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7 Stages of User Action Theory
- 1. Seven Stages of User Action 7 Stages of User Action by Heather Crombie 10/23/12
- 2. Using the “7 Actions” Theory for Task and Design Analysis Why we’re learning about this theory Cover the origins and components of the theory How to apply it in task & design analysis Analyze the design of a common user experience Apply the theory to a k12 design 7 Stages of User Action by Heather Crombie 10/23/12
- 3. Why Learn this Theory? The actions we’ll discuss often happen in one to four seconds, making it difficult to articulate. This theory provides a common construct & vocabulary in describing how a user interacts with the World, or a computing system to accomplish a goal. Applying it ensures a more thorough and consistent task and design analysis. 7 Stages of User Action by Heather Crombie 10/23/12
- 4. Origins & Components of theory Proposed by Donald Norman in the 70’s and used in the process of airplane control analysis & design. It applies to any system or device; Control Systems & Panels for Nuclear Power plants Bureaucratic Systems Operating Systems Websites Doors 7 Stages of User Action by Heather Crombie 10/23/12
- 5. Theory Components User Goal = Desired Outcome=Epic/User Story Gulf of Execution: The psychological and physical barriers to achieving a goal. World = K12 Virtual School System Gulf of Evaluation: The psychological and physical phenomena that occurs when comparing the goal to the systems’ response to user interaction. 7 Stages of User Action by Heather Crombie 10/23/12
- 6. Gulf of Execution Gulf of Evaluation My goal My desired outcome 7 Stages of User Action by Heather Crombie 10/23/12
- 7. Gulf of Gulf of Execution Evaluation 7 Stages of User Action by Heather Crombie 10/23/12
- 8. 7 Stages of User Action by Heather Crombie 10/23/12
- 9. 7 Stages of User Action by Heather Crombie 10/23/12
- 10. 7 Stages of User Action by Heather Crombie 10/23/12
- 11. What happens when you call? 7 Stages of User Action by Heather Crombie 10/23/12
- 12. 7 Stages of User Action by Heather Crombie 10/23/12
- 13. 7 Stages of User Action by Heather Crombie 10/23/12
- 14. 7 Stages of User Action by Heather Crombie 10/23/12
- 15. Will this Perform a Search? 7 Stages of User Action by Heather Crombie 10/23/12
- 16. 7 Stages of User Action by Heather Crombie 10/23/12
- 17. We make up stories about things we don’t understand. 7 Stages of User Action by Heather Crombie 10/23/12
- 18. 7 Stages of User Action by Heather Crombie 10/23/12
- 19. The Real Man on the Moon 7 Stages of User Action by Heather Crombie 10/23/12
- 20. 7 Stages of User Action by Heather Crombie 10/23/12
- 21. Perceiving System State Change in 4 Seconds What Changed? 7 Stages of User Action by Heather Crombie 10/23/12
- 22. 7 Stages of User Action by Heather Crombie 10/23/12
- 23. 7 Stages of User Action by Heather Crombie 10/23/12
- 24. Applying theory to the K12 experience. 7 Stages of User Action by Heather Crombie 10/23/12
- 25. The user story: As a teacher I want to know who has been absent. 7 Stages of User Action by Heather Crombie 10/23/12
- 26. 7 Stages of User Action by Heather Crombie 10/23/12
- 27. Who has been absent? Forming the Intention I see a headline indicating 5 students were absent with a link for their names. specifying the action Name Ti t l e I must click on the link Teacher to see those names 7 Stages of User Action by Heather Crombie 10/23/12
- 28. Who has been absent? Forming the Intention I'm moving my cursor over the link and clicking on it. specifying the action Name Ti t l e Teacher Executing the action 7 Stages of User Action by Heather Crombie 10/23/12
- 29. Who has been absent? Forming the Intention I'm expecting a system response to my click. specifying the action Name Ti t l e Teacher Executing the action System Response Loading 7 Stages of User Action by Heather Crombie 10/23/12
- 30. Who has been absent? Forming the Intention The page has changed specifying the action Name Ti t l e Teacher Executing the action Perceiving the system state System Response 7 Stages of User Action by Heather Crombie 10/23/12
- 31. Who has been absent? Forming the Intention Its now titled "Students with Missing Attendance Days Interpreting the specifying the action system state Name Ti t l e Teacher Executing the action Perceiving the system state System Response 7 Stages of User Action by Heather Crombie 10/23/12
- 32. Who has been absent? Evaluating outcome Forming the Intention against my goals This page is likely to tell me "who is absent" Interpreting the specifying the action system state Name Ti t l e Teacher Executing the action Perceiving the system state System Response 7 Stages of User Action by Heather Crombie 10/23/12
- 33. Who has been absent? Evaluating outcome Forming the Intention against my goals Where are the names of the absent students? Interpreting the specifying the action system state Name Ti t l e Teacher Executing the action Perceiving the system state System Response 7 Stages of User Action by Heather Crombie 10/23/12
- 34. Can’t Cross the Gulf of Execution? Ask – Is the intention obvious & does it match the user’s intent? Ask – Is the action well specified in terms the user can understand? Ask – Can the user manipulate the control? 7 Stages of User Action by Heather Crombie 10/23/12
- 35. Can’t cross the Gulf of Evaluation? Ask – Is state change perceptible? Ask – Can the state change be interpreted? Ask – Can the state change be compared to the user’s desired outcome? 7 Stages of User Action by Heather Crombie 10/23/12
