4. / FUNDIT FUI / Fusion Transactive FUS / Futrix FTX / Gallagher GLG / Gareth Morgan Investments GM
N / Gibson Sheat Lawyers GSL / Greater Wellington GRW / Green Realm Travel GRT / Greentree GTE
ork GSN / Harrison Grierson Consultants Ltd HGC / Health Alliance HLA / Health Sponsorship Council
We’ve worked with a
ett-Packard New Zealand HLP / HSA Global HSA / Hunter Safety HSL / IAG New Zealand IAG / Immigr
Zealand INZ / of companies
bunch Infinity INF / Infopower POW / Inform IFM / Infotools ITL / Inland Revenue Department IR
across about
INR / Institute of Chartered Accountants ICN / Intergen INT / International Nepal Fellowship INP / Jam
200+
op Textiles 20 industries
JDT / Kickstand-help.com KSD / Kineo Pacific (was Flexible Learning Network) FLL / KiwiBa
/ KiwiRail KWR / !Korero Maori KRM / Land Information New Zealand LNZ / Last.co.nz LST / LawFuel L
ing Media LML / Les Mills International LMI / Lincoln University LIN / Local Government New Zealand L
ist LOC / Loyalty New Zealand LOY / Mainfreight MAN / Maori Language Commission MLC / Marker M
ey University MAS / Medical Assurance Society MSO / Mercury Projects MER / Meridian Energy MRD
ervice MET / Mighty River Power MRP / Ministry for Culture and Heritage MCH / Ministry of Agriculture
try MAF / Ministry of Consumer Affairs MCA / Ministry of Economic Development MED / Ministry of Edu
/ Ministry of Foreign Affairs and Trade MFT / Ministry of Health MOH / Ministry of Justice MJS / Ministry
l Development MSD / Ministry of Tourism MTM / Ministry of Transport MOT / MyInfoSafe MIS / Nationa
arch Institute NER / Navico NVO / Navman Technology New Zealand NAV / New Zealand Couriers NZC
nd Defence Force NZD / New Zealand Emission Units Register EUR / New Zealand Film Commission
Zealand Food Safety Authority NFS / New Zealand Green Building Council NGB / New Zealand Herald
Zealand Institute of Chartered Accountants ICA / New Zealand Lotteries NZL / New Zealand Natural Clo
/ New Zealand On Screen NOS / New Zealand Police POL / New Zealand Post NZP / New Zealand Tra
prise NTE / New Zealand Transport Agency NTA / Nielsen NetRatings NNR / NZBio NZB / Office of the
Clients "
ral OAG / Open Polytechnic OPT / Orcon ORC / Outward Bound OWB / Palmerston North City Council
erston North City Library PNL / Parliament Counsel Office PCO / Parliamentary Services PLM / Payma
e Software PSW / Perweek PWK / PGG Wrightson PGW / Pivot Software PVT / Positively Wellington T
/ Powershop PSL / Professionals Real Estate PRO / Provenco PRV / PSIS PIS / Quit Group QUG / Qu
QVL / Rabobank RAB / Real Estate Institute of NZ RNZ / Red Vespa RED / Reserve Bank of New Zea
/ Retirement Commission RCO / Save The Children STC / Scoop SCO / Sell me Free SMF / Serato Au
arch SAR / Silverstripe SIL / SirValUse SVU / Sky Network Television STV / SMX / Snapper Services S
5. This is what we
do: user-centred
design. More
about this shortly.!
!
UCD"
7. World class companies don’t
compete on services, products,
technology, or features.
"
They compete on experience.
"
And world-class
experience = user insight +
user-centred design."
8. And this is why
"
we exist.!
!
"
"
Our mission"
Transform New Zealand
organisations into providers
of world class customer
experiences"
9. Here’s what
we’ll cover.!
Two case studies.
! One good. One not good.
"
Why you should care.
"
Introducing user-centred design.
"
Personas.
"
Questions.!
10. These guys do a
pretty good job.
Except when it comes
to TXT-a-park…!
!
11. You live in Auckland.
You want to head
into town. You take
your car.!
!
30. Pay for anything to
the right of the line,
and you’ve paid to
$20! M-F S-S
park for longer than
you can park for…!
!
$10!
$0!
1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17!
34. In fact, it’s tragic.
Because if AT had
involved users in the
design process, I this
experience could have
been vastly superior.!
!
!
35. Perception.!
!
