UX Axioms (SummitUp 2013)

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For an updated version of this talk see http://www.slideshare.net/eadahl/ux-axioms-26-principle-to-drive-better-product-design or http://www.uxaxioms.com/ In his talk Erik will unwind some of the confusion and ambiguity around User Experience theory and practice and bring us back to the point: making great products. This talk outlines a set of UX Axioms designers and developers alike can use to integrate UX into their practice. Erik wont espouse specific dogmas or processes, but will share hard-won lessons learned and observations from practicing UX in the real world for more than a decade. Understanding and applying UX Axioms will allow you to adapt to the situation at hand and build products that resonate with people

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<ul><li> 1. SummitUP 2013Erik Dahl UX Axioms: How to design better products@eadahl #uxaxiomsMonday, October 21, 13</li></ul><p> 2. @eadahl Monday, October 21, 13#uxaxioms @eadahl 3. ...a boutique design consultancy and technology research lab. We help companies design products and services that deliver great experiences for their customers by turning human experiences with technology products into positive, meaningful interactions.BOSTON, MACOLUMBUS, OH@goinvo Monday, October 21, 13#uxaxioms 4. Dawa ChUng anne hjorTshoj jUhan sonin invoLUTion sTUDios 7.DeC.10.gov Product Architecture1DaTa visUaLiZaTion by Learning PaThSystem Activity Bar (Login Status) what is the status/progress of the learning at my company?BROWSESORTPROFILEBrowse Plans Browse Drug Plans Browse Questions Browse Medical Suppliers Browse Facilities Browse Home Health Browse Care Plans Browse Announcements Browse Events Browse Articles Browse Claims Browse Forms Browse Resources Browse TagsSort by Alpha-numeric Sort by Relevance Sort by Type Sort by Date Sort by DistanceEdit Prole Edit Prole Info (Medicare Number, Last Name, Date of Birth, Gender, Email Address, Relationship to Beneciary, Your Name if not Beneciary, Zip Code) Show Prole Info Specify Proxy Delete Last Name Set Secret Password Set Secret Answer Delete My Account Change password Terms of Service Change address Add Veteran StatusSort by Price Sort by Plan Sort by Rating Sort by Quality Sort by Tag Sort by Timely Care Sort by Coverage Sort by Deductible Sort by Premium Sort by Staying Healthy Sort by Managing Chronic Conditions Sort by Handling Appeals Sort by Customer ServiceFILTERFilter by Premium Filter by Topic Filter by Rating/Quality Filter by Relevance12What is hGraph?Weight Exercise Waist CircumferenceSleep HappinessNutrition76Alcohol, DrugsMedicationsHDLEnvironmentTime Spent by UsersGlucoseConditionsTime Spent by User NamesBlood PressureTime Spent by Learning PathSet Health Tax Status Set Coverage (Employee, Union Plan, Medicare....) +TriglyceridesLDLVaccinationshow (in what areas) can and should i improve the skills of our users?Set Living in US Status Set Income Set Health BenetsSEARCHAN OPEN SOURCE DESIGN LICENSED UNDER THE APACHE 2.0 LICENSEhGraph is a compelling, standardized visual representation of a patients health status, designed to increase awareness of the individuals factors that can aect ones health.hGraph is patient focused with professional clinical relevance.DaTa visUaLiZaTion by Time sPenTSet Tax Filing Status Set Type of Medicare Coverage Set Medicaid coverageSort by Certied Beds Sort by Ownership Sort by Contract IDINVOLUTION STUDIOS HGRAPH@GOINVO.COM 29.NOV.12hGraph provides a holistic view of your health. Based on an individuals health data, it identies where an individuals health numbers are, and where they should be.Enter Zip Code Enter Medicare Claim Number Enter Eective Date for Part A/B Set Marital StatusSort by Dental Service Sort by Health Inspections Rating Sort by Sta RatingFilter by Publication ID Filter by Age Filter by TagHEALTH DESIGN CHALLENGE ERIC BENOIT JON FOLLETT SARAH KAISER BEN SALINAS JUHAN SONINYour health in one picture.how well/ complete did people do/score in any particular course, learning path, or even product category?Enter Date of Birth Enter Last NameSort by Medicare Participation (by doc) Sort by Doctor Choice Sort by Vision ServiceFilter by Plan Filter by Medicare