UX Principles and Process


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A basic overview of User Experience principles for research, strategy, and design. Includes a little on history, cognitive sciences, gamification, information architecture, LeanUX, research tips, and work samples.

Originally gave talk at HackingAsbury on June 22, 2013

Published in: Design, Technology, Education

UX Principles and Process

  1. 1. @chrispalle@wisdomandcraft#hackingasburyhuman-Centricresearchstrategydesignwisdom+ craftUXPRINCIPLES+PROCESSJune 22, 2013Monday, June 24, 13
  2. 2. wisdom+ craft@chrispalle@wisdomandcraft#hackingasburyAGENDAINTRODUCTIONBASICUXPRINCIPLES+conceptsUXASPRACTICEQUESTIONS?Monday, June 24, 13
  3. 3. WISDOM+CRAFT DEEP DIGITALCOMPETENCIESProduct+ServiceDesignUserResearchUXStrategy+PlanninGCONTENTSTRATEGY Branding+IdentityCommunityManagementwisdom+ craftPROJECTMANAGEMENTMonday, June 24, 13
  4. 4. @chrispalle@wisdomandcraft#hackingasburyhuman-Centricresearchstrategydesignwisdom+ craftBASICUXPRINCIPLESMonday, June 24, 13When it comes to what UX is, ultimately there are basically two camps: Those who think we can design a person’s experience (this is called User Experience “Design”) and those whothink we can only design and build a thing – for someone to experience. I’m in the latter group. I believe the user owns their experience. This is important for two reasons: 1- i believeit’s audacious to think we actually have the ability to manipulate the mind at the level of “experience” so much that we can claim to have designed it. 2 - it forces us to ask, “well, if idon’t control the experience what can I do to understand it?” and simply, it begins with listening.
  5. 5. wisdom+ craftNOTTHEPRESENTATIONLAYERMonday, June 24, 13the presentation layer is simply the touchpoint in a product or service for others to experience.
  6. 6. wisdom+ craftNOT THE PRESENTATION LAYERhttp://wirewax.wordpress.com/2012/03/27/smart-tv-just-got-smarter/Monday, June 24, 13it’s about the social interactions between person and machine and between other people.
  7. 7. wisdom+ craftBASICGOALSOFUXEasy-to-UseUsefulMemorable DesirableMonday, June 24, 13most basic: Easy-to-use, intuitive, User-Friendliness i.e. Do people even get it?also fairly basic: useful. Does it provide value?i put memorable and desirable on the same level because while most times we want our products and services to be memorable and desirable, sometimes, we just need to worry aboutone.
  8. 8. wisdom+ craftTHINKHOLISTICALLYInstitutionalrules+objectiveshumanwants+needsTechnicalfeasibilityMonday, June 24, 13while we do put them at the forefront. It’s naïve to think we need to only consider our users’ wants and needs.(this also creates the “Problem Space” which we can talk more about later)
  9. 9. wisdom+ craftDEEPROOTSINCOMMUNICATIONProto-writinghttp://en.wikipedia.org/wiki/History_of_writingEarly Chinese PictogramsCuneiformProtowritingKanjiMonday, June 24, 13How did we get here? There are millennia of progress, to take a look at a few key highlights..simple language, symbology plays a critical role
  10. 10. wisdom+ craftBOTHSCIENCE+ARThttp://www.panomatics.net/theundividedmind/Monday, June 24, 13Both Art and Science
  11. 11. wisdom+ craftTHEARTS+ARCHITECTUREMonday, June 24, 13I personally think Da Vinci’s artwork is stunning, but also look at these sketches. think about the human-centeredness he instilled in our scientific thinking. Additionally, In architecture,as we move away from gothic and move into the renaissance, the shapes become less harsh, more rounded. (from crosses to circles)
  12. 12. wisdom+ craftCOGNITIVESCIENCESget symbology fromearly mediabisrtoPsychologyAnthropologyArtificial IntelligenceEducationLinguisticsNeurosciencePhilosophyMonday, June 24, 13But this is the core of where our understanding begins. The way people think as a consideration of User Experience is the most critical component to the foundation of our practice.
