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Hunches, Instincts, and Trusting Your Gut (Warm Gun 2014)

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The challenge for all designers is how to critique the work, your own or someone else’s. Can you translate your gut feelings into a clear, credible point of view and communicate it to others?

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Hunches, Instincts, and Trusting Your Gut (Warm Gun 2014)

  1. 1. I r" HUNCHES, "e l Tl"NCTS, All TRWSTHNEYOUK
  2. 2. 47% of companies want to be customer experience leaders in their industries 13% want to be leaders across any industry Source: Forrester's Q4 2012 Global Customer Experience Peer Research Panel Online Survey
  3. 3. RESEARCH I I / / fir’ ’, ~12.» DESIGN z , . an -~, - £3”'f xx ’, 1 ""“§§'3-"""’ PROTOTYPE TEST
  4. 4. What’s What’s your the best call? practice? 3 Why can”: it be lal u e?
  5. 5. * TRUST YOUR GUT DO OVER LEAP Q OF FAWH
  6. 6. .7ZL€ gut _7est
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  8. 8. W "3' I! ll. I!III(VrIIu. IIunnIn‘. u'm'. '.‘2,_ "‘ ’/ Hm xhy October’ I4 NOWNESS Shorts: Perry Cwo‘) f)l1~| "0', ,‘J: » r 93-» 1': cl-bc-aid M; r “- ‘w: - cl (pl _/
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  12. 12. slGlelT THOUGE-lT FEELING ACTlOll
  13. 13. People form an impression Of a design in the first 50 mls Source: Google Research “The role of visual CDFT-Cllex-I3’ and prOtotyDlcaIlt, ' regardlrng nr-: .t Il'11D(E'S$lDl"- of websites: War‘-(mg towards un«: l;vrstar. cl rug ac-athctvc luclgmenls"
  14. 14. .U".4>. ‘N! ’-“ 7-tze gut jest Observe that first moment Ask, what do I notice? Ask, how does this feel? Ask, is this prototypical? Ask, what can I do?
  15. 15. Step 1 Observe that first ITIOITIGITII
  16. 16. ‘ ‘ K Kl & . N ‘ , K t . ‘ } “x t l K §§§%§ t ‘t‘E‘ &, N ‘ ll , § § t § ’ N ‘ §f§ §
  17. 17. CA VEGIET » LIBRA IES 3: T 4->«—— T '- . , I‘ la 5‘. --: .- fif . ‘
  18. 18. The more we see something, the more we like it: THE MERE EXPOSURE EFFECT
  19. 19. M FROM YOUR GUT OVER EXPOSURE EFFECT mg
  20. 20. Step 2 Ask, what do I notice?
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  22. 22. APPEAL NUMBER OF COMPONENTS Source: Michael Bauerly and Yili Llu ‘Effects of Symmetry and r. 'umbc—r of Comnosltzoral Elements on Interface and DOSIQH Aesthetics"
  23. 23. ,vuw~ nowMs1((m* v-, .»_~, .. . , , y I ‘D . U l l NOWNESS i‘ . - IL. )
  24. 24. HOW MANY COMPONENTS DOES THIS HAVE? Mellon Auditorium, Washington, DC
  25. 25. it PARTS , *5“-= —rPARTS-= — — - — - - - -
  26. 26. MASS MASS
  27. 27. Vrm-141v Ockzbvv 2‘-I NOWNESS Shorts: Perry Cm‘) 3114 "O"; ~'JI/ - 9)v~ :5 :1-bc-zwdmj r ‘W ‘<: - : . if :3 I PARTS
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  34. 34. To simplify, look for the parts and the masses; think in terms of moments, not layouts
  35. 35. Step 3 Ask, how does this feel?
  36. 36. Uber Moves People informs the messaging and design, from more the aspirational on-the-go photography and tight, action- oriented diction, to the highlighted features and explanation of services. — 5)/ Ia/ iii . .A-"<‘/ ]riii'ri. ll: /I767
  37. 37. UB E R’
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  41. 41. Do you feel anything? What words would you use? If you don’t feel anything, neither will they
  42. 42. Step4 Ask, is this prototypical?
