1. Elicitation Methods Information types Information types Information Information Internal Perspectives Internal Perspectives Behavior Behavior Facts Facts Ratings Ratings Decision Decision

2. Elicitation Methods Data collection methods Data collection methods Focus Groups (opinion data) Focus Groups (opinion data) Contextual Inquiry (observation data) Contextual Inquiry (observation data) Surveys (opinion data) Surveys (opinion data) Interview Interview Market Validation Market Validation Workflow Elicitation Workflow Elicitation Usability Test Usability Test Demonstration Demonstration Tradeoffs Tradeoffs

3. A Fundamental Challenge Imagine a world where designers Imagine a world where designers Realize that they are making decisions that affect users Realize that they are making decisions that affect users Make these decisions based on knowledge about users, tasks, and contexts, rather than assumptions Make these decisions based on knowledge about users, tasks, and contexts, rather than assumptions Chief Assumption: the users are just like me Chief Assumption: the users are just like me

4. Project Sharing Group discussion Share results of contextual inquiry (5 mins each) Share results of contextual inquiry (5 mins each) Discuss the users, goals, context, tasks Discuss the users, goals, context, tasks Discuss what you know and need to know Discuss what you know and need to know Class-level discussion Share one challenge, one surprise, and one lesson that you think you would not have discovered with another elicitation technique? (such as e- mail survey, phone interview, etc.) Share one challenge, one surprise, and one lesson that you think you would not have discovered with another elicitation technique? (such as e- mail survey, phone interview, etc.)

5. Discussion of Readings Facilitate class discussion of topics / ideas / themes garnered from the online postings related to assigned readings. Facilitate class discussion of topics / ideas / themes garnered from the online postings related to assigned readings. Discussion Leaders Discussion Leaders 1. Susan Saranovich 2. Montine Rummel 3. Scott Somohano Insights from supplemental reading. Insights from supplemental reading.

6. Analyzing Users Goal of analyzing… Goal of analyzing… Analyzing users is like Analyzing users is like Excavating Excavating Peeling an onion Peeling an onion Surveying, getting the lay of the land Surveying, getting the lay of the land How are techniques for analyzing (e.g., user lists, personas) like tools? How are techniques for analyzing (e.g., user lists, personas) like tools?

7. User Attributes Motivation Motivation Capabilities Capabilities Beliefs Beliefs Attitudes Attitudes Goals Goals Problems Problems Preferences Preferences Values Values

8. Motivation Drives behavior Drives behavior Some are obvious, many are subtle Some are obvious, many are subtle Point at specific usage patterns Point at specific usage patterns Provide a reason why those behaviors exist Provide a reason why those behaviors exist Capture motivations in the form of user goals Capture motivations in the form of user goals

9. User Goals Types of User Goals Types of User Goals Life Goals Life Goals Personal aspirations; beyond the context of the design Personal aspirations; beyond the context of the design Explain why the user is trying to accomplish end goals Explain why the user is trying to accomplish end goals Example: be an expert; earn a promotion Example: be an expert; earn a promotion Experience Goals Experience Goals Simple, universal and personal; unconscious: difficult to articulate Simple, universal and personal; unconscious: difficult to articulate How do they feel or the quality of the interaction How do they feel or the quality of the interaction Example: Confident, competent (don’t feel stupid) Example: Confident, competent (don’t feel stupid) End Goals End Goals Expectation of a tangible outcome Expectation of a tangible outcome Something in mind you expect to accomplish Something in mind you expect to accomplish Examples: find the best price; complete the order Examples: find the best price; complete the order

10. User Goals False Goals False Goals Save key strokes or mouse clicks Save key strokes or mouse clicks Run on the web Run on the web Be easy to learn Be easy to learn Speed up data entry Speed up data entry Make use of latest technology Make use of latest technology Increase visual appeal Increase visual appeal Consistency across platforms Consistency across platforms Consider: if the product/system were transparent, would the goal change? Consider: if the product/system were transparent, would the goal change?

11. User Goals Extracting Goals (Cooper) Extracting Goals (Cooper) Hear goals directly during interview Hear 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 actions Infer 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?

12. Exercise – Extracting Goals Irene, 73, Widow (Cooper) Irene, 73, Widow (Cooper) Actions Actions Lives alone in a small town Lives alone in a small town Sees daughter and grandkids once a month Sees daughter and grandkids once a month Other family far away Other family far away Reads newspaper front-to-back each morning Reads newspaper front-to-back each morning Keeps TV on for background noise Keeps TV on for background noise Plays bridge on weekends Plays bridge on weekends Volunteers for hospital and welcome wagon Volunteers for hospital and welcome wagon Only drives locally (not on highways) Only drives locally (not on highways) Sends lots of greeting cards and letters Sends lots of greeting cards and letters

13. Project Exercise User Analysis Using the contextual inquiry data you collected, generate a characterization of the users (including goals) and the tasks that users complete using your product/process/system. Using the contextual inquiry data you collected, generate a characterization of the users (including goals) and the tasks that users complete using your product/process/system. Your characterization should also include information on the context/circumstances in which the tasks are completed. Your characterization should also include information on the context/circumstances in which the tasks are completed. Prepare a one-page description of these results and potential implications for redesign. Prepare a one-page description of these results and potential implications for redesign. Bring copies of the exercise to class (one copy for each member of the team, one copy for the instructor) and also post it to your design portfolio. Bring copies of the exercise to class (one copy for each member of the team, one copy for the instructor) and also post it to your design portfolio. Due next Thursday Due next Thursday

14. Filling Gaps Discover things you want to know that you didn’t think to ask? Discover things you want to know that you didn’t think to ask? Follow-up Follow-up Interview Interview Repeat inquiry Repeat inquiry Revisit recording Revisit recording

15. Looking back / Looking ahead Where we’ve been Topics – Readings and discussion Topics – Readings and discussion What is UCD? What is UCD? What to know about users? What to know about users? Collecting information about users… Collecting information about users… Doing contextual inquiry… Doing contextual inquiry… Project Project Insights about users, tasks, and contextual issues Insights about users, tasks, and contextual issues Actual data from observing real users Actual data from observing real users Sharing among team members Sharing among team members Resulting in… user information to analyze and synthesize Resulting in… user information to analyze and synthesize Where we’re going Project exercise: Results of synthesis of user information Readings: On tasks and context, characterizing and synthesizing, communicating Summaries: One page Issue Statement: A reminder 1. Randy Dowell 2. Nancy Samuels 3. Carleigh Romeis