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User Experience Doesn’t Happen on a Screen - It Happens in the Mind. Introducing the Six Deliverables that Ensure You Seduce the Six Minds. - John Whalen

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User Experience Doesn’t Happen on a Screen - It Happens in the Mind. Introducing the Six Deliverables that Ensure You Seduce the Six Minds. - John Whalen

  1. 1. User Experience Doesn’t 
 Happen on a Screen -
 It Happens in the Mind Psychology + User Experience + InnovationBrilliant Experience John Whalen, PhD Founder & CEO, Brilliant Experience President, UXPA-DC
  2. 2. UX is all about listening "Listening is a hugely powerful form of attention. It's presence. And if you are really listening, you are genuinely curious and you are open to be surprised and changed by what comes back at you.” -Krista Tippett
  3. 3. About John PhD Cognitive Science Johns Hopkins University Cognitive Neuroscience Vision Science Linguistics John Whalen, PhD CEO, UX Lead Post Doc. at UCLA during dot.com boom Professor in Psychology CEO, UX Lead Brilliant Experience President, UXPADC User Insights Strategy User Experience
  4. 4. Brilliant Experience Psychology + User Experience + Innovation
  5. 5. Brilliant Experience Psychology + Innovation + Design
  6. 6. We help companies to build
 brilliant user experiences 
 by listening to users’ drives, wants and needs. (Mom: That’s nice dear, but…)
  7. 7. What is user experience?
  8. 8. A responsive design?
  9. 9. What is User Experience? The look and feel?
  10. 10. What is User Experience? The interaction design?
  11. 11. NO UX doesn’t happen on a screen.
  12. 12. UX happens in the mind.
  13. 13. Vision / AttentionLanguage MemoryEmotion Wayfinding Decision Making UX is multi-dimensional and multi-sensory.
  14. 14. Introducing the Six Minds
  15. 15. Vision / Attention What is the user looking for? What is drawing attention? A word? A shape? An image?
  16. 16. Wayfinding Vision / Attention How do you maneuver and interact? How do you know where you are? How do you go from place to place?
  17. 17. Wayfinding Vision / Attention Memory What is the person’s frame of reference? What are they expecting? What do they associate with these ideas?
  18. 18. Language Wayfinding Vision / Attention Memory What words do they use? What is the meaning to them? How expert are they? What is the right tone?
  19. 19. Language Wayfinding Vision / Attention MemoryEmotion What are they feeling at this moment? What life goals are in play? What do they fear / strive for?
  20. 20. Language Wayfinding Vision / Attention MemoryEmotion Decision Making What is their decision making flow? What info do they need at each stage? What is their “problem space”?
  21. 21. That is all well and good John but…
  22. 22. …how do you a digital user experience? design select uncover determine evaluate agree on
  23. 23. Ask the right questions and listen. 
 The UX will emerge from the users’ words and behaviors.
  24. 24. How we listen to the Six Minds
  25. 25. Vision / Attention
  26. 26. We get both conscious and subconscious behavior.
  27. 27. We look at group behavior with rolling 5-second snapshots of eye flow.
  28. 28. Conscious: 
 Seeking action near citation.
  29. 29. Subconscious: Doesn’t attend box, doesn’t provide “affordance”.
  30. 30. Conscious: 
 Anticipating inline action.
  31. 31. Subconscious: 
 Not drawn to box despite color.
 Strong bias for center column.
  32. 32. Vision: Observation Process 1. Traditional eye tracking data: ‣ What was looked at in first few seconds / rolling “5 second test”? ‣ What was drawing attention? 
 2. Going beyond eye tracking ‣ Eye tracking + verbalizations + interpretation = subconscious “mind’s eye”. Deliverable: Map of mind’s eye
  33. 33. Wayfinding Ants meander from nest to food source but make a beeline home and circle when close. Show wayfinding ability.
  34. 34. We can’t predict behavior - like the touch screen action by the person in the lower right frame.
