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Understanding and Involving Users Autumn 2010. Lecture 4: Iterative Development and User Research Stakeholder analysis Iterative development Understanding the Customer Research Ethics. Balancing Needs (Commercial Web Project). Company. User. Functionality Efficiency Desirability.

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understanding and involving users autumn 2010
Understanding and Involving Users Autumn 2010

Lecture 4: Iterative Development and User Research

Stakeholder analysis

Iterative development

Understanding the Customer

Research Ethics

balancing needs commercial web project
Balancing Needs (Commercial Web Project)

Company

User

  • Functionality
  • Efficiency
  • Desirability
  • Profit
  • Promotion
  • Differentiation

Advertiser

  • Traffic
  • Awareness
  • Sales
discuss
Discuss

What’s wrong with this picture?

Company

User

Advertiser

basic stakeholder questions
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!

discuss1
Discuss

How can we get answers to our questions about stakeholders?

stakes and utopias
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

slide10
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

waterfall we ve known this for ages
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.

problem learning is very difficult to contain
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

problem it ain t real until it runs
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”.

iterative development to the rescue
Iterative Development to the Rescue!

http://upload.wikimedia.org/wikipedia/commons/e/ec/Spiral_model_%28Boehm%2C_1988%29.svg

discuss2
Discuss

How does iterative development help solve the ”boss problem”?

iterative development of a scheduling service
Iterative Development of a Scheduling Service

Heads-up:

Iterative methods require a ”discovery” mindset, and not insignificant humility

discuss3
Discuss

What’s wrong with this picture?

agile and lean as responses to waterfall
Agile and Lean as Responses to Waterfall

Scrum

Kanban

Visual Management

Parallel Tracks, BPUF

slide20
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

student presentation
Student Presentation

”Gathering Customer Data”

student presentation1
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?

about contextual design
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

marketing doesn t provide design data
”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

marketing doesn t provide design data1
”Marketing Doesn’t Provide Design Data”

Example: Social Technographics Profile (take 2)

marketing doesn t provide design data2
”Marketing Doesn’t Provide Design Data”

Example: Market segments vs. Personas

Goodwin & Cooper (2009): “Designing for the Digital Age…”, Wiley, p. 237.

slide27
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

research ethics human subjects
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

no sharing
NO SHARING!!!

Heads-up:

Be careful with data on USB memory sticks and other unprotected media

slide30
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

research ethics case partners
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)

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