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Erik DahlIndependent DesignerIxDA, PresidentMidwestUX Conference, co-founder
[email protected] @eadahl
Part I
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“We are called to be architects of the future, not its victims.”
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-R. Buckminster Fuller
Comprehensive designer = artist + inventor + mechanic + objective economist + evolutionary strategist
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Take a Breath
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“If you think good design is expensive, you should look at
the cost of bad design.”Dr. Ralf Speth, CEO Jaguar
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#uxaxioms@eadahlhttps://www.artefactgroup.com/content/design-maturity-survey/
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Cargo Cult UX/Design
WTF is UX?
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www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.
Jesse James [email protected]
Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")
Information Architecture: structural designof the information space to facilitateintuitive access to content
Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality
Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
Content Requirements: definition ofcontent elements required in the sitein order to meet user needs
Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,graphic page elements and navigationalcomponents
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/
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Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
UX ≠ UI
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Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Experience (UX) Design is a holistic orientation looking at how ‘what we make’ impacts people, business, and the world;
as well as the strategy to implement it.
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Part II
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Close Your Eyes
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It’s about PEOPLE; It’s NOT about the OBJECT
Joe Ballay
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...it is in its transparency that it fulfills its function
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Focus on Experience, NOT on the Function.
Get out something to write on/with.
ACTIVITY
You have 20 seconds. Design a vase.
ACTIVITY
You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home.
ACTIVITY
You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home. Design a better way for people to connect with nature.
ACTIVITY
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Stories are how we understand and shape
the world
Clifford Geertz
Culture is simply the ensemble of stories we tell ourselves about ourselves.
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Pace Layers
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Harry Crews
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Truth of the matter was, stories was everything and
everything was stories. Everybody told stories. It was a
way of saying who they were in the world. It was
their understanding of themselves. It was letting
themselves know how they believed the world worked;
the right way and the way that was not so right.
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Problem Finding Before Problem Solving
“If I had an hour to solve a problem and my life depended on the solution, I would spend the first fifty-
five minutes determining the proper question to ask, for once I know the proper question, I could solve the
problem in less than five minutes.”
Albert Einstein
“If I had eight hours to chop down a tree, I’d
spend six sharpening my axe.”
Abraham Lincoln
PROBLEM SOLVERS
HOW DO I DO GOOD WORK?
PROBLEM FINDERS
WHAT IS GOOD WORK?
Reframe the Problem to Open Up New Solutions
Global vs. Local Maxima
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Create Abstractions & Models, Not Just Narratives;
Use Frameworks
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http://boxesandarrows.com/how-to-make-a-concept-model/ #uxaxioms@eadahl
The Deal Addict will split their time between Browsing and Shopping. Their Browsing is punctuated by an effort to find the best deal regardless of the product. Their Shopping is defined by comparative pricing.
Inspire Me will spend a majority of their time Browsing. Their experience is marked by an indirect path through the product offering to find something that excites them.
Basic Value will not spend any time in the Research or Browse phases and will spend as little time as possible in the Shop phase. They want to get their shopping done and get on with life.
The Flexible Learner will split their time evenly across the phases as they inform themselves. They may not finalize the purchase within the 30 minute window.
Critical Explorer will spend all of their time in the Research phase. They are unlikely to complete their Research and commit to a purchase within the 30 minute window.
ResearchResearch is the gathering and/or analysis of detailed information about a specific product, groups of products or services.
Deal Addict needs to feel powerful and successful at saving money; feed that need with information about savings.
Inspire Me shops for pleasure, wants to surf around. Help them jump from one idea to the next to see what is hot.
Basic Value will appreciate consistency. Keep designs and interactions for basic shopping activities consistent and predictable.
Flexible Learner needs to stay in a comfort zone. Provide a consistent experience with information, language and interactions across channels.
Critical Explorer wants in-depth information about products. Help them dig deep to find out more and provide that information.
BrowseBrowse is the perusal of products or services without the direct intention of purchasing.
ShopShopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing.
PurchasePurchasing is the act of the exchange or transaction between the guest and the store.
Goal Save Money
EMOTIONAL ANALYTICAL
See What’s New Supply BasicNeeds
Feel Confidence Find More Information
The Critical Explorer will move out of the Research phase if/when the right product is identified.
Flexible Learner will move onto Shop only when they are confident in their decision.
Inspire Me will move out of Browse when something delights them.
Basic Value will move out of the Shop phase when the needed product is located.
Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Heuristics
Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me
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FITBIT ONE
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
PUNCHING
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
FLOATING
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Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
PUNCHING
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LABAN MOVEMENT ANALYSIS
FLICKING:
WRINGING:
DABBING:
PUNCHING:
FLOATING:
SLASHING:
GLIDING:
PRESSING:
Flexible, Sudden, Light
Flexible, Sustained, Strong
Direct, Sudden, Light
Direct, Sudden, Strong
Flexible, Sustained, Light
Sudden, Strong, Flexible
Sustained, Light, Direct
Direct, Sustained, Strong
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A Design Practice for the 21st Century
MetaphorAbstractionReflexivityFeedback
PaceAgencyOpacity
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Matt Nish-Lapidus
http://interaction16.ixda.org/session/a-design-practice-for-the-21st-century/
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Reframe Constraints as Forcing Functions
New Languages #uxaxioms@eadahl
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Tame Complexity, Don’t Just Simplify
CO
MP
LEX
ITY
DESIGN OPPORTUNITY
TIME
i
$
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The law of conservation of complexity in human-computer interaction states that every
application has an inherent amount of complexity.
This complexity cannot be wished away and has to be dealt with, either in product development
or in user interaction.
Larry Tesler, Xerox PARC
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COMPLEX, BUT NOT COMPLICATED
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Part III
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Have a Vision For Your Future
http://www.businessinnovationfactory.com/summit/story/necessary-discourse-unfinished-design
Michael DilaA Necessary Discourse On The Unfinished Design
“We tend to sit back and allow the heroic innovations of others to justify our own
creative passivity.”
Visualize Your Future Identities
Effort before Identity Identity before Effort→
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MWUX 15 PGH
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Project Capybara
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15 people
+35+20
+60
+45
+30 +75
TUESDAY 11:40AM - 11:50AM
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Take steps to make your future vision a reality.
You have to have a future vision.
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What is your future vision?
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www.uxaxioms.com
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All of us are responsible for creating the future.
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Have a vision of the future you want to create.
Every artifact we create, shapes the world.
Be mindful of what you are creating.
…so make stuff that matters.