Innovation, but on what level?
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Transcript of Innovation, but on what level?
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Everything, but … testingA company and process focused approach of usability
Rita almendra Henri Christiaans
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Innovation, but on what level?
Key themes and references
• In search of excellence (Peters & Waterman, 1982)• Total Quality Management (TQM)• Taguchi methods
• Just in time manufacturing (JIT)• Downsizing• Restructuring• Globalised manufacturing economies of scale
• Time to Market (TIM) processes• Extended enterprise / virtual organisations
(Davidow&Marlone,)• Concurrent engineering• Strategic information management
• Corporate Re-engineering (Hammer, 1993)• Employee empowerment• Quality Function Deployment (QFD)• Mass customisation (Davidow& Malone,1992;Zell,97)
• User focus• Cultural and social context• Value added• Differentiation
Source: Les Wynn, DMI 2000
1980 1985 1990 1995 2000
Cost
Quality
Delivery
Design
Customer first
Customerfocus
Productionfocus
Time frame
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Changing Role of Design
Emotion product
Innovative Innovative productproduct
Styled Styled productproduct
The Doing and The Doing and Thinking designerThinking designer
The Doing The Doing designerdesigner
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Specialization
Sustainability
User Centered
Strategic Role
Compelling Experience
Mass Customization
Standardization
Artificial Obsolence
Profit Centered
Passive Role
Enriching Function
Mass Production
Emerging Tendencies
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What Is Usability?
• Usefulness Degree to which users can successfully achieve goals/complete tasks
• Effectiveness
Ability of users to accomplish goals with speed & ease
• Learnability Ability to operate the system to some defined level of competence after some predetermined amount of training
• Satisfaction
Attitude of users, including perceptions, feelings and opinions of the product
*Booth, Paul. An Introduction to Human-Computer Interaction.
London: Lawrence Erlbaum Associates, 1989
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USABILITYTHEORY &METHODS
USABILITYPRACTICE
ISO
-9241-1
1
Jord
an (
1998)
Nie
lsen (
1999)
Bevan (1991)Keinonen (1998)
Shackel (1984)
Norman (1988)
GAP
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Project Overview
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Overall research design of PhD project
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User-centered design
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User-centered design
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User-centered design: not just testing
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Testing: just do it
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User-centered design
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product development = multidisciplinary
Product Development Actors
Interaction Designer
• designs user interface
Development Engineer
• technology and production
Market Intelligence
• collects market information• defines marketing strategy
Product Manager
• Coordinates development• Sets priorities for product
Usability Specialist
• evaluates and improves usability
Industrial Designer
• designs physical appearance
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10 (hands on) tips for user-centered product development
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What meansusability to us ?
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Whydo we actually want this?(define the value of usability)
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Don’t letdesigners just ride their hobbyhorse
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Safe what has been proved to begood(UI ‘paradigm’, product generations, knowledge management)
4
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04/21/23
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Innovatewhen it makes sense
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Implementunderstanding(from user research and user testing)
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Letdesignerslearn(user tests and after-sales feedback)
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Give designersrich information
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Information
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Think concept ANDproduct
9
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Making the right product,
making the product right.
(Bill Buxton)
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Design forConsumerAND User
10
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(bron: creating passionate users)
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(bron: creating passionate users)
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Before and after…
Consumer- functionality- results- aesthetics- brand- price
User- results- reliability- user friendliness
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Market research or usability ?
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Consumer demands
Activity Consumer Demands
Information / questions
research
buying What, where, how, price etc.
target groups, law and standards, distribution
Market research
transporting
When, how, who usergroups Market- & usability research
using Preparing, using, storing, cleaning, …
usergroups Usability research
pleasure Physio, Socio, Psycho, Ideo
cultural differences Market- & usability research
safety standards Usability- & technical research
maintenance
Usability- & technical research
….
