Alexis Finch
aka @agentfin
DEFENESTRATION EXPERT
UX [Applied Anthropology / Experience Design]
Path to Purchase
why we shop changes
what’s in a store
Your average supermarket carries between 30,000 - 50,000 items
Typical household buys only 300-400 disti...
The Other
…Shelf
…BUT WAIT.
THERE’S MORE TO IT THAN THAT.
“WHEN IS A BOWL NO LONGER A BOWL?”
…BUT WAIT.
THERE’S MORE TO IT THAN THAT.
“WHEN...
- Why are you having cereal?
- That’s what was in the cupboard. Really need to
buy some groceries.
- Are you hungry?
- Wel...
User Experience:
- The interaction of someone with this thing
you’ve made.
User Experience Research:
-Who is this person t...
So, does our user need
a nicer spoon,
a better bowl,
tastier cereal…
…or perhaps some
new friends and
a local bar?
What is the number one
difference in how people shop in
Asia vs the US?
Why do bike lanes work?
What is the most dangerous
creature in the world?
Tradecraft UX
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Tradecraft UX

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UX is a process of making the invisible - or just ignored - both obvious and actionable. This talk, given at Tradecraft in San Francisco, led students through my personal path to UX practice, and gave them some methodologies to deploy when they begin a practice of their own.

Published in: Science, Technology, Business
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  • All I ever wanted was to read books
  • Where I started
    anthropology, the study of what was left behind
    co evolution of humans & disease… anything else I thought was interesting
    - osteology, the study of what our bodies tell about us once we are dead
    . . . working in the field museum, but how does that influence the world?
  • Started repping bands.
    They made music
    Shouldn’t be doing the things they sucked at = marketing
    Decided to get a dregree in that
  • Where I started
    - anthropology, the study of what was left behind
    - osteology, the study of what our bodies tell about us once we are dead
    - . . . working in the field museum, but how does that influence the world?
  • - Global market research
    - how are stores designed? what’s different about england vs japan?
    - documenting packaging and innovation
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - so he’s great, but when you get to the store to buy... where is he?
    - what actually makes you choose something at shelf?
    - who are those ads made for anyway?
  • - how do you attract attention?
    - What do you have to work with?
  • - how do we shop?
    - how DID we shop? treasure hunt down every aisle vs. no time just run and find
    - how does this alter how we buy?
  • - how do we shop?
    - how DID we shop? treasure hunt down every aisle vs. no time just run and find
    - how does this alter how we buy?
  • - how do we shop?
    - how DID we shop? treasure hunt down every aisle vs. no time just run and find
    - how does this alter how we buy?
  • - how do we shop?
    - how DID we shop? treasure hunt down every aisle vs. no time just run and find
    - how does this alter how we buy?
  • - at shelf navigation
    - how do you find what you want?
    - how do you help a product stand out?
    - Garnier Fructis vs Pantene . . . old bottle vs new.
  • - so you want to buy a gorilla . .
    - you can find out the details on products, compare prices, check brand and retailer websites...
  • Yelp gets you local . . . and has real humans doing the reviews... so you can trust them, right?
  • - what’s going on here?
    - Deal + Local + G-Team [Charity] + social? . . .
  • Look to package design
    The app store is now as crowded as the cereal aisle
  • Product: what you’re shipping
  • User Interface
  • User Experience
  • TIP OF THE ICEBERG
  • When are you using the app… can change your habit
    Photos to lose weight
    Twitter to quit smoking
  • Crouching.
  • Crouching.
  • Crouching.
  • Dangerous stuff.
    You don’t remember? Well, that’s ok. The lion ate you. So not anyone elses problem. Ever.
  • Dangerous stuff.
    You don’t remember? Well, that’s ok. The lion ate you. So not anyone elses problem. Ever.
  • Pie how much of this whole thing
    http://www.27bslash6.com/
  • THIS is a pie chart AND a bar graph!
    BUT… it’s engaging.
    What can visuals add by way of context?
    WILL THEY READ THE FINE PRINT.
  • This is what happens when you combine a bar graph and a pie chart…
    What would the data for this infographic look like?
    [exercise]
  • Choose your own adventure…
  • Choose your own adventure…
  • Choose your own adventure…
  • Lots of bits of info.
    What’s effective?
  • Let’s just work on this one piece.
    Data points
    What are the stories this can tell?
  • Tradecraft UX

    1. 1. Alexis Finch aka @agentfin DEFENESTRATION EXPERT UX [Applied Anthropology / Experience Design]
    2. 2. Path to Purchase
    3. 3. why we shop changes
    4. 4. what’s in a store Your average supermarket carries between 30,000 - 50,000 items Typical household buys only 300-400 distinct items per year About 150 of these are ‘regular purchases’ that are bought at least once every 3months... this obviously leans heavily toward food items. In an average-sized supermarket there are 4,600 display items (Not including packaging) Less than 20% of passing customers even glance at a display Only around 6% take any action**
    5. 5. The Other …Shelf
    6. 6. …BUT WAIT. THERE’S MORE TO IT THAN THAT. “WHEN IS A BOWL NO LONGER A BOWL?” …BUT WAIT. THERE’S MORE TO IT THAN THAT. “WHEN IS A BOWL NO LONGER A BOWL?”
    7. 7. - Why are you having cereal? - That’s what was in the cupboard. Really need to buy some groceries. - Are you hungry? - Well, I’m going to eat something. - Why do you want to eat something? - Actually, I just saw three ads for food on TV. - Why are you watching TV at this hour? - Well, I’m kinda lonely cause my boyfriend is out of town. - Why are you lonely without him? - Uh, well… I just moved here to live with him. I don’t have any friends here yet.
    8. 8. User Experience: - The interaction of someone with this thing you’ve made. User Experience Research: -Who is this person touching your stuff? -Why are they touching it? -Where are they touching it? -What do they get out of it? -Was it ‘nice?’ -Did it actually answer their “need?” - …and do you want it to?
    9. 9. So, does our user need a nicer spoon, a better bowl, tastier cereal… …or perhaps some new friends and a local bar?
    10. 10. What is the number one difference in how people shop in Asia vs the US?
    11. 11. Why do bike lanes work?
    12. 12. What is the most dangerous creature in the world?

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