Successful user experience strategies and roadmaps

aire)

n

Thank participant summary

328 Successful User Experience: Strategies and Roadmaps


Sample Usability Report

Project Goal
n

What is the project trying to achieve?

n

How will you define success?

Executive Summary
n

Describe the project in high level details. What is being tested, what
methodology and why it was chosen

n

How many participants, how many personas

n

Context of study (where it takes place, what kind of object is being tested?)

Methodology of Work
n

Describe the methodology in enough detail so the stakeholder who is not a UX
professional will understand

n

Why this methodology was chosen

n

What this methodology will seek to find

Data and Results
n

List findings

n

What did the analysis show? What are the results?

n

Recommendations based on these findings

Big Picture Takeaways 329


Conclusions
Suggestions for Further Inquiry
n

Tie it back to strategy, what is the next logical UX step for the project

n

Back up your recommendations with corresponding user and business goals

Specific Data
Tables and charts are appropriate, showing details such as participant
demographics, metrics, findings charges, etc.
n

User workflow specification

n

User Mental model and demographic description

n

User interface screen wire frames (number of screens to be determined)

1.

Usability prototype testing
n Test protocol: goals, procedure, and script for usability test
n User interview questions
n

Pre-test questionnaire

n

Post-test questionnaire

n 8 Users perform specific tasks including following tour, changing stops on
tour and completing tour.
n Test report presentation, including recommendations for next iteration
2.

Iterative heuristic evaluation work with technology development team
n Expert review of new revision of design including recommendations

3.

Innovative user interaction design as the product develops further, including but
not limited to additional

Roadmaps
Roadmaps create actionable steps to help the project reach its goals. Strategic
models and diagrams help provide the big picture and set goals and the
roadmaps are the tactics to use in reaching those goals (Figures 16.1 and 16.2).

330 Successful User Experience: Strategies and Roadmaps

Phase 1
Strategy
and
Personas

Phase 2
Innovation
and Design

Phase 3
Evaluation

Phase 4
Iterate and
Complete
Design

Figure 16.1 General roadmap.

Strategy

Set goals

Clarify constraints

Persona

Define and flesh

out the personas

Walkthrough
personas

Create
Design

Wireframes

Clickable
prototype

Usability
Test

Test each persona
on prototype

Actionable
recommendations

Iterate on
Design

Integrate data
from testing

Freeze product or
technology

Figure 16.2 Detailed roadmap.

Big Picture Takeaways 331


Glossary
Agile a highly iterative software development methodology, where cross-functional teams evolve
requirements and functionality
Artificial intelligence (AI) an area of computer science that includes the study and development of
software systems that provide intelligence for computing machines
Cognitive walkthrough a usability inspection method that is task specific, comparing a user interface
against a list of tasks to evaluate their ease of use
Design thinking a mindset and a methodology for innovation by balancing open creative thinking with
problem solving for specific situations
End-to-end a design principal for computing networks whereby application-specific functions reside
in the end nodes, or with the end user
Environmental scans the study of competing products or systems
Ergonomics field of practice whose goal is to create products, systems, and services that optimize
the well-being of the person using it
Expert review an evaluation done by a UX expert, using heuristics, personas and case studies
Functional requirements identify key functions and interactions with a product, system or service
Heuristic review a systematic usability inspection method that compares the user interface against
an accepted set of usability principles
Human factors a multi-disciplinary field of practice whose goal is to design products, services and
systems that are user-friendly, and comfortable for people to use
Information architecture the organization of information within a product, or system, including the
design of system information. This includes navigational flows and menu structures
Information design the creation of an organizational system to store and retrieve information
Intelligent user interface (IUI) user interface design that incorporates artificial intelligence.

This creates a user interface that has intelligence and thus provides a successful
user experience
Lean UX a set of principles that are used to focus on the experience not the deliverables

Glossary 333


Mental model the view, image or construct a person has about a scenario, process or environment
NLP Natural Language Processing can be seen as a subset of human-computer interaction.
NLP is a field of computer science, focused with interactions between a human and a
computer
Object-oriented design (OOD) the planning of a system of interacting software objects
Qualitative studies exploratory research that collects data about underlying motivations and
challenges and can help provide insights and new ideas. These studies are formative and based
on observations
Quantitative studies focuses on collecting numerical data that are analyzed through mathematical
based methods. These studies are also defined as summative
Scrum the term originates from the sport of rugby and is used to describe a specific agile
methodology. This particular approach defines roles such scrum master and product owner and
has many events designed to encourage team communication
Smartphone a digital phone that has capabilities to access and interact with applications and
websites on the internet
Software bugs the origination of this term dates back to computer software that was input via punch
cards. The software program would produce errors if bugs got into punch cards and filled the
punched holes. Although software has evolved past punch cards, the terms are still used for the
errors produced in a software system
Sprint a single development iteration, typically between two to four weeks in length, that includes
production work and scrum events. A given release will contain a certain number of these
subsequently occurring iterations
System usability scale (SUS) a tool for measuring the usability of a system and consisting of a 10

