Budiness Value of User-Centered Design and Usability - Jeff Johnson
-
Upload
akce-dobreho-webu -
Category
Technology
-
view
506 -
download
0
description
Transcript of Budiness Value of User-Centered Design and Usability - Jeff Johnson
Business Value ofUser-Centered Design and Usability
1
Usability
Jeff Johnson
UI Wizards, Inc.
Reasons to Invest in Usability
�Market Demand�Cut Customer-Support Costs�Reduce Time to Profitability
2
�Shorten Time to Market�Risk Management�Avoiding GUI Design Bloopers
Market Demand
�Faster, easier installation & setup�Easy to learn, use�High responsiveness
3
�Tight product integration�Greater productivity, usefulness
Market Demand (cont.)
�Flexibility to accommodate later functionality
�Company brand, style identity�Better visual appeal
4
�Better visual appeal�Support users who have disabilities
�Bottom line: “Retail quality” design
Cut Customer-Support Costs
�E.g., CompanyX gets ~180,000 ARs/month
�x 12 months/year�x $200/AR
5
�x $200/AR�x 45% related to UI and user
requirements�Potential savings: $194 M/year
Reduce Time to Profitability
$$$Expenses
Time to profitability
6
Time to market
$$$Expenses
Revenue
Time
Reduce Time to Profitability
Time to profitability shortens
$$$Expenses
7
Time to market may lengthen
$$$
Moral:Improving usability before release can shorten time to profitability
Expenses
Revenue
User Centered Design Can Shorten Time to Market!
�Gives programmers a clear targetWhen you know where you’re going, you get there
faster
�Simplifies implementation
8
�Simplifies implementationCoherent, factorable design ⇒ many commonalities
Just the functionality users need
�Lowers cost of revisionPutting more design iteration in revisions of object
model, sketches, low-fidelity prototypes, where it costs less than changing product code or architecture
Risk Management
�Introducing a new product or product version carries risk: Will it succeed?However success is defined
�Management wants to minimize risk
9
�Management wants to minimize riskRisk is about predicting the future
�User-centered design & usability testing are risk-reduction investmentsLike buying insurance
Risk Analysis Guides Investment Decision
�Users internal or external?�Users homogeneous or diverse?�Use optional or required?
Impact on operations low or high?
10
�Impact on operations low or high?�Informational or transactional?�Competition: little or much?�Competitive advantage low or high?�Strategic importance low or high?
Risk Analysis Guides Investment Decision
�Case 1: Aircraft maintenance shopOnline manuals to supplement paper ones
Users: internal, homogeneousUse optional; low impact on operations
11
Use optional; low impact on operationsInformational, not transactionalCompetition N/A; no competitive advantageStrategically unimportant
Risk exposure is low=> Investment in usability can be low
Risk Analysis Guides Investment Decision
�Case 2: Photography equipment storeMoving bulk of business onto Web
Users: external, diverseUse optional; high impact on operations
12
Use optional; high impact on operationsTransactional + informationalMuch competition; high competitive advantageStrategically important
Risk exposure is high=> Investment in usability should be high
Prime Source of GUI Bloopers:Anarchic Development�No design
“We don’t do design specs”But don’t really follow Agile rec’d practices either
�No UI standards or guidelines
13
Publishers & media developers follow style-guidesMany software developers don’t realize they are in
that business ==> amateurish products
�No oversightLack of management or architectural controlResult: no coherent model, many UI inconsistencies
Avoiding Anarchic Development�Don’t hack. Design, develop, test, iterate.�UCD and Agile are compatible. Both value:
Understanding customer/user requirementsEnlisting task-domain experts (aka users)
14
Devising conceptual model (“object model” in Agile)Analyzing task ==> use-casesFrequent testing & iterative design
�Fanatics in both camps need to adaptAgile proponents: up-front design is neededUCD proponents: the UI’s details will evolve
Avoiding Anarchic Development
�UCD + Agile/XP
15
UI design for cycle 2
Code internal objects
UI design for cycle N
Code UIfor
cycle 2
Code UIfor
cycle N
Cycle 2
Summary:Reasons to Invest in Usability
�Market Demand�Cut Customer-Support Costs�Reduce Time to Profitability
16
�Shorten Time to Market�Risk Management�Avoiding GUI Design Bloopers
References
�Time to ProfitabilityConklin, P. “Bringing Usability Effectively into Product
Development”, in Rudisill et al (eds), Human-Computer Interface Design, 1996
House, C. & Price, R. “The Return Map”, Harvard
17
House, C. & Price, R. “The Return Map”, Harvard Business Review, Jan-Feb, 1991
�Risk ManagementAltom, T. “Usability as Risk Management”,
Interactions, Mar-Apr 2007
�GUI BloopersJohnson, J., GUI Bloopers 2.0, Morgan Kaufman,
2007
Questions?
18