The context of use is a combination of users, goals, tasks, resources, and environments (social, physical).
Furthermore:
The context of use is determined by interviewing users or observing them performing tasks.
The results from focus groups, observations, and contextual interviews are described in the context of use description.
Example of Analyses of Contexts of Use
Consider the interactive system "Messages App": teenagers on a bus use their smartphones to send messages to their friends to make them laugh.
Example of results from very simple analyses of contexts of use.
Context Of Use Description
A description of users, goals, tasks, resources, and environments that emerge from observations, contextual interviews, and focus groups.
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Annotation:
The context of use description is the basis for identifying requirements and tracing them back to their source.
A context of use description describes:
- users in the form of user group profiles and personas
- goals in the form of as-is scenarios
- tasks in the form of task models, as-is scenarios, or user journey maps
- resources in the form of as-is scenarios
- environments in the form of lists or as-is scenarios.
Examples of components within a context of use description are user group profiles, personas, as-is scenarios, task models, and user journey maps.
User
User is a person who interacts with an interactive system or uses the results produced by the system.
Image by Nikolay Nikolov
Types of User
There are four types of user:
Primary User: a user who uses the interactive system for its intended purpose.
Secondary user: a user who performs support tasks with the interactive system, for example, to maintain it or to train primary users.
Indirect User: a user who uses the results of the interactive system but does not interact with it directly.
Stakeholders may or may not be users. If a stakeholder is impacted by an interactive system but does not interact with it or use its data, they are not seen as users.
Examples of stakeholders who are not users:
- professional managers of customer service teams.
- people affected by the noise generated by the interactive system.
- marketers who are affected by the brand impact of using the interactive system.
Primary User
A primary refers to the main target audience or group of individuals who will be using a product or service. This group of users is considered the most important and their needs and preferences are prioritized throughout the design process. The primary user's characteristics, behaviors, and goals are carefully studied and taken into consideration when designing the user experience. They are the main focus of user research, testing, and feedback, and their satisfaction is considered the most crucial for the success of the product or service. Examples of primary users can be customers of an e-commerce website, users of a mobile app, or patients of a healthcare system.
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Examples of primary users:
A bank customer who uses a Bitcoin ATM to withdraw money is a primary user of the Bitcoin ATM.
A call center employee who uses a reservation system to book cars for customers is a primary user of the reservation system.
Secondary User
Secondary users - particularly maintenance personnel - typically interact with a different user interface than primary users. This user interface also requires an analysis of the usage context and specification of usage requirements to be usable.
A secondary user refers to individuals who may interact with a product or service in a less frequent or less critical manner compared to the primary user. They may not have the same level of expertise or familiarity with the product as the primary user, and their needs and goals may differ.
In UX design, it is important to consider the needs and goals of secondary users and ensure that the product is still usable and accessible to them, even if they are not the primary target audience.
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Examples of secondary users:
A user who prints a document on a printer is a primary user of the printer. If the same user changes the printer's ink cartridge a moment later, he is a secondary user of the printer.
A bank employee who fills an ATM with money is a secondary user of the ATM.
A trainer who teaches a call center employee how to use a car reservation system is a secondary user of the reservation system.
Indirect User
An indirect user in UX design refers to individuals who may not directly interact with a product or service, but are still affected by it in some way. For example, an indirect user of a social media platform may be a parent who is concerned about the effects of excessive screen time on their child, or a business owner who is affected by the platform's advertising policies. These users may not have a direct account or login, but their needs and concerns should still be considered in the design process. This could include features such as parental controls or clear advertising policies.
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Examples of indirect users:
A bank customer who receives a written or electronic statement is an indirect user of the bank's computer system.
A customer who contacts the call center to reserve a car is an indirect user of the computer system used by the call center employee to make the reservation.
Stakeholder
A stakeholder is an individual or group that has an interest or investment in an interactive system, the design and outcome. They can be internal or external to the organization and may have varying levels of involvement and influence in the design process. Furthermore, they may have specific goals, needs, and expectations for the project and may provide feedback and input on design decisions. It is important for UX designers to consider and communicate with stakeholders throughout the design process to ensure that the final product meets their needs and goals.
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Annotation:
All users are stakeholders, but not all stakeholders are users. To emphasize the distinction, one can use the term "users and other stakeholders".
Market requirements and organizational requirements are examples of requirements from stakeholders who are not users.
Examples of stakeholder:
Stakeholders can be: users, technical support, trainers, documentation authors, and developers.
