2. MATT TONAK
COMMUNITY MANAGER
#UXNERDS
Monday, April 30, 2012
3. ZACK
SENIOR USER EXPERIENCE DESIGNER
USER RESEARCH PRACTICE LEAD
#UXNERDS
Monday, April 30, 2012
4. MIKE
DIRECTOR OF USER EXPERIENCE
#UXNERDS
Monday, April 30, 2012
5. HOW TO PARTICIPATE
¼ Using the questions panels in the GoToMeeting app
¼ On Twitter @The_Nerdery
¼ Send us an email at primers@nerdery.com
#UXNERDS
Monday, April 30, 2012
6. THE SCIENCE OF
USER EXPERIENCE
INTERACTIVE PRIMER SERIES
#UXNERDS
Monday, April 30, 2012
7. ART IS NOT DESIGN
#UXNERDS
Monday, April 30, 2012
8. ART IS NOT DESIGN
NOT FOR US ANYWAY
#UXNERDS
Monday, April 30, 2012
9. ART
AIMS TO
Body Level 1 ¼
Body Level 2 ¼
INSPIRE3
Body Level ¼
#UXNERDS
Monday, April 30, 2012
10. DESIGN
¼ Body Level 1
¼ Body Level 2 SOLVES
¼ Body Level 3
PROBLEMS
#UXNERDS
Monday, April 30, 2012
11. ART
IS
INTERPRETED
#UXNERDS
Monday, April 30, 2012
12. DESIGN
IS
UNDERSTOOD
#UXNERDS
Monday, April 30, 2012
14. DESIGN PHILOSOPHIES
There is no “one-size-fits-all”
#UXNERDS
Monday, April 30, 2012
15. DESIGN PHILOSOPHIES
There is no “one-size-fits-all”
Self Design
#UXNERDS
Monday, April 30, 2012
16. DESIGN PHILOSOPHIES
There is no “one-size-fits-all”
Self Design
Genius Design
#UXNERDS
Monday, April 30, 2012
17. DESIGN PHILOSOPHIES
There is no “one-size-fits-all”
Self Design
Genius Design
User-Centered Design
#UXNERDS
Monday, April 30, 2012
18. SELF DESIGN
SOLVING YOUR OWN PROBLEM
Monday, April 30, 2012
19. SELF DESIGN
SOLVING YOUR OWN PROBLEM
I know what I want for dinner.
Self Design is cooking for yourself.
Monday, April 30, 2012
20. SELF DESIGN
SOLVING YOUR OWN PROBLEM
I know what I want for dinner.
Self Design is cooking for yourself.
Pretty simple.
Monday, April 30, 2012
21. GENIUS DESIGN
SOLVING A PROBLEM YOU’VE SOLVED BEFORE
Monday, April 30, 2012
22. GENIUS DESIGN
SOLVING A PROBLEM YOU’VE SOLVED BEFORE
If I’ve made dinner for Mike
(or people like him) many
times before, I rely on my
domain specific experience
to cook dinner for Mike.
Monday, April 30, 2012
23. GENIUS DESIGN
SOLVING A PROBLEM YOU’VE SOLVED BEFORE
If I’ve made dinner for Mike
(or people like him) many
times before, I rely on my
domain specific experience
to cook dinner for Mike.
I don’t actually cook for Mike. #justsayin’
Monday, April 30, 2012
24. GENIUS DESIGN
THERE’S A CATCH
Monday, April 30, 2012
25. GENIUS DESIGN
THERE’S A CATCH
Genius Design presupposes that
you originally did your research to
define the problem.
