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Photo ux nux 061014


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Slides from @chudders presentation at NUX 2014 on User Centred Photography

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Photo ux nux 061014

  1. 1. I’d like to introduce you to the idea of thinking about photos from a user centred point of James Chudley User centred photography NUX 2014 @chudders view
  2. 2. It’s good to be back @chudders I discovered photography and UX 14 years ago when I moved to the North West to work for Amaze, so it’s great to be back talking about two of my favourite topics.
  3. 3. Plan of attack @chudders 1. Why are photos so important? 2. Some photoUX stories 3. Qualities of usable photos 4. Tips to improve photoUX
  4. 4. What do I do all day? @chudders I’m a UX Director at cxpartners and am lucky to lead projects for these clients amongst others…
  5. 5. I’ve written a couple of books @chudders ★ ★ ★ ★ ★ “Good price. Well packaged. Arrived promptly. Just what she wanted. I’m being asked for more words, but really that’s all I want to say” £2 from I’ve also had the opportunity to write a couple of books along the way.
  6. 6. But more importantly I bloody love photography @chudder@s chudders I absolutely love photography, it has been an all consuming hobby of mine for the last 14 years.
  7. 7. I’m on a mission I’m on a mission to try and improve the effectiveness of web @chudders quality and photos.
  8. 8. We are all photographers @chudders We all have cameras in our pockets these days. It’s never been easier to take, share and publish photos.
  9. 9. You are already photoUX experts @chudders Would you link in with them? We’ve all thought long and hard about the most appropriate photos to use to accompany our social media profiles, so you understand the importance of photos.
  10. 10. @chudder@s chudders Iconic photos stay in our minds forever..
  11. 11. @chudders And ad campaigns use photos to deliberately shock us and make us stop and think.
  12. 12. Photos are hugely important in our lives, documenting key moments… @chudder@s chudders
  13. 13. @chudder@s chudders ..such as family holidays…
  14. 14. …and our favourite sports teams! @chudder@s chudders
  15. 15. @chudders Photos also make us laugh, imagine my delight when I recently spotted this modification to a local street sign!
  16. 16. The crazy reality of photos & digital design @chudders Impact Investment (Behaviour & conversion etc.) So given how significant photos are in our lives why do we pay them so little attention during the design process?
  17. 17. So given the power of photos why do we do this? @chudders Stock images can cause problems as users can’t relate to the people that they see within them.
  18. 18. A recent favourite @chudders Would you be feeling this relaxed if you’ve just learnt that your identity had been stolen?
  19. 19. Photos are designed too @chudder@s chudders Photos are designed too. Consider for a moment the design thinking that went into this photo.
  20. 20. The photographer ‘layer’ @chudders 43 Shoot wide to convey space Control shutter to blur water Dynamism & movement Use directional light to add impact Wet floor acts as a reflector Use white wall on left as reflector Location choice - urban, aspirational, on brand Compose to only include relevant objects Use flash to enable use of fast shutter speed Ensure colour remains punchy to draw attention Blow sky to render neutral Dress image as appropriate Use lines on floor to guide the eye Shoot at eyeline to connect with people These are design decisions that the photographer made in order to get the photo they wanted..
  21. 21. Business layer @chudders 45 Educate & help Convey the Demonstrate understanding benefits usage Entertain Shock Illustrate a point Set expectations Persuade Get a reaction Create desire Sell & cross sell Show quality Demonstrate features Show uniqueness Show scale & what’s included Give context Communicate a proposition Convey a lifestyle Support the brand The ‘business’ will have contributed their own requirements to the Inspire Show accessories Convey intangibles Convey personality Create an emotional response brief too. Quality & trust Demonstrate value Imagine ownership Show details Improve perception
  22. 22. User layer How is it different? @chudder@s chudders 47 Does it look good? Is this what I want/ need? Can I imagine myself How does it work? there? Will it match ‘x’? Is it right for me? Will it be right for ‘x’ Will it fit? What does it come with? Entertain me! Where is it? What do I get? Have I got one like it? Am I in the right place? What will the experience be like? Does it look like value for money? Can I imagine owning it Does it look like fun? Is it good quality? Do I trust them? Has it got that feature I need? Is it what I would expect from them? Help me to understand it Is it safe? Do I like it? Does it look comfortable? Where will I be sitting/ staying/ watching from? Will there be people like me there? And of course users have all sorts of things they need to know that a photo can help to answer.
  23. 23. Why do we just ignore them in our work? @chudders I find it odd that as UX designers we do so little to inform the choice of photos given we know so much about user and business requirements.
  24. 24. Some stories from the front line @chudders
  25. 25. Users who viewed this site told me how wonderful the company were as they would clearly deliver whatever the weather, the photos gave them a great first impression of the business! @chudders
  26. 26. @chudders In this example people didn’t like the look of ‘Liam Gallagher man’ so we’re dissuaded from choosing the £9.99 (best for the business) option
  27. 27. @chudders Can you trust people if you cant see their eyes?