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Facilitating human-centred design:the ‘Ping-pong’ modelBrief: from management questions to research questions
Communication results: conclusions and recommendations
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Monitoring
Monitoring of products available in the market to get a clear picture of the context of use and performance of a product or product group.
.
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Inspiration is capturing the context of productuse; by using context mapping tools deeper insight in peoples aspirations and needs is gained.
Inspiration .
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(Tuuli Matelmaki, 2005)
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Exploration is searching for what interaction and/or relation can or should take place in using the product and what aspects are relevant for this interaction and/or relation.
Exploration
.
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Evaluation of the concept(s) of the product. This is testing the way the different interactions/relations work out in a qualitative way.
Evaluation
.
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Verification
Verification will take place in a quantitative research to verify if the, expected, interactions work in the right way.
.
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Communication
Designers’ timescales are often pressured, due to commercial pressures, so if research is not presented in an usable format, it will be discarded or ignored.
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Why early evaluation and testing?
Source: Hawksmere - ISO seminar material
$ 1,000 $ 6,000 $ 60,000
Analysis & Design Implementation Maintenance
phases
costs
• The costs to ‘repair’ mistakes:
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When evaluating?
Analysis Construction Transition
User Involvement
Expert Involvement
Maintenance
Expert Review
Surveys
Focus Group Sessions
Active Usability Testing
Intermediate Usability Testing
Remote Usability Testing
Discovery
Elaboration
Concept Testing
Continuous Usability Evaluation
Target Group Analysis
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Sample Usability Methods
• User and Task Analyses • “Contextual Inquiry” • Observations of users in their natural setting • Focus Groups • Interviews • Expert Reviews • Usability Tests
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Research-Led
Design-Led
ParticipatoryDesign
generative toolsDesign
and Emotion
Critical Design
User-centered Design
contextual enquiry
Lead-user inovation
appliedethnography
Usability testing
Human factors and ergonomics
Dutch/Scandinavian design
Research-Led
Part
icip
ato
ry m
ind
set
Exp
ert
min
dset
Probes
Sanders, 2002
Design-Led
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Research-Led
Design-Led
ParticipatoryDesign
generative toolsDesign
and Emotion
Critical Design
User-centered Design
contextual enquiry
Lead-user inovation
appliedethnography
Usability testing
Human factors and ergonomics
Dutch/Scandinavian design
Research-Led
Part
icip
ato
ry m
ind
set
Exp
ert
min
dset
Probes
Sanders, 2002
Design-Led
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Script method (based on Alan Cooper’s Personnas, 1998) is a clear and detailed visualisation of the (future) usage in a way that the designer can imagine what the impact of the design will be. Based on objective research material and observations a cast of ‘archetypes of users’ and a context of use (physical and social environment) is described. All interactions, events and dialogues are described and visualised in scenes and story boards.
Scripts
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Scripts in practice
Development of a new combination of products that should lead to a new ‘coffee experience’.
Client is convinced that the ‘coffee quality’ in combination with the ‘machine convenience’ will lead to customers satisfaction.
Client is focussed on building a strong positive corporate and brand image.
After product release the call rates and product failures must be almost zero.
Fictive case
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Coffee Script
Research: Usability and market research.
Synopsis: Visualisation of interactions and relations.
Target group: Interdisciplinary design team.
Script and Storyboard:Visualisation of the impact of the design.
