UX Axioms (SummitUp 2013)

SummitUP 2013

Erik Dahl
UX Axioms: How to design better products

@eadahl
#uxaxioms

Monday, October 21, 13

@eadahl

#uxaxioms
@eadahl

...a boutique design
consultancy and
technology research lab.
We help companies design
products and services that
deliver great experiences
for their customers by
turning human experiences
with technology products
into positive, meaningful
interactions.

BOSTON, MA

COLUMBUS, OH

@goinvo

#uxaxioms

Dawa ChUng
anne hjorTshoj
jUhan sonin
invoLUTion sTUDios
7.DeC.10

.gov Product Architecture

1

DaTa visUaLiZaTion by Learning PaTh

System Activity Bar (Login Status)
what is the status/progress of the learning at my company?

BROWSE

SORT

PROFILE

Browse Plans
Browse Drug Plans
Browse Questions
Browse Medical Suppliers
Browse Facilities
Browse Home Health
Browse Care Plans
Browse Announcements
Browse Events
Browse Articles
Browse Claims
Browse Forms
Browse Resources
Browse Tags

Sort by Alpha-numeric
Sort by Relevance
Sort by Type
Sort by Date
Sort by Distance

Edit Profile
Edit “Profile” Info (Medicare Number, Last
Name, Date of Birth, Gender, Email Address,
Relationship to Beneficiary, Your Name if not
Beneficiary, Zip Code)
Show “Profile” Info
Specify Proxy
Delete Last Name
Set Secret Password
Set Secret Answer
Delete My Account
Change password
Terms of Service
Change address
Add Veteran Status

Sort by Price
Sort by Plan
Sort by Rating
Sort by Quality
Sort by Tag
Sort by Timely Care
Sort by Coverage
Sort by Deductible
Sort by Premium
Sort by Staying Healthy
Sort by Managing Chronic Conditions
Sort by Handling Appeals
Sort by Customer Service

FILTER

Filter by Premium
Filter by Topic
Filter by Rating/Quality
Filter by Relevance

1

2

What is hGraph?

Weight
Exercise
Waist Circumference

Sleep
Happiness

Nutrition

76

Alcohol, Drugs

Medications

HDL

Environment

Time Spent by Users

Glucose

Conditions

Time Spent by User Names

Blood Pressure

Time Spent by Learning Path

Set Health Tax Status
Set Coverage (Employee, Union Plan,
Medicare....)
+

Triglycerides

LDL

Vaccinations

how (in what areas) can and should i improve the skills of our users?

Set Living in US Status
Set Income
Set Health Benefits

SEARCH

AN OPEN SOURCE DESIGN
LICENSED UNDER THE
APACHE 2.0 LICENSE

hGraph is a compelling, standardized
visual representation of a patient’s
health status, designed to increase
awareness of the individual’s factors
that can affect one’s health.

hGraph is patient focused with
professional clinical relevance.

DaTa visUaLiZaTion by Time sPenT

Set Tax Filing Status
Set Type of Medicare Coverage
Set Medicaid coverage

Sort by Certified Beds
Sort by Ownership
Sort by Contract ID

INVOLUTION STUDIOS
HGRAPH@GOINVO.COM
29.NOV.12

hGraph provides a holistic view of
your health. Based on an individual’s
health data, it identifies where an
individual’s health numbers are, and
where they should be.

Enter Zip Code
Enter Medicare Claim Number
Enter Effective Date for Part A/B
Set Marital Status

Sort by Dental Service
Sort by Health Inspections Rating
Sort by Staff Rating

Filter by Publication ID
Filter by Age
Filter by Tag

HEALTH DESIGN CHALLENGE
ERIC BENOIT
JON FOLLETT
SARAH KAISER
BEN SALINAS
JUHAN SONIN

Your health in one picture.

how well/ complete did people do/score in any particular course,
learning path, or even product category?

