CUA of the Month – September, 2015

Morteza Bahiraee
“Long-term satisfaction of customers is invaluable to me. In addition, I am an ambitious person and I always strive to be the best and I realize that I cannot achieve that without a customer oriented mindset. ”
 
Morteza Bahiraee

Senior Software Manager and Banking Business Analyst
Pardazeshgaran

UX Champion from Iran

by Jim Garrett

Our CUAs of the Month come from around the world and further the UX cause in their home countries. This month, our CUA of the Month, Morteza Bahiraee, champions UX in Iran. He has worked as Senior Software Manager and Banking Business Analyst at Pardazeshgaran for the past four years. Morteza leads the charge of bringing UX to his company.

You have been a programmer. What is your role there now?

I've been a software programmer, but in the last two years have brought more to the analysis and design of software with an eye on strengthening my UX concepts in the field of products. I am currently responsible for Production Manager Software and design analysis together. I currently manage a team of eight players that are involved with creating web-based banking software. I am more in the design of software for integration between software components. I also have a special interest in business analysis for software requirements. As Saman Bank is our major client, my focus is on providing banking solutions.

What are banking solutions?

Banking software solutions, which are said to be useful in the context of banking services, are made available to banking customers for mobile banking and money transfer services plus services based on banking transactions. In addition to these services, software design and production affect the customer relationship with the bank. The club customers’ software allows customers to earn more points through the use of electronic banking services. This enhances customer loyalty to the bank.

Can you talk about some of your UX projects?

We lacked a standard framework for software development in the layer, and so we had to implement our per-project presentation layer again. This method had two big issues. First, there was the cost of the projects and second, we had to change all the projects one by one. These problems were solved by creating a standard framework that can be changed by changing a parameter of all projects at the same time.

For example, for choosing a date, we used a simple calendar control which was easy to use. After interviewing end users, we found that we did not need a complex calendar user control to perform the function of picking a birth date. Instead using a simple textbox control provided better efficiency.

In this project it was imperative to have a holistic and comprehensive view of the requirements of Saman Bank and sometimes integrating this holistic approach with branding of the company proved to be challenging. To fulfill these demands, during the analysis phase, we carefully studied the requirements of the client, as well as examining different tools and technologies for three month until we reached a satisfactory design for the product. Implementing the product took another six months using two developers. Managing these projects has helped prove I am a person who can deliver client-layer projects and as a result similar projects are usually assigned to me in our company.

We had designed a UI framework called Black Rose before I passed the CUA course. Since passing the course, I have tried to apply the CUA in the Black Rose and all the relevant projects which had used Black Rose. Recently, our company has developed an organizational unit called User and Business Analysis and all of the projects are first reviewed by this unit.

How is the field of UX developing in Iran?

The issue of User Experience is important for our company and it has been ordered to us as a mission, but to fulfill this mission we still have a long way to go. Unfortunately, the concept of UX is mostly ignored in Iran and I might say that there are very few companies that truly value the topic. Fortunately, Pardazeshgaran Company, with support of Saman Bank, is investing in this field and hopefully we will be a good role model for other Iranian software companies. In fact, I believe that Iran has started to progress and I hope will soon give UX its proper attention.

What aspects of usability do you enjoy the most?

I enjoy seeing the user having a satisfactory experience from the changes we make. When the user is comfortable and has a good feeling about using our software, in addition to word of mouth marketing, the user will develop a resistance to moving to competitor’s products even if those other products are considered robust.

In my experience, applying the principles of UX to software development can also be a cost saving strategy as we gain a better understanding of customer’s real needs. Then we can deliver a product that is a good fit and we will not spend much time and money on correcting and improving the software in later versions.

The major problem is the client is usually in a hurry to have a functional system. It is difficult to convince them to spend a longer time to extract the real requirements during the analysis phase. We found that when the client understands the value added, they will have no problem waiting a bit more. We do that in two major ways. Firstly, by clearly explaining the philosophy of UX and its advantages, and secondly by delivering a few functionalities to the client early on in the project and letting them get a first-hand experience of the improvements they gain when using this method.

In today’s software development market there is no shortage of people with technical capabilities but technical capabilities is not enough. You just cannot afford to ignore the concept of UX if you aspire to truly stand out in the business. This is what all big players do and sooner or later you’ll have to do it too.

After four years of trying, I was able to establish the UX organizational unit in Pardazeshgaran. Of course, the unit still has lots of room for improvement and I hope I can benefit from cooperating with HFI to speed up this process. Currently, no software will be delivered to clients without approval from this unit. This unit is responsible for creating a prototype of product based on extracting needs and requirements of the customer, business analysis, and the relationship between this product and other products that were previously delivered to the customer. After approval by the UX unit, the prototype is given to the production team. After completion of product development phase, the UX and the QC teams will verify that the product corresponds to the prototype and the product will be approved for delivery to the customer.

I consider myself to be a pioneer of UX in Pardazeshgaran; however, I do not consider myself the pioneer in Iran and there are others who have made real efforts in this field as well.

How has taking the CUA affected your work?

I really enjoyed my experience with HFI. First of all, the lecturers were people who were at the top of their game and they did not hesitate to share their knowledge and experience with us. In addition, because there was no company with really great reputation in our country, I had to travel to Dubai to attend the HFI classes. The whole process of registration, attending the classes and acquiring the certificate from overseas, was made easy for me by the helpful and friendly staff at HFI. I definitely recommend their courses to anybody interested in the topic.

I have always attempted to promote a customer oriented culture in our company. Besides respecting client needs, we were able to deliver products which have easier use. By participating in this course, I gained a more fundamental understanding of key issues of user experience topics. In addition, I was able to develop good relationships with other participants and we shared our knowledge and experience.

An important insight I learned from this course was that it is not enough to provide lots of functionalities and features to clients, which can backfire by confusing the users. Instead, product features should be grouped and even sometimes merged together so that users can get what they want more comfortably.

To give a good example, I can tell you about a web application we had developed called “Saman Bank Recruitment System” in which the user had to fill about a hundred fields to be able to submit a single form. After several polls and interviews and analysis sessions, we were able to design a much easier user experience by leaving out some unnecessary fields and by dividing the rest of the fields between two forms. Job applicants would fill out the first form and if they were accepted after the first step, they would complete the second form.

What is your passion in this, what drives you?

Firstly, long-term satisfaction of customers is invaluable to me. In addition, I am an ambitious person and I always strive to be the best and I realize that I cannot achieve that without a customer oriented mindset.

CUA of the Month

Each month we highlight the successes and achievements of a different member of our CUA community. If you are a Certified Usability Analyst and would like to be considered for CUA of the Month recognition, please send a brief professional bio to hfi@humanfactors.com

Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation ("HFI") collects, uses, maintains and discloses information collected from users (each, a "User") of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the "Website"). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.

Cookies

HFI may use "cookies" or "web beacons" to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.

Privacy

HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.

HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or "dummy" test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
hfi@humanfactors.com
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Cancellation / Transfer by Participants (Online Courses)

$100 processing fee if cancelling within two weeks of course start date. No cancellations or refunds less than two weeks prior to the first course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.