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.
7. I invented the term because I thought
Human Interface and usability were too
narrow: I wanted to cover all aspects of
the person’s experience with a system,
including industrial design, graphics,
the interface, the physical interaction,
and the manual.
Don Norman, 1998 email
19. typography
instructional design
perception
architecture
industrial design
cognition
emotion
exhibit design
action fashion design
data visualization game design
20. typography
instructional design
perception
architecture
industrial design
cognition
emotion
Wait a minute! Do I have to
be good at all of that?!
exhibit design
action fashion design
data visualization game design
21. It’s been right in front of us for
quite a while, but we couldn’t
see it, because of our bias
towards design-as-execution.
22. And Jesse called it out, but so
far into a packed presentation
that it didn’t get the attention
it deserved...
51. 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 searching
O
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 PeopleSmart.
search for a person begins with get lucky.
Thinking
begin to search in free sites before
considering 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
person
the 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
Unsure
Goal: Find the current contact Concerned
information and whereabouts of a Betrayed
Frustrated
Business Business Development
Units
Marketing Marketing
Thank you
Search Optimization
User Experience
By: Analytics
Loretta Neal Member Services
60. This doesn’t mean UX
designers can’t or shouldn’t
do the execution work. It’s
just a different kind of work.
(Directors can write, act, shoot, and edit, too.)