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What Is User-Centered Design?: A Primer in UX Research

Chris Poteet@chrispoteetprowww.siolon.com

How do we define user-centered design?

Isn’t it just asking users what we should build?

User-centered design is a process to put user’s needs, tasks, and goals at the forefront by using research methods

Contextual Inquiry

Analytics analysis

Structured InterviewsTask flow analysis

Diary studies

Usability testsHeuristic evaluation

Participatory ethnography

Card sorts

Contextual Inquiry

Analytics analysis

Structured InterviewsTask flow analysis

Diary studies

Usability testsHeuristic evaluation

Participatory ethnography

Card sorts

Why contextual inquiry and structured interviews?

What Users Say

What Users

Do

Structured Interviews

Why the emphasis on “structured?”

Remember: Stakeholders are not “users”

Information Stakeholders Provide

Organizational direction and prioritiesSpecific business objectives for the project The mood and climate of the organizationSpecific problems that the project is intended to address

Information Users ProvideGoals

Priorities

Tasks

Motivators

Environment

Barriers

Habits

Relationships

Tools

Expressed need

Implied needLatent need

Tips for InterviewsMeet 2-1: One person records and one person facilitatesDon’t ask leading or closed questionsSpend more time listening than talkingBe aware of non-verbal cuesEmbrace their perspectiveAvoid talking about yourself

Contextual Inquiry

What does contextual inquiry tell us?

Emphasis in Contextual Inquiry

The tools they useThe sequences in which actions occurTheir methods of organizationWhat kinds of interactions they have

The key to contextual inquiry is context

Special Topics: Recruiting

Audience Analysis

Audience Analysis

How many users?• 1-3 from each audience for a structured interview• 1 from each audience for contextual inquiry

(Can make all interviews in context and promote to inquiry when necessary)

Special Topics: Interview Script

Keys to Writing ScriptsHave a clear beginning, middle and endAsk questions around the categories we demonstrated earlier (tasks, goals, etc.)Use the discovered business objectives for the project to determine questions

Special Topics: Synthesis

Affinity Diagrams

The Job Story

Audiences Refinements/Persona

Special Topics: Business Objective

What Is Wrong Here?

“Increase Yammer usage”

What, Why, and HowWhat is the business objective?Why is it a business objective?What are we trying to accomplish?How do we know we have succeeded?

A Good Business Objective

“Expand opportunities for employees to interact socially in order to increase collaboration and shared corporate identity, and success is measured by a 30% increased in social interactions post launch.”

What?

Why?

How?

Yammer Everywhere: A Case Study

Definition

Research

Synthesis Feature

Yammer Everywhere: Definition

Business ObjectiveExpand opportunities for employees to interact socially in order to increase collaboration and shared corporate identity, and success is measured by a 30% increased in social interactions post launchProblemEmployees do not collaborate sociallyEmployees are inefficient AudiencesAll Audiences

Yammer Everywhere: Research Insights

Yammer Everywhere: Research Insights

Affinity Theme Insight

Content No ability to submit feedbackValue of content unclear

Goals Increase efficiencyStreamline communication

Successes Reach peopleReduce frustration

Barriers No perceived social value

Yammer Everywhere: Synthesis

ROADMAP & SOLUTION DEMO

Big TakeawaysDo research even if you stink at it in the beginningBe sure to do research that captures what users say and what they doEvangelize user research in your organizations

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What Is User-Centered Design?: A Primer in UX Research

Chris Poteet@chrispoteetprowww.siolon.com