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This is a simple introduction to the cognitive science of perception leading into an exploration of user experience design principles as well as fundamentals of visual design. Will Evans is the Managing Director of TLCLabs, the enterprise innovation lab, as well as Director of Brand Marketing at The Library Corporation. Will is also the Design Thinker-in-Residence at NYU Stern’s Berkley Center for Innovation where he lectures and consults on Lean Systems, Lean UX, and Design thinking. Before joining TLC, Will led experience design and research for TheLadders in New York City. He has over 15 years of industry experience in systems, organizational, interaction, and product design. His roles include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com. He worked at Lotus/IBM where he was the senior information architect, and for Curl – a DARPA-funded MIT project when he was at the MIT Laboratory for Computer Science. He Co-Founded and Co-Chaired the LeanUX NYC conference. Will’s research and design has been featured in numerous publications including Business Week, The Economist, Fast Company, Time Magazine, MSNBC, and the Wall Street Journal. He studied philosophy and mathematics in college and cognitive science and human computer interaction in graduate school. He lives in New York, NY, drinks far too much coffee, wears only black, and is excited about ethnography, semiotics, and phenomenology. Will tweets at @semanticwill
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LEAST EFFORT
HUMAN FINATUDE
PEOPLE MAKE MISTAKES
MEMORY IS COMPLICATED
PEOPLE ARE SOCIAL
ATTENTION
PEOPLE CRAVE DOPAMINE
UNCONSCIOUS PROCESSING
MENTAL MODELS
VISUAL SYSTEMS
PRINCIPLES
GUIDING PRINCIPLES
YOU ARE NOT THE USER
EMPATHY FIRST
Customer Hypothesis
UNDERSTAND THE REAL PROBLEM
MAKE THINGS SIMPLE
DO NO HARM
PRINCIPLES OF USER EXPERIENCE DESIGN
ARTICULATE CONTEXT
USE CONSTRAINTS APPROPRIATELY
FIRST IMPRESSIONS
BE CREDIBLE
SIMPLICITY
VISUAL HIERARCHY
INFORMATION SCENT
AVOID JARGON
WAYFINDING
LEAST EFFORT
ROBUST MULLIGAN!
CLOSE THE LOOP
RESONATE
USE EMOTION
PRINCIPLES OF VISUAL DESIGN
CONTRAST
EMPHASIS
PROXIMITY
REPETITION
WHITE SPACE
WHITE SPACE
HARMONY
UNITY
EXERCISE An introduction to Heuristic Evaluations!
“There is a cognitive limit to the amount of complexity that can be handled internally; sketching provides a temporary, external store for tentative ideas, and supports the ‘dialogue’ that the designer has between problem and solution.”
Nigel Cross
TECHNICALLY THIS IS CALLED A CHARRETTE*.
CREATE PITCH
CRITIQUE
BARE MINIMUM
SOLVE A PROBLEM
Generate lots of design concepts (options*) Present concept as stories
Check stories for coherence Integrate (steal) & Iterate
Critique using Ritual Dissent Converge around testable solution hypotheses
*See Chris Matts Real Options Theory
DESIGN STUDIO
Thank you!
WILL EVANS @semanticwill
