1.
UX |= UI
Kelley Howell
ux @ DE

2.
Erik Flowers @ http://www.uxisnotui.com/

3.
ck Berry, IBM, in an article for developers to better understand UX design

4.
The Elements of User Experience

5.
UX/UI User Group: a history

6.
Guerilla UX @ DE

7.
Guerilla UX @ DE
• 2007: BC Wilson, Erin Walsh PMs with Trader
and FR; Andrew Jaswa and Kelley Walker with
FR and Trader
• User group: find other nerds into usability,
HCI, and UX
• Use guerilla tactics to win the war. 

8.
UX timeline
(Leah Buley, UX Team of One)

9.
UX: how people think and feel
User experience design is about
centering the user throughout the
product development process

10.
UX @ DE Square
• UX technique to get people to brainstorm in
innovative ways
• Get people out of their element
• Let’s try this: What is the User Experience of
our building
• Hint: Architects create user experiences for
their buildings – inside and outside

11.
The Building UX

12.
UX = understanding people
• Architects understand people: what their
tasks, goals, desires, and dreams
• Architects understand social interaction:
norms, rituals, the unique problems involved
in social life

13.
Buildings |= Software
• Buildings are different from software in an
important way
• Interactive relationship exists between people
and software

14.
Don Norman and Steve Jobs
• Leveraged human tendency to apply rules of
social life to computer interaction. ( +
anthropomorphize)
• Emotional connection with computers
I don’t hate it
I like it
I love it

15.
Examples
• Animation effects (emerged from research
insights from studying computer gaming in
70s and 80s)
• Genie effect (zoom)
• Rounded corners
• Dog ears

16.
Gamification
• Love
• Addiction
• Deviance (habit / ritual )
• Twitter: To be predictable or not to be

17.
UX = ignoring people
“Understand users,
then ignore them.”
-- Robert Hoekman in Designing the Obvious

18.
Everything I know about UX, I learned
in English Class

19.
Rhetoric
• Logos
• Ethos
• Pathos

20.
The Elements of User Experience

21.
The Planes of User Experience
Step 1: Strategy - Who are users, what do they
need, what are their problems, hopes, desires?
Step 2: Scope - Given user needs, what content and
functionality is required to obtain needs? What are
the limits and constraints.
Step 3: Structure - How will content and
functionality interact and does it meet users’
needs?
Step 4: Skeleton - What are the foundational
elements of the interface? How do users navigate &
find information?
Step 5: Surface - The final visual and tactile
elements: visual style, brand identity, style, logo.

22.
UX is about designs that
• Understand how people think and feel
• Center users throughout the product lifecycle –
strategy >
• Are based on both listening to users, then
ignoring them
• centering users through:
research
advocacy
design patterns
rules/guidelines

23.
Questions?