Users, Experience, and beyond

Users, experiences, and beyond Eric Reiss @elreiss UX Ukraine February 26, 2011 Kyiv, Ukraine

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

ex·per·i·ence noun1: having been affected by or learnedthrough observation or participation 2: the length of such participation

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 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)

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)

Lightbulb Eyeglasses Wool pullover BookManhattan Cocktail Armchair Gus the Cat Marble tabletop

Sensory assistance Sensory assistance Warmth/comfort Education/informationChemical stimuli Convenience/comfort CompanionshipConvenience/comfort

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 Nauki Przyrody” “The Outline of Ergonomics, i.e. Science of Work, Based on the Truths Taken from the Natural Science” 1857 Henry DreyfussWojciech Jastrzębowski

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 map similar requirements for cognitive functions?

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 Schedule Urgent Relaxed Environment Stressful Personal Origin External

Planning a personal vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External

Need help with taxes Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External

Planning the boss’ vacation Positive Attitude Negative Positive Expectation Negative Leisurely Schedule Urgent Relaxed Environment Stressful Personal Origin External

An introduction to experience design

ex·per·i·ence noun1: having been affected by or learnedthrough observation or participation 2: the length of such participation

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, andreducing negative interactions.

Three types of interaction: Active (things we control) Passive (things we don’t control) Secondary (things that have indirect influence)

Three types of interaction: Those we can control Those over which we have no control Those that affect the experience indirectly

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 our control Reducing negative interactions

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 to a site Personalization is what the SITE does for you

Cus tom izati on

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 use for educational purposes only.

So in summary… Personal dialogue Contextual relevance Added value Provides better service Keeps customers happy Helps you make money

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: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com

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Users, Experience, and beyond

by Eric Reiss on Feb 25, 2011

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Users, Experience, and beyond — Presentation Transcript