  43. 43. Designs of low prototypicality are generally judged unattractive Source: Google Resea T e to I: of vi; 3? " h I u complrzinty an roIcm, ip€cal: t-, i rcgaicirug first II'TlClF'. "S5lDl'i or wlzlssites: Working towards understanding ll’ ans . B‘. lCllJd-’_1l'Ti€l'1tS'
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  50. 50. Tvansleu Transaction Details CU"°"' 3a*a"°° . me BROADWAY emu. $4,397.25 ‘ $52.28 oamrzon = °°°~= ='e°" VISA Yypo Amount T7.1V'5.. :"IIvVI Puvchau I ‘u-1 METROPOJYAN MAR ‘ EATING PLACES. CITY PEOPLE S ME ' RESTAURANTS ‘-Icr('>; xr: I -‘r IL‘ WA THE ESSENTIAL BAKI METROPOLITAN MAR THE BROADWAY GRILL TULLYS COFFEE #1018 MA SHAWAFIMA KING UNION 76 10114031 3 I2 I] B B 3 I2 3
  51. 51. 2 IIAN MC 73 Indllnu bi: PIICI Causal: E [In uegutru I SI| vI.1 SILVIA IITIIISOISZ nooooooomo 0541! A IMIJ PWQAM DI I VHO - ill 0! CLLIJSEO Nunn oonohtuvva lonifkt Ital: e Sept -v Qu’IuBI ii . ;L e I} . 000,00 In. ._n. «>uI. r«In f9S2I‘52 I I‘ 10.5 1 21, 52 1 II‘. ‘, '1‘
  52. 52. j Ion-noun _ . u’m“ WHIIINCW , °_. m.'~ ~vv-Ingoltu-tndcauovluvitfull-IAS - T It Icnun anlhul TORI: -SVDR -Mnunlutqluon °”", ... .¢. “:. ..: ,“ ' w. Ituvushoo-Iumonlcuvunnnufupqnioll — A °. .,, g., ,,. '., ",, “.. ,.. -uw. »yM-hunmnvntnndclhnlnu lllfltlfi-Clfluafi -Anon yauponnanoloraouwinmrpnonu UPI! . -Ilnoivflotun-looaauiuolltuuonotouvvaotlyyuu -caupufivovomlbdmmvwufluuohulollnb -n~uI. C4ncnoau4ICumubvunvInInytn¢ Ru Iflflhl hlkdhtnmcl Ink-Q cuuuinn -Dlillnlfllollrulinloccuuulvtnoxct -1-nthflalitlonyficvhhmywsfilktouvluuvog mesnuuuay » . II~. 1vI‘? VYl'-DI‘? ! I Ififlllfltlflllhfi 9 Kflltlfifiiil-FD! cnundnomunnouuiun I W I in ' I Ictoaubfivivunvuyaiucmunounnopotsi-lob? -Inns: I_ _, _, _'_. Ponoml Banking - Key Foatum out-I ““°"" """"" who Addod Bu-vlcu - Oltilcbocflothonficlyhvfilflfiohtfllvl Itumnuun tfi) mi Ix-n nu: Stun Ca-unum (L992) 1 - Datum 0 Inch. locum In! («human my Io up on you Um; In at Ovanuill - ohm! mot-um uvoco can 80 uunum » W M-In nvmlmom man so full cuouvu ~ $0-huovavnpnqvnunhdlyhvnlnluunnl cuififlu -Vfiauonoytvontho - Uuoynubol ounullnunrlnfi . ozirucocu-quot. .. z.m¢. n-ossa. . Incl-uauownhsa ~BlFuvnai I II. IIu. I II I. IsIrII ». I | |‘-I011 II I. III. .. EIII laoutk Antcutny I win up? lyouuuhutlouuunthluonqo '. IIu. Jn: I-- lbw uuuu I not h Odlnnllfl lhiavlhuflnncwlivlhllntl vouuumssl. CV-Illltdlltnd Mun"
  53. 53. Break from genre only when there is a strong reason to do so—and you’ve tested it with users.
  54. 54. Step5 Ask, what can I do?
