Elicitation MethodsElicitation Methods

Information typesInformation types InformationInformation

Internal PerspectivesInternal Perspectives BehaviorBehavior FactsFacts RatingsRatings

DecisionDecision

Elicitation MethodsElicitation Methods

Data collection methodsData collection methods Focus Groups (opinion data)Focus Groups (opinion data) Contextual Inquiry (observation data)Contextual Inquiry (observation data) Surveys (opinion data)Surveys (opinion data) InterviewInterview Market ValidationMarket Validation Workflow ElicitationWorkflow Elicitation Usability TestUsability Test DemonstrationDemonstration

TradeoffsTradeoffs

A Fundamental A Fundamental ChallengeChallenge

Imagine a world where designersImagine a world where designers Realize that they are making Realize that they are making

decisions that affect usersdecisions that affect users Make these decisions based on Make these decisions based on

knowledge about users, tasks, and knowledge about users, tasks, and contexts, rather than assumptionscontexts, rather than assumptions Chief Assumption: the users are just Chief Assumption: the users are just

like melike me

Project SharingProject Sharing

Group discussionGroup discussion Share results of contextual inquiry (5 Share results of contextual inquiry (5

mins each) mins each) Discuss the users, goals, context, tasksDiscuss the users, goals, context, tasks Discuss what you know and need to knowDiscuss what you know and need to know

Class-level discussionClass-level discussion Share one challenge, one surprise, and Share one challenge, one surprise, and

one lesson that you think you would not one lesson that you think you would not have discovered with another elicitation have discovered with another elicitation technique? (such as e-mail survey, phone technique? (such as e-mail survey, phone interview, etc.)interview, etc.)

Discussion of ReadingsDiscussion of Readings

Facilitate class discussion of topics / Facilitate class discussion of topics / ideas / themes garnered from the ideas / themes garnered from the online postings related to assigned online postings related to assigned readings.readings.

Discussion LeadersDiscussion Leaders1. Susan Saranovich1. Susan Saranovich

2. Montine Rummel2. Montine Rummel

3. Scott Somohano3. Scott Somohano

Insights from supplemental reading. Insights from supplemental reading.

Analyzing UsersAnalyzing Users Goal of analyzing…Goal of analyzing…

Analyzing users is likeAnalyzing users is like ExcavatingExcavating Peeling an onionPeeling an onion Surveying, getting the lay of the landSurveying, getting the lay of the land

How are techniques for analyzing How are techniques for analyzing (e.g., user lists, personas) like tools?(e.g., user lists, personas) like tools?

User AttributesUser Attributes

MotivationMotivation CapabilitiesCapabilities BeliefsBeliefs AttitudesAttitudes GoalsGoals ProblemsProblems PreferencesPreferences ValuesValues

MotivationMotivation

Drives behaviorDrives behavior Some are obvious, many are subtleSome are obvious, many are subtle Point at specific usage patternsPoint at specific usage patterns Provide a reason why those behaviors Provide a reason why those behaviors

existexist

Capture motivations in the form of Capture motivations in the form of user goalsuser goals

User GoalsUser Goals Types of User GoalsTypes of User Goals

Life GoalsLife Goals Personal aspirations; beyond the context of the designPersonal aspirations; beyond the context of the design Explain why the user is trying to accomplish end goalsExplain why the user is trying to accomplish end goals Example: be an expert; earn a promotionExample: be an expert; earn a promotion

Experience GoalsExperience Goals Simple, universal and personal; unconscious: difficult to Simple, universal and personal; unconscious: difficult to

articulatearticulate How do they feel or the quality of the interactionHow do they feel or the quality of the interaction Example: Confident, competent (don’t feel stupid)Example: Confident, competent (don’t feel stupid)

End GoalsEnd Goals Expectation of a tangible outcomeExpectation of a tangible outcome Something in mind you expect to accomplishSomething in mind you expect to accomplish Examples: find the best price; complete the orderExamples: find the best price; complete the order

User GoalsUser Goals False GoalsFalse Goals

Save key strokes or mouse clicksSave key strokes or mouse clicks Run on the webRun on the web Be easy to learnBe easy to learn Speed up data entrySpeed up data entry Make use of latest technologyMake use of latest technology Increase visual appealIncrease visual appeal Consistency across platformsConsistency across platforms

Consider: if the product/system were Consider: if the product/system were transparent, transparent, would the goal change?would the goal change?