  28. 28. Some insights from Craig Sullivan @optimiseordie Craig is your man for quant based evidence around the impact of photos - check out his slideshare pages. ‘Body language of people in photos has an impact on conversion…” ‘Photos must match the emotional state of the user, who would you want to see if you’ve just had your windscreen smashed …you want to see your mum with a cuppa” @chudders Belron (Autoglass in Germany) ‘The comprehension and perception of a service are largely influenced by photos…”
  29. 29. @chudders What is a usable photo?
  30. 30. “...the most usable and effective photos communicate something clearly to the user, are useful, are in keeping with the brand, evoke an emotional response, and influence the user in the way that the designer intended...” @chudders
  31. 31. Ornamental vs content photos Ornamental photos don’t really help much, they are often used to fill a space and often serve little purpose. @chudders
  32. 32. Ornamental vs content photos ‘Content’ photos like these are helpful and serve a purpose. @chudders
  33. 33. Effective photos show the benefits This photo effectively communicates the benefits of the product, I can instantly see what it does and how it might be useful. @chudders
  34. 34. Effective photos are consistent @chudders vs When the style of photography is inconsistent it distracts us from the product.
  35. 35. The photos of the product are the product Often the style of photography becomes an important part of the brand identity. @chudders
  36. 36. Use the eyes to your advantage We naturally look to see what others are looking at, see how these examples influence where you @chudders look.
  37. 37. Effective photos convey the intangibles @chudders Photos can convey concepts like ‘craftsmanship’ very concisely. Could you use words to communicate the same message so concisely?
  38. 38. Effective photos give credibility @chudders Older users loved the fact that Sir David was a patron of Arkive. Younger users perceived the same photo to mean that the website was for old people!
  39. 39. Effective photos convey scale @chudders If you are considering buying a van it’s likely that a forklift is a useful reference point to understand scale.
  40. 40. Effective photos persuade Photos of people we know can be very effective in persuading us to do things. @chudders
  41. 41. @chudders Evaluating photo UX
  42. 42. The Don @chudders photography “Good design is also an act of communication between the designer and the user.” This great quote from Don Norman works well for photos too.
  43. 43. @chudders ethos (CREDIBILITY) pathos (EMOTION) logos (LOGIC) . . Rhetoric - the art of persuasion We can use this formula to construct a persuasive message
  44. 44. @chudders Will it fit? Is this what I need? Will it match ‘x’? Is it right for me? Where is it? What do I get? Is it good quality? How does it work? Will it be right for ‘x’ Is it safe? Rational appeal (LOGOS) Reputation/ brand appeal (ETHOS) Does it fit with the brand? It’s a useful framework for understanding the different types of questions that people will ask of your photos. What qualities do I assume it has These guys know what they are doing If they made it it must be good User needs vs rhetoric Emotional appeal (PATHOS) Does it look good? Will the experience be good? Entertain me! Do I want it? Does it look like fun? Social/ Status appeal What will I look like with it? What will other people think? Is it for people like me? How will this make me look?
  45. 45. My photo usability checklist I’ve come up with a set of guidelines to use to evaluate photos, give them a try and let me know how you get on. @chudders 1. Legibility & credibility 2. What message does the photo communicate? 3. Usefulness & effectiveness
  46. 46. What can you do today to improve your photo UX?Hopefully you can use some of these tips on your own design projects. @chudders
  47. 47. Take a content strategy approach @chudders I think you can apply a content strategy approach to photos, check out my slideshare for more on this..
  48. 48. You can annotate Annotate wireframes wireframes to pass on your intentions to your @chudders Art Director or whoever chooses the photos in your team.
  49. 49. Sketch a brief @chudders Sketching photos is a great way of briefing photographers.
  50. 50. Audit what you’ve got @chudders • Audience • Task • Outcome/ Purpose • Primary message • Context - this will be shown at this point in the journey and with this content • Commercial objective Photo audit Why not take the same approach to auditing photos that we take to doing traditional content audits?
  51. 51. Work out what you need @chudders You can use task models and experience maps to identify the types of photos you need for different points in the user journey.
  52. 52. Does this look familiar? “I’m focussed on success, i’ll do whatever make @chudders it in my career” brenda is the senior vp of a major multi-national works hard and plays hard and doesn’t suffer her key tasks are: - checking sales forecasts - running reports - setting targets Business Belinda Personas are all about showing representations of real users. Why use stock photos of people who don’t look like ‘real’ people!
  53. 53. Now this is better the retired teacher Peter make the “I want to peter has been retired teacher tasks are: her key understanding the - - up meetings setting working out the final - @chudders For a recent persona project we took photos of users who came in for user research which gave us photos of real customers for free!
  54. 54. Use photos in your deliverables to tell stories @chudders Photos are wonderful assets to use to help us tell stories. They are a powerful way of communicating aspects of your users lives to the business.
  55. 55. Use photos in your prototypes @chudders Why not put photos in prototypes. You’ll learn loads from what they communicate to users which will add more depth to your insights.
  56. 56. Please pay photos extra attention during your next research/ design project and let’s do more as UX’ers to improve the quality and effectiveness of web photos. Let’s improve the effectiveness of web photos @chudders Thanks!