towards a continuous ux improvement model (ux camp dc, 01.03.2014)

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Towards a Continuous UX Improvement Model Leveraging an Usability Optimization Lifecycle Jeffrey Ryan Pass, Solution Architect & Lead User Experience Consultant Aquilent (we’re hiring ) [email protected] | @jeffpass | about.me/jeffpass UXCamp DC 2015, 01/03/2014

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Towards a Continuous UX Improvement ModelLeveraging an Usability Optimization Lifecycle

Jeffrey Ryan Pass, Solution Architect & Lead User Experience ConsultantAquilent (we’re hiring)[email protected] | @jeffpass | about.me/jeffpass

UXCamp DC 2015, 01/03/2014

Special thanks to Debra Martin who created the original UX optimization lifecycle that we have continued to develop and refine at Aquilent. I borrowed heavily and shamelessly from her excellent work.

And to anyone who attended Debra’s UXCamp DC 2013 presentation on continuous optimization… some of this will seem very familiar.

and you think, cube-dweller or drone. But hear me out.

Now I know, you hear ‘continuous improvement…

This is a good thing. (OK, maybe not this good, but still…)

Why continuous improvement and optimization as opposed to continuous progress?

And whythis idiot?

But what is continuous improvement and optimization?

And what isn’t continuous improvement and optimization?

Today’s episode is brought to you by numbers, aka…

The (crucial) role of metrics

Why so crucial?

Data-driven, evidence-driven approach

Identify pain points

Triage then prioritize work

Justify:

- Usability studies

- IA changes- New content/features- Design updates

Measure success

Refine approach going forward

Plan, staff, and maximize IA/UX skillset utilization

Identify key metrics supporting continuous improvement/optimization

>_

Bear with me, this is where we go all PowerPointy…

10. Report and Advise 1. Goals

and Needs

2. Data Analysis

3. Require-

ments

4. User Tasks

5. Design Solution

6. Test Acceptance

7. Metrics and

Reporting

8. Implement,

Test, Release

9. User Measures

1. Goals and Needs2. Data Analysis3. Requirements4. User Tasks5. Design Solution6. Test Acceptance7. Metrics & Reporting8. Implement, Test, Release9. User Measures10. Report and Advise

10. Report and Advise 1. Goals

and Needs

2. Data Analysis

3. Require-

ments

4. User Tasks

5. Design Solution

6. Test Acceptance

7. Metrics and

Reporting

8. Implement,

Test, Release

9. User Measures

Combines UX and

continuous improvement

lifecycles

10. Report and Advise 1. Goals

and Needs

2. Data Analysis

3. Require-

ments

4. User Tasks

5. Design Solution

6. Test Acceptance

7. Metrics and

Reporting

8. Implement,

Test, Release

9. User Measures

Familiar UX lifecycle

elements

10. Report and Advise 1. Goals

and Needs

2. Data Analysis

3. Require-

ments

4. User Tasks

5. Design Solution

6. Test Acceptance

7. Metrics and

Reporting

8. Implement,

Test, Release

9. User Measures

Familiar continuous

improvement lifecycle

elements

10.9.

8.

7.

6. 5.4.

3.

2.

1.

1.

1. Goals and NeedsBusiness and user objectives change. Confirm stakeholder as well as audience wants and needs.

UX Roles Tools OpportunitiesBusiness AnalystCompliance AnalystRequirements Analyst

Content inventorySurveys and pollsStakeholder interviewsUser feedbackUser interviews

Create relationships with stakeholders and users. Think ongoing dialogue, not one-time intelligence gathering.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

2.

2. Data AnalysisReview and assess metrics, user behavior, and feedback to understand issues and opportunities.

UX Roles Tools OpportunitiesBusiness AnalystContent StrategistInformation ArchitectMetrics/Analytics AnalystSearch Engine AnalystUsability Analyst/Tester

Ad hoc reportingAnalyticsContent inventoryDashboardsRankingScheduled reportingSearch logs and statsSurveys and pollsUsage logs (web, social)User feedback

Identify and codify meaningful metrics, key performance indicators (KPIs), and success criteria. Instill a data-driven culture that relies on evidence-based practices.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

3.

