Don Norman in the July/August ’06 issue of Interactions magazine wrote a good article about HCI coming in at the wrong phase of the development process. Where this is definitely true for interactive development, this premise is insightful for any industry with a consumer facing product.
“…once a project is announced, it is too late to study what it should be – that’s what the announcement was about. If you want to do creative study, you have to do it before the launching of the project. You have to be on the team that decides what projects to do in the first place…”
Now, this is the exact intention of User Insight Management – being able to apply a user-centered design approach to the idea phase of the [insert domain] process.
UIM = User-Centered Ideation
Filed under: User Insight
James Archer wrote an interesting post on the Forty Media blog about Alltel’s recently-flopped viral “People Against My Circle” campaign. There he brought up several points that seem relevant to any viral campaign:
- Three-dimensional characters
- Engaging plotline
- Foreshadowing
- Conflict and tension
- Willing suspension of disbelief
- Action, not explanation (“Show, don’t tell”)
“In order to succeed with a viral campaign, you have to find that sweet spot where readers will have a hunch that they’re participating in a publicity stunt (so that they don’t feel stupid once the truth is revealed), but where they will also be so drawn in by the fictional situation that they’ll temporarily set aside their suspicions and become an active participant in the story.”
Rather then taking the time to become a domain expert, dedicate yourself to the comprehension of the landscape of that domain. Then when faced with future challenges, you may not know every current trend, but understand how to find the experts, then utilize their expertise in your innovation.
This post is about a coincidental experience, but begins with a story:
So, I just started working a contract for a larger company, and had my first experience with one of their many parking garages. As I looked for a spot, winding upward, looping around, trying to peer through the columns and see if anything is open on the downward side, I think, “Man, there could be a better way…”
A few cars later, I was struck with an idea and a vision for the interface. There should be a way that the parking spots know when occupied. On your phone/pda or in-car display, there would be a map-view of the parking’s landscape, like a seating chart on an airplane, where you can pick your seat. The system would recognize your car’s proximity, along with the other approaching vehicles, and whoever was closest to an open spot, would get “dibs” on that space.
Once selected, the space would display “occupied” to the other motorists, then send an updated list with the next closest recommendations for them to select. (Now if you doddled, and another person became closer to your spot, then they could get an option to take it from you – “Hey this spot just popped open – want it?” Granted this would tick you off, but get over it, look to see what’s next and take someone else’s spot.)
Coincidentally, when I sat down to read tonight, I was surprised when the first article I saw was about a mobile parking interface! I gasped thinking, didn’t I just think of that!
Be it different then my idea, you can read about the SpotScout through Popgadget. From that post, I then found Wired had highlighted other parking systems that are starting to apply my idea! I again thought to myself, “the nerve of them taking my good idea!” But this goes to show, that lots of people have similar experiences. If you don’t use insight from your audience soon, someone else will put your good idea to market.
Q: So when during the process should you bring in User Experience?
A: As early and as often!
User Insight Management – applying a user centered design process to the creation of new ideas. Using research and discovery methods, determine the landscape of your user and provide recommendations for innovation.
User Experience Planning – taking that insight and crafting a vision for the end user’s experience. Moving from general to specific, take the ideas and formulate a plan for research and execution.
User Experience Architecture – putting it all into effect. With a clear vision in mind for revolutionary consumer experiences, start putting this theory into practice by testing and evolving a range of fidelity prototypes with their target audience.
Usability – once it’s complete, does it weigh up to the challenge? After the design is complete, or when reviewing existing initiatives, evaluate the system’s performance based upon heuristics, conventions and industry best-practices.
Now, user centered design isn’t an exact science nor a rigid process. Leverage one phase or follow a combination, but the sooner you include user insight, the better chance your project’s have for success!
To explain User Insight Management (UIM), start by picturing a great symphony. For this you need to envision the best of everything…
The best venue, the best stage crew, the best conductor, and the best musicians – the performance is perfect, everyone plays beautifully and nothing went wrong. At the end of the show, there’s silence, everyone sits there and does nothing… well, turns out no one liked orchestra music.
UIM doesn’t claim to run the show, or try to conduct where and when everything happens, nor execute the music – User Insight Management does discover what your audience wants.
This doesn’t replace any of your existing roles and you may still make an amazing product, create an exceptional experience or speak the most powerful message, but if it doesn’t reach whom it’s supposed to when they’re ready, your effort is lost.
You know your business and are the expert of your domain – my expertise is process and offer the methods and insight to identify your audience, understand their context and set a direction toward their requests.
