cxpartners 1
@gilescolborne
Simplicity
2
I would not give a fig
for the simplicity
this side of complexity,
but I would give my life for
the simplicity on the ot...
Advanced simplicity
@gilescolborne
3
4
5
6
7
http://www.flickr.com/photos/vanf/5321214369/
8
9
10
11
http://www.flickr.com/photos/iwouldstay/145628030/
12
Donald Norman
13
Simplicity is
not the answer
Leonardo Da Vinci
14
Simplicity is
the ultimate
sophistication
Simplicity is an experience
15
16
How it’s engineered
17
18
How it feels to use
19
How it’s engineered
How it looks
20
What is minimal?GO
21
May 2013 GO
Usable
22
Nov 2013 GO
23
May 2012 GO
24
May 2013
Apr 2013
Mar 2013
Feb 2013
Jan 2013
Dec 2012
25
Simple
Simplicity = Extreme usability
26
Efficiency Effectiveness Satisfaction
Usability
ISO 9241-11
27
Efficiency Effectiveness Satisfaction
Business system
28
Efficiency Effectiveness Satisfaction
Call centre
29
Efficiency Effectiveness Satisfaction
Web site
30
Efficiency Effectiveness Satisfaction
Simplicity
31
32
A B
GOMS KLM
33
Keying
(average typist)
PointingHomingMentally
preparing
Waiting
for a response
Icons: The Noun Project and Camila Bert...
34
A B
GOMS KLM
Put hand on mouse
Point to radio button
Click
Point to text field
Click
Move hand to keyboard
Enter temper...
35
A B
GOMS KLM
Put hand on mouse
Point to radio button
Click
Point to text field
Click
Move hand to keyboard
Enter temper...
36
A B
GOMS KLM
3. Place Ms in front of all Ks and Ps
Put hand on mouse
Point to radio button
Click
Point to text field
Cl...
37
A B
GOMS KLM
4. Delete Ms that appear between Ks
Put hand on mouse
Point to radio button
Click
Point to text field
Clic...
38
A B
GOMS KLM
4. Delete Ms that appear between Ks
Put hand on mouse
Point to radio button
Click
Point to text field
Clic...
39
A B
GOMS KLM
4. Delete Ms that appear between Ps and Ks (PMK becomes PK)
Put hand on mouse
Point to radio button
Click
...
40
A B
GOMS KLM
Put hand on mouse
Point to radio button
Click
Point to text field
Click
Move hand to keyboard
Enter temper...
41
A B
GOMS KLM
Put hand on mouse
Point to radio button
Click
Point to text field
Click
Move hand to keyboard
Enter temper...
42
Enter your Post Code
BS1 4ND OK
ADDRESS
Type your address
22 Queen Square Br|
ADDRESS
Which is more efficient?
22 Queen...
43
Keying PointingHomingMentally
preparing
Waiting
for a response
Icons: The Noun Project and Camila Bertoco
GOMS KLM
M = ...
22 Queen Sq
Bristol
BS1 4ND
OKOK
20 Queen Sq Bristol, BS1 4ND
21 Queen Sq Bristol, BS1 4ND
22 Queen Sq Bristol, BS1 4ND
23...
22 Queen Square Br|
22 Queen Sq, Bristol, BS1 4ND
45
ADDRESS
22 Queen Sq, Bristol, BS1 4ND
22 Queen Sq, Bristol, BS1 4ND
46
Rules (simplified)
Walk through the interface step by step.
List the Mental Preparation (M), Keying (K), Pointing (P),
...
22 Queen Sq
Bristol
BS1 4ND
OKOK
20 Queen Sq Bristol, BS1 4ND
21 Queen Sq Bristol, BS1 4ND
22 Queen Sq Bristol, BS1 4ND
23...
22 Queen Square Br|
22 Queen Sq, Bristol, BS1 4ND
48
ADDRESS
22 Queen Sq, Bristol, BS1 4ND
22 Queen Sq, Bristol, BS1 4ND
M...
Efficiency Effectiveness Satisfaction
Simplicity
49
50
Think of an experience that felt complicated
What was it? What made it feel like that?
Expert Mainstreamer
Focus on details Focus on goals
Perfection Completion
Precise control Ease of control
Principles Examp...
