Mediacurrent Creative Director Sheree Hill shares how to combat choice overload with empathy and a human-centered design approach.

1. Intelligent UX in
Human Centered Design
September 13, 2018

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Sections
● UX Design
● Choice Overload
● What is Human Centered Design?
● Empathy leading to User Insights
● Using Cognitive Bias to Inform UI patterns
● Bento Box in Search Functionality

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Mediacurrent is a full-service digital agency that
implements world class open source software
development, strategy and design to achieve defined
goals for enterprise organizations seeking a better
return on investment.

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As Creative Director at Mediacurrent, Sheree
provides clients with an immersive and
engaging user experience through empathy
and behavioral science.
With 15 years of award winning agency
experience, Sheree has been privileged to
work with iconic brands including
Harley-Davidson, AT&T, Kellogg’s Special K,
Tupperware, Budweiser, The Home Depot,
Toyota Scion, Listerine, Dancing with the Stars,
American Idol, Southeastern Conference
Sports, NCAA and Sony Pictures.
Her work in higher education includes
University of Southern California, Alvernia,
Georgia Tech and Emory University’s School of
Business.
Sheree Hill
Creative Director
linkedin/in/shereehill/
@flutter
sheree.hill@mediacurrent.com

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UX Design is the planning and testing phase of digital product
design. This practice is informed by human behavior and
experienced throughout the decision making processes.

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Choice Overload: Behavioral economists have shown that in
some instances presenting consumers with many choices
can lead to reduced motivation to make a decision and
decreased satisfaction with choices they end up making.

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Source: Unsplash

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Choice Architecture: Designing options in a way that
leads users towards desired behaviors without limiting choice.

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People’s choice’s are pervasively influenced by
design elements selected by choice architects.

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Source: Unsplash

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Why did YOU choose to come here today?

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Human Centered Design
begins by building
empathy with the people
for whom we design

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Empathize
DefineTest
Prototype Ideate
Empathy
HUMAN CENTERED DESIGN

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User Personas
Empathy is used in developing user personas (or ideal customer profiles) and
documenting the typical user flow to inform content maps that corresponds to
the each user’s needs within a journey--ultimately creating higher levels of
engagement and conversion.
Typically, persona research includes:
● Background and Demographic Information - Who are they?
● Psychographics - What do they value? What are their goals?
● Marketing Specifics - Where do they search for information?
What do they want from your site?
● Decision Influencers - When are they likely to utilize the site?
What are their current beliefs, problems & common objections?
?
HUMAN CENTERED DESIGN

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Maslow’s Hierarchy of Needs
Level Need
Self-Actualization
Realization or fulfillment of one's talents and
potentialities
Creativity, Spontaneity, Traveling, Self Growth
Esteem
Dignity, Independence
Recognition, Social Status, Education, Achievements, Mastery,
Prestige
Love & Belonging
Emotional Support / Affiliating
Friends, Family, Community, Intimacy, Relationships, Belonging
Safety
Preservation / Stability / Control
Safety, Financial Security, Health, Protection from Elements
Physiological
Lifeforce Energy
Air, Water, Food, Rest

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Define
HUMAN CENTERED DESIGN
Empathize
DefineTest
Prototype Ideate

20. | 20User Personas USC Libraries
CASE STUDY:
USC Libraries
Age: 25
Job Title: Graduate
Student
● Safety: Execute their main task of
searching and obtaining results as
quickly and painlessly as possible.
● Self Actualization: Desire full USC
Library experience while having the
freedom to work and learn remotely
Goals
● Belonging: Personalized content for a
quick access and usability of system
● Esteem/Belonging: To be a part of a
reputable and trusted university
Values

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Ideate
HUMAN CENTERED DESIGN
Empathize
DefineTest
Prototype Ideate

22. | 22Strategic Digital Analysis USC Libraries
Medium-Fidelity
This stage allows the illustration
of interaction without losing too
much time to visual details.
UX DESIGN
Wireframes are annotated digital
blueprints, that inform page layout,
interaction elements, and navigation.
They do not contain detailed UI
elements as they are used in the
iterative cycle. We use a cloud based
system to show how each elements
would work in the live environment.
Live Wireframe
Prototyping
Low-Fidelity
High-Fidelity

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Personalization
User Dashboard
1. Authenticated user nav/toolbar - Provides quick access to
dashboard, the ability to customize dashboard and discovery
settings, manage lists, view checkouts and room reservations.
2. Helpful messaging area - Space for USC Libraries to welcome
guests, provide general instructions, or link to a tour or tutorial
video.
3. My Research tiles - Personalized list of relevant/recent content
whose display the user can customize.
4. Discover tiles- Personalized list of related/recommended
content, also with customizable display capabilities.
CASE STUDY: USC LIBRARIES
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2
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4

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Prototype
HUMAN CENTERED DESIGN
Empathize
DefineTest
Prototype Ideate

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The site should be easy
to use and fulfill a need.
Design Values
Color, images, and
other design elements
are used to evoke
emotion.
Strive for equal access
for all people by
designing with
accessible design
methodologies.
Useful & Useable Evocative Accessible

27. | 27Strategic Digital Analysis USC Libraries
Bento Box Search
Component Highlights
Bento box UI pattern
1. In-page Navigation - Helps users navigate category listings
2. Category Tiles - Allow users to see search results across
multiple databases and immediately dive into resources by
category or type, or to just go directly to an item of interest
3. Filter/Sort, Tooltip, Quick Info, and Item Tools - Additional
tile functionality is being discussed to make the search results
page a better discovery tool, to integrate the bookmarking
system, and to allow authenticated users to save items,
searches, and settings.
CASE STUDY: USC LIBRARIES
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29. Thank you!
@Mediacurrent Mediacurrent.comfacebook.com/mediacurrent