Post on 21-Apr-2017
Vision / AttentionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
Emergent UX: 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
Introduction
I’m going to try not to geek out.
N50 error-related negativity...
5
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
‣ Focused on the psychology of user experience
‣ Founded 2011 ‣ Principals 15+ years
experience in the field ‣ Self-funded, profitable
since inception ‣ Annual revenue doubling
since founding
Why User Experience?
Why User Experience?
350
Why User Experience?
350
18,000% difference in sales!
Why keep innovating the user experience?Why keep innovating the user experience?
What is 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 doesn’t happen on a screen.
UX happens here. In the mind.
User Experience is multidimensional.Vision / AttentionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
The Six Minds
Vision / Attention‣ Visual features drawing attention?
- Edges
- Contrast
- Shape
- Colors
- Patterns
‣ Words searched for? ‣ Visual flow?
Vision / Attention
Vision / Attention‣ What have they tuned their visual system to find? ‣ What are they searching for and why?
Memory / Semantics‣ Mental schemas activated ‣ Primed concepts ‣ Social nature of primed concepts
Memory / Semantics
Memory / Semantics
Orioles
Football
NFL
Ray RiceSuperbowl
Scores
College
Ravens
M&T Stadium
Wardrobe malfunction The “Coats”
(Colts)
33rd Street Stadium
Emotion‣ What autonomic responses are being triggered? ‣ What are immediate hot-button issues? Why? ‣ What is desired? Satisfying? ‣ What are their biggest fears? ‣ What do they stand to lose?
Emotion
Language‣ Which terms are being used? ‣ What level of expertise does this imply? ‣ What would be the right tone of expression
for this person?
Language
Language
“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‣ Navigation cues ‣ Sense of location ‣ Interaction expectations
Wayfinding
Wayfinding‣ Do they know where they are? ‣ Do they know what actions to take? ‣ What interaction model and flow to they expect?
Problem Solving‣ What is the problem space this person is working in? ‣ What do they believe the problem is that they
believe they are solving? ‣ How taxed is their working memory? ‣ How much will they “satisfice” vs. collect
the appropriate facts to make a deliberatedecision?
Problem Solving
Problem Space
Problem Space
Problem Solving
Problem Solving
http://www.slideshare.net/johnwhalen/
Two systems
System 1: conscious, focused, deliberate
System 2: unconscious, fast, estimates
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We as UXers underestimate the power of System 2 and don’t take full advantage of it.
Much of User Experience originates from System 2Vision / 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 User Experience right?
?
Emergent User Experience #EmergentUX
Emergent UX
EmergentUX 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
EmergentUX 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.
#EmergentUX @johnwhalen
Q. Do you need a psychology degree to do this? !
A. No, you need a process.
The Emergent UX Process
Lean Traditional UX Emergent UX
Back of the Napkin Establish Business Case ?
Get Out Of the Building (GOOB) Discovery ?
Flesh Out Idea Strategy ?
Build MVP & Test Design ?
Build Go-To-Market Develop ?
1. Back of the Napkin - Initial Client Meeting
Traditional UX
Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need?
1. Back of the Napkin - Initial Client Meeting
Traditional UX
Establish business case: ‣ What are the business objectives? ‣ Who is the audience for the product? ‣ What is the user need?
Emergent UX ‣ What is motivating the leadership team? ‣ Is there really a user problem? ‣ What are the real and perceived (both user
and client) user problem spaces? ‣ Will the users have an emotional desire
motivating them to act? ‣ What might be some likely persuasion
techniques?
2. Get out of the Building (GOOB)
Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow
‣ Measure performance
‣ Document pain points
2. Get out of the Building (GOOB)
Traditional UX ‣ Contextual Inquiry ‣ Capture current user flow
‣ Measure performance
‣ Document pain points
Emergent UX ‣ What are the visual cues drawing their
attention? ‣ What concepts and schemas are they
activating? ‣ What is the language they are using? What
does it imply about their level of expertise? ‣ What are their emotional drivers? ‣ What interaction models are the users
demonstrating knowledge of? ‣ What are their larger goals and what
resonates with the users?
3. Flesh Out Idea
3. Flesh Out Idea
Traditional UX ‣ Strategy Meeting ‣ Business Priorities
‣ User ‣ Personas ‣ Scenarios
‣ Sketching / Design Studio
3. Flesh Out Idea
Traditional UX ‣ Strategy Meeting ‣ Business Priorities
‣ User ‣ Personas ‣ Scenarios
‣ Sketching / Design Studio
Emergent UX ‣ Are we working in the right problem space?
Are we satisfying senior stakeholder needs with strategy?
‣ Can we build consensus around concept? ‣ Can we find common language amongst
developers, product management, marketing, executives?
‣ Is there sufficient motivation for customers to act? What is the desire? Need?
4. Build MVP & Test
Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page
layouts ‣ Begin to mock up
4. Build MVP & Test
Emergent UX ‣ Establish visual language to draw attentional
flow on page ‣ Cue relevant schemas ‣ Elicit proper emotional response ‣ Use appropriate language ‣ Establish interaction model consistent with
user expectations ‣ Facilitate problem solving from user
perspective
!
Traditional UX ‣ Create IA / Flow ‣ Sketch pages ‣ Establish basic page
layouts ‣ Begin to mock up ‣ Evaluate & Refine
(Design thinking)
Usability Testing & Eyetracking
Emergent UX ‣ Measure visual design effectiveness to draw
attention ‣ Study misconceptions & adjust schema
which is invoked ‣ Validate emotions ‣ Validate language used ‣ Ensure problems solved.
!
Dig Deeper
5. Build Go-To-Market
Emergent UX ‣ Identify Six-Mind Related Necessities for build
!
Traditional UX ‣ PSDs ‣ Annotated PSDs ‣ Interaction Design
Decision Making
Language
Emotion
Vision / Attention
Memory & Semantics
Wayfinding
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Phew, that’s a lot! Let’s review, shall we?
Summary
UX doesn’t happen on a screen. It is in the mind.VisionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
#EmergentUX @johnwhalen
Emergent UX
Translation:
The unspoken is often the most seductive.
Emergent UX reveals the things people can’t tell you.
Take your designs further. Use Emergent UX.
Thank you!VisionLanguage
Memory / Semantics
Emotion
Wayfinding
Problem Solving / Decision Making
#EmergentUX @johnwhalen slideshare.net/johnwhalen