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Presented at DocTrain East 2007 by Emily Wiese and Dr. Mike Patterson, APTIMA -- User-friendly. User-centered design. User experience. Experience Design. Human Factors. How many times do you hear these buzz words in your workplace? What does it mean to utilize users input throughout the entire product development lifecycle? How can technical communicators use principles of experience design and human factors to develop products that are both useful and easy-to-use? In this presentation, we will provide a basic introduction to incorporating the users experience into design: what it is, why it’s important, and how it can influence technical communicators work. We will discuss common methods for gathering user requirements, developing user personas, and using this data throughout the product development lifecycle. Case studies will provide insight into what works, what doesn’t, and practical tips for incorporating these methods into your own work.
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www.aptima.comWoburn, MA ▪ Washington, DC
© 2007, Aptima, Inc.
What’s User Experience and Why Should I Care?
An Introduction to Experience Design
Ms. Emily WieseSenior Human Factors Engineer
Dr. Mike PattersonSenior Human Factors Scientist
DOCTRAIN EAST 2007Lowell, MAOctober 19, 2007
© 2007, Aptima, Inc. 2
First: Some Definitions
User Experience:“…the overall experience and satisfaction a user has when using a product or system”
Experience Design“…the practice of designing products, processes, services, events, and environments … based on the consideration of an individual's or group's needs, desires, beliefs, knowledge, skills, experiences, and perceptions.”
(Wikipedia, 2007)
© 2007, Aptima, Inc. 3
Experience Design Is Multidisciplinary
Product
Information
Interaction
Environmental
Bioengineering
InformationSystems
Industrial
Computer Science
Perception & Action
Linguistics
Artificial Intelligence
Neurology
Cognitive
Social
Industrial/Organizational
Experimental
Cognitive Science
Design Engineering
Psychology
ExperienceDesign
Human Factors
User-Centered Design
Usability
© 2007, Aptima, Inc. 4
Why Should You Care?
Edison invented the phonograph in 1877.
Mistakes Made: 1: Did not listen to the user.– Actual use– Practical matters
2: Did not listen to the user– Standardization
3: Did not listen to the user.– Big name artists
Market leader in 1907: – Victor Talking Machine
Company’s VictrolaEffective Experience Design = Positive User Experience =
Successful Products
© 2007, Aptima, Inc. 5
Not All Good Products Succeed…
AKA: User experience is everyone’s job
Experience design should not just be used during product development.
Effective experience design spans across all aspects of the product:– Product Design and Development – Marketing – Documentation– Packaging
© 2007, Aptima, Inc. 6
HP Printers: Package & Setup Manual
Image Source: HP Deskjet 6980 Printer Setup Manual. www.hp.com
© 2007, Aptima, Inc. 7
Case Studies
1. Medical center website redesign2. Trainee assessment tool (rating instrument) redesign
© 2007, Aptima, Inc. 8
User Experience
To define a positive successful web experience…Design a site that is:
– useful– compelling– attractive– easy to use– satisfying
© 2007, Aptima, Inc. 9
Medical Center Redesign
Web Site Redesign EffortFocused research and evaluation effort to better understand how visitors might access information in a single web site that integrates all clinical, research and academic content areas to inform a redesign. This included:– Conducted a user needs analysis what users access information about
health services and patient care, education and research at the Medical Center.
– Evaluated the usability of the current MC sites by identifying strengths and weaknesses within each site.
– Improved the user experience of the consolidated medical center web sites by understanding the informational needs and providing a site structure redesign.
© 2007, Aptima, Inc. 10
Approach
Provided a blueprint for design.Based, on– Information needed by the specific user groups to accomplish
specific goals.– “If you build it, they will come” – understanding the connection.– Guiding process going forward (informing design).
The website is THE customer-facing mechanism specifically for the user groups of concern.Goal: when you structure information and design for the user groups, based on their needs, you will gain success in two ways.– Recruiting increases.– The users success will carry over from a successful website to
enhancing the MC’s reputation .