- 36. More details form Google: Seven stages of action - Wikipedia, the free encyclopedia Gulf of Execution and Evaluation - Dubberly Design Office 7 Stages of User Action by Heather Crombie 10/23/12
- 37. Fin 7 Stages of User Action by Heather Crombie 10/23/12
Notes de l'éditeur
- Intuitive product designers & developers often will design to support the seven stages without being able to articulate the psychological reasons their designs work. We’ll speak the same language when doing task & design analysis
- Imagine a circle, the first half involves what you need to do with a system in order for it to respond to you. The second half is how you perceive and interpret the system’s response. Symbols in the center represent a user’s psychological and physical barriers contributing to cognitive load that make it harder to reach their goal via your system. Write out Gulf of Execution on one side of a white board and Gulf of Evaluation on the other side of the boardASK THE AUDIENCE: Name some good design rules….point out where they fall in either of the two gulfs and write down the rule under the appropriate label mention that we will come back to these later in the discussion. Simple design removes those barriers.
- The gulf of execution is comprised of…The gulf of evaluation is comprised of…Examples of psychological barriers include, 1. Not enough knowledge about a domain to know how to articulate a goal, ie. I want to buy that “thingy”. Without a name for that “thingy” I need to describe what it does, what it looks like & hopefully the salesperson (or system) will recognize it.2. The user is experiencing too much cognitive load. Ie. She’s driving while in stop & go traffic talking to her son when a coworker’s urgent text message arrives while she’s also applying mascara!3.The user doesn’t know how to interpret a control device: Does this door have a push or pull handle? Is that elevator button for opening or closing the doors?4. The user doesn’t know who to evaluate a system response against their goals. Ie. The fax machine appears to have scanned my paper but I can’t tell if it has delivered it.Examples of physical barriers include,The user is unable to specify an action to accomplish a goal: ie. The driver can’t get into the car because they can’t find the door handle, or The user is unable to see the instructional text because the font’s contrast is too low against the background color. The control device can’t be manipulated by the user: ie. The shower head is too high on the wall for the short man to adjust the spray direction. Or software designed for a touch screen doesn’t work on a laptop because the creators didn’t account for input from a mouse that doesn’t support the pinch zoom function.The user is senses are impaired or the context in which the device is used overwhelms a sensory organ. Ie. The feedback cues are sound only and the user is deaf or the phone’s sound is not loud enough to be heard on a factory floor.
- When doing a task analysis, the user is at the center of this cycle. The user’s relationship to each stage of the cycle needs to be understood and documented. It often works best to describe the goal in the same language as a user’s language.In the UK, the driver wants to get into the boot to retrieve her spare tire.In the US, the driver wants to get into the trunk to retrieve her spare tire. Each industry and audience has its “jargon” and you want to use it appropriately.
- Goal is framed by someone else.In these instances, more exploration in the task analyisis of the process will be necessary. The system may need to be more transparent to the user in order to guide the user through the processes until they’re comfortable. Supporting infrequent and power users.Your design may need to support two user types, those familiar with the process and those who have been sent to it by someone else. For example: She was told she’d have to file a webcert to receive a stipend. She doesn’t know what a Webcert is? She doesn’t know what it means to file one?. It is important the task analysis addresses the audience types to help the designer understand how to support both audience types.Recognize when the design needs to support infrequent users differently from power users
- How is the intention described by the user.If your task analysis is for a bureaucratic process that is moving from paper you’ll need to understand and describe the user’s “pre-Web” processes. The clerk may describe the process as stamping the invoice as “paid” with the red stamp. That description provides important clues as to the language and representation of the intention by the end user. What percentage of our teacher’s are new to virtual online schools?For a teacher the intention could be described as a question, an epic or a user story. “who has been absent”, or “Who is late in turning in their homework”. Who here rides the bus? I want to ask non-riders to tell me what the intention of this next sign is.
- What I need….an automated message specific for this bus line & stop that tells me when the next arrives.What I get…an automatic transfer into hold pattern waiting for the next available operator who can address my question (I hope). It is critical the task analysis describes what the user needs so the design can support their need. To better support the action of forming the intention, what should this sign say?What the system is capable of…speak to an operator/dispatcher.
