! One good. One not good.
 " Why you should care.
 " Introducing user-centred design.
 " Personas.
 " Questions.!
  • 10. These guys do a pretty good job. Except when it comes to TXT-a-park…! !
  • 11. You live in Auckland. You want to head into town. You take your car.! !
  • 13. Less good: you have to pay for them.! !
  • 14. Good: there are payment options. Except, you don’t have coins, and you can’t figure out which way round your card goes. So you use your phone.! ! !
  • 15. However…! ! It is appalling. "
  • 16. Hmmm…! ! 1,188
 Complaints about TXT-a-Park" Nationwide, 2011-2012. Source = NZ Herald, February 3, 2013!
  • 17. Read this in the paper last weekend.! !
  • 18. Saw these two ladies yelling at TXT-a-park.! !
  • 19. This is a video of a UX consultant taking 3 minutes to attempt to use TXT-a-park, before abandoning in frustration.! ! !
  • 20. 1 Step 1. Read instructions.! !
  • 21. 2 Step 2. Push TXT-a-Park.! !
  • 22. Step 3. Find 3 the number to TXT to.! !
  • 23. Step 4. Find the 4 simultaneous equation to TXT to that number..! !
  • 24. Step 5. Find the 5 machine code, the first part of that simultaneous equation.! !
  • 25. Step 6. Find a 6 code, that relates to a $.! !
  • 26. Step 7. Find 7 the time frame that relates to that $.! !
  • 27. Let’s recap…! ! A B C 7275 62061" Where 1 = $1.50 = 30 minutes " D E
  • 28. And those 1 = $1.50 = 30 minutes* simultaneous equations…! " ! 2 = $3.00 = 60 minutes* " 3 = $4.50 = 90 minutes* " 4 = $6.00 = 120 minutes* " 5 = $12.00 = 180 minutes* " 6 = $18.00 = 240 minutes* " ! *Except on Saturdays.
 Oh, and there’s a 50c transaction fee. !
  • 29. It’s trickier on the weekend. Guess what the line1 = $1.50 = 90 minutes " is for?! ! 2 = $3.00 = 180 minutes " 3 = $4.50 = 270 minutes " 4 = $6.00 = 360 minutes " " 5 = $12.00 = 720 minutes" 6 = $18.00 = 1080 minutes"
  • 30. Pay for anything to the right of the line, and you’ve paid to $20! M-F S-S park for longer than you can park for…! ! $10! $0! 1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17!
  • 31. Step 8. Send 8 the TXT. Note the error feedback…! !
  • 32. Step 9. Push 9 OK. If you don’t: it’ll reset.! !
  • 33. Not such a good experience.! !
  • 34. In fact, it’s tragic. Because if AT had involved users in the design process, I this experience could have been vastly superior.! ! !
  • 35. Perception.! ! " " " " 80% of companies believe they
 provide a superior proposition" " Source = a Bain & Co. survey of 400 firms !
  • 36. And reality.! ! " " " " …but just 8% of their customers
 agree with them " " Source = a Bain & Co. survey of 400 firms !
  • 37. And consequences.! ! " " " " 64% of shoppers have immediately bought from a competitor after poor service" " Source = Oracle’s 2012 CX Index Report !
  • 38. Okay, a better example of actual user-centred design.! !
  • 39. Tourism is a key industry for NZ. And Tourism’s newzealand.com website is a key link between the 60M " people considering NZ as a destination, and our tourism " operators.! ! ! " " The portion of New Zealand’s foreign exchange earnings from Tourism for the year ended March 2012 – 15.4%, or $9.6B" " Source = Tourism Industry Association New Zealand!
  • 40. And involving users in the design of that website has made a big difference to Since we completed the it’s use.! ! usability improvements to the site we have seen important increases in consumer engagement – views of content… is up 47 per cent and there has been increased use of functionality such as… the Trip Planner tool – which is up 300 per cent " " Catherine Bates, GM Brand and International PR, Tourism NZ!
  • 41. Our brief.! ! Redesign critical
 newzealand.com
 user journeys"
  • 42. The old site. Looked good. But didn’t work good.! !
  • 43. Here’s the full programme of UCD work we Expert Review" did on the site.! ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 44. That involved research.! Expert Review" ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 45. Design.! Expert Review" ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 46. Testing and iterating.! Expert Review" ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 47. Let’s start with an expert review. We throw 2 experts at the site to identify what users might struggle with.! !
  • 48. And we complete a system usability score benchmarking exercise. Newzealand.com fell just below good. Which is not so good.
 ! !
  • 49. Our experts found 81 issues. That’s not a large amount.! 81
 ! Usability findings"
  • 50. But 30 critical / major issues – issues that prevent users from completing tasks – is a 30
 big deal.! ! Critical / major issues"
  • 51. Things like disconnected navigation, or separation between content and
 calls-to-action.! ! !
