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Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017

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Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017

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Everyone agrees that well-designed products are intuitive, simple, clean, honest, innovative...except when they're not. It's not the design principles that matter the most - it's the users.
In this session I'll show how focusing on the users' needs might end up with you creating amazing products even when it sometimes means barbarously breaking widely accepted design guidelines.

Everyone agrees that well-designed products are intuitive, simple, clean, honest, innovative...except when they're not. It's not the design principles that matter the most - it's the users.
In this session I'll show how focusing on the users' needs might end up with you creating amazing products even when it sometimes means barbarously breaking widely accepted design guidelines.

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Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017

  1. 1. A myth Good design is… Zoltan Kollin @kollinz
  2. 2. Hello, I’m Zoltan Kollin Head of UX at IBM Budapest Lab
  3. 3. UX people love disagreeing
  4. 4. Should designers code? UX DESIGN = UI DESIGN? Is UX design art or science?
  5. 5. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INvisible Seamless Authentic Distinctive Data driven playful innovative
  6. 6. It depends
  7. 7. Intuitive design The myth of
  8. 8. When users understand its behavior and effect without use of reason, experimentation, assistance, or special training. intuitive /ɪnˈtjuːɪtɪv/ adjective
  9. 9. Intuitive?
  10. 10. Intuitive?
  11. 11. It’s intuitive if you already know it. To know it, you must learn it first. (And sometimes we’re okay with that.)
  12. 12. Actually, we never stop learning
  13. 13. Actually, we never stop learning
  14. 14. Metaphors are changing
  15. 15. Metaphors are changing
  16. 16. On intuitive design Creating a great experience is sometimes better than creating a familiar experience.
  17. 17. FRICTION Embracing
  18. 18. The bigger the hurry, the bigger the risk
  19. 19. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  20. 20. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  21. 21. “Our web became so fast that […] we still don’t always trust when important things happen instantly. So artificial waiting was born.” https://www.fastcodesign.com/3066571/the-best-and-worst-user-interfaces-of-2016
  22. 22. “Wells Fargo’s eye scan technology, for example, worked so quickly that the developers had to slow it down […] so customers knew it had actually registered their identities.” https://www.nytimes.com/2016/06/22/business/dealbook/goodbye-password-banks-opt-to-scan-fingers-and-faces-instead.html
  23. 23. “Facebook servers crunch your data in milliseconds, but the user interface takes longer to load. That's by design.” https://www.fastcodesign.com/3061519/evidence/the-ux-secret-that-will-ruin-apps-for-you
  24. 24. What if I told you… Friction might prevent errors, help making considered decisions, and even build trust.
  25. 25. Transparent Going full
  26. 26. “Good design is honest.” – Dieter Rams
  27. 27. Oh, those dark patterns
  28. 28. There are many shades of dark
  29. 29. There are many shades of dark
  30. 30. There are many shades of dark
  31. 31. There are many shades of dark
  32. 32. Dark patterns are more like #7A7A7A most of the time.
  33. 33. Seen Fri 12:38 PM
  34. 34. Seen Fri 12:38 PM
  35. 35. “Uber has buried the ability to type in your pickup address so that it might move you half a block to optimize its own driver routes” https://www.fastcodesign.com/3066744/the-biggest-ux-challenges-of-2017
  36. 36. Transparency is relative It’s The overall experience that matters.
  37. 37. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful innovative
  38. 38. CONSISTENT? Is good design
  39. 39. Simple & clean? Is good design
  40. 40. Delightful? Is good design
  41. 41. Innovative? Is good design
  42. 42. It depends
  43. 43. It depends™
  44. 44. intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Innovative transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful apple-like We should focus less on words
  45. 45. And more on empowering people
  46. 46. And more on empowering people (Sometimes by breaking guidelines)
  47. 47. “It’s a great time to be a designer.” – Jared Spool
  48. 48. Thank you @kollinz

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