The User Experience Health Check

THEUSER EXPERIENCE HEALTH CHECKUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM

Quantify the quality

of your user experience

mailto:[email protected]


http://www.agux.co

http://www.agux.co

UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM

WE MEASURE EXPERIENCE BY COMPARING OUR EXPECTATIONS TO SIMILAR EXPERIENCES.


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A STORY ABOUT BLUE CLOWNS



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COMMON DESIGN PROBLEMS

✴ No common design language

✴ No common way to evaluate design decisions


Marty Neumeier, The Designful Company, p26.



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THE UX HEALTH CHECK QUANTIFIES THE QUALITATIVE EXPERIENCE

✴ Applicable to any product or service

✴ Measures detailed feature sets or very generalized notions of service.

✴ Introduces a shared language for teams to discuss elements of an experience.





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A STORY ABOUTDIFFERENT MOUNTAINS



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ANOTHER PROBLEM: DESIGN-DRIVEN INNOVATION

If you’re not on the right mountain, your

altitude doesn’t matter.




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A STORY ABOUTDIFFERENT MOUNTAINS



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ANOTHER PROBLEM: SCALE

If you don’t have the thing to measure, you

can’t measure it.




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THEUSER EXPERIENCE HEALTH CHECKUX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM

Quantify the quality

of your user experience



http://www.agux.co

http://www.agux.co

HOW THE HEALTH CHECK WORKS

1. Deconstruct the service(list and chunk)

2. Choose benchmarks (your competitors)

3. Establish scoring criteria (the scale)




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DECONSTRUCT THE SERVICE

Break down the parts of the product or service to a level they can be looked at in isolation and still be comparable to examples elsewhere.

1. By product/services in a(n eco)system2. By user mental model3. By generic/universal mental models (consumption and service cycles)




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CHOOSE BENCHMARKS

Your competitors are not always in your

market or your medium.




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SET TARGETS

• Go through each elements and ask the question “how good do we need to be at this to meet our business goals and user expectations?”

• Involve core team of people actively making decisions about the UX

• Get agreement on the targets through conversation. Everyone is empowered to disagree and defend their perspective




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SCORE YOURSELF


Score Rating Considerations< 30

Problem Area Doesn’t meet core user needs or usability standards: it’s broken!

30 > Functional Meets basic user needs; isn’t broken ; the bare minimum

50 > Parity with Competitors

Meets user expectations across industry offerings

70 > Very Good Better than several competitors

80 >Better Than Most Exceeds the main competitors, almost as

good as the market leader

90 > Best In Class Market differentiator



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SCORE YOURSELF

• Get agreement on the final score through conversation.

• Everyone is empowered to disagree and defend their perspective

• Everyone should be versed in existing information to help decision- making (usability evaluations, user feedback, etc)




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TALLY UP AND COMMUNICATE




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WHY?UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM



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WE WANT TO BUILD A BETTER EXPERIENCE.


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THE FIRST PROBLEM

We don’t build a better experience. Our

organizations build a better experience.




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MARTY NEUMEIER ASKS THE KEY QUESTION IN 2009

“...if design is such a powerful tool... if economic value is increasingly derived from intangibles like knowledge, inspiration, and creativity, why don’t we hear the language of design echoing through the corridors?”





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PETER DRUCKER PROVIDES THE ANSWER IN 1967

“Intelligence, imagination, and knowledge are essential resources, but only effectiveness converts them into results. By themselves, they only set limits to what can be attained.”


Peter Drucker, The Effective Executive, p 2.



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ROGER MARTIN SUGGESTS A SOLUTION

“Organizations will need to BE designers. They’ll need to think like designers, feel like designers, work like designers.”





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WE WANT TO BUILD A BETTER ORGANIZATION.


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HOW?UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM



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WHY IT’S MAGIC: VISION AND PROGRESS

Communicate progress and vision in a way

everyone can understand.




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WHY IT’S MAGIC: COMMON DESIGN LANGUAGE

Create a common design language. Point back to your service’s

story.




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WHY IT’S MAGIC: EVOLVES WITH LANDSCAPE

Be agile, automatically adjust to changes in the competitive landscape.




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WHY IT’S MAGIC: COST PRIORITY CHANGES

Understand the cost and benefits of

business decisions.




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WHY IT’S MAGIC: OUTBOARD MEMORY

Place design decisions somewhere you won’t

forget them.




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WHY IT’S MAGIC: LEARN

Your learn when you evaluate prediction

against performance.




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PETER DRUCKER SUMS IT UP

“What gets measured gets

managed.”UX RESEARCH & WEB ANALYTICS @ SXSW INTERACTIVE, 2011 • AUSTIN GOVELLA, UX RONIN • [email protected] • WWW.GRAFOFINI.COM



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The User Experience Health Check

Technology