User Centered Design overview 2013

Delise Weir, User Experience
Consultant

◦ A philosophy that places the person (as opposed
to the 'thing') at the center;
◦ A process that focuses on cognitive factors
impacting peoples' interactions with things.
o perception, memory, learning, problem-solving, etc.
UCD seeks to answer questions about
users and their tasks and goals, then
use the findings to drive development and design.

UCD seeks to answer questions such as:
◦ Who are the users?
◦ What are their tasks and goals?
◦ What is their level of experience?
◦ What functions do the users need?
◦ What information do they want, and in what
form?
◦ How do users think this should work?
◦ How can the design facilitate cognitive processes?

It needs 4 wheels, a gas pedal and brakes,
right?

If we were developing a car, we might consider the
following:
–A soccer mom
–A construction worker
–A race car driver
Each of them needs 4 wheels, a gas pedal and brakes.
But beyond that, what needs do they have that are
different?

Is it possible to make one car that serves each
of them?

The roll-aboard suitcase:
originally designed to serve the
needs of flight attendants.
◦ Hold a few days worth of clothes
◦ Fit in the overhead bin
◦ Get on and off the plane quickly
These needs also turn out to be
the needs of most business
travelers.
Now everyone has one.

 Define my message
 Round up my content
 Organize my content
 Use my familiar
technology
 Start codin’
 Make it pretty
 Go live

Self-referential design:
 Basing design decisions on what you would like, rather than on
what the actual user wants.
Elastic users:
 Description of users changes depending on the situation.
In one meeting the focus may be on the ―power user,‖ in the next
meeting they are discussed as a novice. This often leads to the ―kitchen
sink‖ approach.
Too many features
 Users need appropriate tools that they can find. This is perceived as
more valuable than many tools that can’t be found or aren’t well
understood.
Putting ―might on will‖.
 A person might want to read breaking news while paying their bills
but they will want to pay bills.

◦ Clarify requirements and priorities
◦ Reveal requirements, assumptions and process
gaps early
◦ Fewer revisions after launch
◦ Reduced scope creep
◦ Improve relationship with the end user
◦ Improve adoption and retention


Integrated Pest Management :
Addressing the problem at it’s
earliest lifecycle stage provides
the most effective and cost
efficient control.
y = f (x)

―... for every $1 spent to resolve a problem during product
design,
$10 would be spent on the same problem during development,
and
$100 or more if the problem had to be solved after the
product's release.
―Equally compelling is the fact that those who skip ease of use
in the design phase can end up spending 80% of their service
costs on unforeseen user requirements down the road.―
―The cost of "learning something about users you didn't want to
know" at the start of a web project is small compared to the
cost of learning it after launching the website.‖
Reference The ROI of Usability
http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html

Know Your USERS
TEST with users
PROTOTYPE the
interface

There are many ways to
understand your users’
needs:
 interview users
Tools:
• Set of questions
• Recording device
• Observer and facilitator

needs:
 interview users
 conduct focus groups
Tools:

needs:
 interview users
field a survey
Tools:
• Survey design (advanced)
• Online survey tool

needs:
 interview users
 field a survey
 analyze site traffic
Tools:
• Google Analytics

needs:
 interview users
 field a survey
 consult market
research
 interview user
advocates or proxy
users
Tools:

needs:
 interview users
field a survey
 consult market
research
 interview user
advocates or proxy
users
 consult an advisory
panel
Tools:
• Willing advisors

Tools:
• Demographics about
population of interest
• Data about user needs
• Analyze for patterns
needs:
 interview users
field a survey
 consult market
research
 interview user
advocates or proxy
users
 consult an advisory
panel
 construct personas

“Robert”
Role: Product Manager
Age: 47
Location: San Diego, CA
Marital Status: Divorced
Influencers:
Seed catalogs, selected
websites, research
universities, food and
garden blogs, fellow
foodies
Goals: grow unusual,
flavorful food and prepare
it. Enjoy good food with
friends, pass on tips
about cooking and
gardening.
Barriers: Getting quality
information, finding new
seed varieties that grow
in his area. Time to
spend.
“Martha & Caleb”
Role: Frugal LOHAS
mother of a toddler
Age: 36
Location: Santa Cruz, CA
Marital Status: Married
Influencers: Friends,
websites, books, father,
Facebook groups and blog
subscriptions
Goals: Supplement family
food budget with clean,
healthy home-grown
vegetables. Teach her
children where their food
comes from, avoid toxins.
Enjoy a connection with
nature.
Barriers: Budget
constraints, pests, specific
information
“Betsy”
Role: Recently retired
Age: 54
Location: Santa Fe, NM
Marital Status: Widowed
Influencers: Neighbors, sister,
newspaper, internet
Goals: Grow a few things and
see how it works out.
Barriers: Doesn’t know when to
plant what. Doesn’t know what
grows in her area or how to
prepare a garden. Needs help
getting started.
“Tony”
Role: Computer programmer
Age: 26
Location: Atlanta, GA
Marital Status: Single
Influencers: Girlfriend, Internet,
social media, work colleagues
Goals: Figure out a way to
garden in the city.
Barriers: Lots of other things to
do, time is a premium. Doesn’t
have anyplace to grow a garden
but thinks it would be cool.
The Chef The Frugal Steward The Newbee The Wannabee

