Goal Based Data Driven Design

TODAY’S SYSTEMS ARE

THEY ARE DESIGNED BASED ON

THEY ARE DESIGNED LOGICALLY LIKE WE ARE DESIGNING FOR

MACHINES

AND PEOPLE DO UNEXPECTED ILLOGICAL THINGSbut we should be designing for people

logic will tell you more choiceisbetter

when people have too many choices, they suffer fromparalysis speed dating and investing

when people have too many choices, they suffer frompoor choices with poor returns

when people have too many choices, they suffer fromuncertainty questioning their choices and left with regret

people will show youless choice is best

the paradox of capability vs. usability

making choices can bedifficult

really difficultmaking GOOD choices...

avoid opinion warswhy should you use godd design?

The average user doesn’t exist

you’re probably not the target audience

defining goals & collecting datagodd design requires

internalwhere does the data come from?

stake holders, analytics, customer support

externalwhere does the data come from?

customer, customer advocates, subject matter experts, industry research

traditionallyhow do we communicate the data?

through requirements

godd design requires defining goals and collecting databut the most important part isvisual communication

Ratings

High - address as soon as possible

Medium - address after priority 1

Low - after priority 2 and if there is time in development cycle

Future - consider for a future version of the product

“My boss needs to think it’s useful, but I’m the one who has to use it.”

The o!ce of a small accounting "rm in a major city in the US.

Sharon feels overworked. She has to work overtime this week to re-enter the "nancial documents they lost due to a virus attack last week. Her boss Ken still keeps his calendar on paper, which makes it di!cult to schedule meetings. And she’s tired of getting phone calls from clients in a panic, because their Quickbooks "le was too big to email and they didn’t receive it in time.

Now that they have Comcast’s Business Center, Sharon feels much more relaxed at work. All their important "les are backed up at the end of the day. She’s able to schedule appointments for her boss and automatically notify him. Last week she used the new web conferencing feature to get training on a new software application they purchased.

Sharon does some comparison shopping for small business services.

Sharon needs email, "le storage and backup assistance. She's been thinking about making a company website as well.

Sharon, Nicole and Shane

Price, number of pages, number of email addresses, client communication manage-ment, internal collaboration, remote access to email (web-mail), "le backup.

Selecting the right package.

Sharon selects a service provider.

Sharon has determined that Comcast has the best solution to "t their small business needs.

Communicates the packages in terms they understand (e.g. number of pages, email addresses)

Knowing which package is right for them. How many pages do they need?

Begin sign-up. The customer visits the business services landing screen, receives a phone call from Comcast’s business division, or a salesperson visits their o!ce

Select a package. The customer selects the small business solutions package they want to sign up for.

Sharon selects a hosting package.

Sharon sets up the primary account.

Sharon has scheduled an activation with Comcast. She has an installation appoint-ment on Tuesday.

Sharon, Nicole, Shane

Availability of primary account name. Memorability of primary account name and password.

Already has several usernames and pass-words. Having one more to remember.

Installer shows up.

Installer provides the account info (bill).

Account activation. Sharon visits the account activation screen.

Setup primary account. Sharon sets up the primary account.

First time visitor screen. The customer "nishes activation and visits the "rst time (activation, upsell, welcome) screen. With a "did you know you could…" with the option to come back to this later.

Visit account sign-up screen. The customer visits the business services landing screen.

Select a hosting package. The customer selects the package they want to sign up for.

Select a domain. The customer selects to transfer an existing domain, or chooses a new domain for hosting.

Select alternate domains. The customer selects additional, alternative domains.

Select add-on services. The customer selects add-on services (e.g. email virus scan, blogging software, on-line marketing, collabo-ration)

Provide contact and billing informa-tion. The customer provides billing and contact info.

Review order. The customer reviews their order.

Place order. The customer places their order.

Con!rm order. The customer views the order con"rmation screen with next steps.

Email receipt. The customer receives an electronic receipt via email.

Welcome orientation email. The customer receives an instruc-tional email with the administration URL, mail server info, DNS info, etc.

Search for services. The customer searches Google, Yahoo! or other sites for "web host-ing," "search engine promotion," and "small business solutions".

Visit web hosting and small busi-ness solutions sites. Customer visits several of the search results, evaluating o#erings, pricing and the "credibility" of the provider based on the website design.

Request additional info. The customer contacts the service provider, explaining their situation and asking which package is the best for them.

Ask for recommendation. The customer asks for a recommen-dation from a friend.

Print o"erings. The customer prints the page showing the di#erent service o#er-ings.

Collect mailers. The customer collects various promitional materials they have received in the mail from service providers.

Create short-list. The customer creates a short-list of 3-5 options to show the decision makers (boss).

Present to decision makers. The customer shows the short-list to their boss to pick a provider.

