7. UBER is worth $40B Doesn’t Own Vehicles
Facebook is worth $236B Doesn’t Make Content
airbnb is worth $10B Doesn’t Own Real Estate
WHAT IS THE VALUE OF GREAT USER EXPERIENCE?
8. Over the last 10 years design-led companies
have maintained significant stock market
advantage, outperforming the S&P by an
extraordinary 228%.
— DMI Design Value Index
9. CREATIVE AGENCIES’ DIFFERING AREAS OF PRACTICE
Communication
Product Design
PhysicalDigital
BRANDING
TV, OOH, PRINT
ADVERTISING
PACKAGING
DIGITAL
CONTENT
WEBSITES
CRM
ECOMMERCE
USER
INTERFACE
STORE
EXPERIENCES
INDUSTRIAL
DESIGN
10. DIGITAL IS CHANGING THE CREATIVE AGENCY’S PURVIEW
Communication
Product Design
PhysicalDigital
BRANDING
TV, OOH, PRINT
ADVERTISING
PACKAGING
DIGITAL
CONTENT
WEBSITES
CRM
ECOMMERCE
USER
INTERFACE
STORE
EXPERIENCES
INDUSTRIAL
DESIGN
17. Interaction Design (IxD) defines the
structure and behavior of interactive
systems. Interaction Designers strive to
create meaningful relationships between
people and the products and services that
they use, from computers to mobile devices
to appliances and beyond.
— Interaction Design Association
18. Interaction design is about shaping digital
things for people’s use.
— Jonas Löwgren
21. (POOR)
PROBLEM
ARTICULATION
We need a new website.
We need to improve our product detail page.
We need a mobile app.
We need a new social campaign.
EMPATHIZE EXPLORE EXECUTE
26. WHEN PLANNING RESEARCH, DEFINE:
OBJECTIVES
What do you want to learn?
ASSUMPTIONS
What do you believe to be true?
METHODS
How are you going to gain insight?
27. WHEN PLANNING RESEARCH, ASK:
Who are your users?
What makes them unique?
If you’re targeting multiple groups of users, what are your
priorities? Why?
What will success look like for different users?
30. WHEN PLANNING RESEARCH, DON’T MAKE IT MORE
COMPLICATED THAN IT NEEDS TO BE:
What research do you currently have? What data do you
currently collect?
What data out in the world already? What third-party
reports exist?
31. WHEN PLANNING RESEARCH, TAILOR YOUR PLAN TO
YOUR RESOURCES
How much time do you have? What is the minimum
amount of research you can do and still gain some
insight?
32. EXAMPLE RESEARCH TACTICS
SURVEYS
CONTEXTUAL INQUIRY (E.G., IN-HOME INTERVIEWS)
JOURNEY MAPPING / TASK ANALYSIS
USER DIARIES
FOLLOW-AROUNDS / SHOP-ALONGS
CARD SORTING
CONCEPT RANKING
GENERATIVE
EVALUATIVE
33. If you want to find out what people really
need, you have to forget about your
problems and worry about their lives.
— Dale Carnegie
34. INQUIRY
Ask people what
they do.
PARTICIPATION
Try what people
experience.
OBSERVATION
Look at what
people do.
METHODS FOR EMPATHY
35. The only way to experience an experience is
to experience it.
— Bill Moggridge
36. BAD RECRUITING = BAD INFORMATION
Define the precise criteria for the people to
whom you want to speak — and to whom
you don’t want to speak.
37. WHEN TALKING TO PEOPLE, ASK:
Who…?
What…?
Where…?
When…?
Why…?
How…?
38. TALKING TO PEOPLE DOESN’T HAVE
TO BE COMPLEX OR EXPENSIVE
Use internal resources not on the project.
Use Facebook, Twitter, etc. to recruit
Web surveys
Do Interviews over Skype, Hangouts, etc.
Use Lync, Adobe Connect, etc. to get users input on
existing products.
…and more. Be inventive!
40. BOOKS TO READ
Designing for the
Digital Age
by Kim Goodwin
The User is Always
Right
by Steve Mulder
About Face: The
Essentials of
Interaction Design
by Alan Cooper
45. WHAT IS THE STORY OF PEOPLE’S
INTERACTION WITH YOUR EXPERIENCE?
46. USE PIXAR’S FORMULA TO DESCRIBE
YOUR EXPERIENCE
1. Once upon a time there was …
2. Every day …
3. One day …
4. Because of that …
5. Because of that …
6. Until finally …
47. USE PIXAR’S FORMULA TO DESCRIBE
YOUR EXPERIENCE
1. Once upon a time there was …
2. Every day …
3. One day …
4. Because of that …
5. Because of that …
6. Until finally …
BEFORE YOUR
EXPERIENCE
AFTER YOUR
EXPERIENCE
48. START BY WRITING SCENARIOS
[A person] needs to [accomplish a task]
so that she or he can [achieve some benefit].
49. CORE UX DESIGN ACTIVITIES
INFORMATION ARCHITECTURE
Describing the organization of systems so that people can
easily navigate them.
MENTAL MODELS
Describing what people understand about how a system
works.
INTERACTION MODELS
Describing the specific behavior of interactions.
50. Mental models are what people really have
in their heads and what guides their use of
things.
— Don Norman
53. PROTOTYPE
A model of a system used to demonstrate
and evaluate its behavior.
PROOF OF CONCEPT
A demonstration that a particular technology
can produce a desired effect.
54. DESIGNING INTERACTIONS (PER BILL VERPLANK)
“HOW DO YOU DO?”
“HOW DO YOU FEEL?”
“HOW DO YOU KNOW?”
What does the user
need for interaction?
55. DESIGNING INTERACTIONS (PER BILL VERPLANK)
“HOW DO YOU DO?”
“HOW DO YOU FEEL?”
“HOW DO YOU KNOW?”
How does your
interaction with the
system make you feel?
56. DESIGNING INTERACTIONS (PER BILL VERPLANK)
“HOW DO YOU DO?”
“HOW DO YOU FEEL?”
“HOW DO YOU KNOW?”
How do you know the
system has done what
you want it to do?
57. Designing in the absence of content is not
design. It’s decoration.
— Jeffery Zeldman
58. Time
Pixel-Perfect
Visual Design
Handdrawn
Sketch
TIME COST OF
MAKING DESIGNS
Low-fidelity
Storyboards
High-fidelity
Wireframes
TIME COST OF
EXPLAINING DESIGNS
FINDING THE RIGHT BALANCE OF
FIDELITY FOR YOUR PROJECT
DIAGRAM AFTER DAVID SHERWIN
@CHANGEORDER
60. Number of Variations
Needed to Evaluate Design
MICROINTERACTIONS
SYSTEM DESIGN
Fidelity
Needed
to
Evaluate
Design
“details that make the experience
delightful, humane, and effective”
— Dan Saffer
65. BOOKS TO READ
Designing
For Interaction
The Design of
Everyday Things
by Don Norman
Sketching User
Experiences
by Bill Buxton
Microinteractions
by Dan Saffer