A bigger view of UX

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

Passive interaction (partly)

Passive 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

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

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

[email protected]

www.fatdux.com

Eric Reiss can (usually) be found at:

A bigger view of UX

Design

Transcript of A bigger view of UX