© 2007, Aptima, Inc. 11
The Setting
University medical center comprises several institutions– School of Medicine and
Dentistry– School of Nursing– Hospital System
Develop initial design for a usable, useful, and integratedweb site
© 2007, Aptima, Inc. 12
The Setting
ChallengesDiverse set of usersPolitics within MCMC point of contact“Buy-in” from the clientAggressive project schedule
4/20/2005 9/30/2005
7/25/2005 - 7/27/2005Phase III Card Sorts
Woburn
7/5/2005 - 7/8/2005Phase II Interviews
5/19/2005Contract Go Ahead
8/1/2005 - 8/29/2005Analyses, conceptual design
& final report
7/26/2005 - 7/29/2005Phase III Card Sorts
6/17/2005 - 6/24/2005Phase II Interviews
Woburn
9/2/2005Final Report Delivery
5/29/2005Kickoff & Phase I
Stakeholder Focus Groups
9/20/2005Final Presentation
© 2007, Aptima, Inc. 13
ApproachFive user groups– Prospective Students: Master's, MD, PhD, (8 participants)– Prospective Trainees: Residents, Fellowship and Post-doctoral
candidates (8 participants) – Prospective Faculty (5 participants) – Prospective Patients (8 participants)– Referring Physicians (5 participants)
Stakeholder focus groupsStructured User Interviews– Three components of interview: information collection, usability
evaluations of site, competitor sitesCard Sort processInformation Structure definedConcept wireframes produced
© 2007, Aptima, Inc. 14
#1 Plan and Define Goals
Objective:– Establish the goals and objectives of this redesign effort.
Method:– Walkthrough and definition of business goals definition and user
needs generated overall project goals (Stakeholder discussion).
Benefits:– Provided an overall project framework.
Deliverables:– Provided documentation of the key goals for the project.
© 2007, Aptima, Inc. 15
#2 User Needs AnalysisObjective:
– Perform a detailed user analysis to ground users’ comments in actual behavior with the website,identify the usability strengths and weaknesses of the current web site design within the context of specific task performance, andidentify effective elements and usability issues with competitor’s web sites.
Method: – In-depth interviews (3 step process) were used with selected representatives of each
of the five designated users groups 1 ½ hoursThree-part interview
– Part 1: Information gathering– Part 2: Semi-formal usability test of current site– Part 3: Semi-formal usability test of two competitive sites
Benefits:– provided rich insight into what MC website content users perceive to be important
relative to the information they require to make decisions.Deliverables:
– Content and usability design strengths / weaknesses of the current website,– User profiles / personas of the key user groups,– Identified expected / desired content items – (used in Task 3).
© 2007, Aptima, Inc. 16
User Needs Results
Interviews provided insight into: a) what content and functionality are most important to users; and b) how users actually use the web sites and two competitive sites. Example Themes– Nearly all user groups were unanimous in stating that the
website content did not highlight the strengths of the program nor what distinguishes it from other programs.
– The strengths of the program are missing altogether or buried intext-heavy paragraphs… users could not gain insight or why it would be worthwhile to go there.
– Search functionality is hidden to the degree that few participants could find it.
© 2007, Aptima, Inc. 17
Persona ExampleTrainees – Prospective Post-Doc
Daniel ShawDaniel decided before entering the immunological field that a post-doc appointment would be a necessary step in order to gain greater knowledge and experience, make connections, and build a name for himself in research circles. He also saw it as a valuable tool to distinguish himself from other candidates when entering the job market. He considers the post-doc as a "stepping stone," whereby he can improve his publication record and hence progress to a permanent position. He is preparing to start a two year post-doc assignmentresearching immunology and bioinformatics as part of a compilation of a vaccine database.
Top five web site tasks for Daniel as a Prospective Post-Doc:1. Find journal articles by specific researchers.2. Find information on research topics and clinical applicability.3. Search for statistics on a program.4. Gather information and funding regarding specific labs.5. Location information.
© 2007, Aptima, Inc. 18
#3 Information Architecture Process
Objective:– Create an organizational framework for the information items in the Medical
Center’s website.
Method: – Three step approach:
1. Content and Function Identification2. User - Categorizing, Organizing, and Labeling Information Content3. Stakeholder - Focus Group and Card Sort
Benefits:– The Aptima team identified, categorized, organized and labeled information
items within this website.
