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Seducing the six minds: How brilliant UX emerges from the drives of users and stakeholders.John Whalen, PhD Principal, Strategy & User Experience brilliantexperience.com http://linkedin.com/in/johnwhalen @johnwhalen
#emergentux @johnwhalen
I’m going to try not to geek out.
N50 error-related negativity...
4
D’oh!
John Whalen
PhD Cognitive Science Johns Hopkins Univ
Cognitive Neuroscience
Vision Science Linguistics PhD:
Math in Brain
Professor in Psychology CEO, UX Lead Brillian Experience
Post Doc at UCLA during Dot.Com boom
Usability/ Accessibility
Online Strategy
User Experience
Information Architecture
Brilliant Experience
‣ Boutique user experience consultancy
‣ Focus on the psychology of user experience
‣ Founded 2011 ‣ Principles 15+ years
experience in the field ‣ Self-funded, profitable
since inception ‣ Annual revenue doubling
since founding
Why User Experience?
What is User Experience?
Responsive Page Layout?
What is User Experience?The look and feel?
What is User Experience? The interactiondesign?
NO UX does not happen on a screen.
UX happens here. In the mind.
UX happens here. In the mind.
User Experience is multidimensional.Vision / AttentionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
UX needs to account for the 6 “minds”:Vision / AttentionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
Humans are only aware of a tiny fraction of our thoughts.
So how do we get the UX right?
?
Emergent UX
EUX is a process that uses psychology at every
stage of the user experience process to infer the
emergent psychological properties during the user research, strategy and design phases.
#emergentux @johnwhalen
Emergent UX
EUX is a process that uses psychology at every
stage of the user experience process to identify the
emergent psychological properties of the user research, strategy and design phases.
Translation:
The unspoken is often the most seductive.
Emergent UX reveals the things people can’t tell you.
Q. Do you need a psychology degree to do this? !
A. No, you need a process.
Vision / Attention
Where are they looking at? !
!
What are they looking for? What are its visual properties?
Emer
gent
Memory & Semantics
??? !
!
What is their frame of reference? What will they expect?
Emer
gent
Orioles
Football
NFL
Ray Rice
Superbowl
Scores
College
Ravens
M&T Stadium
Emotion
What do they like? !
What are their deepest fears and desires? What would delight them? Frustrate them?
Emer
gent
Language
What words do they use? !
How expert are they? What words would they trust?
Emer
gent
“Dude, Uncle Sam is totally going to take some of your money and that is so not cool.”
“…generally recognizes gain or loss on a liquidation equal to the difference between the fair market value of Target's assets and Target's basis…”
“You are taxed on gains when you sell a company.”
Wayfinding
Do they know where they are? Do they know what actions to take? !
What interaction model and flow to they expect?
Emer
gent
Problem Solving / Decision Making
What is their goal? How do they think they will get there? !
What is their goal and problem space? What would persuade someone to act?
Emer
gent
Decision Making
Language
Emotion
Vision / Attention
Memory & Semantics
Wayfinding
#emergentux @johnwhalen
Emergent UX can be applied across the UX lifecycle
UX Research Strategy UX and Design
31
Phew, that’s a lot! Let’s review, shall we?
Summary
NO UX does not happen on a screen.
UX happens here. UX is multidimensional.VisionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
#emergentux @johnwhalen
Emergent UX
The unspoken is often the most seductive.
Emergent UX reveals the things people can’t tell you.
Research Stakeholder Interviews Field Research Competitor Reviews Expert Reviews
Strategy and Ideation Strategy Workshop Design Studio Rapid Prototyping Iterative Refinement
UX and Design IA & Flow Interaction Design Concept Realization Visual Design & Branding
Thank you!
