Simo SdeNETikos Finland Oy:

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Simo Säde/NETikos Finland Oy Designing with the
users (in mind)
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NETikos

• NETikos Finland Oy is an expert company focused
  on utilizing wireless technologies, developing
  wireless services and providing wide-scale
  usability consulting.
• The main customers for NETikos Finland have been
  mobile network operators and companies that
  utilize wireless technologies in their
  businesses.
• NETikos, incorporated by Telecom Italia Group in
  2001, currently employs over 200 experts.
  Turnover of the NETikos Group in 2002 was
  approximately 20M EUR. The venture capital firm
  myQube has acquired NETikos in July 2003.
• Dr. Simo Säde is a usability specialist, formerly
  a designer in an industrial design consultancy,
  and a university researcher in a user-centered
  design research group.

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Usability clients of NETikos Finland

• Nokia, TeliaSonera, Radiolinja, Elisa,
  SanomaWSOY, Fortum
• Several projects of many kinds
• Usability evaluations, usability testing, concept
  and UI design, planning usability processes, etc.

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What is usability?

• The extent to which a product can be used by
  specified users to achieve specified goals with
  effectiveness, efficiency, and satisfaction in a
  specified context of use ISO 9421
• There are no ready-made answers to design problems

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A well-designed, usable product

• is based on users actual needs and desires
• is easy to start using, easy to learn
• is easy to use, everything can be done without
  problems
• is fun to use and attractive
• lets the user be fast and efficient
• is easy to remember next time

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Usability and desirability

• Not only about ease-of-use, cognition, and
  performance
• Pleasant user experience is part of high quality
• A usable product links the company to feelings of
  reliability, pleasure, effectiveness, modernity,
  service orientation, etc....

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Whats special about the usabilityof mobile
products and services?

• HW / SW overlap, dense user interface,
  technical limitations
• Impact of physical social context of use,
• and mobile infrastructure
• Heterogeneous user groups, consumers
• Different media than in wired communication
• Inconsistency, product specific Uis
• Many UI layers

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Reasons for usability problems

• Technology-centered design approach
• technology drives, not the product or the user
• lack of user input
• featurism
• Lack of total view to user experience
• not an acknowledged part of the organization of
  product development

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Consequences of usability problems

• Decreased
• product quality and appeal
• user acceptance and loyalty
• Increased
• need for user support and training
• number of unfinished transactions (in online
  services)
• number of costly late changes in design projects

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Usability Professionals Association Designing
the user experience
1. Analysis phase --Meet with key stakeholders
to set vision --Include usability tasks in the
project plan --Assemble a multidisciplinary team
to ensure complete expertise --Develop
usability goals and objectives --Conduct field
studies --Look at competitive products --Create
user profiles --Develop a task analysis --Document
user scenarios and use cases --Document user
performance requirements
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Usability Professionals Association Designing
the user experience
2. Design phase --Begin to brainstorm design
concepts and metaphors --Develop screen flow and
navigation model --Do walkthroughs of design
concepts --Begin design with paper and
pencil --Create low-fidelity prototypes --Remember
validate early and often with users --Conduct
usability testing on low-fidelity
prototypes --Create high-fidelity detailed
design --Do usability testing again --Document
standards and guidelines --Create a design
specification
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Usability Professionals Association Designing
the user experience
3. Implementation phase --Do ongoing heuristic
evaluations --Work closely with delivery team as
design is implemented --Conduct usability testing
as soon as possible
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Usability Professionals Association Designing
the user experience
4. Deployment phase --Use surveys to get user
feedback --Conduct field studies to get info on
actual use --Check objectives using usablity
testing --Remember creating a great user
experience is an ongoing process
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User requirements

• Contextual inquiry
• observing and interviewing users in their own
  environment
• sets the ground for design
• a.k.a. field methods or design ethnography
• rich data, first hand data, tacit knowledge
• must be interpreted

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User requirements

• Benchmarking evaluations of competitors products
• Usability goal setting
• measures or priorities
• makes designing more structured

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Solution generation

• Group work techniques
• moving from analysis to ideation
• affinity diagrams, participatory design...

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Solution generation

• Visualizations scenarios
• written stories and visual sketches of use

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Solution generation

• Paper prototyping
• a user uses illustrations of the UI
• a designer plays the part of the product

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Solution generation

• Software simulations
• can be both low and high fidelity

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Evaluation

• Heuristic evaluation
• experienced usability specialist inspects the UI
  using heuristic rules
• simple natural dialogue
• speak the users language
• minimize memory load
• consistency, feedback
• clearly marked exits
• shortcuts, good error messages
• prevent errors
• help and documentation...

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Evaluation

• Usability testing
• users perform tasks using a prototype
• empirical data
• think aloud, and videotaping for analysis
• may use software or paper prototypes, mock-ups,
  or real product
• for lo-fi or hi-fi protos
• horizontal (a bit of everything) or vertical
  (focused,deeper)

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Conclusions

• Plan UCD into the project plan
• Define and analyse the users
• Sketch, prototype and discuss your ideas
• Test with users
• Iterate

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Conclusions
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