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Good UX Karma: Guiding Principles to Simpler, Easier and Happier UI Design

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People are busier than ever. The UX karmic cycle can create positive experiences for them, which in turn drives business. We’ll point to ten specific principles for making your users’ lives easier—UX Mantras that can bring change for good. From typography to spacing to plain language, we’ll keep it fast, simple, and packed with common sense to make your users happier and your business stronger.

When I was the Exec Creative Director at Infuz, I wrote this with Ryan Swarts, our UX Architect and Art Director for our presentation at the 2011 STL UX Conference.

And yes... The airport sign at around 06:01 is not in Danish. I'm told it's Dutch. Doh!

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Good UX Karma: Guiding Principles to Simpler, Easier and Happier UI Design

  1. 1. Good UX Karma Guiding Principles to Simpler / Easier / Happier User Interface Design STL UX 2011 February 25, 2011 Presented by Hafiz Huda and Ryan Swarts
  2. 2. HELLO.
  3. 3. Hafiz Huda VP, Executive Creative Director @lostpear Ryan Swarts Art Director / Usability Analyst @swartsr
  4. 4. WHAT IS IT? WHY SHOULD I CARE? UX KARMA
  5. 5. DIVDER PAGE HEADLINE DIVDER PAGE SUB CONTEXT + MAPPINGS
  6. 6. CONTEXT + MAPPINGS
  7. 7. DIVDER PAGE HEADLINE DIVDER PAGE SUB CONTEXT + MAPPINGS
  8. 8. REMEMBER THE DO UNTO OTHERS as you would have them do unto you. GOLDEN RULE.
  9. 9. WITH FOR THE DESIGN EMPATHY USER.
  10. 10. USER. PERSON. YOU ARE A MOST IMPORTANT... YOU ARE A
  11. 11. Good UX Design = Happy People = Smart Business
  12. 12. DIVDER PAGE HEADLINE DIVDER PAGE SUB CONTEXT + MAPPINGS Our Guiding Principles.
  13. 13. Visual Confidence Context + Mapping Make It Easier Misconceptions Being Human
  14. 14. Make It Easier Context + Mapping Misconceptions Being Human Visual Confidence
  15. 15. DIVDER PAGE HEADLINE DIVDER PAGE SUB VISUAL CONFIDENCE Point the way with good hierarchy. 01
  16. 16. No Hierachy = No Confidence Good hierarchy helps guide the eye through a page of content. A page without a strong hierarchy can be as stressful to the user as a design without proper space. Prioritize the intended user interactions.
  17. 17. Methods to define hierarchy. From Graphic Design: The New Basics — GDBasics.com
  18. 18. Group information into distinct elements. From BigSpaceship.com
  19. 19. Leverage size to indicate hierarchy. From BigSpaceship.com
  20. 20. Break up large articles. From MSNBC.com
  21. 21. We access information in small chunks. From MSNBC.com
  22. 22. DIVDER PAGE HEADLINE DIVDER PAGE SUB VISUAL CONFIDENCE Make commonly used elements bigger. 02
  23. 23. Size Matters If people use an area of your website often, make it easier to find and interact with. Don’t reduce key interaction elements. The most important call to action should be the biggest on screen.
  24. 24. Pagination Buttons: only 19x19 pixels? From VEER.com
  25. 25. Large thumbnails to review products. From Etsy.com
  26. 26. Large BUY NOW button. No subtlety. From LivingSocial.com
  27. 27. Returning visitors clearly see SIGN IN. From BankOfAmerica.com
  28. 28. DIVDER PAGE HEADLINE DIVDER PAGE SUB VISUAL CONFIDENCE Give me some room! 03
  29. 29. A little bit of elbow room and whitespace goes a long way Strike a balance between positive and negative space to highlight content. Avoid cluttering the visual canvas. Each key element serves a purpose, so define the boundaries and space to emphasize importance.
  30. 30. Open spaces invite exploration. From BatamHousing.com — Joel Sanders, Architect | Blesso Lofts, NYC, NY
  31. 31. Letting the page “breathe” From HUGEinc.com
  32. 32. Let the page breathe. From Logitech.com
  33. 33. Visual Confidence Make It Easier Misconceptions Being Human Context + Mapping
  34. 34. DIVDER PAGE HEADLINE DIVDER PAGE SUB CONTEXT + MAPPING Cues and Clues: Guide Your Users. 04
  35. 35. FILL ‘ER UP.
  36. 36. WHERE IS THE GAS TANK LOCATED?
  37. 37. What’s behind door #3?
  38. 38. Where are we? Where we going? Cues can save people a lot of time and hassle. Indicate where they are and where they need to go next to complete an action. Use indicators like color, font weight, shadows, and arrows to guide a person’s eye toward the next steps.
  39. 39. Where do you begin? From www.facebook.com/BMWUSA
  40. 40. Animated setup: follow the arrow! From DropBox Application Installation (Mac)
  41. 41. Cues can help your global navigation. From USAToday.com
  42. 42. Ba-bam! Surprise! From USAToday.com
  43. 43. Deliver expectations through cues.
  44. 44. What’s the booking process? From Southwest.com
  45. 45. Guide the user through multiple steps. From Crocs.com
  46. 46. Users need reassurance on the process. From Crocs.com
  47. 47. DIVDER PAGE HEADLINE DIVDER PAGE SUB CONTEXT + MAPPING Adaptation: Design Responsively. 05
  48. 48. Consider the context of the interface. Ubiquitous computing means different devices, screens, and situations. Information and composition shift depending on the needs and affordances of the device. Placement dictates relevance.
  49. 49. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS
  50. 50. From tappinn.com AWKWARD PLACEMENT
  51. 51. From 100 yards away, exclusive content. From http://qranywhere.blogspot.com
  52. 52. CollyLogic.com “Narrow Version”
  53. 53. CollyLogic.com “Wide Screen”
  54. 54. Feedly.com Standard
  55. 55. Feedly.com Wide Edition
