Why the best gov sites use User-Centered Design

Howto.gov/firstfridays

Why the best gov sites use User-Centered Design

Jonathan RubinFirst Fridays Usability Program

User-Centered Design Takeaways

1. UCD saves money and improves websites

2. Gov’t and top companies already use it

3. UCD = good customer service

4. Use early and often

5. First Fridays can help teach you about UCD



1. What is User-Centered Design?

You are not your users


YouTarget

Audience

User-Centered Design =

Focusing on needs, wants, and limitations of target audience of a product at each stage of the design process.


User-Centered Design

Research Design User Testing (Usability)

• Planning

• Requirements

• Surveys

• Focus Groups

• Personas

• Interviews

• Content Organization

• Tasks

• Prototypes

• Usability Testing

• Expert Eval.

• Interviews

• 508 Testing


5 E’s of Usable Products

• Effective

• Efficient

• Engaging

• Error Tolerant

• Easy to Learn

- Whitney Quesenbery (2004) ‘Balancing the 5Es: Usability’


User-Centered Design: Not a soft science

Rooted in:

• Cognitive Science - 1930s• Human Factors and Ergonomics - WWI• "Scientific Management" - 19th cen.• Scientific Method


UCD degrees at 60+ Universities

Stanford

Carnegie Mellon

Univ of Michigan

NYU

Penn State

University of Wisconsin-Madison

Fortune 500 companies with UCD teams

Walmart

Apple

GE

GM

Ford

Google, etc.


From 2013 Survey: # UCD staff

Howto.gov/firstfridaysHowto.gov/firstfridays

Part Time Full Time

Had at least 1 person

86% 59%

Average # of people

2 3

Range of people

0-10 0-30


Top to Bottom UX

Used frequently

Occasional UX

Know but don't practice

No one knows UX

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

3%

19%

46%

25%

8%

How widespread is UCD / UX at your organization?

Increase• User success on tasks• Site visits • Customer Satisfaction

Decrease• Time to complete tasks• Volume of emails / help calls• Development Costs


Benefits of good design

UCD = Good Customer Service

Poor design = budget overruns

Three reasons websites go over budget:

1. Requests for changes by users

2. Users can't accomplish key tasks

3. Lack of communication with users

- Lederer & Prasad, ‘Nine Management Guidelines for Better Cost Estimating’ CACM 35 (2).


The user is always right. If there is a problem with the use of the system, the system is the problem, not the user.

- IBM usability expert Dr. Clare-Marie Karat


For developers and manufacturers, the advantages of creating usable products far outweigh the costs.

The rule of thumb: Every dollar invested in ease of use returns $10 to $100.

- IBM "On User-Centered Design"



2. Usability Testing 101

User-Centered Design

Research Design User Testing (Usability)

• Surveys

• Focus Groups

• Personas

• User Requirements

• Interviews

• Content Organization

• Tasks

• Prototypes

• Usability Testing

• Expert Eval.

• Interviews

• 508 Testing


Usability Testing (aka User Testing)

Setting a series of tasks for people to complete and noting any problems they encounter

– Andy Budd


@jonathan_rubin

Usability is like oxygen - you never notice it until it is missing - Anonymous

What you need to do a test

1. Something to test (site, poster, service, etc.)

2. Tasks for people to do


Top Tasks – Why they’re here

• Learn about your services• Find your contact information• Register for a class• Purchase something• Leave a comment• Get a rate quote


What’s on a testing script

• Give intro and ground rules• Questions about user• Sign release (if recording)• Easy Tasks• Harder tasks• Post-test questions (optional)• Thanks and incentive (if any)


Active Listening / Think-Aloud Protocol

• Silent, Traditional, or Coaching (we’ll use this)• Designed to get unbiased data• Tester does 90% of talking• Ask Open Ended Questions (if any)• Be unbiased: Don’t let on if they are right or

wrong


If… Don’t Say Say

They aren’t talking

“Hey – we’re paying you here…”

“What are you thinking?”

They get a task wrong

“Oops – that’s wrong!”

“Thanks for the feedback!”

They get a task right

“Good job!” “That’s very helpful!”


If… Don’t Say Say

They screw up majorly and get upset

“Ha ha ha.. OMG!”

“Remember, you can’t do anything wrong,” or “You’re doing a great job!”

They criticize your design

“Hey – we worked really hard on this!”

“Thanks for the feedback!”


If… Say

They aren’t talking

They get a task wrong

They get a task right


If… Say

They screw up majorly and get upset

They criticize your design



4. Website Best Practices

Most common website problems

1. Users can't understand purpose of site

2. Top tasks difficult to complete

3. Too much text / information not prioritized

4. Confusing or obscure terms

5. Navigation not consistent


Website Best Practices

1. Clear starting point

2. Have cream rise to the top

3. Make search simple

4. Plain Language

5. Consistent navigation


1. Give a clear starting point


2. Make cream rise to the top


5. Difficulty with top tasks1. Can’t find info via any means or know

where to begin

3. Use Plain Language


4. Make search simple



Before: 7 text items to scan

After: 3 text items to scan

5. Consistent Navigation


6 things you can do right now

1. Talk to users

2. Define top 3 target audience groups

3. Determine top tasks / Prioritize content

4. Expert Evaluation (Howto.gov/firstfridays )

5. Usability test (Rocket Surgery Made Easy)

6. Training (us or DigitalGov University)



6. In Conclusion

User-Centered Design Takeaways

1. UCD saves money and improves websites

2. Gov’t and top companies already use it

3. UCD = good customer service

4. Use early and often

5. First Fridays can help teach you about UCD


First Fridays Usability Program

Jonathan Rubin

[email protected]

Twitter: @govnewmedia

www.Howto.gov/firstfridays


Why the best gov sites use User-Centered Design

Government & Nonprofit

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