A mythGood design is…

Zoltan Kollin @kollinz

Hello, I’M Zoltan KollinUX director at Ustream

AN IBM COMPANY

UX people love disagreeing

Should designers code?

UX DESIGN = UI DESIGN?

Is UX design art or science?

intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INvisible Seamless Authentic Distinctive Data driven playful innovative

It depends

Intuitive designThe myth of

When users understand its behavior and effect without use of reason, experimentation,

assistance, or special training.

intuitive /ɪnˈtjuːɪtɪv/

adjective

Intuitive?

Intuitive?

It’s intuitive if you already know it. To know it, you must learn it first.

(And we’re okay with that.)

Actually, we never stop learning

Actually, we never stop learning

Metaphors are changing

On intuitive design

Creating a great experience is sometimes better than creating a

familiar experience.

FRICTIONEmbracing

The bigger the hurry, the bigger the risk

I love the little girl, saying 'Alexa ordered me a dollhouse'.

I love the little girl, saying 'Alexa ordered me a dollhouse'.

“Our web became so fast that […] we still don’t always trust when

important things happen instantly. So artificial waiting was born.”

https://www.fastcodesign.com/3066571/the-best-and-worst-user-interfaces-of-2016

“Wells Fargo’s eye scan technology, for example, worked so quickly that the developers had to slow it down […] so customers knew it had actually registered their identities.”

https://www.nytimes.com/2016/06/22/business/dealbook/goodbye-password-banks-opt-to-scan-fingers-and-faces-instead.html

What if I told you…

Friction might prevent errors, help making considered decisions, and

even build trust.

TransparentGoing full

“Good design is honest.”

– Dieter Rams

Oh, those dark patterns

There are many shades of dark

There are many shades of dark

There are many shades of dark

There are many shades of dark

Dark patterns are more like #7A7A7A most of the time.

Seen Fri 12:38 PM

Seen Fri 12:38 PM

“Uber has buried the ability to type in your pickup address so that it might move you half a block to optimize its own driver routes”

https://www.fastcodesign.com/3066744/the-biggest-ux-challenges-of-2017

Transparency is relative

It’s The overall experience that matters.

intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Apple-like transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful innovative

Simple & clean?Is good design

Delightful?Is good design

Innovative?Is good design

It depends

It depends™

intuitive effortless Smart delightful engaging clean Easy on the eye human Conversational simple connected minimal frictionless Innovative transparent fast Mobile first user friendly Easy-to-use Universal Unobtrusive AESTHETIC Personal Consistent INVISIBLE Seamless Authentic Distinctive Data driven playful apple-like intuitive effortless Smart delightful

We should focus less on words

And more on empowering people

And more on empowering people

(Sometimes by breaking guidelines)

Thank you@kollinz