  35. 35. Users can have trouble understanding how to interact, as is the case for the search interaction below.
  36. 36. They can also navigate and be surprised 
 - thinking they would get somewhere else.
  37. 37. Their pattern of scanning with their eyes can indicate 
 how they are navigating space.
  38. 38. Deliverable: Expected interactions and flow Wayfinding: Observation Process MEASUREMENT METHOD Expected interactions Observe behavior: Clicks, swipes, etc. Expected flow Discussion: Listen for surprise Scan pattern Eye tracking: Distinctive patterns of scanning
  39. 39. Memory Which is the real penny? We know generalities about an idea, but not specifics.
  40. 40. Maybe we agree to have a drink after work.
 Perhaps you’re thinking we’re going here.
  41. 41. But I was thinking here. What is different about the experience? The bathrooms?!
  42. 42. Ecommerce Expectations STAGE EXPECTATIONS Cart Change cart, coupons Shipping Pricing, box size, requires signature? Billing Return policy Those expectations can also apply to digital interactions, like what you can do on an ecommerce site.
  43. 43. Figure 1: Cuisinart Corporate Store Figure 2: Cuisinart Web Store ADD TO CART What the…? After clicking “Buy Now” would you expect to go to a screen that says “Add to Cart”?
  44. 44. Memory: Observation Process 1. Ask questions that uncover expectations: “What’s about to happen?” 2. Use transcripts, inferences to determine mental models Deliverable: Mental models
  45. 45. Emotion Emotions can be nearly instantaneous, and may relate to a moment, or fears / excitement about longer term goals.
  46. 46. This site balances family-friendly emotions and the thrill of accomplishment, like the middle-right panel.
  47. 47. Emotion Emotional content can apply to business too and are thinking about what could be if they sell more.
  48. 48. Emotion: Observation Process 1. Use contextual inquiry to generate empathy 2. Probe for big goals, fears, not just immediate term tasks Deliverable: Emotional map: goals, fears and elicitations of each
  49. 49. Language Language is constantly in flux. What words are used by the target audiences, and at what times (e.g., these texts)?
  50. 50. How many people know what a “Transient Ischemic Attack” is? Might the term “Mini-stroke” be better?
  51. 51. When singles and those with small families talk about weekends, very different words come out.
  52. 52. Kelly Luxury RoyalTreatmentW Fl DefineLuxury Limo Mass ShoeSBestRest Everyoneat ExoticFoods Pam pered First Class Elite Status Love Lo F Aspire to do C Vacation Sp Life Style CarsC-Class MB SLK Non-Travel Crossfit olunteer Triathlon Symphony Opera r with Friends Movies Brands Virgin Am erica RitzM arriott M andarin Shangri-La MercedesnMarcusgammo Services eper ner tor Lazy,SleepIn Associations between words and their meanings can also vary widely and must be tested.
  53. 53. Language: Observational Process 1. Record interviews, analyze transcripts for word usage ‣ How do words/ideas vary by group (e.g., novice/expert) 2. Probe for detailed meaning of terms Deliverable: Word frequencies (Wordle) and associations
  54. 54. Decision Making Sales can soar when the right decision making
 information is presented to help the process.
  55. 55. If you had 100,000 devices connected to the internet, how would you decide which ones to service first?
  56. 56. Summarizing data can make that decision easier 
 than just providing a giant list.
