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Intro to the user-centered design process
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intro touser-centered design
Business idea
Tryit out
Launch!
User-centered design | @rebeccadestello
User-centered design?
“Merely being the victim of a particular problem does not automatically bestow on one the power to see its solution. Alan Cooper “The Inmates Are Running the Asylum” p123
User-centered design?
User-centered design | @rebeccadestello
Much less funny when you think about how much this can cost.
User-centered design?
User-centered design | @rebeccadestello
?
Business idea
Tryit out
Launch!
Research problem
IdeateEvaluate
goal
Prototype
User-centered design!
Iterate
User-centered design | @rebeccadestello
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
I. ResearchDiscover goals & needs
User-centered design
User-centered design | @rebeccadestello
Why have a process for design?
User-centered design | @rebeccadestello
A designer’s expertise lies not in the thing he or she is designing. You do not have to be a widget expert to be a designer of a widget-manufacturing interface. Instead, you must
be an expert in the process of design.
• It helps us know where to begin• It helps us keep the user first• It prevents us from omitting important steps• It's more reliable than intuition• It reminds us to iterate
Why follow a design process?
User-centered design | @rebeccadestello
Wireframe
Ideate
Sketch
Paper Prototype
High fidelity
Good design requires iteration
User-centered design | @rebeccadestello
Phase I: ResearchDiscover the user’s goals and needs
User-centered design | @rebeccadestello
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
I. ResearchDiscover goals & needs
I. Research
User-centered design | @rebeccadestello
You cannot design apart from the world in which your users live.
Why start with research?
User-centered design | @rebeccadestello
First, identify users and their needs• Who is the target audience?• Who are the stakeholders?• What are the user and business requirements?
How do we learn what we want to know?
User-centered design | @rebeccadestello
Then develop a research question• How do users do it now?• What do users want?• What do users need?• What else have they tried?• Is there already another solution?
How do we learn what we want to know?
User-centered design | @rebeccadestello
Qualitative(insights)
Quantitative(validation)
Goals & Attitudes
(what people say)
Behaviors(what people
do)
Diary studies
User interviews
Participatory design
Card sorting
Field studies
Usability testing
Site traffic
A/B testing
User surveys
Contextual inquirylandscape of
research methodologies
User-centered design | @rebeccadestello
for best results, use triangulation to learn about your user
Survey dataA/B test results
Qualitative research
APPARENT TRUTH
User-centered design | @rebeccadestello
Qualitative(insights)
Quantitative(validation)
Goals & Attitudes
(what people say)
Behaviors(what people
do)
Diary studies
User interviews
Participatory design
Card sorting
Field studies
Usability testing
Site traffic
A/B testing
User surveys
Contextual inquiry
For example: Your business goal is to…
Attract prospective students who look at the UW website to register for the master’s program.
Where would you begin?
1
2
3
4
5
Focus groups
User-centered design | @rebeccadestello
Phase II: IdeateGenerate lots, and lots, and lots of ideas
User-centered design | @rebeccadestello
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
I. ResearchDiscover goals & needs
II. Ideate
User-centered design | @rebeccadestello
2013 | Rebecca Destello
Ideate to increase the chances for success by considering a huge volume of ideas in a systematic way. One of the worst things you can do is go with the first idea that you get. Remember:
You can always come back to it later.User-centered design | @rebeccadestello
a fewideation methods…
User-centered design | @rebeccadestello
Design mapping
Cardboard mockups
Story telling w/props
Sketching
Affinity diagramming
Intro to the UCD Process | R. Destello, T. Zeiler | UX Research, Nordstrom Direct, 2014User-centered design | @rebeccadestello
Phase III: PrototypeCreate something tangible to test
User-centered design | @rebeccadestello
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
I. ResearchDiscover goals & needs
III. Prototype
User-centered design | @rebeccadestello
first... a note about sketch vs. prototype
User-centered design | @rebeccadestello
exploring ideas testing ideas
Sketch vs. Prototype
User-centered design | @rebeccadestello
• You can test ideas• It brings the user into the design process
early on• Prototyping brings subtleties and nuances
into the light• Begin to wrestle with the technical
constraints
Why prototype?
