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legend or fable?
Unicorns
Head of UX, Argos
• the Design Economy• who are the designers?• Unicorns – the stuff of legends or fables?• the value of design
The Design Economy
£71.7bn to the UK economy
Adding jobs at 3 times the national average
(Courtesy of David Gray)
there are conundrums...
who are they?
designers
USER EXPERIENCE TEAM*previously /also known as HF, UCD, CCD, HCD….
INFORMATION ARCHITECT
RESEARCH / INSIGHT
FRONTEND DEV
COPY WRITER
VISUAL DESIGNER
*completely and utterly my preference, you use whatever you like & clearly not exhaustive but purely for discussion purposes….
INFORMATION ARCHITECT
RESEARCH / INSIGHT
FRONTEND DEV
COPY WRITER
VISUAL DESIGNER
USER EXPERIENCE TEAM*
human factors engineer
usability tester
tech designer
author
graphic designer
ALSO KNOWN AS
user centred designer
interaction designer
UI dev designer
digital designer editoruser centred researcher
interaction designer
UX designer
UX designer
frontend coder
ethnographer
librarians
content writer
interaction coder
tech dev
XD (experience designer)
XD (experience designer)
they’re just labels…
confusion reigns
the right skills
The Seller1.
Step 1: Learn Everything You Can About a New SkillStep 2: Practice, Practice PracticeStep 3: Deconstruct What Others Have DoneStep 4: Solicit Feedback (And Listen To It)Step 5: Teach the Skill To Someone Else
Becoming a UX Unicorn in 5 Easy Steps
Where do you begin to develop these skills? Well, one resource is UIE’s All You Can Learn, a library of all things UX. Just create your account, and over 160 seminars will be at your fingertips.$23 a month……….
The Evangelist2.
Fred Beecher, UX apprenticeship
Learn psychology
The Theorist3.
Soft skills….
Hunting Unicorns - What makes an effective UX Professional Patrick Neeman, usabiitycounts.com
The Automator4.
“Design isn't hard to learn. That's because most of us are already building products and are familiar with what design means. What used to be complex and confusing is now simple and effective, thanks to Sketch, an app that is entirely focused on user interface design.”
where have they come from?
evolution
1960
1970
Xerox PARC
oNLine System (NLS)
Mouse driven cursor
Windows
Hypertext
Eye hand coordination
1973
Xerox Alto then Star
First PC
WIMP
Window, Icon,
Menu, Pointing
device
1600’sInfographics to
demonstrate the sun’s
rotation patterns.
Dieter Rams: ten
principles for good
designDocument centric
1943
Ikea founded
“Information is a source of learning. But
unless it is organized, processed, and
available to the right people in a format
for decision making, it is a burden, not a
benefit.”
– William Pollard
1800’s
1940
1980
AT&T release Unix
to outside parties
1980
Software Psychology & Human
Factors in Computing & IS
DOS
1983
GOMS Model
Visual Display of Quant Information
1983
The Lisa
1984
The Macintosh
1986
Designing the User Interface –
Object Action Interface model
1985 Windows
released
1980
TBL built ENQUIRE
Mobile (portable) phones
Sony Walkman
Program centric
Shell scripting
Macro procedures
1986
Challenger disaster
TUFTE: Powerpoint
persuades – it doesn’t
inform
1984
Apple ad during
superbowl. Computers
are personal
1980
IDEO(?) work on
Apple’s first mouse
“Interaction design” phrase coined
by Moggridge & Verplank
1979
GRiD Compass designed – first laptop
1990
1985
Free Software
Foundation (FSF)
1986
BBC GUI
Netscape is free
1998
‘Open source’ coined
Google founded
1991
‘LINUX released
1988
The Way Things Work
The Design of everyday things
ISO 9241
1994
W3C Founded
1995
Alertbox starts
1999
Designing Web Usability
1994
MS Award for inventing Visual basic
1988
Apple sues MS
1989
World Wide Web proposed
1990
WWW
1993
Mosaic
1995
Amazon
Founded
1996
Cascading style sheets
UGC begins with
Amazon book reviews
User profiling
= ‘personas’ 1998
The inmates are running the asylum
2000
2010
2006
Tufte invents sparklines
2000
Don’t make me think
ISO 9240 revised to ISO 13407,
Human-centred design for
interactive systems
2001
Dotcom bust
Smartphones
2001
iPod released
2003
iTunes launched
2007
iPhone
2005
Youtube founded
2004
Facebook founded
2008
AirBNB launched
2000
Ballot paper in Florida with
hanging Chad alignment
2009
Visual arts graduate
student Deborah Adler
redesigns Target’s RX
Drug bottle
2005
JJG coins AJAX to help non-
techs
2000
Google adwords
SOFTWARE
FLOWS, TASKS
& GOALS
GUI WWW1.0
WWW2.0
WIMP ADVERTISING….GLAMOUR…
SMALLER PROJECTS…
BANNERS….
