Ux. theory of relativity

UX. Theory of relativity
About
01

michael dorka » user experience consulting » mdorka@me.com
general
speciﬁc
About
of 88
This presentation
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This presentation
michael dorka » user experience consulting » mdorka@me.com of 88
Time! Location Situation!
Think!!
Act
UX Information Design Einstein Making decisions
Experience Preparation
Evaluation!!! Intuition!! Mental models!!
Semantics Linguistics
Culture!
A
Senses!
See Hear Touch Smell
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User experience design
creates and coordinates
different aspects of design
and other disciplines to create
the best possible interaction
and experience for users.
User Experience > Information/- design > Einstein’s Theory <
You might know that….

Information design is the
practice of presenting
information in a way that
allowing efﬁcient and
effective understanding of it.
And might know also that….

michael dorka » user experience consulting » mdorka@me.com of 887michael dorka » user experience consulting » mdorka@me.com of 88775

Usually you move from one location
towards the other location
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But you could also move backwards
while on the way to another location
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michael dorka » user experience consulting » mdorka@me.com
Time depends on:
Where you are and how you move.
So let’s say that…..
of 8810

What does this have to do
with user experience?
?
So…..

User experience depends on time, location, situation,
thinking. The way how you act depends on UX.
UX can make you travel in time :)
!
Most people agree on…..

Think
Time > Location > Situation > Think > Act
Act
Time influences on how you…..
STRESSSTRESS
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Let’s get more detailed…..
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1+1+1=?
Example:
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Das Leben ist
unglaublich
ungerecht.
Example:
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?
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Little experienced
But evaluating time depends also
being…..
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Very experienced
And of course on being…..
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Prepared
And not only that. It also depends on
if you are…..
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Unprepared
Or even worse when you are …..
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acting
depends
on the time
we have…
So we agree on…..
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acting
depends on
limitations of
the location
[senses and
function]
And that…..
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acting
depends
on the
situation
And also that…..
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Evaluate
time to
decode Choose
evaluation method
Conscience
time pressure
Consequence
failure/success
Limitations by
perception
and physics
So we agree on…..
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Comparative
evaluation
Singular
evaluation
So when thinking you probably
evaluate….
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Example:
Eat a chocolate!
Time > Location > Situation > Think <
Let’s see what it means…..
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Comparative
evaluation
Comparative evaluation > Singular evaluation > Act
One way to go:
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Compare each
possibility to ﬁgure
out which is the best
Which makes you…..
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Singular
evaluation
The other way to go:
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Take the ﬁrst choice
which appears
working out.
The other way to go:
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Recognition
Primed
Decision
Model
Model 1
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Recognition-Primed Decision Model
“the way decision makers size up the situation
to recognise which course of action makes
sense, and the way they evaluate that course of
action by imagining it.”
Excerpt From: Gary Klein. “Sources of Power: How People Make Decisions.”
Comparative evaluation > Singular evaluation
>Act
Gary says that:
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- what types of goals make sense
- set priorities
- which cues are important (so there is not an
overload of information)
- what to expect next (so they can prepare
themselves and notice surprises)
- typical ways of responding in a given
situation.
>Act
Gary says that:
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By recognising a situation as typical the user
recognises a course of action likely to succeed.
The recognition of goals, cues, expectancies,
and actions is part of recognising a situation.
Decision makers do not start with the goals or
expectancies and ﬁgure out the nature of the
situation.
>Act
Gary says that:
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>Act
Which means that you do this:
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>Act
And you do not do this:
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> Recognition-Primed Decision Model
> Intuition > Act
Knowing what you are doing?!
Intuition
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It is rather experience then magic:
Recognizing things
without knowing how we
do the recognizing.
> Intuition > Act
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Intution is…..
- a experience which affect the interpretation
of the situation [recognizing key patterns that
indicate the dynamics of the situation]
- reacting to things that are not happening
rather than to things that are.
- unaware of his use of experience [not
drawing on memory for any speciﬁc previous
experience.
> Intuition > Act
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Good news:
The part of intuition that involves pattern
matching and recognition of familiar and typical
cases can be trained.
> Intuition > Act
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Knowing what you are doing?!
Mental models
> Intuition
> Mental simulation > Act
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How to make a
cheeseburger?
> Intuition
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Mental simulation
3 causal factors:
- groceries
- cook
- arrange
…………
6 transitions:
- imagine what the
cheeseburger consists of
- buy the ingredients
- wash each single ingredient
- cut each ingredient
- cook ingredients
- arrange ingredients
> Intuition
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Two major categories:
What had happened in the past?
What is going to happen in the future?
> Intuition
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Mental simulation
Coherence
Does it make sense?
Applicability
Will it get what I need?
Completeness
Does it include too much or too little?
> Intuition
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Your fantastic product/ service
You confront your user physically/
psychological inﬂuenced by design
> Intuition
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Identify Need:
Project the future
Specify Parameters:
Assemble the
Action Sequence
Failure to
Assemble
Internal
Evaluation
Design defines what the user could interpret
visually.
Linguist defines how the user will interpret
textually the task.
Psychology estimates how and what your user
evaluates
Sociology investigates how your user’s
environment influences on her evaluation
user needs to do something
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hits the user
user needs to do something
Identify Need:
Project the future
Specify Parameters:
Assemble the
Action Sequence
Run and review the
Action Sequence
Evaluate
the
Outcome
Prepare for Implementation Predict the outcome
Estimate the Data
Generate a course of action
Evaluate and inspect risk
Implement course of action
Failure to
Assemble
Identify Problem Areas:
Plausibility
Consistency
Pitfalls
Microsimulation
of Problem Areas
Modify the
Course of Action
Reject the
Course of Action
Internal
Evaluation
Psychology estimates how and
what your user decides on doing
Sociology investigates how your
user’s environment influences on
her decision
Design defines what the user could interpret
visually.
Linguist defines how the user will interpret
textually the task.
Psychology estimates how and what your user
evaluates
Sociology investigates how your user’s
environment influences on her evaluation
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Culture
> Intuition
> Mental simulation
> Culture > Semantics >
Cultural aspects deﬁnes how a user understands
and interprets a system.
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You know I am saying…
Semantics
> Intuition
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michael dorka » user experience consulting » mdorka@me.com of 88 6464