Enter Date of Birth
Enter Last Name

Sort by Medicare Participation (by doc)
Sort by Doctor Choice
Sort by Vision Service

Filter by Plan
Filter by Medicare Participants
Filter by Language Spoken

Course Progress Report

2

Sort by Restrictions
Sort by Geo
Sort by Gender
Sort by Language Spoken

Filter by Date
Filter by Deductible
Filter by Coverage

hGraph


PROFILE CORE

Sort by Member Complaints, Staying w/Plan
Sort by Member Experience
Sort by Patient Safety

Filter by Geo

Learning Path Status Chart

3

Your Health Score

76

A single aggregated number ranging
from 1-100 that represents your health
status. Are you passing or failing?

What am I looking for?
View Search Results via Content Types
View Search Results via Map

4

Healthy

Healthy

Your healthy range is in the green zone.

HOME SCREEN, UNAUTHENTICATED

LOCAL HOME SCREEN, UNAUTHENTICATED
40%
20%
15%
5%
5%
5%
5%
2%
1%
1%
1%

45%
10%
10%
10%
5%
5%
5%
3%
2%
2%
2%
1%

3

PROFILE SCREEN, PRIVATE

50%
20%
5%
5%
5%
5%
5%
2%
1%
1%
1%

Browse
Suggest
Timeline
Question
Alert
Search
Header
Footer
Help
Mailing List
Print

Assessment Report by User Name

5

BROWSE
BROWSE

BROWSE

These sketches represent some of
the possibilities to data visualization
for both individual reports and the
higher management reports.

80-90
90-100
100-110
110-120
120-130
130-140
140-150
150-160

FILTER

BROWSE

SUGGEST

6

Metrics

Weight
Exercise

The top-level indicators on hGraph are
aggregates of many metrics.

Waist Circumference

SUGGEST

BROWSE
MAIL LIST

SUGGEST

LOGIN

BROWSE
PRINT

HELP

FOOTER

TIMELINE

LOGIN
PRINT

BROWSE

HEADER

SEARCH

Glucose

Conditions

Blood Pressure

Zoom in to view more
metrics and details

MAIL LIST
SUGGEST

Vaccinations

Alcohol, drugs
Nutrition
Waist Circumference
Weight
Exercise
Sleep
Happiness
Triglycerides
LDL
HDL
Glucose
Blood Pressure
Conditions
Environment
Vaccinations
Medications

BROWSE

LOGIN

SEARCH

FOOTER

HDL

Environment

HELP

SUGGEST

TIMELINE

Triglycerides

LDL

Vaccinations

HEADER
HELP

LOGIN

Medications

FOOTER

PRINT

Happiness

76

Alcohol, Drugs

These top-level indicators have been
vetted by 4 clinicians and health care
professionals – further validation is
required.

SUGGEST

Sleep

Nutrition

Some metrics have a larger impact on
your health score.
SUGGEST

65+

70-80

SEARCH

FILTER

BROWSE

oTher roUgh skeTChes

3-10 10-18 18-55 55-65

0-70

Your healthy range is most influenced
by your age and gender.

HEADER

TIMELINE
FILTER

1-3

ideas from these sketches can be
implemented to the dashboard layout.

SEARCH

FILTER

Male
Age (years)

Target Ranges

Each metric has its own scale and
healthy range.

HOME SCREEN, UNAUTHENTICATED

FILTER

Low

When you are not doing so well, your
metrics are outside the green zone,
either too high or too low.


4

HEADER

Unhealthy
DaTa visUaLiZaTion for assessmenT

Profile
Proxy
Timeline
Suggest
Browse
Alert
Eligibility
Tag
Search
Header
Footer
Help

Systolic (mm/Hg)

Browse
Suggest
Timeline
Filter
Search
Login
Header
Footer
Help
Mailing List
Print

High

2011

Tetanus (injection)

2021

stepped on a rusty nail

31.Dec.11

TB

27.Feb.98

MMR
2021

2006

2016

TIMELINE

27.Feb.98

Hepatitis A

31.Dec.11

Hepatitis B

2011

31.Dec.11

Diphtheria

6.Jul.06

Influenza

6.Jul.96

Polio

10.Nov.08

RECOMMENDATION

Influenza immunization for patient completed on New Flu vaccine available.
Visit local clinic
9-12-2012 14:43 MST, NO REACTION