item questionnaire, with a 5 point rating scale for each question
Usability the degree to which a product or system can be used easily; how easy it is to use;
the measure of how useful an object or product or technology is to the person using it
Usability metrics specific measurements to determine how usable a product, system or service is
Usability test a UX methodology to evaluate how usable a product or system is

334 Glossary


User experience (UX) the experience of the person, using the object, product or technology;
the totality of a person’s interactions with a product, system or service
User requirements a set of specifications that define what the user expects the product, system or
software to do
WIMP Window, Icon, Mouse, Pointing Device

Glossary 335


Index
Note: Page numbers followed by b indicates boxes, f indicates figures, and ge indicates glossary terms.
A
A/B testing, 133
Accidental usability, 219
Agent Annotation and Retrieval of
Images (ARIA), 36–39, 38f
Agfa prepress systems, 166, 169
Agile, 333ge
Agile software development
manifesto, 158–164
methodologies and processes,

157–158
UX failure, 159b
Agile User Experience Design
high-profile project and offshore team
members, 160
scrum master, 160
tight deadlines, 160
American Healthcare Association (AHCA)
conference, 189–190
Analysis of variance (ANOVA), 228–229
AnswerLab, 123–124
Apple Inc, 39, 320–321
ARC, business strategy, 292–293
Arlington Voter Verification
A/B test design, 264
four technologies, 264–265
issues, 265
Artificial intelligence (AI), 33–34, 333ge
Association for Computing Machinery (ACM),
11–12, 14
Avore, Chris, 170b
Axure prototypes, 205
B
Big design conference
customer journey maps
during conference activities, 254–255
post-conference activities, 255
pre-conference activities, 252–254
final thoughts, 256

issues
environment, 249
registration, 249
schedule, 249
signage, 249
social media, 249
trade show, 249
Wi-Fi, 249
storyboard registration, 255–256
timekeeper, 254
track manager, 254
understanding the users
networking, 252
socializing, 252
Blue Hills Bank, 59f, 63–64
Brownie camera, 4–6
Buffalo General Hospital, 180b
Business strategy
ARC, 292–293
Canada solicited accent, 291
components, 293
contextual inquiry, 298
creation, 297–298
discovery phase, 293–294
goal setting, 302b, 306f
mapping of, 299f
personas, 298
qualitative research, 299
quantitative research, 300
regional municipalities, 291

stakeholder workshops
browser and web standards, 296
express and set priorities, 294–295
group meetings, 295
vision and goals, 295–296
success, 306–307
usage scenarios, 299
user profiles, 298
visual designs, 300, 301f
wireframes, 300

Index 337


C
Cambridge Trust, 60f, 63–64
Cardiac Catheterization, 180
Cardiac workstation
feedbacks, 186–187
moderator’s guide
environment, 183
informative study, 187
RAT, 181
site visit members, 182
site visit process, 182–183
user feedback, 180–181
user profile data, 183
users, 185–186
working environment, 184–185
workstation, 183–184

Center for Medicare and Medicaid Services
(CMS), 80–81, 188–189
competitive analysis, 84
environmental scan, 87
evolution of, 89–90
field studies, 84–85
focus groups, 85
goal settings, 88–89, 88–91f
NHC, 82–83, 90–92
online survey, 86
persona development, 84–85
primary goals, 81
prototype, 83
quality improvement, 81
quality ratings, 82
social media, 87–92
success, 90
usability test, 83, 85–86
use case, 84–85
web analytics, 87
Checklists
data specification, 330
expert review, 326
field studies review, 327
moderator’s guide, 328–330
suggestions, 330
usability report, 329b
usability test, 325
Cognitive science, 28
Cognitive walkthrough, 333ge

