The Ten Dictums of User Experience (UX) Design – John Kuefler

© 2013 John Kuefler

The Ten Dictums of User Experience Design





IRemember that she is the user, and thou art not


IIThou shalt understand that thy view is not her view






IIILess shall be more


IVThou shalt seek, but not covet novelty


VThy guiding light shall be intuitiveness


VIYou shall provide affordance, mapping, feedback,a good conceptual model and forcing functions


VIIRemember thy home page is not the front door to thy website, rather Google is thy front door


VIIRemember thy home page is not the front door to thy website, rather Google is thy front door


VIIIAccessibility shall not be seen as an albatross around thy neck

2009 ADA statistic from 2005 US census report

$200 billion annually

54 million adults in U.S.

‣ 15% of the world’s population lives with a disability.120% of the U.S. population will be over 65 in 2030, experiencing some level of impairment.2

(1) World Health Organization; (2) U.S. Department of Labor


IXThou shalt prototype, test, iterate and retest, until all is well


XIf the user is befuddled, it is thou who art at fault, not she


Does UXD kill creativity?


Functional + Innovative = Genius


Design is not just what it looks like and feels like. Design is how it works.”

“


User experience design has become just as important as the concept.”

“

Perry FairChief Creative Officer

JWT Atlanta, Dallas & Houston


‣ adoption‣ conversion rates‣ ease of use‣ satisfaction‣ Transactions‣ product sales‣ Traffic‣ Retention‣ Conversion‣ market share‣ brand equity

Improves‣ development costs‣ development time‣ redesign costs‣ maintenance costs‣ user errors‣ learning time‣ support costs‣ training costs‣ bounce rates‣ brand damage‣ frustration

Reduces

Business case for UXD

