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intro to 
user-centered design
User-centered design? 
Business 
idea 
Try 
it out 
Launch! 
User-centered design | @rebeccadestello
User-centered design? 
“Merely being the victim of a 
particular problem does not 
automatically bestow on one 
the power to see its solution. 
Alan Cooper 
“The Inmates Are Running the Asylum” p123 
User-centered design | @rebeccadestello
User-centered design? 
Much less funny when you think about 
how much this can cost. 
User-centered design | @rebeccadestello
User-centered design ! 
? 
Business 
idea 
Try 
it out 
Launch! 
Research 
problem 
Ideate 
Evaluate 
goal 
Prototype 
Iterate 
User-centered design | @rebeccadestello
II. Ideate 
Generate ideas 
User-centered design 
V. Launch 
Build, Measure, Learn 
I. Research 
Discover goals & needs 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
IV. Evaluate 
Determine ease 
of use 
User-centered design | @rebeccadestello
Why have a process for 
design? 
User-centered design | @rebeccadestello
A designer’s expertise lies not in the thing he or she is designing. 
You do not have to be a widget expert to be a designer of a widget-manufacturing 
interface. Instead, you must 
be an expert in the process of design.
Why follow a design process? 
• It helps us know where to begin 
• It helps us keep the user first 
• It prevents us from omitting important steps 
• It's more reliable than intuition 
• It reminds us to iterate 
User-centered design | @rebeccadestello
Good design requires iteration High fidelity 
Wireframe 
Ideate 
Sketch 
Paper Prototype 
User-centered design | @rebeccadestello
Phase I: Research 
Discover the user’s goals and needs 
User-centered design | @rebeccadestello
II. Ideate 
Generate ideas 
I. Research 
V. Launch 
Build, Measure, Learn 
I. Research 
Discover goals & needs 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
IV. Evaluate 
Determine ease 
of use 
User-centered design | @rebeccadestello
Why start with research? 
You cannot design apart from the world in which 
your users live. 
User-centered design | @rebeccadestello
How do we learn what we want to know? 
First, identify users and their needs 
• Who is the target audience? 
• Who are the stakeholders? 
• What are the user and business requirements? 
User-centered design | @rebeccadestello
How do we learn what we want to know? 
Then develop a research question 
• How do users do it now? 
• What do users want? 
• What do users need? 
• What else have they tried? 
• Is there already another solution? 
User-centered design | @rebeccadestello
Qualitative 
(insights) 
landscape of 
Contextual inquiry Field studies 
research 
methodologies 
Quantitative 
(validation) 
Goals & Attitudes 
(what people say) 
Behaviors 
(what people do) 
Diary studies 
User interviews 
Participatory design 
Card sorting 
Usability testing 
Site traffic 
A/B testing 
User surveys 
User-centered design | @rebeccadestello
for best results, 
use triangulation 
to learn about 
your user 
Qualitative 
research 
A/B test results Survey data 
APPARENT 
TRUTH 
User-centered design | @rebeccadestello
Qualitative 
(insights) 
Field studies 
Quantitative 
(validation) 
Goals & Attitudes 
(what people say) 
Behaviors 
(what people do) 
Diary studies 
User interviews 
Participatory design 
Card sorting 
Usability testing 
Site traffic 
A/B testing 
User surveys 
Contextual inquiry 
For example: Your 
business goal is to… 
Attract prospective 
students who look at 
the UW website to 
register for the 
master’s program. 
Where would 
you begin? 
1 
2 
3 
4 
5 
Focus groups 
User-centered design | @rebeccadestello
Phase II: Ideate 
Generate lots, and lots, and lots of ideas 
User-centered design | @rebeccadestello
II. Ideate 
Generate ideas 
V. Launch 
Build, Measure, Learn 
I. Research 
Discover goals & needs 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
IV. Evaluate 
Determine ease 
of use 
II. Ideate 
User-centered design | @rebeccadestello
Ideate to increase the chances for success by considering a huge 
volume of ideas in a systematic way. One of the worst things you can 
do is go with the first idea that you get. Remember: 
You can always come back to it later. 
User-centered design | @rebeccadestello 
2013 | Rebecca Destello
a few 
ideation methods… 
User-centered design | @rebeccadestello
Design mapping 
Cardboard mockups 
Sketching 
Story telling w/props 
Affinity diagramming 
Intro to the UCD Process | R. Destello, T. Zeiler | UX Research, Nordstrom User-centered design | @rebeccadestello Direct, 2014
Phase III: Prototype 
Create something tangible to test 
User-centered design | @rebeccadestello
II. Ideate 
Generate ideas 
III. Prototype 
V. Launch 
Build, Measure, Learn 
I. Research 
Discover goals & needs 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
IV. Evaluate 
Determine ease 
of use 
User-centered design | @rebeccadestello
first... 
a note about 
sketch vs. prototype 
User-centered design | @rebeccadestello
Sketch vs. Prototype 
exploring ideas testing ideas 
User-centered design | @rebeccadestello
Why prototype? 
