User experience doesn't happen on a screen: It happens in the mind.
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User Experience Doesn’t Happen on a Screen -
It Happens in the Mind
Psychology + User Experience + InnovationBrilliant Experience
John Whalen, PhD Founder & CEO, Brilliant Experience
President, UXPA-DC
UX is all about listening
"Listening is a hugely powerful form of attention. It's presence. And if you are really listening, you are genuinely curious and you are open to be surprised and changed by what comes back at you.”
-Krista Tippett
About John
PhD Cognitive Science Johns Hopkins University
Cognitive Neuroscience
Vision Science
Linguistics
John Whalen, PhD CEO, UX Lead
Post Doc. at UCLA during dot.com boom
Professor in Psychology
CEO, UX Lead Brilliant Experience
President, UXPADC
User Insights
Strategy
User Experience
Brilliant Experience
Psychology + User Experience + Innovation
Brilliant Experience Psychology + Innovation + Design
We help companies to build brilliant user experiences by listening to users’ drives, wants and needs.
(Mom: That’s nice dear, but…)
What is user experience?
A responsive design?
What is User Experience?The look and feel?
What is User Experience? The interaction design?
NO UX doesn’t happen on a screen.
UX happens in the mind.
Vision / AttentionLanguage
MemoryEmotion
Wayfinding
Decision Making
UX is multi-dimensional and multi-sensory.
Introducing the Six Minds
Vision /Attention
What is the user looking for? What is drawing attention? A word? A shape? An image?
Wayfinding
Vision /Attention
How do you maneuver and interact? How do you know where you are? How do you go from place to place?
Wayfinding
Vision /Attention
Memory
What is the person’s frame of reference? What are they expecting? What do they associate with these ideas?
Language Wayfinding
Vision /Attention
MemoryWhat words do they use? What is the meaning to them? How expert are they? What is the right tone?
Language Wayfinding
Vision /Attention
MemoryEmotion
What are they feeling at this moment? What life goals are in play? What do they fear / strive for?
Language Wayfinding
Vision /Attention
MemoryEmotion
DecisionMaking
What is their decision making flow? What info do they need at each stage? What is their “problem space”?
That is all well and good John but…
…how do you a digital user experience?
design select uncover determine evaluate agree on
Ask the right questions and listen.
The UX will emerge from the users’ words and behaviors.
How we listen to the Six Minds
Vision / Attention
We get both conscious and subconscious behavior.
We look at group behavior with rolling 5-second snapshots of eye flow.
Conscious: Seeking action near citation.
Subconscious: Doesn’t attend box, doesn’t provide “affordance”.
Conscious: Anticipating inline action.
Subconscious: Not drawn to box despite color.Strong bias for center column.
Vision: Observation Process
1. Traditional eye tracking data: ‣ What was looked at in first few seconds / rolling “5 second test”? ‣ What was drawing attention?
2. Going beyond eye tracking
‣ Eye tracking + verbalizations + interpretation = subconscious “mind’s eye”.
Deliverable: Map of mind’s eye
Wayfinding
Ants meander from nest to food source but make a beeline home and circle when close. Show wayfinding ability.
We can’t predict behavior - like the touch screen action by the person in the lower right frame.
Users can have trouble understanding how to interact, as is the case for the search interaction below.
They can also navigate and be surprised - thinking they would get somewhere else.
Their pattern of scanning with their eyes can indicate how they are navigating space.
Deliverable: Expected interactions and flow
Wayfinding: Observation Process
MEASUREMENT METHOD
Expected interactions Observe behavior: Clicks, swipes, etc.
Expected flow Discussion: Listen for surprise
Scan pattern Eye tracking: Distinctive patterns of scanning
Memory
Which is the real penny? We know generalities about an idea, but not specifics.
Maybe we agree to have a drink after work. Perhaps you’re thinking we’re going here.
But I was thinking here. What is different about the experience? The bathrooms?!
Ecommerce Expectations
STAGE EXPECTATIONS
Cart Change cart, coupons
Shipping Pricing, box size, requires signature?
