User Research – Stories from Rural Areas in the Western Cape
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User Research – Stories from Rural Areas in the Western Cape Dr Marco Pretorius Twitter: @PretoriusMarco 3 October 2014
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My talk from UX South Africa 2014 (#UXSA14; www.uxsouthafrica.com). User research is one of the most important and yet most overlooked areas in product development. The aim of this presentation is to illustrate the importance of user research. User research, conducted by the Western Cape Government’s UX Team, will be presented. The focus of the user research was in rural areas in the Western Cape, conducted at Cape Access e-Centres in the Province. Cape Access provides access to information and communication technologies to less privileged and rural communities across the Western Cape.
Transcript of User Research – Stories from Rural Areas in the Western Cape
User Research – Stories from Rural Areas in
the Western Cape
Dr Marco Pretorius
Twitter: @PretoriusMarco 3 October 2014
Last Time…
• A need to Institutionalise UX
– Uxstrategy.co.za
Say what?
UX is coming!
@GameOfThrones http://www.hbo.com/
Where are we going?
http://commons.wikimedia.org/
Road trip!
Dumb and Dumber, New Line Cinema
Not a unicorn!
What is Cape Access?
• An initiative that makes
– information and communication technology (ICT)
– more accessible to rural and underprivileged communities
– throughout the Western Cape
What is Cape Access?
• Members get free:
– Use of computers
– Access to the internet
– Access to e-mail
– Printing (max of 10 pages per person per day)
What is Cape Access?
• Members get free:
– Basic computer training
– Accredited computer training
– Access to government information and services
– Access to job, business and research information
Cape Access e-Centres
Are we packed?
iconmac FreeDigitalPhotos.net
What are Other Governments Doing?
• Gov.UK
– “Any thinking about a service, whether online or offline,
must start with the question:
• what is the user need?”
What are Other Governments Doing?
• Gov.UK
– “the need the user has of government,
• not the need of government to impart information to
the user”
What are Other Governments Doing?
• Gov.UK
– “User researchers are involved at all phases of the project
• and work closely and collaboratively with designers and
product owners.”
UNDP e-Government
– Successful ICTD/ e-governance Implementation in Developing Countries
• “Ensure the overall approach is people/citizen centered,
• and outcomes should improve the quality of life for all in the
medium and long terms” » Raúl Zambrano
User/Citizen Research
(Capability 1)
Usability Testing
(Capability 4)
UX Architecture
(Capability 2)
Design
(Capability 3)
User Experience
Our UX Team
How do we do User Research?
• Read this book:
– Interviewing users
– Steve Portigal
– @Steveportigal
How do we do User Research?
• Read this article (available online soon – ACM Digital Library):
– Focus on the Citizen: User Research in the Rural Areas of the
Western Cape Government
• Marco Pretorius
– SAICSIT 2014 • Annual Conference of the South African Institute of Computer
Scientists and Information Technologists
User Research
Methodology
1. Define goals
Why is the user research being conducted?
What will be learnt from the user research?
What actions will be taken based on the results of the user research?
Pretorius 2014, User Research Methodology
“No matter what you learn,
you can’t go wrong” -
Smillie
2. Determine user profiles
Pretorius 2014, User Research Methodology
47 Participants (2 disabled)
8 Towns (Rural areas) Swellendam, Mossel Bay, Bongolethu, Robertson, Riversdale, KwaNokuthula, Dysselsdorp, Zolani
Language isiXhosa: 26 Afrikaans: 19 English: 2
Age Below 20: 7 21-25: 10 26-30: 14 31-40: 7 41-50: 8 51-60: 1
How often do you use the Internet?
Once a month: 2 Once a week: 2 Once a day (+-1 hour): 14 Several hours a day: 29
Which phone do you have? Smart phone: 36 Basic/feature phone: 11
3. Plan the user research
Facilitator;
Assistance;
Number of participants;
Number and length of the sessions;
Equipment required;
Documents required;
Pilot study
(with stakeholders);
Costs and budget;
Timeline.
Pretorius 2014, User Research Methodology
“Rather than asking people to come to you to be interviewed,
go where they are.” - Portigal
“The first interviews should be with the stakeholders of a
product. ” - Portigal
Pretorius 2014, User Research Methodology
4. Run the session
Preparation before participants arrive:
Check that the room is available;
Make sure you have all materials to be handed out.
Pretorius 2014, User Research Methodology
4. Run the session
The session:
Introduce project members (if applicable);
Give an overview of the project;
Establish that the participant(s) are helping you. State what you want to learn. State that you are interested in hearing their stories and experiences;
Let participant(s) know what to expect: Type of questions; length of the session; it is not a test; confidentiality;
Let participant(s) introduce themselves;
Answer related question they may have;
Let participant(s) sign informed consent forms;
Facilitator runs the session from the discussion guide.