Not everyone wants simplicity
52
53
54
55
56
Phase 1 name
Description of phase this phase in the users journey
Phase 2 name
Description of phase this phase in the u...
Thinking like an expert
57
58
59
60
Performance
Stress
Difficult task
Simple task
Yerkes-Dodson Law
61
62
63
Feels simple
to my (mainstream) users
64
65
Your turn
Simplify this!
66
On/Off
Quick OSD (On-Screen Display menu)
FL Select (change the display on DVD player)
Open/Close (Eject DVD)
Advanced Dis...
68
#1
Remove
69
70
Perfection is achieved
not when there is nothing
more to add
but when there is
nothing more to take away
71
Antoine de Sai...
Reduce,
thoughtfully
72
John Maeda
73
74
Expert Mainstreamer
Focus on details focus on goals
Precise control Ease of control
Perfection Good enough
Principles Exam...
76
77
Rules for ‘Remove’
Features that add steps for unneeded fine control
Multiple ways of doing the same thing
Features tha...
78
A B
247
79
60%40%
30% 3%
A B
80
BUY!
#2
Organise
81
82
Ready?
83
19
7
2 6 4 83
5
84
?
85
Ready?
86
1 2 3 4 5 6 7 8 9
87
?
88
89
90
91
92
93
94
95
96
Projects Photos Garden Tax Travel School
Credit Music Video Boat Bike Car
97
Finance Office Home Projects Photos Garden
98
Rules for ‘Organise’
Follow patterns that the user knows
Clearly frame your terms of reference
Simple, consistent group...
#3
Hide
99
100
101
102
103
104
105
106
107
108
109
Rules for ‘Hide’
Organise around patterns of use, not frequency
Look for behaviours that signal patterns of use
Let us...
#4
Displace
110
111
LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
My Travel Plan
112
LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
The Roman Baths
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit. Morbi com...
LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
LOCATION ACTIVITY TIME
Bath
Excelsior
Hotel
N/A
Bath
The Roman
Baths
0930-1030
Bath...
LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
LOCATION ACTIVITY TIME
Bath
Excelsior
Hotel
N/A
Bath
The Roman
Baths
0930-1030
Bath...
No plan
survives
contact with
the enemy
Helmuth von Moltke
116
Tuesday
Wednesday
Thursday
117
Tuesday
Kid’s things
Travel discounts
118
119
120
So, in order:
1. Displace
2. Remove
3. Organise
4. Hide
How can you apply that?
121
BONUS!
The trouble with simplicity is...
it’s boring.
(Right?)
122
123
Simplicity does not mean the absence of
any decoration.
It means that the decor should belong
intimately to the design...
124
Modern Traditional Elegant
125
Logos Pathos Ethos
126
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experi...
127
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experi...
128
129
130
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experi...
131
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: it Shows i believe in
Brand ...
132
Step by step
1. Displace
2. Remove
3. Organise
4. Hide
5. Add character
No matter how cool your user
interface…
...it would be better
if there were less of it
133
Alan Cooper
134
@gilescolborne
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UXSG#8 Workshop

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Giles Colborne - Advanced Simplicity

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UXSG#8 Workshop

  1. 1. cxpartners 1 @gilescolborne Simplicity
  2. 2. 2 I would not give a fig for the simplicity this side of complexity, but I would give my life for the simplicity on the other side of complexity. Oliver Wendell Holmes Jr.
  3. 3. Advanced simplicity @gilescolborne 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. http://www.flickr.com/photos/vanf/5321214369/ 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. http://www.flickr.com/photos/iwouldstay/145628030/ 12
  13. 13. Donald Norman 13 Simplicity is not the answer
  14. 14. Leonardo Da Vinci 14 Simplicity is the ultimate sophistication
  15. 15. Simplicity is an experience 15
  16. 16. 16 How it’s engineered
  17. 17. 17
  18. 18. 18
  19. 19. How it feels to use 19 How it’s engineered How it looks
  20. 20. 20
  21. 21. What is minimal?GO 21
  22. 22. May 2013 GO Usable 22
  23. 23. Nov 2013 GO 23
  24. 24. May 2012 GO 24
  25. 25. May 2013 Apr 2013 Mar 2013 Feb 2013 Jan 2013 Dec 2012 25 Simple
  26. 26. Simplicity = Extreme usability 26
  27. 27. Efficiency Effectiveness Satisfaction Usability ISO 9241-11 27
  28. 28. Efficiency Effectiveness Satisfaction Business system 28
  29. 29. Efficiency Effectiveness Satisfaction Call centre 29
  30. 30. Efficiency Effectiveness Satisfaction Web site 30
  31. 31. Efficiency Effectiveness Satisfaction Simplicity 31
  32. 32. 32 A B GOMS KLM
  33. 33. 33 Keying (average typist) PointingHomingMentally preparing Waiting for a response Icons: The Noun Project and Camila Bertoco GOMS KLM M = 1.35 sec K = 0.2 sec H = 0.4 sec P = 1.1 sec R = ?
