UX Principles and Process
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The document discusses user experience (UX) design, highlighting the importance of understanding that users inherently own their experiences rather than designers controlling them. It emphasizes listening to user feedback, applying human-centric approaches, and considering cognitive sciences in UX practices. Various UX principles and strategies, including gamification, empathy mapping, and user research methods, are briefly explored to enhance product and service design.
UX Principles and Process
- 1. @chrispalle @wisdomandcraft #hackingasbury human-Centric research strategy design wisdom + craft UXPRINCIPLES+PROCESS June 22, 2013 Monday, June 24, 13
- 3. WISDOM+CRAFT DEEP DIGITAL COMPETENCIES Product+ServiceDesignUserResearch UXStrategy+PlanninG CONTENTSTRATEGY Branding+Identity CommunityManagement wisdom + craft PROJECTMANAGEMENT Monday, June 24, 13
- 4. @chrispalle @wisdomandcraft #hackingasbury human-Centric research strategy design wisdom + craft BASICUXPRINCIPLES Monday, June 24, 13 When it comes to what UX is, ultimately there are basically two camps: Those who think we can design a person’s experience (this is called User Experience “Design”) and those who think we can only design and build a thing – for someone to experience. I’m in the latter group. I believe the user owns their experience. This is important for two reasons: 1- i believe it’s audacious to think we actually have the ability to manipulate the mind at the level of “experience” so much that we can claim to have designed it. 2 - it forces us to ask, “well, if i don’t control the experience what can I do to understand it?” and simply, it begins with listening.
- 5. wisdom + craft NOTTHEPRESENTATIONLAYER Monday, June 24, 13 the presentation layer is simply the touchpoint in a product or service for others to experience.
- 6. wisdom + craft NOT THE PRESENTATION LAYER http://wirewax.wordpress.com/2012/03/27/smart-tv-just-got-smarter/ Monday, June 24, 13 it’s about the social interactions between person and machine and between other people.
- 7. wisdom + craft BASICGOALSOFUX Easy-to-Use Useful Memorable Desirable Monday, June 24, 13 most basic: Easy-to-use, intuitive, User-Friendliness i.e. Do people even get it? also fairly basic: useful. Does it provide value? i put memorable and desirable on the same level because while most times we want our products and services to be memorable and desirable, sometimes, we just need to worry about one.
- 8. wisdom + craft THINKHOLISTICALLY Institutional rules+objectives human wants+needs Technical feasibility Monday, June 24, 13 while we do put them at the forefront. It’s naïve to think we need to only consider our users’ wants and needs. (this also creates the “Problem Space” which we can talk more about later)
- 9. wisdom + craft DEEPROOTSINCOMMUNICATION Proto-writing http://en.wikipedia.org/wiki/History_of_writing Early Chinese Pictograms Cuneiform Protowriting Kanji Monday, June 24, 13 How did we get here? There are millennia of progress, to take a look at a few key highlights.. simple language, symbology plays a critical role
- 10. wisdom + craft BOTHSCIENCE+ART http://www.panomatics.net/theundividedmind/ Monday, June 24, 13 Both Art and Science
- 11. wisdom + craft THEARTS+ARCHITECTURE Monday, June 24, 13 I personally think Da Vinci’s artwork is stunning, but also look at these sketches. think about the human-centeredness he instilled in our scientific thinking. Additionally, In architecture, as we move away from gothic and move into the renaissance, the shapes become less harsh, more rounded. (from crosses to circles)
- 12. wisdom + craft COGNITIVESCIENCES get symbology from early mediabisrto Psychology Anthropology Artificial Intelligence Education Linguistics Neuroscience Philosophy Monday, June 24, 13 But this is the core of where our understanding begins. The way people think as a consideration of User Experience is the most critical component to the foundation of our practice.
- 13. @chrispalle @wisdomandcraft #hackingasbury human-Centric research strategy design wisdom + craft BASICCONCEPTS Monday, June 24, 13 By no means is this meant to be comprehensive, but these basic concepts should help you give a bit more thought to how we can better serve people though our organizations’ products, services, ideas.
- 14. wisdom + craft GAMIFICATION Monday, June 24, 13 Badges! Levels! and Leaderboards! oh yeah!!
- 15. wisdom + craft GAMIFICATION Monday, June 24, 13 not. Okay. I just have to get this out of the way. Yes, things like Reputation, Status, Achievements will motivate, but that’s just the shallow surface, it’s the underlying principles at work that make these effective. Leveraging principles that we’ve learned from the cognitive sciences, motivate change in behavior by making the difficult more enjoyable. We’re aiming to create a sense of flow through engagement with appropriate challenges & rewards. Let’s not throw the baby out with the bathwater, though.
- 16. wisdom + craft LOSSAVERSION Once we “own” something, we tend to not want to lose it. Monday, June 24, 13
- 17. wisdom + craft SOCIALPROOF If someone else is doing it, others are likely to follow – especially in uncertain times. E.G. Reviews, Demonstrations Monday, June 24, 13
- 18. wisdom + craft FEEDBACKLOOP Ford Fusion Dashboard Nest Thermostat Monday, June 24, 13 we understand our world better and are motivated to change when we know how we impact it.
- 19. wisdom + craft KANO’SMODEL Monday, June 24, 13 Blue– Performance is parity: theoretically, for every dollar we spend, we get two dollars of performance, but this just on-par with our competition. Green– If we don’t meet the most basic needs of our users, they will never be satisfied. Red– In order to break out of the “box of indifference,” we need create something exciting, stimulating e.g. Delighters Surprises, Being Considerate, Gifting, etc.