Deliverables:– Provided an information architecture / detailed site structures to visualize
the architecture and user experience for the website.
© 2007, Aptima, Inc. 19
Information ArchitectureResults
Information Structures
User Generated User and Stakeholder
Patient’s Home Page
• Select Hospital
About Strong Health• Overview• Hospitals• Reputation• Unique strength
General Visitor Information
Patient Guide
(Select Hospital first)
Visiting hours
Important phone numbers
Hospital hours
Gifts & flowers
Parking information
Welcome Message
What to Pack?
Getting Here?
Your Healthcare Team
Checking In: Patient Registration
Leaving the Hospital
Pharmacy services
Research (including that on specific disease conditions
Hospital chapel information
Dining/Meals
Local lodging
Maps & Directions
During Your Stay
Medical records receipt / transfer
Patient Rights and Responsibilities
Outcomes
Patient Testimonials
Important Contact Numbers
Clinical Trials
Insurance Participation
Find A Physician
News
Community Classes / Events
Home Page
SelectHospital
Medical Services
Health TopicsBrowse or keyword
search
© 2007, Aptima, Inc. 20
#4 Design - WireframesUniversity of Rochester Medical Center Site Redesign
ResultsInitial Design
First Level Second Level
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Results and Final ProductUniversity of Rochester Medical Center Site Redesign
Successful process resulting in conceptual designs and information structureUser goals andbusiness goals addressed in final design concept
© 2007, Aptima, Inc. 22
SummaryApplied a user centered process to identify user needs.– Used a building block approach.
The new site structure (emphasizing a goal & task oriented approach) addressed issues identified during the User Needs Analysis Task Information from the User Needs Analysis Task provided a functional basis for guiding the redesign process.Specifically:– Guidance for site design.
Navigation.Consistency in layout.Visual look.
– Guidance in contentSelection of content type.Setting the content tone.The MC message.
© 2007, Aptima, Inc. 23
Trainee Assessment Tool: A Brief History
SPOTLITE: Rating instrument for assessing F-16 pilot performanceUse environment: Simulated training environmentPrototype developed & delivered: 2002Customer use: 2002 – 20052005:– Customer initiated redesign
to address usability and use issues that arose after long-term use
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SPOTLITE Air-to-Air Version 1
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Step 1: Identify Existing Issues
Method: Focus group and informal individual interviewsStakeholders & Their Perspectives:– Instructor pilots: Efficient use of time (Less is ore)– Training program director: Collect pedagogically and
psychometrically sound data (More is more)The Results:– After 2+ years of use and analysis, stakeholders and Aptima
had clearer understanding of their actual use of SPOLITE– Post-exercise measures may provide opportunity for more in-
depth assessment– Tool architecture must support additional missions– Usability and “flow” issues related to measure order and
measure saliency
© 2007, Aptima, Inc. 26
Step 2: Brainstorm and Mock-up Design Concepts
© 2007, Aptima, Inc. 27
Step 4: Review Mock-ups With Stakeholders
Method: Focus groupResults:– Design was well received by stakeholders– Some suggestions were well received by design team– Design was modified accordingly
© 2007, Aptima, Inc. 28
Step 5: Implement Finalized Design
© 2007, Aptima, Inc. 29
Step 6: Third-Party Usability Review of Version 2.0 (beta)
Method: Heuristic evaluationPopulation: Air Force Academy CadetsResults:– Evaluation results were vetted by instructor pilots for domain
relevancy– Recommendations implemented in most current version
© 2007, Aptima, Inc. 30
SPOTLITE Air-to-Air Version 2.0
Redesign effort, while time consuming, addressed all of the stakeholders issues– Support post-exercise assessment– Interface is clear and intuitive to use– Design supports expansion to other missions and other domains
(bonus)~10 different SPOTLITE applications exist, all using same basic design
© 2007, Aptima, Inc. 31
Summary
Experience Design is for everyone
Activities to ensure user satisfaction must occur along allaspects of product development and user interaction– First impressions matter– Lasting impressions are just as critical