"
"
"
"
80% of companies believe they
provide a superior proposition"
"
Source = a Bain & Co. survey of 400 firms
!
36. And reality.!
!
"
"
"
"
…but just 8% of their customers
agree with them "
"
Source = a Bain & Co. survey of 400 firms
!
37. And
consequences.!
!
"
"
"
"
64% of shoppers have immediately bought
from a competitor after poor service"
"
Source = Oracle’s 2012 CX Index Report
!
39. Tourism is a key industry for
NZ. And Tourism’s
newzealand.com website is a
key link between the 60M
"
people considering NZ as a
destination, and our tourism "
operators.!
!
! "
"
The portion of New Zealand’s foreign
exchange earnings from Tourism for the
year ended March 2012 – 15.4%, or $9.6B"
"
Source = Tourism Industry Association New Zealand!
40. And involving users
in the design of that
website has made a
big difference to
Since we completed the
it’s use.!
!
usability improvements to the site we have
seen important increases in consumer
engagement – views of content… is up 47
per cent and there has been increased use
of functionality such as… the Trip Planner
tool – which is up 300 per cent
"
"
Catherine Bates, GM Brand and International PR, Tourism NZ!
41. Our brief.!
!
Redesign critical
newzealand.com
user journeys"
43. Here’s the full
programme of
UCD work we
Expert Review"
did on the site.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
44. That involved
research.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
45. Design.! Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
46. Testing and
iterating.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
47. Let’s start with an expert
review. We throw 2
experts at the site to
identify what users might
struggle with.!
!
48. And we complete a
system usability score
benchmarking exercise.
Newzealand.com fell just
below good. Which is not
so good.
!
!
49. Our experts found
81 issues. That’s
not a large amount.!
81
!
Usability findings"
50. But 30 critical / major
issues – issues that
prevent users from
completing tasks – is a
30
big deal.!
!
Critical / major issues"
53. Overall, loads of people keen
on NZ, and loads of good
content. Poor interaction
design meant users took time
learning to find content,
instead of engaging with
the content.!
!
!
54. Methodology 2:
Personas.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
55. A persona is a fictitious
person who embodies all
of your research and is
used in design"
"
Richard Douglass, Optimal Usability, 2012"
56. We had marketing personas, and
shedloads of research on our
active considerers. But what those
marketing personas didn’t tell us
was what differentiated the needs
of our users when using
newzealand.com, nor the process
of how to design for those users"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
57. Here’s an output from
these personas.
Characters with tourism-
specific history, gathered
via research.
!
!
58. These personas were
pulled together after
conducting dozens of
interviews with people
considering NZ as a
destination.!
!
!
59. The main benefit of a user
profile is as a reminder that
you’re not the user. A
persona helps you make
detailed decisions based
on validated research"
"
Thea Myers, Optimal, 2012"
60. If you have enough
info to create a 60 page
book, then you’ve got
a persona"
"
Kris Nygren, Optimal, 2012"
61. These persona posters
are still sitting on our
desks. We use them in
all our work. They are
baked into our process"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
62. Methodology 3.
Tree-testing.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
63. Tree-testing is about
determining the
‘findability’ of information
within your information
architecture (IA).!
!
65. 1 of 4
You’re traveling to New Zealand and want to find
out more about Maori customs before you leave.
Where would you find that?
It allows us to launch a
survey asking users to
complete a task by
indicating where they
would find the answer to
that task within an IA.!
!
!
67. And a mindmap that
shows the different
paths users took to
find the answer to
each task.!
!
68. Once you’ve
got a score,
tweak your IA
and retest.!
!
Iterate"
69. We treejacked more
than we planned to.
They key is to
choose the right
tasks to test"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
70. And for those
trickier parts of
the IA –
Expert Review"
card sort.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
75. We used concept /
collaborative designExpert Review
workshops to generate as
"
many alternative designs
to tricky problems
as possible.!
Personas"
!
!
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
83. And agree which
elements to Expert Review"
progress further into
detailed interaction
design.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
84. Interaction design isn’t
about colours, fonts, or
the look of a site. It’s
about designing the
things people want to do,
so that they work.!
!
!
88. User testing is about
Expert Review
getting actual users to "
complete actual tasks,
and aggregating insights
from observing
several users.!
Personas"
!
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
93. Go check out
the site. It’s
good : )!
!
newzealand.com"
94. Following a year of continuous
design and usability improvements…
resulting in the site's strongest 12
month period – visits are up four per
cent and referrals up 18 per cent for
the year ending 31 January (2013) "
"
Catherine Bates, GM Brand and International PR, Tourism NZ!
