UX Axioms (SummitUp 2013)

1. SummitUP 2013 Erik Dahl UX Axioms: How to design better products @eadahl #uxaxioms Monday, October 21, 13

2. @eadahl Monday, October 21, 13 #uxaxioms @eadahl

3. ...a boutique design consultancy and technology research lab. We help companies design products and services that deliver great experiences for their customers by turning human experiences with technology products into positive, meaningful interactions. BOSTON, MA COLUMBUS, OH @goinvo Monday, October 21, 13 #uxaxioms

4. Dawa ChUng anne hjorTshoj jUhan sonin invoLUTion sTUDios 7.DeC.10 .gov Product Architecture 1 DaTa visUaLiZaTion by Learning PaTh System Activity Bar (Login Status) what is the status/progress of the learning at my company? BROWSE SORT PROFILE Browse Plans Browse Drug Plans Browse Questions Browse Medical Suppliers Browse Facilities Browse Home Health Browse Care Plans Browse Announcements Browse Events Browse Articles Browse Claims Browse Forms Browse Resources Browse Tags Sort by Alpha-numeric Sort by Relevance Sort by Type Sort by Date Sort by Distance Edit Profile Edit “Profile” Info (Medicare Number, Last Name, Date of Birth, Gender, Email Address, Relationship to Beneficiary, Your Name if not Beneficiary, Zip Code) Show “Profile” Info Specify Proxy Delete Last Name Set Secret Password Set Secret Answer Delete My Account Change password Terms of Service Change address Add Veteran Status Sort by Price Sort by Plan Sort by Rating Sort by Quality Sort by Tag Sort by Timely Care Sort by Coverage Sort by Deductible Sort by Premium Sort by Staying Healthy Sort by Managing Chronic Conditions Sort by Handling Appeals Sort by Customer Service FILTER Filter by Premium Filter by Topic Filter by Rating/Quality Filter by Relevance 1 2 What is hGraph? Weight Exercise Waist Circumference Sleep Happiness Nutrition 76 Alcohol, Drugs Medications HDL Environment Time Spent by Users Glucose Conditions Time Spent by User Names Blood Pressure Time Spent by Learning Path Set Health Tax Status Set Coverage (Employee, Union Plan, Medicare....) + Triglycerides LDL Vaccinations how (in what areas) can and should i improve the skills of our users? Set Living in US Status Set Income Set Health Benefits SEARCH AN OPEN SOURCE DESIGN LICENSED UNDER THE APACHE 2.0 LICENSE hGraph is a compelling, standardized visual representation of a patient’s health status, designed to increase awareness of the individual’s factors that can affect one’s health. hGraph is patient focused with professional clinical relevance. DaTa visUaLiZaTion by Time sPenT Set Tax Filing Status Set Type of Medicare Coverage Set Medicaid coverage Sort by Certified Beds Sort by Ownership Sort by Contract ID INVOLUTION STUDIOS HGRAPH@GOINVO.COM 29.NOV.12 hGraph provides a holistic view of your health. Based on an individual’s health data, it identifies where an individual’s health numbers are, and where they should be. Enter Zip Code Enter Medicare Claim Number Enter Effective Date for Part A/B Set Marital Status Sort by Dental Service Sort by Health Inspections Rating Sort by Staff Rating Filter by Publication ID Filter by Age Filter by Tag HEALTH DESIGN CHALLENGE ERIC BENOIT JON FOLLETT SARAH KAISER BEN SALINAS JUHAN SONIN Your health in one picture. how well/ complete did people do/score in any particular course, learning path, or even product category? Enter Date of Birth Enter Last Name Sort by Medicare Participation (by doc) Sort by Doctor Choice Sort by Vision Service Filter by Plan Filter by Medicare Participants Filter by Language Spoken Course Progress Report 2 Sort by Restrictions Sort by Geo Sort by Gender Sort by Language Spoken Filter by Date Filter by Deductible Filter by Coverage hGraph how well/ complete did people do/score in any particular course, learning path, or even product category? PROFILE CORE Sort by Member Complaints, Staying w/Plan Sort by Member Experience Sort by Patient Safety Filter by Geo Learning Path Status Chart 3 Your Health Score 76 