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UX Axioms from Madison+UX

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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 Dahl (@eadahl) 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.

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UX Axioms from Madison+UX

  1. 1. UXaxioms eadahl@gmail.comErik Dahl @eadahl #uxaxioms
  2. 2. @eadahl #uxaxioms ERIK DAHL Independent Design Consultant eadahl@gmail.com
  3. 3. WTF IS UX? #uxaxioms
  4. 4. #uxaxioms 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
  5. 5. 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 #uxaxioms 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
  6. 6. @eadahl#uxaxioms AXIOM NO. 01 IT’S ALL ABOUT PEOPLE; IT’S NOT ABOUT THE OBJECT
  7. 7. Joe Ballay
  8. 8. [ Sorry. You missed a really great video here. ]
  9. 9. ...it is in its transparency that it fulfills its function
  10. 10. @eadahl#uxaxioms FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION AXIOM NO. 02
  11. 11. Get out something to write on/with. ACTIVITY
  12. 12. You have 20 seconds. Design a vase. ACTIVITY
  13. 13. You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home. ACTIVITY
  14. 14. 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
  15. 15. @eadahl#uxaxioms STORIES ARE HOW WE UNDERSTAND AND SHAPE THE WORLD AXIOM NO. 03
  16. 16. Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves.
  17. 17. Pace Layers
  18. 18. Harry Crews
  19. 19. [ Sorry. You missed a really great video here. ]
  20. 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.
  21. 21. @eadahl#uxaxioms PROBLEM FINDING BEFORE PROBLEMS SOLVING AXIOM NO. 05
  22. 22. “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
  23. 23. “If I had eight hours to chop down a tree, I’d spend six sharpening my axe.” Abraham Lincoln
  24. 24. PROBLEM SOLVERS PROBLEM FINDERS HOW DO I DO GOOD WORK? WHAT IS GOOD WORK?
  25. 25. REFRAME THE PROBLEM TO OPEN UP NEW SOLUTIONS
  26. 26. GLOBAL VS. LOCAL MAXIMA
  27. 27. @eadahl#uxaxioms KNOW YOUR MATERIALITY: PEOPLE, TECHNOLOGY, BUSINESS, AESTHETICS… AXIOM NO. 08
  28. 28. + FULL STACK UNICORN
  29. 29. SYNTHESIS OF MANY FIELDS CONSTANTLY EVOLVING LANDSCAPE Literacy of Materiality and Curiosity
  30. 30. COMPREHENSIVE DESIGNER ARTIST + INVENTOR + MECHANIC + OBJECTIVE ECONOMIST + EVOLUTIONARY
  31. 31. SELL YOUR EXPERTISE AND YOU HAVE A LIMITED REPERTOIRE. SELL YOUR IGNORANCE AND YOU HAVE AN UNLIMITED REPERTOIRE - RSW on Charles Eames
  32. 32. WE AREN’T EXPERTS. WE ARE EXPERIMENTERS. @eadahl#uxaxioms
  33. 33. @eadahl#uxaxioms CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS AXIOM NO. 10
  34. 34. 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
  35. 35. [ Sorry. You missed a really great video here. ]
  36. 36. FITBIT ONE
  37. 37. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS
  38. 38. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS
  39. 39. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME PUNCHING LABAN MOVEMENT ANALYSIS
  40. 40. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME LABAN MOVEMENT ANALYSIS
  41. 41. Light Strong Direct Indirect Sudden Sustained WEIGHT SPACE TIME GLIDING LABAN MOVEMENT ANALYSIS
  42. 42. 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
  43. 43. @eadahl#uxaxioms REFRAME CONSTRAINTS AS FORCING FUNCTIONS AXIOM NO. 11
  44. 44. New Languages
  45. 45. @eadahl#uxaxioms TAME COMPLEXITY; DON’T SIMPLIFY AXIOM NO. 12
  46. 46. COMPLEXITY DESIGN OPPORTUNITY TIME i $
  47. 47. 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
  48. 48. COMPLEX, BUT NOT COMPLICATED
  49. 49. @eadahl#uxaxioms MAKE STUFF AND THEN KILL IT AXIOM NO. 21
  50. 50. @eadahl#uxaxioms UNDERSTAND AND PLAY WITH EMOTION AXIOM NO. 24
  51. 51. EMOTIONS TOUCHPOINTS BJ FOGG’S BEHAVIOR CHANGE FRAMEWORK BIG IDEAS
  52. 52. www.uxaxioms.com #uxaxioms
  53. 53. THANK YOU eadahl@gmail.comErik Dahl @eadahl

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