design, the importance of research, and a call to arms
TRANSCRIPT
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Table of Contents
• The $300M Button
• How Research Fits In
• A Call to Arms
• Putting Research Into Practice
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Table of Contents
• The $300M Button
• How Research Fits In
• A Call to Arms
• Putting Research Into Practice
Allscripts Developer Conference
@audcrane @designmap #ADP_HIT
Table of Contents
• Introductions
• The $300M Button
• The Case for Design
• Whaddaya Mean, “Design”?
• How Research Fits In
• A Call to Arms
• Putting Research Into Practice
• Five Mistakes Smart People Make
• Why You?
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- Darian Shirazi, Forbes Magazine
“‘Consumerization of the enterprise’ has just begun…
Publicly-traded enterprise software companies
aren’t investing in design enough and startups are
improving their interfaces at an alarming rate.”
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#ADP_HIT
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Questions
Who has a dedicated design team at their company?
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Questions
Whose company does primary user research today?
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Questions
Who personally does primary research today?
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Questions
Who feels completely confident in what they or their researchers are finding?
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Questions
Who wishes they did research today?
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Improving Products
heuristicreview
usabilityresearch
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The $300M button
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The $300M button
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The $300M button
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The $300M button: First-Time Shoppers
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“I’m not here to enter into a relationship, I
just want to buy something.”
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The $300M button: Repeat Shoppers
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“Have I registered here before?
I have no idea….”
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The $300M Fix
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About 17.5% of new nurses leave their first job within 1 year of starting their jobs.
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Decreased sales Dissatisfied customers Poor ratings and reviews Negative word of mouth Negative impact on brand
Increased need for documentation and training Increased support requests and costs
Decreased productivity Increased errors
Increased support costs Increased training costs Decreased job satisfaction
Increased employee turnover
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viable(business)
feasible(technology)
usable(design)
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viable(business)
feasible(technology)
usable(design)
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viable(business)
buildable(technology)
usable(design)
“It meets my needs.”
and
“I can use it.”
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Designing a Product
Research & Personas
Scenarios & Storyboards
Key Wireframes Sprint 1 Wireframes Sprint 2 Wireframes Sprint 3 Wireframes
InteractionDesign
Visual Direction
Key Screens Sprint 1 Additions
VisualDesign
Prototype
Style Library
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“I have a need.”“It meets my needs.” and
“I can use it.”
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“I have a need.”
feed-forward
Updated from Hugh Dubberly
“It meets my needs.” and
“I can use it.”
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“I have a need.”
feed-forward
feed-back
Updated from Hugh Dubberly
“It meets my needs.” and
“I can use it.”
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Fitting In Research: Lean Startup
“Validated learning… is the principal antidote
to the lethal problem of achieving failure:
successfully executing a plan that leads
nowhere.”
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Interviews
“I have a need.”
feed-forward
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Interviews
…to understand underlying motivations (attitudinal).
... often in person.
... does not test a specific product.
... short. Describes areas of inquiries and sample questions, but the session is often wide-ranging.
Goal
Location
Context
Protocol
Anatomy
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1. Predictions often don’t work.2. Biases and assumptions show and color
our findings.3. Insights aren’t guaranteed.4. Synthesizing is critical!
LimitationsInterviews
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Interviews
Synthesis focuses on identifying opportunities based on attitudes / problems, like:
1. experience maps
2. persona development
3. story maps
After the Session
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Interviews
Bill
•Value focused•Heavy researcher•Focus on convenience•Uses print•Habitually replaces cars
“My cars are practical, reliable and dependable, like me.”
55, married
•now is the time for all good men to come
•to the aid of their country, • I want to be lots and lots of toothpicks
Personas • define vision • prioritize features• speed decision making • drive a cohesive product
After the Session
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Usability Research
“It meets my needs.” and
“I can use it.”
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…to uncover problems and opportunities with a product (behavioral).
…in person, via teleconference or phone.
…tests a specific product (yours or a competitors).
...Long. May start with a few attitudinal questions, but is longer and more closely followed.
Usability Research
Goal
Location
Context
Protocol
Anatomy
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1. Observer effect.2. Limitations of the artifact.3. False tasks give false results.4. Easy to conflate findings and
recommendations.
LimitationsUsability Research
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Focus on specific changes based on observed behavior, including:
1.affinity diagramming
2.visual queues with screen shots and photos and stickies
3.revise and re-test
After the SessionUsability Research
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1. being too engaged
Five Mistakes Smart People Make
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1. being too engaged2. being too smart
Five Mistakes Smart People Make
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1. being too engaged2. being too smart3. being too responsive to ideas
Five Mistakes Smart People Make
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1. being too engaged2. being too smart3. being too responsive to ideas4. asking people to predict their behavior
Five Mistakes Smart People Make
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1. being too engaged2. being too smart3. being too responsive to ideas4. asking people to predict their behavior5. confusing success
Five Mistakes Smart People Make
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- Douglas Martin
“Design is inevitable.
The alternative to good design
is bad design, not no design at all.”
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Appendix
• “The $300 Million Button”, Jared Spool,http://www.uie.com/articles/three_hund_million_button/
• “Web Form Design: Filling in the Blanks”, Luke Wroblewski
• “How Bad UX Killed Jenny”, Jonathan Shariat, https://medium.com/@designuxui/how-bad-ux-killed-jenny-ef915419879e
• “I Wish It Were That Easy”, Kate Daly, https://medium.com/@tikikate/i-wish-it-were-this-easy-aefc02f30749
• Therac-25, http://en.wikibooks.org/wiki/Professionalism/Therac-25
• “What Does Nurse Turnover Rate Mean and What Is the Rate?”, Christine T. Kovner, Carol S. Brewer, Farida Fatehi, Jin Jun, http://ppn.sagepub.com/content/15/3-4/64
• “The Business Value of User Experience” - D3 Services