Participants Filter by Language SpokenCourse Progress Report2Sort by Restrictions Sort by Geo Sort by Gender Sort by Language SpokenFilter by Date Filter by Deductible Filter by CoveragehGraphhow well/ complete did people do/score in any particular course, learning path, or even product category?PROFILE CORESort by Member Complaints, Staying w/Plan Sort by Member Experience Sort by Patient SafetyFilter by GeoLearning Path Status Chart3Your Health Score76A single aggregated number ranging from 1-100 that represents your health status. Are you passing or failing?What am I looking for? View Search Results via Content Types View Search Results via Map4HealthyHealthyYour healthy range is in the green zone.HOME SCREEN, UNAUTHENTICATEDLOCAL HOME SCREEN, UNAUTHENTICATED 40% 20% 15% 5% 5% 5% 5% 2% 1% 1% 1%45% 10% 10% 10% 5% 5% 5% 3% 2% 2% 2% 1%3PROFILE SCREEN, PRIVATE50% 20% 5% 5% 5% 5% 5% 2% 1% 1% 1%Browse Suggest Timeline Question Alert Search Header Footer Help Mailing List PrintAssessment Report by User Name5BROWSE BROWSEBROWSEThese sketches represent some of the possibilities to data visualization for both individual reports and the higher management reports.80-90 90-100 100-110 110-120 120-130 130-140 140-150 150-160FILTERBROWSESUGGEST6MetricsWeight ExerciseThe top-level indicators on hGraph are aggregates of many metrics.Waist CircumferenceSUGGESTBROWSE MAIL LISTSUGGESTLOGINBROWSE PRINTHELPFOOTERTIMELINELOGIN PRINTBROWSEHEADERSEARCHGlucoseConditionsBlood PressureZoom in to view more metrics and detailsMAIL LIST SUGGESTVaccinationsAlcohol, drugs Nutrition Waist Circumference Weight Exercise Sleep Happiness Triglycerides LDL HDL Glucose Blood Pressure Conditions Environment Vaccinations MedicationsBROWSELOGINSEARCHFOOTERHDLEnvironmentHELPSUGGESTTIMELINETriglyceridesLDLVaccinationsHEADER HELPLOGINMedicationsFOOTERPRINTHappiness76Alcohol, DrugsThese top-level indicators have been vetted by 4 clinicians and health care professionals further validation is required.SUGGESTSleepNutritionSome metrics have a larger impact on your health score. SUGGEST65+70-80SEARCHFILTERBROWSEoTher roUgh skeTChes3-10 10-18 18-55 55-650-70Your healthy range is most inuenced by your age and gender.HEADERTIMELINE FILTER1-3ideas from these sketches can be implemented to the dashboard layout.SEARCHFILTERMale Age (years)Target RangesEach metric has its own scale and healthy range.HOME SCREEN, UNAUTHENTICATEDFILTERLowWhen you are not doing so well, your metrics are outside the green zone, either too high or too low.how well/ complete did people do/score in any particular course, learning path, or even product category?4HEADERUnhealthy DaTa visUaLiZaTion for assessmenTProle Proxy Timeline Suggest Browse Alert Eligibility Tag Search Header Footer HelpSystolic (mm/Hg)Browse Suggest Timeline Filter Search Login Header Footer Help Mailing List PrintHigh2011Tetanus (injection)2021stepped on a rusty nail31.Dec.11TB27.Feb.98MMR 202120062016TIMELINE27.Feb.98Hepatitis A31.Dec.11Hepatitis B201131.Dec.11Diphtheria6.Jul.06Inuenza6.Jul.96Polio10.Nov.08RECOMMENDATIONInuenza immunization for patient completed on New Flu vaccine available. Visit local clinic 9-12-2012 14:43 MST, NO REACTIONHELPFILTERMAILING LIST2008 2008FOOTER2018 2013Typhoid10.Nov.08Meningeal20087201827.Feb.98Smallpox18.Sep.92Yellow Fever5.Aug.08PatternsIdentify conditions or pre-conditions based on a common shape. WeightWeight ExerciseWaist CircumferenceExerciseWaist Circumference SleepSleepNutritionNutrition HappinessTriglyceridesAlcohol, DrugsMedicationsLDLVaccinationsHDLEnvironment ConditionsHappinessAlcohol, DrugsTriglyceridesMedicationsLDLVaccinationsHDLEnvironmentGlucose Blood PressureGlucoseVISUAL &amp; IXD ConditionsBlood PressurePre-DiabetesRESEARCHARCHITECTURESKETCHING8HypertensionPROTOTYPINGRendering Datasets: Low Floor, High Ceiling hGraph can accomodate varying amounts of personal health data, from a walk-in clinic visit data to your life-long health history. WeightWeightExercise Waist CircumferenceSleep HappinessNutritionMedications85TriglyceridesLDL HDL GlucoseConditionsBlood PressureBasic DatasetMonday, October 21, 1381Alcohol, DrugsMedicationsTriglyceridesLDLVaccinationsHDLEnvironmentGlucoseConditionsBlood PressureRich Dataset 5. Monday, October 21, 13 6. www.indeigogo.com/projects/health-axioms-card-deck Monday, October 21, 13 7. X U AxiomsMonday, October 21, 13 8. UX Axioms How to design better products(current count = 21 axioms)Monday, October 21, 13 9. AXIOM No.01FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 10. ACTIVITYMonday, October 21, 13 11. ACTIVITY You have 2 minutes. Design a vase.Monday, October 21, 13 12. ACTIVITY You have 2 minutes. Design a vase. Design a better way for people to enjoy flowers in their home.Monday, October 21, 13 13. ACTIVITY You have 2 minutes. 