Users, experiences, and beyond Eric Reiss @elreiss UX Ukraine February 26, 2011 Kyiv, Ukraine
Users, Experience, and beyond
Sep 20, 2014
This my slidedeck from my presentation at UX Ukraine in Kyiv on Feb 26, 2011.
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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: @[email protected]
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