Community Emergency Response Team (CERT),
137–138

338 Index

disaster survivors, 141–143
Microsoft-Word-based reports,
143–144
participants and recruitment,
139–140
research program, 138
script development, 140
session setup, 140–141, 142f
valuable experience, 144
Compugraphic company, 166b, 169
Contextual inquiry, 179
Cross Channel e-Service design
design concepts, 212–214
in-depth user research, 208–212
localization, 207–208
X Thinking approach, 207
D
Data analysis, 135
Design thinking, UX, 32f, 333ge
accessibility/disabilities, 28
Accessible Rich Internet Applications,
37–39, 38f
Apple Inc, 39
ARIA, 36, 37f
capturing images, 34–35

case study, 22b
cognitive science, 28
competitive analysis, 46–47
creativity, 29
definition, 20
demographics, 27
development team, 21–22
goals, 27
graphical layer, 42
GUI, 42–44
human factors, 28
human memory, 28
human perception, 28
IA (see Information architecture (IA))
innovation, 29–30
iterate, 30–39
Letizia, 37–39
macro system, 20–21
micro interactions, 20–21
participatory design, 44–45
personas, 47–57, 50b, 56f
physical and graphical layer, 42


principles of, 45–46
process issues, 21
prototype, 45
retrieving images, 34–35
Shoebox problem, 32f
AI, 33–34

axes list, 31–33
conventional systems, 35–36
definition, 31
Electronic Shoebox Browser, 31–32
Lieberman, 34
use case, 49–57, 50b, 56f
wireframes, 45, 46f
Design, UX
aspects, 20
definition, 18
elements of, 18–20
visual, 300, 301f
Dewey, John, 159b
Dynamic Systems Development Method
(DSDM), 158

E
Eastman, George, 2–7
Eastman Kodak Company, 72
Electrodermal activity (EDA), 147–148, 150–151
Empirical methods, usability tests, 117–118,
132–134
End-to-end customer experience, 333ge
Environmental scans, 333ge
Ergonomics, 333ge
Expert reviews, 82–83, 333ge
competitive analysis
AnswerLab, 123–124
learnings, 128–129
methodology, 124–127

multi-phase iterative study, 129
research objectives, 124–125
task-based approach, 127–128
components, 119
heuristic reviews
definition, 120–121
design principles, 122–123
GPS devices, 121
navigation system, 122
usability test, 120
Eye tracking, 148, 151

F
Failure as success
benefits, 310
Edison, Thomas, 310–311
findings and recommendations, 318–319
IA issues, 313
iterative approach, 311
Jobs, Steve, 320–321
results, 318
values, 310
Williams, Scott, 312b
work methodology, 317–318
Field research, 179–187
Field studies, 178–179
font rationalization, 178
prepress system, 178–179
Focus groups, 188–194, 238
Fuller, R. Buckminster, 26

Functional requirements, 333ge
G
Galvanic skin response (GSR).
See Electrodermal activity (EDA)
Gates, Bill, 309
Getting buy in
innovation, 268
project managers, 269
resistance
commercialization schedules, 271
critical path, users, 270–271
iterative approach, 271–287
resistant stakeholders, 269–270
users innovation, 270
ROI analysis, 269
UX strategy
brand, 283–285
budget, 284
business and UX team, 274–275
business owners, 276
management success, 286–287
meeting, 276–282
positive changes, 280–282
product-development cycle, 284
product owners and product managers, 286
qualitative and quantitative data, 282
research team, 273, 277
SharePoint, 285, 286f
usability tests, 279–280

Index 339


Global UX
communities, 199
Cross Channel e-Service design
design concepts, 212–214
in-depth user research, 208–212
localization, 207–208
X Thinking approach, 207
internationalization and localization, 200–206
methodologies, 199–200
online studies, 214
storytelling approach, 206–214
Swiss traffic management, redesign
design process, 203–205
learnings, 205–206
reasons, 202–203
WUD
accidental usability, 219
attitude affects, 219
charter, 217–218f
events, 216
Gothelf, Jeff, 165
Graphical user interface (GUI), 42–44, 94
Grocery shopping expert review, 123b
H
Help America Vote Act (HAVA), 261–265
Heuristic reviews, 333ge
definition, 120–121

design principles, 122–123
GPS devices, 121
navigation systems, 122
usability test, 120
Human factors, 28, 333ge
Human-computer interaction (HCI), 13
Human Factors and Ergonomics Society
(HFES), 14
Human memory, 28
Human perception, 28
I
Information architecture (IA), 313, 333ge
bank web sites
AccountServices, 64–65
background, 58
Blue Hills Bank, 59f, 63–64
Cambridge Trust, 60f, 63–64
goals, 57–58
recruiting and participants, 63