  34. 34. 34 A B GOMS KLM Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) 1. Walk through the interface step by step.
  35. 35. 35 A B GOMS KLM Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) 2. List the Mental Preparation (M), Keying (K), Pointing (P), Homing(H) and Response times (R). H P K P K H KK H P K H KK
  36. 36. 36 A B GOMS KLM 3. Place Ms in front of all Ks and Ps Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) H P K P K H KMK H P K H KMK M M M M M M M M
  37. 37. 37 A B GOMS KLM 4. Delete Ms that appear between Ks Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) H P K P K H KMK H P K H KMK M M M M M M M M
  38. 38. 38 A B GOMS KLM 4. Delete Ms that appear between Ks Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) H P K P K H KK H P K H KK M M M M M M M M
  39. 39. 39 A B GOMS KLM 4. Delete Ms that appear between Ps and Ks (PMK becomes PK) Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) H P K P K H KK H P K H KK M M M M M
  40. 40. 40 A B GOMS KLM Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) H P K P K H KK H P K H KK M M M M M M = 1.35 sec K = 0.2 sec H = 0.4 sec P = 1.1 sec R = ?
  41. 41. 41 A B GOMS KLM Put hand on mouse Point to radio button Click Point to text field Click Move hand to keyboard Enter temperature (31) Put hand on mouse Point to text field Click Move hand to keyboard Enter temperature (31) 0.4 2.45 0.2 2.45 0.2 0.4 1.75 0.4 2.45 0.2 0.4 0.2 M = 1.35 sec K = 0.2 sec H = 0.4 sec P = 1.1 sec R = ? 7.85 3.65
  42. 42. 42 Enter your Post Code BS1 4ND OK ADDRESS Type your address 22 Queen Square Br| ADDRESS Which is more efficient? 22 Queen Square, Bristol, BS1 4ND
  43. 43. 43 Keying PointingHomingMentally preparing Waiting for a response Icons: The Noun Project and Camila Bertoco GOMS KLM M = 1.35 sec K = 0.2 sec H = 0.4 sec P = 1.1 sec R = ?
  44. 44. 22 Queen Sq Bristol BS1 4ND OKOK 20 Queen Sq Bristol, BS1 4ND 21 Queen Sq Bristol, BS1 4ND 22 Queen Sq Bristol, BS1 4ND 23 Queen Sq Bristol, BS1 4ND 22 Queen Sq Bristol, BS1 4ND 44 Enter your Post Code ADDRESS BS1 4ND Choose an address
  45. 45. 22 Queen Square Br| 22 Queen Sq, Bristol, BS1 4ND 45 ADDRESS 22 Queen Sq, Bristol, BS1 4ND 22 Queen Sq, Bristol, BS1 4ND
  46. 46. 46 Rules (simplified) Walk through the interface step by step. List the Mental Preparation (M), Keying (K), Pointing (P), Homing(H) and Response times (R). Place Ms in front of all Ks and Ps Delete Ms between Keying characters in a single unit (like a word or a sentence) But keep the first M (thinking what to type). Delete Ms that come between Pointing and Keying (so PMK becomes PK) M = 1.35 sec K = 0.2 sec H = 0.4 sec P = 1.1 sec R = ?