Monday, April 30, 2012
27. USER-CENTERED DESIGN
AKA: UX Design
A UX process starts with
understanding the problem
#UXNERDS
Monday, April 30, 2012
28. USER-CENTERED DESIGN
Focuses on behavior, use, and context
#UXNERDS
Monday, April 30, 2012
29. USER-CENTERED DESIGN
Focuses on behavior, use, and context
Building empathy
#UXNERDS
Monday, April 30, 2012
30. HOLISTIC DESIGN:
FOCUSED ON PEOPLE
USER INFORMATION INTERACTION VISUAL
RESEARCH ARCHITECTURE DESIGN DESIGN
#UXNERDS
Monday, April 30, 2012
31. HOLISTIC DESIGN:
FOCUSED ON PEOPLE
USER INFORMATION INTERACTION VISUAL
RESEARCH ARCHITECTURE DESIGN DESIGN
Where art occurs in design
#UXNERDS
Monday, April 30, 2012
32. HOLISTIC DESIGN:
FOCUSED ON PEOPLE
USER INFORMATION INTERACTION VISUAL
RESEARCH ARCHITECTURE DESIGN DESIGN
INTERSECTION OF ART, DESIGN AND SCIENCE
#UXNERDS
Monday, April 30, 2012
34. NERDERY UX APPROACH
Throughly define the problem DEFINE THE “WHAT”
Build empathy with the audience LEARN THE “WHO”
Understand why it’s a problem UNDERSTAND THE “WHY”
Evaluate and execute the solution CRAFT THE “HOW”
#UXNERDS
Monday, April 30, 2012
35. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
Monday, April 30, 2012
36. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
¼ Can’t appropriately solve an undefined problem
Monday, April 30, 2012
37. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
¼ Can’t appropriately solve an undefined problem
¼ Stated problems vs. actual problems
Monday, April 30, 2012
38. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
¼ Can’t appropriately solve an undefined problem
¼ Stated problems vs. actual problems
¼ Unable to measure success
Monday, April 30, 2012
39. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
¼ Can’t appropriately solve an undefined problem
¼ Stated problems vs. actual problems
¼ Unable to measure success
¼ Measuring the wrong factors to success
Monday, April 30, 2012
40. DEFINING THE “WHAT”
IMPORTANCE OF THOROUGHLY DEFINING THE PROBLEM
¼ Can’t appropriately solve an undefined problem
¼ Stated problems vs. actual problems
¼ Unable to measure success
¼ Measuring the wrong factors to success
¼ Can create tumbler effect of:
undefined problem incorrect solution intangible success
Monday, April 30, 2012
42. Science is a systematic enterprise that
builds and organizes knowledge in the form
of testable explanations and predictions
about the universe.
#UXNERDS
Monday, April 30, 2012
44. SCIENTIFIC METHOD
1. Define a question
2. Gather information and resources (observe)
3. Form an explanatory hypothesis
4. Test the hypothesis by performing an experiment and collecting data
5. Analyze the data
6. Interpret the data and draw conclusions that serve as
a starting point for new hypothesis
7. Publish results
8. Retest (frequently done by other scientists)
#UXNERDS
Monday, April 30, 2012
45. SCIENTIFIC METHOD
1. Define a question
2. Gather information and resources (observe)
3. Form an explanatory hypothesis
4. Test the hypothesis by performing an experiment and collecting data
5. Analyze the data
6. Interpret the data and draw conclusions that serve as
a starting point for new hypothesis
7. Publish results
8. Retest (frequently done by other scientists)
#UXNERDS
Monday, April 30, 2012
46. SCIENTIFIC METHOD
1. Define a question
2. Gather information and resources (observe)
3. Form an explanatory hypothesis Iterations
4. Test the hypothesis by performing an experiment and collecting data
5. Analyze the data
6. Interpret the data and draw conclusions that serve as
a starting point for new hypothesis
7. Publish results
8. Retest (frequently done by other scientists)
#UXNERDS
Monday, April 30, 2012
47. UX DESIGN METHOD
1. Define the problem
2. Gather information and resources (observe)
3. Form an explanatory hypothesis
4. Research and collect data
5. Analyze the data
6. Interpret the data and draw conclusions to inform design decisions
7. Document results
8. Measure design decisions
#UXNERDS
Monday, April 30, 2012
48. UX DESIGN METHOD
1. Define the problem
2. Gather information and resources (observe) INJECTION OF
3. Form an explanatory hypothesis SCIENTIFIC
REASONING
4. Research and collect data
5. Analyze the data
6. Interpret the data and draw conclusions to inform design decisions
7. Document results
8. Measure design decisions
#UXNERDS
Monday, April 30, 2012
49. HUMAN LOGIC:
SCIENTIFIC REASONING
#UXNERDS
Monday, April 30, 2012
50. HUMAN LOGIC:
SCIENTIFIC REASONING
How do we make design decisions?
#UXNERDS
Monday, April 30, 2012
51. HUMAN LOGIC:
SCIENTIFIC REASONING
How do we make design decisions?
How do we define problems?
#UXNERDS
Monday, April 30, 2012
52. HUMAN LOGIC:
SCIENTIFIC REASONING
How do we make design decisions?
How do we define problems?
How do we craft solutions?
#UXNERDS
Monday, April 30, 2012
53. HUMAN LOGIC:
SCIENTIFIC REASONING
#UXNERDS
Monday, April 30, 2012
54. HUMAN LOGIC:
SCIENTIFIC REASONING
Deductive reasoning
#UXNERDS
Monday, April 30, 2012
55. HUMAN LOGIC:
SCIENTIFIC REASONING
Deductive reasoning
Inductive reasoning
#UXNERDS
Monday, April 30, 2012
56. HUMAN LOGIC:
SCIENTIFIC REASONING
Deductive reasoning
Inductive reasoning
Abductive reasoning
#UXNERDS
Monday, April 30, 2012
57. HUMAN LOGIC:
SCIENTIFIC REASONING
#UXNERDS
Monday, April 30, 2012
58. HUMAN LOGIC:
SCIENTIFIC REASONING
Precondition
#UXNERDS
Monday, April 30, 2012
59. HUMAN LOGIC:
SCIENTIFIC REASONING
Precondition
Rule
#UXNERDS
Monday, April 30, 2012
60. HUMAN LOGIC:
SCIENTIFIC REASONING
Precondition
Rule
Conclusion
#UXNERDS
Monday, April 30, 2012
61. DEDUCTIVE REASONING
¼ Determining the conclusion
¼ Precondition and rule “follows necessarily”
¼ Conclusion must be true where rule and precondition are
#UXNERDS
Monday, April 30, 2012
62. DEDUCTIVE REASONING
1. Men are mortal.
2. Zack is a man.
3. Therefore, Zack is mortal.
#UXNERDS
Monday, April 30, 2012
63. DEDUCTIVE REASONING
1. When our conversion rate on the checkout page is 5% or
less, our total revenue decreases.
2. Our conversion rate on the checkout page is less than 5%
3. Our total revenue has decreased.
#UXNERDS
Monday, April 30, 2012
64. INDUCTIVE REASONING
¼ Uses probability to draw conclusion.
¼ Abstracts of observations from individual cases
¼ It’s possible that the conclusion is false.
#UXNERDS
Monday, April 30, 2012
65. INDUCTIVE REASONING
Easier to read.
1. Small text is hard to read for most Harder to read.
people.
2. Most people can understand larger text.
3. Therefore, we can assume larger text
will be easier to read.
#UXNERDS
Monday, April 30, 2012
66. INDUCTIVE REASONING
1. There were usability flaws every time we had
conversion rate of 5% or less on the checkout page.
2. Therefore, if conversion rate on the checkout page
is 5% or less, we have usability flaws.
#UXNERDS
Monday, April 30, 2012
67. ABDUCTIVE REASONING
¼ Separation of facts within limited contexts.
¼ Precondition is related, but must be a reasonable
suggestion that the conclusion is true.
#UXNERDS
Monday, April 30, 2012
68. ABDUCTIVE REASONING
1. I’ve seen people have a hard time reading small text.
2. Sometimes, people understand
a message better if it’s with a picture.
3. We can abduct, people may understand
our content better with pictures.
#UXNERDS
Monday, April 30, 2012
69. ABDUCTIVE REASONING
1. I’ve seen conversion rate lower on websites with
usability flaws.
2. Sometimes, usability flaws are caused by unclear calls
to action.
3. We can abduct that clearer calls to action can improve
conversion rate.
#UXNERDS
Monday, April 30, 2012
71. APPLIED LOGIC IN UX DESIGN
1. Define the problem DEDUCTIVE LOGIC
2. Gather information and resources (observe)
3. Form an explanatory hypothesis INDUCTIVE LOGIC
4. Research and collect data
5. Analyze the data
6. Interpret the data and draw conclusions to INDUCTIVE &
inform design decisions ABDUCTIVE LOGIC
7. Document results
8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC
#UXNERDS
Monday, April 30, 2012
72. APPLIED LOGIC IN UX DESIGN
1. Define the problem DEDUCTIVE LOGIC
“When our conversion rate on the checkout page is 5% or
less, our total revenue decreases.”