340 Index

Rockland Trust, 61f, 63–64
weighted score, 62b
navigational system, 57
Information design, 333ge
Inspection methods, usability, 118
Intelligent user interface (IUI), 333ge
Intercontinental Hotels Group (IHG) project, 207,
212–214

Internationalization and localization
user groups, 200
user testing, 200
International Standards Organization (ISO), 9
IR Mobile, 171
Iterative approach, 271–287
Iterative design
Agile development, 157–164
development cycle, 156–157, 157f
waterfall model, 156
J
Jobs, Steve, 320–321
K
Kickoff meeting, 135
Kodak Brownie camera, 198–199
Kodak camera
Brownie camera, 4–6
definition, 2
evolution of, 3
George Eastman, 3
imaging inventions, 6–7
new technologies, 6–7
people interactions, 7
snapshot photography, 3–4
strategy, 7
Kodak, Eastman, 180
L
Land, Edwin, 315
Lean software development, 158
Compugraphic company, 166b

Gothelf, Jeff, 165
principles, 165
product development, 165
UX movement, 165
Lean UX, 333ge
Liberty Mutual
brand, 283–285
budget, 284


business and UX team, 274–275
business owners, 276
management success, 286–287
meetings, 276–282
positive changes, 280–282
product-development cycle, 284
product owners and product managers, 286
qualitative and quantitative data, 282
research team, 273, 277
SharePoint, 285, 286f
usability tests, 279–280
M
Mental model, 334ge
MIT-Caltech voting technologies, 262–263
Mobile devices
definition, 97
form factors, 96–97
GUI, 94
interaction modes, 98–99
NHC (see Nursing Home Compare (NHC)

website)
RWD, 97
usability testing
analysis and report, 109, 111–112
background, 105, 105f
devices, 104–105
goals, 105–106
lab setup, 108–110
planning, 105–106, 110
recruitment, 106–107, 110
scenario-based tasks, 107–108
tasks, 107–108, 111
visual interfaces, 99
WIMP system, 94–96
Molich, Rolf, 120–121
Morville, Victoria, 180b
Muller, Michael, 44–45
N
NASDAQ IR Mobile, 170b, 172f
Natural language processing (NLP), 95, 334ge
Neilsen, Jacob, 120–121
Net Promoter Scores (NPSs), 149
Nursing Home Compare (NHC) website, 80–83,
90–92, 188–189
bounce rate, 239
data group, 241–242

focus group, 238
issues, smaller screens, 102–103
mapping, 243

new visitors, 240
page depth, 240
responsive design desktop, 101f
responsive design mobile platform, 102, 103f
RWD, 99, 100f
search data, 240–241
SEO, 239
site referrers, 240
social media channels, 241
unique visitors, 239
usability test, 100–102
UX strategic model, 99–100
web sites, 104
Nursing home providers
ABT, 189
AHCA conference, 189–190
challenges, 192–194
CMS, 188–189
feedbacks, 189
key findings, 191–192
project setup, 190–191
research method, 189
O
Object-oriented design (OOD), 19, 334ge
Online surveys, 223
Opportunity, 311–312
P
Paper surveys, 223
Participatory design, 44–45, 118
Personas and use cases, 47–56

behavior identification, 50–51, 56f
business strategy, 298
definitions, 53–55, 56f
distributor problem, 50, 56f
persona description, 146–147
quantitative data, 52, 56f
recommendations, 55, 56f
statements, 52, 56f
survey, 53, 56f
PhoneCard
Bubble Mountain Consulting, 317–318
findings and recommendations, 318–319

Index 341


PhoneCard (Continued)
goals, 317
international call rates, 316
marketing, 316
ratings, 318
target market, 319–320
Prototype, 45
Q
Qualitative studies, 334ge
Qualitative vs. Quantitative studies, 133–134
Quantitative studies, 334ge
Quote Start Rate (QSR), 275–276
R
RAT, 181

Remote usability testing, 118
Responsive web design (RWD), 97
Return on investment (ROI), 283
Roadmaps, 330
Rockland Trust, 61f, 63–64
S
Salesforce, 169–170
Scrum, 158, 334ge
Search engine optimization (SEO), 239
Senior Graphic Arts Specialist (SGAS)
field visit, 167, 167f
principles, 168–169
roles, 166–167
user interface design, 166–167
SensoMotoric Instruments (SMIs), 148
Service design
big design conference
customer journey maps, 252–255
final thoughts, 256
issues, 249–250
storyboard registration, 255–256
understanding the users, 250–252
framework, 246
principles, 248–256
serving the people, 256–258
success, 265
touch points, 247
voting
Arlington Voter Verification, 263b
HAVA, 261–265