95. Just to put that in context,
18 per cent means hundreds
of thousands more active
considerers contacting NZ
tourism operators – this is
our reason for being "
"
Dave Brem, Websites Manager, Tourism NZ, 2013!
97. INVOLV
USERS E
OFTEN
VOLVE
IN ERS
US RLY ITERAT
EA ITERAT E,
98. Right. Now,
about
personas.!
!
Personas"
Thea Myers
99. Thea’s one of
our senior
designer /
consultants.!
!
Thea
100. Thea’s done
heaps of
forklift drivers • commercial fishers • leisure sailing and fishing!
persona
projects.!
!
call centre agents • physicians • banking & mobile phone consumers!
international travelers • international tourists to nz • life insurance buyers!
car insurance buyers • health insurance buyers • business insurance buyers!
home insurance buyers • small business owners • people establishing a business!
IT professionals • receptionists • alcohol drinkers • medical device dealers!
sufferers of sleep apnea • grocery buyers • courier package senders!
102. So, the
dictionary
definition of a
persona is…!
!
Persona
per SŌ na’ [noun]
1.A persona is a realistic archetype
serving as a surrogate for one
segment of a system’s (or part of a
system’s) actual targeted audience.
103. Yeah yeah yeah.
Personas are
basically just stand-
in users, based
Persona
on research.!
!
per SŌ na’ [noun]
1.A persona is a realistic archetype
Stand-in user
serving as a surrogate for one
segment of a system’s (or part of a
system’s) actual targeted audience.
104. Useful when:"
• The design team is an actual team, with more than
a single person working the entire process from
ideation through implementation.
!
• The team members are different from their users
(true most of the time.)
!
• The team members do not have regular interaction
directly with users
!
• Different users will interact with the product or
service differently because they have different
intentions, context, knowledge, skills, or experience.!
-Jared Spool
105. Here’s an example output
from a persona research
project. Not Optimal’s, just
an example Thea
found online.!
!
111. A four-step
process – with the
third step being
the tricky one.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
112. Always start with research.
Read what you have now.
Interview stakeholders.
Interview customer-facing
roles. Talk to users – 10-20
How to create Personas
is reasonable.!
!
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
113. Then, analyse
what your
interview data.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
114. Step away from
the people you
interviewed, and
see them as a
collection of data.!
!
115. Plenty of ways of
conducting
analysis – all of
which involve
post-it notes…!
!
116. Now for the
magic.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
117. This ‘scene-missing’ step
is about transforming that
data into personas. This
isn’t creative writing – but
more breathing life into
your data.!
!
!
118. And you’re done.
Right?!
…!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
119. You guessed it:
nope. You’re only
halfway. Now you
have to use those
personas.!
!
How to use Personas
120. Personas are not the one
source of truth. They can
help you find it, but if it’s
high risk, you’ll still need
to test it with
actual users.!
!
!
How to use Personas
They are a tool, and like
any tool, you must know
how to wield them!
121. Okay, so Thea
has learned a few
lessons while
working on these
persona projects.!
!
Lessons learnt
122. Like this one: define Make sure Be prepared to up-
your scope well. Are you’re talking to scale your research if
you interested in all enough of the right you feel there are gaps
customers, or just those people about the in understanding, or
using your site, or just a right stuff.! new user groups.!
part of your site?! ! !
!
!
Lessons learnt !
Define your scope well,
and be prepared to scale
the research!
123. And make sure you
design the output from
persona research to
work for the people who
will use those outputs.!
!
! Lessons learnt
Consider who will be
using the personas, design
for them
124. You might be best
starting out with rough
and ready sketch
profiles to remind your
designers that they are
not the user.!
!
!
125. How you represent
personas with images is
important too. Use
believable pictures –
this is Thea’s mom!!
!
127. And this is what
‘women laughing
alone with salad’
looks like…!
!
128. The outputs from
lightweight persona
work are often best left
at the same sketch
fidelity as the research.!
Patty Persona
!
!
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aliquam erat volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation ullamcorper
suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie
consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et.
129. And most importantly:
keep them live! Evolve
them. Re-interview
people and adapt. They
will stagnate and die if
not fed.!
! Lessons learnt
Keep them alive!
130. That does take
some effort to do.!
!
Lessons learnt
Keep them alive!
(This takes effort money)