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A myth
Good design is…
Zoltan Kollin
@kollinz
Hello, I’m Zoltan Kollin
Head of UX at IBM Budapest Lab
Ustream is now
IBM Budapest Lab
“In the last five years, Big Blue has grown its 

designer to developer hiring target from 1:72 to 1:8”
https://techcrunch...
AmuseUX Conference
amuseconf.com
UX people love disagreeing
Should designers code?
UX DESIGN = UI DESIGN?
Is UX design art or science?
GOOD DESIGN IS…
intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictio...
It depends
Intuitive design
The myth of
When users understand its behavior and effect
without use of reason, experimentation,
assistance, or special training.
int...
Intuitive?
Intuitive?
1. It’s intuitive, if you already know it.
1. It’s intuitive, if you already know it.
2. To know it, you need to learn it.
1. It’s intuitive, if you already know it.
2. To know it, you need to learn it.
3. We’re usually okay with this.
Actually, we never stop learning
Actually, we never stop learning
Metaphors are changing
Metaphors are changing
On intuitive design
A completely new experience might
sometimes be better than a
familiar experience.
FRICTION
Embracing
The bigger the hurry,
the bigger the risk
I love the little girl, saying 

'Alexa ordered me a dollhouse'.
I love the little girl, saying 

'Alexa ordered me a dollhouse'.
“Our web became so fast that […]
we still don’t always trust when
important things happen instantly.
So artificial waiting...
“Wells Fargo’s eye scan
technology, for example,
worked so quickly that the
developers had to slow it
down […] so customer...
“Facebook servers crunch your data in
milliseconds, but the user interface takes
longer to load. That's by design.”
https:...
What if I told you…
Friction might prevent errors, help
making considered decisions, and
even build trust.
Transparent
Going full
“Good design is
honest.”
– Dieter Rams
Oh, those dark patterns
Oh, those dark patterns
Oh, those dark patterns
Oh, those dark patterns
Dark patterns are more like #7A7A7A
most of the time.
Seen Fri 12:38 PM
Seen Fri 12:38 PM
“Uber has buried the ability
to type in your pickup
address so that it might
move you half a block to
optimize its own dri...
Transparency is relative
It’s The overall experience
that matters.
intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictio...
Simple & clean?
Is good design
Delightful?
Is good design
Innovative?
Is good design
It depends
It depends™
intuitive effortless Smart delightful
engaging clean Easy on the eye human
Conversational simple connected minimal
frictio...
And more on empowering people
THank you
kollinz
Zoltan Kollin
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
Good design is a myth - Zoltan Kollin @ UX Cambridge 2017 & UX Scotland 2017
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.

Published in: Design
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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. Ustream is now IBM Budapest Lab
  4. 4. “In the last five years, Big Blue has grown its 
 designer to developer hiring target from 1:72 to 1:8” https://techcrunch.com/2017/05/31/here-are-some-reasons-behind-techs-design-shortage/
  5. 5. AmuseUX Conference amuseconf.com
  6. 6. UX people love disagreeing
  7. 7. Should designers code? UX DESIGN = UI DESIGN? Is UX design art or science?
  8. 8. GOOD DESIGN IS…
  9. 9. 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
  10. 10. It depends
  11. 11. Intuitive design The myth of
  12. 12. When users understand its behavior and effect without use of reason, experimentation, assistance, or special training. intuitive /ɪnˈtjuːɪtɪv/ adjective
  13. 13. Intuitive?
  14. 14. Intuitive?
  15. 15. 1. It’s intuitive, if you already know it.
  16. 16. 1. It’s intuitive, if you already know it. 2. To know it, you need to learn it.
  17. 17. 1. It’s intuitive, if you already know it. 2. To know it, you need to learn it. 3. We’re usually okay with this.
  18. 18. Actually, we never stop learning
  19. 19. Actually, we never stop learning
  20. 20. Metaphors are changing
  21. 21. Metaphors are changing
  22. 22. On intuitive design A completely new experience might sometimes be better than a familiar experience.
  23. 23. FRICTION Embracing
  24. 24. The bigger the hurry, the bigger the risk
  25. 25. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  26. 26. I love the little girl, saying 
 'Alexa ordered me a dollhouse'.
  27. 27. “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
  28. 28. “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
  29. 29. “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
  30. 30. What if I told you… Friction might prevent errors, help making considered decisions, and even build trust.
  31. 31. Transparent Going full
  32. 32. “Good design is honest.” – Dieter Rams
  33. 33. Oh, those dark patterns
  34. 34. Oh, those dark patterns
  35. 35. Oh, those dark patterns
  36. 36. Oh, those dark patterns
  37. 37. Dark patterns are more like #7A7A7A most of the time.
  38. 38. Seen Fri 12:38 PM
  39. 39. Seen Fri 12:38 PM
  40. 40. “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
  41. 41. Transparency is relative It’s The overall experience that matters.
  42. 42. 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
  43. 43. Simple & clean? Is good design
  44. 44. Delightful? Is good design
  45. 45. Innovative? Is good design
  46. 46. It depends
  47. 47. It depends™
  48. 48. 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
  49. 49. And more on empowering people
  50. 50. THank you kollinz Zoltan Kollin

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