Tobias Misera, Head of User Centered Design, The Usability Company

User Centered Design (User Centered Design), in a user centred design context is the foundation upon which good usability is built. This is being increasingly understood and as a result requirements for User Centered Design work have grown significantly in the past 12 months. User Centered Design is not graphic design and it is not usability, it compliments both and each are interdependent on the other two if the output is to be world class.

The Best Practice Guide we have recently produced separates the User Centered Design process into a number of stages that describe User Centered Design activities. The process described relates closely to ISO13407. There are 4 stages in total with activities ranging from persona development to the creation of wireframes. The following is a summary of the key stages contained within the Best Practice Guide.

Stage 1

Defining the Goals: Effective User Centered Design starts with defining the site’s goals and its target audience. We recommend the use of workshops with key stakeholders as an opportunity not only to gather information from interested parties but also to introduce the concept of user centred design.

Defining the audience: Avoid designing for the average user as this will lead to a generic, compromised design. It is useful to define the audience through personas – fictional characterisations of the target end users.

Stage 2

Site content and functionality: Having developed an understanding of the requirements of the site and the audience it is intended for the next step is to specify the content and functionality that will support these.

User Centered Design Audit: If the project involves the redesign of an existing website the current site should be analysed and mapped. This is a very good way to learn about the business and the complexity of the project and to identify key templates.

Card sorting: Use card sorting or similar methods to determine whether there are any trends in how potential users would group the menu items into sections and how they are labelled. The resulting data should then be passed through analysis software that allows the Information Architect to perform cluster analysis.

Mapping the new website: The findings from the card sorting exercise will form the basis of the structure for the new website. The Information Architect’s role is to balance the interpretations of the users with the business requirements.

Wireframes: A rough page layout can be provided through the creation of wireframes. A series of wireframes will help to illustrate the screen flow of a particular scenario or process.

Stage 3

Usability Evaluation: At this stage wireframes are converted into an interactive html prototype. The prototype is then tested, usually with focus on layouts and complex processes. Users have to perform a number of tasks that are typical for the web site, i.e. make an online transaction. Users concentrate on navigation and content and are not distracted by design.

Refinement of structure and sitemap: The findings from the Usability Evaluation help to refine the structure of the web site. Once again the Information Architect must balance the findings with the business requirements. The prototype is also updated according to the findings and processes are refined. This prototype should cover key template pages and processes.

Content development: Form and function go together; so should content and architecture. If the site is a functional site, the editor should be included to decide what will appear on each page to guide users through the process. If it is a content oriented site, the User Centered Design should always guide users to the next article or other areas of interest.

Labelling: Once the structure is solidified, labels need to be defined for sections and subsections. This is an extremely important task and should not be taken lightly. If the right labels are picked, the users will effortlessly navigate through the site.

Handover to design: Sitemaps, wireframes and diagrams are passed on to the graphic design team who design the template pages. These in turn are handed over to the production team to implement. The Information Architect manages that process in the early stage to ensure that none of the deliverables are misinterpreted.

Stage 4

Usability Evaluation: Following the completion of the layouts for the key template pages by the design team the new prototype is tested with end users. The tasks will now focus on the user experience as well as processes and navigation.

Refinement of design and structure: The findings from the Usability Evaluation may indicate more work is required on the design and/or structure. The work, however, is usually minimal and is about fine-tuning the site.

Production & launch: Design and structure is now optimised. Sitemaps, wireframes and diagrams are then passed on to the developers who can start production and launch the new website.

Ongoing Analysis: Analysis is the continuous evaluation and improvement of the site’s information architecture. This includes monitoring site traffic, usage and user feedback, identifying opportunities to improve the site through major or minor redesigns. The website will change and it is only through continued focus that a world class website will be maintained.

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