A single aggregated number ranging from 1-100 that represents your health status. Are you passing or failing? What am I looking for? View Search Results via Content Types View Search Results via Map 4 Healthy Healthy Your healthy range is in the green zone. HOME SCREEN, UNAUTHENTICATED LOCAL HOME SCREEN, UNAUTHENTICATED 40% 20% 15% 5% 5% 5% 5% 2% 1% 1% 1% 45% 10% 10% 10% 5% 5% 5% 3% 2% 2% 2% 1% 3 PROFILE SCREEN, PRIVATE 50% 20% 5% 5% 5% 5% 5% 2% 1% 1% 1% Browse Suggest Timeline Question Alert Search Header Footer Help Mailing List Print Assessment Report by User Name 5 BROWSE BROWSE BROWSE These sketches represent some of the possibilities to data visualization for both individual reports and the higher management reports. 80-90 90-100 100-110 110-120 120-130 130-140 140-150 150-160 FILTER BROWSE SUGGEST 6 Metrics Weight Exercise The top-level indicators on hGraph are aggregates of many metrics. Waist Circumference SUGGEST BROWSE MAIL LIST SUGGEST LOGIN BROWSE PRINT HELP FOOTER TIMELINE LOGIN PRINT BROWSE HEADER SEARCH Glucose Conditions Blood Pressure Zoom in to view more metrics and details MAIL LIST SUGGEST Vaccinations Alcohol, drugs Nutrition Waist Circumference Weight Exercise Sleep Happiness Triglycerides LDL HDL Glucose Blood Pressure Conditions Environment Vaccinations Medications BROWSE LOGIN SEARCH FOOTER HDL Environment HELP SUGGEST TIMELINE Triglycerides LDL Vaccinations HEADER HELP LOGIN Medications FOOTER PRINT Happiness 76 Alcohol, Drugs These top-level indicators have been vetted by 4 clinicians and health care professionals – further validation is required. SUGGEST Sleep Nutrition Some metrics have a larger impact on your health score. SUGGEST 65+ 70-80 SEARCH FILTER BROWSE oTher roUgh skeTChes 3-10 10-18 18-55 55-65 0-70 Your healthy range is most influenced by your age and gender. HEADER TIMELINE FILTER 1-3 ideas from these sketches can be implemented to the dashboard layout. SEARCH FILTER Male Age (years) Target Ranges Each metric has its own scale and healthy range. HOME SCREEN, UNAUTHENTICATED FILTER Low When you are not doing so well, your metrics are outside the green zone, either too high or too low. how well/ complete did people do/score in any particular course, learning path, or even product category? 4 HEADER Unhealthy DaTa visUaLiZaTion for assessmenT Profile Proxy Timeline Suggest Browse Alert Eligibility Tag Search Header Footer Help Systolic (mm/Hg) Browse Suggest Timeline Filter Search Login Header Footer Help Mailing List Print High 2011 Tetanus (injection) 2021 stepped on a rusty nail 31.Dec.11 TB 27.Feb.98 MMR 2021 2006 2016 TIMELINE 27.Feb.98 Hepatitis A 31.Dec.11 Hepatitis B 2011 31.Dec.11 Diphtheria 6.Jul.06 Influenza 6.Jul.96 Polio 10.Nov.08 RECOMMENDATION Influenza immunization for patient completed on New Flu vaccine available. Visit local clinic 9-12-2012 14:43 MST, NO REACTION HELP FILTER MAILING LIST 2008 2008 FOOTER 2018 2013 Typhoid 10.Nov.08 Meningeal 2008 7 2018 27.Feb.98 Smallpox 18.Sep.92 Yellow Fever 5.Aug.08 Patterns Identify conditions or pre-conditions based on a common shape. Weight Weight Exercise Waist Circumference Exercise Waist Circumference Sleep Sleep Nutrition Nutrition Happiness Triglycerides Alcohol, Drugs Medications LDL Vaccinations HDL Environment Conditions Happiness Alcohol, Drugs Triglycerides Medications LDL Vaccinations HDL Environment Glucose Blood Pressure Glucose VISUAL & IXD Conditions Blood Pressure Pre-Diabetes RESEARCH ARCHITECTURE SKETCHING 8 Hypertension PROTOTYPING Rendering Datasets: Low Floor, High Ceiling hGraph can accomodate varying amounts of personal health data, from a walk-in clinic visit data to your life-long health history. Weight Weight Exercise Waist Circumference Sleep Happiness Nutrition Medications 85 Triglycerides LDL HDL Glucose Conditions Blood Pressure Basic Dataset Monday, October 21, 13 81 Alcohol, Drugs Medications Triglycerides LDL Vaccinations HDL Environment Glucose Conditions Blood Pressure Rich Dataset

