A Day In a Human Behaviour Spy’s Life

© 2015 WIPRO LTD | WWW.WIPRODIGITAL.COM 1

Patrizia Bertini

Lead Experience Consultant

Twitter: @legoviews

Web: Legoviews.com

Email: [email protected]

A Day in a human behaviour spy’s life


Good Morning!…probably we can start once I get into the off ice…


All aspects of the end-user’s interaction with the company, its services, and its products.

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.

Donald Norman

Why?UX as a mission!


Source: Dan Willis http://www.dswillis.com

It’s a team work!


User research is about behavior:

what drives people, how they do things, how and why they’re likely to use your site.

Bowles & Box

[http://undercoverux.com]

User Research Today


Most innovation fail because it is so hard to get inside the heads of potential customers, to know whether they will really take up what seems a promising product.

C. Leadbeater, 2008

What’s the problem?


In SummaryToday’s Take away

Identify requirements Implement requirements

Stage 1Identify Needs

(Technology & User)

Stage 2Validate &

refine requirement

s

Stage 3Design

Stage 4Evaluation

OutcomeConcept

OutcomeUser

requirements Doc

OutcomeProto-type

PersonaScenario

Heuristic analysisCard sorting

Focus groupsEthnography

Contextual inquiryQuestionnaire

Interviews

Focus groupsEthnography

Contextual inquiryTask Analysis

QuestionnaireInterviews

Desk research

Usability testsCognitive walk through

Think AloudFocus groupsQuestionnaire

InterviewsHeuristic analysis

Remote task


Talk to people!Interviews | Exploration, Design, Evaluation | Ski l l : chatterbox & empathy

Why?

- To understand what users’ value

- To learn what are their frustrations

- To get insights on their desires

- To understand their experience

- To test prototypes / products / experiences

And to translate findings into

- Requirements (For You & Designers!)

- Recommendations (For You & Designers)

- Functionalities

When this is happening?

- Initial stage (User requirements & validation)

- Iterative process

- Final validation


Let people talk!Focus groups | Exploration, val idation, evaluation | Ski l l : faci l i tate |

Why?

- To capture the emerging themes / needs

- To learn what are users’ frustrations

- To get insights on their desires





- insights



- Iterative process (cocreation)

- Validation


Spy them at homeContextual inquiry | Exploration, val idation, evaluation* | Ski l l : Be nosy!

Why?

- To capture real behaviours

- To understand what happens in their life

- To get insights





- Insights



- Iterative process (Validation with special users)

- Evaluate results *

* For product and services


Stalk them everywhere!Ethnography | Exploration, Val idation | Ski l l : be invisible!

Why?

- To capture real behaviours

- To observe how they interact with products / services in

real life

- To get insights on missed opportunities

- To understand users’ experience


- Insights


- Initial stage

- Validation


Question the user!Questionnaires | Exploration, Val idation, Evaluation | Ski l l : be inquisi t ive

Why?

- To get quantitative data

- To validate qualitative hypothesis

- To get insights on missed information

- To understand users’ habits


- Insights

- Refined requirements

- Validate functionalities



- Evaluation


Interrogate the user!User testing | Design, Evaluation | Ski l l : ask the right questions

Why?

- To capture the UX

- To observe how they interact with products / services

How?

- Think aloud

- Showing prototypes


- Recommendations (for You & Designers)

- Refined functionalities


- In progress (validate prototypes)

- Final Stage (validate product)


Measure experiences!Heurist ic evaluation | Expert review | Design, Evaluation | Ski l l : judge!

Why?

- To understand how a service/product is performing

- To test against metrics to get some insights


- Recommendations (for Designers)


- Initial stage (initial evaluaiton: is worth retrofitting?

- In progress (validate prototypes)

- Final Stage (validate product)


Characterise the users!Persona | Understanding customers| Design | Ski l l : l isten & imagine

Why?

- To help the design process

- To listen and focus on users as people


- Personas (for Designers)


- Design

Note

- The value of the persona is in the journey, the process

of understanding and talking to users, not in the final

stage. (This of a persona as the picture of your

holidays: they may be meaningful to you because you

lived the experience, but meaningless to anyone else

– this is why we all hate watching friends’ holiday’s

pics!)


What users think, feel, say, and do!I want i t al l !


Thank You!

A Day In a Human Behaviour Spy’s Life

Design

Transcript of A Day In a Human Behaviour Spy’s Life