The practice of UX

Jamie Skella Collective Campus · 2016 linkedin.com/in/jamieskella · skella.com.au
What is UX?
Good product design isn’t merely visual design, usability testing, or common sense. Accessibility best practices Behavioural psychology Language and tone Interaction design Information architecture Colour theory
Design is not just what it looks like and feels like. Design is how it works. Steve Jobs
Everything is designed. Not everything is designed well.
Strategise and ideate Market research Innovation exploration Design speci cation 1. Design and validate Visual design Interface prototyping Usability testing 2. Design and validate Analytics investigation User surveying A/B testing 3.…
Customer satisfaction can only be maintained with a culture of continuous improvement. Expectations of every digital product will continue to change, especially if the product doesn’t.
An MVP is this Not this
Critically, an MVP creates feedback loops early, which rede ne what your next steps should be as not all features or ideas turn out to be good ones. It doesn’t matter how good you are at designing if you’re designing the wrong thing.
Why first. Then how.
Selling-in the value of UX
What is the sum of being easier to use, more delightful and improving time to task completion?
Design-driven businesses have outperformed the S&P by 228% over the past years Design-aware companies on the London Stock Exchange outperformed FTSE by more than 200% Source: https://medium.com/@jamieskella/what-ux-isnt-dee0436a194d…
Ultimately, user experience design, and what these companies practice, is informed design . To practice informed design, you need to intimately understand who you’re designing for...
Understanding people with research and testing
Designing for yourself is the biggest mistake you can make. UX is not art.
Prior to bottom line impacts, what does user testing achieve within the business? An ongoing feedback loop for stakeholder consideration The fostering of a culture that makes informed decisions Real user guidance on what’s useful and…
Informed design is the critical practice of making conscious decisions, backed by real information rather than assumption. 1. Even the minimum amount of usability testing can deliver extraordinary results. Test everything you’re working…
Card sorting Understanding the “what people say” in regards to how they believe your information should be architected, in direct relation to content groupings and navigation structures. Tree testing Understanding the “what people do” in…
Remote usability testing Not dissimilar to moderated usability testing, remote usability testing often comes with the convenience of task ow automation and recording, but su ers from a moderator not being able to observe body language.…
Of course, if you A/B test the two worst options, your best possible outcome is only the second worse one. Data gathered is only done so based on current strategies and product realities not possibilities and can be interpreted with bias.…
Be data-informed, not data-dictated Current iteration Local maxima Innovation instead of iteration
You have to start with the customer experience and work backwards to the technology Steve Jobs
UI principles to live by
1. PURSUE SIMPLICITY 2. EMPLOY VISUAL HIERARCHIES 3. CAREFULLY CONSIDER AFFORDANCES 4. USE APPROPRIATE TYPOGRAPHY 5. TALK LIKE A HUMAN 6. DON’T MAKE PEOPLE THINK 7. DIFFERENT PEOPLE, DIFFERENT DESIGNS handbook.contactlight.co
Visually complex interfaces are rated less beautiful than simpler ones, which add additional work for the brain to decode, store and make sense of. / Perfection is achieved not when there is nothing more to add, but when there is nothing…
/ Weak hierarch y Strong hierarch y
/ Clutter and confusion are failures of design, not attributes of information. Edward Tufte (professor and statistician)
/ Follow what works for your users, not trends.
/ Sometimes what looks better doesn’t work better.
Slide from a talk on user experience design.
Slide from a talk on user experience design.
/ Typeface characteristics affect aesthetic appeal, comprehension, and credibility Source: Weighted Agreement graph from “Hear, All Ye People; Hearken, O Earth” by Errol Morris, August
/ HP’s infamously thoughtless language.
Slide from a talk on user experience design.
/ D O N Insist on info Expect recall Ask questions Present options Demonstrate value Design for recognition Be contextually smart Remember decisions
/ D O N Be intuitive Be quickly learnable
/, Rakuten’s information-dense page is well suited for the risk averse and conservative Japanese culture.
/, However, for a Western audience, Rakuten appropriately opt for localisation over standardisation.
UX design isn’t voodoo. It’s a conscious decision to avoid personal bias, and a genuine care for how people will react to the choices we make for them.
UX goes beyond graphics
Hey Siri, dim the lights Hey Siri, direct me home Hey Siri, how old is Michael Jordan? later Now... Hey Siri, buy me the highest rated BBQ that will fit nicely in my courtyard, at the cheapest price, but that can still be delivered by…
Slide from a talk on user experience design.
Slide from a talk on user experience design.
UX goes beyond mobile
Slide from a talk on user experience design.
Slide from a talk on user experience design.
Slide from a talk on user experience design.
Q & A
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