Cornelius DufftIBM Deutschland Entwicklung GmbH Böblingen

Media Design Center Dresden, 11. Oktober 1999

User-Centered Design

Wie "Ease of Use" den Erfolg im e-business sichert

... ist die Nutzung von Internet-Technologien um die Leistungen in den Kernkompetenzen eines Unternehmens zu verbessern und zu transfomieren.

4 Schritte zum e-business Unternehmensprozesse

transformieren Neue Anwendungen erstellen Produzieren im skalierbaren,

verfügbaren, sicheren Umfeld Wissen und Information nutzen

e-business

Wer sind die Nutzer?

Verfügbarkeit & weltweite Verbreitung des Internets->Kundenerwartungen bezüglich Support und Antwort-zeiten sind für immer verändert. Sie erwarten den 24h-Service.

Im e-business nimmt der Kunde den Weg des gerings-ten Widerstandes.

(Oft) einzige Kontaktfläche ist (Internet)-Anwendung.

... und Bedienbarkeit wird neben Verfügbarkeit und Sicherheit das Qualitätskriterium, über das man spricht.

Einfachheit gewinnt!

"Natürliche Auslese" durch die Kunden

Der einfachste Weg ist für den Kunden der beste.

Andernfalls ist das erste Mal oft auch das letzte Mal.

Usability entscheidet

Ease of use: Usability, Einfachheit, und Akzeptanz

Ease of use als Wettbewerbsfaktor

Ease of use - der versteckte Freund

Ease of use - unsichtbar

Kein ease of use - eine Katastrophe

Der Wettbewerber - nur einen Mausklick entfernt

Ansprüche steigen, schaffen neue Realitäten

Wer kann es sich leisten, Kunden zu verärgern?

Ease of Use• Qualitätsmerkmal eines Markenproduktes• Erfolgsfaktor eines Unternehmens

Gartner ReportThe 770 has it in spades, especially when it comes to usability ...Business WeekThe ThinkPad 770 and the Tecra 750 are both very impressive machines, but the IBM wins my vote for a huge display and excellent ergonomics. The ThinkPad 600 features what may be the best keyboard I have ever seen in a laptop.PC ComputingYou've come to expect these kinds of top-drawer technologies in a ThinkPad, but usability is where this machine truly shines. Feather weight and First Rate usability. If you've got a say in the matter, get the IBM ThinkPad 600. ...the ThinkPad's [600] usability suffers no peer.

ThinkPadComputer Shopper "offers the best

humanengineering we've seen in a home PC." "... All the Aptiva models offer the striking look, above average performance, and user-friendliness ... Additionally, the Aptiva Access program lumps many system settings often found in disparate locations into one simple to use application ... The EZ buttons on the Aptiva are similar in concept to the Compaq Presario, however, the Aptiva features are more extensive ... IBM's ScrollPoint mouse closes the door on the scroll bar ... "

Wall Street Journal "... .. looks better and creates a better workspace

arrangement than any other PC I've seen ... The IBM Aptiva offers the best setup ..."

Aptiva

IBM's Erfahrungen

Net.CommercePC Magazine "Net.Commerce was the easiest to set up and offered the best, most flexible site-creation tools...installing Net.Commerce was about as easy as it gets.

DB2 UDBPC Week...a vastly easier client setup procedure, integrated replication and a fresh new interface that's right on target. Value Added Reseller's are delighted with the DB2 Universal Database look and feel and agree that IBM has made major strides in user friendliness.The new GUI front end of the Control Center administrative console makes it much easier to make backups, set security and get up to speed quickly and simply.

ZD NetUnderstanding the user environment has paid off with great design and performance of the Olympic websites.. extensive testing and recommendations provided by a team of IBM designers helped give the system "walk-up-and-use" flexibility.

Olympics

ComputerWorld"One of the smartest search engines we found was at IBM's site..excellent organization of content, concise, relevant results with little useless information".

IBM.COM

InfoWorldIBM's redesign results in a kinder, simpler Web site.The new site provides a more satisfying user experience ... In pulling out all the stops with its Web strategy, IBM may have found that making things simpler works wonders."

Was ist User-Centered Design?

Vredenburg, Isensee, and Righi (1999),Making Products Easy: A Practical Guide to User-Centered

Design Techniques and Technologies.

"An approach to designing ease of use into the total user experience with products and systems. It involves two fundamental elements - multidisciplinary teamwork and a set of specialized methods of acquiring user input and converting it into design."

