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UX

axioms
Erik Dahl eadahl@gmail.com @eadahl

#uxaxioms
@eadahl

#uxaxioms
...a boutique design consultancy
and innovation 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
#designaxioms
#healthaxioms
UX
axioms
#uxaxioms
“IF YOU THINK GOOD DESIGN IS
EXPENSIVE, YOU SHOULD LOOK
AT THE COST OF BAD DESIGN”
Dr. Ralf Speth, CEO Jaguar

#uxaxioms
WTF IS UX?
#uxaxioms
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

Navigatio
elements
through th
Informatio
designing
to facilita

Interface Design Navigation Design

Information Design
Interaction Information
Design
Architecture

Interaction Design: development of
application flows to facilitate user tasks,
defining how the user interacts with
site functionality

Informatio
of the info
intuitive a

Functional
Content
Specifications Requirements

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
Abstract

Content R
content e
in order to

User Needs
Site Objectives

Functional Specifications: "feature set":
detailed descriptions of functionality the site
must include in order to meet user needs

#uxaxioms

Visual De
graphic p
componen

Visual Design

Visual Design: graphic treatment of interface
elements (the "look" in "look-and-feel")

task-oriented

Completion

Concrete

time

Web as software interface

User Need
for the sit
ethno/tec
Site Objec
internally
Conception

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
www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
© 2000 Jesse James Garrett
Completion

Concrete

USER EXPERIENCE (UX) DESIGN IS
A HOLISTIC ORIENTATION LOOKING
Information Design
Interaction Information
AT HOW ‘WHAT WE Design Architecture
MAKE’
IMPACTS PEOPLE, BUSINESS, Content
AND
Functional
Specifications Requirements
THE WORLD; AS WELL AS THE
User Needs
Site Objectives
STRATEGY TO IMPLEMENT IT
Visual Design

Abstract

#uxaxioms

time

Interface Design Navigation Design

Conception
AXIOM NO. 01

IT’S ALL ABOUT PEOPLE;
IT’S NOT ABOUT THE OBJECT
#uxaxioms

@eadahl
Joe Ballay
...it is in its transparency that
it fulfills its function
AXIOM NO. 02

FOCUS ON THE EXPERIENCE,
NOT ON THE FUNCTION
#uxaxioms

@eadahl
ACTIVITY
Get out something to
write on/with.
ACTIVITY
You have 20 seconds.
Design a vase.
ACTIVITY
You have 20 seconds.
Design a vase.
Design a better way
for people to enjoy
flowers in their home.
ACTIVITY
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.
AXIOM NO. 03

STORIES ARE HOW WE
UNDERSTAND AND
SHAPE THE WORLD
#uxaxioms

@eadahl
Pace Layers
Clifford Geertz

Culture is simply the ensemble of stories
we tell ourselves about ourselves.
Harry Crews
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.
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
AXIOM NO. 04

PAY ATTENTION
TO PATTERNS
#uxaxioms

@eadahl
Culture is an underlying shared
system of information and knowledge
that is manifest through patterns of
norms, behaviors and signifiers.
AXIOM NO. 05

PROBLEM FINDING BEFORE
PROBLEMS SOLVING
#uxaxioms

@eadahl
“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
“If I had eight hours
to chop down a tree,
I’d spend six
sharpening my axe.”

Abraham Lincoln
PROBLEM
SOLVERS

PROBLEM
FINDERS

!

!

HOW DO I DO
GOOD WORK?

WHAT IS
GOOD WORK?
REFRAME THE PROBLEM TO
OPEN UP NEW SOLUTIONS
GLOBAL VS. LOCAL MAXIMA
AXIOM NO. 06

EXPOSE AND CHALLENGE
ASSUMPTIONS
#uxaxioms

@eadahl
“Uncertainty is an
uncomfortable position,
but certainty is an
absurd one.”

Voltaire
AXIOM NO. 07

EXPLORE THE BIG PICTURE
AND THE DETAILS AT ONCE
#uxaxioms

@eadahl
AXIOM NO. 08

KNOW YOUR MATERIALITY:
PEOPLE, TECHNOLOGY,
BUSINESS, AESTHETICS…
#uxaxioms

@eadahl
SYNTHESIS OF MANY FIELDS
!

