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In order for UX to achieve it’s potential, we need to reframe it as a profession.

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Presentation at Adaptive Path's UX Week 2012, wherein I attempt to articulate a professional definition for "UX Design" that is substantially different from the workflows-and-wireframes with which it is typically associated.

Publicado en: Diseño, Tecnología, Educación
  • OK. And what is in your opinion difference between UX and Service Design? For my UX is digital level of Service Design, for you it seems like... Service Design :-)
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In order for UX to achieve it’s potential, we need to reframe it as a profession.

  1. UX is Strategy, Not DesignPeter
  2. Peter
  3. In order for UX to achieve it’spotential, we need toreframe it as a profession.Peter
  4. But of course I’d say that,because I’m of the priorgeneration.
  5. I’ve been geeking out aboutuser experience for a long time.
  6. I invented the term because I thoughtHuman Interface and usability were toonarrow: I wanted to cover all aspects ofthe person’s experience with a system,including industrial design, graphics,the interface, the physical interaction,and the manual.Don Norman, 1998 email
  7. The Elements of User Experience Jesse James Garrett jjg@jjg.netA basic duality: The Web was originally conceived as a hypertextual information space; 30 March 2000but the development of increasingly sophisticated front- and back-end technologies hasfostered its use as a remote software interface. This dual nature has led to much confusion,as user experience practitioners have attempted to adapt their terminology to cases beyondthe scope of its original application. The goal of this document is to define some of theseterms within their appropriate contexts, and to clarify the underlying relationships amongthese various elements.Web as software interface Concrete Completion Web as hypertext system Visual Design: visual treatment of text,Visual Design: graphic treatment of interfaceelements (the "look" in "look-and-feel") Visual Design graphic page elements and navigational componentsInterface Design: as in traditional HCI: Navigation Design: design of interfacedesign of interface elements to facilitate elements to facilitate the users movementuser interaction with functionality Interface Design Navigation Design through the information architectureInformation Design: in the Tuftean sense:designing the presentation of information Information Design Information Design: in the Tuftean sense: designing the presentation of informationto facilitate understanding to facilitate understandingInteraction Design: development of Interaction Information Information Architecture: structural design timeapplication flows to facilitate user tasks,defining how the user interacts with Design Architecture of the information space to facilitate intuitive access to contentsite functionalityFunctional Specifications: "feature set":detailed descriptions of functionality the site Functional Content Content Requirements: definition of content elements required in the sitemust include in order to meet user needs Specifications Requirements in order to meet user needsUser Needs: externally derived goals User Needs: externally derived goalsfor the site; identified through user research,ethno/techno/psychographics, etc. User Needs for the site; identified through user research, ethno/techno/psychographics, etc.Site Objectives: business, creative, or otherinternally derived goals for the site Site Objectives Site Objectives: business, creative, or other internally derived goals for the sitetask-oriented Abstract Conception information-oriented This picture is incomplete: The model outlined here does not account for secondary considerations (such as those arising during technical or content development) that may influence decisions during user experience development. Also, this model does not describe a development process, nor does it define roles within a user experience development team. Rather, it seeks to define the key considerations that go into the development of user experience on the Web today.© 2000 Jesse James Garrett
  8. Dan Saffer, 2009(
  9. Such definitional struggles areokay — it speaks to our field’sdynamism.
  10. As products have evolved intoservices, UX has gotten muddy.
  11. Many (most?) UX practitionershave a design background,and a bias towards execution(in order to feel legitimate).
  12. Though UX emerged fromdesign disciplines, it is not adesign discipline.
  13. So, what is UX design?
  14. 3 years ago, on this very stage...
  15. Then what does a “UXdesigner” do?
  16. typography instructional design perception architectureindustrial design cognition emotion exhibit design action fashion design data visualization game design
  17. typography instructional design perception architectureindustrial design cognition emotionWait a minute! Do I have tobe good at all of that?! exhibit design action fashion design data visualization game design
  18. It’s been right in front of us forquite a while, but we couldn’tsee it, because of our biastowards design-as-execution.
