2. 2
I would not give a fig
for the simplicity
this side of complexity,
but I would give my life for
the simplicity on the other
side of complexity.
Oliver Wendell Holmes Jr.
32. 32
Enter your Post Code
BS1 4ND OK
ADDRESS
Type your address
22 Queen Square Br|
ADDRESS
Which is more efficient?
22 Queen Square, Bristol, BS1 4ND
34. 34
Rules (simplified)
Walk through the interface step by step.
List the Mental Preparation (M), Keying (K), Pointing (P),
Homing(H) and Response times (R).
Place Ms in front of all Ks and Ps
Delete Ms between Keying characters
in a single unit (like a word or a sentence)
But keep the first M (thinking what to type).
Delete Ms that come between Pointing and Keying
(so PMK becomes PK)
36. 36
Think of an experience that felt complicated
What was it? What made it feel like that?
37. Expert Mainstreamer
Focus on details Focus on goals
Perfection Completion
Precise control Ease of control
Principles Examples, stories
Take it apart, explore Afraid of breaking it
Detailed mental model Loose mental model
Invest time in learning What does RFTM mean?
37
42. 42
Phase 1 name
Description of phase this phase in the users journey
Phase 2 name
Description of phase this phase in the users journey
Phase 3 name
Description of phase this phase in the users journey
Phase 4 name
Description of phase this phase in the users
journey
Phase 5 name
Description of phase this phase in the users journey
An item needs
replaceing
How can we
support our
customers?
Customeractions
Ask what I need
Ask what to look
for in a product
Ask where to
look
View forums
Ask what they
have used
before
Ask about
previous
experience
Ask how much it
should cost
Show to partner
Discover I'm
pregnant
Needs have
changed
Receives a lot of
disposable income
An item needs
replaceing
Learns about and
event
-Birth
-Birthday
Realise this is realy
complicated
Realise this is realy
complicated
Ask friends and
family for advice
Ask friends and
family for advice
Look for advice
online
Look for advice
online
Asks what they
would like
Asks what they
would like
Uses knowledge
gained from
previous purchases
Ask friends and
family for opinions
Ask friends and
family for opinions
Look at catalogues
Look at catalogues
Searches for
specific product
that they have
bought before
Doesn't find it
Doesn't find it
Search for d
specifics that
match needs
Is it the right
size
Is it the right
colour
What's the
quality like
Search for
preferred brands
Research online
Research online
Looks for offers
and deals
Look for best
sellers
Searches for
specific item or
brand
Is it the right
size
Is it the right
colour
What's the
quality like
Compare specifics
Compare specifics
Compare cost
Compare cost
Compare user
ratings
Compare user
ratings
Compare price
with other
products
Compare product
specifics against
my needs
Read impartial
reviews on chosen
product
Show choice to
third party
Show choice to
third party
Ask parent if gift is
suitable for child
Ask if its suitable
Purchase
process
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
Customeremotions
Customer Experience Map What customers do when purchasing
For a specific
item
For a specific
brand
Trying stuff they
have got
Ask friends and
family for advice
Notice what
people in the
street have got
Look for advice
online
Realises specific
needs for product
Learn brands
Should I buy
new?
Look at specific
detail of product
Try the product
Ask for advice
Research in store
Research in store
See what the
supermarket sells
See what the
supermarket sells
See what the
supermarket sells
Consider second
hand
Check
competitor
prices on phone
View forums and
social networks
Compare cost
Talk to other
people who
already own
products
Show to Gifter
Is it safe
I don't want to
spend too much
Compare user
ratings
Decide which one I
Prefer
What the user is
thinking
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
What the user is
thinking
Gap analysis
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
53. On/Off
Quick OSD (On-Screen Display menu)
FL Select (change the display on DVD player)
Open/Close (Eject DVD)
Advanced Disc Review (Review playlist)
AV Enhancer (Adjust audio and video)
Repeat (Repeat play)
Multi Re-Master (Improve audio quality)
Numeric Keypad
Depth Enhancer (Reduce picture ‘noise’)
Manual Skip (Skip 30 seconds forward)
Quick Replay (Skip back a few seconds)
Cancel
Skip Forward
Skip Back
Slow Forward
Slow Back
Stop
Pause
Play
Direct Navigator/Top Menu (Main menu)
Play List/Menu (Show a disk menu or play list)
Functions (Change on screen menu)
Return (Return to previous menu)
Up Arrow
Down Arrow
Left Arrow
Right Arrow
Enter
Subtitle
Audio (Change soundtracks)
Angle/Page (Change angle/advance still pictures)
Setup (Quick setup menu)
Play Mode (All/group/random play)
Play Speed (Changes play speed)
Zoom
Group (Selects groups of items to play)
53
62. Expert Mainstreamer
Focus on details focus on goals
Precise control Ease of control
Perfection Good enough
Principles Examples, stories
Deferred gratification i want it now!
invest time in learning What does RFTM mean?