CONSTANTLY EVOLVING LANDSCAPE
Sell your expertise and you have a
limited repertoire. Sell your ignorance
and you have an unlimited repertoire.
- RSW on Charles Eames
AXIOM NO. 09

DON’T TRUST WHAT PEOPLE
SAY; OPEN YOUR EYES
#uxaxioms

@eadahl
“What people say, what people do, and
what they say they do are entirely
different things.”
- Margaret Mead
AXIOM NO. 10

CREATE MODELS
NOT JUST NARRATIVES;
USE FRAMEWORKS
#uxaxioms

@eadahl
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

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.
Fitbit One
LABAN MOVEMENT ANALYSIS
Light

Direct

Sudden

WEIGHT

SPACE

TIME

Strong

Indirect

Sustained
LABAN MOVEMENT ANALYSIS
Light

Direct

Sudden

PUNCHING

WEIGHT

SPACE

TIME

Strong

Indirect

Sustained
LABAN MOVEMENT ANALYSIS
Light

Direct

Sudden

WEIGHT

SPACE

GLIDING

TIME

Strong

Indirect

Sustained
AXIOM NO. 11

REFRAME CONSTRAINTS AS
FORCING FUNCTIONS
#uxaxioms

@eadahl
New Languages
AXIOM NO. 12

TAME COMPLEXITY;
DON’T SIMPLIFY
#uxaxioms

@eadahl
i
DESIGN
OPPORTUNITY

COMPLEXITY

$
TIME
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
COMPLEX, BUT NOT COMPLICATED
AXIOM NO. 13

MAKE NON-ARBITRARY
DESIGN DECISIONS
#uxaxioms

@eadahl
AXIOM NO. 14

SET AND MANAGE
EXPECTATIONS
#uxaxioms

@eadahl
AXIOM NO. 15

EVERYTHING IS DESIGNED
AND EVERYTHING IS A
DESIGN CHALLENGE
#uxaxioms

@eadahl
AXIOM NO. 16

BREAK SILOS;
YOUR ROLE IS BIGGER
THAN YOU THINK
#uxaxioms

@eadahl
AXIOM NO. 17

SAY ‘YES AND’;
DON’T ALWAYS ASSUME
‘EITHER OR’
#uxaxioms

@eadahl
AXIOM NO. 18

IT’S ABOUT THE LIFECYCLE, THE
JOURNEY AND THE TRANSITIONS;
NOT JUST KEY MOMENTS
#uxaxioms

@eadahl
AXIOM NO. 19

EXTERNALIZE YOUR WORK
FOR YOURSELF AND OTHERS
#uxaxioms

@eadahl
AXIOM NO. 20

CREATE AND CLOSE
FEEDBACK LOOPS
#uxaxioms

@eadahl
AXIOM NO. 21

MAKE STUFF AND
THEN KILL IT
#uxaxioms

@eadahl
AXIOM NO. 22

CONTEXT, CONTEXT, CONTEXT
#uxaxioms

@eadahl
AXIOM NO. 23

FOCUS ON A SINGLE THING
AND DO IT REALLY WELL
#uxaxioms

@eadahl
AXIOM NO. 24

UNDERSTAND AND PLAY
WITH EMOTION
#uxaxioms

@eadahl
AXIOM NO. 25

ENGENDER TRUST
#uxaxioms

@eadahl
AXIOM NO. 26

COLLABORATE WITH OTHERS
#uxaxioms

@eadahl
IF A THING IS WORTH DOING,
IT’S WORTH DOING WELL.

#uxaxioms
www.uxaxioms.com
#uxaxioms
THANKS!
Erik Dahl eadahl@gmail.com @eadahl

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UX Axioms - 26 Principles to Drive Better Product Design

