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SummitUp Opening Keynote 2016

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Design is becoming more popular and accepted in companies and businesses around the world, as the importance of the digital world is continuing to grow. But are we being more successful with the products and services we are creating? Each choice that we make is shaping the future of our world. Are we making the choices that matter or are we just checking a box in a process or succumbing to the cargo cult of user experience. Like the latest fashion diet, don’t blindly follow the latest design craze or “silver bullet” process. The success of good design isn’t new and relies on a core set of first principles that if followed will lead to better outcomes, but it is up to all of us to make it happen. Join Erik as he discusses these first principles of good design as we collectively shape our future.

Published in: Design

SummitUp Opening Keynote 2016

  1. 1. Designing Our Futures Erik Dahl March 8, 2016 #uxaxioms eadahl@gmail.com @eadahl
  2. 2. Erik Dahl Independent Designer IxDA, President MidwestUX Conference, co-founder eadahl@gmail.com @eadahl
  3. 3. Part I #uxaxioms@eadahl
  4. 4. “We are called to be architects of the future, not its victims.” #uxaxioms@eadahl -R. Buckminster Fuller
  5. 5. Comprehensive designer = artist + inventor + mechanic + objective economist + evolutionary strategist #uxaxioms@eadahl
  6. 6. Take a Breath #uxaxioms@eadahl
  7. 7. “If you think good design is expensive, you should look at the cost of bad design.” Dr. Ralf Speth, CEO Jaguar #uxaxioms@eadahl
  8. 8. #uxaxioms@eadahlhttps://www.artefactgroup.com/content/design-maturity-survey/
  9. 9. #uxaxioms@eadahl Cargo Cult UX/Design
  10. 10. WTF is UX? #uxaxioms@eadahl
  11. 11. www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") Informatio of the info intuitive a Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Navigatio elements through th Informatio designing to facilita Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Content R content e in order to Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Web as software interface Visual De graphic p componen Concrete Abstract time Conception Completion Functional Specifications Content Requirements Interaction Design Information Architecture Visual Design Information Design Interface Design Navigation Design Site Objectives User Needs User Need for the sit ethno/tec Site Objec internally This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during techn that may influence decisions during user experience development. Also, this model does not describe a development process, nor doe user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience o task-oriented © 2000 Jesse James Garrett #uxaxioms@eadahl
  12. 12. Concrete Abstract time Conception Completion Functional Specifications Content Requirements Interaction Design Information Architecture Visual Design Information Design Interface Design Navigation Design Site Objectives User Needs UX ≠ UI #uxaxioms@eadahl
  13. 13. Concrete Abstract time Conception Completion Functional Specifications Content Requirements Interaction Design Information Architecture Visual Design Information Design Interface Design Navigation Design Site Objectives User Needs User Experience (UX) Design is a holistic orientation looking at how ‘what we make’ impacts people, business, and the world; as well as the strategy to implement it. #uxaxioms@eadahl
  14. 14. Part II #uxaxioms@eadahl
  15. 15. Close Your Eyes #uxaxioms@eadahl
  16. 16. #uxaxioms@eadahl It’s about PEOPLE; It’s NOT about the OBJECT
  17. 17. Joe Ballay #uxaxioms@eadahl
  18. 18. ...it is in its transparency that it fulfills its function #uxaxioms@eadahl
  19. 19. #uxaxioms@eadahl
  20. 20. #uxaxioms@eadahl Focus on Experience, NOT on the Function.
  21. 21. Get out something to write on/with. ACTIVITY
  22. 22. You have 20 seconds. Design a vase. ACTIVITY
  23. 23. You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home. ACTIVITY
  24. 24. You have 20 seconds. 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. ACTIVITY
  25. 25. #uxaxioms@eadahl Stories are how we understand and shape the world
  26. 26. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves. #uxaxioms@eadahl
  27. 27. Pace Layers #uxaxioms@eadahl
  28. 28. Harry Crews #uxaxioms@eadahl
  29. 29. 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. #uxaxioms@eadahl
  30. 30. #uxaxioms@eadahl Problem Finding Before Problem Solving