- The task analysis needs to describe the action in the user’s language so the design knows how to describe the control to meet the user’s expectations. If the device that represents the action specification is ambiguous then the user must guess and use trial and error to figure out how to use the device.
- So, do you push or pull to get on the other side of the doors? What does the design tell you about how to you should act to get through these doors?ClickThe ambiguous shape of the door handle makes it difficult to know how to operate the door so additional material and cognitive load is expended to rectify a design flaw.
- Does the control mechanism work? Can the button be pushed, can the link be clicked, does the latch hold on?
- Will clicking this search button execute a search?Yes?No?What does the shape around the “Search” text suggest?What does the cursor atop the “Search” text suggest?
- Some users have no idea how something works when they need to. This will be manifested when users describe something as happening “automagically”, “sprinkling pixie dust” or some other non-sensicalmetaphore. When that occurs, your task analysis needs to spend more time understanding the system their interacting with because their level of understanding will confuse your task analysis. In those instances, speak to a SME for the system.
- If its clear the user doesn’t understand the system in which they operate, find someone who does and use their model in your task analysis. Your analysis must capture these discrepancies and the design should reflect the user’s perspective. When this type of discrepancy is discovered in the task analysis it likely indicates the population of users is comprised of infrequent and power users.
- You need to make certain the task analysis illustrates the relationship between the user & the system. It is when the system has a clear relationship to the user than progress can be made to achieve the user’s desired outcome. System clarity supports good task analysis and designs that can eventually…take you to the moon.
- Indicating State ChangeFor instance, when a button is selected on an elevator, the control button for the selected floor is highlighted. Without that highlight, the user would not notice a state change until the elevator started rising, hopefully in the direction of the floor they selected. That highlight indicates that the elevator’s control system has received their command. The movement of the elevator in the direction they want indicates the elevator’s control system is acting upon their request. When designing for an eCommerce site we learned that a user will form their intention for a page within the first 4 seconds. If they couldn’t understand the intent of the page & its relationship to their goal they were off to Amazon.com, Hilton or another competitor. Although a student in the K12 system will not be able to get educational credit from a rival LMS, they do have the expectation set by their other experiences on the Web that a page’s goal should be evident pretty quickly. Qucik loading pagesClean visual hierarchies mean nothing if a user doesn’t perceive a system change. I’m about to give you an example of a page that loads quickly and has a clean visual hierarchy but the second instance of the page has a state change….is it perceptable?
- The change is in the most prominent spot but it is treated so much like the rest of the page it isn’t easily perceived. This is a barrier.
- Interpretation of the change of state can occur from the user’s perspective on many levels. -Linguistically – the system tells you what it is doing and where you have arrived. Some elevator’s now say “next stop is the 5th floor”.-Phenomenolically or with your senses– the user can feel the direction of an elevator’s movement to know that the elevator state has changed from stationary to moving up, or down.-Socially – the state of a bureaucratic process can be interpreted when the clerk behind the window thanks you for submitting your application & tells you what will happen to your request now that you’ve submitted it.
- The user always evaluates the outcome of a system interaction against their original goal.-I pressed the button for the fifth floor, the 5th floor button is highlighted, the elevator feels like it is moving upward and the voice indicates the “next stop is the fifth floor”…This is good. I’m achieving my desired outcome.Now I want you to apply this theory in a design analysis exercise.Open the print out I gave earlier in the presentation. I will describe an experience from the first person perspective, please tell me where the system broke down in the context of the seven actions of a user theory.I stepped into the elevator and turned around. The panel of buttons representing the floors in the building was in front of me.I reached out and pressed the button with the 5 in the center. The button turned orange and then went back to its original state. I looked out the front of the elevator and I waited for the doors to close. The doors closed and I waited but the elevator didn’t move. I panicked. I hit the open door button and repeatedly hit the button for the 5th floor but the highlight state never remained beyond the point when I took my finger off the button. My car keys, purse, coat, computer & everything were on the 5th floor. What if I couldn’t get to the 5th floor? Suddenly the doors closed and the elevator began moving up. A wave of relief rushed through my body as I realized I was headed in the right direction. I was confused because I couldn’t figure out what I’d done to get the elevator to do my bidding. The doors opened on the 4th floor and a woman stepped in. The doors closed and the elevator went downwards toward the first floor. Panic rushed through my body again and I asked the woman in the elevator why I couldn’t get to the floor I wanted. She explained. Once I understood, I took one more step before I pressed the 5th floor button and then the elevator rose to the 5th floor as expected.
- Can you form your intention in context to this page within 4 seconds?
- How do you know what is the action is?