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Ux sofia 2015 five questions

UX Sofia 2015,

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Ux sofia 2015 five questions

  1. 1. Five UX questions in search of answers Eric Reiss @elreiss UX Sofia 5 June 2015 Sofia, Bulgaria Stuff I think about Stuff I want to share
  2. 2. “A man falls into a hole...”
  3. 3. “Why are companies doomed without a focus on UX?”
  4. 4. “What is UX?”
  5. 5. UX IxD SD IA CS
  6. 6. Content management Knowledge management SEO Scenarios Content strategy Sensemaking Accessibility Storytelling Usability Findability AristotleAristotleAristotleAristotle Information architecture UserUserUserUser----centered designcentered designcentered designcentered design Design thinking Experience design
  7. 7. Webmaster Webmaster Visual designer Copywriter Developer Visual designer Information architect Copywriter Front-end engineer Full-stack developer Visual designer UI designer Interaction designer UX strategist Content strategist Information architect Content providers SEO consultant Social media guru Product manager Project manager Token baby boomer 1995 1998 2000 2015 Inspired by Lutz Schmitt
  8. 8. Eric’s 1st Law of UX: User experience is the sum of a series of interactions between: • people • devices • events.
  9. 9. Eric’s 2nd Law of UX: UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  10. 10. “Why are companies doomed without a focus on UX?”
  11. 11. Let’s talk about pizza...
  12. 12. Nota bene In a “me-too” world, UX is the key to company/product/service differentiation Higher product/service prices can be justified if you provide better UX Merely “making customers happy” cannot be the goal. Increased conversions is the goal and UX helps make that happen
  13. 13. What you can do now Do something quick and easy that makes your client/company look good (show that positive change is not impossible) Seek champions within the organization Make everyone feel that their contribution is valuable
  14. 14. “Rodopite” at Belintash
  15. 15. “When is a company ready to embrace UX?”
  16. 16. Let’s talk about auto safety...
  17. 17. From academia to reality Safety depends on reducing: velocity of impact crushing force bending, folding, or torque of the body deceleration rates during a collision Safety depends on reducing: stress on the body direct contact with hard, sharp objects Safety can be improved by: adding seatbelts airbags crush zones to absorb impact
  18. 18. Nota bene Most companies examine UX when all the tried- and-true options have failed Most companies ignore UX because the definitions are too academic or confusing No company will accept UX if they don’t understand it.
  19. 19. Source: Renato Feijó
  20. 20. Source: Bogo Vatovic
  21. 21. What you can do now Aggressively promote activites that are: understandable actionable measurable Get senior management involved a company will never be truly ready to embrace UX before its leadership is DON’T let yourself become the “UX team of one”
  22. 22. “Who are the people that make good UX designers”
  23. 23. You are!
  24. 24. Nota bene – three key skills Curiosity You’ve got to be interested You can’t fake this Empathy This provides balance in UX Both for users and stakeholders Understanding A perception is always true One insight is worth a 1000 data points “Understanding” does not mean “agreeing”
  25. 25. What you can do now Get out of the building and talk to users not just to discover a problem, but also to see problems through someone else’s eyes Make sure you are always solving a real problem, not merely inventing one Don’t just ask what; ask why Don’t argue, listen
  26. 26. “What are the ingredients of UX”
  27. 27. Let’s build an ark…
  28. 28. Content, code Strategy, visual design IA, navigation Metrics, testing, best practices Building requires four things Basic materials Shaping tools Fastening techniques Measurement tools
  29. 29. Nota bene – three key ingredients Utility Stuff needs to work Relevancy Stuff needs to provide value within a specific context Consistency Stuff that looks the same should act the same Stuff that looks different should act differently Retroductive inference lowers the learning curve
  30. 30. What you can do now Create a UX shortlist Focus on what is really important Eliminate the “nice to haves” – think feng shui
  31. 31. What you can do now Create a UX shortlist Focus on what is really important Eliminate the “nice to haves” – think feng shui Keep users in the loop Practice user-driven design Don’t succumb to “deliverables creep” Communicate, don’t try and impress
  32. 32. “How do we measure the results of our UX efforts?”
  33. 33. “Flying on time…”
  34. 34. Nota bene – three metrics Conversions Has the business improved? Efficiency Are we saving time and money? Are we reducing effort and stress for our users? Satisfaction Are the users truly better off than before?
  35. 35. What you can do now Compare your work to current best practices Don’t reinvent the wheel – until you need to Make sure you measure things that are important Don’t go for easy wins such as “likes” on Facebook or time on page Talk to help-desk and call-center personnel Insist on having influence regarding the questions asked in all future customer-satisfaction surveys
  36. 36. Alfred Wegener and continental drift
  37. 37. What you can do now Don’t let “UX” become a buzzword Don’t think you need certification Don’t be afraid to disagree with current practices Pick your battles with care Don’t be afraid to fight for what is right
  38. 38. благодаря!
  39. 39. Eric Reiss can (usually) be found at: The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobil: (+45) 20 12 88 44 Twitter: @elreiss