The value of an interaction

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Presenting a pragmatic model for gauging the value of an interaction as it relates to digital products and services.
The underlying intent of the model is to provide a complementary approach to common user-centred and usability
practices by encouraging practitioners to focus on peoples’ internal needs and desires.

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The value of an interaction

  1. 1. The value of an interaction A DESIGNER’S JOURNEY FROM A STRUCTURED UPBRINGING TO UTTER CHAOS Joel Flom OZ-IA 2008, Sydney
  2. 2. HELLO... Joel Flom - Managing Director, Elavision - Chief Instigator, IxDA Brisbane - 11 years experience - A designer
  3. 3. THE STRUCTURED UPBRINGING
  4. 4. THE STRUCTURED UPBRINGING
  5. 5. THE STRUCTURED UPBRINGING Goals. Tasks. Results.
  6. 6. THE STRUCTURED UPBRINGING Categorise. Structure. Label.
  7. 7. THE STRUCTURED UPBRINGING Analyse. Design. Test.
  8. 8. THE UTTER CHAOS
  9. 9. THE UTTER CHAOS From fairly straight- forward...
  10. 10. THE UTTER CHAOS ...to ridiculously complicated.
  11. 11. THE UTTER CHAOS It was chaos.
  12. 12. THE SHORTFALLS
  13. 13. THE SHORTFALLS Requirements kill - Too often it drives process - Laundry pile (clean... and dirty) - Business vision chopped up into little pieces - Perceived as voice of end user
  14. 14. THE SHORTFALLS Researching for conclusions - Process of elimination - Dictated recruiting - Needs & desires perceived as issues of usability - Process-driven, not people-driven
  15. 15. THE SHORTFALLS ✘ Researching for conclusions - Process of elimination - Dictated recruiting - Needs & desires perceived as issues of usability - Process-driven, not people-driven
  16. 16. THE SHORTFALLS Structure ≠ foundation - Very easy to structure bad content - People not visiting a “site” - Infinite touch points & devices - Mixing & mashing of services
  17. 17. THE SHORTFALLS Usability testing too scientific - Task completion basis for success - Can’t control all the variables - Business & product-focused - Only one factor of experience
  18. 18. THE SHORTFALLS “Too often we measure everything and understand nothing.” Jack Welch, Past CEO at GE
  19. 19. THE SHORTFALLS Humans are messy - Not rational or structured - Unique behaviours & motivations - Extremely difficult to personify - Can’t control all the variables
  20. 20. THE SHORTFALLS Product isn’t the experience - Product not the final destination - Dependant on culture and context - Desires & needs based on experience, not product
  21. 21. THE SHORTFALLS “You can only provide the resources for people to have an experience; then it’s the people (users) themselves who create the experience.” Dan Saffer, Kicker Studios
  22. 22. THE HIERARCHY
  23. 23. THE HIERARCHY MEANINGFUL ENGAGING AUTHENTIC USEFUL USABLE ACCESSIBLE
  24. 24. THE HIERARCHY MEANINGFUL ENGAGING AUTHENTIC USEFUL USABLE ACCESSIBLE
  25. 25. THE HIERARCHY Accessible - Ethical MEANINGFUL - Compliant ENGAGING AUTHENTIC - Inclusive USEFUL - Reasonable cost of entry USABLE - Welcoming ACCESSIBLE
  26. 26. THE HIERARCHY Usable - Low learning curve MEANINGFUL - Easy to use ENGAGING AUTHENTIC - Manageable USEFUL - Consistent USABLE - Dependable ACCESSIBLE
  27. 27. THE HIERARCHY Usable - Low learning curve MEANINGFUL - Easy to use ENGAGING AUTHENTIC - Manageable USEFUL - Consistent USABLE - Dependable ACCESSIBLE
  28. 28. THE HIERARCHY Usable - Low learning curve MEANINGFUL - Easy to use ENGAGING AUTHENTIC - Manageable USEFUL - Consistent USABLE - Dependable ACCESSIBLE
  29. 29. THE HIERARCHY Useful - Meets immediate need MEANINGFUL - Serves a purpose ENGAGING AUTHENTIC - Solves specific problem USEFUL - Answers questions quickly USABLE - Enjoyable in productive way ACCESSIBLE
  30. 30. THE HIERARCHY Authentic - Trustworthy MEANINGFUL - Easy to verify ENGAGING AUTHENTIC - Credible & professional USEFUL - Open & transparent USABLE - Best interest in mind ACCESSIBLE
  31. 31. THE HIERARCHY Authentic - Trustworthy MEANINGFUL - Easy to verify ENGAGING AUTHENTIC - Credible & professional USEFUL - Open & transparent USABLE - Best interest in mind ACCESSIBLE
  32. 32. THE HIERARCHY Engaging - Pleasing aesthetically MEANINGFUL - Real (instils confidence) ENGAGING AUTHENTIC - Delight to use USEFUL - Participatory (social) USABLE ACCESSIBLE
  33. 33. THE HIERARCHY Engaging - Pleasing aesthetically MEANINGFUL - Real (instils confidence) ENGAGING AUTHENTIC - Delight to use USEFUL - Participatory (social) USABLE ACCESSIBLE
  34. 34. THE HIERARCHY Engaging - Pleasing aesthetically MEANINGFUL - Real (instils confidence) ENGAGING AUTHENTIC - Delight to use USEFUL - Participatory (social) USABLE ACCESSIBLE
  35. 35. THE HIERARCHY “Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious.” David Armano, Logic + Emotion
  36. 36. THE HIERARCHY Meaningful - Fulfilling MEANINGFUL - Engaging & empowering ENGAGING AUTHENTIC - Fuels passion USEFUL - Participatory (belonging) USABLE ACCESSIBLE
  37. 37. THE HIERARCHY Meaningful - Fulfilling MEANINGFUL - Engaging & empowering ENGAGING AUTHENTIC - Fuels passion USEFUL - Participatory (belonging) USABLE ACCESSIBLE
  38. 38. THE HIERARCHY Meaningful - Fulfilling MEANINGFUL - Engaging & empowering ENGAGING AUTHENTIC - Fuels passion USEFUL - Participatory (belonging) USABLE ACCESSIBLE
  39. 39. THE HIERARCHY MEANINGFUL ENGAGING AUTHENTIC USEFUL USABLE ACCESSIBLE
  40. 40. THE END Thank you - Web: www.elavision.com - Blog: elavision.typepad.com - Email: info@elavision.com
  41. 41. THE END References - Armano, David (2006) - darmano.typepad.com/ logic_emotion/2006/09/user_experience.html - Hodge, Challis (2008) - www.challishodge.com/ experience-hierarchy-of-needs/ - Knemeyer, Dirk (2006) - uxmatters.com/MT/archives/ 000124.php - Morville, Peter (2007) - semanticstudios.com/ publications/semantics/000179.php -

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