There is no 'i' in UX.

There is no ‘i’ in UX, but maybe there should be.

I don’t know who you are…

Quadrant Chart

An Iceberg

A Colourful Diagram

Badly taken Phone Images

Boring References to UX in Everyday Life

A Unicorn

Screen Shots

UX in Everyday Life.

The biometric scanner is always glitchy… or not.

Shucks, which entrance does this scanner activate!?

Those damn self-service kiosks…

Bad UX means having to

pay this lady

The Kano Model.How to measure the investment of improving customer satisfaction.

Frustraters.

Delighters.

Investment.Us

er Sa

tisfac

tion.


Frustraters.

Delighters.

Investment.

Basic Expectations.

User

Satis

factio

n.


Frustraters.

Delighters.

Investment.

Basic Expectations.

User

Satis

factio

n.

If the goal is satisfaction we can never delight.

We can however mess this up.

We Have Basic Expectations.Don’t fix what’s broken, just add another feature.

Let’s talk about my stay at Holiday Express.

• Couldn’t pay with my card to by snacks.• Lift didn’t work.• Wifi was fickle.

Lady asks me: “Did you enjoy your stay sir?”

I replied: “It was ok.”

Ok, is the problem. Ok isn’t bringing anyone back anytime soon.

We Have Basic Expectations.

?

(

. .

(. .

Delightful Experiences.

Frustrating Experiences.

–. .

We Have Basic Expectations.(

. .

(. .

Delightful Experiences.

Frustrating Experiences.

–. . Usable Experiences.

Not creating an experience that is sucky, is still not

creating an experience that is delightful.

Why does the average user sometimes seem to

be dumb or drunk?

The strange thing is most people use interfaces like they’re drunk, but they’re not.

Most people engage with something like they’re dumb, but they’re not.

So what the heck is going on!?

Unlike you, they’re not in love with the interface they’re busy doing other things as well as checking out your interface for the 1st time.

User’s Aren’t Drunk Or Dumb.

Do we really know what an MVP is?

Delighters vs. Frustraters.

Feature 1.

Don’t fix what’s broken, just add another feature.

Checkout sucks.

Feature 3.

Feature 2.

Feature 4.

vs.

You can’t move on until your MVP is delightful, not just

satisfactory.

“Start the product process by saying no.”

– Jason Fried, 37 Signals

Release 1.0

Feature 1. Feature 2. Feature 3.

Release 5.0




Feature 8.

Feature 4.

Feature 12.

Release 5.0




Feature 8.

Feature 4.

Feature 12.

Experience Rot.

Release 5.0




Feature 8.

Feature 4.

Feature 12.

So what do we do!?

Release 5.0




Feature 8.

Feature 4.

Feature 12.

Release 5.0

Feature 5.

Feature 10.

Feature 4.

Feature 7.

Release 6.0

Feature 5. Feature 10. Feature 4.Feature 7.

Basic Expectations.I met with Discovery. And they’re a little freaked out by the bad press from their new Drive Challenge App.

Basic Expectations.Problems with accuracy of maps & calculations, bugs and battery life drainer.

UX Strategy Basic Expectations.

• Beware the death of a thousand cuts.

• Don’t ignore consistent bad feedback.• Missing a basic expectation causes extreme frustration.

• More you don’t deliver, the more it opens the door to competitors.


Frustraters.

Delighters.

Investment.

Basic Expectations.

User

Satis

factio

n.


Frustraters.

Delighters.

Investment.

Excitement Generators

User

Satis

factio

n.

Basic Expectations.

Excitement Generators.

Pleasure.

Flow.

Meaning.

Dana Chisnell’s 3 Approaches to Delight.


Designing for Pleasure.Great copy and content strategy is often key here, but sometimes you can even add pleasure with a How-To screen.

vs

Designing for Pleasure.

Designing for Pleasure.Apple’s built in video clip editor.

Designing for Pleasure.Spark’s app.

Designing for Flow.Providing clarity and reducing steps where possible. That’s right forms and check-out processes is where it hurts the most.

Designing for Flow.

Designing for Flow.

Eeeek!

Meaning.Hands down the best, most effective and meaningful user experiences are the ones that feel invisible.

The Kano Model.Excitement generators tend to move towards basic expectations.

Frustraters.

Delighters.

Investment.

Basic Expectations.

User

Satis

factio

n.


A Stellar Kano Model UX Strategy.

You haven’t achieved anything by meeting a users basic expectations, however if you don’t they’re gone.

Be reluctant to just add features and keep pruning those features back to prevent feature rot.

Get to creating delightful experiences through pleasure, flow & meaning.

Remember delighters now, become basic expectations in the future.

Cool, that doesn’t seem like rocket science, why then is UX such a contentious topic?

The UX Iceberg.

The UX Iceberg.

What is known.

What is assumed.

What is unkown.

The Spectrum of UX, Chart.

Sorry, but UX is not one person’s job.

It’s the coming together of many disciplines to solve a common problem.

The mythological creature that is the UX Designer.

Most of us who practice it agree on the goals of UX Design (happy users)

and even the methods we use to get there (contextual inquiries, user journey maps, wireframes, usability studies, etc).

But defining “the thing itself” continues to baffle us.

The UX Designer Power Cards.What a UX Designer should be able to do.

The UX Disciplines.

UI Designer

How can we expect one person to where all these hats?

Information Architect Content Strategist Developer Product Manager

Small tight teams that have the authority to turn ideas around are by far the most successful in this iterative age.

We believe UX is still in it’s infancy and look forward to what the future holds.

Thanks ; )

There is no 'i' in UX.

Marketing

Transcript of There is no 'i' in UX.