Marketing• Establish expectations for usability, integration, task

support, value, availability

The total user experience

Marketing Packaging

• Stress ease of use of all product materials, thoughtful placement of offering elements in an easy-to-handle package

The total user experience

Marketing Packaging Getting started

• Communicate quick and easy startup, ability to become productive quickly

The total user experience

Marketing Packaging Getting started User interface

• Demonstrate consistency,ease of getting started, ease of use, task support

The total user experience

Marketing Packaging Getting started User interface User assistance

• Imply manageability, consistency, ease of learning, ease of use

The total user experience

Marketing Packaging Getting started User interface User assistance Technology

• Stress task support, innovation, elegance, delight

The total user experience

Marketing Packaging Getting started User interface User assistance Technology Service and support

• Make users feel they are never on their own

The total user experience

Traditional Approach User-Centered DesignTechnology driven User driven

Limited multidisciplinary cooperation

Multidisciplinary teamwork

Component focus Solutions focus

Focus on internals architecture Focus on externals design

No specialization in user experience design

Specialization in user experience design

Some competitive focus Focus on competition

Coding prior to user validation Coding only user-validated designs

Code defect view of quality User view of quality

Limited focus on user measurement Prime focus on measurement

Focus on current customersFocus on current and future customers

Vergleich der Ansätze

Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs Manage by continual user observation

UCD Prinzipien

UCD Principle #1

Set business goals• Determining the target market, intended users, and primary

competition is central to all design and user participation

UCD Prinzipien

UCD Principle #2

Set business goals Understand users

• A commitment to understand and involve the intended user is essential to the design process

• If you want to understand your product, you must first understand the user

UCD Prinzipien

UCD Principle #3

Set business goals Understand users Assess competitiveness

• Superior design requires ongoing awareness of the competition and its customers

• Once you understand your users' tasks, you must test those same tasks against competitive alternatives and compare their results with yours

UCD Prinzipien

UCD Principle #4

Set business goals Understand users Assess competitiveness Design the total user experience

• Everything a user sees and touches is designed together by a multidisciplinary team

• This includes the way a product is advertised, ordered, bought, packaged, maintained, installed, administered, documented, upgraded, and supported

UCD Prinzipien

UCD Principle #5

Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs

• User feedback is gathered early and often, using instruments of widely ranging fidelity

• This feedback drives product design and development

UCD Prinzipien

UCD Principle #6

Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs Manage by continual user observation

• Continue to monitor and listen to your users• Let their feedback inform your responses to market

changes and competitive activity

UCD Prinzipien

Total user experience leader• Has overall responsibility for the design of the total user

experience

Das UCD Team

Total user experience leader Marketing specialist

• Specifies target market, user audience, prime competitor, ease-of-use objectives, ease-of-use marketing messages, channels, packaging, and Terms and Conditions requirements

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer

• Responsible for overall appearance, layout, balance of offering, including consistent visual signature of the advertising, packaging, and product design

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer

• Designs the task flow and interaction, and determines which tasks are done by the human vs. the computer

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect

• Specifies user assistance mechanisms

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect

• Specifies the technology to support the total user experience

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist

• Specify service and support that should be delivered with the product

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist

• Responsible for the design, analysis, and interpretation of studies, recommendations

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist Internationalization and terminology specialist

• Addresses needs of international audience

Das UCD Team

Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist Internationalization and terminology specialist UCD project leader

• Overall responsibility for deliverables

Das UCD Team

IBM's UCD Prozess

Markt-Segmentierung und Nutzergruppenanalyse

Who do we think will use this product?[Market Definition]

UCD begins with defining a product's intended users. What is the target market?

1

Aufgabenanalyse

[Task Analysis] What are they looking for?

2

The team then determines what those users need and want. They must make sure they understand users' tasks and tools, any problemsthey're experiencing, and how they'd like to see their tasks and tools change in the future.

Wettbewerbsvergleich

3

[Competitive Evaluation]

Next, an evaluation of competitive alternativesis carried out from theuser's perspective.

What else is out there?

Erster Design-Entwurf

[Design]How's this for starters?

4a

Using this information, the team creates alternative designs of the proposedsolution.

Erste Nutzerbewertung

[Walkthrough]How's this for starters?

4b

... It then solicits feedback through design walkthrough sessions with users, and changes are made as required.

Evaluation

[Evaluation]

Does this work? What would make it better?

5a

Regular sessions are scheduled with users to get constant feedback on the evolving design. Early sessions may involve "lo-fi" prototyping techniques such as simple sketches.

Validierung

[Validation]

Does this work? What would make it better?

5b

... When an early version of the product is first available, hands-on testing is carried out using actual hardwareand software.

Wettbewerbsvergleich im Feld

[Benchmark Assessment]How do we stack up?

6

Finally, a head-to-head benchmark assessment against the competition is run to confirm that objectives have been metfrom the user's perspective. To what degree does the product meet users' expectations? If conducted by a third-party company, positive results of such an assessment may be used inpromotions.

UCD Hilfsmittel: Internet-Fragebogen etc.

www.ibm.com/easy

Weitere Informationen: Ease of Use Web Page

Ease of use - kritisch für Geschäftserfolg, besonders im e-business

UCD - der Weg zum optimalen "total user experience"

UCD - gesicherte Methodologie:•Prinzipien•Prozess•Teamstruktur•Hilfsmittel

UCD - ständige Verbesserung

Zusammenfassung

Vielen Dank!

Zeit für Fragen und Diskussion...

Cornelius Dufftdufft@de.ibm.com

IBM Deutschland Entwicklung GmbHhttp://www.de.ibm.com/entwicklung/

http://www.de.ibm.com/entwicklung/jobs/