  55. 55. _j. ‘.. _.? _. ‘KL. ,_«. l“V‘. __. I l, __ . V i j. '4i~ . i'4i: 'r », .:*"I_‘f§ "’/ .7 1'1‘ it o‘o_ 4.} H
  56. 56. WHEN EV E RYT Hii*NG, f'r; f’, an i s A L i N D E si R E ’l/ i ‘ ' '_—. ‘___‘_ « "‘r. <»’; i_r, ; ‘("5/; —i > E C a
  57. 57. J) tell stoties. . .
  58. 58. Consumer segmentation t Base Total Rural Urban irers 29$ 30% 83% 17% ious Traditional: 249 25% 88% 12% I Comfortable Progressives 214 ms 591. m I bninvotvéd 1 _ 120 ‘tax ’78% V 239; Discdminating Pragmatics 109 11'! » V 82% 18%’ Total 987 100% 78% 22% M <-~°-*v----*- SW08‘? molmltd by bl-Ind Ind N3?‘ Hare easy access to water treatment ptoduu Tend to boa wag, mhough 15; nun the ‘Ki"‘°l°$V- '0' WK“ "*9? 3'9 W'“'"S ‘° Vtndofl, Iftlllltft-1041 bv 9'! med“ and market azerage. less mot»/ ated to buy water ng, the! fnends treat water, confident treatment products compared to other tty treat water, find boiling segments income t, and prefer easy-louse products IV‘ [nu nmlnatmg H cfmaln - Hugh; -st he, most edutated, most C It-an, (la-av, odorless, and good-tastiru water consurnen with most household as "101! important, lamcly health us too pnonty, doubles, place pnovrty on tarn-Iy health; and apptecute good-looking household clems, and are especially comevned with battena tn watev are among the lowest uncome Source: L‘3oF'ixF‘: «:
  59. 59. GOI time f . 0|’ 5! qlurli St‘ ry~ © '. i r. ., ‘ . ., ll gi, r|. ‘,‘. " r| *.a~~. ~!. m m. V‘e; ,_‘, ‘ ”‘! __ Vhis vl . tvt; i ill lH'| ' l/ Vt‘ VfNll‘l1V«llllJ small bus up-, -, . .r, .., .., , , A, ,,, ,.(, Ht‘ owns. .l lllltVl| l‘i.7_ tmrl mvnloviiiiz piogiam that imim liti-. .nrrww town acadvnm and Dt‘f's0l1.)l notmitinii Hwy specialize in SM tutoring for students with ADD ' lint tl‘i(J(VSiV‘fi has grown limit 1 t‘lY1[l'0y’l'(‘Tl‘ 5 in ‘c‘. ~'. ‘lie l']lrt‘E-'. i(ll1SihL‘ sales person then with GDMS anti i-samed (lull 1nrll(vlr-iilslii we J LHi. ‘m‘| produtv was overwhelming ask: can malts a huge than one warl they am .1 very Uo. ~.v lxmi| '.'| i‘u' busmess M0“ employees Me push “moi uifterr-nte lil helping the customer math agood students working part time Almost hall of the nuttomc to be clients ' Not knowing how to even get started was a very ' no. -gativc emotinnzil eiiperiente lo’ employees used
  60. 60. 0- V O Q 0 mm 1i‘ooAnunii. aMr' LI. ’ ‘ o C I In Inc Jun; Irma: Jae. Iisln. lo, qu. _i. nituu. t.: :iisan. ... u:a. an¢ra’g. .uns. .luir-4 can . $20 Ertm .1 ‘. ’it. i or mm-ica-u drb! mm in dot-2'--' 550 MM‘ Am. :i'n; i C'Ca: :1-r »~-, ... iii
  61. 61. l -’. ,-_ = _ j__j_. __j. v‘ . ~:': |,¢. ' " ‘, .': _’: “ ‘. lmltl, —— " . i . "J . r- . lit i l 1 V. i i _ 51 '. ‘.: _ 12- , (‘s: :’i‘. ' _ A, ‘ _-. q: . .i“_ ".7 ; .i'. ',“. , , . ' ‘i ll l‘J‘ [[r[_; ‘L‘I H 7' tr‘ a-t- —-_ f, ~ (J-. ;L3;u, ,i . i. :_‘ , L_A__? .;_‘; ‘ir_ ~'. , . . . —; I 74 ll‘ _ , ,‘ i'~'. ~ a ,4;-'~' ‘lll . :i lll l - _, V ‘W; i. ._, i it , ._. ':-; ,.&~g. r'- I n —. ,7 '1 1:13‘ i __ I . .i__ 1, L, 9 " . - -. ffi‘ , ‘- - l J ‘ -h l_ ; ‘: J"L“ A - -- ‘ .3‘ , _ U. l . llL"‘-tr ‘ I . 4 y_. -,-. . tv“’I' : _5 5 35- l lilif9_: iI“l| . Hi, tl". .
