UXaxioms
[email protected] Dahl @eadahl#uxaxioms
@eadahl #uxaxioms
COLUMBUS, OH
BOSTON, MA...a boutique design consultancy and innovation lab. We help companies design products and services that deliver great experiences for their customers by turning human experiences with technology products into positive, meaningful interactions.
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UXaxioms
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“IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN”
Dr. Ralf Speth, CEO Jaguar
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WTF IS UX?
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#uxaxioms www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.
Jesse James [email protected]
Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")
Information Architecture: structural designof the information space to facilitateintuitive access to content
Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality
Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
Content Requirements: definition ofcontent elements required in the sitein order to meet user needs
Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,graphic page elements and navigationalcomponents
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
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USER EXPERIENCE (UX) DESIGN IS A HOLISTIC ORIENTATION LOOKING
AT HOW ‘WHAT WE MAKE’ IMPACTS PEOPLE, BUSINESS, AND
THE WORLD; AS WELL AS THE STRATEGY TO IMPLEMENT IT
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AXIOM NO. 01
IT’S ALL ABOUT PEOPLE; IT’S NOT ABOUT THE OBJECT
Joe Ballay
...it is in its transparency that it fulfills its function
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FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION
AXIOM NO. 02
Get out something to write on/with.
ACTIVITY
You have 20 seconds. Design a vase.
ACTIVITY
You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home.
ACTIVITY
You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home. Design a better way for people to connect with nature.
ACTIVITY
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STORIES ARE HOW WE UNDERSTAND AND
SHAPE THE WORLD
AXIOM NO. 03
Pace Layers
Clifford Geertz
Culture is simply the ensemble of stories we tell ourselves about ourselves.
Harry Crews
Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right.
1. Accomplishment 2. Beauty 3. Community 4. Creation 5. Duty 6. Enlightenment 7. Freedom 8. Harmony
15 Core Meanings
9. Justice 10. Oneness 11. Redemption 12. Security 13. Truth 14. Validation 15. Wonder
www.makingmeaning.org
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PAY ATTENTION TO PATTERNS
AXIOM NO. 04
Culture is an underlying shared system of information and knowledge that is manifest through patterns of
norms, behaviors and signifiers.
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PROBLEM FINDING BEFORE PROBLEMS SOLVING
AXIOM NO. 05
“If I had an hour to solve a problem and my life depended on the solution,
I would spend the first fifty-five minutes determining the proper
question to ask, for once I know the proper question, I could solve the problem in less than five minutes.”
Albert Einstein
“If I had eight hours to chop down a tree,
I’d spend six sharpening my axe.”
Abraham Lincoln
PROBLEM SOLVERS !
HOW DO I DO GOOD WORK?
PROBLEM FINDERS !
WHAT IS GOOD WORK?
REFRAME THE PROBLEM TO OPEN UP NEW SOLUTIONS
GLOBAL VS. LOCAL MAXIMA
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EXPOSE AND CHALLENGE ASSUMPTIONS
AXIOM NO. 06
“Uncertainty is an uncomfortable position,
but certainty is an absurd one.”
Voltaire
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EXPLORE THE BIG PICTURE AND THE DETAILS AT ONCE
AXIOM NO. 07
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KNOW YOUR MATERIALITY: PEOPLE, TECHNOLOGY,
BUSINESS, AESTHETICS…
AXIOM NO. 08
SYNTHESIS OF MANY FIELDS !
CONSTANTLY EVOLVING LANDSCAPE
Sell your expertise and you have a
limited repertoire. Sell your ignorance
and you have an unlimited repertoire. - RSW on Charles Eames
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DON’T TRUST WHAT PEOPLE SAY; OPEN YOUR EYES
AXIOM NO. 09
“What people say, what people do, and
what they say they do are entirely
different things.” - Margaret Mead
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CREATE MODELS NOT JUST NARRATIVES;
USE FRAMEWORKS
AXIOM NO. 10
The Deal Addict will split their time between Browsing and Shopping. Their Browsing is punctuated by an effort to find the best deal regardless of the product. Their Shopping is defined by comparative pricing.
