ucd overview matthias rauterberg. what is ucd? "an approach to designing ease of use into the...
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What is UCD?
"An approach to designing ease of use into the total user experience with products and systems. It involves two fundamental elements - multidisciplinary teamwork and a set of specialized methods of acquiring user input and converting it into design."
Vredenburg, K., Isensee, S., and Righi, C. (2001). User-Centered Design: An Integrated Approach (Software quality institute series). Prentice Hall
Transformation
Traditional Approach UCD Approach
Produce
Technology drivenComponent focusLimited multidiscipline cooperationFocus on internals architectureNo specialization in user experienceSome competitive focusDevelopment prior to user validationProduct defect view of qualityLimited focus on user measurementFocus on current customers
User drivenSolutions focusMultidisciplinary team workFocus on externals designSpecialization in user experienceFocus on competitionDevelop only user validated designsUser view of qualityPrime focus on user measurementFocus on current and future customers
vs.
Ease of Use
throughthrough
PrinciplesPrinciples
ProcessesProcesses
andand
Tools Tools
Total User ExperienceTotal User Experience
Total User Experience
Everything the user sees, hears, and touches
Find
OrderGet
Unpack
Install
Use
Help
Support
Upgrade
UCD Principles
1. Set Business GoalsDetermining the market, users, and competition to target is central
2. Understand UsersAn understanding of the users is the driving force behind all design.
3. Design the Total User ExperienceEverything a user sees and touches is designed together by a multidisciplinary team
4. Evaluate DesignsUser feedback is gathered often and drives product design and development.
5. Assess CompetitivenessCompetitive design requires a relentless focus on the competition and its customers.
6. Manage for UsersUser Feedback is integral to product plans, priorities, and decision making.
UCD Process
Who do we think will use this product?[Market Definition]
What are theylooking for? [Task Analysis]
What else is out there?[Competitive Evaluation]
1
2
3
How's this for starters?[Design and Walkthrough]
4
Does this work?What would makeit better?[Design Evaluationand Validation]
5
How do we stack up?[BenchmarkAssessment]
6
What UCD Isn’tWhat UCD Isn’t
UCD isn't
Simply conducting usability studiesSimply talking to usersDesigners taking the user's perspectiveA method just for designing user interfacesA set of methods just for gathering user feedbackAnother name for usability
What UCD Is
UCD isConducting studies to
Understand usersDrive and evaluate designAssess competitiveness
Multidisciplinary Designof the total user experiencebased on input from representative users
End-to-end iterative design of solutions
The UCD Team
Total User ExperienceLeader
Marketing Specialist Visual Designer HCI Designer
User ResearchSpecialist
Technology Architect User Assitance ArchitectService & SupportSpecialist
Integration
Developproductconcept
Developproduct
definitionand plan
Developand
verify
Qualifyand
certify
Ramp-upand
launch
Lifecyclemgmt
Integrated Product DevelopmentIntegrated Product Development
Market PlanningMarket Planning
User-Centered DesignValidate Product
against User Expectations
ConceptDCP
Study & Define Users, Tasks &
Competition
PlanDCP
Create Concept
Design of User Experience
AvailabilityDCP
Iteratively Develop Detailed Design
with Users
UCD on UCD
AutomatedManual
UCD
Skills
Skills
ExecutionExecution
SpeedSpeed ToolsTools
TeamworkTeamwork Organization
Organization
Skills
To get IBM teams enabled and optimized for UCD, we run...
Executive WorkshopsHalf-day case-based sessionSenior and middle management
Introduction to UCD ClassesOne-day awareness and overviewEntire product team
UCD Practitioner WorkshopsTwo-day hands-on experience buildingProject UCD Team
Monthly Technical Vitality WebcastsYearly Conferences
Organization
Integrated Product Development
User-Centered Design
Ease of UseChampions
Susan Mills
Design Consultancy
Mark Evans
UCD Advisory Council
Karel Vredenburg
IBM Ease of UseTony Temple