  62. 62. l'V“if'V Pill: Mcucsttor 320 ~ Iv l~‘cr-an ~ I: u: :ioesH: - (- C’ (i i": = ii'mail.9oo9|e. oom, ~"n. ii‘. ,r$«= srri't*~'iui. i~ri-uni I § 33 :5‘ Apps torrent’ yoga te‘vrn(Q thei: book use slrrtmq Rufl larc- ‘ ‘ ‘ sat-'i~casw -. . (, i sit - l_ V . . n 0 in-uiui-an .5 Ir: 11:1-ry . ) 0 Re Rona»: -9.101820 U a ” """'m so. n:. .r. - . V -. -.9 - ;4—u2 ’_ V ‘ . _.. r.-i '4’IV'. al ovrami . Club‘ nlfl-g~ [3 Dan ' "#1 ‘AZ: .—Aucnv1ai -oo-um G . :W0l. D09f3Di V '5-IE3 non. -. Using: , A-, ;.~u unacc- mtvoa-. -r-~ . nIH‘~ on , .. s 10): ’ . _ . . wan: 2,, , Lnol Rzn-‘Ha: in. .: « ct-i-. . i-to, -.. ~ ow.
  63. 63. 0- V O Q 0 mm 1i‘ooAnunii. aMr' LI. ’ ‘ o C I In Inc Jun; Irma: Jae. Iisln. lo, qu. _i. nituu. t.: :iisan. ... u:a. an¢ra’g. .uns. .luir-4 can . $20 Ertm .1 ‘. ’it. i or mm-ica-u drb! mm in dot-2'--' 550 MM‘ Am. :i'n. i C'Ca: :1-r »~-, ... iii
  64. 64. C I annrtco-' ‘Ten .4-an . a-u gun-mu ; .— .4-n ; .v . g--q mama In-uvv. -av . no ; .---u— fins-up Sent from your adult can Yo: '. w‘v- um . -:I. .m-: ' '- a: (I‘tit i nr : r mm tic . .seu it R-‘V! us» Till Ill ? v<prw¢. ovvv‘. mi . o- Out a ma ‘win-: u - Mo r4-r ~-M "0-' in. ‘ avzi
  65. 65. 0 4 C j E-rni@@1@. i&-a~ lun_Iutign. l1I; IIi1.. I¢. IgI—_. yns. ..: IIIn. .‘atI. .:; nnItx oat. - $. "; av‘ xcvr " . ':. ' r l"0 4.-ritsrt -. '.r. i-V 3 : .« rvsi hfi
  66. 66. To understand if the action makes sense tell real stories—and don’t settle for data dressed up in people’s clothes
  67. 67. .U".4>. °“! >-“ 7/rie gut jest Observe that first moment Ask, what do I notice? Ask, how does this feel? Ask, is this prototypical? Ask, what can I do?
  68. 68. .7/ie ofeaa/ e’zs/ tip jest 1. Observe that first moment 2. Ask, what do I notice? 3. Ask, how does this feel? 4. Ask, is this prototypical? 5. Ask, what can I do?
  69. 69. Leadership is not magnetic personality, that can just as well be a glib tongue. It is not "making friends and influencing people", that is flattery. Leadership is lifting a person's vision to higher sights. ” : petet :3?-‘racket
  70. 70. Cteclits Untitled by Thomas Leuthard on Flickr Autumn rain by 55Laney69 on Flickr Eye designed by Stephen JB Thomas from the thenounprojectcom Mellon Audltorlum Etching found on mellonauditorium. com John—SIeepIng by Adam Rhoades on Flickr
  71. 71. 5 J .17: ” / I '%*"/ »/ /’/ , / I 2/: _) | buley@forrester. com @| eahbuley Favor? bit. ly/ uxcxsurvey

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