joanne sparks university of oxford march 2009. outline introduction user research and stakeholder...
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JoAnne SparksUniversity of Oxford
March 2009
OutlineIntroductionUser research and stakeholder managementArchetype and persona approachesUsability (interface, space and process)How to be all things to all peopleConclusions
IntroductionProfessional profile:
26 years professional experienceAcademic, nonprofit and corporateHealth science and research
Passions and interests:UsersAccessDoing the right thingOur profession and the future
Short CVUniversity of Oxford, Assistant Director,
Research & Learning ServicesMemorial Sloan-Kettering Cancer Center,
Director of Library ServicesBristol-Myers Squibb, Director, Content
Integration & AccessDrexel University, Associate Dean, Resource
Management
User Research and Stakeholder ManagementUnderstanding your organizational contextCustomer segmentation
Multi-dimensionalAge, background, training, experience,
expectationsMarket research
Information seeking behavior patternsConsumption levelsEnd goals or outputs
Profiling and engaging your user groups
Archetype and persona approachesDavid Snowden, archetypes, sensemaking,
Cynefin modelwww.cognitive-edge.com
Mary Lee Kennedy, personas on Microsoft’s intranethttp://www.infotoday.com/it2002/presentations/
kennedy.ppsDonna Gibson and Kathy Anderegg, Content
Integration & Access group, Bristol-Myers-SquibbMedicinal ChemistryProcess ChemistsProcess Chemical Engineers
Techniques everyone can useGather data early and oftenAggregate and analyze your dataUnderstand the gapsVisualize your customer segmentsNarratives*, pictures and scenarios
* “Take the time to write a compelling narrative; make each person you profile
memorable.” Kate Gomoll
Web Redesign 2.0 Workflow that Works
“Personas” of various scientistsMedicinal Chemist – works
alone and is looking for a “recipe”Senior level – very expertJunior level – needs more
support and still works independently
Process Chemist – group orientedSolves problems as a teamSocial and learns in a
group setting
MSK Clinical LibrariansCustomized for specific
specialtiesRange of possible offerings
(on demand)Mature specialties (thoracic
surgery)Low volume (gynecology)New prospects (translational
research)
UsabilityInterface
Web sites, applications, online library systems, web 2.0 creations
SpaceLibraries, bookstores, coffee shops, consulting
spaces, officesProcess
Orders and requests, information retrieval, enquiry and search
Design of objectsCoffee and teapots, desks and furniture
Usability – interface, applications
Neutral point of viewDesign for the users,
not the library staff!Test often and in
small bitsMost important
person is the user
Usability – space and processConsulting
workstations in open plan spaces
Flexible usesLocation, traffic
flowFurniture design,
overall usefulness
“If you want a golden rule that will fit everybody, this is it: Have nothing in your houses that you do not know to be useful, or believe to be beautiful.”William Morris, The Beauty of Life, 1880
http://www.jnd.org/dn.mss/emotion_design.html
Norman, D. A. (2002). Emotion and design: Attractive things work better. Interactions Magazine, ix (4), 36-42.
Usability – objects
How to be all things to all peopleNeutral point of viewWholistic from the customer’s point of viewCustom versus genericPrototyping, incremental testingContinuous improvement and learning
Primer on the basic approachDemographics – analyze the user segmentsScreen for typical users (not outliers)Clear testing objectivesStoryboard, paper prototype, interactive
wireframeScheduling and logisticsNeutral facilitator and notetakersAnalyze the findingsDebrief with all involved staffTake action on the findings
Why do it?Superior services will transform into
extraordinary servicesAt an individual level between librarian and
readerAt a team levelAt a local service levelAt a library system level
Embedded librarians, clinical informationistsKey to successful implementationStrengthens ongoing program
How much does it cost?Free to millions of pounds
KEY THING IS FREE – the mindsetPrototyping – early is best and generates
savingsFull build – late stage testingIF YOU DON’T do usability ---How much does rebuilding cost?Cost of getting it wrong – long-termCost of not doing is the same
Additional ReferencesKelly Goto and Emily Cotler
Web Redesign 2.0 Workflow that Workshttp://www.web-redesign.com/
Jakob NielsenUsability consulting for web interface, gadgetshttp://www.nngroup.com/
Donald A. NormanThe Design of Everyday Thingshttp://www.amazon.com/gp/product/0465067107/
Bruce “Tog” Tognazzinihttp://www.asktog.com/columns/069ScottAdamsMeltdown.html
Apple computer interface guidelines, 1987
Conclusions
Contact informationJoAnne SparksEmail: [email protected]