About HFI

Domains and Technologies

Since its inception, HFI has done extensive human factors work in almost every domain and technology, such as:

VRU (Voice Response Unit) and Other Voice Applications– Our Approach

Ease of use pays off financially. Callers really hate to suffer through unclear IVR menus. And when they hit the "O" button for a personal conversation, it costs you money. (Your customer service reps don't work for free.) Neat techniques exist to simplify complicated stuff. We use them.

Benefits to count on:

Short menus
Easy comprehension
Consistent terminology
Well-organized menus
Categories that make sense
Reasonable number of steps

Step	Activity
1. Do you want to cut your CSR costs?	Are your CSRs (Customer Service Representatives) doing low-level "busy work" like telling a customer his or her current account balance? At $25 to $40 per hour loaded labor rate, it's expensive. A voice response unit (VRU) can handle easy tasks with pre-recorded messages or message components. Is your organization customer-sensitive? Research shows if you keep the menu short and sweet, callers accept it. Long or complex, you turn them away. See our article on IVR.
2. Perform task analysis and user characterization.	We find out the frequency of use for different activities. We learn: who calls you? Are your customers older (and techno-phobic) or Gen-X? (Research shows that attitudes vary strongly by age!) We... Rank task options by frequency of access Check for shortcuts and task flow re-engineering Don't make caller "dig" for the menu option if the task demands a CSR Keep most-used options at top Consider "expert mode" for frequent callers (it happens!)
3. Design the "high-level architecture" (HLA) and test.	We don't use hi-fi prototyping too early! We test your high-level script (first two menu levels) using the "Wizard of Oz" method. We play the Wizard and read out loud from your script. The subject listens as though we were the VRU. We take the action the subject suggests and read the next option. Remember: we tell the subject we are testing your script, not them! (This relieves performance anxiety.)
4. Based on test results, fix navigation and scripts. Test again.	We protect your investment in the script. We test it again, after revisions. We listen to subject comments. They tell you something. However, we also beware of "experimenter demand" effects in which a small percentage of subjects tell us they love the system – even though they failed to choose the correct menu options!
5. Consider your VRU standard call flow structures.	We avoid "intuitive design". Much VRU research shows optimum designs for different situations. We can advise you on a VRU standard or on your existing call structures. Here's some call structures we use: Pick One Scan and Pick One Pick Many Search for Selection Segmented List Playback Nonsegmented Playback Control/Trap Menu Greeting Menu
6. Test detailed design and iterate.	Now we're coming into the home stretch. We pick three or four or more full task sequences that represent challenges to the caller. We design the entire menu sequence for those. We test to verify that your standard call structures work for your user group. We revise and test before continuing with the other task sequences. See our case study on testing.
7. Check out your "talent."	The audio business calls your voice provider "the talent." We help pick the right talent. The talent's voice communicates what your organization is all about. We survey representative subjects with sample talent voices. See our case study on testing. Research shows callers want to hear a voice that is... Practical Intelligent Courteous Efficient Straightforward Methodical

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