Whitney Hess @whitneyhess

http://whitneyhess.comwhitney@whitneyhess.com

Design Principles:The Philosophy of UX

Hi, I’m Whitney Hess

User Experience DesignerConsultantNew Yorker

@whitneyhess

What we usually talk about when we talk about UX

usability testing user research

stakeholder interviewsweb analytics

personas

scenarioswireframes

flow diagrams

storyboards

sitemaps

sketching A/B testing

heuristic evaluation

prototyping

card sorts

surveys

User Experience is the establishmentof a philosophyabout how totreat people

Visual Design is the establishmentof a philosophyabout how to

make an impact

Principles of Visual Design

Contrast

Emphasis

Variety

Balance

Proportion

Repetition

Movement

Texture

Harmony

Unity

Why principles?Consistency.Constraints.

Shared vision.Objective evaluation.

good design

good experience

good design

good experience

=Let’s do thistogether!

Principles of Experience Design

1. Stay out of people’s way.

2. Create a hierarchy that matches people’s needs.

3. Limit distractions.

4. Provide strong information scent.

5. Provide signposts and cues.

6. Provide context.

7. Use constraints appropriately.

8. Make actions reversible.

9. Provide feedback.

10. Make a good first impression.

Principles of Experience Design

1. Stay out of people’s way

1. Stay out of people’s way

1. Stay out of people’s way

1. Stay out of people’s way

2. Create a hierarchy that matches people’s needs

2. Create a hierarchy that matches people’s needs

2. Create a hierarchy that matches people’s needs

2. Create a hierarchy that matches people’s needs

3. Limit distractions

3. Limit distractions

3. Limit distractions

3. Limit distractions

4. Provide strong information scent

4. Provide strong information scent

4. Provide strong information scent

4. Provide strong information scent

5. Provide signposts and cues

5. Provide signposts and cues

5. Provide signposts and cues

5. Provide signposts and cues

6. Provide context

6. Provide context

6. Provide context

6. Provide context

7. Use constraints appropriately

7. Use constraints appropriately

7. Use constraints appropriately

7. Use constraints appropriately

8. Make actions reversible

8. Make actions reversible

8. Make actions reversible

8. Make actions reversible

9. Provide feedback

9. Provide feedback

9. Provide feedback

9. Provide feedback

10. Make a good first impression

10. Make a good first impression

10. Make a good first impression

10. Make a good first impression

Logos

Ethos Pathos

consistency, logic

credibility, trust emotions, imagination

Persuasion

Knowledge

Ethics Empathy

consistency, logic

credibility, trust emotions, imagination

Purpose

Are universal principles

enough?

Design principles forcompanies you know

“Ten principles that contribute to a Googley user experience”

Focus on people – their lives, their work, their dreams.

Every millisecond counts.

Simplicity is powerful.

Engage beginners and attract experts.

Dare to innovate.

Design for the world.

Plan for today’s and tomorrow’s business.

Delight the eye without distracting the mind.

Be worthy of people‘s trust.

Add a human touch.

“Ten principles that contribute to a Googley user experience”

Focus on people – their lives, their work, their dreams.

Every millisecond counts.

Simplicity is powerful.

Engage beginners and attract experts.

Dare to innovate.

Design for the world.

Plan for today’s and tomorrow’s business.

Delight the eye without distracting the mind.

Be worthy of people’s trust.

Add a human touch.http://www.google.com/corporate/ux.html

Facebook Design Principles

Universal.

Human.

Clean.

Consistent.

Useful.

Fast.

Transparent.

Facebook Design Principles

Universal.

Human.

Clean.

Consistent.

Useful.

Fast.

Transparent.

http://www.facebook.com/note.php?note_id=118951047792

Windows User Experience Design Principles

Reduce concepts to increase confidence.

Small things matter, good and bad.

Be great at “look” and “do”.

Solve distractions, not discoverability.

UX before knobs and questions.

Personalization, not customization.

Value the life cycle of the experience.

Time matters, so build for people on the go.

Windows User Experience Design Principles

Reduce concepts to increase confidence.

Small things matter, good and bad.

Be great at “look” and “do”.

Solve distractions, not discoverability.

UX before knobs and questions.

Personalization, not customization.

Value the life cycle of the experience.

Time matters, so build for people on the go.http://msdn.microso.com/en-us/library/dd834141.aspx

Burning ManKeep good company.Notice the ordinary.Preserve the ephemeral.Design not for the elite but for the masses.Explain it to a child.Get lost in the content.Get to the heart of the matter.Never tolerate “OK anything.”Remember your responsibility as a storyteller.Zoom out.Switch.Prototype it.Pun.Make design your life… and life, your design.Leave something behind.

