1. Cornelius Dufft IBM Deutschland Entwicklung GmbH Böblingen Media Design Center Dresden, 11. Oktober 1999 User-Centered Design Wie "Ease of Use" den Erfolg im e-business sichert

2. ... ist die Nutzung von Internet- Technologien um die Leistungen in den Kernkompetenzen eines Unternehmens zu verbessern und zu transfomieren. 4 Schritte zum e-business Unternehmensprozesse transformieren Neue Anwendungen erstellen Produzieren im skalierbaren, verfügbaren, sicheren Umfeld Wissen und Information nutzen e-business

3. Wer sind die Nutzer? Verfügbarkeit & weltweite Verbreitung des Internets ->Kundenerwartungen bezüglich Support und Antwort- zeiten sind für immer verändert. Sie erwarten den 24h- Service. Im e-business nimmt der Kunde den Weg des gerings- ten Widerstandes. (Oft) einzige Kontaktfläche ist (Internet)-Anwendung.... und Bedienbarkeit wird neben Verfügbarkeit und Sicherheit das Qualitätskriterium, über das man spricht.

4. Einfachheit gewinnt! "Natürliche Auslese" durch die Kunden Der einfachste Weg ist für den Kunden der beste. Andernfalls ist das erste Mal oft auch das letzte Mal. Usability entscheidet Ease of use: Usability, Einfachheit, und Akzeptanz Ease of use als Wettbewerbsfaktor

5. Ease of use - der versteckte Freund Ease of use - unsichtbar Kein ease of use - eine Katastrophe Der Wettbewerber - nur einen Mausklick entfernt Ansprüche steigen, schaffen neue Realitäten Wer kann es sich leisten, Kunden zu verärgern? Ease of Use Qualitätsmerkmal eines Markenproduktes Erfolgsfaktor eines Unternehmens

6. Gartner Report The 770 has it in spades, especially when it comes to usability... Business Week The ThinkPad 770 and the Tecra 750 are both very impressive machines, but the IBM wins my vote for a huge display and excellent ergonomics. The ThinkPad 600 features what may be the best keyboard I have ever seen in a laptop. PC Computing You've come to expect these kinds of top-drawer technologies in a ThinkPad, but usability is where this machine truly shines. Feather weight and First Rate usability. If you've got a say in the matter, get the IBM ThinkPad 600....the ThinkPad's [600] usability suffers no peer. ThinkPad Computer Shopper "offers the best humanengineering we've seen in a home PC." "... All the Aptiva models offer the striking look, above average performance, and user- friendliness... Additionally, the Aptiva Access program lumps many system settings often found in disparate locations into one simple to use application... The EZ buttons on the Aptiva are similar in concept to the Compaq Presario, however, the Aptiva features are more extensive... IBM's ScrollPoint mouse closes the door on the scroll bar... " Wall Street Journal "..... looks better and creates a better workspace arrangement than any other PC I've seen... The IBM Aptiva offers the best setup..." Aptiva IBM's Erfahrungen Net.Commerce PC Magazine "Net.Commerce was the easiest to set up and offered the best, most flexible site- creation tools...installing Net.Commerce was about as easy as it gets. DB2 UDB PC Week...a vastly easier client setup procedure, integrated replication and a fresh new interface that's right on target. Value Added Reseller's are delighted with the DB2 Universal Database look and feel and agree that IBM has made major strides in user friendliness.The new GUI front end of the Control Center administrative console makes it much easier to make backups, set security and get up to speed quickly and simply. ZD Net Understanding the user environment has paid off with great design and performance of the Olympic websites.. extensive testing and recommendations provided by a team of IBM designers helped give the system "walk-up-and- use" flexibility. Olympics ComputerWorld "One of the smartest search engines we found was at IBM's site..excellent organization of content, concise, relevant results with little useless information". IBM.COM InfoWorld IBM's redesign results in a kinder, simpler Web site.The new site provides a more satisfying user experience... In pulling out all the stops with its Web strategy, IBM may have found that making things simpler works wonders."

7. Was ist User-Centered Design? Vredenburg, Isensee, and Righi (1999), Making Products Easy: A Practical Guide to User-Centered Design Techniques and Technologies. "An approach to designing ease of use into the total user experience with products and systems. It involves two fundamental elements - multidisciplinary teamwork and a set of specialized methods of acquiring user input and converting it into design."

8. Marketing Establish expectations for usability, integration, task support, value, availability The total user experience

9. Marketing Packaging Stress ease of use of all product materials, thoughtful placement of offering elements in an easy-to- handle package The total user experience

10. Marketing Packaging Getting started Communicate quick and easy startup, ability to become productive quickly The total user experience

11. Marketing Packaging Getting started User interface Demonstrate consistency, ease of getting started, ease of use, task support The total user experience

12. Marketing Packaging Getting started User interface User assistance Imply manageability, consistency, ease of learning, ease of use The total user experience

13. Marketing Packaging Getting started User interface User assistance Technology Stress task support, innovation, elegance, delight The total user experience

14. Marketing Packaging Getting started User interface User assistance Technology Service and support Make users feel they are never on their own The total user experience

