User centric design (ucd)

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48 Hour Test, NoMA, June 2010.

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<ul><li> 1. User Centric Design (UCD)<br /></li></ul> <p> 2. Basic defintions:<br />User Experince (UX) is about how a product works when a person comes in to contact with it and has to use it.<br />UX quality is measured by the level of satisfaction an average user gets from the product. <br />A goodUXencourages users to convert to the next level (e.g. subscribe to the site or buy a product). Conversion rate is a common way of measuring the effectiveness (Return of Investment, ROI) of a user experince. <br />A badUX drives people away from your site, makes them feel stupid, angry or frustrated.<br />User Centered Design (UCD) puts the intended users of a product at the centre of its design and development. <br />UCDdoes this by taking the user into account every step of the way as the product is being developed. <br />Involvement of the users are carried out in an iterative fashion.<br /> 3. UCD Basic Workflow<br />The development andinvolvement of the users are carried out in an iterative fashion, with the cycle being repeated until the projects usability objectives have been attained. The primary steps are:<br />1) Concept, 2) Research, 3) Prototype, 4) Test, 5) Build/ amend<br />6)Testing/ buildinguntilright, 7) Launch, 8) PostLaunchTesting.<br /> 4. 5 Planes: Elements of UCD<br />The Five Planes Model provides a conceptual framework for talking about user experience problems and the tools to solve them. <br />The five planes are built from bottom to top, from an abstract level to a more concrete level.<br />Decisions made on the lower/ higer planes can have ripple effect in both directions.<br /> 5. 5 Planes: Elements of UCD<br />The 5Planes are devided in to:<br />Strategy: define sites &amp; user centric goals, do research (interviews, Focus groups), create Personas).<br />Scope: decide content &amp; functional features, create user stories &amp; scenarios.<br />Structure: develop site structure, information architecture, use Card sorting &amp; user stories. Site mapping in Core Process terminology.<br />Skeleton: wireframes, navigation, placement of photos, text, buttons etc.<br />Surface: visual design, concept, colors, mood boards etc.<br />Work on the next plane shall start before the work on the previous plane is finished<br /> 6. User Centric Strategy<br />Create attributes list (Primary goals for visiting the website, Roles: job seeker, information seeker, client etc., Demographics: sex, age, income, single, married etc., Experience: education, tech know-how etc., Organizational: type of job, type of company user works for etc.<br />Prioritize and define what attributes are important for user/ sites goals.<br />Describe segments or user groups to do research on.<br />Do we know what the problem is, and does this (product, website) solve the problem for those that will use it? <br />What should the user be able to do? <br />Our goal is to improve efficiency: Help people work faster and help them make fewer mistakes.<br />First step is to define the average user: <br /> 7. UCD Research Methods<br />Research techniques can be devided in to qualitative (insight)and quantitative (validation) research. <br />Qualitative research is about discovering new things with a small sample size. <br />Examples of qualitativeresearch are: 1)Focusgroups (intended/ actual users share thoughts, feelings, 2)User interviews (1 to 1),3)Fieldstudies (observe, asking users in working situation), <br />4) Cardsorting (suggest structures/ categories) and 5)Usabilitytesting(collect data from people as they use, e.g. think-aloud test).<br />Quantitative research is about testing something with a large sample size.<br />Example: Surveys and Site trafficorlog file analysis.<br />Quantitative research is better at telling you what is happening, qualitativewhy it does.<br /> 8. Personas: Tool for UCD<br />Another way to look at UCD research is to study what people say(goals&amp;attitudes they have) versus what they actually do (behaviors). <br />When research is finished we create personas, description of typical users.<br />By building a fictional representation of the users we are able to empathize with them and understand their needs. <br />Personasare marketing-targeted(purchase motivations) or interactive(usage behaviors). <br /> 9. Personas: Tool for UCD<br />Personas must be actionable. What are their goals, attitudes and behaviors?,are the basic questions we should ask ourselves.<br />Personadescription should include:Photo (not posed but natural) Name (normal one) Age Location (for cultural and behavioral differences) Occupation Biography(facts, anecdote, stories that makes the persona more real).<br />It might also include: Education Salary Motto Online/ offline activities Loyalty towards a brand Tech/ Computer knowledge Social network behavior Motivationto use brand User goals.<br />Storytelling: Creating stories about the personas helps us cast a more meaningful vision of the project.<br />Single line stories that include the role of the user and the activity they wish to perform.<br /> 10. Practical Example of UCD <br />Write short paragraphs and use everyday words.<br />Have good readability.Large enough body text, high contrast betwean text and background.<br />Have excerpt and bigheadings for light scanning.<br />Have Content and links go-down and go-up in long pages.<br />Use small file graphics so they download quickly.<br />Use meaningful and consistentelements across site.<br />Help and video tutorials on how to use website.<br />Make obvious whats clickable and whats not (links, buttons).<br />If possible stay in one window.<br />Printer friendly version.<br />Create shortest paths to completing tasks. <br />Include a site map or breadcrumbs to show users were they are and were to go.<br />Use good space between lines (1.5) and all elements.<br /></p>

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