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Too Much Magic
Shira Brin-Barak | UX Designer | IBM
What is Magic ?
What is Magic ?
Example 1 – Avis Car Rental App
What is magical here ?
• Automating mundane manual tasks that take too much time and
we are happy to give up
• The magical “bonus” - delighting us by automating in a way that
we didn’t expect
What is Magic ?
Example 2 – Autodraw (by Google)
What is magical here ?
• Using machine learning to do things we could not even imagine
10 (or 20 or 30) years ago !
What is Magic ?
Example 3 – Amazon Go
What is magical here ?
• This is magic, since we didn’t even expect it. It is a huge
differentiator for Amazon.
• It’s done well and users aren’t really sure how it works, but just
enough explanation was given so we feel good about it.
Summary – What is Magic ?
• Automating mundane tasks
• The magical “bonus”
• Things we could not even imagine 10 (or 20 or 30) years ago !
Why Do We Need Magic ?
• For users - Magic is a delighter
• For businesses - Magic is a differentiator
Magic is business value
What happens when there is
TOO much magic?
2012
Facebook has images with the tag “Jane Smith”
Facebook has face recognition software
Facebook suggests tags of “Jane Smith” automatically when
friends upload new images
Jane Smith
Jane Smith
2016
When there is no transparency,
imagination takes over
When dealing with magic, give users the
option to opt in or ease in
2014
Give users control, even if it’s fake
Perceived Control
“Perceived control is very important because it diminishes stress
and promotes well being.”
- Ellen J. Langer, a psychology professor at Harvard University
Benevolent Deception
Lying for the greater good
Help users maintain the the labor illusion –
the concept that some things “must take time”
Not Enough Magic
Seth Godin – Purple Cow (2003)
Case Study: Motorola and Nokia
Guess what? Cell phones are now boring. Just about everyone
who needs a phone now has one. Most people who want a
phone have one, too. The companies that built this revolution
now have a problem: What next?
What do they have to put into a phone to get people to notice it?
Is it possible to make a remarkable phone anymore? What
both companies have discovered is that smaller phones no
longer create excitement, so they needed something new.
Over time, magic becomes a commodity
Finding the Sweet Spot
Predictive Keyboard
How do we find the sweet spot ?
1. Provide transparency
2. Let users opt in or ease in
3. Provide control – e.g. placebo buttons
4. Support the labor illusion
5. Keep checking that we have some magic blended in
Thank you !

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UX for Developers: Too much magic - Shira Brin-Barak, IBM

  • 1. Too Much Magic Shira Brin-Barak | UX Designer | IBM
  • 3. What is Magic ? Example 1 – Avis Car Rental App
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. What is magical here ? • Automating mundane manual tasks that take too much time and we are happy to give up • The magical “bonus” - delighting us by automating in a way that we didn’t expect
  • 11. What is Magic ? Example 2 – Autodraw (by Google)
  • 12.
  • 13. What is magical here ? • Using machine learning to do things we could not even imagine 10 (or 20 or 30) years ago !
  • 14. What is Magic ? Example 3 – Amazon Go
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. What is magical here ? • This is magic, since we didn’t even expect it. It is a huge differentiator for Amazon. • It’s done well and users aren’t really sure how it works, but just enough explanation was given so we feel good about it.
  • 21. Summary – What is Magic ? • Automating mundane tasks • The magical “bonus” • Things we could not even imagine 10 (or 20 or 30) years ago !
  • 22. Why Do We Need Magic ? • For users - Magic is a delighter • For businesses - Magic is a differentiator
  • 24. What happens when there is TOO much magic?
  • 25.
  • 26. 2012
  • 27. Facebook has images with the tag “Jane Smith” Facebook has face recognition software Facebook suggests tags of “Jane Smith” automatically when friends upload new images
  • 30.
  • 31.
  • 32.
  • 33. 2016
  • 34.
  • 35.
  • 36.
  • 37.
  • 38. When there is no transparency, imagination takes over
  • 39.
  • 40.
  • 41. When dealing with magic, give users the option to opt in or ease in
  • 42.
  • 43. 2014
  • 44. Give users control, even if it’s fake
  • 45. Perceived Control “Perceived control is very important because it diminishes stress and promotes well being.” - Ellen J. Langer, a psychology professor at Harvard University
  • 46.
  • 47.
  • 48.
  • 49. Benevolent Deception Lying for the greater good
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56. Help users maintain the the labor illusion – the concept that some things “must take time”
  • 58.
  • 59. Seth Godin – Purple Cow (2003) Case Study: Motorola and Nokia Guess what? Cell phones are now boring. Just about everyone who needs a phone now has one. Most people who want a phone have one, too. The companies that built this revolution now have a problem: What next? What do they have to put into a phone to get people to notice it? Is it possible to make a remarkable phone anymore? What both companies have discovered is that smaller phones no longer create excitement, so they needed something new.
  • 60.
  • 61.
  • 62.
  • 63.
  • 64.
  • 65. Over time, magic becomes a commodity
  • 67.
  • 69. How do we find the sweet spot ? 1. Provide transparency 2. Let users opt in or ease in 3. Provide control – e.g. placebo buttons 4. Support the labor illusion 5. Keep checking that we have some magic blended in