LBi USER CENTRED DESIGN PROCESS Monday 8th September 2008
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>INTRODUCTION
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>WHAT IS USER CENTRED DESIGN? The central premise of user-centred design is that the best-designed products and services result from understanding the needs of the people who will use them. User-centred designers engage actively with end-users to gather insights that drive design from the earliest stages of product and service development, right through the design process. A user-centred approach can generate new insights in all design projects but it is particularly useful when a new product or service is to be introduced or where a step-change in an existing product or service is required. Awareness of the experience of end-users lead designers to question established practices and assumptions - and can yield innovation that delivers real user benefit.
LBi User Centred Design Process Presentation
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>THE USER CENTRED DESIGN PROCESS Concept Testing Contextual Enquiry (Diaries)
Personas
(OCES) Strategy
Creative Brief
User Flows
Moodboards
Scamps
Design Concepts
User Experience & Visual Design User Experience Visual Design
LBi User Centred Design Process Presentation
Sitemap
Wireframes
Page Design
Concept Testing
Customer Insight
User Testing Template & Module SpeciďŹ cation
Template & Module Design
User Testing
Styleguide
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>CUSTOMER INSIGHT
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>CONTEXTUAL ENQUIRY(DIARIES) Nulla turpis. Aenean dui est, rutrum in, lacinia ut, dignissim in, sem. Duis eleifend purus quis turpis. Donec fermentum tortor vestibulum nisl. Mauris sodales nulla et nunc. Donec et tellus. Mauris adipiscing varius lectus. Etiam ac elit. Curabitur dui. Fusce id dolor ut libero mattis accumsan. In diam. Duis a magna eget lorem pretium laoreet. Duis hendrerit arcu in nisl. Quisque convallis mauris nec orci. Aliquam laoreet ligula quis augue. Maecenas a dui. Nunc sed dui sit amet lorem rutrum imperdiet.
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>PERSONAS A set of illustrated, shared understandings of the real people who will ultimately use the site. As we move through the project, it is increasingly important to hold on to a vision of who the users are and what they want to achieve.
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>USER EXPERIENCE &VISUAL DESIGN
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>STRATEGY(ONLINE CUSTOMER EXPERIENCE STRATEGY) To provide answers and clarity to the big strategic questions that surround the project, thus enabling a refined focus during the Brand Experience Visualisation phase of work. During the OCES process, assumptions evolve into concrete definitions, which form the basis for any work undertaken.
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>CREATIVE BRIEF The creative brief is the start point of the creative process and serves several different functions: • It provides the creative team with important background information about the client, the brand, the services, the target market, the audiences and the proposition for discovery • It clarifies the aims and objectives of Discovery design phase, and identifies the key issues; placing special focus on the advertising message or proposition • It provides a means of formalising specific criteria and objectives for the design phase of discovery that the client and LBi can both understand and agree on
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>USER EXPERIENCE PROCESS
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>USER FLOWS These capture the flow of processes and interactions between the user, solution and underlying systems. Generally the start point, end point and other possible paths are detailed along with the decisions that explain why each step is taken. User flows are an important tool to help improve both offline and online processes –whether it’s an online order journey or internal publishing flow. Providing a graphical representation helps project teams to identify the different elements of a process and understand the relationships among the various steps.
LBi User Centred Design Process Presentation
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>SCAMPS Scamps facilitate concept exploration, and allow design detail to be thought through and communicated. These communicate concepts and interface solutions to team and client.
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>WIREFRAMES Wireframes offer a detailed visual guide that specifies the layout and placement of fundamental design elements in the interface. They also enable variations of design and content to be introduced while maintaining structural consistency.
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>SITEMAP This consists of a map displaying the proposed solution on a page by page level. It enables stakeholders to grasp the overall architecture of the site, the sections within it and how they relate to one another. It also provides a key reference document to number of pages/ templates on the website.
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>TEMPLATE & MODULE SPECIFICATION A detailed specification of each component (module) within each unique page/screen template, and a complete list of unique templates on the website.