Pretorius 2014, User Research Methodology
4. Run the session
Closing:
Indicate that all the questions have been covered;
Ask if there are any final comments/questions;
Emphasise confidentiality;
Provide incentive to participants;
Ask if the participant(s) would like to be included in future user research studies.
Pretorius 2014, User Research Methodology
5. Analyse the results
Write up the session as soon as possible;
Include what participant(s) said, not just the interpretation;
6. Report the results
7. Use the results
Article available soon
– ACM Digital Library
Is our Map/GPS packed?
In a Rural Area – No Roads on Google Maps
de.wikipedia.org
Result nr 1….Maps Were Not Accurate
• What did the users say?
– Add directions
• from Checkers, Spar, “the big circle”, etc.
Maps were updated!
Places to Visit
Mossel Bay
Bongolethu (Oudtshoorn)
Robertson
Swellendam
Dysselsdorp (near Oudtshoorn)
KwaNokuthula (near Plettenberg Bay)
Riversdale
Zolani (near Ashton)
Story Time – Storie Tyd!
www.vintagemedia.co.za
Xolani
• Has his own cosmetics blog – sangoma
• Writes his blog at the Cape Access e-Centre
– Monitors his business
Cape Access provides
opportunities
Cape Access Provides Opportunities
• Videos
Cape Access provides opportunities
• Look for jobs
• Type their CVs
We need to
provide CV
templates online
Phumezo
• Part of an NPO that runs a laundry centre
– Creates work opportunities for women with HIV
– Uses the e-Centre for creating quotes and invoices
• We need to provide business templates online
NPO applies for social
development grants
Walks to the Thusong
centre, bank, post office,
school, police station…
John and Lucky
• Starting your own businesses
Tax clearance certificate
- Need to drive
- from KwaNokuthula to
George and back
- From Zolani to Worcester
and back
What Services Can We Provide Online?
Sandiswa
• Development manager – teaches computer literacy to the community
• Helps his grand-father to apply for old age grant
“I want to help to improve
the community”
“only 1% of my friends
update their Facebook status in Xhosa”
Language
• As is: only English on the website(s)
• Western Cape official languages:
What did the participants say?
Language
• “We prefer an English website – Xhosa is very difficult to read”
• Bongolethu: “Our Xhosa not the same as others – „Tsotsi taal‟”
– A mix of Afrikaans and Xhosa
• “Some people feel shy speaking English”
• “Reading and writing English is easier than speaking it”
Language
• “Afrikaans – ons mense is Afrikaans. Verwerp Engelse goed –
veral die ouerige mense”
• “Ons is automaties gehotwire dat computers Engels is. Ons se
nie skoot rekenaar nie, ons se laptop”
• Robertson: “Mense hier baie Afrikaans – as hulle kan moet
hulle dit tweetalig maak. Ouer mense belangrik dat dit
Afrikaans is – nie so jonger mense nie”
Language
• Most people want to use the website in English,
– but say that the option of different languages could be useful to the
elderly
• People want to talk/be helped in their own language (for example at a
Thusong or Walk-in Centre)
Requires more
collaboration,
research and testing!
Asanda
• A blind users
– Currently we do not have PCs to support them
– Centre staff help them to type CVs, send e-mails
– Video
We need to provide
screen reader software at
Cape Access e-Centres
- Research in progress
School Children
• Homework, research
• Play games
• Place to be social
Young Adults
• Career advice
• Bursaries
• List of universities
A Few of Our e-Centre Staff Members
A Few More
Results…
Majority of Participants had Smart Phones
What Phone are you Buying Next?
Why the smart phones?
Picture quality
Bigger (size)
Big screen
Touchscreen
WiFi
Internet
-> Access online better
Download apps
Fast
Not that expensive
Not a lot of Feature Phones
• 2 participants: smart phones were stolen – only reason they have
feature phone
• Only 1 participant preferred a feature phone – because he only wants to SMS and make calls
– Will these users ever use online services?
Cape Access Website is Responsive!
(1st WCG site)
What a Trip – Time to Go Home
Which way to Cape Town?
Next Round of
Research
Cape Access e-Centres
In Closing…
Conclusions – Need for User Research
• Become user centric
• Improve UX Maturity Level
– Need to move to level 5 and 6
Renato Feijo
Thank you
Questions?
Tel: Fax:
www.westerncape.gov.za
Contact Us
Dr Marco Pretorius
User Experience Manager: e-Government for Citizens
Twitter: @PretoriusMarco uxstrategy.co.za
