The Science of UX - April 2012 Nerdery Interactive Primer
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The Science of UX - April 2012 Nerdery Interactive Primer

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Nerdery Interactive Primer Series - The Science of UX

Nerdery Interactive Primer Series - The Science of UX

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    The Science of UX - April 2012 Nerdery Interactive Primer The Science of UX - April 2012 Nerdery Interactive Primer Presentation Transcript

    • #UXNERDSMonday, April 30, 2012
    • MATT TONAK COMMUNITY MANAGER #UXNERDSMonday, April 30, 2012
    • ZACK SENIOR USER EXPERIENCE DESIGNER USER RESEARCH PRACTICE LEAD #UXNERDSMonday, April 30, 2012
    • MIKE DIRECTOR OF USER EXPERIENCE #UXNERDSMonday, April 30, 2012
    • HOW TO PARTICIPATE ¼ Using the questions panels in the GoToMeeting app ¼ On Twitter @The_Nerdery ¼ Send us an email at primers@nerdery.com #UXNERDSMonday, April 30, 2012
    • THE SCIENCE OF USER EXPERIENCE INTERACTIVE PRIMER SERIES #UXNERDSMonday, April 30, 2012
    • ART IS NOT DESIGN #UXNERDSMonday, April 30, 2012
    • ART IS NOT DESIGN NOT FOR US ANYWAY #UXNERDSMonday, April 30, 2012
    • ART AIMS TO Body Level 1 ¼ Body Level 2 ¼ INSPIRE3 Body Level ¼ #UXNERDSMonday, April 30, 2012
    • DESIGN ¼ Body Level 1 ¼ Body Level 2 SOLVES ¼ Body Level 3 PROBLEMS #UXNERDSMonday, April 30, 2012
    • ART IS INTERPRETED #UXNERDSMonday, April 30, 2012
    • DESIGN IS UNDERSTOOD #UXNERDSMonday, April 30, 2012
    • DESIGN PHILOSOPHIES #UXNERDSMonday, April 30, 2012
    • DESIGN PHILOSOPHIES There is no “one-size-fits-all” #UXNERDSMonday, April 30, 2012
    • DESIGN PHILOSOPHIES There is no “one-size-fits-all” Self Design #UXNERDSMonday, April 30, 2012
    • DESIGN PHILOSOPHIES There is no “one-size-fits-all” Self Design Genius Design #UXNERDSMonday, April 30, 2012
    • DESIGN PHILOSOPHIES There is no “one-size-fits-all” Self Design Genius Design User-Centered Design #UXNERDSMonday, April 30, 2012
    • SELF DESIGN SOLVING YOUR OWN PROBLEMMonday, April 30, 2012
    • SELF DESIGN SOLVING YOUR OWN PROBLEM I know what I want for dinner. Self Design is cooking for yourself.Monday, April 30, 2012
    • SELF DESIGN SOLVING YOUR OWN PROBLEM I know what I want for dinner. Self Design is cooking for yourself. Pretty simple.Monday, April 30, 2012
    • GENIUS DESIGN SOLVING A PROBLEM YOU’VE SOLVED BEFOREMonday, April 30, 2012
    • GENIUS DESIGN SOLVING A PROBLEM YOU’VE SOLVED BEFORE If I’ve made dinner for Mike (or people like him) many times before, I rely on my domain specific experience to cook dinner for Mike.Monday, April 30, 2012
    • GENIUS DESIGN SOLVING A PROBLEM YOU’VE SOLVED BEFORE If I’ve made dinner for Mike (or people like him) many times before, I rely on my domain specific experience to cook dinner for Mike. I don’t actually cook for Mike. #justsayin’Monday, April 30, 2012
    • GENIUS DESIGN THERE’S A CATCHMonday, April 30, 2012
    • GENIUS DESIGN THERE’S A CATCH Genius Design presupposes that you originally did your research to define the problem.Monday, April 30, 2012
    • USER-CENTERED DESIGN AKA: UX Design #UXNERDSMonday, April 30, 2012
    • USER-CENTERED DESIGN AKA: UX Design A UX process starts with understanding the problem #UXNERDSMonday, April 30, 2012
    • USER-CENTERED DESIGN Focuses on behavior, use, and context #UXNERDSMonday, April 30, 2012
    • USER-CENTERED DESIGN Focuses on behavior, use, and context Building empathy #UXNERDSMonday, April 30, 2012
    • HOLISTIC DESIGN: FOCUSED ON PEOPLE USER INFORMATION INTERACTION VISUAL RESEARCH ARCHITECTURE DESIGN DESIGN #UXNERDSMonday, April 30, 2012
    • HOLISTIC DESIGN: FOCUSED ON PEOPLE USER INFORMATION INTERACTION VISUAL RESEARCH ARCHITECTURE DESIGN DESIGN Where art occurs in design #UXNERDSMonday, April 30, 2012
    • HOLISTIC DESIGN: FOCUSED ON PEOPLE USER INFORMATION INTERACTION VISUAL RESEARCH ARCHITECTURE DESIGN DESIGN INTERSECTION OF ART, DESIGN AND SCIENCE #UXNERDSMonday, April 30, 2012
    • DESIGN SOLVES PROBLEMS #UXNERDSMonday, April 30, 2012
    • NERDERY UX APPROACH Throughly define the problem DEFINE THE “WHAT” Build empathy with the audience LEARN THE “WHO” Understand why it’s a problem UNDERSTAND THE “WHY” Evaluate and execute the solution CRAFT THE “HOW” #UXNERDSMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEMMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM ¼ Can’t appropriately solve an undefined problemMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM ¼ Can’t appropriately solve an undefined problem ¼ Stated problems vs. actual problemsMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM ¼ Can’t appropriately solve an undefined problem ¼ Stated problems vs. actual problems ¼ Unable to measure successMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM ¼ Can’t appropriately solve an undefined problem ¼ Stated problems vs. actual problems ¼ Unable to measure success ¼ Measuring the wrong factors to successMonday, April 30, 2012
