emergent ux: seducing the six minds - full talk

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UX has become a vital component of mission-critical “bet-the-farm” projects. But you can’t just start designing screens. UX doesn’t happen on a screen – it happens in the mind. Join us as I describe Emergent UX – a process that goes beyond traditional UX techniques by using psychology to deeply understand what is in your users’ mind (or minds) and applying that to UX design. Learn about the 6 minds, what it takes to seduce them, and how we use the Emergent UX process when working on large high-visibility projects.

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  • 1. Language Vision / AttentionEmergent UX: Seducing the six minds.How brilliant UX emerges from the drives of users and stakeholders.John Whalen, PhDPrincipal, Strategy & User Experiencebrilliantexperience.comMemory /http://linkedin.com/in/johnwhalenSemantics@johnwhalenWayfindingEmotionProblem Solving /Decision Making#EmergentUX @johnwhalen

2. Introduction 3. Im going to trynot to geek out. 4. N50 error-related negativity... 5. 5Doh! 6. CognitiveNeuroscienceVisionPhD: Science LinguisticsPhD Cognitive ScienceJohns Hopkins UnivMath in BrainJohn WhalenProfessor in PsychologyCEO, UX LeadBrillian ExperiencePost Doc at UCLAduring Dot.Com boomUsability/AccessibilityOnlineStrategyUserExperienceInformationArchitecture 7. Brilliant Experience Boutique user experienceconsultancy Focused on thepsychology of userexperience Founded 2011 Principals 15+ yearsexperience in the field Self-funded, profitablesince inception Annual revenue doublingsince founding 8. Why User Experience? 9. Why User Experience?350 10. Why User Experience?35018,000%differencein sales! 11. Why keep innovating the user experience? 12. What is User Experience? 13. What is User Experience?Responsive Page Layout? 14. What is User Experience?The look and feel? 15. What is User Experience? The interactiondesign? 16. NOUX doesnt happen on a screen. 17. UX happens here. In the mind. 18. User Experience is multidimensional.Language Vision / AttentionMemory /SemanticsWayfindingEmotionProblem Solving /Decision Making 19. The Six Minds 20. Vision / Attention Visual features drawing attention?- Edges- Contrast- Shape- Colors- Patterns Words searched for? Visual flow?Vision / Attention 21. Vision / Attention What have they tuned their visual system to find? What are they searching for and why? 22. Memory / Semantics Mental schemas activated Primed concepts Social nature of primed conceptsMemory /Semantics 23. Memory / SemanticsFootballOriolesNFLCollegeScoresSuperbowl Ray RiceRavensM&T StadiumWardrobemalfunction The Coats(Colts)33rd StreetStadium 24. Emotion What autonomic responses are being triggered? What are immediate hot-button issues? Why? What is desired? Satisfying? What are their biggest fears? What do they stand to lose?Emotion 25. Language Which terms are being used? What level of expertise does this imply? What would be the right tone of expressionfor this person?Language 26. LanguageDude, Uncle Sam is totallygoing to take some of yourmoney and that is so not cool.generally recognizes gain orloss on a liquidation equal to thedifference between the fairmarket value of Target's assetsand Target's basisYou are taxed on gains whenyou sell a company. 27. Wayfinding Navigation cues Sense of location Interaction expectationsWayfinding 28. Wayfinding Do they know where they are? Do they know what actions to take? What interaction model and flow to they expect? 29. Problem Solving What is the problem space this person is working in? What do they believe the problem is that theybelieve they are solving? How taxed is their working memory? How much will they satisfice vs. collectthe appropriate facts to make a deliberatedecision?Problem Solving 30. Problem Space 31. Problem Space 32. Problem Solving 33. Problem Solvinghttp://www.slideshare.net/johnwhalen/ 34. Two systems 35. System 1:conscious, focused, deliberate 36. System 2:unconscious, fast, estimates 37. We as UXers underestimate the power ofSystem 2 and dont take full advantage of it.39 38. Much of User Experience originates from System 2Language Vision / AttentionMemory /SemanticsWayfindingEmotionProblem Solving /Decision Making 39. Humans are only aware of a tiny fraction of our thoughts. 