What Is Design? A Simple Definition Is: - Achieving Within: Goals Constraints

WHAT IS DESIGN?
A simple definition is:

• achieving goals within constraints
What materials must we use?

What is the purpose of the design What standards must we
we are intending to produce? adopt?
Who is it for? How much can it cost?
Why do they want it? How much time do we have to
develop it?
THE PROCESS OF DESIGN
• Requirements – what is wanted The first
stage is establishing what exactly is
needed. For example, how do people
currently watch movies? What sort of
personal appliances do they currently use?
• Analysis -The results of observation and

interview need to be ordered in some way
to bring out key issues and communicate
with later stages of design.
• Design- Well, this is all about design, but
there is a central stage when you move from
what you want, to how to do it.
• Iteration and prototyping -Humans are

complex and we cannot expect to get designs
right first time. We therefore need to evaluate a
design to see how well it is working and where
there can be improvements.
• Implementation and deployment -
Finally, when we are happy with our
design, we need to create it and deploy it.
This will involve writing code, perhaps
making hardware, writing documentation
and manuals – everything that goes into a
real system that can be given to others
• The start of any interaction design exercise
must be the intended user or users.
Know The User
• how do you get to know your users?
• Who are they?

• Probably not like you!
• Talk to them.
• Watch them.
• Use your imagination.
What is User-Centered Design?
• Is an approach to interactive system development that
focuses specifically on making products/web interfaces
usable.
• The quality of interaction between the person who uses

the product to achieve actual work and the product itself
is the primary goal of user-centered design.
• User-centered systems empower users and motivate them

to learn and explore new system solutions
What is User-Centered Design (UCD)?
• The user is put in the center of the design
Why UCD?
• Increased customer satisfaction
• Increased user productivity/efficiency/accuracy
• Increased service/site usage and adoption
• Decreased support and training costs
• Reduced development time and costs
– Create only the features users need
• Reduced maintenance costs
– Do it right the first time
User Centered System Design
• Design is based upon a user’s
– abilities and real needs
– context
– work
– tasks
– need for usable and useful product
Golden rule of interface design: Know The User

User-Centered System Design
Requirements analysis Standards, principles, guidelines
Design experience
Task analysis Design tools
Design
Formal models Implementation
Evaluation*
*(incl. usability testing)
1. User Needs Assessment
• Surveys
• Interviews
• Focus groups
• Advanced observation techniques
– Field studies
– Contextual inquiries
– Ethnography
2. Competitive/Comparative Analysis
• Try using similar services or products in order
to find out:
– Current trends in the marketplace
– What expectations your users will have
– What to do, what not to do
– Interface conventions
– “Must have” standard features
3. Heuristic Evaluation
• Evaluate an existing interface (or new
interface concept) based on set of usability
criteria
• Mostly used to highlight usability problems
and deficiencies
• May or may not propose usability solutions
• Identified problem areas are addressed by
subsequent design work
• Normally done with expert evaluators, but it
can be a valuable tool for anyone
3. Heuristic Evaluation
• Visibility of system status
• Match between the system and the real world
• User control and freedom
• Consistency and standards
• Error prevention
• Recognition rather than recall
• Flexibility and efficiency of use
• Aesthetic and minimalist design
• Help users recognize, diagnose, and recover
from errors
• Help and documentation
From Jakob Nielsen, “Ten Usability Heuristics,” http://www.useit.com/papers/heuristic/heuristic_list.html
4. Goals, Tasks & Scenarios
• Goals:
– Are what the user wants to do, but not how the user achieves them
• Tasks:
– Describe the steps necessary to achieve the goals
– Can vary with the available technology
– Are broken down into steps for task analysis, and are recombined
into sequence of steps for scenario development
– Designers can reorganize, combine, or remove tasks currently
performed to help users achieve their goals more efficiently
• Scenarios:
– Written description of a persona achieving a goal through a set of
tasks in a specific context
– Should start technology-neutral and become more specific as the
design progresses
5. Design Concepts
• Start rough
• Explore!
• Use personas to keep the
users in view Design
• Use scenarios to inform Prototype
the design
• Get frequent feedback
• Note user conventions
• Make design artifacts
public
• May be expressed in a Evaluate
prototype for usability
testing
Image courtesy of James Landay

5. User Testing
• Let users validate or invalidate the design
• Ask the user to complete selected typical tasks (from scenarios)
and think aloud while they do it
• Test early in the process
• Can test with 3-5 users (or less!)
• “Formal” testing
• Measures “success”
– Set success criteria prior to testing (best done at the project outset)
– Compare to baseline if you have one
– Have usability problems revealed in the heuristic evaluation been
addressed?
5. User Testing
• Define what is to be tested
• Select users based on personas
• Administer the tests
• Analyze the data
• Document the findings in a brief
• Share the findings with the development team
• Determine what design changes will be made
based on test results
User-Centered Design I
• Traditional • UCD
Tech-driven User driven
Component-focused Solutions focused
Limited interdisc. coop Multidisc teamwork
Focus on internal arch Focus on externals design
No speclzn in user experience Focus on competition
Some competitive focus Develop user validated designs
Develpmt prior to user validation User view of quality
Product defect view of quality Prime focus on user measurement
Limited focus on user measurement Focus on current and future
Focus on current customers customers
--Vredenberg p. 2
User-Centered System Design
• Task analysis tells us how people currently

accomplish a task.
• Requirements analysis tells us what a system
should do.
• Usability testing tells us whether a system
performs acceptably when a user tries to carry
out certain tasks.
User-Centered System Design brings these things
together.
Types of User Models
• Behavioral Model
• Analytical Model
• Predictive Model
• Prescriptive Model
• Adaptive Model
• User Prototypes
22
Behavioral Model
• based on user observation
• captures only observable activities and
properties
– some aspects may only be observable indirectly
• e.g. Internet-based transactions
• does not capture aspects internal to the user
– intention, motivation, emotional status
• often created through user profiling
23
Analytical Model
• combines multiple sources of information
about users
– observation
– verbalization by users
– conversation
– questionnaires
– knowledge of experts or experienced users
24
Predictive Model
• created with the intention of predicting
actions of users in specific situations
• may be based on or utilize other types of
models
– behavioral
– analytical
25
Prescriptive Model
• describes permissible actions by the user in a
given context
– used in domains where deviations from prescribed
actions cause serious consequences
• safety, security
• legal issues
• company policies
26
Adaptive Model
• model is continuously updated to reflect
changes in the user
– task, context
– role
– behavior
– knowledge
– emotional state
27

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WHAT IS DESIGN?

A simple definition is:

What materials must we use?

• Analysis -The results of observation and

• Iteration and prototyping -Humans are

Know The User

• how do you get to know your users?

• Who are they?

• The quality of interaction between the person who uses

• User-centered systems empower users and motivate them

Golden rule of interface design: Know The User

Formal models Implementation

Image courtesy of James Landay

• Task analysis tells us how people currently

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