A bigger view of UX
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Eric Reiss discusses the misconceptions and realities of user experience (UX) design, highlighting that it encompasses more than just screen interactions or graphic design and is crucial for achieving business goals. He dispels myths surrounding UX, such as it being a recent discipline and interchangeable with customer experience (CX). The talk emphasizes the importance of understanding interactions, both controllable and uncontrollable, to enhance overall user satisfaction and business success.
A bigger view of UX
- 1. A bigger view of UX (doesn’t need a bigger screen) Eric Reiss @elreiss World Usability Day November 10, 2016 Tallinn, Estonia
- 2. A question… Where does every successful usability or UX project start? Research!
- 3. “Usability isn’t sexy. I can’t sell usability, but I can sell UX.”
- 4. “UX? It’s about graphic design. Wireframes. That kind of stuff.”
- 5. “UX is supposed to lead to more revenue. Everyone talks about it. But what IS it?”
- 8. An observation and a story…
- 11. Reading books is good. But don’t discount the value of empirical experience and intuition. And you gain experience everywhere!
- 14. And then there’s that story…
- 16. I hope to dispell some myths: • UX is only something that happens on a screen • UX was invented in the ‘80s • UX can be accomplished by a team of one I also want to: • Give you an actionable definition of UX • Provide tips that can help promote our talents to the business community My goals, your take-aways
- 17. Let’s kill a few myths
- 18. UX is something on a screen NO! It’s about optimizing a series of interactions – and not just on a screen. Myth #1
- 19. The wedding at Cana
- 20. Battle of Lyndenisse - 1219
- 22. UX ID SD IA CS
- 23. “UX is supposed to lead to more revenue. Everyone talks about it. But what IS it?”
- 24. UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
- 25. There are three types of interaction: • Active (things we control) • Passive (things we don’t control) • Secondary (things that have indirect influence)
- 32. UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
- 40. Can influence Cannot influence Business critical Screw it A simple decision model
- 41. Top tip: If the first question a company asks you during an interview is “Can you wireframe” You don’t want the job!
- 42. UX is only about touchpoints NO! It’s also how users get from one touchpoint to the next. Myth #2
- 44. What they found surprised them. While the company’s overall customer-satisfaction metrics were strong, focus groups revealed that a large number of customers left because of poor service and shoddy treatment over time. “How can this be?” one executive wondered. “We’ve measured customer satisfaction for years, and our call centers, field services, and website experience each score consistently over 90 percent. Our service is great!” As company leaders probed further, however, they discovered a more complex problem. Most customers weren’t fed up with any one phone call, field visit, or other individual service interaction– in fact, most customers didn’t much care about those singular touchpoint events. What was driving them out the door was something the company wasn’t examining or managing–the customers’ cumulative experience across multiple touchpoints, multiple channels, and over time.
- 45. UX is about making end users happy. NO! It’s also about solving the business goals of the stakeholders. Myth #3
- 46. UX
- 48. “He hears only that which he understands” XML „Es hört jeder doch nur, was er versteht.“ Goethe CMS UX UCD CMUxD CSS
- 49. Top tip: Read the key strategic documents – business plan, marketing strategy, etc. And don’t trust the client’s own research – talk to a few users yourself!
- 50. UX is just another name for CX NO! Customers and users are not always the same. Myth #4
- 54. Top tip: Don’t get drawn into semantic arguments. Do the job – the definitions are less important than you might think.
- 55. UX is all about process. NO! It’s about achieving goals. Myth #5
- 57. ag·ile adj 1 : able to move quickly and easily 2 : mentally quick and resourceful
- 58. 1. What did you do yesterday? 2. What will you do today 3. What is blocking your progress? The three Scrum questions
- 60. 1. What did you do yesterday? I sailed west. 2. What will you do today? Sail back to where I was yesterday. 3. What is blocking your progress? These idiotic Scrum meetings! The three Scrum questions
- 61. DWYNTDTGTSD Do What You Need To Do To Get The Shit Done Reiss’s Development Process
- 62. Reiss’s Integration Model (3:24 AM) Figure out the business problem Understand the opportunities Channel your energy Kiss some ass Institutionalize the process Take care of the business goals
- 63. UX is a new discipline. NO! And the tools and techniques have been around since the dawn of time! Myth #6
- 70. A 400-year-old content inventory
- 74. IA and gestural interfaces - 1935 https://www.youtube.com/watch?v=8kuCSRJcTgY Gestural interfaces - 1935
- 75. • You represent Estonia’s future. • You are unique! • You can change the world! Some of you will…and thank goodness for that! A few parting words
- 76. Tänan!
- 77. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com Eric Reiss can (usually) be found at: