Zach PousmanDirector of Strategy / UXIQ Agencywww.iqagency.comPresented May 17, 2011

Designing WITH Users

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Don t just measure...’What users do. Donʼt just think of them as participants.

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Create with themBring them into your design process.

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Making people happy

You probably want to build digital productsthat are delightful, that create hordes of screaming fans.

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Return on investment:more use, longer-term use

easy marketing,

Designing with users can create agreat return on your investment.

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People are not robotsTreat people with respect, and respectall the different ways people live in the world, the ways people are people.

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1. When to design with users

2. How to design with them

3. When not to ...

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When

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Design is messy

Designing with users

Iterative usability testing

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“Most people make the mistake of thinking design is what it looks like.

That’s not what we think design is. It’s not just what it looks like and feels like...Design is how it works.”

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Hierarchy of design effort

Functional

Reliable

Usable

Convenient

Pleasurable

Meaningful

From Stephen Anderson (poetpainter.com)

Apple isnʼt satisfied just building something that works (functional), is reliable, and is usable.

Led by Designer

Led by Research

User as Subject

User as Partner

Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

Letʼs map user research techniques on two different axes...

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Led by Designer

Led by Research

User as Subject

User as Partner

EngineeringPsychology

ʻHuman Factorsʼ

Usability

User-centered Design (UCD)

Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

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Led by Designer

Led by Research

User as Subject

User as Partner

EngineeringPsychology

ʻHuman Factorsʼ

ContextualInquiry

Participatory Design

ProbesGenerative

DesignResearch

AppliedEthnography

“Nordic”styleP.D.

User-centered Design (UCD)

Usability

Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

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User as Partner

Led by Designer

Led by Research

User as Subject

EngineeringPsychology

ʻHuman Factorsʼ

Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.

ContextualInquiry

Participatory Design

ProbesGenerative

DesignResearch

AppliedEthnography

“Nordic”styleP.D.

User-centered Design (UCD)

Usability

How

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Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1.

Build into an ecology

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Visceral

ReflectiveThe pleasure that comes from social life, identity, etc.

Usability, functional

Behavioral

Sensorial, nearly subconscious, pleasures

Emotional DesignDon Norman, 2003

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Physio-pleasure Socio-pleasure

Ideo-pleasure

the pleasure that comes from social life

Matching mental model, “cognitive load” (usability term)

Psycho-pleasure

Sensorial pleasures

Identity, intellectual

4 types of PleasureJordan 2005 (following Tiger 1992)

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Observational

Applied ethnography (home, work, and life tours)

Ask questions:Teach me how?If I were setting this up, what would you tell me?What else did you try?How have you done this in the past?

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Self-reportingiPinion Techneos

Good olʼfashioned paper

Elicitation Activities

Envision- describe their vision

Organize- create groupings

Prioritize- select what matters

Sketch- draw your mental model, draw elements that matter

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Draw a map!

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Draw a map!

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Creative Activities

J. Rode et al.ʻFuzzy FeltʼEthnography

Creative Activities

J. Rode et al.ʻFuzzy FeltʼEthnography

Model the systemModel the scenario

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When not to...

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When you re too far along’If you already have a system or product that is far along,you wonʼt get quality suggestions about the mental model.Usability methods to iteratively improve are more appropriate.

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When you re designing something novel

’

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When you re designing something novel

’

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When you re designing something novel

No.

’

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When you re designing something novel

Yes.

’

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Amazon.com? No.Color.com? Maybe.

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Small Stuff

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Tiny stuff

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1. When you want to buildsomething that works

2. How? Make them a partner; give them building blocks

3. But not when the questions are too everyday or too small; it doesn t replace usability’

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Thanks!

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Zach PousmanDirector of Strategy and User ExperienceIQ Agency

zach.pousman@iqagency.comWork: www.iqagency.comFollow me @thinky on TwitterPersonal: www.thinky.org

Acknowledgements and ThanksMason Poe, Emily Leahy, Stephen Taylor, Stephen Anderson, Derek Sivvers, Jennifer Rode, Liz Sanders@@

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