Thursday, May 1, 2014

What do Saint Mary's Press, Google and Yahoo have in common?


Answer: Each of these companies has a CEO who is particularly attentive to the users of their products.

I recently came across a youtube video where the CEO of Salesforce was interviewing Yahoo President and CEO (and former google executive) Marissa Mayer.
In this interview, “Marissa Mayer joins salesforce.com Chairman and CEO Marc Benioff for a fireside conversation about business leadership and the future of the high tech industry at Dreamforce 2013". (Youtube)

The topics and realities addressed in this interview bare some resemblance to those encountered within our own and –no doubt–many organizations today.

The perspective that Marissa shares offers interesting and keen insights into a broad spectrum of topics including usability, simplicity, the role of design, the importance of a valuable & compelling proposition and “being mobile first”.

While the whole video is quite interesting, key in on minutes 2:00-12:00 where Marissa talks specifically about visiting users, users’ experience, and her perspective on the role users play.





Thursday, September 26, 2013

A Developer's Perspective on UX

This post was written by application developer Andy Jandt and first appeared as a post on programmerphilosopy.com. It appears here- with permission.

Long before I was a software developer I was a user. This may sound like an obvious statement, but I do not consider myself the “typical” developer either. I went back to school late in life after trying several other passions and realizing that creating was really what I was good at. So, I became a developer later in life. Originally, I thought this was a disadvantage. I thought that I would never gain the experience that someone who had been developing since they were 8 years old would have. They would have years of coding experience on me, but what they would not have is the mindset of an actual user.

I remember back to a couple of my college classes and the professors stating that, “We need to change your brains to think differently”. More logically, or more like a programmer. I would say - and so would my wife- that my brain has changed since school and even evolves more and more today to think more like a programmer. What I would come to discover is that I have this interesting insight into the end user because I was one for so much longer than these child developers.
As developers, we all hear about the concept of “scope creep” or “feature overload”. We want to create great software, something that people will use to solve their problem. But how do we know what to put into the software or what features to include in the app or website we are creating. We probably have some pretty good ideas and, as we go along coding it, we find other features that would be great to have. Many times, without even considering if the feature will even be used.

In being an end user for quite some time before I became a developer, I remember thinking back to software I was considering to use to solve a problem. Often, the software had some great things it would do, but most of the time they were features I didn’t really want or need or would even use. Then I would find out that the software did not really do what I wanted it to or that it would be a customization of the product to make it do that.

In my current position with a local publishing company, my first exposure to UX was my first week on the job. I was put into UX training that very first week. I had to hit the ground running. I had no idea what UX was, but I figured it would be some good training to start with. As I went through the training, I discovered that I knew a lot more about it than I originally gave myself credit for. I was this "user" long before I became a developer. I would imagine myself as the user. I would ask myself, “If I were purchasing this product to solve my problem, what would I really want and need it to do?”
UX and User Center design has become the new buzz word in software development and web design. This is good, but it should and can be taken so much farther. It should be part of every aspect of a product or a service development. The rewards are so much greater when a product or service is done right and the customer is satisfied with it.

In a recent project for my employer, I was creating an app to compliment one of our children’s books. I remember that I was more concerned with how the app would look than how it would function.  I knew that for the app to be successful, it had to have the professional look that all other apps have. I also knew that it had to function the way a user would expect.

This led the team to do some user testing early on. We would ask the user what they thought it should look like and what they would expect to see next after they “tapped” on a button. This type of testing would lead our discovery in creating the app and how it needed to function. We then moved on to more advanced prototypes and testing these with actual users. Each time I put myself in the place of the user trying to figure out if I would do that same action.

I am not a developer with 10+ years of coding experience and it probably shows in some of my projects. I don’t claim to be even the best developer out there. I do consider myself a different kind of programmer. One who doesn’t specialize in one technology, who embraces change and strives to make the best user experience I can.
My past experiences coupled together with the UX training give me a tool box filled with some of the best tools around. I draw on this toolbox to create these apps and sites. I am not a designer, and that too shows in much of my work, but even here I am pushing myself to be in between design and development. (I understand the whole left-brain/right-brain thing. But I don’t have to agree with it 100%.) I find that my creativity manifests itself in different ways in discovering creative solutions to coding problems. What I am doing is trying to squeeze out just a little bit into graphic design creativity. That is a topic for another post.
In the end, I found that using my real world user experience allows me to “see” what the user sees, and make better decisions on functionality and design. I know my experience with coding will only grow and get better. New ways to accomplish things are always being found and posted. But what I originally thought was a hindrance in lack of experience coding because of my late schooling and time in front of the keyboard has turned into one of my biggest assets for me personally and professionally.

