UX Axioms - 26 Principles to Drive Better Product Design

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User Experience (UX) theory and practice can be confusing for the uninitiated. This talk outlines a set of UX Axioms designers and developers alike can use to integrate UX into their practice. Erik shares hard-won lessons learned from practicing UX in the real world for over 10 years. Building real products and services involves an ongoing series of design compromises. There is no ideal process or magic bullet for integrating UX or creating amazing user experiences. However, understanding and applying UX Axioms will allow you to adapt to the situation at hand and build products that resonate with and delight your end-users. More info at http://www.uxaxioms.com/


<ul><li> UX axioms Erik Dahl eadahl@gmail.com @eadahl #uxaxioms </li> <li> @eadahl #uxaxioms </li> <li> ...a boutique design consultancy and innovation 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, MA COLUMBUS, OH @goinvo </li> <li> #designaxioms </li> <li> #healthaxioms </li> <li> UX axioms #uxaxioms </li> <li> IF YOU THINK GOOD DESIGN IS EXPENSIVE, YOU SHOULD LOOK AT THE COST OF BAD DESIGN Dr. Ralf Speth, CEO Jaguar #uxaxioms </li> <li> WTF IS UX? #uxaxioms </li> <li> Interface Design: as in traditional HCI: design of interface elements to facilitate user interaction with functionality Information Design: in the Tuftean sense: designing the presentation of information to facilitate understanding Navigatio elements through th Informatio designing to facilita Interface Design Navigation Design Information Design Interaction Information Design Architecture Interaction Design: development of application flows to facilitate user tasks, defining how the user interacts with site functionality Informatio of the info intuitive a Functional Content Specifications Requirements User Needs: externally derived goals for the site; identified through user research, ethno/techno/psychographics, etc. Site Objectives: business, creative, or other internally derived goals for the site Abstract Content R content e in order to User Needs Site Objectives Functional Specifications: "feature set": detailed descriptions of functionality the site must include in order to meet user needs #uxaxioms Visual De graphic p componen Visual Design Visual Design: graphic treatment of interface elements (the "look" in "look-and-feel") task-oriented Completion Concrete time Web as software interface User Need for the sit ethno/tec Site Objec internally Conception This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during techn that may influence decisions during user experience development. Also, this model does not describe a development process, nor doe user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience o www.slideshare.net/Hienadz.Drahun/50-visual-denitions-of-user-experience 2000 Jesse James Garrett </li> <li> Completion Concrete USER EXPERIENCE (UX) DESIGN IS A HOLISTIC ORIENTATION LOOKING Information Design Interaction Information AT HOW WHAT WE Design Architecture MAKE IMPACTS PEOPLE, BUSINESS, Content AND Functional Specifications Requirements THE WORLD; AS WELL AS THE User Needs Site Objectives STRATEGY TO IMPLEMENT IT Visual Design Abstract #uxaxioms time Interface Design Navigation Design Conception </li> <li> AXIOM NO. 01 ITS ALL ABOUT PEOPLE; ITS NOT ABOUT THE OBJECT #uxaxioms @eadahl </li> <li> Joe Ballay </li> <li> ...it is in its transparency that it fulfills its function </li> <li> AXIOM NO. 02 FOCUS ON THE EXPERIENCE, NOT ON THE FUNCTION #uxaxioms @eadahl </li> <li> ACTIVITY Get out something to write on/with. </li> <li> ACTIVITY You have 20 seconds. Design a vase. </li> <li> ACTIVITY You have 20 seconds. Design a vase. Design a better way for people to enjoy flowers in their home. </li> <li> 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. </li> <li> AXIOM NO. 03 STORIES ARE HOW WE UNDERSTAND AND SHAPE THE WORLD #uxaxioms @eadahl </li> <li> Pace Layers </li> <li> Clifford Geertz Culture is simply the ensemble of stories we tell ourselves about ourselves. </li> <li> Harry Crews </li> <li> 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. </li> <li> 15 Core Meanings 1. 