How to design more
ethically engaging
experiences
Neil Turner | @neilturnerux
Senior UX designer at AstraZeneca
UX Jedi!
Keen cyclist
Identical twin
Honest…
Phil Spencer look-a-like
Child of the 80s
PLAY
Me in the 1980s
My kids in the 2010s
PLAY
We really love our digital devices!
How many times a day do people look at their mobile phone?
A: 0-25 B: 26-50 C: 51-75 D: 76-100
85!
Sex or mobile?
Who needs talking?
PLAY
The future?
“
”
The Internet is a miraculous tool, but all too often, it affects us like a drug. Many of its popular apps, news websites, and social networks have been carefully designed to addict and distract, so they can harvest human attention like the natural resource it is.
Jonathon Harris & Greg Hochmuth (Network Effect)
Drugs or technology?
Then Now
Who needs sleep anyway?
Gotta catch them all…
31% motorists admit to having used their mobile behind the wheel
Who’s to blame?
“
”
The goal of user experience design is to improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.
UX Curve: A method for evaluating long-term user experience, Interacting with computers
DESIRABLE
USABLE
USEFUL
The UX mountain
DESIGNING MORE ETHICAL ENGAGEMENT.
1. OUTCOMES OVER ENGAGEMENT
2. DON’T ABUSE PERSUASION TECHNIQUES
3. NOTIFY ONLY WHEN NECESSARY
4. PROVIDE CONTROL
5. KEEP THE INTERFACE TO A MINIMUM
6. REDUCE FRICTION
7. DON’T BE EVIL
KPIs make the world go around
Google’s HEART framework
Outcomes over engagement…
Outcomes over engagement…
1. Outcomes over engagement
• Number of visits• Number of photos
uploaded• Number of shares
• Number of orders• Number of account
upgrades• Number of new
registrations
Must resist clicking…
Gamification BABY…
2. Don’t abuse persuasion techniques
3. Notify only when necessaryQ. Does the user really need to know this?
Yes – send them a notification
No – don’t f**cking bother them…
4. Provide control• Let users easily control notifications
• Provide a clear path to changing settings e.g. link from emails
• Be clear about what users are being notified about
What is the best type of interface?
No interface at all…
The real problem with the interface is that it is an interface. Interfaces get in the way. I don’t want to focus my energies on an interface. I want to focus on the job… I don’t want to think of myself as using a computer, I want to think of myself as doing my job.
Donald Norman
“
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The best interface is no interface by Golden Krishnahttp://www.nointerface.com/book/
5. Keep the interface to a minimum• Embrace typical processes instead of screens
• Leverage computers instead of serving them
• Adapt to individuals
“
”
The extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a specified context of use.
ISO/DIS 9241-11 - Ergonomics of human-system interaction
ISO defines usability as…
It’s got to be sticky…
Come to IKEA?
THINKS YOU NEED TO BUY
ENTRANCEEXIT
Got lost in IKEA…
Had to drink my own wee to survive
6. Reduce friction• Focus on efficiency of core user tasks
• Let users get in and get out as quickly as possible
• Don’t throw mud in the hope that some will stick…
What is the single greatest driver of social
change?
According to Melinda Gates…
Where there is great power there is great responsibility
“
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Winston Churchill, 1906 speech in House of Commons
True for UX designers…
7.
Don't be evil. I believe strongly that in the long term, you will be better served by doing good things for the world even if you forgo some short term gains by doing so.
“
”
Google – Don’t be evil corporate motto (now changed to ‘Do the right thing’)
PLAY
DESIGNING MORE ETHICAL ENGAGEMENT.
1. OUTCOMES OVER ENGAGEMENT
2. DON’T ABUSE PERSUASION TECHNIQUES
3. NOTIFY ONLY WHEN NECESSARY
4. PROVIDE CONTROL
5. KEEP THE INTERFACE TO A MINIMUM
6. REDUCE FRICTION
7. DON’T BE EVIL
www.uxforthemasses.com
THANK YOU :-)
@neilturnerux
slideshare.net/neiljamesturner