It is really fun to see the end product be the vision that the user wanted and expected and know that what I create is something people will really enjoy and in the end-use.

Thursday, September 19, 2013

An Intern's Introduction to Usability


The following is from the interview with IT intern, Ben Walters,  at the conclusion of his internship with Saint Mary’s Press, Summer 2013.
During his internship, Ben, a senior at UW La Crosse,  worked alongside Saint Mary's Press application developer Andy Jandt.
In this interview, Ben shares about his introduction to usability, his experience as an intern, and what he's taking with him as he continues his studies.

Ben Walters
What was your role while you were at the Press?
My role as an IT Intern involved working closely with the members of the Creative Delivery team in order to aid in the development of both new and existing web applications. In addition, I collaborated with a number of individuals throughout the company to gather requirements for several possible software purchases/projects. Finally, I was also involved in the user testing portion of the Saint Mary’s Press Matching Game.

 
When did you first get introduced to usability work?
One of my first projects this summer was to work with Eddy Hale of Western Technical College on the development of a user testing script to determine the effectiveness of a search box located on the Anselm Academic website.

 
How many days were you here before you began doing usability testing?
Probably 4 or 5. It was probably my first week. Andy said that Eddie would be coming in from WTC and he said that we’d be doing some user-testing. I thought, “I have no idea what that means, but I guess I’ll find out….” He had Eddie and I work on the script because he already had one together. He said, “Why don’t you two work together putting together some tasks. At which point, Eddie wrote it down and then we hashed it out. Then we had Andy proofread it.

 
What was it like trying to write a test plan/script?
Not bad, really. Andy was like, “Do the best you can and I’ll help you out.” He’s gone through the training obviously, so I felt more comfortable having his reinforcement saying, “Yeah, this is good,” or “No, this isn’t good.” He had some basis for how to measure that. It was pretty easy.

 
Can you say more about that? What was “easy”?
It just seemed natural to think about what kind of questions would make sense to me if I was being asked these questions. If I was the person that was being tested, it was pretty easy to think, “Well, I would get confused here.”

 
As you were observing the usability tests, you asked a lot of questions. How did you figure out what you were going to ask them?
I think it goes back to what I was saying about how I just put myself in the role of the user, and I sort of did that when I came in for the job interview here. I thought, I know Caren and Andy were sitting in on the interview and Cathy, and I sort of tried to learn a little bit about them via Linked In or something, and just get a better idea of who they were. Obviously, I didn’t have the opportunity when I was (facilitating the test and was) asking Kristi. She came in here and I sort of knew her. There were a lot of things I took from the 5 minutes I had met her before, and I tried to go off of that, I guess. Some people, they need a lot of reinforcement, but then other people, that just annoys them, and I felt like I had to tailor that back to what I knew about the person. So I think in that way, even having the slightest understanding of who that person was really helped. I think if it was a complete stranger, I would err on the side of caution and maybe be at a happy medium.

 
At one point, you did the facilitation of the usability test. What was that like?
That was kind of nerve-wracking just because it was my second or third week and I was like, “Ok, well if I screw this up, I set the standard.” But it was pretty easy—I mean I just had to read the script. It’s kind of like in speech class where you think it’s really easy to read off a piece of paper; well, there’s a lot of other things that go into that, like making sure the person’s comfortable, making sure that they are listening to you. I’ve talked jibberish before and seeing people’s faces kind of change, and I was trying to avoid that.

What cues were you watching for?
Body language, tone of voice, who they’re looking at, if they are making eye contact…

Why does eye contact matter—from your perspective?
I think some people can just do eye contact and talk for hours, but I sometimes have to break away and think and figure out what I’m going to say, so I tried to read what they were doing and maybe build off my own experiences. In the absence of any understanding of who the person is—body language, the way that they were sitting, if they were fidgeting, anything like that—if they are nervous, it tends to mean that you need to be more reinforcing, more supportive, and maybe emphasize that it’s not a test.

