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Decisions for impact
Steve Fadden, Ph.D.Director, Analytics UX Research, Salesforce
Lecturer, School of Information, UC Berkeley
Presentation given at UX India 2016 - Impact by Design, October 22, 2016, Hyderabad, India
Why do products fail?
Images: https://en.wikipedia.org/wiki/MessagePad; https://hu.wikipedia.org/wiki/F%C3%A1jl:Gridpad-320-100.jpg; https://en.wikipedia.org/wiki/New_Coke; https://en.wikipedia.org/wiki/Crystal_Pepsi; https://commons.wikimedia.org/wiki/File:SONY_BETAMAX_PORTABLE.jpg; ; https://en.wikipedia.org/wiki/Microsoft_Bob
Bad decisions
Image: https://commons.wikimedia.org/wiki/File:FEMA_-_37218_-_Resident_pushing_a_car_through_flood_waters_in_Texas.jpg
Poor understanding
Image: https://en.wikipedia.org/wiki/Science_education
Design requires decisions
Images: http://commons.wikimedia.org/wiki/File:Waterfall_model_(1).svg ; https://commons.wikimedia.org/wiki/File:Software_Development_Spiral.svg ; https://en.wikipedia.org/wiki/Extreme_programming ; https://en.wikipedia.org/wiki/Scrum_(software_development)
Decide: Which is longer?
Reference: https://en.wikipedia.org/wiki/M%C3%BCller-Lyer_illusion
“We're blind to our blindness.
We have very little idea of how little we know.
We're not designed to know how little we know.
Daniel KahnemanQuote/Image:http://www.independent.co.uk/arts-entertainment/books/features/were-blind-to-our-blindness-we-have-very-little-idea-of-how-little-we-know-were-not-designed-to-6267089.html ; http://taubcenter.org.il/wp-content/files_mf/daniel_kahneman33.jpg
System 1
FastInstinctEmotionPatterns
Subconscious
2 approaches to decisions
System 2
SlowEffortful
DeliberateLogical
ConsciousReference: Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
Decide: Which continues?
Reference: https://en.wikipedia.org/wiki/Poggendorff_illusion
AnchoringAvailability
SubstitutionOptimism
Loss aversionFraming
Sunk cost
Every decision is subject to bias
Reference: Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
“….biases invariably creep
Into any team’s reasoning — and often dangerously distort
its thinking.
Daniel Kahneman
Quote/Image: https://hbr.org/2011/06/the-big-idea-before-you-make-that-big-decision ; http://taubcenter.org.il/wp-content/files_mf/daniel_kahneman33.jpg
“When you know better,
you do better.
Maya Angelou
Quote/Image:http://www.forbes.com/sites/carminegallo/2014/05/31/the-maya-angelou-quote-that-will-radically-improve-your-business/ ; https://cy.wikipedia.org/wiki/Maya_Angelou
Take time to work against biases
Image: https://commons.wikimedia.org/wiki/File:Baby_turtle.jpg
“Creativity is to discover a
question that has never been asked.
Kenya Hara
Quote/Image: http://www.luminaire.com/illuminate/637/ ; http://www.azquotes.com/quote/1199081
Adopt design thinking mindset
Image: http://dschool.stanford.edu/redesigningtheater/files/2012/08/design-thinking2.jpg
“The mission of design thinking is
to translate observationsinto insights and
insights into products and services that will improve lives.
Tim BrownQuote/Image: Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation; https://www.flickr.com/photos/scobleizer/2213171156
Generative Formative Summative
Research informs successes & failures
Image: https://commons.wikimedia.org/wiki/File:Light_bulb_(yellow)_icon.svg ; https://commons.wikimedia.org/wiki/File:Korean_Traffic_sign_(Left_Turn_and_Right_Turn).svg ; https://pixabay.com/en/photos/graph/?image_type=vector
Formative research
● Ideas, stories, flows, designs● Any fidelity level● Improvement focus● Better decision-making● “Lightweight” techniques → faster decisions
Image: https://commons.wikimedia.org/wiki/File:Korean_Traffic_sign_(Left_Turn_and_Right_Turn).svg
“Failure is nota bad thing,
as long as you fail fastand learn fast.
Navdeep Bains
Quote/Image: http://m.chinadaily.com.cn/en/2016-06/27/content_25868192.htm; http://www.ryerson.ca/ryersontoday/data/news/2013/01/navdeep_bains/
“Fail faster
tosucceed sooner.
David Kelley
Quote/Image: https://ssir.org/articles/entry/fail_faster_succeed_sooner ; https://churchill.imgix.net/images/profiles/Kelley_David.jpg?auto=format&h=512&w=512&q=30
Method 1: Understanding Problems
Critical Incident Questions
Reference: http://www.usabilitynet.org/tools/criticalincidents.htm
“Consider the last time you had to share something online. How long ago did this happen? What did you share? Describe the steps you took to share, and highlight any surprises or problems (if any) that happened.”
Sample Prompt
Method 2: Investigating Concepts
Scenario Commenting
“Consider the data export concept presented on the next 4 slides. As you read through the concept, comment on anything you find to be confusing, problematic, useful, or appealing about the concept.”
