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User Centered DesignDelivering Better Business Value

Caleb Carroll, Certified Usability Analyst

Andrew Walling, Senior Business Analyst

Business analysts should be using user-centered design tools.

How will we convince you?

u Introduce User Experience (UX) and User Centered Design

u Understand how Business Analysis and UX compliment each other

u Know the benefits of user centered design

u User centered design tools

u Understand the obstacles and opportunities of doing UX

u Questions and discussion

What is user centered analysis?

UX Design Landscape

u It’s complicated.

UX is more than the user interface

What people assume we dou Make stuff pretty

UX is more than the user interface

What we dou Evangelize for the useru Field research studiesu User interviewsu User profiles & personasu Gather & analyze statsu Competitor analysisu Create & analyze surveysu Usabilityu Information architectureu Prototype designu Graphic designu Interaction designu Copywritingu Work with developers

What people assume we dou Make stuff pretty

The whole process

https://web.archive.org/web/20150419172427/http://sapdesignguild.org/editions/edition10/ucd_overview.asp

How can user centered design enhance business analysis?

BA & UX Designer

BA Specialty:u “What”

u Investigate how technology supports business

UX Specialty:u “Why” and “How”

u Investigate how people interact with and use technology

DID YOU KNOW?BABOK v3 acknowledges User Centered Designers and Usability Analysts in Chapter 2.4.3 – Implementation Subject Matter Experts

BA & UX Designer

BA UX Designer

Main Focus • Business problem assessment

• Requirements discovery and documentation

• User research• Competitive analysis• Web analytics• Information architecture• UI design• Usability testing

Main Deliverables

• Requirements document

• Use cases• Data dictionary

• User profiles• Wireframes• Prototypes / Designs• Usability test results

source

Why should we do UX Design?

So we don’t do this

Why do we care about users?

u If users don’t like our stuff, they don’t use it

u If the things we make don’t match user’s mental models, users will take longer (lose productivity)

u User involvement can help us figure out how and if people will use what we are building

u Project team morale – we like building things that people like!

Why do User Centered Design?

u Speed

u UX investments made in the concept phase reduce product development cycles by 33‐50%. (Bosert, 1991)

u Cost

u Fixing a problem during design costs 1/10th as much as fixing it in development and 1/100th as much as fixing it in production. (Nielsen, 1993)

u Efficiency

u Testing with just 5 users can find 85% of your site's usability problems. (Nielsen, 2000)

u Adoption

u 88% of online consumers are less likely to return to a site after a bad experience (Gomez, 2010)

Customer experience leaders outperform the market

8-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2014)

What does the user need?

What the user says they need:To get off the ground.

Driving scope with User-centered Design

u Find the things that are most important to users

u Balance with business capabilities

Why is bad usability a big deal?

Mismatched mental models

What UX tools drive business value?

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

These are also covered by the BABOK v3, chapter 10 TechniquesPrototyping is 10.36Personas are detailed in 10.43

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

Guy Wallis , Astros Chatziastros , Heinrich Bülthoff

An Unexpected Role for Visual Feedback in Vehicle Steering Control

Current Biology, Volume 12, Issue 4, 2002, 295 - 299

http://dx.doi.org/10.1016/S0960-9822(02)00685-1

Driving Test

Different questions get different answers

How to ask more user centered questions

u Reject the Stakeholder Fallacy

u Start with “what is this project trying to achieve?”

u Understand user context

u Understand user tasks and motivations

u Next, “how do user tasks match with business goals?”

u You are never done

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

Personas

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

Evolution of Mockups

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

Prototypes

https://www.nngroup.com/reports/paper-prototyping-training-video/http://yago.github.io/Bootsketch/

Tools to drive user value

u User Research

u Personas

u Mockups/Sketches/Wireframes

u Prototypes

u Usability tests

Usability Testing

u Understand what the users value through moderated usability testing

u Experience the painful parts of your designs through users’ eyes

u What worked?

u What didn’t work?

u How can we improve?

Usability Test Quotes

u Dental provider study - “Patients get angry – ‘You told me it would be this much!’ The closer you get [to the actual cost], the happier they are.”

u Dental provider study - “On the website, you can [show] your patient 'Here's what I looked up for you and this is what your insurance company told me. It's like a backup.”

u “Now I’m getting pissy! If you want me to find [that], put it in a place that makes it easy to find damnit!”

What are the obstacles?

Fears and Facts

Fearu Users will be scared off

u High-quality research can be expensive

u Research takes too much time

u This project is confidential

u Users aren’t experts

Factsu User engagement fosters loyalty

u A poor user experience is expensive

u Research reduces rework

u Confidentiality agreements, or show a prototype with less detail

u Users get you past “website blindness”

What now?

u Push for including users through the development process

u Continue to seek out new ways to deliver business value

Questions?

To learn more

u http://www.usability.gov/

u https://www.nngroup.com/articles/

u Rocket Surgery Made Easy by Steve Krug

u Don't Make Me Think by Steve Krug

u BA and UX Specialty a Winning Combination

Contact Information

Andrew Wallingu andrew.walling@gmail.com

u www.linkedin.com/in/andrewwalling

At IBADD, feel free to talk to Andrew about smoking meat, DIY projects, how data driven initiatives are the future, and why understanding WHY the business needs something is paramount to delivering the HOW/WHAT.

Caleb Carrollu caleb.m.carroll@gmail.com

u www.linkedin.com/in/calebcarroll

At IBADD, feel free to talk to Caleb about user experience, brewing beer, having a beard, nitpicking design choices, or binging entire seasons of TV on Netflix.