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Building a Better Website: User-Centered Design

Building a Better Website: User-Centered Design. Selma Zafar Senior User Experience Designer OpenRoad Communications. About me. Session Topics. User Centred Design User Centred Design Methods Introduction to Information Architecture Information Architecture Creation

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Building a Better Website: User-Centered Design

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  1. Building a Better Website: User-Centered Design Selma Zafar Senior User Experience Designer OpenRoad Communications

  2. About me

  3. Session Topics • User Centred Design • User Centred Design Methods • Introduction to Information Architecture • Information Architecture Creation • Information Architecture Evaluations

  4. User centred design

  5. How do we get to know our users and their needs?

  6. Interviews • Surveys • Observational Research • Diaries

  7. What users say and what they do are different

  8. What can’t be answered

  9. Specific Design Questions • Should the Buy button be red or orange? • Is it better to use a drop-down menu or a set of radio buttons for a certain set of choices? • Where should the Foo product line reside in the IA? • Is it better to have 3 levels of navigation, or should we stick to 2 levels even if it means longer menus? • How should you write the Help information to best teach people how to correctly use the system?

  10. Predicting use • "Would you use (potential future) feature X? • "How useful is feature Y?

  11. What can be answered

  12. What users thought of the site AFTER use • Explore general attitudes • Understand how they think about a problem • Critical incident method

  13. The Long Interview Grant McCracken Mental Models Indi Young

  14. 2. Surveys

  15. 5 Processes in Survey Design

  16. Social Processes

  17. Persuasive processes

  18. Business processes

  19. Cognitive Process

  20. Analytical process

  21. 5 Processes in Survey Design • Social: collaboration among stakeholders • Persuasive: getting respondents to answer the questions • Business: do I have the questions and response categories that will yield data to help us answer our business questions • Cognitive: understanding about how memory and context affect respondents answers • Analytic: how do I analyze and present the data

  22. Good Survey Approaches • Keep survey’s short and concise • Avoid embarrassing questions (don’t ask "how old are you?"), • Minimize the need for personal information • Make every question is relevant and avoid lengthy questionnaires • Allow users to change answers easily in online surveys

  23. Observational Research Goal: Watch people in context of their natural environment to understand how they complete tasks.

  24. Things to pay attention to: • Language: what are users calling items? • Problem Solving: how do they work around issues? • Interaction with Others: when and why do they talk to others? • Tasks: How are they completing tasks? In what order?

  25. Diary Study • Participants keep a diary, or journal, of their interactions with a computer system, any significant events or problems during their use of a system, or other aspects of their working life

  26. What do they record? • the date and time of an event, • where they are, • information about the event of significance, • ratings about how they feel, etc.

  27. Advantage • Obtain information about the user's experience over time. • Feedback provided while the user is interacting with the product

  28. Disadvantage • All information is self-reported

  29. Interviews • Surveys • Observational Research • Diaries

  30. Source: http://gapingvoid.com

  31. observation design solution

  32. observation conclusion design solution

  33. I observed X happening. 65% of survey responded Y. I heard employees say Z during interviews.

  34. But what does that tell us about the world?

  35. Observation • Conclusion • Design Implication

  36. Information Architecture 101: Card Sorting

  37. IA Challenges for Websites • Reflects a company organization chart that your users don’t understand • Stale, out-dated content • ‘Dumping Ground’ for content • No publishing standards or style guide

  38. Business/Context Content Users

  39. CARD SORTING

  40. “It is important to use Card Sorting for the right reasons and the right time in the project and to analyze the results in combination with other inputs.” - DONNA SPENCER 2009

  41. Steps in a Card Sort • Decide what you want to learn • Select the type of Card Sort (open vs closed) • Choose Suitable Content • Choose and invite participants • Conduct the sort (online or in-person) • Analyze Results • Integrate results

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