5. Monday, October 21, 13

6. www.indeigogo.com/projects/health-axioms-card-deck Monday, October 21, 13

7. X U Axioms Monday, October 21, 13

8. UX Axioms How to design better products (current count = 21 axioms) Monday, October 21, 13

9. AXIOM No.01 FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

10. ACTIVITY Monday, October 21, 13

11. ACTIVITY You have 2 minutes. Design a vase. Monday, October 21, 13

12. ACTIVITY You have 2 minutes. Design a vase. Design a better way for people to enjoy flowers in their home. Monday, October 21, 13

13. ACTIVITY You have 2 minutes. Design a vase. Design a better way for people to enjoy flowers in their home. Design a better way for people to connect with nature. Monday, October 21, 13

14. AXIOM No.02 IT’S ALL ABOUT PEOPLE; IT’S NOT ABOUT THE OBJECT PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

15. ...it is in its transparency that it fulfills its function Monday, October 21, 13

16. AXIOM No.03 STORIES ARE THE WAY WE UNDERSTAND OURSELVES AND THE WORLD PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

17. PACE LAYERING Monday, October 21, 13

18. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves. Monday, October 21, 13

19. Harry Crews Monday, October 21, 13

20. Truth of the matter was, stories was everything and everything was stories. Everybody told stories. It was a way of saying who they were in the world. It was their understanding of themselves. It was letting themselves know how they believed the world worked; the right way and the way that was not so right. Monday, October 21, 13

21. 15 Core Meanings 1. 2. 3. 4. 5. 6. 7. 8. Accomplishment Beauty Community Creation Duty Enlightenment Freedom Harmony 9. 10. 11. 12. 13. 14. 15. Justice Oneness Redemption Security Truth Validation Wonder www.makingmeaning.org Monday, October 21, 13

22. AXIOM No.04 SEEK OUT AND EXPLOIT PATTERNS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

23. An underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signiﬁers. Monday, October 21, 13

24. AXIOM No.05 PROBLEM FINDING IS AS IMPORTANT AS PROBLEM SOLVING PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

26. AXIOM No.06 EXPOSE AND CHALLENGE ASSUMPTIONS— YOUR OWN AND OTHERS; CREATE HYPOTHESES TO TEST ASSUMPTIONS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

29. AXIOM No.07 HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

32. AXIOM No.08 KNOW YOUR MATERIALITY: TECHNOLOGY, PEOPLE, BUSINESS, AESTHETICS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

33. AXIOM No.09 YOU CAN’T TRUST WHAT PEOPLE SAY; YOU NEED TO VALIDATE THROUGH OBSERVATION. PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