Why do you think people think it is a test?
I think maybe it’s just that human subconscious, when sitting in front of a bunch of people you really don’t know, doing something you’ve never done before, and they are just taking notes, and you kind of feel like a rat in a maze. It’s really easy to say, “Well, don’t be worried or don’t psych yourself out,” but I think that’s inevitable. In the case of the memory matching, I don’t feel like I let it affect me too much. I just tried to act naturally, not really hold back, because you guys said, “You know, be completely honest with us.” I wasn’t going to be like, “This sucks,” but this doesn’t make sense. When I got to that screen where it said: 1,2,3,4, and I had no idea, I felt like I could have kept that to myself, or said it aloud, which obviously I did.

How does your experience of this affect how you are going back to school this year?
I don’t know. I’ve always been intrigued or interested by talking with new people, and I feel like I’m a better listener than some people…and not in the way that…I always space out so a lot of things people say goes right through my head, but at the same time I can read body language and I tend to pick up on if someone is uncomfortable or something’s bothering them. They’re not always really good at telling me because they might not know. Having more practice in that makes me more comfortable when I go into another job interview or if I’m giving a speech in front of class.

In work, I can take away a lot of user-testing stuff and apply it strictly TO work, but there’s that interaction with people, encoding what you’re trying to say in such a way that it makes it really easy for the other person to decode. And like I said, building off of if you know who they are, and going off of that, if you don’t know them, gathering as much information as you can with like initial questions.

 
What does that mean, “making it really easy for the other person to decode.”
Perfect example would be, someone’s having trouble logging into their computer, our system’s administrator will go up to them and say, “Ok, do this, this, and this.” Another person who’s not so nice, might say something like, “Well, what do you usually do?” They won’t give them hints, they won’t help them. They’ll just expect them to do it and go from there.

Whereas our system’s administrator will take the extra effort to say, “OK, well what did you try?” Some people do a very good job of making themselves very easy to understand. Other people are kind of cryptic. You have to kind of figure out what they are trying to say. An example would be like an inside joke; if you don’t know the joke, it doesn’t make sense to you. So, I kind of think about what I’m saying to people. Is this an inside joke or is it easy to understand? Is it relatable? Is it something that would make them comfortable, uncomfortable? I think the less work you have to do, the more open you will be to responding.

So what does that mean in terms of what you build and what you work on from an IT perspective?
So right now, I’m working on some parts for PressNet, and in creating those, I have to keep in mind that Cathy will be using them. She’ll be using the HR part. So, I have to keep in mind that—she knows how to use a computer—but she might not have an understanding that Andy (developer) would. I could write a program and Andy could maybe figure it out easier than Cathy would, but I want to make it easy for her to just go in and know immediately what she wants to do and where to do it. And I think that comes with user-centered design kind of where, I mean, Andy could have made the Bible app really cool and really functional and, from a developer’s perspective, it could have been really neat, but from a user perspective, it would have been frustrating and a flop.

Clearly, it’s push 3 buttons and you are in a game. There was that user-centered design in the testing and that’s why it was done. So keeping that in mind and making sure that the things that you do and the products you make aren’t just for yourself—they are for other people. So you need to make sure that the people you’re making them for—it works for them. Everything you do is a service basically; I’m not just making these applications for the heck of it. I mean, I do enjoy it and like that that’s the reward behind it, but the outcome is that it’s going to be used by someone every day, on a regular basis, so you want to make sure that they enjoy using it

Regarding websites being cryptic:
Sometimes there’s not enough on the screen, it’s too simple. Other times, there’s way too much stuff going on at once, and you need to find the happy compromise, especially for your target audience. Like a 7 or 8 year old using that app—they aren’t going to want to push more than 3 squares. They’re not going to want to enter a username or password or anything like that, they just want to go.

As you get older and have more experience with these things, obviously, you can make it more complicated and consequently have more features, but I think the work… it’s not so hard to make a program that does the things that people want it to do. It’s making it easy for them to use it. I think anyone could code a program to display a list of all of the employees at Saint Mary’s Press. Anyone could do that, but making it look good and making it easy to use and understand, that’s kind of a challenge.

