customers request the darndest things* 10 challenges for vui designers eduardo olvera user interface...
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Customers Request the Darndest Things*
10 Challenges for VUI Designers
Eduardo OlveraUser Interface Designer
Exhibit 1: The Customer
• Purchased system/solution• Has Business need• Has clear Objectives (most of the time)• Needs to hit numbers
– Return on Investment– Call Volumes– Transfer rates
• Brings preconceptions/experiences
Exhibit 2: The Service Provider
• Provides system/solution• Keeps User needs in mind• Brings experience/best practices• Has open mind• Understands design implications
Exhibit 3: The “user”
Exhibit 4: The Interaction
What to do?
Findroot of the problem
Understandfear, limited experience, business pressure
Explainreasons behind design decisions
10 things customers requested
what they meant
what they really mean
how to respond
“Instead of arguing, let’s just make it an option”1
“I guess I want 1. You give me too many choices.”
Situation:
Debate between options, good arguments, let user decide
Interpretation:
Hungry, no data, no way to guess
Real Problem:
Not enough info to decide
Design is about decisions
UI Designers know users
Only add things if need can be proven
User profiles – effect? value?
When in doubt, don’t add it
“We could just ask callers
and move on”
2
Situation:
Application needs parameter not available when needed
Interpretation:
Less work for me, can up sell more
Real Problem:
Questions are easy. Complexity passed on to callers
Hide complexity from users
Relevant questions only
Usability drives, technology follows
Evaluate impact of interruptions
“You are the experts.
I just need that option,
you decide where to put it”
3
Situation:
“minor” change, major impact
Interpretation:
I know business, control is mine, but I’ll give in a little
Real Problem:
Our perspective on roles and responsibilities is different
Design is about data and standards
Consistency is key – single source
Groups should reach consensus
Key players to drive and make decisions
“Don’t make it too advanced.
Our customers aren’t very sophisticated”4
Situation:
Users, designers and business owners are different (location, education, experience)
Interpretation:
How can users understand what took you so long to explain? Hold their hand
Real Problem:
Users won’t figure out something isn’t clear to me, plus complex implementation
Users know their tasks and needs
More steps or less information
doesn’t make designs simpler
Understand and observe users
User profiles
“But what if the customer does X?”5
Situation:
Everyone attempts to provide as much information as possible
Interpretation:
We have list of errors, design should avoid them
Real Problem:
A design that doesn’t include all cases is incomplete
Focus on how will it work
Focus on what callers will do
Best experience when things go well
Consider most common errors only
“Can we move it up to the main menu
to make it obvious?”
6
Situation:
Someone couldn’t find option
Interpretation:
If I’m confused, design should change. Minor fix, low impact.
Real Problem:
Important for us, afraid too hidden
Not everything should be obvious
Context filters information
Importance is relative
Design for all, not a few
Voice coaching provides flexibility
“But our current system (or other)
does it differently”
7
Situation:
Surprise due design aspect different from preconception
Interpretation:
You’re not only one knows similar systems and what they do
Real Problem:
Why your design is different from what I was thinking
Each design solves unique problems
Copying success is good…
…but understand their flaws
Successful companies do things
differently from leaders
“You don’t get it.
They need to know we offer X”
8
Situation:
Attempt to up sell or advertise low usage/new products
Interpretation:
You know design. I know business. Need to increase usage and chance to sell
Real Problem:
Prove negative impact without trying
Explain compromise
% benefited vs. affected
Objective measures
Human factors – effect?
Inform, hope for reason
“I don’t see why you say
it’s confusing”
9
Situation:
Successful system in place, customers and employees trained, you make suggestions
Interpretation:
We’ve been successful, we are leaders, we are the industry standard
Real Problem:
Identified problem they didn’t see
First experience, fresh perspective
Usability could reinforce, but resources
better spent elsewhere
Users adapt, doesn’t mean it’s right
User profiles – effect? value?
Prioritize and categorize suggestions
“We need to keep them in the system
…in a friendly way”
10
Situation:
Callers press 0 or ask for operator
Interpretation:
If they tried it and followed instructions, they would like it
Real Problem:
Giving users control complicates internal systems’ state
User’s can’t be forced
They’ll beat the system or get frustrated
Move on, even with incomplete data
Minimalist and simple design
And because with Customers
there’s always
something else…
“Why is Spanish not working as well as English?
We translated all clips…”
11
Situation:
Reach exploding market, minimize cost (hard to justify)
Interpretation:
Pesky requirement, everyone translates, straightforward process
Real Problem:
Don’t speak language. Lack of culture understanding
All languages same importance
Callers, tasks and needs are different
No neutral Spanish
Localization: language+culture+brand
Do it in full, look for divergence
Systems are not automated agents
They support agents
and automate simple, common things
Agents should handle complex tasks, add
value and build relationships