3. RequirementsIdentify business and user requirements. Group by priority, create a roadmap, and maintain a backlog.

UX Roles Tools OpportunitiesBusiness AnalystRequirements AnalystUser Interface Designer

Heuristic reviewIssue tracking toolsRequirements standardsTop task listUse casesUser stories

Tell the stakeholder’s and user’s stories. Document needs in a way that is meaningful to all involved parties. Use a backlog to capture low-priority or wish list items.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

4.

4. User TasksFocus your efforts and avoid unnecessary effort and functionality. Think of the 80/20 rule and focus on vital tasks.

UX Roles Tools OpportunitiesInformation ArchitectRequirements AnalystSearch Engine AnalystUsability Analyst/Tester

AnalyticsSearch logs and statsSurveys and pollsUsage logs (web, social)User feedbackUser interviews

Identify then focus on key tasks and eliminate unnecessary complexity. Understand related tasks and identify efficiencies wherever possible.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

5.

5. Design SolutionAddress IA, interaction design, functional concerns, visual design, and technical issues. Create artifacts or prototypes that communicate the solution.

UX Roles Tools OpportunitiesContent StrategistInformation ArchitectUser Interface DesignerUsability Analyst/Tester

Analog and digital designDevelopment frameworksRapid prototyping softwareStyle and brand guides

Design for simplicity, usability, scanability, minimal cognitive load. Think about the larger domain and a consistent user experience.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

6.

6. Test AcceptanceChange involves risk. Conduct tests to confirm the proposed design satisfies requirements and user tasks.

UX Roles Tools OpportunitiesInformation ArchitectRequirements AnalystUser Interface DesignerUsability Analyst/Tester

AB/multivariate testingAutomated usability testingCard sortsFirst-click testingModerated usability testingTree testsUser feedback

Testing in development or staging environments can minimize risk in production. Live testing can then refine (rather than fix). Free and low-cost testing options make it easier to create a testing culture.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

7.

7. Metrics & ReportingUse meaningful metrics and reporting approaches. Use KPIs and try to provide context. Use tags and technologies to improve data collection and analysis.

UX Roles Tools OpportunitiesBusiness AnalystCompliance AnalystMetrics/Analytics AnalystProject ManagerQuality AnalystSearch Engine AnalystUsability Analyst/Tester

Ad hoc reportingAnalyticsDashboardsRankingScheduled reportingSearch logs and statsSurveys and pollsUsage logs (web, social)User feedback

Monitor domain health and evaluate changes regularly. Quantify key elements of user experience and reinforce a data-driven culture and reliance on evidence-based practices.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

8.

8. Implement, Test, ReleaseFollow a standardized implementation, testing, and release steps. Repeatable process reduces risk and simplifies debugging and future enhancements.

UX Roles Tools OpportunitiesBusiness AnalystCompliance AnalystContent StrategistInformation ArchitectQuality AnalystRequirements AnalystUsability Analyst/Tester

Automated testingHeuristic reviewsIssue tracking toolsTest cases and scriptsTop task listUnit testingUse casesUser storiesUser tasks

Involving UX in implementation, testing, and release can help quickly identify bugs and short-cut fixes. It also provides an excellent opportunity to flesh-out the backlog and to prime the next iteration.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

9.

9. User MeasuresUse measurement tools to understand adoption, customer satisfaction, conversion, or other success measures identified in step 7.

UX Roles Tools OpportunitiesMetrics/Analytics AnalystQuality AnalystSearch Engine AnalystUsability Analyst/Tester

AB/multivariate testingAnalyticsAutomated usability testingEye trackingHeat mappingUser feedback

It is impossible for a UX professional to completely intuit user’s experiences; measurement fills in the gaps and identifies new or hereto unknown considerations.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

10.