How would you approach making sure it looked good and it was easy to use.
I tend to go through 10 iterations of whatever I’m making. The first time, it looks really cool but it doesn’t work very well, and I have no idea how to use it—and I was the one who made it. So that’s when I kind of have to take a step back and say, ok, let me compromise. Let me make it look a little bit better but function a little less complicated, just sort of reeling in on that middle ground.

Is there anything you would say to other students who are in this line of work with you, relating what you learned about user-testing or user-centered design?
It’s hugely advantageous to understand user-centered design, to understand why it’s important. It’s kind of like taking a class and regurgitating the information on a test: if you don’t internalize it, it doesn’t mean anything. If you understand why user-centered design is important and have the practical experience or examples to understanding when someone uses your program, it’s easy for them to use, having that reinforcement, saying, “Ok, this happened when I did that.” That’s much more powerful than just saying, “Well, I was told I should do this, so…”

Is there anything you want to say about your experience as an intern?
Luckily, I had more experience than most people would if hired as an IT intern, in development and the stuff Andy has me doing now. I think he was kind enough to give me those opportunities and find those opportunities, because when I came here, I was really worried that, oh god, I’m going to have to do coding. I suck at math. I'm not a computer scientist, but I found it's something I really like doing. There are a lot of other IT jobs I could be doing, but I've found Andy's job to be really cool. I get something out of it, it's something I've been learning for several years...I get to interact with a lot of different people and it fits my interests and strengths really well. I think that’s what motivates me to want to do it every day.

You had the opportunity to see User Testing in process at different stages of the product's development. What would you say to SMP about what you observed?
Obviously, there’s a formalized process. I understand you guys went to the training and took a lot away from that and that’s pretty obvious when you start getting into it, that you guys have the script out and you kind of know what to expect. But the questions you were asking, making sure that they weren’t redundant, they weren’t leading, you guys were very effective as a group sitting in on the meetings and listening to Eddie and Andy sort of hash out questions and stuff. It was pretty easy to see that Andy had been in a situation where he had asked a question like that and he thought it was a good idea too, but then had the experience and understood that maybe it wasn’t the best question or it could be reworded or it wasn’t relevant.

There’s enough experience that it saved you guys a lot of time and a lot of heartache, I guess, just being open-minded, especially Andy with developing the app, not saying, I know exactly what I want it to look like and exactly how I want it to function. Being really open to change just because it’s something that you want doesn’t mean that’s what the user’s going to want, and I think, I can’t think of a specific example in the Bible app but…

Is there anything you’d like to share about your experience of being an intern? Good experience. Being an intern is not as hard as I thought it would be. Can you say more? I don’t know, interns always get a lot of stink because they are interns. It was just a really rewarding experience; it was like 95% learning, 5% stress. The only time I was ever got stressed was when I was working on a project and I got stuck. I was never stressed because I was doing something I didn’t want to be or because I was working in a place I didn’t want to be working or with people I didn’t like—I never experienced that.

I just felt like you guys were receptive to my wanting to learn because I could have just come in and sat at my desk and not done anything and probably you would have been fine with that too, but the fact was that I would like ask questions and I felt like I was interested in some stuff and you guys didn’t just disregard me. You contributed to my wanting to learn, I guess, and motivated me to want to do that.

It’s even the slightest reinforcement, looking at me when I was speaking in a meeting or something, or establishing credibility. Everyone was really welcoming, obviously, I never felt like I wasn’t welcomed here. That definitely helped with speaking up, accepting there were some things I couldn’t do. Obviously, I couldn’t ask, “Hey, system’s administrator, do you want me to help you set up a server today?”

If I’ve learned anything through college and maybe even this internship, it’s that you can’t do everything; you’ll drive yourself nuts if you try to. I always look for an opportunity to like give back to people who’ve given to me. I mean I’ve had a lot of people throughout my life who’ve motivated me to pursue what I like and enjoyed because if I’m going to be working and doing that for the rest of my life, I should probably want to do it for a while.

