The importance of goals in design - PowerPoint PPT Presentation

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The importance of goals in design

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Carl Myhill Head of User Experience GE Network Reliability Products & Services (NRPS) Usability Professionals Association Industry Event, Christchurch, New Zealand – PowerPoint PPT presentation

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Title: The importance of goals in design


1
The importance of goals in design
  • Carl Myhill
  • Head of User Experience
  • GE Network Reliability Products Services (NRPS)
  • Usability Professionals Association Industry
    Event, Christchurch, New Zealand
  • November 2004

Smallprint (added after the talk for the benefit
of the reader) This talk was given at the first
ever UPA Industry Event in this area usability
is a new thing here. Our intention was to show
industry leaders that usability has an impact on
the bottom line. Six of us presented for up to
10 minutes. In this slot, I used the ATM example
(actually the cardboard box prototype itself, not
the PowerPoint pictures of it herein) to
illustrate how some usability people focus on
goals, and how this relates to money and the
bottom line. I made the presentation because I
couldnt face destroying the prototype without a
few photos! Then I wanted to show how this is
directly related to local businesses, so I picked
websites from 2 companies within a 5 mile radius
of the talk and showed how one dealt with goals
really well, and made lots of sales from it, and
the other did not. Finally, I was asked to talk
about how GE values usability. So, I flashed on
screen a couple of before and after screenshots
and explained that we used goal-directed design
to redesign this pretty major system. This part
of the talk doesnt stand well on its own after
the event, the point was really to say, GE takes
usability seriously and understands the positive
bottom line impact.
2
Talk Agenda
  • ATM examples showing how interaction design can
    impact the bottom line reducing losses
  • Web retail example showing how interaction design
    can impact the bottom line sales
  • Some examples from GE NRPS

3
Why goals are important? ATM examples
  • There are 2 different interaction sequences that
    you may meet when using an ATM.
  • Remember, when using an ATM, your primary goal is
    normally to obtain cash.

4
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 1. Welcome screen please insert card

5
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 2. Card Inserted

6
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 3. Enter PIN

7
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 4. Select how much money you want?

8
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 5. Before your cash is dispensed, do you
    want anything else?
  • (in this example, we say no)

9
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 6. Please take your card

10
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 7. Your cash is being counted, please wait
  • (this is a handy pause to allow you to put your
    card back in your wallet)

Thanks to Alan Clarke for pointing out the
possible purpose of this delay!
11
Example 1 the common ATM interaction sequence
(pretty standard in the UK and New Zealand)
  • Step 8. Please take your cash!
  • (Goal successfully accomplished you have the
    cash)

GOAL!!!!
12
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 1. Welcome screen please insert card

13
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 2. Card Inserted

14
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 3. Enter PIN

15
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 4. Select how much money you want?

16
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 5. Please take your cash!
  • (Goal successfully accomplished you have the
    cash)

GOAL!!!!
17
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 6. Goal satisfied, you leave

18
Example 2 uncommon ATM interaction sequence
(sometimes seen in the USA, Reno airport had one
as of November 2004)
  • Step 7. Please take card (returns the card)
  • (recent modifications of this design have added a
    flashing error message to ask the user not to
    forget to take their card!)
  • (although, having satisfied your goal of getting
    some cash, you may well have left by now)

19
Bottom Line Card loss is invited
  • In the ATM transaction, the bank has a goal too
    to avoid card loss. Its a bigger liability than
    lost cash.
  • The second poor design invites card loss by
    failing to recognise user goals.

