Selling UX in Your Organization - Stir Trek 2012

B R I N G T H E U S E R S : S E L L I N G U X I N Y O U R O R G A N I Z A T I O N

P R E S E N T E D B Y C A R O L S M I T H@ C A R O L O G I C

StirTrek 2012May 4, 2012

Reasons not to do UX?

•Time•Money•Can’t talk to our Customers•Liability•Not needed•Invisible ROI

ARGUMENT S AGAINST UX

START NOW!

•Add wireframing effort•Group process session (JAD)•Guerilla study with the uninvolved•Survey•Talk to users at lunch

BRING UX I NTO PROJECTS - NOW

Learn about the User’s:• Goals • Environment• Real process• Interruptions • Attitudes and opinions• Problems

OBSERVATI ONS & INT ERVIEWS

http://www.flickr.com/photos/heygabe/ via http://creativecommons.org/licenses/by-nc-sa/2.0/Actual Photo: http://www.flickr.com/photos/heygabe/47206241/

Artifacts! Collect, Copy, Photograph

Use to determine:• Order of information• Relationships• Labels for navigation• Verify correct audience

CARD SORT ING

http://www.flickr.com/photos/rosenfeldmedia/ via http://creativecommons.org/licenses/by-nc-sa/2.0/

•Real users doing real tasks•Using prototypes or live products•Not guided, but observed

USABIL I TY TESTI NG

http://creativecommons.org/licenses/by-sa/2.0/http://www.flickr.com/photos/raphaelquinet/513351385/sizes/l/in/photostream/http://www.flickr.com/photos/raphaelquinet/

YOU DID IT!

http://www.flickr.com/photos/13010608@N02/ http://www.flickr.com/photos/13010608@N02/2441933336/sizes/z/in/photostreamhttp://creativecommons.org/licenses/by-nc/2.0/

Show Off & Sell UX

SHARE WHAT YOU LEARN

http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/garryknight/http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/photostream/

•You learned something!•Help the team:

• understand user’s point of view • identify new opportunities• prioritize content and solutions• design for user’s needs and behaviors• create new solutions

GOALS OF SHARI NG

Technology• Does personal banking, shopping

and email online

Goal• Improve the educational system by

making great courses for teachers and students

Concerns• Needs a good tool for tracking all of the

assets for each of his projects• Too much time is spent fixing previous

projects instead of working on current ones• Resigned to having to go back and forth

with the publisher a few times to get everything just right

Responsibilities• Manages many different projects at once • Manages a great group of freelancers

allowing him to focus on other things • Keeps track of many separate assets for

each project• Checks work before passing it on to the

publisher

Sam is 29 years old and lives in New Albany, OH.He has a BS in Mathematics from Ohio State University where he also took organizational psychology courses and found that he enjoyed management challenges.

He has never been interested in teaching, but wants to improve the educational system. When he saw a job opening at an educational company he felt that it would be a great opportunity to do just that.

Sam says despite the frustrations, his company is great to work for and the benefits can’t be beat.

He isn’t sure what is next for his career - he has taken some training that has been offered but is not currently interested in taking on new responsibilities.

Editor, Math Specialist, 5 Years Experience

“I need help keeping track of all of the assets for each of my projects.”

Sam Peterson

•Facilitate Communication •Decision Making:

• Navigation• Features• Design

Represent Your Research

INFORMAT ION RADIATORS

SKEPTICS WILL ASK

http://www.flickr.com/photos/cuppini/3211910657/sizes/o/in/photostream/http://www.flickr.com/photos/cuppini/http://creativecommons.org/licenses/by-nc-nd/2.0/

ROIRETURN ON INVESTMENT

“If you dedicate at least 10 percent of your project budget to usabil i ty activit ies, you wil l see an average of 135 percent improvement in usabil i ty"

- Jakob Nie lsen, pr inc ipal , Nie lsen Norman Group, 2003

http://www.allbusiness.com/company-activities-management/financial/5670570-1.html All Business. Dated:Jan. 8, 2003

Once a system is in development, correct ing a problem costs 10 t imes as much as f ix ing the same problem in design.

I f the system had been released, i t costs 100 t imes as much relat ive to f ix ing in design.

-Gilb, 1988 -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.

•Access to users•Access to data•Before and after

IN HOUSE ADVANTAGE

Small increments of time and effort

# of employees over time

Potentially huge savings in time and money

X =

• $300,000,000 Button

• Can’t provide right recommendations without observing and talking with the customers

Small things can make a big difference

ROI ( CONTI NUED)

Spool, Jared. The $300 Million Button. January 14, 2009. http://www.uie.com/articles/three_hund_million_button/ Button: BD Create

We have that survey set up and are getting data from it.

Why would we need anything more?

