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Beyond the Bullshit
Lessons from a long career
Eric Reiss
@elreiss
UX Camp Europe
4 June 2017
Berlin, Germany
What can an old man like me
say that will help you?
The BIG question...
Lots of issues and buzzwords
Design thinking
Storytelling
Lean / MVP
“Awesome”
“Intuitive”
AI / IoT
Portfolios
Methodologi...
Research
Creating better designs
Getting a job
Getting promoted
Starting for yourself
Understanding globalization
Tailorin...
So, you want to get a job…
what a company does
Website
what customers are saying
TrustPilot (products and services)
Yelp (hospitality industry)
TripA...
Now about that portfolio…
Tell me a story:
What was the problem?
How did you solve it?
What was the result?
Your process
How did you get from A to B...
And if you get an interview…
If I take the time to interview
you, I want to hire you!
The BIG secret...
Curiosity
Even when the subject is boring to most others
Understanding
Of the business needs as well as the user’s needs
E...
Now, you want a promotion…
“We have lots of
research! We know
all about our users.
We know all about
our competitors”
(Clueless marketing manager)
(Eric, tell them about Claus and the 400)
read the business plan
research your competitors
gain insights that marketing/sales may have
missed
suggest more informed ...
1. Make it easy to verify the accuracy of the information on your site
2. Show that there’s a real organization behind you...
X Y Z A B C
Accurate ☺ ☺ ☺ ☺ ☺
Real org. ☺ ☺ ☺ ☺
Expertise ☺ ☺
Honest ☺ ☺ ☺ ☺ ☺
Contact ☺ ☺ ☺ ☺ ☺ ☺
Design ☺ ☺ ☺ ☺
Usabili...
URL: CompanyX.com
Tagline: none
Position: El, natural gas, district heating
Statement: “Company X provides electricity,
na...
Screw that, Eric!
I want to be my own boss!
How you will spend your time
Billable design workBusiness development
Finances
Invoicing
Meetings
Recruiting
Staff reviews
“Form follows function”
The Villa Savoye
1929
“Form follows function”
Women’s fashion
(1895-1898)
1895
1898
“Form follows function”
Infant death and service design
(1847)
Ignaz Semmelweis
Observe your users
Talk to your users
Look for touchpoints that you can influence
Lesson to be learned
Globalization
We need to understand different cultures,
not just general design patterns
Why globalization is important
We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
...
We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
...
We need to understand different cultures,
not just general design patterns
There are few things where “one size fits all”
...
Bonus #1
How to search
Use phrases
Use multiple words
Write query as an answer rather than a question
Keys to good search results
What’s the key ingredient in bearnaise sauce?
What’s the most fuel-efficient car in the world?
How many stripes does a zeb...
Bonus #2
Answering some questions
According to Fast Company:
1. Define the problem
2. Create and consider many options
3. Refine selected directions
4. Repe...
Tell me a story:
What was the problem?
How did you solve it?
What was the result?
Your process
How did you get from A to B...
(Click here to add obligatory Venn diagram)
All the people in the
whole world
(Click here to add obligatory Venn diagram)
All the people in the
whole world
All the people in the
whole world
who do UX
Berlin | 20 June 2015 | 01:35
Berlin | 20 June 2015 | 08:12
Eric’s 1st Law of UX:
User experience is the sum of
a series of interactions between
• people
• devices
• events
Eric’s 2rd Law of UX (CARE):
UX design represents the conscious
act of :
• coordinating interactions
we can control
• ackn...
Can influence
Cannot influence
Business
critical
Screw
it
True UX
Artistic masturbation
Scrum and UX
Pick me! Pick me!
Introducing “Carpenter thinking”
Measure twice, cut once
My Favourite Process
DWYNTDTGTSD
Do What You Need To Do To Get The Shit Done
Observing the User Experience
Mike Kuniavsky
Morgan Kaufmann, 2003
Design Research
Brenda Laurel (editor)
MIT Press, 2003
...
Measuring the Success of Your Website
Hurol Inan
Prentice-Hall, 2002
Measuring the User Experience
Tom Tullis, Bill Albert...
Designing a UX Portfolio
Ian Fenn
O’Reilly, 2017
The Interview Expert
John Lees
Pearson Business, 2011
A Project Guide for...
Actionable Web Analytics
Jason Burby, Shane Atchison
Sybex, 2007
Web Analytics – an hour a day
Avinash Kaushik
Sybex/Wiley...