  13. 13. @chrispalle@wisdomandcraft#hackingasburyhuman-Centricresearchstrategydesignwisdom+ craftBASICCONCEPTSMonday, June 24, 13By no means is this meant to be comprehensive, but these basic concepts should help you give a bit more thought to how we can better serve people though our organizations’products, services, ideas.
  14. 14. wisdom+ craftGAMIFICATIONMonday, June 24, 13Badges! Levels! and Leaderboards! oh yeah!!
  15. 15. wisdom+ craftGAMIFICATIONMonday, June 24, 13not.Okay. I just have to get this out of the way. Yes, things like Reputation, Status, Achievements will motivate, but that’s just the shallow surface, it’s the underlying principles at work thatmake these effective. Leveraging principles that we’ve learned from the cognitive sciences, motivate change in behavior by making the difficult more enjoyable. We’re aiming to create asense of flow through engagement with appropriate challenges & rewards.Let’s not throw the baby out with the bathwater, though.
  16. 16. wisdom+ craftLOSSAVERSIONOnce we “own” something,we tend to not want to lose it.Monday, June 24, 13
  17. 17. wisdom+ craftSOCIALPROOFIf someone else is doing it,others are likely to follow –especially in uncertain times.E.G. Reviews, DemonstrationsMonday, June 24, 13
  18. 18. wisdom+ craftFEEDBACKLOOPFord Fusion Dashboard Nest ThermostatMonday, June 24, 13we understand our world better and are motivated to change when we know how we impact it.
  19. 19. wisdom+ craftKANO’SMODELMonday, June 24, 13Blue– Performance is parity: theoretically, for every dollar we spend, we get two dollars of performance, but this just on-par with our competition.Green– If we don’t meet the most basic needs of our users, they will never be satisfied.Red– In order to break out of the “box of indifference,” we need create something exciting, stimulating e.g. DelightersSurprises, Being Considerate, Gifting, etc.
  20. 20. wisdom+ craftHICK’SLAWMonday, June 24, 13time to make a decision increases with complexityRelated to the “Paradox of Choice” - more options can lead to a mental freeze.Solution: try using 7 ± 2 (old rule of “Chunking”)
  21. 21. wisdom+ craftFITTS’LAWWhat the???Monday, June 24, 13time required to move to target is a function of the size and distanceseems basic, but can lead to errors and slow performance (human) – Why in the world would we put the Power button next to the delete key???? I guess Apple believes they don’t makemistakes. ;-)
  22. 22. wisdom+ craftAFFORDANCESLearn more about: J.J. Gibson and Donald NormanMonday, June 24, 13Affordance is a concept first raised by 20th century psychologist J.J. Gibson and popularized by Donald Norman. It basically means that when we see something that interactive, weshould immediately understand what to do with it.
  23. 23. wisdom+ craftAFFORDANCESMonday, June 24, 13I call this a “Norman Door.” This is a unidirectional door. Notice how confusing it is know whether, as a user, we Push or Pull? So much, the designer needed to spell it out - wastingcognition and space by adding clutter and noise to the design.
  24. 24. wisdom+ craftTo help gather (and share) informationabout users, tasks, and goalsTo put a human face on analytic dataTo spark new design concepts andencourage collaboration and innovationTo share ideas and create a sense ofshared history and purposeSTORYTELLINGSource: Storytelling for User Experience by Whitney Quesenbery & Kevin BrooksMonday, June 24, 13Storyboarding can bring raw research facts and data to life, or draw together disparate data into a cohesive whole that the team can act upon.
  25. 25. wisdom+ craftLEANUXState your desired outcomesHypothesize; Write the test firstDesign an ExperimentMake an Minimally Viable Product (MVP)Get out of the BuildingTeam SynthesisRepeatIdeasBuildTestMeasureDataLearnSource: Either Josh Seiden, Jeff Gothelf, or Anders Ramsey (sorry guys, can’t remember where we saw this first)Monday, June 24, 13Most important on this list: (GET OUT OF THE BUILDING)