Charles and Ray EamesKeep good company.Notice the ordinary.Preserve the ephemeral.Design not for the elite but for the masses.Explain it to a child.Get lost in the content.Get to the heart of the matter.Never tolerate “OK anything.”Remember your responsibility as a storyteller.Zoom out.Switch.Prototype it.Pun.Make design your life… and life, your design.Leave something behind.

http://www.amazon.com/Fieen-մեings-Charles-Ray-Teach/dp/193031700X

Burning ManRadical Inclusion.

Giing.

Decommodification.

Radical Self-reliance.

Radical Self-expression.

Communal Effort.

Civic Responsibility.

Leaving No Trace.

Participation.

Immediacy.

Burning ManRadical Inclusion.

Giing.

Decommodification.

Radical Self-reliance.

Radical Self-expression.

Communal Effort.

Civic Responsibility.

Leaving No Trace.

Participation.

Immediacy.http://www.burningman.com/whatisburningman/about_burningman/principles.html

մեe Starbucks Experience

Make it your own.

Everything matters.

Surprise and delight.

Embrace resistance.

Leave your mark.

մեe Starbucks Experience

Make it your own.

Everything matters.

Surprise and delight.

Embrace resistance.

Leave your mark.

http://www.starbucksexperience.net/excerpts.html

Guiding principles foruniversities

University of ColoradoEncourage and provide access to the university for all qualified students within the university’s capacity.

Maintain a commitment to excellence.

Promote and uphold the principles of ethics, integrity, transparency, and accountability.

Be conscientious stewards of the university’s human, physical, financial, information, and natural resources.

Encourage, honor, and respect teaching, learning, and academic culture.

Promote faculty, student, and staff diversity to ensure the rich interchange of ideas in the pursuit of truth and learning, including diversity of political, geographic, cultural, intellectual, and philosophical perspectives.

https://www.cu.edu/content/missionandguidingprinciplesuniversitycolorado

Encourage and support innovation and entrepreneurship at all levels of the university including research and creative activities.

Strive to meet the needs of the State of Colorado, including health care, technology, work force training, and civic literacy. Ensure that the university is an economic, social, and cultural catalyst.

Support and encourage collaboration amongst departments and campuses, and between the university and other educational institutions to improve our communities.

Provide an outstanding, respectful, and responsive living, learning, teaching, and working environment.

Focus on meaningful measurable results.

University of PortlandA strategic means for providing a communications environment that enables open and participatory relationships among all University constituencies, both internal and external.

Enhance education and the personally broadening benefits of a University of Portland education.

Contribute to achieving balanced social, personal, and cognitive development.

Promote and support an environment that encourages teamwork among all constituencies.

Governance structure that involves the University’s executive leadership, provides for ongoing academic and administrative ownership of technology issues, and that is charged with overseeing the continued alignment of information technology with institutional goals, is vital to the success of a strategic plan for information technology.

http://www.up.edu/is/default.aspx?cid=3534&pid=249

Enable administrators, faculty, students, and staff to execute appropriate administrative processes and generate strategic information more directly and more effectively.

Promote user self-sufficiency and support efficient University operations to enable more effective use of resources.

Amplify avenues of instruction in all aspects of teaching and learning.

Community members should adhere to a standards-based technology environment for non-specialized academic and administrative needs.

Standards-based environment should be systematically enhanced, supported, maintained, and assessed.

Capture University generated learning, research, scholarship and team projects.

Towson UniversityCreate and serve…

An engine of change…

Responsible growth…

Strength within…

An institution of unlimited boundaries…

A timeless experience...

A sharing partner…

Diverse and inclusive…

Able to meet the future…http://www.towson.edu/main/abouttu/strategic/guidingprinciples.asp

What are your organization’s

principles?

Steps to Craing Your Own Design Principles1. Research available principles for competitors

and related organizations (even aspirational)

2. Gather, list and print out the business goals, user needs and brand attributes

3. Brainstorm with key collaborators across capabilities and functions

4. Narrow down to no more than 10, preferably 7

5. Ensure they don’t conflict or overlap

6. Ensure they’re pithy and memorable

1. Does it come directly from research?

2. Does it help you say ‘No’ most of the time?

3. Does it distinguish your design from your competitors’?

4. Is it something you might reverse in a future release?

5. Have you evaluated it for this project?

6. Is its meaning constantly tested?

http://www.uie.com/articles/creating-design-principles/

When to Use Your Design Principles1. During the project kickoff meeting

2. When prioritizing features

3. Brainstorming sessions

4. Design critiques

5. Stakeholder presentations

6. Resolving conflict

7. Postmortems

8. Web metrics analysis

User Experience is the establishmentof a philosophyabout how totreat people

Bathroom mirror Seaport Boston Hotel

Help people make their lives better

մեank you.Whitney Hess @whitneyhess

http://whitneyhess.comwhitney@whitneyhess.com