This document discusses user experience design. It begins by defining users and experiences. It then presents Eric Reiss's laws of UX, including that user experience is the sum of interactions between people, devices, and events, and that there are three types of interactions: active, passive, and secondary. It discusses experience design and personalization, explaining that personalization anticipates needs by eliminating the irrelevant rather than customizing. It provides examples of coordinating, acknowledging, and reducing interactions. Overall, the document provides an introduction to key concepts in user experience design like different types of interactions and personalization.

1. Users, experiences, and beyond
Eric Reiss
@elreiss
UX Ukraine
February 26, 2011
Kyiv, Ukraine

2. us·er
noun
1: a person who makes use of a thing;
someone who uses or employs something
2: a person who uses something or
someone selfishly or unethically
3: a person who takes drugs

3. ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation

4. Eric’s 1st Law of UX:
If a site does not solve your
user’s problems, it will not
solve your company’s either.

5. So, let’s start with the user

6. When would you use (simultaneously):
An ergonomic seat designed for one person
Optical lenses invented by Benjamin Franklin
Alcoholic mixture invented by Dr. Iain Marshall
Incandescent device invented by Thomas Edison
Fabric made on a loom invented by JM Jacquard
Rouge Royale (marble)
Baskerville Light (typography)
Domesticated mammal
(This is often how our clients look at their content)

7. When would you use (in simpler terms):
Armchair
Bifocal eyeglasses
Manhattan Cocktail
Lightbulb
Wool pullover
Tabletop
Book
Cat
(This is an easier way to look at content)

9. Lightbulb
Eyeglasses
Wool pullover
Book
Manhattan Cocktail
Armchair
Gus the Cat
Marble tabletop

10. Sensory assistance
Sensory assistance
Warmth/comfort
Education/information
Chemical stimuli
Convenience/comfort
Companionship
Convenience/comfort

11. Needs are always situational!

12. What is the situation for your users?

13. Historically, we looked at physical needs...

14. “Rys ergonomji czyli nauki o
pracy,opartej na prawdach
Poczerpniętych z Nauki Przyrody”
“The Outline of Ergonomics,
i.e. Science of Work,
Based on the Truths
Taken from the Natural Science”
1857
Henry Dreyfuss
Wojciech Jastrzębowski

15. Henry Dreyfuss
Alphonse Bertillon
Wojciech Jastrzębowski

16. Henry Dreyfuss “Joe”

17. These measurements helped
design everything in the photo
(well, not Gus the Cat)

18. “Cognitive ergonomics”
“Neuroergonomics”

19. Copyright could not be traced. Used for educational purposes only.

20. A thought...
If ergonomics, anthropometrics,
and human factors deal with
physical requirements, is it
possible to map similar
requirements for cognitive
functions?

21. The Ergonomics of Need
“Moving from three dimensions to five”

22. The ergonomics of need - AESEO
Attitude
a
Expectation
Schedule
Environment
Origin

23. Everything starts in neutral
Positive Attitude Negative
Positive Expectation Negative
Leisurely Schedule Urgent
Relaxed Environment Stressful
Personal Origin External

24. Planning a personal vacation
Positive Attitude Negative
Positive Expectation Negative
Leisurely Schedule Urgent
Relaxed Environment Stressful
Personal Origin External

25. Need help with taxes
Positive Attitude Negative
Positive Expectation Negative
Leisurely Schedule Urgent
Relaxed Environment Stressful
Personal Origin External

26. Planning the boss’ vacation
Positive Attitude Negative
Positive Expectation Negative
Leisurely Schedule Urgent
Relaxed Environment Stressful
Personal Origin External

27. An introduction to experience design

28. ex·per·i·ence
noun
1: having been affected by or learned
through observation or participation
2: the length of such participation

29. Eric’s 2nd Law of UX:
User experience is the sum of
a series of interactions between
people, devices, and events.

30. Eric’s 3rd Law of UX:
There are three types of interaction:
active, passive and secondary

31. Eric’s 4th Law of UX:
UX design represents the conscious
act of coordinating interactions,
acknowledging interactions, and
reducing negative interactions.

32. Three types of interaction:
Active (things we control)
Passive (things we don’t control)
Secondary (things that have indirect influence)

33. Three types of interaction:
Those we can control
Those over which we have no control
Those that affect the experience indirectly

34. Active interaction
Photo courtesy of: musthavemenus.com

35. Active interaction
Copyright could not be traced. Used for educational purposes only.

36. Passive interaction (partly)
Photo courtesy of: johnmariani.com

37. Passive interaction
Photo by Massimiliano Uccelletti, photonet.com

38. Secondary interaction
Photo courtesy of: koit.radiotown.com

39. Secondary interaction
Photo courtesy of: tomatolover.com

40. UX design combines all three activites
Coordinating interactions that we can control
Acknowledging interactions beyond our control
Reducing negative interactions

41. Coordinating interactions
Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au

42. Coordinating interactions
Photo courtesy of: capetownwineblog.com

43. Coordinating interactions
Photo courtesy of: Rootology under Wikipedia Commons License

44. Acknowledging interactions
Photo courtesy of: TinyFarmBlog.com

45. Reducing negative interactions
Photo courtesty of: kenlevine.blogspot.com

46. Reducing negative interactions
Photo courtesy of: marchedimanche.typepad.com

47. Reducing negative interactions
Photo courtesy of Andrew Sullivan

48. Enhancing experience through context

49. Demographics
Define groups
Segment according to needs

50. Demographic profiles
Cartoon copyrights could not be traced. Used for educational purposes only.

51. Segmenting by need

52. What we should be doing

53. Our self-created problem –
we cannot be all things to all visitors

55. An introduction to personalization

56. Personalization
Anticipating needs
Eliminating the irrelevant
NOT the same as customization
Customization is what YOU do to a site
Personalization is what the SITE does for you

57. Cus
tom
izati
on

58. Cus
tom
izati
on

59. Cus
tom
izati
on

60. Pers
o naliz
a tion

61. Pers
o naliz
a tion

62. No clicks – everything is in play

63. 1st click – is there a preference?

64. 2nd click – this could be a pattern

65. Third click – yes, there’s a pattern

66. Fourth click – time to zero in

67. Fourth click – time for context

68. And what comes next…
Big Mac
Large shake
???
Fries
Photo copyright: McDonalds Corporation, Inc.
Restricted use for educational purposes only.

69. So in summary…
Personal dialogue
Contextual relevance
Added value
Provides better service
Keeps customers happy
Helps you make money

70. Our new contex-is-the-kingdom mantra:
“Do you want fries with that?”

71. Eric Reiss can (usually) be found at:
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
info@fatdux.com
www.fatdux.com