In a world where digital interactions pervade almost every experience that customers have with a brand, business leaders can’t afford to get UX wrong. But how can they get it right when design opinions are endless, design patterns are seemingly infinite, and consumer interactions and expectations are ever-evolving?
I recommend starting by taking a step back, understanding the foundations of experience design, and debunking some of the contemporary, mainstream myths.
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In a world where digital interactions pervade almost every
experience that customers have with a brand, business
leaders can’t afford to get UX wrong.
But how can they get it right when design opinions are
endless, design patterns are seemingly infinite, and
consumer interactions and expectations are ever-evolving?
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M Y T H # 1
Place important content above the fold
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“The fold” is a term adopted from
newsprint media, referring to the
physical crease of a folded newspaper.
This term and design philosophy was
adopted by digital media in the 1990’s
for the default view of a webpage,
without scrolling.
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B U S T I N G T H E M Y T H
The fold is nonexistent or irrelevant
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These days, we observe scrolling as a reflexive action on page load.
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Guiding the user through storytelling and AIDA.
Introduction
A
I
D
A
ATTENTION
Provide unexpected, surprising content to get the attention
INTEREST
Provide a relevant message based on the user’s context
DESIRE
Communicate unique benefits, building unique brand image,
offer products based on user’s context
ACTION
Provide possibilities to purchase, subscribe, contact
Introduce the topic
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M Y T H # 2
Design standards yield success.
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Standardized design patterns address the visual appearance (the “look”) and interactions
(the “feel”). Many brands feel that this will ensure a good user experience.
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B U S T I N G T H E M Y T H
Standards are necessary, but not sufficient!
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With the explosion of consumer device types and sizes,
brands are challenged by content presentation.
https://opensignal.com/reports/fragmentation.php
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B U S T I N G T H E M Y T H
“Consistent” does not mean “the same”!
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A consistent experience across devices
also entails explicitly tuning the
interactions to the device, and further
varying the experience to address the
changing context of usage.
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These five dimensions define the key characteristics of user experience
brands must consider when shaping their stories.
Control Access Fit Sense Continuity
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A long-term digital experience measurement and optimization approach.
Understand
Context
Situate &
Scale
Measure &
Evaluate
Recommend
Optimization
Design &
Deliver
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L A S T B U T N O T L E A S T
The way forward
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Extend well beyond design standards
and analytics. Ensure early and
continuous involvement of target users.
TAKE AWAY #1
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Apply ruthless attention to detail
and user’s context, ensure all
design flaws are addressed.
TAKE AWAY #2