UX Axioms from Madison+UX

UXaxioms

eadahl@gmail.comErik Dahl @eadahl#uxaxioms

@eadahl #uxaxioms

ERIK DAHLIndependent Design Consultant

eadahl@gmail.com

WTF IS UX?

#uxaxioms

#uxaxioms www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience

The Elements of User ExperienceA basic duality: The Web was originally conceived as a hypertextual information space;but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.

Jesse James Garrettjjg@jjg.net

Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel")

Information Architecture: structural designof the information space to facilitateintuitive access to content

Interaction Design: development ofapplication flows to facilitate user tasks,defining how the user interacts withsite functionality

Navigation Design: design of interfaceelements to facilitate the user's movementthrough the information architectureInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding

Functional Specifications: "feature set":detailed descriptions of functionality the sitemust include in order to meet user needs

User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site

Content Requirements: definition ofcontent elements required in the sitein order to meet user needs

Interface Design: as in traditional HCI:design of interface elements to facilitateuser interaction with functionalityInformation Design: in the Tuftean sense:designing the presentation of informationto facilitate understanding

Web as software interface Web as hypertext system

Visual Design: visual treatment of text,graphic page elements and navigationalcomponents

Concrete

Abstract

time

Conception

Completion

FunctionalSpecifications

ContentRequirements

InteractionDesign

InformationArchitecture

Visual Design

Information DesignInterface Design Navigation Design

Site ObjectivesUser Needs

User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site

This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development)that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within auser experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.

task-oriented information-oriented

30 March 2000

© 2000 Jesse James Garrett http://www.jjg.net/ia/

Concrete

Abstract

time

Conception

Completion

FunctionalSpecifications

ContentRequirements

InteractionDesign

InformationArchitecture

Visual Design

Information DesignInterface Design Navigation Design

Site ObjectivesUser Needs

#uxaxioms

USER EXPERIENCE (UX) DESIGN IS A HOLISTIC

ORIENTATION LOOKING AT HOW ‘WHAT WE

MAKE’ IMPACTS PEOPLE, BUSINESS, AND THE

WORLD; AS WELL AS THE STRATEGY TO

IMPLEMENT IT

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AXIOM NO. 01

IT’S ALL ABOUT PEOPLE;

IT’S NOT ABOUT THE OBJECT

Joe Ballay

[ Sorry. You missed a really great video here. ]

...it is in its transparency that

it fulfills its function

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FOCUS ON THE EXPERIENCE,

NOT ON THE FUNCTION

AXIOM NO. 02

Get out something to

write on/with.

ACTIVITY

You have 20 seconds.

Design a vase.

ACTIVITY

You have 20 seconds.

Design a vase.

Design a better way

for people to enjoy

flowers in their home.

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.

ACTIVITY

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STORIES ARE HOW WE

UNDERSTAND AND

SHAPE THE WORLD

AXIOM NO. 03

Clifford Geertz

Culture is simply the ensemble of stories

we tell ourselves about ourselves.

Pace Layers

Harry Crews

[ Sorry. You missed a really great video here. ]

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.

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PROBLEM FINDING BEFORE

PROBLEMS SOLVING

AXIOM NO. 05

“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

“If I had eight hours

to chop down a tree,

I’d spend six

sharpening my axe.”

Abraham Lincoln

PROBLEM SOLVERS

PROBLEM FINDERS

HOW DO I DO GOOD WORK?

WHAT IS GOOD WORK?

REFRAME THE

PROBLEM TO OPEN UP

NEW SOLUTIONS

GLOBAL VS. LOCAL MAXIMA

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KNOW YOUR MATERIALITY:

PEOPLE, TECHNOLOGY,

BUSINESS, AESTHETICS…

AXIOM NO. 08

+

FULL STACK UNICORN

SYNTHESIS OF MANY FIELDS

CONSTANTLY EVOLVING LANDSCAPE

Literacy of Materiality and Curiosity

COMPREHENSIVE DESIGNER

ARTIST + INVENTOR +

MECHANIC + OBJECTIVE ECONOMIST

+ EVOLUTIONARY

SELL YOUR EXPERTISE AND YOU

HAVE A LIMITED REPERTOIRE. SELL

YOUR IGNORANCE AND YOU HAVE AN

UNLIMITED REPERTOIRE- RSW on Charles Eames

WE AREN’T EXPERTS.

WE ARE EXPERIMENTERS.

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@eadahl#uxaxioms

CREATE MODELS

NOT JUST NARRATIVES;

USE FRAMEWORKS

AXIOM NO. 10

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.

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.

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 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.

ResearchResearch is the gathering and/or analysis of detailed information about a specific product, groups of products or services.

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.

BrowseBrowse is the perusal of products or services without the direct intention of purchasing.

ShopShopping is the act of searching for a specific product, groups of products or services with the direct intention of purchasing.

PurchasePurchasing is the act of the exchange or transaction between the guest and the store.

Goal Save Money

EMOTIONAL ANALYTICAL

See What’s New Supply BasicNeeds

Feel Confidence Find More Information

The Critical Explorer will move out of the Research phase if/when the right product is identified.

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.

Deal Addict will move from Shop to Purchase if they are confident they are getting the best deal.

Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.

Heuristics

Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me

[ Sorry. You missed a really great video here. ]

FITBIT ONE

Light

Strong

Direct

Indirect

Sudden

Sustained

WEIGHT SPACE TIME

LABAN MOVEMENT ANALYSIS

Light

Strong

Direct

Indirect

Sudden

Sustained

WEIGHT SPACE TIME

LABAN MOVEMENT ANALYSIS

Light

Strong

Direct

Indirect

Sudden

Sustained

WEIGHT SPACE TIMEPUNCHING

LABAN MOVEMENT ANALYSIS

Light

Strong

Direct

Indirect

Sudden

Sustained

WEIGHT SPACE TIME

LABAN MOVEMENT ANALYSIS

Light

Strong

Direct

Indirect

Sudden

Sustained

WEIGHT SPACE TIMEGLIDING

LABAN MOVEMENT ANALYSIS

LABAN MOVEMENT ANALYSIS

FLICKING:

WRINGING:

DABBING:

PUNCHING:

FLOATING:

SLASHING:

GLIDING:

PRESSING:

Flexible, Sudden, Light

Flexible, Sustained, Strong

Direct, Sudden, Light

Direct, Sudden, Strong

Flexible, Sustained, Light

Sudden, Strong, Flexible

Sustained, Light, Direct

Direct, Sustained, Strong

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REFRAME CONSTRAINTS AS

FORCING FUNCTIONS

AXIOM NO. 11

New Languages

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TAME COMPLEXITY;

DON’T SIMPLIFY

AXIOM NO. 12

COMPLEXITY DESIGN OPPORTUNITY

TIME

i

$

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

COMPLEX, BUT NOT COMPLICATED

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MAKE STUFF AND

THEN KILL IT

AXIOM NO. 21

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UNDERSTAND AND PLAY

WITH EMOTION

AXIOM NO. 24

EMOTIONS

TOUCHPOINTS

BJ FOGG’S BEHAVIOR CHANGE FRAMEWORK

BIG IDEAS

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THANK YOUeadahl@gmail.comErik Dahl @eadahl