  47. 47. 22 Queen Sq Bristol BS1 4ND OKOK 20 Queen Sq Bristol, BS1 4ND 21 Queen Sq Bristol, BS1 4ND 22 Queen Sq Bristol, BS1 4ND 23 Queen Sq Bristol, BS1 4ND 22 Queen Sq Bristol, BS1 4ND 47 Enter your Post Code ADDRESS M Figure out what to do H Put hand on mouse P Move the mouse into position K Click into the text field H Put hand on keyboard MKKKKKKK Remember and Enter Post Code M Figure out what to do H Put hand on mouse P Move the mouse into position and click OK R Wait for the system to refresh (0. 5 seconds) M Figure out what to do P Move the mouse into position K Click the drop down list M Figure out what to do P Move the mouse into position K Click on the correct item R Wait for the system to refresh (0. 5 seconds) M Check the address is correct TOTAL = 16.5 seconds 6 points where you figure out what to do (M) BS1 4ND Choose an address
  48. 48. 22 Queen Square Br| 22 Queen Sq, Bristol, BS1 4ND 48 ADDRESS 22 Queen Sq, Bristol, BS1 4ND 22 Queen Sq, Bristol, BS1 4ND M Figure out what to do H Put hand on mouse P Move the mouse into position K Click into the text field H Put hands on keyboard MKKKKKKKKKKKKKKKKKK Enter address M Figure out what to do H Put hand on mouse P Move the pointer into position K Click on the address M Check the address is correct TOTAL = 12.8 seconds 4 points where you figure out what to do (M)
  49. 49. Efficiency Effectiveness Satisfaction Simplicity 49
  50. 50. 50 Think of an experience that felt complicated What was it? What made it feel like that?
  51. 51. Expert Mainstreamer Focus on details Focus on goals Perfection Completion Precise control Ease of control Principles Examples, stories Take it apart, explore Afraid of breaking it Detailed mental model Loose mental model Invest time in learning What does RFTM mean? 51
  52. 52. Not everyone wants simplicity 52
  53. 53. 53
  54. 54. 54
  55. 55. 55
  56. 56. 56 Phase 1 name Description of phase this phase in the users journey Phase 2 name Description of phase this phase in the users journey Phase 3 name Description of phase this phase in the users journey Phase 4 name Description of phase this phase in the users journey Phase 5 name Description of phase this phase in the users journey An item needs replaceing How can we support our customers? Customeractions Ask what I need Ask what to look for in a product Ask where to look View forums Ask what they have used before Ask about previous experience Ask how much it should cost Show to partner Discover I'm pregnant Needs have changed Receives a lot of disposable income An item needs replaceing Learns about and event -Birth -Birthday Realise this is realy complicated Realise this is realy complicated Ask friends and family for advice Ask friends and family for advice Look for advice online Look for advice online Asks what they would like Asks what they would like Uses knowledge gained from previous purchases Ask friends and family for opinions Ask friends and family for opinions Look at catalogues Look at catalogues Searches for specific product that they have bought before Doesn't find it Doesn't find it Search for d specifics that match needs Is it the right size Is it the right colour What's the quality like Search for preferred brands Research online Research online Looks for offers and deals Look for best sellers Searches for specific item or brand Is it the right size Is it the right colour What's the quality like Compare specifics Compare specifics Compare cost Compare cost Compare user ratings Compare user ratings Compare price with other products Compare product specifics against my needs Read impartial reviews on chosen product Show choice to third party Show choice to third party Ask parent if gift is suitable for child Ask if its suitable Purchase process What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking Customeremotions Customer Experience Map What customers do when purchasing For a specific item For a specific brand Trying stuff they have got Ask friends and family for advice Notice what people in the street have got Look for advice online Realises specific needs for product Learn brands Should I buy new? Look at specific detail of product Try the product Ask for advice Research in store Research in store See what the supermarket sells See what the supermarket sells See what the supermarket sells Consider second hand Check competitor prices on phone View forums and social networks Compare cost Talk to other people who already own products Show to Gifter Is it safe I don't want to spend too much Compare user ratings Decide which one I Prefer What the user is thinking User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them What the user is thinking Gap analysis How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
