A Practical Introduction to User Experience and User-Centred Design for BAs (2019)

This interactive and hands-on workshop will cover the user-centred design process, highlighting the activities that user experience professionals conduct to enhance the usability and user experience of the products, systems and services. BAs increasingly work alongside user researchers and UX professionals to integrate user requirements for complex projects. The course will also explore the areas where there is typically co-ordination between user researchers or designers with business analysts, and cover strategies for enhancing this working relationship.
The workshop will cover the fundamentals of usability, user experience and the User centred Design (UCD) process:
Applying usability & UX principles from the earliest project stages through to final evaluation
Researching and documenting the context of use through user observation, interviews, personas, scenarios, and customer journey maps.
Specifying user needs and requirements and their key role in the UCD process
Designing solutions: interface design, usability guidelines and core design principles with examples from several different industries
Wireframes and iterative prototyping
Information architecture: goals and methods to improve the findability of content
Digital accessibility: resources and methods for inclusive design
Usability testing and evaluation: an overview on usability testing and other evaluations.
Lean UX techniques and integrating UX with agile development
UX strategy – what is it and how successful companies implement it.

1. A Practical Introduction to User
Experience and User-Centred Design
Chris Rourke,
September 2019
1IIBA Conference –September 2019

2. A little about me & User Vision
Consulting in user experience, UCD, Human factors for
over 30 years
Started User Vision in 2000, based in Edinburgh,
London and Dubai
Services in UX Strategy, User Research, Experience
Design and UX Evaluation
Global clients including Emirates Airline, GOV.UK,
Vodafone, McLaren Automotive, Sky, Jumeirah Group,
Scottish Widows, Standard Life, RBS, Visit Scotland,
LBG
Provider of Professional UX Certification (CPUX)
19 –21 November, London
https://bit.ly/2mmThVH
10% Promo code IIBACONF
IIBA Conference –September 2019 2
Chris Rourke
@crourke

3. IIBA Conference –September 2019 3

4. Agenda
IIBA Conference –September 2019 4
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

5. Agenda
IIBA Conference –September 2019 5
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

6. Services are often created
from the inside out –only
considering the customer
experience at the end,
making the experience a
consequence, rather than
an intention.
IIBA Conference –September 2019 https://hbr.org/2009/06/a-framework-for-building-custo.html
How things often work
6

7. Think about the customer
experience firstand build
from that.
This makes the customer
experience intentional
rather than consequential.
IIBA Conference –September 2019 https://hbr.org/2009/06/a-framework-for-building-custo.html
How we’d like them to work
7

8. Credible
UsefulDesirable
Valuable
FindableUsable
Accessible
USEFULENGAGING
USABLE
Source: Peter Morville
What is User Experience?
User Experience:
The overall experience and satisfaction a
user has from the use and/or anticipated
use of a product or system
Not just the user interface
IIBA Conference –September 2019 8

9. WhatisUsability?
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Usability:The degree to which a system can be used by specified users to achieve
specified goals with effectiveness, efficiency, and satisfaction in a specific context of use.
The ISO 9241 definition of usability has three dimensions:
Effectiveness: The accuracy and completeness with which users achieve specified goals.
Effectiveness focuses on being able to accomplish tasks.
Efficiency: The resources used in relation to the results achieved.
Resources include time, human effort, financial and material resources.
Satisfaction: The extent to which the user’s physical, cognitive and emotional responses
that result from the use of an interactive system meet the user’s needs and expectations.

10. What UX is Not
IIBA Conference –September 2019 |10
There are conventions and design
guidelines, but there are no
templates for the perfect site or app.
You must learn from your users to
iteratively create the best content,
interface and interaction design.

11. Customer experience (CX)
The sum of all experiences a customer has with a supplier of
products or services, over the duration of their relationship with
that supplier.
11IIBA Conference –September 2019

12. 12
Usability
User Experience
(UX)
Customer Experience
(CX)
Usefulness Engagement
Value
Trust
Consistency
Relevance
Effectiveness
Efficiency
Satisfaction
Individual Task /
interface
All touchpoints over
time
Individual Touchpoint
over time
IIBA Conference –September 2019

13. Why focus on UX?
Every project has its unique goals and KPIs but typical UX related ones are:
Better task successrates
Improved satisfaction and sense of trust
More recommendations to other users
More effectivemarketingspend on customer acquisition (ecommerce)
Reduced support (customer service & training)
Reduced cost of development
13IIBA Conference –September 2019
How do you track the
effectiveness of the UX in
your company?