  • 52. Or similar content pop-ups with completely different layouts.! !
  • 53. Overall, loads of people keen on NZ, and loads of good content. Poor interaction design meant users took time learning to find content, instead of engaging with the content.! ! !
  • 54. Methodology 2: Personas.! Expert Review" ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 55. A persona is a fictitious person who embodies all of your research and is used in design" " Richard Douglass, Optimal Usability, 2012"
  • 56. We had marketing personas, and shedloads of research on our active considerers. But what those marketing personas didn’t tell us was what differentiated the needs of our users when using newzealand.com, nor the process of how to design for those users" " Dave Brem, Websites Manager, Tourism New Zealand, 2013"
  • 57. Here’s an output from these personas. Characters with tourism- specific history, gathered via research.
 ! !
  • 58. These personas were pulled together after conducting dozens of interviews with people considering NZ as a destination.! ! !
  • 59. The main benefit of a user profile is as a reminder that you’re not the user. A persona helps you make detailed decisions based on validated research" " Thea Myers, Optimal, 2012"
  • 60. If you have enough
 info to create a 60 page book, then you’ve got
 a persona" " Kris Nygren, Optimal, 2012"
  • 61. These persona posters are still sitting on our desks. We use them in all our work. They are baked into our process" " Dave Brem, Websites Manager, Tourism New Zealand, 2013"
  • 62. Methodology 3. Tree-testing.! Expert Review" ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 63. Tree-testing is about determining the ‘findability’ of information within your information architecture (IA).! !
  • 64. We use a tool called Treejack. Google it.! !
  • 65. 1 of 4 You’re traveling to New Zealand and want to find out more about Maori customs before you leave. Where would you find that? It allows us to launch a survey asking users to complete a task by indicating where they would find the answer to that task within an IA.! ! !
  • 66. Your IA gets a score, et. al.! !
  • 67. And a mindmap that shows the different paths users took to find the answer to each task.! !
  • 68. Once you’ve got a score, tweak your IA and retest.! ! Iterate"
  • 69. We treejacked more than we planned to. They key is to choose the right tasks to test" " Dave Brem, Websites Manager, Tourism New Zealand, 2013"
  • 70. And for those trickier parts of the IA –  Expert Review" card sort.! ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 71. Again: we use a survey tool called OptimalSort.! !
  • 72. It allows you to create virtual ‘cards’, and allows users to sort those cards into categories – of their own, or predefined by you.! ! !
  • 73. For newzealand.com, card sorting suggesting two IA variants. By activity type…! !
  • 74. …or by intensity. So we tested both!! !
  • 75. We used concept / collaborative designExpert Review workshops to generate as " many alternative designs to tricky problems as possible.! Personas" ! ! Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 77. Here’s another one.! !
  • 78. Oh, and here’s another one.! !
  • 79. And here’s a typical co- design output.! !
  • 80. And here’s a detailed iteration.! !
  • 81. After the workshop, we summarise the main themes.! !
  • 82. And assess them against business and user criteria.! !
  • 83. And agree which elements to Expert Review" progress further into detailed interaction design.! ! Personas" Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 84. Interaction design isn’t about colours, fonts, or the look of a site. It’s about designing the things people want to do, so that they work.! ! !
  • 85. These are some annotated wireframes – the notes describing the detail of key interactions.! !
  • 86. From wireframes, we created clickable prototypes.! !
  • 87. We used these prototypes during user testing…! !
  • 88. User testing is about Expert Review getting actual users to " complete actual tasks, and aggregating insights from observing several users.! Personas" ! Tree Testing" Card Sorting" Co-Design" Interaction Design" User Testing"
  • 89. Because newzealand.com’s users aren’t in NZ, we had to test in their context, in their language.! ! !
  • 90. In America, China, and Australia.! !
  • 91. From testing, we aggregate insights and recommendations, and…! !
  • 92. Mmm-hmm.! ! Iterate"
  • 93. Go check out the site. It’s good : )! ! newzealand.com"
  • 94. Following a year of continuous
 design and usability improvements… resulting in the site's strongest 12 month period – visits are up four per cent and referrals up 18 per cent for the year ending 31 January (2013) " " Catherine Bates, GM Brand and International PR, Tourism NZ!
  • 95. Just to put that in context,
 18 per cent means hundreds of thousands more active considerers contacting NZ tourism operators – this is our reason for being " " Dave Brem, Websites Manager, Tourism NZ, 2013!
