Explaining UX with a glass of lemonade

•

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Per Axbom

A simple explanation for understanding UX, and in some sense also an agile development process.

Design Tecnologia Negócios

Per Axbom — @axbom
Explaining UX
with a glass of
lemonade

COFFEE WILL LEAVE A STAIN
LEMONADE
WILL BOOST YOUR BRAIN!
1 MINUTE THIS WAY
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LEMON-MAID
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WHATTHE LEMON-MAIDTEAM DID
• Understood negative stress
and the power of a stress-
free environment
• Understood the power of
habits (coffee) and using it to
their advantage
• Attracted with copywriting,
images and design
• Made clear signage to guide
and direct people
• Created shareable items that
helped others market the
product
• Used psychological
phenomenons to increase
the perceived value of the
product
• Listened to customers to
continuously tweak and adapt
product offerings based on
customer behavior

LEMON-AID
CEO Copywriter AD UX
Lean UX
”Experimentation and teamwork”

LEMON-AID
CEO Copywriter AD UX
Lean UX
”Experimentation and teamwork”
keep an eye
on the goal

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Presentationen om vikten av att tillföra friktion föddes ur den gnagande känslan av att det jag gör inom UX-design inte alltid är helt rätt. Eller snarare, när jag så intensivt försöker göra teknik lättare för människor så uppmuntrar jag beteenden som faktiskt kan vara skadliga för den människa jag försöker hjälpa. Det här är förstås en insikt som är svår att ta till sig när man ägnat 20 år av sitt yrkesverksamma liv åt att förbättra digitala gränssnitt. Jag påstår inte på något sätt att allt jag ägnat mig åt varit direkt skadligt, men däremot att jag sällan ens har tittat på och utvärderat hur de digitala tjänsterna påverkar människor inombords och i relation till omgivningen. Det har gått för fort. Människo-centrerad design har blivit tydligt organisations-centrerad. Läs mer: https://axbom.se/sagolik-design

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Today many of the same techniques that Packard warned about sixty years ago in his classic "The Hidden Persuaders" are being used without hesitation to persuade users of digital products to subscribe, click, scroll, buy, invite and more. The same people who claim a user-centric mindset have no second thoughts when using learnings from psychology to obviously steer users towards desired behaviours. In this talk I give examples of growing problem areas and and describe how designers need to take more responsibility for the well-being and autonomy of users, as well as some practical ways this could play out. There is a cost to doing the right thing, but there are also rarely measured human costs that we are already paying dearly for. By showcasing these costs of the different paths available to us we can boost the incentive to include more conscious, moral decision-making in the design process.

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Under tre år har Per Axbom arbetat med Sveriges nationella plattform för stöd och behandling, som just nu börjar användas på bred front i landet. Plattformen används bland annat för att erbjuda KBT för ångest och depression, fortbildning om diagnoser, rehabilitering och screening. Hur säkerställer man att man får in behoven, att så många som möjligt känner sig sedda och hörda och att ett flerårigt projekt med så här många aktörer och krav på sig inte fastnar i snåriga regelverk och blir en skrivbordsprodukt? Hur får man projektet att anamma ett användarcentrerat synsätt? Följ med på en resa med mängder av konkreta tips för utveckling, dokumentation och kommunikation.

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Adopting techniques from behavioral sciences we are, as UX practitioners, becoming ever better at nudging users to perform the tasks we want them to perform. But when we remove all barriers and deliver the fairy-tale experience of requiring minimal brain capacity to move forward, we are in fact abandoning our promise of allowing users to make the best choice. In this talk, where fairy-tale and reality intertwine, I will help you catch yourself and remember why you became passionate about UX in the first place.

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17. LEMONADE! BOOST YOUR BRAIN FOR 1 DOLLAR

18. LEMONADE! BOOST YOUR BRAIN FOR 1 DOLLAR

19. LEMON-MAID BOOST YOUR BRAIN FOR 1 DOLLAR

20. LEMON-MAID BOOST YOUR BRAIN FOR 1 DOLLAR

21. LEMON-MAID BOOST YOUR BRAIN FOR 1 DOLLAR

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26. LEMON-MAID BOOST YOUR BRAIN FOR 2 DOLLARS

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28. LEMON-MAID BOOST YOUR BRAIN ice 5 dollars!

29. WHATTHE LEMON-MAIDTEAM DID • Understood negative stress and the power of a stress- free environment • Understood the power of habits (coffee) and using it to their advantage • Attracted with copywriting, images and design • Made clear signage to guide and direct people • Created shareable items that helped others market the product • Used psychological phenomenons to increase the perceived value of the product • Listened to customers to continuously tweak and adapt product offerings based on customer behavior

30. 15YEARS LATER...

31. LEMON-AID CEO

32. LEMON-AID CEO Copywriter AD UX

33. LEMON-AID CEO Copywriter AD UX

34. LEMON-AID CEO Copywriter AD UX Lean UX

35. LEMON-AID CEO Copywriter AD UX Lean UX ”Experimentation and teamwork”

36. LEMON-AID CEO Copywriter AD UX Lean UX ”Experimentation and teamwork”

37. LEMON-AID CEO Copywriter AD UX Lean UX ”Experimentation and teamwork”

38. LEMON-AID CEO Copywriter AD UX Lean UX ”Experimentation and teamwork” keep an eye on the goal