How to Conduct Your Own Survey
Pricilla Salant, Don A. Dillman
Wiley, 1994
Improving Survey Questions
Floyd J. Fowler, Jr....
Rocket Surgery Made Easy
Steve Krug
New Riders, 2010
Handbook of Usability Testing
Jeffrey Rubin, Dana Chisnell
Wiley, 200...
Danke!
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 07 07
Mobil: (+45) 20 12 88 44
Twitter: @elr...
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UX Camp Europe 2017

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My closing plenary from UX Camp Europe in Berlin, June 4, 2017. Here I reviewed some of the key issues talked about at the conference and share some of my own learning experiences

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UX Camp Europe 2017

  1. 1. Beyond the Bullshit Lessons from a long career Eric Reiss @elreiss UX Camp Europe 4 June 2017 Berlin, Germany
  2. 2. What can an old man like me say that will help you? The BIG question...
  3. 3. Lots of issues and buzzwords Design thinking Storytelling Lean / MVP “Awesome” “Intuitive” AI / IoT Portfolios Methodologies Case studies Research Certification Research
  4. 4. Research Creating better designs Getting a job Getting promoted Starting for yourself Understanding globalization Tailoring your portfolio Avoiding UX mistakes
  5. 5. So, you want to get a job…
  6. 6. what a company does Website what customers are saying TrustPilot (products and services) Yelp (hospitality industry) TripAdvisor (hospitality industry) Blogs (products and services) Social media (everything and then some) where you can make a difference That’s up to you! You need to know before you write...
  7. 7. Now about that portfolio…
  8. 8. Tell me a story: What was the problem? How did you solve it? What was the result? Your process How did you get from A to B? What kinds of decisions did you make along the way? What I look for in a portfolio
  9. 9. And if you get an interview…
  10. 10. If I take the time to interview you, I want to hire you! The BIG secret...
  11. 11. Curiosity Even when the subject is boring to most others Understanding Of the business needs as well as the user’s needs Empathy Can you see things through your user’s eyes? Passion Do you live and breathe for your projects? Skills Aesthetic sense, artistic skills, practical skills What I look for in a designer
  12. 12. Now, you want a promotion…
  13. 13. “We have lots of research! We know all about our users. We know all about our competitors” (Clueless marketing manager)
  14. 14. (Eric, tell them about Claus and the 400)
  15. 15. read the business plan research your competitors gain insights that marketing/sales may have missed suggest more informed design decisions impress your boss With just a little effort you can...
  16. 16. 1. Make it easy to verify the accuracy of the information on your site 2. Show that there’s a real organization behind your site. 3. Highlight the expertise in your organization and in the content and services you provide. 4. Show that honest and trustworthy people stand behind your site. 5. Make it easy to contact you 6. Design your site so it looks professional (or is appropriate for your purpose). 7. Make your site easy to use – and useful. 8. Update your site’s content often (at least show it’s been reviewed recently). 9. Use restraint with any promotional content (e.g. ads, offers) 10. Avoid errors of all types, no matter how small they seem. *Stanford University Web Credibility Guidelines Based on 4,500 interviews with business users Stanford Web Credibility
  17. 17. X Y Z A B C Accurate ☺ ☺ ☺ ☺ ☺ Real org. ☺ ☺ ☺ ☺ Expertise ☺ ☺ Honest ☺ ☺ ☺ ☺ ☺ Contact ☺ ☺ ☺ ☺ ☺ ☺ Design ☺ ☺ ☺ ☺ Usability ☺ Updates Promo ☺ ☺ ☺ Errors ☺ Stanford Credibility – May 2017
  18. 18. URL: CompanyX.com Tagline: none Position: El, natural gas, district heating Statement: “Company X provides electricity, natural gas, and district heating with several important advantages. We give you personal advice regarding your energy purchases – even if you aren’t currently our customer.” Comments: Only natural gas to business customers. Focus on district heating for private customers. Overall impression: Company X
  19. 19. Screw that, Eric! I want to be my own boss!
