Individual Report: User Focus and Perspective Basics Jacquelyn van Kampen 0732234 DG300 – UFP Basics Assignment Professors Dr.ir. Tilde Bekker Dr.ir. Harm van Essen Dr. Elise van den Hoven Dr. Jacques Terken
Tuesday, May 18, 2010 Faculty of Industrial Design Technical University Eindhoven
Table of Contents Abstract Introduction to User Centered Design Cycle Story-board: Current Situation User Profiling Pilot Interview Reflection on Pilot Interview Group Interview Description of User Profiles Data Entry and Analysis Summary in Sample Data Conclusions and Design Implementations Qualitative Design Goals Reflection on Process and Outcome Requirements Cognitive Processes External Cognition References Appendices
J. van Kampen S090798
Technical University Eindhoven Industrial Design
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Abstract This assignment has been developed to give an introduction to the basics of user-centered design. The design brief has been set up to allow the student to go through the user centered design cycle and experience how to design an interactive system that is based upon the preferences, interests and needs of the user. The task is to develop a product that can be used by a specific user group, with specific dietary needs to help them find the right food while they shop in the supermarket. The following is an introduction to the design process as set out by the assignors. It begins with a scenario sketch describing the current situation in the grocery stores as well as the capabilities of the user. It then goes into detail about the chosen user group including full data analysis and user profiling. Finally there is a section on cognitive processes. The data gathered and conclusions drawn through this preliminary report will allow for a smooth entrance into the next phase of the assignment.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Introduction to User Centered Design Cycle The purpose of the user-centered design process is to adapt the design based on the needs knowledge and the context of the user. This can be done efficiently by using methods to obtain information in the different stages of the design process. Storyboard: current situation It was observed that children between the ages of eight to twelve interact in a grocery store in different ways. It appears that this is an age where children begin to gain some form of independence. The storyboard outlines the current situation in the grocery store as observed by Jacquelyn van Kampen. (1)
(2)
(3)
(4)
I noticed that the user is already capable of shopping by themselves (1) and helping with decision making for meal selection (3). For the most part the user is satisfied with their shopping experience (4). I also noticed in some cases dissatisfaction in the relationship between the parent and the child while grocery shopping (2).
J. van Kampen S090798
Technical University Eindhoven Industrial Design
User profiling After observing the user in the supermarket user profiles were developed in order to gain a deeper understanding of the user group.
Pilot Interview The pilot interview was created in order to test the quality and relevance of the developed questions. This was done with the intention of eventually collaborating with three other students to create one master questionnaire. The pilot interview contained questions that were developed to define characteristics of the user through questions based on P. Jordan’s model as well as user category defining questions based on D. Mayhew’s model. Reflection on pilot interview Keeping in mind that we decided to design for children, I thought it would be useful to develop an interview aimed at the parents for my pilot test. A parent is often involved in the decision making process of a child and therefore may have an influence on the characteristics of the user such as their experience or frequency of tasks. I developed my interview mainly based on Mayhew’s model by developing questions that fit into the groupings of user category identifiers, attitude and motivation, knowledge and experience, job and task characteristics and physical characteristics (D. Mayhew, 1999). I developed a preliminary questionnaire and adjusted it after receiving feedback from a peer who acted as my manager. Both the preliminary and the final questionnaire can be found in Appendix 1. Although the group interview ultimately was aimed directly at children, I was still able to integrate the good aspects of my pilot interview into the group questionnaire. I did this by looking at my pilot and assessing what questions served a purpose and if the results would be useful then applied them to the group questionnaire.
Group Interview The group interview consisted of a mixture of quantitative and qualitative questions based on the theories of Jordan and Mayhew as well as the pilot interviews developed by each group member. The group interview was developed and given to children between the ages of eight to twelve. The final group interview can be found in Appendix 2.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Description of User Profiles Data Entry and Analysis The data entry analysis was very useful. It allowed for the data to be compared in a clear and organized way. The percentages showed the gaps and allowed for conclusions to be drawn. The complete data entry analysis can be found in Appendix 3. A sample can be seen below.
