1 User-Centric The Human Factor in Design Susanne M. Furman, PhD Usability Engineer Web Communication and New Media Division U.S. Department of Health & Human Services

2 What is Human Factors? Science of understanding the properties of human capability The application of this understanding to the design and development of systems The art of ensuring successful application of Human Factors Engineering The study of all aspects of the way humans relate to the world around them.

3 History of Human Factors Origin in the Industrial Revolution Full-fledged discipline during WWII Aircraft cockpit design needed to consider human interface for controls and displays

4 What Does Human Factors Involve? Cognition – mental processes, memory, recognition Perception – how we perceive color, layout, appeal Motor Skills – how we interact with systems Experimental psychology – applying experimental methodology outside a controlled environment

5 Objectives of Human Factors Enhance effectiveness and efficiency of human- machine systems Enhance certain desirable human characteristics Recognize and utilize individual differences Influence human behavior and well-being through the intelligent design of machines, devices, and work environments Utilize empirical data for design and evaluation Utilize the scientific method in the collection of this data

6 What is Usability General term that encompasses ‘ease of use’ How easily can people use any product’s controls or displays Study of methods, measurement, and principles of a product’s efficiency, elegance, and usefulness. Putting the user FIRST Provide the best match between the characteristics of people with the operation of the systems and products they use

7 Usability Results Greater efficiency Shorter learning time Increased satisfaction Reduce human error and the likelihood of negative outcomes Usability is NOT just user testing!!!

8 International Standard Identify need for human centered design Specify context of use Specify requirements Evaluate designs Produce design solutions System satisfies specified requirements 1.Specify the context of use: identify people who will use it, what they use it for and under what conditions. 2.Specify requirements: Identify business requirements or user goals for product to be successful. 3.Create design solutions: Build from rough concept to a completed design. 4.Evaluate designs: evaluation - usability testing with actual users.

9 Operator Error in Complex Systems Three Mile Island Bhopal Chernobyl Why large-scale systems pose additional demands and new requirements on human operators.

10 Three Mile Island Attributed to wrong decisions Operators overwhelmed with info – much of it irrelevant, misleading or incorrect. Poorly designed instrumentation Important gauges were out of view No critical line on gauges No consistent action results for knobs and dials Exceptions – what happens if…..

11 But Really This is Not Life or Death

12 Impacts Our Daily Lives Surrounded by manufactured items intend to make life easier, more pleasant, and to help us save time. We are victimized by inanimate objects  VCR?  Lost trying to find information on a web site  Tried to put our mug in the cup holder Why do we try so hard and put up with all these frustrations? Or do we???

13 Mental Models Example: Walk in a store – cannot tell what services & goods were available. Users: Come to your site with an idea of how things work Have been to many sites Have generic mental model way supposed to work What is it?

14 Two Conclusions Follow Users have mental model of way things should work Average user is not a novice

15 User’s Mental Model User’s experience: majority of sites have horrible usability Users discover this and they are GONE Average user’s expectation of 1 st time visit – DISAPPOINTMENT If not apparent how site applies to immediate concerns GONE

16 Users Are Not Novices Users acquainted with way most pages work Users don’t have time to learn something new Homepages need to communicate immediate value Need to enable users to find relevant stuff in seconds If your homepage works similarly then users will understand because they are familiar with design conventions

17 Design Conventions Stifle Creativity Boring if all homepages look the same  Design is problem-solving with constraints  Goal – make something that works in the real world  Doesn’t mean they all look alike Magazine example  Numbers located in corners  Display headlines in type larger than body text  Table of contents is at beginning But Vogue doesn’t look like SI

18 What Your Site Is Face to the world You get one chance to make a first impression If first impression is not good – there is no second chance It is NOT artwork It is an interaction It is a stepping stone to the user’s destination - inside

19 Users Have Multiple Goals Find out what you do Researching a specific purpose Interested in some service or support Users may have different goals at different times – segmenting does not work If number of options are overwhelming – GONE

20 What Your Homepage Must Do Where users are in your site What your company does What users can do at your site At First Glance: What’s Important? Branding High-priority tasks

21 So Why? Usability plays a role in public’s perception Affects your brand value Affects public perception Makes it easier for users to accomplish their goals Bad design costs $$billions/year Internet easy to use – can pay off by a factor of 10+ Fewer last minute design changes Usable, appealing, and effective designs