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Winning at the Politics of Usability

Winning at the Politics of Usability. John Sorflaten – Human Factors International Michael Rawlins – Open Solutions Jeff Sauro – Oracle; Measuring Usability Javier Broch – Columbia University Linda Chadwick – Duck Creek Technology. Politics Defined. “The Buck Stops Here” – Harry Truman

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Winning at the Politics of Usability

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  1. Winning at the Politics of Usability John Sorflaten – Human Factors International Michael Rawlins – Open Solutions Jeff Sauro – Oracle; Measuring Usability Javier Broch – Columbia University Linda Chadwick – Duck Creek Technology

  2. Politics Defined • “The Buck Stops Here” – Harry Truman • So…. Take ownership of political problems.

  3. Who has heard this?…. • “We don’t have time for usability now” • “We don’t need you right now…maybe later.” • “This project is almost done. Can you check it out?” • Others?

  4. But….we’re here… • Many organizations heard the message and now have usability staff • And trained them… • And hope to use them… • And… (gulp….) … you don’t get used….

  5. The art of politics… • “Politics moves mountains with mere words.” -- anonymous

  6. Here’s some words…. • Speak credibly – John Sorflaten • Have credentials – Michael Rawlins • Talk the talk – Javier Bloch • Be quantitative – Jeff Sauro • Do the dew. Get moxie. – Linda Chadwick

  7. John: Speaking Credibly Roadbump? • You: “I think we should use a drop down list here to make it easier to type the entry.” • Them: “That’s your opinion. Here’s my opinion….” • Guideline: avoid giving opinions See eleven more shock absorbers, next…

  8. Cite your Data (top 4 winners): • “Research indicates…” (e.g., www.usability.gov) • “Our usability testing shows…” • “Our standards say…” (and they have been tested for usability) • “Best practices suggest that…” (usability training, books, gurus…)

  9. Do Gedanken Experiments (Einstein) 5. Cognitive task analysis: Identify loads… • Visual • Intellectual E.g., To select a radio button: 1. decide to use mouse (I); 2. look for mouse (V+Mo); 3. reach, grab (Mo); 4. re-position pointer (V+Mo); 5. select option (V, I, Me, Mo) • Memory • Motor

  10. Speak Objectively… 6. “I don’t know…we’ll run a usability test” (avoid speaking for all users) 7. “If I were to conduct a UT, I expect x% of subjects to have this problem…” (give reasons, too) 8. “If I were a UT subject, I would probably be puzzled by…”

  11. Borrow Findings… 9. “Other UTs covered similar issues…” (and those results suggest we do x) 10. “Our interviews and observations showed end-users actually did x...” 11. “End-users said they thought x…” (collective mental model)

  12. Now, “Speak Credibly”… • Avoidopinion like “I think” or “I feel” • Use your data (top 4 winners) • Use thought experiments (VIMM) • Speak objectively (If I were…) • Borrow findings (other tests, interviews..)

  13. Michael: Have Credentials Roadbump? • You: “I read that Jakob Nielsen said…” • Them: “Yeah, but Jarrod Spool said…” See 5 improved seats, next…

  14. 1. Get R-E-S-P-E-C-T (Thanks Aretha!) • If you’re a gatekeeper for usability, can you demonstrate earning that role? • Doctors get an M.D.; Executives get an MBA. Pilots get a license. • What’s your “white coat and stethoscope”? • PhD? MA? CUA? (Certified Usability Analyst); IIBA? (International Institute of Business Analysis certification)

  15. 2. Get Style • Did you pass a driver’s license test? • What did it mean? • A credential validates our knowledge • Self-confidence creates authority • Self-efficacy shows up in our “style”

  16. 3. Be AProfessional • Professional-ism means membership, peer review, demonstrated skills • Passing a test means “initiation” • “A Professional” means management treats you with: • Respect • Allegiance • Expectations

  17. 4. Network Your Community… • Read and meet your peers… • Meet the person next to you. • Share your main political challenges. • Share solutions, ideas. • Share phone number and email. • Follow up and network again. • “What’s their personality type?”

  18. 5. Ethically Negotiate and Communicate Risks… • It’s not important to win every argument… • Allow people to reach the correct conclusion on their own time. Supply the kernels of knowledge. • Share the importance of open, direct communication.

  19. Javier: Talk the Talk Index

  20. Political Steps - roadmap • Define Strategy & Interview stake holders • Usability budged • BAD GUY - external group to execute political • Committee & Tools • Fund one project • Train & Hire usability Index

  21. Political (elevator) speech • I make technology easy to use • Simplify things • Tech. for my mom • Humanize technology • Lower the cognitive load • Make things simpler to use

  22. Winning at Politics: ready to say? be unpopular? • “My feedback does not count, I’m not the intended user” • What your boss likes might not be what your users like • Negative feedback • Culture to satisfy the “board room” (not the user) • Involve all the parties Index

  23. Expected political obstacles and roadblocks • The usability of Usability work • ”I know what the user wants” • The stakeholder “I like this…” • “I like this type of web technology” • “If I can find it, they could find it” Index

  24. Why change the process? • Ownership? Decentralization • No usability $, No standards • The wake up call. Nobody wants to do it • Customer might only interact via web • No inventory. Duplication Index

  25. Why change the process? (Cont.) • No focus on user (UCD) • Political design • Every one has an opinion • Every one wants a link • The boss opinion • .. your reasons … Index

  26. E-mail usability

  27. Index

  28. Political gain … Collecting simple Usability Data What .. • are your …. user groups? …frequent tasks? • key information do your users access the most? • type of services? • part of your site do users use the most? Index

  29. Index

  30. Politics of Quantitative Usability Jeff Sauro June 18th 2008

  31. Quanta-Phobia

  32. Lies, Damn Lies & Statistics … and usability ?

  33. You Can't Manage What You Don't Measure Metrics allow for ROI of Usability

  34. Completion Rates 6/8 Complete 75% Completion Rate What do you Report?

  35. 75%

  36. Release your inner Math Geek

  37. What is the true Completion Rate ? 6/8 Complete 95% 2.5% 2.5% 0 50 100 95% Confidence Interval (40%, 94%)

  38. Wide Margin of Error—Why Bother? 95% CI (40%, 94%) = 54 points

  39. Use Benchmarks / Criteria 60% 6/8 Complete 91% 97.5% 0 50 70 100 40 60% Chance 70% of Users Can Complete

  40. Dealer’s Hand Your Hand 60% Chance You Win

  41. 60% Chance of Rain

  42. 60% On Time Arrival

  43. 60% Chance of Successful Operation

  44. Benchmarks—What is the min completion rate? • How sure do you need to be you’ve improved? • Quantify the unknown with CI’s • Work within the Limitations of Small Samples Be brave and be quantitative Calculators & Formula Online http://measuringusability.com/UPA

  45. Appendix

  46. Time on Task Sample size Think-aloud Studies Normality

  47. Diagnosis /Comparisons in Think-Aloud One dot does a lot

  48. Managing Non-Normality Log Transformation

  49. Margin of Error for Task Time Samples < 20 Have > 20% Margin of Error

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