  • 97. INVOLV USERS E OFTEN VOLVE IN ERS US RLY ITERAT EA ITERAT E,
  • 98. Right. Now, about personas.! ! Personas" Thea Myers
  • 99. Thea’s one of our senior designer / consultants.! ! Thea
  • 100. Thea’s done heaps of forklift drivers • commercial fishers • leisure sailing and fishing! persona projects.! ! call centre agents • physicians • banking & mobile phone consumers! international travelers • international tourists to nz • life insurance buyers! car insurance buyers • health insurance buyers • business insurance buyers! home insurance buyers • small business owners • people establishing a business! IT professionals • receptionists • alcohol drinkers • medical device dealers! sufferers of sleep apnea • grocery buyers • courier package senders!
  • 101. So what are Personas and why do we use them?
  • 102. So, the dictionary definition of a persona is…! ! Persona per SŌ na’ [noun] 1.A persona is a realistic archetype serving as a surrogate for one segment of a system’s (or part of a system’s) actual targeted audience.
  • 103. Yeah yeah yeah. Personas are basically just stand- in users, based Persona on research.! ! per SŌ na’ [noun] 1.A persona is a realistic archetype Stand-in user serving as a surrogate for one segment of a system’s (or part of a system’s) actual targeted audience.
  • 104. Useful when:" •  The design team is an actual team, with more than a single person working the entire process from ideation through implementation. 
 ! •  The team members are different from their users (true most of the time.)
 ! •  The team members do not have regular interaction directly with users
 ! •  Different users will interact with the product or service differently because they have different intentions, context, knowledge, skills, or experience.! -Jared Spool
  • 105. Here’s an example output from a persona research project. Not Optimal’s, just an example Thea found online.! !
  • 106. Here’s another one.! !
  • 107. And another one.! !
  • 108. And another one. This time with an action figure.! !
  • 109. And another one.! !
  • 110. How to create Personas
  • 111. A four-step process – with the third step being the tricky one.! ! How to create Personas 1.  User research 2.  Analysis 3.  [Scene missing] 4.  Voila! Personas!
  • 112. Always start with research. Read what you have now. Interview stakeholders. Interview customer-facing roles. Talk to users – 10-20 How to create Personas is reasonable.! ! 1.  User research 2.  Analysis 3.  [Scene missing] 4.  Voila! Personas!
  • 113. Then, analyse what your interview data.! ! How to create Personas 1.  User research 2.  Analysis 3.  [Scene missing] 4.  Voila! Personas!
  • 114. Step away from the people you interviewed, and see them as a collection of data.! !
  • 115. Plenty of ways of conducting analysis – all of which involve post-it notes…! !
  • 116. Now for the magic.! ! How to create Personas 1.  User research 2.  Analysis 3.  [Scene missing] 4.  Voila! Personas!
  • 117. This ‘scene-missing’ step is about transforming that data into personas. This isn’t creative writing – but more breathing life into your data.! ! !
  • 118. And you’re done. Right?! …! ! How to create Personas 1.  User research 2.  Analysis 3.  [Scene missing] 4.  Voila! Personas!
  • 119. You guessed it: nope. You’re only halfway. Now you have to use those personas.! ! How to use Personas
  • 120. Personas are not the one source of truth. They can help you find it, but if it’s high risk, you’ll still need to test it with actual users.! ! ! How to use Personas They are a tool, and like any tool, you must know how to wield them!
  • 121. Okay, so Thea has learned a few lessons while working on these persona projects.! ! Lessons learnt
  • 122. Like this one: define Make sure Be prepared to up- your scope well. Are you’re talking to scale your research if you interested in all enough of the right you feel there are gaps customers, or just those people about the in understanding, or using your site, or just a right stuff.! new user groups.! part of your site?! ! ! ! ! Lessons learnt ! Define your scope well, and be prepared to scale the research!
  • 123. And make sure you design the output from persona research to work for the people who will use those outputs.! ! ! Lessons learnt Consider who will be using the personas, design for them
  • 124. You might be best starting out with rough and ready sketch profiles to remind your designers that they are not the user.! ! !
  • 125. How you represent personas with images is important too. Use believable pictures –  this is Thea’s mom!! !
  • 126. Stock photos are pretty shocking. Apparently this is what doctors and nurses look like.! !
  • 127. And this is what ‘women laughing alone with salad’ looks like…! !
  • 128. The outputs from lightweight persona work are often best left at the same sketch fidelity as the research.! Patty Persona ! ! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et.
  • 129. And most importantly: keep them live! Evolve them. Re-interview people and adapt. They will stagnate and die if not fed.! ! Lessons learnt Keep them alive!
  • 130. That does take some effort to do.! ! Lessons learnt Keep them alive! (This takes effort money)
  • 131. How can we help?" " thea@optimalusability.com / +64 21 706 166
 " gareth@optimalusability.com / +64 21 740 750"