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UX is UI - When Worlds Collide

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UX is a profession full of misunderstanding. Clients, colleagues, even UX practitioners can't always agree on what it is, or how it fits into the bigger picture of business strategy. For people who specialise in making sense of other people's messes, we don't do so well with our own. Let's take a look at the contradictions, limitations, and oddities inherent in UX and argue how design and research skills can be used for greater influence.

Publicada em: Design
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UX is UI - When Worlds Collide

  1. 1. @ M I K E A T H E R T O N U X i s U I W h e n w o r l d s c o l l i d e M I K E AT H E RT O N @ M I K E A T H E R T O N
  2. 2. D I A G R A M B Y M I K E M A R K
  3. 3. D I A G R A M B Y D U D L E Y S T O R E Y
  4. 4. D I A G R A M B Y V I N N I E Q U I N N
  5. 5. S L A S H A F F L I C T I O N
  6. 6. D I A G R A M B Y U X M O V E M E N T
  7. 7. T O D AY ’ S TA L K WHAT CAN UX BE BEYOND UI?
  8. 8. O P E N S U R V E Y T O T H E U X C O M M U N I T Y
  9. 9. S U R V E Y: D E F I N I N G U X
  10. 10. S U R V E Y: D E F I N I N G U X / U I
  11. 11. – S U R V E Y R E S P O N D E N T “A term used by people who don’t know what either really is.”
  12. 12. – S U R V E Y R E S P O N D E N T “A Visual Designer working in the field for a long time. It means that he/she is able to design but not to innovate.”
  13. 13. – S U R V E Y R E S P O N D E N T “A person in their mid-20s who has been using Sketch and hanging out on dribbble or designernews and found they can get a much better day rate by adding UX/ to their job title.”
  14. 14. – S U R V E Y R E S P O N D E N T “Someone lost in a sea of opportunity who can’t define themselves in any meaningful way.”
  15. 15. – N O T S H E R L O C K H O L M E S “Once you eliminate the UI whatever remains, however improbable, must be UX.”
  16. 16. U X A S L O V E , E N C H A N T M E N T, A N D M A G I C UI DESIGN IS: Navigation, sub-navigation, menus, drop-downs, buttons, links, windows, rounded corners, shadowing, error messages, alerts, updates, checkboxes, password fields, search fields, text inputs, radio selections, text areas, hover states, selection states, pressed states, tooltips, banner ads, embedded videos, swipe animations, scrolling, clicking, iconography, colors, lists, slideshows, alt text, badges, notifications, gradients, pop-ups, carousels, OK/Cancel, etc. etc. etc. UX DESIGN IS: People, happiness, solving problems, understanding needs, love, efficiency, entertainment, pleasure, delight, smiles, soul, warmth, personality, joy, satisfaction, gratification, elation, exhilaration, bliss, euphoria, convenience, enchantment, magic, productivity, effectiveness, etc. etc. etc. https://econsultancy.com/blog/66565-q-a-golden-krishna-explains-why-the-best-interface-is-no-interface
  17. 17. S U R V E Y: D E F I N I N G T H E D I F F E R E N C E
  18. 18. @ M I K E A T H E R T O N T H E U S E R I N T E R FA C E PA RT 2
  19. 19. T H E G U I M A D E C O M P U T E R S A M A I N S T R E A M A P P L I A N C E
  20. 20. S O P H I S T I C AT E D C O M P U T I N G I N O U R P O C K E T …
  21. 21. … W H E R E T E C H N O L O G Y B E C O M E S I N V I S I B L E
