Users, Experience, and beyond

Users, experiences, and beyond

Eric Reiss@elreiss

UX UkraineFebruary 26, 2011

Kyiv, Ukraine

us·ernoun

1: a person who makes use of a thing;someone who uses or employs something

2: a person who uses something or someone selfishly or unethically

3: a person who takes drugs

ex·per·i·encenoun

1: having been affected by or learnedthrough observation or participation

2: the length of such participation

Eric’s 1st Law of UX:

If a site does not solve youruser’s problems, it will notsolve your company’s either.

So, let’s start with the user

When would you use (simultaneously):An ergonomic seat designed for one personOptical lenses invented by Benjamin FranklinAlcoholic mixture invented by Dr. Iain Marshall Incandescent device invented by Thomas EdisonFabric made on a loom invented by JM JacquardRouge Royale (marble)Baskerville Light (typography)Domesticated mammal

(This is often how our clients look at their content)

When would you use (in simpler terms):ArmchairBifocal eyeglassesManhattan CocktailLightbulbWool pulloverTabletopBookCat

(This is an easier way to look at content)

Eyeglasses

Wool pullover

Lightbulb

Marble tabletop

Armchair

Book

Gus the Cat

Manhattan Cocktail

Sensory assistance

Warmth/comfort

Sensory assistance

Convenience/comfort

Convenience/comfort

Education/information

Companionship

Chemical stimuli

Needs are always situational!

What is the situation for your users?

Historically, we looked at physical needs...

Henry Dreyfuss

“Rys ergonomji czyli nauki opracy,opartej na prawdach Poczerpniętych z Nauki Przyrody”

“The Outline of Ergonomics,i.e. Science of Work,Based on the TruthsTaken from the Natural Science”

1857

Wojciech Jastrzębowski

Henry DreyfussWojciech JastrzębowskiAlphonse Bertillon

Henry Dreyfuss “Joe”

These measurements helpeddesign everything in the photo

(well, not Gus the Cat)

“Cognitive ergonomics”“Neuroergonomics”

Copyright could not be traced. Used for educational purposes only.

A thought...

If ergonomics, anthropometrics, and human factors deal with physical requirements, is it

possible to map similar requirements for cognitive

functions?

The Ergonomics of Need

“Moving from three dimensions to five”

a

OriginEnvironmentScheduleExpectationAttitude

The ergonomics of need - AESEO

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Everything starts in neutral

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Planning a personal vacation

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Need help with taxes

Leisurely

Origin

Environment

Schedule

Expectation

AttitudePositive

Positive

Relaxed

Personal

Negative

Negative

Urgent

Stressful

External

Planning the boss’ vacation

An introduction to experience design

ex·per·i·encenoun

1: having been affected by or learnedthrough observation or participation

2: the length of such participation

Eric’s 2nd Law of UX:

User experience is the sum ofa series of interactions betweenpeople, devices, and events.

Eric’s 3rd Law of UX:

There are three types of interaction:active, passive and secondary

Eric’s 4th Law of UX:

UX design represents the consciousact of coordinating interactions,acknowledging interactions, andreducing negative interactions.

Three types of interaction:Active (things we control)Passive (things we don’t control)Secondary (things that have indirect influence)

Three types of interaction:Those we can controlThose over which we have no controlThose that affect the experience indirectly

Active interaction

Photo courtesy of: musthavemenus.com

Active interaction

Copyright could not be traced. Used for educational purposes only.

Passive interaction (partly)

Photo courtesy of: johnmariani.com

Passive interaction

Photo by Massimiliano Uccelletti, photonet.com

Secondary interaction

Photo courtesy of: koit.radiotown.com

Secondary interaction

Photo courtesy of: tomatolover.com

UX design combines all three activitesCoordinating interactions that we can controlAcknowledging interactions beyond our controlReducing negative interactions

Coordinating interactions

Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au

Coordinating interactions

Photo courtesy of: capetownwineblog.com

Coordinating interactions

Photo courtesy of: Rootology under Wikipedia Commons License

Acknowledging interactions

Photo courtesy of: TinyFarmBlog.com

Reducing negative interactions

Photo courtesty of: kenlevine.blogspot.com

Reducing negative interactions

Photo courtesy of: marchedimanche.typepad.com

Reducing negative interactions

Photo courtesy of Andrew Sullivan

Enhancing experience through context

DemographicsDefine groupsSegment according to needs

Demographic profiles

Cartoon copyrights could not be traced. Used for educational purposes only.

Segmenting by need

What we should be doing

Our self-created problem –we cannot be all things to all visitors

An introduction to personalization

PersonalizationAnticipating needsEliminating the irrelevantNOT the same as customization

Customization is what YOU do to a sitePersonalization is what the SITE does for you

Customization

Customization

Customization

Personalization

Personalization

No clicks – everything is in play

1st click – is there a preference?

2nd click – this could be a pattern

Third click – yes, there’s a pattern

Fourth click – time to zero in

Fourth click – time for context

And what comes next…Big MacLarge shake???Fries

Photo copyright: McDonalds Corporation, Inc. Restricted use for educational purposes only.

So in summary…Personal dialogueContextual relevanceAdded value

Provides better serviceKeeps customers happyHelps you make money

Our new contex-is-the-kingdom mantra:

“Do you want fries with that?”

Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com