  19. And Jesse called it out, but sofar into a packed presentationthat it didn’t get the attentionit deserved...
  20. Minute 37 of 40...
  21. Aha! The practice of UX operates atthe level of coordination.
  22. Coordination of what?
  23. User experience arises fromthe sum total of interactionswith a organization’s productsand services.
  24. That includes businessdevelopment, marketing,engineering, customerservice, retail, as well asproduct and service design.
  25. (Why do we continue to behave as ifdesign is the only organizationalpractice concerned with a user’s orcustomer’s experience?)
  26. Just because UX emergedfrom software and grew withweb doesn’t mean it has tobe digital.
  27. UX is not a functional group inan organization.
  28. A “UX department” absolvesother departments fromconcerning themselves withUX.
  29. The companies that deliverthe best UX often don’t havethe biggest UX groups.
  30. UX is a mindset.(it is a humanistic way of approaching problem solving)
  31. UX is an outcome.(this is why you can have a good or bad user experience)
  32. You can’t “designexperience,” but UX benefitsfrom intent and a singularvision.
  33. UX Design is not all of these distinct disciplines.
  34. UX Design is what’s left.
  35. The challenge for a UXdesigner is to identify where,how, and what level toengage.
  36. May I suggest a model...
  37. Interaction Information Design Architecture UXIndustrial Visual Design Design Sound Architecture Design
  38. You could have started at aspecific discipline, but nowyou’re overseeing manyfactors.
  39. UX is a leadership role.(and not necessarily a management role.)
  40. UX is a systems role.(UX brings humanity into systems design and engineering)
  41. UX is a synthetic role.
  42. We use design approaches,but not for ‘design’ outcomes.These approaches drivebroader understanding.
  43. So what does this person do?
  44. Begin in free sites Attempt contact Find more leads Paid search Experience PeopleSmart within a funnel Try the trial membership and decide on a paid membership Use and decide on a renewal Find out as much as possible from free sources Evaluate the search capabilities of PeopleSmart Determine the accuracy of the data by trying it out Add PeopleSmart to the “go to” tool box Determine the accuracy of Leave no stone left Abandon the free the data by trying it out unturned serach Consider paid searches The Sleuth will ask herself: A Sleuth will use her own credit card or get permission to and phone numbers The Sleuth will see additional cross-sell offers such as Bits and pieces of information acquired during the free With continued use, she becomes familiar with the site site with a more rational mindset and take the time to read eople who search for people for Customer’s Is this accurate? Is it current? Is it cost effective for Awesome! What’s this I have to pay even Now I could just me to keep searchingO Ugh! Yet another more for what I really want?! How can I tell? in all these various I guess I’ll try site I have to They have “trial membership” start my search these...they’re a long places? shot but maybe I’ll learn to navigate. newer data! all about? with for a person begins with get lucky. Thinkingbegin to search in free sites beforeconsidering a paid search such as if Try to if list another phone number report lists another then then phone number contact the got out of the free search personthe Sleuth will consider the costs report and start the free Send a registered letter or make a phone call to START OVER Try to contact the person User insights if GOOGLE DATABASE Send a registered letter then if additional data Doing or make a phone call to then list another phone number lt s su S for the free trial and might Se Add e re ea arch rch it i “GO TO” TOOl bOx Of DaTabases START START TOOl bOx Of lasT ResORT OVER OVER Results con- Duplicate, useless or inaccurate results found if ‘em yet? then list another phone number found found ‘em yet? ‘em yet? START START OVER OVER Touchpoints Contact Report Order Receipt Background Order Receipt Credit card is Talk with Renewal notice Look and feel of Search See the deal Report email the site results offered email from trial ends staff Excited Feeling Curious Reassured Unsure UnsureGoal: Find the current contact Concernedinformation and whereabouts of a Betrayed Frustrated Business Business Development Units Marketing Marketing Thank you Search Optimization User Experience By: Analytics Loretta Neal Member Services
  45. Facilitation
  46. Ideation
  47. Ideation
  48. Experience strategy and vision
  49. Experience strategy and visionDo more with lessAuthentically digitalPride in craftsmanshipBe fast and fluidWin as one
  50. [Image removed due to proprietary nature.]Experience planning
  51. Ongoing oversight andorchestration
  52. UX designers leadorganizations to ensure thatgreat experiences get out intothe world.
  53. This doesn’t mean UXdesigners can’t or shouldn’tdo the execution work. It’sjust a different kind of work.(Directors can write, act, shoot, and edit, too.)
  54. UX needs to stop selling itself short.
  55. UX needs tothink andact big.
  56. UX needs to not let othersdefine what it does.
  57. UX needs to lead, not follow.
  58. Thank you for yourconsideration.Peter