  31. 31. “If I had an hour to solve a problem and my life depended on the solution, I would spend the first fifty- five minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” Albert Einstein
  32. 32. “If I had eight hours to chop down a tree, I’d spend six sharpening my axe.” Abraham Lincoln
  33. 33. PROBLEM SOLVERS HOW DO I DO GOOD WORK? PROBLEM FINDERS WHAT IS GOOD WORK?
  34. 34. Reframe the Problem to Open Up New Solutions
  35. 35. Global vs. Local Maxima
  36. 36. #uxaxioms@eadahl Create Abstractions & Models, Not Just Narratives; Use Frameworks
  37. 37. #uxaxioms@eadahl
  38. 38. http://boxesandarrows.com/how-to-make-a-concept-model/ #uxaxioms@eadahl
  39. 39. 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. 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. 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 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. 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. 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. Purchase Purchasing is the act of the exchange or transaction between the guest and the store. Goal Save Money EMOTIONAL ANALYTICAL See What’s New Supply Basic Needs Feel Confidence Find More Information The Critical Explorer will move out of the Research phase if/when the right product is identified. 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. Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal. Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience. Heuristics Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me #uxaxioms@eadahl
  40. 40. #uxaxioms@eadahl
  41. 41. FITBIT ONE #uxaxioms@eadahl
  42. 42. #uxaxioms@eadahl
  43. 43. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS #uxaxioms@eadahl
  44. 44. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS #uxaxioms@eadahl
  45. 45. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS PUNCHING #uxaxioms@eadahl
  46. 46. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS #uxaxioms@eadahl
  47. 47. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS FLOATING #uxaxioms@eadahl
  48. 48. #uxaxioms@eadahl
  49. 49. #uxaxioms@eadahl
  50. 50. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS PUNCHING #uxaxioms@eadahl
  51. 51. LABAN MOVEMENT ANALYSIS FLICKING: WRINGING: DABBING: PUNCHING: FLOATING: SLASHING: GLIDING: PRESSING: Flexible, Sudden, Light Flexible, Sustained, Strong Direct, Sudden, Light Direct, Sudden, Strong Flexible, Sustained, Light Sudden, Strong, Flexible Sustained, Light, Direct Direct, Sustained, Strong #uxaxioms@eadahl
  52. 52. A Design Practice for the 21st Century Metaphor Abstraction Reflexivity Feedback Pace Agency Opacity #uxaxioms@eadahl Matt Nish-Lapidus http://interaction16.ixda.org/session/a-design-practice-for-the-21st-century/
  53. 53. #uxaxioms@eadahl Reframe Constraints as Forcing Functions
  54. 54. New Languages #uxaxioms@eadahl
  55. 55. #uxaxioms@eadahl Tame Complexity, Don’t Just Simplify
  56. 56. COMPLEXITY DESIGN OPPORTUNITY TIME i $ #uxaxioms@eadahl
  57. 57. The law of conservation of complexity in human-computer interaction states that every application has an inherent amount of complexity. This complexity cannot be wished away and has to be dealt with, either in product development or in user interaction. Larry Tesler, Xerox PARC #uxaxioms@eadahl
  58. 58. COMPLEX, BUT NOT COMPLICATED #uxaxioms@eadahl
  59. 59. Part III #uxaxioms@eadahl
  60. 60. #uxaxioms@eadahl Have a Vision For Your Future
  61. 61. http://www.businessinnovationfactory.com/summit/story/necessary-discourse-unfinished-design Michael Dila A Necessary Discourse On The Unfinished Design “We tend to sit back and allow the heroic innovations of others to justify our own creative passivity.”
  62. 62. Visualize Your Future Identities Effort before Identity Identity before Effort→ #uxaxioms@eadahl
  63. 63. MWUX 15 PGH #uxaxioms@eadahl
  64. 64. #uxaxioms@eadahl
  65. 65. Project Capybara #uxaxioms@eadahl
  66. 66. 15 people +35 +20 +60 +45 +30 +75 TUESDAY 11:40AM - 11:50AM #uxaxioms@eadahl
  67. 67. #uxaxioms@eadahl
  68. 68. #uxaxioms@eadahl
  69. 69. #uxaxioms@eadahl
  70. 70. #uxaxioms@eadahl
  71. 71. #uxaxioms@eadahl Take steps to make your future vision a reality.
  72. 72. You have to have a future vision. #uxaxioms@eadahl
  73. 73. What is your future vision? #uxaxioms@eadahl
  74. 74. www.uxaxioms.com #uxaxioms@eadahl
  75. 75. All of us are responsible for creating the future. #uxaxioms@eadahl Have a vision of the future you want to create. Every artifact we create, shapes the world. Be mindful of what you are creating. …so make stuff that matters.
  76. 76. Thank you! #uxaxioms eadahl@gmail.com @eadahl Erik Dahl

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