What are the overall impressions you are left with from your experience of usability testing?
Overall, I found the experience to be very rewarding! It was really interesting to see how the slightest variations in presentation and script would influence the testers. In addition, it was rewarding to be able to determine the optimal search box position, and to then see that change implemented with confidence. I am very grateful to have had the opportunity to be a part of the testing, as it helped me understand the benefit of user testing in a very practical and relevant context. I can very easily see how usability/user testing is extremely relevant to most projects, and will carry this appreciation forward as I continue to develop through both professional and academic work.

 





Buy and play the game that Ben mentions above:  
https://itunes.apple.com/us/app/catholic-childrens-bible-match/id692339017?mt=8



 

 

 

Thursday, August 29, 2013

Learnings from the 2013 Usability Conference

 In July, representatives from our design, digital and pdi (product development and innovation) departments attended the 2013 User Experience Professional Association's (UXPA) annual   conference in Washington DC.



 The conference this year offered excellent keynotes and sessions on the topic of "collaboration". Session and Keynote topics ranged from practical ideas to long-term strategies and vision for keeping users at the center.
 
I've asked Brian (from PDI), Eloise (from design) and Jason (from digital) to each share a key insight they took away from the conference this year.
_______________________________________________________________________


Brian Singer-Towns
Product Development and Innovation Manager for Curriculum
 
Keynote: Frugal Innovation! 
 
The title of this keynote presentation immediately caught my attention. We are all about frugal innovation at Saint Mary’s Press!
 
We are a non-profit creating resources for non-profits. Our customers need us to be innovative but they also need us to deliver our innovative products with frugal price tags. So it was very inspiring to hear the presenter, Navi Radjou, make the case that when compared to large corporations with multi-million dollar R&R budgets, small frugal companies and individuals are much more innovative.
 
He gave the following as examples:
  • A person in India who invented a bike that turns bumps in the road into engine power
  • The Nano car which only costs $2000-$3000
  •  In Africa, a system has been created to transfer money by phone without needing a bank account
  •  An infant incubator has been created that only costs $200 (instead of $20,000) that has the added advantage of allowing the mother to hold the baby (see the website jugaadinnovation.com to see some of these examples)
 
Based on his study of many examples of frugal innovation, Navi suggested four takeaways we can learn:
 
1.     Focus on the customer need and the value of our solution to the customer (don’t start with a specific product idea or technology)
 
2.      Keep it simple (respond to the critical need and don’t increase your product’s cost and complexity with unneeded options)
 
3.     Do rapid experimentation (have an idea, develop it cheaply, get it to market quickly, get feedback, reiterate)
 
4.      Leverage partnerships (this is not just the age of social media, it is the age of social solutions—it may often take several small, key entities working together to solve a larger problem)
 
We already apply several of these principles in our product development at Saint Mary’s Press, especially the first one. 
 
But what would happen if we took all four of them seriously?
 
________________________________________________________
 
Eloise Sendelbach
Design Coordinator
 
This session focused on how important it is to talk to your users (and listen to them!) and how to use progressive engagement to avoid scaring users away.  
Some key points to consider:
  • Starting with general questions to open them up and get them talking, then work into really narrow questions.  
  • Asking users to not only give feedback on your product but also to critique, can get to deeper issues or problems they may be having.
“This works so well because humans have a fundamental need to be consulted, engaged and to exercise their knowledge.”
  •  Getting users engaged in helping to develop your product is not a popularity contest, and you should not be afraid to put something out there in front of users because you don’t know what people will say!
  •  It is not good enough for the thing (product) to be good, users need to agree.
  •     Then show your users that you listened, and why you did or didn’t use their feedback.
  • Turn your data you collect into information and follow these steps:
·         Build the process
·         Ask for feedback
·         Refine based on input
·         Users will recognize that you are listening to them!
·         Start the process again
Through this process, this successful collaboration will build its own momentum!
 ________________________________________________________

Jason Shawley
Digital Strategist





Session: Multiple

My major take away from UXPA this year was very meta.
UX is not only about what the user tells you during a test. It's what they tell you every day while using your products.
 
When it comes to websites or apps, hidden behind all of the shiny graphics and shopping carts is a complex system that is capturing your users’ data (analytics). This system will capture what they are searching for, how long they stay, where they are from, what pages they go to most and what kind of device they use to access your content.
 