35. AXIOM No.10 CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

36. Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience. Deal Addict The Deal Addict will split their time between Browsing and Shopping. Their Browsing is punctuated by an effort to find the best deal regardless of the product. Their Shopping is defined by comparative pricing. Basic Value Inspire Me Inspire Me will spend a majority of their time Browsing. Their experience is marked by an indirect path through the product offering to find something that excites them. Basic Value will not spend any time in the Research or Browse phases and will spend as little time as possible in the Shop phase. They want to get their shopping done and get on with life. Flexible Learner The Flexible Learner will split their time evenly across the phases as they inform themselves. They may not finalize the purchase within the 30 minute window. Critical Explorer Critical Explorer will spend all of their time in the Research phase. They are unlikely to complete their Research and commit to a purchase within the 30 minute window. Research Research is the gathering and/or analysis of detailed information about a specific product, groups of products or services. The Critical Explorer will move out of the Research phase if/when the right product is identified. Browse Browse is the perusal of products or services without the direct intention of purchasing. Shop Shopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing. Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal. Purchase Flexible Learner will move onto Shop only when they are confident in their decision. Inspire Me will move out of Browse when something delights them. Basic Value will move out of the Shop phase when the needed product is located. Purchasing is the act of the exchange or transaction between the guest and the store. Goal Save Money See What’s New Supply Basic Needs Feel Confidence Find More Information EMOTIONAL Heuristics Monday, October 21, 13 ANALYTICAL Deal Addict needs to feel powerful and successful at saving money; feed that need with information about savings. Inspire Me shops for pleasure, wants to surf around. Help them jump from one idea to the next to see what is hot. Basic Value will appreciate consistency. Keep designs and interactions for basic shopping activities consistent and predictable. Flexible Learner needs to stay in a comfort zone. Provide a consistent experience with information, language and interactions across channels. Critical Explorer wants in-depth information about products. Help them dig deep to find out more and provide that information.

37. BJ Fogg Behavior Change Framework (modiﬁed) Monday, October 21, 13

38. Fitbit One Monday, October 21, 13

39. LABAN MOVEMENT ANALYSIS Monday, October 21, 13

40. LABAN MOVEMENT ANALYSIS PUNCHING Monday, October 21, 13

41. LABAN MOVEMENT ANALYSIS FLOATING Monday, October 21, 13

42. AXIOM No.11 REFRAME CONSTRAINTS AS FORCING FUNCTIONS AND FIND FREEDOM IN THE STRUCTURE PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

43. Land Warrior Monday, October 21, 13

44. AXIOM No.12 TAME COMPLEXITY DON’T ABOLISH IT PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

46. AXIOM No.13 MAKE NON-ARBITRARY DESIGN DECISIONS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

47. AXIOM No.14 SET AND MANAGE EXPECTATIONS. THIS APPLIES TO ANY INTERACTION WITH OTHER PEOPLE OR PRODUCTS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

48. AXIOM No.15 EVERYTHING IS DESIGNED AND EVERYTHING IS A DESIGN CHALLENGE PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

49. AXIOM No.16 THE DESIGNER AS FACILITATOR— FIGURE OUT HOW TO CREATE “SPACE” AND STRIVE FOR THE ASYMPTOTE OF SHARED UNDERSTANDING PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

50. AXIOM No.17 CREATE “YES AND” OPPORTUNITIES; DON’T ALWAYS ASSUME “EITHER OR” PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

52. AXIOM No.18 PAY ATTENTION TO LIFE CYCLES AND TRANSITIONS NOT JUST KEY MOMENTS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

53. AXIOM No.19 EXTERNALIZE YOUR WORK FOR YOUR OWN COGNITIVE PROCESS AND TO PROMOTE COLLABORATION. PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

55. AXIOM No.20 CREATE AND CLOSE FEEDBACK LOOPS PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

56. AXIOM No.21 MAKE STUFF; AND THEN KILL IT PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

57. AXIOM No.21 MAKE STUFF; AND THEN KILL IT PREVIEW PRESENTATION: “UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS” Monday, October 21, 13 ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

58. UX Axioms How to design better products Monday, October 21, 13

59. Office Hours TH 4-6p Monday, October 21, 13

60. Let’s talk add me to your newsletter send me the presentation N give me a call I’d like a visit C Monday, October 21, 13 P V

61. Thanks! UX Axioms: How to design better products @eadahl erik@goinvo.com Monday, October 21, 13

UX Axioms (SummitUp 2013)

UX Axioms (SummitUp 2013)

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