UX + BA. User Experience & Business Analysis. Personas. What is UX? Customer Experience Maps. BA & UX roles. BA + UX Collaboration.

Transcription

1 July 21, 2016 What is UX? BA & UX roles Design Thinking User Research MVP Personas Customer Experience Maps BA + UX Collaboration Tools Resources UX + BA User Experience & Business Analysis Jeanne Petty UX Team Lead, UP Brian Salmon UX Architect, UP 1

2 User Requirements UX / BA Business Requirements 2

3 UX: User Interviews / Contextual Inquiry Business, Users Liaison User Journey Maps UI & Interaction Design Personas Usability Testing Process Flows BA: Business Requirements Business, Stakeholders Liaison Data Models Technical Specifications Use Cases & Scenarios User Acceptance Testing Process Flows 3

4 UX: User experience designer, information architect, usability specialist, product manager, user architect, UX architect, human factors engineer, UX designer, UX engineer, XD consultant, usability specialist, UI designer BA: Business analyst, business process analyst, systems analyst, functional analyst, product manager it can get confusing. 4

5 UX experience / Background (our team): Cognitive Psychology, Anthropology, HCI (human-computer interaction), Industrial Design, MBA, Graphic Design, HMI (human-machine interface) Design, Computer Science, MIS, Geography & Remote Sensing 5

6 BA & UX - common pain points? Not involving us early enough Insufficient BA / UX time budgeted Not involving us throughout the project Insufficient time for analysis Explaining what we do 6

7 Design Thinking 7

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10 New or Existing? 10

11 Right Problem? 11

12 Bloomberg Terminal Project (IDEO) jm3 on Flickr 12

13 Bloomberg Terminal Project (IDEO) 13

14 Bloomberg Terminal Project (IDEO) 14

15 Pain Points? 15

16 Benefits? 16

17 User NOT You 17

18 Recognizing the need is the primary condition for design. 18

19 Design Research Test 19

20 If I asked people what they wanted, they d have said faster horses. Research 20

21 What people say, what people do, and what they say they do are entirely different things. Research 21

22 A designer achieves perfection not when there is nothing to add, but nothing to take away. Design 22

23 MVP - Minimum Viable Product Product idea validation Testing hypothesis (test the riskiest first) Bare bones prototype Test 23

24 A designer achieves perfection not when there is nothing to add, but nothing to take away. Design 24

25 I haven t failed! I just found 10,000 ways that won t work. Test 25

26 Design Research REPEAT Test 26

27 Empathy 27

28 Personas are user archetypes that represent distinct target demographics for your product or service. -ALAN COOPER 28

29 Personas Explains who the product is for Keep development focused on user Build empathy Visualize user s job / pain points Resolve conflicts Focus solutions guide decisions 29

30 Personas Based on research with actual customers (not wishing) Right amount of detail Collaborative 30

31 Personas Photo Name Pain Points Scenarios Tagline Details Narrative Goals 31

32 Personas Persona title: USDA Senior Manager Gatekeeper Photo: Fictional name: Matthew Johnson Job title/ major responsibilities: Program Staff Director, USDA Demographics: 51 years old Married Father of three children Grandfather of one child Has a Ph.D. in Agricultural Economics. Goals and tasks: Spends his work time: Requesting and reviewing research reports, preparing memos and briefs for agency heads, and supervising staff efforts in food safety and inspection. Environment: He is comfortable using a computer and refers to himself as an intermediate Internet user. He is connected via a T1 connection at work and dial-up at home. He uses extensively and uses the web about 1.5 hours during his work day. Quote: Can you get me that staff analysis by Tuesday? He is focused, goal-oriented within a strong leadership role. One of his concerns is maintaining quality across all output of programs. - U.S. Department of Agriculture's (USDA) Economic Research Service (ERS) usability.gov 32

