customers request the darndest things* 10 challenges for vui designers eduardo olvera user interface...
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Customers Request the Darndest Things*
10 Challenges for VUI Designers
Eduardo OlveraUser Interface Designer
Exhibit 1: The Customer
• Purchased system/solution• Has Business need• Has clear Objectives (most of the time)• Needs to hit numbers
– Return on Investment– Call Volumes– Transfer rates
• Brings preconceptions/experiences
Exhibit 2: The Service Provider
• Provides system/solution• Keeps User needs in mind• Brings experience/best practices• Has open mind• Understands design implications
What to do?
Findroot of the problem
Understandfear, limited experience, business pressure
Explainreasons behind design decisions
“Instead of arguing, let’s just make it an option”1
“I guess I want 1. You give me too many choices.”
Situation:
Debate between options, good arguments, let user decide
Interpretation:
Hungry, no data, no way to guess
Real Problem:
Not enough info to decide
Design is about decisions
UI Designers know users
Only add things if need can be proven
User profiles – effect? value?
When in doubt, don’t add it
Situation:
Application needs parameter not available when needed
Interpretation:
Less work for me, can up sell more
Real Problem:
Questions are easy. Complexity passed on to callers
Hide complexity from users
Relevant questions only
Usability drives, technology follows
Evaluate impact of interruptions
Situation:
“minor” change, major impact
Interpretation:
I know business, control is mine, but I’ll give in a little
Real Problem:
Our perspective on roles and responsibilities is different
Design is about data and standards
Consistency is key – single source
Groups should reach consensus
Key players to drive and make decisions
Situation:
Users, designers and business owners are different (location, education, experience)
Interpretation:
How can users understand what took you so long to explain? Hold their hand
Real Problem:
Users won’t figure out something isn’t clear to me, plus complex implementation
Users know their tasks and needs
More steps or less information
doesn’t make designs simpler
Understand and observe users
User profiles
Situation:
Everyone attempts to provide as much information as possible
Interpretation:
We have list of errors, design should avoid them
Real Problem:
A design that doesn’t include all cases is incomplete
Focus on how will it work
Focus on what callers will do
Best experience when things go well
Consider most common errors only
Situation:
Someone couldn’t find option
Interpretation:
If I’m confused, design should change. Minor fix, low impact.
Real Problem:
Important for us, afraid too hidden
Not everything should be obvious
Context filters information
Importance is relative
Design for all, not a few
Voice coaching provides flexibility
Situation:
Surprise due design aspect different from preconception
Interpretation:
You’re not only one knows similar systems and what they do
Real Problem:
Why your design is different from what I was thinking
Each design solves unique problems
Copying success is good…
…but understand their flaws
Successful companies do things
differently from leaders
Situation:
Attempt to up sell or advertise low usage/new products
Interpretation:
You know design. I know business. Need to increase usage and chance to sell
Real Problem:
Prove negative impact without trying
Explain compromise
% benefited vs. affected
Objective measures
Human factors – effect?
Inform, hope for reason
Situation:
Successful system in place, customers and employees trained, you make suggestions
Interpretation:
We’ve been successful, we are leaders, we are the industry standard
Real Problem:
Identified problem they didn’t see
First experience, fresh perspective
Usability could reinforce, but resources
better spent elsewhere
Users adapt, doesn’t mean it’s right
User profiles – effect? value?
Prioritize and categorize suggestions
Situation:
Callers press 0 or ask for operator
Interpretation:
If they tried it and followed instructions, they would like it
Real Problem:
Giving users control complicates internal systems’ state
User’s can’t be forced
They’ll beat the system or get frustrated
Move on, even with incomplete data
Minimalist and simple design
Situation:
Reach exploding market, minimize cost (hard to justify)
Interpretation:
Pesky requirement, everyone translates, straightforward process
Real Problem:
Don’t speak language. Lack of culture understanding
All languages same importance
Callers, tasks and needs are different
No neutral Spanish
Localization: language+culture+brand
Do it in full, look for divergence
Systems are not automated agents
They support agents
and automate simple, common things
Agents should handle complex tasks, add
value and build relationships