Select a provider. The customer selects a provider and begins the activation process.

Sharon sets up a comcast.net email address.

Sharon has selected the free basic hosting package and wants to setup the .net email address.

Ability to add email address quickly and easily. Ability to add the email address she needs.

Not being able to get the email address they want. Di!culty in coming up with similar email addresses that are available. Not sure what pop and smtp are and how to setup their email account.

Visit admin dashboard (control panel) screen. The customer visits the admin dashboard.

Create new account. The customer selects the "Add new email account" option.

Enter account information. The customer enters the person's name and desired email address.

Con!rmation.The system displays a con"rmation that the email account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard)

Setup email program. The customer selects this option and instructions for con"guring an email application are displayed (e.g. incoming/outgoing mail servers, username, password)

Print instructions. The customer selects this option to print the instructions.

Add another email account. The customer selects an option to add another email address and the process repeats.

Sharon sets up an mail account setup.

Sharon needs to setup email accounts for the other employees at the o!ce.

Sharon, Nicole, Erin and Shane

Doesn't know what pop and smtp are. Not sure how username is di#erent from email address, or if they are case sensitive. Doesn’t like it when the email address they want isn’t available.

Enter account information. The customer enters the person's name, desired email address, pass-word, aliases and size limit.

Con!rmation.The system displays a con"rmation that the account was set up with next steps (e.g. Add another email account, Setup your email program, Return to dashboard)

Sharon sets up an email alias.

Sharon wants a to make sure that emails sent to Sharon, SharonReynolds, Sharon.Reynolds and sreynolds are all sent to her [email protected] account.

Ability to add email alias quickly and easily. Understanding when to use an alias vs. a forward.

Not sure when to use an alias and when to use a forward.

View email accounts. The customer selects the option to view email accounts.

Select email account. The customer selects the email address they want to create an alias for.

Add alias. The customer selects the "Add alias" option to create an alias for this account.

Enter alias. The customer enters the alias for the address and selects "create alias."

Con!rmation.The system displays a con"rmation that the alias was set up with next steps (e.g. Add another alias for this account, Add alias for another account, Return to dashboard)

Add another email alias. The customer selects an option to add another email alias and the process repeats.

Sharon sets up an email forward (distribution list).

Sharon wants a to make sure that general email inquiries are sent to her, Ken and Ron.

Ability to add email forward quickly and easily.

Create new account. The customer selects the "Add email forward" option.

Enter forward information. The customer enters the email address and "forward to" informa-tion.

Con!rmation. The system displays a con"rmation that the forward was set up with next steps (e.g. Add another email forward, Return to dashboard)

Add another email alias. The customer selects an option to add another email forward and the process repeats.

Sharon creates a new web page.

Sharon needs to create a new web page to their site.

Ability to create pages add images and text easily, preview before publishing page, make changes quickly, allow others to add a page to the site.. Doesn't require knowl-edge of HTML/CSS.

Linking/navigation so customers can "nd the new page. Doesn't understand what FTP is. Doesn't know how page structure a#ects SEO.

Add a new web page.

The customer launches the Web page creation application and is automatically prompted to add a new page to their site.

Select a theme. The customer selects a theme for their new web page.

Select a template. The customer selects a template for the new page (e.g. Home, About, Article, Photos, Blank)

Name page. The system automatically names the page based on the title provided by the customer.

Add text. The customer adds text to the page template and formats it.

Add images. The customer selects an image from their computer or local network and places it in the page.

Tag page. The customer can select (add) tags and categories for the page.

Check spelling. The customer can run spell check on the existing page.

Preview page. The customer previews the new page prior to publishing it.

Publish. The customer publishes the

page to their website.

Next steps. The customer is prompted with next steps (e.g. Create another page, Announce this page to customers)

Sharon edits a web page.

Sharon needs to edit an existing web page on their site.

Ability to select page for editing, edit, preview and publish quickly and easily. Ability to allow others to edit an existing page.

Most systems have a long list of pages and "nding the right one is di!cult.

Select a page to edit. The customer selects the page they want to edit.

Edit page name. The customer can edit the name of the page. The system should auto-matically update links.

Edit text. The customer can edit the text on the page.

Edit images. The customer can edit or add new images to the page.

Edit tags. The customer can edit (add) tags and categories for the page.

Publish. The customer publishes the page to their website.

Sharon installs anti-virus.

Sharon wants to install anti-virus software on the machines in the o!ce.

Ability to download and install on multiple machines. Automatic detection of viruses. Ability to schedule virus scans.

Downloads that take too long. Inability to "nd the application once it’s installed. Inability to remove a program if it’s not longer needed. Nag screens.

Install anti-virus software. The customer selects the “Install anti-virus software" option.

Run anti-virus.The anti-virus software scans for viruses.

Display virus scan results.The application displays a results screen.

