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Topic 7 User-Centered Design (UCD) (7.1 User-centred design (The…
Topic 7 User-Centered Design (UCD)
7.1 User-centred design
The designer needs to have a deep understanding of the user, task and the environment.
The principles of UCD to the design process
A design is based upon an explicit understanding of users, tasks and environments.
Users are involved throughout design and development.
The design is driven and refined by user-centred evaluation.
The process is iterative.
The design addresses the whole user experience.
The design team includes multidisciplinary skills and perspectives.
User-Centered Design and the User, Task & Environment
User
UCD is a design process paying particular attention to the needs of potential users of a product through involvement of users at all stages of the design process.
It considers how users are likely to use the product and tests products with actual users.
Task
Important functions are easily recognised.
The interface should be a standard that is the user can easily understood and can perform the task easily and efficiently
Environment
Takes into account in the use of a product in a particular environment.
The five stages of UCD
Inclusive design
UCD is a part of Inclusive design. Inclusive design is about designing universally accessible products for all users regardless of age, physical, sensory, perceptual functioning levels (disability).
7.2 Usability
Usability is how well a human-made product can be effectively and efficiently used by users.
Usability objectives
Usefulness
Effectiveness
Learnability
Attitude
Characteristics of good user-product interfaces
Simplicity
Ease of use
Intuitive logic and organization
Low memory burden
Visibility
Feedback
Affordance
Mapping
Constraints
Population steriotypes
Advantages and disadvantages of using population stereotypes for designers and users (U&D).
Advantages
Judgements and decisions can be made quickly. D
Possibly predict the behavior or possible use of a product or system. D & U
The user needs and behavior can be identified and thus usability considerations are met. U
Allows you to form assumptions and associations about of a group of people. D
Disadvantages
Assumptions and associations of a particular stereotype may not fit all people of that population. D
Judgements and decisions could be incorrect. D
Not all people who ‘look alike act/think alike’ there fore behavior or way a product was intended to be used may be wrong. U & D
7.3 Strategies for user research
User population
User population is a range of users for a particular product or system.
A product maybe design for a particular population.
On the other hand, some products can be designed for use by different or multiple populations.
Classification of users
People of user populations are classified into groups based on age, gender and physical condition.
physical conditions may include mobility issues, amputees, blindness, arthritis and so on.
This can allow the designer to gather detailed feedback to generate insights for design development that are particular to each group.
The use of personae
Personae are the primary target audience they are the ‘typical’ stakeholder.
Secondary personae are not the primary target audience for a product, but whose needs the product should meet.
Anti-personae are those for whom the product is not designed.
Personas are used to collect data to better understand the market.
Scenarios
Scenarios offer a physical and social context for different personae
A scenario is an imagined sequence of events in the daily life of a persona based on assumptions by researchers and designers.
Scenarios are based on best, worst and average case. Imagining any conceivable situation.
Use case
A set of possible sequences of interactions or event steps between a user and a product to achieve a particular action.
It depict all possible interactions
Can be shown in step form or in a diagram
7.4 Strategies for user centred deisgn
Strategies
Method of extremes
Interviews and Fcus groups
Questionnaires
Affinity diagramming
Field research
Participatory design, prototype and usability testing session.
Prototype
Usability testing
Natural environments and usability laboratories
Natural environments
The potential client is observed using the product, system or service where it is intended to be used
Advantage: solicit data from real and intended contexts
Advantage: usability is tested in the intended environment
Disadvantage: biased opinions from the observers
Disadvantage: mostly qualitative data is collected.
Usability laboratories
The potential client is observed using the product, system or service in a controlled.
Advantage: controlled environment can ensure that product/service/system is used as intended.
Advantage: Groups of ‘observers’ can view the usability and a more wider view of analysis
Advantage: labs can be set up with high-tech sensors and equipment for better monitoring.
Disadvantage: can be costly as facilities/personnel must be hired.
Disadvantage: can be intimidating to know people are behind one-way mirrors
Testing houses versus usability laboratories
7.5 Beyond Usability: Designing for pleasure and emotion
Purpose: Why design for pleasure or emotion
Attitude: The perceptions, feelings and opinions about a product by a user.
We want to create products that people love.
To make it a pleasure to use – reduce complexity – it’s usable!
People become ‘attached’ to a product
Engage the user/consumer in the product
This will also develop brand loyalty
if a consumer is satisfied with the product, they’ll come back
Increase or maintain sales for a company
The four-pleasure framework
Socio-pleasure
Physio-pleasure
Psycho-pleasure
Ideo-pleasure
Design for emotions
Desgining for emotion can increase:
User engagement
Product or brand loyalty
Satisfaction with a product by incorporating emotion and personality
Visceral design
Reflective design
Behavioural design
The attract/converse/transact (ACT) model
The attract part of the model is aesthetics oriented.
The converse part of the model is interaction oriented.
The transact part of the model is function oriented.
