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Tradecraft UX

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UX is a process of making the invisible - or just ignored - both obvious and actionable. This talk, given at Tradecraft in San Francisco, led students through my personal path to UX practice, and gave them some methodologies to deploy when they begin a practice of their own.

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Tradecraft UX

  1. 1. Alexis Finch aka @agentfin DEFENESTRATION EXPERT UX [Applied Anthropology / Experience Design]
  2. 2. Path to Purchase
  3. 3. why we shop changes
  4. 4. what’s in a store Your average supermarket carries between 30,000 - 50,000 items Typical household buys only 300-400 distinct items per year About 150 of these are ‘regular purchases’ that are bought at least once every 3months... this obviously leans heavily toward food items. In an average-sized supermarket there are 4,600 display items (Not including packaging) Less than 20% of passing customers even glance at a display Only around 6% take any action**
  5. 5. The Other …Shelf
  6. 6. …BUT WAIT. THERE’S MORE TO IT THAN THAT. “WHEN IS A BOWL NO LONGER A BOWL?” …BUT WAIT. THERE’S MORE TO IT THAN THAT. “WHEN IS A BOWL NO LONGER A BOWL?”
  7. 7. - Why are you having cereal? - That’s what was in the cupboard. Really need to buy some groceries. - Are you hungry? - Well, I’m going to eat something. - Why do you want to eat something? - Actually, I just saw three ads for food on TV. - Why are you watching TV at this hour? - Well, I’m kinda lonely cause my boyfriend is out of town. - Why are you lonely without him? - Uh, well… I just moved here to live with him. I don’t have any friends here yet.
  8. 8. User Experience: - The interaction of someone with this thing you’ve made. User Experience Research: -Who is this person touching your stuff? -Why are they touching it? -Where are they touching it? -What do they get out of it? -Was it ‘nice?’ -Did it actually answer their “need?” - …and do you want it to?
  9. 9. So, does our user need a nicer spoon, a better bowl, tastier cereal… …or perhaps some new friends and a local bar?
  10. 10. What is the number one difference in how people shop in Asia vs the US?
  11. 11. Why do bike lanes work?
  12. 12. What is the most dangerous creature in the world?

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