    • DEFINING THE “WHAT” IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM ¼ Can’t appropriately solve an undefined problem ¼ Stated problems vs. actual problems ¼ Unable to measure success ¼ Measuring the wrong factors to success ¼ Can create tumbler effect of: undefined problem incorrect solution intangible successMonday, April 30, 2012
    • SCIENCE #UXNERDSMonday, April 30, 2012
    • Science is a systematic enterprise that builds and organizes knowledge in the form of testable explanations and predictions about the universe. #UXNERDSMonday, April 30, 2012
    • SCIENTIFIC METHOD #UXNERDSMonday, April 30, 2012
    • SCIENTIFIC METHOD 1. Define a question 2. Gather information and resources (observe) 3. Form an explanatory hypothesis 4. Test the hypothesis by performing an experiment and collecting data 5. Analyze the data 6. Interpret the data and draw conclusions that serve as a starting point for new hypothesis 7. Publish results 8. Retest (frequently done by other scientists) #UXNERDSMonday, April 30, 2012
    • SCIENTIFIC METHOD 1. Define a question 2. Gather information and resources (observe) 3. Form an explanatory hypothesis 4. Test the hypothesis by performing an experiment and collecting data 5. Analyze the data 6. Interpret the data and draw conclusions that serve as a starting point for new hypothesis 7. Publish results 8. Retest (frequently done by other scientists) #UXNERDSMonday, April 30, 2012
    • SCIENTIFIC METHOD 1. Define a question 2. Gather information and resources (observe) 3. Form an explanatory hypothesis Iterations 4. Test the hypothesis by performing an experiment and collecting data 5. Analyze the data 6. Interpret the data and draw conclusions that serve as a starting point for new hypothesis 7. Publish results 8. Retest (frequently done by other scientists) #UXNERDSMonday, April 30, 2012
    • UX DESIGN METHOD 1. Define the problem 2. Gather information and resources (observe) 3. Form an explanatory hypothesis 4. Research and collect data 5. Analyze the data 6. Interpret the data and draw conclusions to inform design decisions 7. Document results 8. Measure design decisions #UXNERDSMonday, April 30, 2012
    • UX DESIGN METHOD 1. Define the problem 2. Gather information and resources (observe) INJECTION OF 3. Form an explanatory hypothesis SCIENTIFIC REASONING 4. Research and collect data 5. Analyze the data 6. Interpret the data and draw conclusions to inform design decisions 7. Document results 8. Measure design decisions #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING How do we make design decisions? #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING How do we make design decisions? How do we define problems? #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING How do we make design decisions? How do we define problems? How do we craft solutions? #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Deductive reasoning #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Deductive reasoning Inductive reasoning #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Deductive reasoning Inductive reasoning Abductive reasoning #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Precondition #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Precondition Rule #UXNERDSMonday, April 30, 2012
    • HUMAN LOGIC: SCIENTIFIC REASONING Precondition Rule Conclusion #UXNERDSMonday, April 30, 2012
    • DEDUCTIVE REASONING ¼ Determining the conclusion ¼ Precondition and rule “follows necessarily” ¼ Conclusion must be true where rule and precondition are #UXNERDSMonday, April 30, 2012
    • DEDUCTIVE REASONING 1. Men are mortal. 2. Zack is a man. 3. Therefore, Zack is mortal. #UXNERDSMonday, April 30, 2012
    • DEDUCTIVE REASONING 1. When our conversion rate on the checkout page is 5% or less, our total revenue decreases. 2. Our conversion rate on the checkout page is less than 5% 3. Our total revenue has decreased. #UXNERDSMonday, April 30, 2012
    • INDUCTIVE REASONING ¼ Uses probability to draw conclusion. ¼ Abstracts of observations from individual cases ¼ It’s possible that the conclusion is false. #UXNERDSMonday, April 30, 2012
    • INDUCTIVE REASONING Easier to read. 1. Small text is hard to read for most Harder to read. people. 2. Most people can understand larger text. 3. Therefore, we can assume larger text will be easier to read. #UXNERDSMonday, April 30, 2012
    • INDUCTIVE REASONING 1. There were usability flaws every time we had conversion rate of 5% or less on the checkout page. 2. Therefore, if conversion rate on the checkout page is 5% or less, we have usability flaws. #UXNERDSMonday, April 30, 2012