Schedule virus scans.The application automatically selects future schedule based on the "rst run. The customer can change the schedule.

Sharon sets up a web conference account.

Sharon wants to try out the web conferenc-ing software for some upcoming training they have planned.

Instant access w/o downloading some-thing. Ability to get up and running quickly and easily. If download is required, make it fast. Ability to use from multiple machines in the o!ce.

Doesn’t like having to download things to make something work over the web. Doesn’t like being required to use a speci"c browser. Slow connections or loss of video/audio.

Visit web conference screen.The customer selects the “Schedule a web conference” option and is directed to the web conference account sign-up screen.

Signup for account.The customer signs up for a web conference account with GoToMeet-ing.

Create account.The customer selects the “Create account” option.

Select a plan.The customer selects their web conferencing plan.

Enter billing info.The customer enters their billing information.

Welcome orientation email. The customer receives an instruc-tional email with the administration info.

Sharon sets up a "le backup account.

Sharon wants to try out the "le backup feature for the important documents in the o!ce.

Doesn’t like having to download things to make something work over the web. Doesn’t like being required to use a speci"c browser. Slow connections or loss of important "les.

Visit !le backup screen.The customer selects the “Schedule a "le backup” option and is directed to the "le backup account sign-up screen.

Signup for account.The customer signs up for a "le backup account with a 3rd party provider.

Select a plan.The customer selects their backup plan.

Sharon sets up a web conference.

Sharon wants to set up a web conference for their upcoming training.

Sharon, Nicole, Erin, Shane, Tom, Ken and Ron.

Ability to schedule a conference quickly and easily. Ability to invite multiple attend-ees. Ability to add the conference to their calendar and receive a reminder.

Jumping through multiple screens to schedule a conference. Missing a confer-ence because they weren’t noti"ed (reminded). Slow response time during a conference.

Schedule a conference.The customer selects the “Schedule a web conference” option and is directed to the web conference schedule screen.

Setup meeting time.The customer selects a meeting time and date.

Select meeting options.The customer selects the meeting options.

Invite participants.The customer adds attendees to the invite list and attendees are noti"ed of the upcoming meeting.

Next steps.The customer has the option to schedule another meeting, or return to the CBC dashboard screen.

Sharon sets up a "le backup.

Sharon wants to set up a scheduled "le backup for the important documents on her machine.

Ability to perform initial backup quickly and easily. Ability to schedule a future backup quickly and easily. Ability to perform unattended backups.

Jumping through multiple screens to schedule a backup. Not knowing when the last backup was performed. Not knowing what "les on her machine are currently not backed up.

Backup !les.The customer selects the “Backup your "les” option and is directed to

Select !les for backup.The customer selects the "les on their local/network machine to backup.the "e backup screen.

Perform backup.The customer selects this option to backup the "les on their local/network machine.

Schedule backup.The customer selects a backup time and date.

Sharon wants to manage account access privileges.

Sharon wants to give the new o!ce assistant the ability to add email accounts.

Sharon, Nicole and Shane.

Ability to allow others to manage email accounts, create, edit and publish web pages and schedule web conferences.

Account management screens with too many options and confusing language.

Manage accounts.

The customer selects “Manage accounts” and is directed to the account management screen.

Select account.

The customer selects an account to manage.

Allow email account management.

The customer selects the option to allow the account to manage other email accounts.

Allow web page creation.

The customer selects this option to allow the account to create web pages.

Allow web page editing.

The customer selects this option to all the account to edit web pages.

Allow web page publishing.

The customer selects this option to allow the account to publish web pages.

Allow web conference scheduling.

The customer selects this option to allow the account to schedule video conference meetings.

Allow "le backup.

The customer selects this option to allow the account to backup "les.

on one pagethink of it as your 60 page requirements document

Ratings

Installer shows up.

Add a new web page.

Manage accounts.

Select account.

Allow "le backup.

Ratings

Installer shows up.

Add a new web page.

Manage accounts.

Select account.

Allow "le backup.

Ratings

Installer shows up.

Add a new web page.

Manage accounts.

Select account.

Allow "le backup.

personas are representative profiles ofyour customers based on behavior

knowledge and activity

Persona DNA

Evergre

in-Time

Find Mortg

Domain

nology

Experience

Refinance

Insurance

Find Lender

Find Realtor

Advertise

Calculato

Lifecycle

Knowledge Activities and Interest

protoypes are a way to work through andvalidate your design

how do you measure success?start with a baseline

without a baseline you won’t knowthe impact of your design decisions

after you have a baselinebuild a prototype

use the prototype to validate your designmeasure and adjust

coming spring 2008

a practitioner’s guide to prototyping

rosenfeldmedia.com/books/prototyping/

Goal Based Data Driven Design

Business

Transcript of Goal Based Data Driven Design