15. Traditional ApproachUser-Centered Design Technology drivenUser driven Limited multidisciplinary cooperation Multidisciplinary teamwork Component focusSolutions focus Focus on internals architectureFocus on externals design No specialization in user experience design Specialization in user experience design Some competitive focusFocus on competition Coding prior to user validationCoding only user-validated designs Code defect view of qualityUser view of quality Limited focus on user measurementPrime focus on measurement Focus on current customers Focus on current and future customers Vergleich der Ansätze

16. Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs Manage by continual user observation UCD Prinzipien

17. UCD Principle #1 Set business goals Determining the target market, intended users, and primary competition is central to all design and user participation UCD Prinzipien

18. UCD Principle #2 Set business goals Understand users A commitment to understand and involve the intended user is essential to the design process If you want to understand your product, you must first understand the user UCD Prinzipien

19. UCD Principle #3 Set business goals Understand users Assess competitiveness Superior design requires ongoing awareness of the competition and its customers Once you understand your users' tasks, you must test those same tasks against competitive alternatives and compare their results with yours UCD Prinzipien

20. UCD Principle #4 Set business goals Understand users Assess competitiveness Design the total user experience Everything a user sees and touches is designed together by a multidisciplinary team This includes the way a product is advertised, ordered, bought, packaged, maintained, installed, administered, documented, upgraded, and supported UCD Prinzipien

21. UCD Principle #5 Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs User feedback is gathered early and often, using instruments of widely ranging fidelity This feedback drives product design and development UCD Prinzipien

22. UCD Principle #6 Set business goals Understand users Assess competitiveness Design the total user experience Evaluate designs Manage by continual user observation Continue to monitor and listen to your users Let their feedback inform your responses to market changes and competitive activity UCD Prinzipien

23. Total user experience leader Has overall responsibility for the design of the total user experience Das UCD Team

24. Total user experience leader Marketing specialist Specifies target market, user audience, prime competitor, ease-of-use objectives, ease-of-use marketing messages, channels, packaging, and Terms and Conditions requirements Das UCD Team

25. Total user experience leader Marketing specialist Visual/Industrial designer Responsible for overall appearance, layout, balance of offering, including consistent visual signature of the advertising, packaging, and product design Das UCD Team

26. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer Designs the task flow and interaction, and determines which tasks are done by the human vs. the computer Das UCD Team

27. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Specifies user assistance mechanisms Das UCD Team

28. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Specifies the technology to support the total user experience Das UCD Team

29. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist Specify service and support that should be delivered with the product Das UCD Team

30. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist Responsible for the design, analysis, and interpretation of studies, recommendations Das UCD Team

31. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist Internationalization and terminology specialist Addresses needs of international audience Das UCD Team

32. Total user experience leader Marketing specialist Visual/Industrial designer Human-computer interaction designer User assistance architect Technology architect Service and support specialist User research specialist Internationalization and terminology specialist UCD project leader Overall responsibility for deliverables Das UCD Team

33. IBM's UCD Prozess

34. Markt-Segmentierung und Nutzergruppenanalyse Who do we think will use this product? [Market Definition] UCD begins with defining a product's intended users. What is the target market? 1

35. Aufgabenanalyse [Task Analysis] What are they looking for? 2 The team then determines what those users need and want. They must make sure they understand users' tasks and tools, any problems they're experiencing, and how they'd like to see their tasks and tools change in the future.

36. Wettbewerbsvergleich 3 [Competitive Evaluation] Next, an evaluation of competitive alternatives is carried out from the user's perspective. What else is out there?

37. Erster Design-Entwurf [Design] How's this for starters? 4a Using this information, the team creates alternative designs of the proposed solution.

38. Erste Nutzerbewertung [Walkthrough] How's this for starters? 4b... It then solicits feedback through design walkthrough sessions with users, and changes are made as required.

39. Evaluation [Evaluation] Does this work? What would make it better? 5a Regular sessions are scheduled with users to get constant feedback on the evolving design. Early sessions may involve "lo-fi" prototyping techniques such as simple sketches.

40. Validierung [Validation] Does this work? What would make it better? 5b... When an early version of the product is first available, hands-on testing is carried out using actual hardware and software.

41. Wettbewerbsvergleich im Feld [Benchmark Assessment] How do we stack up? 6 Finally, a head-to-head benchmark assessment against the competition is run to confirm that objectives have been met from the user's perspective. To what degree does the product meet users' expectations? If conducted by a third-party company, positive results of such an assessment may be used in promotions.

42. UCD Hilfsmittel: Internet-Fragebogen etc.

43. www.ibm.com/easy Weitere Informationen: Ease of Use Web Page

44. Ease of use - kritisch für Geschäftserfolg, besonders im e-business UCD - der Weg zum optimalen "total user experience" UCD - gesicherte Methodologie: Prinzipien Prozess Teamstruktur Hilfsmittel UCD - ständige Verbesserung Zusammenfassung

45. Vielen Dank! Zeit für Fragen und Diskussion... Cornelius Dufft dufft@de.ibm.com IBM Deutschland Entwicklung GmbH http://www.de.ibm.com/entwicklung/ http://www.de.ibm.com/entwicklung/jobs/