Understanding Your Users

by Baxter; Courage

• ISBN13: 9781558609358
• ISBN10: 1558609350
• Format: Paperback
• Copyright: 2004-12-28
• Publisher: Elsevier Science

Summary

Today many companies are employing a user-centered design (UCD) process, but for most companies, usability begins and ends with the usability test. Although usability testing is a critical part of an effective user-centered life cycle, it is only one component of the UCD process. This book is focused on the requirements gathering stage, which often receives less attention than usability testing, but is equally as important. Understanding user requirements is critical to the development of a successful product. Understanding Your Users is an easy to read, easy to implement, how-to guide on usability in the real world. It focuses on the "user requirements gathering" stage of product development and it provides a variety of techniques, many of which may be new to usability professionals. For each technique, readers will learn how to prepare for and conduct the activity, as well as analyze and present the data all in a practical and hands-on way. In addition, each method presented provides different information about the user and their requirements (e.g., functional requirements, information architecture, task flows). The techniques can be used together to form a complete picture of the users requirements or they can be used separately to address specific product questions. These techniques have helped product teams understand the value of user requirements gathering by providing insight into how users work and what they need to be successful at their tasks. Case studies from industry-leading companies demonstrate each method in action. In addition, readers are provided with the foundation to conduct any usability activity (e.g., getting buy-in from management, legal and ethical considerations, setting up your facilities, recruiting, moderating activities) and to ensure the incorporation of the results into their products.

Table of Contents

Preface	xxiii
Acknowledgments	xxvii
PART 1 WHAT YOU NEED TO KNOW BEFORE CHOOSING AN ACTIVITY	1	(142)
Introduction to User Requirements	2	(26)
Introduction	3	(1)
User-centered Design	3	(5)
Principles of User-centered Design	4	(2)
Incorporating User-centered Design Principles into the Product Lifecycle	6	(2)
A Variety of Requirements	8	(6)
The Product Team's Perspective	9	(4)
User Requirements	13	(1)
Getting Stakeholder Buy-in for Your Activity	14	(7)
Arguments and Counter Arguments	15	(3)
Preventing Resistance	18	(3)
The Methods	21	(7)
Before You Choose an Activity: Learning About Your Product and Users	28	(66)
Introduction	29	(1)
Learn About Your Product	29	(12)
Learn About Your Users	41	(18)
Step 1: User Profile	43	(4)
Step 2: Personas	47	(5)
Step 3: Scenarios	52	(7)
Pulling It All Together	59	(1)
Case Study A: Competitive Intelligence: Mining Design Concepts from Business School Libraries	59	(16)
Case Study B: Personas: A Case Study by Microsoft Corporation	75	(19)
Ethical and Legal Considerations	94	(12)
Introduction	95	(1)
Ethical Considerations	95	(8)
The Right to Be Informed	97	(2)
Permission to Record	99	(1)
Create a Comfortable Experience	99	(1)
Appropriate Language	99	(1)
Anonymity	100	(1)
The Right To Withdraw	100	(1)
Appropriate Incentives	100	(1)
Valid and Reliable Data	101	(1)
Acknowledge Your True Capabilities	101	(1)
Data Retention and Documentation	102	(1)
Debrief	102	(1)
Legal Considerations	103	(1)
Pulling It All Together	104	(2)
