Designing with Users

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					 Designing WITH Users


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                                                                                        Zach Pousman
                                                                                        Director of Strategy / UX
                                                                                        IQ Agency
Presented May 17, 2011                                                                  www.iqagency.com
                             Don’t just measure...
                             What users do. Donʼt just think of them as participants.




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                                     Create with them
                                       Bring them into your design process.




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                         You probably want to build digital products
                         that are delightful, that create hordes of screaming fans.



                        Making people happy




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                         Designing with users can create a
                         great return on your investment.


               Return on investment:
              more use, longer-term use
                  easy marketing,


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                                                                                           People are
                                                                                           not robots
                                                                                           Treat people with respect, and respect
                                                                                           all the different ways people live in the
                                                                                           world, the ways people are people.




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     1. When to design with users
     2. How to design with them
     3. When not to ...



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                                                                   When




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              Design is messy




                                Designing with users



                                                                           Iterative usability testing




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                                                                “Most people make the
                                                                mistake of thinking design is
                                                                what it looks like.
                                                                That’s not what we think design
                                                                is. It’s not just what it looks like
                                                                and feels like...Design is how
                                                                it works.”




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Hierarchy of design effort
From Stephen Anderson (poetpainter.com)



                                                       Meaningful

                                                       Pleasurable

                                          Convenient

Apple isnʼt satisfied just building
something that works (functional),
is reliable, and is usable.
                                           Usable

                                           Reliable

                                          Functional
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                                                            Led by Designer

              Letʼs map user research
              techniques on two different axes...




                 User                                                                             User
              as Subject                                                                       as Partner




                                                            Led by Research
                   Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
                   International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
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                                                            Led by Designer




                 User                                                                             User
              as Subject                           Usability                                   as Partner
                                         Engineering
                                         Psychology
            User-centered Design (UCD) ʻHuman Factorsʼ



                                                            Led by Research
                   Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
                   International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
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                                                            Led by Designer

                                                                                                       Generative
                                           Probes                                                       Design
                                                                                                       Research




                                                                                                   Participatory
                                                                                                     Design
                                                                   Contextual
                                                                    Inquiry
                 User                                                                                          User
                                                                                                    “Nordic”
              as Subject                           Usability                                          style as Partner
                                                                                                      P.D.

                                                        Engineering
                                                        Psychology
                                                      ʻHuman Factorsʼ                  Applied
                                                                                     Ethnography
                User-centered Design (UCD)

                                                            Led by Research
                   Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
                   International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
                                 Led by Designer

                                                                        Generative
                    Probes                                               Design
                                                                        Research




                                                                   Participatory
                                                                     Design
                                      Contextual
                                       Inquiry
   User                                                                         User
                                                                     “Nordic”
as Subject               Usability                                     style as Partner
                                                                       P.D.

                               Engineering
                               Psychology
                             ʻHuman Factorsʼ          Applied
                                                    Ethnography
User-centered Design (UCD)

                                 Led by Research
  Based on: E. Sanders and P. Stappers. Co-creation and the New Landscapes of Design.
  International Journal of CoCreation in Design and the Arts, Vol. 4, No. 1. (2008), pp. 5-18.
                                                                      How




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Build into an ecology




 Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and
 Supporting Design Culture. International Journal of Design vol. 2, no. 1.
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 Emotional Design
 Don Norman, 2003


              Visceral
              Sensorial, nearly subconscious, pleasures


              Behavioral
              Usability, functional



              Reflective
              The pleasure that comes from social life, identity, etc.




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 4 types of Pleasure
 Jordan 2005
 (following Tiger 1992)
                                                               Ideo-pleasure
                                                                     Identity, intellectual




Physio-pleasure                                                                                   Socio-pleasure
Sensorial pleasures                                                                               the pleasure that comes
                                                                                                  from social life




                                                            Psycho-pleasure
                                              Matching mental model, “cognitive load” (usability term)
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             Observational
              Applied ethnography (home, work, and life tours)

              Ask questions:
              Teach me how?
              If I were setting this up, what would you tell me?
              What else did you try?
              How have you done this in the past?




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Self-reporting
iPinion          Techneos




Good olʼ
fashioned
paper
Elicitation Activities
                  Envision
                   - describe their vision
                  Organize
                   - create groupings
                  Prioritize
                   - select what matters
                  Sketch
                   - draw your mental
                   model, draw
                   elements that matter

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              Draw a map!




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Draw a map!




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Creative
Activities




J. Rode et al.
ʻFuzzy Feltʼ
Ethnography
Creative
Activities
Model the system
Model the scenario




J. Rode et al.
ʻFuzzy Feltʼ
Ethnography
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                                            When not to...




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            When you’re too far along
           If you already have a system or product that is far along,
           you wonʼt get quality suggestions about the mental model.
           Usability methods to iteratively improve are more appropriate.




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                   When you’re designing
                     something novel




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When you’re designing
  something novel




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When you’re designing
  something novel



No.
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When you’re designing
  something novel




      Yes.      Comments added version for Slideshare.
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                              Amazon.com? No.
                              Color.com? Maybe.




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     Small Stuff




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                                                       Tiny stuff



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    1. When you want to build
    something that works
    2. How? Make them a partner;
    give them building blocks
    3. But not when the questions
    are too everyday or too small;
    it doesn’t replace usability

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                                                          Thanks!




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Acknowledgements and Thanks
Mason Poe, Emily Leahy, Stephen Taylor, Stephen Anderson, Derek
Sivvers, Jennifer Rode, Liz Sanders
@@




Zach Pousman
Director of Strategy and User Experience
IQ Agency

zach.pousman@iqagency.com
Work: www.iqagency.com
Follow me @thinky on Twitter
Personal: www.thinky.org

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