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A bigger view of UX


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This is my closing plenary from World Usability Day in Tallinn, Estonia on November 10, 2016.

User experience has been around since the dawn of time. But for most
people and their employers, UX is something that happens on a
two-dimensional interface – a laptop, a tablet, a smartphone. As a
result, our talents, as UX professionals, are limiting our career
opportunities. Service design is part of UX. So is product design. As
our discipline matures, we need to move beyond the digital interfaces
and demonstrate how our skills can be applied to many other areas. And
we need to adopt a clear, easy-to-understand definition of UX that
relates to an understandable, easy-to-implement design process. I’d
like to share this with you.

I made my first product design improvement at the age of three (I will
provide photographic proof). And I have been thinking about user
experience throughout my life. I would like to share some stories with
my friends in Estonia that I hope will help them grow their careers,
strengthen their community, and enhance their national presence on the

international scene.

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A bigger view of UX

  1. 1. A bigger view of UX (doesn’t need a bigger screen) Eric Reiss @elreiss World Usability Day November 10, 2016 Tallinn, Estonia
  2. 2. A question… Where does every successful usability or UX project start? Research!
  3. 3. “Usability isn’t sexy. I can’t sell usability, but I can sell UX.”
  4. 4. “UX? It’s about graphic design. Wireframes. That kind of stuff.”
  5. 5. “UX is supposed to lead to more revenue. Everyone talks about it. But what IS it?”
  6. 6. An observation and a story…
  7. 7. Content strategy Abel Bailie/Urbina Bloomstein Halvorson Kissane Lamm McGrane Nichols Rach Wachter-Boettcher IA Arango Covert Gilchrist/Mahon Morville Reiss Resmini/Rosati Rosenfeld van Dijck Wodtke Wurman Usability Krug Nielsen Pearrow Reiss Snitker Spool Wroblewski UX Chandler Cooper Goodwin Gothelf Garrett Norman Shedroff Saffer Starmer Unger Marcom Drucker Godin Kottler Pepper Peters Rogers Advertising Caples Hopkins Ogilvy Service Beckwith Crosby Osterwalder Polaine/Løvlie Seybold Schneider Stickdorn Tschohl Underhill Zemke
  8. 8. Reading books is good. But don’t discount the value of empirical experience and intuition. And you gain experience everywhere!
  9. 9. And then there’s that story…
  10. 10. I hope to dispell some myths: • UX is only something that happens on a screen • UX was invented in the ‘80s • UX can be accomplished by a team of one I also want to: • Give you an actionable definition of UX • Provide tips that can help promote our talents to the business community My goals, your take-aways
  11. 11. Let’s kill a few myths
  12. 12. UX is something on a screen NO! It’s about optimizing a series of interactions – and not just on a screen. Myth #1
  13. 13. The wedding at Cana
  14. 14. Battle of Lyndenisse - 1219
  15. 15. UX ID SD IA CS
  16. 16. “UX is supposed to lead to more revenue. Everyone talks about it. But what IS it?”
  17. 17. UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  18. 18. There are three types of interaction: • Active (things we control) • Passive (things we don’t control) • Secondary (things that have indirect influence)
  19. 19. Active interaction
  20. 20. Active interaction
  21. 21. Passive interaction (partly)
  22. 22. Passive interaction
  23. 23. Secondary interaction
  24. 24. Secondary interaction
  25. 25. UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions
  26. 26. Coordinating interactions
  27. 27. Coordinating interactions
  28. 28. Coordinating interactions
  29. 29. Reducing negative interactions
  30. 30. Reducing negative interactions
  31. 31. Reducing negative interactions
  32. 32. Reducing negative interactions
  33. 33. Can influence Cannot influence Business critical Screw it A simple decision model
  34. 34. Top tip: If the first question a company asks you during an interview is “Can you wireframe” You don’t want the job!
  35. 35. UX is only about touchpoints NO! It’s also how users get from one touchpoint to the next. Myth #2
  36. 36. What they found surprised them. While the company’s overall customer-satisfaction metrics were strong, focus groups revealed that a large number of customers left because of poor service and shoddy treatment over time. “How can this be?” one executive wondered. “We’ve measured customer satisfaction for years, and our call centers, field services, and website experience each score consistently over 90 percent. Our service is great!” As company leaders probed further, however, they discovered a more complex problem. Most customers weren’t fed up with any one phone call, field visit, or other individual service interaction– in fact, most customers didn’t much care about those singular touchpoint events. What was driving them out the door was something the company wasn’t examining or managing–the customers’ cumulative experience across multiple touchpoints, multiple channels, and over time.
  37. 37. UX is about making end users happy. NO! It’s also about solving the business goals of the stakeholders. Myth #3
  38. 38. UX
  39. 39. Science Humanities Business We are here
  40. 40. “He hears only that which he understands” XML „Es hört jeder doch nur, was er versteht.“ Goethe CMS UX UCD CMUxD CSS
  41. 41. Top tip: Read the key strategic documents – business plan, marketing strategy, etc. And don’t trust the client’s own research – talk to a few users yourself!
  42. 42. UX is just another name for CX NO! Customers and users are not always the same. Myth #4
  43. 43. Top tip: Don’t get drawn into semantic arguments. Do the job – the definitions are less important than you might think.
  44. 44. UX is all about process. NO! It’s about achieving goals. Myth #5
  45. 45. ag·ile adj 1 : able to move quickly and easily 2 : mentally quick and resourceful
  46. 46. 1. What did you do yesterday? 2. What will you do today 3. What is blocking your progress? The three Scrum questions
  47. 47. 1. What did you do yesterday? I sailed west. 2. What will you do today? Sail back to where I was yesterday. 3. What is blocking your progress? These idiotic Scrum meetings! The three Scrum questions
  48. 48. DWYNTDTGTSD Do What You Need To Do To Get The Shit Done Reiss’s Development Process
  49. 49. Reiss’s Integration Model (3:24 AM) Figure out the business problem Understand the opportunities Channel your energy Kiss some ass Institutionalize the process Take care of the business goals
  50. 50. UX is a new discipline. NO! And the tools and techniques have been around since the dawn of time! Myth #6
  51. 51. 50-year-old wearable
  52. 52. 150-year-old infographic
  53. 53. 170-year-old sitemap
  54. 54. 220-year-old SEO project
  55. 55. 250-year-old knowledge map
  56. 56. 300-year-old taxonomy
  57. 57. A 400-year-old content inventory
  58. 58. 650-year-old personas
  59. 59. 5000-year-old wireframe
  60. 60. 15000-year-old storyboard
  61. 61. IA and gestural interfaces - 1935 Gestural interfaces - 1935
  62. 62. • You represent Estonia’s future. • You are unique! • You can change the world! Some of you will…and thank goodness for that! A few parting words
  63. 63. Tänan!
  64. 64. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss Eric Reiss can (usually) be found at: