Goal Directed User Interface Design Case Study
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The document discusses goal-directed user interface design, emphasizing the importance of aligning product features with user goals and business needs. It identifies the challenges of a one-size-fits-all interface, advocating for a role-based approach to enhance efficiency for laboratory scientists. The adoption of agile practices and team restructuring is also highlighted as essential to successfully implement this design strategy.
Goal Directed User Interface Design Case Study
- 1. CASE STUDY © 2015 BRUCE PHARR | SCIENCE&TECHNOLOGYMARKETING www.brucepharr.com Goal-Directed User Interface Design
- 2. GOAL-DIRECTED USER INTERFACE DESIGN | 2 “Goal-Directed Design encompasses the design of a product’s behavior, visual form, and physical form. Its fundamental premise is that the best way to design a successful product is to focus on achieving goals.” Kim Goodwin, Designing for the Digital Age
- 3. GOAL-DIRECTED USER INTERFACE DESIGN | 3 PRODUCT DESIGN | LAB SCIENTIST USER INTERFACE
- 4. GOAL-DIRECTED USER INTERFACE DESIGN | 4 GENOMIC LIMS USER ROLES* *User roles apply to LIMS (laboratory information management system) software for all basic and translational genomic research applications, except for the Molecular Oncologist/Genetic Counselor role, which only applies to clinical diagnostics.
- 5. GOAL-DIRECTED USER INTERFACE DESIGN | 5 PROBLEMS WITH ORIGINAL USER INTERFACE (UI) A one-size-fits-all UI was too complex and presented problems for the laboratory scientist: 1. Too much information (everything for everyone) 2. Doesn’t follow the lab scientist’s work processes 3. Difficult to learn and use
- 6. GOAL-DIRECTED USER INTERFACE DESIGN | 6 LABORATORY SCIENTIST USER INTERFACE GOALS Business Goal Improve a negative product characteristic to a positive one through look, feel, and functionality that delivers a level of customer value sufficient to increase our win rate and maintain a premium price. Technical Goal Move from a one-size-fits-all thick client UI to a web-accessed, role-based UI. User Goal Help lab scientists in next-generation genomics labs achieve their daily goals through a new user interface focused on simplifying interactions and providing views that display ”all the information needed and only the information needed” for samples and experiments.
- 7. GOAL-DIRECTED USER INTERFACE DESIGN | 7 LABORATORY SCIENTIST’S PERFORMANCE GOALS Optimize the Lab Team’s Efficiency Spend as Little Time as Possible Recording Information • Efficiently record details of lab work—The LIMS should follow the scientist’s workflow; not the other way around Quickly Find Samples to Work On • Monitor lab steps for samples he or she is working on Avoid Making Costly Mistakes Easily Find and Return to Past Work • Quickly find work previously performed Stay Informed of Other Work in the Lab
- 8. GOAL-DIRECTED USER INTERFACE DESIGN | 8 LABORATORY SCIENTIST UI PERFORMANCE GOALS Sample Status Dashboard • Quickly find samples available to work on • Return to on-going work in progress • Guide samples through lab workflows Configurable Sample Queues for Every Protocol Step • Organize samples that are waiting for a common lab step • Assist in planning complex tasks (plate loading, index assignment, pooling) User Experience Goals • Intuitive interactions that represent how the lab actually works • Uncluttered, simplified views that only display necessary information • Distinctive look and feel (more App like and less Windows like)
- 9. GOAL-DIRECTED USER INTERFACE DESIGN | 9 LABORATORY SCIENTIST USER INTERFACE SAMPLE STATUS DASHBOARD (FIRST LEVEL)
- 10. GOAL-DIRECTED USER INTERFACE DESIGN | 10 LABORATORY SCIENTIST USER INTERFACE INITIAL DNA SAMPLE QC DASHBOARD (SECOND LEVEL)
- 11. GOAL-DIRECTED USER INTERFACE DESIGN | 11 PRODUCT TEAM | STRUCTURE & PROCESS
- 12. GOAL-DIRECTED USER INTERFACE DESIGN | 12 GOAL-DIRECTED DESIGN PREMISE Underlying Goal-Directed Design is the premise that products must balance business and development concerns with user concerns. Begin by asking, “What do people desire?” Then ask, “Of the things people desire, what will sustain a business?” And finally ask, “Of the things people desire that will also sustain a business, what can we build?” A common trap is to focus primarily on technology while losing sight of viability and desirability. What do people desire? What can we build? What will sustain our business?
- 13. GOAL-DIRECTED USER INTERFACE DESIGN | 13 GOAL-DIRECTED DESIGN TRAINING AND IMPLEMENTATION To implement Goal-Directed Design in the product organization, the lead product manager, product definer, and product developer for UI design attended Interaction Design training at Cooper U in San Francisco, CA. In addition to learning specific principles, practices, and processes, each leader learned his or her specific role as part of a unified team designing and developing a product that meets business, development, and user needs. PRODUCT DEFINITION What do people desire? PRODUCT DEVELOPMENT What can we build? PRODUCT MANAGEMENT What will sustain our business?
- 14. GOAL-DIRECTED USER INTERFACE DESIGN | 14 PRODUCT TEAM STRUCTURE & AGILE PRACTICES AND PROCESSES Product management, product definition, and product development (including quality assurance) were restructured from separate units into integrated product teams. Software Productivity Center (SPC), in Vancouver, BC, was contracted to deliver onsite training to all product personnel in Agile Development Practices and Scrum Process. In the new product team structure, the product manager serves as the Product Owner (with overall responsibility for the project and for delivering the product to the customer) and the development team lead serves as ScrumMaster (to facilitate the success of the team and help the Product Owner maximize productivity). Agile and Scrum practices and processes were implemented, including daily scrum, backlog grooming, sprint planning, user stories and tasks, three-week sprints, burn down charts, and sprint reviews and retrospectives. PRODUCT MANAGEMENT PRODUCT DEFINITION PRODUCT DEVELOPMENT QUALITY ASSURANCE
- 15. GOAL-DIRECTED USER INTERFACE DESIGN | 15 ABOUT BRUCE PHARR I live in the San Francisco Bay Area with my wife and son. I hike in the Santa Cruz Mountains, eat good food, drink good wine, root for the SF Giants, and indulge a passion for the arts. I serve as a strategic advisor, senior consultant, and contract corporate executive with innovative science and technology companies in life sciences, healthcare, energy storage, instrumentation, and semiconductors. I have a track record of helping companies create competitive advantage, grow revenue and market share, and increase enterprise value. And I’ve contributed to several successful M&A events. I am a subject matter expert in basic, translational, and clinical research systems. I have led or contributed to the development of market and product requirements for biomedical, genomic, and NGS products, written thought- leader white papers, case studies, and articles for leading online and print publications, and developed and delivered presentations at major biomedical conferences. I led implementation of goal-directed user interface design as vice president, products and marketing at GenoLogics Life Sciences Software. The role-based user interface was a key component of a whole product roadmap that enabled the company to transition from developing custom software, customer-by-customer, for early adopters to delivering whole product laboratory information management system software to early majority customers.