Setting Up Facilities for Your User Requirements Activity	106	(37)
Introduction	107	(1)
Using Your Company's Existing Facilities	108	(2)
Renting a Marketing or Hotel Facility	110	(1)
Building a Permanent Facility	111	(15)
Components of a Devoted User Requirements Facility	112	(11)
Lab Layout	123	(3)
Digital versus Analog Labs	126	(3)
Analog Recording	127	(1)
Digital Recording	128	(1)
Pulling It All Together	129	(1)
Case Study: Designing an Innovative Cost-effective Usability Lab	129	(14)
PART 2 GET UP AND RUNNING	143	(102)
Preparing for Your User Requirements Activity	144	(64)
Introduction	145	(1)
Creating a Proposal	146	(9)
Why Create a Proposal?	146	(1)
Sections of the Proposal	147	(2)
Sample Proposal	149	(4)
Getting Commitment	153	(2)
Deciding the Duration and Timing of Your Session	155	(1)
Recruiting Participants	156	(32)
How Many Participants Do I Need?	157	(2)
Determining Participant Incentives	159	(2)
Developing a Recruiting Screener	161	(5)
Sample Screener	166	(3)
Creating a Recruitment Advertisement	169	(3)
Sample Posting	172	(1)
Recruitment Methods	173	(9)
Preventing No-shows	182	(2)
Recruiting International Participants	184	(2)
Recruiting Special Populations	186	(2)
Tracking Participants	188	(3)
Tax Implications	188	(1)
The Professional Participant	189	(1)
Create a Watch List	190	(1)
Creating a Protocol	191	(2)
Piloting Your Activity	193	(3)
Pulling It All Together	196	(1)
Case Study: Cultural Differences Affecting User Research Methods in China	196	(12)
During Your User Requirements Activity	208	(37)
Introduction	209	(1)
Welcoming Your Participants	209	(2)
Dealing with Late and Absent Participants	211	(4)
The Late Participant	211	(1)
You Can't Wait Any Longer	212	(2)
Including a Late Participant	214	(1)
The No-show	215	(1)
Warm-up Exercises	215	(1)
Inviting Observers	216	(2)
Introducing Your Think-aloud Protocol	218	(2)
Moderating Your Activity	220	(6)
Recording and Note-taking	226	(4)
Dealing with Awkward Situations	230	(14)
Participant Issues	232	(9)
Product Team/Observer Issues	241	(3)
Pulling It All Together	244	(1)
PART 3 THE METHODS	245	(390)
Interviews	246	(66)
Introduction	247	(1)
When Should You Conduct Interviews?	248	(2)
Things To Be Aware of When Conducting Interviews	250	(6)
Outcomes Analysis	252	(4)
Preparing to Conduct an Interview	256	(18)
Identify the Objectives of the Study	258	(1)
Select the Type of Interview	258	(4)
Decide Now How You Will Analyze the Data	262	(1)
Write the Questions	262	(8)
Test Your Questions	270	(1)
Players in Your Activity	270	(3)
Inviting Observers	273	(1)
Activity Materials	274	(1)
Conducting an Interview	274	(19)
The Five Phases of an Interview	275	(2)
Your Role as the Interviewer	277	(13)
Monitoring the Relationship with the Interviewee	290	(2)
Dos and Don'ts	292	(1)
Data Analysis and Interpretation	293	(2)
Categorizing	294	(1)
Affinity Diagram	294	(1)
Qualitative Analysis Tools	294	(1)
Communicate the Findings	295	(2)
Lessons Learned	297	(1)
Pulling It All Together	298	(1)
Case Study: Preparing and Conducting On-site Interviews	299	(13)
Surveys	312	(58)
Introduction	313	(1)
When Should You Use a Survey?	314	(1)
Things To Be Aware of When Using a Survey	315	(1)
Creating and Distributing Your Survey	316	(32)
Preparation Timeline	317	(2)
Identify the Objectives of Your Study	319	(1)
Players in Your Activity	319	(1)
Compose Your Questions	320	(13)
Determine Now How You Will Analyze Your Data	333	(2)
Building the Survey	335	(3)
Considerations When Choosing a Survey Distribution Method	338	(5)
Distributing Your Survey via the Web, E-mail, or Paper	343	(3)