  • 3. ...a boutique design consultancy and innovation 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
  • 7. “IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN” Dr. Ralf Speth, CEO Jaguar #uxaxioms
  • 9. 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 Navigatio elements through th Informatio designing to facilita Interface Design Navigation Design Information Design Interaction Information Design Architecture Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Informatio of the info intuitive a Functional Content Specifications Requirements 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 Abstract Content R content e in order to User Needs Site Objectives Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs #uxaxioms Visual De graphic p componen Visual Design Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") task-oriented Completion Concrete time Web as software interface User Need for the sit ethno/tec Site Objec internally Conception 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 www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience © 2000 Jesse James Garrett
  • 10. Completion Concrete USER EXPERIENCE (UX) DESIGN IS A HOLISTIC ORIENTATION LOOKING Information Design Interaction Information AT HOW ‘WHAT WE Design Architecture MAKE’ IMPACTS PEOPLE, BUSINESS, Content AND Functional Specifications Requirements THE WORLD; AS WELL AS THE User Needs Site Objectives STRATEGY TO IMPLEMENT IT Visual Design Abstract #uxaxioms time Interface Design Navigation Design Conception
  • 11. AXIOM NO. 01 IT’S ALL ABOUT PEOPLE; IT’S NOT ABOUT THE OBJECT #uxaxioms @eadahl
  • 13. ...it is in its transparency that it fulfills its function
  • 14. AXIOM NO. 02 FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION #uxaxioms @eadahl
  • 15. ACTIVITY Get out something to write on/with.
  • 16. ACTIVITY You have 20 seconds. Design a vase.
  • 17. ACTIVITY You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home.
  • 18. ACTIVITY 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.
  • 19. AXIOM NO. 03 STORIES ARE HOW WE UNDERSTAND AND SHAPE THE WORLD #uxaxioms @eadahl
  • 21. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves.
  • 23. 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.
  • 25. AXIOM NO. 04 PAY ATTENTION TO PATTERNS #uxaxioms @eadahl
  • 26. Culture is an underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers.
  • 27. AXIOM NO. 05 PROBLEM FINDING BEFORE PROBLEMS SOLVING #uxaxioms @eadahl
  • 28. “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
  • 29. “If I had eight hours to chop down a tree, I’d spend six sharpening my axe.” Abraham Lincoln
  • 30.
  • 31.
  • 32. PROBLEM SOLVERS PROBLEM FINDERS ! ! HOW DO I DO GOOD WORK? WHAT IS GOOD WORK?
  • 33. REFRAME THE PROBLEM TO OPEN UP NEW SOLUTIONS
  • 35. AXIOM NO. 06 EXPOSE AND CHALLENGE ASSUMPTIONS #uxaxioms @eadahl
  • 36. “Uncertainty is an uncomfortable position, but certainty is an absurd one.” Voltaire
  • 37. AXIOM NO. 07 EXPLORE THE BIG PICTURE AND THE DETAILS AT ONCE #uxaxioms @eadahl
  • 38. AXIOM NO. 08 KNOW YOUR MATERIALITY: PEOPLE, TECHNOLOGY, BUSINESS, AESTHETICS… #uxaxioms @eadahl
  • 39. SYNTHESIS OF MANY FIELDS ! CONSTANTLY EVOLVING LANDSCAPE
  • 40. Sell your expertise and you have a limited repertoire. Sell your ignorance and you have an unlimited repertoire. - RSW on Charles Eames
  • 41. AXIOM NO. 09 DON’T TRUST WHAT PEOPLE SAY; OPEN YOUR EYES #uxaxioms @eadahl
  • 42. “What people say, what people do, and what they say they do are entirely different things.” - Margaret Mead
  • 43. AXIOM NO. 10 CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS #uxaxioms @eadahl
  • 44. 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 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.
  • 49. AXIOM NO. 11 REFRAME CONSTRAINTS AS FORCING FUNCTIONS #uxaxioms @eadahl
  • 51. AXIOM NO. 12 TAME COMPLEXITY; DON’T SIMPLIFY #uxaxioms @eadahl
  • 53. 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
  • 54. COMPLEX, BUT NOT COMPLICATED
  • 55. AXIOM NO. 13 MAKE NON-ARBITRARY DESIGN DECISIONS #uxaxioms @eadahl
  • 56. AXIOM NO. 14 SET AND MANAGE EXPECTATIONS #uxaxioms @eadahl
  • 57. AXIOM NO. 15 EVERYTHING IS DESIGNED AND EVERYTHING IS A DESIGN CHALLENGE #uxaxioms @eadahl
  • 58. AXIOM NO. 16 BREAK SILOS; YOUR ROLE IS BIGGER THAN YOU THINK #uxaxioms @eadahl
  • 59. AXIOM NO. 17 SAY ‘YES AND’; DON’T ALWAYS ASSUME ‘EITHER OR’ #uxaxioms @eadahl
  • 60.
  • 61. AXIOM NO. 18 IT’S ABOUT THE LIFECYCLE, THE JOURNEY AND THE TRANSITIONS; NOT JUST KEY MOMENTS #uxaxioms @eadahl
  • 62. AXIOM NO. 19 EXTERNALIZE YOUR WORK FOR YOURSELF AND OTHERS #uxaxioms @eadahl
  • 63.
  • 64. AXIOM NO. 20 CREATE AND CLOSE FEEDBACK LOOPS #uxaxioms @eadahl
  • 65. AXIOM NO. 21 MAKE STUFF AND THEN KILL IT #uxaxioms @eadahl
  • 66.
  • 67. AXIOM NO. 22 CONTEXT, CONTEXT, CONTEXT #uxaxioms @eadahl
  • 68. AXIOM NO. 23 FOCUS ON A SINGLE THING AND DO IT REALLY WELL #uxaxioms @eadahl
  • 69. AXIOM NO. 24 UNDERSTAND AND PLAY WITH EMOTION #uxaxioms @eadahl
  • 70.
  • 71. AXIOM NO. 25 ENGENDER TRUST #uxaxioms @eadahl
  • 72. AXIOM NO. 26 COLLABORATE WITH OTHERS #uxaxioms @eadahl
  • 73. IF A THING IS WORTH DOING, IT’S WORTH DOING WELL. #uxaxioms