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.

1. A myth
Good design is…
Zoltan Kollin
@kollinz

2. Hello, I’m Zoltan Kollin
Head of UX at IBM Budapest Lab

3. UX people love disagreeing

4. Should designers code?
UX DESIGN = UI DESIGN?
Is UX design art or science?

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. It depends

7. Intuitive design
The myth of

8. When users understand its behavior and effect
without use of reason, experimentation,
assistance, or special training.
intuitive
/ɪnˈtjuːɪtɪv/
adjective

9. Intuitive?

10. Intuitive?

13. It’s intuitive if you already know it.
To know it, you must learn it first.
(And sometimes we’re okay with that.)

14. Actually, we never stop learning

15. Actually, we never stop learning

16. Metaphors are changing

17. Metaphors are changing

21. On intuitive design
Creating a great experience is
sometimes better than creating a
familiar experience.

22. FRICTION
Embracing

25. The bigger the hurry,
the bigger the risk

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

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

35. “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

36. “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

37. “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

38. What if I told you…
Friction might prevent errors, help
making considered decisions, and
even build trust.

39. Transparent
Going full

40. “Good design is
honest.”
– Dieter Rams

41. Oh, those dark patterns

42. There are many shades of dark

43. There are many shades of dark

44. There are many shades of dark

45. There are many shades of dark

46. Dark patterns are more like #7A7A7A
most of the time.

49. Seen Fri 12:38 PM

50. Seen Fri 12:38 PM

53. “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

55. Transparency is relative
It’s The overall experience
that matters.

56. 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

57. CONSISTENT?
Is good design

58. Simple & clean?
Is good design

59. Delightful?
Is good design

60. Innovative?
Is good design

61. It depends

62. It depends™

63. 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

64. And more on empowering people

65. And more on empowering people
(Sometimes by breaking guidelines)

72. “It’s a great time to be a designer.”
– Jared Spool

73. Thank you
@kollinz