All of this data should be looked at and reviewed on a monthly basis. By reviewing the analytics you can assess what the user is having trouble finding or what they search for the most.
 
This will allow you to make changes to your websites or apps quickly to help users get to the information they are looking for or adjust your website to fit the device they are using to view your content. Ultimately, enhancing the user experience.
 
 Also, by reviewing all of the data, you might come up with an idea for a new product the user is asking for. Take the time to match up key word searches in categories that fit your content. It’s possible you have the content or product that a user is looking for but can’t find because they are searching using a different term.
 
Update your products, content metadata and websites with the terms your customers are using. By doing so you will make the user experience better by making the content and products easier to find.
 
Your customers leave behind a wealth of data every time they visit your website or apps. Make sure to put on your mining hat and dig for the hidden gems of data that lie below the surface.


Thursday, August 15, 2013

Get off the Wagon Train- Get on the UX-Rails


 Before the presence of the transcontinental railroad, people who wanted to travel west had to resort to slow and sometimes treacherous terrain.  But once tracks were laid across the country and there was a designated path on which to travel, journeys west became faster, safer and cheaper.

Travel through projects is not unlike these travels across country. If we stay on the rails and the customer tracks (or key tasks) already laid down, there is a clear way to determine what we do and how we do it. In other words, travel through the project should be faster and cheaper than if we took a route not based specifically on user tasks.

 The FACTS:
  • Every project has a set of UX rails on which it travels. 
  • Those rails are the customer tasks and requirements. 
  • If the project stays on the rails it WILL reach its destination efficiently and effectively.
Over the last 2 1/2 years, I don’t think I have encountered one project that –having adhered closely to the UX-rails- did not reach its destination.

This does not mean that every project has gone on to be published or become a live site. What it does mean, however, is that every project when guided first and foremost y by an understanding of the user, their discreet tasks and corresponding requirements- will naturally arrive at a direction and ultimately the right destination.

This, to me, is the genius of UX.   
From a product development perspective, when there are limitless opportunities of what to create and how to create it, UX work illuminates

1.  The location of the tracks or customer tasks, i.e. those pieces which justify project travel.

2.  How to configure the train for the specific rails, i.e. how many cars (of content) should the train have?  Should these cars be their own train or would it make more sense to attach these cars (of content) to another train. Is what we are hauling the right make-up for what the customer tasks are? Should the cars have open access or do they need to be locked (in the case of curriculum assessments)?

From a financial perspective, UX work indicates early on if there is value in spending our time, money and resources travelling on a particular set of tracks AND it allows us to focus our resources in on providing and creating those aspects of a project that are most important and necessary for the customer to be efficient, effective and ultimately successful in their work.  

From a customer perspective, UX work provides us tools for understanding which travels  will be of most value and most compelling to our customer.

Last, but not least, from a mission perspective, UX work helps us to always remember what we are trying to do and for whom we carry out this important work.

In the end, it is just not possible to go wrong when you ride the UX-Rails!



Photo credit: Bicentennial Wagon Train in 1988. Jacksonholejournal.net




 

 

 

Thursday, June 6, 2013

Charting User Waters: How Maps and Flows Help with Usability



Dr. Brian Still
This is a guest post by
Dr. Brian Still, Director
 Usability Research Lab
 Texas Tech University. 

Doing effective discovery, or understanding just who is using your product and what they need to be successful, is always challenging. Ultimately, going into the field where they live and work is an irreplaceable method because of the realism it offers and the depth of data it returns about what they are actually doing.


However, if you just go out into the field without a clear purpose and expect to see something happen that you’ll know is significant while it happens isn’t, most of the time, going to lead to a positive outcome.

There’s just too much to see, and so very often we report back with too much data to make sense of. This, unfortunately, can lead to picking off only the most obvious observations and incorporating them into task development or even product design.

We need better focus when we’re out in the field, which is to say that we need to know why we’re going out there, and what we’re trying to find out. That doesn’t mean we want users to confirm to us what we think is right, but it does mean that if we don’t have a game plan for the observations we carry out in the field, we’re just going to see a forest, not trees.

I’m teaching a user-centered design course right now. It’s different from user evaluation because we want to make something for the users. We still need them to evaluate what we make so we can insure that we’ve built in the affordances and requirements necessary for them to do well with what we’ve designed.

