Emergent UX: Seducing the six minds

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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

description

This talk introduces Emergent UX - a process designed to dramatically improve product design by deeply understanding your audience's conscious and unconscious needs on cognitive and emotional levels.

Transcript of Emergent UX: Seducing the six minds

Page 1: Emergent UX: Seducing the six minds

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

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I’m going to try not to geek out.

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N50 error-related negativity...

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D’oh!

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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

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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

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Why User Experience?

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What is User Experience?

Responsive Page Layout?

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What is User Experience?The look and feel?

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What is User Experience? The interactiondesign?

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NO UX does not happen on a screen.

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UX happens here. In the mind.

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UX happens here. In the mind.

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User Experience is multidimensional.Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

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UX needs to account for the 6 “minds”:Vision / AttentionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

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Humans are only aware of a tiny fraction of our thoughts.

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So how do we get the UX right?

?

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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

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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.

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Q. Do you need a psychology degree to do this? !

A. No, you need a process.

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Vision / Attention

Where are they looking at? !

!

What are they looking for? What are its visual properties?

Emer

gent

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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

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Emotion

What do they like? !

What are their deepest fears and desires? What would delight them? Frustrate them?

Emer

gent

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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.”

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Wayfinding

Do they know where they are? Do they know what actions to take? !

What interaction model and flow to they expect?

Emer

gent

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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

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Decision Making

Language

Emotion

Vision / Attention

Memory & Semantics

Wayfinding

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#emergentux @johnwhalen

Emergent UX can be applied across the UX lifecycle

UX Research Strategy UX and Design

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Phew, that’s a lot! Let’s review, shall we?

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Summary

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NO UX does not happen on a screen.

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UX happens here. UX is multidimensional.VisionLanguage

Memory / Semantics

Emotion

Wayfinding

Problem Solving / Decision Making

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#emergentux @johnwhalen

Emergent UX

The unspoken is often the most seductive.

Emergent UX reveals the things people can’t tell you.

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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!