Background
Martha works from home while raising her young son and daughter. She loves to see them
playing in the soil like she did with her father when she was a child. Martha thinks it’s
important that her kids have a connection to the food they eat and the earth that it comes
from. She is concerned about what she reads online and in the media about climate change,
pollution and other environmental dangers. She’s particularly concerned about what she
feeds the kids, so she grows her own, organically.
Four people living on her husband’s salary has motivated Martha to use every inch of their
suburban yard to produce food as frugally as possible. She makes her own compost, grows
her own plants and uses recycled food containers as seedling pots. At the grocery store, she
tries to buy organic as often as possible but sometimes can’t resist a good deal. She’s home
all day and spends a lot of time on Facebook, doing garden research and plays a couple of
online games with the older child. Martha is a meticulous record keeper having learned what
works well in her garden the hard way, through trial and error. She relies heavily on George
at the local garden center for advice, usually after searching for answers through Google.
High Level Goals
• Supplement family food budget with clean, healthy home-grown vegetables
• Teach her children where their food comes from
• Avoid toxins in the food
• Enjoy a connection with nature
Common Trigger/Touch Points
• Has a pest problems
• Reads a media, articles and online research
• Checking her son’s garden patch with him
• Unseasonable weather that knocks back plantings
• Hand watering and looking at the plants she notices something
• Seasonal changes, especially spring and fall – garden fever
• Food and gas prices rise
Persona Example: The Frugal Steward
“Martha & Caleb”
Role: Frugal LOHAS mother of a
toddler
Age: 36
Location: Olima, CA
Marital Status: Married
Influencers: Friends, websites,
books, father, Facebook groups
and blog subscriptions
Level of Interest $ to spend
Tech Savvy Online Activity
Level of Experience Time to spend

Fidelity Scale Low
Technique Paper
Prototype
Wireframe Designed
Screen Comp
Clickable
Wireframe
HTML or
Functional
Prototype
Tools Paper, pencils, post-
it notes
Visio, illustrator,
drawing program
Photoshop,
PowerPoint
Image map from
static prototype or
WYSIWYG tool such
as Dreamweaver
HTML, JSP, ASP
Benefits Collaborative design,
low investment, rapid
iterations, most likely
to get candid
feedback, very fast
Digital medium for
remote collaboration
and review, captures
more detail, provides
layout, user reviews
only content and
functionality – not
distracted by design,
can accompany
requirements doc,
precursor to clickable
wireframe, informs
content contributors
May be a familiar tool
to the designer,
includes graphic
design with branded
look and feel
Dynamically
communicates
interactive
functionality, used for
virtual testing over
WEBEX or
NetMeeting,
interactively
illustrates process
flow
Interactive,
approximates final
functionality closely
Drawbacks Requires user be
present, some
drawing skills, good
penmanship
Requires skill in
drawing tool, larger
time investment, not
everyone has the
Visio
Users respond to
graphic design and
may miss content or
functionality, time
investment to
produce, requires
special tool skill
May be labor
intensive, requires
skill, requires a
hosting server for
testing
Even more labor
intensive, requires skill,
requires a hosting
server for testing
Development
Lifecycle
Discovery
High
Develop

Video:
 http://speckyboy.com/2010/06/24/10-effective-
video-examples-of-paper-prototyping/
Tools:
• Paper and pencil or pen
• Tape, post it notes, scissors
• A little drawing skill

The very act of going though the process reveals
flaws, improves communication, clarifies
requirements.
◦ Drives requirements
◦ Mockup and iterate the UI to reveal gaps
◦ Use the mockup to validate assumptions with users
◦ Revise early and often before you freeze requirements
◦ Deploy with fewer surprises and improved satisfaction!
BUT…

Interface design is a specialized skill.
 Hundreds of books are written on the
subject
 People specialize in this profession
 Educational background may include
human-computer interaction, library
science, graphic design, psychology and
ergonomics
 To do it well requires
aptitude, experience, skill, education, cr
eative ability, and a deep understanding
of the user expectations, business
requirements and industry standards
 You get out what you put in

Sample Deliverable:
Resource:
http://www.usability.gov/metho
ds/design_site/cardsort.html

Heuristic Evaluation
 Review by a seasoned expert who applies principles or
―heuristics‖ to the site.
Formal Lab Testing
 One-on-one interviews in a professional testing lab with 8 or
more users.
Informal One-on-One Testing
 One-on-one interviews or observational studies with 8 or
more users.
Remote Testing
 Real-time, facilitated virtual testing over WebEx or similar
tool
Automated Testing
 Online tool that displays screens while surveying the user
about the process.
Guerilla Testing
 Informal one-on-one testing