  26. 26. @chrispalle@wisdomandcraft#hackingasburyhuman-Centricresearchstrategydesignwisdom+ craftINTERVIEWING+RESEARCHTIPSMonday, June 24, 13Okay, with all this chatter about getting out of the office and getting feedback, we wanted to give you some practical tips on how to get some good feedback.
  27. 27. wisdom+ craftSCIENTIFIC METHODREVIEWRetain or Reject HypothesisDevelop TheoryObservation or ExperienceDefine ProblemHypothesisGather EvidenceMonday, June 24, 13Quick review.
  28. 28. wisdom+ craft• Stay Objective• Be aware of your own interactions; may influence responses• (Especially your initial greeting)• Listening is a Gift• Ask open ended questions• Dont ask "leading questions"• Dont Interrupt - two ears, one mouth :-)• Take Awesome NotesRESEARCH!Monday, June 24, 13Self-awareness. Don’t be too cold, though. You want to be comfortable, but most important, you want your subjects comfortable so they can be more candid.(leading questions have the answer for which we’re looking baked into the question)
  29. 29. wisdom+ craft• Use the “5 Whys”• Get to the Cause (not just the correlation)• Body Language Speaks Volumes• Be conscious of how you posture yourself• Use it to your advantage to engage the interviewee• Be Culture Conscious• Don’t be assumptive, be careful of your own biases; myopia• Look for key “action” words• We’re trying to identify their tasksRESEARCH!Monday, June 24, 135 Whys Remember we’re looking for motivations, goals, behaviors. So, get to the root: For every response to a “Why” question, ask “Why” to the response. The rule-of-thumb is that you’llget to the root with 5 “whys”
  30. 30. wisdom+ craftTENDENCIES+BIASES“Not Invented Here”Design by Committee and Personal Preference(or my idea’s the best)Disabilities (not having them)Attractiveness Bias & Aesthetic Usability EffectMonday, June 24, 13
  31. 31. @chrispalle@wisdomandcraft#hackingasburyhuman-Centricresearchstrategydesignwisdom+ craftUXASPRACTICEMonday, June 24, 13Just as with the concepts, this section is in no way meant to be comprehensive. Just want to give some ideas about what we do and how we get there.
  32. 32. discovery strategy designBusiness AnalysisTechnical FeasibilityUser ResearchUsability StudiesEthnographyCard SortingAnalyticsPlanning + ScopingWaterfall vs. AgileVision ArticulationContentMessagingSketchingPrototypingInformation ArchitectureService DesignDetailed DesignImplementationMonday, June 24, 13There are really only two modes of activity, which you see in detail on the next slide, but when you’re not static, you’re either learning or generating; thinking or doing.
  33. 33. wisdom+ craftCONTINUOUSINNOVATIONThis is part of w+c’s proprietary Design Research Framework™Monday, June 24, 13This is how we work together. Cycles can be short, cycles can be long.
  34. 34. wisdom+ craftEMPATHYMAPPINGhttp://www.gogamestorm.com/?p=42Monday, June 24, 13Empathy Maps, originally developed by XPLANE, is a quick and dirty way to get the institutional knowledge (what your organization already knows) about your end users out in front tohelp the team build empathy for them. This can also be used to developed hypotheses for personas that can tested in the field with primary research.
  35. 35. wisdom+ craftPERSONASMonday, June 24, 13
  36. 36. wisdom+ craftSKETCHINGMonday, June 24, 13
  37. 37. wisdom+ craftPROTOTYPINGMonday, June 24, 13
  38. 38. wisdom+ craftGONEWRONGMonday, June 24, 13
  39. 39. wisdom+ craftSERVICEARCHITECTUREMonday, June 24, 13
  40. 40. wisdom+ craftCONTENTMAPPINGMonday, June 24, 13
  41. 41. wisdom+ craftINFORMATIONARCHITECTUREMonday, June 24, 13
  42. 42. wisdom+ craftINFORMATIONARCHITECTUREMonday, June 24, 13
  43. 43. wisdom+ craftINFORMATIONARCHITECTUREMonday, June 24, 13
  44. 44. wisdom+ craftINFORMATIONARCHITECTUREMonday, June 24, 13
  45. 45. wisdom+ craft@chrispalle@wisdomandcraft#hackingasburyTHANK YOUQUESTIONS?Monday, June 24, 13