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UCD overview
This document provides an overview of User Centered Design (UCD). It discusses conducting user research, modeling user requirements, validating designs, and case studies. The key aspects of UCD include understanding users through research, modeling requirements based on user goals and scenarios, and validating designs through iterative testing with users. UCD helps ensure designs meet user needs and are usable, which can increase user satisfaction and business metrics like sales and loyalty.
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UCD overview
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- 9. SummaryUser Centered Designa.k.a Human Centered DesignWhat to expectWho can benefit from UCDTwo spectrums of requirementsWhere does UCD fit?UCD process flow
- 10. What to expect?Overviewof UCD and relevant processesAlign and orient BA, Market and other research activitiesMeasurable and predictable User ExperienceBrand value and increase in subjective satisfactionEliminate individual bias
- 11. Who can benefit?Business-Perceived and Subjective satisfaction can aid increase in sales volume and brand appreciation. Can help in converting trust into loyaltiesProgram Managers/Product Managers- helps in planning and scoping user research and UCD activities upfrontBA- extend requirement analysis beyond business requirements. Introduce User angle into functional specificationsDevelopers- Helps in focusing on core skill, development.UI Designers- Data to drive interface and interaction designEnd Users- efficiency, effectiveness and satisfaction
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- 13. Two spectrums ofrequirementsConceptual ModelMental ModelProduct Design
- 14. Business requirements- ConceptualmodelDomain needs
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- 18. Acceptance criteriaUser Requirements-Mental modelContext of use
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- 20. Environmental variables andtheir impact
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- 26. Subjective SatisfactionUser CenteredDesign process flow
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- 28. UCD principlesEarly focuson users and tasksStructured and systematic information gathering (consistent across the board)Designers trained by experts before conducting data collection sessionsEmpirical Measurement and testing of product usageFocus on ease of learning and ease of useTesting of prototypes with actual usersIterative DesignProduct designed, modified and tested repeatedly.Allow for the complete overhaul and rethinking of design by early testing of conceptual models and design ideas.
- 29. Importance of UCDUnderstandUsers who can be potential customers, consumers and influencersMitigate user satisfaction issues early without taxing development effort through iterative prototyping and validationsFixing Use issues are expensive at the end of the development cycle and probably you will never have time to fix (number of developers x number of issues + effort on code changes + QA cycles)Well informed data can enable BAs and UI to think more strategically beyond requirementsWell integrated UCD process can become a differentiator in itself
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- 31. Define BenchmarksCompare whattarget User base expectsUnderstand what competitors are doing to meet thisValidate against what your business and available resource eco system can provide in the current contextUnderstand any domain specific mandates or conformance criteria as applicableArrive at a baseline metric for each type scenario, tie these into benchmarkExample:Benchmark consideration:User Segment 1 expects to speed up xyz task flow- Need to complete this in 2 seconds to minimize seat timeUser Segment 2 expects easy access to xyz features- need to have a fast pathCompetitor ABC provides two click and 3 second task completion rates- Need to better this.Considering available timelines, resource expertise, we can target for improvisation on a, b, c tasks and scenariosBenchmark definition:Each task should be completed within two clicksProvide ability to custom define fast paths Provide alternate routes of navigation for expert users (key board shortcuts, book marks, short url etc.,)Other key enhancers…
- 32. Modeling requirementsCreate Personasfrom user research, surveys, market research and cluster data Understand and define User goals and efficiency enhancers in the given contextUnderstand their physical work environment dynamicsDivide Personas into Primary, Secondary, Negative categoriesBuild usage scenarios for each of the PersonasUnderstand what these representative personas already understand or know about other similar products or tools they use.Create a hypothesis around the observed dataWrite a story around the data to give it a “human” feelBuild primary navigation models and define information architecture, build quick and dirty prototypesValidate each of these against persona and associated scenarios Couple of questions to ask-Mr. XYZ, working under dimly lit environment, having to handle multiple customer calls be able to find the required feature? if so how much time it takes. Is the time taken to handle one customer query aided by navigation model or does it hamper the efficiency? Does the seat time negatively impacted and justified? Is the time taken validates against benchmarks or metrics?
- 33. Sample persona- canyou afford to ignore TINA?*A more robust persona adopted from uxmag @ http://uxmag.com/uploads/oconnorpersonas/samplepersona.png
- 34. Competitor analysisDerive frommarket researchEvaluate as many similar products or services as applicableIf applicable, conduct a cognitive walkthrough on selected products. Derive base metrics for benchmarking (AHT, Error rates, Task completion percentages etc.,)Evaluate what works well and doesn’t Do not consider this as a base for your approach but use this information as guideOnion skin similar workflows across similar products, identify number of steps and sub steps in each task flow. Identify most efficient.
- 35. Validating UI andUsabilityGolden rule: get the design correct first, then validateBuild wireframes and prototypesConduct initial Heuristic evaluation based on global heuristicsValidate against VIMM model (Cognitive model)- Visual, Intellectual, Memory, MotorCheck NCPI (Surface model)- Navigation, Content, Presentation, InteractionBuild Hi Fidelity prototypesConduct end user testing or representative user testing (if constraints, pull people form other projects to navigate through the prototypes, lean over their shoulders and observe, don’t guide or help them!)IterateRetestDevelopConduct Alpha or Beta usability testing, try and recruit actual user samplesChoose between remote or onsite testing depending upon dynamics
- 36. UI Patterns- Why?UIpatterns are proven way of achieving an interaction or information grouping and or User Interface layout ex: Tabs, Inline editing, Breadcrumbs, Wizards, grid systems for layoutsPeople around the world are used to many recurring patterns, why reinvent?Word of caution: Do not pick patterns without validating against your domain specific needs or constraints. A pattern that works in healthcare may not work in financial domain. Performance metrics are different for each domain
- 37. Guidelines, Style guides,RepositoryUX Guidelines:Define UX guidelines considering business and user needsex: CSR should be able to close a call within two clicks. Customer search should always be visible While in call, CSR should see relevant customer banner or header information ref: http://msdn.microsoft.com/en-us/library/dd834141.aspxUI Style guides: Define UI style guide for developers to follow through out development life cycle. Mitigates the risk of individual interpretation on presentation layerAlign with company or customer brandingHelps visual design layer to align with UX guidelinesex: buttonCSR Dashboard > Customer dashboard > resolution30 px Trailing links should be active and underlined, active link should not be hyperlinked60 px (min)First level warning!Final warning!
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- 40. After initial assumptionsand interpretations
- 41. After a structuredUCD process and Usability testing
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