Flow helped the Training and Development Agency to build a user experience roadmap for their website and create a user experience scorecard for measuring its success.

Ethnographic approaches, such as contextual enquiry and experience labs, help organisations understand their target customers needs, behaviours and motivations. To get really insightful discoveries, researchers immerse themselves as deeply as possible in the lives or jobs of a limited sample of target users and try to discover what those people really think and need.

On the other end of the spectrum lies automated quantitative usability testing. Here you never see your users at all. But you get accurate measurements of how successful they are at achieving key tasks on your site. Gaining a quantitative understanding of your website's performance lets you chart your site's improvement over time, and identify where it could be performing better.

Ethnographic techniques tell you what your users want to do. Quantitative testing tells you how many of them are managing to do it.

And often, successful UX strategies will combine the two. Our project for the TDA did.

Building a UX strategy for the TDA

We began by conducting contextual research with people from the TDA's 7 target user groups - including teachers, support staff and school leaders. We gathered stories of actual experiences that they had lived through, and the sequences of activities they had engaged in. We also played some simple participatory design games with them to bring out ideas for the "ideal" TDA website.

With a separate sample, we usability tested the existing website. Using a huge quantity of sticky notes, the researchers put all the data together and analysed it. They uncovered a selection of 70-80 tasks that the different target groups needed to perform on the website. (We also discovered that there were really only 4 groups with different needs, rather than 7).

Next came a "task matrix". For each task, we identified:

• The audiences who do it
• Related tasks or sub tasks
• Triggers that cause someone to engage in the task at a certain point (events like assessments, deadlines, changes in staff)
• Target web pages where useful information would be found.

Straight away, this let us see where there were improvements to be made. If we struggled to find suitable target pages, or if the information or findability of a target page seemed poor, we knew we had an opportunity to improve things.

To take us beyond expert opinion, we also used the TDA's web analytics data. We checked how many people were visiting each target page, and assessed that figure in relation to task importance and audience group size. That gave us additional evidence about whether pages we easy to find or not.

Finally, we worked with stakeholders to assess the effort needed to improve the website for each task. Plotting each task on a chart of priority versus effort (for users and for the organisation) gave us a solid roadmap: small, high-value changes first; larger changes later.

User experience scorecard

To make it easier to measure and chart improvement in the site's UX, we set up a user experience scorecard using UserZoom.

UserZoom performs automated remote usability testing. It asks a quantitative sample of target users to try doing certain tasks, gathers clickstream data and quizzes them to check comprehension and attitude. The scorecard treats user tasks as key performance indicators of the site's user experience. The TDA is running benchmark UserZoom studies every six months, and the results are being fed onto an interactive dashboard.

The scorecard will help the TDA team to monitor the impact on the user experience as they work through the steps on their UX roadmap.

Flow's team: Mary Henley, Anthony Mace, Claire Mitchell, Leisa Reichelt, Sarah Herman, Pav Chahal, Nick Bowmast, Vanessa Kirby, conducted the research. Karen Wall looked after the client relationship.

If if the 1st Gen iPhone was so "bad" - what was Apple thinking when they launched it?

There was much complaining about the shortcomings of the iPhone 1.0. And vocal user complaints are not usually a great recipe for a popular product and strong sales. In fact often, companies that rush products out to be "first to market" end up having their lunch eaten by products that arrive a little later, but offer a better UX. Apple themselves demonstrated with the ipod that late-comers can steal the the show by being "best-to-market."

Here are 5 reasons I can think of why Apple launched a "bad" product, braved all that negative publicity, and gave companies like Samsung and HTC a chance to take a shot at them.

1. Launch simple products first.

Apple like everyone else had to launch a version 1.0. Business reality and human psychology demand it. At some point you have to get something out the door becfore you run out of cash or go insane. iPhone 1.0 was a product of controlled project scope.

2. Get feedback from beta testers

Getting live market feedback works well - but mostly with early adopters. So perhaps Apple didn't want go mainstream yet. Did they elect to keep sales constrained and stay with the iPhone *BETA crowd until they had perfected the product?

3. Move the focus to UX

The iPhone caused a stir because it moved the focus to a different aspect of the mobile UX. Were Apple deliberately saying "it's not about hardware. Stop competing on hardware. This new phone is all about the user experience." So in a way, the hardware shortcomings drew attention to the UX. People complaining about missing hardware could be accused of "missing the point/having no vision" - and frequently were.

4. No competitors stand a chance anyway

Apple decided it didn't matter if their product wasn't perfect, because they were confident that none of the existing mobile manufacturers could get their act together to compete on Apple's UX turf nearly fast enough. Efforts from HTC and Samsung were hardly mind-blowing. Nokia's device is still in development.

And realistically, that wasn't hard to predict. For traditional electronics companies to try to squeeze into the Apple mold seems to be all but impossible. So Apple put their money where their mouth was and went first to market with an incomplete product. They knew they would get away with it.

5. And now they can generate more buzz by launching version 2.

All publicity is good publicity.

Are people going to buy iPhone2? Some more will. I suspect that question doesn't matter to Apple too much. We're still, arguably, in beta 2. One more release and it's going to get interesting.

Tower Bridge has joined the ranks of an increasing number of intelligent objects that can tell us things about themselves.

My colleague David Whittle uncovered this beautiful little story: Tower Bridge is now on Twitter. Effecitvely the bridge is keeping its own micro blog of its activitiy and notifying anyone who cares to subscribe about what it is doing.

This makes Tower Bridge into a spime - an object that is in some why aware of its's own position in space and time, and able to report it to interested parties.

You've found your keys

Spimes offer a lovely way to connect the world of physical objects to the information flow of the Internet.

Lost your keys? If they were spime keys, you could Google for them.

Lent a book to someone but can't remember who? If it were a spime you could Google for who had it. And maybe even if they had read it.

Bruce Sterling describes a vision of the future where product designers can iteratively enhance spime-products using spime data about when and where the products were used. Kind of like Web analytics but for physical products too. (Fascinating and useful for the designers, but so replacement for experience labs and other ethno techniques. Why? Because a spime will still not be able to capture and relay its users intentions, motivations and desires.)

Spimes and spime kludges

You can't yet google your keys or get analytics about how someone used their new shoes. But there is already a lot of spime-like stuff out there, beyond Tower Bridge.

Track packages: Express parcels are spimes. They have barcodes and RFID tags, so that you can track where they have got to. There was furore a few years back over the idea of RFID tags embedded in clothes to help with inventory tracking. If you forgot to remove the tags, then conceivably, people could track you!

Find children: Mobile phones and cool sneakers with GPS are being used to help worried parents keep track of their children. (No need to implant the chip in the child, just give them a kid-friendly phone or trendy sneakers and they'll take their treasure with them everywhere).

And this low tech but ingenious approach is helping people find lost digital cameras. If you find a lost camera, just mail four pictures from it to the Found Cameras and Orphan Pictures blog, and maybe the owner will find them and claim it.

Spime your stuff now

If you own something that you feel need to be searchable by others, Google can help. Google Base lets you store any information about anything online now, so that others can search for it. But unless you can find a way to update the information in real time, then your object won't yet be a spime.

Know any other good spimes? Do tell.