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Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
Meaningful Design
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Meaningful Design

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Designs becomes more meaningful when we understand the people who use them. Studying sociocultural influences and the psychological fields of cognition, motivation, emotion, and more help us better …

Designs becomes more meaningful when we understand the people who use them. Studying sociocultural influences and the psychological fields of cognition, motivation, emotion, and more help us better identify, define, and frame the UX problems and craft better, more effective experiences delivered by our products and services.

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Transcript

  • 1. UX Thinking | DaveHogue.com 2
  • 2. What If…
  • 3. 10,000 years
  • 4. Gobekli Tepe 10,000 B.C.E.
  • 5. Heiroglyphics 1500 B.C.E.
  • 6. The Rosetta Stone 196 B.C.E
  • 7. signs words icons
  • 8. KEEP OUT OR DIE
  • 9. How do we make certain they understand? Expert Judgment on Markers to Deter Inadvertent Human Intrusion into the Waste Isolation Pilot Plant (Sandia National Laboratories, 1993)
  • 10. We must understand them.
  • 11. Why do some experiences succeed?
  • 12. We feel like they know us personally.
  • 13. The designers understand the users.
  • 14. “You are not designing for yourself.”
  • 15. But we’re all human.
  • 16. Users Developers Researchers Designers Managers
  • 17. Our brains all work the same way…
  • 18. …and we share the same capabilities and limitations. We are subject to the same rules.
  • 19. Understanding how we all think can help us generate better ideas…
  • 20. …and help us craft and deliver better experiences.
  • 21. Design is not magic.
  • 22. A System for thinking about design with a psychological perspective.
  • 23. People using things in places.
  • 24. Context Who are the people? Demographics, experiences, skills, attitudes, beliefs, knowledge Where are they? Place, environment, situation, conditions, circumstances What are the devices, objects, and tools they are using? Phones, tablets, computers, kiosks, cameras, pen & paper, chisel & stone…
  • 25. Design must work across cultures, languages, and generations.
  • 26. Symbols Much of our design is symbolic: Colors Words Numbers Typefaces Icons Graphics Illustrations Diagrams Charts Photographs Motion Video Animation Sounds Haptics The meaning of symbols is derived from our experiences in that time and place.
  • 27. Color of Mourning South Africa Egypt and Burma Korea, Mexico, and Iran Thailand and Brazil China India United States and Europe
  • 28. Wisdom Harbinger of Death
  • 29. Trends & Fads Style is social and varies over time, but the pendulum swings in both directions.
  • 30. What something means to me here today may be different from what it means to someone else in a different time and place.
  • 31. Where am I going? How will I get there?
  • 32. Goals What are the objectives? What is the desired outcome, and is it: Productive, focused, goal-directed, playful, exploratory, meandering What is the value of the goals and objectives? Important, essential, necessary, optional, nice-to-have, elective How urgent are the goals and objectives? Time-sensitive, critical, compelling, casual, open-ended
  • 33. Trust?
  • 34. Credible?
  • 35. Even minor issues with design quality can reduce credibility and trust.
  • 36. Perception How do people sense and perceive the world? Vision, audition, and touch Color deficient vision Image recognition Motion Gestalt Principles Pre-conscious processing and attention
  • 37. Color Deficient Vision About 8% of men and 0.5% of women in the USA have some form of color deficient vision. Normal Red-Green Blue-Yellow
  • 38. Choosing Colors Some tips for being color friendly: 1. Do not use color alone to signify meaning – combine it with form and text to provide additional cues. 2. Use sufficient contrast – test your design by de-saturating the colors to see if they are still distinct. 3. Remember that the color pairs that cause difficulty are RED-GREEN and BLUE-YELLOW. Shift the hue and vary the luminosity.
  • 39. Form & Structure Gestalt Principles Figure-Ground Proximity Similarity Closure Continuity Symmetry Common Fate
  • 40. Figure-Ground
  • 41. Closure
  • 42. Proximity
  • 43. Similarity
  • 44. Symmetry
  • 45. Continuity
  • 46. We perceive what we expect.
  • 47. Motivation Definition: The force that initiates, directs, and sustains behavior. Why we do what we do. Theories: Achievement, Affiliation, and Power Existence, Relatedness, and Growth (ERG) Biological Drives Internal vs. External Not Maslow’s Hierarchy of Needs…
  • 48. Motivation Why do people spend so much time on social networks, and what do they get from it? Affiliation with others (we are social creatures and seek contact) Personal achievement (competition with self and others) Social influence and credibility (“social currency”)
  • 49. Cognition Definition: The mental action or process of acquiring knowledge and understanding through thinking, experience, and the senses. Types: Learning and Memory Creativity Language Problem-solving Reasoning and logic Attention Decision-making Recognition Spatial operations Concept formation Metacognition And many, many biases…
  • 50. Information Design People are better able to scan and read text when it is presented in ways which help them identify and understand the meaning through the use of: Headers and subheaders (size) Weight Lineheight (leading) Line length (measure) Bullet lists Whitespace Graphics, diagrams, and illustrations