You only need to test with
5 users to identify 80% of your defects

 Earlier is better. In order of
preference:
 Define phase – with paper
 Design – with paper or wireframes
 Develop – with paper or wireframes,
clickable or static
 Deploy – beta site
 Post launch – application or site
 It’s best to test when you can
STILL ―COMFORTABLY‖ MAKE
CHANGES

step 1:
identify target
user attributes
step 5:
recruit appropriate
users for testing
step 2:
develop a
prototype
step 3:
design test
protocol +
recording method
step 4:
do a trial run
step 7:
administer test
step 6:
provide an
incentive
step 8:
record the results
step 9:
analyze the results
and report

Here’s How:
•Rely on already developed
personas or ―psychographic‖
profiles
•Interview end users or
customers
•Interview business users
• Marketing research
data, profiles and
segmentation information
•Develop a screener

Here’s How:
•Paper prototype
•Wireframes
•Mockup in Photoshop or
PowerPoint
•HTML Prototype
•App or website in dev or
staging
•Clickable wireframes
•Functional prototype
•App or website in
production
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Here’s How:
•Design task scenarios
•Develop a test plan
with a SME
•Questions per page or
process
•Navigational questions

Here’s How:
•Try out the test
protocol with
someone,
anyone!
•Refine the script
based on
feedback
•Adjust mockups,
script for timing,
etc.

 Here’s How:
•Delegate screening to
professionals
•Make calls yourself
•Gain access to customers
through the business
liaison
•Use user advocates
•Use user proxies
•Ask friends and family

Here’s How:
•Gift certificate
•Cash
•For volunteers: free
lunch, a pat on the
back, commendation in
a newsletter
•Extension products or
branded items
•Small appropriate gift
like seeds or a tool

Here’s How:
•Hire a
professional
•Use a neutral 3rd
party
•Learn how to do
it yourself

Here’s How:
•Observer take
notes
•Clickstream
tracking software
•Video recording
•Audio recording
•WebEx recording

Here’s How:
• Hire a professional
• Group processes to look
for patterns in the
behavior
• Review recordings
• Analyze quantitative
data—pass/fail, errors
per task, abandoned
tasks, clicks to complete
• Report and make
recommendations
• This is where the art
and science come in

 So you have
 no budget,
 no time
 but you’re facing a
usability emergency?!
 Guerilla Testing

Extension
Employees
Master
Gardeners
Home
Gardeners &
Farmers
Stakeholders

As a group, we will review
NC State website and
the people who will use
it.
1. Consider the type of
individuals who might
visit. What do they
need? What brought
them here?
2. Find the information
they seek on the
website

Extension
Employees
• Agents & Staff
• Executives
Master
Gardeners
• Potential volunteers
• Seasoned
volunteers
Home Gardeners &
Farmers
• Novice Gardeners
• Experienced Gardeners
• Casual Gardeners
• Farmers
Stakeholders
• Press
• Community Supporters
• Local Government
• Local businesses
• University

 Type – Novice
 Goal – grow a
salad garden for
the family
 Tasks
 Learn the basics
 Trouble shoot a pest
problem
 More…
Home Gardeners & Farmers
•Novice Gardeners
•Experienced Gardeners
•Casual Gardeners
•Farmers
•Children
Can she accomplish the tasks?
http://www.ncstategardening.
org/extension_master_garden
er/index.php

 Type –
 Goal –
 Tasks -
Master
Gardeners
• Potential volunteers
• Seasoned
volunteers
Can they accomplish the task?
er/index.php

 Type –
 Goal –
 Tasks
Stakeholders
•Press
•Community Supporters
•Local Government
•Local businesses
•University
er/index.php

 Type –
 Goal –
 Tasks
Extension
Employees
• Agents & Staff
• Executives
er/index.php

Know Users
• Interview
• Survey
• Use
Metrics
Prototype
• Paper
• Wireframe
• Design
Test
• 1-on-1
• Remote
• Automated

http://www.linkedin.com/in/delise
https://www.facebook.com/delise.weir
https://twitter.com/ddweir

◦ Personas and User Scenarios
 Cooper newsletters
 The Inmates are Running the Asylum by Alan Cooper
◦ Information Architecture
 Argus Center for Information Architecture
 Information Architecture Tutorial
 Information Architecture for the World Wide Web by
Rosenfeld and Moreville
◦ Paper Prototyping
 Paper Prototyping by Carol Snyder

◦ Wireframing
 Prototyping and Usability Testing with Visio (pdf)
 Mockflow http://www.mockflow.com/
◦ Usability Testing
 Usability Testing Tutorial
 A Practical Guide to Usability Testing by Dumas and Redish
 Remote Usability Testing Tools
◦ Process Overviews
 Usability Guidelines and Methods
 Don’t Make Me Think by Steve Krug
 https://www-01.ibm.com/software/ucd/ucd.html IBM

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