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Emergent UX: Seducing the Six Minds - IXDA-NYC

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Presented in New York at IXDA-NYC 03-20-2015

Startups and large organizations alike have to be nimble and react to market change faster than ever. The entrepreneurs and intrapreneurs within these organizations know that, but don’t always have the right methods at their disposal to be successful. Our team has increasingly been asked to support these innovators and their teams to create exceptional User Experience Designs and gain organizational support of the process.

Emergent UX is a process we use to (1) deeply understand the users’ currently unmet needs on a cognitive, behavioral and emotional level, (2) create an open platform for innovation using the best of User-Centered Design, Design Thinking, and Lean Startup, and (3) gather critical insights about stakeholders and harness persuasive psychology to positively align the team on goals, ultimately nurturing both the product and the team behind it.

Published in: Design

Emergent UX: Seducing the Six Minds - IXDA-NYC

  1. 1. Emergent UX: Seducing the six minds Psychology + Innovation + DesignBrilliant Experience John Whalen, PhD UX Lead, Brilliant President, UXPA-DC
  2. 2. Introduction
  3. 3. About John PhD Cognitive Science Johns Hopkins University Cognitive Neuroscience Vision Science Linguistics John Whalen, PhD CEO, UX Lead Post Doc. at UCLA during dot.com boom Professor in Psychology CEO, UX Lead Brilliant Experience President, UXPADC User Insights Strategy User Experience
  4. 4. Brilliant Experience Psychology + Innovation + Design User Psychology Research UX Strategy + Innovation UX Design
  5. 5. Brilliant Experience Psychology + Innovation + Design
  6. 6. Why care about user experience design?
  7. 7. 18,000% 
 more sold
  8. 8. Don’t even ask!
  9. 9. Why keep innovating the user experience?
  10. 10. What defines the user experience?
  11. 11. Responsive Page Layout?
  12. 12. What is User Experience? The look and feel?
  13. 13. What is User Experience? The interaction
 design?
  14. 14. NONE OF THESE UX doesn’t happen on a screen.
  15. 15. UX happens in the mind.
  16. 16. UX is multi-dimensional and multi-sensory. Vision / AttentionLanguage Memory / SemanticsEmotion Wayfinding Decision Making
  17. 17. Introducing: Emergent User Experience
  18. 18. noun Emergent user experience is the intersection of psychology and user experience innovation. It delivers a more in-depth understanding of human attention, memory, language, semantics, emotion and decision making to improve research, strategy and design. Emergent identifies and solves for optimal human experiences. e⋅mer⋅gent us⋅er ex·pe·ri·ence /əˈmərjənt ˈyoozər ikˈspirēəns/
  19. 19. noun Emergent user experience is the intersection of psychology and user experience innovation. It delivers a more in-depth understanding of human attention, memory, language, semantics, emotion and decision making to improve research, strategy and design. Emergent identifies and solves for optimal human experiences. e⋅mer⋅gent us⋅er ex·pe·ri·ence /əˈmərjənt ˈyoozər ikˈspirēəns/ Translation:
 The unspoken is often the most seductive.
 Emergent UX reveals what they can’t tell you.
  20. 20. Vision / AttentionLanguage Memory / SemanticsEmotion Wayfinding Decision Making
  21. 21. Vision / Attention ‣ What visual features are drawing attention? ‣ What words or objects are they searching for? ‣ What is the visual flow? Vision / Attention
  22. 22. Where do the eye’s go first on this page?
 [Not clear to me either!]
  23. 23. Do you want to give them your credit card?
 [I did! The things you do for your kids!]
  24. 24. Don’t adjust your TV set. This is a Gaussian blur 
 to show you what your visual system uses…
  25. 25. …to decide where your eyes move to next. A good test for your site too.
  26. 26. Where do you look first on this site we designed?
  27. 27. We used the visual features to draw you to the picture and the primary message (and sign up)
  28. 28. Wayfinding ‣ What is cuing spatial “you are here”? ‣ How do they expect to “move in space”? ‣ What are the expected interactions? Wayfinding
  29. 29. Which site has the clearer interaction model for picking a flight?
  30. 30. What is each asking you to do? Which is simpler? More engaging?
  31. 31. We made it very clear what was on the page, and where you could go. We like persistent navigation
  32. 32. We measure behavior in order to really understand how users will interact with a site.
  33. 33. Memory / Semantics ‣ What mental schemas are being activated? ‣ What to they think of when thinking of ______? Memory / Semantics
  34. 34. Maybe you thought your colleague would take you here for a drink.
  35. 35. If you were thinking here, you might think something very different might happen…
  36. 36. Luxury RoyalTreatment Willingtopaymore WhatyouwantwheneFlyawayatwhim DefineLuxury LimoatAirport MassageShoeShine BestRestaurants Everyoneatatouchofabutton ExoticFoods Pam pered First Class Cabin Elite Status Love it. Easy to get spo Love it Feel special Well treated Aspire to do/get Travel aroun Surfing Seaboard Life Style Non-Travel Crossfit Volunteer Triathlon Symphony Opera nner with Friends Movies Brands Virgin Am erica Ritz M arriott M andarin Shangri-La Mercedes NeimanMarcusFerigammo Services Housekeeper Gardiner Contractor Lazy,SleepIn This is why we measure semantics and understand what each person thinks something means… Gardener
  37. 37. This works great for consumers, but businesses want to see “duty cycle.” Very different semantics!
  38. 38. Emotion ‣ What responses are being triggered? ‣ What are their biggest fears? ‣ How can we allay those fears and produce positive
 experience? Emotion
  39. 39. If you were a bit fearful of this…I wouldn’t blame you and its an automatic reaction.
  40. 40. What concerns and fears do you need to overcome before buying this $6,200 chair and ottoman?
  41. 41. She’s looking at you. A little hair in her eyes. Bee-stung lips. Is her shirt buttoned all the way? Oh, but of course this page is about jewelry! No emotional content here!
  42. 42. Language ‣ Which terms are being used? ‣ What level of expertise does this imply? ‣ What is the right tone for our product? Language
  43. 43. By analyzing transcripts, we can see very different patterns of ideas across groups and design accordingly.
  44. 44. On this site we helped design, it helps beginners: “everyone should try”…
  45. 45. …but this page for experts looks like there was a nuclear winter with the “UNBREAKABLE”!
  46. 46. Decision Making ‣ What is the problem space this person is working in? ‣ How taxed is their working memory? ‣ How much will they “satisfice”? Decision Making
  47. 47. Ever try to order at Cheesecake Factory?
  48. 48. This is just the menu for Cheesecake… overwhelming! We take short cuts to decide.
  49. 49. Decision Making Here we made it easy for people to decide. The pictures tell the story of easy, medium, hard races.
  50. 50. Putting it all together… Vision / AttentionLanguage Memory / Semantics Emotion Wayfinding Decision Making
  51. 51. Decision Making Language Emotion Vision / Attention Memory & Semantics Wayfinding
  52. 52. Summary - 3 Things to remember
  53. 53. UX doesn’t happen on a screen.
  54. 54. The unspoken is often the most seductive.
 Emergent UX reveals what they can’t tell you.
  55. 55. Brilliant Experience Design for the six minds
  56. 56. Thank you! Psychology + Innovation + DesignBrilliant Experience
  57. 57. John Whalen jw@brilliantexperience.com linkedin.com/in/johnwhalen Psychology + Innovation + DesignBrilliant Experience

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