Presidential election, 259

342 Index

rejected ballots, 260–261
user touch points, 258–259
SharePoint, 285, 286f
Skin conductance. See Electrodermal activity (EDA)
Smartphone, 334ge
Social media, strategic model, 87–92, 243–244
Software bugs, 334ge
Special Interest Group on Computer-Human
Interaction (SIGCHI), 13–14
Sprint, 334ge
Stakeholder workshops, business strategy
browser and web standards, 296
express and set priorities, 294–295
group meetings, 295
vision and goals, 295–296
Storytelling approach, 206–214
Strategic model, 73–74, 74f
ahead, and align goals, 71
benchmarks, 79–80
building
aligning goals, 76–77, 77f
goal types, 75–76
meeting goals, 78–79
numerous conflicting issues, 74–75
CMS (see Center for Medicare and Medicaid
Services (CMS))

conditions, 70–71
conflicting goals, 71
deliverables, 79–80
market driven technology, 72–73
technology driven, 71–72
Success, 315. See also Failure as success
Surveys
analysis and results, 228–231
background, 225–226
benefits, 222
follow-up study, 227–228
future aspects, 232–233
information and personal beliefs, 234
initial study, 226–227
methodological and recruiting issues, 231–232
online, 223
paper, 223
personal beliefs, 234
tools, 223–224
Swiss traffic management, redesign
design process, 203–205
Axure prototypes, 205


conceptual model, 203–204
top-down user-centered approach, 203
usability tests, 205
workshops, 204
learnings, 205–206
reasons, 202–203

System usability scale (SUS), 334ge
T
Think-aloud protocol, 118, 136–144, 149
Timekeeper, 254
Top-down user-centered approach, 203
Track manager, 254
Tranquada, Fiona, 188b
U
Usability, 116–117, 334ge
definition, 7–8
evaluation, 116–117
empirical method, 117–118
inspection methods, 118
interaction types, 8
ISO‘s, 9
technology and customer experience, 9–10
touch points, 10
UXTs, 9
Usability metrics, 334ge
Usability Professionals Association (UPA), 14
Usability report
data and results, 329
executive summary, 329
goals, 329
methodology, 329
Usability testing, 83, 279–280, 334ge
A/B testing, 133
cardiac catheterization, 180–181
CERT (see Community Emergency Response
Team (CERT))

contextual-based, 136
development and innovation, 152–153
empirical method, 117–118
empirical methods, 132–134
factors, 132
mobile devices
analysis and report, 109, 111–112
background, 105, 105f
devices, 104–105
goals, 105–106

lab setup, 108–110
planning, 105–106, 110
recruiting, 106–107, 110
scenario-based tasks, 107–108
tasks, 107–108, 111
moderating, 133
NHC tool, 100–101
open ended, 136
qualitative and quantitative data
background, 145–146
definition, 133–135
EDA, 147–148, 150–151
emotional activation level, 151
eye tracking, 148, 151
issue/problem, 147
microsoft product reaction cards,
148–149, 151
NPSs, 149
packaging, 149–150

persona description, 146–147
think-aloud protocol, 149
use case, 146
web site, 150
responsive design, 85–86
task-based, 135–136
think aloud protocol, 136–144
Use cases, 49–56. See also Personas and use
cases
User experience (UX), 335ge
ACM, 11–12, 14
designing systems, 11
HCI, 13
HFES, 14
human factors/ergonomics, 12
humanistic side of, 2, 10–11
industrial design, 12–13
Kodak camera, 2–7
limitations of, 11
medical device, 2
numerous factors, 11
process, 15f
services, 11
SIGCHI, 13–14
system, 2
UPA, 14
usability and, 7–10
voting machines, 2
WWII, 13

Index 343


User experience touch points (UXTs), 9
User requirements, 335ge
V
Voter Verified Paper Audit Trail (VVPAT), 264
Voting Technology Project (VTP), 263
W
Web analytics (WA)
customer methods, 242–243
Medicare and Medicaid services, 236–243
NHC web site, 237b
what, 235
when, 235–236
where, 236

344 Index

who, 235
why, 236–243
Williams, Scott, 312b
Window icons, menu, pointing device (WIMP)
system, 94–96, 335ge
Wireframes, 45, 46f, 300
World Usability Day (WUD)
accidental usability, 219
attitude affects, 219
charter, 217–218f
events, 216

World War II (WWII), 13
X
XEROX Alto, 94