Sample Prompt
Method 3: Identifying Expectations
“Greeking” technique
Reference: Tullis, T. (1998). A method for evaluating web page design concepts. CHI 98 conference summary on human factors in computing systems
“You are exploring colleges, and need to make sure the courses look interesting and financial support is available.”
“Indicate where you would click to access a list of courses?”
Sample Prompt
Method 4: Uncovering Impressions
First Impression Testing
First Impressions
● Impressions are formed by 50ms
● Primarily based on visual appeal
● Do not change with additional viewing time
● Are not influenced by actual usability issues
Reference: Phillips, C. & Chaparro, B.S. (2009). Visual Appeal vs. Usability: Which One Influences User Perceptions of a Website More? http://usabilitynews.org/visual-appeal-vs-usability-which-one-influences-user-perceptions-of-a-website-more/
“You will be shown an interface for 5 seconds. After viewing the interface, indicate your response to the following questions.”
Sample Prompt
Mark how you feel about the interface you just saw. The interface is:
Very VeryAttractive - - - - - - - - - Unattractive
Method 5: Assessing Sentiment
Semantic Differentials
Sample Prompt
“Mark how you feel about this experience.”
Powerful - - - - - SimplisticAttractive - - - - - UnattractiveValuable - - - - - Not valuableSatisfying - - - - - FrustratingFast - - - - - SlowIntuitive - - - - - RigidEasy - - - - - Difficult
Reference: Johnson, F. 2012. Using semantic differentials for an evaluative view of the search engine as an interactive system, EuroHCIR2012.
Method 6: Prioritizing Needs
Kano Questions
Reference: http://uxmag.com/articles/leveraging-the-kano-model-for-optimal-results
Sample Prompts
Scenario: “Imagine you are using a mobile app to find a restaurant.”
Question 1: “How would you feel if the app allowed you to filter results by distance?”
Question 2: “How would you feel if the app did not allow you to filter results by distance?”
Question 3: “How important is this function to you?”
Results inform value present & absent
:( if present :) if present
:) if absent
:( if absent
Method 7: Evaluating Usability
RITE Testing
Reference: Medlock, M.C., Wixon, D., Terrano, M., Romero, R., & Fulton, B. (2002). Using the RITE method to improve products; a definition and a case study, Presented at the Usability Professionals Association.
Rapid Iterative Testing & Evaluation
(RITE)
Identify critical problems and fix them on the fly
● Representative users, actual tasks, interactive interface
● Involve key decision makers (PM, design, development)
● Agree on critical problems and make changes to interface after each session
activity
1. Consider each image
2. System 1 answer?
3. System 2 answer?
Reference: https://en.wikipedia.org/wiki/M%C3%BCller-Lyer_illusion
Reference: https://en.wikipedia.org/wiki/Poggendorff_illusion
Reference: https://en.wikipedia.org/wiki/Poggendorff_illusion
Consider your process
1. Initial perception?
2. Thought process?
3. Individual and group approach?
analyze and discuss as a team
Image: http://archipelagoblog.blogspot.com/2013/12/rules-yes-rules.html
Image: https://en.wikipedia.org/wiki/Optical_illusion
“You can draw the wrong
conclusions from a three- question survey just as easily as you can from
terabytes of data.Susan Etlinger
Quote/Image: http://www.kqed.org/news/story/2016/09/09/208823/how_do_we_approach_big_data_with_a_critical_eye ; https://speakerpedia.com/speakers/susan-etlinger
Aim to understand big picture
Image: https://commons.wikimedia.org/wiki/File:Jigsaw_puzzle_01_by_Scouten.jpg
“Having more data in our lives reminds us that data doesn’t
create meaning - we do.
Susan Etlinger
Quote/Image: http://www.npr.org/2016/09/09/492297311/how-do-we-approach-big-data-with-a-critical-eye ; https://speakerpedia.com/speakers/susan-etlinger
“Remember, the universal
language is not texted, emailed, or spoken. It is felt.
Angela Ahrendts
Quote/Image: http://www.businessinsider.sg/best-angela-ahrendts-quotes-apple-svp-retail-2014-6/#p5xxBuL36aoEDFPY.99 ; https://www.fastcompany.com/3023591/angela-ahrendts-a-new-season-at-apple
“People will forget what you said, people will forget what you did,
but people will never forgethow you made them feel.
Maya Angelou
Quote/Image:http://www.forbes.com/sites/carminegallo/2014/05/31/the-maya-angelou-quote-that-will-radically-improve-your-business/ ; https://cy.wikipedia.org/wiki/Maya_Angelou
AnchoringAvailability
SubstitutionOptimism
Loss aversionFraming
Sunk cost
So, remember our biases
Reference: Kahneman, D. (2011). Thinking, fast and slow. New York: Farrar, Straus and Giroux.
“The more we learn
the more we realize how little we know.
R. Buckminster Fuller
Quote/Image: http://quoteur.com/the-more-we-learn-the-more-we-realize-how-little-we-know/ ; https://bfi.org/about-fuller/biography
“Failure will never overtake me
if my definition to succeedis strong enough.
A.P.J. Abdul Kalam
Quote/Image: http://theincredibleindia.in/failure-will-never-overtake-me/ ; https://en.wikipedia.org/wiki/A._P._J._Abdul_Kalam
Thank You!
Image: https://www.flickr.com/photos/jnyemb/4408191030