33 Customer Experience Maps 33

34 Usability Testing vs User Acceptance Testing It s not just about usability It s about the entire experience. 34

35 Usability Testing vs User Acceptance Testing Usability Testing At the beginning, middle and end of a project How do users feel about it? Does it meet their needs? Is it something they want to use? How long does it take them to do the thing? What pain points do they encounter? What do they like? Would they come back? User Acceptance Testing Done near the end Have the requirements been met? Find bugs 35

36 Usability Testing Why test? Human behavior is unpredictable You are not the user Settle arguments Validate product and/or goals Usability test goals: Learnability Efficiency Memorability Errors Satisfaction 36

37 Usability Testing Tips: Have a test objective Choose participants Test main goals Avoid bias Ask open-ended questions Test early and often Ask users to think out loud This is a test of the system, not them! 37

38 Usability Testing Don t defend the system. 38

39 Usability Testing Be a chameleon. 39

40 Usability Testing / User Research Ask the dumb questions. but not too dumb 40

41 Usability Testing / User Research Follow ethical user research guidelines 41

42 Contextual Inquiry The complexity of work is overwhelming, so people oversimplify. - Beyer & Holtzblatt 42

43 Contextual Inquiry - Affinity Diagrams 43

44 Contextual Inquiry - Flow Models 44

45 Contextual Inquiry - Flow Models What systems and people does this user depend on, assist, and work with? Where does collaboration and coordination happen? What responsibilities do they have? Locations where things happen, artifacts, and systems Direction of information movement Breakdowns 45

46 Contextual Inquiry - Sequence Models Triggers - what started this task? Intents - why are they doing it? Hesitations and errors - where does it break down? Sequence of steps - how do they accomplish this task? 46

47 Contextual Inquiry - collect artifacts Things that people create, modify, or use in order to help get their work done. Example: A post-it with TLA s used in an application spelled out A printout of a form with notes added 47

48 Contextual Inquiry - Physical Models 48

49 BA + UX Collaboration (Recap) Work together during initial requirements gathering and analysis phase to ensure the solution meets both user and business needs Share research during product idea validation phase and throughout project Act as a second person / note taker during user research (both BA s and UX) It s ok to communicate via mockups (just don t get too attached) Participate in idea or design labs that UX person puts on for team (UI or solution brainstorming + prototyping session) Borrow each other s tools (user stories, personas, contextual inquiry, customer experience maps) Share issues found during usability testing (UX) or user acceptance testing (BA) 49

50 BA + UX Collaboration (Recap) On the UX side, the more collaboration we can get from the team we are working with, the better! Great ideas can come from anyone on the team. A couple things to keep in mind: We specialize in ethnographic research and collecting unbiased qualitative user information. So if we ask to run the user research sessions don t take it personally, we just have some guidelines that we need to follow to make sure we get unbiased, thorough information. Our other specialty (if a UX generalist) is UI and interaction design. So if you give us a mockup showing required inputs, that s fine with us as it s a lot easier to read than a requirements doc, but expect it to be treated like a mockup we receive from any other designer. It will likely be picked apart and rebuilt. 50

51 Resources Don't Make Me Think: A Common Sense Approach to Web Usability, Steve Krug The Design of Everyday Things, Donald Norman Usability Engineering, Jakob Nielsen The Inmates Are Running the Asylum: Why High Tech Products Drive Us Crazy and How to Restore the Sanity, Alan Cooper Contextual Design: Defining Customer-Centered Systems (Interactive Technologies), Karen Holtzblatt & Hugh Beyer Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams, James Kalbach 51

52 Tools Balsamic -quick prototyping tool -web version - collaborate online Axure create high-fidelity, clickable prototypes ability to share online via link Invision synch with sketch add links to screens iwatch screens available POP (prototype on paper) sketch prototype, take pics, add links share via link 52

53 Usability Testing Card Sorting Contextual Inquiry User Interviews Personas Survey Design Eye Tracking UI Design - sketches, wireframes, and prototypes Responsive Design Mobile Application Design KLM (Keystroke Level Modeling) Customer Experience Mapping UX Strategy consulting Competitive Analysis Questions? Jeanne Petty 53