Stakeholders who may not be users include: designers, developers, development team managers, shareholders, board members, and marketing professionals.
User Group and User Group Profile
A user group refers to a specific group of people who have similar needs, characteristics, and behaviors when using the the interactive system, a product or service. This group is identified through user research and user testing, and their feedback is used to inform the design and development of a product or service. User groups are critical in UX design as they help to ensure that a product or service is tailored to the needs of its target audience, resulting in a more user-friendly and effective design.
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Examples of user group:
A user group for a mobile banking app may consist of older adults who are not tech-savvy and prefer a simple and easy-to-use interface. This user group's feedback would be used to design the app with larger text and buttons, and to avoid using confusing technical terms.
Young professionals who are always on-the-go and want to complete transactions quickly and easily. The app design for this user group would focus on speed, ease of use, and a user-friendly interface that can be easily navigated with one hand.
Tasks and Tasks model
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In the analysis phase of the human-centered design process, it is important to understand the tasks of the users in order to develop a product or solution that meets their needs. Tasks refer to the activities that a user must perform to achieve a specific goal, such as placing an online order, performing a search, or finding information. To understand the tasks of the users, one can conduct observations, interviews, and surveys. This information can then be used to improve the user experience and ensure that the product or solution meets the needs of the users.
Annotation:
Most tasks can be divided into subtasks or activities.
A single subtask by itself does not achieve the user's goal, but it is always a necessary decision or action to reach the user's goals.
Most subtasks lead to selection and input options for the user when using the interactive system.
Some subtasks can be further divided into smaller subtasks.
Subtasks are not suitable as usability test tasks because they are very specific.
Example of two different tasks and related subtasks
Tasks Model
The task model is a way of structuring and organizing information about the tasks that users perform in order to achieve a specific goal. It typically includes a description of the task, the steps involved in completing the task, and the inputs and outputs of the task. The task model can be used to understand and analyze the user's workflow and to identify any pain points or areas for improvement in the user experience.
In the field of Human-Computer Interaction (HCI), the task model is often used as a way to organize and structure the information gathered during user research. This information is then used to create personas, scenarios, and use cases, which can be used to inform the design of a user interface.
Additionally, the task model can be used to evaluate the usability and effectiveness of a system, by testing users' ability to complete the specific tasks that are defined in the model. This can be done through usability testing, where users are asked to complete a set of tasks while their actions are observed and recorded, then analyze and identify areas for improvement.
Overall, the task model is a valuable tool for understanding and improving the user experience, by providing a clear and detailed understanding of the tasks that users perform and the steps involved in completing those tasks.
Example of a task model
Annotation:
The purpose of a task model is to provide an accurate description of a task.
Task models should be written in a way that users can understand and validate them.
A task model describes the contextual prerequisites and intended outcomes of a task, as well as the steps needed to perform it, while use cases and scenarios describe how one or multiple tasks are carried out by a person.
Task models are created during the analysis phase to describe current tasks and they are also created or updated during the design phase to describe future tasks.
Resources refer to all necessary assets to utilize an interactive system. These resources may include physical tools and materials, as well as time, budget, and team capabilities. It is crucial to determining what resources are available, as well as what constraints exist, in order to design an effective and usable solution that meets the needs of the target users. This information informs the design team's decisions and helps ensure that the resources are used in the most effective and efficient manner possible. Moreover this information is important for the analysis phase as it helps to identify constraints and informs design decisions. By understanding what resources are available and what limitations exist, the design team can ensure that the design solution is feasible and practical within the given context.
Resources can be categorized into two groups:
Reusable: assets such as equipment, information, and human/system support that can be utilized multiple times
Exhaustible: assets such as time, human effort, financial resources, and materials that are limited and depleted with use.
Types of Resources
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Different types of resources: physical tools and materials, time, budget, team capabilities
Methods to understand the context of use
Methods to understand the context of use in human-centered design refer to techniques used to gather information about the environment, experiences, and behaviors of users in order to design products and services that meet their needs and expectations.
Diagram methods to understand the context of use: observation, interview, and focus group
Methods for understanding the context of use include:
Observation: This involves observing people using products or services in their natural environment to gather insights on behaviors, motivations, and pain points.
Interview: This involves speaking directly with users to gather information about their experiences and perspectives.
Focus group: Gathering a small group of users together to discuss a specific topic, product, or service to gather collective insights and generate new ideas.
