UCD-Webinar-short-done-1-2222222222.pptx

Producción de UDC

1. User-Centered Design: How to Make Usable, Customer-Centric Websites Jonathan Rubin First Fridays Usability Program Nov. 13, 2013

2. User-Centered Design Takeaways UCD saves money and improves websites Gov’t and top companies already use it UCD = good customer service Use early and often First Fridays can help teach you about UCD Howto.gov/firstfridays

3. Agenda What is User-Centered Design? Who are we + How we can help How you can use UCD Howto.gov/firstfridays Howto.gov/firstfridays

4. Error Wall of Shame http://errorwallofshame.tumblr.com/

5. Attention grabber…. Japan – land of the user experience

6. Howto.gov/firstfridays 1. What is User-Centered Design?

7. User-Centered Design = Focusing on needs, wants, and limitations of target audience of a product at each stage of the design process. Howto.gov/firstfridays

8. You are not your users Howto.gov/firstfridays You Target Audience

9. User-Centered Design Research Design User Testing (Usability) Surveys Focus Groups Personas Interviews User Tasks Content Organization Card Sorts Tree Testing Prototypes Usability Testing Expert Eval. Interviews 508 Testing Howto.gov/firstfridays

10. 5 E’s of Usable Products E ffective E fficient E ngaging E rror Tolerant E asy to Learn - Whitney Quesenbery (2004) ‘Balancing the 5Es: Usability’ Howto.gov/firstfridays

11. Here!

12. Howto.gov/firstfridays

13. User-Centered Design: Not a soft science Rooted in: Cognitive Science - 1930s Human Factors and Ergonomics - WWI "Scientific Management" - 19th cen. Scientific Method Howto.gov/firstfridays

14. UCD degrees at 60+ Universities Stanford Carnegie Mellon Univ of Michigan NYU Penn State University of Wisconsin-Madison Fortune 500 companies with UCD teams Walmart Apple GE GM Ford Google, etc. Howto.gov/firstfridays

15. From 2013 Survey: # UCD staff Howto.gov/firstfridays Howto.gov/firstfridays Part Time Full Time Had at least 1 person 86% 59% Average # of people 2 3 Range of people 0-10 0-30

16. Howto.gov/firstfridays Howto.gov/firstfridays

17. Reduced developer time Reduced maintenance Reduced training time Reduced help desk calls / emails High task completion rate Increased customer satisfaction PR boost What’s the ROI? Howto.gov/firstfridays

18. Things that diminish goodwill By Steve Krug Hiding information that I want Punishing me for not doing things your way Asking me for information you don’t really need Disengenuousness – Your call is important… Having me wade through marketing Amatuerish design

19. Know the main things that people do on your site and make them obvious and easy Tell me what I want to know Save me steps whenever you can Put effort into making your site easy Know what questions I’m likely to have, and answer them Things that increase goodwill By Steve Krug

20. UCD = Good Customer Service

21. Poor design = budget overruns Three reasons websites go over budget: Requests for changes by users Users can't accomplish key tasks Lack of communication with users - Lederer & Prasad, ‘Nine Management Guidelines for Better Cost Estimating’ CACM 35 (2). Howto.gov/firstfridays

22. Howto.gov/firstfridays 2. What is the First Fridays Usability Program?

23. Howto.gov/firstfridays GSA Communities of Practice Social Media Training ( DigitalGov University) Challenges & Innovation Usability (FirstFridays) Best Practices (Howto.gov ) GSA’s Digital Services for Agencies

24. Training in User-Centered Design Demonstration User Tests Awareness Community of Practice Howto.gov/firstfridays

25. Agencies we’ve helped in 2013 SBA Dept. of Energy Library of Congress HHS Data.gov DOD FCC U.S. Air Force CFPB DHS GSA … and more Howto.gov/firstfridays

26. User-Centered Design Research Design User Testing (Usability) Surveys Focus Groups Personas Interviews User Tasks Content Organization Card Sorts Tree Testing Prototypes Usability Testing Expert Eval. Interviews 508 Testing Howto.gov/firstfridays

27. Client Begin focusing on UCD Hire a contractor (GSA Advantage)

28. FF: Small changes, big impact Three small fixes Low-hanging fruit 30 days Results!

29. Before After

30. Average daily visits up 50% Mobile Home visits up 32% Help Page visits up 1200% Desktop site visits up 3.3% Howto.gov/firstfridays

31. For app email [email protected] Our Application Presentation Training User Interviews User Test Expert Eval For Application: [email protected]

32. Howto.gov/firstfridays 3. How you can improve products with UCD

33. User-Centered Design Research Design User Testing (Usability) Surveys Focus Groups Personas Interviews User Tasks Card Sorts Tree Testing Prototypes Usability Testing Howto.gov/firstfridays

34. 1. Just starting out: Research Know what your organization wants Know what your users want Surveys Focus Groups Interviews User Tasks Personas

35. 1b. Personas Fictional representation major audience Composite based on demo, goals, values Card Sorts Tree Testing Google: First Fridays Persona Template

36. You are not your users Howto.gov/firstfridays You Target Audience

37. 2. Design Make Data-based decisions Test content model + hierarchy Card Sorts / Information Architecture Tree Testing Prototypes

38. Prototypes

39. 3. Testing Validate design with real users Test again… and again. Earlier (pre-launch) is better User Interviews Expert Evaluations Usability Testing

40. 3. Usability Testing Usability Testing Expert Evaluations. Interviews

41. But we DID User Acceptance Testing! User Acceptance Testing ≠ Usability Testing UAT = kicking the tires, checking engine Usability Testing is driving the car There is NO substitute for usability testing!

42. If your site is already live, do this: Usability testing Analysis of metrics Use Twitter as customer service line Reviewing comments through surveys Via Usability.gov

43. User-Centered Design Takeaways UCD saves money and improves websites Gov’t and top companies already use it UCD = good customer service Use early and often First Fridays can help teach you about UCD Howto.gov/firstfridays

44. Upcoming events Howto.gov/firstfridays Usability Testing Workshop at www.howto.gov/training (Nov. 21) Usability Test Volunteers (ongoing)

45. First Fridays Usability Program Jonathan Rubin [email protected] Twitter: @govnewmedia www.Howto.gov/firstfridays Howto.gov/firstfridays Howto.gov/firstfridays