Billing Return policy
Those expectations can also apply to digital interactions, like what you can do on an ecommerce site.
Figure 1: Cuisinart Corporate Store Figure 2: Cuisinart Web Store
ADD TO CART
What the…?
After clicking “Buy Now” would you expect to go to a screen that says “Add to Cart”?
Memory: Observation Process
1. Ask questions that uncover expectations: “What’s about to happen?”
2. Use transcripts, inferences to determine mental models
Deliverable: Mental models
Emotion
Emotions can be nearly instantaneous, and may relate to a moment, or fears / excitement about longer term goals.
This site balances family-friendly emotions and the thrill of accomplishment, like the middle-right panel.
Emotion
Emotional content can apply to business too and are thinking about what could be if they sell more.
Emotion: Observation Process
1. Use contextual inquiry to generate empathy
2. Probe for big goals, fears, not just immediate term tasks
Deliverable: Emotional map: goals, fears and elicitations of each
Language
Language is constantly in flux. What words are used by the target audiences, and at what times (e.g., these texts)?
How many people know what a “Transient Ischemic Attack” is? Might the term “Mini-stroke” be better?
When singles and those with small families talk about weekends, very different words come out.
Kelly
Luxu
ry
Roya
l Tre
atm
entW
illing
to p
ay m
ore
Wha
t you
wan
t whe
neve
rFl
y aw
ay a
t whi
m
Defin
eLux
ury
Limo
at A
irpor
tM
assa
geSh
oe S
hine
Best
Resta
uran
ts
Every
one a
t a to
uch o
f a bu
tton
Exotic
Food
s
Pampe
red
First Clas
s Cab
in
Elite Status
Love it. Easy t
o get spoiled
Love it
Feel special
Well treated
Aspire to do/getTravel around the world
Surfing
Seaboard Cruise
Cards & Money
VacationSpend On
TennisCross FitHome ImprovementClothing
Eating Out90% Card UseDiscoverUnited Club Card
Amazon VISACostCo AMEX 5% Cash Back Holidays
Wor
ld V
iew
Most Important
Health & Family
Work-Life Balance
Relaxing on Vacation
Peace of Mind
Successful
Lucky to Have Job
Have Piece of Mind
Fortunate + Hard Working
Be Promoted
Afford Home
Improve Health
Mad
e It
Fina
ncia
l Goa
ls
Two
Hom
es, R
enta
ls
No W
orry
ing
Abou
t Bills
Wor
k-Li
fe B
alan
ce
Char
ities
Child
Can
cer
Mea
ls on
Whe
els
SF S
ymph
ony
Parki
nson
's
5-Yea
r Goa
ls
Vacati
on H
ouse
Intern
ation
al Tra
vel
Retirem
ent S
aving
sNew Car
New Home
Life Style
Travel
Palm SpringsLas VegasWine Country
Cars
Infinity G25Audi A4
MB C-ClassMB SLK
Non-TravelCrossfit
Volunteer
Triathlon
Symphony
Opera
Dinner with Friends
Movies
Brands
Virgin America
Ritz
MarriottMandarin
Shangri-LaMercedes
Neiman M
arcusFerigam
mo
Services
HousekeeperG
ardinerContractor
Lazy, Sleep InAssociations between words and their meanings can also
vary widely and must be tested.
Language: Observational Process
1. Record interviews, analyze transcripts for word usage ‣ How do words/ideas vary by group (e.g., novice/expert)
2. Probe for detailed meaning of terms
Deliverable: Word frequencies (Wordle) and associations
Decision Making
Sales can soar when the right decision making information is presented to help the process.
If you had 100,000 devices connected to the internet, how would you decide which ones to service first?
Summarizing data can make that decision easier than just providing a giant list.
