UNIVERSAL UX A CASE FOR HUMANS BIG DESIGN CONFERENCE 2015

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It was a story about baseball.

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This story was written by a computer.

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It’s one of over 200,000 articles written by a computer

for Forbes.com.

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DISCLOSURE

I have a slight fear of robots.* @DanielTulloh#UniversalUX

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DISCLOSURE

Not so much a mortal fear, but a fear of the future they are creating.*

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So naturally, that got me thinking about what I do for a living, (UX) and made me ask…

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Can a machine design like a human?

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The short answer is yes.

Universal UX has made the ideal user experience so predictable that automation will eliminate the need for most designers.

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* CLIFF NOTE FROM LAST YEAR

Universal UX is a ubiquitous framework that allows the most users possible

to use a digital product.

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S H I F T

S P E E D

L O G O

BRAND

ACTIONABLE ITEM

DIRECTION CUE

NAV

LOCATE

U N I V E R S A L U X B U I L D I N G B L O C K S T H E T Y P I C A L E X P E R I E N C E

BRAND MESSAGE

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How can human design decisions coexist within an increasingly

Universal UX landscape?

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What value do we provide when every experience looks the same?

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W H Y W E S H O U L D N ’ T W O R R Y .

S A V E O U R S E LV E S F R O M R O B O T S

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As Universal UX patterns are now the price of admission, what makes a UX

designer worth hiring?

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Using experience, social norms & empathy, UX designers disrupt & catapult technology’s linear evolution.

UX INNOVATION

TECHNOLOGY EVOLUTION

TECHNOLOGY EVOLUTION

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W H A T H U M A N S B R I N G T O U XW H A T I S U N I Q U E A B O U T

Emot iona l react ions to exper iences gathered over t ime. …

Understand ing of soc ia l env i ronments and norms. …

Empathy for the user as i t re lates to bus iness ob ject ives .

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U X D R I V E N B Y

H U M A N E M O T I O N A L E X P E R I E N C E

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E V A M O R EC A S E S T U D Y

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Emotional experiences carry weight that evolves into wisdom – a trait which comes naturally to us, but not to machines.

H U M A N E M O T I O N A L E X P E R I E N C E

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U X D R I V E N B Y

H U M A N U N D E R S T A N D I N G O F S O C I A L N O R M S

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G M A I LC A S E S T U D Y

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Have you ever wanted to un-send (command + z) a mean-spirited email?

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The nuances of social etiquette drive many UX problems that machines are unlikely to identify, because they are rooted in our aversion to humiliation.

H U M A N U N D E R S T A N D I N G O F S O C I A L N O R M S

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U X D R I V E N B Y

H U M A N E M P A T H Y & B U S I N E S S O B J E C T I V E S

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T E X T R E G I S T R A T I O N

C A S E S T U D Y

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Text Registration

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T H E R E S U L T ST E X T R E G I S T R A T I O N

60% of users came through text reg ist rat ion . …

Pi loted in 18 stores & went nat ionwide to over 4300 stores in a year.

… Huge re lat ionsh ip w in for a cr i t ica l c l ient .

… Vast increase in user data co l lect ion .

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Developing ideal user experience while executing business objectives require empathy, negotiation & soft skills –

traits that machines lack.

H U M A N E M P A T H Y & B U S I N E S S O B J E C T I V E S

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U X D I S R U P T I O N + A U T O M A T I O N O F U N I V E R S A L U X . “Before a robot takes your job, you’re likely to be working with one side-by-side.”

– Elizabeth Dwoskin, WallStreetJournal.com

T H O U G H T S O N W H E R E W E A R E H E A D E D

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So this human experience… @DanielTulloh#UniversalUX

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often resulted in a situation we could empathize with… @DanielTulloh

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which led to this. @DanielTulloh#UniversalUX

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& eventually, this. @DanielTulloh#UniversalUX

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But what will happen to this? @DanielTulloh#UniversalUX

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Production design as we know it will disappear & be replaced by

Universal UX patterns & automation.

T H O U G H T # 1 O N W H E R E W E A R E H E A D E D

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Freelance of small mom & pop sites will go to the template engines

thanks to Universal UX patterns.

T H O U G H T # 2 O N W H E R E W E A R E H E A D E D

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New devices/platforms will give brief flurries of UI innovation, followed by

standardization, just like we’ve seen with mobile & tablet Universal UX patterns.

T H O U G H T # 3 O N W H E R E W E A R E H E A D E D

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There will be fewer UX designers, but those remaining will be in high demand

& held to high standards.

R E S U L T

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UX teams will spend less time “designing” (i.e. wireframing, visual

design, coding) and spend more time developing and testing solutions with

partners from across our business.

T H O U G H T # 4 O N W H E R E W E A R E H E A D E D

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Business decisions, customer experience & I.T. budgets are

increasingly driven by testing & pilot programs driven by UX teams.

R E S U L T

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Congratulations!

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We’ve been trying to help business understand that value of design for years. Today, design drives business

more than ever.

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After all, do you want to be remembered for this?

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“…fear of technology is old and past experience has proven that while new developments can kill off jobs, they create even more to replace them. Machines could, in theory, replace humans in a wide variety of occupations, but shortcomings in creativity, change, and even common sense are vast, making them unable to in the foreseeable future.”

– Erik Sherman, Forbes

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EPILOGUE

If we focus on what makes us special & capitalize on the amazing machines around

us, we can do great things together.

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