10. Report and AdviseDevelop and discuss reported analysis findings. Generally, it will be beneficial to measure against baselines. Trends may indicate more than a one-time snapshot.

UX Roles Tools OpportunitiesMetrics/Analytics AnalystProject ManagerQuality AnalystSearch Engine AnalystUsability Analyst/Tester

Ad hoc reportingChange control boardDashboardsScheduled reportingState of the “…” reporting

Grow the relationships with stakeholders and users by continuing the dialogue.

10.9.

8.

7.

6. 5.4.

3.

2.

1.

1.

1. Goals and NeedsNext iteration.

There is always room for improvement and we have the success metrics to prove value every step of the way.

Don’t worry, I’m not trying to lay some Sisyphus trip on you.

Instead, I’m trying to…

Promote a culture of continuous improvement and optimization…

• Selling optimization• Selling continuous improvement• Smaller improvements, but faster• UX involvement at every project phase• Evidence- and data-based approaches• Easier tracking and measurement• Improved governance• Less rework• Fewer redesigns

&

Take advantage of opportunities associated with continuous improvement/optimization approaches:

• For the external UX consultant• For embedded UX teams and project staff• For project managers (especially of UX staff)• For business development and posture • For UX ‘insertion points’ throughout the SDLC and content lifecycles

Thank you!

And if you liked this presentation or have any feedback, please don’t keep it to yourself. This is a work in progress and any input is appreciated.

Jeffrey Ryan Pass, Solution Architect & Lead User Experience ConsultantAquilent (we’re hiring)[email protected] | @jeffpass | about.me/jeffpass

Image SourcesDebra Martin – Debra Martin & LinkedInhttps://media.licdn.com/media/p/2/000/038/101/09ac576.jpg

Brownies on the dock – Jeffrey Ryan Pass

Lost Highway – David Lynch & Timeouthttp://now-here-this.timeout.com/wp-content/uploads/2014/03/lynch.jpg

Preparing to carve pumpkins – Jeffrey Ryan Pass

Shorted Oxford English Dictionary (5th Edition, A-M) – Jeffrey Ryan Pass

The Big Bang – NASA & GSFChttp://cosmictimes.gsfc.nasa.gov/universemashup/archive/complete_archive.html

Sesame Street – Children's Television Workshophttp://www.themarysue.com/wp-content/uploads/2011/04/sesamestreet.jpg

Binary Code – Wikimedia Commonshttp://commons.wikimedia.org/wiki/File:Binary_Code.jpg

Le moulin de l’oubli (1999) – Gilbert Garcinhttp://imgur.com/gallery/nyrpIEl

Playtime – Jacques Tati

http://acbatesy.com/2013/02/25/great-big-70mm-film-festival-highlights-from-chicago/urlot

Shamwari Wildlife: Dung Beatle – Rhino Africa Safarishttp://www.rhinoafrica.com/blog/2013/04/18/rhino-africa-in-talk-with-adrian-gardiner/

Bed - From Einstein on the Beach 2014 – Robert Wilson & Philip Glass & Brooklyn Academy of Music (BAM)http://vimeo.com/user1387873

Furnityre disassembly + installation – AMG - Argosy Management Grouphttp://argosymg.com/furniture-disassembly-and-installation.php

'This American Life' host Ira Glass in 2012 – Chicago Tribune & Stephen J. Cohen/Getty Imageshttp://www.trbimg.com/img-5385c8de/turbine/chi-chicago-public-media-this-american-life-20-001/1200/1200x936

Opportunity views the empty lander, the Challenger Memorial Station – NASA & JPL & Cornellhttp://en.wikipedia.org/wiki/Opportunity_%28rover%29#mediaviewer/File:Challenger_Memorial_Station_At_Meridiani_Planum.jpg

Jeff Waters – Jeffrey Ryan Pass & Movember