The document outlines 10 key principles for designing effective user experiences: 1) Familiarity, 2) Responsiveness and Feedback, 3) Performance, 4) Intuitiveness and Efficiency, 5) Helpfulness in accomplishing real goals, 6) Delivery of relevant content, 7) Internal Consistency, 8) External Consistency, 9) Appropriateness to Context, and 10) Trustworthiness. It explains that global outsourcing and automation have led to commoditization, so the only way for companies to differentiate is through carefully crafted digital experiences that follow these 10 principles.

1. UX RULES:
10 KEY PRINCIPLES
FOR DESIGNING EFFECTIVE USER
EXPERIENCES IN THE DIGITAL CHANNEL
Adapted from: Effective UI,The Elements of Engaging UX By Jonathan Anderson, John McRee, Robb Wilson, and the Effective UI Team

2. Industry leaders have raised people’s
expectations around user experience.

3. Global outsourcing & the automation of
business processes has led to
commoditization across all industries.

4. Consumers are increasing empowered to
tune out traditional advertising.

5. The only way to differentiate is to provide
utility via carefully crafted experiences.
( Apple’s not-so-secret weapon)

6. Teehan + Lax’s UX Fund demonstrates the
tangible value of investing in user experience.
Source Teehan + Lax: http://www.teehanlax.com/uxfund/

7. The 10 keys to creating
engaging user experiences:
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8. 1. Familiarity

9. The process of accomplishing a goal
should be obvious to the user, without
confusion or explanation.
A browser back button is an example
of a familiar tool.

10. Things that aren’t the most elegant solution sometimes
work best because of their strong familiarity - like the
QWERTY keyboard

11. 2. Responsiveness and Feedback

12. Wherever appropriate, micro-tasks
should be validated with feedback.

13. Failure to provide appropriate feedback pulls focus away
from the goal and forces an intense focus on micro-tasks.

14. 3. Performance

15. Performance issues indicate a poorly engineered
product or technical malfunction.

16. 4. Intuitiveness and Efficiency

17. Intuitiveness is the degree to which the process of
accomplishing a goal is obvious to the user

18. What may be the easiest approach to figure out on first
use is likely not the most efficient long-term approach.

19. 5. Helpfulness in accomplishing real goals

20. A solution may solve a business problem
without considering user needs, which in the end
hurts the business.

21. 6. Delivery of relevant, valuable content

22. Well timed, relevant content can tangibly increase
user satisfaction and drive sales.

23. The “you might also consider” function on
e-commerce sites is a common example

24. 7. Internal Consistency

25. The application or interface should handle
similar tasks in similar ways.

26. In Photoshop, functions are different but retain
some similar attributes.

27. Consistent visual design gives the impression of a
unified, well-organized, professional product.

28. 8. External Consistency

29. The visual appearance of a product should
indicate its purpose and audience
VS.
Law Firm Creative Agency

30. The visual appearance of a product should
indicate its purpose and audience
VS.
Law Firm Creative Agency

31. External consistency in visual design also
applies to conformity with brand standards.

32. 9. Appropriateness to Context

33. VS.
Battlefield Restaurant

34. 10. Trustworthiness

35. Issues that break engagement also have a tendency
to injure the trustworthiness of the product.

36. Recap

37. Industry leaders have raised people’s
expectations around user experience.

38. Outsourcing and the digitization of business
processes has led to rapid commoditization.

39. Consumers are increasing empowered to
tune out traditional advertising.

40. To engage customers, brands must provide
utility via carefully crafted experiences.
eng us
age er
me
nt

41. There are 10 keys to creating
engaging user experiences

42. The 10 keys are adapted from:
Effective UI,The Elements of Engaging UX
By Jonathan Anderson, John McRee, Robb Wilson,
and the Effective UI Team
http://www.amazon.com/Effective-UI-Building-
Experience-Software/dp/059615478X

43. Digital Experience.
Jeremy Robinson | Creative Director
http://www.linkedin.com/profile/view?id=12104231&trk=tab_pro
www.jarcreative.com