  57. 57. Observational Process 1. Ask: What is the flow of their decision making? 2. Observe: What do they need to know when? 3. Infer: What do they think the “problem space” is? Is that really it? Deliverable: Definition of problem space and just-in-time assistance
  58. 58. Real-World Application
  59. 59. Emergent Process INTELLIGENCE ‣ Team Landscape Session (Goals & Drivers) ‣ Previous Research Examination ‣ Expert Review ‣ Analytics ‣ Competitor Comparable Review ‣ Stakeholder Interviews (Business Strategy) Formalized Questions
  60. 60. Emergent Process INTELLIGENCE INSIGHTS ‣ Team Landscape Session (Goals & Drivers) ‣ Previous Research Examination ‣ Expert Review ‣ Analytics ‣ Competitor Comparable Review ‣ Stakeholder Interviews (Business Strategy) ‣ User Research/Testing: ‣ 1-on-1 in test facility or in situ ‣ Remote moderator led testing ‣ Focus groups ‣ Determine overlap of user needs, project team goals, stakeholder wants. Formalized Questions Insights & Opportunities
  61. 61. Emergent Process INTELLIGENCE INSIGHTS IDEATION ‣ Team Landscape Session (Goals & Drivers) ‣ Previous Research Examination ‣ Expert Review ‣ Analytics ‣ Competitor Comparable Review ‣ Stakeholder Interviews (Business Strategy) ‣ User Research/Testing: ‣ 1-on-1 in test facility or in situ ‣ Remote moderator led testing ‣ Focus groups ‣ Determine overlap of user needs, project team goals, stakeholder wants. ‣ Strategy Session / Design Workshop ‣ Involves team members from across organization ‣ Present them with research findings ‣ Lead through design- thinking process ‣ Sketch ideas together Formalized Questions Insights & Opportunities Conceptual Directions
  62. 62. Emergent Process INTELLIGENCE INSIGHTS IDEATION ILLUSTRATION ‣ Team Landscape Session (Goals & Drivers) ‣ Previous Research Examination ‣ Expert Review ‣ Analytics ‣ Competitor Comparable Review ‣ Stakeholder Interviews (Business Strategy) ‣ User Research/Testing: ‣ 1-on-1 in test facility or in situ ‣ Remote moderator led testing ‣ Focus groups ‣ Determine overlap of user needs, project team goals, stakeholder wants. ‣ Strategy Session / Design Workshop ‣ Involves team members from across organization ‣ Present them with research findings ‣ Lead through design- thinking process ‣ Sketch ideas together ‣ Sketch ideas ‣ Wireframe layout ‣ Build interactive prototype ‣ Usability testing, A/B testing, test against competitor sites ‣ Learn and refine Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype
  63. 63. Emergent Process INTELLIGENCE INSIGHTS IDEATION ILLUSTRATION ‣ Team Landscape Session (Goals & Drivers) ‣ Previous Research Examination ‣ Expert Review ‣ Analytics ‣ Competitor Comparable Review ‣ Stakeholder Interviews (Business Strategy) ‣ User Research/Testing: ‣ 1-on-1 in test facility or in situ ‣ Remote moderator led testing ‣ Focus groups ‣ Determine overlap of user needs, project team goals, stakeholder wants. ‣ Strategy Session / Design Workshop ‣ Involves team members from across organization ‣ Present them with research findings ‣ Lead through design- thinking process ‣ Sketch ideas together ‣ Sketch ideas ‣ Wireframe layout ‣ Build interactive prototype ‣ Usability testing, A/B testing, test against competitor sites ‣ Learn and refine Formalized Questions Insights & Opportunities Conceptual Directions Validated Prototype
  64. 64. What we were told their clients needed: “One comprehensive solution.”
  65. 65. This small business owner wants to get paid for managing ponds. He doesn’t want a “comprehensive solution”.
  66. 66. She is worried about selling more ice cream online, and wants one simple solution (not custom).
  67. 67. Stakeholders worked together to prioritize business goals and target audiences to identify conceptual directions.
  68. 68. Many sketches were made to devise the optimal solution.
  69. 69. All “six minds” factored into the design.
  70. 70. Summary
  71. 71. UX happens in the mind.
  72. 72. UX is multi-dimensional and multi-sensory. Language Wayfinding Vision / Attention MemoryEmotion Decision Making
  73. 73. Ask the right questions and listen. 
 The UX will emerge from the users’ words and behaviors.
  74. 74. Thank you! Psychology + Innovation + DesignBrilliant Experience
  75. 75. John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology + Innovation + DesignBrilliant Experience

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