five ux myths - uxce16, berlin, germany
TRANSCRIPT
Eine Kleine Nach-musik
Eric Reiss@elreiss
UX Camp EuropeJune 26, 2016
Berlin, Germany
“The plenary speech affirms each
attendee’s search for knowledge.
It often seeks to put their recent hard
(or not so hard) work into the context
of their future.”
Minnesota Public Radio
AllegroAllegroAllegroAllegro
You are the greatest people in the world
You are all unique and
special individuals
Motivational speaker
Follow your passion
Follow your heart
Follow your dream
Oprah Winfrey
Make a difference!
You are our future!
The world is depending on
you!
The evangelist
Education pays!
You have to pay your dues
Demonstrate your potential
Self-made millionaire
Leap
Commit
Make something
happen
Seth Godin
(Are you all inspired yet?)
AdagioAdagioAdagioAdagio
• We’re experiencing an information explosion
• We know how to deal with problems the rest of the world hasn’t even thought about yet
• We all face individual market pressures
– not just between different countries
– but between different regions, too
• The job titles haven’t been defined or standardised
• The business community still doesn’t really know what we do so budgets are low
The world today
“For those who believe, no proof is
necessary. For those who don’t believe,
no proof is possible.”
Stuart Chase
(U.S. social theorist)
• “Responsive” is a step back to 1995
• Cross-channel consistency is a false god
• Communities are being reactive rather than
proactive:
– Romanian Institute of Technology
• We are still fighting with basic problems
– bandwidth
– battery life
– connectivity
• We love process more than results
There’s a downside
DWYNTDTGTSD
Do What You Need To Do To Get The Shit Done
Reiss’s Development Process
Reiss’s Integration Model (3:24 AM)
Figure out the business problem
Understand the opportunities
Channel your energy
Kiss some ass
Institutionalize the process
Take care of the business goals
(There’s probably anacronym in there somewhere...)
• The economic downturn weeded out the
crap UX companies
• UX does not just happen on a screen
– Service design is on the rise
– The IoT is helping change UX perceptions
• We’re becoming a profession, not a trade
– But don’t discount empirical experience
• People at the edge drive true change
But there’s also an upside
• The first-world problems of battery life and
connectivity will have been solved
• We will be designing data systems, not talking
about apps and websites
• Privacy settings are going to be the currency
of the future
My view of the future
“Those who control the past control the future.
Those who control the
present control the
past.”
George Orwell
(published 1949)
“The telescreen received and transmitted simultaneously. Any
sound that Winston made, above the level of a very low whisper,
would be picked up by it; moreover, so long as he remained
within the field of vision which the metal plaque commanded, he
could be seen as well as heard. There was of course no way of
knowing whether you were being watched at any given moment.
How often, or on what system, the Thought Police plugged in on
any individual wire was guesswork. It was even conceivable that
they watched everybody all the time. But at any rate they could
plug in your wire whenever the wanted to. You had to live – did
live, from habit that became instinct – in the assumption that
every sound you made was overheard, and, except in darkness,
everymovement scrutinized.”
George Orwell “1984” – published in 1949
Privacy is like virginity.
Once you lose it,
it is lost forever.
ScherzoScherzoScherzoScherzo
• What are my lifetime goals?
• How would I like to spend the next 3-5 years?
• If I knew I was going to be hit by lightning in
six months, what would I do tomorrow?
So, who do you want to be?
• What are you going to do to change your world?
– Is your world going to take care of itself?
– Or are you going to contribute?
• If so, how?
• If we are in the Dark Ages, who will be our
renaissance leaders?
• Where is our Bauhaus? Our Arts & Crafts?
Our Wiener Werkstætte?
• Look at your papers – where do you want to be?
More questions for you
About me
“It is our failure to become our perceived
ideal that ultimately defines us and
makes us unique.”
Conan O’Brien
Dartmouth, 2011
RondoRondoRondoRondo
Let’s kill a few myths
“UX is something on a screen”
NO! It’s about optimizinga series of interactions – and not
just on a screen.
Myth # 1
Conceptual design
User testing
Proof of concept
UX
ID SD IA CS
UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
Can influence
Cannot influence
Businesscritical
Screwit
A simple decision model
Top tip: If the first question a company asks you during an interview is
“Can you wireframe”You don’t want the job!
“UX is only about touchpoints”
NO! It’s also how users getfrom one touchpoint to the next.
Myth # 2
What they found surprised them. While the company’s overall customer-satisfaction metrics were strong, focus groups revealed that a large number of customers left because of poor service and shoddy treatment over time. “How can this be?” one executive wondered. “We’ve measured customer satisfaction for years, and our call centers, field services, and website experience each score consistently over 90 percent. Our service is great!”
As company leaders probed further, however, they discovered a more complex problem. Most customers weren’t fed up with any one phone call, field visit, or other individual service interaction–in fact, most customers didn’t much care about those singular touchpoint events. What was driving them out the door was something the company wasn’t examining or managing–the customers’ cumulative experience across multiple touchpoints, multiple channels, and over time.
“UX is about makingend users happy.”
NO! It’s also about solving the business goals of the stakeholders.
Myth # 3
UX
Science Humanities
Business
Wearehere
Goethe
„Es hört jeder doch nur,
was er versteht.“
“He hears only that
which he understands”
Goethe
“He hears only that
which he understands”XMLGoethe
CMS UX
UCDCMUxD
CSS
Top tip: Read the key strategic documents– business plan, marketing strategy, etc.
And don’t trust the client’s own research –talk to a few users yourself!
UX is just another name for CX
NO! Customers and users are not always the same.
Myth #4
Top tip: Don’t get drawn into semantic arguments. Do the job – the definitions are
less important than you might think.
“UX is a new discipline.”
NO! And the tools and techniques have been around
since the dawn of time!
Myth #5
50-year-old wearable
150-year-old infographic
170-year-old sitemap
220-year-old SEO project
250-year-old knowledge map
300-year-old taxonomy
A 400-year-old content inventory
650-year-old personas
5000-year-old wireframe
15000-year-old storyboard
Gestural interfaces - 1935
“Golddiggers of 1935” – https://www.youtube.com/watch?v=8kuCSRJcTgY
• You are unique!
• You can change the world!
Some of you will…and thank goodness for that!
A few parting words
Danke!
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 07 07
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
www.fatdux.com
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