    • ABDUCTIVE REASONING ¼ Separation of facts within limited contexts. ¼ Precondition is related, but must be a reasonable suggestion that the conclusion is true. #UXNERDSMonday, April 30, 2012
    • ABDUCTIVE REASONING 1. I’ve seen people have a hard time reading small text. 2. Sometimes, people understand a message better if it’s with a picture. 3. We can abduct, people may understand our content better with pictures. #UXNERDSMonday, April 30, 2012
    • ABDUCTIVE REASONING 1. I’ve seen conversion rate lower on websites with usability flaws. 2. Sometimes, usability flaws are caused by unclear calls to action. 3. We can abduct that clearer calls to action can improve conversion rate. #UXNERDSMonday, April 30, 2012
    • SCIENTIFIC REASONING AND APPLIED LOGIC IN UX #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 1. Define the problem DEDUCTIVE LOGIC 2. Gather information and resources (observe) 3. Form an explanatory hypothesis INDUCTIVE LOGIC 4. Research and collect data 5. Analyze the data 6. Interpret the data and draw conclusions to INDUCTIVE & inform design decisions ABDUCTIVE LOGIC 7. Document results 8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 1. Define the problem DEDUCTIVE LOGIC “When our conversion rate on the checkout page is 5% or less, our total revenue decreases.” “Our conversion rate on the checkout page is less than 5%” “Our total revenue has decreased.” #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 1. Define the problem DEDUCTIVE LOGIC “When our conversion rate on the checkout page is 5% or less, our total revenue decreases.” “Our conversion rate on the checkout page is less than 5%” “Our total revenue has decreased.” Deductive logic for problem definition #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 3. Form an explanatory hypothesis INDUCTIVE LOGIC “There were usability flaws every time we had conversion rate of 5% or less on the checkout page.” “Therefore, if conversion rate on the checkout page is 5% or less, we have usability flaws.” #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 3. Form an explanatory hypothesis INDUCTIVE LOGIC “There were usability flaws every time we had conversion rate of 5% or less on the checkout page.” “Therefore, if conversion rate on the checkout page is 5% or less, we have usability flaws.” Inductive logic for hypothesis formation #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 5. Analyze the data INDUCTIVE & 6. Interpret the data and draw conclusions to inform ABDUCTIVE LOGIC design decisions “I’ve seen conversion rate lower on websites with usability flaws.” “In our research and observations, we saw usability flaws caused by unclear calls to action.” “We can abduct that clearer calls to action can improve conversion rate.” #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 5. Analyze the data INDUCTIVE & 6. Interpret the data and draw conclusions to inform ABDUCTIVE LOGIC design decisions “I’ve seen conversion rate lower on websites with usability flaws.” “In our research and observations, we saw usability flaws caused by unclear calls to action.” “We can abduct that clearer calls to action can improve conversion rate.” Abductive logic for research data analysis and informing design decisions #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC “When we fixed our usability flaws, our conversion rate increased to 10%, also increasing our total revenue.” “We’ve fixed our usability flaws.” “Therefore, our total revenue has increased.” #UXNERDSMonday, April 30, 2012
    • APPLIED LOGIC IN UX DESIGN 8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC “When we fixed our usability flaws, our conversion rate increased to 10%, also increasing our total revenue.” “We’ve fixed our usability flaws.” “Therefore, our total revenue has increased.” Deductive logic for design success measurement #UXNERDSMonday, April 30, 2012
    • WHAT DOES ALL THIS MEAN? #UXNERDSMonday, April 30, 2012
    • FINAL THOUGHTS #UXNERDSMonday, April 30, 2012
    • FINAL THOUGHTS UX Design and “Scientific-like” approach allows us to: #UXNERDSMonday, April 30, 2012
    • FINAL THOUGHTS UX Design and “Scientific-like” approach allows us to: ¼ Thoroughly define the problem ¼ Learn how to make informed design decisions ¼ Articulate our reasoning for design decisions and features ¼ Reduce risk and strengthen chance for success ¼ Measure ROI of design (even against KPIs) #UXNERDSMonday, April 30, 2012
    • We’re using scientific methods, logic and reasoning, applied to creative process in order to solve problems through design. #UXNERDSMonday, April 30, 2012
    • THANKS #UXNERDSMonday, April 30, 2012
    • QUESTIONS? ¼ Using the questions panels in the GoToMeeting app ¼ On Twitter @The_Nerdery ¼ Tweet with the #uxnerds hashtag ¼ Send us an email at primers@nerdery.com ¼ More answers online at http://nerdery.com #UXNERDSMonday, April 30, 2012
    • #UXNERDSMonday, April 30, 2012