• You can test ideas 
• It brings the user into the design process 
early on 
• Prototyping brings subtleties and nuances 
into the light 
• Begin to wrestle with the technical 
constraints 
User-centered design | @rebeccadestello
Prototyping techniques 
• Body storming 
• Cardboard / foam core mockups 
• Paper prototypes 
• Wizard of Oz 
• Screenshots 
• Video mock-ups 
• Digital prototypes 
Lo-fidelity 
Hi-fidelity 
User-centered design | @rebeccadestello
fun / cheap 
prototyping technique: 
paper prototype 
User-centered design | @rebeccadestello
fun / unusual 
prototyping technique: 
body storming 
User-centered design | @rebeccadestello
fun / unusual 
prototyping technique: 
wizard of oz 
http://youtu.be/DL9cAcQ-gKQ 
User-centered design | @rebeccadestello
Phase IV: Evaluate 
Determine ease of use 
User-centered design | @rebeccadestello
I. Research 
Discover goals & needs 
II. Ideate 
Generate ideas 
V. Launch 
Build, Measure, Learn 
Design → Evaluate → Iterate 
III. 
PrototypeProduce 
something tangible 
IV. Evaluate 
Determine ease 
of use 
Prototype 
Produce something 
tangible 
IV. Evaluate 
User-centered design | @rebeccadestello
Why evaluate? 
Evaluation helps answer.. 
• If a product is learnable, efficient, memorable, 
error tolerant, and satisfying 
• If there is a problem, “why” it might exist 
• If we built it right 
It also helps drive iterations :-) 
User-centered design | @rebeccadestello
Some evaluation methods 
• Heuristic Evaluation 
• Cognitive Walkthrough 
• Usability Testing 
User-centered design | @rebeccadestello
Heuristic evaluation 
Expert review of an interface against a set of guidelines or 
principles. For example, Jakob Nielsen’s 10 Heuristics: 
User-centered design | @rebeccadestello
Cognitive walkthrough (streamlined) 
For each action a user has to take to complete a task, the 
reviewer needs to describe the user's immediate goal and 
answer 2 questions: 
1. Will the user know what to do at this step? 
2. If the user does the right thing, will they know that they 
did the right thing, and are making progress towards 
their goal? 
User-centered design | @rebeccadestello
Usability testing 
Usability assesses how easy user interfaces are to use. 
Usability is defined by 5 quality components: 
• Learnability 
• Efficiency 
• Memorability 
• Errors 
• Satisfaction 
User-centered design | @rebeccadestello
Phase V: Launch 
Build, measure, and learn 
User-centered design | @rebeccadestello
II. Ideate 
Generate ideas 
V. Launch 
V. Launch 
Build, Measure, Learn 
I. Research 
Discover goals & needs 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
IV. Evaluate 
Determine ease 
of use 
User-centered design | @rebeccadestello
Why measure at launch? 
• Product is fully developed and in actual 
environment 
• Assess in a quantitative way which design 
performs better 
• Helps answer “Did we get it right?” 
User-centered design | @rebeccadestello
Some measurement methods 
• Site analytics 
• Surveys 
• A/B or multivariate testing 
• Benchmark testing 
User-centered design | @rebeccadestello
https://visualwebsiteoptimizer.com/ab-testing/ 
A/B testing 
User-centered design | @rebeccadestello
http://visualwebsiteoptimizer.com/multivariate-testing.php 
Multivariate testing 
User-centered design | @rebeccadestello
If problems are in . . . 
I. Research 
Discover goals & needs 
II. Ideate 
Generate ideas 
User’s 
performance 
User’s 
understanding 
Usefulness / 
Appropriateness 
V. Launch 
Build, Measure, Learn 
IV. Evaluate 
Determine ease 
of use 
Design → Evaluate → Iterate 
III. Prototype 
Produce something 
tangible 
Evaluation drives iteration 
User-centered design | @rebeccadestello
In summary 
Research, ideate, prototype, evaluate, launch 
User-centered design | @rebeccadestello 
Intro to the UCD Process | R. Destello | UX Research, Nordstrom, 2014
Summary of the UCD process 
• Research to understand the user’s problem space, 
goals, and needs 
• Ideate to generate ideas for solving the user’s needs, 
and problem space 
• Prototype to create something tangible to test 
• Evaluate the prototype to assess performance 
• Iterate! Iterate! Iterate! 
