Understanding and Involving Users Autumn 2010

1. Understanding and Involving Users Autumn 2010 Lecture 4: Iterative Development and User Research Stakeholder analysis Iterative development Understanding the Customer Research Ethics

2. Balancing Needs (Commercial Web Project) Company User • Functionality • Efficiency • Desirability • Profit • Promotion • Differentiation Advertiser • Traffic • Awareness • Sales

3. Discuss What’s wrong with this picture? Company User Advertiser

4. Models Are Cheap: First Ask the Right Questions

5. Basic Stakeholder Questions Who are the main people or groups who can influence, or who are directly affected by the outcomes of, the project? What are the main concerns of these stakeholders? Which other people or groups have concerns that we should take into account? How are we going to address these concerns, in which order of priority? Heads-up: It’s usually smart to pay particular attention to economic sponsors and people with similar power over the project!

6. Discuss How can we get answers to our questions about stakeholders?

7. Recap: What Are Your (Design) Values?

8. Recap: Utopia

9. Stakes and Utopias Money is usually in the picture, but not all projects have primarily commercial goals The Utopia project strove for worker participation in the creation of transparent tools for skilled craftmanship Make sure you understand the goals and values of your projects correctly, and develop a nuanced stakeholder analysis based on this understanding Don’t loose site of your of own ethical/aesthetic stance as design practitioners – however you want to define it

10. Lecture 4: Iterative Development and User Research Stakeholder analysis Iterative development Understanding the Customer Research Ethics Understanding and Involving Users Autumn 2010 01-09-2014 · 10

11. Waterfall: We’ve Known This for Ages ”I believe in this concept, but the implementation described above is risky and invites failure” – Winston Royce Royce, Winston (1970), "Managing the Development of Large Software Systems", Proceedings of IEEE WESCON 26 (August): 1–9.

12. Problem: Learning Is Very Difficult to Contain Big Design Up Front (BDUF) only really works if we have perfect foresight, far ahead into the future – and we rarely do

13. Problem: It Ain’t Real Until It Runs It is very difficult to truly assess a complex project until it starts being realized in the target technology. As early as 1970, Royce suggested that we plan to ”throw one away”.

14. Iterative Development to the Rescue! http://upload.wikimedia.org/wikipedia/commons/e/ec/Spiral_model_%28Boehm%2C_1988%29.svg

15. Solving the ”Boss Problem” Make it blue!

16. Discuss How does iterative development help solve the ”boss problem”?

17. Iterative Development of a Scheduling Service Heads-up: Iterative methods require a ”discovery” mindset, and not insignificant humility

18. Discuss What’s wrong with this picture?

19. Agile and Lean as Responses to Waterfall Scrum Kanban Visual Management Parallel Tracks, BPUF

20. Lecture 4: Iterative Development and User Research Stakeholder analysis Iterative development Understanding the Customer Research Ethics Understanding and Involving Users Autumn 2010 01-09-2014 · 20

21. Student Presentation ”Gathering Customer Data”

22. Student Presentation Questions about the text: What is meant by the claim that ”marketing does not provide design data”? What is the problem with intuition? What is the problem with gurus? What limits the usefulness of customer representatives? What issues is contextual inquiry designed to address? What are the main principles of contextual inquiry? How does contextual inquiry compare to what you read about ethnography? Other comments?

23. About Contextual Design Contextual inquiry is the main data gathering technique in Contextual Design. Contextual design is a user centred systems development method aiming to address these common challenges: The challenge of collecting and managing user data The challenge of seeing the design implications of the data The challenge of designing a coherent response that fits into the users’ everyday lives The challenge of creating a shared perspective within the development team The organisational challenge of managing the design process

24. ”Marketing Doesn’t Provide Design Data” Example: Social Technographics Profile (take 1) http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html

25. ”Marketing Doesn’t Provide Design Data” Example: Social Technographics Profile (take 2)

26. ”Marketing Doesn’t Provide Design Data” Example: Market segments vs. Personas Goodwin & Cooper (2009): “Designing for the Digital Age…”, Wiley, p. 237.

27. Lecture 4: Iterative Development and User Research Stakeholder analysis Iterative development Understanding the Customer Research Ethics Understanding and Involving Users Autumn 2010 01-09-2014 · 27

28. Research Ethics: Human Subjects Informed consent (in writing) Proactive safeguarding of: Health Safety Dignity Emotional well-being Privacy Anonymity … Non-commercial,educational use Heads-up: Check out the ”Research Ethics” page on the course blog

29. NO SHARING!!! Heads-up: Be careful with data on USB memory sticks and other unprotected media

30. Above all else, do no harm! Heads-up: It’s better to give up the research than to breach an ethical principle http://upload.wikimedia.org/wikipedia/commons/3/32/Hippocrates_rubens.jpg

31. Research Ethics: Case Partners Treat business partners with confidentiality, respect, honesty and loyalty, and always act toward them in good faith http://upload.wikimedia.org/wikipedia/commons/d/db/Mercurybyhendrickgoltzius.jpeg Heads-up: See your superviser immediately if you suspect trouble (e,g, over intellectual property)