  22. 22. W E C O N N E C T P E O P L E T O P E O P L E https://www.facebook.com/FacebookStoriesEnglish/
  23. 23. – A R T H U R C . C L A R K E “Any sufficiently advanced technology is indistinguishable from magic.”
  24. 24. T H E I N V I S I B L E I N T E R FA C E
  25. 25. W H E N E X P E R I E N C E I S D R I V E N B Y A L G O R I T H M
  26. 26. T H E ‘ U S E R I N T E R FA C E ’ T O D AY T HE INTERFAC E B ET W EEN T HE CUSTOMER A ND T H EE BUSINE S S.
  27. 27. T H E S E R V I C E E C O L O G Y O R C H E S T R AT E S T H E T O U C H P O I N T S F U L F I L M E N T C R M I N V E N T O RY D ATA O R D E R H I S T O RY FRONT STAGE BACK STAGE
  28. 28. E X P E R I E N C E B E Y O N D T H E D E V I C E
  29. 29. P E O P L E C O N N E C T I N G P E O P L E T O P E O P L E RELAT IONSHIP ENGINE E RS
  30. 30. @ M I K E A T H E R T O N B U S I N E S S PA RT 3
  31. 31. – P E T E R D R U C K E R “The purpose of any business is to create and keep a customer.”
  32. 32. S & P 5 0 0 B Y M A R K E T C A P 2006 1. Exxon Mobil 2. General Electric 3. Microsoft 4. Citi Group 5. Bank of America 2016 1. Apple 2. Alphabet 3. Microsoft 4. Amazon 5. Facebook PROPS TO MARTIN ERIKSSON I TOTALLY STOLE THIS FROM HIM
  33. 33. R O L E S M U S T B E S E T U P F O R S U C C E S S YO UR JOB I S NOT T O F IG H T FOR THE RIGHT T O DO YOUR JO B .
  34. 34. I F T H I S I S U S E R E X P E R I E N C E D E S I G N …
  35. 35. … I S T H I S ‘ U X ’ ?
  36. 36. W E L O V E T O TA L K A B O U T H O W T H E S A U S A G E G E T S M A D E
  37. 37. J O L LY H O C K E Y S T I C K S
  38. 38. H E L P T H E B U S I N E S S F I N D T H E VA L U E O F D I G I TA L
  39. 39. U X I S A C C O U N TA B L E INCREASED OVERALL REVENUE FROM DIGITAL CHANNELS INCREASED ARPU FROM DIGITAL CHANNELS SHORTER PURCHASE CYCLES INCREASED PRESS COVERAGE REDUCED CALL CENTRE VOLUME BETTER QUALITY CANDIDATES APPLYING FOR VACANCIES IMPROVED BRAND PERCEPTION
  40. 40. W H AT P E O P L E A S K M E AT C O N F E R E N C E S H OW CAN I CO NV INCE T HE BUSINESS OF T HE VALUE OF U X?
  41. 41. R E F R A M E T H E Q U E S T I O N H OW CAN I MA K E U X VALUABLE TO THE BUSINE S S?
  42. 42. T H E J O B S O F P R O D U C T M A N A G E M E N T
  43. 43. D I A G R A M B Y M A RT I N E R I K S S O N
  44. 44. S U R V E Y: W H E N T O I N V O LV E U X
  45. 45. S U R V E Y: U X A N D P M
  46. 46. NOT JUST MAKING STUFF RIGHT. MAKING THE RIGHT STUFF.
  47. 47. @ M I K E A T H E R T O N VA L U E M U S T B E G R E AT E R T H A N PA I N A L M O S T D O N E
  48. 48. W H AT W E ’ R E H E R E T O D O UX CR EATE S PERSON AL AN D BUSI NESS VALUE
  49. 49. T H E PAT H O F E X P E R I E N C E D E S I G N Ecology Avatar Strategic influence
  50. 50. D I A G R A M B Y J E S S E J A M E S G A R R E T T
  51. 51. T H E S H I T- F L AV O U R E D L O L L I P O P P R O B L E M
  52. 52. W H Y A N D W H AT B E F O R E H O W EXP ERIENCE STARTS WITH A VAL UE PROPOSI TION
  53. 53. B E A U X C O N D U C T O R , C H E E R L E A D E R , A N D C O P
  54. 54. L E T ’ S B E T T E R C O M M U N I C AT E T H E VA L U E O F W H AT W E D O
  55. 55. S I M P L I C I T Y I S N ’ T E V E RY T H I N G MAKE THE COMPLEX CLEAR
  56. 56. BEYOND THE SCREEN BEYOND PROCESS BEYOND THE UX TEAM
  57. 57. DESIGN THE RELATIONSHIP. Thanks! Find me on Twitter: @MikeAtherton Original article: Search ‘UX is UI’ More shiz: slideshare.net/reduxd

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