  56. 56. Adaptation saves development/design time. From CSSgrid.net
  57. 57. Flexible framework adapts to device. From LessFramework.com
  58. 58. Visual Confidence Make It Easier Context + Mapping Being Human Misconceptions
  59. 59. DIVDER PAGE HEADLINE DIVDER PAGE SUB MAKE IT EASIER Simplify Things: Kill the Distractions. 06
  60. 60. Too many options become overwhelming Cut the number of options and your process goes from a chore to a delight. Limiting options leaves a person feeling more confident and ultimately more satisfied. Focus on the task goals at hand. Empower the user to make a decision.
  61. 61. Where do you begin? From KCSTAR.com
  62. 62. Hierarchy + Limit the story options and ads. From MSNBC.com
  63. 63. Single call-to-action and clearing obstactles. From Huggies.com
  64. 64. You’re here to do only one thing. Win. Win. From www.SUBWAYfreshbuzz.com
  65. 65. DIVDER PAGE HEADLINE DIVDER PAGE SUB MAKE IT EASIER Reduce the number of steps. 07
  66. 66. If possible, reduce the steps in repetative tasks Examine your user-flow closely: can you combine any steps or remove a few? Use technology for efficiencies: cookies, pre-populated fields, etc. Less of a hassle means a happier person.
  67. 67. The double-confirmation: You REALLY sure you want to watch this program?
  68. 68. bit.ly Auto-Shortening upon Copy/Paste Facebook Sharing SHARE simultaneously closes the window
  69. 69. Where’s the phone number? From SuperPages.com
  70. 70. Click AGAIN to reveal the phone number. From SuperPages.com
  71. 71. People expect numbers in directories. From YP.com
  72. 72. Return visits are encouraged. From HendricksGin.com
  73. 73. Visual Confidence Make It Easier Context + Mapping Being Human Misconceptions
  74. 74. DIVDER PAGE HEADLINE DIVDER PAGE SUB Misconceptions Users want reinvention. 08
  75. 75. People don’t always want you to reinvent accepted practices The Myth: As designers, we must create new UI to stay innovative. People love seeing pretty designs. There’s always room to improve upon old conventions, but consider the user. Don’t force them to learn established UI elements and interactions. By going against the grain, are you improving the experience or are you putting up walls?
  76. 76. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS
  77. 77. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS
  78. 78. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS IS THIS THE BEST LOCATION?
  79. 79. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS PRACTICAL vs. CLEVER?
  80. 80. Not the flair you want on your site. From TGIFridays.com
  81. 81. NOT A BUTTON BUTTONS
  82. 82. Most of these buttons are made by http://design-freak.com.
  83. 83. Major complaint about e-readers is that their page numbers didn’t correspond to the page numbers in a printed book.
  84. 84. DIVDER PAGE HEADLINE DIVDER PAGE SUB Misconceptions The Myth of “The Fold.” 09
  85. 85. Newspapers and Screens. People scroll. Really! The Myth: Users Won’t See Past ”The Fold” Constant requests to cram as much information above the fold as possible. Use visual cues (such as cut-off images and text) and compelling content to draw the user down the page.
  86. 86. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS
  87. 87. 4,314pixels of posts since January. Our little Facebook page...
  88. 88. The essential elements are above the fold. From www.boxee.tv
  89. 89. The essentials. Great content and features. Repeat those essentials.
  90. 90. Nice, big content blocks without clutter. From www.boxee.tv
  91. 91. Thanks for scrolling 2,800+ pixels. Ready to BUY? From www.boxee.tv
  92. 92. Recommendations Stop cramming stuff above a specific pixel point in your designs. The three highest fold locations: 570, 590 and 600 pixels (all different browsers) on 1024×768. FORGET IT. Offer compelling content for the scroll. What’s at the bottom? More than a copyright and footer?
  93. 93. When the Fold Matters. If a specific piece of content is essential to your business, move it to the top. Advertisers will still want their ads towards the top of the page. Screen height matters with applications.
  94. 94. Visual Confidence Make It Easier Context + Mapping Misconceptions Being Human
  95. 95. DIVDER PAGE HEADLINE DIVDER PAGE SUB Being Human Real language. Honesty. Personality. 10
  96. 96. DIVDER PAGE HEADLINE DIVDER PAGE SUB DIVDER PAGE HEADLINE CONTEXT + MAPPINGS
  97. 97. Treat the user as a person Kill jargon when you can and speak frankly and honestly. Bring brand personality when appropriate. Be aware of people’s time and efforts.
  98. 98. Close Button? Just deal. From KCstar.com
  99. 99. Where to? Where from? Speak Up! From JetBlue.com
  100. 100. Conversational language works. From Southwest.com
  101. 101. Congratulate your customers for doing a good job.
  102. 102. Build your family profile. From Alice.com
  103. 103. Monkeys make everyone smile. From MailChimp.com
  104. 104. “Nuts, you had a few people jump ship. Ah, who needs them anyway?” From MailChimp.com
  105. 105. Discover opportunities to help, guide, and delight. People gravitate to brands that value them. Customers are people, not simply “users.” Step in their shoes and you’ll create better digital experiences. Happy customers. Repeat business. You create fans, followers, and advocates!
  106. 106. UX KARMA DESIGNING A BETTER WORLD.
  107. 107. USERS. WE ARE PEOPLE. MORE THAN
  108. 108. THANKS. Hafiz Huda @lostpear Ryan Swarts @swartsr

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