Test Your Survey	346	(2)
Data Analysis and Interpretation	348	(9)
Initial Assessment	348	(1)
Types of Calculation	349	(8)
Communicate the Findings	357	(1)
Lessons Learned	358	(1)
Pulling It All Together	359	(1)
Case Study: Using Online Surveys to Quantify Usability Issues	359	(11)
Wants and Needs Analysis	370	(44)
Introduction	371	(1)
When Should You Conduct a Wants and Needs Analysis?	372	(1)
Things To Be Aware of When Conducting a Wants and Needs Analysis	372	(2)
Preparing for a Wants and Needs Analysis	374	(7)
Preparation Timeline	375	(1)
Identify the Brainstorming Question	376	(2)
Players in Your Activity	378	(2)
Inviting Observers	380	(1)
Activity Materials	381	(1)
Conducting a Wants and Needs Analysis	381	(11)
Welcome the Participants	382	(1)
Introduce the Activity and Brainstorming Rules	382	(2)
Have a Practice Exercise	384	(1)
The Brainstorming	385	(2)
Prioritization	387	(5)
Data Analysis and Interpretation	392	(7)
Create Identifiers for Each Booklet	393	(1)
Sort Based on Verbatim Content	393	(1)
Combine Groups	394	(1)
Remove Duplicates from Each Pile	395	(1)
Determine the Percentage of Respondents Per Group	396	(1)
Combine Data from Multiple Sessions	396	(2)
Interpreting the Data	398	(1)
Communicate the Findings	399	(2)
Modifications	401	(6)
Lessons Learned	407	(1)
Pulling It All Together	408	(1)
Case Study: Understanding Users' Healthcare Wants and Needs	409	(5)
Card Sorting	414	(44)
Introduction	415	(1)
When Should You Conduct a Card Sort?	416	(1)
Things To Be Aware of When Conducting a Card Sort	417	(1)
Group or Individual Card Sort?	417	(1)
Preparing to Conduct a Card Sort	418	(10)
Preparation Timeline	419	(1)
Identify Objects and Definitions for Sorting	420	(2)
Activity Materials	422	(2)
Additional Data Collected in a Card Sort	424	(2)
Players in Your Activity	426	(1)
Inviting Observers	427	(1)
Conducting a Card Sort	428	(4)
Activity Timeline	428	(1)
Welcome the Participants	429	(1)
Practice	429	(1)
Card Review and Sorting	430	(2)
Labeling Groups	432	(1)
Data Analysis and Interpretation	432	(10)
Analysis with a Card Sorting Program	437	(1)
Analysis with a Statistics Package	437	(1)
Analysis with a Spreadsheet Package	438	(1)
Data that Computer Programs Cannot Handle	438	(1)
Interpreting the Results	439	(3)
Communicate the Findings	442	(1)
Modifications	443	(4)
Lessons Learned	447	(1)
Pulling It All Together	447	(1)
Case Study: How Card Sorting Changed a Website Team's View of How the Site Should Be Organized	447	(11)
Group Task Analysis	458	(56)
Introduction	459	(1)
Background to Task Analysis	460	(2)
Overview of Group Task Analysis	462	(10)
When to Use a Group Task Analysis	463	(3)
Benefits of the Group Approach	466	(1)
Things To Be Aware of When Conducting a GTA	467	(2)
Types of Data You Can Collect	469	(3)
Preparing to Conduct a Group Task Analysis	472	(10)
Preparation Timeline	473	(2)
Determine the Task of Interest	475	(1)
Identify the Task Steps	475	(2)
Players Involved in the Activity	477	(2)
Inviting Observers	479	(1)
Activity Materials	480	(2)
Conducting a Group Task Analysis	482	(13)
Activity Timeline	482	(1)
Welcome the Participants	483	(1)
Train the Participants	484	(5)
Moderate the Group	489	(4)
Review the Task	493	(2)
Debrief	495	(1)
Data Analysis and Interpretation	495	(6)
Recreate the Flow within 24 Hours	495	(2)
Deal with Multiple Flows	497	(1)
Analyze the Data	498	(3)
Communicate the Findings	501	(2)
Modifications	503	(2)
Lessons Learned	505	(2)
Pulling It All Together	507	(1)
