Post on 12-Apr-2017
A bigger view of UX(doesn’t need a bigger screen)
Eric Reiss
@elreiss
World Usability Day
November 10, 2016
Tallinn, Estonia
A question…
Where does every successful
usability or UX project start?
Research!
“Usability isn’t sexy. I can’t sell
usability, but I can sell UX.”
“UX? It’s about graphic design.
Wireframes. That kind of stuff.”
“UX is supposed to lead to more revenue.
Everyone talks about it. But what IS it?”
An observation
and a story…
Content strategy
Abel
Bailie/Urbina
Bloomstein
Halvorson
Kissane
Lamm
McGrane
Nichols
Rach
Wachter-Boettcher
IA
Arango
Covert
Gilchrist/Mahon
Morville
Reiss
Resmini/Rosati
Rosenfeld
van Dijck
Wodtke
Wurman
Usability
Krug
Nielsen
Pearrow
Reiss
Snitker
Spool
Wroblewski
UX
Chandler
Cooper
Goodwin
Gothelf
Garrett
Norman
Shedroff
Saffer
Starmer
Unger
Marcom
Drucker
Godin
Kottler
Pepper
Peters
Rogers
Advertising
Caples
Hopkins
Ogilvy
Service
Beckwith
Crosby
Osterwalder
Polaine/Løvlie
Seybold
Schneider
Stickdorn
Tschohl
Underhill
Zemke
Reading books is good.
But don’t discount the value of
empirical experience and intuition.
And you gain experience everywhere!
And then there’s that story…
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
Let’s kill a few myths
UX is something on a screen
NO! It’s about optimizing
a series of interactions – and not
just on a screen.
Myth #1
The wedding at Cana
Battle of Lyndenisse - 1219
UX
ID SD IA CS
“UX is supposed to lead to more revenue.
Everyone talks about it. But what IS it?”
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
There are three types of interaction:
• Active
(things we control)
• Passive
(things we don’t control)
• Secondary
(things that have indirect influence)
Active interaction
Active interaction
Passive interaction (partly)
Passive interaction
Secondary interaction
Secondary interaction
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
Coordinating interactions
Coordinating interactions
Coordinating interactions
Reducing negative interactions
Reducing negative interactions
Reducing negative interactions
Reducing negative interactions
Can influence
Cannot influence
Business
critical
Screw
it
A simple decision model
Top tip: If the first question a company
asks you during an interview is
“Can you wireframe”
You don’t want the job!
UX is only about touchpoints
NO! It’s also how users get
from one touchpoint to the next.
Myth #2
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.
UX is about making end users happy.
NO! It’s also about solving the
business goals of the stakeholders.
Myth #3
UX
Science Humanities
Business
We
are
here
“He hears only that
which he understands”XML„Es hört jeder doch nur,
was er versteht.“
Goethe
CMS UX
UCDCMUxD
CSS
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!
UX is just another name for CX
NO! Customers and users are not
always the same.
Myth #4
Top tip: Don’t get drawn into semantic
arguments. Do the job – the definitions are
less important than you might think.
UX is all about process.
NO! It’s about achieving goals.
Myth #5
ag·ileadj
1 : able to move quickly and easily
2 : mentally quick and resourceful
1. What did you do yesterday?
2. What will you do today
3. What is blocking your progress?
The three Scrum questions
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
DWYNTDTGTSD
Do What You Need To Do To Get The Shit Done
Reiss’s Development Process
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
UX is a new discipline.
NO! And the tools and techniques
have been around
since the dawn of time!
Myth #6
50-year-old wearable
150-year-old infographic
170-year-old sitemap
220-year-old SEO project
250-year-old knowledge map
300-year-old taxonomy
A 400-year-old content inventory
650-year-old personas
5000-year-old wireframe
15000-year-old storyboard
IA and gestural interfaces - 1935
https://www.youtube.com/watch?v=8kuCSRJcTgY
Gestural interfaces - 1935
• 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
Tänan!
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: