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MoDevUX Conference Workshop


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Carolyn Chandler and Brian Henkel lead a design workshop at the MoDevUX 2014 (Mobile User Experience Conference) in McLean, VA.

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MoDevUX Conference Workshop

  1. 1. Beyond Functionality UX
  2. 2. Carolyn Brian
  3. 3. In this workshop, you will... Develop a design personality by exploring your personal values, using them to ground your decisions Learn design principles that make solutions more human, by considering emotion and providing delight Conceptualize an experience in order to find and design for key moments that make or break your users’ experience
  4. 4. Play Brand-y Land (in the key of Taboo) • Divide into even teams. Each person take 5 slips of paper. Without talking, write down one brand on each piece of paper. Fold each one twice and put all in the same container. • Flip a coin to see which team goes first. Teams, pick your starter. • Each team member has 60 seconds to get their team to guess as many brands as possible - WITHOUT saying the brand name. Think of the experience of the brand, or its messaging. The player keeps each correctly guessed answer slip. If you say the name or pass, the slip goes back in the bowl (don’t reveal it! The other team may get it next). • Alternate rounds. When slips are gone, the team with the most slips wins!
  5. 5. Usable is No Longer Good Enough
  6. 6. We've dedicated much of our history to making products usable by focusing on the flaws in our designs.
  7. 7. "...the emotional side of design may be more critical to a product's success than its practical elements" - Donald Norman Emotional Design
  8. 8. Learned helplessness has flipped due to higher expectations
  9. 9. "Psychology should be as concerned with strength as with weakness" - Martin Seligman Positive Psychology
  10. 10. Products that anticipate needs, inspire trust, acknowledge emotion, and provide delight are often the ones that are not only used, but shared and loved.
  11. 11. "Making websites usable is like a chef striving to make food edible." - Aarron Walter Designing for Emotion
  12. 12. Adding this essential layer to your design does not come from adding bells and whistles... It comes from creating a personal connection with your user.
  13. 13. A Personal Connection with People
  14. 14. Personal connections are about building rapport
  15. 15. "...the doctor has to take the time to to explain what happened and to answer the patient's questions -- to treat him like a human being. The doctors who don't are the ones who get sued."
  16. 16. What are the traits of a person you trust?
  17. 17. What Are the Traits of a ... CLOSE FRIEND ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ TRUSTED DOCTOR ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ GOOD BUSINESS PARTNER ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________ ______________________
  18. 18. How does technology build rapport?
  19. 19. A Personal Connection with Technology
  20. 20. When you think of technology that exhibits human traits, what comes to mind?
  21. 21.
  22. 22. FAILS
  23. 23.
  24. 24. Even if an interface does not contain cheesy anthropormorphic figures, users should feel there is a human behind the design
  25. 25. ...but in a good way
  26. 26. Stephen Andersen
  27. 27. This is even more critical for mobile solutions
  28. 28. Starting with Core Values
  29. 29. What would you take a stand for?
  30. 30. Thanks to Jim Cohen of Spark for this diagram and the examples of COFFEE BEAN and TEA LEAF, HERE, and Starbucks.
  31. 31. Here’s a sample challenge to build on through this workshop
  32. 32. TooCooks Challenge Too often cooking can become the lonely job of an individual. Sometimes it seems like kitchens only work for one - or for two people who cook together often. But cooking can be educational, fun, and collaborative. It can bring together people who may not know each other well, or those looking for a new activity to try. TooCooks is a solution that makes cooking with another person easier and more fun, regardless of their level of skills.
  33. 33. TooCooks Challenge: Personas Lawson, 25 years old Lawson moved to Chicago for work about a year ago. He’s at a point in his life where he’s looking for a serious relationship. He’s excited about Jessica, and for this date he wants to plan something more interesting than a restaurant and a movie.Goals • Impress Jessica both with his home, and with his desire to develop a serious relationship. • Have a fun date that helps the two of them get to know each other better. Frustrations • So many recipe sites call for ingredients or utensils that he doesn’t have yet! He doesn’t want to buy half his kitchen. • Lawson doesn’t know if Jessica is a great cook or a pure beginner. An overcomplicated recipe could backfire. He wants to look open and fun, but not ridiculous. Megan, 36 years old (with Angie) Megan recently married Ben, who has a 10 year-old daughter named Angie. Megan wants to get to know Angie in a way that’s friendly and home-oriented. She’d like to be an important and positive person in Angie’s life. Goals • Strengthen her relationship with Angie. • Form traditions for their new home together. Frustrations • Most nights Megan, Angie, and Angie’s father end up in front of the television. It’s easy but impersonal. Megan wants an interesting way to spend one-on-one time with Angie doing something active they’ll both enjoy. • Angie hasn’t done much cooking before and she can get anxious when faced with a challenge she doesn’t understand. Megan doesn’t want Angie to get stressed out about making something perfect. She just wants them both to have a good time creating something together.
  34. 34. Discuss this challenge • Describe times you’ve cooked with others. What was good about it? What was frustrating? • If you were on the design team for this app, what values of your own would you focus on related to this challenge?
  35. 35. The French
  36. 36. The British
  37. 37. In the 1970’s, Ann C Noble, professor emeritus of the University of California Davis created the aroma wheel
  38. 38. Brand Attributes  Corporate  Cutting-Edge  Decisive  Deliberate  Detailed  Dominating  Educated  Elitist  Energetic  Essential  Ethical  Exacting  Exciting  Exclusive  Experienced  Adaptable  Adventurous  Approachable  Assertive  Busy  Candid  Caring  Commercial  Communal  Complex  Concise  Conservative  Confident  Confidential  Conscientious  Familial  Fearless  Fresh  Friendly  Fun  Functional  Giving  Growing  Heavy  Honest  Hopeful  Humble  Impactful  Informed  Innovative  Inspiring  Modern  Nostalgic  Open  Organic  Organized  Outgoing  Political  Refined  Refreshing  Safe  Self-aware  Simplistic  Spontaneous  Stable  Sterile  Timeless  Transparent  Trusted  Vibrant  Warm  Welcoming  Youthful ADD YOUR OWN: ADD YOUR OWN:
  39. 39. As a group, pick 3-5 attributes of focus for your TooCooks solution. These are elements of your design personality.
  40. 40. Write descriptors for your words • Each person take a different one if possible
  41. 41. Voice and Tone
  42. 42. Brand Voice How you speak when you’re speaking as your brand - the personality expressed by the accent, choice of words, and other easily recognizable qualities. Tone gets into psychological qualities as well (like optimistic).
  43. 43. Define Your Personality UNIQUE What sets you apart from your competition? TRAITS What traits make up your personality? _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ What are you NOT? VOICE If your solution could talk, how would you describe its voice? _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ VISUALIZE Draw your solution as if it were a person (or animal or supernatural creature)
  44. 44. Brand Voice Karaoke You’re the brand manager for a popular fast food chain that’s announcing the addition of a new burger to its menu, via Twitter. • Generic Tweet: “Our new mini-burgers are so delicious, you won’t be able to eat just one!” • Re-write example for a haughty, designer burger chain for busy runway models: “Oooh, la-la. Our scrumptious mini-burgers are so “in” dahling, you’ll eat your dress size.”
  45. 45. Brand Voice Karaoke Rewrite the tweet: “Our new mini-burgers are so delicious, you won’t be able to eat just one!” As a high-seas, adventure-themed burger chain for little boys who want to be pirates
  46. 46. Now try it with our challenge • Write one playful message letting your user know that they don't have the right equipment to make creme brulee (no kitchen torch). • Write one straightforward message letting the user know that their account information may have been accessed by hackers.