  • 51. Making Meaning The Dead Zone: An outbreak of green algae, or hutai as the Chinese call it, has invaded the seawaters off eastern Shandong. It looks harmless and lots of fun, as beachgoers are pictured frolicking in the green mass. But danger lurks below with the algae posing a massive threat to aquatic life. The rivers are contaminated due to the use of fertilizers in agriculture and chemical discharges from industrial plants. Untreated sewage, along with the discharge of nitrate and phosphate from nearby industrial plants are spewed into the Yellow Sea, which stimulate the growth of algae, phytoplankton, and other marine micro-organisms. In July 2008 an algae bloom covered 13,000 square kilometers, then in July 2013 the largest algae bloom ever covered 28,900 square kilometers. The bacteria consume dead algae and phytoplankton, taking in tons of oxygen from the water during digestion. That results in sudden depletion of oxygen, which causes a huge impact on marine life by causing hypoxia – the marine organisms literally suffocate. Most mobile, adult fish may survive by swimming away from the hypoxic zones. However, they may be forced into smaller habitats when schools become overcrowded. Seafloor dwellers like tubeworms may be more tolerant of low oxygen levels, but young fish and other less mobile creatures like clams may suffer and eventually die if the water remains hypoxic for a long time. The Dead Zone An outbreak of green algae, or hutai as the Chinese call it, has invaded the seawaters off eastern Shandong. It looks harmless and lots of fun, as beachgoers are pictured frolicking in the green mass. But danger lurks below with the algae posing a massive threat to aquatic life. The rivers and Yellow Sea are contaminated by: • Agricultural fertilizers, • Nitrate and phosphate discharge from industrial plants, • Untreated sewage. These contaminants stimulate the growth of algae, phytoplankton, and other marine micro-organisms. Bacteria consume dead algae and phytoplankton and use tons of oxygen from the water during digestion. Hypoxia: Suffocation due to lack of oxygen caused by the removal of oxygen from the water by excess micro-organisms. Most mobile, adult fish may survive by swimming away from the hypoxic zones. However, they may be forced into smaller habitats when schools become overcrowded. Seafloor dwellers like tubeworms may be more tolerant of low oxygen levels, but young fish and other less mobile creatures like clams may suffer and eventually die if the water remains hypoxic for a long time.
  • 52. Making Meaning The Dead Zone: An outbreak of green algae, or hutai as the Chinese call it, has invaded the seawaters off eastern Shandong. It looks harmless and lots of fun, as beachgoers are pictured frolicking in the green mass. But danger lurks below with the algae posing a massive threat to aquatic life. The rivers are contaminated due to the use of fertilizers in agriculture and chemical discharges from industrial plants. Untreated sewage, along with the discharge of nitrate and phosphate from nearby industrial plants are spewed into the Yellow Sea, which stimulate the growth of algae, phytoplankton, and other marine micro-organisms. In July 2008 an algae bloom covered 13,000 square kilometers, then in July 2013 the largest algae bloom ever covered 28,900 square kilometers. The bacteria consume dead algae and phytoplankton, taking in tons of oxygen from the water during digestion. That results in sudden depletion of oxygen, which causes a huge impact on marine life by causing hypoxia – the marine organisms literally suffocate. Most mobile, adult fish may survive by swimming away from the hypoxic zones. However, they may be forced into smaller habitats when schools become overcrowded. Seafloor dwellers like tubeworms may be more tolerant of low oxygen levels, but young fish and other less mobile creatures like clams may suffer and eventually die if the water remains hypoxic for a long time.
  • 53. Cognitive Biases Our cognitive abilities are fallible.  Availability Heuristic  Fundamental Attribution Error  Confirmation Bias  Loss Aversion  Hyperbolic Discounting  Recency Bias  And dozens more…
  • 54. Should we “Reduce deaths”… …or “Maximize quality of life?”
  • 55. Framing Bias
  • 56. What did the first cars look like? Horse-drawn carriages.
  • 57. Anchoring Bias
  • 58. We may not be designing for ourselves, but…
  • 59. We are susceptible to the same biases.
  • 60. Creativity Perhaps one of the most difficult abilities to define and measure, creativity is often assigned to designers, but everyone has it.
  • 61. Divergent Thinking Thinking that moves in diverging directions to involve a variety of factors and perspectives. It generates many possibilities which may lead to novel ideas and solutions. It is associated with creativity.
  • 62. 30 seconds… How many uses?
  • 63. Emotion Definition: A complex, subjective experience resulting in physiological and psychological changes that influence thought and behavior. Theories: Ekman (Happiness, Surprise, Sadness, Anger, Fear, Disgust) James-Lange (physiological reaction precedes emotion) Cannon-Bard (physiological reaction and emotion are concurrent) Schachter-Singer (physiological reaction precedes cognition) Lazarus (cognition precedes physiological reaction and emotion)
  • 64. Color Different colors have different meanings and elicit different emotions. Red is anger. Green is envy. Blue is sadness. Yellow is cowardice.
  • 65. Typefaces Different typefaces convey different feelings and attitudes. http://blog.crazyegg.com/2013/07/05/psychology-of-fonts-infographic/
  • 66. Emotion Emotions may be positive (love, joy) or negative (anger, fear.) We have about 20,000 emotional experiences per day (Kahneman, 2002.) Attractive things are judged to work better and be more effective.
  • 67. Positive Emotions Fredrickson (2009) discovered that we need three positive emotions to lift us up and overcome just one negative emotion. Have you ever said, “Meh. It could be better, but it works”? Is the rest of the interface three times better to make up for it?
  • 68. Behavior Definition: The actions by which an organism reacts and adjusts to their environment and other organisms; a response to various stimuli. Theories: Classical Conditioning (association) Operant Conditioning (reinforcement and punishment) Social Learning Theory (live, verbal, and symbolic) Relational Frame Theory (language and cognition) Drive Reduction (biology and homeostasis)
  • 69. Rewards Participation in social services is often encouraged with rewards such as badges and points that have personal and social value and which are delivered through complex reinforcement schedules.
  • 70. Not what she predicted…
  • 71. After editing the gift message three times, it was still too long… How long is it now? How much too long is it? What is the maximum number of characters? HELP! What should I do?
  • 72. Learning to use this...
  • 73. …does not help with these.
  • 74. Quick Review A lot of psychology in just two diagrams!
  • 75. Thanks! I’m happy to answer your questions.

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