User Experience
Makes & Breaks Brands –
How to Make Sure
User Experience is Optimal
AMEX WIT, March 3, 2015
ilona@acm.org @ilonaposner
TorCHI 2018
World Usability Day
Design for Good or Evil
www.ilonaposner.com @ilonaposner
© ILONA POSNER 2018
Keyhole Impact Title Slide
1

What is Usability?
Definition: Usability
The effectiveness, efficiency, and satisfaction with which
users can achieve tasks in a particular environment of a
product.
High usability means a system is:
• easy to learn and remember
• efficient
• visually pleasing and fun to use
• quick to recover from errors
http://www.orrnet.com/ (1999-04-01) The Free Online Dictionary of Computing.

Usability Goals
• Functional
• Effective
• Efficient
• Safe
• Discoverable
• Learnable
• Memorable
4

Good & Bad Design Examples
5

Usability
CLICK HERE To clear the form
6

Usability
AGGREGATION

Usability – Remote Controls
8

Usability – Remote Controls
9

Bad Design
In 2016, Chrysler recalled 1.1 million Jeeps
and Fiats due to a poor gear shifter
design. Many people reported they had
thought they’d put their car into
park…when they hadn’t. This led to over
100 collisions related to rollaway cars,
and sadly, the death of actor Anton
Yelchin.
What made this design so faulty?
First of all, it’s difficult to tell at first
glance which gear the car is in (see image
below). In addition, there was barely any
visual or tactile feedback, other than a
few clicks, letting the user know whether
or not they’d put the car in park.
The car did issue auditory warnings if the
user exited without putting it in park, but
Chrysler suggests these warnings weren’t
effective.
At its worst, bad design prevents users
from doing the things they want to do. It
can even have fatal consequences.
https://worldusabilityday.org/portfolio-item/2018-theme-design-for-good-or-evil/

User Experience
USER EXPERIENCE
Usable
Useful
Desirable
Valuable
Findable
Accessible
Credible

Customer Experience
CUSTOMER
EXPERIENCE
USER
EXPERIENCE
USABILITY

Customer Experience
https://www.cbc.ca/news/canada/toronto/anti-scalping-tickets-law-ontario-1.4732867

Customer Experience
Bruno Mars’ Concert, Toronto, Sept 23, 2018
Original ticket $209.50 with $25.75 fee = $350,000
Resale ticket $400.00 extra $76.00 fee = $308,000
Double-dipped total = $658,000
https://www.cbc.ca/news/business/ticketmaster-prices-scalpers-bruno-mars-1.4826914
Dynamic ticket pricing
Incremental ticket release

Florida Ballot, 2000 Presidential Election

Cost of Usability Errors
• Bush won by 537 of 5.8 million votes
• 19,120 ballots registered 2 votes,
20,000 disqualified ballots
• Buchanan 5x > votes in Palm Beach
• Law suit claimed:
“Ballots were deceptive, misleading,
and confusing.”
• Results delayed 37 days! Nov 7 - Dec 13

Elevate Technology Festival, Sept 2018

http://www.tomdispatch.com/images/managed/costofwar_projectmap_large1.jpg

Cost of War
https://www.nationalpriorities.org/cost-of/?redirect=cow#modal-war
Retrieved Nov 5, 2018

War on Terror Pricetag
“Almost seventeen years ago, there was one [War on Terror]; now, the count is
76 and rising. Meanwhile, great cities have been turned into rubble; tens of
millions of human beings have been displaced from their homes; refugees by the
millions continue to cross borders, unsettling ever more lands …
American Special Operations forces were deployed to 149 countries in 2017
alone and the U.S. has so many troops on so many bases in so many places on
Earth that the Pentagon can’t even account for the whereabouts of 44,000 of
them…
In a separate study, released in November, the Costs of War Project estimated
that the price tag on the war on terror (with some future expenses included)
had already reached an astronomical $5.6 trillion. Only recently, however,
President Trump, now escalating those conflicts, tweeted an even more
staggering figure: “After having foolishly spent $7 trillion in the Middle East, it is
time to start rebuilding our country!” … (“Future interest payments on
borrowing for the wars will likely add more than $7.9 trillion to the national
debt” by mid-century.)”
https://www.thenation.com/article/a-new-map-shows-the-alarming-spread-of-the-us-war-on-terror/

Design Improvements
http://www.mit.edu/~jtidwell/ballot_design.html

Design
Improvements
https://typographyforlawyers.com/
why-typography-matters.html
Universal Principles of Design, 2003,
Lidwell, Holden, & Butler.

Dark Patterns - Definition

Dark Patterns - Video
https://www.youtube.com/embed/kxkrdLI6e6M

Dark Pattern – Invisible Signup
Interaction Design Book – Sharp, Rogers, Preece – Chapter 1.

Dark Pattern – Useless Notifications

Dark Pattern – FB Fake Notifications

Dark Pattern – Amazon Prime

Dark Pattern Types

Dark Pattern Beneficiaries

UXPA Code of
Ethical Conduct
https://uxpa.org/resources/uxpa-code-professional-conduct