User Centred Design Policy Ed Chandler

Senior UX Consultant

User Centred Design Policy What UCD is What it is / Why you need it / What it does What goes in it? How to and when to The people The Drive Some Examples Recap

User Centred Design

An introduction to:

(what is it)

User Centered Design

…across various platforms… Approximately two-thirds of

customers will cross more than

one channel.

…and multiple touchpoints Customers no longer interact with

companies from a “channel”

perspective; instead, they interact

through touchpoints.

People

THE

(users / customers / not yet

customers)

People are different

Including those with disabilities

Adapted from Stephen Pheasant (1985)

1. This design is satisfactory for me - it will therefore be satisfactory for everybody else

2. This design is satisfactory for the average person - it will therefore be satisfactory for everybody else.

3. The variability of people is so great that it cannot possibly be catered for in any design - but since people are so wonderfully adaptable it doesn't matter anyway.

4. UX is expensive and since products, systems and services are actually purchased on appearance and styling, UX considerations may be conveniently ignored.

5. UX is an excellent idea. I always design with UX in mind - but I do it intuitively and rely on my common sense so I don't to need include actual users.

Why can it go wrong?

What “experience” is the design / development based on – if there is no user input?

Purpose of a UCD Policy

THE

(What it is / Why you need it / What it does)

What is it? It informs project teams how to go about including users

It aids the creation of a “customer first” culture

It’s your commitment to meet the needs of your customers

Why do you need it? Good design benefits everyone

It shows a commitment to putting customers first

It reduces the need to make [costly] last minute changes

What does it do? It states who the “go to” experts are

It is part of continual improvement and UX maturity

It is a blueprint for delivering customer focused projects

Reason THE

(What goes in it to help the

business)

Leadership statement Provides direction for the business and lays the foundations

It explains what UCD means for the business

Makes UCD a company wide initiative

Understanding UCD Outlines user groups and market segments

What it means in real terms

Explains what UCD is and why it is important

Legislation, Regulation and Standards

Market specific regulation to protect or service consumers

Leveraging standards to deliver “what good looks like”

Equality Act 2010

UCD Project lifespan

Project Managers Checklist

Requirements and scope

Business ready processes

How to THE

(nuts and bolts)

Asking the right questions Which technique is best

to elicit feedback?

Which users, to get a diverse sample?

What do you need and when do you need it?

Concept creation

Develop the plan

What if its no good?

What to ask + elicit early feedback

Post release / live systems How can you get more

feedback?

Has it a legacy system that has never been tested

Is there a phase 2?

When? THE

(and how often)

Testing Test often

Retest…..

Test early

Project life span

Engagement

With subject matter experts

With end users

Concept Design and build Release / Live

User Needs Usability Testing

Expert testing

Best practice guidance

Initial feedback

1st release

Test New

iteration Continual

improvement

Post launch feedback

Expert testing

S

P

R

I

N

T

2

R

E

L

E

A

S

E

S

P

R

I

N

T

1

R

E

L

E

A

S

E

Project development

With subject matter experts

With end users

Sprint 1 iteration

UX / design

Dev Team

Sprint 2 iteration +

Sprint 1 support

Sprint iteratio

n n + Sprint

n-1 support

Sprint 0 Sprint 3

iteration + Sprint 2 support

Sprint 4 iteration + Sprint

3 support

user needs user needs for each sprint as required

Sprint 1 build

Sprint 2 build

Sprint 3 build

Sprint n-1

build

Best Practice / Personas / Journeys

/ Strategy Sprint 1 testing

Sprint 2 testing

Sprint n-2

testing

Expert input for each sprint as required

Sprint n-2

testing

Sprint 2 testing

Sprint 1 testing

S

P

R

I

N

T

N

R

E

L

E

A

S

E

Releasing after each sprint is possible

if testing can be incorporated quickly Adapted from John Whalen, UXPA 2014

Who? THE

(not the band or the

Doctor!)

Going back to People Increase life expectancy from 80 to 85 by 2035

Older customers more likely to move to competitors

Currently 10 million are over 65 growing to 19 million by 2050

It’s all in the data

But it won’t tell you why…..

Customer / User Panels Having a method of

quickly eliciting feedback is crucial

Making them relevant, refreshed and up to date is important

Nobody knows your customers better than you

Drive THE

(What makes a company do

this)

1. The CEO or board member has a family or friend that has / is…..

2. Legislation / regulation is forced upon the market

3. A magic number of sales/hits/requests generates interest…..

4. Market change and competition is forcing the business to be more customer centric – this is likely to lead to industry wide change

5. To be different. To create that competitive advantage. The business wins have been identified, it makes sense and will return more value for the business and the customer

5 simple reasons

In Practice End of discussion…

https://www.gov.uk/service-manual

Examples THE

(customer centric designs)

Holistic thinking Removing the weakest link

Simple design Inclusive

Summary THE

(a short recap)

UCD Policy It is a commitment to being customer centric

It means engaging with users and acting on their feedback

It provides business direction from the top

What “experience” is the design / development based on – if there is no user input?

Ed Chandler Senior UX Consultant User Vision 55 North Castle Street Edinburgh EH2 3QA

Tel: 0131 225 0850 Email: info@uservision.co.uk Web: www.uservision.co.uk