• Launch, build, measure, learn…. repeat 
User-centered design | @rebeccadestello
Thank you! 
Rebecca Destello 
@rebeccadestello

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Intro to user centered design

  • 2. User-centered design? Business idea Try it out Launch! User-centered design | @rebeccadestello
  • 3. User-centered design? “Merely being the victim of a particular problem does not automatically bestow on one the power to see its solution. Alan Cooper “The Inmates Are Running the Asylum” p123 User-centered design | @rebeccadestello
  • 4. User-centered design? Much less funny when you think about how much this can cost. User-centered design | @rebeccadestello
  • 5. User-centered design ! ? Business idea Try it out Launch! Research problem Ideate Evaluate goal Prototype Iterate User-centered design | @rebeccadestello
  • 6. II. Ideate Generate ideas User-centered design V. Launch Build, Measure, Learn I. Research Discover goals & needs Design → Evaluate → Iterate III. Prototype Produce something tangible IV. Evaluate Determine ease of use User-centered design | @rebeccadestello
  • 7. Why have a process for design? User-centered design | @rebeccadestello
  • 8. A designer’s expertise lies not in the thing he or she is designing. You do not have to be a widget expert to be a designer of a widget-manufacturing interface. Instead, you must be an expert in the process of design.
  • 9. Why follow a design process? • It helps us know where to begin • It helps us keep the user first • It prevents us from omitting important steps • It's more reliable than intuition • It reminds us to iterate User-centered design | @rebeccadestello
  • 10. Good design requires iteration High fidelity Wireframe Ideate Sketch Paper Prototype User-centered design | @rebeccadestello
  • 11. Phase I: Research Discover the user’s goals and needs User-centered design | @rebeccadestello
  • 12. II. Ideate Generate ideas I. Research V. Launch Build, Measure, Learn I. Research Discover goals & needs Design → Evaluate → Iterate III. Prototype Produce something tangible IV. Evaluate Determine ease of use User-centered design | @rebeccadestello
  • 13. Why start with research? You cannot design apart from the world in which your users live. User-centered design | @rebeccadestello
  • 14. How do we learn what we want to know? First, identify users and their needs • Who is the target audience? • Who are the stakeholders? • What are the user and business requirements? User-centered design | @rebeccadestello
  • 15. How do we learn what we want to know? Then develop a research question • How do users do it now? • What do users want? • What do users need? • What else have they tried? • Is there already another solution? User-centered design | @rebeccadestello
  • 16. Qualitative (insights) landscape of Contextual inquiry Field studies research methodologies Quantitative (validation) Goals & Attitudes (what people say) Behaviors (what people do) Diary studies User interviews Participatory design Card sorting Usability testing Site traffic A/B testing User surveys User-centered design | @rebeccadestello
  • 17. for best results, use triangulation to learn about your user Qualitative research A/B test results Survey data APPARENT TRUTH User-centered design | @rebeccadestello
  • 18. Qualitative (insights) Field studies Quantitative (validation) Goals & Attitudes (what people say) Behaviors (what people do) Diary studies User interviews Participatory design Card sorting Usability testing Site traffic A/B testing User surveys Contextual inquiry For example: Your business goal is to… Attract prospective students who look at the UW website to register for the master’s program. Where would you begin? 1 2 3 4 5 Focus groups User-centered design | @rebeccadestello
  • 19. Phase II: Ideate Generate lots, and lots, and lots of ideas User-centered design | @rebeccadestello
  • 20. II. Ideate Generate ideas V. Launch Build, Measure, Learn I. Research Discover goals & needs Design → Evaluate → Iterate III. Prototype Produce something tangible IV. Evaluate Determine ease of use II. Ideate User-centered design | @rebeccadestello
  • 21. Ideate to increase the chances for success by considering a huge volume of ideas in a systematic way. One of the worst things you can do is go with the first idea that you get. Remember: You can always come back to it later. User-centered design | @rebeccadestello 2013 | Rebecca Destello
  • 22. a few ideation methods… User-centered design | @rebeccadestello
  • 23. Design mapping Cardboard mockups Sketching Story telling w/props Affinity diagramming Intro to the UCD Process | R. Destello, T. Zeiler | UX Research, Nordstrom User-centered design | @rebeccadestello Direct, 2014
