Requirements areassumptions‣ Articulate them as such and they canbe rethought‣ When the CEO says “do this”, you doit; when the CEO says “I think this”,you have a conversation then test thehypothesis‣ "We believe building [this] for [them]will result in [this]. We will know weresuccessful when [this] happens."
Luddism‣ Luddites were not anti-technology butanti-technology-that-replaces-people‣ We fear tech that challenges notionsof whats human‣ We fear tech that challenges political,social or racial order‣ Chart fear against wonder to findgreat experiences
Paul Adams@paddayGlobal Head of Brand Design,Facebook
Social Web‣ First 20 years of the web were beta‣ It’s being rebuilt around people‣ The word social will go away‣ Information published (and access toit) is going up exponentially, humanmemory capacity is not changing fast‣ People are turning to their friends inthe sea of information
Mobile‣ The time when more people use yourproduct on mobile than desktop isapproaching - it has already happenedon Facebook‣ 4.5 billion people have never used theinternet - when they do it will probablybe on mobile
Photoshop lies‣ You cant design a dynamicallychanging social system by drawing UIor screen states‣ Build real prototypes with real data
Hypothesise, build, launch,measure, repeat‣ Research may not be wrong, but itcant compare to real data‣ You can’t predict social behaviour, sobuild and ship as soon as possible‣ Use existing research - someone hasalready done it better than you can‣ Build simply and quickly‣ Ship daily or weekly
If youre not embarrassedby the ﬁrst version of yourproduct, you’ve launchedtoo late.”Reid Hoffman“
Peter Merholz@petermeVice President of Global Design,Groupon
The Disciplines ofUser Experience DesignDan SafferGraphic by Envis Precisely
UX‣ ...is not all of these disciplines, itswhats in between; it’s the discipline ofcorralling those into one whole‣ ...should not have its own department,it’s everyones responsibility‣ ...uses design approaches, but not fordesign outcomes (akin to designthinking)
UX as Direction‣ Facilitation as a skill is not appreciated‣ A director ‘does’ very little - they lead,co-ordinate and inspire‣ This doesnt mean UXers cant do thework‣ Define your own role‣ Lead, don’t follow
Jeremy Keith@adactioFounder & Technical Director,Clearleft
Wireframes‣ Once about hierarchy, now it’s allabout layout without much thought‣ Fundamentally you are going back tothe fixed canvas‣ Jeremy/Clearleft try to avoidwireframing altogether‣ Consider tablet-first design, its closeto both desktop and mobile
API-ﬁrst design‣ Think about functionality first‣ Build a command line to your website
URL-ﬁrst design‣ URLs should be readable, guessableand hackable by humans‣ Design your URL structure and you willhave your website structure‣ Don’t Repeat Yourself (DRY) principle‣ RESTful URLs incorporate actions, e.g.www.files.com/file/myfile/save
Content hierarchy‣ “If your website was a telephonehotline, what order would you saythings in?”‣ Identify the atomic units of contentand order them‣ At some point you say “...and thenthere’s everything else” - remove orconditionally load those things
Style‣ Create pattern libraries horizontally tomake it clear it’s not a real page‣ Create style tiles and ask “how doesthis feel?” - start a conversation‣ Layout is just one element, we over-emphasise it‣ Layout is an enhancement, it’s notthere by default
Marty Neumeier@martyneumeierDirector of Transformation, Liquid Agency
The Robot Curve‣ The value andcost of workdecreases as itsmechanisationincreases‣ Keep learning to moveback up the curve‣ Your job is always beingdestroyed by new jobs
Metaskills‣ Learning is theopposable thumbof the metaskills‣ talentfinder.metaskillsbook.com
Imagination blockers‣ Unexamined belief“This is the only way I can do it”‣ Rigid mental mode“Weve always done it this way”‣ Lack of technique"I dont know how Id do that"
Imagination blockers‣ Fear of failure“What if I mess it up?”‣ Shopping mentality“Everything is on a shelf somewhere”‣ Right answer fixation“Theres an answer out there, we just have to find it”
Manage the brief‣ live|work often expand the brief tolook at before and after, to find furtheropportunities and problems‣ Give yourself permission to deal withthings that aren’t digital, e.g. live|workfound they could improve the mobileexperience by making changes to thestores themselves
Hannah Donovan@hanCo-creator, This Is My JamMatthew Ogle@ﬂaneurCo-creator, This Is My Jam
Problems‣ 1st order problem = need‣ 2nd order problem = play‣ 2nd order products often rely on 1storder products for support, or evenjust appetite for the stuff
Problems in music‣ 1st order = access‣ 2nd order = discovery‣ There are more ways to access musicthan ever before (Napster, iPod,MySpace, YouTube, Spotify, iTunes...)‣ There’s still desire for discoveryservices
Trends‣ It’s well known in fashion that trendsare often direct opposites of whatcame before‣ If you want to make somethingplayful, a good exercise is to imaginethe opposite
Richard Seymour@seymourpowellCo-founder and Design Director,Seymourpowell
The state of the art‣ This may only be the 2nd time in 500years the tech outdoes ourimaginations‣ Big businesses have slowed downbecause they see big things comingand they dont know what to do
Quentin Tarantino Schoolof Ethnography‣ Observation is better than focusgroups‣ People don’t know what they do‣ Divert the subject’s attention awayfrom what they are doing so you canobserve their unconscious actions
Genetic manipulation‣ It is coming hard and fast‣ You can buy a red pill today thatrestarts collagen production in post-menopausal women, it needs no druglicense because it’s classed as food‣ Mass storage in DNA; immortal data‣ Mushrooms that glow; biologicallighting
Your life is absolutelylittered with shit thatdoesn’t work”Richard Seymour“
Oath‣ The templars had an oath tosafeguard and helpless and do nowrong‣ Designers don’t have an oath‣ Shall we make one?
Marty Neumeier@martyneumeierDirector of Transformation, Liquid Agency
10 ways to get ideas1. Think in metaphors. What else is thislike? E.g. "The world is a stage"2. Think in pictures. Draw stuff, draw theproblem. Car lanes in the USA: fastand slow. In the UK: passing anddriving.3. Start from a different place. You cantjust dig old ideas deeper.
10 ways to get ideas4. Poach from other domains. Aninventor walks in woods, notices burrsstuck on their clothes, looks under amicroscope, notices holes and loops,invents velcro. Nature applied toclothing.5. Arrange blind dates. Take ideas thatdont go together and see whathappens when they do.
10 ways to get ideas6. Reverse the polarity. E.g. Yahoohomepage vs. Google homepage.7. Find the paradox. Trying to stoppeople dumping in drains? Dont putup a sign, make the drain look like afish.8. Give it the third degree. Who says? Sowhat? Why now? Ask like a 4 year old.
10 ways to get ideas9. Be alert for accidents. An engineernoticed chocolate on a radar consolemelting, invents the microwave.10.Write things down. Youll forgetotherwise. Read your notes again torefresh your memory and makeconnections.