HELP

FILTER

MAILING LIST

2008
2008

FOOTER

2018
2013

Typhoid

10.Nov.08

Meningeal

2008

7

2018

27.Feb.98

Smallpox

18.Sep.92

Yellow Fever

5.Aug.08

Patterns

Identify conditions or pre-conditions
based on a common shape.
Weight

Weight
Exercise

Waist Circumference

Exercise

Waist Circumference
Sleep

Sleep

Nutrition

Nutrition
Happiness

Triglycerides

Alcohol, Drugs

Medications

LDL

Vaccinations

HDL

Environment
Conditions

Happiness

Alcohol, Drugs

Triglycerides

Medications

LDL

Vaccinations

HDL

Environment

Glucose
Blood Pressure

Glucose

VISUAL
& IXD
Conditions

Blood Pressure

Pre-Diabetes

RESEARCH

ARCHITECTURE

SKETCHING

8

Hypertension

PROTOTYPING

Rendering Datasets: Low Floor, High Ceiling
hGraph can accomodate varying
amounts of personal health data,
from a walk-in clinic visit data to
your life-long health history.
Weight

Weight

Exercise
Waist Circumference

Sleep
Happiness

Nutrition

Medications

85

Triglycerides

LDL
HDL
Glucose

Conditions

Blood Pressure

Basic Dataset


81

Alcohol, Drugs

Medications

Triglycerides

LDL

Vaccinations

HDL

Environment

Glucose

Conditions

Blood Pressure

Rich Dataset

www.indeigogo.com/projects/health-axioms-card-deck

X
U
Axioms


UX Axioms
How to design better products

(current count = 21 axioms)


AXIOM No.01

FOCUS ON THE
EXPERIENCE,
NOT ON THE
FUNCTION
PREVIEW PRESENTATION:

“UX AXIOMS: HOW TO DESIGN BETTER PRODUCTS”

ERIK DAHL OF INVOLUTION STUDIOS, COLUMBUS
OCTOBER 15, 2013 — SUMMITUP — DAYTON, OH

ACTIVITY


ACTIVITY
You have 2 minutes.
Design a vase.


ACTIVITY
You have 2 minutes.
Design a vase.
Design a better way
for people to enjoy
flowers in their home.


ACTIVITY
You have 2 minutes.
Design a vase.
Design a better way
for people to enjoy
flowers in their home.
Design a better way
for people to
connect with nature.


AXIOM No.02

IT’S ALL ABOUT
PEOPLE;
IT’S NOT ABOUT
THE OBJECT



...it is in its transparency that
it fulfills its function


AXIOM No.03

STORIES ARE THE WAY
WE UNDERSTAND
OURSELVES AND
THE WORLD



PACE LAYERING


Clifford Geertz

Culture is simply the ensemble
of stories we tell ourselves
about ourselves.

Harry Crews


Truth of the matter was, stories was
everything and everything was stories.
Everybody told stories. It was a way of
saying who they were in the world.
It was their understanding of
themselves. It was letting themselves
know how they believed the world
worked; the right way and the way that
was not so right.

15 Core Meanings
1.
2.
3.
4.
5.
6.
7.
8.

Accomplishment
Beauty
Community
Creation
Duty
Enlightenment
Freedom
Harmony

9.
10.
11.
12.
13.
14.
15.

Justice
Oneness
Redemption
Security
Truth
Validation
Wonder

www.makingmeaning.org

AXIOM No.04

SEEK OUT AND
EXPLOIT PATTERNS




An underlying shared system
of information and
knowledge that is manifest
through patterns of
norms, behaviors and
signiﬁers.

AXIOM No.05

PROBLEM FINDING
IS AS IMPORTANT AS
PROBLEM SOLVING




AXIOM No.06

EXPOSE AND CHALLENGE
ASSUMPTIONS—
YOUR OWN AND OTHERS;
CREATE HYPOTHESES TO
TEST ASSUMPTIONS



AXIOM No.07

HOLD AND EXPLORE
THE BIG PICTURE
AND THE DETAILS
AT THE SAME TIME



AXIOM No.08

KNOW YOUR
MATERIALITY:
TECHNOLOGY, PEOPLE,
BUSINESS, AESTHETICS



AXIOM No.09

YOU CAN’T TRUST WHAT
PEOPLE SAY; YOU NEED
TO VALIDATE THROUGH
OBSERVATION.