•Questions are an art-form •Words can have multiple meanings and un-intended meanings.•Self reporting cannot be trusted•People “save face”

• Not that bad, my fault• I’m sure that’s great too

SURVEYS

•Easy access•Know the users•Really invested in this project

OUR EMPLOYEES

•Know things others wouldn’t•Concerns about ego, job, co-workers, etc.•Not the intended user!

WHY NOT EMPLOYEES?

We’ve won awards! Why would we want to change the design?

•Visual appearance is important•Must also be usable

•Even the best visual design won’t succeed if: • Users can’t use it• Doesn’t help them complete their tasks

(timely and efficiently)

WHY CHANGE?

Too many clicks on the new design?

More than 83% o f In te rne t users a re l i ke ly to leave a Web s i te i f…too many c l i cks to f ind what they ’ re look ing fo r.

- A r t h u r A n d e r s e n , 2 0 0 1

Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.

Give them a “Scent” of informationand they will happily keep clicking

FOCUS GROUP VS. USER RESEARCH

http://www.flickr.com/photos/librarycommission/2840794254/sizes/m/in/photostream/http://www.flickr.com/photos/librarycommission/http://creativecommons.org/licenses/by-nc-sa/2.0/

Focus Group

• Observe actual process, step by step, including successes and difficulties

• Equity among participants• Finds patterns of behavior

WHAT I S THE D IF FERENCE?

User Research

• Recall what they did (may leave out steps or miss-remember)

• One participant can skew conversation

• Finds preferences of users, likes and dislikes

We Know it’s Difficult, We Have a Training Program!

http://www.flickr.com/photos/kaptainkobold/5181464194/sizes/o/in/photostream/http://www.flickr.com/photos/kaptainkobold/

•Costs additional time and money•Less costly to find and correct issues

TRAIN ING

•How much is their time worth?• 1 Hour of training?• 1 Day of training?• 1 Week of training?

•Company was able to eliminate training and save $140,000•AT&T saved $2,500,000 in training expenses

TRAIN ING ( CONTI NUED)

Bias & Mayhew, 1994http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html

Test 100s of users to get real results?

Studies have shown that testing 5-6 representative users of each user type will reveal 80% of usability issues.

NUMBER OF PARTI C IPANTS

http://www.useit.com/alertbox/20000319.htmlJakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.

Statistical significance is not feasibleROI would diminish entirely

LET GO OF THE NUMBERS!

•Identify repetition•After pattern is found, continuation of study:

• Adds cost • Delays reporting• Low probability of many new findings

LOOK F OR PATT ERNS

PURPOSE DET ERMINES NUMBER

Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.

Main Purpose # of Participants

Convincing skeptics (demonstration)

3

Find serious problems 9-12

Find all serious problems Unknown

Find all problems Unknown

Measure key parameters >20

•Know your primary user(s) and recruit carefully• Very specific user group - 5 works• Less well defined - more (8-15 or more)

•There is controversy•Study in 2001 was inconclusive due to study design (Spool and Schroeder)

WHAT THIS MEANS

•Testing five users is not always enough•Must be well recruited – not just anyone•Smaller groups do not equate better findings•Low test quality - size doesn’t matter

DI SCLAI MERS

"Results of usability tests depend considerably on the evaluator"

- Jacobsen and Hertzum, 2001

Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.

CREATE ADVOCATES

•Pay attention to who approaches you•Look for your comrades•May not be in your area of the organization•Make time to chat with them

• Share recent articles about UX• Invite to a UX event locally• Invite to join LinkedIn or other groups online

WHO IS ALREADY THERE?

•Use promotions•Remind everyone of successes•Provide templates for planning - include UX•Provide highlights and/or reports that will help them sell UX

F I ND & CREAT E NEW ADVOCAT ES

•Identify C-level person• Get their support for a small study• Invite them to sessions• Make sure they see benefits gained• Remind them of success next time• Help them become a promoter

•Consider building department from within

BUILD UX I N THE ORGANI ZAT I ON

•Increase sales•Save time and money•Create happy customers

SEE SHARED GOALS

•Sell more product •Discover unmet needs•Reduce:

• Costs (support, training)• Need for updates and maintenance releases

THE ORGANIZ AT ION BENEFIT S F ROM UX

From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.

“Customers are the only stakeholders who are not represented in design meetings.

If it hurts users and will cause customers to leave? Silence.

Unless you speak up. So do it.”

-Jakob Nielsen

WHY YOU SHOULD CARE

Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D http://www.developer.nokia.com/Design/Usability_evangelism.xhtml

1. Invite everyone to observe via remote observation2. Schedule testing at a regular time3. Promote availability of testing internally4. Network within organization and share what you do5. Hold Brownbag sessions6. Invite staff to local UX events7. Share recommendations and successes widely8. Post information radiators in shared locations9. Hold a World Usability Day Event10. Invite everyone to observe UX sessions in-person

10 WAYS TO PROMOT E UX

They are depending on you!

REPRESENT YOUR USERS

Selling UX in Your Organization - Stir Trek 2012

Technology

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