why the best gov sites use user-centered design
DESCRIPTION
Jonathan Rubin, First Fridays Usability Program PPT, 4.93 MB, 62 slides, November 2013TRANSCRIPT
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Why the best gov sites use User-Centered Design
Jonathan RubinFirst Fridays Usability Program
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User-Centered Design Takeaways
1. UCD saves money and improves websites
2. Gov’t and top companies already use it
3. UCD = good customer service
4. Use early and often
5. First Fridays can help teach you about UCD
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1. What is User-Centered Design?
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You are not your users
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YouTarget
Audience
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User-Centered Design =
Focusing on needs, wants, and limitations of target audience of a product at each stage of the design process.
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User-Centered Design
Research Design User Testing (Usability)
• Planning
• Requirements
• Surveys
• Focus Groups
• Personas
• Interviews
• Content Organization
• Tasks
• Prototypes
• Usability Testing
• Expert Eval.
• Interviews
• 508 Testing
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5 E’s of Usable Products
• Effective
• Efficient
• Engaging
• Error Tolerant
• Easy to Learn
- Whitney Quesenbery (2004) ‘Balancing the 5Es: Usability’
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Here!
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User-Centered Design: Not a soft science
Rooted in:
• Cognitive Science - 1930s• Human Factors and Ergonomics - WWI• "Scientific Management" - 19th cen.• Scientific Method
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UCD degrees at 60+ Universities
Stanford
Carnegie Mellon
Univ of Michigan
NYU
Penn State
University of Wisconsin-Madison
Fortune 500 companies with UCD teams
Walmart
Apple
GE
GM
Ford
Google, etc.
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From 2013 Survey: # UCD staff
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Part Time Full Time
Had at least 1 person
86% 59%
Average # of people
2 3
Range of people
0-10 0-30
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Top to Bottom UX
Used frequently
Occasional UX
Know but don't practice
No one knows UX
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
3%
19%
46%
25%
8%
How widespread is UCD / UX at your organization?
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Increase• User success on tasks• Site visits • Customer Satisfaction
Decrease• Time to complete tasks• Volume of emails / help calls• Development Costs
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Benefits of good design
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UCD = Good Customer Service
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Poor design = budget overruns
Three reasons websites go over budget:
1. Requests for changes by users
2. Users can't accomplish key tasks
3. Lack of communication with users
- Lederer & Prasad, ‘Nine Management Guidelines for Better Cost Estimating’ CACM 35 (2).
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The user is always right. If there is a problem with the use of the system, the system is the problem, not the user.
- IBM usability expert Dr. Clare-Marie Karat
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For developers and manufacturers, the advantages of creating usable products far outweigh the costs.
The rule of thumb: Every dollar invested in ease of use returns $10 to $100.
- IBM "On User-Centered Design"
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2. Usability Testing 101
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User-Centered Design
Research Design User Testing (Usability)
• Surveys
• Focus Groups
• Personas
• User Requirements
• Interviews
• Content Organization
• Tasks
• Prototypes
• Usability Testing
• Expert Eval.
• Interviews
• 508 Testing
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Usability Testing (aka User Testing)
Setting a series of tasks for people to complete and noting any problems they encounter
– Andy Budd
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@jonathan_rubin
Usability is like oxygen - you never notice it until it is missing - Anonymous
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What you need to do a test
1. Something to test (site, poster, service, etc.)
2. Tasks for people to do
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Top Tasks – Why they’re here
• Learn about your services• Find your contact information• Register for a class• Purchase something• Leave a comment• Get a rate quote
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What’s on a testing script
• Give intro and ground rules• Questions about user• Sign release (if recording)• Easy Tasks• Harder tasks• Post-test questions (optional)• Thanks and incentive (if any)
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Active Listening / Think-Aloud Protocol
• Silent, Traditional, or Coaching (we’ll use this)• Designed to get unbiased data• Tester does 90% of talking• Ask Open Ended Questions (if any)• Be unbiased: Don’t let on if they are right or
wrong
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If… Don’t Say Say
They aren’t talking
“Hey – we’re paying you here…”
“What are you thinking?”
They get a task wrong
“Oops – that’s wrong!”
“Thanks for the feedback!”
They get a task right
“Good job!” “That’s very helpful!”
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If… Don’t Say Say
They screw up majorly and get upset
“Ha ha ha.. OMG!”
“Remember, you can’t do anything wrong,” or “You’re doing a great job!”
They criticize your design
“Hey – we worked really hard on this!”
“Thanks for the feedback!”
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If… Say
They aren’t talking
They get a task wrong
They get a task right
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If… Say
They screw up majorly and get upset
They criticize your design
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4. Website Best Practices
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Most common website problems
1. Users can't understand purpose of site
2. Top tasks difficult to complete
3. Too much text / information not prioritized
4. Confusing or obscure terms
5. Navigation not consistent
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Website Best Practices
1. Clear starting point
2. Have cream rise to the top
3. Make search simple
4. Plain Language
5. Consistent navigation
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1. Give a clear starting point
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2. Make cream rise to the top
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5. Difficulty with top tasks1. Can’t find info via any means or know
where to begin
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5. Difficulty with top tasks1. Can’t find info via any means or know
where to begin
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3. Use Plain Language
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4. Make search simple
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Before: 7 text items to scan
After: 3 text items to scan
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5. Consistent Navigation
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6 things you can do right now
1. Talk to users
2. Define top 3 target audience groups
3. Determine top tasks / Prioritize content
4. Expert Evaluation (Howto.gov/firstfridays )
5. Usability test (Rocket Surgery Made Easy)
6. Training (us or DigitalGov University)
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6. In Conclusion
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User-Centered Design Takeaways
1. UCD saves money and improves websites
2. Gov’t and top companies already use it
3. UCD = good customer service
4. Use early and often
5. First Fridays can help teach you about UCD
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First Fridays Usability Program
Jonathan Rubin
Twitter: @govnewmedia
www.Howto.gov/firstfridays
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