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>VISUAL DESIGN PROCESS
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>MOODBOARDS After the conceptual thinking has been refined and agreed, we look to develop that thinking into defined, overall experiences, that may exist in a number of different channels and be executed in a number of different ways to suit the respective environments. This process begins by examining the core visual language in the form of moodboards.
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>MOODBOARDS Unilever example
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>MOODBOARDS National Grid example
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>MOODBOARDS NHS example
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>DESIGN CONCEPTS This is where the creative concept, campaign and design ideas and interactive behaviours and functionality are brought to life. Typically, this might be in the form of a working prototype, or proof of concept, which may be tested with appropriate audiences, and developed iteratively to refine it.
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>DESIGN CONCEPTS
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>DESIGN CONCEPTS
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>PAGE DESIGN Explicit page designs created to show the visual design and treatment of a selection of key pages.
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>TEMPLATE & MODULE SPECIFICATION This is where the creative concept, campaign and design ideas and interactive behaviours and functionality are brought to life. Typically, this might be in the form of a working prototype, or proof of concept, which may be tested with appropriate audiences, and developed iteratively to refine it.
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>STYLEGUIDE A styleguide delivers detailed design guidelines and describes the visual design rules for a website, including page layouts, usage of colour, typography and imagery.
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>THE BENEFITS OF USER CENTRED DESIGN
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>CUSTOMER INSIGHT While most designers are conscious of the need to design for endusers, they often base their understanding of users on their own experience or on findings from market research. In contrast, usercentred designers engage with potential users directly, believing that understanding the details of individuals’ experience gives greater insight than the aggregated reports of market research, and that what people tell market researchers they do doesn’t always tally with what they actually do when observed in their own context. Many standard design projects also involve customer or user feedback in the latter stages of concept development. But user-centred designers start engaging with users during the early, formative stages to set the agenda for their projects, rather than waiting until it may be too late to make significant changes.
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>USER OBSERVATION &ANALYSIS User observation is based on ethnographic methods: the designer immerses him or herself in the users’ context (for example, spending time with users as they go about relevant tasks at work or home). Observational researchers ask open-ended questions, directed at both the practical aspects of people’s tasks and the social and emotional significance they have. Immersion in context is critical to user-centred design: it exposes unexpressed needs that would be impossible to pick up without the full context. Where products and services are to be used by groups of people co-operating together (for example, nurse and patient or groups of team workers), the full dynamic of their interactions can be appreciated through observation. Observational research needs to be analysed in order to draw out key themes to be taken forward into design. It is usually recorded visually (either video or stills) so that highlights can be presented back to design teams and form the basis for idea development. The more vivid the presentation and clearer the analysis, the more likely it is to make an impact on the design team and shape product or service development.
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>PROTOTYPING, EVALUATION & ITERATION As design ideas and concepts develop, user-centred designers continue gathering input from end-users, either involving them directly in design development or showing them prototypes based on their ideas for evaluation. According to the project and concept being developed, prototypes can vary from written scenarios and sketches showing broad functionality, through paper- or screen-based prototypes that stimulate aspects of functionality, to fully working models that represent full functionality. Depending on the level of development of the prototypes, users can be asked to ‘walk through’ them as if they were carrying out a task, or to use them to carry out simulated or real-life tasks. These prototypes provide opportunities for feedback both on the general fit of the product or service to people’s needs and on its step-by-step usability. As with observation, the feedback from prototype evaluation needs to be analysed and its results taken forward into design thinking as part of an iterative process of designing and evaluating. Here again, vivid presentation may be needed to persuade team members who were not involved in the evaluation that there are issues to address. So it can be good idea to video evaluation sessions, both so you can go back and see what actually happened and add weight to any points you may need to make.
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>REPRESENTINGTHE FULL RANGE OF USER NEED The purpose of user research in design is to inspire and focus the design team rather than gather quantitative data (although a quantitative approach may be appropriate at the final stages of testing usability). When time and budget are constrained, the emphasis should be on gathering input from the widest range of users possible (most products and services have different kinds of users), rather than on carrying out repeat observations or evaluations with the same kind of user. This should mean that the full potential for design responses is understood.
LBi User Centred Design Process Presentation