Designing Our Future(s) - MWUX18

Designing Our Future(s)
Erik Dahl
March 23, 2018
#MWUX18
eadahl@gmail.com
@eadahl
www.erikdahl.io

Erik Dahl
Independent Designer
IxDA, President
MidwestUX Conference, co-founder
eadahl@gmail.com @eadahl
www.erikdahl.io
#mwxu18@eadahlDesigning Our Future(s) 103 K (64 miles) — 4,500m (15,000 ft) of elevation gain — 18+ hours
VIDEO NOT INCLUDED IN PDF

I
FRAMING
#mwxu18@eadahlDesigning Our Future(s)
II
PRINCIPLES
III
VISION

I
FRAMING

Cargo Cult of UX/Design

“We are called to be architects
of the future, not its victims.”
-R. Buckminster Fuller

Comprehensive designer =
artist + inventor + mechanic +
objective economist +
evolutionary strategist

Breathe
ACTIVITY

II
PRINCIPLES

people experiences storiesproblem ﬁnding frameworks
FIVE PRINCIPLES

Problem Finding
before
Problem Solving

PROBLEM
SOLVERS
HOW DO I DO
GOOD WORK?
PROBLEM
FINDERS
WHAT IS
GOOD WORK?

The quality of the problem found
is a forerunner of the
quality of the solution attained.

Reframe the Problem.
Open Up New Solutions.

How well do you understand
the problem space you are
designing for?

It’s about people;
it’s not about the object

Close Your Eyes
ACTIVITY

Joe Ballay

It is in its
transparency
that it fulﬁlls
its function

What are you doing to
understand other people’s
lives in the broadest sense?

Focus on experience,
not on features and functions.

Get out something to
write on/with.
ACTIVITY

You have 30 seconds.
Design a vase.
ACTIVITY

Design a vase.
Design a better way
for people to enjoy
ﬂowers in their home.
ACTIVITY

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.
ACTIVITY

Unfold over time.
Relationships.
Interactions.
Systems & ecosystems.
Increased scale.
Experiences

“Always design a thing by considering it in
its next larger context — a chair in a room, a
room in a house, a house in an environment,
an environment in a city plan.”
ZOOM OUT 1X
- Eliel Saarinen

Are you designing at
the right scale?

Stories are how we
understand and shape
the world.

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

PACE LAYERS

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.

What stories are you
hearing and telling?

Create abstractions & models.
(Not Just Narratives)
Use and create frameworks.

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.
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.
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 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.
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.
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.
Purchase
Purchasing is the act of the exchange
or transaction between the guest and
the store.
Goal Save Money
EMOTIONAL ANALYTICAL
See What’s New Supply Basic
Needs
Feel Confidence Find More
Information
The Critical Explorer will
move out of the Research
phase if/when the right
product is identified.
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.
Deal Addict will move
from Shop to Purchase if
they are confident they
are getting the best deal.
Target Personas | :30 Minutes to Shop This diagram shows how each persona would spend 30 minutes of their online experience.
Heuristics
Deal Addict Flexible LearnerBasic Value Critical ExplorerInspire Me

Fitbit One

Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
LABAN MOVEMENT FRAMEWORK

Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME

Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
PUNCHING

Light
Strong
Direct
Indirect
Sudden
Sustained
WEIGHT SPACE TIME
FLOATING

EFFORT CUBE
Sudden
Sustained
Indirect Direct
Strong
Light
FLOATING
WRINGING
GLIDING
PRESSING
DABBINGFLICKING
SLASHING PUNCHING
EFFORT BREAKDOWN
SPACE WEIGHT TIME EFFORT
Direct Strong Sustained PRESSING
Indirect Strong Sustained WRINGING
Indirect Light Sustained FLOATING
Direct Light Sustained GLIDING
Direct Light Sudden DABBING
Indirect Light Sudden FLICKING
Direct Strong Sudden PUNCHING
Indirect Strong Sudden SLASHING

What frameworks and
models are you creating
to describe and
understand reality?

@eadahl #ias18Designing Our Futures
III
VISION

“If you don’t know what you want,
you end up with a lot you don’t.”
- Chuck Palahniuk (via Fight Club)

You have to have a vision
for your future.

http://www.businessinnovationfactory.com/summit/story/necessary-discourse-unfinished-design
Michael Dila
A Necessary Discourse On The Unﬁnished Design
“We tend to sit back and allow the
heroic innovations of others to
justify our own creative passivity.”

Visualize Your Future Identities
Effort before Identity Identity before Effort→

Project Capybara

15 people
+35
+20
+60
+45
+30 +75
TUESDAY
11:40AM -
11:50AM

Take steps to make your
future vision a reality.

What is your future vision?

What will you do to start
to make your vision real?

All of us are responsible for creating the future.
Have a vision of the future you want to create.
Every artifact we create, shapes the world.
Be mindful of what you are creating.
…so make stuff that matters.

Thank you!
Erik Dahl
#MWUX18
eadahl@gmail.com
@eadahl
www.erikdahl.io

Designing Our Future(s) - MWUX18

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