designing with users at digital summit 2011
DESCRIPTION
Designing WITH Users, a talk by Zach Pousman, Director of Strategy and UX at IQ. Presented in the usability and user experience design session of the Digital Summit 2011 (Atlanta GA). Includes techniques, tips, and tricks for including users in the design process.TRANSCRIPT
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Zach PousmanDirector of Strategy / UXIQ Agencywww.iqagency.comPresented May 17, 2011
Designing WITH Users
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Don t just measure...’What users do. Donʼt just think of them as participants.
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Create with themBring them into your design process.
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Making people happy
You probably want to build digital productsthat are delightful, that create hordes of screaming fans.
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Return on investment:more use, longer-term use
easy marketing,
Designing with users can create agreat return on your investment.
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People are not robotsTreat people with respect, and respectall the different ways people live in the world, the ways people are people.
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1. When to design with users
2. How to design with them
3. When not to ...
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When
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Design is messy
Designing with users
Iterative usability testing
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“Most people make the mistake of thinking design is what it looks like.
That’s not what we think design is. It’s not just what it looks like and feels like...Design is how it works.”
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Hierarchy of design effort
Functional
Reliable
Usable
Convenient
Pleasurable
Meaningful
From Stephen Anderson (poetpainter.com)
Apple isnʼt satisfied just building something that works (functional), is reliable, and is usable.
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Led by Designer
Led by Research
User as Subject
User as Partner
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
Letʼs map user research techniques on two different axes...
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Led by Designer
Led by Research
User as Subject
User as Partner
EngineeringPsychology
ʻHuman Factorsʼ
Usability
User-centered Design (UCD)
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
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Led by Designer
Led by Research
User as Subject
User as Partner
EngineeringPsychology
ʻHuman Factorsʼ
ContextualInquiry
Participatory Design
ProbesGenerative
DesignResearch
AppliedEthnography
“Nordic”styleP.D.
User-centered Design (UCD)
Usability
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
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User as Partner
Led by Designer
Led by Research
User as Subject
EngineeringPsychology
ʻHuman Factorsʼ
Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design. International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
ContextualInquiry
Participatory Design
ProbesGenerative
DesignResearch
AppliedEthnography
“Nordic”styleP.D.
User-centered Design (UCD)
Usability
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How
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Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting Design Culture. International Journal of Design vol. 2, no. 1.
Build into an ecology
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Visceral
ReflectiveThe pleasure that comes from social life, identity, etc.
Usability, functional
Behavioral
Sensorial, nearly subconscious, pleasures
Emotional DesignDon Norman, 2003
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Physio-pleasure Socio-pleasure
Ideo-pleasure
the pleasure that comes from social life
Matching mental model, “cognitive load” (usability term)
Psycho-pleasure
Sensorial pleasures
Identity, intellectual
4 types of PleasureJordan 2005 (following Tiger 1992)
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Observational
Applied ethnography (home, work, and life tours)
Ask questions:Teach me how?If I were setting this up, what would you tell me?What else did you try?How have you done this in the past?
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Self-reportingiPinion Techneos
Good olʼfashioned paper
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Elicitation Activities
Envision- describe their vision
Organize- create groupings
Prioritize- select what matters
Sketch- draw your mental model, draw elements that matter
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Draw a map!
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Draw a map!
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Creative Activities
J. Rode et al.ʻFuzzy FeltʼEthnography
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Creative Activities
J. Rode et al.ʻFuzzy FeltʼEthnography
Model the systemModel the scenario
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When not to...
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When you re too far along’If you already have a system or product that is far along,you wonʼt get quality suggestions about the mental model.Usability methods to iteratively improve are more appropriate.
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When you re designing something novel
’
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When you re designing something novel
’
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When you re designing something novel
No.
’
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When you re designing something novel
Yes.
’
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Amazon.com? No.Color.com? Maybe.
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Small Stuff
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Tiny stuff
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1. When you want to buildsomething that works
2. How? Make them a partner; give them building blocks
3. But not when the questions are too everyday or too small; it doesn t replace usability’
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Thanks!
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Zach PousmanDirector of Strategy and User ExperienceIQ Agency
[email protected]: www.iqagency.comFollow me @thinky on TwitterPersonal: www.thinky.org
Acknowledgements and ThanksMason Poe, Emily Leahy, Stephen Taylor, Stephen Anderson, Derek Sivvers, Jennifer Rode, Liz Sanders@@
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