20
Bottom Line - Losing cards is expensive business,
consider
  • 2.3 billion ATM Withdrawals made in UK in 2003
  • 2003 ATM Fraud costs UK 39m, PINs kept with
    cards that are then lost or stolen accounts for a
    significant portion of these losses.
  • 2003 Credit Card Fraud costs UK 402m (106m from
    lost/stolen cards)
  • US figures harder to find, but 1999 lost cards
    were 18.6 of total fraud loss in US (179m)

Usability and the bottom line are not unrelated!
Source APACS, http//www.cardwatch.org.uk/pdf_fil
es/cardfraudfacts2004.pdf Source
http//www.vnunet.com/news/1157757 http//www.f
infacts.com/intcard.htm
21
Why are goals important in web retail?
  • Consider 2 Kiwi Businesses
  • Ground Effect
  • Mainland Outdoor Shop
  • Primary Goal UK customer wants to buy a product
    from these New Zealand companies is it viable?
    (i.e. does it work out cheaper than buying stuff
    in the UK as rumours indicate?)

22
Example 1 Ground Effect mountain bike clothing
vendor
1. Find the company on the internet. Typing
ground effect gets the first hit in google.com
23
Example 1 Ground Effect mountain bike clothing
vendor
2. Intro page confirms Im at the right place, I
choose Products
24
Example 1 Ground Effect mountain bike clothing
vendor
3. For this example, just pick the first product
and click on the shopping basket.
25
Example 1 Ground Effect mountain bike clothing
vendor
4. Selecting my delivery region instantly shows
me the price in my currency, shipping details and
costs and the total purchase price
GOAL!!!!
Ground Effect understands the goal of their UK
customer and have met those goals well.
26
1. Find the company on the internet. Its a
complete disaster trying to find Mainland Outdoor
Shop in Goggle. Once you know it is called
Mainland OutdoorS you seem to find it, but its
entitled RR Sports is that really Mainland??
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
27
2. Just a webpage with some photos on it you
can click on it though! Is this Mainland Outdoor
Shop in Christchurch??
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
28
3. Well, these folks look Outdoor types but why
is it called RR Sports? Perhaps it is a holding
company for Mainland. Ill tour around to see if
I can see any reference to Mainland Outdoor Shop
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
29
4. About page doesnt mention Mainland!
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
30
5. Contacts page has an address for Mainland in
Christchurch, so it seems I have found the right
place at last.
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
31
6. For this example, just pick the first product
and click on it
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
32
7. Slightly odd buttons seem to lead to the
checkout...
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
33
8. Price shown in NZ. Cant see how to
investigate shipping and tax considerations.
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
34
9. Price shown in NZ. Currencies box is
available if you scroll down 3 pages but doesnt
offer as an option.
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
35
10. Proceeding to the checkout to investigate
shipping I must now sign in, or do something else
as a new customer.
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
36
11. As a new customer I now need to fill out a
long form, even before I have got to the
checkout. I still dont know about shipping, tax
or price in . At this point I still dont know
if this whole purchase, from a country 17,000
miles away is viable. So I gave up after 11 steps.
Example 2 Mainland Outdoor Shop (Christchurch)
also sells to the UK direct
37
Bottom Line Designing for User Goals can
increase your Sales
  • Evidence
  • Packages per month
  • Ground Effect UK sales 173 216 Mainland UK
    sales 3 4
  • Note 1. Ground Effect sold twice this amount to
    the UK prior to September 11th, after which time
    worldwide postage slowed down
  • Note 2. I believe that Mainland do not
    specifically target the UK market quite as
    actively as Ground Effect does, though they have
    a similarly attractive sales proposition to UK
    customers cost competitive, unique products

Usability and the bottom line are not unrelated!
Source Staff at Ground Effect and Mainland,
info gathered November 2004
38
GE Network Reliability Products and Services
benefits from Goal-Directed Design
Software designed by GE NRPS also uses
goal-focussed methods, though the complexity of
the applications doesnt make for neat
examples. The following slides give a visual
indication of improvements weve made.
39
Smallworld Core Geographic Information System
Product Before Re-design
40
Smallworld Core After Redesign Sales
re-invigorated!
41
Smallworld Core with Communications applications
built on top. Again, Sales have been revitalised
after goal-focussed design.
42
Conclusion
  • Designing the user experience, involving
    technique like goal-directed design, is not a
    science project it adds value directly to the
    business bottom line in numerous ways, only 2 of
    which were covered in this short talk.
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