- 20. wisdom + craft HICK’SLAW Monday, June 24, 13 time to make a decision increases with complexity Related to the “Paradox of Choice” - more options can lead to a mental freeze. Solution: try using 7 ± 2 (old rule of “Chunking”)
- 21. wisdom + craft FITTS’LAW What the??? Monday, June 24, 13 time required to move to target is a function of the size and distance seems basic, but can lead to errors and slow performance (human) – Why in the world would we put the Power button next to the delete key???? I guess Apple believes they don’t make mistakes. ;-)
- 22. wisdom + craft AFFORDANCES Learn more about: J.J. Gibson and Donald Norman Monday, June 24, 13 Affordance is a concept first raised by 20th century psychologist J.J. Gibson and popularized by Donald Norman. It basically means that when we see something that interactive, we should immediately understand what to do with it.
- 23. wisdom + craft AFFORDANCES Monday, June 24, 13 I call this a “Norman Door.” This is a unidirectional door. Notice how confusing it is know whether, as a user, we Push or Pull? So much, the designer needed to spell it out - wasting cognition and space by adding clutter and noise to the design.
- 24. wisdom + craft To help gather (and share) information about users, tasks, and goals To put a human face on analytic data To spark new design concepts and encourage collaboration and innovation To share ideas and create a sense of shared history and purpose STORYTELLING Source: Storytelling for User Experience by Whitney Quesenbery & Kevin Brooks Monday, June 24, 13 Storyboarding can bring raw research facts and data to life, or draw together disparate data into a cohesive whole that the team can act upon.
- 25. wisdom + craft LEANUX State your desired outcomes Hypothesize; Write the test first Design an Experiment Make an Minimally Viable Product (MVP) Get out of the Building Team Synthesis Repeat Ideas Build Test Measure Data Learn Source: Either Josh Seiden, Jeff Gothelf, or Anders Ramsey (sorry guys, can’t remember where we saw this first) Monday, June 24, 13 Most important on this list: (GET OUT OF THE BUILDING)
- 26. @chrispalle @wisdomandcraft #hackingasbury human-Centric research strategy design wisdom + craft INTERVIEWING+ RESEARCHTIPS Monday, June 24, 13 Okay, with all this chatter about getting out of the office and getting feedback, we wanted to give you some practical tips on how to get some good feedback.
- 27. wisdom + craft SCIENTIFIC METHODREVIEW Retain or Reject Hypothesis Develop Theory Observation or Experience Define Problem Hypothesis Gather Evidence Monday, June 24, 13 Quick review.
- 28. wisdom + craft • Stay Objective • Be aware of your own interactions; may influence responses • (Especially your initial greeting) • Listening is a Gift • Ask open ended questions • Don't ask "leading questions" • Don't Interrupt - two ears, one mouth :-) • Take Awesome Notes RESEARCH! Monday, June 24, 13 Self-awareness. Don’t be too cold, though. You want to be comfortable, but most important, you want your subjects comfortable so they can be more candid. (leading questions have the answer for which we’re looking baked into the question)
- 29. wisdom + craft • Use the “5 Whys” • Get to the Cause (not just the correlation) • Body Language Speaks Volumes • Be conscious of how you posture yourself • Use it to your advantage to engage the interviewee • Be Culture Conscious • Don’t be assumptive, be careful of your own biases; myopia • Look for key “action” words • We’re trying to identify their tasks RESEARCH! Monday, June 24, 13 5 Whys Remember we’re looking for motivations, goals, behaviors. So, get to the root: For every response to a “Why” question, ask “Why” to the response. The rule-of-thumb is that you’ll get to the root with 5 “whys”
- 30. wisdom + craft TENDENCIES+BIASES “Not Invented Here” Design by Committee and Personal Preference (or my idea’s the best) Disabilities (not having them) Attractiveness Bias & Aesthetic Usability Effect Monday, June 24, 13
- 31. @chrispalle @wisdomandcraft #hackingasbury human-Centric research strategy design wisdom + craft UXASPRACTICE Monday, June 24, 13 Just as with the concepts, this section is in no way meant to be comprehensive. Just want to give some ideas about what we do and how we get there.
- 32. discovery strategy design Business Analysis Technical Feasibility User Research Usability Studies Ethnography Card Sorting Analytics Planning + Scoping Waterfall vs. Agile Vision Articulation Content Messaging Sketching Prototyping Information Architecture Service Design Detailed Design Implementation Monday, June 24, 13 There are really only two modes of activity, which you see in detail on the next slide, but when you’re not static, you’re either learning or generating; thinking or doing.
- 33. wisdom + craft CONTINUOUSINNOVATION This is part of w+c’s proprietary Design Research Framework™ Monday, June 24, 13 This is how we work together. Cycles can be short, cycles can be long.
- 34. wisdom + craft EMPATHYMAPPING http://www.gogamestorm.com/?p=42 Monday, June 24, 13 Empathy Maps, originally developed by XPLANE, is a quick and dirty way to get the institutional knowledge (what your organization already knows) about your end users out in front to help the team build empathy for them. This can also be used to developed hypotheses for personas that can tested in the field with primary research.
- 35. wisdom + craft PERSONAS Monday, June 24, 13
- 36. wisdom + craft SKETCHING Monday, June 24, 13
- 37. wisdom + craft PROTOTYPING Monday, June 24, 13
- 38. wisdom + craft GONEWRONG Monday, June 24, 13
- 40. wisdom + craft CONTENTMAPPING Monday, June 24, 13