User centred design: what, why and how
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User centred design (UCD) involves putting the user at the center of the development process to ensure products and services are useful, usable, and desirable. UCD is not just usability testing, but also focuses on utility and persuasiveness. The UCD process involves discovering user needs, designing solutions, developing prototypes, and deploying iterations based on user feedback. UCD aims to deliver solutions that are useful by addressing user goals, usable through design best practices and testing, and desirable by understanding user motivations and decision-making.
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User centred design: what, why and how
- 1. User centred design: what, why and how? Jeremy Swinfen Green MA MBA CMC FIC Managing Partner, Mosoco Ltd
- 3. Why is UCD important? Is it useful? Is it easy to use? Do I want to use it?
- 4. X UCD is not… Just “usability testing” A “tick-box” process Only about users Only about “wants”
- 5. The UCD process* Discover Design Develop *Very simplified! Deploy
- 7. Making something usable • Ask an outsider to apply common sense
- 8. Accessibility Accessible design is GOOD design
- 9. Making something desirable Why do people do that?
- 11. How to make something undesirable
- 12. Making something persuasive Language: cheep cheep cheep! Imagery: red and yellow
- 13. Conclusions • Utility, usability and desirability • Test and iterate
- 14. Thank you Jeremy Swinfen Green jeremy@mosoco.co.uk 07855 341 589
- 15. User centred design: what, why and how? Jeremy Swinfen Green MA MBA CMC FIC Managing Partner, Mosoco Ltd
- 16. User centred design • Putting the “user” (or customer) and their requirements at the centre of development – “User” can imply “digital” but we need to be multi-channel in our approach – The customer is central to what we do. But we don’t always provide everything the customer wants. For instance, any business will want to make money from a consumer but spending money isn’t necessarily what consumers want to do. However, putting the consumer at the centre of the process makes it easier for us to persuade the consumer to spend money • For healthcare we also need to add society’s requirements – Just as in business we need to add business requirements – Adding society’s requirements doesn’t mean the customer can’t be at the centre of design
- 17. Why is User Centred Design important? • The customer will ask three questions: • Is it useful to me? – UCD ensures utility by aligning customer needs and organisational goals • Can I use it easily? – UCD enables usability by examining the details of how systems work for customers • Do I want to use it? – UCD builds-in desirability by following customer drivers and decision processes
- 18. What UCD is not • It is not just “usability testing” and “accessibility” – Utility and persuasiveness are just as important • It is not a one-off, “tick-box” process – Undertake it throughout the design & build process – Iterate: learn from mistakes and constantly optimise • It is not a process that only requires us to talk to consumers • They don’t always (rarely) know what they want – We need to talk to business stakeholders and other experts as well • It’s not just about pleasing customers – Giving people what they want won’t always deliver organisational success. Think about the way supermarkets put commonly bought things like milk at the back of the shop and change their layouts every so often – so people have to explore (and buy more things on the way)
- 19. What does the process look like?* • Discover – Business goals, consumer motivation, task analysis • Design – Test high level concepts and prototypes; create detailed specifications • Develop – Test wire-frames, flat screens and interactive assets with users or against best practice • Deploy – Collect feedback; undertake A/B testing; iterate design *Very simplified!
- 20. How to make something useful • Use research to uncover customer goals – Build a hypothesis based on observation of the world including ethnography and focus groups – Test the hypothesis using attitudinal surveys – Validate the hypothesis with prototype testing • Ultimately you can never “know” anything from research – Don’t believe anyone who tells you that research gives you the truth • Quantitative research just shows you how people answered the question you posed: they may interpret your words differently from how you interpret them or they may simply want to please you with their answers • Qualitative research just shows you how a handful of people think (or are willing to admit, or think they think…) on a particular day in a particular set of circumstances • Use research for illumination rather than support
- 21. How to make something usable • It is much easier to make things usable – You only need a handful of people to uncover the major usability issues – Techniques include lab-based user tests, card sorting, and benchmarking • “Expert reviews” will often suffice – Most good design is a matter of applied common sense – There is a massive amount of design best practice available to be applied
- 22. Accessibility • Accessibility testing is harder to test without involving users • Needs to test for use by the blind but also: – – – – – – – Low vision Loss of motor control Low confidence Memory loss Hearing loss (video) Low reading age Dyslexia • Accessible design is generally GOOD design for everyone
- 23. How to make something desirable • People are more likely to do things if… – – – – – – other people do it as well (“social proof”) you tell them to you make them feel good about themselves they worry they might not be able to do it later they get something FREE in return they have already agreed to do it, or have started to do it in a small way – they only have to do (or understand) one thing
- 24. People are not always rational • Perfectly “rational” people… – don’t want to lose things (even if they don’t really need them) – avoid a small downside now in favour of a larger downside later – give undue weight to low probability events – avoid decisions and prefer the default option – judge the importance of something based on the things that are near it – give preference to the first (and last) things they see
- 25. How to make something undesirable • If you want to put people off, use… – spelling mistakes and grammatical errors – an inappropriate tone of voice – A muddled design with a lack of visual hierarchy (very cultural!) – inconsistent layouts, wording etc – old, undated, or out of date content – broken links and other functionality that doesn’t work (e.g. videos on a mobile device)
- 26. How to make something persuasive • Imagery – Pictures reduce the “difficulty” of communication – Images of positive and happy people sell – Arrows & gaze-direction influence where people look • Language – – – – – Headlines are important, and so is the first sentence Use simple and easy to understand copy Key words should stand out Sell benefits not “features” (emotion sells, not reason) Long copy works – well written and laid out using lots of white space, bullets etc – Tell people what to do next: include “calls to action”
- 27. Conclusions • User centred design is underpinned by 3 principles: utility, usability and desirability – It may be hard to match consumer utility (“wants” not “needs”) with societal utility – Usability is relatively easy to address with testing or reviews – With techniques from marketing, it is very possible to manipulate desirability (i.e. persuade people) • Design is complex and hard to get right first time round, which is why UCD is iterative
- 28. Thank you Jeremy Swinfen Green jeremy@mosoco.co.uk 07855 341 589
Notas do Editor
- Putting the “user” (or customer) and their requirements at the centre of development In business I would talk about “wants”. With healthcare it may be more appropriate to talk about “needs” “User” can imply “digital” but we need to be multi-channel in our approach The customer is central to what we do. But we don’t always provide everything the customer wants. For instance, any business will want to make money from a consumer but spending money isn’t necessarily what consumers want to do. However, putting the consumer at the centre of the process makes it easier for us to persuade the consumer to spend money For healthcare we also need to add society’s requirements Just as in business we need to add business requirements Adding society’s requirements doesn’t mean the customer can’t be at the centre of design
- The customer will ask three questions: Is it useful to me? UCD ensures utility by aligning customer needs and organisational goals Can I use it easily? UCD enables usability by examining the details of how systems work for customers Do I want to use it? UCD builds-in desirability by following customer drivers and decision processes
- It is not just “usability testing” and “accessibility” Utility and persuasiveness are just as important It is not a one-off, “tick-box” process Undertake it throughout the design & build process Iterate: learn from mistakes and constantly optimise It is not a process that only requires us to talk to consumers They don’t always (rarely) know what they want We need to talk to business stakeholders and other experts as well It’s not just about pleasing customers Giving people what they want won’t always deliver organisational success. Think about the way supermarkets put commonly bought things like milk at the back of the shop and change their layouts every so often – so people have to explore (and buy more things on the way) The last point is contentious but very true. …
- Discover Business goals, consumer motivation, task analysis Design Test high level concepts and prototypes; create detailed specifications Develop Test wire-frames, flat screens and interactive assets with users or against best practice Deploy Collect feedback; undertake A/B testing; iterate design
- Use research to uncover customer goals Build a hypothesis based on observation of the world including ethnography and focus groups Test the hypothesis using attitudinal surveys Validate the hypothesis with prototype testing Ultimately you can never “know” anything from research Don’t believe anyone who tells you that research gives you the truth Quantitative research just shows you how people answered the question you posed: they may interpret your words differently from how you interpret them or they may simply want to please you with their answers Qualitative research just shows you how a handful of people think (or are willing to admit, or think they think…) on a particular day in a particular set of circumstances Use research for illumination rather than support
- It is much easier to make things usable You only need a handful of people to uncover the major usability issues Techniques include lab-based user tests, card sorting, and benchmarking “Expert reviews” will often suffice Most good design is a matter of applied common sense There is a massive amount of design best practice available to be applied But you should use an “outsider” – someone who doesn’t know how it works
- Accessibility testing is harder to test without involving users Needs to test for use by the blind but also: Low vision Loss of motor control Low confidence Memory loss Hearing loss (video) Low reading age Dyslexia Accessible design is generally GOOD design for everyone
- People are more likely to do things if… other people do it as well (“social proof”) you tell them to you make them feel good about themselves they worry they might not be able to do it later they get something FREE in return they have already agreed to do it, or have started to do it in a small way they only have to do (or understand) one thing
- Perfectly “rational” people… don’t want to lose things (even if they don’t really need them) avoid a small downside now in favour of a larger downside later give undue weight to low probability events avoid decisions and prefer the default option judge the importance of something based on the things that are near it give preference to the first (and last) things they see Why do people do this: because they are easy ways of making decisions in a complex world
- If you want to put people off, use… spelling mistakes and grammatical errors an inappropriate tone of voice A muddled design with a lack of visual hierarchy (very cultural!) inconsistent layouts, wording etc old, undated, or out of date content broken links and other functionality that doesn’t work (e.g. videos on a mobile device)
- Imagery Pictures reduce the “difficulty” of communication Images of positive and happy people sell Arrows & gaze-direction influence where people look Language Headlines are important, and so is the first sentence Use simple and easy to understand copy Key words should stand out Sell benefits not “features” (emotion sells, not reason) Long copy works – well written and laid out using lots of white space, bullets etc Tell people what to do next: include “calls to action”
- User centred design is underpinned by 3 principles: utility, usability and desirability It may be hard to match consumer utility (“wants” not “needs”) with societal utility Usability is relatively easy to address with testing or reviews With techniques from marketing, it is very possible to manipulate desirability (i.e. persuade people) Design is complex and hard to get right first time round, so TEST and ITERATE
- User can imply “digital” but we need to be multichannel in our approach Adding society’s requirements doesn’t mean the user can’t be at the centre of design. Any business will want to make money from a consumer but spending money isn’t necessarily what consumers want to do. Putting the consumer at the centre of the process makes it easier for the consumer to spend money!
- The last point is contentious but very true. …