  20. 20. How you will spend your time Billable design workBusiness development Finances Invoicing Meetings Recruiting Staff reviews
  21. 21. “Form follows function” The Villa Savoye 1929
  22. 22. “Form follows function” Women’s fashion (1895-1898)
  23. 23. 1895
  24. 24. 1898
  25. 25. “Form follows function” Infant death and service design (1847)
  26. 26. Ignaz Semmelweis
  27. 27. Observe your users Talk to your users Look for touchpoints that you can influence Lesson to be learned
  28. 28. Globalization
  29. 29. We need to understand different cultures, not just general design patterns Why globalization is important
  30. 30. We need to understand different cultures, not just general design patterns There are few things where “one size fits all” Vacuum cleaners, gas stations, and rice cookers Why globalization is important
  31. 31. We need to understand different cultures, not just general design patterns There are few things where “one size fits all” Rice cookers, vacuum cleaners, gas stations You have to see the forest, not just the trees! How is your stuff going to be used? Why globalization is important
  32. 32. We need to understand different cultures, not just general design patterns There are few things where “one size fits all” Rice cookers, vacuum cleaners, gas stations You have to see the forest, not just the trees! How is your stuff going to be used? Do your homework before you come up with a bad design or bad answer Why globalization is important
  33. 33. Bonus #1 How to search
  34. 34. Use phrases Use multiple words Write query as an answer rather than a question Keys to good search results
  35. 35. What’s the key ingredient in bearnaise sauce? What’s the most fuel-efficient car in the world? How many stripes does a zebra have? Some research questions
  36. 36. Bonus #2 Answering some questions
  37. 37. According to Fast Company: 1. Define the problem 2. Create and consider many options 3. Refine selected directions 4. Repeat as necessary 5. Pick the winner 6. Execute What is “design thinking”
  38. 38. Tell me a story: What was the problem? How did you solve it? What was the result? Your process How did you get from A to B? What kinds of decisions did you make along the way? What I look for in a portfolio
  39. 39. (Click here to add obligatory Venn diagram) All the people in the whole world
  40. 40. (Click here to add obligatory Venn diagram) All the people in the whole world All the people in the whole world who do UX
  41. 41. Berlin | 20 June 2015 | 01:35
  42. 42. Berlin | 20 June 2015 | 08:12
  43. 43. Eric’s 1st Law of UX: User experience is the sum of a series of interactions between • people • devices • events
  44. 44. Eric’s 2rd Law of UX (CARE): UX design represents the conscious act of : • coordinating interactions we can control • acknowledging interactions we cannot control • reducing negative interactions • examining the journey between these interactions
  45. 45. Can influence Cannot influence Business critical Screw it True UX Artistic masturbation
  46. 46. Scrum and UX
  47. 47. Pick me! Pick me!
  48. 48. Introducing “Carpenter thinking” Measure twice, cut once
  49. 49. My Favourite Process DWYNTDTGTSD Do What You Need To Do To Get The Shit Done
  50. 50. Observing the User Experience Mike Kuniavsky Morgan Kaufmann, 2003 Design Research Brenda Laurel (editor) MIT Press, 2003 Validating Product Ideas Tomer Sharon Rosenfeld, 2016 Contextual Design Karen Holtzblatt, Hugh Beyer Morgan Kaufmann, 2015 Must-have books for researchers
  51. 51. Measuring the Success of Your Website Hurol Inan Prentice-Hall, 2002 Measuring the User Experience Tom Tullis, Bill Albert Morgan Kaufmann, 2008 Books – UX metrics
  52. 52. Designing a UX Portfolio Ian Fenn O’Reilly, 2017 The Interview Expert John Lees Pearson Business, 2011 A Project Guide for UX Design Russ Unger, Carolyn Chandler New Riders, 2012 Books – self-help
  53. 53. Actionable Web Analytics Jason Burby, Shane Atchison Sybex, 2007 Web Analytics – an hour a day Avinash Kaushik Sybex/Wiley, 2007 Web Metrics Jim Sterne Wiley, 2002 Practical Web Analytics for UX Michael Beasley Morgan Kaufmann, 2013 Books – web analytics
  54. 54. How to Conduct Your Own Survey Pricilla Salant, Don A. Dillman Wiley, 1994 Improving Survey Questions Floyd J. Fowler, Jr. Sage, 1995 Mail and Internet Surveys Don A. Dillman Wiley, 2000 Interviewing Users Steve Portigal Rosenfeld, 2013 Books – surveys and interviews
  55. 55. Rocket Surgery Made Easy Steve Krug New Riders, 2010 Handbook of Usability Testing Jeffrey Rubin, Dana Chisnell Wiley, 2008 Don’t Make Me Think Steve Krug New Riders, 2013 Usable Usability Eric Reiss Wiley, 2012 Books – usability
  56. 56. Danke!
  57. 57. The FatDUX Group ApS Strandøre 15 2100 Copenhagen Denmark Office: (+45) 39 29 07 07 Mobil: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com Eric Reiss can (usually) be found at:

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