This is my closing plenary from World Usability Day in Tallinn, Estonia on November 10, 2016.
User experience has been around since the dawn of time. But for most
people and their employers, UX is something that happens on a
two-dimensional interface – a laptop, a tablet, a smartphone. As a
result, our talents, as UX professionals, are limiting our career
opportunities. Service design is part of UX. So is product design. As
our discipline matures, we need to move beyond the digital interfaces
and demonstrate how our skills can be applied to many other areas. And
we need to adopt a clear, easy-to-understand definition of UX that
relates to an understandable, easy-to-implement design process. I’d
like to share this with you.
I made my first product design improvement at the age of three (I will
provide photographic proof). And I have been thinking about user
experience throughout my life. I would like to share some stories with
my friends in Estonia that I hope will help them grow their careers,
strengthen their community, and enhance their national presence on the
international scene.
16. I hope to dispell some myths:
• UX is only something that happens on a
screen
• UX was invented in the ‘80s
• UX can be accomplished by a team of one
I also want to:
• Give you an actionable definition of UX
• Provide tips that can help promote our
talents to the business community
My goals, your take-aways
23. “UX is supposed to lead to more revenue.
Everyone talks about it. But what IS it?”
24. UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
25. There are three types of interaction:
• Active
(things we control)
• Passive
(things we don’t control)
• Secondary
(things that have indirect influence)
32. UX design represents the conscious
act of :
• coordinating interactions
we can control
• acknowledging interactions
we cannot control
• reducing negative interactions
41. Top tip: If the first question a company
asks you during an interview is
“Can you wireframe”
You don’t want the job!
42. UX is only about touchpoints
NO! It’s also how users get
from one touchpoint to the next.
Myth #2
43.
44. What they found surprised them. While the company’s overall
customer-satisfaction metrics were strong, focus groups revealed
that a large number of customers left because of poor service and
shoddy treatment over time. “How can this be?” one executive
wondered. “We’ve measured customer satisfaction for years, and
our call centers, field services, and website experience each score
consistently over 90 percent. Our service is great!”
As company leaders probed further, however, they discovered a
more complex problem. Most customers weren’t fed up with any
one phone call, field visit, or other individual service interaction–
in fact, most customers didn’t much care about those singular
touchpoint events. What was driving them out the door was
something the company wasn’t examining or managing–the
customers’ cumulative experience across multiple touchpoints,
multiple channels, and over time.
45. UX is about making end users happy.
NO! It’s also about solving the
business goals of the stakeholders.
Myth #3
48. “He hears only that
which he understands”
XML
„Es hört jeder doch nur,
was er versteht.“
Goethe
CMS UX
UCD
CMUxD CSS
49. Top tip: Read the key strategic documents
– business plan, marketing strategy, etc.
And don’t trust the client’s own research –
talk to a few users yourself!
50. UX is just another name for CX
NO! Customers and users are not
always the same.
Myth #4
51.
52.
53.
54. Top tip: Don’t get drawn into semantic
arguments. Do the job – the definitions are
less important than you might think.
55. UX is all about process.
NO! It’s about achieving goals.
Myth #5
56.
57. ag·ile
adj
1 : able to move quickly and easily
2 : mentally quick and resourceful
58. 1. What did you do yesterday?
2. What will you do today
3. What is blocking your progress?
The three Scrum questions
59.
60. 1. What did you do yesterday?
I sailed west.
2. What will you do today?
Sail back to where I was yesterday.
3. What is blocking your progress?
These idiotic Scrum meetings!
The three Scrum questions
62. Reiss’s Integration Model (3:24 AM)
Figure out the business problem
Understand the opportunities
Channel your energy
Kiss some ass
Institutionalize the process
Take care of the business goals
63. UX is a new discipline.
NO! And the tools and techniques
have been around
since the dawn of time!
Myth #6