AXIOM No.10

CREATE MODELS
NOT JUST
NARRATIVES;
USE FRAMEWORKS



Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Deal Addict
The Deal Addict will split their time
between Browsing and Shopping.
Their Browsing is punctuated by an
effort to find the best deal regardless
of the product. Their Shopping is
defined by comparative pricing.

Basic Value

Inspire Me
Inspire Me will spend a majority of
their time Browsing. Their
experience is marked by an indirect
path through the product offering to
find something that excites them.

Basic Value will not spend any time
in the Research or Browse phases
and will spend as little time as
possible in the Shop phase. They
want to get their shopping done and
get on with life.

Flexible Learner
The Flexible Learner will split their
time evenly across the phases as
they inform themselves. They may
not finalize the purchase within the
30 minute window.

Critical Explorer
Critical Explorer will spend all of their
time in the Research phase. They
are unlikely to complete their
Research and commit to a purchase
within the 30 minute window.

Research
Research is the gathering and/or
analysis of detailed information about
a specific product, groups of products
or services.
The Critical Explorer will
move out of the Research
phase if/when the right
product is identified.

Browse
Browse is the perusal of products or
services without the direct intention of
purchasing.

Shop
Shopping is the act of searching for a
specific product, groups of products or
services with the direct intention of
purchasing.
Deal Addict will move
from Shop to Purchase if
they are confident they
are getting the best deal.

Purchase

Flexible Learner will
move onto Shop only
when they are confident
in their decision.

Inspire Me will move
out of Browse when
something delights
them.

Basic Value will move
out of the Shop phase
when the needed
product is located.

Purchasing is the act of the exchange
or transaction between the guest and
the store.

Goal

Save Money

See What’s New

Supply Basic
Needs

Feel Confidence

Find More
Information

EMOTIONAL

Heuristics


ANALYTICAL

Deal Addict needs to feel powerful
and successful at saving money;
feed that need with information
about savings.

Inspire Me shops for pleasure,
wants to surf around. Help them
jump from one idea to the next to
see what is hot.

Basic Value will appreciate
consistency. Keep designs and
interactions for basic shopping
activities consistent and
predictable.

Flexible Learner needs to stay in a
comfort zone. Provide a
consistent experience with
information, language and
interactions across channels.

Critical Explorer wants in-depth
information about products. Help
them dig deep to find out more
and provide that information.

BJ Fogg Behavior Change Framework (modiﬁed)


Fitbit One


LABAN MOVEMENT ANALYSIS



PUNCHING


FLOATING

AXIOM No.11

REFRAME CONSTRAINTS AS
FORCING FUNCTIONS AND
FIND FREEDOM IN THE
STRUCTURE




Land Warrior


AXIOM No.12

TAME COMPLEXITY
DON’T ABOLISH IT




AXIOM No.13

MAKE
NON-ARBITRARY
DESIGN DECISIONS



AXIOM No.14

SET AND MANAGE
EXPECTATIONS. THIS APPLIES
TO ANY INTERACTION WITH
OTHER PEOPLE OR PRODUCTS




AXIOM No.15

EVERYTHING IS
DESIGNED AND
EVERYTHING IS A
DESIGN CHALLENGE



AXIOM No.16

THE DESIGNER AS FACILITATOR—
FIGURE OUT HOW TO CREATE “SPACE”
AND STRIVE FOR THE ASYMPTOTE OF
SHARED UNDERSTANDING




AXIOM No.17

CREATE “YES AND”
OPPORTUNITIES; DON’T
ALWAYS ASSUME
“EITHER OR”



AXIOM No.18

PAY ATTENTION TO LIFE
CYCLES AND TRANSITIONS
NOT JUST
KEY MOMENTS




AXIOM No.19

EXTERNALIZE YOUR WORK
FOR YOUR OWN COGNITIVE
PROCESS AND TO PROMOTE
COLLABORATION.




AXIOM No.20

CREATE AND CLOSE
FEEDBACK LOOPS




AXIOM No.21

MAKE STUFF; AND
THEN KILL IT




UX Axioms
How to design better products


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Thanks!
UX Axioms: How to design better products
@eadahl
erik@goinvo.com


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