Managing Complexity: UX vs the business model
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Managing Complexity UX vs the business model Rick Monro Fathom @monro @Fathom_UX UX Scotland 2014
description
Designers are routinely required to manhandle disparate resources and inputs into a coherent end product. UX design, however, must work harder in order to truly deliver on the promise of a user-centred design process. A user-focused assessment of any business model will ask tough questions, often leaving the UX designer as the most unpopular person in the room. This talk, originally delivered at UX Scotland 2014, addressed how user experience designers must be able to not only manage complex interfaces, but challenge the business logic that leads to them.
Transcript of Managing Complexity: UX vs the business model
Managing ComplexityUX vs the business model
Rick Monro Fathom @monro @Fathom_UX !
!
UX Scotland 2014
What we’ll cover
• Sources of complexity
• How complexity adversely affected a recent project
If we begin to discuss scope as complexity, instead of flexibility, it
changes the conversation…
Complexity is scope.
Jon Bolt, BoxesandArrows.com “Complexity and User Experience”, Nov 2011
“”
It’s all Don’s fault (probably).
Acknowledged classic
Lesser known classic
! STEVE JOBS KLAXON !
He’s a minimalist and constantly reducing things to their simplest level.
Steve is a systems designer.
He simplifies complexity.
John Sculley, CEO of Apple 1983-1993 on Steve Jobs
“”
UX vs the complexity dragon
For Steve!
https://www.flickr.com/photos/why_spyder/12019319314
Simplicity is not the goal. We do not wish to give up the power and flexibility of our technologies.
The design challenge is to manage complexity so that it isn’t complicated
Don Norman, ‘Living With Complexity’
“”
Complexity is a raw material
Two types of complexity
Intrinsic Complexity
adjective belonging naturally; essential
1
This is a complex process
The glass cockpit - flat design arrives
This takes people into space
Imposed Complexity
verb [ with obj. ] force (an unwelcome decision or ruling)
2
Booking a flight
https://www.flickr.com/photos/autumn_bliss/467766536/
Specifics required for flight booking
Flying to:
1 0
Flying from:
Departure date
Return date
0
Search
Other inputs required for flight booking
✓ Flight times? ✓ Existing account? ✓ Insurance? ✓ Extra luggage? ✓ Choose seat? ✓ Want to hire a car? ✓ Want car parking? ✓ ARE YOU SURE ABOUT THE SEAT THING? ✓ TELL US WHAT YOU ARE DOING. ✓ You agree we everything we have just told you.
No? THEN GET ONE.
ARE YOU SURE??
Other inputs required for flight booking
✓ Flight times? ✓ Existing account? ✓ Insurance? ✓ Extra luggage? ✓ Choose seat? ✓ Want to hire a car? ✓ Want car parking? ✓ ARE YOU SURE ABOUT THE SEAT THING? ✓ TELL US WHAT YOU ARE DOING. ✓ You agree we everything we have just told you.
£
£
£
£
£
£
No? THEN GET ONE.
ARE YOU SURE??
! CRAZY CONSPIRACY THEORY KLAXON !
https://www.flickr.com/photos/grebo_guru/19389579/
Web search is managed complexity
https://www.flickr.com/photos/x1brett/3892759647/
https://www.flickr.com/photos/rrrrred/3735399887
The big opportunity arrives…
Existing site search: inputs required
Choose county
Search all towns
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27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms
Search time: 9 seconds.
https://www.flickr.com/photos/cdresz/2953377031/
Standard hotel rooms
Single Twin Double Family
Standard guesthouse rooms
Single Double Whatever
“It depends” is the answer. !
Now.. what’s the question?
Complexity in action
Choose county
Search all towns
3 2
27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms
the problem
“”
A marauding, innovating disruptor
AirBnB brought back the human
https://www.flickr.com/photos/alternative_illustrations/5839784828
#facepalm
https://www.flickr.com/photos/cesarastudillo/3981364314/
#AirBnB UI, not AirBnB UX?
It became a different project after that.
https://www.flickr.com/photos/stumayhew/5442893743
Revisiting the scene of the crime
Choose county
Search all towns
3 2
27 Jul 2013
2 2
Currency
Search
Adults Children
Arrival date
Nights Rooms
let’s get rid of the problem
Improved inputs - better outputs
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Location
Arrival date
Search
Nights Adults Children
If we begin to discuss scope as complexity, instead of flexibility, it
changes the conversation…
Complexity is scope.
Jon Bolt, BoxesandArrows.com “Complexity and User Experience”, Nov 2011
“”
Every application has an inherent amount of irreducible complexity. The only question is who will have to deal
with it, the user or the developer.
Don Norman, ‘Living With Complexity’
“”
1. Establish early in projects what type of complexity you are dealing with - inherent or imposed
2. Is the complexity created by technology that can - and should - be replaced by human interaction
3. Plan your scope, client engagement and research around this information
Recommendations
Thank you
Rick Monro Fathom @monro @Fathom_UX !
!