Observational Process
1. Ask: What is the flow of their decision making?
2. Observe: What do they need to know when?
3. Infer: What do they think the “problem space” is? Is that really it?
Deliverable: Definition of problem space and just-in-time assistance
Real-World Application
Emergent Process
INTELLIGENCE
‣ Team Landscape Session (Goals & Drivers)
‣ Previous Research Examination
‣ Expert Review ‣ Analytics ‣ Competitor Comparable
Review ‣ Stakeholder Interviews
(Business Strategy)
Formalized Questions
Emergent Process
INTELLIGENCE INSIGHTS
‣ Team Landscape Session (Goals & Drivers)
‣ Previous Research Examination
‣ Expert Review ‣ Analytics ‣ Competitor Comparable
Review ‣ Stakeholder Interviews
(Business Strategy)
‣ User Research/Testing: ‣ 1-on-1 in test facility or in
situ ‣ Remote moderator led
testing ‣ Focus groups ‣ Determine overlap of user
needs, project team goals, stakeholder wants.
Formalized Questions Insights & Opportunities
Emergent Process
INTELLIGENCE INSIGHTS IDEATION
‣ Team Landscape Session (Goals & Drivers)
‣ Previous Research Examination
‣ Expert Review ‣ Analytics ‣ Competitor Comparable
Review ‣ Stakeholder Interviews
(Business Strategy)
‣ User Research/Testing: ‣ 1-on-1 in test facility or in
situ ‣ Remote moderator led
testing ‣ Focus groups ‣ Determine overlap of user
needs, project team goals, stakeholder wants.
‣ Strategy Session / Design Workshop
‣ Involves team members from across organization
‣ Present them with research findings
‣ Lead through design-thinking process
‣ Sketch ideas together
Formalized Questions Insights & Opportunities Conceptual Directions
Emergent Process
INTELLIGENCE INSIGHTS IDEATION ILLUSTRATION
‣ Team Landscape Session (Goals & Drivers)
‣ Previous Research Examination
‣ Expert Review ‣ Analytics ‣ Competitor Comparable
Review ‣ Stakeholder Interviews
(Business Strategy)
‣ User Research/Testing: ‣ 1-on-1 in test facility or in
situ ‣ Remote moderator led
testing ‣ Focus groups ‣ Determine overlap of user
needs, project team goals, stakeholder wants.
‣ Strategy Session / Design Workshop
‣ Involves team members from across organization
‣ Present them with research findings
‣ Lead through design-thinking process
‣ Sketch ideas together
‣ Sketch ideas ‣ Wireframe layout ‣ Build interactive prototype ‣ Usability testing, A/B
testing, test against competitor sites
‣ Learn and refine
Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype
Emergent Process
INTELLIGENCE INSIGHTS IDEATION ILLUSTRATION
‣ Team Landscape Session (Goals & Drivers)
‣ Previous Research Examination
‣ Expert Review ‣ Analytics ‣ Competitor Comparable
Review ‣ Stakeholder Interviews
(Business Strategy)
‣ User Research/Testing: ‣ 1-on-1 in test facility or in
situ ‣ Remote moderator led
testing ‣ Focus groups ‣ Determine overlap of user
needs, project team goals, stakeholder wants.
‣ Strategy Session / Design Workshop
‣ Involves team members from across organization
‣ Present them with research findings
‣ Lead through design-thinking process
‣ Sketch ideas together
‣ Sketch ideas ‣ Wireframe layout ‣ Build interactive prototype ‣ Usability testing, A/B
testing, test against competitor sites
‣ Learn and refine
Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype
What we were told their clients needed:
“One comprehensive solution.”
This small business owner wants to get paid for managing ponds. He doesn’t want a “comprehensive solution”.
She is worried about selling more ice cream online, and wants one simple solution (not custom).
Stakeholders worked together to prioritize business goals and target audiences to identify conceptual directions.
Many sketches were made to devise the optimal solution.
All “six minds” factored into the design.
Summary
UX happens in the mind.
UX is multi-dimensional and multi-sensory.
Language Wayfinding
Vision /Attention
MemoryEmotion
DecisionMaking
Ask the right questions and listen.
The UX will emerge from the users’ words and behaviors.
Thank you!
Psychology + Innovation + DesignBrilliant Experience
John Whalen [email protected] linkedin.com/in/johnwhalen
Psychology + Innovation + DesignBrilliant Experience