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Embedding usability in your organisation

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Michele Ide-Smith
Michele Ide-Smith

1) The document discusses how organizations typically progress through stages of usability maturity from initial hostility to widespread reliance on user research. 2) It provides an overview of techniques an organization can use to embed usability practices, including conducting user research, usability testing, creating personas, and integrating UX processes into agile development. 3) The author details how their own organization has progressed from occasional usability surveys to having a dedicated UX team and standardized processes, highlighting the importance of starting small, gaining buy-in from stakeholders, and using data to demonstrate the value of usability

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Embedding Usabilityin your organisationMichele Ide-SmithSoftware East, 3 March 2011
“As their usability approach matures, organisations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”Jakob Nielsen
A bit of background
Who are our users?Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
Costs per transactionFace-to-face £8.23Telephone £3.21Website £0.39Source: SOCITM (Society for IT Managers), 2009
Technology Acceptance Model (Davis, 1989)
Making our web services useful and usable saves public money
We’ve come a long way…20062011Occasional usabilitysurveyDedicated UX ArchitectUX techniques and skills embedded
UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/We are here
How did we get started?Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
A revelation can become a passion
Embedding usability in your organisation
UX techniques are not hard to pick up
But knowing when and why to use them takes experience
Start with small butperfectly formed projects
Start small
Embedding usability in your organisation
If you have budget available and decide to use external expertise
Work collaborativelyFind a supplier who’ll work collaborativelyAnd help transfer skills to in-house teamsPhoto by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
Highlighting poor design and content requires tact and diplomacy
Use familiar language e.g. ‘customer focus’, ‘customer experience’
Some stakeholders have strong opinions
Remember, data can speak volumes
Embedding usability in your organisation
Photo by mr savoury http://www.flickr.com/photos/bop/7157529/
Embedding usability in your organisation
Use data to tell a story about your users
Embedding usability in your organisation
55 %of visits from search engines9%of visits include the home page
Embedding usability in your organisation
Embedding usability in your organisation
Embedding usability in your organisation
Data sourcesGoogle analyticsHeat maps e.g. CrazyEggCustomer feedbackWeb transactionsCall centre Demographic researchUsability testingUser interviews
Remember to set targets, evaluate and compare metrics!
It helps to have a UX Champion!Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
The whole team is learning UX skills
Everyone in the team can do an expert review or walkthrough
Anyone can have design ideas
The person who created these sketches had no prior UX experience
But UX has become a full time job
When we re-structured in 2010 we created a UX Architect role
We now have dedicated UX resource, skills and a toolkit
Standardising processes and templates has helped with our UX roll out
Author: Matthew GodfreyUser Experience: TechniquesUser Experience: Method CardsPublished: 25/10/2010Techniques OverviewResearchAnalyticsTask Analysis/FlowCompetitor AnalysisSurveys/QuestionnairesDesignPersonasWireframingPaper prototypingCard SortSketchingHTML PrototypingMock-upsUser Flows/Journey MapEvaluationExpert ReviewRemote testingFace-To-Face TestingHeuristic ReviewPage 1 of 19
We’ve integrated UX processes into Agile (Scrum) processes
User Experience: Method CardsUser Experience: Method CardsTechnique 15: Expert ReviewTechnique 14: User Flow/Journey MapSummarySummaryAn expert evaluation of an existing site or application, to provide a high-level summary of usability/accessibility issues.A design technique used to illustrate the steps a user might take when completing a task, process or transaction.Resource: 1x Web Strategy TeamResource: 1x Web Strategy TeamTime: 1 dayTime: 1/2 dayCost: Not applicableCost: Not applicableSuitable for:Suitable for:New sites/applicationsNew sites/applicationsExisting sites/applicationsExisting sites/applicationswww.cambridgeshire.gov.ukwww.cambridgeshire.gov.uk
User Experience: Method CardsUser Experience: Method CardsTechnique 15: Expert ReviewTechnique 14: User Flow/Journey Map What WhatUsed to illustrate the typical steps of a user within a given concept/design. Each screen is mapped out in sequence in which the task or process should ideally follow.An expert evaluation of an existing site or application, using heuristics to guide the reviewer and identify potential usability/accessibility issues.WhyWhyTo better understand the steps a typical user would take, to achieve a particular goal. Allows designers and stakeholders to explore the flow of a concept/design.Allows for a quick and detailed expert analysis of a site or application, requiring little time or resource. Will provide a summary of issues and recommendations. WhenWhenWhere time/budget constraints would make it difficult to conduct full user testing. Can take place at short notice, involving minimal resource and yield fairly detailed results.Used during the design phase user flows are relatively quick to pull together and can easily accommodate rapid changes.www.cambridgeshire.gov.ukwww.cambridgeshire.gov.uk
And we’re getting to know much more about our users…
Using data to bring our users to life
In conclusion
“No matter how impassioned your approach, it’s impossible to take a company straight from UX indifference to UX maturity. The demands are too disruptive. Focus, as the undercover manifesto suggests, on big change through small victories, slowly winning the hearts and minds and convincing your team of the need for UX approaches .”Cennydd Bowles, James Box
Thanks for listening!Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
Get in touchMichele Ide-SmithWeb Strategy ManagerCambridgeshire County Councilmichele.ide-smith@cambridgeshire.gov.uk01223 699710www.ide-smith.co.ukwww.twitter.com/micheleidesmithhttp://www.linkedin.com/in/micheleidesmith