Semantics
- study of meaning
- relation between signiﬁers [words,
phrases, signs, and symbols]
- what they stand for, their denotation
> Intuition
> Mental simulation
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Global use of pedestrian icons*:
* http://blogs.wsj.com/scene/2013/10/15/what-do-pedestrian-trafﬁc-icons-say-about-your-culture/tab/slideshow/#slide/11
> Intuition
> Mental simulation
> Semantics >
> Senses > See > Hear > Feel > Smell
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You know I am saying…
Linguistics
> Intuition
> Mental simulation
> Culture > Semantics > Linguistics >
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Semantics:
Linguistic semantics
study of meaning used for
understanding human expression
through language.
> Intuition
> Mental simulation
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Global use of alphabets*:
Alphabets: Latin Latin and Arabic Cyrillic Latin and Cyrillic Greek Georgian
Armenian
Abjads: Arabic Hebrew and Arabic
Abugidas: North Indic South Indic Ethiopic Canadian Syllabic
Logographic+syllabic: Pure logographic Mixed logographic and syllabaries Featural-
alphabet + limited logographic Featural-alphabet
* http://en.wikipedia.org/wiki/File:Writing_systems_worldwide.png
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Buenos Aires, Argentina
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Moscow, Russia
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Beijing, China
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Berlin, Germany
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Globally and in general:
Senses
Different physical conditions let
users interact totally different with
a system.
> Intuition
> Mental simulation
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Globally and in general:
Color
Color plays a vitally important role
in the world.It can:
- sway thinking
- change actions
- cause reactions
- irritate or soothe your eyes
- raise blood pressure
- suppress appetite
> Intuition
> Mental simulation
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Color matters
As a powerful form of
communication, color is
irreplaceable. Red means "stop"
and green means "go." Trafﬁc
lights send this universal
message. Likewise, the colors
used for a product, web site,
business card, or logo cause
powerful reactions.
> Intuition
> Mental simulation
> Semantics >
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Global meaning of red:
Red is one of the top two
favourite colours of all people.
Red is the most popular color
used on ﬂags in the world.
Approximately 77% of all ﬂags
include red.
Red is the international color for
stop.
> Intuition
> Mental simulation
> Semantics >
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Global meaning of red:
The history of languages reveals
that red is the ﬁrst color after
black and white. (All languages
have words for black and white. If
a third hue exists, it is red.)
> Intuition
> Mental simulation
> Semantics >
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And what if….…
Blind people
> Intuition
> Mental simulation
> Semantics >
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* http://www.who.int/mediacentre/factsheets/fs282/en/*
3%1%
96%
1% Blind people
3% People with impaired vision
96%96%
> Intuition
> Mental simulation
> Semantics >
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* http://www.who.int/mediacentre/factsheets/fs282/en/
> Intuition
> Mental simulation
> Semantics >
Braille is essential to becoming
literate.
Research shows that braille
literacy is related to academic
achievement and employment.
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* Scienceblog
> Intuition
> Mental simulation
> Semantics >
Scents are a powerful component
of our experience. Smell creates
memories [Olfactory memory].
This memory is mediated by the
hippocampus, the manufacturer of
long-term memory in the brain.*
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So…..
What makes you act?
> Intuition
> Mental simulation
> Semantics >Act
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1
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depending on the time we have…
depending on the experience we have…
depending on the preparation
depending on the location
depending on the situation
depending on the way we think
depending on how we evaluate
depending on our intuition
depending on our mental model
depending on our culture
depending on senses
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Ahhhh…..
How do I travel in time?
> Intuition
> Mental simulation
> Semantics >Act
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Ahhhh…..
How do I travel in time?
> Intuition
> Mental simulation
> Semantics >Act
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using mental model

Thank you!

Ux. theory of relativity

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