1. Observation
Observing users in their natural environment gather insights into their behavior and context. A individual assigned with the responsibility of observing users while they discuss a task or perform a task utilizing an interactive system.
These methods include:
Collecting Contextual Information: A method for gathering information about the requirements of the context of use.
Observing User Tasks: The act of watching users perform tasks on an interactive system during an observation.
Pay attention to the following activities of the observation:
Non-Interventional Observation: The observer avoids interference unless a clarifying question is necessary.
Observing Manual Processes: If no interactive system is involved, the existing manual processes should be observed.
Natural Context Observation: Observation should occur in the user's natural environment, such as their workstation.
Observer
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The observer is an individual assigned with the responsibility of observing users while they discuss a task or perform a task utilizing an interactive system.
Annotation:
The observer is a key role in conducting a human-centered design study, providing insights into user behavior and interactions, such as observation, usability testing, or focus group.
Observers are expected to maintain a passive role during the usability activity, collecting data objectively without interference. However, they may actively participate in the analysis and interpretation of results.
2. Interview
The Interview method is a systematic technique for gathering information from selected individuals to gain an in-depth understanding of their work activities. Through structured questioning and analysis, this method reveals commonalities and variations among users of an interactive system.
Interviews can take various forms, including:
Example of an Interview checklist
Contextual inquiry (interview): Conducted in the user's environment to observe behavior and gather information about the context.
Master-student model: An interview technique where the interviewer acts as a mentor to the user, guiding them through a conversation to explore their experiences and perspectives.
Suggestive questions: Questions that prompt the user to consider certain aspects of their experience.
Neutral questions: Questions that are neutral in tone and do not lead the user in a particular direction.
Open questions: Questions that allow the user to elaborate freely on their experiences and perspectives.
Closed questions: Questions that can be answered with a simple "yes" or "no".
Interview checklist: A list of questions to be asked during an interview, used to ensure all relevant information is gathered.
Contextual inquiry
Contextual inquiry is a type of interview that takes place in the context of use, where the participant interacts with the interactive system in their typical work environment, such as at their workstation.
Master-Student Model
Master-Student Model: A behavioral approach to conducting successful interviews, where the interviewer adopts the role of a student and the interviewee is treated as the master.
Pay attention to the following activities:
Role Reversal: The interviewer takes on the role of a student, while the interviewee is positioned as the master.
Inquisitive Approach: The interviewer avoids demonstrating their own knowledge, instead focusing on asking questions with the intention of learning from the interviewee.
Suggestive Question
Suggestive questions are interview questions that present a bias towards a specific answer or attempt to influence the direction of the response.
Consider asking a question that focuses on user preference rather than a specific attribute, such as color. This allows for more open-ended responses and provides a better understanding of user needs and preferences.
Example of suggestive question:
Suggestive question: "Would you prefer eye-catching question schemes for the homepage of the car rental website?"
Corresponding neutral question: "How would you like the visual design of the homepage for the car rental website to be?" – Notably, the word "color" is not even there in the neutral question.
Neutral Question
Neutral (and open-ended) interview questions are those that don't make assumptions or attempt to steer the answer in a specific direction. These questions are open-ended and allow for a wide range of answers.
Using neutral interview questions in UX design is important because it allows the designer to gather valuable information from the user without introducing any biases or preconceived notions. Neutral questions encourage the user to provide honest and in-depth responses, which can provide valuable insights into their needs, preferences, and expectations. This information is essential for designing a user-centered solution that meets the user's needs and provides a positive user experience. Additionally, neutral questions also help to establish trust and rapport with the user, which can lead to more meaningful and productive conversations.
Examples of neutral interview questions include:
Can you describe the situation?
What steps are you considering next?
How would you envision the design of the new car rental website's homepage?
Open question
Open questions allow for a wide range of answers and encourage in-depth responses from users. They are preferable in interviews as they allow designers to gather valuable information about user needs, preferences, and expectations without introducing biases or preconceived notions.
The difference between open questions and neutral questions is that open questions allow for a wider range of answers and encourage in-depth responses, while neutral questions do not make any assumptions or attempt to steer the answer in a specific direction. Neutral questions are important for establishing trust and rapport with the user and avoiding any biases in the information gathered, but open questions are essential for gaining a deeper understanding of the user's needs and preferences.
Examples of open interview questions include:
Can you tell me about a time when you struggled to use a website or app?
How do you usually approach finding information on a website?
What are the most important features you would like to see in a website or app?
