Download - UX Axioms from Madison+UX
UXaxioms
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WTF IS UX?
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#uxaxioms www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.
Jesse James [email protected]
Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")
Information Architecture: structural designof the information space to facilitateintuitive access to content
Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality
Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
Content Requirements: definition ofcontent elements required in the sitein order to meet user needs
Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding
Web as software interface Web as hypertext system
Visual Design: visual treatment of text,graphic page elements and navigationalcomponents
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site
This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.
task-oriented information-oriented
30 March 2000
© 2000 Jesse James Garrett http://www.jjg.net/ia/
Concrete
Abstract
time
Conception
Completion
FunctionalSpecifications
ContentRequirements
InteractionDesign
InformationArchitecture
Visual Design
Information DesignInterface Design Navigation Design
Site ObjectivesUser Needs
#uxaxioms
USER EXPERIENCE (UX) DESIGN IS A HOLISTIC
ORIENTATION LOOKING AT HOW ‘WHAT WE
MAKE’ IMPACTS PEOPLE, BUSINESS, AND THE
WORLD; AS WELL AS THE STRATEGY TO
IMPLEMENT IT
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AXIOM NO. 01
IT’S ALL ABOUT PEOPLE;
IT’S NOT ABOUT THE OBJECT
Joe Ballay
[ Sorry. You missed a really great video here. ]
...it is in its transparency that
it fulfills its function
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FOCUS ON THE EXPERIENCE,
NOT ON THE FUNCTION
AXIOM NO. 02
Get out something to
write on/with.
ACTIVITY
You have 20 seconds.
Design a vase.
ACTIVITY
You have 20 seconds.
Design a vase.
Design a better way
for people to enjoy
flowers in their home.
ACTIVITY
You have 20 seconds.
Design a vase.
Design a better way
for people to enjoy
flowers in their home.
Design a better way
for people to connect
with nature.
ACTIVITY
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STORIES ARE HOW WE
UNDERSTAND AND
SHAPE THE WORLD
AXIOM NO. 03
Clifford Geertz
Culture is simply the ensemble of stories
we tell ourselves about ourselves.
Pace Layers
Harry Crews
[ Sorry. You missed a really great video here. ]
Truth of the matter was, stories was
everything and everything was stories.
Everybody told stories. It was a way of
saying who they were in the world. It
was their understanding of themselves.
It was letting themselves know how
they believed the world worked; the right
way and the way that was not so right.
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PROBLEM FINDING BEFORE
PROBLEMS SOLVING
AXIOM NO. 05
“If I had an hour to solve a problem
and my life depended on the solution,
I would spend the first fifty-five
minutes determining the proper
question to ask, for once I know the
proper question, I could solve the
problem in less than five minutes.”
Albert Einstein
“If I had eight hours
to chop down a tree,
I’d spend six
sharpening my axe.”
Abraham Lincoln
PROBLEM SOLVERS
PROBLEM FINDERS
HOW DO I DO GOOD WORK?
WHAT IS GOOD WORK?
REFRAME THE
PROBLEM TO OPEN UP
NEW SOLUTIONS
GLOBAL VS. LOCAL MAXIMA
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KNOW YOUR MATERIALITY:
PEOPLE, TECHNOLOGY,
BUSINESS, AESTHETICS…
AXIOM NO. 08
+
FULL STACK UNICORN
SYNTHESIS OF MANY FIELDS
CONSTANTLY EVOLVING LANDSCAPE
Literacy of Materiality and Curiosity
COMPREHENSIVE DESIGNER
ARTIST + INVENTOR +
MECHANIC + OBJECTIVE ECONOMIST
+ EVOLUTIONARY
SELL YOUR EXPERTISE AND YOU
HAVE A LIMITED REPERTOIRE. SELL
YOUR IGNORANCE AND YOU HAVE AN
UNLIMITED REPERTOIRE- RSW on Charles Eames
WE AREN’T EXPERTS.
WE ARE EXPERIMENTERS.
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CREATE MODELS
NOT JUST NARRATIVES;
USE FRAMEWORKS
AXIOM NO. 10
The Deal Addict will split their time between Browsing and Shopping. Their Browsing is punctuated by an effort to find the best deal regardless of the product. Their Shopping is defined by comparative pricing.
Inspire Me will spend a majority of their time Browsing. Their experience is marked by an indirect path through the product offering to find something that excites them.
Basic Value will not spend any time in the Research or Browse phases and will spend as little time as possible in the Shop phase. They want to get their shopping done and get on with life.
The Flexible Learner will split their time evenly across the phases as they inform themselves. They may not finalize the purchase within the 30 minute window.
Critical Explorer will spend all of their time in the Research phase. They are unlikely to complete their Research and commit to a purchase within the 30 minute window.
ResearchResearch is the gathering and/or analysis of detailed information about a specific product, groups of products or services.
Deal Addict needs to feel powerful and successful at saving money; feed that need with information about savings.
Inspire Me shops for pleasure, wants to surf around. Help them jump from one idea to the next to see what is hot.
Basic Value will appreciate consistency. Keep designs and interactions for basic shopping activities consistent and predictable.
Flexible Learner needs to stay in a comfort zone. Provide a consistent experience with information, language and interactions across channels.
Critical Explorer wants in-depth information about products. Help them dig deep to find out more and provide that information.
BrowseBrowse is the perusal of products or services without the direct intention of purchasing.
ShopShopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing.
PurchasePurchasing is the act of the exchange or transaction between the guest and the store.
Goal Save Money
EMOTIONAL ANALYTICAL
See What’s New Supply BasicNeeds
Feel Confidence Find More Information
The Critical Explorer will move out of the Research phase if/when the right product is identified.
Flexible Learner will move onto Shop only when they are confident in their decision.
Inspire Me will move out of Browse when something delights them.
Basic Value will move out of the Shop phase when the needed product is located.
Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Heuristics
Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me
[ Sorry. You missed a really great video here. ]
FITBIT ONE
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIMEPUNCHING
LABAN MOVEMENT ANALYSIS
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT ANALYSIS
Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIMEGLIDING
LABAN MOVEMENT ANALYSIS
LABAN MOVEMENT ANALYSIS
FLICKING:
WRINGING:
DABBING:
PUNCHING:
FLOATING:
SLASHING:
GLIDING:
PRESSING:
Flexible, Sudden, Light
Flexible, Sustained, Strong
Direct, Sudden, Light
Direct, Sudden, Strong
Flexible, Sustained, Light
Sudden, Strong, Flexible
Sustained, Light, Direct
Direct, Sustained, Strong
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REFRAME CONSTRAINTS AS
FORCING FUNCTIONS
AXIOM NO. 11
New Languages
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TAME COMPLEXITY;
DON’T SIMPLIFY
AXIOM NO. 12
COMPLEXITY DESIGN OPPORTUNITY
TIME
i
$
The law of conservation of complexity
in human-computer interaction states
that every application has an inherent
amount of complexity. This complexity
cannot be wished away and has to be
dealt with, either in product
development or in user interaction.
Larry Tesler, Xerox PARC
COMPLEX, BUT NOT COMPLICATED
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MAKE STUFF AND
THEN KILL IT
AXIOM NO. 21
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UNDERSTAND AND PLAY
WITH EMOTION
AXIOM NO. 24
EMOTIONS
TOUCHPOINTS
BJ FOGG’S BEHAVIOR CHANGE FRAMEWORK
BIG IDEAS
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