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Users, experiences, and beyond                Eric Reiss                 @elreiss               UX Ukraine         Februar...
us·er                  noun  1: a person who makes use of a thing;someone who uses or employs something  2: a person who u...
ex·per·i·ence                noun1: having been affected by or learnedthrough observation or participation 2: the length o...
Eric’s 1st Law of UX:If a site does not solve youruser’s problems, it will notsolve your company’s either.
So, let’s start with the user
When would you use (simultaneously):  An ergonomic seat designed for one person  Optical lenses invented by Benjamin Frank...
When would you use (in simpler terms):  Armchair  Bifocal eyeglasses  Manhattan Cocktail  Lightbulb  Wool pullover  Tablet...
Lightbulb                       Eyeglasses                            Wool pullover                             BookManhat...
Sensory assistance         Sensory assistance                        Warmth/comfort                   Education/informatio...
Needs are always situational!
What is the situation for your users?
Historically, we looked at physical needs...
“Rys ergonomji czyli nauki o                          pracy,opartej na prawdach                          Poczerpniętych z ...
Henry Dreyfuss    Alphonse BertillonWojciech Jastrzębowski
Henry Dreyfuss   “Joe”
These measurements helpeddesign everything in the photo    (well, not Gus the Cat)
“Cognitive ergonomics”  “Neuroergonomics”
Copyright could not be traced. Used for educational purposes only.
A thought...If ergonomics, anthropometrics,   and human factors deal with    physical requirements, is it      possible to...
The Ergonomics of Need“Moving from three dimensions to five”
The ergonomics of need - AESEO Attitude  a Expectation Schedule Environment Origin
Everything starts in neutral Positive      Attitude        Negative Positive     Expectation      Negative Leisurely     S...
Planning a personal vacation Positive      Attitude        Negative Positive    Expectation       Negative Leisurely    Sc...
Need help with taxes Positive      Attitude    Negative Positive    Expectation   Negative Leisurely    Schedule       Urg...
Planning the boss’ vacation Positive      Attitude       Negative Positive    Expectation      Negative Leisurely    Sched...
An introduction to experience design
ex·per·i·ence                noun1: having been affected by or learnedthrough observation or participation 2: the length o...
Eric’s 2nd Law of UX:User experience is the sum ofa series of interactions betweenpeople, devices, and events.
Eric’s 3rd Law of UX:There are three types of interaction:active, passive and secondary
Eric’s 4th Law of UX:UX design represents the consciousact of coordinating interactions,acknowledging interactions, andred...
Three types of interaction:  Active (things we control)  Passive (things we don’t control)  Secondary (things that have in...
Three types of interaction:  Those we can control  Those over which we have no control  Those that affect the experience i...
Active interaction Photo courtesy of: musthavemenus.com
Active interactionCopyright could not be traced. Used for educational purposes only.
Passive interaction (partly)Photo courtesy of: johnmariani.com
Passive interactionPhoto by Massimiliano Uccelletti, photonet.com
Secondary interactionPhoto courtesy of: koit.radiotown.com
Secondary interactionPhoto courtesy of: tomatolover.com
UX design combines all three activites  Coordinating interactions that we can control  Acknowledging interactions beyond o...
Coordinating interactions Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
Coordinating interactions Photo courtesy of: capetownwineblog.com
Coordinating interactions Photo courtesy of: Rootology under Wikipedia Commons License
Acknowledging interactions Photo courtesy of: TinyFarmBlog.com
Reducing negative interactionsPhoto courtesty of: kenlevine.blogspot.com
Reducing negative interactionsPhoto courtesy of: marchedimanche.typepad.com
Reducing negative interactionsPhoto courtesy of Andrew Sullivan
Enhancing experience through context
Demographics Define groups Segment according to needs
Demographic profilesCartoon copyrights could not be traced. Used for educational purposes only.
Segmenting by need
What we should be doing
Our self-created problem –we cannot be all things to all visitors
An introduction to personalization
Personalization Anticipating needs Eliminating the irrelevant NOT the same as customization   Customization is what YOU do...
Cus    tom       izati            on
Cus    tom       izati            on
Cus    tom       izati            on
Pers     o   naliz               a   tion
Pers     o   naliz               a   tion
No clicks – everything is in play
1st click – is there a preference?
2nd click – this could be a pattern
Third click – yes, there’s a pattern
Fourth click – time to zero in
Fourth click – time for context
And what comes next…     Big Mac     Large shake     ???     FriesPhoto copyright: McDonalds Corporation, Inc.Restricted u...
So in summary… Personal dialogue Contextual relevance Added value Provides better service Keeps customers happy Helps you ...
Our new contex-is-the-kingdom mantra:“Do you want fries with that?”
Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmarkOffice: (+45) 39 29 67 77Mobil:...
Users, Experience, and beyond
Users, Experience, and beyond
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Users, Experience, and beyond

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Transcript of "Users, Experience, and beyond"

  1. 1. Users, experiences, and beyond Eric Reiss @elreiss UX Ukraine February 26, 2011 Kyiv, Ukraine
  2. 2. us·er noun 1: a person who makes use of a thing;someone who uses or employs something 2: a person who uses something or someone selfishly or unethically 3: a person who takes drugs
  3. 3. ex·per·i·ence noun1: having been affected by or learnedthrough observation or participation 2: the length of such participation
  4. 4. Eric’s 1st Law of UX:If a site does not solve youruser’s problems, it will notsolve your company’s either.
