6 things that you might [know, forgot, misunderstood] about [ux, ix, pd]

6 things that you might [know, forgot, misunderstood] about [UX, IX, PD]

Arganka YahyaIxD Tech Lead @ Traveloka

#1 UX = UI

#1 UX = UI

UX is a huge multidisciplinary field.

#1 UX = UI

#1 UX = UI

Job titles:UI/UX designer?UX/UI designer?Product designer?UI/UX & front-end developer?

#1 UX = UI

SeniorJuniorHeavyweightMiddleweightPrincipalChiefLead

UsabilityUser Centred DesignUser Experience (UX)User InterfaceHuman FactorsVisualContentInformationInteraction

AnalystArchitectChampionConsultantDesignerDeveloperDirectorExpertManagerPractitionerProfessionalResearcherSpecialistStrategist

The UX Job Title Generator

#1 UX = UI

Our product design team:IXD + IXD + PTP.

Is it important to define the role clearly to the market?

#2 We know the users

#2 We know the users

Know = understand?

Do we really know/understand our users?- Human- Context

#2 We know the users

#2 We know the users

Human- Information processing- Behavior- Emotion- Technical Knowledge- Developmental phase- Motivation

Attention (Change blindness, inattentional blindness, selective attention)

Memory (STM, LTM)

Perception

Motor Coordination

Information processing

#2 We know the users

Inattentional Blindness (Video)

#2 We know the users http://www.theinvisiblegorilla.com/videos.html

Change Blindness (Video)

#2 We know the users https://www.youtube.com/watch?v=qN7s9E6M4RQ

Why we do things.

Your users motivation might not be the same as yours.

Motivation

#2 We know the users

#2 We know the users

Context- Where?

(living room/coffee shop/train station/public transport)

- When?(early morning/last minute)

- How?(planned action/recreational)

#3 People know what they want

#3 People know what they want

They don’t.

What they say (survey, interview)

What they do (user test, observation)

What they make (participatory design)

Three ways to understand people

#3 People know what they want Selfless design | Daniel Makoski | TEDxHongKongED

#3 People know what they want

“It cost Walmart $1.85 billion to listen to what their customers say. “This is the peril of listening to what your customers say instead of what they actually did.”

WTH?

Myth #21: People can tell you what they want

#3 People know what they want

They asked:

“Would you like Walmart to be less cluttered?”

Walmart Declutters Aisles Per Customers' Request, Then Loses $1.85 Billion In Sales

1. You show your customers your product and they aren’t totally excited

about it.

2. You ask them what would get them excited about it. They tell you a few

features that would turn them into passionate users.

3. You implement the features they suggested.

4. You take it back to your customers and they still aren’t thrilled.

5. You feel helpless and upset because you thought you were making the

right design decisions.

6. You then declare to the world that you should NEVER LISTEN TO YOUR

CUSTOMERS

How (NOT) to listen

#3 People know what they want Horrible Advice: Never listen to your customers

1. Observe and research the activities that people are already doing.

2. Investigate what the underlying motivations and goals are.

3. Create features that allow people to reach their goals faster, easier, more

cheaply.

4. Test new features with your customers to verify your assumptions.

5. Rinse and repeat.

How to listen better

#3 People know what they want Horrible Advice: Never listen to your customers

#3 People know what they want

Designers cannot do their job without talking to customers.

There is a huge difference between talking to customers and implementing what they think they want.

Horrible Advice: Never listen to your customers

#4 We can design experience

#4 We can design experience

What is experience anyway?

Experience is unique for each of us

It’s a moment in time that’s felt individually.

We might not understand the meaning of a particular experience for weeks,

months, or even years after it happens.

So, if we can’t even understand our own experiences, how can we be so

egotistical to think we can design someone else’s?

We can’t.

Experience?

#3 People know what they want 9 UX Secrets I Stole From People Smarter Than Me

Do architects design houses or do they design “inhabitant experiences”?

The bullshit answer is “They design inhabitant experiences”.

The pragmatic answer is: “They design houses”.

The cautious answer is: Architects design houses that lead to a spectrum of

experiences, some foreseen, some not. But they do not design all possible

experiences one can have in a house.

Architects example

#3 People know what they want CAN EXPERIENCE BE DESIGNED?

#4 We can design experience

We cannot design the user.

We cannot design the situation.

Why User Experience Cannot Be Designed

#4 We can design experience

However,We can design for experience.

A New Design Space

#5 Users = Us (Designer/PM/Founder)

#5 Users = Us (Designer/PM/Founder)

Users don’t really care about us or our product (your baby). They care about their goals.

They don’t think like you do. You know your product inside and out.

However, many of your users are coming to your site or using your product for

the very first time.

Many of them have a goal in mind and are using your product because they

believe it will help them achieve that goal.

And others are cautiously poking around, a little unsure due to previous

experiences that left them confused and dissatisfied.

About user

#5 Users = Us (Designer/PM/Founder) YOU ARE NOT YOUR USER

#5 Users = Us (Designer/PM/Founder)

“Knowing how people will use something is essential."—Donald Norman

#5 Users = Us (Designer/PM/Founder)

“Quit telling us how great you are, and start telling us how you plan to deliver something that helps the user become greater.”—Kathy Sierra

Myth #14: You are like your users

#6 UX is a responsibility of a single person/team

#6 UX is a responsibility of a single person/team

No. It’s our responsibility (all of us).

Why UX is not only the Responsibility of the UX'er • Janne Jul Jensen

Know our customers pain the most!

Speak nicely with them

Source of information

-Twitter

-Zendesk

Customer Service

#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product

Do you know our product-market fit?

Product

#6 UX is a responsibility of a single person/team UX Strategy Means Business - Jared Spool

#6 UX is a responsibility of a single person/team

Underpants Gnomes Profit Plan

Remove friction

Improve collaboration

Provide great product that enables and inspires

Marketing

#6 UX is a responsibility of a single person/team

#6 UX is a responsibility of a single person/team

However, we should think beyond the walls of the product team.

#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product

#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product

#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product

#6 UX is a responsibility of a single person/team Research at Intercom: Thinking Beyond Product

RECAP

#1 UX ≠ UI

#2 We (DON’T) know the users

#3 People (DON’T) know what they want

#4 We can (NOT) design experience

#5 Users ≠ Us (Designer/PM/Founder)

#6 UX is a (NOT) responsibility of a single person/team

6 things that you might [know, forgot, misunderstood] about [UX, IX, PD]

Arganka YahyaIxD Tech Lead @ Traveloka