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Designing a UCD-Based Online
 and Mobile User Experience
         Jay Tkachuk
WHAT IS UCD?
WHAT IS UCD?
Effective Design
   Emotional context
   Rational context (sales cycle)
   Interactive products
     Usable (effective, efficient and satisfying)
     Desirable (users motivated to use them)
User Centered Design
   Approach involving user feedback throughout the
    development process
   Build the right product, do it right the first time
UCD Benefits
   Identify right approach early
   Reduce potential for significant design issues
   Minimize re-development costs
Design Alternatives vs. Costs




                                                 Cost of changes
    Number of
    design alternatives




Research & Requirements   Design & Development    Testing & Release
UCD Process

                      Site Goals,         Low Fidelity
 UX Research
                       Personas            Prototype




                      High Fidelity
Usability Testing                       Usability Testing
                     Prototype 1-n




 High Fidelity
                    Usability Testing    Development
Prototype, final
User Experience Phase

 User Research       Stakeholder Brainstorming Session     Requirements Gathering

                                     2
     6-8 weeks                                                  6-8 weeks
                                    days


User needs                        Project goals             Use cases
Current pain point assessment     Site goals                Task flows
                                  Personas                  Storyboards
                                  Low fidelity prototype    Business requirements
Phase Deliverables
Lessons Learned
   Significant change is driven top-down
   Project leader must be an executive
   Plan for long User Experience and Design phases
   Involve IT
Importance of IT Inclusion
WHAT IS UCD?
UCD EVALUATION
METHODS
Evaluation Methods
   Paper/PPT Prototyping
   Cognitive walk-through
   Heuristic analysis
   Usability testing
   Multivariate testing
Paper/PPT Prototyping
   Low fidelity mockups of key interactions, task
    flows
   Users verbalize their impressions, satisfaction
   Users feel they play integral role in design
   Used in User Experience or early Design as
    changes require minimal effort

   Parties involved:
     Users
     Design team
     Web analysts
Cognitive Walk-Through
   Task flows are broken down into steps
   Project team questions each step
   Used in Design to identify potential issues at low
    cost

   Parties involved:
     Design team
     Development team
     Business analysts
     Web analysts
Heuristic Analysis
   Evaluate design against best-practices
   Used in User Experience, Design or early
    Development

   Parties involved:
       External to project expert(s)
Usability Testing
   Users interact with high fidelity prototype or
    working product
   Users verbalize their impressions, satisfaction
   Users feel they have input into final product
   Used during Design, Development and Release
    phases

   Parties involved:
     Users
     Design team
     Web analysts
Multivariate Testing
   Test multiple versions of same
    page/component/interaction
   Used in Release phase (must be developed in
    Design and Development)
   Quantitative feedback on success

   Parties involved:
     Design team
     Web analysts
WHAT IS UCD?
UCD IN WEB, MOBILE
DEVELOPMENT
Evaluation Timeline
Requirements Gathering                       Design                  Development                   Release

User Experience:                   User Experience:              User Experience:          User Experience:
- Understand user goals, needs     - Confirm personas            - Confirm task flows      - Confirm product meets
- Understand current pain points     assumptions                   meet user needs           success criteria
- Set success KPI                  - Early designs feedback      - Validate requirements


Questions:                         Questions:                    Questions:                Questions:
- Who are our users?               - Are our assumptions         - Does product meet       - How successfully does
- What are their needs?              correct?                      user needs?               product meet user
- What are our business needs?     - Do early designs meet       - Can we measure            needs?
- Where is the disconnect?           user needs?                   success?
- How do we measure success?

Tools:                             Tools:                        Tools:                    Tools:
- Interviews                       - Paper/PPT prototyping       - Usability testing       - Usability testing
- Surveys/ Voice of Customer       - High fidelity prototyping   - Heuristic analysis      - Multivariate testing
- Analytics                        - Cognitive walk-though                                 - Analytics
- Heuristic analysis               - Usability testing                                     - Voice of Customer
- Focus groups                     - Interviews
- Personas
Waterfall

User Experience     Strategy, design based on upfront research


                       Design



                                        Development
              Documentation-heavy



                                                           Testing & Release
                                Systematic, rigid, slow
When Waterfall is Appropriate
   Projects:
     High-risk, complex, broad-scope
     Immersive, not module-driven

     Team is not clearly defined, remote

     User needs not understood

     Quick decisions are difficult



   UCD benefits:
       Design has time to mature
Agile
   Individuals and interactions over processes and
    tools
   Working product over comprehensive
    documentation
   Customer collaboration over contract
    negotiations
   Responding to change over following a plan
When Agile is Appropriate
   Projects:
     Vision, strategy, goals are clear
     Design, conceptual framework in place