14. Agenda
IIBA Conference –September 2019 14
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

15. The process for User-Centred Design (UCD)
ISO 9241-210:2010(Ergonomics of Human System Interaction)
outlines the human-centreddesign life cycle
IIBA Conference –September 2019 15

16. Designed
solution
meets user
requirements
Iterate until user
requirements are met
Plan the human-
centred design
process
\
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 16

17. Agenda
IIBA Conference –September 2019 17
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

18. Designed
solution
meets user
requirements
Plan the human-
centred design
process
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 18

19. Understand and specify the context of use
Learn about the users, their goals, tasks and contexts
Observation
(Contextual) Interviews
Focus groups
Surveys
Diary studies
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Why is it important to perform
research in context?

20. Focus groups/interviews
Key principles
Accurate recruitment
(find your real audiences)
Be curious
Follow best research practice for
moderation and observation
Avoid leading
Use open questions
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21. Interview and moderation skills
Take care in the phrasing of questions
Interview questionsfora CRM system:
What advantages does this CRM have over using a
spreadsheet to manage contacts like before?
Are you ready to modify the client‘s phone number?
Are you going to delete that contact?
Do you ever use help in this situation?
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What do you think of the
phrasing of these questions?

22. Document and understand findings
Capture & illustrate requirements
Personas & Storyboards
Customer (user) journey maps
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23. Document and understand findings
Capture & illustrate requirements
Personas & Storyboards
Customer (user) journey maps
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24. User journey map
A graphical description of encounters with the system covering all touchpoints
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25. Proto Persona Exercise
Proto-persona: A ‘prototype’ persona
created based on internal knowledge
and/or assumptions. Not (yet)
informed or validated with research.
IIBA Conference –September 2019 25Image Name
Role
Location
Current use of the system (frequency, functions, devices)
Delights Frustrations
Key opportunities
Proto-Persona
You have 10 minutes

26. Agenda
IIBA Conference –September 2019 26
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

27. Designed
solution
meets user
requirements
Plan the human-
centred design
process
\
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 27

28. Specify the user needs and requirements
Based on the research conducted, determine the user needs and, using that, establish
what the requirements are for the system
IIBA Conference –September 2019 28
Research
users &
context
From the interviews
& observations
User Needs
Understand their
task needs
User
Requirements
What does this
mean for the
system?

29. User needs -example
As part of monitoring the revenues (context of use),
a legal account manager (user)
needs to know the number of hours billed, their rates and any
other expenses (pre-requisite),
in order to complete the weekly accounting log (goal).
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30. Context of Use User Needs Requirements
Tony prepares monthly invoices to clients based on
fees and expenses related to each project. He
needs 3 main items to prepare the invoice:
1.The amount of time for various staff and their
charge rates
2.Expenses (e.g. travel)
3.Adjustments (e.g. client credits or volume
discounts)
Occasionally he issues the invoice based on received
information, but is then notified of further changes
(e.g. a client credit to be applied) after the deadline
(25
th
of the month). This causes additional work for
him and the client team, as well as annoyance to
the client
UN1: Users must be able to have all
confirmed chargeable elements by
25
th
of month.
UN2: Users must have confirmation
that these charge elements are
complete.
UN3: xxx
R1: The solution must identify all
active projects and have details for
relevant managers.
R2: The solution must issue request for
time, expenses and adjustments to
designated project invoicing managers
by 23
rd
of month.
R3: The solution must issue an
itemised draft invoice to the managers
for confirmation. This should be
itemised to show time, expenses and
adjustments and be confirmed or
revised by 25
th
of month.
User research delivers:
Analysis delivers:
From User Needs to RequirementsFrom User Needs to Requirements
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31. Agenda
IIBA Conference –September 2019 31
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

32. Designed
solution
meets user
requirements
Plan the human-
centred design
process
\
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 32

33. Produce design solutions
Design the solution with the previous lessons in mind
•IA / Nav structures
•Storyboards
•Prototypes -Created & revised through iterative design
•Follow dialogue principles & heuristics
•Ensure solutions are accessible
33IIBA Conference –September 2019

34. Produce design solutions
We’re now ready to design a solution, based on the gathered insight.
Considerations throughout the design process:
1.Create a robust Information Architecture
2.Use Prototypingto iteratively design and test design concepts
3.Employ Dialogue Principles & heuristics to ensure a usable solution
4.Consider Accessibilitythroughout
IIBA Conference –September 2019 34

35. 1. Information Architecture
The art and science of
organising information to
help people effectively
fulfil their information
needs
Questions
Users
•audience types
•information needs
Answers
IA
Info. Architecture
•site organisation
•labeling
•navigation & search
Content
•text
•video
•audio
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36. Why is it important?
Without a clearly labelled and
meaningful IA, much of the work
on the presentation and
aesthetics will be unsuccessful
IIBA Conference –September 2019 36

37. Information Architecture Components
Categorisation
The grouping of content
Labelling
How you label categories
Navigation
Providing users with a set of paths
to help them find way through site
Search
Allow the entry of user-defined
query and provide relevant results,
IIBA Conference –September 2019 37