  • 24. Phase III: Prototype Create something tangible to test User-centered design | @rebeccadestello
  • 25. II. Ideate Generate ideas III. Prototype V. Launch Build, Measure, Learn I. Research Discover goals & needs Design → Evaluate → Iterate III. Prototype Produce something tangible IV. Evaluate Determine ease of use User-centered design | @rebeccadestello
  • 26. first... a note about sketch vs. prototype User-centered design | @rebeccadestello
  • 27. Sketch vs. Prototype exploring ideas testing ideas User-centered design | @rebeccadestello
  • 28. Why prototype? • You can test ideas • It brings the user into the design process early on • Prototyping brings subtleties and nuances into the light • Begin to wrestle with the technical constraints User-centered design | @rebeccadestello
  • 29. Prototyping techniques • Body storming • Cardboard / foam core mockups • Paper prototypes • Wizard of Oz • Screenshots • Video mock-ups • Digital prototypes Lo-fidelity Hi-fidelity User-centered design | @rebeccadestello
  • 30. fun / cheap prototyping technique: paper prototype User-centered design | @rebeccadestello
  • 31. fun / unusual prototyping technique: body storming User-centered design | @rebeccadestello
  • 32. fun / unusual prototyping technique: wizard of oz http://youtu.be/DL9cAcQ-gKQ User-centered design | @rebeccadestello
  • 33. Phase IV: Evaluate Determine ease of use User-centered design | @rebeccadestello
  • 34. I. Research Discover goals & needs II. Ideate Generate ideas V. Launch Build, Measure, Learn Design → Evaluate → Iterate III. PrototypeProduce something tangible IV. Evaluate Determine ease of use Prototype Produce something tangible IV. Evaluate User-centered design | @rebeccadestello
  • 35. Why evaluate? Evaluation helps answer.. • If a product is learnable, efficient, memorable, error tolerant, and satisfying • If there is a problem, “why” it might exist • If we built it right It also helps drive iterations :-) User-centered design | @rebeccadestello
  • 36. Some evaluation methods • Heuristic Evaluation • Cognitive Walkthrough • Usability Testing User-centered design | @rebeccadestello
  • 37. Heuristic evaluation Expert review of an interface against a set of guidelines or principles. For example, Jakob Nielsen’s 10 Heuristics: User-centered design | @rebeccadestello
  • 38. Cognitive walkthrough (streamlined) For each action a user has to take to complete a task, the reviewer needs to describe the user's immediate goal and answer 2 questions: 1. Will the user know what to do at this step? 2. If the user does the right thing, will they know that they did the right thing, and are making progress towards their goal? User-centered design | @rebeccadestello
  • 39. Usability testing Usability assesses how easy user interfaces are to use. Usability is defined by 5 quality components: • Learnability • Efficiency • Memorability • Errors • Satisfaction User-centered design | @rebeccadestello
  • 40. Phase V: Launch Build, measure, and learn User-centered design | @rebeccadestello
  • 41. II. Ideate Generate ideas V. Launch V. Launch Build, Measure, Learn I. Research Discover goals & needs Design → Evaluate → Iterate III. Prototype Produce something tangible IV. Evaluate Determine ease of use User-centered design | @rebeccadestello
  • 42. Why measure at launch? • Product is fully developed and in actual environment • Assess in a quantitative way which design performs better • Helps answer “Did we get it right?” User-centered design | @rebeccadestello
  • 43. Some measurement methods • Site analytics • Surveys • A/B or multivariate testing • Benchmark testing User-centered design | @rebeccadestello
  • 44. https://visualwebsiteoptimizer.com/ab-testing/ A/B testing User-centered design | @rebeccadestello
  • 46. If problems are in . . . I. Research Discover goals & needs II. Ideate Generate ideas User’s performance User’s understanding Usefulness / Appropriateness V. Launch Build, Measure, Learn IV. Evaluate Determine ease of use Design → Evaluate → Iterate III. Prototype Produce something tangible Evaluation drives iteration User-centered design | @rebeccadestello
  • 47. In summary Research, ideate, prototype, evaluate, launch User-centered design | @rebeccadestello Intro to the UCD Process | R. Destello | UX Research, Nordstrom, 2014
  • 48. Summary of the UCD process • Research to understand the user’s problem space, goals, and needs • Ideate to generate ideas for solving the user’s needs, and problem space • Prototype to create something tangible to test • Evaluate the prototype to assess performance • Iterate! Iterate! Iterate! • Launch, build, measure, learn…. repeat User-centered design | @rebeccadestello
  • 49. Thank you! Rebecca Destello @rebeccadestello