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MAKING HAPPY USERS
The science behind good user experiences
Hilary Little, Senior Usability Architect, CBSA @HiLittle
Friday, 9 August, 13

97%
of websites
fail at UX

“It really just means
making sure that
something works well:
that a person of average
ability and experience can
use the thing – whether
it’s a web site, remote
control, or revolving door
– for its intended
purpose without getting
hopelessly frustrated.”
– Steve Krug

There’s a process for that.

User Centred Design
DesignResearch Test

functional
reliable
usable
pleasurable
Hierarchy of UX needs
Available and accurate
Easy to use
Enjoyable
to use
Works as coded

functional
reliable
usable
pleasurable
Works as coded
Easy to use
{Test the
code
Enjoyable
to use
Measuring success

functional
reliable
usable
pleasurable
Works as coded
Easy to use
{Test the
code
{Test the
design
Enjoyable
to use
Measuring success

Observe them in their
natural habitat

“Ford’s quality ratings
plunged and a
feature meant to
increase loyalty
instead damaged
perceptions of the
company.”
Nick Bunkley, NYT
Ask Ford.

Do not ask users what they want
"If I had asked people what they wanted,
they would have said faster horses."
Henry Ford

Observe them
What users say and what they do are different.

Outdated design process
Design decision
Revise
Done
Client
likes it?
YesNo

“One of usability’s most
hard-earned lessons is
that ‘you are not the
user.’ If you work on a
development project,
you’re atypical by
deﬁnition.”
-Jakob Nielsen

Evidence-based design process
Design decision
Iterate
Keep it
Users
successful?
YesNo
Test with users

Total cost of one design decision
Time
10,800 additional
person daysMoney
$3 million dollars in
additional operating
costs
Risk
At least 60
additional targeters

But I hate users and I want them to suffer.

More time for development
Less time doing maintenance
Dodge design torpedoes Users will love you

Based on R. Pressman (2000), Software Engineering:A Practitioner's Approach and Ehrlich and Rohn, Cost-Justiﬁcation of Usability Engineering:AVendor’s Perspective, In Bias & Mayhew (1994) Cost-Justifying Usability.
$1000
$10,000
THE COST OF FIXING BAD DESIGN
Design Develop Deploy
$100

“Provide a simple and
convenient payment option”
- PRESTO
“PRESTO – It’s that easy”
“Life is easier with PRESTO”

“Maddening, cumbersome, punitive.”
“I call it ‘PAINSTO’.”
“There are so many terms and
conditions on the website. It scares
the crap out of you.”
- CUSTOMERS

“I want convenient, easy
and fast fare payment.”

“Uptime of the website meets or exceeds PRESTO
standards. Customer convenience features are functional and
available.”
functional
reliable
usable
pleasurable
Available and
accurate
Easy to
use
Enjoyable
to use
Works as
coded
x
x

“I am no longer
a Presto user.”

You don’t know it’s usable until you test it with users.

Ninja UX:
Prototype designs.
Test them with users.
See where they run into problems.
Fix them.

Sweet spot:
5 users

•4-6 tasks
•Create a prototype
•Ask users to “think aloud”
•No coaching!

Bad task:
Search for Line 367 - Amount for children born in 1995 or
later.
Good task:
You are ready to start your tax return.This year, you had your
ﬁrst child. Find information on what deductions you are now
entitled to.

“You’re traveling abroad in two weeks and your passport is
about to expire. How might you renew it before you go so
you don’t need to cancel your vacation?”
“Fill out the Simpliﬁed Adult Passport Application Form.”

Recruiting users

Metrics
•Task completion rates
•Errors
•Time on task
•Satisfaction

Designing for
pleasure:
It’s all in the details.
tp://nothingbutbonﬁres.com/photos/1838342742/set/72157603044198558

Answer questions
before they’re
asked.
List of ways to design for pleasure from: : http://boxesandarrows.com/from-satisfaction-to-delight/

Communicate using a heightened
degree of respect, tolerance and
empathy.

Maximize
user capacity
for insight,
curiosity and
perception;
create the
desire to
engage.

Intelligently
personalize
experiences
based on
past needs,
behaviors or
purchases.

Recognize
connections or
relationships of
value to the user.

Demonstrate that you
know and understand the user.

Provide pleasant surprises.

UX
functional
reliable
usable
pleasurable
Works as coded
Easy to use
{Test the
code
{Test the
design
Enjoyable
to use
Design decision
Iterate
Keep it
Users
successful?
YesNo
Test with users

Ninja UX Code of Honor
• Know your user, and you are not your user.
• Don’t ask users what they want.
• Make design decisions based on data, not opinion.
• Treat design as a hypothesis to test.
• Fail early and fail often.
• Go the extra mile. UX

Go make happy users!
UX

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