Users, Experience, and beyond
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Transcript of Users, Experience, and beyond
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Users, experiences, and beyond
Eric Reiss@elreiss
UX UkraineFebruary 26, 2011
Kyiv, Ukraine
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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
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ex·per·i·encenoun
1: having been affected by or learnedthrough observation or participation
2: the length of such participation
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Eric’s 1st Law of UX:
If a site does not solve youruser’s problems, it will notsolve your company’s either.
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So, let’s start with the user
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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)
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When would you use (in simpler terms):ArmchairBifocal eyeglassesManhattan CocktailLightbulbWool pulloverTabletopBookCat
(This is an easier way to look at content)
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Eyeglasses
Wool pullover
Lightbulb
Marble tabletop
Armchair
Book
Gus the Cat
Manhattan Cocktail
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Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/comfort
Convenience/comfort
Education/information
Companionship
Chemical stimuli
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Needs are always situational!
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What is the situation for your users?
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Historically, we looked at physical needs...
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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
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Henry DreyfussWojciech JastrzębowskiAlphonse Bertillon
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Henry Dreyfuss “Joe”
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These measurements helpeddesign everything in the photo
(well, not Gus the Cat)
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“Cognitive ergonomics”“Neuroergonomics”
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Copyright could not be traced. Used for educational purposes only.
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A thought...
If ergonomics, anthropometrics, and human factors deal with physical requirements, is it
possible to map similar requirements for cognitive
functions?
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The Ergonomics of Need
“Moving from three dimensions to five”
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a
OriginEnvironmentScheduleExpectationAttitude
The ergonomics of need - AESEO
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Leisurely
Origin
Environment
Schedule
Expectation
AttitudePositive
Positive
Relaxed
Personal
Negative
Negative
Urgent
Stressful
External
Everything starts in neutral
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Leisurely
Origin
Environment
Schedule
Expectation
AttitudePositive
Positive
Relaxed
Personal
Negative
Negative
Urgent
Stressful
External
Planning a personal vacation
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Leisurely
Origin
Environment
Schedule
Expectation
AttitudePositive
Positive
Relaxed
Personal
Negative
Negative
Urgent
Stressful
External
Need help with taxes
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Leisurely
Origin
Environment
Schedule
Expectation
AttitudePositive
Positive
Relaxed
Personal
Negative
Negative
Urgent
Stressful
External
Planning the boss’ vacation
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An introduction to experience design
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ex·per·i·encenoun
1: having been affected by or learnedthrough observation or participation
2: the length of such participation
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Eric’s 2nd Law of UX:
User experience is the sum ofa series of interactions betweenpeople, devices, and events.
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Eric’s 3rd Law of UX:
There are three types of interaction:active, passive and secondary
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Eric’s 4th Law of UX:
UX design represents the consciousact of coordinating interactions,acknowledging interactions, andreducing negative interactions.
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Three types of interaction:Active (things we control)Passive (things we don’t control)Secondary (things that have indirect influence)
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Three types of interaction:Those we can controlThose over which we have no controlThose that affect the experience indirectly
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Active interaction
Photo courtesy of: musthavemenus.com
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Active interaction
Copyright could not be traced. Used for educational purposes only.
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Passive interaction (partly)
Photo courtesy of: johnmariani.com
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Passive interaction
Photo by Massimiliano Uccelletti, photonet.com
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Secondary interaction
Photo courtesy of: koit.radiotown.com
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Secondary interaction
Photo courtesy of: tomatolover.com
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UX design combines all three activitesCoordinating interactions that we can controlAcknowledging interactions beyond our controlReducing negative interactions
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Coordinating interactions
Photos courtesy of: Brooklyn Public Library, shipwrightsarms.com.au
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Coordinating interactions
Photo courtesy of: capetownwineblog.com
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Coordinating interactions
Photo courtesy of: Rootology under Wikipedia Commons License
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Acknowledging interactions
Photo courtesy of: TinyFarmBlog.com
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Reducing negative interactions
Photo courtesty of: kenlevine.blogspot.com
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Reducing negative interactions
Photo courtesy of: marchedimanche.typepad.com
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Reducing negative interactions
Photo courtesy of Andrew Sullivan
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Enhancing experience through context
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DemographicsDefine groupsSegment according to needs
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Demographic profiles
Cartoon copyrights could not be traced. Used for educational purposes only.
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Segmenting by need
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What we should be doing
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Our self-created problem –we cannot be all things to all visitors
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An introduction to personalization
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PersonalizationAnticipating needsEliminating the irrelevantNOT the same as customization
Customization is what YOU do to a sitePersonalization is what the SITE does for you
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Customization
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Customization
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Customization
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Personalization
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Personalization
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No clicks – everything is in play
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1st click – is there a preference?
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2nd click – this could be a pattern
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Third click – yes, there’s a pattern
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Fourth click – time to zero in
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Fourth click – time for context
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And what comes next…Big MacLarge shake???Fries
Photo copyright: McDonalds Corporation, Inc. Restricted use for educational purposes only.
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So in summary…Personal dialogueContextual relevanceAdded value
Provides better serviceKeeps customers happyHelps you make money
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Our new contex-is-the-kingdom mantra:
“Do you want fries with that?”
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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]