1) User experience and design are crucial to a product's success. Companies should obsess over design and iterate features many times to get them right rather than quickly adding new features.
2) Usability alone does not guarantee success. While usability ensures a product is easy to use, it does not account for emotional appeal and enjoyment that attract users.
3) Good design focuses on addressing users' immediate goals, responds rapidly to user inputs, uses simple language, follows visual design principles, and elicits positive emotions. These factors improve usability, memory, perception, exploration and task completion.
3. User experience is everything...
“ it. Get your whole company on
Obsess over it. Live and breathe
board. Better to iterate a
hundred times to get the right
”
feature right than to add a
hundred more.
Evan Williams
Twitter founder
4. Usability is not everything. If
usability engineers designed a
“ quiet, brightly lit, with lots of
nightclub, it would be clean,
places to sit down, plenty of
bartenders, menus written in 18-
point sans-serif, and easy-to-
find bathrooms. But nobody
”
would be there. They would all
be down the street at Coyote
Ugly pouring beer on each other.
Joel Spolsky
StackExchange Founder
5. Technology is a commodity…
“ is design, copywriting,
What really makes the difference
execution, clarity, passion, and
the overall customer experience.
The stuff you can’t specifically
”
define... are the things that
matter. Jason Fried
37signals Founder
6. I’ve been pitching our services
“ for 23 years and I’ve never once
successfully convinced an
executive of anything. ”
Jared Spool
User Interface Engineering
12. Rule 1: Your product should directly
address user’s immediate goals at all times
All humans are goal-oriented.
We only perceive things related to our
goal.
13. Why designing for user goals is important
25.3% conversion 47.8% conversion
15. To respond rapidly, operate on a human
time scale
We perceive and register emotional reaction to a site
.01s design.
We notice lag in scrolling and on touch-sensitive devices.
Smallest moment of time of which we’re consciously
aware.
.1s Time to identify up to 4 objects.
Deadline for displaying busy indicators (perception of
cause-effect).
Maximum allowable conversational gap.
Deadline for finishing user-requested operations like
1s opening a window.
Maximum time to delay user with unrequested
operations like auto-save.
Average time a human can concentrate on a task without
pausing.
10s
Deadline for completing one step in a multi-step
process.
20. Rule 2: Good design is highly concerned
with apparent responsiveness
Smooth animations
Use of Ajax
Use of spinners, animation and
transitions to distract while the system is
performing work
23. 0
Median number of books read annually
50%
of Americans are aliterate
2 minutes
Longest period of reading among aliterates
24. User performance on a reading-intensive task
Time it took 48 of 73 users to find the corporate address on a website.
25. Good design is written in a simple,
conversational tone
Familiar patterns of conversation speech
style aids comprehension in novice
readers
Difficult words such as jargon causes task
completion to exceed the 10 second task
span
35. Good visual design...
Follows or carefully violates Gestalt
principles
Groups objects using movement,
symmetry, proximity
Arranges those groups in a proportional
system of ratios such as the golden ratio
40. “Confession: sometimes I make too long Feathers-tweets just to
watch the bird turn red.” – @evbjone
41. Emotion and cognition are not separate
Positive emotions improve memory
Positive emotions improve the perception
usability
Positive emotions cause people to be
more open to exploring new ideas
Negative emotions cause people to focus
better and be more careful
43. Attractive things are perceived to be more usable
.76
Correlation between
emotional quality of site
.71
Correlation between
emotional quality of the
and expected site
site and reported usability
usability before site was
after site was used.
used.