38. Designing an IA: Card sorting
Card sorting helps design the information
architecture of a site.
In a card sorting session, participants organise
topics into categories that make sense to them
and they may also help you label these groups.
Quick and inexpensive
Provides an understanding of how the structure
of your information is perceived
Inputs into navigation, menus and labelling
IIBA Conference –September 2019 38

39. Designing an IA: Card sorting
Two primary methods of card sorting:
1.Open Card Sorting –Cards are sorted
into groups by user, and then group and
labelled by user
2.Closed Card Sorting –Cards are sorted
into existing groups that have already
been labelled
IIBA Conference –September 2019 39

40. Designing an IA: Card sorting
Process
Create one card for each content item
Ask each participants to group the cards
(if a closed sort then groups are pre-
defined)
Ask participants to label each group
(if an open sort)
Getting the participant to ‘think-aloud’
helps us to understand their reasoning
Results are aggregated over multiple
participants
The more participants, the more robust
the data
IIBA Conference –September 2019 40

41. Designing an IA: Card sorting
Source: Optimal Workshop
Dendrogram
Illustrates the relationship strength between items and can show the suggested group
names in an open sort
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42. Exercise
Conduct a card sorting exercise
In groups, sort the provided cards into logical
groups
Use post-it notes to give each group a name
42IIBA Conference –September 2019
You have 15 minutes

43. IIBA Conference –September 2019 43

44. The proposed IA
Compare to your
structure. Do you
spot any potential
issues?
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45. 2. Prototyping
Representations of the system for analysis, design and evaluation. They can range from
low fidelity paper prototypes to interactive and realistic high fidelity prototypes.
IIBA Conference –September 2019 45

46. Scope and fidelity
Full systemSingle function
Low fidelity
High fidelity
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47. Considerations for prototypes
1.What is the purpose?
2.Who is the audience?
3.What is the scope?
4.What level of fidelity is required?
5.What time/skills do we have available?
IIBA Conference –September 2019 47

48. 3. DialoguePrinciples
ISO 9241-110 lists the following seven dialogue principles:
1.Suitability for the task
2.Self-descriptiveness
3.Conformity with user expectations
4.Suitability for learning
5.Controllability
6.Error tolerance
7.Suitability for individualisation
IIBA Conference –September 2019 48

49. DialoguePrinciple1: Suitabilityforthetask
The system supports the user in the completion of the task, i.e. base the functionality
on the task characteristics (rather than the technology to perform the task).
IIBA Conference –September 2019 49

50. DialoguePrinciple2: Self-descriptiveness
The dialogue makes it obvious to the users which dialogue they are in, where they are
within the dialogue, which actions can be taken, and how they can be performed.
IIBA Conference –September 2019 50
•Clear and descriptive titles,
•Breadcrumbs,
•Appropriate feedback
•Progress indicators,
•Affordances

51. DialoguePrinciple2: Self-descriptiveness
Feedback istypicallyusedwhen:
•Processing therequesttakestime
•A requestthatusersconsidercriticalhasbeencompleted
•A userrequestmayhavepotentiallydangerousconsequences
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52. DialoguePrinciple3: Conformitywithuserexpectations
The solution corresponds to predictable needs of the user and to commonly accepted
conventions.
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Users' expectationsfora
mobile siteisthatitwill
beresponsive
Non-responsiveResponsive

53. DialoguePrinciple4: Suitabilityforlearning
The dialogue supports and guides the user in learning to use the interactive system.
IIBA Conference –September 2019 53

54. Dialogue Principle 5: Controllability
The ability of a user to initiate and control the direction and pace of the interaction
until the point at which the goal has been met.
IIBA Conference –September 2019 54Can change video quality and speed of playback

55. DialoguePrinciple6: Error tolerance
The dialogue achieves the intended result with either no, or minimal, corrective action
by the user despite evident errors in input.
When an error occurs, provide a precise, constructive and clear explanation.
If severe consequences could result from a user action, provide explanation and request
confirmation before carrying out the action.
IIBA Conference –September 2019 55

56. DialoguePrinciple6: Error tolerance
Guidelines forusableerrormessages:
Constructive Wrongfilename
✓File namesmust startwitha letter
ComprehensibleError 0a45
✓This filehasbeendeletedsinceyoulast accessedit
Precise Something wentwrong
✓The pick-update(16-Dec-2018) must not belaterthanthereturndate
(13-Dec 2018)
Visible Small font, easy tooverlook
✓Message isclearlydiscernable
Polite ERROR! Illegal date!!
✓This systemonlyacceptsdatesin thefollowing
format: dd/mm/yyyy
Do you recall any bad error messages?
IIBA Conference –September 2019 56

57. DialoguePrinciple7: Suitabilityforindividualisation
The dialogue allows users to modify interaction and presentation of information to suit
their individual capabilities and needs.
IIBA Conference –September 2019 57
BBC News appdisplayandcontentarecustomisable
What are other examples of individualisation that you find helpful?

