This presentation focuses on the importance of understanding humans and human behaviour when designing products and services and the importance of defining the user experience.It was presented at the 2005 Human Centred Design workshop with Jesse James Garrett from Adaptive Path

1. Human Centred Design
Revolution:
Understanding the Human
May 2005
Different – Human Centred Design Revolution

2. ‘‘
The complexity of design
problems requires
communities rather
than individuals to address,
frame, and solve them.
Gerhard Fisher– keynote OZCHI 2004
Different – Human Centred Design Revolution
’’

3. PROJECT MANAGER
concrete
design
VISUAL
technological DESIGNER content
implementation production
DEVELOPER CONTENT
WRITER
abstract
design
INFORMATION CONTENT
ARCHITECT STRATEGIST
technology content
strategy strategy
BUSINESS BRAND
STRATEGIST STRATEGIST
site strategy
USER RESEARCHER
Different – Human Centred Design Revolution

4. Business Strategist
Brand Strategist
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Content Strategist
Content Writer
Information Architect
User Research Activities
Visual Designer
Developer

5. A brief history…Tour De France site 1995
Different – Human Centred Design Revolution

6. Business Strategist
Brand Strategist
Different – Human Centred Design Revolution
Content Strategist
Content Writer
Information Architect
User Research Activities (usability) Visual Designer
Developer

7. Latest Tour De France site
Different – Human Centred Design Revolution

8. Today…
Internet is a key research tool for many customers
May be their first contact with your company
Web makes it easy to shop around and more
people do…
Core business tool for selling products and offering
services
Different – Human Centred Design Revolution

9. Business Strategist
Brand Strategist
Different – Human Centred Design Revolution
Content Strategist
Content Writer
Information Architect
User Research Activities
Visual Designer
Developer

10. Supporting business and brand strategy
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Market segmentation / demographics may be User Research Activities
gathered through market research
Role of the user researcher is to better
understand the customer
Different – Human Centred Design Revolution

11. ‘‘
No matter how radical a new
product is, it will always be
perceived initially in terms of
some frame of reference.
Professor Gerald Zaltman,
Harvard Business School
Different – Human Centred Design Revolution
’’

12. Supporting business and brand strategy
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Understanding the bigger picture User Research Activities
Flow Analysis
Contextual Interviews
Ethnographic observation
Different – Human Centred Design Revolution

13. Supporting business and brand strategy
Flow Analysis
Working with target users to
represent the optimal flow of
activities through a task.
We held a number of workshops
with Westpac staff to understand
how the process of serving
customers within a branch could
be enhanced.
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14. Supporting business and brand strategy
Contextual interviews
Being someone’s shadow to
understand their day-to-day routines
and their environmental constraints.
Reveals design opportunities and
ways a new product can affect a
person’s behaviour.
For Fuji Xerox we shadowed clients
responsible for ordering document
supplies to understand how the
online ordering process could best
support their working practices.
Different – Human Centred Design Revolution

15. Supporting business and brand strategy
Observation
Unobtrusively observing interactions
between system and human and
human and human can give clear
insight about the environment your
product will exist within.
The Bureau of Meteorology
conducted two, six-hour video
observations of weather forecasters to
understand how they used the current
forecasting technology. This helped
them derive requirements for a new
system.
Different – Human Centred Design Revolution

16. Supporting business and brand strategy
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Understanding people’s attitudes and emotions User Research Activities
Their opinions of:
The product you are developing
Your company
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19. Supporting business and brand strategy
Zaltman Metaphor Elicitation Technique (ZMET)
Encouraging expression of inner
thought through imagery. Participants
are asked to collect relevant imagery
over a week that expressed their
opinions on a topic. This was then
collated and discussed.
Procter & Gamble, Hallmark, Bank
of America, Samsung Electronics,
IBM, & General Motors are some of
the companies that have used this
technique from the development of
new product ideas all the way to the
repositioning of established brands.
Different – Human Centred Design Revolution

20. Supporting business and brand strategy
Zaltman Metaphor Elicitation Technique (ZMET)
“Conventional research told us that
women mostly hated wearing panty
hose," Glenda Green, market-research
manager at DuPont.
ZMET:
What are your thoughts and feelings
about buying and wearing panty hose?
Different – Human Centred Design Revolution