Closed question
Closed questions limit the range of possible answers and do not encourage in-depth responses from users. They are typically answered with a simple "yes" or "no," or a specific piece of information.
It's important to avoid asking several closed questions in a row in UX design because this can lead to limited information gathering and a lack of understanding about the user's needs, preferences, and expectations. Furthermore, asking closed questions repeatedly can create a feeling of discomfort or pressure for the user, leading to unauthentic or abbreviated responses.
While closed questions have a place in UX design, it is important to balance them with open questions to gain a deeper understanding of the user's experience and needs.
Examples of open interview questions include:
Have you used a similar website before?
Did you find the website easy to navigate?
Did you find what you were looking for on the website?
Interview Checklist
An interview checklist is a list of questions and tasks that are used to guide an interview with a user. The checklist helps ensure that all important topics are covered and that the information gathered is organized and consistent.
Some reasons why an interview checklist is important:
Structured approach: Having a structured approach to the interview process ensures that all relevant information is gathered and helps avoid missing important details.
Consistency: Using a consistent set of questions and tasks for each interview ensures that information gathered from multiple users is comparable, making it easier to identify patterns and trends.
Time management:: Having a set of questions to guide the interview helps to keep the conversation on track and prevents time from being wasted.
Improved accuracy: Having a structured approach to the interview process helps to minimize the risk of missing important information and helps to ensure that the information gathered is accurate and reliable.
Better user understanding: Having a clear set of questions and tasks helps to ensure that all relevant aspects of the user's experience are covered, providing a more comprehensive understanding of their needs and preferences.
Overall, having a well-structured interview checklist is an essential tool for UX designers, as it helps to ensure that the information gathered is reliable, consistent, and comprehensive.
Example of Interview Checklist
This is a basic interview checklist that can be adapted and modified based on the specific requirements of the UX design project.
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Example of basic interview checklist
3. Focus Group
A focus group is a research method of the design process to gather qualitative data from a specific target audience. The purpose of a focus group is to understand the perspectives, attitudes, and opinions of the participants regarding a specific product, service, or issue. Participants are usually brought together in a moderated group setting and asked questions and participate in discussions to gather insights and feedback. The results of focus groups can provide valuable information to inform the design process and guide decision-making.
Annotation
While focus groups are a valuable tool for gathering qualitative data in the design process, it is important to note that they are not a replacement for a usability evaluation. A focus group provides insights into participants' opinions and attitudes, but it does not observe actual user behavior.
On the other hand, usability tests observe actual user behavior and interactions with a product, service, or interface. This information can provide a more in-depth understanding of the user experience and identify specific areas for improvement. It is recommended to use a combination of both methods in the design process to gather both qualitative and quantitative data.
Example of aFocus Group Session
It's important to keep in mind that the focus group session should be moderated in a neutral and impartial manner to ensure the results are valid and representative of the target audience.
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Example of a focus group session
As-Is Scenario
The "As-Is Scenario" is a critical aspect of the Analysis Phase in human-centered design. It is a comprehensive description of the current state of affairs in a given context and is aimed at uncovering the user's needs, pain points, and opportunities for improvement. The goal of the "As-Is Scenario" is to provide a clear and in-depth understanding of the context in which the problem or opportunity exists, and to identify areas for potential improvement.
The "As-Is Scenario" typically includes the following key elements:
User profile: A detailed description of the user or users, including demographic information, motivations, goals, and needs.
Task analysis: An examination of the tasks and activities being performed in the context of use, including their purpose, frequency, and level of difficulty.
Context of use: A description of the environment, context, and physical and social surroundings in which the user performs the task or activities.
Tools and technology: An examination of the products, tools, and technologies currently being used in the context of use, including their strengths, weaknesses, and areas for improvement.
Pain points and challenges: An identification of the pain points and challenges faced by the user in the context of use, including areas of frustration, confusion, and inefficiency.
Opportunities for improvement: An identification of opportunities for improvement in the context of use, including areas where new products, tools, or technologies can enhance the user's experience.
Pattern of As-Is Scenario
By conducting a comprehensive "As Is Scenario" analysis, designers and researchers can gain a deep understanding of the context in which the problem or opportunity exists and use this information to inform the design process and create solutions that truly meet the needs of the user.
