Formal Definition of User-Centered Design (UCD)
(Click on underlined terms
for detailed definition)
UCD is a highly
structured, comprehensive product development methodology driven by:
(1) clearly specified, task-oriented business objectives,
and (2) recognition of user needs, limitations and preferences.
Information collected using UCD analysis is scientifically
applied in the design, testing, and implementation of products and
services. When rigorously applied, a UCD approach meets both user needs
and the business objectives of the sponsoring organization.
Exploring UCD process in
greater detail:
To develop a comprehensive understanding of UCD, review the UCD
Executive Primer. Start by reading the summary
for each category in the UCD Executive Primer. A link to in-depth information
of each core topic is available on all summary pages.
UCD: highly
structured
The core process model used in professional "User-Centered Design" programs
is based on formal systems engineering principles. Formal UCD projects
routinely involve 10 phases. Each phase is based on tightly formatted
data-gathering methods. While the exact description of the 10 phases of
work can vary slightly, the process is characterized by clearly defined
budgets, schedules, and deliverables. A typical UCD process for screen-based
systems is as follows:
Phase 1: Business objectives development
Phase 2: Detailed user needs definition
Phase 3: Task analysis
Phase 4: Function allocation
Phase 5: User interface design
Phase 6: Simulation development and usability testing
Phase 7: Level 2 usability testing
Phase 8: Formal content testing
Phase 9: Customer training criteria development
Phase 10: Level 3 usability testing
Business rational:
· Early detection of weak business and revenue models
· Dramatic documented improvement in user acceptance
· Faster time to market for critical customer profiles
· Improved resource allocation and utilization
· Reduction in development costs
· Reduction in customer support costs
· Creation of a powerful interactive brand experience
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UCD: task-oriented
business objectives
A core concept of the UCD process model is the goal of defining, in significant
detail, hard business objectives for the product or system undergoing
design or enhancement. The important aspect of this effort is the use
of a system (tools and metrics) that organizes business objectives into
"tasks" as opposed to "features." Such categorization leads to hard definitions
for "task performance." In other words, how successfully the customer
can execute a series of functions, that map to a given business objective.
This type of analysis leads to functional specifications that can be tested
for customer acceptance in terms of actual "interaction," as opposed to
testing for customer acceptance by review of feature lists.
Business Rational:
· Improved match between business objectives and actual product
· Proper integration and management of "Promotional" screen space
· Reduction in time to market
· Dramatic reduction in team conflicts
· Accurate development time estimation and planning
· Dramatic reduction of "feature creep"
· Reduction in design fees
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UCD: user
needs, limitations and preferences
All development programs include user needs definitions. However, what
differentiates a formal UCD process from traditional development efforts
is the degree and manner in which user needs and limitations are defined.
For example, in screen-based systems, user needs and limitations would
include a detailed definition of reading level specifications, prior learning
effects analysis, and vision and operability definitions. In addition
to these general psychophysical definitions, each UCD project also includes
comprehensive definitions of the cognitive workload of the target user
profile. This translates into a detailed definition of time, errors, and
skill acquisition parameters for a screen-based product or service. Regarding
the more subjective issues, customer visual design preferences and brand
attribute associations are also defined. When properly executed it is
almost impossible to create a screen-based system that is significantly
off-target. This process is a powerful method for evaluation of new business
models and conceptual customer experience designs.
Business Rational:
· Tight integration of business model with customer experience design
· Reduced costs in infrastructure development and support functions
· Realistic understanding of the customer's abilities and limitations
· Reduction in customer induced errors
· Dramatic reduction in "empty cart" percentages
· Effective conveyance of key brand attributes
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UCD: scientifically
applied
The professional UCD process model finds its roots in formal scientific
methods. As such, a rigorous application is based on the formation of
a hypothesis and the design and testing of that hypothesis to determine
the level of confidence in the final solution. In real terms the hypothesis
comprises the business objectives of the sponsoring organization. Underlying
these objectives is a set of user needs and limitations. The entire UCD
process model is focused on the creation of design solutions that meet
clearly articulated, task-oriented business objectives. The test of significance
is the users' detailed response to the proposed design solutions. Therefore,
the UCD testing process adheres to formal testing methods and statistical
models. Like all scientifically derived solutions, the degree of confidence
in the solution is primarily driven by the quality of the experimental
design and number of observed events.
Business Rational:
· Increase in customer acquisition, retention, and migration rates
· Reduction in customer acquisition costs
· Significant reduction in time to market
· Reduction in overall development risk
· Reduction in feature set migration
· Reduction in team conflict
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UCD: business
objectives of the sponsoring organization
A formal component of a professionally executed UCD program is the gathering
of hard business objectives for the product or service under development.
This process must be tailored to the political and technical framework
of the sponsoring organization. In many large development efforts there
are competing agendas, and complex, often poorly defined user-interface
design decision rules. UCD is uniquely sensitive to these issues as they
relate to the development team of the sponsoring organization. Some development
groups welcome UCD process models and others do not. Knowing how to deal
with conflicting business and development objectives is a core benefit
of the rigorous UCD process model.
Business Rational:
· Significant reduction in executive staff conflicts
· Reduction in time to market
· Reduction in channel conflicts
· Dramatic improvement in resource allocation
· Increased probability that strategic decisions will be effective
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This definition was developed and written by Charles
L. Mauro, President, MauroNewMedia
View other Taskz articles written by Charles L. Mauro
