The document addresses the relationship between complexity in user experience (UX) design and business models, emphasizing that complexity should be viewed as scope rather than flexibility. It distinguishes between intrinsic and imposed complexity while focusing on managing complexity to avoid complication. Recommendations include early identification of complexity types and planning project scope accordingly.

1. Managing Complexity
UX vs the business model
Rick Monro Fathom
@monro @Fathom_UX
!
UX Scotland 2014

2. What we’ll cover
• Sources of complexity
• How complexity adversely affected a recent project

3. If we begin to discuss scope as
complexity, instead of flexibility, it
changes the conversation…
Complexity is scope.
Jon Bolt, BoxesandArrows.com
“Complexity and User Experience”, Nov 2011
“
”

4. It’s all Don’s fault (probably).

5. Acknowledged classic

6. Lesser known classic

7. ! STEVE JOBS KLAXON !

8. He’s a minimalist and constantly
reducing things to their simplest level.
Steve is a systems designer.
He simplifies complexity.
John Sculley, CEO of Apple 1983-1993 on Steve Jobs
“
”

9. UX vs the complexity dragon
For Steve!
https://www.flickr.com/photos/why_spyder/12019319314

10. Simplicity is not the goal. We do not
wish to give up the power and
flexibility of our technologies.
The design challenge is to manage
complexity so that it isn’t complicated
Don Norman, ‘Living With Complexity’
“
”

11. Complexity is a raw material

12. Two types of complexity

13. Intrinsic Complexity
adjective
belonging naturally; essential
1

14. This is a complex process

15. The glass cockpit - flat design arrives

16. This takes people into space

17. Imposed Complexity
verb
[ with obj. ] force (an unwelcome decision or ruling)
2

18. Booking a flight
https://www.flickr.com/photos/autumn_bliss/467766536/

19. Specifics required for flight booking
Flying to:
1 0
Flying from:
Departure date
Return date
0
Search

20. Other inputs required for flight booking
✓ Flight times?
✓ Existing account?
✓ Insurance?
✓ Extra luggage?
✓ Choose seat?
✓ Want to hire a car?
✓ Want car parking?
✓ ARE YOU SURE ABOUT THE SEAT THING?
✓ TELL US WHAT YOU ARE DOING.
✓ You agree we everything we have just told you.
No? THEN GET ONE.
ARE YOU SURE??

21. Other inputs required for flight booking
✓ Flight times?
✓ Existing account?
✓ Insurance?
✓ Extra luggage?
✓ Choose seat?
✓ Want to hire a car?
✓ Want car parking?
✓ ARE YOU SURE ABOUT THE SEAT THING?
✓ TELL US WHAT YOU ARE DOING.
✓ You agree we everything we have just told you.
£
£
£
£
£
£
No? THEN GET ONE.
ARE YOU SURE??

22. ! CRAZY CONSPIRACY THEORY KLAXON !
https://www.flickr.com/photos/grebo_guru/19389579/

23. Web search is managed complexity
https://www.flickr.com/photos/x1brett/3892759647/

24. https://www.flickr.com/photos/rrrrred/3735399887
The big opportunity arrives…

25. Existing site search: inputs required
Choose county
Search all towns
3 2
27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms

26. Search time: 9 seconds.
https://www.flickr.com/photos/cdresz/2953377031/

27. Standard hotel rooms
Single Twin Double Family

28. Standard guesthouse rooms
Single Double Whatever

29. “It depends” is the answer.
!
Now.. what’s the question?

30. Complexity in action
Choose county
Search all towns
3 2
27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms
the problem

31. “
”A marauding, innovating disruptor

32. AirBnB brought back the human
https://www.flickr.com/photos/alternative_illustrations/5839784828

33. #facepalm
https://www.flickr.com/photos/cesarastudillo/3981364314/
#AirBnB UI, not AirBnB UX?

34. It became a different project after that.
https://www.flickr.com/photos/stumayhew/5442893743

35. Revisiting the scene of the crime
Choose county
Search all towns
3 2
27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms
let’s get rid of
the problem

36. Improved inputs - better outputs
3 22
Location
Arrival date
Search
Nights Adults Children

37. If we begin to discuss scope as
complexity, instead of flexibility, it
changes the conversation…
Complexity is scope.
Jon Bolt, BoxesandArrows.com
“Complexity and User Experience”, Nov 2011
“
”

38. Every application has an inherent
amount of irreducible complexity. The
only question is who will have to deal
with it, the user or the developer.
Don Norman, ‘Living With Complexity’
“
”

39. 1. Establish early in projects what type of complexity
you are dealing with - inherent or imposed
2. Is the complexity created by technology that can -
and should - be replaced by human interaction
3. Plan your scope, client engagement and research
around this information
Recommendations

40. Thank you
Rick Monro Fathom
@monro @Fathom_UX
!