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The script the client had in mind
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Cast
Coffee Lover: the perfect consumer
Coffee Drinker: the inconstant consumer
Mr. Murphy: what can go wrong
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Coffee Lover
Personal goal: enjoy family life
• Practical goal: make a high quality coffee at home
• Characteristics: perfectionist, always reads instructions, careful and patient
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Coffee Drinker
• Personal goal: impress
• Practical goal: have a coffee at the office
• Characteristics: sceptic, always in a hurry, never reads instructions, rude
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Mr. Murphy
• Personal goal: enjoy without effort
• Practical goal: efficiency when working at home
• Characteristics: clumsy, impatient, never reads instructions
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ContextBased on consumer demands:
Coffee Lover Coffee Drinker
Mr. Murphy
Environment Home with family
Office Home, living alone
Buying
Transporting
Placing Scene 1
Storage Scene 2
Dispensing Scene 3
Coffee Quality
Cleaning
Standby
Maintenance
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Scene 1: Coffee Lover gets a Senseo Crema•The family surprised Coffee Lover with the Senseo Crema. •After opening the box she carefully reads the users manual. She checks if the system is complete and not damaged.•She installs the Senseo Crema in their large kitchen, cleans it and puts it on to see if it works.•Within some minutes she manages (with the help of the quick reference card) to have her first Mild Roast.
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Scene 2: Coffee Drinker's assorti
•Of course Coffee Drinker has the whole assorti of tastes at the office.•Right after lunch, just before he has to leave for a meeting, he needs a quick strong coffee. Unfortunately he mixed up the tops of the boxes.•Taking his first sip he is annoyed to taste the very mild one … he immediately wants to have another but when he notices there is too little water in the machine he leaves the office in a hurry … unsatisfied.
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Scene 3: Mr. Murphy gets a coffee
• He likes ‘large’ coffees, longer satisfaction with less effort.
• When he makes his regular large he can’t find his mock … well the cup seems big enough.
• He notices too late that the cup is not big enough, not knowing what to do he just takes the cup away … just lucky he didn’t burn his hands!
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Scripts: a powerful tool
• Strong visualisation of (real) interactions and consequences on relations.
• Tool for inspiration and decision making.
• Opens discussion on diversity of user- and target group.
• Pitfall: objective information becomes subjective.
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Assignment
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Brief• Definir as especificações de um novo produto –
barbecue tendo em consideração os perfis dos utilizadores (à frente apresentados)
• Ter particular atenção relativamente aos problemas “leves”
• Considerar aspectos de usabilidade que vão além das questões técnicas de uso e abarquem questões cognitivas
• Definir os descritores da análise a ser feita• Fazer análise SWOT• Antecipar problemas/soluções no uso dos produtos pensados• Mapear produto na sua complexidade de relações internas e
com o exterior• Identificar factores chave que podem potenciar/reduzir
usabilidade e subsequente satisfação dos utilizadores
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Procedimentos• 3 grupos (pelo menos 2 pessoas cada)• De preferência 1 designer e 1 ergonomista em cada• Cada grupo trabalha um dos perfis dos utilizadores• Depois de feita a análise esta é apresentada à audiência (5
minutos)• Discussão dos trabalhos
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Grupo A Grupo B Grupo C. Família classe média
. Idades à volta 35 anos
. Educação universitária
. Filhos com idades inferiores a 12 anos
. Residência em apartamento com áreas de exterior – varandas, páteos
. Rede de amigos com perfil idêntico
.Aptência para relação com a natureza mediada pela tecnologia
. Hábitos rituais de convívio com família alargada
. Família nuclear – 2 membros
.Idade superior a 60 anos
. Nível instrução médio
. Com filhos e netos
. Funcionamento de rede de suporte à família – rectaguarda no apoio às crianças e outras actividades
. Prática de reuniões regulares com grupos de amigos – jogos, almoços, viagens etc.
. Habitação unifamilar – vivenda com espaço exterior diferenciado
. Estudantes universitários
. Residência comunitária
. Rendimento baixo/médio
. Idas muito espaçadas a casa
. Espaço comum para realização de festas/convívio
Perfis dos utilizadores
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Perfi
l A
Perfi
l B
Perfi
l C
DESIGN
Perfi
l A
Perfi
l B
Perfi
l C
ERGONOMIA
CENÁRIOS (VISÃO INTEGRADA) ELABORAÇÃO DE GUIÕES
constrangimentos
Ideias/potencial
...
constrangimentos
Ideias/potencial
...
(SWOT)
C
B
A
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