Inspire Me will spend a majority of their time Browsing. Their experience is marked by an indirect path through the product offering to find something that excites them.
Basic Value will not spend any time in the Research or Browse phases and will spend as little time as possible in the Shop phase. They want to get their shopping done and get on with life.
The Flexible Learner will split their time evenly across the phases as they inform themselves. They may not finalize the purchase within the 30 minute window.
Critical Explorer will spend all of their time in the Research phase. They are unlikely to complete their Research and commit to a purchase within the 30 minute window.
ResearchResearch is the gathering and/or analysis of detailed information about a specific product, groups of products or services.
Deal Addict needs to feel powerful and successful at saving money; feed that need with information about savings.
Inspire Me shops for pleasure, wants to surf around. Help them jump from one idea to the next to see what is hot.
Basic Value will appreciate consistency. Keep designs and interactions for basic shopping activities consistent and predictable.
Flexible Learner needs to stay in a comfort zone. Provide a consistent experience with information, language and interactions across channels.
Critical Explorer wants in-depth information about products. Help them dig deep to find out more and provide that information.
BrowseBrowse is the perusal of products or services without the direct intention of purchasing.
ShopShopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing.
PurchasePurchasing is the act of the exchange or transaction between the guest and the store.
Goal Save Money
EMOTIONAL ANALYTICAL
See What’s New Supply BasicNeeds
Feel Confidence Find More Information
The Critical Explorer will move out of the Research phase if/when the right product is identified.
Flexible Learner will move onto Shop only when they are confident in their decision.
Inspire Me will move out of Browse when something delights them.
Basic Value will move out of the Shop phase when the needed product is located.
Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Heuristics
Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me
Fitbit One
LABAN MOVEMENT ANALYSIS
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
PUNCHING
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
GLIDING
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REFRAME CONSTRAINTS AS FORCING FUNCTIONS
AXIOM NO. 11
New Languages
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TAME COMPLEXITY; DON’T SIMPLIFY
AXIOM NO. 12
COMPLEXITY DESIGN OPPORTUNITY
TIME
i
$
The law of conservation of complexity in human-computer interaction states that every application has an inherent amount of complexity. This complexity cannot be wished away and has to be
dealt with, either in product development or in user interaction.
Larry Tesler, Xerox PARC
COMPLEX, BUT NOT COMPLICATED
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MAKE NON-ARBITRARY DESIGN DECISIONS
AXIOM NO. 13
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SET AND MANAGE EXPECTATIONS
AXIOM NO. 14
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EVERYTHING IS DESIGNED AND EVERYTHING IS A
DESIGN CHALLENGE
AXIOM NO. 15
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BREAK SILOS; YOUR ROLE IS BIGGER
THAN YOU THINK
AXIOM NO. 16
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SAY ‘YES AND’; DON’T ALWAYS ASSUME
‘EITHER OR’
AXIOM NO. 17
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IT’S ABOUT THE LIFECYCLE, THE JOURNEY AND THE TRANSITIONS;
NOT JUST KEY MOMENTS
AXIOM NO. 18
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EXTERNALIZE YOUR WORK FOR YOURSELF AND OTHERS
AXIOM NO. 19
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CREATE AND CLOSE FEEDBACK LOOPS
AXIOM NO. 20
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MAKE STUFF AND THEN KILL IT
AXIOM NO. 21
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CONTEXT, CONTEXT, CONTEXT
AXIOM NO. 22
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FOCUS ON A SINGLE THING AND DO IT REALLY WELL
AXIOM NO. 23
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UNDERSTAND AND PLAY WITH EMOTION
AXIOM NO. 24
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ENGENDER TRUST
AXIOM NO. 25
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COLLABORATE WITH OTHERS
AXIOM NO. 26
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IF A THING IS WORTH DOING, IT’S WORTH DOING WELL.
www.uxaxioms.com
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[email protected] Dahl @eadahl
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