  57. 57. Thinking like an expert 57
  58. 58. 58
  59. 59. 59
  60. 60. 60
  61. 61. Performance Stress Difficult task Simple task Yerkes-Dodson Law 61
  62. 62. 62
  63. 63. 63
  64. 64. Feels simple to my (mainstream) users 64
  65. 65. 65 Your turn
  66. 66. Simplify this! 66
  67. 67. On/Off Quick OSD (On-Screen Display menu) FL Select (change the display on DVD player) Open/Close (Eject DVD) Advanced Disc Review (Review playlist) AV Enhancer (Adjust audio and video) Repeat (Repeat play) Multi Re-Master (Improve audio quality) Numeric Keypad Depth Enhancer (Reduce picture ‘noise’) Manual Skip (Skip 30 seconds forward) Quick Replay (Skip back a few seconds) Cancel Skip Forward Skip Back Slow Forward Slow Back Stop Pause Play Direct Navigator/Top Menu (Main menu) Play List/Menu (Show a disk menu or play list) Functions (Change on screen menu) Return (Return to previous menu) Up Arrow Down Arrow Left Arrow Right Arrow Enter Subtitle Audio (Change soundtracks) Angle/Page (Change angle/advance still pictures) Setup (Quick setup menu) Play Mode (All/group/random play) Play Speed (Changes play speed) Zoom Group (Selects groups of items to play) 67
  68. 68. 68
  69. 69. #1 Remove 69
  70. 70. 70
  71. 71. Perfection is achieved not when there is nothing more to add but when there is nothing more to take away 71 Antoine de Saint Exupery
  72. 72. Reduce, thoughtfully 72 John Maeda
  73. 73. 73
  74. 74. 74
  75. 75. Expert Mainstreamer Focus on details focus on goals Precise control Ease of control Perfection Good enough Principles Examples, stories Deferred gratification i want it now! invest time in learning What does RFTM mean? 75
  76. 76. 76
  77. 77. 77 Rules for ‘Remove’ Features that add steps for unneeded fine control Multiple ways of doing the same thing Features that are responsible for a lot of errors Unnecessary options and preferences Visual clutter ‘Nice to haves’ that no one will miss
  78. 78. 78 A B 247
  79. 79. 79 60%40% 30% 3% A B
  80. 80. 80 BUY!
  81. 81. #2 Organise 81
  82. 82. 82
  83. 83. Ready? 83
  84. 84. 19 7 2 6 4 83 5 84
  85. 85. ? 85
  86. 86. Ready? 86
  87. 87. 1 2 3 4 5 6 7 8 9 87
  88. 88. ? 88
  89. 89. 89
  90. 90. 90
  91. 91. 91
  92. 92. 92
  93. 93. 93
  94. 94. 94
  95. 95. 95
  96. 96. 96 Projects Photos Garden Tax Travel School Credit Music Video Boat Bike Car
  97. 97. 97 Finance Office Home Projects Photos Garden
  98. 98. 98 Rules for ‘Organise’ Follow patterns that the user knows Clearly frame your terms of reference Simple, consistent groupings Highlight the single most important thing Don’t force the user to learn codes
  99. 99. #3 Hide 99
  100. 100. 100
  101. 101. 101
  102. 102. 102
  103. 103. 103
  104. 104. 104
  105. 105. 105
  106. 106. 106
  107. 107. 107
  108. 108. 108
  109. 109. 109 Rules for ‘Hide’ Organise around patterns of use, not frequency Look for behaviours that signal patterns of use Let users go from general to specific Ensure mainstreamer tasks are clearly visible Ensure next steps are clearly visible Never penalise errors or experiments - undo!
  110. 110. #4 Displace 110
  111. 111. 111
  112. 112. LONDON OXFORD STRATFORD-UPON-AVON BATH My Travel Plan 112
  113. 113. LONDON OXFORD STRATFORD-UPON-AVON BATH The Roman Baths Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Mon-Fri 0900-1830 (includes Bank Holidays) Sat-Sun 0900-1730 Christmas: Closed £10 Adults, £5 Children / Student / Over 65 Allow 1 hour minimum Add this My Travel Plan 113
  114. 114. LONDON OXFORD STRATFORD-UPON-AVON BATH LOCATION ACTIVITY TIME Bath Excelsior Hotel N/A Bath The Roman Baths 0930-1030 Bath Train to Oxford 1042-1153 Oxford The King’s Head 1230-1400 Oxford Punting 1415-1515 Oxford Ashmolean Museum 1530-1700 Oxford Train to London 1722-1835 My Travel Plan The Roman Baths Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id pulvinar odio lorem non turpis. Mon-Fri 0900-1830 (includes Bank Holidays) Sat-Sun 0900-1730 Christmas: Closed £10 Adults, £5 Children / Student / Over 65 Allow 1 hour minimum Add this 114
  115. 115. LONDON OXFORD STRATFORD-UPON-AVON BATH LOCATION ACTIVITY TIME Bath Excelsior Hotel N/A Bath The Roman Baths 0930-1030 Bath Train to Oxford 1042-1153 Oxford The King’s Head 1230-1400 Oxford Punting 1415-1515 Oxford Ashmolean Museum 1530-1700 Oxford Train to London 1722-1835 My Travel Plan 115
  116. 116. No plan survives contact with the enemy Helmuth von Moltke 116
  117. 117. Tuesday Wednesday Thursday 117
  118. 118. Tuesday Kid’s things Travel discounts 118
  119. 119. 119
  120. 120. 120 So, in order: 1. Displace 2. Remove 3. Organise 4. Hide How can you apply that?