But we have to make a lot of decisions early on and, in fact, we want to make a lot of decisions early on because we have something we want to produce, and we have goals, design ideas, etc. that we want to see carried through. Because of this, when we do interact with users, we have to spend a lot of energy on understanding who they are and what we want from them as part of our overall design process.
That places, therefore, a lot of emphasis for us on discovering, even before site visits in the field, critical things related to users:

·         Who are they, what do they use right now, what’s their experience, what can they handle?

·         What do competitors do, or previous products we’ve made, that works to satisfy user needs?

·         What limitations do we have in time, money, materials (web site, mobile both?) that will impact the design and use?

There are a number of methods we can employ, metrics, other data resources we can gather, that will help us answer much of this. But if we want to go into the field and watch users use our new product and then use that as feedback to improve the design, eventually transitioning into full-blown user testing, we need to try different approaches to gather knowledge about users that will tell us more clearly what goals they need and what features are required to allow them to achieve those goals.
Often we’ll brainstorm, we’ll even do card sorting, affinity diagramming, but those tend to help us as designers organize our thoughts and goals. We can do cognitive walkthrough, interviews, and surveys, but all those imply that we know who to interview or survey. What if we’re still not sure? What if we need a little more clarity about our population but lack the data and focus necessary to go into the field right away and know who to watch and what to watch for?
I want you to consider, beyond surveys and interviews, a couple of other approaches that might serve as useful stepping stones to building a better sense of key user characteristics and use requirements.

User Flow


Let’s say you can describe your user with a few defining characteristics: Bob is 14-18, attends a Catholic high school, has used St. Mary’s products before, has an affinity for electronic devices, and enough experience with information on mobile devices to know his way around the interfaces found there. That’s great, but how does Bob go about using information on the mobile interface, for example, information related to Catholic education? You’ve got enough maybe to recruit people like Bob, but you don’t have at this point enough knowledge to look for particular things as you visit Bob on-site, or you construct tasks for him to do when you test.
A User Flow chart can help with this. Pick a process, such as Bob wants to edit his profile in the application. Now the first thing you do, illustrated below, is have Bob start where he would naturally start. Understand, this isn’t where he has to start but where you expect Bob would want to start, which already helps you start to think about how the user will flow through. If your application is intuitive, it will allow Bob to flow as he expects to flow through it.

From Bob’s start you then create squares for every other page Bob would expect to encounter along the way to achieving his goal. Whenever Bob has to make a decision, surround that with a triangle.  If multiple pages are available for Bob to choose from, put those into the flow, and also indicate where, if any, files have to be accessed.
This flow can get complicated, but understand that if a complicated flow is required, you’re most likely designing an interface that will have problems. But once the flow is down, and you can create as many as you want to allow Bob to complete his goals for using the application, you then have a better sense of what Bob is doing so that when you go into the field, you’ll have the focus necessary to look for the bottlenecks, problem spots, or navigational pathways that you noted when you created your user flows.

A sample user flow:


User Journey Map


There is a great online article, http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php, that effectively illustrates how to perform a user journey map. Duplicating here would just be overkill. But in a nutshell, the user or customer journey map is a visual depiction of what a user needs and what steps they take to fulfill those needs as they interact with your product. Simply, you create a visual that allows for you to display, together, what the customer is trying to do, what steps they want to take to do it, and what emotions or thoughts they experience as they carry out these steps.
Now what I like about this mapping is that once you create a map, you can continue to revise and/or add to it as you gain more data about users, and it serves as a nice reference tool for prepping folks for doing site visits, or explaining how, ultimately, your testing of products, as well as your design of them, resulted in creating an experience that was successful in allowing people to take the journey they wanted. Or if not, what needs to be done to help them do that. And, as the article notes, it is a tool that resonates understandably across an organization. You can remind stakeholders of what Bob wants to do, why, and what he thinks/feels as he does it, or cannot do it. This helps compel support for product design changes, helps recruitment of Bob for testing, and, of course, helps refine at the earliest possible stages of discovery your goals for determining who Bob is and what he does. This, in the process, naturally leads to less murkiness when doing field analysis, or when creating/evaluating products.