  47. 47. TooCooks Challenge: Potential Features • A cook profile, which stores information on a player’s skill level, food preferences, and allergies. This should be gathered via a short questionnaire and stored for use with multiple cooking events. • A kitchen profile to determine what kinds of equipment or utensils will generally be available. • An event picker that allows players to choose the tone of the cooking event (such as “Romantic,” “Educational,” “Silly”), the meal type (breakfast, lunch, dinner), and how many people are dining. • Recipe suggestions (3-6) based on data from the event picker, the kitchen profile, and cook profiles, with a way to choose one of the recipes. • A recipe stepper for the chosen recipe, with timed tasks and audible alerts customized for each cook playing. • A fun gap-filler! Consider conversation starters, mini-games, trivia, or educational challenges. These will appear when players are waiting for water to boil. Players should be able to pause and resume. PROFILE { STEPPER { EVENT {
  48. 48. Storyboard a Flow • As a group, choose a feature set to dive into. • 3X2 individual storyboarding. Shoot for 2 minutes a section. • Share with 1-2 people in your group.
  49. 49. Making Mobile Personal: Design Principles
  50. 50. SPONGE SPARK SPLATTER SCULPT STORYTELL One of the hardest jobs of a design team is effective use of a SAVVY NO Choose a design challenge and immerse in the related context. What do you want to make better? For who? Take insights from Sponge. Define your audience and their needs. Generate the solution idea you want to design. Brainstorm multiple ideas (quantity over quality). Explore possible features and content. Form and refine your solution with user insights and design strategy. Express the importance and meaning of your solution.
  51. 51. Pick a card! Pair up (2-3 max) within your groups and choose 1 card for each pair
  52. 52. Design Principles 1. Embrace Your Unique Character (Kings and 6’s) 2. Be Attentive & Anticipate Needs (Queens and 5’s) 3. Show Empathy & Compassion (Jacks and 4’s) 4. Inspire Curiosity & Playfulness (10’s and 3’s) 5. Surprise & Delight (9’s and 2’s) 6. Use Humor When Appropriate - (8’s and Aces)
  53. 53. 1. Embrace Your Unique Character
  54. 54. Waze
  55. 55. 2. Be Attentive & Anticipate Needs
  56. 56. Donna
  57. 57. Foursquare
  58. 58. Pocket
  59. 59. don't be creepy
  60. 60. Google Now
  61. 61. Show Empathy & Compassion Louis C.K. 3. Show Empathy & Compassion
  62. 62. FAIL
  63. 63. Hipmunk
  64. 64. Pinterest
  65. 65. 4. Inspire Curiosity & Playfulness
  66. 66. Tinder
  67. 67. Duolingo
  68. 68. 5. Use Humor When Appropriate
  69. 69. Yahoo
  70. 70. Moosejaw
  71. 71. 6. Surprise & Delight
  72. 72.
  73. 73. Timehop
  74. 74. Tumblr
  75. 75. For our hot potato… What did you write down? • Words describing the object’s look and feel • Features you would say this object has
  76. 76. Jared Spool provides this spectrum: Frustration Neutral Delight "It doesn't suck, but it's not remarkable, either" this is a reductive process... ...whereas this is more additive
  77. 77.
  78. 78. A vocabulary to start: Kano Analysis Kano Analysis Questions (per feature) What do you think of the product if it includes feature X? What do you think of the product if it does not include feature X? There are three valid responses for either question: “I like it,” “It doesn’t matter to me,” or “I dislike it.”
  79. 79. Example: Air Travel Basic features: Your flight won’t be cancelled Your ticket guarantees you a seat Performance features: How much legroom you have Number of nonstop flights available Delighters: A comedian at the intercom Free gourmet snacks
  80. 80. Activity Now let’s mark… • 2 features that you consider Basic Users are neutral about having them but dissatisfied if they’re absent. • 2 features that you consider Performance Users are satisfied when present, dissatisfied when absent. • 2 features that you consider Delighters Users are neutral when absent but satisfied when present.
  81. 81.
  82. 82. MailChimp
  83. 83. Applying Principles to a Flow
  84. 84. Create a new 3x2 iteration of your flow • Use your design principle to focus • Consider what you liked about your buddy's flow from round 1 • Think about the emotions your users are probably feeling. Does that affect your design?
  85. 85. Try this again, with another challenge • If you have a current app, assess it against today’s design principles. Have a good one to share? Partner with those in your group. If not, we have a second challenge at <insert link> • Create a design personality worksheet
  86. 86. Carolyn Chandler @chanan Brian Henkel @bhenkel