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UX Axioms - 26 Principles to Drive Better Product Design

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User Experience (UX) theory and practice can be confusing for the uninitiated. This talk outlines a set of UX Axioms designers and developers alike can use to integrate UX into their practice. Erik shares hard-won lessons learned from practicing UX in the real world for over 10 years. Building real products and services involves an ongoing series of design compromises. There is no ideal process or magic bullet for integrating UX or creating amazing user experiences. However, understanding and applying UX Axioms will allow you to adapt to the situation at hand and build products that resonate with and delight your end-users.

More info at http://www.uxaxioms.com/

Published in: Design, Technology, Business

UX Axioms - 26 Principles to Drive Better Product Design

  1. 1. UX axioms Erik Dahl eadahl@gmail.com @eadahl #uxaxioms
  2. 2. @eadahl #uxaxioms
  3. 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
  4. 4. #designaxioms
  5. 5. #healthaxioms
  6. 6. UX axioms #uxaxioms
  7. 7. “IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN” Dr. Ralf Speth, CEO Jaguar #uxaxioms
  8. 8. WTF IS UX? #uxaxioms
  9. 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. 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. 11. AXIOM NO. 01 IT’S ALL ABOUT PEOPLE; IT’S NOT ABOUT THE OBJECT #uxaxioms @eadahl
  12. 12. Joe Ballay
  13. 13. ...it is in its transparency that it fulfills its function
  14. 14. AXIOM NO. 02 FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION #uxaxioms @eadahl
  15. 15. ACTIVITY Get out something to write on/with.
  16. 16. ACTIVITY You have 20 seconds. Design a vase.
  17. 17. ACTIVITY You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home.
  18. 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. 19. AXIOM NO. 03 STORIES ARE HOW WE UNDERSTAND AND SHAPE THE WORLD #uxaxioms @eadahl
  20. 20. Pace Layers
  21. 21. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves.
  22. 22. Harry Crews
  23. 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.
  24. 24. 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
  25. 25. AXIOM NO. 04 PAY ATTENTION TO PATTERNS #uxaxioms @eadahl
  26. 26. Culture is an underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers.
  27. 27. AXIOM NO. 05 PROBLEM FINDING BEFORE PROBLEMS SOLVING #uxaxioms @eadahl
  28. 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. 29. “If I had eight hours to chop down a tree, I’d spend six sharpening my axe.” Abraham Lincoln
  30. 30. PROBLEM SOLVERS PROBLEM FINDERS ! ! HOW DO I DO GOOD WORK? WHAT IS GOOD WORK?
  31. 31. REFRAME THE PROBLEM TO OPEN UP NEW SOLUTIONS
  32. 32. GLOBAL VS. LOCAL MAXIMA
  33. 33. AXIOM NO. 06 EXPOSE AND CHALLENGE ASSUMPTIONS #uxaxioms @eadahl
  34. 34. “Uncertainty is an uncomfortable position, but certainty is an absurd one.” Voltaire
  35. 35. AXIOM NO. 07 EXPLORE THE BIG PICTURE AND THE DETAILS AT ONCE #uxaxioms @eadahl
  36. 36. AXIOM NO. 08 KNOW YOUR MATERIALITY: PEOPLE, TECHNOLOGY, BUSINESS, AESTHETICS… #uxaxioms @eadahl
  37. 37. SYNTHESIS OF MANY FIELDS ! CONSTANTLY EVOLVING LANDSCAPE
  38. 38. Sell your expertise and you have a limited repertoire. Sell your ignorance and you have an unlimited repertoire. - RSW on Charles Eames
  39. 39. AXIOM NO. 09 DON’T TRUST WHAT PEOPLE SAY; OPEN YOUR EYES #uxaxioms @eadahl
  40. 40. “What people say, what people do, and what they say they do are entirely different things.” - Margaret Mead
  41. 41. AXIOM NO. 10 CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS #uxaxioms @eadahl
  42. 42. 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.
  43. 43. Fitbit One
  44. 44. LABAN MOVEMENT ANALYSIS Light Direct Sudden WEIGHT SPACE TIME Strong Indirect Sustained
  45. 45. LABAN MOVEMENT ANALYSIS Light Direct Sudden PUNCHING WEIGHT SPACE TIME Strong Indirect Sustained
  46. 46. LABAN MOVEMENT ANALYSIS Light Direct Sudden WEIGHT SPACE GLIDING TIME Strong Indirect Sustained
  47. 47. AXIOM NO. 11 REFRAME CONSTRAINTS AS FORCING FUNCTIONS #uxaxioms @eadahl
  48. 48. New Languages
  49. 49. AXIOM NO. 12 TAME COMPLEXITY; DON’T SIMPLIFY #uxaxioms @eadahl
  50. 50. i DESIGN OPPORTUNITY COMPLEXITY $ TIME
  51. 51. 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
  52. 52. COMPLEX, BUT NOT COMPLICATED
  53. 53. AXIOM NO. 13 MAKE NON-ARBITRARY DESIGN DECISIONS #uxaxioms @eadahl
  54. 54. AXIOM NO. 14 SET AND MANAGE EXPECTATIONS #uxaxioms @eadahl
  55. 55. AXIOM NO. 15 EVERYTHING IS DESIGNED AND EVERYTHING IS A DESIGN CHALLENGE #uxaxioms @eadahl
  56. 56. AXIOM NO. 16 BREAK SILOS; YOUR ROLE IS BIGGER THAN YOU THINK #uxaxioms @eadahl
  57. 57. AXIOM NO. 17 SAY ‘YES AND’; DON’T ALWAYS ASSUME ‘EITHER OR’ #uxaxioms @eadahl
  58. 58. AXIOM NO. 18 IT’S ABOUT THE LIFECYCLE, THE JOURNEY AND THE TRANSITIONS; NOT JUST KEY MOMENTS #uxaxioms @eadahl
  59. 59. AXIOM NO. 19 EXTERNALIZE YOUR WORK FOR YOURSELF AND OTHERS #uxaxioms @eadahl
  60. 60. AXIOM NO. 20 CREATE AND CLOSE FEEDBACK LOOPS #uxaxioms @eadahl
  61. 61. AXIOM NO. 21 MAKE STUFF AND THEN KILL IT #uxaxioms @eadahl
  62. 62. AXIOM NO. 22 CONTEXT, CONTEXT, CONTEXT #uxaxioms @eadahl
  63. 63. AXIOM NO. 23 FOCUS ON A SINGLE THING AND DO IT REALLY WELL #uxaxioms @eadahl
  64. 64. AXIOM NO. 24 UNDERSTAND AND PLAY WITH EMOTION #uxaxioms @eadahl
  65. 65. AXIOM NO. 25 ENGENDER TRUST #uxaxioms @eadahl
  66. 66. AXIOM NO. 26 COLLABORATE WITH OTHERS #uxaxioms @eadahl
  67. 67. IF A THING IS WORTH DOING, IT’S WORTH DOING WELL. #uxaxioms
  68. 68. www.uxaxioms.com #uxaxioms
  69. 69. THANKS! Erik Dahl eadahl@gmail.com @eadahl

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