“Our conversion rate on the checkout page is less than 5%”
“Our total revenue has decreased.”
#UXNERDS
Monday, April 30, 2012
73. APPLIED LOGIC IN UX DESIGN
1. Define the problem DEDUCTIVE LOGIC
“When our conversion rate on the checkout page is 5% or
less, our total revenue decreases.”
“Our conversion rate on the checkout page is less than 5%”
“Our total revenue has decreased.”
Deductive logic for problem definition
#UXNERDS
Monday, April 30, 2012
74. APPLIED LOGIC IN UX DESIGN
3. Form an explanatory hypothesis INDUCTIVE LOGIC
“There were usability flaws every time we had conversion rate
of 5% or less on the checkout page.”
“Therefore, if conversion rate on the checkout page is 5% or
less, we have usability flaws.”
#UXNERDS
Monday, April 30, 2012
75. APPLIED LOGIC IN UX DESIGN
3. Form an explanatory hypothesis INDUCTIVE LOGIC
“There were usability flaws every time we had conversion rate
of 5% or less on the checkout page.”
“Therefore, if conversion rate on the checkout page is 5% or
less, we have usability flaws.”
Inductive logic for hypothesis formation
#UXNERDS
Monday, April 30, 2012
76. APPLIED LOGIC IN UX DESIGN
5. Analyze the data
INDUCTIVE &
6. Interpret the data and draw conclusions to inform ABDUCTIVE LOGIC
design decisions
“I’ve seen conversion rate lower on websites with usability flaws.”
“In our research and observations, we saw usability flaws caused by
unclear calls to action.”
“We can abduct that clearer calls to action can improve conversion rate.”
#UXNERDS
Monday, April 30, 2012
77. APPLIED LOGIC IN UX DESIGN
5. Analyze the data
INDUCTIVE &
6. Interpret the data and draw conclusions to inform ABDUCTIVE LOGIC
design decisions
“I’ve seen conversion rate lower on websites with usability flaws.”
“In our research and observations, we saw usability flaws caused by
unclear calls to action.”
“We can abduct that clearer calls to action can improve conversion rate.”
Abductive logic for research data analysis and
informing design decisions
#UXNERDS
Monday, April 30, 2012
78. APPLIED LOGIC IN UX DESIGN
8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC
“When we fixed our usability flaws, our conversion rate
increased to 10%, also increasing our total revenue.”
“We’ve fixed our usability flaws.”
“Therefore, our total revenue has increased.”
#UXNERDS
Monday, April 30, 2012
79. APPLIED LOGIC IN UX DESIGN
8. Measure design decisions DEDUCTIVE & INDUCTIVE LOGIC
“When we fixed our usability flaws, our conversion rate
increased to 10%, also increasing our total revenue.”
“We’ve fixed our usability flaws.”
“Therefore, our total revenue has increased.”
Deductive logic for design success measurement
#UXNERDS
Monday, April 30, 2012
80. WHAT DOES ALL THIS MEAN?
#UXNERDS
Monday, April 30, 2012
82. FINAL THOUGHTS
UX Design and “Scientific-like” approach allows us to:
#UXNERDS
Monday, April 30, 2012
83. FINAL THOUGHTS
UX Design and “Scientific-like” approach allows us to:
¼ Thoroughly define the problem
¼ Learn how to make informed design decisions
¼ Articulate our reasoning for design decisions
and features
¼ Reduce risk and strengthen chance for success
¼ Measure ROI of design (even against KPIs)
#UXNERDS
Monday, April 30, 2012
84. We’re using scientific methods, logic and
reasoning, applied to creative process in
order to solve problems through design.
#UXNERDS
Monday, April 30, 2012
86. QUESTIONS?
¼ Using the questions panels in the GoToMeeting app
¼ On Twitter @The_Nerdery
¼ Tweet with the #uxnerds hashtag
¼ Send us an email at primers@nerdery.com
¼ More answers online at http://nerdery.com
#UXNERDS
Monday, April 30, 2012