REVENUE…
INTERNATIONAL
DISTRIBUTED
ASSETSENVIRONMENTS…
WIDGETS…
CHANNELS….
DEVICES…
MARKETING….DISRUPTION…
ITERATIVE
PRODUCTION
Is it any wonder
Left brain vs right brain
Qwerty keyboard….
25
26
“While we do spend literally billions of pounds on advertising our products, our best place to catch the attention of our … shopper or consumer is right at the initial stage, which is the bottle design and the label design.”
General Manager, Innovation, Diageo.
for differentiation
designing for experiences
context, mobility, social, channels…
the ‘norms’ constantly shift
influencing behaviours
digital tools are
IT, Telco, consumer electronics & entertainment
digital convergence -
distributed assets, tribes, simplicity, crowdsourcing, omni…
collaborative consumption
anything and everything is connected & saleable…
Internet of Things
design led thinking, the design economy, lean ux…
influencing traditions
Do we need unicorns?Q.
You get what you ask for…
Draw a vase….
36
“But solving problems isn’t enough. Understanding what’s possible in HTML, CSS, JS will help designers create practical web designs—products that developers can actually build, and that clients can maintain. Products that work well in the wild. Products that users use.”
– Interaction Design Best Practices: Mastering the Tangibles
Site map [sahyt map] noun
Epic [ep-ik] adjective
User Journey [yoo-zer jur-nee] adjective
Lofi proto, Hifi proto
[lo fi-del-i-tee, fahy proh-tuh-tahyp] noun
Information Architect
[in-fer-mey-shuh’n ahr-ki-tek-cher ] noun
Architecture diag
ERD
Fancy flow chart
Um. Prototype.
Chap who wireframes
(NOT who builds the
database schema)
speak the <ahem> user’s language
unite the left and right brainers
“A photographer went to a socialite party in New York.As he entered the front door, the host said ‘I love your pictures –they’re wonderful; you must have a fantastic camera.’He said nothing until dinner was finished, then: ‘That was a wonderful dinner; you must have a terrific stove.”
– Sam Haskins
experience is currency
the value of design
GuerrillaSilverback
Remote testing
Flight simulatorsBritish rail
Multi- touch testing
Commercial Labs -PCs
Menus & colours
Task flows/goals
Mouse
Windows
HTML single page loading
Sell/cross sell
Typography
Colours
BannersAdvertising
CSS
Parallax scrolling
Data visualisation
Hypertext
HTML
Accessibility
CSS
Parallax scrollingMulti interaction
page
AJAX
iOS, Android . . .
SO
FT
WA
RE
GU
IW
WW
1.0
WW
W2
.0Research IA VD Code
Jedi masters; jugglers; teams
we’ve been busy
Experience(Internet of [every]thing)
Wearables, watchesDesktopMobileTabletThermostatsPOSKiosksAnd, and, and. . .
A.R.
Attention to detailEvery consequenceWall layoutExceptional blue tacking skills
Science
MemoryAttention spanInstant gratificationLogicWhy people buyWhy people click
Context
PreviousScenariosConsequencesUnhappy paths
Join the dotsInternetCMSGatewaysBatteriesCameras/trackingRFIDNFCFeedback loops
areas to grow; knowledge to inhale; dots to join
become a living legend, not a fable
new generations, new psychology
& a bit of fortune telling…
“Design is everything, because without it we have no business. … There is intense competition, and anybody can design a decent product. They can’t all design outstanding products. So, design is the differentiator.”
CEO, Pentland Brands plc
Thanks for listening!
I’m sorry if I swore too much during this presentation – I try not to but then get sidetracked in the moment.
Caveat: all of this is very commercially focused - there’s a huge part of UX that goes unrecognised which is for the greater good of humankind. Audio for the blind; visuals for the deaf; tools for those with physical challenges. Secretly all UXers want to be part of that world. We want to contribute.