40. So how do we get the User Experience right?? 41. Emergent User Experience#EmergentUX 42. Emergent UXEmergentUX is a process that uses psychology atevery stage of the user experience process to inferthe emergent psychological properties during theuser research, strategy and design phases.#EmergentUX @johnwhalen 43. Emergent UXEmergentUX is a process that uses psychology atevery stage of the user experience process toidentify the emergent psychological properties oftheuser research, strategy and design phases.Translation:The unspoken is often the most seductive.Emergent UX reveals the things people cant tell you.#EmergentUX @johnwhalen 44. Q. Do you need a psychology degree to do this?!A. No, you need a process. 45. The Emergent UX ProcessLean Traditional UX Emergent UXBack of the Napkin Establish Business Case ?Get Out Of the Building(GOOB)Discovery ?Flesh Out Idea Strategy ?Build MVP & Test Design ?Build Go-To-Market Develop ? 46. 1. Back of the Napkin - Initial Client MeetingTraditional UXEstablish business case: What are the business objectives? Who is the audience for the product? What is the user need? 47. 1. Back of the Napkin - Initial Client MeetingTraditional UXEstablish business case: What are the business objectives? Who is the audience for the product? What is the user need?Emergent UX What is motivating the leadership team? Is there really a user problem? What are the real and perceived (both userand client) user problem spaces? Will the users have an emotional desiremotivating them to act? What might be some likely persuasiontechniques? 48. 2. Get out of the Building (GOOB)Traditional UX Contextual Inquiry Capture current user flow Measure performance Document pain points 49. 2. Get out of the Building (GOOB)Traditional UX Contextual Inquiry Capture current user flow Measure performance Document pain pointsEmergent UX What are the visual cues drawing theirattention? What concepts and schemas are theyactivating? What is the language they are using? Whatdoes it imply about their level of expertise? What are their emotional drivers? What interaction models are the usersdemonstrating knowledge of? What are their larger goals and whatresonates with the users? 50. 3. Flesh Out Idea 51. 3. Flesh Out IdeaTraditional UX Strategy Meeting Business Priorities User Personas Scenarios Sketching / Design Studio 52. 3. Flesh Out IdeaTraditional UX Strategy Meeting Business Priorities User Personas Scenarios Sketching / Design StudioEmergent UX Are we working in the right problem space?Are we satisfying senior stakeholder needswith strategy? Can we build consensus around concept? Can we find common language amongstdevelopers, product management, marketing,executives? Is there sufficient motivation for customersto act? What is the desire? Need? 53. 4. Build MVP & TestTraditional UX Create IA / Flow Sketch pages Establish basic pagelayouts Begin to mock up 54. 4. Build MVP & TestEmergent UX Establish visual language to draw attentionalflow on page Cue relevant schemas Elicit proper emotional response Use appropriate language Establish interaction model consistent withuser expectations Facilitate problem solving from userperspective!Traditional UX Create IA / Flow Sketch pages Establish basic pagelayouts Begin to mock up Evaluate & Refine(Design thinking) 55. Usability Testing & EyetrackingEmergent UX Measure visual design effectiveness to drawattention Study misconceptions & adjust schemawhich is invoked Validate emotions Validate language used Ensure problems solved.! 56. Dig Deeper 57. 5. Build Go-To-MarketEmergent UX Identify Six-Mind Related Necessities for build!Traditional UX PSDs Annotated PSDs Interaction Design 58. Vision / AttentionMemory & SemanticsWayfindingLanguageEmotionDecision Making 59. 66Phew, thats a lot!Lets review, shall we? 60. Summary 61. UX doesnt happen on a screen. It is in the mind.Language VisionMemory /SemanticsWayfindingEmotionProblem Solving /Decision Making 62. #EmergentUX @johnwhalenEmergent UXTranslation:The unspoken is often the most seductive.Emergent UX reveals the things people cant tell you. 63. Take your designs further. Use Emergent UX. 64. Thank you!Language VisionMemory /SemanticsWayfindingEmotionProblem Solving /Decision Making#EmergentUX @johnwhalen slideshare.net/johnwhalen