User-centered design | @rebeccadestello
• Body storming• Cardboard / foam core mockups• Paper prototypes• Wizard of Oz• Screenshots• Video mock-ups• Digital prototypes
Lo-fidelity
Hi-fidelity
Prototyping techniques
User-centered design | @rebeccadestello
fun / cheapprototyping technique:paper prototype
User-centered design | @rebeccadestello
fun / unusualprototyping technique:body storming
User-centered design | @rebeccadestello
fun / unusualprototyping technique:wizard of oz
http://youtu.be/DL9cAcQ-gKQ
User-centered design | @rebeccadestello
Phase IV: EvaluateDetermine ease of use
User-centered design | @rebeccadestello
I. ResearchDiscover goals & needs
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
III. PrototypeProduce something tangible
IV. Evaluate
User-centered design | @rebeccadestello
It also helps drive iterations :-)
Evaluation helps answer..• If a product is learnable, efficient, memorable,
error tolerant, and satisfying • If there is a problem, “why” it might exist• If we built it right
Why evaluate?
User-centered design | @rebeccadestello
• Heuristic Evaluation• Cognitive Walkthrough• Usability Testing
Some evaluation methods
User-centered design | @rebeccadestello
Expert review of an interface against a set of guidelines or principles. For example, Jakob Nielsen’s 10 Heuristics:
Heuristic evaluation
User-centered design | @rebeccadestello
For each action a user has to take to complete a task, the reviewer needs to describe the user's immediate goal and answer 2 questions: 1. Will the user know what to do at this step?2. If the user does the right thing, will they know that they
did the right thing, and are making progress towards their goal?
Cognitive walkthrough (streamlined)
User-centered design | @rebeccadestello
Usability assesses how easy user interfaces are to use. Usability is defined by 5 quality components:
• Learnability• Efficiency• Memorability• Errors• Satisfaction
Usability testing
User-centered design | @rebeccadestello
Phase V: LaunchBuild, measure, and learn
User-centered design | @rebeccadestello
II. IdeateGenerate ideas
V. LaunchBuild, Measure, Learn
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
IV. EvaluateDetermine ease of use
I. ResearchDiscover goals & needs
V. Launch
User-centered design | @rebeccadestello
• Product is fully developed and in actual environment
• Assess in a quantitative way which design performs better
• Helps answer “Did we get it right?”
Why measure at launch?
User-centered design | @rebeccadestello
• Site analytics• Surveys• A/B or multivariate testing• Benchmark testing
Some measurement methods
User-centered design | @rebeccadestello
https://visualwebsiteoptimizer.com/ab-testing/
A/B testing
User-centered design | @rebeccadestello
http://visualwebsiteoptimizer.com/multivariate-testing.php
Multivariate testing
User-centered design | @rebeccadestello
If problems are in . . .I. ResearchDiscover goals & needs
II. IdeateGenerate ideas
Usefulness / Appropriateness
User’s performance
User’s understanding
V. LaunchBuild, Measure, Learn
IV. EvaluateDetermine ease of use
Design → Evaluate → Iterate
III. PrototypeProduce something tangible
Evaluation drives iteration
User-centered design | @rebeccadestello
In summary
Intro to the UCD Process | R. Destello | UX Research, Nordstrom, 2014
RESEARCH, IDEATE, PROTOTYPE, EVALUATE, LAUNCH
User-centered design | @rebeccadestello
• Research to understand the user’s problem space, goals, and needs
• Ideate to generate ideas for solving the user’s needs, and problem space
• Prototype to create something tangible to test• Evaluate the prototype to assess performance• Iterate! Iterate! Iterate!• Launch, build, measure, learn…. repeat
Summary of the UCD process
User-centered design | @rebeccadestello
Thank you!Rebecca Destello@rebeccadestello