More Related Content

Embedding usability in your organisation

  • 1. Embedding Usabilityin your organisationMichele Ide-SmithSoftware East, 3 March 2011
  • 2. “As their usability approach matures, organisations typically progress through the same sequence of stages, from initial hostility to widespread reliance on user research.”Jakob Nielsen
  • 3. A bit of background
  • 4. Who are our users?Photo by Joe Shablotnik http://www.flickr.com/photos/joeshlabotnik/305410323/
  • 5. Costs per transactionFace-to-face £8.23Telephone £3.21Website £0.39Source: SOCITM (Society for IT Managers), 2009
  • 7. Making our web services useful and usable saves public money
  • 8. We’ve come a long way…20062011Occasional usabilitysurveyDedicated UX ArchitectUX techniques and skills embedded
  • 9. UX Maturity Model diagram from an article by @rfeijo http://johnnyholland.org/2010/04/16/planning-your-ux-strategy/We are here
  • 10. How did we get started?Photo by Sarah and Mike …probably http://www.flickr.com/photos/sarahandmikeprobably/4266668689/
  • 11. A revelation can become a passion
  • 13. UX techniques are not hard to pick up
  • 14. But knowing when and why to use them takes experience
  • 15. Start with small butperfectly formed projects
  • 18. If you have budget available and decide to use external expertise
  • 19. Work collaborativelyFind a supplier who’ll work collaborativelyAnd help transfer skills to in-house teamsPhoto by Lollyman: http://www.flickr.com/photos/lollyman/4424552903
  • 20. Highlighting poor design and content requires tact and diplomacy
  • 21. Use familiar language e.g. ‘customer focus’, ‘customer experience’
  • 22. Some stakeholders have strong opinions
  • 23. Remember, data can speak volumes
  • 25. Photo by mr savoury http://www.flickr.com/photos/bop/7157529/
  • 27. Use data to tell a story about your users
  • 29. 55 %of visits from search engines9%of visits include the home page
  • 33. Data sourcesGoogle analyticsHeat maps e.g. CrazyEggCustomer feedbackWeb transactionsCall centre Demographic researchUsability testingUser interviews
  • 34. Remember to set targets, evaluate and compare metrics!
  • 35. It helps to have a UX Champion!Photo by Dunechaser http://www.flickr.com/photos/dunechaser/3538429942/
  • 36. The whole team is learning UX skills
  • 37. Everyone in the team can do an expert review or walkthrough
  • 38. Anyone can have design ideas
  • 39. The person who created these sketches had no prior UX experience
  • 40. But UX has become a full time job
  • 41. When we re-structured in 2010 we created a UX Architect role
  • 42. We now have dedicated UX resource, skills and a toolkit
  • 43. Standardising processes and templates has helped with our UX roll out
  • 44. Author: Matthew GodfreyUser Experience: TechniquesUser Experience: Method CardsPublished: 25/10/2010Techniques OverviewResearchAnalyticsTask Analysis/FlowCompetitor AnalysisSurveys/QuestionnairesDesignPersonasWireframingPaper prototypingCard SortSketchingHTML PrototypingMock-upsUser Flows/Journey MapEvaluationExpert ReviewRemote testingFace-To-Face TestingHeuristic ReviewPage 1 of 19
  • 45. We’ve integrated UX processes into Agile (Scrum) processes
  • 46. User Experience: Method CardsUser Experience: Method CardsTechnique 15: Expert ReviewTechnique 14: User Flow/Journey MapSummarySummaryAn expert evaluation of an existing site or application, to provide a high-level summary of usability/accessibility issues.A design technique used to illustrate the steps a user might take when completing a task, process or transaction.Resource: 1x Web Strategy TeamResource: 1x Web Strategy TeamTime: 1 dayTime: 1/2 dayCost: Not applicableCost: Not applicableSuitable for:Suitable for:New sites/applicationsNew sites/applicationsExisting sites/applicationsExisting sites/applicationswww.cambridgeshire.gov.ukwww.cambridgeshire.gov.uk
  • 47. User Experience: Method CardsUser Experience: Method CardsTechnique 15: Expert ReviewTechnique 14: User Flow/Journey Map What WhatUsed to illustrate the typical steps of a user within a given concept/design. Each screen is mapped out in sequence in which the task or process should ideally follow.An expert evaluation of an existing site or application, using heuristics to guide the reviewer and identify potential usability/accessibility issues.WhyWhyTo better understand the steps a typical user would take, to achieve a particular goal. Allows designers and stakeholders to explore the flow of a concept/design.Allows for a quick and detailed expert analysis of a site or application, requiring little time or resource. Will provide a summary of issues and recommendations. WhenWhenWhere time/budget constraints would make it difficult to conduct full user testing. Can take place at short notice, involving minimal resource and yield fairly detailed results.Used during the design phase user flows are relatively quick to pull together and can easily accommodate rapid changes.www.cambridgeshire.gov.ukwww.cambridgeshire.gov.uk
  • 48. And we’re getting to know much more about our users…
  • 49. Using data to bring our users to life
  • 51. “No matter how impassioned your approach, it’s impossible to take a company straight from UX indifference to UX maturity. The demands are too disruptive. Focus, as the undercover manifesto suggests, on big change through small victories, slowly winning the hearts and minds and convincing your team of the need for UX approaches .”Cennydd Bowles, James Box
  • 52. Thanks for listening!Photo by brieuc_s http://www.flickr.com/photos/brieuc/4225881624/
  • 53. Get in touchMichele Ide-SmithWeb Strategy ManagerCambridgeshire County Councilmichele.ide-smith@cambridgeshire.gov.uk01223 699710www.ide-smith.co.ukwww.twitter.com/micheleidesmithhttp://www.linkedin.com/in/micheleidesmith

Editor's Notes

  1. When I first experienced user testing it was a real eye opener. I enrolled on a Master’s degree in Human Computer Interaction just as I started working at the Council.
  2. Choose a self-contained project
  3. Landing pages help drive traffic from search engines to key tasks
  4. My Manager and Director are both supportive of UX