User GoalsUser Goals

Extracting Goals (Cooper)Extracting Goals (Cooper) Hear goals directly during interviewHear goals directly during interview

What’s a good day?What’s a good day? What’s a bad day?What’s a bad day? What are the most important things you do?What are the most important things you do? If it were magic, what would it help you do?If it were magic, what would it help you do?

Infer goals from actionsInfer goals from actions How are people behaving currently?How are people behaving currently? What are they trying to accomplish?What are they trying to accomplish?

Exercise – Extracting GoalsExercise – Extracting Goals Irene, 73, Widow (Cooper)Irene, 73, Widow (Cooper) ActionsActions

Lives alone in a small townLives alone in a small town Sees daughter and grandkids once a monthSees daughter and grandkids once a month Other family far awayOther family far away Reads newspaper front-to-back each morningReads newspaper front-to-back each morning Keeps TV on for background noiseKeeps TV on for background noise Plays bridge on weekendsPlays bridge on weekends Volunteers for hospital and welcome wagonVolunteers for hospital and welcome wagon Only drives locally (not on highways)Only drives locally (not on highways) Sends lots of greeting cards and lettersSends lots of greeting cards and letters

Project ExerciseProject ExerciseUser AnalysisUser Analysis

Using the contextual inquiry data you collected, Using the contextual inquiry data you collected, generate a characterization of the users generate a characterization of the users (including goals) and the tasks that users (including goals) and the tasks that users complete using your product/process/system. complete using your product/process/system.

Your characterization should also include Your characterization should also include information on the context/circumstances in information on the context/circumstances in which the tasks are completed.which the tasks are completed.

Prepare a one-page description of these results Prepare a one-page description of these results and potential implications for redesign. and potential implications for redesign.

Bring copies of the exercise to class (one copy for Bring copies of the exercise to class (one copy for each member of the team, one copy for the each member of the team, one copy for the instructor) and also post it to your design instructor) and also post it to your design portfolio. portfolio.

Due next ThursdayDue next Thursday

Filling GapsFilling Gaps

Discover things you want to know Discover things you want to know that you didn’t think to ask?that you didn’t think to ask? Follow-upFollow-up

InterviewInterview Repeat inquiryRepeat inquiry

Revisit recordingRevisit recording

Looking back / Looking Looking back / Looking aheadahead

Where we’ve beenWhere we’ve been

Topics – Readings and Topics – Readings and discussiondiscussion

What is UCD? What is UCD? What to know about users?What to know about users? Collecting information about Collecting information about

users…users… Doing contextual inquiry…Doing contextual inquiry…

Project Project Insights about users, tasks, and Insights about users, tasks, and

contextual issuescontextual issues Actual data from observing real Actual data from observing real

users users Sharing among team membersSharing among team members Resulting in… user information to Resulting in… user information to

analyze and synthesizeanalyze and synthesize

Where we’re goingWhere we’re going

Project exercise: Project exercise: Results of synthesis of user Results of synthesis of user

informationinformation

Readings: Readings: On tasks and context, On tasks and context,

characterizing and characterizing and synthesizing, communicatingsynthesizing, communicating

Summaries: One pageSummaries: One page

Issue Statement: A Issue Statement: A reminder reminder

1. Randy Dowell 1. Randy Dowell 2.2. Nancy Samuels Nancy Samuels 3.3. Carleigh Romeis Carleigh Romeis