Internet world - Four approaches to User Experience and how they helped IHG and Citizens Advice
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This document discusses four approaches to user experience (UX) design and provides examples of projects that used each approach. The four approaches are: online surveys to collect quantitative feedback from large groups; rapid prototyping and joint application development sessions to gather early user feedback; remote and guerrilla usability testing to evaluate prototypes with real users; and eye tracking to obtain detailed insights into user behavior. Each approach is suitable for different purposes and budgets. The document advocates testing with users throughout the design process to create successful projects that satisfy users.
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Internet world - Four approaches to User Experience and how they helped IHG and Citizens Advice
- 1. One size does not fit all: four approaches to User Experience Leah Raper Programme Director Brand Development Justin Darley User Experience Consultant
- 12. IHG Brand Central site
- 16. "At last – everything a creative agency could possibly need for each IHG brand, in one place and always up to date – genius!!!" "Brand Central has provided a quicker than average route to market and excellent resource for our hotels…" "Brand Central houses everything you need to know…"
- 18. Online surveys
- 20. Rapid prototyping and JAD
- 26. Eye tracking
Notes de l'éditeur
- INTROS
- Assume most in audience are familiar
- Never underestimate the ability of users to simply refuse to use a site or app It can be VERY hard to win people back Or worse still, hated! If it’s an internal app/intranet, it can slow down productivity, attract widespread criticism or lead to error If its public-facing, designed to drive sales or deliver a service, your reputation is at stake if you don’t understand what people want from you. Getting it right however can lead to a rapid sharing of your site, content, products or service UX work ALWAYS throws up some surprises, quick fixes and the occasional howler UX is not one size fits all – what one audience loves another might hate Even as a UX house, we sometimes design things that real users don’t get
- Perceptions aren’t always factual but it does need to be sold as a concept Focus on ROI – a little can go a long way, as well as the big intangible - people like to feel they’ve had their say! Always rewarding, often enjoyable for participants and can save real costs down the line
- Chosen mechanisms that are relatively inexpensive and a little out of the norm Quite different customers, very different needs Both open minded about the value of user engagement and the need to test and refine
- Briefly run thru the projects to explain which projects used which techniques Also mentioning some techniques we aren’t discussing in detail Citizens Advice extranet Essential to their work Establishes the link between the central organisation and the bureaux in the field
- Guerilla usability testing of a prototype at bureaux and in head office Card sorting with a range of users
- Main site for Citizens Advice potential donors, volunteers, partners and press
- Users identified by Citizens Advice
- Leah
- IHG a global organisation
- We use surveymonkey Simplest way to get a large number of responses Surveymonkey tracks responses and does some analysis – logistics are really very simple
- Larger number Gives the results a more scientific basis If targeting members of the public consider recruiting thu a market research agency People need to know what’s coming and why – need to know it’s not spam People have other jobs to do Progress bar helps to avoid people dropping out Multi-choice Easier for them and you
- Rapid prototyping and JAD Users, stakeholders and developers all together Discuss requirements and build prototype live in the session
- Do this AFTER user research – otherwise 10 people might end up designing the app
- Moving on from research to testing Don’t always need a lab Tools like Silverback and Morae allow you to capture usage patterns and user responses woth just a laptop and webcam Can easily carry this out at people’s offices if necessary
- Guerilla testing across the web/phone
- Monitor tracks what users are looking at Can be hired or bought – we use Acuity Fixations and saccades Larger blobs, longer time on focus