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the principle of
people will spend an amount of
effort on things that is in proprtion
to the value they perceive
. in pursuit of something valuable, it is
amazing how much bad design people
will put up with, and forgive.
“If we want users to like our software
we should design it to behave like a
likeable person: respectful, generous
and helpful.” Alan Cooper
Polite software is:
• Interested in me (remembers my preferences)
• Perceptive (makes good guesses at what information
I’ll want next)
• Forthcoming (doesn’t hold back useful information)
• Self-confident (doesn’t keep asking me annoying
• Responsive (discrete - not too demanding)
Polite software is:
• Forgiving (if you make a mistake it lets you undo)
• Not a show-off (doesn’t cluttery with showy controls)
• Focussed (too many choices becomes a burden)
• Fudgeable (allows the user to partially complete)
make the easy, easy
and the difficult, possible
make it quick to
scan & digest
* avoid clutter!
* avoid text only
speak the right language
• don’t use meaningless
‘copy’ (especially ‘marketing’ content)
• use your audience’s way of speaking,
not your company-talk (or programmer
• information scent: use keywords to
guide people in the right direction
“there are specific moments where designers
are most likely to influence a shopper to
investigate a promotion or special offer. Most of
the time, these moments come after the
shopper has satisfied their original mission on
If we identify the key seducible moment for a
specific offer, we can often see over 10 times as
many requests” Jared Spool
the paradox of the
haste to get rapid results means we make
mistakes - making us slower!
support users in a rush.
people don’t like making decisions on
a website - they like to be directed.
it’s your job to know what they
want to do and get them there.
An experience strategy is a clearly articulated touchstone that
influences all of the decisions made about technology, features,
Whether in the initial design process or as the product
develops, such a strategy guides the team and ensures that the
customer’s perspective is maintained throughout.
- Subject to Change, Creating great products and services for an
uncertain world, Merholz, Schauer, Verba & Wilkens (Adaptive
what is UCD?
a design process in which the end users are
identified, their goals and needs are
understood, the system is designed to support
those users and their goals, and the design is
tested with those users so that it can be
improved until optimal.
it involves both design and research activities
User Centred Design is
interested in both strategic
and tactical elements of
design and usability
why do people want to use this
in the first place?
Why do UCD?
Cost of making changes
Why do UCD?
There are four key benefits:
• Increased revenue
• Reduced project risk
• Reduced customer support costs
• Greater brand loyalty
Why do UCD?
• Project teams don’t understand
genuine user requirements
• Users often don’t understand their
• Making late changes is slow and
• Late changes happen because of a
lack of understanding of
we tend to project our own rationalisations and
beliefs onto the actions and beliefs of others
- don norman, the design of everyday things
to design an easy-to-use interface, pay attention to
what users do, not what they say.
self reported claims are unreliable, as are user
speculations about future behaviour
- jakob nielsen
user research helps you uncover, understand and
design for real user requirements
- what it looks like and how it is arranged
- how the user interacts with the product components
- the information required by the user at different stages
Experience - the right elements in the right order
- the model for how the value is delivered
- the value to the customer
Jesse James Garrett, The Elements of User Experience