2. 3. 4. 5. 6. 7. 8. Accomplishment Beauty Community Creation Duty Enlightenment Freedom Harmony 9. 10. 11. 12. 13. 14. 15. Justice Oneness Redemption Security Truth Validation Wonder www.makingmeaning.org </li> <li> AXIOM NO. 04 PAY ATTENTION TO PATTERNS #uxaxioms @eadahl </li> <li> Culture is an underlying shared system of information and knowledge that is manifest through patterns of norms, behaviors and signifiers. </li> <li> AXIOM NO. 05 PROBLEM FINDING BEFORE PROBLEMS SOLVING #uxaxioms @eadahl </li> <li> 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 </li> <li> If I had eight hours to chop down a tree, Id spend six sharpening my axe. Abraham Lincoln </li> <li> PROBLEM SOLVERS PROBLEM FINDERS ! ! HOW DO I DO GOOD WORK? WHAT IS GOOD WORK? </li> <li> REFRAME THE PROBLEM TO OPEN UP NEW SOLUTIONS </li> <li> GLOBAL VS. LOCAL MAXIMA </li> <li> AXIOM NO. 06 EXPOSE AND CHALLENGE ASSUMPTIONS #uxaxioms @eadahl </li> <li> Uncertainty is an uncomfortable position, but certainty is an absurd one. Voltaire </li> <li> AXIOM NO. 07 EXPLORE THE BIG PICTURE AND THE DETAILS AT ONCE #uxaxioms @eadahl </li> <li> AXIOM NO. 08 KNOW YOUR MATERIALITY: PEOPLE, TECHNOLOGY, BUSINESS, AESTHETICS #uxaxioms @eadahl </li> <li> SYNTHESIS OF MANY FIELDS ! CONSTANTLY EVOLVING LANDSCAPE </li> <li> Sell your expertise and you have a limited repertoire. Sell your ignorance and you have an unlimited repertoire. - RSW on Charles Eames </li> <li> AXIOM NO. 09 DONT TRUST WHAT PEOPLE SAY; OPEN YOUR EYES #uxaxioms @eadahl </li> <li> What people say, what people do, and what they say they do are entirely different things. - Margaret Mead </li> <li> AXIOM NO. 10 CREATE MODELS NOT JUST NARRATIVES; USE FRAMEWORKS #uxaxioms @eadahl </li> <li> 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 Value Inspire 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. Purchase 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. Purchasing is the act of the exchange or transaction between the guest and the store. Goal Save Money See Whats New Supply Basic Needs Feel Confidence Find More Information EMOTIONAL Heuristics ANALYTICAL 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. </li> <li> Fitbit One </li> <li> LABAN MOVEMENT ANALYSIS Light Direct Sudden WEIGHT SPACE TIME Strong Indirect Sustained </li> <li> LABAN MOVEMENT ANALYSIS Light Direct Sudden PUNCHING WEIGHT SPACE TIME Strong Indirect Sustained </li> <li> LABAN MOVEMENT ANALYSIS Light Direct Sudden WEIGHT SPACE GLIDING TIME Strong Indirect Sustained </li> <li> AXIOM NO. 11 REFRAME CONSTRAINTS AS FORCING FUNCTIONS #uxaxioms @eadahl </li> <li> New Languages </li> <li> AXIOM NO. 12 TAME COMPLEXITY; DONT SIMPLIFY #uxaxioms @eadahl </li> <li> i DESIGN OPPORTUNITY COMPLEXITY $ TIME </li> <li> 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 </li> <li> COMPLEX, BUT NOT COMPLICATED </li> <li> AXIOM NO. 13 MAKE NON-ARBITRARY DESIGN DECISIONS #uxaxioms @eadahl </li> <li> AXIOM NO. 14 SET AND MANAGE EXPECTATIONS #uxaxioms @eadahl </li> <li> AXIOM NO. 15 EVERYTHING IS DESIGNED AND EVERYTHING IS A DESIGN CHALLENGE #uxaxioms @eadahl </li> <li> AXIOM NO. 16 BREAK SILOS; YOUR ROLE IS BIGGER THAN YOU THINK #uxaxioms @eadahl </li> <li> AXIOM NO. 17 SAY YES AND; DONT ALWAYS ASSUME EITHER OR #uxaxioms @eadahl </li> <li> AXIOM NO. 18 ITS ABOUT THE LIFECYCLE, THE JOURNEY AND THE TRANSITIONS; NOT JUST KEY MOMENTS #uxaxioms @eadahl </li> <li> AXIOM NO. 19 EXTERNALIZE YOUR WORK FOR YOURSELF AND OTHERS #uxaxioms @eadahl </li> <li> AXIOM NO. 20 CREATE AND CLOSE FEEDBACK LOOPS #uxaxioms @eadahl </li> <li> AXIOM NO. 21 MAKE STUFF AND THEN KILL IT #uxaxioms @eadahl </li> <li> AXIOM NO. 22 CONTEXT, CONTEXT, CONTEXT #uxaxioms @eadahl </li> <li> AXIOM NO. 23 FOCUS ON A SINGLE THING AND DO IT REALLY WELL #uxaxioms @eadahl </li> <li> AXIOM NO. 24 UNDERSTAND AND PLAY WITH EMOTION #uxaxioms @eadahl </li> <li> AXIOM NO. 25 ENGENDER TRUST #uxaxioms @eadahl </li> <li> AXIOM NO. 26 COLLABORATE WITH OTHERS #uxaxioms @eadahl </li> <li> IF A THING IS WORTH DOING, ITS WORTH DOING WELL. #uxaxioms </li> <li> www.uxaxioms.com #uxaxioms </li> <li> THANKS! Erik Dahl eadahl@gmail.com @eadahl </li> </ul>