21. Supporting business and brand strategy
Zaltman Metaphor Elicitation Technique (ZMET)
Image of fence posts encased in plastic
wrap = Wearing the product made her
feel thin and tall
Ice-cream sundae = the embarrassment
caused by stocking runs
Expensive car = the feeling of luxury
One woman's final collage pictured a
cookie cutter wrapped in a garden
hose, and set against the backdrop of a
silk dress - conformity and discomfort
on a field of elegance.
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22. Supporting content strategy and content writing
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
User Research Activities
Understanding the content creation workflow
Tone of voice
Understanding jargon and key terminology used
by the target audience
Different – Human Centred Design Revolution

23. Ever noticed that when you say ‘guava’
you suddenly feel like you are on a
tropical beach, surrounded by palm
trees, white waters and tranquil
turquoise waters? We do. And if you say
it often enough you feel like you are on
permanent holiday. That’s why, at
Nudie HQ, it’s not unusual to say “please
pass the guava – oops I meant ‘stapler’”…
Saying ‘passion fruit’ on the other hand,
always reminds us of the passionfruit
vine on Grandma’s old shed. Nice.
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25. Policy
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26. Supporting content strategy and content writing
Card sorting
Card sorting is an excellent tool to
understand not only how they
group information, but the
terminology they use when doing
so.
Westpac’s eLearning team used a
collaborative card sorting exercise
to understand how staff
categorised training material and
the words they used to describe
their training needs. This helped
derive a Controlled Vocabulary
and Metadata Schema
Different – Human Centred Design Revolution

27. Supporting the visual designer
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
User Research Activities
Is your design on-brand?
Does the design encourage the emotional
response required in order for the customer to
make the purchase or sign up for that service?
Different – Human Centred Design Revolution

28. ‘‘
95 % of all cognition
occurs in the subconscious
mind.
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’’

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30. Supporting visual design
Response latency techniques
Priming and the implicit
association testing captures
attitudinal responses to stimuli.
This type of research has been
used by perfume companies to
assess the design of perfume
bottles.
Is currently being used by RTA to
capture implicit attitudes around
Alluring dangerous driving behaviour.
Different – Human Centred Design Revolution

31. Supporting visual design
Eye tracking
Especially good at pinpointing
user scan patterns across pages.
Hutchison used eye-tracking on
the 3 site to understand how
customers scanned the current
page layout for information.
faceLAB™ - one of the more
advanced eye tracking tools is
developed by Seeing Machines in
Australia
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33. ‘‘
Disability Discrimination Act 1992 (DDA) is
the key piece of Commonwealth
legislation that relates to discrimination
against the 20% of Australians who have a
disability…
An organisation such as a government
department [bank, retail shops, cinemas,
telecommunications companies] that
provides services or information through a
website is also liable for complaint under
the DDA if those services are not accessible
to people with a disability.
Bruce Maguire, HREOC
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’’

34. Supporting the technical development
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
User advocate for an accessible site User Research Activities
Allowing scalable text size allows people with low
vision to view your content
High contrast between font colour and
background colour makes your site easier for
older people to read
Consistency in navigation design benefits people
with learning difficulties
Subtitles or transcripts for video means deaf
people don’t miss out
Different – Human Centred Design Revolution

35. Supporting the technical development
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Separating content from design User Research Activities
CSS (design) Content (html)
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36. Supporting technical development
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Separating content from design User Research Activities
More accessible
Faster download time
More dynamic designs
Publish content once, reuse it on multiple
platforms (e.g. mobile, iTV, web)
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39. Supporting technical development
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Following standards User Research Activities
W3C web standards
Semantic mark-up
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42. Supporting the developer
Information Architect
Business Strategist
Content Strategist
Brand Strategist
Visual Designer
Content Writer
Developer
Resources User Research Activities
Accessibility toolbar (developed by the National
Information and Library Service (NILS) Australia)
Web Essentials Conference
(29-30 September 2005)
http://we05.com/
Different – Human Centred Design Revolution

43. Questions?
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