  121. 121. 121 BONUS!
  122. 122. The trouble with simplicity is... it’s boring. (Right?) 122
  123. 123. 123 Simplicity does not mean the absence of any decoration. It means that the decor should belong intimately to the design proper, and that anything foreign to it should be taken away. Paul Jacques Grillo
  124. 124. 124 Modern Traditional Elegant
  125. 125. 125 Logos Pathos Ethos
  126. 126. 126 Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me Experience Cheat Sheet
  127. 127. 127 Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me Experience CHeat Sheet Photojojo Buying Photo supplies Playful i’m Creative
  128. 128. 128
  129. 129. 129
  130. 130. 130 Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: What it says about me Experience Cheat Sheet
  131. 131. 131 Name of product / service Practical: it makes Simpler Emotional: it makes me feel Values: it Shows i believe in Brand Cheat Sheet Phase 1 name Description of phase this phase in the users journey Phase 2 name Description of phase this phase in the users journey Phase 3 name Description of phase this phase in the users journey Phase 4 name Description of phase this phase in the users journey Phase 5 name Description of phase this phase in the users journey An item needs replaceing How can we support our customers? Customeractions Ask what I need Ask what to look for in a product Ask where to look View forums Ask what they have used before Ask about previous experience Ask how much it should cost Show to partner Discover I'm pregnant Needs have changed Receives a lot of disposable income An item needs replaceing Learns about and event -Birth -Birthday Realise this is realy complicated Realise this is realy complicated Ask friends and family for advice Ask friends and family for advice Look for advice online Look for advice online Asks what they would like Asks what they would like Uses knowledge gained from previous purchases Ask friends and family for opinions Ask friends and family for opinions Look at catalogues Look at catalogues Searches for specific product that they have bought before Doesn't find it Doesn't find it Search for d specifics that match needs Is it the right size Is it the right colour What's the quality like Search for preferred brands Research online Research online Looks for offers and deals Look for best sellers Searches for specific item or brand Is it the right size Is it the right colour What's the quality like Compare specifics Compare specifics Compare cost Compare cost Compare user ratings Compare user ratings Compare price with other products Compare product specifics against my needs Read impartial reviews on chosen product Show choice to third party Show choice to third party Ask parent if gift is suitable for child Ask if its suitable Purchase process What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking What the user is thinking Customeremotions Customer Experience Map What customers do when purchasing For a specific item For a specific brand Trying stuff they have got Ask friends and family for advice Notice what people in the street have got Look for advice online Realises specific needs for product Learn brands Should I buy new? Look at specific detail of product Try the product Ask for advice Research in store Research in store See what the supermarket sells See what the supermarket sells See what the supermarket sells Consider second hand Check competitor prices on phone View forums and social networks Compare cost Talk to other people who already own products Show to Gifter Is it safe I don't want to spend too much Compare user ratings Decide which one I Prefer What the user is thinking User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them User type Description of of typical user behaviour and their information needs. Include what difficulties they normally have and anything that could potentially influence them What the user is thinking Gap analysis How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase How to support customers in this phase
  132. 132. 132 Step by step 1. Displace 2. Remove 3. Organise 4. Hide 5. Add character
  133. 133. No matter how cool your user interface… ...it would be better if there were less of it 133 Alan Cooper
  134. 134. 134 @gilescolborne

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