Design Centred User: A reality check on UCD
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The document discusses the contrast between user-centered design (UCD) and the realities faced by designers in the industry. It emphasizes the importance of incorporating user research and testing into the design process despite common reasons clients might have for skipping these steps. The text advocates for validating design assumptions regularly to ensure products truly meet user needs.
Design Centred User: A reality check on UCD
- 1. Design Centered User A little reality check on UCD. Reto Lämmler • UXCamp ZH 2015 @rlaemmler @testingtime
- 2. • Co-Founder & CEO TestingTime.com • 58rocks GmbH / RememberTheName App • MAS Human Computer Interaction Design • VP Product Management at Doodle.com • BS Computer Science About me Every product should put a smile on your face.
- 3. • About the IDEAL world (UCD) • About the REAL world (DCU) • Discussion Session break down
- 4. In a IDEAL world…
- 6. User Experience (UX) involves a person's behaviors, attitudes, and emotions about using a particular product, system or service. User Experience (UX) http://en.wikipedia.org/wiki/User_experience
- 9. User Centred Design (UCD)
- 10. User-centered design (UCD) is a process in which the needs, wants, and limitations of end users of a product, service or process are given extensive attention at each stage of the design process. User Centred Design (UCD) http://en.wikipedia.org/wiki/User-centered_design
- 13. During the UCD process, a Persona representing the user may be created. It is a fictional character with all the characteristics of the user. Personas are created after the field research process. Personas http://en.wikipedia.org/wiki/User-centered_design#Persona
- 14. A scenario created in the UCD process is a fictional story about the "daily life of" or a sequence of events with the primary stakeholder group as the main character. Typically, a persona that was created earlier is used as the main character of this story. . Scenarios http://en.wikipedia.org/wiki/User-centered_design#Scenario
- 15. Iteration 1: Paper Prototyp
- 16. Moderated Remote User Test
- 17. Iteration 2: Project overview
- 18. Iteration 2: Plan view
- 20. Usability Lab
- 21. User Testing
- 22. Iterate until the requirements are met
- 23. In the REAL world…
- 25. Designer meets client / stakeholder. Meetings
- 27. • Pen & Paper • Photoshop • Sketch • Axure • Balsamiq • InVision • Mockups • Protoshare • Proto.io • UXPin No shortage on tools
- 28. • Moqups • Gemini • ForeUI • Pidoco • FluidUI • HotGloo • Solidfy • Flinto • Framerjs • … And the list goes on…
- 29. With client / stakeholder Review
- 30. It looks great! Let’s build it. Implementation
- 31. What about the user?
- 32. • No time • No budget • Not now • Not ready • Not…? Reasons to skip User Research & Testing
- 33. 1. Doers 2. Wanna Doers 3. “We are like Apple” The 3 UCD Camps
- 34. “User Testing is very important. But we don’t have time for it because we are in the middle of a big redesign and need to get this done first.” What companies say:
- 35. “Test early, test often. The worst thing you can do is wait until something is finished before you validate it with users. It’s going to cost you a lot more later in terms of time, money and happy users.” What I say:
- 36. “We would really like to do it. It’s very important. But our client wouldn’t pay for it at the moment.” What agencies say:
- 37. “Sell your design process and not the design steps to your clients. It’s further your responsibility to validate your work before you hand it over to your customers.” What I say:
- 38. “We already do it! We ask our friends and family.” What startups say:
- 39. “Do you really think your friends and family represent your target users? Whatever you assume in regards of your future users is probably wrong. Validate your assumptions regularly on stay on track.” What I say:
- 40. How do we bring the User back in the Center? Let‘s dicuss