Seeing the big UX picture(a broader view, not a bigger screen)

Eric Reiss@elreiss

Conversion MeetupNovember 6, 2014

Bratislava, Slovakia

I hope to dispell some myths:� UX is only something that happens on a screen� UX was invented in the ‘80s� UX can be accomplished by a team of one

I also want to:� Give you an actionable definition of UX� Provide tips that can help promote our

talents to the business community

My goals, your take -aways

(Eric, do your research. Ask questions.)

A story…

The Promise

“User experience will make you rich.”

Another question for you:

“Have we delivered on our promise?”

Excuses on both sides....

The current business mentality

Survival is more important than success

“This is not the time to take risks”

“There is safety in charismatic leaders”

The current UX environment

Which tool would you NOT want to have if you were b uilding a house?

Pick me! Pick me!

Webmaster WebmasterVisual designerCopywriter

DeveloperVisual designerInformation architectCopywriter

Front-end engineerFull-stack developerVisual designerUI designerInteraction designerContent strategistInformation architectContent providersSEO consultantSocial media guruProduct managerProject managerToken baby boomer

1995 1998 2000 2014

User Experience

IA SD CS IxD GD PM DEV KM SEO SM MKT IT

What does this mean for us asUX professionals ?

No single person can truly be a“UX Designer”

No single discipline can trulytake ownership of UX

Responsive design doesn’t just happen on a screen

Same tools. Same goals.Different environments.

(Eric, remember to talk abouthammers and water to wine)

Can we define UX in simple,understandable terms?

Can we embrace allthese disciplines without

taking ownership ?

Eric’s 1st Law of UX:

If a solution does not solve youruser’s problems, it will notsolve your company’s either.

So, let’s start by looking at a “ user ”

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

� An ergonomic seat designed for one person� Optical lenses invented by Benjamin Franklin� Alcoholic mixture invented by Dr. Iain Marshall � Incandescent device invented by Thomas Edison� Fabric made on a loom invented by JM Jacquard� Rouge Royale (marble)� Baskerville Light (typography)� Domesticated mammal

(This is often how our clients look at their content)

When would you use... (simultaneously)

� Armchair� Bifocal eyeglasses� Manhattan Cocktail� Lightbulb� Wool jumper� Tabletop� Book� Cat

(This is an easier way to look at content)

When would you use... (in simpler terms)

Eyeglasses

Wool pullover

Lightbulb

Marble tabletop

Armchair

Book

Gus the Cat

Manhattan Cocktail

Sensory assistance

Warmth/comfort

Sensory assistance

Convenience/aethetics

Convenience/comfort

Education/information

Companionship

Chemical stimuli

The experience of a touchpointis always situational

What do your users need?

What are the scenarios ?

How many touchpoints are touched ?

UX design certainly exists...

...but are there truly UX designers ?

How can anyone truly be a “ UX Designer ”without controlling all the touchpoints?

Perhaps we needa more useful definition of UX!

ex·per·i·ence noun

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:

UX design represents the consciousact of :• coordinating interactions

we can control• acknowledging interactions

we cannot control• reducing negative interactions

� Active (things we control)� Passive (things we don’t control)� Secondary (things that have indirect influence)

Three types of interaction

Active interaction

Active interaction

Active interaction

Passive interaction (partly)

Passive interaction

Secondary interaction

Secondary interaction

� Coordinating interactions that we can control� Acknowledging interactions beyond our control� Reducing negative interactions

UX involves all three interaction types

Coordinating interactions

Coordinating interactions

Coordinating interactions

Reducing negative interactions

Reducing negative interactions

Reducing negative interactions

Reducing negative interactions

Can influence

Cannot influence

Businesscritical

Screwit

Three more stories...

Small changes can make big differences

Ordinary people can change the world

Firmitas, utilitas, venustas

About creativity

So, where does that leave us?How do we get business to

understand the value we can provide?

Five things to consider if youwant to succeed in UX

Don’t speak geek

Don’t speak geek!

Don’t attack other disciplinesDon’t attack other disciplines!

Solve problems, don’t create them

Solve problems. Don’t create them.

Think beyond your own self-interest

Think beyond your own self-interest.

Think beyond the damned screen!

Ďakujem!

Eric Reiss can (usually) be found at:

The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark

Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @elreissinfo@fatdux.comwww.fatdux.com