     Integrated, collaborative team

     User needs are understood

     Design team comfortable with constant iteration

     Development team understands user experience

     Speed to market
UCD with Agile

                                  Design
User Experience



                  Release                      Development




                            UAT            Testing
Q&A

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LavaCon 2011 UCD Presentation

  • 1. Designing a UCD-Based Online and Mobile User Experience Jay Tkachuk
  • 3. Effective Design  Emotional context  Rational context (sales cycle)  Interactive products  Usable (effective, efficient and satisfying)  Desirable (users motivated to use them)
  • 4. User Centered Design  Approach involving user feedback throughout the development process  Build the right product, do it right the first time
  • 5. UCD Benefits  Identify right approach early  Reduce potential for significant design issues  Minimize re-development costs
  • 6. Design Alternatives vs. Costs Cost of changes Number of design alternatives Research & Requirements Design & Development Testing & Release
  • 7. UCD Process Site Goals, Low Fidelity UX Research Personas Prototype High Fidelity Usability Testing Usability Testing Prototype 1-n High Fidelity Usability Testing Development Prototype, final
  • 8. User Experience Phase User Research Stakeholder Brainstorming Session Requirements Gathering 2 6-8 weeks 6-8 weeks days User needs Project goals Use cases Current pain point assessment Site goals Task flows Personas Storyboards Low fidelity prototype Business requirements
  • 10. Lessons Learned  Significant change is driven top-down  Project leader must be an executive  Plan for long User Experience and Design phases  Involve IT
  • 11. Importance of IT Inclusion
  • 12. WHAT IS UCD? UCD EVALUATION METHODS
  • 13. Evaluation Methods  Paper/PPT Prototyping  Cognitive walk-through  Heuristic analysis  Usability testing  Multivariate testing
  • 14. Paper/PPT Prototyping  Low fidelity mockups of key interactions, task flows  Users verbalize their impressions, satisfaction  Users feel they play integral role in design  Used in User Experience or early Design as changes require minimal effort  Parties involved:  Users  Design team  Web analysts
  • 15. Cognitive Walk-Through  Task flows are broken down into steps  Project team questions each step  Used in Design to identify potential issues at low cost  Parties involved:  Design team  Development team  Business analysts  Web analysts
  • 16. Heuristic Analysis  Evaluate design against best-practices  Used in User Experience, Design or early Development  Parties involved:  External to project expert(s)
  • 17. Usability Testing  Users interact with high fidelity prototype or working product  Users verbalize their impressions, satisfaction  Users feel they have input into final product  Used during Design, Development and Release phases  Parties involved:  Users  Design team  Web analysts
  • 18. Multivariate Testing  Test multiple versions of same page/component/interaction  Used in Release phase (must be developed in Design and Development)  Quantitative feedback on success  Parties involved:  Design team  Web analysts
  • 19. WHAT IS UCD? UCD IN WEB, MOBILE DEVELOPMENT
  • 20. Evaluation Timeline Requirements Gathering Design Development Release User Experience: User Experience: User Experience: User Experience: - Understand user goals, needs - Confirm personas - Confirm task flows - Confirm product meets - Understand current pain points assumptions meet user needs success criteria - Set success KPI - Early designs feedback - Validate requirements Questions: Questions: Questions: Questions: - Who are our users? - Are our assumptions - Does product meet - How successfully does - What are their needs? correct? user needs? product meet user - What are our business needs? - Do early designs meet - Can we measure needs? - Where is the disconnect? user needs? success? - How do we measure success? Tools: Tools: Tools: Tools: - Interviews - Paper/PPT prototyping - Usability testing - Usability testing - Surveys/ Voice of Customer - High fidelity prototyping - Heuristic analysis - Multivariate testing - Analytics - Cognitive walk-though - Analytics - Heuristic analysis - Usability testing - Voice of Customer - Focus groups - Interviews - Personas
  • 21. Waterfall User Experience Strategy, design based on upfront research Design Development Documentation-heavy Testing & Release Systematic, rigid, slow
  • 22. When Waterfall is Appropriate  Projects:  High-risk, complex, broad-scope  Immersive, not module-driven  Team is not clearly defined, remote  User needs not understood  Quick decisions are difficult  UCD benefits:  Design has time to mature
  • 23. Agile  Individuals and interactions over processes and tools  Working product over comprehensive documentation  Customer collaboration over contract negotiations  Responding to change over following a plan
  • 24. When Agile is Appropriate  Projects:  Vision, strategy, goals are clear  Design, conceptual framework in place  Integrated, collaborative team  User needs are understood  Design team comfortable with constant iteration  Development team understands user experience  Speed to market
  • 25. UCD with Agile Design User Experience Release Development UAT Testing
  • 26. Q&A