62
63. 63
Rules for ‘Remove’
Prioritise based on user goals, not frequency of use
Multiple ways of doing the same thing
Features that are responsible for a lot of errors
Unnecessary options and preferences
Visual clutter
‘Nice to haves’ that no one will miss
82. 82
Rules for ‘Organise’
Follow patterns that the user knows
Clearly frame your terms of reference
Simple, consistent groupings
Highlight the single most important thing
Don’t force the user to learn codes
93. 93
Rules for ‘Hide’
Organise around patterns of use, not frequency
Look for behaviours that signal patterns of use
Let users go from general to specific
Ensure mainstreamer tasks are clearly visible
Ensure next steps are clearly visible
Never penalise errors or experiments - undo!
97. LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
The Roman Baths
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit. Morbi commodo, ipsum sed pharetra gravida, orci
magna rhoncus neque, id pulvinar odio lorem non
turpis.
Mon-Fri 0900-1830 (includes Bank Holidays)
Sat-Sun 0900-1730
Christmas: Closed
£10 Adults, £5 Children / Student / Over 65
Allow 1 hour minimum Add this
My Travel Plan
97
98. LONDON
OXFORD
STRATFORD-UPON-AVON
BATH
LOCATION ACTIVITY TIME
Bath
Excelsior
Hotel
N/A
Bath
The Roman
Baths
0930-1030
Bath
Train to
Oxford
1042-1153
Oxford
The King’s
Head
1230-1400
Oxford Punting 1415-1515
Oxford
Ashmolean
Museum
1530-1700
Oxford
Train to
London
1722-1835
My Travel Plan
The Roman Baths
Lorem ipsum dolor sit amet, consectetuer adipiscing
elit. Morbi commodo, ipsum sed pharetra gravida, orci
magna rhoncus neque, id pulvinar odio lorem non
turpis.
Mon-Fri 0900-1830 (includes Bank Holidays)
Sat-Sun 0900-1730
Christmas: Closed
£10 Adults, £5 Children / Student / Over 65
Allow 1 hour minimum Add this
98
107. 107
Simplicity does not mean the absence of
any decoration.
It means that the decor should belong
intimately to the design proper, and that
anything foreign to it should be taken
away.
Paul Jacques Grillo
110. 110
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience Cheat Sheet
111. 111
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience CHeat Sheet
Photojojo
Buying Photo
supplies
Playful
i’m Creative
114. 114
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: What it says about me
Experience Cheat Sheet
115. 115
Name of product / service
Practical: it makes Simpler
Emotional: it makes me feel
Values: it Shows i believe in
Brand Cheat Sheet
Phase 1 name
Description of phase this phase in the users journey
Phase 2 name
Description of phase this phase in the users journey
Phase 3 name
Description of phase this phase in the users journey
Phase 4 name
Description of phase this phase in the users
journey
Phase 5 name
Description of phase this phase in the users journey
An item needs
replaceing
How can we
support our
customers?
Customeractions
Ask what I need
Ask what to look
for in a product
Ask where to
look
View forums
Ask what they
have used
before
Ask about
previous
experience
Ask how much it
should cost
Show to partner
Discover I'm
pregnant
Needs have
changed
Receives a lot of
disposable income
An item needs
replaceing
Learns about and
event
-Birth
-Birthday
Realise this is realy
complicated
Realise this is realy
complicated
Ask friends and
family for advice
Ask friends and
family for advice
Look for advice
online
Look for advice
online
Asks what they
would like
Asks what they
would like
Uses knowledge
gained from
previous purchases
Ask friends and
family for opinions
Ask friends and
family for opinions
Look at catalogues
Look at catalogues
Searches for
specific product
that they have
bought before
Doesn't find it
Doesn't find it
Search for d
specifics that
match needs
Is it the right
size
Is it the right
colour
What's the
quality like
Search for
preferred brands
Research online
Research online
Looks for offers
and deals
Look for best
sellers
Searches for
specific item or
brand
Is it the right
size
Is it the right
colour
What's the
quality like
Compare specifics
Compare specifics
Compare cost
Compare cost
Compare user
ratings
Compare user
ratings
Compare price
with other
products
Compare product
specifics against
my needs
Read impartial
reviews on chosen
product
Show choice to
third party
Show choice to
third party
Ask parent if gift is
suitable for child
Ask if its suitable
Purchase
process
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
What the user is
thinking
Customeremotions
Customer Experience Map What customers do when purchasing
For a specific
item
For a specific
brand
Trying stuff they
have got
Ask friends and
family for advice
Notice what
people in the
street have got
Look for advice
online
Realises specific
needs for product
Learn brands
Should I buy
new?
Look at specific
detail of product
Try the product
Ask for advice
Research in store
Research in store
See what the
supermarket sells
See what the
supermarket sells
See what the
supermarket sells
Consider second
hand
Check
competitor
prices on phone
View forums and
social networks
Compare cost
Talk to other
people who
already own
products
Show to Gifter
Is it safe
I don't want to
spend too much
Compare user
ratings
Decide which one I
Prefer
What the user is
thinking
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
User type
Description of of typical user behaviour and their
information needs. Include what difficulties they
normally have and anything that could potentially
influence them
What the user is
thinking
Gap analysis
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
How to support customers in this phase
116. 116
Step by step
1. Displace
2. Remove
3. Organise
4. Hide
5. Add character
117. No matter how cool your user
interface…
...it would be better
if there were less of it
117
Alan Cooper