Summary in Sample Data The summary allowed for the percentage data to be organized further. The information gathered in the above exercise was grouped according to Mayhew’s characteristics and will be inspected in the final descriptive template. The summary in sample data can be seen below.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Conclusions and Design Implementations The Better Grocery Shopping Experience - User Profile Conclusions Target Group: Children ages 8 – 12 General Description When children reach the age of eight to twelve they begin to develop independence. This means that they are more knowledgeable about what foods they should or shouldn’t have according to their specific diet plan or dietary needs. They are interested in healthy foods and are generally enthusiastic about making choices for themselves. User Characteristics Among the children surveyed the general knowledge level of finding their way around the supermarket is quite high. That being said most need help when searching for a specific item. The attitude and motivation of the children is most evident through the qualitative data collected. When asked what they like about grocery shopping most of the children enjoy the social aspects, spending time with friends and family. They also enjoy being able to help with making choices about what food to buy. Seventy percent of the children surveyed spend fifteen to thirty minutes in the grocery store per visit and sixty percent of the children go twice a week. This indicates that there will be a relatively high frequency of use. Based on the level of independence and existing supermarket knowledge it can be concluded that they are an ideal group to target for the ‘Better Grocery Shopping Experience Product Development’. Usability Requirements Although the children surveyed have a high knowledge for what food is healthy and what isn’t, their level of interest in choosing for healthy food could be expanded on. The product will need to be usable and encouraging in order to motivate the children to make healthy choices, without belittling them. They are old enough to make some decisions. The product must be easily found and activated or else children may miss it while walking through the store. The interface must also be clear and understandable so the child can navigate through the system with no hang-ups.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Qualitative Design Goals Noticeable: The device should get the attention of the potential user through form, technology, and location in the store. I would like 10% or less of the customers that come through the store to say that they did not notice the device. Simple Navigation: The device should promote use through it’s simple and smart interaction and navigation. I would like 80% of users to answer no to the question: ‘did you have any trouble navigating your way through the system?’ Prolonged Feeling of Excitement and Fun: The device should make the children excited to shop for healthy food. I would like 80% of users to say yes to the question: ‘would you like to use this product again?’
Reflection on Process and Outcome Overall the process of user profiling went very well. I struggled with getting surveys filled for the target group of children. Being a foreign student I decided to write a letter to the International Primary School of Eindhoven, requesting that I can come and interview a few children. The timing was unfortunate because the school was about to shut down for two weeks due to holidays. I struggled to find children in our age group who were able to speak English well enough to answer the interview questions. My group mates understood my situation and we were able to analyze the data using their questionnaires. This was the biggest problem I faced with the user profiling. I also found it difficult to bring together all the pilot interviews and make one master interview/questionnaire. All the group members had a very different style of developing questions. We had to read through it many times to ensure clarity and relevance. I am satisfied with the outcome of the data. I feel that my partner and I can move forward based on the results of the data and thanks to our qualitative goals.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Requirements
A Functional requirement The product shall read the input of the user and make suggestions accordingly. A Look-and- feel requirement The product shall look inviting to pick up and carry around the store while the feel is comfortable for an eight to twelve year old child to hold. An Ease of use requirement The product shall be easily navigated by using photos and symbols that are familiar to a child in that region. An Ease of learning requirement The product shall have simple functions so that it does not take long for a child to learn how to use it. A performance requirement The device shall have a rechargeable battery installed so it will not run out of battery power. Cognitive Processes The following cognitive process is based on the iPhone.
Mapping The iPhone uses symbols to guide the user through its system. The ease of learning is not very good with the iPhone. I find it difficult to predict the outcome of certain actions simply because there are too many options in the form of symbols. Affordance The iPhone only has one button located on its top surface. It is clear to press that button to turn the phone on; however, the button begins to perform different actions once the phone has been logged on. The affordance is lost at this point.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
Constraints Physical The iPhone has a large touch display. It is a physical constraint to be able to reach all the buttons while holding the phone in one hand. Logical It is not logical to use the iPhone as a phone. When a call needs to be made there are about 5 steps that need to be taken before a keypad appears. Cultural The use of symbols can be considered a cultural constraint. Although a certain picture and colour may mean one thing to us it could mean an entirely different thing to someone from another culture. Recognition and Recall The home screen display supports recognition. Because symbols are used instead of menus it is important to be able to recognize what each symbol represents. Recall is not very difficult with the iPhone because it is smart enough to remember where you left off the last time. Recall can be a problem if the user is not comfortable navigating through the device yet. External Cognition The photos on my computer are organized automatically by import date. I further group them so each grouping has a common theme. This supports memory due to the grouping of photos. The photos are further grouped into albums including personal photos, school photos and so on. It is easier to recall a specific event such as a party or a trip. When the photos are organized in a way that supports that recognition trigger it is much easier to remember where a specific photo is kept.
J. van Kampen S090798
Technical University Eindhoven Industrial Design
References D. Mayhew (1999). The Usability Engineering Lifestyle J. Preece, Y. Rogers and H. Sharp (2007). Interaction Design – beyond human-computer interaction 2nd ed. P. Jordan (unknown). Designing Pleasurable Product Design Brief, Assignment description and Power point presentations
J. van Kampen S090798
Technical University Eindhoven Industrial Design