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.Monday, October 21, 13 14. AXIOM No.02ITS ALL ABOUT PEOPLE; ITS NOT ABOUT THE OBJECT PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 15. ...it is in its transparency that it fulfills its functionMonday, October 21, 13 16. AXIOM No.03STORIES ARE THE WAY WE UNDERSTAND OURSELVES AND THE WORLD PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 17. PACE LAYERINGMonday, October 21, 13 18. Clifford GeertzCulture is simply the ensemble of stories we tell ourselves about ourselves. Monday, October 21, 13 19. Harry CrewsMonday, October 21, 13 20. 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. Monday, October 21, 13 21. 15 Core Meanings 1. 2. 3. 4. 5. 6. 7. 8.Accomplishment Beauty Community Creation Duty Enlightenment Freedom Harmony9. 10. 11. 12. 13. 14. 15.Justice Oneness Redemption Security Truth Validation Wonderwww.makingmeaning.org Monday, October 21, 13 22. AXIOM No.04SEEK OUT AND EXPLOIT PATTERNSPREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 23. An underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signiers. Monday, October 21, 13 24. AXIOM No.05PROBLEM FINDING IS AS IMPORTANT AS PROBLEM SOLVINGPREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 25. Monday, October 21, 13 26. AXIOM No.06EXPOSE AND CHALLENGE ASSUMPTIONS YOUR OWN AND OTHERS; CREATE HYPOTHESES TO TEST ASSUMPTIONS PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 27. AXIOM No.06EXPOSE AND CHALLENGE ASSUMPTIONS YOUR OWN AND OTHERS; CREATE HYPOTHESES TO TEST ASSUMPTIONS PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 28. AXIOM No.06EXPOSE AND CHALLENGE ASSUMPTIONS YOUR OWN AND OTHERS; CREATE HYPOTHESES TO TEST ASSUMPTIONS PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 29. AXIOM No.07HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 30. AXIOM No.07HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 31. AXIOM No.07HOLD AND EXPLORE THE BIG PICTURE AND THE DETAILS AT THE SAME TIME PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 32. AXIOM No.08KNOW YOUR MATERIALITY: TECHNOLOGY, PEOPLE, BUSINESS, AESTHETICS PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 33. AXIOM No.09YOU CANT TRUST WHAT PEOPLE SAY; YOU NEED TO VALIDATE THROUGH OBSERVATION. PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 34. Monday, October 21, 13 35. AXIOM No.10CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS PREVIEW PRESENTATION:UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS Monday, October 21, 13ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS OCTOBER 15, 2013 SUMMITUP DAYTON, OH 36. Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience. Deal Addict 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.Basic ValueInspire Me 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.Flexible Learner 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 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.Research Research is the gathering and/or analysis of detailed information about a specific product, groups of products or services. The Critical Explorer will move out of the Research phase if/when the right product is identified.Browse Browse is the perusal of products or services without the direct intention of purchasing.Shop Shopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing. Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.PurchaseFlexible 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.Purchasing is the act of the exchange or transaction between the guest and the store.GoalSave MoneySee Whats NewSupply Basic NeedsFeel ConfidenceFind More InformationEMOTIONALHeuristicsMonday, October 21, 13ANALYTICALDeal Addict needs to feel powerful and successful at saving...</p>