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Example of template for creating an "As-Is Scenario"
Example of As-Is Scenario
Title: Sarah's Grocery Shopping Experience
User Description:
• Demographic information: 27-year-old working mother
• Motivations: Efficiently buy groceries for her family while balancing work and household responsibilities
• Goals: Quickly purchase groceries, save time and money
•Needs: Convenient and cost-effective grocery shopping solution
Task Analysis:
• Task description: Purchase groceries
• Frequency: Weekly
• Difficulty: Can be time-consuming and overwhelming
Context Of Use:
• Physical environment: Supermarket, online grocery platform
• Social environment: Alone or with children
• Physical and emotional state: Can feel tired and stressed
• Relevant factors: Budget constraints, time constraints, accessibility of grocery store
Tools And Technology:
• Current products and tools: Supermarket, online grocery platform
• Strengths: Wide selection of products, the convenience of online ordering
• Weaknesses: Long lines at checkout, limited delivery options, high delivery fees
• Areas for improvement: More cost-effective and convenient delivery options
Pain Points And Challenges:
• Frustration: Long lines at checkout, high delivery fees
• Confusion: Finding the desired products in store
• Inefficiency: Having to go to multiple stores to find all desired products, having to go to the store to pick up online orders
Opportunities (Areas) For Improvement:
• Potential solutions: Subscription-based grocery delivery service, in-store pickup option for online orders
• Benefits: Convenient and cost-effective grocery shopping, time savings, reduced stress
Conclusion:
Sarah's grocery shopping experience is often time-consuming and stressful. She struggles with long lines at checkout, high delivery fees, and finding all desired products in store. Implementing a subscription-based grocery delivery service or offering an in-store pickup option for online orders could greatly improve her experience and reduce her stress levels.
Sarah is a 27-year-old working mother who is responsible for grocery shopping for her family. She aims to purchase groceries efficiently while balancing work and household responsibilities, but the task can be time-consuming and overwhelming. She currently uses a supermarket and an online grocery platform to purchase groceries. However, she experiences frustration with long lines at checkout and high delivery fees, and finds it difficult o find all the desired products in store. Despite the convenience of online ordering, she also experiences inefficiency with having to go to the store to pick up online orders. Sarah's current grocery shopping experience is not ideal, but she is looking for a more convenient and cost-effective solution.
— As-Is Scenario
Annotation:
In Human-Centered Design, the specific user in an As-Is Scenario is often represented by a persona.
The creation of As-Is Scenarios is an important step in the user research phase, executed by a user experience professional, and is based on the results of observations and contextual interviews with users.
The As-Is Scenario is a valuable tool in persona creation because it allows the designer to analyze the user's behavior within their current context of use, and understand their motivations, goals, and pain points.
It is important to have the As-Is Scenario reviewed by users to ensure that it accurately represents their experiences and to identify any misunderstandings that may have arisen during the contextual interviews. This review process helps to validate the scenario and ensure that it serves as an accurate foundation for further design and development efforts.
Persona
Personas are fictional representations of user segments, created through research and analysis, to help designers understand the target audience's motivations, needs, behaviors, and pain points for designing better products and services. A persona description includes basic information such as name, age, background, goals, and desires, as well as essential knowledge and interests within the field of the interactive system. A photo may or may not be included in the description.
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Fact sheet of persona
Creating Persona
Creating personas allows designers to design with empathy, as they are able to see the problem from the user's perspective and make design decisions that are grounded in user needs.
Visualizing personas helps to bring them to life and make them easier to understand and remember. There are many ways to visualize personas, and the most appropriate way will depend on the specific context and goals of the persona project. Some of the most common ways to visualize personas are: infographic, illustration or photograph, storyboard or scenario, mood board, personas in use (e.g. sketches, wireframes, prototypes), character sketches or comic strips, detailed profiles, video or animation. The key is to choose a visualization that effectively communicates the information and insights about the persona, while being practical and easy to understand.
The most important contents of a "Persona" are:
Demographic information: age, gender, education, occupation, income, etc.
Psychographic information: values, attitudes, personality, interests, etc.
Behavioral patterns: habits, routines, decision-making processes, etc.
Goals and motivations: what drives the persona to use a product or serviceused in the context of use, including their strengths, weaknesses, and areas for improvement.
Pain points and frustrations: obstacles that hinder the persona's ability to achieve their goals
Environments: where and how the persona interacts with the product or service
Quotes and stories: to humanize the persona and bring their personality to life.
It's important to note that the persona creation process is an iterative one and may require adjustments based on additional research or feedback. The goal is to create personas that accurately represent your target users and help you design products and services that are meaningful to them.
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