What Would You Say You Do Here?

When somebody asks what you do, some jobs are easier to describe than others. Consider “I sell cupcakes with pictures of animals” compared to “I sell pneumatic adaptors, fittings and couplings to automotive manufacturers.”

If you can’t explain what you do to the two Bobs from Office Space you could be out of a job. So what does a User Experience (UX) person do?

Imagine an online retailer who sells products for the middle-aged and beyond, such as phones with easy to use buttons and watches with easy to read dials. First we have to establish who the site is really for (hint: ‘everyone’ is never the answer) so we create Personas. These enable the team to agree on the characteristics of the customer. Our persona in this case might be an elderly gentleman called George whose eyesight is not what it used to be. So should we make the text and images extra large to suit this type of person? Well, he might not be the only one using the site. Perhaps his daughter, Susan, is really the main customer. She is so used to other online shops that this extra large site is so jarring she quickly abandons it. Can you think of an elegant solution to satisfy these two requirements?*

The next step is to show how our persona interacts with all the touchpoints of our service. These are User Journeys and they encapsulate the requirements. This is not just the catalogue and shopping basket experience but perhaps it starts when they see an ad in a magazine, look it up the product on their smartphone in the coffee shop and later purchase it at home on a laptop.

Our next step might be to use one of the most powerful techniques in the UX toolbox – Usability Testing. We recruit the main types of users (a detailed persona means the work of defining this is already done) and ask them to perform tasks such as searching for a specific product by price or purchasing an item with PayPal while telling us what they are thinking. This can be on a live site or a prototype and gives us an insight not only as to which tasks are hard to perform but what they expected instead. Amazingly, you might only need to test 5 people to discover most of the pain points. Conversely, if you don’t test you will discover none.

From here we can use our interaction design skills and techniques to improve the site. Then test again. Remember, if you don’t involve the user, it’s not user experience.

“So, Bob and Bob, I find out from real users what’s wrong with a site, app, product or service and how to fix it with usable design.”

If you would like to learn to use these tools and techniques and much more about UX Research and Design, I’m running a two day UX Research and Design Course on the 27th and 28th January 2016 in Central London.

* If you can’t think of an elegant solution then why not join me on one of our training courses?

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