  5. 5. So, let’s start with the user
  6. 6. When would you use (simultaneously): An ergonomic seat designed for one person Optical lenses invented by Benjamin Franklin Alcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas Edison Fabric made on a loom invented by JM Jacquard Rouge Royale (marble) Baskerville Light (typography) Domesticated mammal (This is often how our clients look at their content)
  7. 7. When would you use (in simpler terms): Armchair Bifocal eyeglasses Manhattan Cocktail Lightbulb Wool pullover Tabletop Book Cat (This is an easier way to look at content)
  8. 8. Lightbulb Eyeglasses Wool pullover BookManhattan Cocktail Armchair Gus the Cat Marble tabletop
  9. 9. Sensory assistance Sensory assistance Warmth/comfort Education/informationChemical stimuli Convenience/comfort CompanionshipConvenience/comfort
  10. 10. Needs are always situational!
  11. 11. What is the situation for your users?
  12. 12. Historically, we looked at physical needs...
  13. 13. “Rys ergonomji czyli nauki o pracy,opartej na prawdach Poczerpniętych z Nauki Przyrody” “The Outline of Ergonomics, i.e. Science of Work, Based on the Truths Taken from the Natural Science” 1857 Henry DreyfussWojciech Jastrzębowski
  14. 14. Henry Dreyfuss Alphonse BertillonWojciech Jastrzębowski
  15. 15. Henry Dreyfuss “Joe”
  16. 16. These measurements helpeddesign everything in the photo (well, not Gus the Cat)
  17. 17. “Cognitive ergonomics” “Neuroergonomics”
  18. 18. Copyright could not be traced. Used for educational purposes only.
  19. 19. A thought...If ergonomics, anthropometrics, and human factors deal with physical requirements, is it possible to map similar requirements for cognitive functions?
  20. 20. The Ergonomics of Need“Moving from three dimensions to five”
  21. 21. The ergonomics of need - AESEO Attitude a Expectation Schedule Environment Origin
  22. 22. Everything starts in neutral Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External
  23. 23. Planning a personal vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External
  24. 24. Need help with taxes Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External
  25. 25. Planning the boss’ vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External
  26. 26. An introduction to experience design
  27. 27. ex·per·i·ence noun1: having been affected by or learnedthrough observation or participation 2: the length of such participation
  28. 28. Eric’s 2nd Law of UX:User experience is the sum ofa series of interactions betweenpeople, devices, and events.
  29. 29. Eric’s 3rd Law of UX:There are three types of interaction:active, passive and secondary
  30. 30. Eric’s 4th Law of UX:UX design represents the consciousact of coordinating interactions,acknowledging interactions, andreducing negative interactions.
  31. 31. Three types of interaction: Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)
  32. 32. Three types of interaction: Those we can control Those over which we have no control Those that affect the experience indirectly
  33. 33. Active interaction Photo courtesy of: musthavemenus.com
  34. 34. Active interactionCopyright could not be traced. Used for educational purposes only.
  35. 35. Passive interaction (partly)Photo courtesy of: johnmariani.com
  36. 36. Passive interactionPhoto by Massimiliano Uccelletti, photonet.com
  37. 37. Secondary interactionPhoto courtesy of: koit.radiotown.com
  38. 38. Secondary interactionPhoto courtesy of: tomatolover.com
  39. 39. UX design combines all three activites Coordinating interactions that we can control Acknowledging interactions beyond our control Reducing negative interactions
  40. 40. Coordinating interactions Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
  41. 41. Coordinating interactions Photo courtesy of: capetownwineblog.com
  42. 42. Coordinating interactions Photo courtesy of: Rootology under Wikipedia Commons License
  43. 43. Acknowledging interactions Photo courtesy of: TinyFarmBlog.com
  44. 44. Reducing negative interactionsPhoto courtesty of: kenlevine.blogspot.com
  45. 45. Reducing negative interactionsPhoto courtesy of: marchedimanche.typepad.com
  46. 46. Reducing negative interactionsPhoto courtesy of Andrew Sullivan
  47. 47. Enhancing experience through context
  48. 48. Demographics Define groups Segment according to needs
  49. 49. Demographic profilesCartoon copyrights could not be traced. Used for educational purposes only.
  50. 50. Segmenting by need
  51. 51. What we should be doing
  52. 52. Our self-created problem –we cannot be all things to all visitors
  53. 53. An introduction to personalization
  54. 54. Personalization Anticipating needs Eliminating the irrelevant NOT the same as customization Customization is what YOU do to a site Personalization is what the SITE does for you
  55. 55. Cus tom izati on
  56. 56. Cus tom izati on
  57. 57. Cus tom izati on
  58. 58. Pers o naliz a tion
  59. 59. Pers o naliz a tion
  60. 60. No clicks – everything is in play
  61. 61. 1st click – is there a preference?
  62. 62. 2nd click – this could be a pattern
  63. 63. Third click – yes, there’s a pattern
  64. 64. Fourth click – time to zero in
  65. 65. Fourth click – time for context
  66. 66. And what comes next… Big Mac Large shake ??? FriesPhoto copyright: McDonalds Corporation, Inc.Restricted use for educational purposes only.
  67. 67. So in summary… Personal dialogue Contextual relevance Added value Provides better service Keeps customers happy Helps you make money
  68. 68. Our new contex-is-the-kingdom mantra:“Do you want fries with that?”
  69. 69. Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmarkOffice: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com
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