The WHYs and HOWs of including the users in the process
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Transcript of The WHYs and HOWs of including the users in the process
Hi, I’m RayaAssociate UX Architect
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important<
5x
Including the users
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Why?
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Why?
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Why?
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“I already know what people want.”
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the user!
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NOT
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You are too closeto your product
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“There is notenough time.Or budget for that.”
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2. The value and insight it brings are irreplaceable.
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+ can save you:
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The cost of change over time
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“People are not designers.They don’t know what technology can do.”
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< I need faster horses
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You can’t start with the technology and then figure out where you are going to try to sell it…
Steve Jobs @ Apple WWDC 1997
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”You‘ve got to start with the customer experience and work backwards to the technology.“
< I need faster horses
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3. Technology is created to serve people.
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Innovation?
ingenious
Something new
original
more effective
new needs
better solutions
patent
discoverynever existed before
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Peter Drucker:
“The measure of innovation is the impact on the environment" –
that is, the real-world results it generates (and not how much excitement or press coverage it gets)
Extract from “Customers included” book by Mark Hurst
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The PlayPump innovation
Find many interesting case studies in the book “Customers included”
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4. Can’t innovate without the usersThe PlayPump innovation
Find many interesting case studies in the book “Customers included”
Understand people’s needs
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in their context of use
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Find market niche
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> Bring actual value to users
> more sales > more money
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the iPhone
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2005
the ROKR
Why the iPhone was a hit
They started with people’s pain points from using smartphones at the time.
The WHYs1. You are not the user. You know too much
2. The value and insight it brings are worth your time& can save you time, efforts & money
3. Technology is created to serve people
4. Can’t innovate without the users
5. Market niche > happy users > more sales & money
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How?
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How?
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1 day 2 years
Actually usingbecause it serves your needs
*time played with
Wanting vs something
It doesn’t matter what you SAY,the important thing is what you DO.
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Go out into the field& find out
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what people are doing
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- What devices are they using?- How do they communicate
with each other?- How bright is the space?
Context of use factors:
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- How does this environment affect what they can do?
- How do they interact with others?
Context of use factors:
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A. Direct observation> just watch, no questions
B. Contextual inquiry> observation + questions
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1. ObservationsDirect observation
Contextual inquiry
2. Interviews
Need finding
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1. No leading questions
2. Use open-ended questions Closed questions don’t give you insight
3. Add concreteness When possible
4. Do not judgeTry understand their perspective
How to interview
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Validate hypotheses
• ObservationsDirect observation
Contextual inquiry
Need finding
• Interviews
• Usability testing
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Usability testing
“Things a therapist would say”
“Don’t make me think” by Steve Krug
Other methods
Focus groups Diary studiesCard sorting
Surveys A/B testingClicks analyses
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• Observations
• Interviews
• Diary studies
• Focus groups
• Surveys and other
Need finding• Usability testing
• A/B testing
• Clicks analyses
• Card sorting
• Surveys and other
Validate hypotheses
The HOWs1. Direct observation
Just watch, no interruptions
2. Contextual inquiryUser walks you through + questions
3. Interviews
4. Usability testing
5. Surveys and other methods
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How?
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IN PRACTICE
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Testing with 1 user is 100% better than testing with none.
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3 users are enough
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Recruit friends & family
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15-20 min
Usability testwith a friend
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Interviewover a cup of coffee
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Gregory Wilson
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I challenge you
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Gregory Wilson
to include users next week
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Recommended books:
1. “Don’t make me think” by Steve Krug
2. “Customers included” by Mark Hurst