.01
Correlation between
emotional quality and error
rate
Better huh? Without a doubt. And that’s the state of design understanding today among many product owners, developers and executives today. Designers are creatives who are good at making things that are bad better. That definition of design and designers is a problem. Not just for designers. For the success of products and business. As it turns out, good design has tremendous bottom line impact on our products. And we can increasingly quantify the impact of good design and understand some of it’s underlying mechanisms. For example, among the designers out there, improving the design of the title slide increased the odds that you believe my claim that I’m a fantastic designer by 8%. And among the non-designers, you’re about 20% more likely to believe everything I have to say today. Without knowing whether I’m really a designer, seeing any examples of my so-called fantastic design skills, or even knowing whether actually I’m the person who designed this presentation.\n
That what I’d like to talk about today. Qualifying and quantifying the value of design, and communicating a better understanding of how good design (and bad design) changes the way we think, work, and feel about products. And changes whether or not products are successful in the market.\n
There’s a lot of confusion of what design is. Here’s the founder of twitter saying something called User Experience Design is everything.\n
And the Joel Spolsky claiming something called usability is not everything.\n
Jason Fried - a designer - saying that design is something ineffable yet still more important than the technology of your business.\n
Perhaps the most accurate definition of design I’ve ever seen comes from Jared Spool, who characterizes it as something CEOs won’t pay for.\n
Here is my definition of design.\n
More precisely, design is 4 things. What it does. Whether I can accomplish something I need to do. Whether I find it appealing. How I feel about it before, during and after. Or functionality, usability, aesthetics and emotion. And specifically, how design adheres to the capabilities and infirmities of the human mind.\n
I need two volunteers, preferably from the first row.\nAsk a volunteer to leave.\nPerson that remains. You remember college, right? Well, it turns out that when people go to college websites, the thing they look for most is a map of campus. Makes sense, right? So, I’m going to show you a typical college home page. I want you to find a way to navigate to a map of campus. When you find one, please let me know. I’m going to keep track of how long it takes. And remember… everyone here is judging you on how fast you do this. \n\nPerson Two - Ok, I’m going to show you a typical college home page. On it there’s a link saying that I’ll give you $20 bucks, no questions asked. I want you to find that link and tell me when you do. I’m going to keep track of the time it takes. Great - mind if I ask - how many links to a map of the campus were located directly on the home page?\n
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I need two volunteers, preferably from the first row.\nAsk a volunteer to leave.\nPerson that remains. You remember college, right? Well, it turns out that when people go to college websites, the thing they look for most is a map of campus. Makes sense, right? So, I’m going to show you a typical college home page. I want you to find a way to navigate to a map of campus. When you find one, please let me know. I’m going to keep track of how long it takes. And remember… everyone here is judging you on how fast you do this. \n\nPerson Two - Ok, I’m going to show you a typical college home page. On it there’s a link saying that I’ll give you $20 bucks, no questions asked. I want you to find that link and tell me when you do. I’m going to keep track of the time it takes. Great - mind if I ask - how many links to a map of the campus were located directly on the home page?\n
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cited by 40% of participants in an Akamai study\n
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Mathematical model based on an Akamai study\n
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Humans speak naturally. Untaught humans will teach themselves a language\nBy contrast, humans require over ten years of intense training to read at an advanced level\nIf we don’t read regularly, our ability degrades\n
\nTime average American spends reading anything at all daily: 24 minutes\nThere are more HS dropouts than college graduates in the U.S.\n
Vast discrepancies between proficient and novice readers. User entirely different areas of the brain to read. Novice readers put forth so much effort towards simple text processing they don’t understand the meaning.\n
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Give you two names. You’ll tell me which name belongs to which shape. The words are Booba. And Kiki. Point to the one you think is named Kiki. Remember, once again, you’re being judged. Congratulations. You are a neurotypical human. 90% of all people in every language group and every culture ever tested agree with you. This is an example of synethsia. Profound synethsia is sometimes described famously by musicians, who claim to see colors associated with musical notes. Nearly everyone has some form of mild cross activation of the senses, however, as we see here where vision and sound and meaning are triggered. Interestingly, autistic people do not perform the same way as neurotypicals on this test. In any case, this is called the Booba Kiki effect, and it’s considered to be a part of visual appeal. \n
Is there a universal set of rules that describe vision? Yes. And they’re called the Gestalt principles of perception. The first is called closure. Do you see a dalmation sniffing the ground? Most people will. That’s because our brain will attempt to perceive patterns and close figures where none exist.\n
Next up is the law of similarity. When asked to describe this figure, the vast majority of people will say they see three rows of white dots and three rows of black dots. Not six rows of dots nor 36 dots in total.\n
Law of proximity. We can also induce a change in the way a the mind perceives groups by adjusting the distance between objects. Once again, people will describe the left figure as 6 rows of dots and the left as 3 groups of dots.\n
Principle of continuity. We follow the straightest possible line. So we see two lines here. ((show which))\n
Things that move or change together share a relationship\n
Golden Ratio\n
Ahamed Altaboli and Yingzi Lin\nSound simple, doesn’t it? So simple, it seems like… even a computer could measure it!\n
Sound simple, doesn’t it? So simple, it seems like… even a computer could measure it!\n
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Raise your hand if you remember the name of your dentist when you were 16 years old. Now, raise your hand if you remember the name of the first person you kissed.\n