Case Study: Capturing Task Information on How People Prepare For and Conduct Online Meetings	507	(7)
Focus Groups	514	(48)
Introduction	515	(1)
When Should You Use a Focus Group?	516	(2)
Things To Be Aware of When Conducting a Focus Group	518	(3)
Preparing to Conduct a Focus Group	521	(14)
Preparation Timeline	522	(1)
Identify the Questions You Wish to Answer	523	(4)
Players in Your Activity	527	(6)
Inviting Observers	533	(1)
Activity Materials	533	(2)
Conducting a Focus Group	535	(3)
Activity Timeline	535	(1)
Welcome the Participants	535	(1)
Introduce the Activity and Discussion Rule	536	(1)
The Focus Group Discussion	536	(2)
Data Analysis and Interpretation	538	(2)
Debrief	538	(1)
Analyzing Quantitative Data	538	(1)
Analyzing Qualitative Data	539	(1)
Communicate the Findings	540	(2)
Modifications	542	(4)
Lessons Learned	546	(4)
Pulling It All Together	550	(1)
Case Study: Engineering Collaborative Tools: a Different Use	551	(11)
Field Studies	562	(73)
Introduction	563	(1)
When Should You Conduct Field Studies?	564	(2)
Things To Be Aware of When Conducting Field Research	566	(3)
Field Study Methods to Choose From	569	(22)
Observation Only	573	(6)
Interacting with the User	579	(8)
Method Supplements	587	(4)
Preparing for a Field Study	591	(17)
Identify the Type of Study to Conduct	592	(1)
Players in Your Activity	593	(5)
Train the Players	598	(1)
Develop your Protocol	599	(1)
Schedule the Visits	600	(3)
Activity Materials	603	(4)
Summary	607	(1)
Conducting a Field Study	608	(7)
Get Organized	609	(1)
Meet the Participant	609	(2)
Begin Data Collection	611	(1)
Wrap-up	612	(1)
Organize Your Data	612	(3)
Summary	615	(1)
Data Analysis and Interpretation	615	(6)
Debrief	617	(1)
Affinity Diagram	617	(1)
Analyzing Deep Hanging-Out Data	617	(1)
Analyzing Contextual Inquiry/Design Data	618	(1)
Analyzing Data from Discount User Observations	619	(2)
Qualitative Analysis Tools	621	(1)
Communicate the Findings	621	(2)
Lessons Learned	623	(2)
Pulling It All Together	625	(1)
Case Study: Understanding the Staples Delivery Experience	625	(10)
PART 4 WRAPPING UP	635	(42)
Introduction	637	(1)
Prioritization of Findings	638	(6)
First Prioritization: Usability Perspective	639	(2)
Second Prioritization: Merging Usability and Product Development Priorities	641	(3)
Presenting your Findings	644	(8)
Why the Verbal Presentation is Essential	646	(1)
Presentation Attendees	647	(1)
Ingredients of a Successful Presentation	648	(4)
Reporting Your Findings	652	(8)
Report Format	652	(2)
The Complete Report	654	(4)
The Recommendations Report	658	(1)
The Executive Summary Report	659	(1)
Report Supplements	659	(1)
Ensuring the Incorporation of Your Findings	660	(6)
Stakeholder Involvement	661	(1)
Be a Virtual Member of the Team	662	(1)
Obtain a Status for Each Recommendation	663	(1)
Ensure the Product Team Documents Your Findings	663	(1)
Keep a Scorecard	664	(2)
Pulling It All Together	666	(1)
Case Study: Calico Configuration Modeling Workbench	666	(11)
PART 5 APPENDICES	677	(82)
A Learn About Usability	678	(10)
B Vendors that Offer Training in Usability Activities	688	(6)
C Vendors that Consult on Usability Lab Design, Sell or Rent Lab Equipment, or Build Labs	694	(4)
D Vendors that Recruit Participants, Conduct Usability Activities for You, and/or Rent Facilities to You	698	(6)
E Requirements for Creating a Participant Recruitment Database	704	(10)
F Affinity Diagram	714	(8)
G Computerized Qualitative Analysis Tools	722	(4)
H Report Template	726	(12)
I Glossary	738	(12)
J References	750	(9)
Index	759	(20)
Figure and Table Credits	779	(2)
About the Authors	781