Describing the elephant. - Moving beyond professional silos when defining UX
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Describing the elephantMoving beyond professional silos
Eric Reiss@elreiss
UX Camp PolandMay 17, 2014
Gdánsk, Poland
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What is “Gdansk”?
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Putting Gdansk on the map…
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And historically?
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So, what IS “Gdansk”?
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Clients know what they want
But we know what they need
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Clients know what they want
But we know what they need
This is the fatal disconnect
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Content management
Knowledge management Personas
Scenaria
Thesauri
Sensemaking
Accessibility
Storytelling
Usability
Findability
Information architecture
Mental models
Experience design
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“Creativity varies inversely withthe number of cooks involved
in the broth.”
Bernice Fitz-Gibbon1967
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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
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It’s all Greek to me....
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Goethe
„Es hört jeder doch nur,was er versteht.“
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“He hears only thatwhich he understands”
Goethe
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“He hears only thatwhich he understands”
Goethe
CSS
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User Experience
IA SD CS IxD GD PM KM DM SEO SM MKT IT
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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
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Can we define UX in simple,understandable terms?
Can we embrace allthese disciplines without
taking ownership?
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Eric’s 1st Law of UX:
If a solution does not solve youruser’s problems, it will notsolve your company’s either.
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So, let’s start by looking at a “user”
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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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When would you use (simultaneously):� 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)
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When would you use (in simpler terms):� Armchair
� Bifocal eyeglasses
� Manhattan Cocktail
� Lightbulb
� Wool pullover
� Tabletop
� Book
� Cat
(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/aethetics
Convenience/comfort
Education/information
Companionship
Chemical stimuli
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The experience of a touchpointwill always situational
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The touchpoints arecumulative
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What do your users need?
What are the scenarios?
How many touchpoints are touched?
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Perhaps UX design exists...
...just not UX designers.
How can anyone truly be a “UX Designer”without controlling all the touchpoints?
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We need a more useful definition of UX!
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ex·per·i·ence noun
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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Active interaction
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Active interaction
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Passive interaction (partly)
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Passive interaction
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Secondary interaction
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Secondary interaction
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UX design combines all three activites
� Coordinating interactions that we can control
� Acknowledging interactions beyond our control
� Reducing negative interactions
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Coordinating interactions
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Coordinating interactions
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Coordinating interactions
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Reducing negative interactions
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Reducing negative interactions
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Reducing negative interactions
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Reducing negative interactions
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So, where does that leave us?
Five things to consider if youwant to succeed in UX
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Don’t speak geek
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Don’t attack other disciplines
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Solve problems, don’t create them
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Think beyond your own self-interest
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And finally, our new mantra...
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Think crackers, not crumbs!
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Dziękuję!
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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]