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User Centered Design: How to please users and get the CEO off your back Dan Arra San Mateo, CA 650-218-4444 [email protected]

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User Centered Design for Product Manager, How to please users and keep the CEO off of your back.

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  • 1. User Centered Design:How to please users and get the CEO off your back Dan ArraSan Mateo, CA [email protected]

2. Selective Attention Test, by Daniel SimonsConfidential 4/2/20112 3. Agenda User Centered Design (UCD) Overview Its a process but negotiation is important Support your choices with data Storytelling is complementary and effective Differentiate your productConfidential 3/24/2012 3 4. Demystify UCD Activities & Deliverables Users Who are they? What do they care about? How do they actually interact with your product? How would they interact with a new version/feature? Centered on value to actual users Product Strategy Workshop Key business objectives User requirements Design to illustrate value to users Design, test, incorporate feedback Rinse and repeatConfidential 3/24/20124 5. Demystify UCD Activities & Deliverables Users Personas context, context, context Centered on value to actual users Usage Scenarios Your business objectives their value Still gotta have documented requirements Design to illustrate value to users Wireframes, models, mockups Visual conceptsConfidential 3/24/2012 5 6. Demystify UCD Confidential 3/24/2012 6 7. Demystify UCD Confidential 3/24/2012 7 8. Support your choices with data (and process) Gain agreement thru metrics Simplify your decisions Justify your choicesConfidential 3/24/2012 8 9. Gain agreement thru metrics Define objective measurable targets Express from the customers/users perspective Both qualitative AND quantitative are goodConfidential 3/24/2012 9 10. Simplify your decisions With success metrics in hand Obtained from actual users You have confidence about what to include And what to removeConfidential 3/24/2012 10 11. Justify your choices ( aka defend yourself) Charts, data During our first round of testing time on task was x seconds # of errors was reduced by y% Narratives We watched the users actually smileand relax when then completed this task Storyboards As you can see from thisdiagram, the new path to the reservation screenisConfidential 3/24/2012 11 12. Gain agreement thru metrics Organizational Confidence Success is often a matter of confidence If Sales believes in the product (based onmetrics), they will do a better job selling it. If Management trusts youve made the rightdecisions, youll get the resources you need If Support understands the training issues, theyllbe more effective Confidential 3/24/2012 12 13. Differentiate your productFeatures are important IF they are valuable to usersConfidential 3/24/2012 13 14. Identify Goals & Tasks Users dont approach with a feature in mind think goals and tasks More isnt always better. More often leads to: Clutter Bloat ComplicatedConfidential 3/24/2012 14 15. Differentiate based on those goals & tasks Feature war Bad User Experience Study real behavior needs, goals, workflow, workplace processesthrough: Direct observation of users Feedback from users Organize tasks, sub-tasks by: Order of importance Frequency performed Map relationships & dependencies between tasks: Flowcharts Mapping diagramsConfidential 3/24/201215 16. Information architecture & task relationships diagrams Confidential 3/24/201216 17. Differentiate your product and sell more of it If it looks good, you will get more interest Its a process Good design can be measured Removes opinion and conjecture Requires expertise to test (Blink, by MalcolmGladwell puppies, kitties and Aeron Chair) Confidential 3/24/2012 17 18. Who is Macadamian? Software Products Consultancy When the user experience is key Full scope of software development life cycle UX Design & User Research Software Engineering QA Testing Increasing customer adoption 14 Year Track Record, over 150 staff Hybrid Onshore/Offshore - Ottawa(HQ), Romania, Armenia Experience across multiple markets and products Wide range of skills and processes: UX design + Software Engineering + Test/QA Desktop (Win, Mac OS) Mobile (iPhone/iPad, Blackberry, Android, WP7) SaaS (.NET, LAMP, J2EE, RIA, Flash/Flex) Strobe/Sproutcore Partner Confidential 3/24/2012 18 19. What have we done lately? New Product Development, Extensions, Re-designs Mobile client development iPad, iPhone, Android phone & tablet Web development Web 2.0 apps with mobile companion products Desktop Clients Windows and Mac User Experience Design & Usability Testing Product Families Desktop, Web, Mobile Clients User Research including Usability walk-throughs Usability Testing Ethnographic research or job shadowing Examples Cisco FlipShare Mobile, Umi home telepresence Juniper Re-design of existing app to include web, mobile, desktop BitTorrent Macintosh client & Android Tablet (both design & build) Varian Medical Electronic Medical Record for iPad Confidential 3/24/201219 20. Our sweet spot End-to-end: from napkin sketch to release (and anywherealong your software development life cycle) Creativity: innovating in design and technology User Research: Validate user needs, usability, market, etc. Uncharted territory: dealing with technical uncertainty &potential for change Intense deadlines need for rapid response times Experience required theres no time for ramp-up Confidential 3/24/2012 20


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