58. 58
The power of the web is in
its universality.
Access by everyone
regardless of disability is
an essentialaspect.
Sir Tim Berners-Lee
IIBA Conference –September 2019
4. Accessibility

59. Web Content Accessibility Guidelines –WCAG 2.1
Information is made
available to users
Users understand the
meaning of
information and can
act on it, knowing
what the outcome
will be
Users can interact with
and use the site as
intended
P
Perceivable
O
Operable
Code must be robust
enough to be interpreted
by a wide variety of
technologies (e.g.
browsers and assistive
technologies).
U
Understandable
R
Robust
IIBA Conference –September 2019 59

60. WCAG Success Criteria
60
Level A success criteria:
•Achieve a minimum level of accessibility
•Can reasonably be applied to all Web content
Level AA success criteria
•Achieve an enhanced level of accessibility
•Can reasonably be applied to all Web content
Level AAA success criteria
•Achieve additional accessibility enhancements
•Can not necessarily be applied to all Web content
IIBA Conference –September 2019
See much more on :
https://www.w3.org/standards/webdesign/accessibility

61. WCAG Success Criteria -examples
61
Level A success criteria:
•Alternatives for non-text content
All images must have text alternatives that serves the equivalent purpose.
Level AA success criteria
•Colour contrast
The visual presentation of colour combinations provides adequate contrast to
enable people with low vision and colour deficiencies to read the content
Level AAA success criteria
•Abbreviations
A mechanism for identifying the expanded meaning of the abbreviations is
available.
IIBA Conference –September 2019

62. Agenda
IIBA Conference –September 2019 62
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

63. Designed
solution
meets user
requirements
Plan the human-
centred design
process
\
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 63

64. Evaluate the designs against requirements
Test and improve your design proposal through iteration
•Usability testing
•UX evaluations & inspections
•Beta testing, diary studies
64IIBA Conference –September 2019

65. Evaluation exercise
Work in pairs to assess the site. Please keep in mind the Dialogue Principles
and walk through the two tasks.
Refer to the sheet with the 7 dialogue principles to refer to in case it helps in evaluation.
Work in pairs (1 laptop / tablet between 2). Complete the table of issues you find and (if
relevant) the dialogue principle it relates to
IIBA Conference –September 2019 65
You have 15 minutes

66. Designed
solution
meets user
requirements
Iterate until user
requirements are met
Plan the human-
centred design
process
\
Understandand
specify the
context of use
Specify the user
requirements
Produce design
solutions to
meet user
requirements
Evaluate the designs
against user
requirements
The User-CentredDesign (UCD) process
IIBA Conference –September 2019 66

67. Agenda
IIBA Conference –September 2019 67
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

68. Our Definition of UX Strategy*
An actionable plan to move towards
an intentional and cohesive experience
across all customer touchpoints,
that is consistent with
the goals, vision and values of the organisation.
* Other definitions are available
69IIBA Conference –September 2019

69. Why UX Strategy?
Clearly communicates where you want to be
States processes and activities need to set up or improve
Articulates job roles and responsibilities
Provides a set of guidelines and principles to steer processes
Educates and raises awareness
Allocate budgets
Puts the User and Insights at the Centre of the Process
70IIBA Conference –September 2019

70. UX Strategy Framework
71
UX
Strategy
What is the vision?
What are the practices?
Who does what?
When do activities happen?
Why
What
Who
When
Customer Experience
Organisational Goals
UX
Strategy
IIBA Conference –September 2019

71. 3 key areas of focus
3
Culture
2
Practice
1
Team
72
Awareness
Skills
Commitment
Effectiveness
Consistency
Measurability
Vision
Leadership
Buy-in
IIBA Conference –September 2019

72. Agenda
IIBA Conference –September 2019 73
What is UX and UCD?
The UCD process
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
UX Strategy

73. Summary
IIBA Conference –September 2019 74
The UX is the overall experience and satisfaction a user has from the
use and/or anticipated use of a product or system
The UX is not just the User Interface
The User-Centred Design process produces a solution based on the
user needs, in a usable and engaging way
Steps in the UCD process
•Understanding users & context of use
•Specify requirements
•Design solutions
•Evaluation
A shared UX Strategy is important to create a consistent and cohesive
experience in line with the organisation’s goals

74. 55 North Castle Street
Edinburgh
EH2 3QA
United Kingdom
Tel: [phone]
@UserVision
www.uservision.co.uk
Thankyou!
Chris Rourke
IIBA Conference –September 2019 75
[email protected]
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