IT for humans

Case 1 2 3 (snygga kök, ink flygled) (i)

Strategic design

Google ”remote tower SAAB”

Digital design

Discovery Evaluating Visiting SelfCareContact

Service design

Investment

“In finance, the purchase of a financial product or other item of value with an expectation of favorable future returns. In general terms, investment means the use money in the hope of making more money.”

“In business, the purchase by a producer of a physical good, such as durable equipment or inventory, in the hope of improving future business.”

IT as investmentthe true story

• “the productivity paradox”• work-life problems • Gartner Chaos report• Very few managers do

follow-ups

Ensure that the solution creates expected business values (EBV)

1. Describe the EBV2. Design for (choose based on) use3. Validate or measure sucess continously

Effect ManagementEffektstyrning ®

1. EBV are blurryCorrellation?

2. Design is not managedWithout clear EBV : all design is equally good, difficult to evaluate

3. No or little follow-upReaching EBV? Realistic? Likely?

Three fatal mistakes today

13

14

The basics

Bad design

Good design

#1 consumer rules

#2 so many chioces

#3 in Use3 miljon dollar button300 million $!

Who shall we please to get there?

How do we do it

1. Define Effect Goals2. Define User Groups + Usage Goals3. Prioritize4. Concept Design + testing5. Detail Design + testing6. Keep track and adapt

Effect Map ™

1. Effect goals (EBV)

Effect GoalsDescribes the Business impact. The difference when the product works as planned

• First one sentence that summarizes ”what is this application/service/product : s contibution to the business?”

• Always together with some Measurement Points, that desribes the meaning, and makes it possible to measure

Effect Goals – the good example

the Nuclear Plant

Simplified preparation for new work-orders and reporting finished work

ProductivityReporting work shall be

performed 25% quicker with the

portal than original SAP routines

Work satisfactionThe portal shall be scaled as a 4 on a scale from 1 to 5 by 90% of users after 6 months

Online salesMore visitors in storeStrengthen the brand

Contribute to increased usage of ACME products by facilitating to choose ACME.

Choose to buy ACME products. Choose to buy other ACME products as well. Choose to use ACME products (when they are available). Choose to recommend ACME products. Choose to evaluate a ACME product. Choose to try to convince my manager about ACME products. Choose to promote ACME to others. Continue to choose ACME

The web presence should:

…Make people in Sweden more

aware of nature around them

and its possibilities

(Awareness)

…Increase the use of available nature and activities

(Behavior)

…Improve public health

(Structural change)

Measurements – the bad example

Measurements(webanalytics, calculations)

Time# of (visitors, faults..)Re-purchasesConversion ratio

Observed behaviors(fieldstudies, webanalytics, usage testing)

PatternsSuccsessrate

Measured opinions (surveys)

AttitudesSatisfactionEstimated time

Estimated quality

Analyzed opinions (interviews, focusgroups, usage testing)

AttiitudesExplained behavoirs

•Evaluating goals•Find problem areas

Quantitative•Evaluating goals•Understand problem areas

Qualitative

Subjective

Objective

2. Target group + usage goals

Effect Map Effektkarta ®

Target Group AnalysisWhat do users need

To find drivers, motivation needs

Semistructured interviews & observation

Things we never askWhat do users need

Would you like a x-function?What is better a or b?

Instead!

How do you think of “subject X”What is important for you?Tell me what makes it work!Tell me what turns you off!

The impatient

The comfortable

The sceptical

Carl the CuriousChallenge: Convince him to make contact

“I want to use products that are safe and efficient for both me and my patient”

The Curious has heard about a ACME product that he is curious about. He wants to know if the product meets his expectations.

Even though The Curious are open to the possibility that a ACME product might suit his needs, he still need solid scientific evidence as well as recommendations from independent experts in the field before considering the product.

If the call to action is clear and easy, Carl doesn’t mind taking the next step as long as his visit to the web has made him even more interested. Carl is a busy man though, so he need to decide on what next step he is willing to take. Meeting a sales rep takes a lot of time, looking at a short recorded detailing is less time consuming.

”I usually have limited time, and want to quickly find out if my curiosity is true.”

Usage Goals•Want to take a stand about a product, solution or treatment.•Want an answer to a specific question about the product•Shall take the next step

Important Actions•Clear call to actions•Easy and luring overview over product USP:s, benefits etc.•Possible to find products based on what he knows.

Typical Tasks•Find a specific product based on what he knows about it.•Figure out if the product matches his needs and his standards.•Learn about additional benefits apart from the once that made him curious.

3. Prioritize !!

v/s

4. Actions, Attributes

Actions, attributes= the solution, functions

• Define what it takes to acheive the goals / what it takes for users to enjoy or love the service or product

• Can be refined in a tree, whereThe leaf is the actual actionThe branches explains the chain of reasoning

• One action can be relevant for several Usage Goals for different Target Groups

”Make it obvious that… ”

”Present information about...”

”Give incentives to..”

Time for functionality

”Autofill…”

”Other users have also…”

”Order list by…”

1. EBV are blurryCorrellation?

2. Design is not managedWithout clear EBV : all design is equally good, difficult to evaluate

3. No or little follow-upReaching EBV? Realistic? Likely?

Three fatal mistakes today

Business agreements are often based on functionalityCustomer: ”this was not what we expected”Contractor/Builder: ”the specified function is built”

The fourt (and really fatal) problem

Many business agreements are based on a function list. Certainly standard systems(e.g. enterprise systems, decison systems, financial systems)

Removed : detail effect goals for ACME

The message is that they could be used for the business agreement

5. Concept Design & testing

Goal : From 9 to 7 minutesResult: From 9 to 3 minutes

Removed : SAP system navigation and content for reporting finished work orders

6. Detail design & testing

7. Keep track and adapt

Effect goals are easily transformed to code on web pages / web actions. KPI are defined to keep track over time and make appropiate changes

>

Quality Board• Content activities• Quality activities• Analytics

Organization

Ensure that the solution creates expected business values (EBV)

1. Describe the EBV2. Design for use3. Validate or measure sucess

Effect ManagementEffektstyrning ®

Investment

“In finance, the purchase of a financial product or other item of value with an expectation of favorable future returns. In general terms, investment means the use money in the hope of making more money.”

“In business, the purchase by a producer of a physical good, such as durable equipment or inventory, in the hope of improving future business.”

If you view yourself as manager or decision maker = you are a designerof future values

• See to it that EBV are well defined• Ask the builder to ensure

business values• NEVER base business agreements on functionality• Follow up!

ROIGet ROI from Design Forrester Report June 2001

Return on investment for Usable User-Interface Design: Examples and statistics Aron Marcus and associates, 2002

Bad IT investmentsThe Chaos Report Standsih Gruop 1994-2009

Infomation Technology and the Productivity ParadoxHenry Lucas, Oxford University Press, 1999

The Trouble with Computers Thomas Landauer, MIT Press, 1996

How to Measure Anything Douglas W Hubbard, John wiley & sons, 2007

Effect ManagementEffect Managing IT Ingrid Ottersten & Mijo Balic, Liber, 2002

Know your user (humor)Introducing the book http://www.youtube.com/watch?v=xFAWR6hzZek

Usage testing (serious, swedish only)http://vimeo.com/25181153